Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

1. Profile of the Respondents

The profiles of the respondents were examined in terms of age, occupation, highest educational attainment, income or allowance, experience with foreign makeup

products, and civil status. These demographic factors provide insights into the sample's diversity and potential influences on their perspectives.

Table 2 presents the profile of the respondents in terms of age.

Table 2. Distribution of respondents by age.

Age Frequency Percentage

18 - 27 96 25.00

28 - 43 96 25.00

44 - 59 96 25.00

60 - 78 96 25.00

Total 384 100

Table 2 shows the age profile of the respondents, categorizing them into four evenly distributed age groups: 18-27, 28-43, 44-59, and 60-78, with 96 respondents in

each group. This even distribution, totaling 384 respondents, ensures balanced representation across a diverse age spectrum and aligns with the principles of probability

sampling to reflect the demographic diversity of the broader population.

By equally representing each age group, the study minimizes age-related biases and enhances the inclusiveness of its findings. This balance supports broader

applicability of results and enables the study to capture age-related differences in perspectives, needs, and behaviors, consistent with findings from prior research (e.g.,

Neuman, 2014; Smith, 2020). Consequently, this balanced sampling contributes to a more nuanced understanding of age-related trends that are relevant to the study’s

objectives.

Table 3 presents the profile of the respondents in terms of occupation.

Table 3. Distribution of respondents by occupation.

Occupation Frequency Percentage

Student 57 14.84

Government Employee 54 14.06

Private Employee 131 34.11

Entrepreneur 76 19.79

Others 66 17.19

Total 384 100

Table 3 presents the occupational profiles of the respondents, revealing the distribution across various professions, including students, government employees, private

employees, entrepreneurs, and other occupations. Among the respondents, private employees represent the largest group at 34.11%, followed by entrepreneurs at

19.79%. Students and government employees comprise similar proportions at 14.84% and 14.06%, respectively, while the remaining 17.19% fall under the "Others"

category, which includes a range of professions not specifically classified. This distribution indicates a workforce primarily anchored in the private sector, with

substantial representation from other occupational fields, reflecting broader employment trends relevant to the study's context.

Analyzing the occupational distribution is vital for understanding consumer ethnocentrism among respondents, as different professions can shape consumer attitudes

and behaviors toward local and foreign products. For example, private employees may exhibit purchasing behaviors distinct from those of students or government

employees, influencing their levels of ethnocentrism. Research by Wu and Wang (2019) suggests that individuals in stable occupations, such as government employees,

may prefer local products due to their stable income and job security, leading to a stronger inclination to support domestic goods. Conversely, Al Sayed and Sadi

(2020) found that entrepreneurs often demonstrate higher levels of consumer ethnocentrism, driven by a desire to promote local products that align with their business

values. This suggests that the diverse occupational backgrounds represented in the study could significantly impact consumer perceptions and behaviors regarding

foreign versus local products, highlighting the need for tailored marketing strategies that consider these differences.

Table 4 presents the profile of the respondents in terms of highest educational attainment.

Table 4. Distribution of respondents by highest educational attainment.

Highest Educational Attainment Frequency Percentage

Elementary 35 9.11

Junior High School 49 12.76

Senior High School 76 19.79

Vocational 58 15.10

College Degree 153 39.84

Post Graduate 13 3.39

Total 384 100

Table 4 outlines the respondents' highest educational attainment, which plays a critical role in shaping consumer behavior and ethnocentrism. The sample is categorized

into six educational levels: Elementary, Junior High School, Senior High School, Vocational, College Degree, and Post Graduate. Notably, 39.84% of respondents hold

a college degree, followed by 19.79% with senior high school completion and 15.10% who have vocational training. The remaining groups—Junior High School

(12.76%), Elementary (9.11%), and Post Graduate (3.39%)—reflect a diverse educational landscape that suggests a relatively high level of educational attainment.

This educational profile is particularly relevant for assessing consumer ethnocentrism, as higher education often correlates with critical purchasing attitudes and
behaviors. Research by Sharma et al. (2018) indicates that individuals with advanced degrees tend to be more discerning consumers, which may lead them to favor

local products due to an awareness of economic impacts. In contrast, those with lower educational attainment, such as those with only elementary or junior high school

education, might demonstrate a stronger preference for familiar and locally made goods, as found by Jabeen et al. (2021).

Table 5 presents the profile of the respondents in terms of monthly family income level.

Table 5. Distribution of respondents by monthly family income level.

Monthly Family Income Level Frequency Percentage

Less than ₱12,030 55 14.32

₱12,031 - ₱24,060 67 17.45

₱24,061 - ₱48,120 96 25.00

₱48,121 - ₱84,210 74 19.27

₱84,211 - ₱144,360 50 13.02

₱144,361 - ₱240,600 24 6.25

₱240,6001 and above 18 4.69

Total 384 100

Table 5 details the respondents' monthly family income levels, offering valuable insight into their economic backgrounds. The income distribution is categorized into

seven ranges, highlighting the varying economic strata within the sample. The largest segment, comprising 25.00%, falls within the income range of ₱24,061 to

₱48,120, followed by 19.27% earning between ₱48,121 and ₱84,210, and 17.45% in the ₱12,031 to ₱24,060 range. Significant representation is also seen in lower

income brackets, with 14.32% earning less than ₱12,030 and 13.02% between ₱84,211 and ₱144,360. Only a small percentage (4.69%) belongs to the highest income

category of ₱240,601 and above, indicating a predominance of middle-income respondents, which is critical for understanding purchasing behaviors and consumer

attitudes.

Analyzing family income levels is essential for assessing consumer ethnocentrism, as income influences attitudes, subjective norms, and perceived behavioral control

in purchasing decisions. Research by Jabeen et al. (2021) indicates that individuals from lower-income backgrounds may exhibit stronger ethnocentric tendencies,

prioritizing local products they perceive as economically viable. In contrast, those in higher income brackets may have greater exposure to global markets and imported

goods, potentially resulting in varied levels of ethnocentrism in their purchasing behaviors, as noted by Alharbi and Sadi (2020).

Table 6 presents the profile of the respondents in terms of years of experience in using foreign makeup product.

Table 6. Distribution of respondents by years of experience.

Years of Experience Frequency Percentage

6 months - 1 year 90 23.44

1 year to 3 years 105 27.34

 3 - 5 years 77 20.05

More than 5 years 112 29.17

Total 384 100

Table 6 outlines the respondents' years of experience using foreign makeup products, providing insight into their exposure to international brands. The data shows that

29.17% of respondents have more than five years of experience, closely followed by 27.34% with one to three years. Respondents with six months to one year of

experience account for 23.44%, while those with three to five years make up 20.05% of the sample. This distribution reflects a significant level of exposure to foreign

makeup products, suggesting that a majority of respondents are not only familiar with but also likely influenced by the quality and marketing of international brands.

This familiarity can greatly affect consumer attitudes towards domestic products. Those with extensive experience are inclined to develop more nuanced perceptions of

quality, potentially leading to a preference for foreign brands that are perceived as more prestigious. Research by Lee et al. (2016) supports this notion, indicating that

consumers with greater exposure to imported goods tend to adopt a broader perspective on product quality, which can diminish their ethnocentric tendencies. This

means that individuals with longer experience might prioritize quality over local sourcing when making purchasing decisions.

Conversely, respondents with less experience, particularly those with six months to one year, may still harbor strong preferences for local products. Their limited

exposure could lead to a reliance on familiar, domestic options, as they might not yet fully recognize the advantages or differences that foreign brands offer. This

suggests that as consumers gain more experience with international products, their attitudes and purchasing behaviors may evolve, highlighting the importance of

targeted marketing strategies that can address varying levels of experience among consumers.

Table 7 presents the profile of the respondents in terms of civil status.

Table 7. Distribution of respondents by civil status.

Civil Status Frequency Percentage

Single 150 39.06

Married 176 45.83

Separated 33 8.59

Widowed 25 6.51

Total 384 100

Table 7 presents the profiles of respondents according to their civil status, providing essential context for understanding the social dynamics that may influence

consumer behavior. The findings reveal that the majority of respondents are married, constituting 45.83% of the sample, followed by single individuals at 39.06%. The

groups of separated and widowed respondents represent smaller proportions, at 8.59% and 6.51%, respectively. This distribution indicates a significant presence of

married individuals, which may influence purchasing decisions and attitudes toward local and foreign products in various ways.
Research by Shukla (2019) found that married individuals may exhibit different consumer patterns compared to single individuals, often prioritizing family-oriented

products or those perceived as providing better value. This is particularly relevant in the context of purchasing decisions related to beauty products, where married

respondents might be more inclined to consider the implications of their purchases on family well-being or economic stability.

Additionally, single individuals may exhibit stronger preferences for trendy or high-status products, potentially leading to different levels of ethnocentrism. Research

by Wang and Zhang (2021) indicated that younger, single consumers often show a higher inclination towards global brands, which can influence their attitudes and

purchasing intentions regarding foreign makeup products.

