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 DECLARATION

We declare that the market research hereby submitted by the following

student researchers to the Faculty of College of Business Management and

Accountancy, Eastern Samar State University, Borongan City is an independent work

and has not been previously submitted to other universities or faculty.

We further cede copy right of the market research in favor of Eastern Samar

State University.

We sign this with free act and deed this December 2023.

Accusar, Allysa T. Arre, Ajant Chyla Jean D.

Author Author

Briones, Marc Glend B. Coles, Claresa A.

Author Author

Escalante, John Mark M. Ibayan, Jamila M.

Author Author

Nalla, Nasly Jane A. Paca-ol, Antonio.

Author Author

Ramirez, Isabelle A. Samiento, Nildine Mae B.

Author Author

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 FACTORS INFLUENCING FIRST-TIME MOTHERS'

INFANT FORMULA BUYING DECISIONS IN BORONGAN CITY

An Undergraduate Research
Presented to
The Faculty of the College of Business Management and Accountancy
Eastern Samar State University
Borongan City, Eastern Samar
Philippines

A Course Requirement for

ENTREP 412 – Market Research and Consumer Behavior
Under the Degree
Bachelor of Science in Entrepreneurship

Acusar, Allysa T.

Arre, Arjant Chyla Jean D.

Briones, Marc Glend B.

Coles, Claresa A.

Escalante, John Mark M.

Ibayan, Jamilla M.

Nalla, Nasly Jane A.

Paca-ol, Antonio

Ramirez, Isabelle A.

Sarmiento, Nildine Mae B

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 December 2023

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APPROVAL SHEET

The undergraduate research hereto attached, titled “Factors Influencing

First-time Mothers Infant Formula Buying Decisions in Borongan City”
prepared and submitted by Allysa T. Acusar, Arjant Chyla Jean D. Arre, Marc
Glend B. Briones, Claressa A. Coles, John Mark M. Escalante, Jamilla M.
Ibayan, Nasly Jane A. Nalla, Antonio Paca-ol, Isabelle A. Ramirez and
Sarmiento, Nildine Mae B., in partial fulfillment of the requirements for the market
research is hereby recommended for approval.

FILIPINA CARATAY, PhD Dr. KIMBERLY MICHELLE

Adviser, Advisory committee OPERARIO
Research Committee
__________________________
Date signed _____________________________
Date signed

BALTAZAR ABOBO JAY FREDERICH PALADA

Research Committee Research Committee

__________________________ _____________________________
Date signed Date signed

Accepted as course requirement for ENTREP 412/Market Research and

Consumer Behavior under the degree, Bachelor of Science in Entrepreneurship

JUDE P. PICARDAL, MAM

Course Instructor

______________________
Date Signed

HANZELLE V. OBON
Program Head

______________________

Date Signed

Approved:

DR. DYMPHNA ANN C. CALUMPIANO

College Dean

______________________

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Date signed

ACKNOWLEDGEMENT

The researchers would like to extend their most profound appreciation to

those individuals who made a difference in the completion of the study. The

researchers would like to express their sincerest gratitude and appreciation towards

these individuals who were with them from the start of their journey and to those

individuals who lent their assistance to make this research possible.

First and foremost, the researchers would like to give thanks to the Lord

and the Almighty God for the knowledge, boldness, and strength needed to wrap up

this research study.

Profound thanks are also extended to their research adviser, Mrs. Filipina

Caratay, PhD., for providing them invaluable supervision, support, and tutelage

during their research study. Our appreciation for her empathy, patience, and

knowledge imparted to us. It was a great privilege and honor to work and study under

her guidance.

The researchers are also grateful to the respondents who willingly took

part in the survey.

Lastly, to their parents, for their undying support throughout the conduct

of this study. Their words of encouragement kept them going.

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Chapter I

Introduction

Background of the study

This study embarks on an exploratory journey, aiming to unravel the

multifaceted nature of infant formula purchasing decisions within Borongan City.

Through a systematic analysis of key objectives and research questions, we strive to

uncover the underlying factors that influence these choices. These factors include the

role of marketing and advertising in shaping purchasing decisions (Kotler &

Armstrong, 2017), nutritional content and health benefits (American Academy of

Pediatrics, 2020), the impact of social influence from friends and family, the

significance of price and brand reputation (Keller, 2008), personal beliefs, and the

influence of TV advertisements and word-of-mouth recommendations. The

Philippines, with its rich cultural diversity and varied social landscapes, prioritizes the

well-being of its youngest citizens. Ensuring the proper nourishment and care of

infants has consistently garnered attention from healthcare, government, and society.

Among the factors influencing the health and nutrition of infants, the choice of infant

formula by first-time mothers holds paramount importance.

In Borongan City, located in the Eastern Visayas region of the Philippines, the

factors influencing the purchasing decisions of first-time mothers regarding infant

formula are shaped by a unique blend of cultural traditions, economic conditions, and

healthcare practices. As the capital of Eastern Samar, Borongan City embodies the

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distinct cultural identity of the Waray people, influenced by regional trade and

commerce.

Globally, infant nutrition is often marked by a preference for breastfeeding,

recognized for its numerous health benefits (World Health Organization, 2021).

However, the demands of contemporary life often necessitate alternative means of

infant nourishment. Infant formula becomes an indispensable resource, ensuring

infants receive the necessary nutrition for optimal growth and development (UNICEF,

2020).

Borongan City's infant formula market is vibrant, characterized by a multitude

of choices offered by various brands, each competing for the attention of first-time

mothers. These choices are influenced by a variety of factors, including marketing

and advertising strategies that portray specific formula milk brands as superior

(Kotler & Armstrong, 2017), nutritional content and health benefits essential for infant

well-being (American Academy of Pediatrics, 2020), varying price points, and brand

reputations that foster trust and reliability (Keller, 2008).

To date, the precise interplay of these factors in influencing the purchasing

decisions of first-time mothers in Borongan City remains largely uncharted. This

study aims to bridge this critical knowledge gap by conducting a comprehensive

analysis of these factors and their impact on the decision-making process. In doing

so, we hope to shed light on the unique dynamics of infant formula choices in

Borongan City and contribute to the broader discourse on infant nutrition and

consumer behavior. As we embark on this research endeavor, our goal is to provide

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insights that can enhance the well-being of infants and the decision-making

processes of first-time mothers in this dynamic and culturally rich locality.

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Statement of the Problem

This study aims to investigate the factors influencing first-time mothers'

buying decisions for infant formula milk in Borongan City. The research addresses

the following questions:

1. What is the demographic characteristics of first-time mothers in Borongan

City, in terms of ?

a. Age

b. Income Level

c. Educational Level

2. Which factors influence first-time mothers when purchasing formula milk in

Borongan City?

a. Price

b. brand awareness

c. personal beliefs

d. nutritional content

e. health benefits

f. promotions, and

g. perceived quality.

3. What is the buying decisions of first-time mothers towards purchasing

formula milk in Borongan City?

4. Is there any significant relationship between respondent’s demographic

profile and the factors that influence them when purchasing formula milk?

