PR2 ABM24 GROUP4 Chapter1-5 Final

De La Salle University - Dasmariñas 1
SENIOR HIGH SCHOOL
Effect of Personalized Fashion Accessories as Perceived by the

customers of Online Clothing Boutiques in Dasmariñas, Cavite
A Research Study Presented to the

Senior High School Department
De La Salle University - Dasmariñas
Dasmariñas, Cavite
In Partial Fulfilment of the Requirements for Practical Research in Senior

Highschool – Accountancy, Business, and Management
Ron Clyde D. Bautista
Karylle Joie B. Bureros
Chris Francis S. Deocariza
Akirha Xyniel B. So
Ahmir Vaci A. Taguinod
May 2022
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CHAPTER 1
INTRODUCTION
This chapter discusses the background of the study, conceptual
framework, statement of the problem, significance of the study, scope and
limitation of the study, and the definition of terms.
1.1 Background of the Study
Fashion accessories are design to compliment an individual’s outfit.
People use their accessories based on the occasion to enhance their look.
Showing off their preferred style has the ability to convey a person’s
personality, moreover, other people judge a person based on their style.
Fashion accessories have two categories: first, accessories that can be
carried such as bags, purses, umbrellas, etc; then the other is accessories
that can be worn such as necklaces, rings, watches, etc.
Personalized accessories are accomplished through the use of
customer data. Consumers prefer brands that accommodate them to their
specific wants and needs. Personalization of items allows businesses to
conceptualize the recommendation and experience they provide on each
customer’s unique style. Personalized fashion accessories have a huge
impact in a business. Some accessories might seem lacking in style that a
consumer is looking for, however adding a personal touch to an accessory
can give the uniqueness that a buyer desire. Typical accessories give
consumers limited choices and lessen the possibility of them buying if it is

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not one of their likings. It targets the customers’ satisfaction and the
business originality. Personalized item is not commonly available in the
market, it can serve as a business’ trademark.
In the 21st century, various products are competing as “the best gift”,
however people nowadays prefer unique products. As stated by the blog
‘Personal Creations (2017)’, their respondents said that receiving a
personalized gift meant that the person who gave it to them had put a lot of
thought into it and it was intended to make them feel special. Over 70% of
people said they would select accessories, such as jewellery or housewares
as a gift. People are also particularly fond of personalized clothing and
ornaments.
Today, the internet is the most useful and beneficial tool for many
people because it is available to anybody and allows them to communicate
with anyone, no matter the distance. Clothing shops use it as a marketing
tool to promote and sell their goods. With 73.91 million internet users in the
Philippines by 2021, this means that their businesses will have a wider
reach and will be able to employ more creative marketing techniques like
commercials (Kemp, 2021). There are many small businesses that retail
things online, and some young entrepreneurs that design and manufacture
their own outfits and accessories. These kinds of businesses are usually
found on well-known social networking sites such as Instagram, Facebook,
Shopee, and Lazada.

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Society mostly relies on well-known international shops instead of
locally made products. Although people are starting to support local
products and small businesses here in the Philippines. As online
businesses arise this time of the pandemic, small shops become more
creative with their products. Personalized accessories don’t appear too
often in the market, but some small businesses offer it. Dasmarinas City is
known as the wealthiest local government unit in the province of Cavite. As
seen in the social media marketplace, many small businesses are selling
personalized accessories made by Dasmarinenos. These business owners
are being competitive when it comes to the uniqueness and beauty of their
products, furthermore, just like the other entrepreneurs, they are focused
on growing their small business.
According to Agarwal (2021), consumers who came across and
interacted with businesses with product personalization tend to get more
involved. Meaning, the consumers made more frequent visits to the website
and bought even more personalized products. There was a survey
conducted involving 1000 online shoppers and determined that 25% to 30%
are interested in online stores with product personalization. In this study, it
will be determined how personalized accessories are perceived by the
customers of online store boutiques in Dasmarinas, Cavite.

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1.2 Conceptual Framework
Personalized Accessories
Effect on Consumers
Perception Experience
Buying Behavior
Figure 1.1 Conceptual Framework
The figure above shows that adding personalized fashion
accessories has an effect on the buying behaviour of the customers of
online boutiques. The perception of the customers and their experience in
shopping are the two factors to determine its effects on the customers. The
figure shows that the effect of personalized accessories on the consumer’s
buying behaviour.
Adding personalize fashion accessories will be used to attract more
customers than usual. Moreover, having more customers will lead to higher
sales or profit. The figure means that both business and consumer will
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benefit from adding personalized fashion accessories to the variation of the
shop.
1.3 Statement of the Problem
There are multiple common problems that can occur during online
shopping apparel. Consumers use the internet not only for online shopping
but also to compare prices, product features, and after-sale service
facilities. (Taruna, 2018). Different customers have different perceptions.
The researchers have thought of the idea to study the effect of personalized
fashion accessories as perceived by the customers of online clothing
boutiques. In line with this, it also aims to answer the following problems:
1. What is the preferable type of accessories?
a) Ready made
b) personalized
2. What are the perceptions of customers towards personalized
fashion accessories?
3. How does personalized fashion accessories affect
consumer’s buying behaviour?
1.4 Scope and Limitations
The study will focus on the perception of consumers towards the
effect of personalized accessories. The study will be conducted only in the
City of Dasmarinas in Cavite. The researchers will not include physical
stores in Dasmarinas, Cavite such as H&M, Uniqlo, SM department store,

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etc. The respondents of this study will be the customers who buys
personalized fashion accessories in Dasmarinas, Cavite only and will not
include other customers of other online and physical shops. The
researchers will only gather information that is related to the topic.
1.5 Significance of the Study
This study will greatly benefit to the business industry, particularly in
online clothing boutiques, the customers, aspiring clothing boutique owners,
and to the future researchers. The results of this study will be significant and
beneficial to the following:
Online clothing boutiques. With the idea of personalizing fashion
accessories, business owners will know what they should improve with their
products. It could help their business gain more profits and have a
trademark which the people will remember which could attract more
customers with different fashion preferences
The customers. It could help the consumers to know the style they
prefer. They will be able to identify comparable reasons for their standards.
Furthermore, possible customers will not only focus on normal accessories.
Aspiring clothing boutique owners. Those who are planning to
start a business may use this study as a guide for their preparation. This
study would help them build a good reputation in the business industry and
will be able to have a successful launching.

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Future Researchers. This study will help the researchers especially
to those who have an interest in personalization and clothing businesses.
They would be able to gather important information as a reference for their
study. It will increase the researcher’s knowledge in this field and will know
more about personalization of items and online businesses. The results of
this study will fill in the gaps of unknown knowledge to make their study
successful.
1.6 Definition of Terms
Business Owners – The entrepreneurs from Dasmariñas who are
selling personalized accessories online.
Consumers – Online buyers of personalized fashion accessories.
Online Clothing Boutiques – Online clothing shops that sells
personalized accessories in different social media platforms.
Pandemic – The Coronavirus disease – 2019 that is affecting the
lives of the consumers and businesses.
Personalized Fashion accessories – handmade jewelries such as
earrings, necklaces, and bracelets that is made based on the
customer preferences.
Social Media – Facebook, Instagram, Twitter, Shopee, and Lazada.
Pandemic – The Coronavirus disease – 2019 that is affecting the
lives of the consumers and businesses.

