Pages 79-86
Year 2023
Issue 2
Volume 12

FACTORS INFLUENCING CUSTOMER’S CHOICE: A STUDY ON TABLE FURNITURE IN ARGAO, CEBU, PHILIPPINES

Author(s):
Gladys Jane V. Remolino, Beverly M. Cameros, Jeralyn F. Geverola, John Henry D. Lumbao, Ace Mari Simbajon, Vevencio A. Alonso, Jr., Mary Ellen C. Camarillo

Doi: 10.7508/aiem.02.2023.79.86

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Abstract

This study examined the factors influencing customer choices for table furniture. Convenience sampling and Yamane’s formula were used to select three hundred ninety-eight participants. To collect demographic profiles and customer perceptions, an adapted survey questionnaire was used. Data were analyzed using frequency count, simple percentage, mean, weighted mean, standard deviation, scoring procedures, and a parameter limit scale. Results showed that females under twenty to thirty-four years old, with an education level below bachelor’s, unemployed, and having a monthly income of less than ten thousand pesos were the majority of respondents. Quality, durability, color, design, features, brand, and warranty contract were important attributes for table furniture, with quality and durability being the most considered. Wood is the material for table furniture that is predominantly taken into account when making purchases. The researchers developed recommendations for both sellers and buyers of table furniture in Argao to improve their buying and selling experience.

KEYWORDS:
Customer Preferences, Furniture Makers, Product Attributes, Purchase, Wooden Table