Impacts of Buying Habits on the Lifestyle of Grade 10 High School Students of Mary Help of Christians College Year 2013-2014

Joan Xyla A. Rana
Shayne U. Larcena
Charlene N. Alemania
Christine F. Ligutan
Patricia Anne Estepa
Bryan Joseph M. Agustin
Joanne Marie M.Contreras

II. Backgrounds of the study

Buying habit is a social and economic order that encourages the purchases of goods and services in an even greater amount. Since buying habits began, a lot of people consciously sought and desire alternative lifestyle. These lifestyle ranges from moderate to simple living, eco-conscious shopping, and buying local to Freeganism on the extreme and exaggerated end. In critical view, consumerism is describe as a tendency for people to strongly acknowledge and identify the service or products they consume through commercial brand name and the status-symbolism of that certain brand. Buying habits can be taken to exaggeration such that consumers make significant sacrifices in time and in income not only to purchase that certain brand but to also actively support that certain luxury brand.

Buying habits has become part of people’s daily lives especially in this modern civilization. People of this modern generation get influenced easily. Billboards, commercials and advertisements are connected to influencing people to buy. The advancement in technology causes consumers to extend their buying of the latest products to an extent where it is considered as over consumption. This study wants to identify the impacts of buying habits to the lifestyle of grade 10 students. It aims to provide possible solutions to the negative impacts of consumerism.

III. Statement of the problem
These are some questions that are about the issue of buying habits on the lifestyle of grade 10 students of Mary Help of Christians College.
This study will specifically focus on finding out the answer and solution for these questions: 1. What are the buying habits of grade 10? 2. How do their buying habits affect their lifestyle in school?

IV. Significance of the study

The purpose of the study of impacts of buying habits on the lifestyle of grade 10 students is to analyze how their way of buying affects their way of living. Buying habits is a purchasing pattern of a consumer and an excessive buying of a certain brand. A buying habit changes based on the needs or wants of a consumer and it depends on the way a consumers purchase. This study is significant because it will provide facts about the buying behaviour of a person and the negative and positive effects it may cause to their lifestyle. Studying the buying behaviour we can conclude possible solutions for excessive buying and unhealthy way of living. The study is significant in a way that it promotes simple living for the grade 10 students and to others. Having study the buying behaviour we can come up solutions on how to lessen this extravagant way of living and instead help them be aware the simplicity of living without materialistic things.
This study will not only benefit the grade 10 students but to the school as well because we will be promoting the BMH profile of “A batang Mary Help is simple, modest and radiant in purity”.

V. Scope and delimitation

This study includes the advantage and disadvantage of buying habits affecting the lifestyle of our respondents. We did picked 24 respondents randomly from the three sections of the grade 10 high school students.
The study only includes the grade 10 students of Mary Help of Christian’s college. This study did not go beyond any aspects that are not buying habits related and it does not cover any non-senior students (grade 10) and non-MHCC students. The said study only covers “lifestyle” in terms of the way a person or group lives.
Historical Background of Consumer Behaviour in Lifestyle

1960’s * The growth of Shopping malls, shopping centers * Goods were just beginning to be advertised and sold nationally and transported through the use of trains * Discount warehouse has risen
1970’s
* Consumer rights, environment, and overconsumption issues has risen * Sidney Margolius is one of the first consumer journalists that warned consumers from loan sharks, home improvement scams and overpriced insurance. He also attacked food industries for turning inexpensive ingredients into costly ones. * An independent non- profit organization named “The Limits to Growth” predicted population change, and anticipated global shortages on raw materials, and starvation in 2100 unless zero population and limited growth were achieved.
1980’s
* Rise of internet consumerism * Consumption of goods such as video games, music, clothing and food items had grown * There were more cars, ads, credit cards and many more ways to express one’s self through goods

1990’s * Online shopping was patronized through sites like Ebay, Amazon, and Zappos were they sell goods directly to consumers.

Historical Background of Consumer Behaviour in Lifestyle

In the year 1960’s, shopping malls and centres rose and goods were just beginning to be advertised and sold nationally and transported through the use of trains. After ten years, consumer rights, environment, and overconsumption issues have risen. Sidney Margolius is one of the first journalists that warned consumers from loan sharks, home improvement scams and overpriced insurance. He also attacked food industries for turning inexpensive ingredients to costly ones. An independent non- profit organization named “The Limits to Growth” predicted population change, and anticipated global shortages on raw materials, and starvation in the year 2100 unless zero population and limited growth were achieved. By the year 1980, there comes the rise of internet consumerism. Consumption of goods such as video games, music, clothing, and food items had grown and there were more cars, advertisements, credit cards and many more ways to express one’s self through goods. When 1990 came, online shopping was patronized through sites like Ebay, Amazon, and Zappos, they sell goods directly to consumers. Up to the present, online shopping was being patronized because of its accessibility. Most commonly for teenagers who don’t have much time to go to shopping centres, they’ll just simply scroll up and down in their handheld devices to browse latest items in the market.

