STUDENTS BUYING BEHAVIOR TOWARDS UKAY-UKAY STORE: A

BASIS

FOR ENTREPRENEURIAL DEVELOPMENT PLAN

CABRERA, KRISTINE JOY, CLAVE, HENRY, GRAVAMEN, ERICSON A,

MANALO, MERRY ROSSE N, PRUDENCIADO, AARON JOHN C,
SAAVEDRA, ANGELYN, SARUDA, ARLYN MAE C., SARUDA, SHELLA
MAE C, SIERVO, ANGELICA MAE C.
1
Faculty for the College of Business and Management CiTi Global College Inc.
Cabuyao, Laguna Philippines

ABSTRACT

This study investigates the factors driving student patronage of ukay-ukay

(second-hand clothing stores) in the Philippines, focusing on budget
considerations, style preferences, and sustainability. A descriptive survey of
447 students reveals that ukay-ukay shopping is particularly prevalent among
younger students, with a strong interest from male students. Students
demonstrate complex buying behaviors, prioritizing quality and brand while
seeking unique and exciting finds. The study also explores dissonance-
reducing behaviors and habitual purchasing patterns among students. These
findings offer valuable insights for entrepreneurs and marketers in the ukay-
ukay industry, emphasizing the need for targeted marketing strategies, quality
assurance, and the creation of a unique and engaging shopping experience.

Keywords: ukay-ukay, second-hand clothing, student consumers, Philippines,

consumer behavior, sustainability, thrift shopping, entrepreneurial strategies,
marketing, complex buying behavior, dissonance-reducing behavior, habitual
purchasing.
INTRODUCTION

From fashion faded prints to summer sequins, the roots are many.
Thrift shopping or "ukay-ukay" has become a trendy thing recently and also
sustainable, a practical option for those who want to keep their fashionable life
at very affordable price. However, the demand for such clothes remains high
despite quality issues as people still crave cheap clothing and also due to
concerns about recycled products. The following study analyzes the factors
among students that entice them to patronize ukay-ukay regarding their
budget, style preferences and sustainability.

The paper studies the workings of the ukay-ukay market; and how it
has transformed from thrifting as a compulsion to an intentional preference,
showcasing mindful consumerism. This is an exploratory study that profiles
student behavior and purchase patterns to reflect on the changing face of
fashion consumption. This knowledge may prove helpful for retailers and
marketers looking to reach the growing population of budget-minded, eco-
friendly buyers.

Literatures

A literature review and associated research regarding the instructional

leadership of student learning development are provided in chapter 2. The
chapter contextualizes the ukay-ukay industry at various levels on consumer,
market, and sustainability domains as it investigates both foreign and local
literatures.

The chapter opens with an understanding of customer engagement

from the perspective of the ukay-ukay market, because online platforms and
communities bring about a feeling of belonging and purchase motivation
resulting to repeat purchase. Influence of eWOM, environmental concerns
and gen y attitudes on consumer choices and purchase intention. This shows
why having clear communication strategies is imperative in popularizing the
advantages of second-hand clothing and building a culture of conscious
consumption.

Next level customer engagement, then taking a deeper dive into the
impact of second hand apparel on individuals, communities and environment.
It talks about ukay-ukay contributing to sustainable fashion, creating less
textile waste, and building a circular economy. They also point out how ukay-
ukay is an important element of the cultural space, as it plays a dimension of
local markets such as that in Baguio City where climate and conditions rarely
change but becomes an intercultural interaction based on proximity to
modernity by opening up avenues of fashion inclusion that become important
elements within the values of agency.

2
 In addition, the chapter examines shifting market trends in the ukay-
ukay market such as online buying among customers, underlying trends with
Gen Z consumers and rising interest in sustainable and ethically-sourced
clothing. The script investigates the economics of ukay-ukay, in a global and
local perspective, shedding light on some of the challenges and opportunities
that businesses face. These insights highlight the importance for businesses
to align adaptation of sustainable practices with new consumer preferences
as well as ethical sourcing and pricing strategies.

Along with the market dynamics, this chapter also examines consumer
behavior especially considering service guarantees and experiences in ukay-
ukay. Investigates the effects of product quality, pricing flexibility, and
consumers bargaining on customer satisfaction and loyalty. The study also
discusses the moral issues regarding the hiking of ukay-ukay costs and its
effects on low-income people who rely on reasonably priced, pre-owned
apparel.