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CHAPTER 2
REVIEW OF RELATED LITERATURE
For further understanding of the study, the researchers critique
related literatures and studies related to the effect of personalized fashion
as perceived by the customers of online clothing boutiques. A thematic
analysis of the following themes are covered in related literature: a)
personalization of accessories; b) online shopping; and c) use of social
media on online business.
2.1 Personalization of Accessories
There are benefits and advantages of implementing product
personalization on clothing businesses. According to rolanddg.eu (2018),
personalization helps generate more sales while maintaining the
satisfaction of consumers. On average, 36% of customers are willing to buy
customized products and 1 in 5 would pay 20% more than the original price.
Not only does it help generate more sales, but it gives businesses better
customer insight. Businesses can collect their customer’s data and utilize it
as their competitive advantage. They will be able to determine trendy or
popular designs to further improve their products. Using data analytics, they
can store the consumer’s data and use it to recommend products adjusted
to their tastes and preferences. Lastly, if businesses were to utilize the
internet, they can improve their customer's experience. The 53% of
consumers agree that online stores accompanied with product

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customization provide better services. This increases the number of
customers and sales since 59% of consumers are more likely to find the
products they want, easily in personalized online stores.
Personalization is slowly being integrated to many businesses as
consumers now seek ways on how to customise their look and make a style
of their own. According to Govistech (2021), Personalization is the act of
modifying or tailoring products according to the customer’s needs or
preferences. This gives the customers the freedom to choose and create
their own style based on their preferences. With the increasing demand for
personalization, it has potential to become a standard method of purchasing
for the future of the fashion industry. Personalization can influence the
revenue of a business significantly. Prediction estimates that future sales of
custom products will increase by 110%.
Offering product personalization also helps reduce the expenses.
According to Akash (2019) businesses stocking up on too many products
might not be the best plan for them. Since there’s no a hundred percent
assurance that every product will be sold. There might be the case that a
business has a lot of products left in their storage. Providing product
personalization might be better instead of making or buying in bulk because
it's better to wait for what the consumer wants and provide them with what
is needed so the business could lower down the costs.

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According to Sharma (2017) you can access valuable market
research when implementing product personalization. One of the biggest
factors in a successful business is great marketing. Product personalization
is one of the best tools for understanding and knowing your customers.
Implementing it can give you the data that you will need in your marketing
planning, for example, specific trends around your product. Product
personalization can aid your business to diversify its offering by improving
your service to your consumers and even look into reaching possible new
markets.
As stated by Singh (2018) a business can acquire a competitive
advantage against their competitors when integrating personalized
products. Businesses can differentiate themselves from others if they can
either offer a unique product or offer different prices. Every product can
have a bit of its own flair created by the customer. Therefore, every product
will be distinct and will always have the advantage of being differentiated.
The business can stand out among others and attract new possible
customers.
According to Zhen, et al., (2017), consumers are willing to purchase
personalized accessories online. The study revealed the reasons are due
to the following: originality, emotional attachment, self-expression, leisure,
vanity, innovation, etc. For individuals, customizing their own design creates
a sense of accomplishment. The study implied that online businesses

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should implement the personalization of products. Based on the study, most
individuals would like to showcase the achievement of their designs and
other consumers would also want to establish a deep emotional attachment
to their personalized products which could be utilized as an advantage to
many businesses.
According to Lannan (2021), personalization can significantly
increase customer loyalty based on the latest research, which results in
higher profitability. More than half specifically 60 percent of customers are
likely to be customers who purchase again after a personalized shopping
experience. This makes personalization a major asset to businesses since
this will serve as their driving factor achieving a high revenue.
Reach Further (2018) said that consumers are getting more
demanding, particularly Asian millennials. Consumers are increasingly
aware of the products offered and what other people are buying in a digitally
connected environment. As a result, some consumers have become more
selective in their product purchases and have started to expect more from
businesses in terms of both services and product choices. According to
Deloitte, 36 percent of customers are interested in buying personalized
products or services. One out of every five of these consumers is willing to
spend 20% more on premium products. Consumers in China are becoming
more sophisticated, and personalized items are becoming more useful than
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mass offerings. Companies can use customization and personalization to
engage with existing customers and reach out to new populations.
It's been fascinating to watch the transition from mass production to
mass personalisation. We progressed from a time when price was the most
important consideration to a time where price isn't as important as providing
them with a highly enjoyable encounter. What concerns are the feelings that
consumers use for brands as an outcome of the purchase of services.
Modern consumers cannot consume the sake of consumption; perhaps,
many people consume for the purpose of rank signalling and their identity.
This is a turning point for businesses, since they are no longer only selling
goods, but many are providing ways to nurture consumers' emotions and
personalities. It was all about the customers in addition to personalization.
It provides its clients with a unique shopping experience by helping create
their own apparel or accessories from scratch. By playing on the
personalization voucher, designer brands are taking the love of
personalised accessories to new levels. (Katalyst Technologies 2020)
According to Online Figure (2018) Regardless of whether you're an
entrepreneur or the owner of a successful store all through the world, every
business, but in this case, every businessperson, should take important
efforts to accomplish amazing growth. Every stage in business is
unpredictable, but you can take other measures by considering all of the ins
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and outs. Various firms are turning to product personalization to bring it back
on track.
According to Accenture Interactive's 2018 Personalization Pulse
Check, the 91 percent of consumers prefer to buy with businesses which
recognize, keep in mind, and give them with individuals to give and referrals.
In last year's research (2017), the biggest trouble for businesses is the
"burden of choice”, such as figuring out how to serve everyone differently
without overwhelming them. The statistic for that year illustrates that the
burden of choice has not enhanced, in fact, it has worsened. According to
the survey, nearly half of all consumers (48 percent) have left a company's
website and made a purchase elsewhere because the experience was
badly curated, up from 40% for the year of 2017.
As stated by Magnabilities (2016) We all wear jewelry on a regular
basis. Having personalized and modified jewelry, whether it's a necklace to
match a dress or a bracelet to tie an outfit together, is a great way to make
you look perfect. Magnetic replaceable pendants and wrist bands with
personalized inserts helps to look amazing and personalize your
accessories during the week. They also said that you can't go wrong with
magnetic jewelries as a gift for your mother, wife, friend, or anybody else
special in your life. You can create a photo necklace or bracelet with
whatever photo you choose in only a few minutes using a choice of

