Statement of the Problem

This study described the relationship between limited-time offers and impulse

buying behavior of Grade-12 learners at Jose V. Yap National High School (JVYNHS)

during the school year 2023-2024.

Specifically, it sought answers to the following questions:

1. How may the limited-time offers be described in terms of:

1.1 price and discounts;

1.2 seasonal offers; and

1.3 customer behavior?

2. How may the impulse buying behavior be described along the following components:

2.1 purchase justification;

2.2 peer recommendation;

2.3 social media;

2.4 social trends; and

2.5 sentiments?

3. Is there a significant relationship between limited-time offers and the impulse buying

behavior among Grade-12 learners?

4. What are the implications of the study to the marketing sector?

Validity and Reliability of Research Instrument

The content validations from three expert teachers were conducted to ensure the

appropriateness and applicability of the instrument. This process included checking and

validating the ease of using the questionnaire and the clarity of the language used.
 Furthermore, pilot testing was carried out with twenty (20) pre-selected

participants responding to the survey questions. Utilizing Cronbach’s Alpha formula, it

resulted an alpha of 0.80 for limited-time offers, indicating a consistent and reliable in the

phrasing of the questions. For impulse buying behavior, it resulted an alpha of 0.84,

which means that the questions are consistent and reliable.

 Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents a detailed analysis of data collected through the

questionnaire completed by the respondents. It includes the interpretation of findings

based on the research questions and problems addresses in this chapter.

1. Limited-Time Offers of Grade 12 Learners

A limited-time offer can take the form of any advantage offered to customers, such as

deals, discounts, gifts and rewards, given to them if they purchase a product up to a

certain point in time (Indeed, 2022). The focus of Limited-Time Offers is on the

following domains: price and discounts: price and discounts, seasonal offers, and

customer behavior.

The succeeding discussions will center around the limited-time offers in addition

to the mentioned domains.

1.1 Price and Discounts

Discount pricing is a promotional pricing strategy in which the initial cost of a

product or service is lowered to boost sales, move inventory, and increase traffic (Dias,

2024).

There are (5) facets incorporated within this domain.

Table 1 presents the mean score of Grade 12 learners’ responses in the facets

under the price and discounts domain of Limited-Time Offers.

Table 1

Description of Limited-Time Offers of Grade 12 Learners as to Price and Discounts

Facet Mean Description

8. They tend to calculate 4.44 Often
the percentage of discounts
offered during a limited-
time sale to assess its
value.
2. They compare prices 4.32 Often
online to get the best deal
during limited-time offers.
13. They are strongly 4.14 Often
influenced by discount
codes or coupons in
limited-time offers.
9. They are motivated to 4.06 Often
shop early by 'early bird'
discounts in limited-time
offers.
15. They are more likely to 4.52 Always
buy during a limited-time
offer if the discount is 50%
off or more.
Grand Mean 4.30 Often

Table 1 presents the price and discounts of limited-time offers among

respondents. Based on the data, respondents are more likely to buy during limited-time

offer if the discount is 50% off or more ( x=4.52¿ . It was followed that they often tend to

calculate the percentage of discounts offered ( x=4.44 ¿. Then, they often to compare

prices online to get the best deal ( x=4.32¿ . They also mentioned that they often

influenced by discount codes or coupons ( x=4.14 ¿. Additionally, they are often

motivated to shop early by ‘early bird’ discount ( x=4.06 ¿. Overall, the grand mean ( x ¿
for price and discounts was 4.30, corresponding to a verbal description of “Often” in

terms of limited-time offers.

The data above shows that the Grade 12 learners of Jose V. Yap National High

School frequently take advantage of limited-time offers and they often attracted to price

and discounts because of the cost-saving opportunities they have and they are always

likely to buy if the discount is 50% off.

Monroe and krishan (2017) the study investigate the mediating role of price and

discount affect in the relationship between price discounts and consumers perceptions of

savings, quality, and value in online apparel product. Using a between subject experiment

with four levels of discounts, 209 usable response were collected.

SYNTHESIS IS MISSING

1.2 Seasonal Offers

A seasonal promotion is any type of promotional activity (e.g., special offers,

discounts, limited edition items) inspired by holidays, celebrations, and seasons (Gaj,

2020).

There are (4) facets incorporated within this domain.

 Table 2 presents the mean score of Grade 12 learners’ responses in the facets

under the seasonal offer domain of Limited-Time Offers.