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5. Is there any significant relationship between relationship between the

perceived factors that influence first-time mothers when purchasing formula milk and

their buying decisions?

Significance of the study

This research holds substantial importance for diverse stakeholders within

Borongan City, encompassing first-time mothers, healthcare professionals,

marketers, and policymakers. By thoroughly investigating the factors that shape

purchasing decisions related to formula milk, this study stands to make valuable

contributions in the following ways:

First-time mothers. Empowering them with the knowledge and insights

necessary to make well-informed choices, safeguarding the health and well-being of

their infants.

Healthcare professionals. Equipping them with targeted and evidence-

based guidance, enabling them to offer more effective advice to mothers concerning

infant nutrition.

Marketers. Enabling them to tailor their strategies to the specific needs and

preferences of their target audience, leading to more resonant and impactful

marketing efforts.

Policymakers. Providing them with a solid foundation to formulate

regulations and guidelines that promote infant health and consumer protection within

the community.

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Scope & Delimitation of the Study

This research is dedicated to studying first-time mothers who are residents of

Borongan City. The study's primary goal is to explore the demographics

characteristics and factors that influence their purchasing decisions regarding

formula milk, with a particular focus on variables such as Age, income level,

educational level, price, brand awareness, personal beliefs, nutritional content, health

benefits, promotions, and perceived quality. The study will be conducted within the

specified demographic of first-time mothers in Borongan City and will not encompass

other demographic groups or geographic regions.

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Definition of Terms

Infant Formula Milk. Infant formula milk refers to commercially prepared and

nutritionally balanced products designed for feeding infants, serving as an alternative

or supplement to breastfeeding. These products come in various brands and types,

each offering specific nutritional content and health benefits.

Borongan City. Borongan City, located in the Eastern Visayas region of the

Philippines, serves as the geographical focus of this study. It is characterized by

unique sociocultural characteristics and economic dynamics that influence the factors

surrounding the purchasing decisions of first-time mothers.

First-Time Mothers. First-time mothers are women who have given birth to

their first child and are residing in Borongan City. They represent the specific

demographic under investigation in this study.

Age: This refers to the chronological age of the first-time mothers

participating in your study.

Income Level: This demographic focuses on the financial resources available

to the first-time mothers.

Educational Level: This refers to the educational attainment of the first-time

mothers.

Price. It refers to the cost associated with purchasing infant formula milk.

Price is a significant factor influencing consumer choices, particularly among first-

time mothers who may have budget constraints.

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Brand Awareness. Pertains to how well first-time mothers in Borongan City

know and recognize different formula milk brands. It reflects the impact of brand

reputation and marketing efforts on consumer choices.

Personal Beliefs. Encompass a range of cultural, religious, or ethical

considerations that may influence first-time mothers' choices regarding infant formula

milk.

Nutritional Content. Refers to the composition of infant formula milk and

how it aligns with the dietary needs of infants. It explores the importance mothers

place on the nutritional value of the formula they choose.

Health Benefits. Refer to the perceived advantages associated with a

particular formula milk, such as supporting the growth and immune system of infants.

Promotions. Include strategies like discounts, special offers, or advertising

campaigns that may impact the decisions of first-time mothers when choosing

formula milk.

Perceived Quality. Reflects how first-time mothers evaluate the quality of

formula milk brands based on factors like packaging, presentation, and reputation.

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Review of Related Literature's

This chapter presents the literature and research that have influenced the

current direction of the study, aiming to establish a foundation and framework upon

which this specific study will be built.

Buying Decision

The consumer buying decision is the decision-making processes begin by the

consumer to buy the goods or services in exchange of money in the market before,

during and after the purchase of goods or services (Lumen, n.d.). It helps the

seller/marketer for selling its goods or services in the market. If the marketer

successful to understand the consumer behavior according to the consumer buying

decision process towards the goods or services, then it may successful for selling its

goods or services. The consumer buying decision process consists of five stages

Problem recognition, Information search, Evaluation of alternatives, Purchase

decision, and post-purchase behavior. It shows that how a consumer start thinks

before to buy a product. The buyer can use all five stages during decision making

process towards a product. Perhaps, the buyer can also skip the one or more stages,

it’s all depends on consumer mind (Kotler at el. 2017). Every human has different

mind to other humans. For instance; A person buying his/her regular brand of milk

every day when the need arises. So, the chances of skipping information and

evaluation are more as compare to the highly involvement products. Basically, it

depends on the human nature. But in case of buying a car where involvement is high.

When the consumer going to buy a car, then the customer can’t skip any step out of

five. (Kotler at el. 2017) This process works especially for new purchase or highly

involvement of consumer purchase. Some companies focus on understand the

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consumer experience in learning, choosing, using and disposing of the product

(Kotler & Keller 2016).

Problem Recognition

The concept of problem recognition, as highlighted by Smith and Jones

(2020), is a crucial starting point in the consumer decision-making process. Problem

recognition occurs when a consumer perceives a significant gap between their

current state (comprising needs, desires, or preferences) and the desired state. This

awareness serves as a trigger, prompting individuals to embark on the consumer

decision-making process with the goal of actively seeking solutions and making

informed choices. When consumers recognize a problem or a need, it sets in motion

a sequence of cognitive and behavioral processes. The perceived gap between their

current situation and the desired situation creates a form of tension or dissatisfaction,

motivating individuals to address and resolve the issue. This problem recognition

stage is pivotal because it initiates the consumer's journey toward finding a suitable

solution. Lee (2019), underscores the direct correlation between problem recognition

and decision outcomes in the consumer decision-making process. Their perspective

highlights that the clarity and accuracy of problem recognition play a pivotal role in

shaping subsequent decision-making stages, ultimately influencing the evaluation of

alternatives and the ultimate choice of a solution.When consumers accurately identify

and clearly understand a problem or need, it sets the foundation for effective

decision-making. The clarity of problem recognition allows individuals to articulate

their requirements, preferences, and constraints more precisely. This, in turn,

facilitates a more informed and targeted search for potential solutions.

Information Search

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The process of information search in consumer decision-making, as

emphasized by Smith (2021), is a systematic and iterative journey wherein

individuals actively seek to fulfill their information needs related to a specific

purchase. This crucial stage involves the utilization of both internal (memory-based)

and external (environmental) sources to gather relevant information, with the ultimate

goal of making well-informed decisions. The iterative nature of information search

suggests that consumers often revisit and refine their search process as they

progress through different stages of decision-making. This iterative approach allows

individuals to continuously gather, reassess, and update information based on

evolving preferences, changing priorities, or new insights gained during the decision-

making journey.Internal sources of information include the consumer's own memory

and past experiences. Individuals draw upon their knowledge and recollections of

previous interactions with products, brands, or similar purchases. This internal

information serves as a foundation for decision-making, influencing preferences, and

providing a baseline against which external information can be compared. External

sources encompass a wide array of channels and platforms where consumers seek

information beyond their own memories. This includes product reviews, expert

opinions, recommendations from friends and family, advertising, and online research.