Key findings are pointed out at final of the chapter, demonstrate the
relationship between existing literature and the objectives set in this study.
With these insights, the paper shines light on the relationship between
consumer involvement and market forces and sustainability in ukay-ukay,
useful information for entrepreneurs and policymakers wishing to promote
sustainable consumption behavior or want to ensure that a second-hand
clothing market can thrive.

Research Questions

The researchers aim to determine the Student's Buying Behavior

towards Ukay-ukay stores to Students of College Business and Management
at CITI Global College.
Especially, it sought to answer the following questions.
1. What are the demographic profiles of the respondents in terms of?
1.1 Age;
1.2 Gender;
1.3 Year;and
1.4 Program
2. What is the buying behavior of the respondents in terms of:
2.1. Complex-buying behavior
2.2. Dissonance-reducing buying behavior
2.3. Habitual buying behavior
2.4. Variety-seeking buying behavior

METHODOLOGY

Design
The descriptive survey design was used in this study to determine the
purchasing behavior of high school students based on thrift stores. The
3
research involves a quantitative analysis of data collected through
questionnaires to uncover patterns and trends in how students are purchasing.
Such allows to conduct a wide analysis of preferences/demographics of the
respondents thus offering interesting information for entrepreneurs and
marketers of ukay-ukay.

This is a cross-sectional analysis of current buying behaviors through

marketing and consumer research for students of the College of Business and
Management at CITI Global College. Though unable to provide longitudinal
changes, it is still a snapshot of trends today; knowledge that can guide
business decision-making as the ukay-ukay industry reposition around its
student target market.

This research seeks to identify certain characteristics of ukay-ukay

consumer behaviour among students in the context of rapid growth of this
market by looking at demographics, buying patterns and preferences etc. The
Insights it generates will help organizations to effectively target and serve the
needs of this particular consumer segment.

Population and Sampling.

This study will focus on 210 students from the College of Business and
Management at Citi Global College, selected through a combination of simple
random and convenient sampling. A questionnaire will gather data on student
demographics and buying behavior, which will be analyzed to identify trends
and variations in their ukay-ukay purchasing habits.

Table 1. Respondents’ Population and Sample

RESPONDENTS POPULATION SIZE SAMPLE SIZE

BSTM 239 150
BSAIS 56 50
BSE 46 41
BSBA 106 84
TOTAL 447 325

Instrumentation.

This study uses a self-made questionnaire to survey College Business

Management students at CITI Global about their ukay-ukay buying behaviors.
The survey has two sections: the first gathers personal information using a
rating scale, and the second explores buying behaviors with a mix of question
types. Researchers carefully considered the level of measurement and
question structure to ensure accurate and meaningful data collection. To
improve respondent engagement, statements on certain topics were
shortened.

4
Data Source

This research will utilize two primary data sources to understand

student buying behavior towards ukay-ukay stores. First, a survey
questionnaire will be administered to a sample of students. This questionnaire
will gather quantitative data on purchasing habits, preferences, and
motivations related to ukay-ukay shopping. It will explore factors like
frequency of visits, spending patterns, product categories of interest, and the
influence of price, quality, and social factors on their buying decisions. This
structured data will provide a broad overview of student engagement with the
ukay-ukay market.

To complement the survey findings, quantitative data will be collected through

structured interviews with a representative sample of students. These
interviews will utilize a standardized questionnaire with closed-ended
questions to gather quantifiable data on:
 Frequency of ukay-ukay shopping: How often students shop at ukay-
ukay stores (e.g., weekly, monthly).
 Spending habits: Average expenditure per visit and monthly/yearly
spending on ukay-ukay purchases.
 Motivations for shopping: Using a rating scale to assess the importance
of factors like price, uniqueness, sustainability, and brand variety.
 Preferences and satisfaction: Quantifying satisfaction levels with
various aspects of ukay-ukay shopping (e.g., product quality, store
environment, finding desired items).

This quantitative approach will allow for statistical analysis of the data,
enabling the identification of trends and patterns in student buying behavior.
For example:
 Correlation analysis: Determine if there is a relationship between
spending habits and motivations (e.g., do students who prioritize
sustainability spend more?).
 Regression analysis: Predict future ukay-ukay spending based on
factors like frequency and satisfaction.
Combining these quantitative insights with the survey data will provide a
comprehensive and data-driven understanding of student buying behavior,
informing the development of a robust and relevant entrepreneurial plan.

