ADD TO CART: TEENAGERS’ INCREASED PURCHASING

BEHAVIOR INFLUENCED INFLUENCE BY CONTEMPORARY

MARKETING DURING COVID-19

A Quantitative Research
Presented to the Faculty of Ateneo de Davao University Senior High School

In partial fulfillment of the requirements in

PRACTICAL RESEARCH 2,
AND, APPLIED INQUIRIES, INVESTIGATION AND IMMERSION,

Nicole Kimberly G. Balgoa

Rhaiza Faith F. Beray
Aljene F. Demeterio
Ricka Lei A. Legaspi
Christina Julianne A. Tenajeros
Sheryl Karl Tigoy

Grade 12 - Bellarmine
Accounting, Business, and Management

March 2021
 ATENEO de DAVAO UNIVERSITY
SENIOR HIGH SCHOOL
Central Park Blvd., Davao City, Philippines

APPROVAL SHEET

In Partial Fulfillment of the requirements for the course subjects Practical Research 2,
and, Applied Inquiries, Investigation, and Immersion, under the Accountancy, Business,
and Management strand, this study is entitled:

ADD TO CART: TEENAGERS’ INCREASED PURCHASING

BEHAVIOR INFLUENCED INFLUENCE BY CONTEMPORARY
MARKETING DURING COVID-19

Has been prepared and submitted by Nicole Kimberly G. Balgoa, Rhaiza Faith
F. Beray, Aljene Demeterio, Ricka Lei Legaspi, Julianne Tenajeros, and Sheryl Karl
TIgoy who are recommended for the AUTHENTIC ASSESSMENT TASK.

Josh Ethan Villanueva

Applied Inquiries, Investigation, and
Immersion Teacher

APPROVED in partial fulfillment of the requirements for the course subjects

Practical Research 2, and, Applied Inquiries, Investigation, and Immersion, under
Accountancy, Business, and Management Strand by the Office of the ABM 12
Chairperson.
_________________________________________
Marites L. Canencia
Chairperson – Accountancy, Business, and Management 12

ACCEPTED in partial fulfillment of the requirements for Practical Research 2,

and, Applied Inquiries, Investigation, and Immersion.

March 05, 2021 __________________________

Date Aujefel Amor Y. Lee
Assistant Director for Academics
Senior High School Un

ii
 ATENEO DE DAVAO UNIVERSITY
SENIOR HIGH SCHOOL UNIT
Central Park Blvd.,
Davao City, Philippines

Declaration of Originality

We declare that this research is original to the best of our knowledge. We

declare further that this activity was undertaken by us.

Sheryl Karl Tigoy

Aljene F. Demeterio

Ricka Lei A. Legaspi

Rhaiza Faith F. Beray

Nicole Kimberly G. Balgoa

Christina Julianne A. Tenajeros

Researchers

February 17, 2021

iii
 ACKNOWLEDGEMENT

The researchers acknowledge with sincere appreciation and gratitude to all

the assistance and encouragement afforded them by the following persons without

which this humble work would not have found recognition and fulfillment and whom

God used to show His divine order for the success of this study:

Josh Ethan Villanueva, their thesis adviser, who despite of his busy

schedule rendered his time, patience, and consideration to the researchers. The

researchers would like to thank him for unselfishly sharing his thoughts, insights,

expertise and his sympathetic guidance on this work.

Sebastian G. Borromeo and Eric Gramaje, for their inspiring comments and

valuable suggestions which greatly helped in the completion of this research.

Aujefel Amor Y. Lee, for allowing the researchers to conduct

the study.

Ateneo de Davao University SHS, for lending us the time to administer the

tests to their students and for treating the researchers nicely and welcoming them

to their school.

The families of the researchers namely: Balgoa Family, Beray Family,

Demeterio Family, Legaspi Family, Tenajeros Family, and Tigoy Family, for their

moral and financial support, inspiration and encouragement.

Warmest and heartfelt thanks to our classmates, Bellarmine Students who

shared their moments even in pressured days for the completion of this study.

To those who were not mentioned but in some ways helped the

researchers, thank you very much.

iv
 Eternal gratitude and adoration to the Lord, the source of blessings and

wisdom, for giving them the courage, the strength and perseverance, and for His

heavenly guidance in the accomplishment of this work. To Him be the glory, honor

and power forever.

The Researchers

v
 DEDICATION

This study is dedicated to the following:

Family Members
Friends
ABM, 12 – Bellarmine

And

The Almighty Father

“Deadlines motivates us”

vi
 ABSTRACT
The compulsive consumption topic, the uncontrollable urge to continuously
buy, significantly affects many consumers and poses a problem for many
adolescents. From dealing with debt, addiction, finding satisfaction in materialism,
or whatever it may be. The study was conducted to know whether contemporary
online marketing leads teenagers within Ateneo de Davao Senior High School to
impulsive buying. The researchers used a descriptive correlational research
design. A total number of 353 respondents participated in the study. The data was
collected from December 2020 to February 2021 using surveys and questionnaires
to collect data. The Pearson R correlation was used to analyze the data from the
respondents. To know the relationship between teenagers' purchasing behavior
and contemporary marketing used by online shops supports the study.
Contemporary marketing theory has high moderation in manipulating teenagers'
purchasing behavior. Online shops have attracted teenagers to purchase their
products due to the contemporary marketing that the business has used. The
following are recommendations from the researchers that future researchers can
use to find out more about the connection between contemporary marketing used
by online shops and teenagers' purchasing behavior. Try to consider respondents
who don't shop online to know their side. To learn more about teens' increased
purchasing behavior, the future researcher can gather teens' spending habits
before COVID-19. Since the research's findings consist of a high correlation
between contemporary approach and impulsive behavior, the study suggests
identifying the contributing factors to avoid impulsive buying's inappropriate
actions. Lastly, keep track of the number of respondents you have collected.
Keywords: Contemporary Marketing, Purchasing Behavior, Impulsive Buying,

vii
 TABLE OF CONTENTS
Page
Title Page i
Approval Sheet ii.
Declaration of Originality iii
Acknowledgement Page iv
Dedication vi
Abstract vii
Table of Contents viii
List of Tables x
List of Figures xi
CHAPTER
1 INTRODUCTION
Background of the Study 1
Theoretical Framework 4
Conceptual Framework 5
Statement of the Problem 6
Research Hypotheses 7
Significance of the Study 8
Scope and Limitations 9
Definition of Terms 10
2 REVIEW OF RELATED LITERATURE 12
3 METHODS
Research Design 34
Locale of the Study 35
Unit of Analysis 36
Variables and Measures 36
Sampling Procedure 39
Sample Size According to Strata 40
Research Instrument 41
Data Collection Method 42
Data Analysis 43
Ethical Considerations 43
4 RESULTS, INTERPRETATION AND RECOMMENDATION
Socio-Demographic Profile 46
SOP 1: How often do consumers see Contemporary Marketing 49
Approach from online shops such as reaching customers through
social media or receiving e-mails from particular online shops? Does
this cause consumers to do impulsive buying from online shops?
SOP 2: What are the effects of a contemporary marketing 55
approach to consumers when purchasing products?
SOP 3: Does contemporary marketing have any relationship with
the purchasing behavior of teenagers?

5 SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

viii
 Summary of Findings 59
Conclusions 62
Recommendations 63
REFERENCES 66
APPENDICES
A. Permission Letter to the Assistant Director of Academics 76
B. Informed Consent 77
C. Survey Questionnaire 79
D. Validation Forms 83
E. Curriculum Vitae 85

ix
 LIST OF TABLES
Page
Table 1. Variables and Measures 36
Table 2. Sample Size According to Strata 40
Table 3. Sex of Respondents 46
Table 4. Age of Respondents 47
Table 5. Strand 48
Table 6. Year Level 48
Table 7. Weekly Allowance 49
Table 8. Reasons why learners’ choose to purchase online 50
Table 9. Reasons why learners’ choose not to purchase online 51
Table 10. How much are they willing to pay for products from online 52
shops
Table 11. Practices of learners when it comes to online shopping 53
Table 12. Attitudes of learners when it comes to online shopping 56
Table 13. Relationship between Attitude and Practice when it comes to 58
online purchasing persuaded by the use of contemporary marketing

x
 LIST OF FIGURES
Page
Figure 1. Paradigm showing the relationships among the variables in 20
this study

xi
 CHAPTER 1
INTRODUCTION

This chapter of the paper will describe the issue and its environment. It

includes the context of the research, the statement of the problem, the study's

significance, and the scope and delimitation of the study.

Background of the Study

Impulsive buying rates are getting more frequent and are happening

more commonly in the youth. Why are online sales growing bigger every year, and

why have brick-and-mortar stores seen a decline in sales? Huge Investments to

grasp online shoppers have resulted in online sellers to understand consumer

behavior further. Online shops have gained the advantage of the pandemic, as

people have resorted to online shopping to satisfy their quarantine needs. The

change in purchasing behavior has reigned retailers to dig into the psychology of

online shoppers. "Advertisers are always looking for a way to make a sale.

Advertisers are fully aware of the characteristics of impulse buyers, and therefore

exploit these weaknesses to encourage impulse purchases" (Mendenhall, 2014).

These weaknesses are from current issues and trends such as Covid-19, attitude

to boredom purchasing while in quarantine, etc. Using social media to share

previous customer reviews, experiences, advice, warnings, and tips that potential

consumers of interest are looking for. Advertising products as low-risk, low-

involvement with a lower price point, and increasing product visibility using signs,

sales, and promotion. These marketing strategies intrigued customers and led to

impulsive buying.

1
 Online sales have steadily risen in the US, a partial reason for this is the

impulsive buying happening due to trends, which is what online businesses base

their marketing strategies off. "Online shopping is growing so fast that the global

online shopping market size is predicted to hit 4 trillion in 2020. And in the US

alone, we're expecting to have 300 million online shoppers in 2023" (Ouellette,

2020). Covid-19 is a current issue that Americans face, online businesses

recognize this and use the fear and anxiety that's been built. Advertising the

importance of their products in facing Covid-19 has caused Americans to buy

necessities impulsively and bulk buy. Covid-19 has affected in-store sales and a

surge in online sales. "E-commerce purchases of the virus protection category of

products such as hand sanitizers, gloves, masks, and antibacterial sprays have

surged by 817%" (Abramovich, 2020).

As well as in the Philippines, online purchases have become more frequent,

while Filipinos are price conscious we are not as conservative spenders as we

expect. "PayPal, predicts that the Philippines' eCommerce market will grow to

US3.5 billion by 2020, fueled by mobile shopping and growing awareness/ess in

online shopping." (Esmael, 2020). Teenagers and young adults make up the

population of online purchasers in the Philippines. "The majority of Filipinos who

shop online are between the ages of 18 to 31- members of Gen Z and Millennials

who are tech-savvy and prolific social media users." (Business World, 2018). This

is because of how easily exploitable they are to trends, what their favorite

influencers advertise, friend recommendations, and what is most often seen as

popular. "They pay attention to sponsored videos from influencers, even though

2
they know the influencers are being paid. Teens, maybe from lack of experience,

believe their influencers wouldn't hawk products "they didn't believe in." Hearing a

branded message from someone in or close to their peer group also persuades

teens to get on board with whatever the advertiser is trying to sell" (Johnston,

2018).

The increased online sales in the Philippines' main contributors are its two

biggest markets, Lazada and Shopee. The famous shopping festivals, such as

Shopee 11.11, are significant contributors to impulsive buying, especially nearing

the holiday season. With discounts nearing more than 90% off- buyers are more

than willing to spend their money. (ABS-CBN, 2019). These encourage the

purchase of these products as they are presented as unbelievably low, which

results in impulsive buying.

