International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2025 Volume 13 Issue 4
Available Online: 3 May 2025
Author/s:
Baes, Patricia Andrea M.*
Divine Word College of San Jose, Philippines (14baespatriciaandrea@gmail.com)
Diaz, Kimberly C.
Divine Word College of San Jose, Philippines (kimdiaxz6147@gmail.com)
Aldana, Carl Alexis B.
Divine Word College of San Jose, Philippines (lexiscarl27@gmail.com)
Cerezo, Jackie B.
Divine Word College of San Jose, Philippines (Cerezojackie31@gmail.com)
Tacderan, Joshua D.
Divine Word College of San Jose, Philippines (shoobluescreen@gmail.com)
Poso, Christian Jeorge I.
Divine Word College of San Jose, Philippines (christiangeorgeilaganposo@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
This study determined the influence of price strategies on the buying behavior of senior high school students in Divine Word College of San Jose (DWCSJ). The study sought to explore three pricing strategies usually used by business organizations, which include cost-based, value-based, and competitive pricing, and to find how these are engaged in the buying decisions of the students. This study utilized a descriptive-correlational research design and used an adapted questionnaire to gather data from 200 randomly selected students. The results indicate that cost-based pricing significantly influences students’ food stall choices. They appreciate fair pricing that reflects the actual cost of ingredients and preparation, making them feel they’re getting good value for their money. Moreover, other aspects like taste, convenience, and promotions likely influence their decisions, too. Cost-based pricing has been recognized as an effective strategy, particularly in competitive markets where consumers are mindful of their spending. These findings reveal that students are sensitive to price changes and are particularly drawn to food stalls that provide discounts when ingredient costs decrease. Thus, students are very concerned about affordability and are more likely to purchase when they believe they are receiving a good deal. Thus, there is a highly significant relationship between pricing strategy and the purchasing behavior of students, which indicates that pricing strategy effectively influences their purchasing behavior. This study recommends that food stall owners may focus on the quality of the product that meets the demand of their consumers.
Keywords: pricing strategy, purchase behavior, cost-based pricing, affordability, food stalls
DOI: https://doi.org/10.5861/ijrsm.2025.25510
Cite this article:
Baes, P. A. M., Diaz, K. C., Aldana, C. A. B., Cerezo, J. B., Tacderan, J. D., Poso, C. J. I., & Limos-Galay, J. A. (2025). Pricing strategy and purchase behavior of senior high school students in food stalls in Divine Word College of San Jose. International Journal of Research Studies in Management, 13(4), 137-146. https://doi.org/10.5861/ijrsm.2025.25510
* Corresponding Author