Consumer buying behaviors as predictors of marketing preference of consumers

Abstract

The study of consumer behavior is necessary because it helps marketers understand the marketing preferences consumers often react to, the qualities they desire in a product or service type, and the information they value in their decision- making process that could lead to providing or offering the rights products and services out of the correct treatment based on the buying behavior of consumers. Particularly the complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, variety-seeking buying behavior, and the way they want to inform through marketing preference which is direct and indirect marketing. The researcher presents a study that sought to identify the significant relationship between consumer buying behavior and the marketing preference of consumers. The study employed a quantitative non-experimental descriptive-correlation design using an adapted standardized test in data collection because it makes it possible to gather quantitative data, which results in more incisive conclusions and reliable study findings. Additionally, the researcher proposes two variables, consumer buying behavior, and marketing preference, to know whether the consumer’s buying behavior in Panabo City can tell a type of marketing preference they might prefer to deal with. The results disclosed the following findings: (1) the level of consumer buying behavior is high, and among the indicators of consumer buying behavior, complex buying behavior shows the highest mean. (2) the level of marketing preference is high, and among the indicators of marketing preference, indirect marketing shows the highest mean. (3) the study rejects the null hypothesis. Therefore, there is a significant relationship between consumer buying behavior and the marketing preference of consumers.