a COMPARATIVE STUDY OF THE BUYING BEHAVIOR OF GRADE 9 AND 10 STUDENTS BETWEEN the GRADE 10 BUSINESS SIMULATION AND THE ESS CANTEEN
A Research Presented to the Faculty of Senior High School Division
Elizabeth Seton School – Las Piñas Campus
Las Piñas, Metro Manila
In Partial Fulfillment of the Requirements for Quantitative Research
Chin, Pauline Mary L.
Guasa, Xander Philippe G.
Ilagan, Juan Angelo Miguel T.
Mancera, Alesandra Therese F.
TABLE OF CONTENTS
Cover Page 1
Table of Contents2
CHAPTER 1: INTRODUCTION
1.1. Background of the Study 3
1.2. Review of Related Literature5
1.3. Theoretical Framework7
1.4. Statement of the Problem9
1.5. Objective of the Study 9
1.6. Research Questions9
1.8. Scope and Limitations10
1.9. Significance of the Study11
1.10. Definition of Terms12
Background of the Study
One of the main activities in Elizabeth Seton School is the business simulation of the Grade 10 students. It is a two-day long event wherein Grade ten students experience advertising their own restaurant to their fellow students and managing/working in a restaurant with a little help from the teacher or school. At the end of the day, the students will get the money that they earned from the product and service that they provide. The business simulation is not just about offering different products to Setonians that are new and unique, it is also about building a relationship with their fellow students and providing a good service. This is the reason students are enticed to buy products from the business simulations rather than the products offered in Elizabeth Seton School (ESS) canteen, which results to a positive change of the canteen’s sales.
With that being said, the researchers came up with a study that aims to determine which product and service provider gains more money and sells more products. The researchers will be able to identify this by gathering data from the buying behavior of the Grade 9 and 10 students.
After the researchers have identified which sells more, then the ESS canteen and business simulations will come up with strategies that will ensure that their product will entice the customers and will increase their sales. The study is important because this will serve as a guide for the students who operate in a business simulation. This will help them in future business simulations or other business operations since they already know and understand the buying behavior of customers.
On the other hand, the importance of this study for the ESS canteen is that they will come up with improved products that will satisfy the needs and wants of the Setonians. If the business simulation and ESS canteen made strategies that will help them improve, then students would be able to experience quality product from them without paying too much money.
Review of Related Literature
In today’s time, educational institutions have implemented business simulations to enhance the traditional learning environment. It has become a form of experiential learning to improve the student’s business skills by using their natural capacity for technology (Anton Florijan Bariši?, 2017). They let students experience first hand how a business runs to furthermore help them understand the business environment (Seethamraju, 2011). During business simulations, students can collaborate with one another to create effective strategies for their business (Y. Xu, Y. Yang, 2010).
According to a research done by Anderson and Lawton in the University of St. Thomas (2009), there are 3 categories in doing a business simulation. The first category is learning. In this category, students can learn concepts, terms, and principles while doing the business simulation activity. In the second category, behavioral, students can apply the concepts and principles that they learn in making decisions and help the students in develop their business decision skills. The last category is attitudinal. Business simulations improve the students’ attitude towards business and it engage students in the learning process.
Included in the learning process is the study of buying behaviors. It shows how individuals or groups purchase a certain product (Sokolowski, 2011). Several approaches have been made to explain the factors of buying behavior. Most studies say that Situational, Personal, Psychological, and Social factors affect the buying behavior of people. Situational factors include physical factors such as a store’s buying locations, layout, and music. Companies attempt to make the physical factors in which consumers shop as favorable as possible. Personal factors are focused on the age, occupation, income, and lifestyle of the buyer. Pschological factors are how the buyers see the product. These are usually their perceptions and motivations. Social Factors that influence buying behavior are family, reference groups, roles, and status (Ramya, N., ; Ali, D., 2016).
This study considered several information provided by researchers and other sources to compare the buying behavior of Grade 9 ; 10 students in Elizabeth seton school.
