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The Shopping Behavior of College Students of Angeles
University Foundation
PA PRINT KO ITO KAHIT MAY NUMBER 0 gagawin kona lang pag na print tatanggalin ko papalitan ko ng isang print na title page na walang number zero sa ibang document
An Undergraduate Thesis Presented to the faculty of theCOLLEGE OF ARTS AND SCIENCES
DEPARTMENT OF SOCIAL SCIENCES and PSYCHOLOGYANGELES UNIVERSITY FOUNDATION
In Partial Fulfillment of the requirements for the Degree of
BACHELOR OF SCIENCE IN PSYCHOLOGY
By:
Manabat,Christine Elaine S.
Mendez, Kristine I.
Santos, Aileen Gail V.
Tayag, Jeff Anthony S.
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SY
2008-2009
approval
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ABSTRACT
Shopping malls are one of the social places here in the Philippines in demand to
consumers in terms of visitation places. Shopping malls attract consumers, and
induce customers providing enough time to make choices as well as a recreational
and social shopping. Consumer activities within malls have been under
researched. This paper examines what are the shopping mall behaviors of college
students in Angeles University Foundation. Four dimensions used by Bloch et al to
determine the shopping behavior of adolescents. Related studies were introduced
the consumer habitat and the influences within the behaviors of the individual in
terms of social and recreational activity. The results of the study reveal that
ambiance of shopping malls, social activities, and the feelings to escape inside the
shopping malls.
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I. TABLE OF CONTENTS
DEDICATION………………………………………………………………………………..4
ACKNOWLEDGEMENT……………………………………………………………………5
CHAPTER1.INTRODUCTION………………………………………………………….6-17
Conceptual Framework………………………………………………………….17-18
Paradigm of the study……………………………………………………………19-20
Significance…………………………………………………………………….20-21
Scope and Limitations……………………………………………………………….21
Statement of the Problem………………………………………………………21-22
Definition of Terms………………………………………………………………22-23
CHAPTER2. LITERATURE REVIEW…………………………………………………24-45
CHAPTER3. MATERIALS AND METHODS……………………………………………..46
Research Design……………………………………………………………………..46
Respondents of the Study…………………………………………………………….47
Sampling Method……………………………………………………………………..47
Research Locale………………………………………………………………………47
Research Instruments…………………………………………………………………48
Data Gathering……………………………………………………………………….48
Statistical Treatment of Data…………………………………………………………49
CHAPTER4. RESULTS AND DISCUSSION……………………………………50-56
Analysis………………………………………………………………………………57
CHAPTER5. CONCLUSION………………………………………………………..58
Summary……………………………………………………………………………..58
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Conclusions…………………………………………………………………………...59
Recommendations’…………………………………………………………………...60
BIBLIOGRAPHY…………………………………………………………………….67
APENDICES………………………………………………………………………61-63
LIST OF TABLES……………………………………………………………………………
Questionnaire…………………………………………………………………………..
Communication Letter…………………………………………………………………
Curriculum Vitae……………………………………………………………………….
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Dedication
A thesis is never simply the work of one person. Rather, it is the result of the
combined efforts of many people, working with and supporting the author. It is
because of this fact that the author of this thesis would like to thank the following
people:
Our parents, as always, you have supported us all the way since the beginning of
our studies. We thank-you for your endless prayers and much needed support to
make this studies.
Our teachers and friends who always there to guide us in this studies we also
thank you for your time and effort on this project.
God thank-you for making us who we are today, and for giving us the abilities that
we have. We will never understand the reasons that you love us as you do, but we
will always choose to follow you by doing the best that we can do.
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ACKNOWLEDGEMENT
First of all, we would like to thank our friends for assisting and helping us in
our research. We would like to thank our teachers and school counselor for
helping us how to do our study. We also like to thank our librarian for letting
us borrow some books, for the computer lab in charge for letting us to use
computers. And finally we would like to thank our parents for their financial
and never ending support, for the help in our study and for its success. And
it would not be successful without God who guides us in our everyday life
and activities; we thank Him for the good health he has given to us, and for
the success of our study. For all the people who helped us a lot, thank you
very much and may god bless you all.
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Chapter I
Background of the Study
Introduction
Shopping malls represents a unique form of shopping environment. Malls have
become a social place in which people converge to engage in various activities, such as
going to a movie, having food or a meal out, getting together with friends or family, hair
styling, and even religious activities. Indeed, the most common site for recreational
consumption is the large, enclosed shopping malls (As cited by Zafar et al. 2007).
Obviously shopping malls are social places where the needs and desires are met once
we enter them. To gain the loyalty of shoppers, malls must appeal to consumers' social
motives and experiential needs, not simply provide access to desired goods. In response to
changing consumer needs, malls have grown larger and their one-stop convenience has
expanded to include service outlets and entertainment providers (As cited by Zafar et al.
2007).
Underhill (1999) observed that, “the moment you enter a shopping mall today, you
are never sure if you are in a store or a theme park”. Haytko & Baker (2004) also says
that, “the choice of shopping destination is a topic receiving increasing attention.
Regardless of their sizes, all shopping malls are attraction centers for people to come and
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to do the shopping”. As a result, malls are critical retail venue that contributes to consumer
experience (As cited by Zafar et al. 2007).
The Popularity of Malls in the Philippines
The Philippines has become a Mall Republic, as shopping malls dominate the
lifestyles and landscapes of Filipinos who live in cities. It really is no surprise that malls
have been a big hit in the Philippines, whose citizens' addiction to shopping is well known
even to merchants abroad. Indeed, while the economy remains in a slump, Filipinos are
still shopping. According to official statistics, personal consumption expenditures grew to
P778 billion (2001) posting an annual growth rate of four percent. A considerable chunk of
that amount was most probably spent in the malls, of which the bigger ones attract, on
average, hundreds of thousands of people each day (Balgos, 2002).The list of goods and
services available in the malls is always changing and growing. Where before there were
only supermarkets, clothes and shoe shops, bookstores, and the requisite department store
or two, now there are also hardware centers, an array of furniture stores, art galleries,
banks and mail stations. One could also book a cruise to Corregidor or a tour of the Greek
islands, buy a house and lot, and get a health or life insurance policy, perhaps even a
memorial plan complete with a family-size cemetery plot (Balgos, 2002).
To the average Metro Manila living an increasingly 24/7 life, this could not have
been a more pleasing development. Now Filipinos could save both time and sanity in a
one-stop shop that also let Filipinos escape the oppressive heat of the city. As a result,
outside of the office and the home, a Metro Manila resident (or any Filipino urbanite for
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that matter) spends most of his time in the mall along with friends and family. Malls are
may be a global phenomenon, but chances are no country other than the Philippines has
malls that are full of people even on weekdays. To many Filipinos, the mall is the ultimate
tambayan ng bayan, the glorified sari-sari store that has something for everyone, including
those who only want to watch the world go by, the best destination for a people with a
penchant for going out in packs (Balgos, 2002).
Another reason for the popularity of malls in this country, however, is the death of
public spaces. Some have argued that malls killed the traditional plazas, but even before
SM's Henry Sy Sr. began to tire of being just a tenant of the Ayalas and plotted to build his
first mall in the early 1980s — starting a trend that has yet to end — most of the plazas had
been long gone, at least in Metro Manila, where the few that were left soon succumbed to
the effects of official neglect as well as increasing urban density. Today the country's
premier metropolis has only a handful of parks, a couple of zoos (one of them privately
owned), a sprinkling of museums, and one or two revitalized plazas. While each one of
these is worth a visit now and then, their rather static attractions do not come close to the
cornucopia of offerings at the malls, where one is sure to find something new to see or do
every time(Balgos, 2002).
That job, of course, entails luring people and making them want to part with their
money for things that they may or may not need. This has opened malls to criticisms that
they are promoting hyper consumerism, a perception that is aided in part by the sheer
massiveness of many of these centers (which also invites the "Goliath is evil" line of
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thinking), but prompted mostly by their endless parade of come-ons and ads. With more
than half of the population mired in poverty, even a subtle goading of the impulse to buy
and to indulge the materialist craving may seem offensive to some people. That malls have
perfected the art of persuasion probably makes it seem all the more obscene. The Ayala
Center Makati's Midnight Madness sales on payday Fridays, for example, have become so
successful and so ingrained in the Metro Manila psyche that many people have been
known to alter their household budgets and personal schedules just so they could
participate in a spending orgy passing itself off as a centavo-pinching outing (Balgos,
2002).
Business executives, however, argue that by enticing people to spend, malls help
the economy. "If it weren't for the malls, retail would be just as good as dead," insists the
chain-store executive, who says his mall branches are doing four times better than his other
shops. "There wouldn't be a Bench, there wouldn't be a Penshoppe. Malls help retail in a
big way. Retail is keeping our economy afloat." He has a valid point, and those needing a
clincher for this may want to look at Japan, where the legendary zeal of its citizens to save
their money instead of spending it has practically guaranteed that nation's tanked economy
will remain burbling feebly at the bottom for quite some time (Balgos, 2002).