The research aims to recognize the specific factors of a contemporary

marketing approach that online shops use that inevitably lead to compulsive

buying, figure out contributing factors that lead to compulsive online purchasing

and other underlying issues in order to avoid the problematic behaviors that

impulsive buying entails. "Consumers and businesses now have until October 31

to respond to the Treasury, which is expected to set out its initial findings this

autumn before revealing its final decision in spring 2021" (Knapman, 2020).

The researchers highlight the combination of the contemporary marketing

approach used by online businesses, how this influences the impulsive buying

behavior of teenagers and young adults. The research aims to find new

contributing factors to reasons why impulsive buying and online sales have gone

3
up, e.g. attitude to unplanned purchases, emotions attached to impulsive buying,

price factor, etc.

Theoretical Framework

Contemporary Marketing Theory stresses the importance of customer

orientation versus traditional market orientation. Strategies that offer support for

their clients with a product range that varies depending on what the target market

desires (Vision Critical). This approach is a stepping stool to "manipulating"

consumers to buy their product. This creates a sense of fulfilling the target market's

demands and inevitable satisfaction. Contemporary marketing theories include co-

creative; this theory suggests creating a bridge between customer and business.

It is the process where the market and consumers work together to develop better

ideas, products, and services (Williamson, 2020).

Achieving customer satisfaction, a contemporary marketing approach

allows consumers to buy the business' products willingly. Following that process,

the right products create good reviews. Consumers leave reviews and feedback to

guide potential future consumers and suggest which products they do and do not

recommend. This is when another contemporary approach comes in—attitude

towards products that are presented as low-risk and worth it results in impulsive

buying. Social networks can play an essential role in motivating impulse buying

behavior. Facebook and Instagram have a high degree of penetration; moreover,

the participants acknowledged that these social networks had triggered some

impulse buying and showed a notable intention to use to make purchases

(Aragoncillo, L. and Orus, C., 2018). Expected that consumers will use information

4
from social media to gain ideas that can subsequently turn into purchase actions;

after seeing a garment on social media, the consumer may also search for it and

buy it either online. Users use social media as a tool to inspire their purchases. At

this point, it is essential to note that the photograph or recommendation shared by

a consumer must represent an external stimulus that motivates the impulse buying.

(LiXianga XiabingZhenga Matthew K.O.Leeb DingtaoZhaoa, 2016). The influence

of social networks on impulse buying was evidenced for those individuals who

consider themselves as impulsive (LiXianga XiabingZhenga Matthew K.O.Leeb

DingtaoZhaoa, 2016).

This theory helped the researchers understand the role of a contemporary

marketing approach (vs. traditional) in E-commerce. "A practical example would

be attracting customers through social media content relevant to their needs or

writing article blog posts that have useful information. That can help a business

increase online sales. Social virtual worlds have become connected environments

for social interaction, especially teenagers" (M MäNtymäKi, J Salo, 2011). With the

said theory, the researchers were able to know how teenagers react with

contemporary online marketing when purchasing products. The theory proposes a

model set of changes in marketing practices that result in customer loyalty, which

in turn gradually results in impulsive buying (given with a specific set of drivers,

enablers, and inhibitors).

Conceptual Framework

This study focused on the increased purchasing behavior of teenagers

influenced by Online Contemporary marketing. This study is based on

5
Contemporary Marketing Theory that creates a bridge between customer and

business.

Concepts:

Online Business/Shops→ Contemporary Marketing Approach

Purchasing Behavior of Teenagers

Impulsive Buying

Generating concepts:

Online shops use Contemporary Marketing while teenagers are influenced

by it that causes impulsive buying of products. These relationships are illustrated

in Figure 1.

Figure 1. Paradigm showing the relationships among the variables in this study

Statement of the Problem

This research aimed to know whether contemporary online marketing leads

teenagers within Ateneo de Davao Senior High School to impulsive buying. At the

6
end of the study, the researchers were able to respond to the following questions:

1. How often do consumers see Contemporary Marketing Approach from

online shops such as reaching customers through social media or receiving

e-mails from particular online shops? Does this cause consumers to do

impulsive buying from online shops?

a. How often do consumers do impulsive buying from shops (Though

this one can be tricky in measuring)

b. What are the reasons why consumers buy from online shops

c. How much would consumers be willing to pay for products from

online shops

2. What are the effects of a contemporary marketing approach to consumers

when purchasing products?

3. Does contemporary marketing have any relationship with the purchasing

behavior of the teenagers?

Research Hypotheses

H : Contemporary marketing used by online shops has an impact on

a

teenagers consumers' behavior that can lead them to impulsive buying.

H : Contemporary marketing used by online shops has no impact on

0

teenagers consumers' behavior that can lead them to impulsive buying.

7
Significance of the Study

Learning the cause behind the increase of impulsive buying on online

shoppers during a pandemic helped the researchers better understand what drives

them to do impulsive buying online instead of doing it on the physical stores.

Knowing what attracted the consumers to buy online will help the researchers have

a more in-depth knowledge of what intrigues them to shop online. The study's

findings will also help ABM learners in the future in terms of saving, buying, and

selling. The following are the beneficiaries:

Online Sellers - For online sellers, as they learn the behavior of the teenagers

purchasing online, it will help them to have ideas on what to sell and how to deal

with customers. They will also have ideas on how to improve their products. They

can also create new marketing strategies.

Consumers - For consumers, they can benefit from this study because it will help

them to be aware of the pros and cons of online shopping. As a consumer, they

should be knowledgeable about what they're about to purchase. Thus this study

will help them to have ideas about online shopping and can help them change their

spending habits.

Business Owners - For business owners, they can benefit from this study

because they will have more ideas on what kind of marketing strategy that they

would need to do to attract more consumers. Also, it would widen their knowledge

on what type of product a teenager would prefer to buy. They can also decide

whether to consider having online business instead of physical stores.

8
Impulsive Customer - Customers tend to become an impulse buyer wherein they

purchase products that aren't included in their budget plan. Through this study,

impulsive customers will be knowledgeable about the reasons why they do

impulsive buying and how to avoid it.

Financial Analyst - For financial analysts, they can benefit from this study

because online shopping is easy to operate. Gathering data in online shopping is

not hard; this can help them do their work as a financial analyst because they can

quickly determine whether the merchandise is successfully selling or not. This

study will help them determine the cause of impulsive buying. They can collect and

examine data that will be gathered in this research.

Scope and Delimitation

This study was conducted in Ateneo de Davao University Senior

High school and was limited only to the currently enrolled students this school year

2020-2021. Samples were taken from individuals who are presently studying at

Ateneo de Davao University. These individuals were chosen as the study sample

as they have experience in online shopping during Covid-19. Martha Jean

Sanchez (2020) states that According to a survey conducted by Rakuten Insight,

41 percent of the respondents indicated they purchased more online during the

COVID-19 pandemic in the Philippines as of May 2020. In contrast, only 20 percent

said they did not make online purchases. Peter Westfall (2020) updated the

definition of systematic sampling made by Hayes, stating that "systematic

sampling, in which the researcher chooses a random individual from the

population.". The researchers calculated the sample size by using Slovin's formula.

9
 This study did not include all the students from Ateneo de Davao

University. However, this study mainly identified why teenagers, specifically AdDU

senior high students, increase their purchasing behavior in online shopping during

the pandemic. This study also considered every aspect of students' insights and

opinions on why they often do online shopping at this time of the pandemic.

Definition of Terms

The researchers chose to describe some of the words below to clarify them

when reading. These are words which are maybe unfamiliar to some readers.

Several terms may also be described in the review of related literature.

Brick-and-mortar – Also known as B&M. It refers to an organization’s physical

presence in a building or other structure. The word brick-and-mortar company

is also used to refer to a company that owns or rents retail stores, manufacturing

plants, or warehouses for its operations.

Consumer - An individual who purchases personal-use goods and services.

They buy goods for consumption and not for industrial or resale purposes. They

also play a crucial role in the business world.

Contemporary - It is happening or starts now or in recent times. It talks about the

present.

E-Commerce - Often known as electronic commerce or internet trade, refers to

the purchase and selling of products or services through the internet or online.

Impulsive Buying - A situation where consumers buy goods or products without

thinking or planning. When consumers like the product, they immediately purchase

it without thinking wisely.

10
Inhibitor - Something that stops someone, or whatever. This is something that

prevents the operation, or slows it down.

Marketing Approach - A tool for assessing an asset's appraisal value based on

the sale price of comparable products. It is the general scheme of a company to

earn the customer base for the product or service offered by the business.

Online Sellers - They photograph and write details about the things they sell and

place the feature online. They either meet up or send it occasionally.

Purchasing Behavior - Is the decision processes and actions of individuals

involved in the purchasing and use of the goods. It could answer the question

"Why are the customers making the purchases they make?"

11
 Chapter 2

REVIEW OF RELATED LITERATURE

This chapter presents the related literature and studies after a thorough

and in-depth search done by the researchers. The literature used by the

researchers focuses on contemporary marketing, an increase in online sales in

2020, impulsive buying and its risks, purchasing behavior of teenagers, rapid

development of technology, the reason why people shifted to online, online

shopping, and its unique characteristics. The research problem's nature is to know

if there is a significant relationship between contemporary marketing and

teenagers' purchasing behavior during the COVID-19 pandemic. The researchers

want to investigate this study because the researchers noticed that most of the

people shifted to online purchasing, and they also started to purchase online. The

research aims to help teenagers in their purchasing behavior during the COVID-

19 pandemic.

Contemporary Marketing

Current developments in information technologies are unfolding so fast in

so unsettling and complex a manner, that it is very easy to see only thousands of

different trees and get thoroughly lost in the wood’ (Mitchell 2000; 355). There is

no clear definition or view of the role of Technology in marketing. Some empirical

studies focus on the totality of contemporary marketing (Leverick et al. 1997;

Bruce et al. 1996), but the majority of studies focus on individual ITs and their

impact on separate or selected parts of the marketing operations, mainly the

internet and interactivity. A crucial observation is that internal and external ITs are

12
challenging for marketers (Fisher et al. 2000).The use of external ITs by

customers (self services technologies) have created high levels of customer

dissatisfaction (Meuter et al. 2000; Freeman, and Sudoyo 1999) This is a major

difficulty for marketers who want to automate and standardise processes without

alienating or downgrading the service element to the customer.

The continuing assimilation of Information Technology into marketing

practice is an issue of time. Despite the current negativity in the market, it is crucial

that marketing’s continuing assimilation of Information Technology, for a variety of

purposes, is not impacted. It also suggests a holistic rather than individualist view

of IT in marketing in order to capitalise on its benefits and to cope with the reality

of Information Technology assimilation. Following empirical research a framework

is proposed, which integrates contemporary marketing practice descriptively and

prescriptively. As a guide to contemporary marketing, a rally called for marketing

professionals and academics to become more IT proficient in order to capitalise

on board range of Technology which are becoming core requirements for the

practice of marketing (Brady, Saren & Tzokas 2002).

The Covid 19 pandemic caused significant changes, especially those

relating to marketing that led to digital usage. One of the consequences of the

lockdowns is the extreme increase in the usage of Internet and social media.

Pandemics influence digital transformation in terms of consumer behaviour and

how businesses might adapt to digital marketing. Consumer insight during the

pandemic shows that the market is turning to digital marketing. The rise of online

transactions provides new opportunities for marketing success after covid-19.