Table 2

Description of Limited-Time Offers of Grade 12 Learners as to Seasonal Offers

Facet Mean Description

10. They find that seasonal 4.62 Always
offers make shopping more
enjoyable and budget-
friendly.
7. They take advantage of 4.12 Often
online flash sales during
seasonal events to get great
discounts.
1. They get notifications 4.50 Always
from online shops to stay
updated on seasonal offers.
4. They rely on seasonal 3.98 Often
sales to update their
wardrobe with budget-
friendly clothing options.
Grand Mean 4.31 Often

Table 2 shows the level of limited-time offers in terms of seasonal offers. Based

on the gathered data, respondents always find that seasonal offers make shopping more

enjoyable and budget-friendly ( x=4.62¿ . Additionally, they always get notifications

from online shops to stay updated on seasonal offers ( x=4.50 ¿ . They often take
advantage of online flash sales during seasonal events to get great discounts. ( x=4.12¿

and they rely on seasonal sales to update their wardrobe with budget-friendly clothing

options ( x=3.98 ¿ . Overall, seasonal offers have a grand mean ( x ¿ of 4.31,

corresponding to the verbal description “Often.”

This shows that the respondents have a tendency to shop more frequently when

there are limited-time offers, and they often enjoy and take advantage of seasonal offers

to secure great discounts. This shows that they prefer to shop during seasonal offers.

Ling & Hsu (2021) the result, based on the data collected in the form of the daily

prices of 54,162 products offered by Walmart during the holiday season.

SYNTHESIS IS MISSING

1.3 Customer Behavior

Online consumer behavior is the process of how consumers make decisions to

purchase products in ecommerce. The behaviors themselves such as identifying a

problem or deciding to make a purchase are based on ever-evolving expectations and

needs (Wenzl, 2023).

 There are (6) facets incorporated within this domain.

Table 3 presents the mean score of Grade 12 learners’ responses in the facets

under the customer behavior domain of Limited-Time Offers.

Table 3

Description of Limited-Time Offers of Grade 12 Learners as to Customer Behavior

Facet Mean Description

6. They enjoy hunting for 3.98 Often
deals during limited-time
offers and feel
accomplished when they
find them.
14. They share online 4.32 Often
limited-time offers with
friends and family to help
them save.
12. They enjoy the thrill of 3.80 Often
competing with other
shoppers to secure limited-
time deals during flash
sales.
3. They revisit their cart 4.20 Often
during limited-time offers
to finalize purchases.
11. They create shopping 3.72 Often
lists for quick decisions
during limited-time sales.
5. They look for bundle 3.94 Often
deals to save more during
limited-time offers.
Grand Mean 4.00 Often
 Table 3 presents the level of limited-time offers in terms of customer behavior.

According to the data gathered, the respondents often shared online limited-time offers

with friends and family to help them save ( x=4.32¿ they revisit their cart during limited-

time offers to finalize purchases ( x=4.20 ¿. They often enjoy hunting for deals during

limited-time offers and feel accomplished when they find them ( x=3.98 ¿and they often

look for bundle deals to save more ( x=3.94 ¿ . Also, they often enjoy the thrill of

competing with other shoppers to secure limited-time deals during flash sales ( x=3.80 ¿.

Additionally, they often create shopping lists for quick decisions ( x=3.72 ¿ .Overall,

customer behavior have a grand mean ( x ¿ of 4.00, corresponding to the verbal

description “Often.”

The data shows that the respondents often demonstrate active shopping behavior

when presented with limited-time offers. They tend to make quick decisions to take

advantage of these temporary promotions.

Customer buying behavior is a process by which consumers identify their needs,

collect information, evaluate alternatives, and make the purchase decision. It is a series of

choice made by consumer prior to making a buying that begins once has established a

willingness to buy Kumar (2016).

SYNTHESIS IS MISSING
 SUMMARY

2. Impulse Buying Behavior

Impulse buying is a common phenomenon where consumers make unplanned purchases

without giving much thought to the decision-making process. This behavior is often

attributed to psychological factors that are triggered in the moment, leading to an urge to

buy (Jain, 2023).

2.1 Purchase Justification

Buying anything is the act of of making a purchase. To justify a choice, action, or

notion is to demonstrate or prove that it is necessary or reasonable. (Collins, 2024).

There are (3) facets incorporated within this domain.

Table 4 presents the mean score of grade 12 learners’ response in the facets under

purchase justification domain of Impulse Buying Behavior.

Table 4

Description of Impulse Buying Behavior of Grade 12 Learners as to Purchase

Justification

Facet Mean Description

 1. They justify their 4.36 Often
impulse purchase by telling
themselves it’s a reward
for working hard or a way
to treat themselves.
9. They tend to justify 3.84 Often
impulsive purchases by
thinking they will improve
their image or appearance
11. They often justify 3.78 Often
impulsive by convincing
myself they will use the
item in the future.
Grand Mean 4.00 Often
Table 4 shows the level of Impulse Buying Behavior in terms of purchase

justification. Based on the data, respondents are more likely to justify their purchase by

telling it’s a reward for working hard or a way to treat themselves ( x=4.36 ¿. It was

followed that they tend to justify their purchase by thinking they will improve their image

or appearance ( x=3.84 ¿ . Then, they often justify impulsive by convincing their self that

they will use the item in the future. Overall, the grand mean ( x ¿ for purchase justification

was 4.0, corresponding to a verbal description of “Often” in terms of impulse buying

behavior.