Still, the present mall-building fever is eliciting fears that too much of a "good"
thing may be bad or, again, that Goliath could turn out to be really, truly evil. It hasn't
helped that there is no parallel rush to build manufacturing facilities, which could have
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made the Philippines look less doomed to being a nation of mere consumers (Balgos,
2002).
Shopping malls across Angeles City
Angeles City is characterized as a highly urbanized city in the province of
Pampanga. Endowed with economic and business opportunities, Angeles is surely the
"Entertainment Capital of Central Luzon". Because of its growing economy, many
businesses are establishing like Call Center Agencies, large American IT industries, and the
expanding industry of Shopping malls (http://en.wikipedia.org/wiki/Angeles_City).
However, just like what happened to Saver's Mall, people who patronized JENRA
and NEPO mall are now more after the SM City Clark, which opened its door on May of
2006. It was the second largest SM Super mall here in Pampanga, after the SM City in
Mexico Pampanga. In addition, until now, SM City Clark becomes the most sought after
place to go here in Angeles City (http://en.wikipedia.org/wiki/SM_City_Clark ).
Theoretical Framework
The theoretical framework of the study was the theory of Bloch et al, (1994) who
have identified seven (7) dimensions of shopping malls that collectively explain
consumers' motives for visiting malls. These dimensions include: aesthetics, escape, flow,
exploration, role enactment, social and convenience. For this study, the researchers only
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used four (4) dimensions, the aesthetic, escape, flow and social dimensions. Each
dimensions discuss different motivators why consumers visit malls.
Aesthetic Dimensions
The mall itself offers experiences that are consumable beyond the products and
services available for sale within the mall. From their inception, enclosed malls have
offered patrons the advantage of climatic comfort and freedom from the noise and traffic
that categorizes other shopping venues since a "noisy" environment creates a different
image than is characterized by silence or soft background music. Mall planners are
devoting increasing resources to environmental and architectural aspects of the mall.
According to Lui (1997), modern mall interiors have evolved from "comfortable" to
architecturally rich, with lavish materials and sophisticated design elements. Interior design
actually continues the mall's image-fostering process. Design features (e.g. high ceilings,
flooring/carpeting, architecture, interior landscaping, store layout), as well as physical
facilities (elevators, air-conditioning, and washrooms) all impact assessments by
consumers. Architectural elements are being used by developers to increase the drama of
mall interiors and to satisfy consumer-seeking sensory stimulation.
One recent study showed that architectural design had the strongest positive influence on
mall excitement, while interior décor had the strongest positive effect on desire to stay.
Wakefield and Baker, 1998). This same study also revealed that music and layout were
positively related to mall excitement and desire to stay. Hence, the mall and store
environment is not only about manipulating architectural design and interior layout but
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also includes the use of space and the choice of surroundings, colors, aromas, and sound.
Consumers broadly evaluate malls in terms of their intangibles, including music, colors,
scents, and lighting, or "atmospherics".
Research on atmospherics indicates that light colors impart a feeling of
spaciousness and serenity and signs in bright colors create excitement (Solomon, 1994).
Additionally, some malls have successfully used restful music and warm color schemes to
encourage people to linger (Peter and Olson, 1994). More generally, shopping malls are
trying to become more conducive to sensual (aesthetic) shopping by offering on-premises
features such as bakeries, which fill the air with warm, homey scents (Underhill, 1999).
Atmospheric features are an extension of product display and are chosen to modify buyers'
knowledge and mood, thereby affecting behavior, and to enhance the mall or store image
to differentiate it from that of other malls.
Escape dimension
Sensory stimulation resulting from mall atmospherics also attracts shoppers by
offering a relief from boredom or loneliness. Malls may offer access to new information or
experiences as a break from the consumer's. Many malls currently offer high levels of
sensory stimulation (Underhill, 1999, 2005). A shopping trip can offer a consumer the
opportunity for diversion from everyday life and, as such, represents a form of recreation.
Visiting a mall can provide free or low cost family entertainment that is available without
the necessity of formal dress or preplanning. The common term "browsing" and the
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phenomenon of masses of people strolling through a shopping mall reinforce the belief that
shopping is a popular pastime.
Flow dimension
Flow has been described as a pleasurable state of absorption that is associated with
losing track of time (Bloch et al. , 1994; Lui, 1997). In some cases, malls resemble Las
Vegas casinos where consumers become isolated from cues relating to time and weather.
Flow has been described as a rare and desirable state. Thus, one may speculate that the
achievement of flow while in a mall may encourage continuation among consumers
enthusiastic about shopping in mall. Moreover, unlike many recreational outlets, shopping
malls are hospitable to people who are alone. While there are stigmas attached to attending
movies or dining out alone, visiting a mall alone is common and free of negative
associations. Mall patrons become relatively isolated from cues relating to time and
weather. If the environment or consumption activity is sufficiently pleasant, the hours may
glide by.
Social dimensions
Shopping can provide the opportunity for a social experience outside the home (e.g.
seeking new acquaintances or meeting those of the opposite sex). Shopping trips often
result in planned (or unplanned) encounters with friends. Thus, social variables offering the
benefit of affiliation with others also make malls attractive leisure sites. Tauber (1972) and
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others (e.g. Wakefield and Baker, 1998) have suggested that an important pleasing aspect
of shopping includes the opportunity for social interaction with friends, family, or even
strangers that one encounters in a shopping location. Moreover, consumers generally desire
to trade where store personnel, particularly sale people, are perceived as helpful, friendly,
and courteous (Loudon and Bitta 1993). People will shop where they feel wanted and will
even pay a little more for the privilege (Underhill, 1999).
From a sociological perspective, malls have become community centers, offering
visitors common recreational attractions, such as music, movies, games, and dining out. A
mall visitor can meet with friends and then see a popular movie at the mall multiplex.
More commonly, malls act as gathering sites allowing people to meet and recreate with
friends, an activity particularly common among teens. The low cost of entry also makes
malls economical entertainment venues for families.
Conceptual Framework
The main idea of the study is about the shopping mall behavior of college students of
Angeles University Foundation using the dimensions of Bloch et al., (1994) on visiting
malls. Other demographic factors will also be included in the study to determine its impact
on shopping mall behavior. The socio-economic status, monthly allowance, frequency on
visiting malls and the duration of stay on visiting malls would also be included.
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The dimensions used in the study are the aesthetic, escape, flow and social
dimensions. The researchers only used these four (4) dimensions because they are more
applicable to the respondents, which are the students.
The aesthetic dimension is the general preference of the respondents to the mall
which includes the interior design of the mall, (e.g. lighting, decorations, music and even
the color). Escape dimension pertains to the respondents desire to relax, to be away from
stress, and to escape from boredom. Flow dimension, is about the pleasure that people feel
whenever they are inside the mall. Lastly, is the social dimension, which pertains to
people’s when they are with their companions, like friends or peers.
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PARADIGM OF THE STUDY
DEMOGRAPHIC PROFILE
Age
Gender
Year level
Marital status
Monthly salary of parents
Socio-Economic Status of the
respondents
Monthly salary of
parents(students)
The frequency of going
shopping malls
Duration of stay in going
shopping malls
FIGURE 1: Shopping Behavior of College Students of Angeles University Foundation
The paradigm explains the flow of the study. The researchers found out the shopping mall
behavior of college students of Angeles University Foundation by using Bloch’s
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AestheticDimension
Flow Dimension
SocialDimension
Escape Dimension
Dimensions. The researchers did not include dimensions which are more applicable to
adults. The researchers only selected the Aesthetic, Escape, Flow and Social Dimensions.
Significance of the study
For the students, this study will help them understand and determine their
shopping behaviours with regards to malling, specifically knowing what factors contribute
to their behaviour. It can help the students to know the advantages and disadvantages on
visiting malls that can influence their behaviour because nowadays many students enjoy
visiting the malls and spend most of their hours in buying, and socializing.
For the behavioral psychologists, this would be beneficial for them to further
understand the different reasons of people why they visit shopping malls because research
in psychology seeks to understand and explain thought, emotion, feelings, or behavior. So
it’s good for them to understand the different behaviour of students that they have inside
the mall and this will help them device a study on the shopping behaviour of people and it
greatly increased our understanding of why people behave as they do.
In the field of social sciences, the findings of the study will generate essential
information or baseline data regarding shopping mall behaviour. And also this study helps
the people behind Social sciences department to seek answers to many of the key issues
regards to shopping mall behavior that affect our lives and can give us insights into the
questions that trouble us.
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For the future researchers in psychology, this study can be an addition for their
references and improvement of their study regarding shopping mall behaviour of Filipinos.
Scope and Limitations
The study focuses mainly on the shopping behavior of the selected college students in
Angeles University Foundation, Angeles City. The study examined the shopping behavior
of the respondents.
The Demographic profile, socio-economic status, frequency on visiting malls, and
duration on visiting malls were also included. The factors examined in this study were the
escape, aesthetic, social and flow dimension .The researchers did not included the other
dimensions because they are more applicable to adult.
Statement of the Problem
This study aimed to find out the malling behavior of Angeles University
Foundation College Students.
Specifically, it sought to answer the following questions:
1. How may the respondents be described in terms of :
1.1. economic status
1.2. frequency on visiting malls
1.3. duration on visiting malls
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2. how may the respondents’ malling behavior be described in terms of:
2.1. Aesthetic
2.2. Escape
2.3. Social
2.4. and Flow dimensions.