13
Technology changes many aspects of business and market activities;

technological advances have given birth to a method of transaction known as e-

commerce. The Internet has several attractions and advantages for consumers

and organizations. The Internet is also the latest electronic media that support

electronic commerce and is experiencing rapid growth (Junusi 2020). Businesses

use the Internet as a marketing tool for financial success and to help foster

communication with visibility and online sales channels and social media

advertising to be a powerful way to reach various markets for business expansion

(Banica et al., 2015). (Smith,Smith, & Shaw, (2017) stated that 69% of consumers

use social media to share information about products and services. Consumers

use internet technology to increase numbers, which presents opportunities for

businesses to reach out and connect with more people through websites and social

media sites.

Increasing Online Sales in 2020

Meyer (2020) states in her blog one of the responses we’ve seen to how

humans are drawing close this era of isolation and uncertainty is massive in a

single day adjustment to their purchasing behaviors. From bulk-buying to online

purchasing, humans are converting what they’re buying, when, and how. As more

towns lock down, nonessential organizations are being ordered to close, and

clients are typically fending off public places. Limiting looking for all however vital

necessities is turning into a brand new normal. Brands are having to conform and

be bendy to fulfill converting needs. Marsden (2020) a consumer psychologist was

quoted by CNBC stating “Panic buying can be understood as playing to our three

14
fundamental psychology needs.” People respond to crises in different ways, we

generally tend to try to control everything we can. Online income decreased as

months went by,in July as compared with June, in line with new records from

Adobe Analytics. Although on line income improved 55% to $66.three billion in July

2020 as compared with July 2019, online income boom reduced from June 2020

whilst on line income have been up 76% year over year as compared with June

2019. The studies corporation says that is because of shops reopening throughout

the country. The coronavirus outbreak isn't always simplest reworking the manner

clients store however additionally how they pay for his or her purchases.

Contactless bills acquired an exceptional enhance all through the pandemic,

visible via means of clients as a cleanser manner to pay in-save. Consumers also

are attempting out new charge techniques at the same time as buying from E-trade

websites, and favor the ones techniques which have the most powerful safety

towards fraud losses.

Magkilat (2020) on manila bulletin, the pandemic has drastically changed

the retail landscape and brick and mortar vendors promptly adopted it as they

switched to online procedures. Even micro organizations like community bakeries

have been pressured to innovate to hook up with buyers. At first it turned into a

tribulation and error, however shipping systems finally latched on. The number one

goal of the PECR is for e-trade to make 25 percent of the country’s GDP with the

aid of using 2020 from 10 percent in 2015. The roadmap additionally diagnosed

five standards for a hit e-trade. These are 100,000 MSMEs doing e-trade, 40-50

percent of Internet customers doing e-trade, rapid and aggressive Internet access,

15
cybercrime enforcement and protection, and online and related government.

Maybank (2020) states in Manila, Philippines- The COVID-19 worldwide pandemic

and the ensuing lockdowns to deal with the virus within Philippines to this point

inflicted a “brutal blow” at the growing “sharing economy,” however benefitted the

enterprise of e-trade in Asean, Malaysian monetary large Maybank said.

“Lockdowns and quarantines have reduced people's mobility, with traffic plunging

by as much as 80 percent in Malaysia and the Philippines, and 60 percent in

Singapore and Vietnam. Lockdowns have increased online consumer activity,

similar to the SARS episode in 2003, which was a turning point for China’s e-

commerce giants Alibaba and JD.com,” Kim et al (2020) in a report titled

“Consumer Behavior During a Pandemic.” The investment promotion agency, in

a statement on Wednesday stated it had now no longer accepted new

investments in March after its board didn't meet after the improved network

quarantine (ECQ) changed into carried out in Luzon on March 17. But even earlier

than the ECQ, PEZA stated general accepted investments slid with the aid of using

5.85% withinside the first months of the year. As a result, accepted investments

dropped with the aid of using 27.98% to P16.5 billion withinside the first zone from

P22.9 billion withinside the equal length remaining year. PEZA is the second-

largest contributor to funding pledges after the Board of Investments. PEZA

statistics stated that out of 1,749 businesses, nearly 60% or 1,042 stay operational.

Among these, most effective 38 are absolutely operating. Thinking about the

surprisingly contagious nature of the virus, couriers and messengers businesses

are adopting 'zero-contact' transport fashions. In this kind of transport, the

16
transport individual locates the products on the certain spot and keeps the

specified distance to save you the unfold of disease. Besides, businesses also are

encouraging virtual bills to make certain the prevention of the unfold of disease.

Couriers and messengers’ businesses ought to undertake contactless transport

fashions to make certain safety. Dublin (2020) on a report that describes and

evaluates the global couriers and messengers’ market, the couriers and

messengers' marketplace is segmented with the aid of using sort of carrier into

home couriers and global couriers. The home couriers marketplace became the

biggest phase of the couriers and messengers' marketplace, accounting for

$437.92 billion or 80.9% of the total in 2019. The global couriers marketplace is

predicted to be the fastest-developing phase going ahead at a CAGR of 11.5%.The

couriers and messengers' marketplace is likewise segmented with the aid of using

sort of insurance into nearby messengers and nearby transport' and couriers and

explicit transport offerings'. The couriers and explicit transport offerings

marketplace became the biggest phase of the couriers and messengers'

marketplace, accounting for $507.5 billion or 93.7% of the full in 2019. The nearby

messengers and nearby transport marketplace is predicted to be the fastest-

developing phase going ahead at a CAGR of 14.9%. Asia-Pacific became the

biggest place withinside the couriers and messengers' marketplace, accounting for

35.1% of the worldwide marketplace in 2019. It became observed by North

America, Western Europe after which the alternative areas. Going forward, the

quickest developing areas withinside the couriers and messengers' marketplace

can be Asia-Pacific and the Middle East, wherein increase can be at CAGRs of

17
15.7% and 13.9% respectively. These can be observed by Africa and Eastern

Europe, wherein the markets are predicted to develop at CAGRs of 13.7% and

13.0% respectively.

Impulsive Buying

Impulsive Buying is a consumers' propensity to purchase goods and

services without having enough time to plan for the action. Studies performed in

the United States and the United Kingdom It revealed factors such as the mood of

customers, mental condition, national culture and Demographic factors affect

impulsive purchasing behavior (Beatty & Ferrell, 1998). The founder of the

HauteLook, Adam Bernhard, talks about online purchases and defining this style

of shopping as "discovery-based" It claims that it is the vision of online purchases

(Moore, 2010).

In a constantly changing world, trends and fashion loving teens make a lot

of their purchases online, many of these are impulsive decisions in the face of

excitement. Motivation by following fashion trends result in a need to examine

motivation purchasing online, due to the expanding significance of this medium as

a business channel. As indicated by Google Consumer Barometer (2015) and

Eurostat (2017), around 66% of the European populace makes online purchases.

In the event that we center around the fashion, attire and game pieces of clothing

were the top-rated classes in Europe in 2016 (Eurostat, 2017). In the last part of

the 1980s, it was recognized that motivation purchasing had become easier due

to developments, for example, charge cards, direct showcasing and in-home

shopping (Rook, 1987). The simplicity of picking an item and "clicking" on it might

18
make allurement and accordingly improve the probability of drive purchasing

(Greenfield, 1999).

A study suggests that the impulsive decisions to buy these products were a

result of economic status and stability, and the ability to be able to buy these

products. Other authors contend that the internet may diminish purchasers' ability

to control their purchasing motivations. LaRose (2001) found that the qualities of

the internet that engaged purchasers to control their purchasing driving forces

were few contrasted with those that debilitated such control. In contribution to that,

the seasons, timing and payday that allow purchasing power allows for more

impulse purchases. Past examination has indicated that customers are affected by

others at the hour of purchasing an item, and this impact might be higher online

than offline (Riegner, 2007). Accordingly, web-based media or social media can

speak to an integral asset to help drive purchasing.

As the affected people due to pandemic rises, the economy and the lives of

people intensifies on the negative side and the situation is getting worse as the

days go by. We have come to the crucial point where buildings, eateries, malls

have to close down which also leads to workers not being able to work full time.

Everyone is in their homes under the quarantine protocol which comes to the

reality check that the only possibility of communicating to the outside world is

through the internet with the use of gadgets and devices. From buying to different

malls and stalls, to online shopping. A new normal of resources came to the rescue

changing the usual shopping routine of people. It is safer to shop online and more

appropriate to the situation with a very low risk of getting affected. With a

19
percentage of 96%, millenials and Gen Zs are mostly the ones who are concerned

about Covid-19 and its changes in the economy. This leads them to make a

dramatic behavior of spending and shopping online. In addition to that the data

shows that women are more concerned about the pandemic, and more like to have

an impact on their shopping behaviors. (Meyer,2020)

Different brands and retailers have adapted the new normal of today's

situation. As to that, most physical stores are needed to be flexible to still catch the

online customer's needs. Based on the data from March 2020, it shows how

customers embraced the idea of shopping online and spent most of their time

scrolling and adding to cart. This online shopping really became a new normal on

the situation of today. As the months went by, the numbers of purchases kept on

increasing due to the demand of the customers such as toys, arts and

entertainment, animal supplies, business and industrial, and sports, putting it to

the largest number of shop views. (World, 2020)

Stern (1962) theory suggests the reason for impulsive purchases. In his

examinations he inferred that there are nine factors affecting done without much

forethought at the physical stores and the normal part of every one of these

variables is they are having a connection with ease while doing a buy. Pure

impulsive buying, is when the customers were supposed to buy for an intended

item but end up buying something irrelevant just because the item attracts the

customer visually . Reminder impulsive buying is when the customer has prior

knowledge about the item and had no intention to buy it but because of a

promotional offer, he will eventually consume it. Suggested impulse buying occurs

20
usually when a customer has seen the product and seems to like it will result in

impulsive buying. Planned impulsive buying occurs when a customer needs the

product but due to lower prices and offerings they end up buying more than what

is needed. Low prices attract consumers because of their available purchasing

power towards the product. A short product life which are devoured within a brief

time frame period with an extremely short product life. Due to the continuous

purchase of such things there is less or no planning for arranging a purchase in

these items. Mass production allows availability to consumers because it reaches

different locations and consumers can purchase it whenever they want. The idea

behind this is that, the more places it is available, the more consumers will

purchase it because they see it, and self-service, allows for the consumers to

facilitate the products themselves, that they can touch it and examine it. They are

given the chance to observe the product more and will result in the purchase of

that item. Mass advertising, the significant test of merchandising at any retail

location is to have the option to make the client break his daily schedule and make

him notice an advancement or item. Products with a low weight or small sizes give

a big impact to a customer's decision to buy impulsively.

Teenagers’ Purchasing Behavior

Aizen (2008) generally referred consumer behavior as “the act of buying a

good or service” while Madhavan and Kaliyaperumal (2015) defined it as “the

process which basically involve the peoples’ actions of obtaining, using, and

disposing of economic goods and services along the decision process that occurs.

“Consumer behavior is characterized as a process that encompasses activities

21
stimulated by the particular goal of an individual and differs in a different time and

complexity settings and is largely influenced by internal or external factors

(Madhavan and Kaliyaperumal, 2015).

Bisht (2014) stipulated that these factors include socioeconomic conditions,

cultural environment, literacy level, occupation, geographical location, efforts on

sellers, exposure to media, etc. However, Stávková, Stejskal, and Toufarová

(2008) mentioned that among the factors that affect consumer purchase decisions,

product characteristics, and perceived value posed the strongest. Adolescents are

an important market segment globally not only for their spending power as

adolescents but also for their future spending power as adults. One variable that

impacts current and future spending power is the degree to which adolescents are

autonomous consumers (Kay M. Palan, Elodie Gentina, & Isabelle Muratore,

2010). Talpade et al. (1997) had studied teenagers’ influence in a durable family

purchase and a teenager’s durable purchase. They found that teenagers with

higher Hispanic ethnic identification were less likely to have an influence on

durable items purchased for the family; females were more likely to have an

influence on grocery purchases than males, and females were more likely than

males to agree with their mothers on the amount of influence they had. There were

no differences in high versus low ethnic identification in the influence on durable

items purchased for personal use by teenagers.