Data Analysis.

This study will employ the following statistical treatments to analyze the
collected data:
 Percentage: To express proportions and frequencies of responses.
 Weighted Mean: To determine the average response considering
varying levels of importance.
 Pearson's Correlation: To examine the relationship between two
variables.

5
 These methods will be used to analyze and interpret the data, presented in
tables for clarity and ease of understanding.
Demographic profile of the respondents in terms of Age, Gender , Program, and
Year of the Study

RESULTS AND DISCUSSIONS

Table 1.1

Problem No. 1: Respondents Profile in terms of Age.

The majority of the 449 students surveyed (81%) were between 18 and
23 years old, indicating that ukay-ukay shopping is most popular among
young adults. This likely reflects their need for affordable options while
developing financial independence. While the sample size of older students
was small, their participation suggests motivations beyond price, such as
sustainability and finding unique items.

This age-related trend aligns with research on self-efficacy and

metacognitive calibration, which suggests that thrift shopping can empower
students to make independent, value-driven decisions while managing their
finances effectively. An entrepreneurial development plan could capitalize on
this by incorporating educational components on budgeting and financial
literacy, further attracting students and fostering customer loyalty.

6
Table 1.2

Problem No. 1: Respondents Profile in terms of Gender.

The survey reveals that 60.4% of the 449 respondents are male, 30.7%
are female, and 9% identify as Non-binary, Gay, or prefer not to say. This
gender distribution suggests a strong male interest in ukay-ukay, with
potential implications for product offerings and marketing strategies. While
female respondents also show significant interest, their motivations might
differ, perhaps focusing on variety and affordability. Understanding these
nuances can help entrepreneurs tailor their businesses to better cater to
diverse customer segments and create a more inclusive shopping experience.

Furthermore, this gender data can be utilized in conjunction with

metacognitive theories and ICT tools to enhance customer satisfaction and
loyalty. By analyzing purchasing behaviors and preferences, ukay-ukay
businesses can leverage digital platforms and predictive analytics to optimize
marketing campaigns, inventory management, and overall shopping
experiences. This data-driven approach can lead to more effective
entrepreneurial strategies within the second-hand apparel industry.

7
Table 1.3

Problem No. 1: Respondents Profile in terms of Program.

The respondents were mostly students from Business and Accounting

(BSAIS 53.5%, BSBA 23.6%), Entrepreneurship (BSE 12.7%) and Tourism
(BSTM 10.2%). There could be a link between the course they are taking and
their ukay-ukay shopping habits, as students who have Business and
Accounting related courses may be more likely to practice frugal buying
because of what they learn in school about finances.

Recognizing these program-based preferences enables individualized

entrepreneurship strategies. For students coming from Business and
Accounting, marketing can underscore the value of used clothing or suggest
practical tips on how to wash them; while those studying entrepreneurship
and tourism could promote sustainable consumption and unique ukay finds.
Such targeted approach based on consumer choice theory can serve as a
rational roadmap for entrepreneurs in the second-hand clothing space to
optimize their business development plans.

8
Table 1.4

Problem No. 1: Respondents Profile in terms of Year of Study.

The survey, which was administered to 449 students and included the
most freshmen (36.3%) and sophomores (33.9%), encompassed a wide
range of questions including how sexual harassment is defined on campus, if
enforcement happens, what resources can be used for prevention, and the
perceived likelihood of generating reports at any level outside of informal
discussions. Interestingly, ukay-ukay patronage dropped with every
advancement in year level - fourth-year students had the least ukay-ukay
engagement at 11.6%. Younger students, possibly working with tighter
budgets and less established personal styles, are likely attracted to the low
cost and variety of ukay-ukay.

For entrepreneurs, this trend offers some relevant insights. Younger

students are usually more price and variety driven, whereas older students
will be keen to develop a professional wardrobe with quality and interesting
vintage pieces. This lends itself to targeted year group marketing strategies.
By limiting their endeavours to these three segments — social, economic and
cultural — ukay–ukay entities can then more effectively position themselves
within the diverse student market without redundant or ineffective efforts
mounted.

9
Table 2.1

Problem No. 2: The buying behavior of the respondents in terms of

Complex- buying behavior.