Definition of terms
A shopping mall- is a building or set of buildings that contain stores and have
interconnecting walkways that make it easy for people to walk from store to
store, shaded avenue or open space (Risley, F. (1990). In this study, shopping
mall is a place where in consumers visit for any of their reason like hung out
with friends or peers, for past time, to relax, and to see the interior design of the
malls.
Shopping mall behavior - “Shopping behavior is a characteristic form of
consumer behavior” (Assael, H. (1987). In this study, this is a variable
explained the consumer’s characteristics of how and what contributes on their
behavior through visiting shopping malls.
Consumer Behavior - It is a psychology of how consumers think, feel, their
motives, performance, deeds, actions, activities and select between different
alternatives (e.g., brands, products) and how the consumer is influenced by his
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or her environment (e.g., culture, family, peers, signs, media) (Wilkie, William
L. (1994). In this study, consumer behavior are the actions and feelings of
respondents when they visit shopping malls like to feel the relaxing
environment, to be away from stress, to visit after the class as a daily routine,
when they didn’t notice the track of time when they inside the malls, and to
socialize with friends.
Aesthetic dimension – explains that the consumer’s preference in general look
of the mall contributes to their motivation to visit malls Bloch et al, (1994).
Escape dimension- explains that the consumers desire to escape from
boredom; stress and everyday activities would also contribute to their
motivation to visit malls Bloch et al, (1994).
Flow dimension - explains that because of the pleasurable state that the
consumers experience when they are inside the mall, it would also contribute to
their motivation to visit malls Bloch et al, (1994).
Social dimension - explains that social factors like friends, peers and significant
others would contribute to consumers desire to visit malls Bloch et al, (1994).
Chapter II
Related Literature and Study
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This chapter presents the literature and studies linked to this study that the
researchers undertook. This chapter provides the readers with information on the subject to
make the understanding of the problem more comprehensively.
Related Literature
A typical characteristic of “shopping mall” is the feeling of timelessness
(“Shopping Mall as a Way of Life”), where people can just kick back and relax and do not
have to worry. Like the experience of television, there is a lack of a sense of time in
shopping. The “jumble of stores and services of the mall resembles our channel-changing
interactions with television programs as we randomly surf from a sitcom to a feature film
to a documentary, all within a minute” (Duncan 1994). And so the mall is where a
tantalized audience would gather to experience this unusual but fabulous and enjoyable
place and event, and unconsciously be trapped in this illusion (that there is material
abundance)
A shopping mall is one or more buildings forming a complex of shops representing
merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to
unit, along with a modern, indoor version of the traditional marketplace. Modern “car-
friendly” strip malls developed from the 1920s, and shopping malls corresponded with the
rise of suburban living in the United States after World War II.
In most of the world the term shopping centre is used, especially in Europe and
Australasia; however shopping mall is also used, predominantly in North America.
Shopping precinct and shopping arcade are also used. In North America, the term shopping
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mall is usually applied to enclosed retail structures (and may be abbreviated to simply
mall) while shopping center usually refers to open-air retail complexes, both usually have
large parking lots, face major traffic arterials and have few pedestrian connections to
surrounding neighborhoods. (http://www.amazines.com/malls_related.html?
catid=0&page=2&returnto=&searchStr=malls&searchby=kw)
What is it with teenagers and malls?
Teenagers, especially in the West, are the classic Mall Rats, and many critics
believe they are spending more time in the Mall than they are in fresh air. Here are some
reasons why teens have a special affinity towards malls -- Malls are public spaces where
they can meet friends, Malls offer romantic opportunities at times, Malls are, very often,
parent-free environments, Teens can catch the latest movies there, Food courts in malls
offer many cheap eating options and plenty of junk food. (Wakefield, K. L. and Baker, J.
1998),
Why some hate them
Malls are notorious guzzlers of electricity (think of all those lights everywhere and
that air conditioning). They involve the paving of large tracts of land, the excessive use of
water and increased emissions from all the extra traffic they generate. Hence, the
environmental cost of building and maintaining these mega structures, many critics believe
is way too high.
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Perhaps as significantly, shopping malls tend to completely destroy small
businesses and shops. Whenever a mall opens in a new neighborhood, it sounds a death
knell on that corner drugstore, local boutiques and perhaps even that little neighborhood
pub. The mall, with its glitz and glamour tends to become the place for families to go for a
fun evening out, a hangout for teens and places to visit for the best brands at the best
prices. The shopping behavior of people in malls has spawned two other criticisms.
Retailers in malls often complain that malls seem better suited to window shoppers than to
serious ones. They say that in comparison, standalone shops have better sales. In sharp
contrast is the criticism that shopping malls are soulless temples of blatant consumerism,
building people’s aspirations for more and more material goods that they may not ever
need (Michon, R. and Chebat, J, (2004).
For some consumers, shopping represents the prospect of picking up a bargain; for
others it provides an opportunity to interact socially with other people or simply an
opportunity for a welcome break from a tedious routine. Two consumers may shop at the
same stores for similar reasons, e.g. convenience, courteous helps, nice décor, etc., but one
consumer's attitude to shopping can be totally different from the others. One consumer
may find shopping a burden, something to be done quickly with a minimum of effort while
another may enjoy shopping, engaging in it as sport by achieving the satisfaction of buying
a desired item at a bargain price. This latter consumer does not mind spending time
searching for alternatives (Reid and Brown, 1996). According to Underhill (1999),
shopping is more than the simple, dutiful acquisition of whatever is absolutely necessary to
one's life. It is more than "grab and go" - you need corn flakes, you find the corn flakes,
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you grab the corn flakes, you pay for the corn flakes and go. Shopping today involves
multiple senses - sight, smell, taste, touch, and hearing as the basis for choosing or
rejecting brands, products, and, more generally, retail environments. Underhill (1999)
stressed that virtually all unplanned purchases - and many planned ones, as well, - come as
the result of a shopper seeing, touching, smelling, or tasting something that promises
pleasure, if not total fulfillment. This view has been reinforced with Underhill's return visit
to (Western) malls ("Call of the Mall", Underhill, 2005). Underhill argues that in spite of
increased online shopping and "fatigued" baby boomers that should create a post-mall era,
the mall is not going anywhere any time soon and it remains a destination of choice for
many, and teenagers, in particular. Retailers, therefore, continue to invest substantial
resources creating environments they hope will attract customers and induce them to
spend. The effects of these investments are measurable at an aggregate level (i.e. sales
results) or at the individual consumer level in terms of shoppers' attitudes and motivations
East, 1997).
Malls consist of different sections that cater to the different needs of the people
who come in. It has a number of stores and boutiques, which employ their own unique
gimmicks to accommodate their shoppers. Many stores can afford a small space to be used
as customers’ rest corner containing a comfortable and colorful seat, reading materials, and
probably a small table. Customers, particularly women, enjoy spaces such as these. These
secluded spots provide an outlet for an innocent natural voyeurism of people to watch other
people other than the merchandise alone (Falk, ed., 101). Boutiques understand the need
for the items they produced to be displayed in a space that would match the inherent
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quality they offer. They display their products in the space available for them for the
shoppers to try on. They also have display windows around their shop to give passersby a
wait from the exterior of almost the entire shop.
Shopping Malls in the Philippines
Filipinos all over the country have taken to the habit of going to shopping mall like
duck to water. But whereas it was limited to Metro Manila in the past years, this new
lifestyle has spread like wildfire to every urban area and even outside the country
(Valencia, 2003).
Whereas a decade ago, a trip to Manila is the only way to do serious shopping for
provincial folks, the new shopping centers in their home towns have made this unnecessary
as most goods and brands seen in different department stores are on display in their
provincial branches. Malls have become to the natives what the town plazas of the old
used to be a meeting place, a playing ground, a spot to while away an odd free hour or two,
a Sunday destination for the family. The Asian crisis caused some belt-tightening among
the city folks. This, however, prompted retailers to increase frequency of its one to three-
day sales season when prices of goods are marked down anywhere from 5 percent to 75
percent 66/. The Midnight Madness sale shopping frenzy has shops extend business hours
until midnight for everyone to take advantage of the discounts. Metro Manila malls are no
longer just one-stop shops. They have become much to the inveterate Filipino shoppers
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delight integrated shopping-food-exhibition-service-entertainment centers, and anything
indeed that pleases their customers (Valencia, 2003).
Just recently, the Department of Tourism (DOT) came out with its WOW
Philippines Shopping Fiesta 2003. The event aims to promote the country as a first-rate
shopping haven and as a destination for excellent buys. Last October 3, 2003 at the
Glorietta Park, the WOW Philippines Shopping Tour Packages and WOW Philippines
Shuttle Service covering the different participating malls, hotels, airport and Intramuros
was launched. It will run until December 31, 2003. DOT Secretary Richard Gordon noted
that the dramatic increase of 7.8 percent in visitor arrivals last year wherein 1.9 million
foreign nationals and overseas Filipinos who traveled to the country spent a total of $1.740
billion (Valencia, 2003).
