October 01, 2024
This study investigated the determinant factors driving millennial consumers in Quezon City towards knock-off shoes over originals, utilizing quantitative analysis of Millennial responses. It assessed the influence of price, quality, appearance, social status, and previous customer experiences on their purchase behavior. Multiple regression analysis and ANOVA were applied to identify significant patterns and relationships among the given variables in the study. The results showed a significant influence of low price and social status on the inclination towards knock-off shoes, underlining the importance of perceived value and societal perspectives in consumer decisions. The study underscored the substantial influence of social media on shaping consumer attitudes and behaviors, confirming its effectiveness in influencing Millennials' buying habits. The insights revealed key aspects of Millennial buying habits in the shoe market. This study added to the conversation on consumer behavior, offering strategies to engage Millennials more effectively and counteract the knock-off trend. KEYWORDS: Millennials, knock-off shoes, original shoes, purchase behavior, determinant factors