Based on the analysis of the chart, it can be inferred that students have
a convoluted and careful approach towards ukay-ukay shopping. They do
their research, compare, and prioritize quality and brand in a rational manner.
This implies that ukay-ukay business should emphasize product information,
quality assurance and ease of comparison to serve these selective shoppers.
Also, the use of social proof in testimonials and reviews can also help boost
credibility to capture students.

In short, to have a profitable ukay-ukay business, you need to respond

well to how students shop in an organized, structured manner. Which means
you are making efforts for creating a better atmosphere for research and
contemplation–either in traditional store or online. This strategy, in-tune with
the perceptions and behaviors of students will help the ukay-ukay to give its
clientele what it wants while also attaining loyalty that would serve as a ticket
to gaining higher sales.

10
Table 2.2

Problem No. 2: The buying behavior of the respondents in terms of

Dissonance-reducing buying behavior.

The chart shows the cognitive dissonance felt by students after

purchasing from ukay-ukay stores. They generally rationalize their purchases,
are brand loyalists, and do not return the merchandise. This indicates they
adopt strategies to reduce uncertainty and possibility of regret related to
second-hand shopping being inherently unpredictable.

To counter this, entrepreneurs can provide optimistic return policies,

detailed product descriptions, and quality guarantees. Focusing on positive
reviews and unique finds in marketing campaigns can also reduce buyer's
remorse. Therefore, by knowing and counteracting these dissonance-
reduction behaviours, businesses will be able to improve customer
satisfaction as well as loyalty and create a competitive advantage in ukay-
ukay.

11
Table 2.3

Problem No. 2: The buying behavior of the respondents in terms of Habitual

buying behavior.

As seen from the chart, student buying behavior in ukay-ukay is

sometimes affected by habit such as buying the same few stores over and
over again for satisfaction. It implies familiarity, accessibility and affordability
take precedence over variety and price when it comes to shopping for ukay-
ukay. Some students tend to be impulsive buyers, while others are more
selective everyday (in such habitual context, shows the diversity of shopping
styles within the group).

For entrepreneurs, this means that habitual purchasing behaviors

ought to be accommodated through customer loyalty programs, pricing
competitiveness and location convenience. Like how educational
environments should accommodate the different aspects of learning, ukay-
ukay stores should create conducive ways to shop that are both accessible
and fun for their regular clientele. That means: a well-organized store, visually
appealing displays, and items that customers want to buy on-demand.
Moreover, a convenience and home related business can take things to the
next level by providing an online shopping experience that complements the
physical store. Thus, knowledge of these habits can help ukay-ukay

12
businesses build customer loyalty and get the most out of their business
model in this competitive market.

Table 2.4

Problem No. 2: The buying behavior of the respondents in terms of Variety-

seeking behavior.

A key finding in the factor model of Items 1-5 is that students are highly
likely to strongly agree with the notion of going from ukay-ukay shops to shop
for new and exciting finds, perhaps as a testament to novelty-seeking
behaviour associated also with the thrill-of-the-hunt. Implying by this that
ukay-ukay shopping in particular is an experience, an adventure, a treasure
hunt taking them beyond simple acquisition. This creates a bigger opportunity
for entrepreneurs to advise novelty products, track inventory frequently, and
lay down the store in such a way that it encourages exploration.

By having some online components and some personalized shopping

services, the students will be able to have a more unique experience with
numerous options which is always what they are looking for. Treasure hunts
or days devoted to dealing with a specific subject could also work, particularly
when you think about their desire for novelty and excitement. And through
these variety-seeking motivations, entrepreneurs can make their ukay-ukay
stores on the adventurous side for millennial consumers.
13
 Table 2.1

Problem No. 2: Respondents’ Complex Buying Behavior

Strongly Strongly Weighte Descriptive
Statement Agree Disagree Rank
Agree Disagree d Mean Evaluation
I consider
ukay-ukay
shopping
decisions as
significant 130 263 35 19 3.13 Agree 1.5
and need
careful
consideratio
n.
I compare
products
from different
ukay-ukay 133 254 44 16 3.13 Agree 1.5
stores before
making a
purchase.
Quality and
brand are my
top priorities
when 132 249 49 17 3.11 Agree 3
purchasing
from ukay-
ukay stores.
I thoroughly
research the
items before
131 182 112 22 2.94 Disagree 4
purchasing
at ukay-ukay
stores.
I seek advice
from friends
or family
when
117 191 117 22 2.9 Disagree 5
planning to
buy from
ukay-ukay
stores.
Total 3.04 Agree

14
 This study examines how different groups of people approach shopping
at ukay-ukay (secondhand stores). The results show that most shoppers think
carefully about their purchases, comparing quality and brands. They see
these decisions as important, but don't necessarily do extensive research or
rely on advice from others. Essentially, ukay-ukay shoppers are selective,
looking for deals on quality items and well-known brands.

