Social Factors Influencing Purchase of Branded Apparel among Rizal Memorial Institute of Dapitan City Incorporated Employees

Leonila C. Maghinay, Zarajane A. Balladares, Rey Anthony L. Galabin, Herwin T. Florin, Mea Ann Cajilig and May T. Rendon
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Leonila C. Maghinay: Faculty, Jose Rizal Memorial State University
Zarajane A. Balladares: Students, BSBA major in Financial Management, JRMSU
Rey Anthony L. Galabin: Students, BSBA major in Financial Management, JRMSU
Herwin T. Florin: Students, BSBA major in Financial Management, JRMSU
Mea Ann Cajilig: Students, BSBA major in Financial Management, JRMSU
May T. Rendon: Students, BSBA major in Financial Management, JRMSU

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 11, 1240-1253

Abstract: The study offers valuable insights into the purchasing behavior of employees concerning branded apparel within the educational sector, focusing specifically on Rizal Memorial Institute of Dapitan City, Inc. Through a descriptive quantitative research design and the distribution of structured questionnaires among thirty-six (36) respondents comprising teaching staff, non-teaching staff, and administrative personnel, the research sheds light on various trends and preferences within this demographic. One significant finding is the distinct purchasing patterns observed across demographic groups. For instance, the study reveals a notable decrease in the inclination towards purchasing branded apparel among older individuals aged 51 to 60, who comprised only 2.8% of the respondents. Similarly, female respondents exhibited a lower preference for branded apparel compared to males, constituting just 27.8% of the total respondents. Additionally, part-time employees showed less interest in branded apparel, accounting for only 2.8% of the respondents. Furthermore, the research indicates that only a small percentage of employees feel pressured by family members to purchase branded apparel, suggesting that external influences may not significantly impact their purchasing decisions. In conclusion, the study emphasizes the diverse preferences and influences shaping employees’ decisions in the branded apparel market within the educational setting. These findings underscore the importance of tailored marketing strategies and product offerings to effectively engage different segments within the employee demographic. By understanding these nuances, brands can enhance consumer satisfaction and achieve greater success in this market.

Date: 2024
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