Republic of the Philippines

Department of Education
Region III
SCHOOLS DIVISION OF ZAMBALES
Zone 6, Iba, Zambales
Tel./Fax No. (047) 602 1391
E-mail Address: [email protected]
website: www.depedzambales.ph

Name: ______________________________________ Grade/Section__________

School: _____________________________________ Date: __________________

LEARNING ACTIVITY SHEET

Computer System Servicing

I. Introduction

When purchasing a product or a service, do you spend a lot of time

considering your decision?

This lesson provides students with a fundamental understanding of

consumer behavior, in particular the customer decision- making process, and
the factors affecting customer discussions (including personal factors,
interpersonal factors and economic /situational factors).

II. Learning Competency

Recognize the potential customer/market in computer system
servicing – LO. 2 TLE_EM7 – 12 – 00-2

III. Objectives:
At the end of this learning activity sheet, you are expected to:

1. classify consumer buying decisions;

2. determine consumer attitudes toward shopping based on needs and
desires – and to explain how these concepts can be applied to retailing.
3. examine consumer attitudes toward shopping and consumer shopping
behavior, including consumer decision process and its stages.
 IV. Discussion
Demographics Lifestyle
– consumer data that is – ways in which
objective, quantifiable, consumers and families
easily identifiable, live and spend time and
measurable spend money

What makes Retail Shoppers Tick?

Demographics and Lifestyles

 Typical household has an annual income of P 267,000

 High incomes lead to high discretionary income

 Philippines male to female ratio was at level of 101.31 males per 100
females in 2015, down from 101.78 males per 100 females in 2010, this
is a change of 0.46%.

Understanding Consumer Lifestyles: Social Factors

Understanding Consumer Lifestyles: Psychological Factors

Social • Culture – A distinctive heritage • What values,

shared by a group of people that norms, and customs are
passes on a series of beliefs, norms most important to the
and customs potential target market?

• Social class - Informal ranking of • Are potential consumers

people based on income, occupation, lower, middle, or upper
education & other factors class? Are they socially
mobile?
• Reference group - Aspirational – • To whom do people look
person doesn’t belong but wishes to - for purchasing advice?
Membership –person does belong
Dissociative –person doesn’t want to
belong • In what stages of
• Family life cycle - How a traditional the cycle are the bulk of
family moves from bachelorhood to potential customers?
children to solitary retirement • How do people
• Time utilization - The activities in spend time? How do they
which a person is involved and the feel about their shopping
amount of time allocated to them - If time?
busy – convenience important
• Household lifecycle
Psychological • Personality - Sum total of • Do potential
individual’s traits, which make customers have
them unique - Innovativeness, identifiable personality
self-confidence, sociability traits?
• Class consciousness - Extent to
which a person desires and
pursues social status
• Attitudes - Pos/neutral/neg
feelings a person has about • Are potential
different topics consumer’s status
• Perceived risk - Level of risk conscious?
consumers believes exist regarding • How does the potential
the purchase of a specific target market feel about
good/service the retailer and its
• Functional –will it perform well? offerings in terms of
• Physical – can it hurt me? specific strategy
• Financial –can I afford it? components?
• Social – what will my peers think? • Do potential
• Psychological –am I doing the customers feel risk in
right thing? connection with the
• Time – how much shopping effort retailer?
is needed?

Retailing implications of consumer demographics and lifestyles

• Gender roles
- Willingness to switch brands is a sentiment most aligned with female
consumers
- Store choice also affected
- Huge amount of working women
- Tend to be more self-confident, concerned with convenience,
individualistic
- More knowledgeable
- More interested in leisure activities
- Men now take more care of their children, shop for food, do laundry

• Generation differences
– Gen Y: spending has remained much higher
 - Baby boomers: fear the slowdown, investing heavily and taking a risk
aversion attitude
- Gen Z: thrifty, worry about money, have strong convictions about paying bills
on time, don’t like to owe money, put quality of life ahead of materialistic goals
• Consumer sophistication and confidence
-Many shoppers now knowledgeable
- More aware of trends in tastes, styles, goods and services
• Poverty of time
- Increase in working women, desire for personal fulfilment, daily job commute
and need for people to have second jobs may result in consumers feeling time
pressured
- Firms can be open for longer hours, reduce checkout time, add on floor sales
personnel, websites
- Ready meals
• Component lifestyles - Shopping is less predictable and more individualistic

