Chapter 3

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Presented in this part is the interpretation of the information accumulated in

the study through survey. The outcomes are introduced in even tabular form. There

were 30 respondents in the study. The research binds to figure out the effectiveness

of digital marketing strategy.

Profile of the Respondents

Table 1 present the profile of the respondents. A total number of 30

respondents answered the instrument of the study to measure the effectiveness of

digital marketing as a strategy of online sellers in Davao City.

It was observed in the table that respondents who have a starting capital of

below 10,000 got the highest number of respondents with a percentage of 63% and

followed by online sellers who's starting capital is 10,001 up to 50,000 with a

percentage of 37%. In a clear view, mostly of the respondents get their supplies in

other places with 53%, followed by those who get their supplies in a commercial

center with 37%, Some get their supplies in Malls with 7% and the least score goes

to E-market places with the percentage of 3%. In the table, 80% of the respondents

have been into online selling for 5 years and below, 17% are have been operating for

6 to 10 years and 3 % of them have been to online selling for more than 10 years.
 Table 1

Profile of Respondents

Profile

Starting Capital Number Percentage

Below 10,000 19 63%

10,001 – 50,000 11 37%

50,000 above 0 0%

Total 30 100%

Source of Supply Number Percentage

Mall 2 7%

Commercial Center 11 37%

E-Market Places 1 3%

Others 16 53%

Total 30 100%

Number of years of Number Percentage

operation
Below 5 years 24 80%

6-10 years 5 17%

11 years above 1 3%

Total 30 100%

The Level of Digital Marketing Strategy of Online Sellers in terms of Segment

of One.
 Table 2 presents the level of digital marketing strategy of segment of

one when use as a strategy of online sellers. Generally, the respondents very

highly agree that segment of one is a strong determinants of digital marketing

strategy of online sellers based on different criteria with a mean of 4.30.

Particularly in the area of creating virtual communities for consumer who

shares a common interest the respondents said that they very highly agree

with a mean of 4.27. In terms of categorizing consumer market base on their

age, gender, lifestyle, values etc. the respondents said that they very highly

agree with a mean of 4.43. On the other hand, in the area of making separate

marketing plan to each segmented group the respondents said that they very

highly agree with a mean of 4.30. In addition, in the area of Targeting these

customer segment with direct mail, magazine, radio, television and even

internet marketing they said that they highly agree with a mean of 4.17.

Finally, in the area of identifying which segment represent the most potential

sales for the business the respondents said that they very highly agree with a

mean of 3.77. These results also aligned with the study of Pepper and Rogers

(2013) presented the idea of switching the marketer's mindset from share of

the market to share of the customer. Instead of focusing solely on the higher

investment to increase revenue, you want to focus as well on increasing the

share of each customer in one-to-one basis.

Table 2
 Segment of one Mean S.D. Description

1 Creating virtual communities 4.27 0.78 Very high

for consumers who shares a

common interest
2 Categorizing consumer market 4.43 0.85 Very high

base on their age, gender

lifestyle, values etc.

3 Making separate marketing 4.30 0.76 Very high

plan to each segmented group.

4 Targeting these customer 4.17 1.13 High

segment with direct mail,

magazine, radio, television and

even internet marketing

5 Identifying which segment 4.33 0.95 Very high

represent the most potential

sales for the business.

Mean 4.30 0.90 Very high

The Level of Digital Marketing Strategy of Online Sellers in terms of

Customer Led-Positioning
 In addition, this study tries to measure the level of customer led-positioning in

digital marketing strategy among online sellers as shows in table 3. Generally, the

respondents very highly agree that customer led-positioning is a strong determinants

of digital marketing strategy of online sellers based on different criteria with a mean

of 4.28. The respondents said that in terms of determining the unique benefits and

characteristics of the product the respondents said that they very highly agree with a

mean of 4.43. In the area of focusing on not just the benefits of the firm's product but

the benefit sought from the entire range of product and services considered by the

customer the respondents said that they very highly agree with a mean of 4.40.

Further in the area of determining the positioning and attractiveness of the auctioned

product the respondents express that they very highly agree with a mean of 4.27. In

addition, the respondents were asked in terms of using image and perception as a

mean of selling the respondents said that they very highly agree with a mean of 4.53.

Lastly, in the area of running the risk of stifling growth because of the eminence of

"competing change" the respondents said that they highly agree with a mean of 3.77.