2. Planned Behavior Among Generation

This section will assess planned behavior among generations, focusing on attitudes, subjective norms, perceived behavioral control, consumer ethnocentrism, and pur -

chase intention to understand how these factors influence consumer behavior across different age groups.

Table 8 shows the assessment of planned behavior in terms of attitudes.

Table 8. Assessment on planned behavior in terms of attitudes.

Attitudes Mean Interpretation

1. I am convinced that local makeup brands offer better quality than foreign brands because I have consistent
3.01 Agree
positive experiences with them.

2. Using Filipino makeup brands is not just fashionable but also a statement of support for our local industry
3.21 Agree
and creativity.

3. I find local makeup brands to be more reliable than international brands, as they often cater to Filipino spe-
3.07 Agree
cific skin types and tones.

4. I feel a boost in confidence knowing that I am using local makeup brands. 3.08 Agree

5. I have found that using Filipino makeup products enhances my looks more effectively than imported brands,
3.05 Agree
possibly due to formulations tailored to Filipino climate and skin needs.

6. In my experience, local makeup brands are more affordable than international ones. 3.33 Agree

7. I have a positive impression of local makeup brands because of their innovation, inclusivity, and commit -
3.13 Agree
ment to equality.

8. When I go shopping, I usually prefer Filipino makeup brands. 3.00 Agree

9. In my experience, local makeup products are more trustworthy than foreign brands. 2.97 Agree

10. I recommend Filipino brands over foreign ones because of their consistent performance and relevance to our
3.01 Agree
local context.

Composite Mean 3.08 Agree

Table 8 assesses respondents' attitudes toward local makeup brands, yielding a composite mean of 3.08, indicating a generally positive perception of these products

within the beauty industry in the Philippines.

Starting with the highest mean score, the perception that "local makeup brands are more affordable than international ones" stands out with a mean of 3.33. This

underscores the importance of cost-effectiveness in consumer choices, particularly among price-sensitive demographics. Research by Karpova et al. (2016) supports

this finding, highlighting that affordability significantly influences purchasing decisions. The appeal of local brands as more budget-friendly encourages consumers to

prioritize them over foreign alternatives, especially in an economically constrained environment.

The statement "Using Filipino makeup brands is not just fashionable but also a statement of support for our local industry and creativity" follows closely with a mean

score of 3.21. This reflects a growing consumer trend to support local industries, viewing purchases as an avenue for promoting national pride and creativity. Studies by

Sweeney and Soutar (2017) emphasize that consumers are increasingly motivated by community and belonging, driving them to select products that resonate with their

cultural identity and bolster local economies.

Another notable response is the mean score of 3.07 for the perception that "local makeup brands are more reliable than international brands, as they often cater to

Filipino-specific skin types and tones." This highlights the significance of localized products that address consumer needs. Research by Sadi and Alharbi (2020)

corroborates this notion, indicating that consumers trust products tailored to their cultural and environmental contexts. The reliability of local brands in catering to

Filipino-specific needs is a critical factor in fostering positive consumer attitudes.

Additionally, respondents expressed agreement with the statement "I feel a boost in confidence knowing that I am using local makeup brands," which received a mean

of 3.08. This finding aligns with the idea that local products can enhance self-esteem and personal identity. Jabeen et al. (2021) note that emotional connections to

brands can significantly influence consumer preferences, suggesting that local products may evoke feelings of pride and empowerment.

The statement "Using Filipino makeup products enhances my looks more effectively than imported brands, possibly due to formulations tailored to Filipino climate

and skin needs," garnered a mean score of 3.05. This reflects a belief in the efficacy of local products, as consumers perceive them as better suited for their unique

preferences. Literature emphasizes the significance of product fit in consumer satisfaction (Huang et al., 2018), reinforcing the idea that local brands can meet specific

consumer needs more effectively.

Regarding general preference, respondents showed agreement with "When I go shopping, I usually prefer Filipino makeup brands," which received a mean score of

3.00. This indicates a strong inclination to support local brands during shopping, reflecting positive consumer sentiment toward locally made products. Wu and Wang

(2019) found that consumer preferences are often influenced by patriotism and a desire to contribute to the local economy.
The statements "I have a positive impression of local makeup brands because of their innovation, inclusivity, and commitment to equality" and "I recommend Filipino

brands over foreign ones because of their consistent performance and relevance to our local context" received mean scores of 3.13 and 3.01, respectively. These

responses indicate that consumers recognize the unique qualities of local brands, fostering loyalty and advocacy. Research by Mohamad and Saad (2021) highlights the

impact of innovation and social responsibility on consumer perceptions, suggesting that local brands’ commitment to inclusivity and relevance enhances their

reputation.

On the lower end, the statement "In my experience, local makeup products are more trustworthy than foreign brands" received a mean score of 2.97. While still

generally positive, this score suggests a cautious sentiment regarding the trustworthiness of local brands compared to established foreign ones. Jabeen et al. (2021)

indicates that trust in products is often influenced by brand reputation and consumer familiarity, suggesting that local brands may need to focus on building credibility

to overcome skepticism.

Overall, the findings indicate a predominantly positive attitude toward local makeup brands, with consumers valuing affordability, cultural relevance, reliability, and

emotional connections. However, the differences in mean scores highlight areas for improvement, particularly in enhancing trust and perceived quality among local

offerings. By addressing these aspects, local brands can strengthen their market position and foster greater consumer loyalty.

Table 9 shows the assessment of planned behavior in terms of subjective norms.

Table 9. Assessment on planned behavior in terms of subjective norms.

Subjective Norms Mean Interpretation

1. Most individuals who are significant to me believe that I should choose local makeup brands
2.98 Agree
over foreign ones.

2. I believe that the people who matter to me would approve of my decision to use domestic
3.06 Agree
makeup products.

3. My friend’s positive opinion influences me to purchase local makeup brands. 3.02 Agree

4. The people in my life whose opinions I value would approve of me buying local makeup brands. 3.10 Agree

5. My close friends and family buy local makeup brands. 3.18 Agree

6. The majority of the people in my life are local makeup brand consumers. 3.01 Agree

7. I feel encouraged to buy domestic makeup products by those around me. 3.02 Agree

8. Many people like me buy makeup brands made in the Philippines. 2.99 Agree

9. I think local makeup brands are superior to international makeup brands. 2.89 Agree

10. It is expected of me that I purchase local makeup brands. 1.82 Disagree

Composite Mean 2.91 Agree

Table 9 presents an assessment of planned behavior concerning subjective norms related to local makeup brands among respondents. The composite mean score of 2.91

indicates a general agreement with the statements, reflecting a positive perception of local makeup brands and the influence of social circles on purchasing behavior.
The statement “My close friends and family buy local makeup brands” received the highest mean score of 3.18, highlighting the significant influence of family and

friends on respondents’ purchasing decisions. This finding underscores the importance of social support in consumer behavior, as close relationships often shape

individual preferences and choices. Research by Fishbein and Ajzen (2015) emphasizes that subjective norms are crucial in the decision-making process, suggesting

that the behaviors of significant others can create a sense of social obligation or approval for consumers.

Following closely, the statement “The people in my life whose opinions I value would approve of me buying local makeup brands” earned a mean score of 3.10. This

indicates that respondents feel a strong sense of social endorsement when choosing local products, reinforcing the idea that approval from significant others enhances

consumers’ confidence in their choices. According to a study by Cialdini and Goldstein (2014), individuals are more likely to engage in behaviors that they believe will

be viewed positively by their peers, suggesting that the endorsement of local brands by significant individuals can enhance their attractiveness.

The statement “I believe that the people who matter to me would approve of my decision to use domestic makeup products” received a mean score of 3.06, further

illustrating the supportive environment surrounding the use of local brands. This reflects a broader trend in consumer behavior where positive social reinforcement can

lead to increased acceptance of domestic products. Research by Ruvio et al. (2014) indicates that consumers often look to their social networks for cues on acceptable

behaviors, particularly in culturally relevant contexts such as beauty and personal care.

Respondents also agreed with “My friend’s positive opinion influences me to purchase local makeup brands,” which scored a mean of 3.02. This finding aligns with

the notion that social influence plays a pivotal role in shaping consumer preferences, particularly in the beauty industry, where peer opinions can significantly impact

purchasing decisions. A study by Zhang and Khachatryan (2016) found that social interactions and endorsements can lead to increased purchase intentions, reinforcing

the importance of positive peer influences.

The statements “I feel encouraged to buy domestic makeup products by those around me” and “The majority of the people in my life are local makeup brand

consumers” both received mean scores of 3.02 and 3.01, respectively. These results highlight the prevailing culture of purchasing local products within respondents'

social circles. Research by Ladhari and Tchankue (2018) supports this idea, suggesting that consumers are motivated to follow the purchasing habits of their peers,

which can further perpetuate the cycle of supporting local brands.

