Duro, Illeana Eicka T., Garcia, Hannah Sophia A., Hanopol, Rikki Mae B., Navarro, Julienne., Vergara, Roberto  4  0   <br/><br/>
A study of the purchasing behavior of PLMBS College Students towards IOS devices        6 
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<br/><br/>   Business Research: (BSBA major Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023 
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<br/><br/> Abstract  The paper focuses on the purchasing behavior of PLMBS College Students towards IOS Devices. The researchers aimed to discover if peer influence, brand recognition, product features, and product price influence students' purchasing behavior for IOS devices. The study used a descriptive-correlational research design to describe and examine the relationships between these factors and purchasing behavior. The study discovered that peer influence had a considerable impact on the students' purchasing behavior. This shows that their peers' opinions and recommendations have a significant impact on their purchasing decisions. Another key aspect impacting the purchase behavior of PLMBS students is brand recognition. When it came to IOS devices, they were influenced by its reputation and perceived worth. Product attributes like aesthetics, camera quality, operating system, security system, and overall quality of the device had a substantial impact on their purchasing behavior. These factors were critical considerations for students when determining which IOS device to purchase, and price was discovered to be a significant factor influencing PLMBS students' purchasing behavior toward lOS devices. Perceived value for money is an important factor in their decision-making process. Based on the results, it can be said that peer influence, brand recognition, product features, product price, and PLMBS college students' purchasing behavior for ios devices are indeed significantly correlated.       
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