CONSUMERS PREFERENCES IN BUYING COMMODITIES IN THE

PUBLIC MARKET AND SUPERMARKET

A Research Paper

Presented to

The Faculty of the Senior High School

MANGATAREM NATIONAL HIGH SCHOOL

Pogonlomboy, Mangatarem, Pangasinan

In Partial Fulfilment

Of the Requirements for the Subject in

INQUIRY, INVESTIGATION AND IMMERSION

SY 2018-2019

Gerwin Lloyd Pagdilao Shahein Bachar

Kimberly Diane Ragojos Lean Jastine Calipdan

Rainchell Joddie Rosario Maria Luisa Manguerra

Rona Mae Saura Lhea Caragay

Jean Pauline Jazmin Mary Grace Zambrano

Zeneah Mangaliag Mary Joy Soriano

 APPROVAL SHEET

In partial fulfilment of the requirements for the subject Inquiry/ Investigation/

Immersion as a Culminating Activity for the subject Practical Research I & II, this

research paper entitled “A RESEARCH STUDY ON THE CONSUMERS

PREFERENCE IN BUYING COMMODITIES IN THE PUBLIC MARKET AND

THE SUPERMARKET” has been prepared and submitted by ABM-B Group 1.

____________________________________________

CRISTOPHER REYMOND S. CASTILLO, Ph.D.

Research Adviser

Noted:

_________________________

JENNIFER C. SANTOS

Senior High School Principal

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________________________

DATE
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ACKNOWLEDGEMENTS

The worth and triumph of this endeavour are founded on the collective efforts of

the researchers and all those who became our source of guidance and inspiration

throughout the process of completing this academic work. This thesis was made possible

because of the sturdy support system the researcher had from the following:

The researcher would like to express a deep sense of thanks & gratitude to our

research adviser Cristopher Reymond S. Castillo, Ph.D. for guiding us immensely

through the course of research. He always evinced keen interest on our work. His

constructive & constant motivation has been responsible for the successful completion of

this research. The researcher is indeed fortunate to have him as their mentor.

The researchers would also like to extend their gratitude to their respondents, the

teachers of Mangatarem National High School who actively shared their thoughts and

perception in this research. Without them, the completion of the study would not have

been possible.

To their friends, for encouraging them in completing their research work and

supporting them at all times.

To Ms. Reybelle P. de Vera, for her invaluable support, constant motivation, and

unselfish help in sharing of all her knowledge about the study.

To their parents, for their unconditional trust, guidance and unlimited support

financially and morally.

To Mr. and Mrs. Nobel Mangaliag, for their active support and for staying

with us up to the last minute of our work.

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To the Almighty who has shed divine help that drove the researchers to finish

their studies amidst rigors and challenges—all of which are meant for His greater

glory.

And lastly, to those whom the researcher failed to mention, their heartfelt gratitude.

DEDICATION

The researchers would like to dedicate this study, to their beloved families and

friends, to their school – the Mangatarem National High School, to their classmates,

teachers and to the teacher of this subject Inquiry, Investigation, and Immersion,

Cristopher Reymond S. Castillo, Ph.D. who have supported them throughout the process.

And most of all to our great creator our Almighty God the author of knowledge and

wisdom who made this possible.

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ABSTRACT

Research Title : CONSUMERS PREFERENCES IN BUYING

COMMODITIES X`IN THE PUBLIC MARKET

AND THE SUPERMARKET

Researcher : ABM-B GROUP 1

Subject : INQUIRY, INVESTIGATION, AND

IMMERSION

School : MANGATAREM NATIONAL HIGH SCHOOL

Adviser : CRISTOPHER REYMOND S. CASTILLO, Ph.D.

Date Completed : FEBRUARY 2019

No. of pages : 85 PAGES

Supermarket and Public Market are two marketplaces where commodities are

bought and sold. As a consumer, making the right choice in buying is essential. The

objective of this study is to determine the consumer’s preference towards buying

commodities either in the Supermarket or Public Market. Moreover, the researchers came

up with this study in order to help the teachers in determining if which marketplace is

more suitable for their busy schedule.

This study focuses on a quantitative research design that quantifies relationships

between variables. In specific, the researchers used a descriptive design in determining

the factors affecting the consumer’s preference in buying commodities. This research

used Likert Scale Questionnaire-Checklist that are aimed at finding out which is more
 7

preferred by consumers in buying commodities between the Public market and

Supermarket based on different factors.

The researchers employed simple random sampling specifically manual lottery

method, so that every teacher has the same opportunity to be a respondent. Respondents

were chosen based on the criteria that they must be a teacher at Mangatarem National

High School who regularly goes to the market place to buy or shop. In total, there are 122

respondents selected from the overall population of teachers. The gathered data from the

questionnaires were analyzed by using Z-test as its statistical treatment

Based on the findings most teachers preferred to buy commodities in the Public Market

compared to the Supermarket. On the other hand, Freshness/quality of commodities is the

main reason that affects their preference in buying commodities either in the Public

Market or Supermarket. While distance/proximity is the least considered reason.

This study recommends that teachers should consider the different factors in

choosing their preferred marketplace; parents like the teachers, they should be wise in

choosing where to buy commodities; business establishments should enhance their

performance in maintaining products freshness/quality, sufficient cleanliness, affordable

prices, and even good location of the business which makes a huge factor for consumers

to make decision on where to buy commodities; and for the future researchers as they do

similar research, they can use our paper as their guide and reference to reveal information

that can be useful regarding their studies.

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TABLE OF CONTENTS

Approval Sheet

Acknowledgment

Dedication

Research Abstract

Table of Contents

List of Tables

List of Figures

List of Appendices

CHAPTER PAGE

1 THE PROBLEM AND ITS BACKGROUND

Introduction

Background of the Study

Statement of the Problem

Significance of the Study

Scope and Limitation of the Study

2 REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature and Studies

Synthesis

Theoretical Framework

Paradigm of the Study

Definition of Terms
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3 METHODOLOGY

Research Design

Sampling Method

Research Instrument

Data Gathering Procedure

Data Analysis Procedure

Ethical Considerations

4 FINDINGS AND DISCUSSIONS

Presentation of Results, Discussions and Interpretation of Data

5 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary

Conclusion

Recommendation

Bibliography

APPENDICES

Appendix A (Curriculum Vitae)

Appendix B (Communication Letters & Letters of Consent)

Appendix C (Questionnaire)

Appendix D (Reliabity Test)

Appendix E (Reliability Test Result)

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CHAPTER I

PROBLEM AND ITS BACKGROUND

INTRODUCTION

Filipinos are known to be hardworking people. They spend the day in the

workplace; they work overtime and do a lot of works that sometimes lead to a shortened

time for other things. As stated by Domingo (2012), Filipinos are finding more jobs and

taking on more-than-average workload. Based from the data provided by the Bureau of

Labor and Employment Statistics (BLES) from July 2012, it showed that about two-

thirds of employed Filipinos have been working in more than the usual 40-hour work

week.

However, this work is not guaranteed enough to provide for their necessities.

Although Filipinos are becoming more productive over time, their wages have not kept

pace especially now that the prices of the commodities are affected by the current

inflation rate in the country. (JC Punongbayan, 2018) They end up working more hours

for the same money.

Incorporating all these, Filipinos aim to search for the best place that is the most

convenient to shop. A lot of factors play an important role in the consumer’s preference

of convenience from which affects their perception and choice. Jain (2011) in the results

of her study revealed that there are six major factors affecting consumer’s preference of

market area. The factors include availability, variety, quality of products, service,

discounts, and their income.

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With the growth of malls, multiplexes and hypermarkets, the customer is being

exposed to a new kind of shopping experience and services. For decades, shoppers were

loyal to a single store that would fulfil all their needs. Today, they’re far more likely to

embrace a variety of retail locations and formats to ensure they get exactly what they

want, when they want it.

Public markets, which are popular in the Asian countries, is often labelled as a

place for “fresh, cheap goods”. It is open from early sunrise up to late nights with the

vendors serving their own set of specific products, usually fruits, vegetables, seafood, and

poultry. Speisman (2016) mentioned two advantages of buying commodities in public

markets. First, you’ll be saving money since the products are sold at a relatively cheaper

price. Secondly, the products are more nutritious since they come directly, naturally, and

unprocessed from the farmers who supply the goods. Snyder (2017) stated that it offers a

wide variety of products.

