The Influence of Korean Instant Noodle Product Attributes on Consumer Buying Behavior among Selected Senior High School Students in Poblacion, Valencia City

Abstract

Korean instant noodles have evolved beyond simple convenience food and have become a powerful cultural and social phenomenon among Filipino youth. Influenced by the rapid spread of Korean popular culture through TikTok, YouTube, K-dramas, and social media trends, senior high school students are increasingly drawn to Korean noodle brands as symbols of modern lifestyle, identity, and social belonging. This study examined the influence of product attributes—price, quality, taste, and brand image—on the consumer buying behavior of selected senior high school students in Poblacion, Valencia City. Anchored on Rational Choice Theory and supported by Means–End Chain Theory and Social Influence Theory, the study explored how rational thinking, emotional value, and peer influence shape students’ purchasing decisions. Using a quantitative descriptive-correlational research design, data were collected from 353 senior high school students through a structured survey questionnaire. Statistical tools such as weighted mean, Independent Samples t-test, One-Way ANOVA, Pearson correlation, and multiple regression analysis were utilized to determine significant relationships, differences, and predictors of consumer buying behavior. The findings revealed that respondents generally exhibited a high level of consumer buying behavior and positively perceived Korean instant noodle product attributes. Among the variables, price and brand image significantly influenced consumer buying behavior, indicating that affordability and social appeal strongly shape students’ purchasing decisions. Although quality and taste received favorable evaluations, they did not emerge as significant independent predictors when analyzed alongside other variables. This suggests that students already consider good taste and quality as expected standards rather than deciding factors in product selection. The study further revealed that today’s student consumers are highly influenced by social media exposure, peer recommendations, and brand popularity. Korean instant noodles are no longer viewed merely as food products but as trendy lifestyle items associated with Korean culture and online identity. The findings highlight the importance of balancing affordability, branding, and cultural relevance in attracting young consumers. The study provides valuable insights for marketers, retailers, and future researchers in understanding modern youth consumer behavior in the Philippines.