Consumers actively engage with these external sources to gain a comprehensive

understanding of product features, benefits, and potential drawbacks.The literature,

as discussed by James and Peter (2019), delves into the cognitive and psychological

dimensions that form the foundation of information search, shedding light on the

intricate factors that influence how consumers engage in this crucial stage of

decision-making. These dimensions include perception, motivation, and cognitive

processing. Consumer perception plays a pivotal role in shaping information search

behavior. Individuals interpret and evaluate information based on their perceptions of

a product, brand, or the overall decision-making context. Positive perceptions may

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lead consumers to actively seek information that reinforces these views, while

negative perceptions may trigger searches for reassurance or alternative options.

Marketers need to be attuned to the power of perception and strategically manage

how their products are perceived in the eyes of consumers. Consumer motivation is a

driving force behind the initiation and continuation of information search. Motivation

stems from individual needs, desires, or problems that prompt individuals to actively

seek solutions. Higher motivation levels lead to more extensive and thorough

searches, as individuals are driven by a strong desire to find products or information

that align with their specific motivations. Understanding and tapping into consumer

motivations is crucial for businesses to tailor their messaging and offerings

effectively. The cognitive processes involved in information search, including

attention, interpretation, and memory, significantly influence how consumers engage

with information. Attention determines which information consumers focus on,

interpretation shapes how they understand and interpret that information, and

memory influences the retention of relevant details. Cognitive processing plays a

pivotal role in the effectiveness of marketing messages, the impact of product

reviews, and the overall decision-making process.

Evaluation of Alternatives

The evaluation of alternatives, as highlighted by Albert (2017), represents a

crucial phase in the consumer decision-making process. During this stage,

consumers systematically assess different products or services to determine the

most suitable option for their needs. The evaluation involves a thorough comparison

of attributes, features, and benefits, while also taking into consideration individual

preferences and needs.Consumers engage in a detailed analysis of the attributes

and characteristics of the available alternatives. This may include factors such as

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product specifications, quality, performance, durability, and any other relevant

features. The goal is to understand the distinct advantages and disadvantages of

each alternative.The evaluation process entails a careful examination of the features

and benefits offered by each alternative. Consumers seek to identify how well these

features align with their requirements and preferences. The perceived value derived

from the features and benefits heavily influences the decision-making process.

Individual preferences and needs play a significant role in the evaluation of

alternatives. Consumers assess how well each option meets their specific

requirements and aligns with their preferences. This involves a subjective evaluation

based on personal tastes, lifestyle considerations, and unique

preferences.Consumers often establish decision criteria or benchmarks to guide their

evaluation. These criteria may be informed by the importance assigned to certain

features, the budget constraints of the consumer, or other specific considerations.

The criteria act as a framework for comparing alternatives and determining their

relative suitability.

Purchase Decision

The purchase decision, as emphasized by Balor et al. (2018), represents the

conclusive stage in the consumer decision-making journey. At this point, individuals

transition from considering various alternatives to making a definitive choice. The

purchase decision involves a combination of rational and emotional considerations,

reflecting the culmination of the information search, evaluation, and internal

deliberations throughout the decision-making process.Consumers often weigh

rational factors during the purchase decision. This includes a careful evaluation of

product features, specifications, pricing, and any other objective criteria that influence

the perceived value of the chosen option. Rational considerations ensure that the

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chosen product aligns with the functional and practical needs of the

consumer.Emotions also play a significant role in the purchase decision. Consumers

may experience a range of emotions, including excitement, satisfaction, or even

anxiety, as they finalize their choice. Emotional considerations are influenced by

factors such as brand perception, personal preferences, and the overall emotional

appeal of the product or brand.The purchase decision is the culmination of the

information search and evaluation stages. Consumers draw upon the knowledge

acquired during these phases to make a well-informed decision. The chosen option is

seen as the best fit based on the consumer's needs, preferences, and the perceived

value derived from the evaluation of alternatives.Internal deliberations involve a

reflective process where consumers consider their own priorities, values, and the

overall fit of the chosen product or service with their lifestyle. This introspective phase

allows individuals to align the purchase decision with their personal goals and

aspirations.After the purchase, consumers may engage in post-purchase

rationalization, reinforcing the belief that the chosen product is the right decision.

Positive experiences, confirmation of expectations, and a sense of satisfaction

contribute to the consumer's overall perception of the purchase.

Post-Purchase Behavior

Post-purchase behavior, as highlighted by Santos and Boote (2015),

encompasses a range of actions, emotions, and evaluations that occur after the

completion of a purchase. This phase is a critical component of the overall consumer

decision-making process and includes elements such as customer satisfaction,

dissatisfaction, brand loyalty, and advocacy.Customer satisfaction is a key dimension

of post-purchase behavior. It reflects the consumer's perception of the product or

service meeting or exceeding their expectations. Satisfied customers are more likely

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to have positive attitudes toward the brand and may become repeat customers. On

the other hand, dissatisfaction can occur if the product or service does not meet the

consumer's expectations. Post-purchase dissatisfaction can lead to negative

sentiments, potentially influencing future purchasing decisions and the likelihood of

recommending the product or brand. Post-purchase behavior plays a crucial role in

shaping brand loyalty. Positive experiences and satisfaction with a purchase

contribute to the development of brand loyalty, where consumers consistently choose

a particular brand over others. Building brand loyalty is essential for businesses

aiming to retain customers and foster long-term relationships.Satisfied customers

may become advocates for a brand, actively recommending it to others through

word-of-mouth or online reviews. Advocacy contributes to positive brand image and

can influence the purchasing decisions of potential customers.After the purchase,

consumers may engage in post-purchase rationalization, a cognitive process where

individuals reinforce the belief that their chosen product was the right decision. This

internal validation contributes to positive feelings and the likelihood of future brand

loyalty.

Demographic Profile of the respondents

Age

According to Anderson and Brown(2017) Older consumers, having lived

through various product experiences, tend to develop strong brand loyalties over

time. For them, trust and reliability in a brand become paramount. This demographic

values consistency and a proven track record, often sticking to familiar brands that

have consistently met their expectations.On the other hand, younger consumers,

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who may not have as much experience with products, are often more open to trying

new brands and products. They are influenced by trends, social media, and peer

recommendations. For this demographic, trust-building strategies play a crucial role

in capturing their attention and fostering brand loyalty.

The study conducted by Brown et al. (2015) highlights an interesting aspect of

consumer behavior, suggesting that there are age-related differences in decision-

making tendencies. According to their research, younger consumers may exhibit

more impulsive behaviors, characterized by a preference for novelty and excitement,

whereas older consumers may prioritize reliability and familiarity in their decision-

making processes. This age-related difference in consumer behavior aligns with

broader psychological theories about the development and evolution of decision-

making preferences across the lifespan. Younger individuals, often characterized by

a sense of exploration and a desire for new experiences, may be drawn to novel and

innovative products. This inclination towards novelty can lead to more impulsive

buying decisions, driven by the excitement of trying something new.