However, despite being fresh, these products are usually criticized for being prone

to contamination because of the nature of the market – it is wide and open causing germs

to have more access to the foods. And, some of those who are selling vegetables, fruits,

etc., normally pack their days-old stock in plastic bags and not all are accurate in

measures. Public markets also don’t usually have its own janitor, so the vendors are the

only ones keeping their own areas clean but even the stinky smells from where the goods

are cleaned are not usually completely removed.

Supermarkets, which are popular over the world, are large self-service grocery.

They are arranged in aisles with numbers where products are sorted according to their

types. It is installed with heating or cooling systems, depending on what is needed for the
 12

climate of the country for a more comfortable shopping experience. It offers a wide range

of products from foods, to school supplies, clothing, to household tools and their weight

and measure system is deemed more reliable. They have carts and baskets available for

customers to place the products they pick.

Some of the benefits as indicated by Arnold (2018) is having the commodities

you need in one place because they are organized according to types. Another is their

promos and discounts on selected items. It is usually better maintained clean because of

the janitors cleaning each side of the store.

However, supermarkets are usually subjected to a higher cost of good as

compared to a public market. Another disadvantage is overcrowding, especially when

the supermarket has sales or on holidays. (Lari, 2018)

People constantly seek for their physiological needs and included in these needs

are the commodities usually found in either public markets or supermarkets. Some prefer

to shop in a crowded, often not so clean place but offers fresh products at a cheap price.

Others prefer to shop in a more comfortable, one stop, but offers products in a relatively

high price. But regardless, people seek for convenience.

BACKGROUND OF THE STUDY

Presence of public market and supermarket has been present over the years which

contribute to the booming economy through retailing.

Public markets, wet markets or traditional markets are known in Filipino as

“palengke” which have been around in every place of the Philippines for the past

(Ilustrisimo, ND). A wide range of products and materials can be seen all over the place;
 13

from fresh goods, livestock and local delicacies, clothes, household equipment and

appliances, and almost everything one could possibly think of.

Consumers tend to buy commodities in public markets because of its convenience

and reliability until such years, when they have been superseded by Supermarkets which

is known for being more convenient, reliable and cleaner to people. It also provides

various materials and products at a comfort for the consumer. Some goods can also be

found at lower prices because of discounts.

Studies in recent years have observed that there are some criticisms arising in

both market and supermarkets. Most of the public markets in the Philippines are

described bad perception by its very dirty environment with poor ventilated space that

causes foul odor which can lead to contamination of some products and a source of

various illnesses (Capuyan, ND). Another one is the higher inflation periods which lead

to lower consumer spending in an economy since disposable income reduces (Aruoba &

Schorfheide, 2011).

On the other side, supermarkets are being criticized due to lack of employees and

staffs’ personal attention to the needs of their customer. Some goods also require

explanation by salesmen that cannot be sold in such markets. And also it faces the

problem of co-ordinating activities of various sections of the market (Akrani, 2011)

STATEMENT OF THE PROBLEM

This study aims to investigate what affects the consumer’s preferences in

choosing where to buy commodities whether in the Supermarket or Public market from
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among the teachers of Mangatarem National High School, Mangatarem, Pangasinan.

Specifically, this study will seek to answer the following questions:

1. What is the demographic profile of the respondents in terms of:

1.1 Gender

1.2 Age

1.3 Monthly Income

2. Where do the teachers prefer to buy, Supermarket or Public Market?

3. What are the reasons that affect the preference of consumers in buying

commodities either in the Supermarket or Public market?

3.1 Prices of commodities

3.2 Freshness/Quality of commodities

3.3 Distance/Proximity

3.4 Availability of commodities

3.5 Variety of commodities

4. What are the reasons consumers prefer to buy or not to buy commodities either in

the Supermarket or Public Market?

4.1 Prices of commodities

4.2 Freshness/Quality of commodities

4.3 Distance/Proximity

4.4 Availability of commodities

4.5 Variety of commodities

5. Is there any significant difference on the consumer’s preferences to buy

commodities in the Supermarket and Public Market?

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RESEARCH HYPOTHESIS

Based from the problem of the study, the research hypothesis will be formulated

and tested at the level of significance of 0.05:

There is no significant difference on the consumer’s preferences to buy

commodities in the Supermarket and the Public Market.

SIGNIFICANCE OF THE STUDY

This study aims to determine what affects the consumer’s preferences in choosing

where to buy commodities whether in the supermarket or public market This leads to the

formulation of an intervention plan that aims to determine if which is more convenient

and accessible between the two.

This study will benefit the following:

To the Teachers. Since teachers are busy and don’t have much time to go to

marketplaces. The given data will guide them in determining if which is more suitable for

their busy schedules in buying goods.

To the Parents. Like the teachers, the parents will also be benefited and clearly

understand why Wet Market is more convenient than Supermarket or Supermarket is

more convenient than the Wet Market. The findings will also help them learn the actions

that they will do.

To the Business Establishments. The findings of the study will help both

provision public markets and supermarkets in our country particularly in our town

Mangatarem to understand the factors influencing consumer perception either favorably

 16

or unfavorably when compared to the other. This will enable them in adopting more

consumer-friendly strategies.

To the future researchers. The findings of the study will provide them research-

based information helpful in conducting researches about problems and issues in market

and supermarket. They may take the results in this study as their working model to think

of other factors that may lead in determining if which is more convenient between the

two.

It will also formulate solutions that may help their parents and teachers, and other

students in overcoming the issues. They may also describe other variables to further

delineate the results of the current study.

SCOPE AND LIMITATION OF THE STUDY

This research study focuses on determining the consumer’s preferences in

choosing where to buy commodities whether in the supermarket or public market. This

study aims to know which market area is preferred by most consumers; identify the

factors that affect the preferences in choosing where the consumers buy commodities;

and the reasons consumers choose or not to choose to buy commodities in the

Supermarket or Public market. It also focuses on discovering marketing strategies on

where we can put up a business whether inside the Public Market or Supermarket. The

researchers will look for reasons why and where you should buy between the two. Also

the results of the study will learn the advantages of Public Market and Supermarket with

each other and determine if which is more favourable between the two.
 17

The respondents of this study are the Teachers of Mangatarem National High

School. The study is only limited to market areas between Supermarket and Public

Market only. Other forms of selling and buying are not included.

The study will be conducted from June 2018 up to March 2019.

 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter will tackle the literatures and studies on how several factors affect

consumer’s choice of store. This chapter provides an overview of previous researches in

connection with the topic. It covers a review of existing relevant literatures which was

explained according to its concern.

To provide a clearer view of each of the variables in this study, here are the

following discussions:

Public Market

Spaniards, Chinese and American influences and gave birth to the idea of having

public markets or what they used to call tiangges or agora in the Philippines. As time

advances the idea of a public market also changed and became complex with a different

area of its kinds (Capuyan, ND). A public market is one of its kind which apparently the

most popular Public markets were once the heart of every town but because of

industrialization, business, competition and other components the role of public market in

the society has rapidly changed (Pabico, 2002).

Wet markets face survival battle

“Modern families are being driven to the supermarket and, over a period of time,

as the older people disappear, younger families will probably only patronize the

supermarkets” (Hutchison Whampoa, 2009).

The people most loyal to their local markets are the elderly. And the challenge for

us in a way is to be as much fun to shop in as a market.

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The atmosphere of a wet/public market is different from a supermarket, they have

charm and, if they could raise some of their hygiene standards, perhaps it could work.

Supermarkets capitalizing on shoppers' growing concerns over food hygiene are

promoting clean and fresh meat and vegetables, and rapidly stealing business from family

stalls. Retailers say markets cannot survive in their current form, and must modernize or

die out within a decade.

In buying commodities, consumer wants more convenient foods because of time

constraints. Wherein going to a wet/public market takes more time in choosing and

picking.

