Determinants of Consumer Purchase Decision of Floor Products

Author

Leslie-Anne L. Chua
School of Management, University of the Philippines Cebu

Abstract

Positive purchase decisions for any product or service are what marketers aim for and the
same applies to any marketing tools used to stimulate the decision. Ecolabels are given to a
product that complies with eco-friendly criteria promoting sustainable production and consumption
and is used as a green marketing tool to provide customers with purchasing information for
products recognized under the ISO 14000 series. The purpose of ecolabel as a green marketing tool
was to advocate sustainable production and consumption. The research objective is to identify
significant determinants of consumer purchase decisions of floor products in ecolabel particularly
on cement, tile, and floor products in the highly urbanized cities of Central Visayas Region. This
study was descriptive and inferential in design using the survey and intercept method in home
improvement retail stores with 414 valid samples obtained. Results show a strong positive
relationship (p < 0.05) between consumer purchase decision and perceived quality (r = 0.737) and
availability of the product (r=0.629), while moderate positive correlations with knowledge
(r=0.540), price (r=0.517), and awareness (r=0.509). Using stepwise multiple regression analysis,
perceived quality (β=0.518), availability of product (β=0.237), and knowledge (β = 0.116) are
found to be significant determinants of consumer purchase decisions. The results were validated
through split-half post hoc and in-depth interviews with key informants.

Link to the article

https://paomassociation.org/vol-7-no-3-september-2024/