Income Level

According to Smith et al. (2017) Lower-income individuals often face financial

constraints that lead them to prioritize essential purchases, directing a substantial

portion of their income toward necessities such as food, housing, and healthcare. For

them, meeting basic needs takes precedence over discretionary spending on non-

essential items.In contrast, higher-income individuals typically have more

discretionary income, allowing them the flexibility to allocate funds towards non-

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essential and luxury items. With a greater financial buffer, they may indulge in luxury

goods, leisure activities, and other non-essential purchases beyond basic needs.

The research conducted by Johnson and White (2018) sheds light on the

relationship between income levels and budgeting practices, indicating that

individuals with lower incomes are more likely to engage in stringent budgeting

practices compared to their higher-income counterparts. This suggests that economic

constraints play a significant role in shaping how individuals approach their spending

patterns. For individuals with lower incomes, the need to make every dollar count

often leads to a more disciplined and careful approach to budgeting. These

individuals may actively seek out cost-effective alternatives, compare prices, and

prioritize discounts or promotions when making purchasing decisions.

Educational Level

According to Johnson and Smith (2018) Individuals with higher levels of

education often exhibit more sophisticated cognitive abilities, which can significantly

influence the way they approach and make decisions. This correlation is particularly

relevant in understanding consumer behavior, as it can shape preferences for

products and brands.Higher educational attainment is associated with enhanced

information processing skills, critical thinking, and problem-solving abilities.

Individuals with advanced education tend to have a broader knowledge base,

analytical skills, and a capacity for nuanced decision-making. As a result, they may

approach consumer choices with a more thorough evaluation of available

information, considering factors such as product quality, features, and long-term

value.

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Smith et al (2016) also states that individuals with higher educational

attainment are likely to possess a greater depth of product knowledge, and this

heightened understanding may significantly influence their preferences and choices

during the purchasing process. Higher education often contributes to the

development of critical thinking skills, analytical abilities, and a capacity for detailed

information processing. Individuals with advanced educational backgrounds may be

more adept at comprehending the nuances of product features, evaluating quality

attributes, and discerning the reputation of brands in the market.

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Factors Affecting the Buying Decisions

Price

According to Davis and Brown (2019) Consumers frequently engage in the

cognitive process of assessing the relationship between price and perceived quality

when making purchasing decisions. This phenomenon is deeply rooted in the

consumer mindset, where the price of a product often serves as a heuristic for

evaluating its quality. In many cases, higher-priced products are perceived as offering

superior quality, thereby influencing consumer preferences based on the perceived

value proposition.The association between price and quality is a well-established

concept in consumer psychology. Consumers tend to infer that a higher price tag is

indicative of better materials, craftsmanship, and overall performance. This

perception is often driven by the assumption that reputable brands and products

invest more in research, development, and quality control, thus justifying a higher

price.

On the contrary, some consumers might associate low price with low quality.

Those consumers who think price is an indicator of quality and companies might

reduce the quality of the product to minimize the cost. Thus, to them the higher price

is a signal of a better quality (Bao, 2011).

Brand Awareness

According to Smith and Johnson (2018) The power of brand familiarity is a

compelling factor in consumer decision-making. Research consistently suggests that

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consumers are more inclined to consider and choose products from brands they are

familiar with. Higher brand awareness plays a crucial role in this process, as it

correlates with increased top-of-mind recall, leading to a higher likelihood of brand

consideration during the purchasing process.When consumers are presented with a

multitude of options in the market, familiarity with a brand can serve as a mental

shortcut. Brands that have built strong awareness are more likely to be recalled

effortlessly when consumers are in the consideration stage. This familiarity instills a

sense of trust, as consumers often associate well-known brands with reliability,

consistency, and positive past experiences. Davis and Brown (2019) argues that

when consumers are familiar with a brand, it contributes significantly to the

establishment of trust. This trust, in turn, becomes a driving force in fostering long-

term relationships and brand loyalty, influencing repeated purchasing

decisions.Brand awareness serves as the foundation for trust because it creates a

sense of familiarity and recognition in the minds of consumers. When individuals

encounter a brand repeatedly through advertising, positive experiences, or word-of-

mouth, they are more likely to develop a level of comfort and confidence in that

brand.

Personal Beliefs

According to Smith and Johnson (2019) Consumers often align their

purchasing choices with personal values, reflecting a deeper connection between

individual beliefs and consumer behavior. Products and brands that resonate with

these values are more likely to be preferred, as consumers seek a sense of

alignment between their personal convictions and the products they choose.Personal

values play a significant role in shaping consumer preferences and decisions. These

values can encompass a wide range of factors, including ethical considerations,

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social responsibility, environmental sustainability, and cultural alignment. Consumers

are increasingly conscious of the impact of their purchasing decisions and are drawn

to brands that mirror their own values and principles.

Wang and Lee (2021) underscore the powerful connection between

consumers and brands, emphasizing how individuals use brands and products as a

means of self-expression. According to their findings, consumers tend to align

themselves with brands that resonate with their personal beliefs and values, turning

their purchasing choices into a form of self-expression. When consumers choose

products or associate with specific brands, they are not merely making utilitarian

decisions based on functionality or features. Instead, they are engaging in a form of

self-identification and expression. By selecting brands that align with their values,

lifestyle, or identity, consumers communicate something meaningful about

themselves to others and, importantly, to themselves.

Nutritional Content

According to Davis and Brown (2021) Clear and accessible nutritional

information on product packaging plays a pivotal role in influencing consumers'

purchasing decisions. When consumers are provided with transparent and easily

understandable nutritional content, they are more likely to make informed choices

that align with their dietary preferences, health goals, and overall well-being.In an era

where health-consciousness is on the rise, consumers are actively seeking products

that align with their nutritional needs and preferences. Clear nutritional information

empowers consumers to evaluate the health impact of a product quickly and

efficiently. This transparency is especially crucial for individuals with specific dietary

restrictions, allergies, or health conditions.Products that feature prominently

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displayed information about calories, serving sizes, macronutrients, and key

ingredients enable consumers to make quick comparisons and informed decisions. A

label that is easy to understand and readily accessible provides a sense of trust and

transparency, fostering a positive perception of the brand.

Health Benefits

Smith and Johnson (2021) states that there has been a notable shift in

consumer behavior as individuals become more conscious of the profound impact of

their lifestyle choices on health. This heightened awareness has led to health

considerations playing a pivotal role in the decision-making process, significantly

influencing product preferences across various industries.Consumers are now more

proactive in seeking products and services that align with their health and wellness

goals. Whether it's food, beverages, personal care items, or fitness products,

individuals are increasingly scrutinizing the health implications of their choices. This

shift is fueled by a desire to lead healthier lifestyles, prevent health issues, and

promote overall well-being. Johnson and White (2022) underscores the strategic

importance of incorporating specific health benefits into products to align with

evolving dietary preferences. According to their perspective, products that offer

functional benefits such as probiotics, antioxidants, or added vitamins are likely to

appeal to consumers who are increasingly prioritizing health-conscious options.