According to Martin and Bush, (2000) noted that Teenagers influence each

other when they adopt particular lifestyles, building loyal buying models that

continue with them all over their mature life and have comparatively greater

22
payments power. Furthermore, (Bush et al., 2004) explore that teenagers strive

and search for their own distinctiveness. The teenage group significantly

influences their ancestors, central customer buying group, and the general public

and is of big significance for marketers (Kotler et al., 2005). Additionally, Taylor

and Cosenza (2002) found that retailers can collect financial rewards connected

with a long-term correlation when the teenage group grows into older consumers.

Chan (2006) explored the young consumers and their perceptions about brands in

Hong Kong aged 13 to 19. According to E Gentina, R Butori, GM Rose, and A

Bakir (2014), the global teen market has significant spending power and an

important impact on the world economy. However, much remains unknown about

teenage consumers’ social motivations and cross-national cultural differences in

teenage shopping. A strong influence on young consumers’ attitudes also has a

process of mass consumption as a result of globalization intensified by the growth

of the Internet, which opens the borders.

This trend takes place both in commerce, where consumers in different

countries have the opportunity to purchase the same products, but also in the

sphere of culture, entertainment, recreation, and leis, are provision (Journal of

International Studies, Vol. 5, No 1, 2012, pp. 101-106). In April 2013, Piper Jaffray

released its annual report on the buying habits of teens. The company found teens

spend about 40 percent of their budget on fashion. More girls than boys shop at

discount and outlet stores. The majority of teens shop online, but spend only about

18 percent of their budget there. Teens are streaming more movies on a pay-per-

view basis and music through free streaming radio. Predictably, teenager’s

23
purchases are influenced mostly by their friends. The Internet and social media

are also important, having more and more impact on teen purchasing. They love

smartphones, with 91 percent intending to purchase one for their next phone, with

60 percent preferring Apple phones. This device ownership helps explain teens’

increased viewing of video on mobile devices. They are also showing more

preference for organic foods.

However, at this time of the pandemic, according to Piper Sandler’s spring

teen survey (2020), Teens are worried about the economy and curbing their

spending amid the coronavirus pandemic. Teens are curbing their spending habits

amid the coronavirus pandemic, showing that the worry of economic fallout

impacts consumers of all ages. Self-reported spending from teens fell 13% to

$2,270 annually, the lowest since 2011, and a 4% slump from the fall, according

to Piper Sandler’s spring teen survey, released Tuesday. The biannual survey was

conducted between February 17 and March 27 and had 5,200 respondents from

41 states with about 16. Teens are worried about the economic impact of the

shutdown, according to the survey. As many as 47% of teens believe the economy

is getting worse, up from 28% last year. Also, mentions of the stock market and

the economy increased as top concerns, Piper Sandler said. One teen wrote in,

“Restaurants are closing, I lost my job due to it,” according to the survey. That

means they’re cutting spending in some of their favorite categories, including

clothing, personal care, and accessories. Cosmetics spending among teen women

fell 26% to a 10-year low, now averaging $103 annually. Handbag spending also

hit a survey low, falling to $89 per year. The survey showed that video game

24
spending gained to 14% of teen men’s wallet share, but overall dollar spending

was down. Still, there are some areas of spending that teens haven’t cut. Food is

the top spending priority for teens, and spending increased to 25% of wallet share

from 23% in the fall. According to the survey, teen men also spent more on

footwear, which increased low to mid-single digits (Piper Sandler spring teen

survey,2020).

Rapid Development of Technology

Over the last few decades, there has been a revolution in the world of

computers and communications, and all. There are signs that technical

developments and the use of information and communication technology

revolution has changed ot only our lives but also the way humans do business

(Shaqiri, 2015). The application of information and communication, known as ICT

technology, has become a big weapon in modern business practices (Dimovski

and Skerlavaj, 2004). Technology has a profound effect on business research, and

especially on marketing, because (1) technology changes the way marketing

managers do their job; (2) these changes lead to significant changes in the topics

that are relevant to study; and (3) technology offers new ways of doing research

(Petersen, 2006). New technology imposes new demands on industries, or offers

new opportunities developing both business and product activities. One such

technical example is the use of IT in large companies doing business (Deter-

Schmelz, 2002, and Pires and Aisbett, 2003). Technology has revolutionized the

way companies conduct business by making it possible for small enterprises to

level the field with larger organizations (Vitez, 2019).

25
 In another study entitled The Effects of Technology in Society and

Education, Sutton (2013) discovered that “Throughout history, technology has

changed society. During the last decades, Cellular devices, iPhones, iPods,

computers and primarily the internet entirely overhauled how people communicate

within society and how educators work in society. Konsbruck Lee also stated in his

study entitled Impacts of Information Technology on Society in the New Century ,

that the ongoing computing and communications has many economical and social

factors impacts on contemporary society and needs through study of the social

sciences to handle their risks and perils. Such work would be valuable both for

social policy and for designing technology. He also stated that decisions must be

made with cautions.

The rapid technology for Prototyping and Manufacturing Technology (RPM)

is an aggregation of several different disciplines. This is based on advanced theory

of dispersed-accumulated formation, and emerged in the 1980s (Yan et al., 2009).

The rapid development of technology has changed the way the world works.

Technology now lets people interact from opposite sides of the globe. The internet

according to Wolak and Mitchell (2020), is now another medium for people to grow

its social networks and close interpersonal relationships form. When technology

grew rapidly, interpersonal contact increased the channels of communication,

shifting the essence of how humans communicate altogether. 70 million Americans

go online, and 58 million Americans use E-mails and the numbers are increasing

(Pew Internet and American Life, 2005). The technology and Innovation Report

26
2018 (UNCTAD, 2018a) find the production speed and adaptation of new

technologies are expected to continue in the coming years.

Covid-19 and Its Effects on Why Citizens Shifted to Online Shopping

Coronavirus disease (COVID-19) is a recently discovered coronavirus-

caused infectious disease. The best way to avoid and slow down transmission is

to be well informed about the COVID-19 virus, the disease it causes and how it

spreads (Word Health Organization, 2020). This new virus and disease were

unknown in December 2019, before the outbreak started in Wuhan, China (World

Health Organization, 2020). As stated by Centers for Disease Control and

Prevention (2020), the 2019 coronavirus disease prevention vaccine (COVID-19)

does not exist.The best way to prevent disease is to limit exposure to the virus. It

is assumed that the virus spreads primarily from one person to another. Among

people in close contact with each other (within 6 feet).Breathing droplets that are

formed when an infected person coughs, sneezes, or speaks.

The COVID-19 epidemic affects all segments of the population and is

especially harmful to members of those social groups in the most vulnerable

circumstances; it tends to impact communities, including people living in cases of

deprivation, older adults, people with disabilities, youth and indigenous peoples

(United Nations,2020).The Philippine government, through the Interagency Task

Force (IATF) on Emerging Infectious Diseases chaired by the Department of

Health ( DOH), has mounted a multi-sectoral response to COVID-19. The

Philippines introduced many measures, including a quarantine for the city (World

Health Organization, 2020). During Enhanced Community Quarantine, people

27
should stay at home except for authorized residence i.e., health workers, industry

workers, or people who are only allowed to operate (Malonzo, 2020). Persons

below 21 years old, those who are 60 years old and above, those with

immunodeficiency, comorbidity, or other health risks, and pregnant women are not

allowed to leave home (Lopez, 2020).

When more cities go under lockdowns, non-essential businesses are forced

to close, and usually, people avoid public locations. Limiting all but necessities to

shopping is becoming a new trend. Brands have to change to match changing

demands and be versatile (Meyer, 2020). As stated by Suzin Wold (2020) During

the earliest stages of the lockdown in March 2020, data from the Bazaarvoice

Network shows that customers started to embrace online shopping and began

setting themselves up for what looked to be a long period spent at home. We saw

a 21% increase in online orders in March 2020 vs. March 2019. In a survey we

conducted with over 3,000 members of the Influenster community, 41% of

respondents said that they were currently shopping online for things they would

typically shop for in-store. We saw a 21% increase in online orders in March 2020

vs. March 2019. In a survey we conducted with over 3,000 members of the

Influenster community, 41% of respondents said that they were currently shopping

online for things they would typically shop for in-store.

Online Shopping Unique Characteristics

E-stores and online shopping have become important aspects in a retailers

strategy. Online shopping has contributing factors that make it unique and

differentiate itself from the traditional method. “For consumers, the main potential

28
advantage of electronic shopping over other channels is a reduction in search

costs for products and product-related information. Online shopping also gives the

luxury of convenience and ease-of-access from online stores, allowing purchases

from any device, anytime and anywhere. Navigation and search options, is also a

big factor in online retail. Search functionality needs to give online shoppers

suggestions on the possible things they are looking for. In an internet store, product

photos and options are crucial because online shoppers cannot physically see,

touch or try the product they’re interested in. They should be described with vivid

and appealing content that stimulates your browsers' need to buy. One of the final

but most important considerations in online shopping comes during the actual

check-out process. In an actual brick-and-mortar store, shoppers normally have to

wait in line at the cashiers. This is one of the main reasons that online shoppers

are avoiding real shops and going online to fulfill their needs. Online shoppers are

demanding and make almost instantaneous decisions on whether to shop or drop

your online store.” (Pinnacle Cart, 2015) These key features on online shops

strongly influence the uniqueness e-commerce gives.

In another study they show the utilization of price comparison engines in

influencing online sales and the continuously modernizing world must be kept up

with for a chance of survival in the competitive industry. “Using Amazon.com as

the de facto price check for shoppers. Technology enhancements are continually

made available to consumers and present new ways of shopping that are taking

product recommendations and personalization to new levels. Retailers must now

make it a top priority to deliver an efficient shopping experience for all devices –

29
desktop/laptop, smartphone and tablet” (Engleson, 2014). They also added that

another unique attribution online shops give is the direct buying links that social

media exposure gives them, as influencers promote affiliate links and products to

their audience. “When asked in the survey, one in three of all shoppers and over

half of Millennials said their purchases are influenced by social networks. This

points to a growing influence of social media on retail in the future. The dominant

network is Facebook, where three out of four (74%) of the online shoppers

surveyed participate. The next closest network is Twitter, embraced by 33% of

respondents. Though their numbers are significantly lower, Pinterest and

Instagram may have an accelerated importance in the future for retailers, given

their visual approach and/or focus on products.” (Engleson, 2014)

In a local consumer survey they found that online customer reviews hugely

determine their perception if a product or business is good or not. “Almost 9 out of

10 consumers have looked at reviews in the last 12 months to help them make a

decision on a local business. What’s more, 4 out of 10 consumers do so as a

regular action, this shows that consumers see the average rating as the most

important. (Marchant, 2014). Hong and Park found that both statistical information

and narrative information are equally convincing, whereas Ziegele and Weber

reported that although average ratings were considered important, single vivid

narratives overrode average ratings. In the process of determining their purchase

intention in a product review, they find themselves ordering these products online,

as direct links are given so that the customer may purchase that exact product -

these work in the same way as affiliate links. “many brand affiliates were traditional

30
bloggers or media publishers who had their own websites to promote or review a

brand. You could only find product demonstrations, walk-throughs, or reviews from

these kinds of publishers” (Payne, 2020).