Supermarket

In recent years, public markets have been out-populated by larger, more

commercialized supermarkets. Wherein, its expansion turned into a major threat for the

public markets. In a 2002 article, the president of the National Federation of Market

Vendors Cooperatives, a cooperative of market vendors throughout the country, stated

that the concept of the public market was an integral part of the Philippine culture. He

stressed that the public market implant a sense of community that was not evident in the

more-commercialized supermarket. In spite of this, at least one traditional market has

been renovated to appeal to more commercialized consumers. A specific case is the

"Mutya ng Pasig Market" which was renovated in late 2008, from a traditional market

into more of a supermarket

Supermarket chains are killing palengkes – DTI

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“Public markets are struggling in the face of competition with large supermarket

chains that offer cheaper products in a clean and sanitary environment.” (Garcia, 2011)

The current state of palengkes where afar from the past years as they were considered as

purchasing centers in towns and barangays throughout the country. Nowadays,

consumers prefer going to supermarkets because they offer better consumer protection,

unlike public markets where some unscrupulous vendors fail to use properly calibrated

weighing scales.

Customer Purchase Decisions

Consumer preference to purchase commodities between Public market and

Supermarket are affected by variety of factors. Large number of studies was conducted to

determine the factors which influence consumer’s purchasing behaviour (Alton, 2016).

Consumer shopping habits and factor influencing consumer choice between

Public Market and Supermarket consumer behaviour is shaped considerably by personal,

situational, psychological, and social pressure. Geography also influences consumer

shopping preference, indicating the reasons behind the presence of grocery and general

retail of modern outlets being clustered in big cities and towns.

Consumer Perception on Quality of Commodities.

Consumers use different variables to determine the quality of a product.

Consumers directly evaluate attributes by physical cues such as taste, smell and size.

Others use variable such as place of origin, type of distribution channel, price, packaging

the manufacturer and among others. Perception plays an important role in life of the

consumer. The environment is littered with numerous commodities trying to attract

consumer’s attention. The quality of their perception depends on the way they process
 21

and interpret the attributes of each commodity. Perception is the process, by which an

individual select, organizes and interpret information inputs to create meaningful picture

of the world. (Kotler, 2009)

Consumers’ decision to purchase a product will be influenced to a large extent by

the attribute which the successful marketer is able to give or lend to the product through

advertising, packing, manufacturing, origin and other promotional techniques which in a

way determined product quality.

The Impact of Retail Proximity to Consumer Purchases.

Consumers are willing to travel less beyond a certain distance to make everyday

purchases which considered distance as a factor that influences the preference of

consumer on where to buy products. The more frequent the purchase, the greater

consumers’ demand markets to be closer to home. (Jain, 2011)

Commodities such as fuel, groceries, fast-food, etc are frequent purchases made

once or more per week. Conversely, consumers are willing to travel a little greater

distance for purchases made weekly or monthly, like oil changes, haircuts, and apparel.

Price as a Factor in Consumer’s Market Preference

Price was mentioned as a reason for consumers to buy their fresh meat from retail

outlets. In marketing, price is a powerful and convincing tool to attract consumers to

purchase from a particular retail outlet. According to Pride et al (2005), price is a tool

which informs consumers about the value of the product. Generally, retail outlets offering

good quality products at a lower price will attract more consumers. According to Trappey

and Lai (2007), offering lower prices is an important reason for consumers to shop at any

marketplace. The fact that the price in supermarket is higher motivates consumers to buy
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goods from public markets (Farhangmehr, et al. 2010). Nevertheless, consumers who

shop in the traditional markets enjoy competitive prices, for they can bargain, whereas

the price in supermarket outlets are fixed. People felt satisfied with their purchases from

traditional markets after gaining the product through negotiation with vendors. This

cannot be experienced when shopping from modern retail outlets. Zinkhan et al. (2009)

argued that the prices of fresh products produced in traditional markets tended to be

higher only at certain times like early morning. In order to receive further discounts or

price reductions, consumers were encouraged to visit traditional markets later in the

afternoon. Nevertheless, shopping later does not get the best quality products.

Impact of Inflation on Consumer Behavior.

The effect of inflation on consumer spending is both direct and indirect. Periods

of inflation influences consumers to save rather than consume because of pessimism and

uncertainty in the economy. Higher inflation leads to a lower consumer spending since

the purchasing power of consumers is decreased. They can almost no longer afford the

prices. (Aruoba & Schorfheide, 2011).

From a consumer viewpoint, inflation increases the cost of goods and services

resulting to a greater cost of living. If the consumer’s income increased at the same rate

as inflation, they wouldn't be negatively affected, because they would still have enough

money to afford the new expensive goods. However, if income remains constant,

inflation reduces a consumer’s buying power, and hence, decreases their standard of

living. (Slabbert, 2016)

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Basically, due to inflation, they can’t enjoy or spend a happy life because they are

limited by their incapacity to acquire goods. Inflation is a huge problem for all developed

and developing countries because no one is safe from its damages (Dorfman, 2016).

Buyer Decision Process.

As presented by Kotler et al. (2005) the buyer decision process consists of five

stages; namely need recognition, information search, and evaluation of alternatives,

purchase decision and post purchase behavior. Consumers do not necessarily go through

all five steps in every purchase situation since some purchases are less complex than

others.

The first step of the buying process is the need recognition. When a person has an

unsatisfied need, the buying process begins to satisfy the needs. The need can be

activated by either internal or external stimuli where the internal stimuli has to do with

the consumer’s normal needs (feeling hungry, thirsty etc.). The external stimuli on the

other hand could be a smell that that triggers hunger, an admiration for an object and so

on. Their order of priority depends based on urgency and need.

The second step is the search for information regarding the product that will

satisfy the consumer’s need. Needs can be satisfied only when desired product is known

and easily available. Different products are available in the market, but consumer must

know which product or brand gives him maximum satisfaction. And the person must

search out for relevant information of the product, brand or location. Consumers can use

many sources e.g., neighbors, friends and family. The additional information can be

obtained through personal sources, commercial sources, public sources and experiential

sources.
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The third step concerns the evaluation of alternatives that are available to the

consumer at the moment. The set of present alternatives is highly affected by the

consumer’s desired benefits that a certain product can provide. One aspect is the relevant

product attributes that the consumer is in search of and how important each attribute is

thought to be. Other aspects involve brand beliefs where some brands are preferred over

other brands. There are various decision rules which can help consumers when selecting

an alternative, ranging from careful calculation to impulse or intuition decision. This

means that consumers evaluation process is often dependent on the situation and the

individual consumer (Kotler et al., 2005).

The fourth step, purchase decision, is mainly dependent on the results in the

evaluation process. The consumer decides to buy the product which is most favorable

according to the product attributes, brand preference or decision rule in the evaluation

process. Outcome of the evaluation develops likes and dislikes about alternative products

or brands in consumers. This attitude towards the brand influences a decision as to buy or

not to buy. However, there are also some exceptions from the general purchase decision.

The two factors that can affect the purchase intention are attitudes of others and

unexpected situational factors. People close to the consumer can affect the purchase

intention if other people’s attitudes are strong and if the consumer chooses to act in

accordance with these attitudes. Unexpected situational factors occur without the

consumer’s control and affect the purchase intention by shifting the circumstances which

might force the consumer to reconsider the entire process.

The fifth and final step is post-purchase behavior, which involves further actions

based on the consumer’s satisfaction or dissatisfaction after the product is bought.

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Satisfaction is present when the consumer’s expectations match or exceed the product’s

perceived performance. When the opposite occurs, the consumer is likely to be

dissatisfied. (Kotler et al., 2005).

THEORETICAL FRAMEWORK

Cultural Theory of Buying Behavior

Consumer culture, according to the definitional article by Arnould and Thompson

(2005), “denotes a social arrangement in which the relations between lived culture and

social resources, and between meaningful ways of life and the symbolic and material

resources on which they depend, are mediated through markets”

Cultural influences can affect the buying behavior of the individual. A person's

culture is his set of values and beliefs learned in the context of a community. These

values and beliefs lead to certain buying behaviors. Your social class based on your

occupation, income and education can influence buying behavior as can your

membership in a group such as family and friends at work or at school. Often, there is an

opinion leader in the group who has influence over the buying behavior of others because

of specialized knowledge of sheer force of personality.

