Influence of Consumer Behavior and Competitive Dynamics on Student Startups’ Towards Business Strategies

Abstract

This research examined the influence of consumer behavior and competitive dynamics on the business strategies of 56 student startups at Capiz State University–Roxas City Main Campus during the academic year 2025–2026. Employing a quantitative cross-sectional design with descriptive, correlational, and causal-comparative components, the study used purposive and snowball sampling to analyze this specific group of student entrepreneurs via a structured five-point Likert-scale survey. The data, processed using the Statistical Package for the Social Sciences, were analyzed to identify how market factors shape respondents’ strategic positioning. Findings revealed that the participants demonstrate a very high level of engagement with all primary variables, with price sensitivity and pricing strategies emerging as the most dominant indicators within their operations. Although both consumer behavior and competitive dynamics were found to have a significant positive relationship with business strategy, the regression analysis identified competitive dynamics as the sole significant individual predictor for the respondents. Ultimately, the study concludes that these student entrepreneurs operate with a primarily reactive, competitor-oriented mindset, underscoring the need for more proactive approaches—such as implementing consumer loyalty programs and enhancing market intelligence training—to help student-led ventures balance immediate competitive pressures with long-term brand stability.