The Stimulus-Organism-Response (SOR) Model-Based Analysis on Appliances Acquisition in the Philippines: An Empirical Study on Consumers' Behavior towards Purchasing Refrigerators

Abstract

Through the Stimulus-Organism-Response (SOR) Model, the paper was designed to answer five (5) questions: (a) What are the factors affecting the decision of the Filipinos in buying refrigerators?; (b) What are the reasons that encourage Filipinos to purchase refrigerators?; (c) What is the relationship between energy labels and the purchasing behavior of the Filipinos?; (d) What are the internal and external referents associated in purchasing behavior?; and (e) How do socio-demographics affect the purchasing behavior? SOR explains that several external aspects can act as a stimulus which influences a person's internal state, referring to the organism, which will result to certain behavioral response. The prevailing motivation of consumers rely on their hedonic behavior which attributes with the experiences of sensory appeals including emotion and gratification The study suggests that the consumers lack ample knowledge and capacity to use their familiarity and awareness on the existence of energy labels on making sound decisions when purchasing refrigerators. The importance of energy labels was being set aside by the consumers when being conflicted with the product's brand, features, and aesthetics. Subsequent interventions of government may be necessary in order to address the gap between the consumers purchasing motivation and purchasing behavior. The intensification of information campaign and supporting policies may provide avenue to ensure that consumers are empowered on choosing energy efficient appliances. Furthermore, the development of a comprehensive communication plan that will cut across sector may address the concerns on the appliances acquisition of the Filipinos.