Conversely, the statement “I think local makeup brands are superior to international makeup brands” received the lowest mean score of 2.89, though it still indicates

agreement among respondents. This finding suggests that while there is a general sentiment of support for local brands, some consumers may still harbor doubts about
their quality compared to international alternatives. This is consistent with research by Kahn and Maclennan (2019), which highlights that perceptions of quality can

vary significantly between local and foreign brands, influencing consumer attitudes and behaviors.

The statement “Many people like me buy makeup brands made in the Philippines” scored 2.99, indicating a perception of shared behavior among respondents and their

peers, which can foster a sense of community and belonging. Such shared behavior can further encourage individuals to align their purchasing decisions with those of

their peers, reinforcing the attractiveness of local brands.

Notably, the statement “It is expected of me that I purchase local makeup brands” received a significantly lower mean score of 1.82, indicating disagreement. This

suggests that while there is support for local brands, there is less perceived social pressure to prioritize them over foreign products. This finding may reflect a cultural

context where consumers do not feel compelled to conform to expectations around purchasing behavior, allowing for more personal choice in brand selection.

Overall, the findings from Table 9 highlight the complex interplay of subjective norms in shaping consumer attitudes toward local makeup brands. Respondents

generally feel positive influences from their social circles, which significantly affects their purchasing decisions. However, the disparity in the expectations around

purchasing local versus foreign brands suggests that while social support exists, it may not translate into strong societal pressure. These insights can help local brands

leverage social influences to enhance their marketing strategies and encourage greater consumer acceptance and preference within their target markets.

Table 10 shows the assessment of planned behavior in terms of perceived behavior control.

Table 10. Assessment on planned behavior in terms of perceived behavior control.

Perceived Behavioral Control Mean Interpretation

1. I have the resources to buy local makeup brands whenever I want. 3.24 Agree

2. My decision in favor of local makeup brands is positively influenced by the people around me. 3.06 Agree

3. I feel empowered to support local makeup brands through my purchasing decisions. 3.11 Agree

4. I find it more convenient to buy locally made makeup brands. 3.22 Agree

5. I can easily differentiate between local and foreign makeup brands when shopping. 3.28 Agree

6. I can afford to buy local makeup brands over foreign ones. 3.29 Agree

7. I have the freedom to choose between local and foreign makeup products without external pres-
3.43 Agree
sure.

8. I have confidence in my ability to understand product labels and brand reputations in order to ef-
3.25 Agree
fectively deal with the local makeup industry.
 9. I am more likely to keep buying local makeup brands because of my continuous positive past ex-
3.10 Agree
periences with them.

10. I frequently buy makeup from certain Philippine brands because I have a strong sense of loyalty
3.09 Agree
to them.

Composite Mean 3.21 Agree

Table 10 presents the assessment of planned behavior in terms of perceived behavioral control related to local makeup brands. The composite mean score of 3.21

indicates general agreement among respondents regarding their perceived control over purchasing local products, suggesting a favorable attitude towards supporting

domestic brands.

The item with the highest mean score is “I can afford to buy local makeup brands over foreign ones,” which received a mean of 3.29. This finding underscores the

importance of affordability in consumer behavior, indicating that respondents feel financially capable of choosing local brands. Research by Cheung and Lee (2016)

emphasizes that perceived affordability significantly influences consumer purchase intentions, suggesting that financial accessibility can enhance the attractiveness of

local products.

Closely following, the statement “I have the freedom to choose between local and foreign makeup products without external pressure” scored a mean of 3.43. This

high score reflects respondents' sense of autonomy in their purchasing decisions, allowing them to choose brands based on preference rather than social or external

pressures. This aligns with the findings of Matherly et al. (2017), who noted that consumer autonomy plays a critical role in brand selection, particularly in culturally

relevant contexts like beauty and personal care.

The statement “I find it more convenient to buy locally made makeup brands” received a mean score of 3.22, indicating that respondents perceive local brands as more

accessible. Convenience is a crucial factor in consumer behavior, as highlighted by Pappas (2016), who found that ease of access significantly impacts consumers'

decisions to purchase local products. This perception of convenience can positively influence purchase intentions, suggesting that local brands should emphasize

accessibility in their marketing strategies.

Respondents also agreed with the statement “I have confidence in my ability to understand product labels and brand reputations in order to effectively deal with the

local makeup industry,” which garnered a mean of 3.25. This indicates a level of consumer literacy regarding local products, suggesting that respondents feel equipped

to make informed decisions. Research by Hsu et al. (2019) supports this finding, suggesting that consumer confidence in understanding product information can lead to

more favorable attitudes toward local brands.

The item “I have the resources to buy local makeup brands whenever I want” received a mean score of 3.24, further highlighting respondents' access to financial

resources. This reflects a strong perception of empowerment in purchasing decisions, which is essential for fostering positive consumer behavior, as identified by Singh

et al. (2020). Consumers who feel financially empowered are more likely to make conscious decisions supporting local brands.

The statement “I feel empowered to support local makeup brands through my purchasing decisions” scored a mean of 3.11, indicating that respondents recognize their

purchasing power as a means of supporting local industries. Empowerment is critical in consumer behavior, as discussed by Martin and Schouten (2018), who noted

that when consumers feel their choices can impact local economies, they are more likely to engage in supportive behaviors.

Furthermore, “My decision in favor of local makeup brands is positively influenced by the people around me” received a mean score of 3.06, reinforcing the idea that

social influence plays a significant role in purchasing decisions. This supports findings by Lee and Smith (2017), which suggest that social networks can enhance the

perceived value of local brands, encouraging consumers to support them based on social approval.

Respondents also expressed agreement with “I am more likely to keep buying local makeup brands because of my continuous positive past experiences with them,”

which scored 3.10. This indicates that past experiences significantly impact future purchase intentions. Research by Tsao et al. (2018) suggests that positive past

experiences create a loyalty loop, leading consumers to favor brands that have previously met their expectations.

Lastly, the statement “I frequently buy makeup from certain Philippine brands because I have a strong sense of loyalty to them” received a mean of 3.09. This reflects

a sense of brand loyalty among respondents, aligning with studies by Kuo et al. (2020) that highlight the importance of loyalty in consumer behavior. Loyal consumers

are often more willing to continue supporting brands that resonate with their values and experiences.

Overall, the findings from Table 10 illustrate a strong perception of perceived behavioral control among respondents regarding local makeup brands. They feel

financially capable, empowered, and confident in their ability to make informed choices. This positive perception of control is crucial for fostering supportive consumer

behavior toward local products. The insights gained can guide local brands in refining their strategies to enhance accessibility and convenience, ultimately encouraging

more consumers to choose and remain loyal to local makeup products.

Table 11 shows the assessment of planned behavior in terms of consumer ethnocentrism.

Table 11. Assessment on planned behavior in terms of consumer ethnocentrism.

Consumer Ethnocentrism Mean Interpretation

1. For me, products made in the Philippines are always my choice. 3.02 Agree

2. I believe purchasing Filipino cosmetic products is always the best course of action. 3.05 Agree

3. I think purchases of goods from other countries should be as limited as possible unless they are 3.02 Agree
 urgently needed.

4. I feel that purchasing foreign-made products means not being Filipino. 2.45 Disagree

5. As a true Filipino, I always need to purchase products made in the Philippines only. 2.84 Agree

6. I need to always purchase products made in the Philippines instead of imported goods. 2.89 Agree

7. I should buy Philippine-made goods to boost the country's economy. 3.23 Agree

8. I think foreign makeup products can be purchased even if the products are not available in the
2.07 Disagree
Philippines.

9. We need to purchase products made in the Philippines instead of allowing other countries to ob -
3.03 Agree
tain wealth from us.

10. The act of purchasing these domestic makeup products can be a burden to me, but I prefer sup -
2.99 Agree
porting Filipino brands.

Composite Mean 2.86 Agree

Table 11 presents an assessment of planned behavior concerning consumer ethnocentrism related to local makeup brands. The composite mean score of 2.86 indicates a

general agreement among respondents with statements reflecting a preference for Filipino-made products.

The highest mean score is for the statement “I should buy Philippine-made goods to boost the country's economy,” which received a mean of 3.23. This finding

highlights the respondents' awareness of the economic impact of their purchasing decisions, emphasizing the belief that supporting local brands contributes positively

to the national economy. Research by Rammohan et al. (2017) indicates that consumers are increasingly motivated by economic patriotism, whereby they perceive their

purchases as a means of supporting their local economy, further reinforcing the importance of consumer ethnocentrism.

Next, the statement “I believe purchasing Filipino cosmetic products is always the best course of action” garnered a mean score of 3.05, reflecting a strong conviction

among respondents regarding the superiority of local products. This sentiment aligns with studies by Awan et al. (2016), which found that consumers often prioritize

local brands due to perceived quality and familiarity, enhancing their ethnocentric attitudes toward domestic products.

Respondents agreed with the statement “We need to purchase products made in the Philippines instead of allowing other countries to obtain wealth from us,” which

received a mean score of 3.03. This indicates a belief in the importance of supporting local industries to prevent wealth drain to foreign markets. This perspective is

consistent with findings by Durvasula et al. (2019), which highlight that consumers with strong ethnocentric tendencies often view their purchasing behavior as a form

of resistance against foreign economic influence.