Table 2.1

Problem No. 2: Respondents’ Dissonance-reducing buying behavior

Dissonance- 4 3 2 1 WM Overall Rank DE
reducing buying
behavior
I often feel 91 254 86 16 0.299248 0.386212 3 Disagree
uncertain after
purchasing items
from ukay-ukay
stores.
I try to justify my 146 242 42 17 0.896643 0.386212 1 Agree
choice by focusing
on the positive
aspects of the
purchased item.
I rarely return 115 242 74 16 0.290519 0.386212 4 Disagree
items to ukay-
ukay stores even
if not completely
satisfied.
I usually stick to 148 219 68 12 0.0558836 0.386212 5 Strongly
brands I know and Disagree
trust even at ukay-
ukay stores.
I limit my choices 113 265 59 10 0.388766 0.386212 2 Agree
to a few options to
reduce shopping
stress.

Those who's purchase causes dissonance (doubt or anxiety) after

buying will attempt to reduce this dissonance by emphasizing the positive
qualities of their purchased product. For instance, the highest ranked
statement in a study "I justify my decision by reminiscing only about the
advantages of that product I bought."

15
 For "ukay-ukay" (second-hand) stores, they are less likely to gravitate
towards familiar brands or avoid returning items: the uniqueness and lowered
expectations of such purchases may explain why.

In conclusion, although behavior that reduces dissonance is not

common in this particular context, it would still be beneficial for marketers and
service providers to understand how some consumers take some features
and focus on their positive aspects to calm down their doubts acquired during
a purchase.

Table 1: significant relationship between respondents’ age and

their complex buying

behavior
Decision
F-
Test P-value
statistic
One-way ANOVA 1.17 0.323 There is no significant relationship between
complex buying behavior and age.

The p-value (0.323) is greater than 0.05, indicating no significant

relationship between age and complex buying behavior. This means we
cannot conclude that age influences how complex a person's buying behavior
is based on this data.

Table 2: significant relationship between respondents’ age and their

complex buying

gender
Decision
F-
Test P-value
statistic
One-way ANOVA 17.78 0.61 There is no significant relationship between
complex buying behavior and gender.

Analysis among the three markets found that gender had no

statistically significant relationship complex buying behavior (p=0.61). This
suggests that any differences we observed in buying behavior between sexes
are due to chance.

The F-statistic was, however, high (17.78) indicating possiblly general

differnce between groups but the p-value indicated no statisitically significant
difference. Thus, it seems unnecessary for marketers to employ the gender-
16
 differentiated strategies developed for other consumer groups and product
types with regards to this particular consumer group and product type.

Yet, there are limitations to this study. The focus was limited to gender,
and on complex buying behavior in a specific sample. Things such as age,
income and culture might also impact purchase behavior. There was hope
that this discussed wider omnipresence would extend out to necessary
statistical relationships, for which further investigation is needed.

And, the lack of statistical significance does not indicate practical significance
either. And even if a major relationship was discovered, the magnitude could
be little: that is, the difference in conduct between people may not be
important.

Table 3: significant relationship between respondents’ age and their

complex buying
program
Decision
F-
Test P-value
statistic
One-way ANOVA 61.85 1.03 There is NO statistically significant
relationship between the respondents'
complex buying behavior and their program.

A statistical test showed no relationship between age and participation

in complex buying programs. Therefore, age alone is a poor predictor of
consumer behavior in this context. Marketers should consider other factors
like income and education. These results are specific to this analysis and may
not apply to other situations.

Table 4: significant relationship between respondents’ age and their

complex buying
program
Decision
F-
Test P-value
statistic
One-way ANOVA 4.125 0.25 There is no significant relationship between
the respondents' complex buying behavior
and their year of study

Complex buying behavior was not significant related to age (p=0.25).