This shows that the respondents often engage in impulse buying behavior,

frequently justifying their purchases after the fact as necessary or rewarding experiences

to fulfill immediate desires.

Purpose This paper aims to clarify the effect of discount discrepancy (DD) on

consumers’ purchase intention (PI). The authors propose, test and provide evidence and

explanations about the moderation of justification in the relation between consumers’

perceived DD and PI. Huertes (2024)

 SYNTHESIS IS MISSING

2.2 Peer Recommendation

According to Lee and Shin (2014), peer recommendations in the context of online

shopping refer to suggestions or endorsements provided by individuals within one's social

circle or network, influencing purchasing decisions. These recommendations can come

from friends, family, or acquaintances and are often valued for their perceived

authenticity and relevance to the shopper's preferences.

There are (4) facets incorporated within this domain.

Table 5 presents the mean score of grade 12 learners’ response in the facets under

peer recommendation domain of Impulse Buying Behavior.

Table 5

Description of Impulse Buying Behavior of Grade 12 Learners as to Peer

Recommendations
 Facet Mean Description
13. They feel more 3.76 Often
confident in their impulse
purchases when their peers
have recommended them
17. They are more likely to 3.72 Often
make impulsive purchases
when they see their peers
buying the same or similar
items
15. When a friend praises a 3.70 Often
product, they are more
likely to impulsively buy it
to see what the hype is
about
14. They have bought 4.06 Often
products impulsively
because their friends and
peers posted about them on
social media
Grand Mean 3.81 Often

Table 5 presents the peer recommendations of Impulse Buying Behavior among

the respondents. Based on the data, respondents are more likely to buy products

impulsively because their friends and peers posted about them on social media (

x=4.06 ¿ .They feel more confident in their impulse purchase when their peers have

recommended them ( x=3.76 ¿. They are also more likely to make impulsive purchases

when they see their peers buying the same or similar items ( x=3.72 ¿. Then, when a

friend praises a product, they are more likely to impulsively buy it to see what the hype is

about ( x=3.70 ¿. Overall, the grand mean ( x ¿for peer recommendation was 3.81,

corresponding to a verbal description of “Often” in terms of impulse buying behavior.

The data shows that the respondents from Grade 12 learners at Jose V. Yap

National High School often exhibit impulse buying behavior influenced by peer
recommendations. They frequently make spontaneous purchases based on suggestions or

endorsements from friends, indicating a significant impact of social influence on their

shopping decisions.

Web site providers often use peer recommendation to help people find interesting

content. A common method for leveraging opinions of others on these web sites is to

display the number of prior recommendations as a social signal. How people react to

these social influence signals, in combination with other effects, such as the quality of

content and its presentation order, determines how many recommendations content

receives. Hogg & Lerman (2014)

SYNTHESIS IS MISSING

2.3 Social Media

Social media refers to digital platforms and networks where users can engage in

shopping-related activities, such as browsing products, reading reviews, sharing

recommendations, and making purchases. These platforms often include e-commerce

features or links to online stores, enabling users to shop directly within the social media

environment (Chang et al., 2020).

There are (5) facets incorporated within this domain.

Table 6 presents the mean score of grade 12 learners’ response in the facets under

social media domain of Impulse Buying Behavior.

Table 6

Description of Impulse Buying Behavior of Grade 12 Learners as to Social media

Facet Mean Description

19. They often make 3.86 Often
impulsive purchases based
on product advertisements
they see on social media
3. They’ve made impulse 4.12 Always
purchases after watching
unboxing or review videos
on social media
18. They’ve made impulse 3.54 Often
purchases because of
influencer hauls or
shopping sprees they’ve
seen on social media
2. They are more likely to 3.94 Often
make impulse purchases
when social media
showcases customers
favorite or best sellers
20. They’ve made 3.80 Often
impulsive purchases on
social media while
participating in live
shopping events or streams
Grand Mean 3.85 Often
 Table 6 shows the level of Impulse Buying Behavior in terms of social media.

Based on the data gathered, the respondents always make impulse purchases after

watching unboxing or review videos on social media ( x=4.12¿ . They are more likely to

make impulse purchases when social media showcases customers favorite or best sellers (

x=3.94 ¿ . Then, they often make impulsive purchases based on product advertisement

they see on social media ( x=3.86 ¿ . Additionally, they’ve made impulsive purchases on

social media while participating in live shoppings events or streams ( x=3.80 ¿. Lastly,

they’ve made impulse purchase because of influencer hauls or shopping sprees they’ve

seen on social media ( x=3.54 ¿ . Overall, the grand mean ( x ¿ for social media was 3.85,

corresponding to a verbal description of “Often” in terms of impulse buying behavior.

