Cultural and Social Drivers of Ukay-Ukay Shopping Trends in Nueva Ecija: An Analysis of Consumer Behavior

This study aims to examine the cultural and social influences on Ukay-Ukay shopping habits in Nueva Ecija, Philippines. Specifically, it seeks to determine the socio-demographic profile of consumers, identify the cultural factors shaping their shopping behaviors, and analyze the social drivers contributing to the popularity of Ukay-Ukay shopping. Furthermore, the study aims to propose a business strategy to enhance the Ukay-Ukay shopping experience. A quantitative-descriptive research design was employed, utilizing a survey questionnaire as the primary data collection tool. A total of 120 respondents were selected through a simple random sampling technique. The gathered data were analyzed using descriptive statistics, including frequency, percentage, and weighted mean calculations. The findings of this study provide valuable insights into consumer behavior and offer strategic recommendations for improving the Ukay-Ukay business model.