Three Special Market Segments

In-Home Shoppers Online Shoppers Out shoppers
• Shopping is • Use of Web for • Out-of-hometown
discretionary, not decision- making shopping
necessary process as well as • Young, members of a
• Convenience is buying process large family, and new
important • Convenience is to the community
• Active, affluent, important • Income and
well-educated • Above average education vary
• Self-confident, incomes, well- • They like to travel,
younger, educated enjoy fine food, are
adventuresome • Time scarcity is a active, and read out-
• Time scarcity is motivator of-town newspapers
not a motivator
 V. Activities
A. Categorization of Consumer Buying Decisions. Categorize the
following products based on its characteristics. Write the answer on the
blank.

1. Fruits ___________
2. DVD’s ___________
3. University courses ___________
4. Computers ___________
5. Facial Services ___________
6. Cosmetic surgeries ___________
7. Sports shoes ___________
8. Reference Books ___________
9. Houses ___________
10. Tissue packs __________

B. Multiple Choice. Write the letter of the correct answer on the

blank.

_____1. Willingness to switch brands is a sentiment most aligned with female

consumers.
a. Gender Roles b. Consumer sophistication and confidence
c. Generation differences d. Poverty of time
______2. Baby boomers: fear the slowdown, investing heavily and taking a risk
aversion attitude
a. Gender Roles b. Consumer sophistication and confidence
c. Generation differences d. Poverty of time
______3. Increase in working women, desire for personal fulfilment, daily job
commute and need for people to have second jobs may result in consumers
feeling time pressured.
a. Gender Roles b. Consumer sophistication and confidence
c. Generation differences d. Poverty of time
______4. Many shoppers now knowledgeable and more aware of trends in tastes,
styles, goods and services.
______5. Informal ranking of people based on income, occupation, education &
other factors.
a. Social Class b. Family life cycle
c. Reference Group d. Time Utilization
______6. Aspirational person doesn’t belong but wishes to.
 a. Social Class b. Family life cycle
c. Reference Group d. Time Utilization
______7. How a traditional family moves from bachelorhood to children to solitary
retirement.
a. Social Class b. Family life cycle
c. Reference Group d. Time Utilization
______8. This activities in which a person is involved and the amount of time
allocated to them.
a. Social Class b. Family life cycle
c. Reference Group d. Time Utilization
______9. Sum total of individuals traits, which make them unique -
innovativeness, self-confidence, sociability.
a. Personality b. Class consciousness
c. Attitudes d. Perceived Risk
______10. Extend to which a person desires and pursues social status.
a. Personality b. Class consciousness
c. Attitudes d. Perceived Risk

C. True or False. Write T if the statement is true and F if false. Write the
correct answer on the blank.
___1. Lifestyle is a way in which consumers and families live spend time and
money.
___2. Demographics is hardly identifiable and measurable.
___3. Through Demographics and Lifestyle, you can examine consumer
attitudes toward shopping and consumer.
___4. Typical household has an annual income of P100,000.
___5. High incomes lead to high discretionary income.
___6. Shopping is discretionary, not necessary from out shoppers.
___7. In home shoppers, convenience is very necessary.
___8. Generation Y are more thrifty compare to Generation Z.
___9. Many shoppers now are knowledgeable enough about the quality of
a product.
___10. Store choice are also affected because of gender roles.

13
VI. Reflection
Drag/write your choices below to the box where they belong.

Social Factors Psychological Factors

Social Class Class-consciousness Time Utilization

Personality Reference Purchase importance
Culture Perceived Risk
Attitude Family Life

VII. References

➢ https://www.edb.gov.hk/attachment/en/curriculumdevelopment/kla
/technology-edu/resources/business-edu/topic%20m08_eng.pdf
➢ https://www.slideshare.net/thapasir/identification-and-
understanding-consumers-75434254

Prepared by:

BARTOLOME H. JAVILLONAR JR.

Teacher III
Subic National High School – Senior High
District of Subic
VIII. Key to Corrections

A. Answer key B. Answer key C. Answer key

1. Category 1 1. A 1. T
2. Category 2 2. C 2. F
3. Category 3 3. D 3. T
4. Category 2 4. B 4. F
5. Category 2 5. A 5. T
6.Category 3 6. C 6. F
7. Category 2 7. B 7. T
8. Category 2 8. D 8. F
9. Category 3 9. C 9. T
10. Category 1 10. B 10. T