These result is also aligned with the study of Ries and Trout (2001) states

positioning is what you do to the mind of the prospect. That is, you position the

product to the mind of the prospect. The customer led-positioning o value-proposition

concept focuses on creating customer value and goes beyond the classic definition

that positioning is based solely on communication. Anderson & Vinzce (2004)

Table 3

Customer-Led Positioning Mean S.D Description

 1 Determining the unique 4.43 0.82 Very high

benefits and characteristics

of the product

2 Focusing on not just the 4.40 0.81 Very high

benefits of the firm’s product

but the benefits sought from

the entire range of product

and services considered by

consumer.

3 Determining the positioning 4.27 0.94 Very high

and attractiveness of the

auctioned product

4 Using image and perception 4.53 0.68 Very high

as a mean of selling.

5 Running the risk of stifling 3.77 0.77 High

growth because of the

eminence of “competing

change”.
Mean 4.28 0.81 Very high
The Level of Digital Marketing Strategy of Online Sellers in terms of Online

Auction

In the table 4 the respondents were asked on their perception in the area of

online auctioned their response were that they were highly agree that online
auctioned is a strong determinants of digital marketing strategy of online sellers

based on different criteria with a mean of 4.07. The respondents said that in the area

of selling multiple lots of item at a time the respondents said that they very highly

agree with the mean of 4.33. In terms of avoiding long stocking time in inventories

the respondents said that they highly agree with the mean of 4.13. In the area of

using online auction sites or other e-market places to sell your product quickly they

said that they were highly agree with the mean of 4.07. In terms of auctioning off

excess inventory or services respondents said that they were highly agree with the

mean of 3.90. Finally, in terms of auctioning luxury items with low starting rates

respondents replied that they highly agree with the mean of 3.90. This study is

aligned with the study of Allen, Kania & Yaeckel (2001) states that auction are one

of the most popular activities on the Web because they easily overcome the problem

of being physically disperse..

Table 4

Online Auction Mean S.D. Description

1 Selling multiple lots of item 4.33 0.88 Very high

at a time.

2 Avoiding long stocking time 4.13 1.20 High

in inventories.

3 Using online auction sites or 4.07 1.20 High

other e-marketplaces to sell

your product quickly.

4 Auctioning off excess 3.90 0.96 High

inventory or services.

5 Auctioning luxury items with 3.90 0.96 High

low starting rates.

Mean 4.07 1.04 high

The Level of Digital Marketing Strategy in terms of Relationship

Marketing among Online Sellers

 The study tries to determine the level of relationship marketing among the

respondents as show in the table 5. Generally, the respondents said that they were

very highly agree that marketing relationship is a strong determinants of digital

marketing strategy of online sellers based on different criteria with a mean of 4.53.

Particularly in the area of ensuring the product is genuine and the brand is real the

respondents said that the very highly agree with the mean of 4.43. In terms of

nurturing the online presence and every person that is part of it the respondents said

that they very highly agree with the mean of 4.33. On the other hand, in the area of

providing information and implies trust that this information to conduct a customer-

centric dialogue the respondents said that they very highly agree with the mean of

4.60. In addition, in the area of building up good reputation, loyal and satisfied

customer base they said that they very highly agree with the mean of 4.73. Finally, in

the area of getting feedback and have the possibility to improve your business in

order to attract more loyal customer that respondents said that they very highly

agree with the mean of 4.57. This study is aligned with the study of Addison &

Wesley (1991) about the changes marketers needed to make to become more

customer centered with their marketing efforts. Mowen and Hinor (1998) is the "overt

attempt of exchange partners to build a long term association, characterized by

purposeful cooperation and mutual dependence on the development of social, as

well as structural bonds"

Table 5
 Marketing Relationship Mean S.D. Description

1. Ensuring the product is 4.43 0.86 Very high

genuine and the brand is real

2. Nurturing your online 4.33 0.88 Very high

presence and every person

that is part of it.

3. Providing information and 4.60 0.72 Very high

implies trust that this

information to conduct a

customer – centric dialogue.

4. Building up good reputation, 4.73 0.52 Very high

loyal and satisfied customer

base

5. Getting feedback and have 4.57 0.68 Very high

the possibility to improve

your business in order to

attract more loyal customer.

Mean 4.53 0.73 Very high

Significant Differences on Digital Marketing Strategy of Online Sellers

Analyzed According to Respondents Starting Capital

Table 6 shows the significant difference of indicators of digital marketing strategy of

online sellers when analyzed by their starting capital. In terms of segment of one,

respondents who have a starting capital of below 10,000 has an SD of 0.67 with

mean average of 4.24, while respondents starting capital of 10,001 up to 50,000 has

a SD of 0.52 with mean average of 4.14. Overall, the significant difference of the

indicators of digital marketing strategy of online sellers when analyzed by

respondents starting capital in terms of segment of one generated a f-ratio of 0.167.

thus, the null hypothesis is accepted.

