Escubal, Edlyn Grace C.Fangon, Julie Anne M.Javier, Janelle V.Manongdo, Julie L.Valdez, Jepherson P.2025-09-172025-09-172024Escubal., E.C., Fangon, J.M., Javier., J.V., Manongdo., J.L., Valdez., J.P., (2024). Consumer buying behavior of distance learners in the city of San Fernando, La Union [Unpublished undergraduate thesis] Don Mariano Marcos Memorial State University -Open University System.https://lakasa.dmmmsu.edu.ph/handle/123456789/413This study employed a descriptive research design using a survey to analyze factors influencing consumer behavior. The respondents, 136 Bachelor of Science in Business Administration students from DMMMSU Open University System, provided insights into their buying preferences and challenges. Findings revealed that price and quality are key factors in purchasing decisions, with social media ads being the most effective promotional strategy. Online platforms were the preferred shopping medium. The results serve as a basis for a proposed marketing plan to help businesses better cater to distance learner's needs.en-USSOCIAL SCIENCES::Business and economics::Business studiesThesis