MM576: Consumer Behavior 17 Feb.

20

The Attitude of Filipino Millennial and Generation Z Consumers towards Online Shopping
during Promotion Period

Almendrala, De Guzman, Rosales

2M3, Marketing Management
University of Santo Tomas
España, Manila

Significance of the Study

There is an undeniable growth in E-commerce in Philippine markets, the revenue grew to $840 million or
about P44 trillion in 2018 from $688 million or about P36 trillion in 2017. Revenue is expected to grow
about 10.5% annually leading to a market volume of $996 million dollars or about P53 trillion pesos by
2019 1. E-commerce has set the bar in consumer experience in line with convenience and options. The most
suitable example for this is having an option of the desired product to be delivered into a buyer’s doorstep
is a new and improved consumer experience. Thus, creating a new type of consumer behavior. The aim of
this study is to explore the e-commerce experience, product perception of Filipino Millennials and
Generation Z’s towards online shopping, specifically during promotional periods. The findings of this study
aim to assist businesses to see the feasibility of this electronic channel with their products by providing an
understanding of the influential factor such as promotions that motivate the mentioned demographic to
make an online transaction. Lastly, the result of this study will be used as guideline in creating a new and
improved marketing strategy towards Filipino Millennial and Generation Z Consumers.

Objectives
 To study the relationship between consumer attitude and online shopping intention.
 To identify the factor influencing consumers attitude towards online shopping.
 To analyze which factors, influence the user to buy online.

1
eCommerce - Philippines: Statista Market Forecast. (n.d.). Retrieved February 17, 2020, from
https://www.statista.com/outlook/243/123/ecommerce/philippines#market-revenue
MM576: Consumer Behavior 17 Feb. 20

University of Santo Tomas

College Of Commerce and Busines Administration
We are students of Bachelor of Science and Business administration Major in Marketing
Management. This survey is conducted as part of our requirements in Consumer Behavior. We
assure you that your answers will be kept confidential.
Respondents Profile
Name:
Section:
Gender:
Age:

Consumer Behavior Questionnaire

1. What online shopping application do you use the most?
o Lazada
o Shopee
o Amazon
o Zalora
o Carousell
o Ebay
o Others Please Specify: __________________________

2. How often do you do online shopping?

o Always
o Often
o Rarely
o Never

3. Are you attracted to sales and promotions?

o Yes
o No

4. What types of goods you are willing to buy if they are on sale? (In category)
o Clothes
o Appliances
o Electronic Devices
o Health and Beauty
o Home & Living Furniture’s
o Others Please Specify: __________________________

5. Does sales and promotions increase my online purchases?

o Yes
o No
MM576: Consumer Behavior 17 Feb. 20

6. How do you usually know about the online promotion activities of an online shopping
brand?
o T.V. Advertisements
o Social Media
o Word of Mouth
o Flyers
o Radio
o Others Please Specify: __________________________

7. What are the factors you consider when buying online?

o Quality of the product
o Special Offers
o Service
o Brand
o Reviews
o Budget
o Others Please Specify: __________________________
8. What online shopping company comes first into your mind when you are asked about
online shopping?
____________________

9. What is the top attribute of online shopping company do you value the most?
o Fast Delivery
o Good quality of products
o Promotions and sale
o Fair pricing
10. When was the last time you have purchased online with promotions?
o Last week
o In the last month
o In the last 2 months

11. When was the last time you have seen promotions in online shopping?
o Last week
o In the last month
o In the last 2 months

12. What are the problems/issues you face in your online transactions during sale period?

_________________________________________________________________________

13. Even with the problem/issue on hand, would you still purchase from the online shopping
platforms if there was a sale
o Yes
o No
 MM576: Consumer Behavior 17 Feb. 20

Directions: Read the following statement. Please put a check mark on the box that corresponds to
your answer. Please answer honestly

Statements Rating Scale

Strongly Strongly
Agree Disagree
Agree Disagree
1. I prefer buying products online.
2. Price discount play a big factor in my online purchases.
3. When there is a big sale or discount, am I more willing to buy
the product online.
4. The price discount or special offers attract me to buy the product
5. Discounted price affect my preferences in buying a product
online
6. Low expenditure on shopping online would make me visit again
the application
7. Sales promotions would strengthen the image of an Online
Shopping Brand
8. Discounted price or sales promotion of online shopping
application would save my money
9. Sales and promotions increase my online purchases

Directions: Read the following statement. Please put a check mark on the box that corresponds to
your answer. Please answer honestly. 4 is being the highest and 1 is being the lowest

Statements Rating Scale

How important do you think of the following factors when you are shopping online? 4 3 2 1
Price
Quality of the product
Convenient
Services
Discounts or Special Offers
Budget