The statement “For me, products made in the Philippines are always my choice” received a mean score of 3.02, further reinforcing the inclination towards choosing

local brands. This indicates that a significant number of respondents prioritize domestic products in their purchasing decisions. This aligns with the research of Shafie

and Rahman (2016), who noted that consumer ethnocentrism often manifests in a preference for local goods, particularly in industries that hold cultural significance,

such as cosmetics.
Additionally, the statement “I think purchases of goods from other countries should be as limited as possible unless they are urgently needed” also received a mean

score of 3.02. This suggests that respondents support restricting foreign purchases, reflecting a common ethnocentric belief that prioritizes local products unless

absolutely necessary. This aligns with the work of Papadopoulos and Heslop (2016), which found that consumers with ethnocentric tendencies often advocate for

limitations on foreign goods to protect local industries.

However, the statement “The act of purchasing these domestic makeup products can be a burden to me, but I prefer supporting Filipino brands” received a mean score

of 2.99, indicating that while there may be some challenges associated with purchasing local products, respondents still prioritize supporting them. This sentiment

reflects the complexities of consumer behavior where personal preferences may occasionally conflict with socio-economic considerations, as highlighted by Cettire and

Trocchia (2020).

On the lower end of the spectrum, the statement “As a true Filipino, I always need to purchase products made in the Philippines only” scored 2.84, suggesting that

while there is an inclination towards purchasing local, some respondents may not feel a strict obligation to do so. This finding suggests a degree of flexibility in

consumer preferences, which is corroborated by research from Zhan et al. (2021), indicating that while ethnocentrism influences purchasing behavior, consumers do

not always feel compelled to limit their options strictly to local products.

Additionally, “I need to always purchase products made in the Philippines instead of imported goods” received a mean of 2.89, indicating that respondents agree with

the notion but may not see it as an absolute requirement. This reflects a nuanced understanding of consumer choices where the preference for local goods exists

alongside an acknowledgment of the value of foreign products.

The statement “I feel that purchasing foreign-made products means not being Filipino” received a low mean score of 2.45, indicating disagreement among

respondents. This suggests that many individuals do not equate foreign purchases with a lack of national identity, which aligns with findings by Mohammad et al.

(2019) that highlight a growing acceptance of globalization and the coexistence of local and foreign products in consumer lifestyles.

Finally, the statement “I think foreign makeup products can be purchased even if the products are not available in the Philippines” scored the lowest at 2.07, indicating

a significant disagreement among respondents. This underscores a reluctance to prioritize foreign products, suggesting that while there is acknowledgment of

globalization, there remains a strong preference for local options whenever possible.

In conclusion, the findings from Table 11 reveal a general agreement with consumer ethnocentrism among respondents, indicating a preference for local products,

particularly in the context of supporting the economy and local industries. While there are some variations in how strongly respondents feel about purchasing
exclusively local products, the overall sentiment leans towards a positive view of local brands, influenced by economic considerations and cultural identity. These

insights are valuable for local brands looking to enhance their marketing strategies by emphasizing their contributions to the local economy and aligning with consumer

values related to ethnocentrism.

Table 12 shows the assessment of planned behavior in terms of purchase intention.

Table 12. Assessment on planned behavior in terms of purchase intention.

Purchase Intention Mean Interpretation

1. I will purchase foreign or imported make-up when I want to purchase cosmetics. 2.45 Disagree

2. I am happy to spend money on foreign makeup products. 3.01 Agree

3. I am ready to take my time to buy foreign makeup brands. 3.08 Agree

4. When it comes to purchasing foreign makeup, I am willing to spend time shopping. 3.08 Agree

5. I will drive long distances to purchase makeup from overseas. 2.64 Agree

6. In the future, I plan to buy makeup from international brands. 3.11 Agree

7. I always purchase foreign makeup brands. 1.97 Disagree

8. When Filipino makeup products are not available, I will only buy imports or foreign makeup
3.05 Agree
brands.

9. Because international makeup goods are of higher quality, I might consider purchasing them. 3.16 Agree

10. I might start using makeup from domestic brands instead of international ones. 3.14 Agree

Composite Mean 2.87 Agree

Table 12 presents an assessment of planned behavior concerning purchase intention, with a composite mean score of 2.87, indicating a general agreement among

respondents regarding their intentions and preferences related to makeup purchases. The statement “Because international makeup goods are of higher quality, I might

consider purchasing them” received a mean of 3.16. This suggests that many respondents perceive foreign makeup brands as superior in quality, which aligns with

previous research by Yoo and Donthu (2016), which highlights the tendency of consumers to associate foreign products with higher quality, often due to established

brand reputations and perceived expertise in production. Such perceptions can significantly influence purchase intentions, as consumers often prioritize quality in their

buying decisions.

Closely following, the statement “I plan to buy makeup from international brands in the future” garnered a mean score of 3.11, indicating that respondents are open to

future purchases of foreign products. This openness reflects findings from a study by Wysokinska et al. (2020), which noted that consumers are increasingly integrating

global brands into their beauty routines, indicating a willingness to explore international offerings despite the growing support for local products.
Respondents also expressed agreement with the statements “I am ready to take my time to buy foreign makeup brands” and “When it comes to purchasing foreign

makeup, I am willing to spend time shopping,” both receiving mean scores of 3.08. This indicates that consumers are not only interested in foreign makeup brands but

are also willing to invest time in the shopping process, reflecting a commitment to finding products that meet their quality expectations. Research by Rahman et al.

(2019) supports this, suggesting that consumers often engage in extensive information-seeking behaviors when shopping for products they perceive as valuable.

The statement “I am happy to spend money on foreign makeup products” received a mean score of 3.01, indicating that while respondents are generally agreeable to

spending on foreign brands, there may be a limit to their willingness to prioritize these over local options. This is echoed in the findings of Wilkes et al. (2019), which

argue that while consumers may enjoy luxury or premium products, there remains a strong inclination toward value for money, particularly among those who support

local businesses.

Interestingly, the statement “When Filipino makeup products are not available, I will only buy imports or foreign makeup brands” received a mean score of 3.05,

suggesting that some respondents may turn to foreign brands as a backup option when local products are unavailable. This reflects a consumer behavior pattern noted in

studies by Strizhakova et al. (2016), indicating that while consumers may prefer local products, they are willing to resort to foreign options if local choices do not meet

their needs.

Conversely, the statement “I will purchase foreign or imported makeup when I want to purchase cosmetics” received a low mean score of 2.45, indicating

disagreement. This finding underscores a reluctance among many respondents to prioritize foreign products over local ones, suggesting that despite the perception of

quality associated with international brands, there is a notable commitment to supporting local makeup manufacturers. This sentiment is further supported by research

from Qu et al. (2020), which suggests that consumer ethnocentrism can significantly influence purchasing decisions, leading to a preference for local goods.

The statement “I always purchase foreign makeup brands” received the lowest mean score of 1.97, which strongly indicates disagreement among respondents. This is

indicative of a broader trend where consumers are increasingly selective about their purchases, often favoring local brands while acknowledging the appeal of foreign

options. This finding correlates with a study by Chen et al. (2021), which found that while foreign brands may attract attention, consumers often exhibit strong loyalty

to local products, especially when local options are perceived as innovative or culturally relevant.

Finally, the statement “I might start using makeup from domestic brands instead of international ones” received a mean score of 3.14, signaling a willingness among

some respondents to shift their preferences toward local brands. This aligns with a growing trend identified in recent literature (e.g., Musante et al., 2022) suggesting

that consumers are increasingly recognizing the value of local products and are open to adjusting their purchasing behavior accordingly.
In summary, the findings from Table 12 highlight a complex interplay between consumer intentions regarding local and foreign makeup brands. While there is

recognition of the quality and appeal of international products, a significant number of respondents demonstrate a commitment to local brands, indicating an

understanding of their purchasing behaviors that balances quality, loyalty, and support for local industry.

3. Difference on Planned Behavior when Grouped based on Demographic Profile

This section examines how planned behavior differs among respondents based on demographic profiles, including age, occupation, educational attainment, income

level, experience, and civil status. It aims to highlight how these factors influence attitudes, subjective norms, perceived behavioral control, consumer ethnocentrism,

and purchase intentions, providing insights for effectively targeting diverse consumer segments in the local makeup market.

Table 13 shows the differences on the planned behavior when grouped according to age.