Engel, Kollat, Blackwell (EKB) Model

EBK model is one of the structural models of consumer behavior. It is a holistic

model, with a full description to the decision making problem,

reflecting consumer behavior process during choosing product or service. It was

developed by J.F. Engel, D.T. Kollat and R.D. Blackwell (2008).

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The EKB Model expands on the Theory of Reasoned Action, and lays out a five-

step process that consumers use when making a purchase. The first step, input, is where

consumers absorb most of the marketing materials they see on television, newspapers or

online. Once the consumer collects the data, he or she moves into information processing,

where the consumer compares the input to past experiences and expectations.

Consumers move to the decision-making stage after a period of thought, choosing

to make a purchase based on rational insight. Consumers are affected in the decision-

making phase by process variables and external influences, including how the consumer

envisions his or herself after making the purchase.

These decisions are influenced by the two main factors. Firstly stimuli is received

and processed by the consumer in conjunction with memories of previous experiences,

and secondly, external variables in the form of either environmental influences or

individual differences. The environmental influences identified include: Culture; social

class; personal influence; family and situation. While the individual influences include;

Consumer resource; motivation and involvement; knowledge; attitudes; personality;

values and lifestyle.

Generic Theory of Buying Behavior

For many purchases, the consumer will follow a generic model of decision-

making by going through a process to make a decision. Typically, the buyer will

recognize a need to make a purchase that initiates research on products and pricing. As an

example, the decision to buy a washing machine might come after the old one breaks and

needs a costly repair. The consumer will investigate the new washing machines on the

market, evaluate features, benefits and pricing and ultimately make a decision to purchase.
 27

How the consumer feels about the product after the purchase is also an issue. If he is

satisfied with its performance, he will be more likely to purchase that brand in the future.

The same buyer can exhibit different buying behavior based upon the situation.

For example, you may love to eat peanuts as a snack, but you would not consider buying

them when you are trying to impress a new friend. Normally, you might compare prices

in the supermarket when purchasing juice or water, but after a long day at the office you

might just grab the first bottle you see at a convenience store at a higher price.

Consumer Choice Theory

‘Consumer choice theory’ is a hypothesis about why people buy things. Put

simply, it says that you choose to buy the things that give you the greatest satisfaction,

while keeping within your budget. At the heart of this theory are three assumptions

about human nature (Chen, 2017).

The first assumption is that when you shop, you choose to buy things based on

calculated decisions about what will make you happiest. In economics language, this is

known as utility maximisation (Economists really like to put quite simple concepts into

long complicated terms.)

Secondly, the theory assumes that no matter how much you shop, you will never

be completely satisfied. In other words, you will always be happier consuming a little bit

more. This is known as the principle of non-satiation.

Thirdly, even though you always get more happiness from more consumption, the

amount of pleasure you get from each good decreases with the more you consume. So if
 28

you eat two ice creams rather than one, you get more overall pleasure, but the second ice-

cream won’t be as satisfying as the first. This is known as decreasing marginal utility.

SYNTHESIS

From the influences of the Spaniards, Chinese, and Americans, the rise of market

places significantly evolved through time. It developed from simple tiangges to various

types.

In public markets, you can go from store to store to compare quality with prices

and make sure you get the best deal among all. After becoming a regular customer at a

certain store, the vendor usually offer you discounts for being a ‘suki’. However, public

markets are still criticized for the dirty floor and filthy smells as a result of having almost

no janitor around to clean up. Due to this, the products are usually prone to contamination.

There is also an issue of scam for vendors who doesn’t make use of appropriate weighing

scales.

Though public markets were widely patronized especially by the elders who like

to bargain with the vendors, its popularity gradually decreased overtime. (Whampoa,

2009). Modern families are being driven to the supermarket and as the older people

disappear, modern families are slowly shifting to supermarkets mainly because of the

clean and sanitary environment. (Garcia, 2011)

Supermarkets are usually installed with air conditions for comfortable shopping

and janitors are all around cleaning the area. It is commonly regarded as one-stop-shop

because of the wide range of products organized in aisle formats. They offer discounts

and sales on selected items. (Arnold, 2018)

 29

On the opposite, commodities are usually sold at higher prices. Another

disadvantage is overcrowding, especially when the supermarket has sales or on holidays.

(Lari, 2018)

Consumer preference to purchase commodities between public market and

supermarket are affected by variety of factors. Some of the major several factors include

the quality of commodities offered by each market area.

Consumers use different variables to determine the quality of a product. Some

directly evaluate quality by physical cues while others use variables such as place of

origin, type of distribution channel, price, packaging the manufacturer and among others.

Whereas in this study, consumers decision to purchase a product will be influenced to a

large extent by its attributes; usually its freshness, packing, and origin.

Distance also plays a part in consumer’s preference where to buy commodities.

When it comes to everyday consumer purchases necessary to sustain their life and

lifestyle, distance is often the essential consideration involved in a consumer’s choice of

place. Since they are working and sometimes under time-constraint, they prefer to shop in

places near them. In this study, if a local retailer is too far away, consumers are less likely

to shop there.

Among all factors, income is the most influential factor. Since people have

varying income range, their preference for marketplace depends on their purchasing

power. As an effect of inflation, their capacities to acquire commodities decrease even

more. Since inflation increases the cost of goods and services resulting to a greater cost of

living, they try to look for the most affordable place to shop to sustain their needs. People

with lower salary will tend to go to public markets to obtain the commodities they can
 30

afford since prices there are relatively cheaper. On the contrary, people with much

income will go for supermarkets because of convenience and comfortability in shopping

even if commodities are sold at higher cost.

With all the factors combined, people still go through a process of decision before

buying something. As presented by Kotler et al. (2005) the buyer decision process

consists of five stages; namely need recognition, information search, and evaluation of

alternatives, purchase decision and post purchase behavior. The process begins with the

discovery and recognition of an unsatisfied need or want. It becomes a drive. Consumer

begins search for information. This search gives rise to various alternatives and finally

the purchase decision is made. Then buyer evaluates the post purchase behaviour to know

the level of satisfaction.

Consumers do not necessarily go through all five steps in every purchase situation

since some purchases are less complex than others. In context to this study, the process

that consumers go through before making a purchase is a battle. First, the battle for the

mind. They classify the commodity either as a need or simply a want. Secondly, the battle

for the heart. They realize how much they desire to purchase the commodity. And lastly,

the battle for the wallet. They consider the price to determine if they can afford it.

PARADIGM OF THE STUDY

Process
Input Output
 Prices of
commodities
 Distance/
Proximity  Choice of
 Cultural  Freshness/ Consumers to
Belief Quality of buy
 Economic commodities Commodities/
Condition  Availability of Products:
 Factors commodities Supermarket
Affecting  Variety of or Public
Consumer’s Commodities Market
 31

Figure 1. Respondent’s perspective in buying products between market and supermarket

DEFINITION OF TERMS

The following terms were used and defined conceptually in the light of adeptly

understanding the study.

Commodity. Something that is bought and sold.

Consumer. A person who buys goods or services from a store or business.

Public Market. An area where a product or service can be sold.

 32

Supermarket. A self-service shop usually offering a wide variety of food and

household products.

CHAPTER III

METHODOLOGY

This chapter discusses the research design which is considered appropriate for the

study. It includes the sample, the data gathering procedure and analysis, the ethical

consideration and the instrument used for obtaining the necessary data.

RESEARCH DESIGN

This study will use Quantitative Research Design, a method widely used by

researchers in discovering how many people think in a specific way. Quantitative

research is all about quantifying relationships between variables. The standard format in

quantitative research design is for each respondent to be asked the same questions, which

ensures that the entire data sample can be analyzed fairly. The data is supplied in a

numerical format and can be analyzed in a quantifiable way using statistical methods.

(Sims, 2009)

In particular, a comparative design was used. Comparative study focuses on

comparison of two groups to draw a conclusion. Researchers attempt to identify and

analyze similarities and differences between groups (Richardson, 2008). Comparative

design is used to compare two distinct groups on the basis of selected attributed such as

knowledge level, perceptions, and attributes.