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foundation jewelry items such a gold necklace, charm necklace, bracelets,
and initial pendants.
Nothing beats personalization for adding a unique touch to a piece
of jewelry. It is a special relationship whenever you offer someone a piece
of exquisite jewelry. However, getting a custom-made, customized gift for a
loved one is truly unique. Customized piece of jewelry has sentiments,
affection, worth, and definition that are solely shared between the person
who gives it and the person who receives it. As a result, by allowing
consumers to create and personalize their purchases, you are bringing a
smile on the face of somebody's wife, girlfriend, parent, or even a friend.
(Fashion Gone Rogue, 2017)
According to Oro China (2019), a fine jewelry retailer based in Cebu,
expects strong sales this Christmas season as consumers choose bespoke
jewelry as holiday gifts. Jennifer Ty, CEO of Oro China Jewelry, said they've
observed a change in fine jewelry preferences, particularly among the
younger generation, away from the traditional pre-designed pieces and
toward made - to - order jewelries. “They saw that the market wants to
possess a product that they can truly call their own,” Ty explained, saying
that consumers are now acquiring separate items or groups of jewelries with
their own design. According to Ty “She believe the market has turned.
People would like to travel, but they also want to show their family how
important they are. “We've had such a lot of requests from clients who want
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their children's or partner's names engraved on the jewelry,” Ty added.
Clients nowadays, she says, want to be a part of the jewelry-making
process. “The market has grown” (for custom-made pieces). People want
to be like that, and they want something personalized,” stated by Jewel
Jalandoni, Oro China's marketing manager.
2.2 Online Shopping
The internet has become more important in the daily life of the
individuals, online shopping changed the way people buy things and gained
popularity around the world. It made an impression in every urban home.
Online shopping is the process by which a customer purchases a service or
product over the internet. The internet has a significant impact on the global
marketing environment, and it enables businesses to expand their business
reach through e-commerce. On the global map of the fashion industry,
online shopping is gaining popularity in comparison to street boutiques or
stores. Consumers are gradually turning to online shopping to save time
and energy, which is causing labor to compete for profit margins (Tiwari, et
al., 2019).
Sah, G. K. (2021) also said that the internet has a huge impact in
people’s belief and behaviours all around the world. Online shopping has
expanded, and as a result it influences the lives of ordinary people.
Incorporating the design and understanding the consumer from emerging
markets was crucial for the growth of shopping in Nepal. To examine the
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online buying behaviour of the consumers on online clothing boutiques, it
includes major elements such as pricing, trust, firm reputation, and
simplicity of use. The pricing stability of an online vendor when compared
to other online merchants should encourage internet transactions. Based
on the previous study, the internet supplies clients with information that aids
in price comparison. Furthermore, online shopping provides uncertainty
than traditional shopping, therefore the buyers’ trust must be obtained.
Customers’ perceptions on how well a company takes care of them and how
concerned it is about their well-being can be defined as a firm’s reputation.
Therefore, price, trust, firm reputation, and ease of use affects consumer
behaviour in online shopping of boutique products.
According to Lim, et al. (2016), internet shopping is becoming more
popular, particularly among generation Y, due to its convenience. It is worth
noting that perceived usefulness has a negligible influence on online
purchasing behaviour. Purchase intention was also found to have a
significant positive influence on online shopping behaviour.
Traditional shopping has some limitations, such as having a time
restriction for customers to spend in the market and searching for a product
that is not available in one shop which can be time consuming. However,
when purchasing online, there is a wide range of options that is available
with just one click. Furthermore, after office hours, consumers are unable
to visit the store to search for certain products. However, online shopping
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allows users to shop for 24 hours. It also allows enables individuals to use
the time to shop while traveling (Singh, et al., 2018).
According to Lee, et al (2016), People between the ages of 18 and
25 are crucial to online merchants since they actively participate in online
shopping and anticipated to grow the future ecommerce business. Website
design, security, seller’s performance, customer service, and the buyers’
privacy and trust were observed to have a strong and significant influence
on customers’ desire to continue ordering through online shops. Moreover,
the quality of an online seller’s website is crucial in forecasting online
buyers’ purchase intent.
Rahman, et al (2018), analyzed that the World Wide Web has a
significant impact on people’s attitudes and behaviours all over the world.
As a result of its privilege, online shopping has emerged which influenced
the lives of ordinary citizens. A business’s primary goal is to provide
products and services that match the needs of its customers. A business
that satisfies its buyers’ needs is more successful than its competitors
because satisfied customers are more likely to make repeat purchases. The
survey reveals that consumers shop online to save time and to access a
wider range of products and services. When it comes to liking and disliking
elements, both men and women shows the same behaviour; they tend to
choose home delivery and doesn’t like the ability to see the product
physically. Individuals get their online buying information on websites,

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usually on social media, and they typically pay cash on delivery when
purchasing apparel and accessories. Consumers are concerned about the
security of the payment system, and their overall satisfaction with online
shopping is mixed.
As studied by M. Delelis (2019), In only a decade, online shopping
has grown from essentially non-existent to costing millions of pesos every
year. E-commerce is one of the most viral technologies, wherein people are
able to purchase items from a seller through the internet. It gives
comprehensive service and lower cost because clients can now purchase
online without having to leave their homes or exerting themselves, and cash
on delivery is also available. It offers features such as quick payment,
incredible bargains at affordable prices, free delivery, and many more to
attract online buyers. Potential buyers are drawn to information provided by
vendors about their items in their shops, which may or may not suit the
buyer’s needs. Customers will begin to evaluate them, and then choose the
option that best fits their criteria, encouraging them to purchase the product
to meet their perceived need.
Filipinos prefer convenience, live selling and e-payments when
purchasing online as new habits arise in the midst of the COVID-19
pandemic. When picking what to purchase online, 93 percent of Filipino
respondents indicated that they prefer convenience over price. Due to the
tight quarantine, Filipino customers have moved to online platforms for their
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everyday needs such as grocery, food, even bank transactions (Fenol, J.,
2021).
When it comes to shopping, Filipinos are known to be careful. They
include security, transaction speed, efficiency of payment option, pricing
and benefits, shop policies, and reputation, strong customer support, and
reasonable shipping fees. Online purchasing is popular among Filipinos
because of its simplicity and accessibility. Online sellers should have a
strong interactive media with a back-and-forth flow of information for more
effective communication with customer (Fandialan et al., 2019).
As stated by H. Mallorca (2020), the pandemic has caused the rise
and fall of several industries around the world. In the absence of physical
stores, customers have flocked to e-commerce platforms to secure
purchases and transactions. Many stores changed into digital to serve their
target market. Despite the fact that various e-commerce platforms existed
prior to the pandemic, its identity has been strengthened since the start or
quarantine. Mr. Carbonell stated that Lazada has grown significantly.
Meanwhile, Ms. Mesina mentioned that the quarantine provides an
opportunity for many businesses to learn how to navigate e-commerce and
incorporate online payments.
Consumers have adopted online shopping as a preferred method of
purchasing. This new buying innovation does not only provide a large
quantity and variety of products to potential customers, but it also offers a

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numerous business opportunity. C. Smales (n.d) said in his blog that online
stores are being used more than before to make fashion purchases. The
profits raised by the customers allowed firms to expand and became vital to
a business’ success. Online shopping opens up a whole new world of
possibilities for fashion shoppers. Buyers are influenced by a variety of
factors that lead them to prefer the online experience, whether it is from
personalizing items or gliding through a simple interface on mobile devices.
According to statistics, e-commerce is now a necessary tool for the fashion
industry. In 2018, the industry generated $481 billion in global revenue. That
amount increased to $545 billion in 2019 and is expected to rise to $713
billion by 2022. The constant increase in revenue generated attributed to
the rise of potential consumers. The number of buyers is expected to grow
by 1.2 billion by 2020, with most new buyers in between the ages of 16 and
35.
Selling jewelry on your online store can be a profitable venture. In
2018, 29 million people bought jewellery everyday online. Accessories sell
well considering that accessorizing an outfit with it may be a relatively
inexpensive and quick process. As a result, there’s a demand for high-
quality, low-cost jewellery. Furthermore, these products are easy to
advertise. One of the reasons for the large profit margins (as high as 25-
75%) is the shipping costs, it is often cheap due to their lightweight (R.
Greaves, n.d.).
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2.3 Use of Social Media
According to Kuligowski, K. (2021), a business could be missing out
on significant value, including new customers, insights on branding, and
audience and engagement opportunities with customers and competitors
alike if it is not on social media. Social media is a possible highly cost-
effective way of reaching your customers in a personalized way. "Social
media provides targeting capability, as well as reach and scale, at a lower
cost than almost all other marketing channels," said Abdul Muhammad,
chief digital officer, and partner at rbb Communications, in a previous
Business News Daily interview. "People are on social media all day, every
day – brands must go where the people are." Not all social media platforms
are suitable for each business. Business owners should spend time on
different social media platforms in order to know which would be used for
their businesses. There are multiple advantages of using social media for
business advertising. According to WebStrategies, companies typically
spend 15 to 25 percent of their total digital marketing budget on social
media. A small amount of money should be spent on social media
marketing. Spending money could be adjusted according to the returning
investment on statistics.
As mentioned by Brenner, M. (2018), social media is necessary for
businesses. The first thing to do in using social media for businesses is to
socialize with the customers. More customers will then go to new upcoming
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social platforms for purchasing decisions. A business with a strong social
media presence and branding has higher conversion rates, while those who
have an inactive profile could be losing potential customers. The growth of
social media as part of innovative technology has been the reason why
entrepreneurs successfully carry out their business activities online.
There are many reasons to tell the importance of using social media
in businesses according to Gary, H. (2020), without using any ad techniques
to market your business you can grow as a page on social media networks
by simply being consistent and posting relevant and relatable content for
your audience through usage of social media. You may understand your
ideal customer's buying behaviours, because social media can assist
marketers to learn more about their target audience's likes, dislikes, and
interests so they can develop a stronger marketing strategy to attract them.
And of course, it will help you develop relationships with your target
customers; a company that connects the most with its customers grows
exponentially on all levels because customers not only trust you with the
product or service you provide, but they also come to know you as a
company on a far deeper level.
Social media is very commonly used in the current era and is very
profitable in a company because in the process it is straightforward, and it
is not just companies that can benefit from this but also students who own
or who’s trying to run an online business. According to Dwisanty, R. and