There is some variation between age groups, however statistically this
becomes negligible. This does not eliminate the possibility of some
relationship, but a larger or different sample may be required to investigate
other variables.

17
DISCUSSION

Among the many types of businesses emerging, ukay-ukay (second-

hand clothing stores) in particular have become increasingly popular among
students. However, there is limited research on the antecedents influencing
student patronage towards such type of enterprise in a developing country like
the Philippines. Therefore, through this study we aim to explore budget, style
preferences and sustainability can influence student patronage towards these
enterprises. Data were also obtained through questionnaires and descriptive
survey design on 449 students at CITI Global College. Based on the findings,
it can be concluded that ukay-ukay shopping is a prevalent behaviour among
students aged 19-21 years old as they are more likely to constrain expenses,
which makes the ukay-ukay market attractive for male students. Also of
interest, the students have varied purchase behaviours with a high regard for
quality and brand; marketers should keep in mind that both uniqueness and
excitement can be great finds among this age group.

The research additionally discusses the dissonance-reducing

behaviours among student consumption, who seek to rationalise their
purchases and purchase from brands they are familiar with to avoid ambiguity
which comes with second-hand shopping. Students also display regular
purchasing behaviour by always shopping at same known stores, store
convenience is more important to them than anything else. These insights
provide a useful direction for entrepreneurs and marketers in ukay-ukay,
highlighting key considerations surrounding quality, marketing approaches,
and creating an appealing shopping atmosphere that align with student
preferences and needs.

The present study used one-way ANOVA tests to determine complex

buying behavior with respect to different demographic variables. Relationships
between complex buying behavior and age, gender and program of study are
statistically insignificant. This implies that marketing strategies aimed towards
demographic groups will not be promising for your ukay-ukay business. But
the researchers acknowledge methods limitations and caution that other
factors may be at play in this burgeoning market segment, and that further
research is needed.

18
CONCLUSIONS

The plan student buying behavior toward ukay-ukay stores in Cabuyao,

Laguna: a comprise of multiple views; the had given new understandings to
how unique campus freshers were conducive to UK consumption. Focusing
on how habit, variety-seeking and complex consumer decision making
interplay, we have provided a finely grained insight into the student market
segment. These different motivations and behaviours suggest that any
marketing strategies or business plans developed for ukay-ukay businesses
need to account for the heterogeneity of customers.

Such a habitual buying behavior suggests that the response of ukay-

ukay stores must include convenience, accessibility and loyalty programs for
consumers. Competitive Pricing, Streamlined Store Layouts and Online
Navigation The retail landscape is becoming increasingly efficient for student
shoppers seeking low prices and convenience. In addition to the fact that
students easily get bored, ukay-ukay should offer unique items in order to
attract customers as well as rotating inventory strategically and creating
experiences that emulate a sense of discovery and adventure.

Students do operate complex buying programs but their decision-

making process is less influenced by research or outside counsel and more
about the actual product quality, brand reputation and an apples-to-apples
comparison. Hence, ukay-ukay should provide detailed information to its item
items, offer a quality guarantee, and allow users to easily compare their
products. Also, post-purchase dissonance can be tackled through the
implementation of transparent return policies coupled with intricate
descriptions of products to enhance consumer satisfaction and build trust.

The absence of a significant association between age or gender and

complex buying behaviour undermines the traditional practice of
demographic-based market segmentation. Rather than post an ad for ukay-
ukay, they must consider taking a more holistic approach by using specifics
like income level, education, and others to determine effective marketing
capabilities based on individual preferences.

To summarize, this research provides insight into the complexities of

student purchasing behavior when it comes to ukay-ukay buying. The profiles
and statistics related to students, their motivations behind shopping from
ukay-ukay, the decision-making process for choosing to purchase an item
china wholesale suppliers", how they handle stress with chinese oline slave
market have all been discussed and analysed further in this study. These
findings contribute to the existing literature on consumer behavior in
secondhand market and provide entrepreneurs and marketers targeting this
unique student demographic with practical implications.

Future studies may build upon the findings of this study through
elaborate potential ramifications such as investigating other motivations that
19
derive from social media and online platforms driving student ukay-ukay
shopping, ascertain if sustainability concerns can significantly garner a place
amongst their decision-making process in what to purchase especially among
students who are not explicitly enthusiastic about sustainability sounds in
nature itself, and explore whether purposeful marketing strategies impact
different segments of students or have generic effects. Looking deeper into
these complications will help us to further build towards the development of
information that helps ukay-ukay businesses reach their maximum capacity in
catering to the changing lives of student consumers.