To sum it all up a Business Simulation is a recreation utilized for business learning, training, or investigation. It can be situation based or numeric-based. Learning targets include: Vital reasoning, basic leadership, critical thinking, budgetary investigation, showcase examination, tasks elaboration and administration. In the case of Elizabeth Seton School, Grade 10 students are the one conducting the business simulation. The purpose is to let them experience a business environment at an early age. In relation to this Buying Behavior is the study of how people would buy their needs or wants. As previously discussed, the factors affecting the buying behaviour of consumers are Situational, Personal, Psychological, and Social.
1408430132715Grade 9 and 10 students of Elizabeth Seton School Las Piñas Campus
400000Grade 9 and 10 students of Elizabeth Seton School Las Piñas Campus
1651635274320Veblenian Social- Psychological
00Veblenian Social- Psychological
The researchers want to determine the buying behavior of Grade 9 and 10 students of Elizabeth Seton School Las Pinas Campus with the use of Marshallian theory, Veblenian Social- Psychological, and Psychoanalytic.
Marshallian theory, created by Alfred Marshall, explains the preference of consumers for goods and services which satisfy them the most. However, it also provides the relationship between the price and sales of the product. Even if there is a substitute product, the ultimate consideration will still be the lower price. However, the income of the buyers will also affect product sales considering these factors can influence the marketing strategies to be used by a company.
According to Economist Thorstein Veblen, humans follow the standards of the culture and subgroups they live in. People’s individual needs and wants are created and influenced by their relationship in their groups. This theory suggests that marketers should study and better understand what influences their customers to better get product demand.
The Psychoanalytic theory started with Sigmund Freud, an Australian founder of psychoanalitics. The theory states that consumers do not only think about price, sales and other economic considerations and functions in buying products. Symbolic concerns also come into play in deciding what to buy. According to Freud, external factors such as age and income cannot interpret consumer behavior because the motivations are deep withn the soul. Instead, marketing messages that have an emotional appeal to the consumers feeling are more effective than rational appeal.
With the use of these theories, the researchers will be able to know which of the business simulation and ESS canteen has more sales.
Statement of the Problem
The main problem is that the ESS canteen and the business simulation of the Grade 10 students does not meet their profit goal. It is because product providers do not know much about their consumer’s buying behavior and the factors that can affect their sales.
Another problem is that consumers have different preferences in temrs of food and services. Well, in the case of the ESS students, they look for quality food that can satisfy their wants at the same time affordable since students have a tight budget.
Objectives of the Study
The main objective of this study is to compare the buying behavior of Grades 9 and 10 students of ESS as between business simulation and the ESS canteen.
Specifically, this research aimed to:
Compare Grade 10 business simulation sales with that of the ESS canteen.
Determine if Price, Culture, and Social factors have a significant relationship to consumer behavior.
Which has more sales: The Grade 10 business simulation or the ESS canteen?
Does the price, culture and social factors have a significant effect on consumer behavior?
The researchers of this study tested the following hypothesis:
There is no significant relationship of the price, culture, and social facrors to the consumer behavior.
1.8.Scope and Limitation
This research covers the respondents for the study, the factors that will be studied, the time and place when and where the researchers will gather their information.
The study’s subjects will be the Grade 9 and 10 students of Elizabeth Seton School Senior Year 2017-2018. However, the researchers will only get a sample from those respondents that will represent the whole Grade 9 and 10 students. Also, the factors that will be studied are the buying behavior of Grade 9 and 10 students and the sales of the Elizabeth Seton School (ESS) canteen and the business simulations for the senior year 2017-2018.Lastly, the time for the data gathering will be on April 16-20, 2018 and the place is on Elizabeth Seton school main campus
This study is limited to the buying behavior of Grade 9 and 10 students and does not include the other year levels. It is based on Elizabeth Seton school main campus and not on Cavite campus. Additionally, other product providers inside the main campus are not included.
1.9. Significance of the Study
This study will benefit the following:
Students – The students of Elizabeth Seton School will benefit from the study because they would be able to experience quality product from the Grade 10 business simulation and the ESS cantenn without paying too much money.