Related Studies

Marketing techniques, especially the contemporary approach is a huge

influencing factor in the purchasing behavior of teens and adolescents. In an article

they refer to this as ‘youth marketing’ specifically targeting their age group as their

target market “Youth marketing is any marketing effort directed toward young

people. This group is typically broken down into smaller segments depending on

their age, including tweens, teenagers, college students, and young adults aged

23-34. Each market segment has products and ad campaigns that are targeted

specifically for them.” (Marketing-schools, 2012) In a study conducted by Rodney

Duffet (2017), found that the influence of social media marketing communications

is derived from a teenagers cognitive, affective and behavioral attitude

components. To back this up in an experiment conducted in South Africa showed

the relationship between advertising on Facebook and purchasing intent “The

results confirm that advertising on Facebook has a positive influence on the

behavioural attitudes (intention-to-purchase and purchase) of Millennials who

reside in SA.” (Duffet, 2015)

In another survey it showed the relationship of impulsive buying and its

effects on emotion and how they cope. “According to the results, nearly three in

four of those polled (72%) say that buying something impulsively during the

pandemic has positively affected their mood. Two in three respondents (65%) say

31
that buying something impulsively can instantly turn their bad day around, slightly

above the 63% reported in the January survey.”(SWNS, 2020) These social media

mediums is a collection of software-based digital technologies “presented as apps,

websites which provide users with digital environments in which they can send and

receive digital content or information over some type of online social network” (Apel

et al, 2019)

In another article they highlight the use of celebrities in promoting a product,

using familiar faces as fast and easiest ways for companies to create brand

associations with public figures. (Marketing school, 2012) We can back this up with

the study conducted by Sameen Jawaid (2013) stating that “Celebrity in a promo

increases the unplanned purchasing of the youth it helps them to remember the

brand at the time of shopping. It is confirmed from the inspection celeb in trailer

are one of the reason of spontaneous buying” These spontaneous buying episode

have been observed in a recent survey, it shows the increased impulsive buying

rates since the pandemic “American consumers let the shopping impulse go free

in the past few months with impulse spending spiking 18% during the ongoing

COVID-19 pandemic.” (Retail Customer Experience, 2020).

Synthesis of the Reviewed Literature

At this pandemic, adolescents' purchasing behavior increases because

teenagers are more into online shopping where trends and new fashion push them

to impulsive buying. Simultaneously, online sales are growing; most consumers

prefer buying online to avoid contact with others and reduce getting infected. With

this changing world, technology is growing and more updated. Technology in this

32
generation is essential because it provides convenience to all. Most teenagers are

into technology that also drives them to buy online, for it is convenient for them.

This research aims to provide information as to why impulsive buying and online

sales have come up, e.g. attitude, to unplanned purchases, emotions attached to

impulsive buying, and price factor. The difference of our research to other research

is our research is about the increased purchasing behavior of the teenagers during

the pandemic while the other research started before the pandemic. Because of

the crisis that is happening right now, most teenagers are affected because they

currently do not know the difference in their wants and needs, especially the

difference in how and what they will purchase.

33
 Chapter 3

METHODOLOGY

In this chapter, the researchers will clarify the critical processes undertaken

to tackle the research questions and achieve this report's goals. This chapter also

provides the methods for the quantitative-correlational study. In this section, the

specifics of the research strategy, the research method, the research process,

methodology, data collection techniques, selection of samples, method of analysis,

the type of data collection, the ethical considerations, and the study limitations of

the project will be found in this chapter.

Research Design

The correlational study is a type of non-experimental research in which the

researcher calculates two variables. The researchers evaluated the statistical

relation (i.e., the correlation) between them with little to no attempt to monitor

foreign variables (Research Methods in Psychology, n.d.).This study entitled "Add

to Cart: Teenagers Increased Purchasing Behavior Influenced by Online Shops'

Contemporary Marketing Approach During Covid-19" utilized a quantitative -

correlational design. Wherein the researchers measured two variables,

understood and assessed the statistical relationship. It is a form of study that

involved examining two variables to establish a statistically corresponding relation.

This method was essential to the study because it aimed to identify variables

related to others and change the other related variables. At this time of the

34
pandemic, teenagers purchasing behavior in online shopping increases, bringing

a significant impact on their behavior.

Also, to determine the correlation between the two variables on how the

pandemic changes teenagers' purchasing behavior and how contemporary

marketing changes their purchasing behavior when it comes to online shopping.

Therefore, Pearson r analysis best fits the research design; the researcher will use

Pearson r to measure the association's strength between the given two variables.

According to the blog of Statistics Solution (n.d.). The Pearson correlation

assesses the test statistics of statistical relationship or association between two

continuous variables. They are known as the best procedure of measuring the

association between the variables of interest because it is constructed on

covariance. It gives data almost the greatness of the affiliation or relationship and

the course of the relationship. This type of research method will help researchers

identify whether there is any relationship between teenagers' purchasing behavior

increases during the pandemic because of contemporary marketing.

Locale of the Study

The study took place online and involved grade 11 learners and grade 12

learners of Ateneo de Davao Senior High School, located at McArthur Highway,

Talomo, Davao City, Davao del Sur. The researchers decided to conduct the study

in Ateneo de Davao Senior High School because learners came from different

places that affect their budget, lifestyle, and backgrounds, leading them to have

different perceptions regarding online shopping. With the learners' experience, the

researchers' gathered data that was more prosperous and more diverse. Since

35
researchers conducted the survey online and their schoolmates as their

participants, they were able to reduce expenses and save time. Furthermore,

researchers were able to find many potential samples inside the campus like

learners, teaching, and non-teaching personnel, but the researchers focused on

the learners.

Unit of Analysis

The analysis unit consisted of Ateneo de Davao Senior High School

students who were in grades 11 and 12. Respondents will include ABM, HUMSS,

and STEM PRE-CS, PRE-EA, and PRE-SCI strand students. These students

ranged from low-income to high-income students (A minimum allowance of 100

pesos or more per week will qualify). The respondents’ population was made up

of the age groups 16-19. They reside in their respective permanent addresses but

are currently enrolled in Ateneo de Davao Senior High School SY 2020-2021. The

researchers will collect the data through survey questionnaires conducted online.

Variables and Measures

Variables Measures

36
Socio-demographic
Ateneo De Davao Senior Highschool Students
Profile:

14-19
Respondent

Male or Female
Age

ABM, HUMSS, STEM PRE-CS, PRE- EA, PRE-SCI

Sex

11- 12
Strand

Year Level
None needed

Number of Years

in AdDU
Minimum of 100 pesos per week

Allowance
Has previously / does shop online
(weekly)

Shopping Medium

Attitudes 4-point scale item.

4 - Strongly Agree (3.26 - 4.0)

3 - Agree (2.51 - 3.25)

2 - Disagree (1.76 - 2.50)

37
 1 - Strongly Disagree (1.0 - 1.75)

Practice 4-point Likert scale:

4 - Always (3.26 - 4.0)

3 - Often (2.51 - 3.25)

2 - Hardly (1.76 - 2.50)

1 - Never (1.0 - 1.75)

Weekly Allowance 100-5,000 pesos (considered “low” income level)

5001-9901 (considered “average” income level)

9902-14802 (considered “slightly higher” income level)

14803 above (considered “high” income level)

Note; considered income levels are applied for the

purpose of measuring data in the research paper only

Table 1. Variables and Measures

38
Sampling Procedure

The probability sampling technique, specifically Simple Random Sampling,

was used in the analysis. The population was divided into strata; learners of grade

11 and learners of level 12. Learners were randomly picked, but all stages were

involved. There are 1,515 learners for Grade 11 and 1,513 learners for grade 12,

3,028 learners enrolled from different strands in Ateneo de Davao University

Senior High School for the school year 2020 to 2021. Since the study population

consists of a large number, the researchers used Slovin's formula n= N/ (1+Ne2 )

to get the sample population.

The sample population of this study was computed using Slovin’s Formula,

n= N

________

1 + N(e 2 )

Where:

n = sample

N = total population

e = margin of error

The total population of Ateneo de Davao University Senior High School students

is made up of three thousand twenty eight.

Where:

N = 3,028 enrolled learners in Ateneo de Davao University School Year

2020,

39
 e = 0.05

n= N / (1+Ne2 )

n = 3,028 / (1+3,028(0.05)2)

n = 3,028 / (1+3,028(0.0025)

n = 353.23 or 353

The researchers classified the sample population as n=353. Ateneo De

Davao University consists of two-year levels. Grade 11 and grade 12. A total of

353 for both grade 11 and grade 12 from different strands, which corresponds to

n=353.

Sample Size According to Strata

The table below shows the sample size of each year level at Ateneo de

Davao University. The population of each division was determined using Slovin’s

Formula. The total number of respondents is three hundred fifty-three (n=353.)

Grade Level and specific strand Total Population per Strand

Grade 11 - ABM 283

Grade 11 - HUMSS 217

Grade 11 - PreCS 53

Grade 11 - Pre-EA 343

Grade 11 - Pre-Sci 619

40
 Grade 12 - ABM 308

Grade 12 - HUMSS 235

Grade 12 - PreCS 51

Grade 12 - Pre-EA 690

Grade 12 - Pre-Sci 1,191

Overall Total 3,028

Table 2. Sample Size According to Strata

Research Instrument

Research Instrument is a tool used to collect, measure, and evaluate

knowledge relating to the study about preferences. A study tool can include

interviews, examinations, checklists, or surveys (Teachers College, Columbia

University, n.d.). The researchers' means for the research are survey form, gadget,

and consent forms. Devices such as cellphones, laptops, or tablets can be used

for the respondents and researchers to communicate in this new normal. The

researchers made the survey form through google form that only accepted AdDU

mail. Informed consent is the mechanism by which prospective research subjects

are told about the main elements of a research project and what their presence

would entail. One of the core elements of the ethical behavior of research on

human subjects is the informed consent process (the University of Michigan, n.d.).

The researchers gathered the necessary data for the study through a survey

questionnaire made by the researchers that cater to the variables needed. The

41
survey questionnaire consisted of various scale measurement systems. The

survey was based on the data the researchers need to use for the paper. The

Information collected was used as a representative for a sample population. The

questionnaire was made up of questions to ensure that the respondents fit the

sociodemographic profile that the study needs. The questionnaire consisted of

queries about the respondents' attitudes, satisfaction, practice levels, etc. The

questions were related to purchasing behavior, purchasing medium, income levels

during the pandemic. In sub-topics, the researchers were able to know about

causes, effects, and reasons for these behaviors in the light of these variables and

responses.

Data Collection Method

The data collection method involved various steps:

Step 1: The researchers sent a letter addressed to the Ateneo de Davao

University Admin Office and the Registrar for consent to survey the school students

and use the current population data of Bonafide students of Ateneo de Davao

University Senior High School.

Step 2: Upon the University Admin Office and the Registrar's approval and the

thorough deliberation of the survey questionnaire, the researchers immediately

proceeded with the actual data gathering.

Step 3: The class representative from each section was emailed by the

researchers asking for their class list.

42
Step 4: Using the section's class list, the researchers used a random selector

online to choose a respondent for both year levels.

Step 5: The researcher asked permission from the selected respondents for their

participation in the research.

Step 6: After the respondents' approval, the researchers immediately proceeded

with the actual data gathering. The researchers sent them the google form where

respondents can see the consent and questionnaire.

