CONSUMERPREFERENCEFORAHARDWARESTOREOF CHOICEAMONGSELECTEDRESIDENTSOFLUCENACITY:A MARKETANALYSISAPPROACH

Due to rapid growth of family and population in Lucena City increases the competitions among hardware stores which contribute on the demand for home improvement products. The purpose of this research is to analyze the consumer preferences in choosing a hardware store among selected residents of Lucena City.The individual consumer has a set of preferences depending on their needs in home improvement.Sometimes customers go to hardware stores to get help. Hardware stores give them the help that they need.It is important to understand what consumers prefer to spend their income on which will help predict consumer demand.To present information regarding the market, this study used marketing analysis as a research plan.This research also suggests that among the consumer preference in selecting a hardware stores considering the three factors such as personnel assistance,customer satisfaction and store preferences.