The average daily shopping expenditure of travelers last year was pegged at $14.81
which means that tourists traveling in the Philippines spent $257 million in shopping
alone, Gordon said. For next year, the WOW Philippines Shopping Fiesta will be a year-
round event. Monthly sale events starting February to September will be held which will
highlight different shopping areas in Metro Manila every month (Valencia, 2003).
In Makati City, there is the Ayala Center, where you can find the Greenbelt Mall,
Greenbelt Square, Park Square I and II, Landmark, 6750, Gloriettas four huge
interconnecting malls, ShoeMart, and Rustans, among others. In the Ortigas District,
located the two buildings of Megamall with five floors, basement included, and a stroll
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from end to end on all levels is considered the best form of exercise by shopping
enthusiasts (http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines ).
If you have a limited shopping time, this is the place to do it as almost anything and
everything available for sale are seen here and for reasonable prices. It has department
store and supermarket, a hardware, an equally mammoth toy store ala Toys r Us, a dozen
cinemas, a bowling and billiard center, the countries first- ever skating rink, a bingo hall,
art galleries, amusement centers, a food court, as well as fast-food of every kind and brand
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines ).
Across Megamall are the EDSA Central and Manuela that cater more for the C-
class market. Shangri-La Plaza is also located here, where the sister shop of Quicksilver,
the Surfworld, is located. It houses Rustans and Crossing Department Stores as well as
cinemas and several brand boutiques and high-end dining establishments. There is also the
Robinsons Galleria with an expanded wing and impressive stores. The other side of
Ortigas, one can take a jeepney to the San Juans Greenhils Shopping Center, where there is
almost always an ongoing bazaar or flea market. Greenhills especially Virra Mall is known
among local shoppers for its computer products and Shoppersville, which has a
comprehensive selection of clothes and bags and consumer items not only from the
Philippines but also imported from Hong Kong, Korea, China and Thailand
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines ).
In the city of Manila, the shopping attraction is Robinsons Place located behind the
Manila Midtown Hotel; the Harrison Plaza that contains a Rustans and a Shoemart at both
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ends of the complex plus its own movie houses and shopping and dining areas
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines).
Long before the mall concept has hit the city, the only place to do serious shopping
is to go to Divisoria. It was and still is, the wholesale shopping center, where most local
and imported goods from China and Southeast Asian countries, from dry goods to toys and
perishable exotic fruits and flowers can be had at, at least a third of the price than those
available in the more convenient malls in other cities. One cannot escape going to Tutuban
Center, housed in what used to be the Tutuban Philippine National Railways (PNR)
station. Its main attraction is its cluster building, where Hong Kong goods are sold.
Located near the airport, Baclaran in the southern end of Roxas Boulevard is as good a
place as ever to shop for RTW.
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines).
In the province, the SM chain has been on an expression blitz, opening up branches
not only in Metro Manila but in major provincial cities as well. It’s most important branch
outside Metro Manila in in Cebu City, competing head-on with Gaisano, the homegrown
retail lord. Gaisano has branches in Lapu-Lapu (Cebu), Tacloban (Leyte), Bacolod (Negros
Occidental), Ozamis (Misamis Occidental), and Davao City. Each has a supermarket, a
department store, a restaurant, and an amusement center. Davao has also the Victoria
Plaza, a living proof of the growing buying power of the provincial folks and the
Aldavinco which almost exclusively sells ethnic items; either locally made or brought in
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from nearby Indonesia
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines).
The Southeast Asian country has three of the world's 10 largest shopping centers, two
of them in the capital, Manila. Scores of others range from modern glass and steel
structures to older fading buildings dot cities across the archipelago (Nicholls et al 2002).
Although over 40 percent of the country's 90 million people live on $2 or less per
day, malls here are crowded at all times, and especially packed at weekends. Around 80
percent of the Philippines' populations go to shopping centers and around 36 million
people visit shopping plazas once or twice a month, according to Nielsen Media Research.
"People just come to the mall to stay cool, said Chris Balberona, a driver for a bank, who
was at Manila's Megamall watching ice-skaters on an artificial rink.”Life is hard right now
so we don't really come here to shop." The air-conditioned malls are a boon in this steamy
tropical nation. But shopping plazas in the Philippines have also become a place to pay
bills, meet or watch people, eat or see a film.
Catholic masses are even held in the corridors of some malls. While the faithful sit on
plastic chairs, less religious folk continue to browse the rails nearby hopping is only an
option at Manila's malls (Nicholls et al 2002).
But with inflation hitting a near 17-year high of 12.2 percent in July as gas and
food prices soar, Filipinos are forking out even less these days for non-essentials such as
cinema trips and more clothes. Private consumption is the lifeblood of the Philippine
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economy and a drop-off in spending is expected to cut economic growth this year to 5.1
percent, according to a Reuters poll last month, from a three decade peak of 7.2 percent in
2007. Economic growth skidded to a seasonally adjusted 0.8 percent in the first quarter
compared to 1.3 percent in the fourth quarter of last year SM Prime, the largest mall
operator in the Philippines, said 2.5 million people still visited its 30 shopping centers
across the country (Federis, 2008).
"There has been no noticeable decrease in this number primarily because the
'malling' lifestyle has become a way of life for the Filipinos," said Cora Guidote, vice
president for investor relations at SM Prime. But with the cost of travel spiking because of
high oil prices, some Filipinos say they are cutting back on their mall trips and restricting
themselves even more to window shopping. Cita Foronda, an executive assistant who goes
to a mall once a week with her four children, says the visits are now almost entirely to kill
time. "We only shop on a need basis now," Foronda said. "Even with the sales, it's not
attractive anymore." With very few public parks or other public amenities in Manila, and
high pollution levels, she says the small play areas for children are a big attraction
(Federis, 2008).
"If you have small kids, of course, you go to the mall," she said. "You want your
kids to be happy because you hardly see them during the work week." Almost all utilities
bills can be paid in malls, banks are attached and a fairly inexpensive meal at a fast-food
eatery is always an option. "It's like they give you everything just so you go," Foronda said
(Federis, 2008).
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Another factor keeping malls popular is the large inflows of remittances sent home
by millions of Filipinos who work overseas. These remittances, estimated to reach a fresh
peak of nearly $16 billion this year, support the retail sector even amidst the economic
slowdown. Every few years a new mall emerges in Manila or one of the larger cities,
bigger and more extravagant than the last. One of the newest is the Mall of Asia, the
world's third largest shopping centre. It is almost as big as Vatican City (Federis, 2008).
Two other malls in the Philippines, SM North Edsa and SM Cebu, also made the
top 10 list in the study. But for those hardest hit by the recent economic crisis, the family
pastime of 'malling' is becoming increasingly rare. "Before, it was a regular family day for
us to go to the malls, even if we went there to just eat or walk around," said Romeo
Castillo, a taxi driver who has two children. "Now, it's really impossible even for that, it's
just out of our budget” (Federis, 2008).
Related Study
Shopping malls across Malaysia
The rapid expansion of the Malaysian economy over the last ten years (despite the
economic crisis in 1997/1998), combined with external economic and social influences
have led to a retail boom in the country. As a result, retail space has been increasing by
more than 20 per cent annually in recent years. Contemporary shopping malls act as
growth poles by stimulating further retail and non-retail commercial activities. Recent
Page | 32
surveys of retail performance in the Klang Valley and Malaysian retail chain stores
indicate that overall business has improved since the Asian economic crisis in 1997/1998.
Surveys of chain stores in November, 1999, showed a general increase in turnover above
10 per cent for most fashion, grocery, and convenience categories in the Klang Valley (
New Straits Times , 9 September 2000).
In Malaysia, shopping malls have transcended their initial role as an economic
activity to become a community center for social and recreational activity. There is an
increasing trend of Malaysians shopping for pleasure and spending their leisure time in
shopping malls. Research conducted by Frank Small and Associates found that Malaysian
adults (above 18 years old) spent 48 per cent of their leisure time in shopping centers.
Window-shopping is one of the seven leisure activities most often engaged in by young,
urban Malaysian adults, and in particular, students. This age cohort group, consisting of 18
through 44 year olds, the largest in Malaysia, is roughly 49 per cent of the population and
an obvious target market for retail marketers Lee, 1995).
Developers across Malaysia have realized the importance of students as key targets
for shopping malls. A resulting contemporary trend is for shopping malls to be built close
to institutions of higher learning. For example, "Mines Shopping Mall" is located close to
the University Putra Malaysia and University Tenaga Nasional, "Mid Valley Mega Mall"
is built close to the University Malaya, "One Utama Mall" is constructed in close vicinity
to the College Damansara Utama and College Bandar Utama, "Bangsar Shopping
Page | 33
Complex" is built close to the HELP Educational Institutes. Clearly, proximity to students
has played a key role in the location of shopping malls in Malaysia.
Methods
A survey approach was chosen in order to gain information directly from young
adults enrolled in Malaysian universities located in the Klang Valley of Malaysia. A survey
methodology permits the use of questions to measure constructs exclusively internal to
respondents, e.g. attitudes, opinions, intentions, etc., (Cooper and Schindler, 1998), and the
answers can be collected and combined to represent the answers of an entire population
(Reaves, 1992).