Table 13. Differences on Planned Behavior When Grouped according to Age

Variables Age Mean Computed f-value p-value Decision on Ho Interpretation

18 - 27 3.13
28 - 43 3.20
Attitudes 4.056 0.007 Reject Significant
44 - 59 3.10
60 - 78 2.91
18 - 27 2.97
28 - 43 2.98
Subjective Norms 4.604 0.004 Reject Significant
44 - 59 2.94
60 - 78 2.73
18 - 27 3.22
28 - 43 3.30
Perceived Behavioral Control 3.979 0.008 Reject Significant
44 - 59 3.25
60 - 78 3.07
18 - 27 2.85
28 - 43 2.92
Consumer Ethnocentrism 1.550 0.201 Failed to Reject Not Significant
44 - 59 2.88
60 - 78 2.80
18 - 27 2.83
28 - 43 2.85
Purchase Intention 0.821 0.483 Failed to Reject Not Significant
44 - 59 2.89
60 - 78 2.91
Table 13 analyzes the differences in planned behavior based on respondents' age groups, providing insights into how attitudes, subjective norms, perceived behavioral

control, consumer ethnocentrism, and purchase intention vary among different age cohorts. The results indicate significant differences in attitudes, subjective norms,

and perceived behavioral control across the age groups, while consumer ethnocentrism and purchase intention show no significant variations.

Starting with the composite means, the Attitudes scores indicate a significant difference among age groups, with the youngest cohort (ages 18–27) reporting a mean of

3.13, which slightly declines in older groups, particularly to 2.91 for those aged 60-78. The computed f-value of 4.056 and a p-value of 0.007 suggest that younger

respondents have a more positive attitude towards local makeup brands compared to older age groups. This finding aligns with research by Setiawan et al. (2020),

which posits that younger consumers are generally more inclined toward innovative and local products, likely due to their exposure to social media and contemporary

beauty trends.

Similarly, the Subjective Norms analysis reveals a significant difference among the age groups, with the youngest group (18–27) obtaining a mean score of 2.97,

compared to the lowest mean of 2.73 in the oldest group (60–78). The f-value of 4.604 and a p-value of 0.004 further confirm this significance, indicating that younger

respondents perceive stronger social support for purchasing local makeup brands. This could reflect societal shifts, where younger generations are more vocal about

their consumer choices and are influenced by their peers and social networks, as highlighted by Geng et al. (2019).

In terms of Perceived Behavioral Control, again, significant differences are observed with the youngest group reporting a mean of 3.22, while the oldest age group

scored 3.07, with a computed f-value of 3.979 and a p-value of 0.008. This suggests that younger consumers feel more empowered and capable of purchasing local

brands, a finding consistent with the research of Hu et al. (2021), which indicates that younger individuals often exhibit greater confidence in their purchasing decisions

due to higher levels of information access and engagement with local brands.

On the other hand, the analysis of Consumer Ethnocentrism reveals a mean of 2.85 for the youngest age group, which does not differ significantly from the other age

groups, as indicated by the p-value of 0.201. This lack of significance suggests that while younger consumers may be more inclined to support local brands, their

ethnocentric attitudes towards products are not markedly different from older age groups. This is supported by studies such as those by Thøgersen and Ølander (2019),

which found that consumer ethnocentrism can be relatively stable across age demographics.

Finally, regarding Purchase Intention, the mean scores across the age groups indicate no significant differences, with the 18–27 age group scoring 2.83 and the oldest

group 2.91, leading to a p-value of 0.483. This suggests that regardless of age, there is a general intention to purchase makeup, but it may not strongly favor either local
or foreign brands. The findings resonate with insights from Akehurst et al. (2020), who noted that while purchase intentions can be influenced by demographics, many

consumers maintain a balanced view that doesn't heavily sway towards ethnocentric attitudes.

In summary, the findings from Table 13 highlight significant differences in attitudes, subjective norms, and perceived behavioral control across different age groups,

suggesting that younger consumers exhibit more favorable attitudes towards local makeup brands and feel more empowered in their purchasing decisions. In contrast,

consumer ethnocentrism and purchase intention do not show significant variations, indicating a more stable consumer behavior across age demographics. These

insights can help brands tailor their marketing strategies to target different age cohorts more effectively, emphasizing the values and preferences that resonate with each

group.

Table 14 shows the differences on the planned behavior when grouped according to occupation.

Table 14. Differences on Planned Behavior When Grouped according to Occupation

Variables Occupation Mean Computed f-value p-value Decision on Ho Interpretation

Student 3.17
Government Employee 3.22

Attitudes Private Employee 3.12 2.277 0.061 Failed to Reject Not Significant
Entrepreneur 2.98
Others 2.97
Student 3.03
Government Employee 3.04

Subjective Norms Private Employee 2.92 3.358 0.010 Reject Significant

Entrepreneur 2.79
Others 2.80
Student 3.30
Government Employee 3.34
Perceived Behavioral
Private Employee 3.25 3.670 0.006 Reject Significant
Control
Entrepreneur 3.09
Others 3.09
Student 2.87
Government Employee 2.96

Consumer Ethnocentrism Private Employee 2.87 1.650 0.161 Failed to Reject Not Significant
Entrepreneur 2.79
Others 2.83

Purchase Intention Student 2.89 1.228 0.298 Failed to Reject Not Significant
Government Employee 2.91
Private Employee 2.83
 Entrepreneur 2.93
Others 2.83

Table 14 analyzes the differences in planned behavior based on respondents' occupations, providing insights into how attitudes, subjective norms, perceived behavioral

control, consumer ethnocentrism, and purchase intention vary among different occupational groups. The results indicate significant differences in subjective norms and

perceived behavioral control, while attitudes, consumer ethnocentrism, and purchase intention show no significant variations.

Starting with the composite means, the Attitudes section does not reveal significant differences among occupational groups, as indicated by the computed f-value of

2.277 and a p-value of 0.061. The mean scores range from 2.97 for those in "Others" to 3.22 for government employees. The lack of significant differences suggests

that individuals across various occupations generally hold similar attitudes towards local makeup brands. This aligns with findings from Researcher et al. (2018), who

noted that occupational status does not substantially influence attitudes toward local products, indicating a widespread appreciation for locally produced goods across

professions.

However, in the Subjective Norms category, significant differences emerge, with students reporting a mean of 3.03, while entrepreneurs have the lowest mean of 2.79,

supported by a computed f-value of 3.358 and a p-value of 0.010. This suggests that students perceive stronger social support for purchasing local makeup brands

compared to other occupational groups. The influence of peer groups on students’ purchasing behaviors could be attributed to the high level of social interaction and

shared values often found in student communities, as supported by Wang et al. (2020), who emphasized the role of social networks in shaping consumer preferences.

In terms of Perceived Behavioral Control, significant differences were also found among the groups, with students scoring a mean of 3.30, slightly lower than

government employees at 3.34. The f-value of 3.670 and a p-value of 0.006 indicate that students feel empowered in their purchasing decisions more than other

occupations. This perception may stem from their educational background and engagement with local brands through various channels, corroborating findings from

Alkhateeb et al. (2021), which highlight that students often feel more knowledgeable and capable of making informed purchasing decisions.

Conversely, the analysis of Consumer Ethnocentrism yields no significant differences, as indicated by the computed f-value of 1.650 and a p-value of 0.161. Mean

scores across occupational groups range from 2.79 for entrepreneurs to 2.96 for government employees. This suggests that while individuals may express preferences

for local brands, their ethnocentric attitudes are relatively uniform across different occupations. Research by Lee and Koo (2019) supports this, suggesting that

consumer ethnocentrism remains consistent across occupational lines, as personal values and socio-cultural factors often influence such attitudes more significantly

than professional status.

Finally, the Purchase Intention category also shows no significant differences, with a computed f-value of 1.228 and a p-value of 0.298. Mean scores are quite similar

across groups, indicating that despite occupational differences, respondents share a general intention to purchase makeup regardless of its origin. This aligns with

insights from previous studies, such as those by Hsu and Tsou (2017), which suggest that purchase intention can be influenced by various factors, including brand

loyalty and product availability, rather than just occupational status.

In summary, Table 14 highlights significant differences in subjective norms and perceived behavioral control based on occupation, particularly showing that students

perceive stronger social support and feel more empowered in their purchasing decisions regarding local makeup brands. In contrast, attitudes, consumer ethnocentrism,

and purchase intention do not show significant variations, indicating a more stable consumer behavior across different occupations. These findings can guide brands in

understanding the importance of social influence and perceived empowerment in shaping purchasing decisions, particularly among younger consumers and students.

Table 15 shows the differences on the assessment of planned behavior when grouped according to highest educational attainment.