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Shiam, S. (2019), as millennial children, mostly students, we should be
more creative and use social media intelligently as a promotional media in
performing online business since we are more knowledgeable about it, we
can take advantage of the opportunities gained from social media, and we
can develop our company influence bigger. It is beneficial at the very least
for students to do business through online media in order to meet their own
needs or at least attempt to be self-sufficient.
As studied by Haslinda, M., et al. (2016), the study looks into the
impact of social media marketing practices (SMM) on business performance
that emphasizes Malaysian small and medium businesses (SME) to see if
there is a link between SMM aspects and SMEs performance. As the result
of the study, SMEs should construct SMM strategies to help the
implementation of SMM practices in order to effectively increase
organizational performance, indicating that successful application of SMM
would enhance companies' success in managing business marketing and
commercialization strategies. Similarly, as mentioned by Beby, S., et al.
(2021), expanding marketing efforts for SME managers/owners using social
media platforms should be utilized, since each media can provide unique
benefits when used. The real impact of integrating social media is that it
improves performance.
According to Malik, S., et al. (2016), Social media applications in
today's world have become the most effective tool for small business
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entrepreneurs, and almost all small firms use them for product advertising
and publicity. They create fan pages for their followers, and they accept
recommendations and opinions that help them improve the business by
allowing consumers and business owners to connect more efficiently.
As studied by Magdah, G. (2021), the study intends to help Saudi
Arabian public libraries that do not have clear understanding of how to use
social media as a part of their marketing plan. With the advancement of
technology and the rapid transfer of knowledge via the internet and social
media, a gap has opened between public libraries and its regular visitors,
as libraries struggle to reach their users directly online. As a conclusion,
when public libraries identify their target market and focus on having a clear
content strategy, they will be able to build a relationship with customers, as
well as visitors to their public library's online social media page, and
continue to improve their service. The same for all businesses implying and
knowing the use of social media could improve the business opportunities
we have.
The way people shop has changed. As stated by Lieberman M.
(2018), businesses always have the responsibility to improve their
relationship with their customers. Social media makes it easier and better
to do this. It is not easy to get customers if the business does not know what
the customers want. Social media is used to know what the customers’
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needs are. Posting positive reviews, feedback, and testimonials by
customers is a strategy to boost e-commerce conversion.
Online retailers are aware of the importance of social media.
According to Libby. N (n.d.) An active social media enhances brand
awareness, trust and reputation. Social media puts the power in the hands
of your customers, not your company. Social media can be effective if
enough time is dedicated to understanding the customers. Each customer
has a different expectation on a business’ brand. The customer is the one
that controls the business online reputation.
Social media is an internet-based technology that is used to
communicate in an interactive dialogue. Organizations, communities, and
individuals can engage in this interactive dialogue. Using web-based
applications, business owners has the opportunity to promote their business
to people around the world. Old-style advertising is effective in our
generation. Not only does social media allow enormous reach and
networking, but it also enables interactivity, which can be very beneficial for
businesses for several reasons. It is highly recommended for business
owners to keep a website in the form of a landing page and associated blog
with it. Social media should be updated constantly. (Agrawal, H. 2019)
According to Wise, L. (n. d.), even if a business is small it can still
interact with the internet world. Social media can make a dynamic online
presence and establish a dialogue with a wide audience - including existing

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customers, new prospects, your competitors and suppliers for the business.
Keeping a good relationship with existing customers is as important as
trying to get new customers. Social media can give business owners more
information about their market. Social media is just one part of your
marketing plan and allocate resources accordingly. It is always important to
know what the trend is.
There are many advantages to the use of social media on online
businesses. It involves improved communication, since customers can now
share real-time feedback like never before, something organizations have
always strived to achieve. We may not see as high a conversion rate on
social media as we do on other marketing mediums (paid search, organic
search, etc.) when it comes to branding, but the impression a brand makes
and the reputation it establishes can be significantly strengthened and
shown through social media. Lastly you can keep on track with your
competitor, social media platforms allow us to be aware of not only other
marketing methods and practices, but also the tactics used or utilized by
direct competitors (H. Sam, 2019). Despite the advantages of the use of
social media on online business there are still disadvantages we should
know and look out for. According to Dimas, P. (2017), some investment may
be required, and we should keep in mind that some social networks are not
completely free, because often you need to pay for the most interesting
ones for your business, that prevents you from gaining more than the social
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network you were using. It can also spread bad things from your business
that could affect your reputation, so always keep in mind to give the best
service and manage your customer’s complaints very well. And lastly you
are exposed, knowing that your information about your business is exposed,
clients or non-clients could extort the business and ask for all kinds of
benefits (discounts, gifts, and even certain amounts of money) in exchange
for not spreading negative comments on social media. The same for your
competitors they could keep on track to your strategy and information of
your business, they could counter-attack you before you even start to.
2.4 Synthesis
Personalization of jewelleries and online shopping has a significant
impact on the consumers buying behaviour. Being able to choose the
design they prefer makes them satisfied. Consumer preference is defined
as an individual’s subjective tastes, as measured by their satisfaction with
those items after purchasing them (J. Weedmark, 2018). To be able to
achieve the fulfilment of buyers regarding to these products, businesses
have no other choice to adapt on what piques the interest of their buyers.
According to E. Newman (2017), nothing appears to be stable in today’s
business world. Customers who had fewer expectations and preferences a
few years ago have become more demanding, and their needs and desires
change rapidly. On the other hand, companies have no choice but to
expand their capabilities and adapt to changing customer preferences or

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risk being overtaken by competitors who may understand the customer’s
preferences much better.
Also, according to the literatures and studies that the researchers
have gathered, consumers will go for something unique than ready made.
People want to have something that resemble their characteristics to feel
special. Uniqueness of the product may also benefit the business since it is
in demand and personalized jewellery is easy to market. As stated by A.
Khurana (2019), your unique product should be the type that people want
to buy, it should be pleasant rather than poorly. The product could be one
of a kind for a variety of reasons, including: (a) You may personally
handcraft products; (b) you may manufacture the product though it may not
necessarily be handcrafted; and (c) you may find products that are difficult
to discover.
Most of the customers, particularly young adults, are more into
shopping online because of the pandemic. Social media has a big impact
on both buyers and sellers. Customers were able to shop their needs and
wants through the use of online social media, however, sellers are able to
market their products online. Purchasing online is more convenient and
accessible since the quarantine started. Door-to-door payment and
deliveries is available. Consumers doesn’t have to worry going out to buy
what they want. With just one click on their gadgets they will be able to
purchase what is on their cart. Furthermore, it is more cheap than usual,

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since the shipping cost is not that expensive, and prices are easy to
compare. You can connect with people who are already familiar with your
brand as well as reach out to new users through effective social media
marketing. You can implement a powerful social media marketing campaign
for a steady influx of organic traffic to your online store, resulting in
increased sales and revenue, by developing a smart strategy and efficient
management. For example, Facebook is ideal for connecting with
customers and creating the right image for your jewelry brand (Gemeye,
2019).
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CHAPTER 3
METHODOLOGY
This chapter discussed the research design, research locale,
sampling techniques, the participants in the study, instrument that are used
in data collection procedure, data analysis, and potential ethical issues of
the study.
3.1 Research Design
There are a variety of methods used in the design of the research
process. Research design and methodology demonstrates how the
researchers define their study’s problem and targets, as well as how they
present their findings based on the data obtained during the study period. It
also shows how the research outcome will be produced in line with the
study’s purpose (Sileyew, 2019).
The researchers used a qualitative approach to get a better
understanding on the perceptions of the customers and to have a thorough
study about the effect of personalized accessories. Qualitative research is
a method that explores and provides deeper insights into social issues. This
helps to the development of the hypotheses as well as the analyzation and
understanding of quantitative data. It studies the participant’s experiences,
perceptions, and behavior and answers the hows and whys (Tenny, et al.
2021). Furthermore, the researchers also utilize a phenomenology research
design to focus on the people’s experiences, beliefs and perception.