 33

SAMPLING METHOD

Slovins's formula is used to calculate an appropriate sample size from a

population. Statistics is a way of looking at a population's behavior by taking a sample

and it is usually impossible to survey every member of a population. Based on Ghozali

(2006), Slovin’s formula is used to calculate the sample size (n) given the population size

(N) and a margin of error (e). It is computed as:

n= N / (1+N.e2).

Where n = sample size; N = sample frame and e = error or significance level. In

this study, N = 175 Mangatarem NHS Teachers and e = 0.05. Therefore,

n= 175 / (1+175(0.05)2 = 121.7391 = 122

From the sample size computed, the researchers will employ the simple random

sampling. Simple random sampling is a sampling technique where every item in the

population has an even chance and likelihood of being selected in the sample. A simple

random sample is a fair sampling technique. Researchers have two ways to generate a

simple random sample. One is a manual lottery method. Second is the use of random

numbers. This sampling technique will allow the researcher to extract a sample from a

larger population. The advantages of a simple random sample include its ease of use and

its accurate representation of the larger population. (Depersio, 2018).

The sample were consists of teachers in every department from Mangatarem

National High School. Specifically, twelve (12) teachers each were chosen from TLE,

MAPEH and Filipino department; thirteen (13) from Mathematics, English, Science, and

Araling Panlipunan/ESP department; and 34 from the Senior High school department

with a total of 122 respondents. In selecting the respondents in this study we provide
 34

criteria which are the following: they must be a teacher of Mangatarem National High

School who regularly goes to the market place to buy or shop.

In selecting the respondents, the researchers used the method of lottery. In this

method, each member of the population has to number systematically and in a consequent

manner by writing each number on a separate piece of paper. These pieces of paper are

mixed and put into a box and then numbers are drawn out of the box in a random manner.

RESEARCH INSTRUMENT

The study utilized a survey instrument in the form of a using Likert Scale

Questionnaire-Checklist which is a collection of questions administered to respondents

(Bryman, 2008) . The Likert Scale Questionnaire-Checklist includes a letter of consent

addressed to the respondents.

The questions that will be used on the questionnaire are surely applicable to this

study. The following questions are aimed at finding out which is more preferred by

consumers in buying commodities between the Public market and Supermarket based on

factors affecting their behavior. Furthermore, respondents will be offered a five-point

scale which is used by the researchers to allow the respondents to measure levels of

agreement or disagreement in a particular statement. Bowling, Burns, & Grove (2007).

After data collection through Likert scale questionnaire, the data will be organized

through their respective category set stated in the statement of the problem.

According to Bryman (2008), validity refers to the issue of whether an indicator

(or a set of indicators) that is devised to gauge a concept really measures the said concept.

In order to establish the validity of the self-administered questionnaires, the study will

utilize face validity which is when “the measure reflects the content of the concept in
 35

question” (Melegrito & Mendoza, 2016). As such, the instrument will be validated by

three experts.

Reliability or consistency of measures is the extent to which the measures of a

construct are consistent or dependable (Melegrito & Mendoza, 2016). The reliability was

tested through 15teachers who were not included in the study. Reliability testing was

conducted through Cronbach’s alpha method.

DATA GATHERING PROCEDURE

The purpose of data gathering is to collect information and data that are reliable,

valid and to ensure un-biasedness in the study. All this data will be used to accumulate

information that are needed to make the right computation in the study.

After consulting the research adviser, Dr. Cristopher Reymond S. Castillo,

revisions were made in order to finalize the research instrument.

The researchers secured a consent letter which will be signed by the research

adviser, the assistant principal, and the principal of Mangatarem National High School.

The approved letter will be handed to the respondents in the process of data collection.

After revising the research instrument and obtaining the approved consent, the

questionnaire was conducted to the actual sample. The data gathering procedure was

done at Mangatarem National High School. The handling of questionnaire and retrieval

of responses for the following respondents was done personally by the researchers.

Beforehand, the respondents of the study will be informed that the results of the survey

will be confidential and their identities will be anonymous.

The gathered data was analyzed and tabulated. After analyzing and tabulating the

data, the final draft of the study was done.

 36

The duration of the study was from August 16, 2018 to February 26, 2019.

STATISTICAL TREATMENT

The statistical treatment of data represents the approach to how the data is

analysed. It is done by identifying the tools used for the analysis of data. The researchers

conducted a survey method research, wherein respondents answer questions administered

through questionnaires. Likert Scale questionnaire will be used as the main data gathering

tool. Hence, MNHS Teachers’ preferences in buying commodities in the Public Market

and the Supermarket used multivariate statistical treatment.

Frequency distribution (f) and percentage (%) was used to determine the

distribution of the demographic profiles, the number of respondents’ preference of

marketplace, and the reasons they prefer or not to buy in commodities in either the

Supermarket and the Public Market.

Weighted arithmetic mean will be also computed. The computed mean was used

to determine the overall preference of teachers in terms of more specific reasons towards

buying commodities in the Public Market and the Supermarket. Indicated below is the

descriptive equivalent for the numerical scale and the formula in determining the mean.

Table 1. Interpretation and Adjectival Description of Point Ranges

Point Point Range Interpretation Adjectival

Description
 37

5 4.51 – 5.00 Strongly Agree Highly Satisfied

4 3.51 – 4.50 Agree Satisfied

3 2.51 – 3.50 Undecided Neutral

2 1.51 – 2.50 Disagree Not Satisfied

1 1.00 – 1.50 Strongly Disagree Not Highly

Satisfied

Formula:

Where:

= Mean

= No. of Respondents

= Frequency

Z-Test is the appropriate statistical tool that will be used in computing for the

significant difference of the Public Market and Supermarket since the total sample size is

122 which is greater than 30. The test statistic is assumed to have a normal distribution of

sample means and the standard deviation should be known. The Z-Test formula is

indicated below.

Formula:

Where:
 38

= Sample Mean

σ = Population Standard Deviation

n = Sample Size

μ = Population Mean

ETHICAL CONSIDERATIONS

The current study was subject to certain ethical issues. After selecting the

respondents of the study, the researcher secured a written consent from teachers who

were included in the study. Inclusive in the written consent are the following: assurance

of anonymity of the respondents’ identity and a voluntary participation in the research

study was emphasized. Next to this, respondents were fully informed regarding the

objectives of the study, while they were reassured that their answers were treated as

confidential and used only for academic purposes and only for the purposes of the

research.
 CHAPTER IV

FINDINGS AND DISCUSSIONS

This chapter presents the results and findings of the questionnaires conducted by the

researchers and all other information gathered from the study on the basis of the specific

questions raised in Chapter I.

1. The demographic profile of the respondents in terms of

a. Age

Table 2. Age of Respondents

Frequency Percent Valid Cumulative

Percent Percent

20-30 56 45.9 45.9 45.9

31-40 29 23.8 23.8 69.7

41-50 20 16.4 16.4 86.1

Valid
51-60 15 12.3 12.3 98.4

61-65 2 1.6 1.6 100.0

Total 122 100.0 100.0

 40

The table above shows the frequency, percentage, valid and cumulative

percentage of 122 respondents’ age. The age range from 20-30 has a total frequency of 56

respondents with a percentage, valid and cumulative percentage of 45.9%, followed by

the ages from 31-40 with a total of 29 respondents with a percentage, valid percentage of

23.8% and a cumulative frequency of 69.7%, 20 respondents are within the range of 41-

50 having a percentage and valid percentage of 16.4% and a cumulative percentage of

86.1%, 15 respondents belongs to the age range 51-60 constituting 12.3% and a 98.4%

cumulative frequency, 2 respondents range from 61-65 with a percentage and valid

percentage of 1.6% which comprises the 100% cumulative percentage.

b. Gender
 41

Table 2 below shows the frequency, the percent, the valid percent, and the

cumulative percent of the gender of the respondents. Out of 122 respondents, male

respondents have a total frequency of 21 which makes up 17.2% of the total percent,

valid percent and the cumulative percent. Meanwhile, female respondents have a total

frequency of 101 which makes up 82.8% of the percent and valid percent for a total of

100% cumulative percent.

This means that female teachers are more dominant compared to male since

Mangatarem National High School has more female teachers than male. Data from a

2017 report of Philstar Global also shows that only one in four teachers is male.