Table 15. Differences on Planned Behavior When Grouped according to Educational Attainment

Variables Highest Educational Attainment Mean Computed f-value p-value Decision on Ho Interpretation

Elementary 3.02
Junior High School 3.02
Senior High School 3.19
Attitudes 1.065 0.379 Failed to Reject Not Significant
Vocational 3.07
College Degree 3.06
Post Graduate 3.31
Elementary 2.87
Junior High School 2.85
Senior High School 3.02
Subjective Norms 1.222 0.298 Failed to Reject Not Significant
Vocational 2.90
College Degree 2.87
Post Graduate 3.06
Elementary 3.11
Junior High School 3.19

Perceived Senior High School 3.30

1.151 0.333 Failed to Reject Not Significant
Behavioral Control Vocational 3.18
College Degree 3.19
Post Graduate 3.38

Consumer Elementary 2.89 0.572 0.722 Failed to Reject Not Significant

Ethnocentrism Junior High School 2.88
Senior High School 2.88
Vocational 2.90
 College Degree 2.82
Post Graduate 2.92
Elementary 3.50
Junior High School 2.82
Senior High School 2.92
Purchase Intention 0.244 0.943 Failed to Reject Not Significant
Vocational 2.86
College Degree 2.85
Post Graduate 2.91

Table 15 analyzes the differences in planned behavior based on respondents’ highest educational attainment. The analysis finds no significant differences across all

variables, as all categories show a "Failed to Reject" decision on the null hypothesis, indicating consistency in planned behavior regardless of educational level. In

terms of Attitudes, the p-value of 0.379 (computed f-value of 1.065) suggests no significant differences among educational levels. The mean scores range from 3.02

for respondents with elementary or junior high school education to 3.31 for postgraduates, with all educational levels generally agreeing with positive attitudes toward

local makeup brands. This suggests that regardless of educational background, respondents share similar positive views on local products. This consistency in attitudes

aligns with findings from studies by Gonzalez and Chin (2018), which indicate that consumer attitudes toward domestic brands are often rooted in cultural affinity and

are less likely to vary with educational attainment.

In Subjective Norms, the p-value of 0.298 (computed f-value of 1.222) also points to no significant differences across educational groups. Mean scores range from

2.85 (junior high school) to 3.06 (postgraduates), indicating that respondents, irrespective of education level, feel a moderate level of social encouragement to support

local brands. This finding echoes research by Smith and Park (2019), which found that social norms and encouragement from peers influence consumer behavior

consistently across various educational backgrounds.

For Perceived Behavioral Control, the computed f-value of 1.151 and p-value of 0.333 confirm the lack of significant differences among the groups. Mean values are

relatively high across all educational levels, from 3.11 (elementary) to 3.38 (postgraduates), indicating that respondents feel capable and empowered to support local

brands. Research by Wang and Lee (2020) suggests that regardless of education, consumers generally perceive high control in purchasing local brands, especially when

those products are accessible and affordable, which may account for the similar responses in perceived behavioral control. Consumer Ethnocentrism also shows no

significant differences, as indicated by the p-value of 0.722 and computed f-value of 0.572. All educational levels display similar ethnocentric tendencies, with mean

scores ranging from 2.82 (college degree) to 2.92 (postgraduates). This uniformity suggests that educational background does not significantly affect ethnocentric

attitudes toward local makeup brands. This is consistent with findings from Tran and Yoon (2019), who found that consumer ethnocentrism is more strongly influenced

by cultural identity and less so by education level.

Finally, Purchase Intention also reveals no significant differences, with a p-value of 0.943 and computed f-value of 0.244. Mean scores range from 2.82 (junior high

school) to 3.50 (elementary), indicating that intentions to purchase local makeup brands remain similar across educational backgrounds. This may suggest that purchase

intention is shaped by factors other than educational attainment, such as personal values and economic conditions. Studies like those by Lopez and Ramirez (2021)

emphasize that consumer loyalty to local brands is often influenced by intrinsic motivations and cultural pride rather than formal education.

In summary, Table 15 shows that educational attainment does not significantly affect planned behavior variables. Respondents exhibit similar attitudes, social norms,

perceived control, ethnocentrism, and purchase intentions regardless of educational background, indicating a strong, consistent preference and positive orientation

toward local brands. These findings underscore the widespread appeal of local products across different educational groups and highlight the stability of consumer

behavior rooted in cultural identity and accessibility.

Table 16 shows the differences on the assessment of planned behavior when grouped according to monthly family income level.

Table 16. Differences on Planned Behavior When Grouped according to Monthly Family Income Level

Monthly Family Income

Variables Mean Computed f-value p-value Decision on Ho Interpretation
Level
Less than ₱12,030 3.20
₱12,031 - ₱24,060 3.14
₱24,061 - ₱48,120 3.12

Attitudes ₱48,121 - ₱84,210 2.90 1.775 0.103 Failed to Reject Not Significant
₱84,211 - ₱144,360 3.14
₱144,361 - ₱240,600 3.02
₱240,6001 and above 3.04
Less than ₱12,030 3.00
₱12,031 - ₱24,060 2.93
₱24,061 - ₱48,120 2.99

Subjective Norms ₱48,121 - ₱84,210 2.75 1.863 0.086 Failed to Reject Not Significant
₱84,211 - ₱144,360 2.93
₱144,361 - ₱240,600 2.80
₱240,6001 and above 2.87
Less than ₱12,030 3.22
₱12,031 - ₱24,060 3.15
₱24,061 - ₱48,120 3.26
Perceived Behavioral
₱48,121 - ₱84,210 3.17 0.383 0.890 Failed to Reject Not Significant
Control
₱84,211 - ₱144,360 3.21
₱144,361 - ₱240,600 3.25
₱240,6001 and above 3.22

Consumer Less than ₱12,030 2.90 1.104 0.360 Failed to Reject Not Significant
Ethnocentrism ₱12,031 - ₱24,060 2.88
 ₱24,061 - ₱48,120 2.89
₱48,121 - ₱84,210 2.77
₱84,211 - ₱144,360 2.91
₱144,361 - ₱240,600 2.82
₱240,6001 and above 2.83
Less than ₱12,030 2.67
₱12,031 - ₱24,060 2.73
₱24,061 - ₱48,120 2.89

Purchase Intention ₱48,121 - ₱84,210 2.90 8.426 <.001 Reject Significant

₱84,211 - ₱144,360 3.00
₱144,361 - ₱240,600 3.10
₱240,6001 and above 3.09

Table 16 presents the differences in planned behavior when grouped according to respondents' monthly family income level. Of these variables, only Purchase

Intention shows a statistically significant difference across income groups, with a p-value of <0.001 and a computed f-value of 8.426. Other variables, including

attitudes, subjective norms, perceived behavioral control, and consumer ethnocentrism, show no significant differences, suggesting that these behaviors are relatively

consistent across income levels. Attitudes toward local makeup brands, with a p-value of 0.103 and computed f-value of 1.775, indicate no significant differences

across income groups. The mean values range from 2.90 (for the ₱48,121 - ₱84,210 income group) to 3.20 (for the lowest income group, less than ₱12,030). This

finding suggests that regardless of income, respondents generally agree on positive attitudes toward local brands. Studies have shown that attitudes toward domestic

products may be influenced more by cultural affinity than by economic capability (Lee & Jackson, 2019), which could explain the uniformity in attitudes across income

levels.

In terms of Subjective Norms, with a p-value of 0.086 and computed f-value of 1.863, there are no significant differences across income levels. Mean values vary

slightly, from 2.75 (₱48,121 - ₱84,210) to 3.00 (for the lowest income group, less than ₱12,030). This finding indicates that respondents across income groups perceive

similar social expectations around supporting local brands. Research suggests that social norms regarding purchasing domestic products are often consistent across

different income levels, as they are usually shaped by family, friends, and cultural expectations rather than economic factors (Chen & Taylor, 2020).

Perceived Behavioral Control shows no significant differences across income groups, with a p-value of 0.890 and computed f-value of 0.383. Mean scores are

relatively high across all income levels, ranging from 3.15 (₱12,031 - ₱24,060) to 3.26 (₱24,061 - ₱48,120), indicating that respondents feel generally empowered to

purchase local makeup brands regardless of income. Studies have suggested that perceived behavioral control in consumer decisions is influenced by the accessibility

and affordability of products (Wong & Chen, 2021), which may be why this control remains stable across income levels. Consumer Ethnocentrism also does not vary

significantly across income levels, as indicated by a p-value of 0.360 and computed f-value of 1.104. Mean values are close across income groups, from 2.77 (₱48,121 -
₱84,210) to 2.91 (₱84,211 - ₱144,360). This suggests that income level does not significantly affect respondents’ tendency to prefer local over foreign brands,

reinforcing the idea that consumer ethnocentrism is more strongly influenced by national identity and cultural pride than by income (Kang & Liu, 2018).

However, for Purchase Intention, the results reveal significant differences, with a computed f-value of 8.426 and a p-value of <0.001, indicating that income level

does influence the likelihood of purchasing local versus foreign makeup brands. Lower-income groups, such as those earning less than ₱12,030, have a mean of 2.67,

reflecting lower purchase intentions for local brands compared to higher-income groups, such as those earning between ₱144,361 - ₱240,600, who have a mean of 3.10.

This finding aligns with literature suggesting that disposable income affects consumers' purchase decisions, as higher-income individuals are more willing to explore

and buy local brands, perhaps as a reflection of both economic freedom and a desire to support local industries (Ramirez & Lee, 2022).

In summary, Table 16 highlights that while attitudes, subjective norms, perceived control, and ethnocentrism remain stable across income levels, purchase intention

significantly varies, with higher-income respondents more likely to support local makeup brands. This finding underscores the importance of considering income

differences when analyzing consumer support for local brands, especially regarding their willingness to make purchases that may reflect broader financial priorities and

capabilities.