Materialists and Discontents

Unlike in the year 1957, today most of the people own not only one car but two and sometimes, three. A recent literature review suggests we’re no more contented than we were then- in fact, maybe less so. Today’s teenagers have grown up with slightly less happiness and much greater risk of depression and assorted social pathology. Psychologists say about the possible effect of this consumer culture on people’s mental well- being is discontent. Although the least materialistic people report the most life satisfaction, some studies indicate that materialists can be almost as contented if they’ve got a lot of money and their acquisitive lifestyle doesn’t conflict with more soul- satisfying pursuits. The relationship between mental state and materialism is complex: Indeed researchers are still trying to ascertain whether materialism stokes unhappiness, unhappiness fuels materialism, or both. Being a strong consumerist can promote unhappiness because it takes time away from the things that can nurture happiness, including relationships with family and friends.

The roots of materialism

Given that we all experience the same consumerist culture; some of us still develop strongly materialistic values. A line of a research suggests that insecurity- both financial and emotional- lies at the heart of consumerist cravings, striving for more money links to unhappiness. In the first direct experimental test of the point, Kasser and University of Missouri social psychologist Kenneth Sheldon. PhD Reported in a 2000 article in Psychological Science (Volo. 11, No. 4), that when provoked with thoughts of the most extreme uncertainty of them all- death- reported more materialistic leanings.

Does more money equals to greater happiness

Material things are neither bad nor good. It is the role and status they are accorded in one’s life that can be problematic. The key is to find the balance: to appreciate what you have, but not at the expense of the things that really matter- your family, community, and spirituality. Even if some materialists swim through life distress, however, consumerism carries larger costs that are worth worrying about, others say. “There are consequences of materialism that can affect the quality of other people’s and other species lives. Consumerism has come to affect our collective psyche. Consumerism is an example of an area where psychology needs to stretch from its focus on the individual and examine the wider impact of the phenomenon. “Corporate- driven consumerism is having massive psychological effects, not just on people, but on our planet as well”, Kasser believes.

What is Motivation-Need Theory?

BEHAVIOUR

SATISFACTION

NEEDS/WANTS

Motivation is said to be the energizing force that can stimulates behavior to satisfy a need or want. People have certain need or wants, and this cause people to do certain things to be satisfied. In addition to this Personality is involved in Motivation theory. Consumer’s personality guides and directs behavior. To have a more organized and better understanding of motivation there is a theory of motivation that has different kinds of theories under it. One of the theories under the Theory of Motivation is the Maslow’s hierarchy of Need by Abraham H. Maslow in 1943. According to the Theory of Maslow, every human action is motivated by a certain need to achieve certain needs. Based on the personality, it is recognized that people have an actual self- concept and an ideal self-concept. The actual self refers to how people see themselves. These two self-images reflected in the product and the brands that a person buys. The importance of self-concept elaborates on the way people buy.

Definition of Terms
1. Consumerism * The promotion of the interests of consumers. * The preoccupation of society with the acquisition of consumer goods.
2. Consumers * A person who purchases goods and services for personal use.
3. Consumption * The using up of a resource.
4. Lifestyle * The way in which a person or group lives * A way of life or style of living that reflects the attitudes and values of a person or group
5. Exaggerate * Represent something as being larger, greater, better, or worse than it really is. * Enlarged or altered beyond normal or due proportions.
6. Budget * An estimate of income and expenditure for a set period of time.

7. Behaviour * Manner of behaving or conducting oneself on one's best behaviour behaving with careful good manners.

8. Motivation * The act or an instance motivation, or providing with a reason to act in a certain way.

Conceptual Framework

Different need and wants results to different satisfaction. This may have different effects on their lifestyle and behavior. Based on the Theory of Motivation, people have certain needs or wants, and this cause people to do certain things to be satisfied. Personality is involved in motivation theory. Personality refers to person’s consistent behavior or responses to recurring situations. One of the theories under theory of motivation is Maslow’s Hierarchy of Needs by Abraham H. Maslow’s in 1943. According to this Theory, Maslow’s Hierarchy of Needs, every human is motivated by certain need to achieve certain needs. It is said that there are certain needs or want that must be fulfilled before others are activated. In figure 1, The Consumers Behavior is the one that tell what He/ She needs or wants. If the consumer satisfies his/her needs and wants, it will change the consumer’s behavior.

RESEARCH DESIGN

This study is a Qualitative design and a descriptive type of research. It aims to show the impacts of buying habits on the lifestyle of Grade 10 students of Mary help of Christian-College (School year 2013-2014). This research used a survey study to find out the needed information through gathering the opinion of the respondents.

THE RESPONDENTS

The respondents were selected Fourth year students of Mary Help of Christian – College: 72 girls and 29 boys in all 3 sections of Grade 10. In Grade 10 Mapanindigan alone, it had 21 girls and 12 boys while in Masigasig alone, it had 22 girls and 10 boys and in Makatarungan alone it had 29 girls and 4 boys, as respondents but we only pick 8 respondents in each sections. All of them got a total of 24 as subjects of the study by the researcher concerned.
Majority of them were 15-17 years old. 24 students as research respondents were under descriptive survey method of study. Focuses of the study were the students in 4th year only, and they considered themselves as the target population with sampling methods specified.

