CHAPTER 5

SUMMARY, CONCLUSION, AND RECOMMENDATION

Summary

This study was designed to determine the FACTORS INFLUENCING CONSUMER

BEHAVIOR TOWARDS ONLINE SHOPPING IN SENIOR HIGH SCHOOL OF

KIBUNGSOD NATIONAL HIGH SCHOOL. In the context, the study sought to answer the

following aspects of the problem.1. What is the profile of the respondents in terms of age, sex,

daily allowance, grade level, average amount spent in Peso on a single purchase, number of

hours spent on social media in a day, and when to purchased product. 2. What is the extent effect

of factors influencing consumer behavior towards online shopping in terms of product

preferences, activities when shopping online, and perceptions on online shopping. 3. Is there a

significant difference on the factors influencing consumer behavior towards online shopping

among the Senior High School students in terms of product preferences, activities when

shopping online, and perception on online shopping when grouped according to demographic

profile 4. Is there a significant relationship between the product preferences and respondents’

daily allowance, product preferences and respondents’ grade level, activities when shopping

online and respondents’ sex, and perception on online shopping and respondents’ number of

hours spent on social media in a day.

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FINDINGS

The findings of the study are summarized as follows

1. The result showed that female had the highest frequency of 42 or 60 percent while there were

28 or 40 percent male respondents.

2. The respondents aged 17 had the highest frequency of 30 or 43 percent while age 16 had 2 or

3 percent, age 18 had 21 or 30 percent, age 19 had 10 or 14 percent, age 20 had 4 or 6 percent,

age 21 had 2 or 3 percent, and respondents aged 25 had 1 or 1 percent.

3. The respondents that had a daily allowance of below 50 pesos had the highest frequency of 59

or 84 percent while a daily allowance of more than 50 to 100 had a frequency of 9 or 13 percent,

and the respondents that had a daily allowance of more than 100 pesos had a daily allowance of 2

or 3 percent.

4. The respondents who were in grade 12 had the highest frequency of 55 or 79 percent while the

respondents who were in grade 11 had a frequency of 15 or 21 percent.

5. The respondents who spent less than 500 pesos on a single purchase had the highest frequency

of 64 or 91 percent while those who spent more than 500 to 1000 had a frequency of 4 or 6

percent, and those who spent more than 1000 had a frequency of 2 or 3 percent.

6. The respondents who spent 1 hour to 3 hours on social media in a day had the highest

frequency of 33 or 47 percent while those who spent less than an hour had a frequency of 26 or

37 percent, and those who spent more than 3 hours on social media in a day had a frequency of

11 or 16 percent.

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7. The results showed that the respondents who purchased product when they have extra money

had the highest frequency of 49 or 70 percent while those who purchased when they have special

occasion had 11 or 16 percent, those who purchased when the store offer sales had 6 or 9

percent, and those who purchased product when they have a good mood to purchased had a

frequency of 4 or 6 percent.

8. There was no significant difference on the factors influencing consumer behavior towards

online shopping among the Senior High School students in terms of product preferences,

activities when shopping online, and perception on online shopping when grouped according to

demographic profile.

9. There was significant relationship between product preferences and respondents’ daily

allowance, product preferences and respondents’ grade level, activities when shopping online

and respondents’ sex, and perception on online shopping and respondents’ number of hours spent

on social media in a day.

CONCLUSION

Based on the findings, the following conclusions are drawn

1. The result of the study showed that most of the respondents were females with a

frequency of 42 which accounted to 60 percent of the total population.

2. Majority of the respondents aged 17 with a frequency of 30 or 43 percent. It can be said

that most of the online consumers or sellers in Senior High School of Kibungsod National

High School were 17 years old.

3. Most of the respondents’ grade level were Grade 12 which accounted to 55 or 79 percent.

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4. Most of the respondents’ daily allowance was below 50 pesos which accounted to 59 or

84 percent.

5. Majority of the respondents spent less than 500 pesos only on a single purchase with a

frequency of 64 or 91 percent.

6. The study showed that most of the respondents spent 1 hour to 3 hours on social media in

a day which accounted to 33 or 47 percent.

7. The result of the study also showed that most of the respondents purchased product when

they have extra money with a frequency of 49 which accounted to 70 percent of the total

population.

RECOMMENDATIONS

Based on the findings and conclusion of the study, the following

recommendations are presented

1. Online retailers should improve their strategic marketing plan according to the

factors that influence the buying decision of customers. They should make a

legit information about the product they sell.

2. Online consumers should purchase more secured products from trusted online

retailers. They should look for an online shop that has information and

purchase quality.

3. Future researchers should study about the influence of cultural dimension

power distance. Economy, policy, and technology advancement may also be

the factors affecting consumers’ online purchasing behavior. They should

determine the return of investments.

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