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According to S. Lester (1999), a phenomenological approach seeks to
identify the phenomena based on how they are perceived by the individuals.
It is concerned with the study of understanding from the individual's point of
view, and ordinary ways of perceiving. It is usually based on the paradigm
of personal knowledge and subjectivity, emphasizing the importance of
personal perspective and interpretation.
3.2 Research Locale
The research is conducted in Dasmariñas, a city in the province of
Cavite. There are multiple online clothing boutique businesses in
Dasmariñas, Cavite. Although, this research is only focused on online
clothing boutique customers. The participants are 15 online clothing
boutique customers shopping in the area of Dasmariñas, Cavite. The
participants are interviewed and asked by a set of questions prepared by
the researchers.
3.3 Sampling and Participants
According to Business Research Methodology (n.d.) When the traits
to be possessed by samples are rare and difficult to find, A non-probability
(non-random) sampling approach called snowball sampling (also known as
chain-referral sampling) is used. This type of sampling entailed primary data
sources that suggested other prospective primary data sources for use in
the study. To put it another way, the snowball sampling approach relies on
initial subject referrals to generate additional subjects.

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According to HubSpot (2018) Consumers are likely to be addressed
in growing businesses than in organizations with stable or declining sales.
Customers that are successful can also become your best salesperson;
according to our data, 77 percent of consumers have shared positive
experiences with businesses in the last year.
The researchers utilize Snowball as a sampling. Snowball is a
type of referral or recruiting participants to ask for an interview. The target
participants for this research are 15 participants, ages 18 to 35 years old.
3.4 Research Instruments
To acquire the suitable data needed in the study, the researchers
conducted an in-depth interview with a set of questionnaires to gather data
from the customers who purchase personalized fashion accessories. The
interview assisted the researchers to understand and explore the research
participants’ perception, behavior, and experiences.
Interview is a method to get in-depth information about people’s opinions,
beliefs, experiences, and feelings. It is useful whenever the topic of inquiry
demands complicated questioning and extended investigation
(Easwaramoorthy & Zarinpoush, 2006). The researchers chose this
instrument since it is more capable in obtaining narrative data that allowed
the researchers to investigate the views of the participants thoroughly.
Furthermore, the researchers conducted the interview online via Microsoft
Teams or Zoom meeting. To give assurance to the participants for their

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safety and data privacy, the researchers provided a consent form. This
includes detailed explanation about the study for them to be aware
regarding the purpose of the research. The information that are gathered
is confidential for their privacy. The questionnaires are prepared by the
researchers beforehand and it is validated by the instructor who is more
knowledgeable about this.
3.5 Research Procedure
The research procedure of this study was interpreted into a
flowchart which the study intends to collect data from online clothing
boutique customers in Dasmariñas, Cavite about personalizing fashion
accessories. The procedures of the research are; creation of
questionnaire for the Interview that answered the questions stated in the
statement of the problem, sought the approval of the research adviser
regarding the interview, produced set of questionnaires that are equivalent
to the number of the participants, approval or permission of the School’s
Principal and School Directress for the data gathering procedure, after the
approval the researchers started interviewing 15 participants and collect
data, lastly the researchers tabulated, analyzed and interpreted the
collected data. Figure 3.1. shows the flow of the study’s research
procedure, on what instruments were used and how the data were
collected.
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Figure 3.1. Flowchart of the study
3.6 Data Analysis
The researchers used content analysis in analyzing the data that
are gathered from various interviews. According to clootrack (2019) it is a
qualitative research tool that allows researchers to divide the data into sub-
categories and to make them easier to understand. One of the advantages
of content analysis is that data is simplified and reduced while producing
results that can be measured quantitatively. In addition, content analysis
allowed researchers to structure the acquired qualitative data in a way that
satisfies the research objectives

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3.7 Potential Ethical Issues
The research required sensitive information from the
customers involved in online boutique businesses. By identifying potential
ethical issues, the researchers responded appropriately to protect the rights
of the participants and other stakeholders. Listed below are common ethical
issues from Marianna (2015) that are applicable to the nature of this
particular study.
1. Informed consent
This ethical issue means that the participating customers are fully
aware of the nature, purpose and implications of the study before deciding
to formally consent in engaging. The researchers addressed this issue by
giving a concise introduction of the study in the consent form. They also cite
possible risks and benefits to help participants give an informed decision on
whether to participate or not in the study.
2. Beneficence
The researchers made sure that the participants participation
does not induce any harm or risks. Researchers hold measures that
prevents intentional harm and minimize possible harm. Furthermore, the
researchers also took into consideration all the possible consequences of
the research and also balanced the risks with benefits.
3. Respect for anonymity and confidentiality
The participants’ personal information are not cited in the study

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unless they agreed to it. The researchers does not reveal or linked the
participants’ identity to any of the personal questions and will remain
confidential
4. Respect for privacy
This ethical issue means that the researchers must respect the
participants' privacy. If they refuse to answer any personal information since
they acknowledge it as an invasion of privacy, the researchers respects
their wishes.
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Chapter 4
RESULTS AND DISCUSSION
4.1 Results
Upon conducting a data gathering through a research interview,
this chapter contains the results. All partcipants are consumers of online
clothing boutiques. There were 15 consumers from Dasmarinas in total.
According to the results, the participants’ ages range from 18 to 26 years
old. Furthermore, the results revealed that 9 of the participants were
female, and 6 were male. The following information was organized into
themes of concepts related to the study’s main points.
4.2 Focus-Group Discussion
Customers’ perception in purchasing Personalized Accessories
The customers’ perceptions are based on how they interpret the term
“personalized accessories”. The participants’ perceptions were
distinguished after they stated their opinions and experience in purchasing
personalized products.
One of the participants thinks that personalized products are unique.
According to the participant’s statement, it gives a person an advantage
over other people especially when it comes to fashion.

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1. “Personalized products make you look unique and gives yourself an
edge especially when it comes to fashion.”
However, some of the participants believe that personalized
accessories are something that is meaningful since it holds a sentimental
value on a person. Furthermore, with these accessories, it shows a persons’
characteristics, or how he/she feels.
1. I think, Of course, they are one of a kind, as it, obviously eh,
expresses what the wear (referring to the accessory) intends to
express.
2. “I think one of a kind siya, in terms of possible na may hinihingi na
pagkaka-customized ng accessory or ng item and mas malaki yung
pwedeng maging impact ng sentimental value niya sa person or sa
pagbibigyan mo which is may connection din sayo. And, possible din
dito kung bakit ganun yung design or what ay may meaning.”
Customer’s experience in purchasing Personalized Accessories
According to the participants’ own experiences, personalized
products can have numerous options to choose from. The customers have
the freedom to select what kind of design and style.
1. “Syempre, since nung naumpisahan ko siyang (personalized
product/s) bilhin, bukod sa nasusunod yung gusto kong design at
kung may ano, may mga theme theme akong ganyan... Nasusunod
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yung gusto ko and parang mas controlled ko kung ano yung mga
ilalagay kasi minsan nasosobrahan sa mga design, at least sakin
alam ko kung hanggang saan lang. Uhmm.. siguro, ano din, dahil din
sa ayun nga, dun ko din napapahayag yung feelings ko sa pag-
pepersonalized.”
2. “Because every (personalized) accessory is distinct from one
another as it adjusts to the person's preferences.”
Factors to consider when purchasing personalized products
There are many factors that a customer considers before availing a
product or service. Consumer choices vary as livelihood, trends, and
technology evolve. These factors affect a person’s buying behavior.
According to these participants before they purchase a personalized
product, they check the quality, price, and variations of the product. Also,
some of them consider other customer reviews to make sure if the product
is satisfying, has easy transactions and if it is a legitimate shop.
1. “The price, quality of the item, feedback of other customers, and if
the store is legit or has a history of fraud.”
2. “I really consider the quality and also the variety of choices that I can
customize with.”
3. “First of all, a factor in quality, second price, and third convenience.”

