Title

MILLENNIAL PROFESSIONAL ONLINE SHOPPING APPAREL PRICE DISCOUNT PERCEPTIONS, PURCHASE ATTITUDE, AND BUYING ENGAGEMENT

Author(s)

Decena, Goldy Joi

Lomonggo, Zemaica

Tamboboy, Trixie Shane,

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Ilusorio, Gilda L. -Adviser

Balaba, Ana Bonita A. - Panel

Laput, Joseph Glenn J. - Panel

Carpio, Renzitelo Alf P. -Instructor

Year

2024

Abstract

Millennial professionals are a major force behind the growing online shopping for apparel market; their busy lifestyles and tech-savviness make them avid seekers of the best deals. However, with so many choices and discounts online, it is a growing challenge to capture the attention of this discerning demographic. This study investigated the online shopping behavior of millennial professionals, focusing on their perception of price discounts, purchase attitudes, and buying engagement. The study employed a descriptive correlational research design. 103 Millennial professionals were chosen through convenient sampling. The study took place at a prestigious university in Ozamiz City. Demographic Profile, Price Discount Perception, Purchase Attitude, and Buying Engagement Questionnaires were used to gather data. Frequencies and Percentages, Pearson Correlation Coefficient, and Mean and Standard Deviation were used for data analyses. The study found that the majority of millennial professional shoppers were female, holding a bachelor's degree and earning between Php. 15,001-25,000. The majority of participants were married, employed in the private sector, and held mid-level positions. Furthermore, the results revealed that millennial professionals have a high level of perception regarding price discounts, purchase attitudes, and buying engagement. Perception of price discounts and purchase attitude postulate a perfect positive correlation with buying engagement. The study asserts that millennial professionals engage in buying behavior when they perceive a discount as valuable and have a positive attitude toward the purchase. Thus, price discount perception, purchase attitude, and buying engagement could contribute to understanding and influencing the online shopping behavior of millennial professionals, making them key targets for strategies that focus on these elements.

Keywords

Apparel, Buying Engagement, Millennial Professionals, Online Shopping, Price Discount Perception, Purchase Attitude