The Klang Valley was selected because it has the highest concentration of
institutions of higher learning in Malaysia. Four public universities and two private
colleges were selected for inclusion in the survey. They were University Putra Malaysia,
University Kebangsaan Malaysia, University Malaya, University Technology MARA,
College Bandar Utama and Sunway College. These institutions were selected for two main
reasons. First, the location of these universities and colleges are in close proximity to
shopping malls. College Bandar Utama is close to One-Utama, University Malaya is close
to Mid-Valley Mega Mall, Sunway College is close to Sunway Pyramid Mall and
University Putra Malaysia is close to Mines Shopping Mall. Second, these institutions
were selected to represent the different ethnic groups prevalent in Malaysia. Public
universities across Malaysia are dominated by ethnic Malays, whereas, private colleges are
dominated by ethnic Chinese.
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Measures
The survey instrument was a five-page self-administered questionnaire. Section I of
the questionnaire captured demographic data from respondents (e.g. age, gender,
education, etc.). Section II of the questionnaire measured the shopping habits of
respondents. These items addressed shopping frequency and average time spent during a
mall visit, as well as other shopping-related constructs. Sections, I and II variables used
closed-ended multiple-choice format. Section III contained measures of respondents'
shopping activities in a mall. The items in this section (14, in all) were taken from Lui
(1997). These questions were intended to determine respondent’s engagement in and
preferences for specific activities when in a shopping mall, e.g. browsing/making an
unplanned purchase, movie watching, dining, socializing, etc. Respondents were asked to
demonstrate their preference for the activity (activities) that they just pursued in the
shopping mall. Section IV sought to measure the various dimensions of shopping
orientations described in our conceptual model. Twenty-seven items representing the seven
predictors of consumers' motivations discussed above were used. Each item utilized a five-
point Likert-type scale, ranging from 1 "strongly disagree" to 5 "strongly agree". Multiple
item measures were used for all dimensions, ranging from two to seven items per
dimension. The items covered a variety of possible shopping motivations and benefits the
respondents might seek during their mall visits, as adapted from Bloch et al. (1994) and
Tauber (1972). The reliability coefficient for the items on shopping orientation was 0.8377,
highly acceptable for a reliability test.
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The completed instrument was pre-tested by 20 respondents in University Putra
Malaysia. Based on the feedback obtained from these respondents, the questionnaire was
subsequently refined and then developed in an English version.
Sample frame
Non-probability sampling by convenience was used. Thirty students, selected at
random, were interviewed at each of the five University/College locations. To provide an
adequate level of confidence in this study, a sample size of 150 respondents was targeted.
Data analysis
The data were examined using frequency analysis. Frequency analysis was used to
achieve the first two objectives of the study: (a) determining the shopping habits of the
students and (b) determining the activities that students engage in while inside a mall.
A mean score of 4.00 was used as a cut off for the consumer-orientation items.
Items achieving ratings of 4.00 or greater were deemed important and chosen to be cross-
tabulated with demographic variables. Shopping orientation items representing the seven
shopping orientation categories (i.e. aesthetics, escape, flow, exploration, role enactment,
social and convenience) chosen by most respondents as the principal reason why they
patronize a shopping mall were also cross-tabulated with demographic variables.
The cross-tabulation analyses were used to assess the relationships (if any) between
demographic factors and the activities consumers engaged in while inside a mall, and their
Page | 36
shopping orientations. Some demographic variables were also cross-tabulated with items
relating to consumer activity items achieving a mean score of 4.00 or above.
A significance level of p ≤ 0.05 was used to determine the existence of a
relationship between the variables that were cross-tabulated. Results with p ≤ 0.05 were
presumed to reflect variables that were significantly related to one another.
Findings
A total of 132 usable responses were obtained from the survey fieldwork. Based on
the data collected, a demographic profile of the respondents was constructed.
The sample included 58.3 per cent female and 41.7 per cent male respondents. With
respect to age, the largest group of respondents fell in the 22-25 years age group,
accounting for 35.6 per cent of respondents. This was followed by the 26-30 years age
group (23.5 per cent), the 31 to 35 years age group (19.7 per cent), the above 36 years old
and above (12.1 per cent) and the 18-21 years age group (9.1 per cent). Malay respondents
accounted for 51.5 per cent of respondents, Chinese - 33.3 per cent, and Indian -12.9 per
cent. In terms of marital status, the largest group fell into the single category, 58.3 per cent
of respondents. This was followed by married respondents, 38.6 per cent. Those who were
separated/divorced or widowed constituted 3 per cent of respondents.
The education level of respondents was, on the whole, quite high. The largest group
consisted of those, who are pursuing graduate programs, 30.3 per cent, and undergraduate
programs, 45.5 per cent; 2.3 per cent are currently pursuing their PhD. The percentage of
Page | 37
respondents pursuing Diploma and certificate level was comparatively low, i.e. 14.4 per
cent and 7.9 per cent, respectively.
Statistics on the major source of income of the respondents showed that a large
proportion of respondents (31.8 per cent) were sponsored by their parents. Self-sponsored
and scholarship/study loan constituted 29.5 per cent and 23.5 per cent, respectively.
Another 15.2 per cent of respondents were "others" - a combination of any of the above
answers. Regarding the amount of income, 47.8 per cent of the respondents indicated that
they had a monthly personal income of RM1,500 and more, while 15.9 per cent reported
figures between RM1,000 to RM1,499. Another 19.7 per cent of the respondents said that
they earned between RM501 and RM999 in monthly personal income. The remaining 16.7
per cent earned RM500 and below.
Shopping behaviors
The study found that students in institutions of higher learning spent, on average,
about two and a half hours in the shopping mall during their mall visits. Othman and Lim
(1997) reported that Malaysian shoppers (inclusive of students and working people) spend
an average 96 min and Bloch et al. (1994) found that American shoppers spent about 78
min in a mall. This indicates that Malaysian students appear to spend significantly more
time in the mall compared to the Western subjects.
In terms of the number of different stores visited during a normal trip to the mall,
the study found that, on average, respondents visited about six stores per trip. By
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comparison, American shoppers visited about five stores per trip (Bloch et al., 1994). This
finding suggests that Malaysian students visit a comparable, albeit slightly higher, number
of stores in a typical visit compared to American consumers.
The study also examined the number of different shopping malls visited by
respondents in the previous 30 days. Seventy-seven respondents (58.3 per cent) claimed
that they had visited one to two different shopping malls and 36 respondents (27.3 per
cent) reported that they had visited three to four malls in the past 30 days. 14 respondents
(10.6 per cent) said they had visited more than four malls in the same period. Thus, 37.9
per cent of respondents visited three or more different shopping malls in the previous 30
days.
With regards to the frequency of visiting shopping malls, indicates that 41.7 per
cent of respondents visited shopping malls at least once a week. A total of 25.8 per cent
visited shopping malls once every two weeks and 23.5 per cent of respondents visited the
shopping malls once a month or less. Of note, 9.1 per cent reported they visited a mall
every day. These findings are similar to US data reported by Kowinski (1985). Kowinski
found that 75 per cent of American respondents visit shopping malls at least once in a
month.
Shopping malls were popular destinations for our sample. Seventy-five per cent of
the University and College students sampled visited shopping malls at least once every two
weeks. Visiting shopping malls has become a major recreational activity among urban
Malaysian consumers.
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With respect to spending patterns, 30 per cent of respondents spent 6-10 per cent of
their monthly expenditures in shopping malls and 14.4 per cent spent 5 per cent or less.
About 17 per cent of respondents spent between 11 per cent and 15 per cent and the
remaining 37.9 per cent spent more than 15 per cent of their monthly expenditure in malls.
These findings indicate that Malaysian students spent a significant proportion of their
monthly expenditures in shopping malls.
Shopping orientations
As discussed earlier, there are a variety of reasons (or factors) why consumers visit
shopping malls (i.e. aesthetic, escape, flow, etc.). The reported importance of various
dimensions of each factor was compared across the various age groups specified within the
sample using a one-way analysis of variance (ANOVA). Overall, aesthetic and exploration
dimensions received higher preference scores compared to other dimensions. Conversely,
escape and flow dimensions tended to obtain lower preference scores compared to other
dimensions. In general, respondents did not visit shopping malls just to escape from
boredom, loneliness, or stress; to avoid bad weather; or as a diversion from their daily
routine as a student. It appears study respondents went to malls as proactive seekers of
positive rewards, not to avoid or forget negative circumstances.
The highest rated dimensions were:
- The interior design of the malls usually attracts my attentions (4.16).
- Certain stores are fun to visit because they sell products that interest me (4.01).
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- Going to the mall is an enjoyable experience when I am with friends (4.01).
- Mall is a one-stop shopping (4.00).
Thus, Malaysian students were motivated to visit malls primarily by the interior
design of the mall; products that interest them; good alternatives for socializing with
friends; convenient one-stop shopping.
One of the objectives of our study was to examine differences between age cohort
groups with respect to shopping orientations. Theoretically, one would expect that
shoppers from different age groups would have different motivations for visiting shopping
mall. Five age groups were examined: 18-21, 22-25, 26-30, 31-35, 36 and above. The one-
way ANOVA tests showed that out of the 27 shopping orientation items, 11 varied
significantly between age groups ( p ≤ 0.05).