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However, one of the participants evaluates the product first if it is
useful in many ways and if it will last long enough.
4. First, I consider if it’s useful. Second, if it’s sturdy.
Effect in customers’ buying behavior
Consumer buying behavior is one of the most important things that a
business should know. This refers to the actions they do before purchasing
something. Personalized products have different impacts on the customers’
buying behavior.
As stated by the participants, the effect of personalized accessories
depends on the satisfaction it gives. The uniqueness of the product makes
the customers want to buy it more since it expresses the persons’ artistry or
feelings. In addition to this, the participant also believes that a personalized
product is a way to have a connection to another person, in result, a person
purchases personalized products again to give to its loved one.
1. “It depends on the product, if a certain product satisfies me then I will
buy it again, if not I will find a new (shop).”
2. Effect... Uhmm... ang effect nya, siguro... Natutuwa kasi yung ano
eh, yung consumer pagka personalized, yung dun nila maipapakita
kung ano yung gusto nila parang, hindi kasi pare-parehas na may
gusto nung ganong design, so, kada different occasions, different
people, may kanya-kanya tayong design and kanya-kanyang
uhmm... Pinapahayag, ayun nga. More on, pagpapahayag kasi or

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paglalabas ng talent or feelings yung pagpepersonalized, so, feeling
ko yung epekto is okay din siya, especially to person na close
(pertaining to a person's loved one), magkakaron sila ng
connections… magiging connections din nila yung pag-
pepersonalized ng fashion goods and products, ayan.
Some of the participants also mentioned that personalized accessories
are something special since it is exceptionally good in a way that it shows
a person’s features. Moreover, they also state that these products have a
mental connection to a person considering that holds a personal attachment
to them.
3. Para sakin ano mas special siya mas special compared doon sa
mga normal accessories kasi nagista-standout siya lalo.”
4. “I think compared to factory produced or commercially produce
products, uhm, when buying personalized products the effect it has
on the consumer is more mental, it's more endearing and it's more
personal to that consumer.”
Reason in purchasing personalized products
The participant's reasons for purchasing personalized accessories can
be summed up in three ideas: for personal benefit, for the benefit of others,
and the influence of social media.
The participants who are very distinguished in terms of their fashion
want the idea of personalization because it will match their taste and style.
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Because practically all fashion products are mass-produced, the
participants felt limited, thus they sought out stores that offered product
customization.
1. “Mostly my search for accessories that fit my taste and it's very
hard to find it nowadays since everything is mass-produced
meaning less variety.”
Some of the participants claim that personalized accessories hold
sentimental value, and their thought process while customizing is to assess
how the person, they are giving it to would like it, as well as whether the
product will evoke fond memories.
1. “I usually buy personalized products for people who are close
to me so I would say that the memories I have with them are
what mainly influences me to buy such.”
2. “What influences me is uhm buying gifts for your loved ones
as it adds sentimental value to it”.
. Lastly, since nowadays everyone is exposed to the internet, they
constantly come across advertisements for personalized products, which
entice them to purchase.
3. “It influences that - influences me to buy these products are
mostly advertisements or referrals from social media.”
4. “Dahil ano since eye catchy siya kapag kapag may sarili kang
ano personalized na products tulad ng mga shirts ganon.”

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Feelings towards personalizing
When asked how they feel about personalizing, all of the participants
have the same response saying they felt good or confident about
themselves. They are happy and satisfied when they watch their own
creation come to life. Furthermore, they finally can match it to their personal
style and overall vibe
1. it makes me feel free-er to design and bring meaning to the
accessories without judgment of others.
2. It makes me feel good because I get to match it with my style
3. It gives me confidence.
4. When I.. personalized my own fashion accessories, a factor in what
it connects to me on a deeper level in a, in such a sense that
resonates with how I want to remember that feeling or vibe.
5. Just like what I’ve said earlier, it makes me feel good and satisfied
seeing your own creativity on the item you bought.
Difference of Ready-made and Personalized accessories
The participants provided quite clear statements on how they view
the difference between ready-made and personalized accessories. The
word customized/personalized was used by the majority of them, implying
that personalization means they have the power to adjust details and
customize to their liking. According to one respondent, normal accessory
are the one that the business prefers or the one they laid out to their
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customers. It is clear that they are aware of the distinction between
personalized and ready-made.
1. I've worn or used the personalized accessories more often than the
normal accessories I have since it gives me a sense of individuality.
2. What sets it apart is that I can customize it to my liking.
3. They’re different because I get to, again, custom made it and yeah.
4. Obviously, from the word “personalized”, they were - they were
personalized by the customers based on their preferences, while the
normal ones were made by the preferences of the business owners.
Connection towards Personalized products
The participants felt a deep connection toward their personalized
products considering the value it holds. Since they are part of the process
of making, they are able to personalize it by adding their initials and
messages, which gives it special significance. One of the participants is a
memory hoarder, so seeing his/her personalized accessory triggers fond
memories.
1. I feel deep emotional connections with these items considering that
I am a memory hoarder and loves to reminisce about past memories.
At some point, yes… ‘cause I purchase personalized products not
only for myself, but also for the people who are closes to me - so I
liked to make them feel uhh.. Special by just seeing their engraved
initials, messages on bracelets, cakes or whatsoever.

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One respondent felt more liberated, which gave them a sense of
individuality. Another respondent was pleased with their work and was filled
with pride.
3. Yes, as ano nagbibigay ng individuality.
4. Yes, it feels like I have some kind of pride since I helped create the
certain design of the product that I bought
Satisfaction towards Personalized products
One of the participants showed the personalization of products in
terms of being able to express themselves.
1. It satisfies me in a way that I can be able to express myself and
my stories through these products.
Also, another participant relates the personalization to how they
could be a part of the making process of the product they would purchase.
2. Yes, since I’m part of the whole process of making it so it suits
my liking
But then again, another respondent relied on how it is possible for
the products to be altered and have it their own way.
3. Yes, they do, because you can alter it and make it fit your style.
Joy is what made it to the other participant’s satisfaction. It was
stated that buying personalized items gives them that kind of happiness.
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4. Personalized items give me a different kind of joy
whenever I purchase one.
Effect of personalized products in the frequency of consumer’s
purchase
The participant focused on the satisfaction that they get when
purchasing the products. Somehow a relationship between the satisfaction
and the frequency of purchase.
1. I think it depends on the range of how you personalize it kasi if it
attractive again they will buy it again if not then there will be no.
Another Participant said that knowing that the products are custom
made, it reflects an item or a product that they want and would make them
to buy even more.
Individuality and uniqueness are the characteristics that led one
participant into having a higher frequency of custom-made product buying.
However, first impression lasts as what another participant has stated.
There should be a good satisfaction from the earlier purchase for a
consumer to be encouraged to buy more.
2. I would say it does affect the frequency of the consumer’s
purchase because it is custom made. Because of that, it would make