THE RESEARCH INSTRUMENTS

A survey questionnaire, in a form of a self-checklist was used as the main data gathering instrument. The said instruments were designed to identify the buying habits on the lifestyle of Grade 10 students. It is also elicits the information about common interest of the respondents when it comes in consuming.

Questions | YES | NO | 1. Through commercial influence | 16 | 8 | 2. Through product brand | 18 | 6 | 3. Popularity of brand | 18 | 6 | 4. Sale Influence | 20 | 4 | 5. Quality of the product | 23 | 1 | 6. Does price influence | 22 | 2 | 7. Does budget affects | 24 | 0 | 8. Opinion of parents | 20 | 4 | 9. Friends Influence | 10 | 14 | 10. Buying habits | 13 | 11 | 11. Expectation in the product | 20 | 4 | 12. Seek for people’s opinion | 13 | 11 | 13. Seek for latest products | 11 | 13 | 14. Judge the product by the looks | 16 | 8 | 15. Limits in buying | 20 | 4 | TOTAL | 264 | 96 |

Table 1: Through commercial influence Number of answers | YES | 16 | NO | 8 |

Table 1 show that most of the respondents are influenced by commercials. It means that when a new commercial is out on the television, radio, billboards, newspapers, and other print medias, they are interested and somewhat wants to buy the certain product..
Table 2: Through product brand Number of answers | YES | 18 | NO | 6 |

Table 2 shows that majority of the respondents buys goods based on its brand. They’re somewhat loyal to a particular brand of product or sometimes they want the latest brand on the market.
Table 3: Popularity of brand Number of answers | YES | 18 | NO | 6 |

Table 3 shows that almost all of the respondents agreed that they look on the popularity of the brands of goods. Most of the respondents are loyal to a certain product or always want the famous products that are commonly used by famous personalities.
Table 4: Sale Influence Number of answers | YES | 20 | NO | 4 |

Table 4 shows that all of the respondents are affected by sales, drop- price, and percent offs. They mostly buy a certain product when it’s on sale. You can save more money when they buy products that are on sale.
Table 5: Quality of the product Number of answers | YES | 23 | NO | 1 |

Table 5 shows that all of the respondents look into the quality of a product before buying; they make sure that their money is worth the quality of a product. Before you buy a certain product, you always make sure that the quality of the product is good and reliable.
Table 6: Does price influence Number of answers | YES | 22 | NO | 2 | The table 6 shows that of the respondents that we have surveyed answered yes. The Price greatly influenced their Buying Habits. Meaning, they are strict on their budget on buying a product
Table7: Does budget affects Number of answers | YES | 24 | NO | 0 |

Table 7 shows that all the respondents that we have surveyed answered yes. Their budget affects their buying habits. They are most likely conscious on what product they will buy that will fit to their allotted budget. It just means that they exceed with the budget that they should be.
Table 8: Opinion of parents Number of answers | YES | 20 | NO | 4 | On the Table 7 Majority of the respondents that we have surveyed answered yes, the opinion of their parents affect their buying habit. Only a small number of respondents answered no, the opinion of their parents didn’t affect their way of buying; they are the one who chooses product that they wanted to buy.
Table 9: Friends Influence Number of answers | YES | 10 | NO | 14 |

Based on Table 9 While majority of the respondents answered no, most of them didn’t affect their buying habit by their friends. They most likely buy what they want.
Table 10: Buying habits Number of answers | YES | 13 | NO | 11 |

Based on the given table 10, majority of the female have buying habits, they most likely buy what they want and needs. While majority of the boys answered No, they don’t have buying habit unlike girls. They were usually strict and conscious on their budget and price of the product they usually buy.
Table 11: Expectation in the product Number of answers | YES | 20 | NO | 4 |

As table 11 shows, most of the respondents are having expectations with the product they buy since fifteen of them answered that they are expecting with the product, while only three of the respondents answered that they doesn’t have any expectations with the product.
Table 12: Seek people’s opinion Number of answers | YES | 13 | NO | 11 |

As table 12 shows, ten of the respondents seek for other people’s opinion while eight of them don’t seek any advices or opinions from other people.
Table 13: Seek for latest products Number of answers | YES | 11 | NO | 13 |

As table 13 shows, more than half answered no, meaning their buying habits is not affect by the latest product but still most of the respondents answered yes.
Table 14: Judge the product by the looks Number of answers | YES | 16 | NO | 8 |

As table 14 shows, thirteen out of eighteen judges the product that they buy, while only five of them don’t judge the product.
Table 15: Limits in buying Number of answers | YES | 20 | NO | 4 |

As table 15 shows, fifteen of the respondents are having limits when it comes to consuming, while three of them don’t have any limitations.