Product Value and Purchase Preference Among Sneaker Buyers in Davao City
DOI:
https://doi.org/10.69569/jip.2026.421xKeywords:
Davao City, Philippines, Product value, Purchase preference, Sneaker buyersAbstract
Purchase preference is an important aspect of consumer behavior, particularly in competitive footwear markets, where consumers evaluate products based on quality, price, comfort, durability, brand reputation, and other functional, social, and symbolic attributes. This study examined the relationship between product value and purchase preference among sneaker buyers in Davao City, Philippines, and determined whether these variables differed when respondents were grouped according to sex. The study employed a non-experimental quantitative research approach using descriptive, correlational, and comparative designs. Stratified random sampling was used to select 100 adult sneaker buyers from three districts of Davao City, and data were collected using a structured survey questionnaire. The data were analyzed using the mean, standard deviation, Pearson's product-moment correlation coefficient, and an independent-samples t-test. Results showed very high levels of product value (M = 3.59, SD = .384) and purchase preference (M = 3.57, SD = .365). No significant differences were found in product value and purchase preference when respondents were grouped according to sex. However, a strong positive relationship was found between product value and purchase preference (r = .744, p < .001). The findings indicate that sneaker buyers who perceive greater product value tend to demonstrate stronger purchase preferences. The study is limited by its sample of 100 respondents, its focus on sneaker buyers in selected districts of Davao City, and its reliance on self-reported cross-sectional data, which may limit the generalizability of the findings and preclude causal interpretations.
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