Five of the items that varied between age groups were from the escape dimension.
The results generally indicate that respondents from the younger age groups used shopping
mall visits for escapism more than the older respondents.
Similarly, respondents in the younger age groups indicated higher preferences for
discovering and examining products, two of the items in the exploration dimension.
"Visiting the mall is an enjoyable experience when I am with friends", a social
dimension item, also varied significantly. Younger age group tended to agree with this
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statement more than the older age groups. This result suggests that younger respondents
are more likely to see mall visits as opportunities to socialize with their friends.
Discussion and implications
Our study found that post-secondary students in the Klang Valley of Malaysia are
frequent and long-staying visitors to shopping malls, typically visiting six stores per 2.5 h
mall visit. And, more than one-third of students have visited three or more different
shopping malls during the previous 30 days. Generally, this was shopping behavior similar
to that observed of Western shoppers in prior shopping studies.
Shopping malls are major spending destinations for Malaysian students. 56 per cent
of respondents spent more than 10 per cent of their monthly expenditures in malls, and
more than 37 per cent spent over 15 per cent of monthly expenditures in malls. Malls are
clearly strong draws for young adult Malaysians and their money as they are in Western
countries.
In terms of shopping mall dimensions, the results showed that aesthetic and
exploration dimensions were the strongest motivators explaining why students patronize
malls. Students rated the interior design of the mall as the most important motivation for
visiting a shopping mall. Students enjoyed the mall environment, exploring new things,
socializing with friends, and the variety of products and services offered. Much of this
echoes Underhill's assessments (1999, 2005) of Western shoppers' affiliation with malls.
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The study also found that different age groups tended to prefer different mall
dimensions. Generally, younger respondents were more enthused about explorational
elements of malls than older respondents. These data seem to add credence to Underhill's
(2005) assessment that teenagers (i.e. younger consumers) are the population most
enamored with malls.
Future research
The sampling frame for this research was limited to students in the Klang Valley regions in
the heart of Kuala Lumpur, Serdang, Bandar Utama, Damansara, and Bangi. Study
findings, although interesting, are clearly not generalizable to all populations of non-
Western consumers or even all Malaysian consumers. Convenience sampling methods
were used in this research due to time and resource constraints. These non-probabilistic
sampling methods may have led to biases in selection of respondents, however. It is
recommended that future research utilize random sampling methods to ensure the
generalizability of results. Future research should also consider a broader demographic
profile (not just students) representing multiple geographical locations in Malaysia such as
the Northern and Southern regions as well as other countries in the Asia-pacific region
given that consumers' shopping-related perceptions and expectations are likely to differ
across countries or cultures throughout the world. Future research covering wider
perspectives is desirable to enable comparisons, benchmarking and setting standards.
Chapter III
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Methodology
This chapter contains the discussion of the research design used, the respondents of
the study, the research locale, instrumentation, the data gathering procedure, and the
statistical treatment of data.
Research Design
Descriptive research design was used in this study,it is a scientific method which
involves observing and describing the behavior of a subject without influencing it in any
way. Many scientific disciplines, especially social science and psychology, use this method
to obtain a general overview of the subject. The results from a descriptive research can in
no way be used as a definitive answer or to disprove a hypothesis but, if the limitations are
understood, they can still be a useful tool in many areas of scientific research. The
descriptive method is also used for researches that aim to identify and explore the cause or
causes of a certain situation. The purpose of employing this research method was to
identify the shopping behaviour of the college students in Angeles University Foundation.
Respondents of the Study
The participants in the study are the college Students in Angeles University
Foundation. There are a total of 200 respondents in each year levels. A total of 40 students
from first year, 35 students from second year, 21 students from third year, 61 students from
fourth year and 14 students from 5th year, while others didn’t indicate their year level.
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Sampling Method
The researchers used convenience sampling method in gathering the respondents.
The researchers divided themselves into two groups; one group is assigned in the Main
Building of AUF and the other group in the Professional Schools Building. At the main
building, the researchers approached the students who stay at the benches near the library
building, while in the professional school building, the other researchers approached those
students who stay at the lobby area and benches. They asked for students’ consent to be
part of their study. Those who agreed were given survey to accomplish. A total of 200
respondents were obtained through this method.
Research Locale
The study was conducted in Angeles University Foundation. The campus is located along
MacArthur Highway in Angeles City. The campus is urban in setting, and it is located
within the business area of the city.
Research Instruments
The researchers used a survey instrument, which was the main data-gathering
instrument for this study. The first part of the questionnaire contains socio-demographic
characteristics of the respondents such as age, gender, year level, marital status and socio-
economic status. It also includes Frequency and duration of visiting malls. Finally, the last
Page | 45
part of the questionnaire includes the Dimensions of Bloch et al. (1994) that explain the
motives of the respondents in visiting malls.
Data Gathering
The researchers conducted the study at Angeles University Foundation, McArthur
Hi-way Angeles City. The researchers distributed letters of request to the Deans of
different colleges to allow them to conduct the study to their respective college. After the
approval of the request the researchers started to collect the data by asking students to be
their respondents, and those who agreed were asked to answer the questionnaire. It only
takes 3-5 minutes for the respondents to answer the questionnaire. The researchers divided
the distribution of surveys, one in the morning for those who are having morning classes
and one in the evening for those who are having night classes. A total of two hundred
(200) college students in Angeles University Foundation answered the questionnaire. After
collecting the data, the researchers started doing the tabulation and interpretation of the
data and discussion of the results.
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Statistical Treatment of Data
The researchers used the Frequency and Percentage Distribution of data. In using the
Frequency and Percentage Distribution it is easier to determine the exact proportion of the
scores in the factors.
P= FN
x 100
Where: P=percentages
F= frequency of response
N=number of fact
Chapter IV
Presentation, Interpretation of Data, and Analysis
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This chapter presents the data, interpretation, analysis and discussion of the study.
Presentation, Interpretation of Data
Age F %16-17 39 19.518-19 71 35.520-21 58 2922-25 32 16TOTAL 200 100
Table 1: Frequency and Percentage Distribution of the Respondent’s Age
In table 1 the highest percentage was 35. 5 with the age of 18-19, and the least percentage
were 16 with the age of 22-25. Based from the population of the respondents most of them
are 18-19 years of age that is suited in adolescent stage. For the 24-25 years of age are the
least percentage of respondents that is more suited in adults.
Table 2: Frequency and Percentage Distribution of the Respondents’ Gender
In table 2 the data shows that most of the respondents are females with a percent of 64,
and males accumulated only 36 percent. There is no gender bias shown in this study
because the target of the researchers’ is the behavior of the respondents and were not after
the gender of the respondents.
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Gender F %Female 128 64Male 72 36TOTAL 200 100
Marital Status F %
Single 199 99.5
Married 1 .5
TOTAL 200 100
Table 3: Frequency and Percentage Distribution of Respondents’ Marital Status
In Table 3 data shows the marital status of the respondents and majority of them
are single where in out of 200 respondents only 1 is married.
School Year F %1st year 40 202nd year 35 17.53rd year 21 10.54thyear 61 30.55th year 14 7Others 29 14.5TOTAL 200 100
Table 4: Frequency and Percentage Distribution of the respondents’ School Year Level
In Table 4 the data shows the level of education of the respondents. Based from the
result most of them are 4th year students from different colleges with a percent of 30.5, and
the least number of the year level of the respondents who visit malls are the 5 th year
students were in they got the percentage of 7.Others did not indicate their year level
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Monthly Allowance
F %
1,000-3,500 52 264,000-6,500 123 61.57,000-9,500 12 610,000-12,500 8 413,000-15,500 2 1Others 3 1.5TOTAL 200 100
In Table 5 shows the socio-economic status of the respondents through their monthly
allowance. Based from the table, it shows that most of the respondents’ monthly allowance
falls under the range of 4000-6,500 with 61.5%, while the highest range which is under the
range which is 13,000-15,500 got the lowest percentage of the respondents.
Table 6: Frequency and Percentage Distribution of the Respondent’s Frequency of Visiting
Malls
In table 6 it presents the frequency of visiting malls of the respondents. Based from the
results, majority visit malls twice a week with the evidence of 41 percent.
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Frequency of visiting malls
F %
Everyday 21 10.5Once a week 56 28Twice a week 82 41Once a month 15 7.5Others 26 113TOTAL 200 100
Duration of visiting malls F %
30minutes-1hour 24 121.5hours-2hours 86 432.5-3hours 65 32.54hours above 15 7.5others 10 5TOTAL 200 100
Table 7: Frequency Distribution and Percentage of the Respondent’s Duration of visiting
malls
In table 7 it presents the respondents’ duration of stay on visiting malls. Based from the
result most of the respondents spends 1 .5hours to 2 hours on visiting malls. In the study of
Zafar et al. most of the respondents spend two and a half hours during their malls visit,
compared with the students in Angeles University Foundation they spend about 1.5 to 2
hours which means Malaysian students spend more time in visiting malls compared those
of the students in Angeles University Foundation.
