This study intended to identify the consumer buying practices and the level of consumer buying awareness of homemakers in Bayombong, Nueva Vizcaya. The study likewise explored the possible relationship between the socio-demographic profile and consumer buying practices and with level of consumer buying awareness.

Generally, the results of the study reveal the following: The respondents were homemakers with a mean age of 40 years old, with average income of P10,000.00 per month, generally secondary to college graduates, belonging to various religious sect but predominated by Roman Catholics and mostly of the Ilocano origin.

The respondents are highly aware on consumer buying concerns as to general market condition, brands, adulteration, weights, deceptive container, inferior quality and illegal practices in the market.

Unfair prices and misbranding showed significant relationship with occupation, while ethnicity significantly correlated with unfair prices, general market condition and adulterated food sold in the market.

Shortweight and deceptive containers had significant relationships to the type of food and frequency of buying.

Brands significantly correlated to the type of clothing store and household furnishing acquired or bought.

The cost/price of food is the foremost factor that the homemakers consider when buying food in the market. The public market is patronized by the homemakers for their daily purchases.

The respondents are guided in their purchase of canned and packed foods by always reading nutrition label and comparing of prices. They also buy clothing and other wear for its texture, cost, durability and quality.

Location, price and sense of security were the factors always considered by the respondents when buying a house.

Thesis (Master of Science-Home Technology)

Includes appendices and bibliographical references