RECOMMENDATIONS

The implications for this study provide a number of suggestions as to what

ukay-ukay business may consider doing to improve their operations,
particularly targeting the student market:

1. Better Convenience and Loyalty Building

Refine Store Layouts: Develop stores featuring easy-to-read signs, clearly

defined sections, and aisles designed for quick navigation.

Better Accessibility: Stores should be places where students who want to

indulge can comfortably access. Position the shops close to student hotspots
and have flexible opening hours that follow student lifestyles.

Create Loyalty Programs: Give them rewards, exclusive discounts or even

make it a club and have them sign up for your membership program.
Enhance Digital Assets: Create online platforms such as websites or
applications that allow students to view inventory, compare products and
make purchases easily. Features like online catalogs, virtual try-on tools, and
personalized recommendations could be included.

2. Build A Unique And Diverse Inventory:

Find One-of-a-Kind Items: Make an effort to scout for unique, retro or stylish
clothes that appeal to students' need for creative expression and uniqueness.

Strategic Rotation of Inventory: Work on refreshing stocks at regular

intervals to give a feeling of novelty and repeat visits.

Conduct Themed Sales or Events: Like a "Treasure Hunt" event, these

events will add excitement to shopping and a "sense of discovery."

3. Give Detailed Overview with Quality checking

Provide Profound Description for Each Item: It must cover the brand, size,
material used, condition of usage etc. and any other specialities of the item

20
Conduct Quality Checks: The products bundled have to be at a decent
quality level so there is post purchase dissonance which results in return.

Easier Comparison of Products: Allow students to conveniently compare

similar products on price, brand name, size and any other relevant
characteristics.

Establish Clear-Terms Return Policies: Having clear return policies helps in

creating a sense of trust among the customer and assures them on the
purchase made;

4. Implement a Holistic Marketing Strategy

Beyond demography: Demography (age and sex) is well-documented, but

so are majors in school, income levels, and trending lifestyles — what else
would be useful to know when creating marketing campaigns?

Use of Social Media and Online Platforms: Target students using social
media campaigns, online advertisement and student influencer collaborations.

Focus on Sustainability: Its eco-friendly nature of ukay-ukay shopping can

attract students who are into sustainable consumption.

Market One-of-a-Kind Finds and Experiences: Use interesting content as

well as visuals to promote unique items, the excitement of finding a good deal,
or the thrill of hunting for one.

Compliance with Ethical Standards

This research delves into the buying behavior of students towards

ukay-ukay stores, aiming to provide insights for an entrepreneurial
development plan. Given the nature of the study and the involvement of
human subjects (students), it's crucial to address the following ethical
considerations:

1. Informed Consent:

 Clear Explanation: Students must be fully informed about the research

purpose, procedures, potential benefits and risks of participation, and
their right to withdraw at any time without penalty.

 Voluntary Participation: Ensure that participation is entirely voluntary,

without any coercion or pressure.

 Consent Forms: Obtain written informed consent from each student

participant or, if they are minors, from their parents or legal guardians.

2. Privacy and Confidentiality:

21
  Anonymity: Protect the identities of student participants by ensuring
data is collected and analyzed anonymously. Avoid collecting any
personally identifiable information unless absolutely necessary.

 Data Security: Store research data securely, restricting access to

authorized personnel only. Implement measures to safeguard data
during storage, analysis, and disposal.

 Confidentiality Agreements: If you have a research team, ensure all

members sign confidentiality agreements to protect participant data.

3. Honesty and Transparency:

 Accurate Representation: Accurately represent the research findings

without manipulation or misrepresentation.

 Transparency in Methodology: Clearly describe the research methods

used, including data collection, analysis, and interpretation techniques.

 Disclosure of Funding: If the research is funded by any organization,

disclose the funding source to maintain transparency and address
potential conflicts of interest.

4. Respect for Participants:

 Sensitivity to Student Context: Acknowledge that students may have

varying levels of comfort discussing their buying habits. Be sensitive to
their individual circumstances and avoid asking intrusive or potentially
embarrassing questions.