The Dimensions of Bloch et al. (1994) that explained the motives of the respondents’ in
visiting shopping malls
AESTHETIC 5 4 3 2 1 TOTAL
F P F P F P F P F P F P
The interior design of the malls Usually attracts my attentions.
97 48.5 70 35 23 11.5 6 3 4 2 200 100
The environment 112 56 66 33 15 7.5 5 2.5 2 1 200 100
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(i.e. lighting and decoration) in the malls attracts my attentions.I am usually in a good mood When I am in mall.
82 41 111 55.5 1 0.5 4 2 2 1 200 100
Table 8: Frequency and Percentage Distribution of the Respondents’ answer on Aesthetic
Dimension
FLOW 5 4 3 2 1 TOTAL
F P F P F P F P F P F PWhen I am in mall, I feel like I am in another world
0 0 1 .5 0 0 0 0 199 99.5 200 100
I lose track of time, when I am inside the mall.
185 92. 10 5 0 0 2 1 3 1.5 200 100
Table 8 shows that majority of the respondents strongly agree that the environment of the
malls attracts their attention. Respondents enjoy visiting malls because of the environment
inside the mall (e.g. lighting, decorations, ambience, and music). Similar with the study of
Zafar et al. the same item got the highest score.
Table 9: Frequency and Percentage Distribution of the Respondents’ answer on Flow
Dimension
Table 9 shows that second item got the highest percentage, which is 92.5 meaning, Most
of the respondents lose track of time when they are inside the malls. Most of the
respondents strongly agree on the item. The same result was yielded from the study of
Zafar et al.
ESCAPE 5 4 3 2 1 TOTAL
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F P F P F P F P F P F PWhen I am bored, the mall is a good place to go. And When I am alone and need something to do, the mall is a good place to go.
78 39 102 51 2 1 9 4.5 9 4.5 200 100
When I am stressful, the mall is a good place to go. And I feel relax during my mall visit
103 51.5 90 45 0 0 3 1.5 4 2 200 100
I visit the mall to avoid the bad Weather.
71 35.5 60 30 28 14 5 2.5 36 18 200 100
I visit the mall as a diversion from the daily routine life as a student. And I visit the mall after the class
118 59 68 34 2 1 11 5.5 1 .5 200 100
Table 10: Frequency and Percentage Distribution of the Respondents’ answer on Escape
Dimension
Table 10 shows that most of the respondents visit malls because it is a diversion from their
daily routine life as a student and they visit malls after class. In the study of Zafar et al. the
highest score was the second item which is the feeling of relaxation when students are in
the mall while on this study this item ranked second to the highest with a percentage of
51.5.
SOCIAL 5 4 3 2 1 TOTAL
F P F P F P F P F P F P
Going to the mall is an enjoyable experience when I am with friends and families.
197 98.5 1 .5 1 .5 0 0 1 .5 200 100
The sales person in the mall is more responsive and friendly.
102 51 68 34 5 2.5 10 5 15 7.5 200 100
Going to the mall 87 43.5 0 45 1 0 4 .5 1 6.5 200 100
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is to meet other people.
Table 11: Frequency and Percentage Distribution of the Respondents’ answer on Social
Dimension
Table 11 shows the highest percentile was 98.5 accounted for the first item. Majority of
the respondents strongly agree that going to mall is enjoyable when they are with their
friends and families. Respondents tend to socialize with their friends when they are in
malls. The result is similar to the study of Zafar et al. where in Malaysian students are
enjoying visiting malls with their families and friends
Analysis
The data were examined using frequency analysis. Frequency analysis was used to
get the first two objectives of the study to determine the habits and shopping behavior of
the college students in Angeles University Foundation.
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After gathering all the completed questionnaires from the respondents’ responses on
each item were obtained and tabulated. A total of 200 participants responded in the study.
On the study, the demographic profile is presented on the table 1 for the age range, table 2
for the gender, table 3 for the marital status, and table 4 for the year level of education of
respondents. As for the socioeconomic status of the respondents, they have presented the
respondents monthly allowance on table 5. On table 6 the respondents’ frequency of
visiting malls was presented. On table 7 the researchers presented the duration of visiting
malls by the respondents and on table 8 to 11 they have presented the 4 dimensions of
shopping malls intended to examine the motives of college students in visiting shopping
malls.
As the researchers discussed earlier; there are a variety of reasons (or factors) why the
college students of Angeles University Foundations visit shopping malls (i.e. aesthetic,
escape, flow, and social dimensions).
Chapter V
Summary, Conclusion, Recommendation
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This chapter presents the summary of the data and findings derive conclusions from
them and propose recommendations based on the data and finding, the purpose of this
study was to determine the shopping behavior of AUF College students.
Summary
In this study the researchers’ used frequency and percentage distribution in the
presentation of data. The researchers choose the convenience sampling method as a
procedure to select the respondents’ of the study. The study was conduct in Angeles
University Foundation located at Mc. Arthur Hi-way Angeles City. Also the researchers
will be using survey instruments, which was the main data gathering instrument for the
study.
Based from the study majority of the population of the respondents range from the
age of 18-19 years old that is suited in adolescent stage and the least percentage of the
respondents range from 24-25 years of age that is more suited from adults. Also most of
the respondents are females with a percents of 64, and majority of them are single and
based from the level of education of the respondents most of them are 4 th year students
form different colleges with a percent of 30.5 and the least number of year level of the
respondents who visit malls are 5th year students were in thy got the percentage of 7. From
the socio economic status of the respondents monthly allowance majority of them falls
under the range of 4000-6,500 with 61.5% and most them visit malls at least twice a week,
and in terms of the duration of stay they spend one and half to three hours inside the mall.
It indicates that students really enjoy their stay at the mall. The study also found out that
Page | 56
the respondents are attracted to visit these malls mainly because of its environment like the
decorations, lighting, ambiance and music. Furthermore, the respondents
are fun of visiting malls because it is enjoyable experience when they are with their
friends, families and peers and part of their daily routine as a students.
Conclusion
We therefore conclude that visiting malls is already a part of every Filipino,
especially to students. Like the students in Angeles University Foundation they tend to go
here mainly because of its environment like the decorations, lighting, ambiance and music,
the enjoyable experience when they are with their friends, families and peers and part of
their daily routine as students. And this may develop their interpersonal relationship with
other people. And malls offer high levels of sensory stimulation for the students to relax to
be away from stress and to escape from boredom so this is important for students
especially if they are tired after school and that’s mall became a part of student’s life.
Recommendation
Based from the study, here are the ideas that could be considered for further
studies:
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1. This study concentrated on the shopping behavior of college students. It is
recommended that a study on shopping behavior among other group of individuals
such as adults working or parents may also be conducted. This will serve as a basis
if there are any differences among the other groups.
2. Social psychologists may look deeper on the various reasons or purposes why
people love to go malls. If there are any differences among the preferences of
people living in the rural areas and urban areas here in the Philippines.
3. It is also suggested that a study on the insights of people about the development of
different malls here in Angeles City could be done.
4. One of the results of this study is that students are attracted to visit malls because of
its environment. For the owners of small business establishments they should
maintain their facilities and the ambience of the place to attract more consumers.
5. For the students, they should be guided by their parents in handling their time and
money they spend at malls. They should have a time management for their
recreational activities and study.
6. It is suggested that a study on who those teenagers prefer to go to malls could be
done to know why teens tend to visit malls more often with their friends than
family.
Bibliography
Page | 58
Ahmed et al., (2007), Malaysian shopping mall behavior: An exploratory study.
Assael, H. (1987), Consumer Behavior and Marketing Action, 3rd ed., Kent
Publishing Company, Boston, MA.
Bloch, P.H., Ridgway, N.M. and Dawson, S.A. (1994), the consumer mall as shopping habitat.
Buns, D.J Warren, H.B. (1995), Need for uniqueness: Shopping mall preference and choice activity. International journal of retail and Distribution Management.
Christine, AR., Mullis, R.L., Roslyn Summer, R.H.(1997), Adolescents and adults at the mall: Dyadic interactions.
Cooper, D.R. and Schindler, P.S. (1998), Business Research Methods, 6th ed., McGraw-Hill, New York, NY.
Hagloch, S.B. (2006) it’s a Mall World. Library Journal.
Lui K. F. (1997), "Shopping behavior in Kuala Lumpur shopping malls", University Putra Malaysia.
Michon et al.(2007). The shopping Experience of female Fashion Leaders. International Journal of Retail and Distribution Management.
Michon, R. and Chebat, J-C. (2004), "Cross-cultural mall shopping values and habitats: a comparison between English- and French-speaking Canadians", Journal of Business Research, Vol. 57 No. 8, pp. 883-92.
Page | 59
Miller; R. (April 1, 2004). Follow the Crowds.
Nicholls et al. The seven year itch? Mall Shopper across time. The Journal of Consumer Marketing; 2002
Openshaw, K. J. Influence of Peers on Shopping. Department of Psychology, Dominican University of California, 50 Acacia Avenue, San Rafael, Ca. 94901.
Peter, J.P. and Olson, J.C. (1994), Understanding Consumer Behavior, Irwin Inc, Homewood, IL.
