The researcher studied and investigated the level of importance of consumers’ choice mainly price, location, safety and security, facilities and amenities, and exclusivity in the Philippines. This research was limited to 400 potential residential property buyers from any of the top 10 real estate developers in the Philippines. This study focused on 5 consumers’ choice factors mainly price, location, safety and security, facilities and amenities, and exclusivity towards purchase intention of residential property in the Philippines. Among the 5 consumers’ choice factors for buying residential property, the number one consideration is the safety and security (Mean = 5.530), followed by price (Mean = 5.488), location (Mean = 5.424), facilities and amenities (Mean = 5.266), and exclusivity (Mean = 4.983). From this study, four out of five consumers’ choice factors are rated very high important namely: price, location, safety and security, and facilities and amenities. On the other hand, exclusivity is rated of high importance in terms of buying a residential property.

The increasing trends of using online consumer reviews as bases before the actual purchase of a product or service are now substantial in the consumer decision-making process. Consumers nowadays want not only the core products or services, but other offerings as well, and they usually verify these with the online reviews. The resort industry is not exempted from these deviations. This study particularly investigated the determinants of consumer trust in online reviews, the assertions of cognitive dissonance as part of pre-purchase behavior, and their effects on customers’ purchase likelihood. The study sites were selected resorts in Region IV in the Philippines, while the perspective of 500 customers located in the Philippines specifically in Metro Manila, Metro Davao and Metro Cebu were utilized. Initial findings showed that argument quality (.785), source credibility (.812) and perceived quantity of reviews (.785) had greatly influence consumer trust. However, the assertions of pre-purchase cognitive dissonance were not influenced by the determinants. Moreover, results revealed that pre-purchase cognitive dissonance (with a value of -0.084) has a negative impact on the purchase likelihood whereas consumers’ trust (with a value of 0.522) has a positive impact on the purchase likelihood.

The study aims to investigate the relationships between the demographic profile and consumers’ choice particularly price, location, safety and security, facilities and amenities, and exclusivity towards purchase intention of residential property in the Philippines. With the Association of Southeast Asian Nations (ASEAN) Economic Community, the Philippines is viewed by various experts to be in good standing to lead in the area’s property growth. Descriptive-Causal was utilized in the study. The respondents were 400 potential residential property buyers from any of the top 10 real estate developers in the Philippines. The researcher used a purposive sampling method. The data collected through a self-constructed survey questionnaire was entered and analyzed using SPSS and AMOS. The findings of the study showed that the demographic characteristics have a direct effect on consumers’ choice factors. It also revealed that consumers’ choice factors have a direct effect on purchase intention. The researcher proposed an emerging model of the causal relationships between the demographic profile and consumers’ choice factors towards the purchase intention of residential property in the Philippines.