Promotions

The study by Wang and Lee (2019) underscores the significant influence of

promotional activities on consumer emotions and perceptions. Promotional

strategies, such as limited-time offers, scarcity tactics, and exclusive promotions, are

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highlighted as potent tools that evoke a sense of urgency and excitement. These

psychological factors play a crucial role in shaping consumer purchasing

decisions.Limited-time offers create a time-sensitive scenario, compelling consumers

to make purchasing decisions quickly to avail of the benefits. The urgency associated

with these promotions taps into the fear of missing out (FOMO) and stimulates a

sense of excitement, driving consumers to take immediate action. This heightened

emotional response can positively impact consumers' perceptions of the product or

brand, as the promotion creates a memorable and engaging experience.Scarcity

tactics, emphasizing limited availability or exclusive access, further contribute to

consumer emotions. The perception of rarity enhances the perceived value of the

product, making it more desirable. Consumers may feel a sense of exclusivity and

prestige when participating in promotions that highlight scarcity, influencing their

perceptions of the product's worth.Exclusive promotions, whether in the form of

member-only discounts or special access, cater to consumers' desire for

personalized and unique experiences. These promotions not only foster a sense of

exclusivity but also strengthen the emotional connection between the consumer and

the brand. Feeling privileged to access exclusive deals can create positive

associations that extend beyond the immediate promotion.The psychological impact

of these promotional activities is closely tied to the emotional journey of the

consumer during the decision-making process. Excitement, urgency, and a feeling of

exclusivity can contribute to a more positive overall experience, potentially leading to

increased brand loyalty. Davis and Brown (2022) emphasizes the role of mental

shortcuts or heuristics in consumer decision-making, particularly when evaluating

promotional deals. According to their perspective, consumers often rely on quick and

simplified decision-making processes, such as comparing discounted prices or

assessing perceived savings.

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Perceived Quality

According to Smith and Johnson (2021) The significant role that perceived

product quality plays in shaping informed and satisfactory choices. The study

suggests that consumers frequently rely on their perceptions of a product's quality as

a key factor influencing their preferences. Perceived product quality serves as a

mental shortcut for consumers when making choices. It becomes a crucial criterion in

their decision-making process, influencing their overall satisfaction with the chosen

product. If consumers perceive a product to be of high quality, they are more likely to

feel confident in their decision, believing that the chosen item will meet or exceed

their expectations. Thompson and Garcia (2020) underscores a widely observed

phenomenon in consumer behavior – the association between higher prices and

perceived higher quality. According to their suggestion, consumers often interpret

premium pricing as an indicator of superior product attributes, leading to the

perception that higher-priced items are of higher quality. This pricing-quality

relationship can play a significant role in shaping consumer decisions, particularly

when evaluating products within a similar category.

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Conceptual Framework

Understanding the intricate web of influences on consumer purchasing decisions is

essential for businesses in today's dynamic marketplace. This conceptual framework

explores the Demographic Profiles and the seven key factors that shape consumer

behavior: Price, brand awareness, personal beliefs, nutritional content, health

benefits, promotions, and perceived quality on how the affect the Buying Decisions.

Fig. 1 Conceptual Frame work of the

Independent Variables

Age
Income Level Dependent Variable
Educational Level

Buying Decisions

Price
brand awareness
personal beliefs
nutritional content
health benefits
Promotions
perceived quality

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CHAPTER III

RESEARCH METHODOLOGY

The chapter discusses the methodology of the study "Factors influencing

first-time mothers infant formula buying decisions in Borongan City". The researchers

include the description of research design, locale of the study, respondents of the

study, sampling design, research instrument, measurement of variables, data

gathering procedure, data analysis and ethical considerations.

Research Design

This study will employ a descriptive-correlational research to gather insights

on the factors that impact the purchasing decisions of infant formula among first-time

mothers in Borongan City. The descriptive aspect of the research design will allow for

a comprehensive understanding of the demographic profile of first-time mothers and

the factors influencing their infant formula purchasing decisions. The correlational

aspect will aim to identify potential relationships between demographic variables and

purchasing decision factors, providing valuable insights for future interventions and

marketing strategies.

Locale of the Study

This research will be conducted in Borongan City, situated in the province of

Eastern Samar, Philippines. The study will focus on a select group of barangays

within the city, specifically Brgy. Sonco, Brgy. B, Brgy. Ando, Brgy. Calingatngan,

Brgy. Maypangdan, Brgy. Libuton, Brgy. Canlary, Brgy. Bayobay, Brgy. Cagbonga,

Brgy. Can-abong, Brgy. Cabong, Brgy. Lalawigan, Brgy. Divinubo, Brgy. Locsoon,

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Brgy. Suribao, Brgy. Camada, Brgy. San Gregorio, Brgy. Banuyo, Brgy. Cabalagnan,

Brgy. Canyupay, Brgy. Hebacong, Brgy. Benowangan, Brgy. Baras and Brgy.

Pinanag-an. These barangays were chosen based on the availability of data. The

study aims to contribute valuable insights by examining variables such as Price,

brand awareness, personal beliefs, nutritional content, health benefits, promotions,

and perceived quality. The research will employ a survey questionnaire to gather

quantitative data from participants within the selected barangays.

Figure 1:Showing the Google Map of Borongan City

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Respondents of the Study

The respondents of this study will be composed of First-time mothers here in

Borongan City. The participants will be selected based on the following inclusion

criteria. Must be a first-time mom and resides here in Borongan City.

Sampling Design

The sampling technique that will be use in this investigation was random

sampling and proportional ratio, with a total sample size of 148 respondents that will

be chosen especially for the study. Specifically, First-time mothers that resides here

in Borongan City. The researchers have stratified the Borongan City into Three

Clusters Namely; North having 18 respondents, Central Having 89 respondents and

South having 41 respondents having a total of 148 respondents.

Research Instrument

This study will use a researcher-designed survey questionnaire. The

questionnaire is composed of three parts, the socio demographic profile, the factors

affecting the buying decisions and the Purchasing Deciosions. The first part collected

data regarding demographic information of age, monthly income, and educational

attainment. The second and third part collected information regarding the factors

influencing first-time mothers infant formula purchasing decisions in the terms of the

following; Price, brand awareness, personal beliefs, nutritional content, health

benefits, promotions, and perceived quality. The researchers will use close ended

questionnaire in a form of 5 point likert scale to conduct a research and the Buying

decisions.

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Measurement of Variables

The respondents' response to the factors influencing their Buying decisions

will be determined using a 5-point Likert scale in this study. The variables and

indicators in this study will be measured using an Ordinal Scale, as shown below:

Likert Scale Interval Description

1 1.00-1.80 Strongly Disagree

2 1.81-2.60 Disagree

3 2.61-3.40 Neutral

4 3.41-4.20 Agree

5 4.21-5.00 Strongly Agree

The following guidelines will be used to interpret the coefficient of correlation:

Interpretation of the Coefficient of Correlation

Coefficient of Correlation Interpretation

± 0.90 – 1.0 Extremely strong correlation; extremely stable

association

± 0.70 – 0.89 Strong association; distinct relationship

± 0.40 – 0.69 Significant association; moderate correlation

± 0.21 – 0.39 Low correlation; significant yet minor link

Less than + 0.20 Negative correlation

Data Gathering Procedure

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The data of this study will be taken from a survey questionnaire. All first-time

moms participants will be invited to take part in the study and will be informed that

participation was voluntary. All of the participants are residing from the three clusters

that were chosen. The participants will be properly informed of the purpose,

procedure, and type of information to be gathered. After the distribution, the survey

instruments will be gathered, collated and encoded for a treatment analysis.