Data Analysis

This study's data was mostly analyzed using frequency distribution and

mean scores, correlate coefficients, especially the Pearson R, to determine the

association between knowledge, attitude, and practice. The descriptive-

Correlational analysis was also used to offer information on the fundamental data

characteristics and includes descriptive statistics such as range, minimum,

maximum, and frequency. It also has central tendency metrics such as mean,

median, mode, and standard deviation (Cyfar, n.d.). To explain the basic features

of the data in a sample, the researchers used descriptive-correlational statistics.

They offer easy summaries of the sample and the steps. They form the basis of

virtually any quantitative data analysis, along with easy graphics analysis (Trochim,

2020). The researchers also calculated the Pearson r to know the significance of

the relationship between attitude and practice level.

Ethical Considerations

This study's main concerns were individuals who are students of Ateneo De

Davao University Senior High School. Therefore, the researchers had to ensure

43
their safety, give full protection to protect their privacy. In light of the respondents'

voluntary participation, it was the researcher's responsibility to keep their

anonymity. The researchers also followed ethical standards in conducting this

study, and these were the following: Respect for Persons, Beneficence, Justice,

Consent, and Confidentiality. These will ensure the trust of the respondents in

keeping confidentiality.

Respect for persons meets an obligation that the researcher did not exploit

the respondent's weaknesses. Beforehand, the researchers sought permission

from the University by writing a letter of authorization to conduct a study before

conducting research (Creswell & Plano, 2011).

Consent is another most important way of showing respect to a person

during the research (Creswell & Plano, 2011). This is to let all participants become

aware of the purpose and objectives of the research study they will be involved in.

The researchers provided a consent form through email for them to understand

and get their approval.

Beneficence requires a commitment to avoiding risks to the research

participants instead of maximizing the profits that are due to them. The researchers

kept the anonymity of the interviewee in order not to put each participant at risk.

The respondent's anonymity ensured that no one would be harmed from any

violent reactions from their responses. At all times, participants will be protected,

so every file of information was never be left unattended or unprotected.

Confidentiality towards the results and findings, including the participants'

safety, Researchers used the coding system. Meaning the researchers hid the

44
participant's identities. As recommended by Creswell & Plano (2011), all materials,

including videotapes, encoded transcripts, notes, and others, was deleted after the

data has been analyzed.

Justice needs a reasonable allocation for the risks and beneficiaries to the

research conducted. Researchers must recognize the respondents' contribution to

the paper. They must be given due credit in all aspects. (Creswell & Plano, 2011).

Hence, the researchers are hoping that through this study, the respondents will be

set free into whatever negative experiences they had and maintain the experiences

into what positive contributions they could offer in this study. These factors allow

for the expanding knowledge and the value of collaborative work in mutual respect.

This encourages giving importance to moral, social skills, and values.

45
 Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

In answer to the research questions, this chapter presents the information gathered

from the grade 11 and grade 12 learners from different strands, including the respondent's

socio-demographic profile, research practice, research attitudes, and satisfaction regarding

impulsive buying behavior online shopping researchers would use for the analysis. This

chapter will also show the relationship between the learners' practice and attitude and the

relationship between the learners' practice and satisfaction. It is classified into 6 pieces.

Part 1 covers the respondents' socio-demographic profile; Section 2 covers why learners

choose and not to purchase products online, Section 3 covers how much are they willing

to pay for products from online shops, Sections 4 and 5 covers the research practices and

attitudes, and 6 cover the relationship between practice and attitude when it comes to

impulsive buying because of the use of contemporary marketing by online shops.

Part 1. SOCIO-DEMOGRAPHIC PROFILE

Biological Sex. Table 3 indicates that women dominated the survey because most

respondents were females (69.70%), while the remainder (30.30%) were males.

Table 3

Sex of Respondents

Sex Frequency Percent

46
 Male 107 30.30%

Female 246 69.70%

Total 353 100%

Age. Table 4 presents that majority (46.70%) of the respondents is in the age range

of eighteen years old. This is followed by respondents aged seventeen years old (31.6

percent), 16 years old and below (8.50%), and respondents belonging to age groups 19

years old and above (2.30%).

Table 4

Age of Respondents

Age Frequency Percent

16 y/o & below 30 8.50%

17 y/o 150 42.50%

18 y/o 165 46.70%

19 y/o & above 8 2.30%

Total 353 100.00%

Strand. Table 5 presents that majority (35.9%) of the respondents is under the

STEM Pre Science strand. This is followed by the ABM strand (26,10%), STEM Pre

Engineering (25%), then the HUMSS strand (9.90%), and lastly the STEM Computer

Science strand (3.70%).

47
 Table 5

Strand

Strand Frequency Percent

ABM 92 26.10%

STEM Pre Science 124 35.10%

STEM Pre Engineering 89 25%

STEM Computer Science 13 3.70%

HUMSS 35 9.90%

Total 353 100.00%

Year Level. Table 6 shows that the majority of the respondents are from the

grade 12 (60.30%) and followed by the grade 11 (39.70%).

Table 6

Year Level

Year Level Frequency Percent

Grade 11 140 39.70%

Grade 12 213 60.30%

Total 353 100.00%

Weekly Allowance. Table 7 presents that the majority (96.88%) of the respondents

have a weekly allowance of 100 to 5,000 pesos. This is followed by 5,001-9,901 pesos

48
(1.98%) and 9,902-14,802 pesos has the same percentage with 14,803 pesos and above

(0.57%).

Table 7

Weekly Allowance

Weekly Allowance Frequency Percent

100-5,000 pesos 342 96.88%

5001-9901 pesos 7 1.98%

9902-14802 2 0.57%

14803 & above 2 0.57%

Total 353 100.00%

Table 7 reveals that despite the weekly allowance they receive, most of the

respondents (54.96%) are still willing to pay 501 pesos to 2,500 pesos when purchasing

products from an online shop.

Part II. Reasons why learners choose to purchase and do not purchase products

online.

Table 8 presents that the majority (50.06%) of the respondents choose to purchase

products online since it is easy to access. The next reason that follows is that products are

cheaper (36.07%), 3.26% of the respondents, it is not applicable, which means they do not

purchase products online. 8.81% answered others and stated their answers for buying

products online.

49
 Table 8

Reasons why learners’ choose to purchase online

Reason Frequency Percent

Products are cheaper 193 36.97%

It is easy to access 266 50.96%

Not Applicable 17 3.26%

Other 46 8.81%

Total 522 100.00%

Some of the respondents answered "others" in a survey conducted to specify why

they were buying online. 11 (2.1%) of the respondents responded because they can't buy

in physical stores, followed by 10 (1.91%) respondents who answered it is the safest

alternative and the most convenient way when purchasing. 9 (1.72%) respondents

answered because of the wider selection when buying online. More product variety than

usual stores, followed by 6 (1.14%) respondents who answered they don't buy in online

stores. 4 (0.76%) answered because of its essentiality, efficiency, necessity, availability,

and varying reasons craving food. 3 (0.57%) of the respondents answered because of

coupons, vouchers, and free shipping when buying online. Another 5 (0.19%) respondents

specified their different answers by stating that it's because of uniqueness, lowered price,

hates social distancing, not sure if they will receive the same product online and want

to. Table 8 reveals the reasons why learners choose to purchase online. And among all the

50
reasons they are buying online, most of the respondents (50.9%) decided to buy online

since it is easy for them to access.

Table 9 presents that the majority (41.88%) of the respondents choose not to

purchase products online since there is a lack of opportunity to touch or feel the product.

The next reason is that there is a delay in delivery (25.64%), while (9.38%) says there is a

choice overload. 15.38% of the respondents answered that it is not applicable, which means

they purchase products online, and the remaining 7.27% responded to others and stated

their answers for buying products online.

Table 9

Reasons why learners’ choose not to purchase online

Reason Frequency Total

Choice Overload 23 9.83%

Delay in Delivery 60 26.54%

Lack of opportunity to touch/feel product before purchasing 98 41.88%

Not Applicable 36 15.38%

Other 17 7.27%

Total 234 100.00%

A total of 7.27% of the respondents answered “other” in the survey to identify why

learners choose not to purchase online. 4 (1.71%) answered because of the expensive

shipping fees when buying online, 4 (1.71%) of the respondents answered because of lack

of money and didn’t have access to online money transactions in purchasing the products

51
online, 4 (1.71%) of the respondents believe that buying online is prone to scams. Another

2 (0.85%) of the respondents answered because they are not sure about the size and the

quality of the product purchased online, and 2 (0.85%) of the respondents answered it is

unnecessary to buy products. The other 1 ( 0.43%) of the respondents answered because of

the other customers' bad reviews. Table 9 reveals the reasons why learners choose not to

purchase online. Despite online shops being easy to access, some respondents still do not

decide to buy products online. Most of the respondents (41.88%) choose not to buy online

since there is a lack of opportunity to touch or feel the product before purchasing.

Part III. How much are they willing to pay for products from online shops.

Table 10 presents how much they are willing to pay for products online. The

majority of the respondents (54.96%) answered 501 to 2,500 pesos. Followed by 500 pesos

below (34.28%), then (5.94%) are willing to pay 4,501 pesos and above for products online.

Lastly, 2,501-4,500 pesos (4.82%).

Table 10

How much are they willing to pay for products from online shops

Amount Frequency Percent

500 pesos & below 121 34.28%

501-2,500 pesos 194 54.96%

2,501-4,500 pesos 17 4.82%

4,501 pesos & above 21 5.94%

52
 Total 353 100.00%

Table 10 reveals how much they are willing to pay for products online. Despite

the weekly allowance they receive, most respondents (54.96%) are still willing to pay

501 pesos to 2,500 pesos when purchasing products from an online shop.

Part IV. Practices of learners when it comes to online shopping.

Practices. This table shows the occurrence of the practices of the respondents. The

respondents concur to the same practices in instances of online shopping, online shop

observations and experiences.

The Ateneo de Davao Senior Highschool is met with consistent practices in online

shopping experiences. The study reveals that majority of the respondents partake in the

following practices. First, Often actively shopping during the pandemic (WM = 2.75), (DE

= Often) buy products from online shops (WM = 2.81), (DE = Often) observe common

marketing strategies used by online shops (WM = 3.25), and (DE = Often ) experience

impulsive buying when purchasing online (WM = 2.57). Meanwhile, the study shows that

there are also respondents that weighed in the statement that they (DE = Hardly) shopped

online before the pandemic with a weighted mean (WM) of 2.29.

Table 11

Practices of learners when it comes to online shopping

Statements Rating Scale Overall

53
 4 3 2 1 WM DE

Have you previously shopped online before 25 125 131 72

2.29 Hardly
COVID 19? (100) (375) (262) (72)

Do you still actively shop online during 72 155 91 35

2.75 Often
COVID 19? (288) (465) (182) (35)

I buy products from online shops 68 170 96 19

2.81 Often
(272) (510) (192) (19)

Have you observed common marketing 123 201 25 4

3.25 Often
approaches/strategies in advertising from (492) (603) (50) (4)

online shops?

Do you experience impulsive buying when 72 114 110 57

2.57 Often
purchasing online? (288) (342) (220) (57)

OVERALL WEIGHTED MEAN

2.73 Often
RATINGS

Legend: WM = Weighted Mean;DE = Descriptive Equivalent

4-Point Likert Scale: 4 = Always (3.26-4.0);3 = Often(2.51-3.25);2 = Hardly(1.76-2.50);1 = Never(1.0-1.75)

The results show the increase in buying items through an online medium since

Covid-19 started. With many hardly having bought items online before covid 19 and now

often buying items online since Covid-19 started. Many also often observe common

54
marketing strategies used by online shops and often experience impulsive buying. Table

11 reveals the examination of the practices of the respondents towards online shopping,

the general finding is that the practices agree to the study with a weighted mean WM of

2.73.