In terms of customer led-positioning, respondents who have a starting capital

of below 10,000 has a SD of 0.65 with the mean average of 4.32, while respondents

starting capital of 10,001 up to 50,000 has a SD of 0.57 with mean average of 4.2.

Overall, the significant difference of the indicators of digital marketing strategy of

online sellers when analyzed by respondents starting capital in terms of segment of

one generated a f-ratio of 0.279. Thus, the null hypothesis is accepted.

In terms of online auction, respondents who have a starting capital of below

10,000 has a SD of 0.83 with the mean average of 4.06, while respondents starting

capital of 10,001 up to 50,000 has a SD of 0.58 with mean average of 4.07. Overall,

the significant difference of the indicators of digital marketing strategy of online

sellers when analyzed by respondents starting capital in terms of segment of one

generated a f-ratio of 0.001. Thus, the null hypothesis is accepted.

Lastly, in terms of marketing relationship, respondents who have a starting

capital of below 10,000 has a SD of 0.61 with the mean average of 4.53, while

respondents starting capital of 10,001 up to 50,000 has a SD of 0.48 with mean

average of 4.52. Overall, the significant difference of the indicators of digital

marketing strategy of online sellers when analyzed by respondents starting capital in

terms of segment of one generated a f-ratio of 0.002. Thus, the null hypothesis is

accepted.

Table 6

Significant differences of digital marketing strategy of online sellers analyzed

according to respondents starting capital

Descriptives below ₱10,000 ₱10,001- ₱50,000 Total

Mean Std. Mean Std. Mean Std. F-Ratio Sig. Decision

Deviation Deviation Deviation on Ho.

Segment of 4.2421 0.67521 4.1455 0.52223 4.2067 0.61584 0.167 0.686 Accept

one

Customer- 4.3263 0.6573 4.2 0.57966 4.28 0.62279 0.279 0.601 Accept

Led

Positioning

Online 4.0632 0.83813 4.0727 0.58837 4.0667 0.74525 0.001 0.974 Accept

Auction

Marketing 4.5368 0.61843 4.5273 0.48392 4.5333 0.56406 0.002 0.965 Accept

Relationship

Significant Differences on Digital Marketing Strategy of Online Sellers

Analyzed According to Respondents Source of Supply

Table 7 shows the significant difference of indicators of digital marketing strategy of

online sellers when analyzed by their source of supply. In terms of segment of one,

respondents who have mall as their primary source of supply has an SD of 0.70 with

mean average of 3.7, while respondents source of supply are commercial center has

a SD of 0.62 with mean average of 4.1. Respondents who have E-market places as

their primary source of supply has an SD of 0 with mean average of 4.2, while

respondents source of supply are other places has a SD of 0.61 with mean average

of 4.3. Overall, the significant difference of the indicators of digital marketing strategy

of online sellers when analyzed by respondent's source of supply in terms of

segment of one generated a f-ratio of 0.765. thus, the null hypothesis is accepted.

In terms of customer led-positioning, respondents who have mall as their

primary source of supply has an SD of 0.98 with mean average of 4.1, while

respondents source of supply are commercial center has a SD of 0.48 with mean

average of 4.1. Respondents who have E-market places as their primary source of

supply has an SD of 0 with mean average of 4.6, while respondents source of supply

are other places has a SD of 0.69 with mean average of 4.4. Overall, the significant

difference of the indicators of digital marketing strategy of online sellers when

analyzed by respondent's source of supply in terms of customer led-positioning

generated a f-ratio of 0.592. thus, the null hypothesis is accepted.

In terms of online auction, respondents who have mall as their primary source

of supply has an SD of 0.28 with mean average of 3.8, while respondents source of

supply are commercial center has a SD of 0.68 with mean average of 3.6.

Respondents who have E-market places as their primary source of supply has an

SD of 0 with mean average of 4.8, while respondents source of supply are other

places has a SD of 0.67 with mean average of 4.37. Overall, the significant
difference of the indicators of digital marketing strategy of online sellers when

analyzed by respondent's source of supply in terms of segment of one generated a f-

ratio of 3.461. thus, the null hypothesis is rejected.

