ABSTRACT

BORROMEO, MILDRED T.”CUSTOMER CULTURE IN NAGA CITY”, (Unpublished Doctoral Dissertation, Aquinas University, Legazpi City, 2000.)

Keywords: Buying Behaviors of Customer

This research was undertaken to describe customer culture in Naga City, by identifying the most prominent behaviors of consumer buyers and organizational buyers. Specifically, the study sought to answer the following: 1) What is the profile of Naga City’s business establishment as to a. value orientation, customer served, type of operation. years in operation, e. size of sales force, form of ownership 2) What are the most prominent consumer buying behaviors and organizational buying behaviors as perceive by a. service business, b. trading businesses industries 3) what factors can be associated with the similarities and differences in perception? 4) What cultural dimensions affect buying behaviors?
Two hundred-thirteen (213) business establishment operating in Naga City in 1999 participated in the investigation. These entities were broken down into sixty (60) services businesses, one hundred-four (104) trading establishment, and forty nine (49) industries. These respondents’ perceptions of buying behaviors of customer in Naga City were elicited through the Customer Culture Survey Questionnaire evoked by the researcher patterned after Glase’s (1983) Culture Assessment Instrument personnel interviews were utilized to supplement the prepared questionnaire.

The study was descriptive-associated in nature in that the basic characteristic of the type of establishment and its name in the business community were associated with the buying practices of the customer. To draw the significance of the study, the Weighted Mean, Chi-Square Test of association as well as the Contingency Coefficient were used.

The major findings of the study were: 1) The customers served, type of operation and form of ownership of the business establishments have significant association with perceptions.2) Regardless of the nature of the business activity, the respondents expressed similar perceptions.3) The similarities and differences in buying behaviors od customers in Naga City, in addition to culture, could be attributed to physical environment-the geography climate and ecology of the area.