Part V. Attitudes of learners Increased Purchasing Behaviour Influenced by Online

Shops' Contemporary Marketing Approach during Covid-19

Attitudes. Even though they can't buy things they wanted because of today's

situation, online shopping is still there to provide for their wants and needs. This table

shows more of the respondent's beliefs on how contemporary marketing at this time of the

pandemic affects their online shopping attitudes.

Table 12 represents the attitudes of the AdDU Senior High School students when

it comes to online shopping. The majority of the respondents (WM= 2.80) agree that they

shop online because of the sellers' contemporary marketing. They get persuaded easily

because of the social media and modern marketing used by the seller when they promote

their products, and the weighted mean of the respondents that agree with this is 2.80. Many

of the respondents (WM= 2.95) agree that today's current situation, the pandemic, does not

hinder them from purchasing online. Most of the respondents (WM= 3.38) strongly agree

that all the marketers' modern and new marketing strategy creates a remarkable impact on

them. They strongly agree (WM= 3.50) that contemporary marketing plays a vital role in

influencing teenagers to shop online. And the overall weighted mean (3.9) shows that

contemporary marketing significantly impacts the shoppers' attitude and the respondents,

especially at this pandemic.

55
 Table 12

Attitudes of learners when it comes to online shopping

Statements Rating Scale Overall

4 3 2 1 WM DE

I shop online because of the 57 194 77 25 2.80 Agree

contemporary marketing (social media (228) (582) (154) (25)

advertisement, emails, video marketing,

content marketing, and more) I see.

I get persuaded because of the 65 177 88 23 2.80 Agree

contemporary marketing (social media (260) (531) (176) (23)

advertisement, emails, video marketing,

content marketing, and more) I see.

COVID-19 does not hinder me from 77 201 57 18 2.95 Agree

buying things online (308) (603) (114) (18)

The use of contemporary marketing by 141 206 4 2 3.38 Strongly

online shops makes a bridge between (564) (618) (8) (2) Agree

customers to the business.

56
 I believe contemporary marketing has 184 165 2 2 3.50 Strongly

an influence with the purchasing (736) (495) (4) (2) Agree

behavior of teenagers.

OVERALL WEIGHTED MEAN 3.09 Agree

RATINGS

Legend: WM = Weighted Mean; DE = Descriptive Equivalent

4-Point Likert Scale: 4 = Always (3.26-4.0);3 = Often(2.51-3.25);2 = Hardly(1.76-2.50);1 = Never(1.0-1.75)

The results show that the consumer is influenced by contemporary marketing when

it comes to online shopping. Due to the pandemic, there have been restrictions, but Covid-

19 does not exclude them from buying things online, as shown in the result. Using

contemporary marketing also correlates the consumer to the business. Many also agree that

they were affected by contemporary marketing as it influenced them from purchasing

online. To sum it up, table 12 shows the respondents weighted mean is 3.09, revealing that

Contemporary marketing affects the attitudes of teenagers' purchasing behavior in online

shopping. Respondents weighted mean corresponds to agree which means learners agrees

that COVID-19 does not hinder learners to purchase products online and that they also

agree that contemporary marketing used by online shops persuades, encourage, influence

them when purchasing products online.

Part VI. RELATIONSHIP BETWEEN LEVEL OF ATTITUDE AND PRACTICE

The following analysis used the bivariate correlations using Pearson's r to

hypothesize the relationship between the level of attitude and practice.

57
Correlation Between Attitude and Practice. The coefficient of correlation ( r ) is 0.610.

This study shows that there is a moderately high association between the contemporary

marketing used by online shops and the impact of teenagers' behavior, leading to impulsive

buying.

Table 13

Relationship between Attitude and Practice when it comes to online purchasing

persuaded by the use of contemporary marketing

There is a moderately high correlation between research attitude and research

practice. The P-Value is .001, which indicates that it is less than 0.5. It rejects the null

hypothesis: Contemporary marketing used by online shops has no impact on teenagers'

consumers' behavior that can lead them to impulsive buying. It shows that it is statistically

significant. This implies a moderately high correlation between contemporary marketing

used by online shops and the teenagers' consumers' behavior that can lead them to

impulsive buying. This means that there is a moderately high possibility that teenagers'

behavior will also increase when contemporary marketing rises.

58
 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter summarizes the study's findings from the socio-demographic, reasons

why learners choose to or not choose to purchase online, how much they are willing to pay,

practices, and attitudes from the survey. The conclusions made by the researchers from the

data gathered. Lastly, this chapter will also show the recommendations made as

development for this study.

SUMMARY OF FINDINGS

Socio-Demographics

The study shows that most of the respondents are females with an average age of

18. Most of the respondents are in the STEM Pre Science strand, followed by the ABM

strand, STEM Pre Engineering, HUMMS, and STEM Computer Science. The study also

shows that most of the respondents are from the grade 12 students of the Ateneo de Davao

Senior High School, and 39.20% are from grade 11. It is also known that the majority of

the respondent's weekly allowance ranges between 100 pesos to 5,000 pesos.

Reasons why learners choose to purchase and do not purchase products online

The study shows that the majority 266 (50.96%) of the respondents who purchase

online is because it’s easy to access. Another 193 (36.97%) of the respondents say that

purchasing online will be much cheaper. Other reasons why consumers choose to purchase

online. 11 (2.1%) of the respondents chose to purchase online since they can’t go to

physical stores. Followed by 10 (1.91%) respondents believe that it is the safest alternative

and the most convenient way when purchasing during this pandemic Since it has wider

59
selection when buying online, more product variety than usual stores that was answered by

9 (1.72%) respondents. Also because of its essentiality, efficiency, necessity, availability,

uniqueness, lowered price, and hates social distancing 4 (0.76%) of the respondents

answered. The other 3 (0.57%) respondents choose to purchase online because the products

are cheaper also because of coupons, vouchers, and free shipping that they can receive in

purchasing online. Another 5 (0.19%) respondents specified their different answers by

stating that it's because of uniqueness, lowered price, hates social distancing, not sure if

they will receive the same product online and want to.

However some 234 respondents also chose not to purchase products online for

various reasons. Majority 98 (41.88%) respondents because there is a lack of opportunity

to touch or feel the products and are not sure of the size and the quality of the products.

Other 60 (25.64%) respondents answered because of the delay of delivery and expensive

shipping fees when buying online. Other 23 (9.23%) say there are a lot of choices in

purchasing online that can lead to choice overload. The 36 (15.38%) respondents also

believe that it is unnecessary and not applicable to buy products online; they also believe

that online purchasing is prone to scams. Other reasons for them not to purchase online is

because 4 (1.71%) answered because of the expensive shipping fees when buying online,

4 (1.71%) of the respondents answered because of lack of money and didn’t have access

to online money transactions in purchasing the products online, 4 (1.71%) of the

respondents believe that buying online is prone to scams. Another 2 (0.85%) of the

respondents answered because they are not sure about the size and the quality of the product

purchased online, and 2 (0.85%) of the respondents answered it is unnecessary to buy

products. The other 1 ( 0.43%) of the respondents answered because of the other customers'

60
bad reviews. And the rest chose not to purchase products online because of lack of money

while the other didn't have access to online money transactions.

How much are they willing to pay for products from online shops

The study shows that most of the respondents, the Ateneo de Davao Senior High

School Students are willing to pay for the products online in the range of 501 pesos to

2,500 pesos. And 32.28% of respondents answered that they are willing to pay for the

product online in a range of 500 pesos below, followed by the content of 4,501 pesos above

and 2,501 to 4,500 pesos.

Practices

This study shows the respondents' practices wherein respondents have the same

online shopping patterns, such as online shop observations and experiences. In this study,

the Ateneo de Davao Senior High School shows its consistent way of online shopping. The

study reveals that the majority actively shop during the pandemic (WM=2.75), (DE=

Often) buy products from an online shop (WM= 3.25), (DE= Often) experience impulsive

buying (WM=2.57). In contrast, some respondents (DE= Hardly) shopped online before

the pandemic with a weighted mean of 2.29 (WM=2.29).

Attitudes

This study shows the Ateneo de Davao Senior High School respondents' belief on

how contemporary marketing affects their attitudes during the pandemic. This study

presents that most of the respondents (WM= 2.80) agree to shop online because of the

sellers' contemporary marketing. Respondents get persuaded by contemporary marketing

such as social media, advertisement, emails, etc., weighted (WM=2.80). Most of the

respondents (WM= 2.95) agree that the pandemic does not hinder them from buying things

61
online. A (WM=3.38) strongly agrees that contemporary marketing by online shops relates

customers to the business. The respondents (WM=3.50) strongly agree that modern

marketing plays a crucial role in influencing teenagers to shop online. To sum it up, the

overall weighted mean (WM=3.9) shows that contemporary marketing significantly

impacts the respondents' attitude, especially during the pandemic.

Relationship between level of Attitude and Practice

The coefficient of correlation ( r ) is 0.610, meaning a moderately high relationship

between contemporary marketing used by online shops and teenagers' purchasing behavior

leading them to do impulsive buying. The result also rejects the null hypothesis. Therefore,

there is a moderately high possibility that teenagers' behavior will also increase when

contemporary marketing rises.

Conclusion

The study proves to be descriptive-correlational research, which establishes the

association between variables. The relationship between teenagers' purchasing behavior

and contemporary marketing used by online shops supports the study. Contemporary

marketing theory has high moderation in manipulating teenagers' purchasing behavior.

Online shops have attracted teenagers to purchase their products due to the contemporary

marketing that the business' has used. For the conceptual framework, the researchers have

also found out from the gathered data that teenagers strongly agree that Contemporary

marketing theory creates a bridge between customer and business. With the collected data,

the researchers were also able to find answers for the three statements of the problem shown

in Chapter 1.

62
 For the first statement of the problem, researchers collected data that shows that the

respondents often experience impulsive buying when purchasing online. There were

different reasons why learners choose to buy online and why others don't. Learners' are

also willing to pay around 501 pesos to 2,500 pesos when purchasing online. For the second

statement of the problem, findings show that there has been an increase in purchases from

before Covid-19 vs. Currently, and the contribution of marketing strategies observed to

these online purchases. As is Contemporary Marketing Theory, the basis of our Statement

of the Problem, the respondents face the same factors and environments as the teenagers in

theory. Stain theoretical media content is the relevant media-driven media-driven world.

As a communication platform, it is only natural that this is the appropriate medium to

increase a business' sales. Lastly, respondents had a weighted mean of 3.09 to their

attitudes, which means most of them agree that there is a relationship between

contemporary marketing and teenagers' purchasing behavior.

The data gathered rejects the null hypothesis; therefore, Contemporary Marketing

used by online shops impacts teenagers' consumers' behavior that can lead them to

impulsive buying. There is also a moderately high correlation between research attitude

and research practice.

Recommendations

The following are recommendations from the researchers that future researchers can use to

find out more about the connection between contemporary marketing used by online shops

and teenagers' purchasing behavior.

63
1. Try to consider the respondents who do not shop online and have a set of questions

to gather data. Add more questions on why they do not buy from online shops to

know about their perspective. Future researchers can use the collected data to

support if ever the findings of data state the opposite.

2. The future researcher can collect data from the respondents about their attitudes and

practices before they started online shopping and before the pandemic. The future

researcher will collect more data on whether there is an increasing purchasing

behavior by teenagers. The more information that future researchers can have, the

more it could help in their study.