Lastly, in terms of marketing relationship, respondents who have mall as their

primary source of supply has an SD of 1.13 with mean average of 4.2, while

respondents source of supply are commercial center has a SD of 0.58 with mean

average of 4.32. Respondents who have E-market places as their primary source of

supply has an SD of 0 with mean average of 5.0, while respondents source of supply

are other places has a SD of 0.46 with mean average of 4.68. Overall, the significant

difference of the indicators of digital marketing strategy of online sellers when

analyzed by respondent's source of supply in terms of segment of one generated a f-

ratio of 1.405. thus, the null hypothesis is accepted.

Table 7

Significant differences of digital marketing strategy of online sellers analyzed

according to respondents source of supply

 Mall Commercial E-Market Others Total

Center Places
Me Std. Mea Std. Me Std. Mea Std. Mea Std. F- Sig. Decis

an Deviat n Deviat an Deviat n Deviat n Deviat Rati ion

ion ion ion ion ion o on

Ho.
Segmen 3.7 0.707 4.10 0.622 4.2 4.33 0.618 4.20 0.615 0.7 0.5 Acce

t of one 11 91 02 75 47 67 84 65 24 pt

Custom 4.1 0.989 4.10 0.484 4.6 4.4 0.692 4.28 0.622 0.5 0.6 Acce

er-Led 95 91 67 82 79 92 26 pt

Positioni

ng

Online 3.8 0.282 3.6 0.681 4.8 4.37 0.672 4.06 0.745 3.4 0.0 Rejec

Auction 84 18 5 81 67 25 61 31 t
Marketi 4.2 1.131 4.32 0.581 5 4.68 0.467 4.53 0.564 1.4 0.2 Acce

ng 37 73 53 75 44 33 06 05 64 pt

Relation

ship

Significant Differences on Digital Marketing Strategy of Online Sellers

Analyzed According to Respondents Years in Operation

Table 8 shows the significant difference of indicators of digital marketing strategy of

online sellers when analyzed by their years of operation. In terms of segment of one,

respondents who operates below 5 years has an SD of 0.65 with mean average of
4.2. Respondents who operates from 6 to 10 years has a SD of 0.43 with mean

average of 4.36, while respondents who is operating for 10 years and above has an

SD of 0 with mean average of 3.6. Overall, the significant difference of the indicators

of digital marketing strategy of online sellers when analyzed by respondent's years in

operation in terms of segment of one generated a f-ratio of 0.625. thus, the null

hypothesis is accepted.

In terms of customer led-positioning, respondents who operates below 5

years has an SD of 0.65 with mean average of 4.29. Respondents who operates

from 6 to 10 years has a SD of 0.49 with mean average of 4.36, while respondents

who is operating for 10 years and above has an SD of 0 with mean average of 3.6.

Overall, the significant difference of the indicators of digital marketing strategy of

online sellers when analyzed by respondent's years in operation in terms of

customer led-positioning generated a f-ratio of 0.625. thus, the null hypothesis is

accepted.

In terms of online auction, respondents who operates below 5 years has an

SD of 0.78 with mean average of 4.08. Respondents who operates from 6 to 10

years has a SD of 0.46 with mean average of 4.2, while respondents who is

operating for 10 years and above has an SD of 0 with mean average of 3.0. Overall,

the significant difference of the indicators of digital marketing strategy of online

sellers when analyzed by respondent's years in operation in terms of customer led-

positioning generated a f-ratio of 1.119. thus, the null hypothesis is accepted.

Lastly, in terms of marketing relationship, respondents who operates below 5

years has an SD of 0.58 with mean average of 4.53. Respondents who operates

from 6 to 10 years has a SD of 0.26 with mean average of 4.27, while respondents

who is operating for 10 years and above has an SD of 0 with mean average of 3.6.
Overall, the significant difference of the indicators of digital marketing strategy of

online sellers when analyzed by respondent's years in operation in terms of

marketing.

Table 8

Significant differences of digital marketing strategy of online sellers analyzed

according to respondents years of operation

 Below 5 yrs. 6-10 yrs. 11 yrs. Total

above

Mea Std. Me Std. Me Std. Mea Std. F- Sig Decis

n Devia an Devia an Devia n Devia Tes . ion

tion tion tion tion t on

Ho.
Segme 4.2 0.651 4.3 0.433 3.6 4.20 0.615 0.6 0.5 Acce

nt of 42 6 53 67 84 25 43 pt

one
Custom 4.29 0.651 4.3 0.498 3.6 4.28 0.622 0.6 0.5 Acce

er-Led 17 36 6 79 25 43 pt

Position

ing
Online 4.08 0.78 4.2 0.469 3 4.06 0.745 1.1 0.3 Acce

Auction 33 04 67 25 19 41 pt
Marketi 4.53 0.585 4.2 0.268 3.6 4.53 0.564 1.7 Acce

ng 33 82 7 33 33 06 3 pt

Relation

ship

Chapter 4

SUMMARY, CONCLUSION AND RECOMMENDATIONS

In this chapter, the researcher presents the summary, conclusion, and

recommendation of the study

Summary and Findings

 The study aims to determine the effectiveness of digital marketing as a

strategy of online sellers.