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them to buy more. I think that would increase the rate of buying
something because it is something they want.
3. Mas maganda sa mga consumer mas maeembrace nila yung
personalized individuality sa mga products
4. I think the consumer needs to be satisfied on their first purchase
to consider buying again and the seller should provide numerous
selections for it to be profitable.
One participant relied on having a personality and uniqueness to
the product that would add up to higher frequency rate of buying custom
made products.
5. Dahil ano since eye catchy siya kapag may sarili kang ano
personalized na products tulad ng mga shirts ganon.
Three participants is drawn to experience wise of having to be able
to receive the product, using it, or even consuming it. With good
experience comes greater sales for the company or seller.
6. I would say the frequency depends on the experience of the
consumer when buying the goods.
One participant relying on the frenquency of the experience of
the costumer when purchasing the item
Personalized products as a gift

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More on a sentimental feeling is what gives off the participant
into making a personalized product as a gift. Somewhat having a
connection to the receiver and the product as well.
Considering that loved one's interest when gift giving is really a part
of personalized products as gifts as it gives personal touch to the gift in
accordance to the receiver's liking.
1. I see it as something endearing or that - sentimental value in
which the resonate of the said product would value even more
than something store bought that is not connected to them in
any way.
2. It gives an extra personal touch. You consider the interest
of someone you love.
This participant is a little anxious of giving a personalized product as
a gift thinking that the receiver won’t like it or appreciate it even. But seeing
their receiver's reaction being a positive one is a big relief to him/her.
1. Isang beses ko palang siya ginagawa pero yung pagbigay
ko nung una is syempre nakakakaba na iniisip ko na baka
hala baka hindi magustuhan yung design or hindi maganda
yung tingin niya, pero pag nakita mong nasatisfy yung
pinagbigyan mo or natuwa siya, parang ay magaling pa -

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maganda pala, okay pala yung ginawa ko, tama lang pala,
ganyan.
According to a participant, it would be a great idea to be able to do that kind
of gesture to someone, but he/she hasn't done it before.
4. I think it's a great gift but I haven't recently done it before.
5. Ano tawag diyan parang feeling ko mas magiging special
yung gift na yan kasi siyempre para sakanila talaga yon like yung
intention ng gift na yon is para mas matripan nila ganon kasi like
special yun kasi one of a kind nga.
Giving something special to someone that is unique and was
chosen in accordance with their liking would be the best option
according to this respondent. In addition to this, having a product get
personalized with your own liking will result to satisfaction and positive
feeling from the receiver as stated by the last respondent.
4.3 Discussion
As stated in Chapter 1, there are three research questions or
problems that the present study aims to answer. First, is to know what is the
preferable type of accessories that the consumers want, whether it is ready
made or personalized. Second, is to know the perceptions of customers
towards personalized fashion accessories are. Third, is to know how
personalized fashion accessories affect consumer’s buying behavior.
Based upon these aims the findings of the study were discussed as follows.
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Preferable type of accessories; Ready-made or personalized
According to Rolanddg (2018), personalization helps generate more
sales while maintaining the satisfaction of consumers. On average, 36% of
customers are willing to buy customized products and 1 in 5 would pay 20%
more than the original price. The same findings according to a study by
Deloitte (n.d.), where 36% of consumers are interested in purchasing
personalized products or services, and one out of every five of these
consumers is willing to spend a 20% premium for such services and goods.
Based on the gathered data or results taken from the interview, it
shows that 15 out of 15 the participants had already experienced buying
personalized products. The results do not answer the preferable type of
accessories since the conducted interview does not have specific research
questions for it. But given that the participants are aware of this kind of
product like the ready-made ones and by continuing the interview the
researchers find out the answer for the research problem through asking
the participants about how personalized products are different to normal
products. Since most of the participants said that personalized products suit
their liking, it satisfies them, and some of them used it more often than the
normal products. It can be concluded that they prefer personalized products
rather than the ready-made. Compared to the findings from the related
literature it is 64% more than the related studies which makes it 100% of
the participants preferring personalized products.

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Customers’ perception to personalized accessories
Personalization is slowly being integrated to many businesses as
consumers now seek ways on how to customize their look and make a style
of their own. According to Govistech (2021), Personalization is the act of
modifying or tailoring products according to the customer’s needs or
preferences. This gives the customers the freedom to choose and create
their own style based on their preferences.
Since every respondent has experienced shopping or buying
personalized products it could also mean that they already have their own
perception towards the product. By going through the interview results, it
has shown that everyone finds personalization a way to express their own
feelings, preferences, creativity, and individuality. One respondent even felt
that the item has a deep emotional connection towards her/him considering
that he/she is a memory hoarder that loves to reminisce past memories.
The same for the remaining participants who felt the connection between
them and the item, they said it is one of a kind that stands out and satisfies
them more than the normal accessories. According to Zhen, et al., (2017),
consumers are willing to purchase personalized accessories online. The
study revealed the reasons are due to the following: originality, emotional
attachment, self-expression, leisure, vanity, innovation, etc. For individuals,
customizing their own design creates a sense of accomplishment. In
contrast, the findings have shown the same results as the related study, and
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it can be concluded that the participants see personalization of accessories
as a freedom to choose and create their own style while having a connection
between them and the item.
Effects of personalized fashion accessories to consumer’s
buying behavior
According to Lannan (2021), personalization can significantly
increase customer loyalty based on the latest research, which results in
higher profitability. More than half specifically 60 percent of customers are
likely to be customers who purchase again after a personalized shopping
experience.
Compared to the gathered results taken from the interview, 14 out of
15 participants said that they purchase personalized products occasionally.
They also buy when there are certain occasions or events when they need
to exchange or give gifts. But one respondent said that he/she buys quite a
lot of personalized products as a gift as well for his/her friends and family.
Additionally, every respondent also considered giving this kind of product to
their loved one as a gift since they said it is kind of sweet, special, and
sentimental for them. Going back to the topic, while in terms of purchasing
again after a personalized shopping experience, 8 participants said that
they will buy again since it continues to satisfy them, and 3 participantssaid
that they will not really buy it since they already are content with having one
personalized item. While 4 participants said that they are not certain
SENIOR HIGH SCHOOL
because they keep implying that it really depends on the product’s quality,
service, and price or value. In contrast to the related literature, it can
conclude that 53 percent of the participants will buy again after a
personalized shopping experience which is more than half of the
participants.
In terms of factors that the consumers consider when purchasing a
personalized product, the study does not have any related studies that can
compare to. But based on the gathered results, everyone said that they
actually consider the quality, price, service, their experience, and the variety
of designs when or before purchasing the product. Even when it comes to
online shopping, 6 of the participants say that service matters to them
whether it is in transaction, feedback or reviews of customers, and
convenience. In contrast to a study according to Sagh, G. K. (2021), online
shopping, as a commercial medium, introduces more uncertainty and risk
than traditional shopping. Customers’ perceptions on how well a company
takes care of them and how concerned it is about their well-being can be
defined as a firm’s reputation. Which can be easily concluded that the
participants are being careful when it comes to online shopping since it
gives them the risk of uncertainty. The frequency of the consumer’s
purchase is also one of the factors that need to be considered when
purchasing a personalized product. 14 out of 15 participants said that it is
based on the experience of the buyer or consumer to the service or quality

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of the product they have bought, if it satisfies them then they will buy again.
While one respondent said that for him/her it depends on the occasion
which makes him/her to buy again.
Also, in terms of what the consumer would feel when purchasing a
personalized product, the study does not have any related studies that can
compare to. But with the taken interview from the participants, the results
show that everyone will feel happy, confident, emotionally attached, and
promote their individuality, expecting that the output of the product would
satisfy them based on its quality and service. If businesses, consider the
quality and service the participants said that it is really worth the money they
cost.
According to Malik, S., et al. (2016), Social media applications
in today’s world have become the most efficient effective tool for small
business entrepreneurs and normally all small businesses use social media
platforms for the advertising and publicity of their product. Compared to the
results from the interview, over 9 participants answered that they are
influenced through the use of social media by advertisements or its
algorithm and referrals of their close friends. While 2 participants said it was
because they want to help the small businesses and the customers, 2
participants said that it is the affordability that influences them, and lastly
another 2 participants said that nothing really influences them or rather they
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are influenced by themselves. It can conclude that most of the participants
are influenced by social media platforms of business owners.