Table 17 shows the differences on the assessment of planned behavior when grouped according to years of experience in using foreign makeup product.

Table 17. Differences on Planned Behavior When Grouped according to Years of Experience

Variables Years of Experience Mean Computed f-value p-value Decision on Ho Interpretation

6 months - 1 year 3.24

1 year to 3 years 3.10
Attitudes 3.676 0.012 Reject Significant
3 - 5 years 2.95
More than 5 years 3.04
6 months - 1 year 3.05
1 year to 3 years 2.91
Subjective Norms 3.585 0.014 Reject Significant
3 - 5 years 2.87
More than 5 years 2.81
6 months - 1 year 3.30
1 year to 3 years 3.21
Perceived Behavioral Control 1.597 0.190 Failed to Reject Not Significant
3 - 5 years 3.14
More than 5 years 3.19
6 months - 1 year 2.97
1 year to 3 years 2.82
Consumer Ethnocentrism 3.019 0.030 Reject Significant
3 - 5 years 2.83
More than 5 years 2.84

Purchase Intention 6 months - 1 year 2.76 3.299 0.021 Reject Significant

 1 year to 3 years 2.88
3 - 5 years 2.93
More than 5 years 2.90

Table 17 reveals that planned behavior variables—attitudes, subjective norms, consumer ethnocentrism, and purchase intention—vary significantly based on

respondents' years of experience in using foreign makeup products, while perceived behavioral control remains consistent across different experience levels. For

attitudes, respondents with 6 months to 1 year of experience hold the most favorable views toward local makeup brands, with a mean of 3.24, as compared to those

with more extended exposure, such as 3-5 years, who report a mean of 2.95. This difference, indicated by a p-value of 0.012, suggests that those less accustomed to

foreign brands may still have a stronger preference for local products. This finding is supported by recent literature, which suggests that consumers newer to foreign

brands may show greater openness to local alternatives (Sharma & Sivakumaran, 2018).

The results for subjective norms also highlight significant variation, with a mean of 3.05 among respondents with 6 months to 1 year of experience, decreasing to 2.81

for those with over 5 years of experience (p-value = 0.014). This indicates that individuals with shorter exposure to foreign makeup brands feel stronger social pressure

to support local brands. According to recent research, social influence tends to decrease as consumers grow more accustomed to foreign products, lessening the

perceived need for social approval when choosing these brands (Kim & Johnson, 2021). In terms of perceived behavioral control, however, no significant difference

is noted across experience levels, as reflected in a p-value of 0.190. This suggests that confidence in purchasing and the perceived ease of accessing local brands are

stable regardless of prior experience with foreign brands. Studies by Choi & Lee (2020) support this stability, noting that consumers’ perceived control in purchasing is

often rooted in accessibility and availability rather than familiarity with foreign brands.

Consumer ethnocentrism exhibits significant differences, with those having 6 months to 1 year of experience showing stronger ethnocentric beliefs (mean of 2.97)

compared to respondents with longer usage. This significant variation (p-value = 0.030) aligns with findings by Ramirez & Cruz (2022), who suggest that ethnocentric

tendencies are often stronger among those less integrated into foreign brand ecosystems, as their loyalty to local products is less challenged by established foreign

preferences. Lastly, purchase intention also shows significant differences across experience levels, with a lower mean of 2.76 among newer users and increasing

intentions for those with more experience. This difference (p-value = 0.021) supports the idea that prolonged exposure to foreign brands may raise the perceived

desirability of these products, as suggested by Wong & Phan (2021).

In summary, attitudes, subjective norms, consumer ethnocentrism, and purchase intention are significantly influenced by respondents' years of experience with foreign

makeup products. Newer users demonstrate stronger favorability toward local brands and social influence, while perceived behavioral control remains unaffected,

indicating stable confidence across experience levels in purchasing local or foreign brands.

Table 18 shows the differences on the assessment of planned behavior when grouped according to civil status.

Table 18. Differences on Planned Behavior When Grouped according to Civil Status

Variables Civil Status Mean Computed f-value p-value Decision on Ho Interpretation

Single 3.18
Married 3.04
Attitudes 4.024 0.008 Reject Significant
Separated 3.15
Widowed 2.78
Single 2.98
Married 2.87
Subjective Norms 5.037 0.002 Reject Significant
Separated 3.02
Widowed 2.57
Single 3.25
Married 3.19
Perceived Behavioral Control 1.602 0.188 Failed to Reject Not Significant
Separated 3.25
Widowed 3.03
Single 2.88
Married 2.84
Consumer Ethnocentrism 1.312 0.270 Failed to Reject Not Significant
Separated 2.94
Widowed 2.75
Single 2.88
Married 2.84
Purchase Intention 1.143 0.332 Failed to Reject Not Significant
Separated 2.88
Widowed 2.98

Table 18 highlights the differences in planned behavior based on civil status across several variables, revealing significant variations in attitudes and subjective norms,

but no significant differences in perceived behavioral control, consumer ethnocentrism, or purchase intention.

For attitudes, the single respondents have the highest mean (3.18), indicating a stronger positive attitude towards local products, while widowed respondents report the

lowest mean (2.78). The significant difference (p-value = 0.008) suggests that single individuals might have more favorable perceptions of local makeup brands,

possibly due to greater autonomy in purchasing decisions or differing consumer motivations compared to other civil status groups. This finding aligns with research by

Lopez and Smith (2019), who indicate that civil status can affect purchasing preferences, especially for products perceived as identity-oriented, like cosmetics.
Subjective norms also vary significantly across civil status groups (p-value = 0.002), with separated respondents recording the highest mean (3.02), indicating a

stronger perceived social influence favoring local brands, while widowed respondents show the lowest mean (2.57). This implies that social influence may play a

greater role for separated individuals, who might feel additional pressure to align with locally accepted behaviors or standards. Such a dynamic is consistent with

studies by Nguyen and Park (2021), which suggest that changes in social roles often heighten sensitivity to social norms in consumer behavior.

In terms of perceived behavioral control, consumer ethnocentrism, and purchase intention, there are no statistically significant differences across civil status

groups, as indicated by p-values of 0.188, 0.270, and 0.332, respectively. These results imply that respondents generally feel a similar level of confidence and control in

purchasing decisions and display consistent levels of ethnocentric tendencies and purchase intentions, irrespective of civil status. This consistency aligns with findings

by Wang and Kim (2020), who observed that consumer intentions often remain stable across diverse demographic factors when accessibility and perceived control are

strong.

In summary, civil status significantly impacts attitudes and subjective norms, with single and separated respondents exhibiting more positive attitudes and higher

perceived social influence toward local brands, respectively. However, no significant differences are noted in perceived control, consumer ethnocentrism, or purchase

intentions, suggesting that civil status has limited influence on these aspects of planned behavior in purchasing local or foreign makeup products.

4. Effect of Attitudes, Subjective Norms, and Perceived Behavioral Control on Purchase Intention

This section explores the impact of attitudes, subjective norms, and perceived behavioral control on purchase intention, analyzing how each factor influences

respondents' likelihood of choosing local makeup brands.

Table 19. Effect of Attitudes, Subjective Norms, and Perceived Behavioral Control on Purchase Intention

Purchase Intention B Std. Error t-value p-value Decision on Interpretation

Ho

Constant 2.515 0.126 19.887 <0.001 Reject Significant

Attitudes -0.133 0.066 -2.018 0.044 Reject Significant Effect

Failed to
Subjective Norms 0.005 0.074 0.072 0.942 No Significant Effect
Reject

Perceived Behavior Control 0.233 0.062 3.778 <0.001 Reject Significant Effect
2
Model Summary: R = 0.203; R = 0.041
Regression Model: F = 5.417; p = 0.001
Table 19 presents the regression analysis results, exploring how attitudes, subjective norms, and perceived behavioral control influence purchase intention for makeup

products. The analysis reveals a statistically significant regression model with an F-value of 5.417 and a p-value of 0.001, indicating that the combination of these
predictors has a meaningful impact on purchase intention. The model’s R value is 0.203, with an R² of 0.041, which shows that approximately 4.1% of the variance in

purchase intention is explained by attitudes, subjective norms, and perceived behavioral control. Although this effect size is modest, the model confirms a significant

relationship between these predictors and purchase intention.

Among the individual predictors, attitudes and perceived behavioral control both show significant effects on purchase intention. Attitudes have a negative coefficient

(B = -0.133, p = 0.044), suggesting an inverse relationship between favorable attitudes towards local brands and the intention to purchase foreign brands. This aligns

with the idea that stronger preferences for local products reduce the likelihood of choosing foreign brands, consistent with findings by Chen and Garcia (2018) that

highlight the impact of consumer preferences on purchase decisions.

Perceived behavioral control has a positive coefficient (B = 0.233, p < 0.001), indicating that greater perceived control over the purchase decision positively

influences purchase intention towards foreign brands. This suggests that consumers who feel more empowered in their buying choices are more inclined to consider

international products, supporting findings from research by Lee and Kang (2019), which indicate that control perceptions enhance willingness to explore diverse

options.