 Respectful Interactions: Treat all participants with respect and courtesy

throughout the research process.

 Avoidance of Stereotyping: Refrain from making generalizations or

stereotypes about students based on their buying behavior towards
ukay-ukay stores.

5. Potential Benefits and Harms:

 Maximize Benefits: Strive to maximize the potential benefits of the

research. For example, the findings could contribute to a better
understanding of student needs and preferences, leading to the
development of more sustainable and affordable retail options.

 Minimize Harm: Take steps to minimize any potential harm to

participants. This includes protecting their privacy, ensuring their data
is used responsibly, and avoiding any actions that could negatively
impact their well-being.

6. Researcher Responsibility:

22
  Ethical Conduct: Adhere to the highest standards of ethical conduct
throughout the research process.

 Objectivity: Maintain objectivity in data collection, analysis, and

interpretation. Avoid any bias that could influence the research findings.

 Dissemination of Findings: Disseminate the research findings

responsibly, considering the potential impact on students and the ukay-
ukay industry.

Acknowledgments

We, the Researchers, wanted to express out deep gratitude to Mr.

Danilo Siquig Jr. to researcher advisers, for their encouragement, patient
guidance, advices, empathy, and useful critiques for this research study. We
also wanted to thank Mr. Julius Paez for helping us to improve our study by
giving suggestions and advices. We would like to show appreciation as well to
our respondents who gave their time, efforts, and full cooperation to achieve
this research study. The Researchers.

23
 REFERENCES

Dzramedo, B. E., Aboagye, I., & Amesimeku, M. K. (2023). Exploring factors influencing
consumer preference for secondhand clothing over traditionally produced textiles
goods in the Tamale metropolis in Ghana. Cogent Arts and Humanities, 10(2).
https://doi.org/10.1080/23311983.2023.2292367
Evans, F., Grimmer, L., & Grimmer, M. (2022). Consumer orientations of secondhand
fashion shoppers: The role of shopping frequency and store type. Journal of Retailing
and Consumer Services, 67, 102991. https://doi.org/10.1016/j.jretconser.2022.102991
H, Liu, H., Kim, S. J., & Kim, K. H. (2019). Sustainable fashion index model and its
implication. Journal of Business Research, 99, 430–437. (2019).
Haraldsson, F., & Perić, S. (2017). Drivers and motivations for second-hand shopping : A
study of second-hand consumers. https://www.semanticscholar.org/paper/Drivers-
and-motivations-for-second-hand-shopping-%3A-Haraldsson-
Peri%C4%87/f33f35dc338337ec0aca6490c99d1f88ea4f119f. (2017).
Kristia, K. (2021). Mediating Effect of Customer Engagement on the Relations between
eWOM, Environmental Concern, and Intention to Purchase Second-hand Clothing
among College Students in Yogyakarta. Jurnal Manajemen Bisnis, 12(2), 162–175.
https://doi.org/10.18196/mb.v12i2.11424
Paço, A., Filho, W. L., Ávila, L. V., & Dennis, K. (2020). Fostering sustainable consumer
behavior regarding clothing: Assessing trends on purchases, recycling and disposal.
Textile Research Journal, 91(3–4), 373–384.
https://doi.org/10.1177/0040517520944524
Pascual, M. G. C. (2018, June 5). Pre-loved movement for sustainable fashion - Manila
Standard. Manila Standard. http://manilastandard.net/lifestyle/style- beauty/267372/.
(n.d.). http://manilastandard.net/lifestyle/style- Beauty/267372/.
Seo, M. J., & Kim, M. (2019). Understanding the purchasing behaviour of second-hand
fashion shoppers in a non-profit thrift store context. International Journal of Fashion
Design Technology and Education, 12(3), 301–312.
https://doi.org/10.1080/17543266.2019.1611945

24
Silva, C., Wang, C., Mccarver, M., Chi, T., & Wang, T. (2020). U.S. Generation Z
Consumers’ Motivations and Purchase Behavior Towards Secondhand Clothing.
Biana H.T. https://doi.org/10.31274/itaa.11725

Vehmas, K., Raudaskoski, A., Heikkilä, P., Harlin, A., & Mensonen, A. (2018). Consumer
attitudes and communication in circular fashion. Journal of Fashion Marketing and
Management, 22(3), 286–300. https://doi.org/10.1108/jfmm-08-2017-0079

25