Canteen – The study also benefits the canteen because they will be able to satisfy the needs and wants of the Setonians and they can also come up with strategies that will help them improve their products and service.
Business Simulation – The business simulation participants would benefit from the study because they will know about buying behavior. Based on the results, they will have an idea on how to improve their product and service and satisfy their customers.
Researchers – The researchers will also benefit from this study since we will know how to develop a better product and service that is worth our money, when they choose between the business simulation and the ESS canteen.
1.10. Definition of Terms
The following terms are defined to give a better understanding of the study:
Business simulation. It is an activity where students experience what is it like to run a business. This refers to the simulation done by Grade 10 Students in Elizabeth Seton School Las Piñas Campus in the school year 2017-2018.
Buying behavior. It is the study of consumer’s attitudes, preferences, and decisions when purchasing a product or service. The factors affecting the buying behavior used in this research are Situational, Personal, Psychological, and Social.
Comparative study. A study where two or more variables are being compared. This research compares the Grade 10 business simulation and ESS Canteen.
ESS canteen. A restaurant provided by an organization such as a school for its students and staff. This refers to the canteen in Elizabeth Seton School Las Piñas Campus in the school year 2017-2018.
Grade 9 and 10 students. This refers to the students who are enrolled in Elizabeth Seton School Las Piñas Campus in the school year 2017-2018.
Respondents. This refers to the Grade 9 and 10 students of Elizabeth Seton School Las Piñas Campus in the school year 2017-2018.
Xu, Y., ; Yang, Y. (2010). Student Learning in Business Simulation: An Empirical Investigation. Retrieved March 19, 2018, from https://search.proquest.com/docview/745602595?pq-origsite=gscholar
Seethamraju, R. (2011, Spring). Enhancing Student Learning of Enterprise Integration and Business Process Orientation through an ERP Business Simulation Game. Retrieved March 19, 2018, from https://search.proquest.com/docview/867845160?pq-origsite=gscholar
Valverde, K. (2008). Business Simulations. Retrieved March 17, 2018, from https://www.cranfield.ac.uk/som/centre-for-customised-executive-development/our-approach/business-simulations#
Anderson, P. H., ; Lawton, L. (n.d.). Business simulations ; cognitive learning: Developments, desires, and future directions. Retrieved March 20, 2018, from http://oaktreesim.com/Simulation_Research/40th_Anderson_Business-simulations-cognitive-learning -v2.pdf
Abutayeh, J., Adcock, A. B., Adler, R. M., ; Aldrich, C. (2011). Gaming and Business Simulations: Concepts, Methodologies, Tools, and Applications. Retrieved March 20, 2018, from https://books.google.com.ph/books?id=d8kOTKSiCkgC;pg=PA111;dq=business simulations;hl=en;sa=X;ved=0ahUKEwjlrfKL4frZAhUJfrwKHTw6CcE4FBDoAQhKMAY#v=onepage;q=business simulations;f=false
Principles of Marketing. (2015, October 27). Retrieved March 18, 2018, from https://open.lib.umn.edu/principlesmarketing/chapter/3-1-factors-that-influence-consumers-buying-behavior/
Sokolowski, O. (2011). Consumer Behavior Process. In Influences and Attitudes within Consumer Behavior Process (p. 15).
Lin, L. (2011). Factors Influencing Students’ Food Choices When Shopping for Food. International Journal of Business and Management. 6(No. 1). Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download;jsessionid=BCC6384E225568A0D5DB25A48FF196AE?doi=10.1.1.686.7127&rep=rep1&type=pdf
Bariši?, A. (n.d.). Business simulation as a tool for entrepreneurial learning the role of business simulation in entrepreneurship education. Business Simulation as a Tool for Entrepreneurial Learning. Retrieved from file:///C:/Users/Downloads/Barisic_Provic_97_107.pdf
Ramya, N., & Ali, D. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76-80. Retrieved from http://www.allresearchjournal.com/archives/2016/vol2issue10/PartB/2-9-151-281.pdf