Advisers

Cyra Dizon

Discipline

Business administration

Abstract

Retail businesses use various strategies associated with consumer purchasing behavior, including product mimicry, where products imitate the packaging and design of well-known brands. DALI Everyday Grocery Store adopts this strategy to offer affordable alternatives. This study examined the relationship between product mimicry and consumer buying preferences in DALI Everyday Grocery Store located in Novaliches, Quezon City. Specifically, it assessed how product mimicry in terms of logo, price, and promotions relates to consumer buying preferences in terms of purchase frequency, product choice, and average spend. The study also identified challenges encountered by consumers regarding product mimicry. A descriptive-correlational research design was utilized, and data were gathered through face-to-face survey questionnaires administered to 180 purposively selected respondents. Statistical tools used included frequency and percentage, weighted mean, Pearson’s r correlation coefficient, and ranking. Findings revealed that respondents strongly agreed that product mimicry is strongly associated with their buying decisions. Among the three components, price was identified as the most influential factor, as consumers’ preferred mimicked products due to affordability and perceived value for money. Logo mimicry also gained strong agreement, particularly in terms of color and style which made products more noticeable. Promotions were likewise effective, with respondents agreeing that clear and visible discounts encouraged them to buy more and try products they would not normally purchase. In terms of consumer buying preferences, purchase frequency, product choice, and average spend were all rated strongly agree, indicating that mimic products are associated with repeat purchases and increased spending despite budget planning. Moreover, results showed that the most common challenges encountered were confusion due to similar packaging color schemes and branding, as well as mistaking mimicked products for original brands. Pearson’s r correlation analysis confirmed a statistically significant relationship between product mimicry and consumer buying preferences, with an r-value of 0.541 and p-value of 0.00005, indicating a moderate positive correlation and rejection of the null hypothesis. The study concludes that product mimicry is significantly associated with consumer behavior, and recommends stronger packaging differentiation and clearer product identification to improve trust and reduce consumer confusion.

Keywords

price, product mimicry, consumer buying preferences, convenience store, logo, promotions, purchase frequency, product choice, average spend