Table 3. Gender of Respondents

Frequency Percent Valid Cumulative

Percent Percent

Male 21 17.2 17.2 17.2

Female 101 82.8 82.8 100.0

Total 122 100.0 100.0

 42

Table 4. Monthly Income of the Respondents

Frequency Percent Valid Percent Cumulative

Percent

5,001 to 10,000 1 .8 .8 .8

10,001 to 20,000 53 43.4 43.4 44.3

20,001 to 30,000 57 46.7 46.7 91.0

30,001 to 40,000 6 4.9 4.9 95.9

More than 40,000 5 4.1 4.1 100.0

Total 122 100.0 100.0

 43

Table 3 above shows the frequency, percentage, valid percentage and cumulative

percentage of the monthly income of 122 respondents. The monthly income ranging from

Php 20,001 - Php 30,000 has a total frequency of 57 respondents with a percentage and

valid percentage of 46.7% and 91 cumulative percentage, followed by the monthly

income range from Php 10,001- Php 20,000 with 53 respondents making up a 43.4%

percentage and valid percentage and a cumulative percentage of 44.3%, then 6

respondents are within the range of Php 30,001 - Php 40,000 with a percentage and valid

percentage of 4.9% and 95.9% cumulative percentage, also 5 respondents have more than

Php 40,000 monthly income with a percentage and valid percentage of 4.1% which
 44

comprises the 100% cumulative percentage, and 1 respondent has a monthly income

range from Php 5,001 - Php 10,000 that makes up the percentage, valid percentage and

cumulative percentage of 0.8% of the total sample.

This means that the monthly income Php 20,001 - Php 30,000 have the highest

frequency among the five because the average income of teachers in the Philippines

according to Inquirer News (2018), ranges from Php 25,000 to Php 30, 000.

Table 5. Respondent’s Preference of Place in Buying Commodities

Frequency Percent Valid Percent Cumulative

Percent

Public Market 72 59.0 59.0 59.0

Supermarket 50 41.0 41.0 100.0

Total 122 100.0 100.0

 45

Table 4 above shows the frequency, the percent, the valid percent, and the

cumulative percent of the respondents’ preference of place in buying commodities. Out

of 122 respondents, public market has a total frequency of 72 with a percent, valid

percent and cumulative percent of 59%. On the other hand, supermarket has a total

frequency of 50 which makes up 41% of the percent and valid percent for a total of 100%

cumulative percent. This is in contrary to a survey conducted by the Business Mirror,

where 100 out of 153 respondents, or nearly 70%, said they prefer buying groceries in

supermarkets rather than in the public market. A study by state-run Philippine Institute
 46

for Development Studies (Pids) noted that the increase in dual-income families in the

country has led to a greater demand for convenience among Filipino consumers.

Table 6. Reasons that affect the consumers preference in buying

commodities either in the Supermarket or Public Market

Frequency Percent Valid Cumulative Rank

Percent Percent

Prices of Commodities 68 25.3 25.3 25.3 2

Freshness/Quality of
86 31.9 31.9 57.3 1
Commodities

Distance/Proximity 23 8.6 8.6 65.9 5

Valid
Availability of
47 17.5 17.5 83.4 3
Commodities

Variety of Commodities 45 16.7 16.7 100.0 4

Total 122 100.0 100.0

The table above shows the frequency, percent, valid and cumulative percent and

rank of the respondents’ reasons that affect their preference in buying commodities. Out

of 5 reasons, Freshness/Quality of products ranked 1st with a frequency of 86 and percent,

valid percent and cumulative percent of 25.3%, followed by Prices of Commodities with

68 respondents’ ranking 2nd with a percent and valid percent of 31.9% and 57.3%

cumulative percent. This means that regardless of the marketplace, consumers aren’t

going to choose to shop there solely based on price, but often on quality. In fact, studies

such as that of Quain (2019), have shown that customers will pay more for a product or
 47

service that they think is made well or exceeds the standard and expect for quality

products. Meanwhile, Proximity/Distance ranked last with a percent and valid percent of

8.6 and cumulative percent of 65.9 with a total frequency of 68.

Table 7. Reasons that affect the consumers preference in buying commodities either

in the Supermarket or Public Market

Traits Supermarket Interpretation Adjectival Public Interpretation Adjectival

(Mean) Description Market Description

(Mean)

A. Price of Agree Satisfied Agree Satisfied

Commodities 3.83 4.45

B. Freshness/ Agree Satisfied Agree Satisfied

Quality of

Commodities 3.81 4.05

C. Distance/ Agree Satisfied Agree Satisfied

Proximity 3.60 4.14

D. Availability Agree Satisfied Agree Satisfied

of

Commodities 4.23 4.00

E. Variety of Agree Satisfied Agree Satisfied

Commodities 4.37 4.36

Composite Agree Satisfied Agree Satisfied

Mean 3.97 4.2

 48

The item “Price of commodities” is the main reason consumers prefer to buy in

the public market with the highest arithmetic mean of 4.45, interpretation of “agree” and

an adjectival description of “satisfactory”. This is relatively higher as compared to the

arithmetic mean for the same item in the supermarket with 3.83 and is also interpreted as

“agree” and described as “satisfactory”. Generally, marketplaces offering products at a

lower price will attract more consumers. This can correlate to the study of Trappey and

Lai (2007), which states that offering lower prices is an important reason for consumers

to shop at any marketplace. As also stated by Farhangmehr (2010), the fact that the price

in supermarket is higher motivates consumers to buy goods from public markets. On the

contrary, the item “distance/proximity” with an arithmetic mean of 3.60, interpretation of

“agree” and an adjectival description of “satisfied” is the least reason consumers prefer to

buy in the supermarket. This is relatively lower compared to the 4.14 mean, interpretation

of “agree” and “satisfied” adjectival description for the public market. This can be

supported by the study conducted by Jain (2011), stating that consumers are willing to

travel lesser distance to make everyday purchases which makes distance as a factor that

influences the preference of consumer on where to buy products. Meaning, the more

frequent the purchase, the greater consumers’ demand markets to be closer to home.

Overall, the response manifested in the composite mean of supermarket and public

market is 3.98 and 4.2 respectively which is interpreted as “agree” and adjectively

described as “satisfied”.

Table 8. Decision Criteria

Computed Value (CV) Tabulated Value (TV) Interpretation

 49

Accept null hypothesis (AH0 )

1.9599 0.0001
Legend: �� > �� — Accept null hypothesis (RH0 ); �� < �� — Reject null hypothesis

(RH0 )

As seen in the table, the relation between the variables of the study was not

significant since 1.95, � < 0.5. Preference towards market preference of the respondents

was not equally distributed in the population. The findings suggest that no relationship

exists between buying commodities in either supermarket and public market among the

teachers. This coincides with the study of Batt (2014) stating that supermarkets and

public markets remains to be widely patronized by the consumers. Despite the increasing

dominance of the supermarkets, public markets have managed to not only retain but

indeed to increase their market share by focusing on superior prices within the range of

its consumers. While it is also given that product quality is the most important variable

influencing the consumers’ choice of marketplace, there are still a lot of factors that

affect the preference of consumers.

CHAPTER V

RESULTS AND DISCUSSION

This chapter presents the summary, conclusion and recommendation based on the

findings of the study.

SUMMARY OF FINDINGS

The findings of the study are as follows:

 50

This chapter presents the results and findings of the questionnaires conducted by

the researchers and all other information gathered from the study on the basis of the

specific questions raised in Chapter I.

1. Consumers’ preference to buy commodities either in the Supermarket or

Public Market

In terms of consumers’ preference, findings show that among 122

respondents, 72 prefer to buy commodities in the Public Market. While the

remaining 50, prefers to buy in the Super Market.

2. Reasons that affects consumers preference in buying commodities either in

the Supermarket or Public Market

When it comes to reasons that affects consumers preference, Among the

122 respondents, Freshness/Quality of Commodities has the highest number of

selections with a total of 86, followed by Prices of Commodities with a total of 68,

47 for Availability, 45 for Variety of Commodities, and Distance/Price with a

total of 23.

3. Reasons consumers prefer to buy or not to buy commodities either in the

Supermarket or Public Market

3.1 Price of Commodities (Supermarket)

a. The price of commodities in the supermarket is affordable.