Reid, R. and Brown, S. (1996), "I hate shopping! an introspective perspective", International Journal of Retail & Distribution Management, Vol. 24 No. 4, pp 4-16
Readdick, C.A., Mullis, R.L., Adolescents and adults at the mall: Dyadic interactions.
Tabak et al., High school girls' shopping mall experiences, perception and expectations: A Qualitative Study. EGE Academic Review 2006, Vol. 6, Iss. 1, Pp. 107-120
Underhill, P. (2005), Call of the Mall. Simon Schuster, New York, NY.
Wakefield, K. L. and Baker, J. (1998), "Excitement at the mall: determinants and effects on shopping", Journal of Retailing, Fall, pp. 515-50.
Wilkie, William L. (1994). Consumer Behavior, 3rd ed. New York: Wiley.
http://www.wordiq.com/definition/Shopping_mall
http://en.wikipedia.org/wiki/Angeles_City
http://en.wikipedia.org/wiki/SM_City_Clark
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http://www.consumerpsychologist.com/cb_Introduction.html
http://writing.colostate.edu/guides/research/survey/com4b1a.cfm
http://changingminds.org/explanations/research/sampling/purposive_sampling
http://copperwiki.org/index.php/Shopping_Malls
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines ).
(http://www.amazines.com/malls_related.html?
catid=0&page=2&returnto=&searchStr=malls&searchby=kw)
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Questionnaires
This first set is a survey to differentiate the profile of individual including the frequency, and duration of visiting shopping malls.
Demographic Profile
Age:Gender:Year Level:
___First Year College___Second Year College___Third Year College___Fourth Year College____________Others
Marital Status:___Single___Married____________Others
Socio-Economic StatusYour allowance every month____________
The frequency of visiting shopping malls:___Everyday___Once in a week___Once in a month___________Others
The duration of visiting shopping malls:___30min to 1hr___1.5h to 2hr___2.5 to 3h___3.5 to 4h___4h and above
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This questionnaire intended to determine the shopping behavior of individual through dimensions.
Instruction: Choose and encircle the number corresponding to your answer according to the scaling from 1-strongly disagree to 5-strongly agree.
Scale:5-strongly agree 2-disagree4-agree 1-strongly disagree3-neutral
Aesthetic1. The interior design of the malls usually attracts my attentions. 5 4 3 2 12. The environment (i.e. lighting and decoration) in the malls attracts attentions. 5 4 3 2 1 3. I am usually in a good mood when I am in mall. 5 4 3 2 1
Escape1. When I am bored, alone and need something to do, the mall is a good place to go. 5 4 3 2 1 2. When I am stressful, the mall is a good place to go and I feel relax during mall visit. 5 4 3 2 13. I visit the mall to avoid the bad weather and traffic congestion. 5 4 3 2 1 4. I visit the mall as a diversion from the daily routine life as a student. 5 4 3 2 1
Flow1. When I am in mall, I feel like I am in another world. 5 4 3 2 1 2. I lose track time, when I am inside the mall. 5 4 3 2 1
Social1. Going to the mall is an enjoyable experience when I am with friends. 5 4 3 2 12. The sales person in the mall is more responsive and friendly. 5 4 3 2 1 3. Going to the mall is to meet other people. 5 4 3 2 1
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List of Tables Pages
Table 1:
Frequency and Percentage Distribution of the Respondent’s Age 48
Table 2:
Frequency and Percentage Distribution of the Respondents’ Gender 48
Table 3:
Frequency and Percentage Distribution of Respondents’ Marital Status 49
Table 4:
Frequency and Percentage Distribution of the respondents’ School Year Level 49
Table 5:
Frequency and Distribution Percentage of the Respondents’ Monthly allowance 50
Table 6:
Frequency and Percentage Distribution of the Respondent’s Frequency of Visiting Malls 50
Table 7:
Frequency Distribution and Percentage of the Respondent’s Duration of visiting malls 51
Table 8:
Frequency and Percentage Distribution of the Respondents’ answer on Aesthetic Dimension 52
Table 9:
Frequency and Percentage Distribution of the Respondents’ answer on Flow Dimension 52
Table 10:
Frequency and Percentage Distribution of the Respondents’ answer on Escape…………
Dimension
Table 11:
Frequency and Percentage Distribution of the Respondents’ answer on Social Dimension...
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Communication Letter
Dr. Carmela S. DizonDean, College of Arts and SciencesAngeles University Foundation
We the undersigned Fourth Year Psychology students of the Angeles University Foundation are presently conducting a study entitled “A Descriptive Study about the Purpose of AUF College Students and Non-Teaching Personnel’s on Malling” for our Research Methodology.
We are requesting your College Department to give us permission to distribute the survey and questionnaire, and have your students fill it up. Rest assured that any information will be treated with at most confidentiality.
Your favorable response is highly appreciated.
Respectfully yours,
Manabat, Christine Elaine S.Santos, Aileen Gail V.Mendez, Kristine I.Tayag, Jeff
Recommending approval:
Arnold G. BucudInstructorResearch Methodolgy
Noted by:
Dr. Trinidad Dizon Chairperson,Social Sciences Department
Approved:
Dr. Carmela S. DizonDean,College of Arts and Sciences
Page | 65
Christine Elaine
Manabat-Serrano
322 Mauli, Pulung masle Guagua Pampanga,Philippines09174411560
e:christineelaineserrano@yahoo.com
Personal Information
Date of Birth: June 16 1988Height: 5’5ftWeight: 125lbsReligion: CatholicSex: FemaleCitizenship: FilipinoMarital status: MarriedLanguage/dialect: Kapampangan, Tagalog, English
Educational Background:
Tertiary
Bachelor of Science in Psychology
Angeles University Foundation
Angeles City
2005 – 2009
Secondary
Saint Anthony College of TechnologyMabalacat , Pampanga 2001 - 2005
Page | 66
PrimarySan Francisco Elementary SchoolMabalacat ,Pampanga 1995 - 2001
AffiliationsKASAUF( Kapisanan ng mga Sikolohista sa Angeles University Foundation ( 2005 to present) , Biological
Sciences Society (2007-2008), Philippine Mental Health Association (September 2007 to present),
KAYANTABE (2008-2009).
KRISTINE INDIONGCO MENDEZ
1034 B. Aquino street, Lourdes Sur East Angeles City, Pampanga
09194460344
Kim_mad18@yahoo.com
Personal Information
Height: 5’6ftWeight: 150lbsReligion: Iglesia ni kristoSex: FemaleCitizenship: FilipinoMarital status: singleLanguage/dialect: Kapampangan, Tagalog, English
Educational Background:
Tertiary
Bachelor of Science in Psychology
Angeles University Foundation
Angeles City
2005 – 2009
Secondary
ACNHS Special Science Class
Angeles City, Pampanga
2000-2004
Page | 67
Primary
Narciso School Inc.
Angeles City, Pampanga
1992-2000
AffiliationsKASAUF( Kapisanan ng mga Sikolohista sa Angeles University Foundation ( 2005 to present) , Biological
Sciences Society (2007-2008), Philippine Mental Health Association (September 2007 to present),
KAYANTABE (2008-2009).
Gail V. Santos# 54 Sapang Pari Macabebe, Pampanga, Philippines
+639235193276/(045) 377-7579
aileensnts_20@yahoo.com/gsaileensnts5@gmail.com
Personal Information
Date of Birth: November 20,1988Height: 5’3ftWeight: 80lbsReligion: born again of christiansSex: FemaleCitizenship: FilipinoMarital status: singleLanguage/dialect: Kapampangan, Tagalog, English
Educational Background:
Tertiary
Bachelor of Science in Psychology
Angeles University Foundation
Angeles City
2005 – 2009
Secondary
Saint Nichol’s Academy
Poblacion Macabebe, Pampanga
Page | 68
2001 - 2005 PrimarySaint Nichol’s Academy
Poblacion Macabebe, Pampanga
1995 - 2001
AffiliationsKASAUF( Kapisanan ng mga Sikolohista sa Angeles University Foundation ( 2005 to present) , Biological
Sciences Society (2007-2008), Philippine Mental Health Association (September 2007 to present),
KAYANTABE (2008-2009).
Jeff Anthony S. Tayag#589 biak na bato st. Angeles city, Pampanga, Philippines
+09064374519
taygjeff@yahoo.com
Personal Information
Date of Birth: November 20,1988Height: 5’8ftWeight: 165bsReligion: catholicSex: maleCitizenship: FilipinoMarital status: singleLanguage/dialect: Kapampangan, Tagalog, English
Educational Background:
Tertiary
Bachelor of Science in Psychology
Angeles University Foundation
Angeles City
2005 – 2009
Secondary
Holy Angel University
Angeles City, Pampanga
Page | 69
2001 - 2005 PrimaryDr. Climente N. Dayrit Sr. Elementary school
Poblacion Macabebe, Pampanga
1995 - 2001
AffiliationsKASAUF( Kapisanan ng mga Sikolohista sa Angeles University Foundation ( 2005 to present) , Biological
Sciences Society (2007-2008), Philippine Mental Health Association (September 2007 to present),
KAYANTABE (2008-2009).
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Communication Letter
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