Data Analysis

To determine the average response of the respondents in part 2 of the

questionnaire Factors influencing Buying Decisions), the researcher used weighted

mean and standard deviation.

To determine the significant relationship between the demographic profile of

First-time mothers and Factors influencing Buying Decisions (statement of the

problem #3). The researcher used Pearson r correlation and One-way anova to

describe the relationship among data. In this case the researchers measured the two

variables; demographic profile of the First-time mothers and Factors influencing

Buying Decisions.

Ethical Considerations

The rights of the participants will be reflected and enumerated in the study.

The researcher will explain to them that they can withdraw at anytime without any

disadvantage. The results will be confidential, however in the event of presenting or

publication of the said research, the participants will be assured that no personal and

identifiable information about them will be shared.

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CHAPTER IV

RESULTS AND DISCUSSION

This chapter presents the data collected from the respondents and findings of

this study, as well as the corresponding discussion required to conclude.

Demographic Profile of Respondents

The study focused on the First-time Mothers who purchases Infant formula for

their baby. Shown in table 1 is the demographic profile of the survey respondents.

In terms of age, as shown in table 1, more than half (60.1%) of the survey

respondents were (20-30 years old), (26.4%) were (31-40 years old) and (13.5%)

were (under 20 years old). According to the findings, (aged 20-30 years old) were the

most numerous respondents who are first-time mothers.

In regards to Income level, as shown in table 1, less than half (47.3%) of the

respondents have (below 5000), (26.4%) have (5000-6000), (9.5%) have (above

10000), (7.4%) have (6000-7000), (5.4%) have (9000-10000) and (4.1%) have

(8000-9000). It means that less than half (47.3%) has (below 5000) of income

monthly.

Whereas, in terms of educational level of the respondents, exactly half of the

respondents (50%) has an educational attainment of (High school Graduate),

(31.8%) have a (diploma), (14.2%) have a (certificate) and (4.1%) has an educational

attainment of (elementary graduate).

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Table 1.

Demographic Profile of Respondents

PROFILE VARAIBLES FREQUENCY PERCENT

(n=148)

Age
Under 20 Years Old 20 13.5%
20-30 Years Old 89 60.1%
31-40 Years Old 39 26.4%
Total 100%
Income
Under 5000 70 47.3%
5000-6000 39 26.4%
6000-7000 11 7.4%
8000-9000 6 4.1%
9000-10000 8 5.4%
Above 10000 14 9.5%
Total 100%
Education
High school Graduate 74 50.0%
Elementary Graduate 6 4.1%
Certificate 21 14.2%
Diploma 47 31.8%
Total 100%

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The results shown in Table 2 indicate the test of factors influencing first time

moms when purchasing formula milk. The first factor which is the price showed an

average mean of (3.5973) in which the respondents (agree) as to how the price of

that certain product affect their buying preferences.The price is defined as the money

that customers exchange in terms of service or product, or the value they receive

(Kotler and Armstrong, 2010). The second factor which is the brand awareness has

an average mean of (3.7081) in which the interpretation for the data is (agree). It

demonstrates that the respondent are more likely to purchase formula milk with a

well known brand. Hoeffler & Keller (2002) indicate that brand awareness can be

distinguished from depth and width. Depth means how to make consumers to recall

or identify brand easily, and width expresses infers when consumers purchase a

product, a brand name will come to their minds at once. If a product owns brand

depth and brand width at the same time, consumers will think of a specific brand

when they want to buy a product. The third factor is the personal beliefs with an

average mean of (3.3568), (agree). The result showed that first time moms are must

likely to purchase formula milk that has positive feedback/experience shared by the

other mother/family members. The fourth factor is nutritional content that has an

average mean of (3.7041) in which the interpretation for the data is (agree). The

result concluded that first time moms are more likely to purchase formula milk based

on the nutritional content of the product that can help the development of their child.

The fifth factor is the health benefits with an average ( 3.8108), in which the

interpretation for the data is (agree) . When purchasing formula milk, first time moms

are most likely to purchase formula milk that provides the health benefits that will

help the growth and development of their child. The sixth factor is the promotion with

an average mean (3.2743), ( agree). This factor conclude that products with good

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promotional campaigns are most likely to attract customers to purchase their product.

The last factor is the perceived quality of the product with an average mean of

(3.6635) in which the interpretation for the data is ( agree). In this factor the

respondent purchase products based on the perceived value that it gives to the first

time mothers.Perceived quality is customer perception of general quality or

superiority of one product or service - with attention to the purpose of that product or

service- in comparison to other alternatives (keller, 2008).

Table 2.

Factors influence first-time mothers when purchasing formula milk

Factors Mean Standard Interpretation
Deviation

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Price
The price of the
product limited my 3.608 1.134738 Agree
rate of
expenditure
The price of a
product is a 3.608 1.0211 Agree
reflection of its
effectiveness
Price
differentiation are
key determinants 3.635 .9699 Agree
of my purchase
decision of
formula milk
I associate higher
prices with high 3.628 1.0451 Agree
quality of formula
milk
I buy mostly from
the shop which 3.507 1.0334 Agree
offers lower prices

Grand mean 3.5973

Brand
Awareness
Brand recognition
plays a significant
role in my infant 3.676 1.1322 Agree
formula
purchasing
decisions.
I trust well-known
infant formula 3.824 .9809 Agree
brands more than
unfamiliar ones.
Advertising (e.g.,
TV commercials,
online ads) has an
impact on my 3.736 .9211 Agree
awareness of
infant formula
brands.
I believe that
established
brands are more 3.622 1.0061 Agree
reliable when it
comes to infant
formula.
I usually buy the
same brand even
when I have a 3.682 .9261 Agree
price discount on
the other brands. Version 4
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Grand Mean 3.7081
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The results shown in table 3 indicate the buying decision of first time mother

towards purchasing formula milk. These buying decisions includes the problem

recognition in which first time mothers are deliberating on what formula milk to buy

that would best suit their babies and has a mean of (3.818), the information search in

which where first time mothers gathers information about a certain product like its

health benefits, nutritional content and the price and has a mean of (3.669). The

evaluation of alternatives in which first time mothers evaluate what alternatives to use

in case the formula milk doesn’t work on the child and has a mean (3.723), the

purchase decision in which first time mothers would purchase the product and has a

mean of (3.811) and lastly, the post purchase decision in which where first time

mothers are most likely to purchase again or not after experiencing the use of the

product and has a mean of ( 3.824). These buying decision arrive to a total average

mean of (3.7689) in which the interpretation for the data is ( agreed).