In terms of affordability of the price of commodities in the

supermarket, findings show that 14 respondents strongly agreed, 65 agreed, 11 are

undecided, 23 disagreed, and there are 9 teachers responded that they are very

disagree.
 51

b. The price of commodities in the supermarket is cost-effective

When it comes to cost-effectiveness of the price of commodities in

the supermarket, 12 responded that they strongly agree, 73 agreed, 17 are

undecided, 15 disagreed, and there 5 who responded strongly disagree.

3.2 Price of Commodities (Public market)

a. The price of commodities in the public market is affordable.

In terms of affordability of the price of commodities in the

supermarket, findings show that 40 respondents strongly agreed, 69 agreed, 10 are

undecided, 3 disagreed, and no teacher responded strongly disagree.

c. The price of commodities in the public market is cost-effective

When it comes to cost-effectiveness of price of commodities in the

supermarket, 26 responded that they strongly agree, 72 agreed, 21 are undecided,

3 disagreed, and no teacher responded strongly disagree.

3.3 Freshness/Quality of Commodities (Supermarket)

a. The products/ commodities sold in the supermarket are sure

that it is not expired.

Most of the respondents are strongly agreed with a frequency of 26,

followed by 65 responded agreed, 10 are undecided, 18 disagreed, and 3 teachers

responded they are strongly disagreed.

b. The products/ commodities sold in the supermarket are sure

that it is not expired.

 52

Out of 122 respondents, 10 teachers answered strongly agreed, 39

responded agreed, 38 are undecided, 31 disagreed, and 4 respondents answered

strongly disagreed.

3.4 Freshness/Quality of Commodities (Public market)

a. The products/ commodities sold in the public market are sure

that it is not expired.

Most of the respondents are strongly agreed with a frequency of 20,

followed by 53 who responded agreed, 31 are undecided, 18 disagreed, and no

one responded strongly disagreed.

b. The products/ commodities sold in the public market are sure

that it is not expired.

Out of 122 respondents, 27 teachers answered strongly agreed, 56

responded agreed, 25 are undecided, 13 disagreed, and 1 respondent answered

strongly disagreed.

3.5 Distance/Proximity (Supermarket)

a. Is the supermarket proximate to your house?

When it comes to proximity, 26 responded that they strongly agreed, 46

teachers agreed, 13 are undecided, 31 disagreed, and 6 responded they strongly

disagreed.

b. Do you spend less of your transportation going to the

supermarket?
 53

Based on the data gathered, most of the teachers responded that they are

strongly agree with a frequency of 28, 45 responded agreed, 12 are undecided, 26

disagreed, and 9 responded strongly disagreed.

3.6 Distance/Proximity (Public market)

a. Is the public market proximate to your house?

When it comes to proximity, 24 responded that they strongly agreed, 69

teachers agreed, 14 are undecided, 14 disagreed, and 1 responded they strongly

disagreed.

b. Do you spend less of your transportation going to the public

market?

Based on the data gathered, most of the teachers responded that they are

strongly agreed with a frequency of 23, 66 teachers agreed, 20 are undecided, 12

disagreed, and 1 responded very disagreed.

3.7 Availability of Commodities (Supermarket)

a. The products/commodities are always available.

In terms of availability of the products/commodities in the supermarket,

findings show that 24 respondents strongly agreed, 61 agreed, 10 are undecided,

23 disagreed, and there are 4 strongly disagreed.

b. The products/commodities needed are easy to locate.

When it comes to the products/commodities’ location in the supermarket,

findings show that 38 respondents strongly agreed, 65 agreed, 5 are undecided, 11

disagreed, and there are 2 strongly disagreed.

 54

c. There are a lot of substitute products/ commodities in case

something is unavailable.

When it comes to the substitute products/commodities in the supermarket,

findings show that 29 respondents strongly agreed, 70 are agree, 11 are undecided,

12 disagreed, and there is only 1 strongly disagreed.

3.8 Availability of Commodities (Public Market)

a. The products/commodities are always available.

In terms of availability of the products/commodities in the public market,

findings show that 20 respondents strongly agreed, 64 agreed, 20 are undecided,

18 disagreed, and no one strongly disagreed.

b. The products/commodities needed are easy to locate.

When it comes to the products/commodities’ location in the public market,

findings show that 23 respondents strongly agreed, 59 agreed, 21 are undecided,

18 disagreed, and there is only 1 who strongly disagreed.

c. There are a lot of substitute products/ commodities in case

something is unavailable.

When it comes to the substitute products/commodities in the public market,

findings show that 26 respondents strongly agreed, 78 agreed, 15 are undecided, 3

disagreed, and there is only 1 who strongly disagreed.

3.9 Variety of Commodities (Supermarket)

a. There is a wide range of products/ commodities offered.

 55

In terms of variety of products/commodities in the supermarket, findings

show that 31 respondents strongly agreed, 70 agreed, 10 are undecided, 10

disagreed, and there is only 1 strongly disagreed.

3.10 Variety of Commodities (Public Market)

a. There is a wide range of products/ commodities offered.

When it comes to variety of products/commodities in the public market,

findings show that 22 respondents strongly agreed, 82 agreed, 15 are undecided, 2

disagreed, and there is only 1 strongly disagreed.

CONCLUSION

The following conclusions were drawn from the results of the study:

1. The teachers show relatively stable distributions in demographic profiles except for sex.

2. The teachers prefer to buy commodities in the public market compared to the

supermarket.

3. Freshness of commodities is the main reason that affects the preference of consumers

in buying commodities either in the supermarket or public market while

distance/proximity is the least considered reason.

4. Price of commodities is the main reason consumers prefer to buy in the public market

which implies that low prices are an important reason for consumers to shop at any

marketplace. On the opposite, distance/proximity is the least reason consumers prefer to

buy in the supermarket since consumers are willing to travel lesser distance to make

everyday purchases
 56

5. There is no significant difference on the consumer’s preferences to buy commodities in

the supermarket and public market.

RECOMMENDATIONS

Based on the themes emerged in the study, the researcher proposed the following

recommendations:

1. To the Teachers. It is recommended that they should be wise in choosing where to

buy commodities either in the Supermarket or Public Market. Wherein, it is

important for them to consider the different factors that could affect their

preference in buying commodities. Knowing those factors will help them in

determining which market place is more suitable for their busy schedules.

2. To the Parents. Like the teachers, it is recommended for them to consider the

different factors in choosing either in the Supermarket or Public Market. For them

to learn the actions that they will do. Also, as a parent they should also be wise

when it comes to buying commodities for their family and home.

3. To the Business Establishments. This doesn’t only pertain to the Supermarket and

Public Market but for all types of business. Owners and Sellers in different

Business Establishments should always consider the different factors that could

affect the consumers’ preference. It is important to enhance their performance in

maintaining products freshness/quality, enough cleanliness, affordable prices, and

even good location of the business which makes a huge factor for consumers to

make decision on where to buy commodities.

 57

4. To the Entire Future Researchers’. We recommend to the future researchers’ in

making use of our research paper as an example and model for their study. Also,

as they do similar research, they can use our paper to be their guide and reference

to reveal information that can be useful regarding their studies. In addition,

researchers with similar research can use our paper as a Review of Related

Literature. A thing that researchers must have in conducting their study is

patience because research takes a lot of time. Aside from patience they have to be

responsible and honest in their study because as a researcher all information they

present must be reliable and credible without biases.

REFERENCES
 58

Aga, A. D. (2016). "Filipino language helps keep culture and values intact".

