CONSUMER BUYING BEHAVIOR FOR CANNED TUNA PRODUCTS IN GENERAL SANTOS CITY

Abstract

This study focused on consumer preferences regarding the purchase of canned tuna products in General Santos City. The researcher used descriptive quantitative research design by distributing questionnaires using quota sampling to 100 respondents who bought in supermarkets or malls, convenience stores, and public markets employing relative frequency distribution, weighted mean, and Analysis of Variance (ANOVA). Results of the study showed that there is a high degree of influence on product characteristics (4.03), psychological factors (3.76), promotional activities (3.64), and social factors (3.43) on the consumer buying decisions for canned tuna products. Moreover, profile based on age, sex, educational attainment, average monthly income, and source of income had no significant differences on consumer decisions on buying canned tuna products. The findings of the study confirmed that product characteristics perceived to be of higher influence on the purchased of canned tuna products.