This shows that the respondents often exhibit impulse buying behavior influenced

by social media. They frequently make spontaneous purchases, with one consistent

behavior being that they've made impulse purchases after watching unboxing or review

videos on social media platforms.

Tripathi supported that shopping behavior refers to the mix of consumers’ viewpoints,

options, and decisions made while making a purchase [4]. And the act of acquiring goods or

services through the use of the internet is indicated as “online shopping behavior”. Online

shopping behavior can simply refer to purchases made by online shoppers as they usually buy

products or services through an internet platform no matter which application or website.

Bansal (2018)
 SYNTHESIS IS MISSING

2.4 Social Trends

Social Trends are ideas and activities that societies think are important. Generally
speaking, the idea with social trends is to create a better and fairer society for everybody.
( Bocock, 2024).,
Table 7
Facet Mean Description
4. My desire to be seen as 3.82 Often
on trend encourages me to
make impulsive purchases.
7. I often find myself 3.86 Often
making impulsive
purchases to keep up with
the latest social trends.
6. My impulse buying 3.66 Often
behavior is often triggered
when a product is linked to
a viral social media
challenge or trend
Grand Mean 3.78 Often

Table 7 presents the social trends of impulse buying behavior among respondents. Based
on the data, respondents often find themselves making impulsive purchases to keep up
with the latest trends (x =3.86). Then their desire to be seen as on trend encourages them
to make impulsive purchases (x = 3.82). Their impulse buying behavior is often triggered
when a product is linked to a viral social media challenge or trend (x = 3.66). Overall, the
grand mean of (x) for social media was 3.78 corresponding to a verbal description of
“often” in terms of impulse buying behavior.
Online impulse buying behavior has become a rapidly growing area of research in the

study of online consumer behavior over the past two decades. With increasing academic

attention and publication opportunities, this paper presents a biometric review of the

scientific literature in this field. Evangelin (2023)

2.5 Sentiments
A thought, opinion, or idea based on a feeling about a situation, or a way of
thinking about something. (Cambridge, 2024)
Table 8
Description of Impulse Buying Behavior of grade 12 learners as to Sentiments
Facet Mean Description
16. When i’m feeling down 4.02 Often
or sad, I sometimes engage
in impulse buying to boost
my mood temporarily.
5. I’ve impulsively bought 3.30 Often
things due to envy or
jealousy.
10. I’ve bought things 4.02 Often
impulsively when I was
afraid of missing out
8. When cravings or desire 4.14 Always
hit me, I often make
impulsive purchases.
12. I often buy things 4.06 Often
impulsively when ads
make me feel emotional
with nice stories or
touching messages.
21. I tend to shop online 4.16 Always
when Im bored.
 Grand Mean 3.95 Often

Table 8 presents the Sentiments of Impulse Buying Behavior among respondents. Based

on the data, respondents are more likely tend to shop online when their bored (x = 4.16).

When cravings or desire hit them they often make impulsive purchases (x = 4.14). They

often buy things impulsively when ads make them feel emotional with nice stories or

touching message (x = 4.06). Then they bought things impulsively when they was afraid

of missing out (x = 4.02). When feeling down or sad they sometimes engage in impulse

buying to boost their mood temporarily (x = 4.02). They impulsively bought things due to

envy or jealousy (x = 3.30). Overall, the grand mean (x) for Sentiments was 3.95

corresponding to a verbal description of “often” in terms of impulse buying behavior.

The data above show that the learners of Jose V Yap National High School often used

sentiments during Impulse Buying Behavior

Social commerce has altered the consumption experience due to various interactive

factors. Growing evidence stated that users are prone to buy impulsively in such an

environment. Prior studies were limited to demonstrate the emerging role of social

media celebrities and embedded social interaction in the context of impulse buying

though users encounter them concurrently and frequently while browsing. Wang &

Qui (
 Recommendations

Based on the result of the study: the following recommendations have been

drawn:

1. Students can be better in calculating and budgeting their daily allowance

in order to make the right decision when it comes to impulse purchases.

Therefore this study will help them to improve these characteristics.

2. The researchers suggest to the parents that they must assess their children

perceptions on impulse purchases and evaluate their action. Additionally

this study will help them to gain the knowledge to prevent further impulse

purchases

3. Teacher may attained insight on this study and process assessment for the

students and help them gain knowledge.

4. The school administration can conduct event in school focusing on

spreading awareness about impulse buying behavior and assessing student

on what they know about impulse purchases

5. Future researcher can gain insight and knowledge in this study and have a

wide understanding on