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Chapter 5
CONCLUSIONS AND RECOMMENDATIONS
This chapter includes the summary of the findings, conclusions
drawn, the study’s limitations during the research process and
recommendations for future researchers as well as those who are planning
to purchase or build a business with items such as personalized products.
5.1 Summary of the Findings
The participants prefer personalized products more than ready-made
items. The majority of participants claimed that personalized products suit
their preferences, they are satisfied, and some of them use them more
frequently than standard products.
Personalization of accessories is viewed by participants as allowing
them to show feelings, preferences, creativity, individuality, create and
establish their own style while maintaining a connection with the item.
Most of the participants stated they don't buy personalized products
not too often, rarely, or even sometimes. Eight of the participants said they
will buy it again since it continues to satisfy them, while 3 said they will not
buy it because they are already satisfied with having one personalized item.
The remaining 4 participants indicated they are unsure since they keep
indicating that it all relies on the quality, service, and pricing or worth of the
goods. Quality, price, service, experience, and the variety of designs when
or before purchasing the product are the factors that the consumers
SENIOR HIGH SCHOOL
consider when purchasing a personalized product. The results from the
interview showed that participants are influenced by business owners' use
of social media channels.
5.2 Conclusion
The findings suggest that some consumers will be happy, confident,
emotionally attached, and promote their individuality, with the expectation
that the product's output will satisfy them based on its quality and service.
The feelings of the participants toward personalizing a fashion accessory
make a deep connection between the customer and the product.
Personalization of a fashion accessory gives customers the sense that the
product is truly theirs. This is the difference between a personalized and a
ready-made fashion accessory. The ready-made fashion accessory has no
profound emotional attachment.
More than half of the participants (eight out of ten) said they would
buy again after a personalized shopping experience. Although this is the
majority of the participants 7 out of 15 is still a significant number. These 7
people said they would not buy a personalized fashion accessory again.
Three of the seven participants said they are content enough with their
current personalized item that they will not purchase it again. The remaining
four are unsure since they keep indicating that it all relies on the quality,
service, and pricing or worth of the goods. This finding implies that customer
satisfaction isn't the only factor that influences whether or not they will buy
SENIOR HIGH SCHOOL
a product again. If satisfaction was the only determinant, there should be a
higher percentage of participants who stated they would buy again.
This research is aimed at how customers perceive personalized
fashion accessories. Those who want to build a business similar to a fashion
boutique can utilize this research as a starting point for their plans. The
perspectives and experiences of the target market must be understood by
an aspiring business owner.
This study provides insight into customers' perceptions of
"personalized accessories" based on how they perceive the concept. Future
researchers with a comparable topic as the study's researchers will
undoubtedly profit from this research.
5.3 Limitations
Conducting a study during a pandemic did not stop the researchers
from their study.
The following are some of the study's limitations:
1. The pandemic situation caused the focus group discussion and face-
to-face interviews now possible. It was difficult for the researchers to
contact the responders because of the pandemic. It is preferable if
the interview had been conducted face to face because seeing the
respondent's live reaction is preferable.
2. The majority of the participants stated that they purchase
personalized products not that too often, rarely, or even sometimes.

SENIOR HIGH SCHOOL
Because only one respondent answered that he or she buys a lot of
personalized products, this finding has a significant impact on the
result.
3. The first question on the statement of the problem about which the
respondent prefers, ready-made or personalized is answered
through the question "How personalized products are different from
normal products?" There is no direct answer since there was no
direct question about it. This may cause a significant impact on the
interpretation of the findings.
4. There was a total of 15 participants interviewed. Research with only
15 participants is insufficient for the broader population. The findings
and results may differ if there were more participants interviewed.
5. The number of participants is unusual; an unequal number of male
and female participants is predicted. The number of female
participants is expected, but the number of male participants is fewer
than expected. This could have a big impact on the findings and
outcome.
Recommendation
The following recommendations were drawn based on the conclusion
and limitations of the study.

SENIOR HIGH SCHOOL
1. Students could conduct similar studies in the future to amplify the
effects of personalizing fashion accessories and compare results,
especially from a different population.
2. This research can be used to know how personalized fashion
accessories affect consumer’s buying behavior by businesses in
clothing especially online clothing boutiques to help them make their
effective marketing strategy and gain more profits.
3. Assist aspiring clothing boutique owners in personalizing their
products from what they would need to consider and prepare before
starting their businesses.
4. The study can be continued or replicated using more sufficient similar
methods and conducted under sufficiently similar circumstances,
since the present study may be inadequate from conducting to
gathering results or data.

SENIOR HIGH SCHOOL
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De La Salle University - Dasmariñas 1

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Effect of Personalized Fashion Accessories as Perceived by the

A Research Study Presented to the

In Partial Fulfilment of the Requirements for Practical Research in Senior

Ron Clyde D. Bautista

Karylle Joie B. Bureros

Chris Francis S. Deocariza

Ahmir Vaci A. Taguinod

This chapter discusses the background of the study, conceptual

framework, statement of the problem, significance of the study, scope and

limitation of the study, and the definition of terms.

1.1 Background of the Study

Fashion accessories are design to compliment an individual’s outfit.

personality, moreover, other people judge a person based on their style.

Fashion accessories have two categories: first, accessories that can be

that can be worn such as necklaces, rings, watches, etc.

Personalized accessories are accomplished through the use of

customer data. Consumers prefer brands that accommodate them to their

specific wants and needs. Personalization of items allows businesses to

conceptualize the recommendation and experience they provide on each

customer’s unique style. Personalized fashion accessories have a huge

impact in a business. Some accessories might seem lacking in style that a

consumer is looking for, however adding a personal touch to an accessory

consumers limited choices and lessen the possibility of them buying if it is

business originality. Personalized item is not commonly available in the

market, it can serve as a business’ trademark.

however people nowadays prefer unique products. As stated by the blog

‘Personal Creations (2017)’, their respondents said that receiving a

people said they would select accessories, such as jewellery or housewares

as a gift. People are also particularly fond of personalized clothing and

people because it is available to anybody and allows them to communicate

with anyone, no matter the distance. Clothing shops use it as a marketing

found on well-known social networking sites such as Instagram, Facebook,

Shopee, and Lazada.

Society mostly relies on well-known international shops instead of

locally made products. Although people are starting to support local

products and small businesses here in the Philippines. As online

creative with their products. Personalized accessories don’t appear too

known as the wealthiest local government unit in the province of Cavite. As

personalized accessories made by Dasmarinenos. These business owners

on growing their small business.

According to Agarwal (2021), consumers who came across and

interacted with businesses with product personalization tend to get more

and bought even more personalized products. There was a survey

are interested in online stores with product personalization. In this study, it

will be determined how personalized accessories are perceived by the

customers of online store boutiques in Dasmarinas, Cavite.

1.2 Conceptual Framework

Figure 1.1 Conceptual Framework

The figure above shows that adding personalized fashion

accessories has an effect on the buying behaviour of the customers of

online boutiques. The perception of the customers and their experience in

figure shows that the effect of personalized accessories on the consumer’s

Adding personalize fashion accessories will be used to attract more

benefit from adding personalized fashion accessories to the variation of the

1.3 Statement of the Problem

but also to compare prices, product features, and after-sale service

facilities. (Taruna, 2018). Different customers have different perceptions.

fashion accessories as perceived by the customers of online clothing

1. What is the preferable type of accessories?

2. What are the perceptions of customers towards personalized

3. How does personalized fashion accessories affect