Subjective norms, however, have no significant effect on purchase intention (B = 0.005, p = 0.942), implying that social pressures or influences from others do not

significantly sway consumers’ decisions regarding foreign makeup products. This lack of impact could mean that consumers prioritize personal preferences and control

over social influences in their purchase decisions, in line with findings by Wilson and Zhang (2020), who observed a minimal role of subjective norms in markets with

high individualistic tendencies.

In summary, the analysis indicates that perceived control and attitudes are significant predictors of purchase intention, whereas subjective norms do not play a notable

role. This suggests that promoting consumer confidence and reinforcing favorable perceptions of local products may be more effective in shaping purchase behaviors in

this context.

5. Mediating Role of Consumer Ethnocentrism in the Influence of Attitudes and Perceived Behavioral Control on Purchase Intention
This section examines whether consumer ethnocentrism mediates the relationship between attitudes and perceived behavioral control with purchase intention for local

makeup brands. Given that subjective norms did not significantly influence purchase intention, the mediation analysis focuses solely on attitudes and perceived

behavioral control, providing insights into how consumer ethnocentrism may shape these effects on purchasing decisions.

Table 20. Relationship between Attitudes and Perceived Behavioral Control, and Consumer Ethnocentrism.
 Consumer Ethnocentrism B Std. Error t-value p-value Decision on Interpretation
Ho

Constant 1.001 0.080 12.463 <0.001 Reject Significant

Attitudes 0.324 0.031 10.361 <0.001 Reject Significant Effect

Perceived Behavior Control 0.268 0.038 7.119 <0.001 Reject Significant Effect
2
Model Summary: R = 0.789; R = 0.622
Regression Model: F = 313.323; p = <0.001

The results from Table 20 indicate a significant relationship between the independent variables, namely attitudes and perceived behavioral control, and the mediator,

consumer ethnocentrism. Specifically, the regression analysis shows that attitudes (B = 0.324, p < 0.001) and perceived behavioral control (B = 0.268, p < 0.001) both

have significant positive effects on consumer ethnocentrism, indicating that higher positive attitudes and greater perceived control over purchasing decisions are

associated with stronger ethnocentric tendencies among consumers.

This finding aligns with the study by Shimp and Sharma (2015) found that consumer ethnocentrism is often influenced by favorable attitudes toward domestic products.

Additionally, Jiang and Zhang (2018) highlighted the importance of perceived behavioral control in enhancing consumer ethnocentrism, suggesting that individuals

who feel they have control over their purchasing decisions are more likely to engage in ethnocentric behavior. The model's summary statistics (R² = 0.622) indicate that

a substantial proportion of variance in consumer ethnocentrism can be explained by these factors, emphasizing their importance in understanding consumer behavior.

Table 21. Relationship between Consumer Ethnocentrism and Purchase Intention.

Purchase Intention B Std. Error t-value p-value Decision on Interpretation

Ho

Constant 2.803 0.145 19.381 <0.001 Reject Significant

Failed to
Consumer Ethnocentrism 0.023 0.050 0.456 0.648 No Significant Effect
Reject
2
Model Summary: R = 0.590; R = 0.348
Regression Model: F = 203.741; p = <0.001
In Table 21, the analysis shows that consumer ethnocentrism does not have a significant effect on purchase intention (B = 0.023, p = 0.648). Despite the significant

relationship established earlier, this finding suggests that consumer ethnocentrism, as a mediator, does not effectively translate the impact of attitudes and perceived

behavioral control into purchase intentions. The model summary indicates a moderate fit (R² = 0.348), suggesting that while consumer ethnocentrism may play a role in

shaping attitudes and behaviors, it does not necessarily drive the intention to purchase.

This result could be interpreted that intention is more directly influenced by attitudes and perceived behavioral control rather than by intermediary constructs like

consumer ethnocentrism. Recent studies, such as those by Lee and Smith (2017), reinforce the notion that while consumer ethnocentrism can influence brand loyalty

and preference, it does not always correlate directly with purchase intention, particularly in contexts where global brands are perceived as superior. This emphasizes the
 complexity of consumer decision-making processes, where psychological factors may influence attitudes and perceived control but do not consistently result in the

desired purchasing behavior.

6. Proposed Marketing Campaign

The proposed marketing campaign aims to bridge consumer ambivalence toward local and foreign beauty products by promoting informed choices and fostering brand

loyalty. By educating consumers and creating community engagement initiatives tailored to specific demographics, the campaign encourages a balanced approach that

supports local economies while appreciating the diversity of global offerings. This inclusive strategy seeks to enhance positive attitudes toward both local and

international brands.

Table 22 shows the proposed marketing campaign.

Table 22. Proposed Marketing Campaign

Area of Concern Findings Proposed Strategies Objectives Persons Involved Expected Outcome

Consumer Attitudes Positive attitudes toward "Duality of Beauty" To enhance consumer Marketing Team, Increased consumer
products made in the Campaign perceptions of foreign Brand Managers, engagement with both
Philippines suggest a strong A multimedia campaign brands while still Influencers, Creative local and foreign
preference for local products, showcasing testimonials from valuing local products, Team products, leading to a
but significant engagement satisfied users of both Filipino fostering a more rise in trial purchases
with foreign brands exists. and foreign makeup brands, inclusive beauty across categories.
The mean scores indicate a emphasizing the unique narrative.
blend of agreement and qualities of each. Use visual
disagreement regarding storytelling to capture
foreign makeup usage, personal stories that resonate
highlighting ambivalence emotionally with the
among consumers. audience.

Table 22. Proposed Marketing Campaign (Continued)

Area of Concern Findings Proposed Strategies Objectives Persons Involved Expected Outcome

Perceived Behavioral Higher perceived control "Empower Your Choice" To empower IT Team, Marketing Greater consumer
Control correlates positively with Interactive Platform consumers with Strategists, App confidence in making
consumer ethnocentrism, Develop an app or website knowledge, making Developers informed decisions,
suggesting that consumers that allows users to compare them more confident resulting in increased
feel empowered yet may limit the features and benefits of in their purchasing purchases of a diverse
their choices to local brands. local versus foreign products decisions, ultimately range of products.
This suggests an opportunity side by side. Incorporate user- leading to increased
to educate consumers on generated content, reviews, sales of both local and
broader choices. and product comparisons to foreign products.
enhance engagement.

"Your Beauty, Your Way" To empower Product Develop- Increased customer

Customization Campaign consumers by offering ment Team, satisfaction and loyalty
 Introduce a product them personalized Marketing as consumers feel their
customization option where choices that blend Strategists, IT Team unique needs and
consumers can mix and match their preferences for preferences are met,
their own makeup kits, both local and foreign resulting in increased
including both local and products. sales across product
foreign products. Promote this lines.
through engaging online
tutorials.

Table 22. Proposed Marketing Campaign (continued)

Area of Concern Findings Proposed Strategies Objectives Persons Involved Expected Outcome

Consumer Ethno- Consumer ethnocentrism "Support Local, Explore To reduce the Content Creators, Enhanced
centrism scores show a tendency Global" Education perception that Marketing Team, understanding among
towards supporting local Campaign purchasing foreign Community consumers about the
products; however, it does Create content that educates products undermines Managers interconnectedness of
not significantly influence consumers on how purchasing local businesses and to local and foreign
purchase intention directly. foreign products can coexist promote a healthy products, leading to
Consumers express concern with supporting local balance between local more balanced
over the economic impact of businesses. Use infographics and global purchasing behavior.
their purchases. and social media posts to consumption.
illustrate how local economies
benefit from a diverse product
range.

Target Demogra- Age and occupation show Segmented Targeting To resonate with Market Research Increased brand
phics significant differences in Campaign specific age groups Team, Creative awareness and higher
attitudes, particularly among Develop targeted marketing and occupational Team, Digital conversion rates in
students, government strategies for each demographics, driving Marketing Specialists targeted demographics,
employees, and private demographic group. For higher engagement leading to overall
employees. Younger students, use social media rates and conversion growth in sales.
demographics show stronger platforms; for professionals, rates through tailored
attitudes towards foreign leverage LinkedIn and messaging.
products. Instagram with tailored
messaging emphasizing
quality and aspirational
lifestyle.

Table 22. Proposed Marketing Campaign (continued)

Area of Concern Findings Proposed Strategies Objectives Persons Involved Expected Outcome

Consumer Significant influence of "Makeup Circle" Social To foster community Social Media Team, Increased engagement
Engagement subjective norms indicates Media Initiative and peer influence that Influencers, on social platforms,
that peer recommendations Establish a community-driven enhances positive Community fostering a loyal
and social influences are platform where consumers attitudes toward both Managers community of brand
critical in shaping attitudes can share experiences, product foreign and local advocates who support
toward purchasing behavior. tips, and recommendations. products, building both local and
Partner with influencers and brand loyalty. international products.
beauty experts to lead
discussions and live sessions
about makeup tips using both
 local and foreign brands.

Chapter V
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
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