3. Since this research has concluded a moderately high correlation between the

contemporary marketing used by online shops and teenagers' purchasing behavior,

the future respondent can have research that can help or guide teenagers in their

purchasing behavior. With their prospective study, it can help more in the society,

most especially the teenagers.

4. Conducting the survey online is challenging since there is no assurance that they

will immediately respond. Do not just communicate with respondents through

email but chat with them on their accounts or google hangouts where they are most

active. Since many researchers are conducting their research, the email you sent

may be covered by other emails, so future researchers should be patient and

continue to remind the respondents to answer the survey. Future researchers can

also swap with other researchers when invited to a survey, respond to it and email

them back with the survey you are conducting. Lastly, future researchers should

64
keep track of the number of respondents who participated and did not to know when

to close the study and when to contact more respondents.

65
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Appendices

A. Permission Letter to the Assistant Director of Academics

December 11, 2020

AUJEFEL AMOR Y. LEE

Assistant Director for Academics
Senior High School Unit

Dear Ms. Lee:

Greetings!

We are learners from Grade 12 of section Bellarmine of the Accountancy and

Business Management Strand, and as part of our curriculum, we are required to
take the classes Practical Research 2 and Applied Inquiries, Investigations and
Immersion where we are taught different research methods. We are planning to
conduct a quantitative correlational research study entitled “Add to Cart:
Teenagers’ Increased Purchasing Behaviour Influenced by Online Shops’
Contemporary Marketing Approach during Covid-19” and our aim is to know
whether contemporary online marketing leads teenagers within Ateneo de Davao
Senior High School to impulsive buying.

In line with this, we would like to ask permission from your good office to conduct
our study. Our gathering of data includes Google Forms for Grade 11/12
Learners of (Accountancy and Business Management)

Should you have any questions or concerns, you may contact us at 09207828519
and look for Rhaiza Beray

Thank you very much and we look forward to your favorable response.

Sincerely,

Rhaiza Beray
Lead Researcher

Noted by:

Applied Inquiries Teacher Capstone Research Teacher

76
 B. Informed Consent
December 16, 2020

Dear Respondent:

Good Day!

We are the researchers from Ateneo de Davao University, taking up the

Accountancy Business Management Strand under the section of Bellarmine.

We are conducting a quantitative research study entitled "Add to Cart:

Teenagers' Increased Purchasing Behaviour Influenced by Online Shops' Contemporary
Marketing Approach during Covid-19". This survey will allow us to determine whether
contemporary online marketing leads teenagers within Ateneo de Davao Senior High
School students to impulsive buying.

Our purpose in conducting this survey is to gather as much as possible all the
necessary information we need in this study. We are requesting your participation in
our study by answering our online survey questionnaire. This would take up to 5-10
minutes of your time and we can assure you that all the responses that we have
collected will be held confidential. If you are willing to participate in this study, please
sign up for this consent form. If not, you may email us back if you choose not to
participate.

If you have any questions, please email rffberay@addu.edu.ph.

Once survey questionnaire is submitted that would mean that you are informed
and that you are willing to participate in our said study.

Sincerely,
Group 6 – Bellarmine –
Balgoa, Nicole Kim
Beray, Rhaiza Faith F.
Demeterio, Aljene
Legaspi, Ricka Lei
Tenajeros, Julianne
Tigoy, Sheryl Karl

Informed Consent
Full name of the Researchers: Rhaiza Beray, Nicole Balgoa, Aljene Demeterio, Ricka
Legaspi, Julianne Tenajeros, Sheryl Tigoy

77
I volunteer to take part in the quantitative research entitled “Add to Cart: Teenagers’
Increased Purchasing Behaviour Influenced by Online Shops’ Contemporary Marketing
Approach during Covid-19”. I understand that this research is designed to gather
information about the experiences of the learners. I am fully aware that this google
form will be collecting my personal information. I am aware that my participation is
voluntary and I am free to discontinue my participation.
1. I volunteer to participate in the above research study. I do not have any
hesitation if the group will record my responses. I am also aware that the copy of
my records will be returned to me.
2. I understand that the researchers will not identify me by my name in any reports
using information obtained from the survey, and that my confidentiality as
participant in this study will remain secure by assigning me an alias.
3. I have read and understood the explanation provided to me, and I am free to ask
questions and be answered to my satisfaction.
___________________________ __________________
Name of Participant Signature

___________________________ __________________
Name of Researcher ________________ Signature
Date

78
 C. Survey Questionnaire

Section 1 of 3
Add to Cart: Teenagers' Increased Purchasing
Behaviour Influenced by Online Shops' Contemporary
Marketing Approach during Covid-19
Dear Respondent:
Good Day!
We are the researchers from Ateneo de Davao University, taking up the Accountancy
Business Management Strand under the section of Bellarmine.
We are conducting a quantitative research study entitled "Add to Cart: Teenagers'
Increased Purchasing Behaviour Influenced by Online Shops' Contemporary Marketing
Approach during Covid-19". This survey will allow us to determine whether
contemporary online marketing leads teenagers within Ateneo de Davao Senior High
School students to impulsive buying.
Our purpose in conducting this survey is to gather as much as possible all the necessary
information we need in this study. We are requesting your participation in our study by
answering our online survey questionnaire. This would take up to 5-10 minutes of your
time and we can assure you that all the responses that we have collected will be held
confidential. If you are willing to participate in this study, please sign up for this consent
form. If not, you may email us back if you choose not to participate.

Section 2 of 3
Socio-Demographic Profile
This section is more about your personal information. In this section, the researchers will
know your demographics. Please respond to the following questions honestly by clicking
the circle that corresponds to your answer.
Name (Optional):
________________________________________________________________________
_____________
Gender
o Male
o Female
Age
o 16 y/o below
o 17 y/o
o 18 y/o
o 19 y/o above

Strand
o ABM
o STEM Pre Science

79
 o STEM Pre Engineering
o STEM Computer Science
o HUMSS
Year Level
o Grade 11
o Grade 12
Section
________________________________________________________________________
____________
Weekly Allowance
o 100-5,000 pesos
o 5001-9901 pesos
o 9902-14802 pesos
o 14803 above

Section 3 of 3
Survey Question
Click the circle that corresponds to your answer.
Have you previously shopped online before COVID 19?
o Always
o Often
o Hardly
o Never
Do you still actively shop online during COVID 19?
o Always
o Often
o Hardly
o Never
I buy products from online shops
o Always
o Often
o Hardly
o Never
Have you observed common marketing approaches/strategies in advertising from online
shops?
o Always
o Often
o Hardly
o Never
Do you experience impulsive buying when purchasing online?

80
 o Always
o Often
o Hardly
o Never
What are the reasons why you choose to purchase products online?
o Products are cheaper
o It is easy to access
o Not applicable
What are the reasons why you do not choose to purchase products online?
o Choice Overload
o Delay In Delivery
o Lack of opportunity to touch/ feel product before purchasing
o Not applicable
How much are you willing to pay for products from online shops?
o 500 pesos below
o 501-2,500 pesos
o 2,501- 4,500 pesos
o 4,501 pesos above
I shop online because of the contemporary marketing (social media advertisement,
emails, video marketing, content marketing, and more) I see.
o Strongly Agree
o Agree
o Disagree
o Strongly disagree
I get persuaded because of the contemporary marketing (social media advertisement,
emails, video marketing, content marketing, and more) I see.
o Strongly Agree
o Agree
o Disagree
o Strongly disagree
COVID-19 does not hinder me from buying things online
o Strongly Agree
o Agree
o Disagree
o Strongly disagree
The use of contemporary marketing by online shops makes a bridge between customer to
the business.
o Strongly Agree
o Agree
o Disagree

81
 o Strongly disagree
I believe contemporary marketing has an influence with the purchasing behavior of
teenagers.
o Strongly Agree
o Agree
o Disagree
o Strongly disagree

82
D. Validation Forms

83
84
 E. Curriculum Vitae

NICOLE KIMBERLY BALGOA

Address: Davao City, Catalunan Grande, Sgr Village, Temperance street

Age: 18 years old

Gender: Female

Civil Status: Single

Birthday: December, 2002

Birthplace: Brokenshire

Mother’s Name: Evelyn G. Balgoa

Father’s Name: Romeo F. Balgoa

E-mail Address: Nkgbalgoa@addu.edu.ph

EDUCATIONAL ATTAINMENT

School Level School Year

Ateneo de Davao University Senior High 2019-2021

2016-2019
Precious International School of Davao Junior High
2014-2015
GEMS Winchester School Dubai
Elementary

85
 RHAIZA FAITH FLORES BERAY

Address: Cabayawa, Tubay, Agusan del Norte

Age: 18 years old

Gender: Female

Civil Status: Single

Birthday: November 17, 2002

Birthplace: Kitcharao

Mother’s Name: Elena B. Flores

Father’s Name: Basilides B. Beray

E-mail Address: rffberay@addu.edu.ph

EDUCATIONAL ATTAINMENT

School Level School Year

Ateneo de Davao University Senior High 2019-2021

Father Saturnino Urios University Junior High 2016-2019

2014-2015

Rainbow of Angels Learning Center Inc. Elementary

86
 ALJENE FERENAL DEMETERIO

Address: Igabay Balabagan Lanao del Sur

Age: 17 years old

Gender: Female

Civil Status: Single

Birthday: June 17, 2003

Birthplace: Cotabato Medical and Regional Hospital, Cotabato City

Mother’s Name: Aida F. Demeterio

Father’s Name: Joemar F. Demeterio

E-mail Address: i.e.afdemeterio@gmail.com

EDUCATIONAL ATTAINMENT

School Level School Year

Ateneo de Davao University Senior High 2019-2021

Shalom Science Institute, Inc. Junior High 2018-2019

Igabay Elementary School Elementary 2014-2015

87
 RICKA LEI AGUIRRE LEGASPI

RICKA LEI AGUIRRE LEGASPI

Address: Brgy. Tacunan, Mintal Tugbok District

Age: 18 years old

Gender:Female

Civil Status: single

Birthday: May 9, 2002

Birthplace: Valenzuela City

Mother’s Name: Gilda Aguirre Legaspi

Father’s Name: Richard Suner Legaspi

E-mail Address: rickaleilegaspi@gmail.com

EDUCATIONAL ATTAINMENT

School Level School Year

Ateneo de Davao University Senior High 2019 - 2021

Ma-a National Highschool Junior High 2018-2019

SouthPoint School Elementary 2014-2015

88
 CHRISTINA JULIANNE ADVINCULA TENAJEROS

Address: P-2 Blk 23 Lt 14 Batolusa Bangkas Heights Toril, Davao City

Age: 19 years old

Gender: Female

Civil Status: Single

Birthday: February 16, 2002

Birthplace: Davao City

Mother’s Name: Cristy A. Tenajeros

Father’s Name: Ramil M. Tenajeros

E-mail Address: cjatenajeros@addu.edu.ph

EDUCATIONAL ATTAINMENT

School Level School Year

Ateneo de Davao University
Senior High 2019-2021

Saint Peter’s College of Toril Junior High 2016-2019

Saint Peter’s College of Toril Elementary 2014-2015

89
 SHERYL KARL ACOL TIGOY

Address: Mapawa Maragusan, Davao de Oro

Age: 17 years old

Gender: Female

Civil Status: Single

Birthday: June 11, 2003

Birthplace: Tagum City

Mother’s Name: Karen A. Tigoy

Father’s Name: Sherwin D. Tigoy

E-mail Address: skatigoy@addu.edu.ph

EDUCATIONAL ATTAINMENT

School Level School Year

Ateneo de Davao University Senior High 2019 - 2021

2018-2019
Mapawa National High School Junior High

Mapawa Elementary School Elementary 2014-2015

90