Abstract

In Holy Family Academy, the researcher conducted this study because the preference of the students today are more on the brand itself because of the "bandwagoning". Bandwagon is an activity, cause, etc. that is currently fashionable or popular and attracting increasing support. From this problem, the current research serves as a response to this problem. The researcher used questionnaire to gather information and analysis about the given problem. There are 6 open-ended questions to be answered by the Grade 11 students. The main objective was to evaluate the students' preference and buying behavior of products. This survey has been explored the level of influence of students' buying behavior. Customer personal information which consists of gender, location of business, income level, brand, consuming period, preference and advertising media and also through research information which includes the dimensions of all variables.