Effects of the Thriving Local Makeup Brands to Purchasing Behavior of Students Studying within the City of Manila

Abstract

This study investigates the impact of local makeup brands on the purchasing behavior of students within the City of Manila, addressing four key research questions. The research explores demographic factors, brand image, product quality, and price sensitivity in influencing purchasing decisions. Utilizing a cross-sectional research design, data were collected through purposive sampling from the student population in Manila. Findings from the regression analysis using gretl software reveal significant effects: Brand image, price, and quality positively influence purchasing behavior, while demographic factors show no significance. The absence of errors such as autocorrelation, multicollinearity, serial correlation, and heteroskedasticity improves the study's reliability. Descriptive statistics and Normality Test were employed as modes of analysis. The research contributes valuable insights for local makeup brand users to make informed choices, aids brands in optimizing marketing strategies, and serves as a basis for future studies in the field.