The findings of the study are summarized as follows:

1.Profile of the respondents when it comes to their starting capital, majority

them have below 10,000 with 63% percent rating. The remaining are respondents

who have a starting capital of 10,001 up to 50,000 with 37% percent rating. In terms

of the respondent's primary source of supply majority of them have other places with

53% percent of rating, followed by commercial center with 37 % percent of rating. 7

percent of the respondents goes to the mall and 3% of them have E-market places

as their source of supply. For the respondent's years in operation, most of them

operated below 5 years with 80 percent rating followed by those who operated from

6 years to 10 years with 17% ratings. Lastly 3% percent of the respondents operates

for more than 10years with a rating of 3%.

2. On the level of digital marketing strategy of online sellers with regards to

segment of one with mean of 4.30 which indicates that the level of segment of one is

very high, which means segmenting customers base on their age, gender, lifestyle,

values, interest etc. And make a marketing plan to each segmented group more

likely gain more market shares. Furthermore, the level of digital marketing strategy of

online sellers with regards to customer led-positioning has a mean of 4.28, which

signifies that the level of customer led-positioning is very high as the more we

determine uniqueness, benefits and attractiveness of each product with the right

positioning with the use of image and perception, most likely attracts more customer.

Moreover, the level of digital marketing strategy of online sellers with regards to

online auction has a mean of 4.07 which signifies that the level of online auction is

high which denotes that using online auction sites or own website is helpful in selling
off excess inventory quickly. Lastly, on the level of digital marketing strategy of online

sellers with regards to marketing relationship has a mean of 4.53, which signifies that

the level of marketing relationship is very high which means nurturing online

presence and building up good reputation by providing genuine products and

information helps in building good relationship and have more loyal and satisfied

customer

3.Significant differences are shown in the level of digital marketing strategy of

online sellers when analyzed under moderator variable of starting capital, source of

supply and years in operation. In terms of starting capital, the overall f-value is 0.17

and 0.28. In terms of their source of supply, have overall f-value of 0.77, 0.59, 3.46

and 1.41. Lastly, in terms of years in operation the overall f-value of 0.63, 1.12 and

1.73. F-test was also used to examine if there were significant differences on the

level of digital marketing of online sellers when respondents are group according to

their starting capital, source of supply and years in operation. The result presented

that there is no significant differences exist.

Conclusion

The following conclusions were drawn based on findings:

1. There is no significant difference on the level of digital marketing strategy of

online sellers when analyzed under the moderator variables of starting capital,

source of supply and years in operation but there is a significant difference on

 the digital marketing strategy of online sellers when analyzed by source of

supply in terms of online auction.

2. The effectiveness of digital marketing strategy when used by the respondents

in terms of its indicators described that digital marketing strategy is very highly

effective to attracts online buyers.

3. There was no significant difference in the level of digital marketing strategy of

online sellers in terms of segment of one, customer led-positioning, online

auction and relationship marketing.

Recommendation

Based on the findings and conclusions, the following are recommended.

1. Among the moderator variables, segment of one, customer led-positioning

and relationship marketing have the highest level of effectiveness. It is

recommended that oniline sellers should use this digital marketing as strategy

to attract, satisfy and build more loyal customer. In addition, segmenting and

categorizing customer and identifying which segmented group your target

market and make marketing plan to each segmented group is very vital to

increase your customers and sales.

2. It is recommended that before selling a particular product, online seller must

know the unique benefits and other important information of the product. Also,

online sellers must make sure that the product is genuine and has good

quality before offering it to their customer or other resellers, it is to maintain

the good reputation of the online sellers.

3. Because of the modern technology, it is recommended to advertise your

product not only through radio and television but also through the use of
 social media and e-market sites. It is much better if the online sellers have

their own websites for their customer to visits in case they have inquires,

suggestion and clarification to make.

4. It is recommended that using online selling as a strategy of the business is

more effective and efficient to both consumer and seller to introduce they’re

product and also can easily identify what product they would like to purchase.

Most of the people now a days are using technology so it is convenient

everyone of us.