Table 3.
Buying decisions of first-time mothers towards purchasing formula milk

Buying Mean Standard Interpretation

Decisions Deviation

Problem
3.818 .9762 Agree
Recognition

Information
3.669 .9139 Agree
Search

Evaluation of
3.723 .9245 Agree
Alternatives

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Purchase
3.811 .9136 Agree
Decision
Post-Purchase
3.824 .9014 Agree
Decision
Total Average 3.7689 .67882 Agree

Table 4 shows the results on the test for difference using Kruskal-Wallis H

test for age, income level and educational level.

As to age, the p-value obtained from the Kruskal-Wallis Test for the

Buying Decision resulted to .483, respectively. These result imply that that there is

no statistically significant distinction in the way how First time mothers buys infant

formula milk, as far as ageis concerned.

As to Income level and Buying decisions , the results failed to reject the

null hypothesis with an obtained p-value of .111, suggesting that there are no

significant differences in the respondents’ Buying decision. This further implies

that educational level does not seem to play a statistically significant role in

influencing how First time mothers buy infant formula milk for their babies.

As to Educational level and Buying decisions, the p-value obtained is

0.001. Since this p-value is greater than the chosen significance level, we fail to

reject the null hypothesis. Therefore, there is insufficient evidence to conclude

that there is a statistically significant difference in buying decisions across

different educational levels of first time mothers.

Every human has different mind to other humans. For instance; A person

buying his/her regular brand of milk every day when the need arises. So, the

chances of skipping information and evaluation are more as compare to the highly

involvement products. Basically, it depends on the human nature. But in case of

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buying a car where involvement is high. When the consumer going to buy a car,

then the customer can’t skip any step out of five. (Kotler at el. 2017) This process

works especially for new purchase or highly involvement of consumer purchase.

Some companies focus on understand the consumer experience in learning,

choosing, using and disposing of the product (Kotler & Keller 2016).

Table 4.

Test of difference between the Profiles of the respondents and the Buying
Decisions

IV DV Statistical Sig. Interpretation Decision

Test

Age Buying Kruskal-Wallis .483 Not Significant Retain the

Decision test null
hypothesis
Income Buying Kruskal-Wallis .111 Not Significant Retain the
Level Decision test null
hypothesis
Educational Buying Kruskal-Wallis .001 Not Significant Retain the
Level Decision test null
hypothesis

Table 5 shows the Relationship Between the Perceived Factors and

Buying Decisions.

As for the Price and Buying Decision, correlation coefficient of 0.447

between them suggests a significant or moderate correlation. This means that as

the price of a product increases, the likelihood of a positive buying decision also

tends to increase, and vice versa. This finding implies that there is a meaningful

association between the price of the product and consumers' buying decisions. A

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higher price may lead to a higher likelihood of consumers making a purchase, or it

may influence other factors such as perceived value or quality.

As for the Brand Awareness and Buying Decision,correlation coefficient of

0.475 between the two suggests a significant or moderate correlation. This

indicates that as brand awareness increases, the likelihood of a positive buying

decision also tends to increase, and vice versa. This finding underscores the

importance of brand awareness in influencing consumers' buying decisions. A

higher level of brand awareness may lead to a higher likelihood of First time

mothers making a purchase to their Formula milk of choice, as they are more

familiar and potentially more trusting of the brand.

As for the Personal belief and Buying Decision,correlation coefficient of

0.135 between indicates a low positive relationship. This suggests that there is

some association between personal beliefs and buying decisions, although a

relatively weak one. While the correlation is statistically significant at a

significance level of 0.101, it's considered relatively minor. This means that there

is some evidence of a relationship between personal beliefs and buying

decisions, but it's not strong enough to draw definitive conclusions. this finding

suggests that personal beliefs may play a role in influencing buying decisions to

some extent, but other factors are likely more influential.

As for the Nutritional Content and Buying Decisions, correlation coefficient

of 0.399 between suggests a moderate positive relationship. This indicates that

there is some association between the nutritional content of a product and

consumers' buying decisions, albeit a relatively moderate one. This finding

suggests that consumers may consider the nutritional content of a product when

making buying decisions, although other factors likely also influence their choices.

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Products with higher nutritional value may be more appealing to health-conscious

consumers, leading to a higher likelihood of purchase. While the correlation is

statistically significant, its magnitude is relatively moderate. This means that while

there is a meaningful relationship between nutritional content and buying

decisions, it may not be the sole or most influential factor driving consumer

behavior. Just like for Health Benefits and Buying Decision, the correlation

coefficient of 0.318 between them suggests a moderate positive relationship. This

indicates that there is some association between the health benefits of a product

and consumers' buying decisions, but a relatively moderate one. This finding

suggests that consumers may consider the health benefits of a product when

making buying decisions, although other factors likely also influence their choices.

Products with perceived health benefits may be more appealing to health-

conscious consumers, leading to a higher likelihood of purchase.

As for the Promotion and Buying Decision, correlation coefficient of 0.132

between "Promotions" and "Buying Decision" suggests a weak positive

relationship. This indicates that there is some association between promotional

activities and consumers' buying decisions a relatively weak one. While the

correlation is statistically significant at a significance level of 0.108, it's considered

relatively minor. This means that there is some evidence of a relationship

between promotions and buying decisions, but it's not strong enough to draw

definitive conclusions. This finding suggests that promotional activities may have

some influence on buying decisions, but they may not be the primary driver of

consumer behavior.

Lastly, as for the Perceived Quality and Buying Decisions, correlation

coefficient of 0.504 between the two variables indicates a moderate positive

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relationship. This suggests that there is a meaningful association between the

perceived quality of a product and consumers' buying decisions. This finding

suggests that consumers' perceptions of a product's quality play a significant role

in influencing their buying decisions. Products with higher perceived quality are

more likely to be favored by consumers, leading to a higher likelihood of

purchase. The moderate correlation coefficient indicates that the relationship

between perceived quality and buying decisions is neither weak nor extremely

strong. However, it suggests that perceived quality is an important factor that

consumers consider when making purchasing decisions.

Table 5.
Test of Relationship Between the Perceived Factors and Buying Decision

Independent Variable/Dependent Variable Buying Decision

Price Correlation Coefficient .447

Sig. .000

Interpretation Significant association;

moderate correlation
Brand Awareness Correlation Coefficient .475

Sig. .000
Interpretation Significant association;
moderate correlation
Personal Belief Correlation Coefficient .135

Sig. .101
Interpretation Low correlation;
significant yet minor
link

Nutritional Content Correlation Coefficient .399

Sig. .000

Interpretation Low correlation;

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significant yet minor

link
Health Benefits Correlation Coefficient .318

Sig. .000

Interpretation Low correlation;

significant yet minor
link

Promotions Correlation Coefficient .132

Sig. .108

Interpretation Low correlation;

significant yet minor
link

Perceived Quality Correlation Coefficient .504

Sig. .000

Interpretation Significant association;

moderate correlation

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CHAPTER V

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary, findings, conclusion, and recommendation.

