Psychological and personal factors affecting the consumer behavior of employees

International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2026 Volume 14 Issue 2

Available Online: 2 April 2026

Author/s:

Del Valle, Kashmere R.*
Divine Word College of San Jose, Philippines (kashmeredelvalle@gmail.com)

Robles, Vonn Andrei Q.
Delas Alas, Mariztella Santina Roy V.
Gripo, Simone Andrei D.
Liwang, Yohan C.
Notario, Kimberly T.
Avendaño, Isabel Grace Z.
Galay-Limos, Jenny A.

Abstract:

This research study investigated the influence of psychological and personal factors on the consumer behavior of employees of Divine Word College of San Jose. Specifically, the study examined the extent of psychological factors (motivation and product perception), the extent of personal factors (lifestyle and personality), and the level of consumer behavior. It also determined whether psychological and personal factors significantly affect consumer behavior. The research employed a quantitative approach using a descriptive-correlational design. Data were gathered through a structured questionnaire distributed to employees through total enumeration sampling. The instrument utilized a four-point Likert scale to measure responses. Statistical tools used for data analysis included the weighted mean to determine the extent and level of the variables and the Pearson Product-Moment Correlation Coefficient to test significant relationships among psychological factors, personal factors, and consumer behavior. Results revealed that psychological and personal factors were manifested to a high extent among the respondents. The level of consumer behavior was found to be very high, indicating careful, value-oriented, and well-planned purchasing decisions. Furthermore, both psychological and personal factors were significantly related to consumer behavior, suggesting that internal motivations, product perception, lifestyle, and personality play vital roles in shaping purchasing patterns. Based on the findings, it is recommended that marketers and business establishments consider psychological and personal characteristics when developing marketing strategies to address employees’ needs and preferences better.

Keywords: psychological factors, personal factors, consumer behavior, product perception, motivation

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DOI: https://doi.org/10.5861/ijrsm.2026.26012

Cite this article:
Del Valle, K. R., Robles, V. A. Q., Delas Alas, M. S. R. V., Gripo, S. A. D., Liwang, Y. C., Notario, K. T., Avendaño, I. G. Z., & Galay-Limos, J. A. (2026). Psychological and personal factors affecting the consumer behavior of employees. International Journal of Research Studies in Management, 14(2), 23-34. https://doi.org/10.5861/ijrsm.2026.26012

* Corresponding Author