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 64

APPENDIX A

Curriculum Vitae
 65

CURRICULUM VITAE

PROFILE

Name: Kimberly Diane Barrozo Ragojos

Address: Brgy. Cabison Bulaney Niog, Mangatarem, Pangasina

Date of Birth: July 16, 2001

Place of Birth: Mangatarem, Pangasinan

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Mangatarem I Central School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

CURRICULUM VITAE

PROFILE
 66

Name: Gerwin Lloyd Vertudazo Pagdilao

Address: Brgy. Casilagan, Mangatarem, Pangasinan

Date of Birth: January 16, 2000

Place of Birth: Mangatarem, Pangasinan

Gender: Male

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Mangatarem Catholic School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

 67

CURRICULUM VITAE

PROFILE

Name: Shahein Escaῆo Bachar

Address: Brgy. Bunlalacao, Mangatarem, Pangasinan

Date of Birth: January 1, 2001

Place of Birth: Mangatarem, Pangasinan

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Bunlalacao Elementary School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

 68

CURRICULUM VITAE

PROFILE

Name: Lean Jastine Pacatcatin Calipdan

Address: Brgy. Casilagan, Mangatarem, Pangasinan

Date of Birth: July 12, 2000

Place of Birth: Mangatarem District Hospital Mangatarem, Pangasinan

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Casilagan Elementary School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

CURRICULUM VITAE

PROFILE

Name: Lhea Mae Agbuya Caragay

Address: Brgy. Caviernesan, Mangatarem, Pangasinan

 69

Date of Birth: October 4, 2000

Place of Birth: Mangatarem Health Center Mangatarem, Pangasinan

Gender: Female

Religion: Members Church of God International

EDUCATIONAL BACKGROUND

Elementary: Caviernesan Elementary School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

CURRICULUM VITAE

PROFILE

Name: Jean Pauline Quita Jazmin

Address: Brgy. Osmeña, Mangatarem, Pangasina

Date of Birth: August 2, 2000

Place of Birth: Mangatarem, Pangasinan

Gender: Female

Religion: Roman Catholic

 70

EDUCATIONAL BACKGROUND

Elementary: Mangatarem I Central School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

CURRICULUM VITAE

PROFILE

Name: Zeneah Cariῆo Mangaliag

Address: Brgy. Sawat, Urbiztondo, Pangasinan

Date of Birth: May 15, 2001

Place of Birth: Urbiztondo, Pangasinan

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Urbiztondo Integrated School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

 71

CURRICULUM VITAE

PROFILE

Name: Maria Luisa Bautista Manguerra

Address: Brgy. Cabaruan, Mangatarem, Pangasinan

Date of Birth: September 5, 2001

Place of Birth: Mangatarem, Pangasinan

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Mangatarem I Central School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

CURRICULUM VITAE
 72

PROFILE

Name: Rainchell Joddie Tamesa Rosario

Address: Brgy. Bocacliw, Aguilar, Pangasinan

Date of Birth: August 18, 2001

Place of Birth: Aguilar, Pangasinan

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Bocacliw Elementary School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

CURRICULUM VITAE

PROFILE

Name: Rona Mae Ayad Saura

Address: Brgy. Lopez, Mangatarem, Pangasinan

Date of Birth: August 27, 2000

Place of Birth: Mangatarem, Pangasinan

 73

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Mangatarem II Central School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

CURRICULUM VITAE

PROFILE

Name: Mary Grace Reaño Zambrano

Address: Brgy. Casilagan, Mangatarem, Pangasinan

Date of Birth: March 19, 2001

Place of Birth: Mangatarem, Pangasinan

Gender: Female

Religion: The Church of Jesus Christ Latter Day Saints

EDUCATIONAL BACKGROUND

Elementary: Casilagan Elementary School

 74

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

 75

CURRICULUM VITAE

PROFILE

Name: Mary Joy Soriano

Address: Brgy. Umangan, Mangatarem, Pangasinan

Date of Birth: February 4, 1999

Place of Birth: Mangatarem, Pangasinan

Gender: Female

Religion: Roman Catholic

EDUCATIONAL BACKGROUND

Elementary: Umangan Elementary School

Junior High School: Mangatarem National High School

Senior High School: Mangatarem National High School

 76

APPENDIX B

Letter of Consent
77
78
 79

APPENDIX C

Questionnaire

Research Study: Consumers Preferences in Buying Commodities in the Public

Market and the Super Market (Group 1, XII

ABM-B)

Directions: Answer the following questions by putting a (✓) mark on the space

provided before each item.

Name (Optional): ___________________________

1. What is the Demographic Profile of the Respondent?

a. How old are you?

( ) 20-30 years

( ) 31-40 year old

( ) 41-50 years old

( ) 51 -60 years old

( ) 61-65 years old

b. What is your Gender/ Sex?

( ) Male ( ) Female
 80

c. Monthly Income

( ) Less than Php 5,000 ( ) Php 5,000 – Php 10,000

( ) Php 10,000 – Php 20,000 ( ) Php 20,000 – Php 30,000

( ) Php 30, 000 – Php 40,000 ( ) More than Php 40,000

2. Where do you prefer to buy commodities?

( ) Public Market ( ) Supermarket

3. What are the reasons that affects your preference in buying commodities

either in the Supermarket or Public market?

( ) Prices of Commodities ( ) Availability of

Commodities

( ) Freshness/Quality of Products ( ) Variety of

Commodities

( ) Distance/Proximity

Directions: Please put a (✓) mark inside the box that corresponds to your answer.

4. What are the reasons consumers prefer to buy or not to buy commodities either in the

Supermarket or Public Market?

 81

I. Supermarket

AGRE UNDECIDE DIS- STRONGL

STRONGL
E D AGRE Y
Y AGREE
E DISAGREE
5
4 3 2 1

A. Price of

Commoditie

1. The price

of

commodi

ties in the

supermar

ket is

affordabl

e.

2. The price

of the

commodi

ties in the

supermar

ket is

cost-
 82

effective.

B. Freshness/

Quality of

Commoditie

1. The

products/

commodi

ties sold

in the

supermar

ket are

sure that

it is not

expired.

2. The

products/

commodi

ties in the

supermar

ket is

guarantee

d fresh.
 83

C. Distance/

Proximity

1. Is the

supermar

ket

proximat

e to your

house?

2. Do you

spend

less of

your

transporta

tion

going to

the

supermar

ket?

D. Availability of

Commodities

1. The products /

commodities that

you need are always

 84

available.

2. The products/

commodities that

you need are easy to

locate.

3. There are a lot of

substitute products/

commodities in case

something is

unavailable.

E. Variety of

Commodities

1. There is a wide

range of products/

commodities

offered.

II. Public Market

AGRE UNDECIDE DIS- STRONGL

STRONGL
E D AGRE Y
Y AGREE
E DISAGREE
5
4 3 2 1

A. Price of
 85

Commodities

3. The price

of

commodi

ties in the

public

market is

affordabl

e.

4. The price

of the

commodi

ties in the

public

market is

cost-

effective.

B. Freshness/

Quality of

Commodities

3. The

products/

commodi
 86

ties sold

in the

public

market

are sure

that it is

not

expired.

4. The

products/

commodi

ties in the

public

market is

guarantee

d fresh.

C. Distance/

Proximity

3. Is the

public

market

proximat

e to your
 87

house?

4. Do you

spend

less of

your

transporta

tion

going to

the public

market?

D. Availability of

Commodities

1. The products /

commodities that

you need are always

available.

2. The products/

commodities that

you need are easy to

locate.

3. There are a lot of

substitutes in case

something is
 88

unavailable.

E. Variety of

Commodities

1. There is a wide

range of products/

commodities

offered.
 89

APPENDIX D

Reliability Test

Questionnaire to Establish the Content Validity of the Survey Questionnaire

Name of the Evaluator: Position:

Direction: Please fill in the blanks with the needed information and/or put a tick mark on

the blanks before the item of your choice.

1. Are the contents of the questionnaire in consonance with the general thrust of the

research?

Very Much Little Very little Not at all

much

2. Are the items appropriate in responding to the specific problems mentioned in the

research?

Very Much Little Very little Not at all

much

3. Does the material gather responses that are specific and quantifiable?

Very Much Little Very little Not at all

much
 90

4. Does the material gather responses that could be treated statistically?

Very Much Little Very little Not at all

much

5. What is your comment on the constructed survey material?

Please check if the illustrations placed in the survey questionnaires are not

stretched or modified to ensure that the buildings pictured still complies with the

golden ratio.

6. What suggestions can you give to improve the constructed survey material?

Make the illustrations colored.

7. a

Provided by:

______________________________________________

Research Instructor
91
 92

APPENDIX E

Reliability Testing Results

 93

Reliability Results

Items Cronbach Alpha Std. Alpha

All Items