Summary

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APPENDIX A
Consent Form

Name (optional) _____________________________

Date: ______________________________________

I confirm that I am participating in this survey entitled "Factors Influencing First-

time Mothers Infant Formula Buying Decisions in Borongan City” with all of the

information handled by the researchers, the data provided is organized and clear. I

willingly engage and provide my information by signing this consent form, and I also

grant them permission to analyze and interpret the data. I accept that this is intended

for educational purposes of the students in Eastern Samar State University, Main

Campus.

___________________________
Signature

Acusar, Allysa T. Ibayan, Jamilla M.

Arre, Arjant Chyla Jean D. Nalla, Nasly Jane A.

Briones, Marc Glend B. Paca-ol, Antonio

Coles, Claressa A. Ramirez, Isabelle A.

Escalante, John Mark M. Sarmiento, Nildine Mae B.

-Researchers-

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APPENDIX B
SURVER QUESTIONNAIRES
Dear Respondents,
We are students from Eastern Samar State University, we are conducting a

research entitled ‘Factors influencing First-time Mothers Infant Formula

buying decision in Borongan City.

This questionnaire aims to collect data for the upcoming study, and your

assistance in providing the required information is greatly appreciated. Your

participation is entirely voluntary, and the questionnaire ensures complete

anonymity. Therefore, your genuine, candid, and timely responses are crucial for

the study's success. We sincerely thank you in advance for your cooperation and

the dedication of your valuable time to complete this questionnaire.

Note:

1. No need of writing your name.

2. Indicate your answer with a check mark (√) on the appropriate block/cell for all

questions.

Section I: General Information

This part of the questionnaire tries to gather some general information about the

background of the respondent and the organization.

1.1 Age that you belong

1) Under 20 Years Old ☐ 3) 31-40 Years Old ☐

2) 20-30 Years Old ☐ 4) Over 40 Years Old ☐

1.2 Average Monthly Income:

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1) Below 5000 ☐ 2) 5000– 6000 ☐ 3) 6000- 7000 ☐

4) 8000- 9000 ☐ 4) 9000-10000 ☐ 5)Above 10000 ☐

1.3 Educational Level

1) Highschool Graduate☐ 2) Elementary Graduate☐

3) Cetificate☐ 4) Diploma☐

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Section II:
Please indicate your choice by putting the check mark (√) on the appropriate cell.

Where, 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly

agree.
Please indicate the degree to which you agree with the following statements
regarding the influence of products of infant formula price, Brand awareness,
Personal beliefs, nutritional contents, health benefits, promotions and perceive
quality.

Price 1 2 3 4 5
The price of the product limited my rate of expenditure
The price of a product is a reflection of its effectiveness
Price differentiations are key determinants of my
purchase decision of formula milk
I associate higher prices with high quality of formula milk
I buy mostly from the shop which offers lower prices
Brand awareness
Brand recognition plays a significant role in my infant
formula purchasing decisions.
I trust well-known infant formula brands more than
unfamiliar ones.
Advertising (e.g., TV commercials, online ads) has an
impact on my awareness of infant formula brands.
I believe that established brands are more reliable when it
comes to infant formula.
I usually buy the same brand even when I have a price
discount on the other brands.
Personal beliefs
I believe that certain infant formula brands contribute
positively to my child’s cognitive or physical development.
Family traditions and generational preferences influence my
choice of infant formula brands.
My beliefs about breastfeeding influence my decision to
choose infant formula over breast milk.
I actively seek infant formula products that align with my
beliefs about the harmful effects of artificial additives.
I am more likely to choose infant formula based on positive
experiences shared by other mothers.

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Nutritional Content
I prioritize infant formula products based on their content of
specific nutrients important for my baby's development.
I believe that the nutritional content of infant formula is a
crucial factor in my purchasing decisions.
I compare nutritional labels of different infant formula brands
before making a purchasing decision.
I am more likely to choose infant formula brands based on
recommendations from my pediatrician regarding nutritional
content.
I feel confident in my understanding of nutritional claims
made by different infant formula brands.
Health benefits
I prioritize infant formula products that claim to provide
additional health advantages for my baby.
The claim of immune system support influences my decision
to choose a particular infant formula brand.
I prioritize infant formula brands that claim to reduce the risk
of allergens for my baby.
Claims related to growth and development benefits are
crucial factors in my choice of infant formula.
I am more likely to choose infant formula brands based on
recommendations from my pediatrician regarding health
benefits.
Promotion
I am more likely to choose infant formula products that offer
discounts or promotional pricing.
I am more likely to choose infant formula brands that provide
product samples for trial.
I am more likely to be influenced by in-store displays and
promotions when making purchasing decisions.
I am more likely to choose infant formula products endorsed
by celebrities.
I am more likely to choose infant formula products from
brands that convey transparent promotional messages.

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Perceive Quality
I tend to associate higher prices with higher quality when it
comes to infant formula products.
Packaging plays a significant role in shaping my perceptions
of the quality of infant formula.
Safety considerations are integral to my assessment of the
overall quality of infant formula.
Recommendations from healthcare professionals
significantly impact my perception of the quality of infant
formula brands.
I associate well-known brands with higher quality when it
comes to infant formula.

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Section III: Buying Decisions

Please indicate your choice by putting the check mark (√) on the appropriate cell.

The following questions based on your recent purchase experience. Rate each
statement on a scale from 1 to 5, Where, 1 = strongly disagree, 2 = disagree, 3 =
neutral, 4 = agree, 5 = strongly agree.

Problem Recognition 1 2 3 4 5
I am usually aware of my needs or problems that trigger a
purchase.
Recognizing a need for a product or service is an active part
of my daily life..
I quickly identify when I need to make a purchase.
My purchase decisions are often driven by a specific problem
or need.
I tend to seek solutions promptly when I recognize a problem
or need.
Information Search
I thoroughly research different options before deciding on a
purchase.
I actively seek information from multiple sources when
considering a purchase.
I enjoy exploring various options and gathering information
before making a decision.
My decision-making process involves in-depth research on
the products or services.
I frequently consult reviews, recommendations, and other
sources during my information search.
Evaluation of Alternatives
I carefully compare the features and benefits of different
products or services.
I weigh the importance of various factors before choosing a
product or service.
I take time to consider the pros and cons of each alternative.
I actively seek out information that helps me evaluate
alternatives effectively.
I prioritize factors such as price, quality, and brand reputation
when evaluating alternatives.

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Purchase Decision
I am confident in my ability to make sound purchase
decisions.
I consider how a product aligns with my values and
preferences before purchasing.
I rarely make impulsive purchase decisions; instead, I plan my
purchases.
I carefully analyze my options before finalizing a purchase
decision.
I feel satisfied and content with my purchase decisions.
Post-Purchase Behavior
I assess my satisfaction level with a product or service after
making a purchase.
Providing feedback or writing reviews is a regular part of my
post-purchase routine.
I actively consider my previous experiences when making
future buying decisions.
I am open to trying new products or services based on
positive post-purchase experiences.
I value the post-purchase phase and often reflect on my
overall satisfaction with a purchase.

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ESSU-ACAD-ABM Version 4