ABSTRACT

This study aimed to understand the level of satisfaction of consumers and

identify where the consumers are more satisfied in purchasing through online or
physical stores. The researchers used convenience sampling which is under non-
probability sampling and the research instrument used in this study is a researcher-
made survey questionnaire through the rating scale question given to the respondents.
The consumer respondents were very satisfied in terms of the mode of payment
in purchasing through physical stores and consumer respondents were very satisfied
with reviews of products in purchasing in online stores. And overall, the consumer
respondents were both somewhat satisfied with purchasing through physical stores and
online stores. The consumers were both somewhat satisfied with buying in online stores
and physical stores.
The Level of Satisfaction of Consumers on Online Store and Physical Store in
Aroroy, Masbate: A Comparative Study

A Research Presented
to the Faculty of Senior High School Department
of Aroroy National High School

In Partial Fulfillment
of the Requirements for
Practical Research II

Aban, Shiela Mae

Belmonte, Alyssa
Belmonte, Roan Ashly
Lim, Meryl May C.
Oliva, John Michael D.
Villalobos, Aica M.
Researchers

June 2022
 TABLE OF CONTENTS

CHAPTER I. THE PROBLEM AND ITS BACKGROUND—----------------------------------1

Background of the Study—------------------------------------------------------------------1

Conceptual Framework—--------------------------------------------------------------------4

Statement of the Problem—-----------------------------------------------------------------5

Scope and Delimitation—--------------------------------------------------------------------6

Significance of the Study—------------------------------------------------------------------7

Definition of Terms—--------------------------------------------------------------------------7

References—-----------------------------------------------------------------------------------9

CHAPTER II. RESEARCH METHODOLOGY—----------------------------------------------10

Research Design—-----------------------------------------------------------------------------------10

Research Population—------------------------------------------------------------------------------11

Sampling Procedure—-------------------------------------------------------------------------------11

Research Instrument—------------------------------------------------------------------------------11

Data Gathering Procedure—-----------------------------------------------------------------------12

Statistical Treatment of Data—--------------------------------------------------------------------13

CHAPTER III. PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

—--------------------------------------------------------------------------------------------------------------15

Demographic Profile of the Respondents—-------------------------------------------15

Level of Consumer Satisfaction in Physical Store—--------------------------------19

Level of Consumer Satisfaction in Online Store—-----------------------------------21

Factors by the Influence on Consumer's Decision

in Purchasing through Online or Physical Stores—---------------------------------22

Summary of Findings—---------------------------------------------------------------------23

Conclusions—---------------------------------------------------------------------------------25

Recommendations—------------------------------------------------------------------------26
 CHAPTER I
THE PROBLEM AND ITS BACKGROUND

This chapter includes the introduction, background of the study, conceptual

framework, and statement of the problem, scope, and delimitation and definition of terms.

Background of the Study

Satisfaction is the feeling of pleasure that you get when you achieve or obtain

something that you want. Being satisfied is one of the needed mechanisms we crave to feel

when we buy products so that we can say it’s worth buying.

For decades consumers buy in physical stores whether it is food, clothes, appliances,

and more. However it become a tough choice for to consumers on choosing either physical

or online because consumers wanted to meet always their expectations on the quality of a

product or item, consumers want to fill their satisfaction with what they bought thus this study

is essential to determine in today’s pandemic what satisfies the consumers more.

During the pandemic, online marketing had been the comfort zone of many

consumers in buying products because of the lockdowns we are all facing and battling with

the new normal. De Vos (2020) stated that a large-scale lockdown was imposed worldwide to

prevent the virus from spreading. Thus, this affects what the consumer mostly prefers these

days since COVID-19 is still present. As online marketing emerges, many consumers that

are accustomed to buying in merchandise stores go through online shopping.

Key drivers of customer satisfaction were discovered as a result of the analysis. The

relationship between each component and each merchant’s overall satisfaction level was

calculated. Customers’ online remarks on a software agent Website that links to several
1
Internet stores were examined using content analysis. According to the survey on the

selected agent’s Website for online shoppers, there were more good ratings than

unfavorable evaluations. Receiving the product as ordered on time was the most critical

factor in positive ratings. Customer service was the most critical factor in bad reviews. Eight

of the nine criteria were shown to be strongly connected to an overall rating. Some

ramifications were discussed, as well as potential study directions (Wang & Huarng, 2002).

The other current study (Kautish & Rai, 2019) looked at the elements that influence

Indian clients’ use of fashion portals and online purchasing. The main study was undertaken

on Indian customers who commonly shop on fashion platforms. According to numerous

studies, today’s fashion shoppers have access to an online interface, high-quality services,

and a wide range of relevant information to help them shop. Customers may be enticed to

visit the portals, encourage revisiting, and use them for online purchasing if the quality of

services and convenience supplied by fashion portals is increased. The rapid spread of

fashion consciousness in India and increased internet access assisted the online buying

trend.

This study (Pandey & Chawla, 2018) is to look at the many aspects of online customer

experience (OCE) and how they affect satisfaction and loyalty in the context of e-commerce.

It also looks into the impact of gender on the OCE-satisfaction-loyalty chain. Six OCE

psychological elements were discovered, as well as four OCE functionality aspects. Through

satisfaction, both OCE aspects have an impact on loyalty, either directly or indirectly. Gender

appears to affect the association between satisfaction and three OCE characteristics (e-

distrust, e-negative beliefs, and website interaction).

The economy of Hong Kong is primarily reliant on tourism. Purchases account for

2
roughly half of the money spent by tourists. This research identified shopping satisfaction

Indicators and assessed their relative importance in affecting tourist satisfaction. A total of

200 tourists were interviewed. Tourists were most satisfied with “lighting and physical setting

of shops, followed by “window display of shops” and “opening hours of shops,” and least

satisfied with “product reliability, ``according to the findings. From the 15 shopping qualities,

factor. The analysis identified four shopping dimensions: Tangibles Quality, Staff Service

Quality, Product Value, and Product Reliability. Multiple regression study reveals that the

most important factor influencing tourists’ happiness with shopping in Hong Kong is Staff

Service Quality, followed by Product Value and Product Reliability (Heung & Cheng, 2000).

According to Petro (2020), 59 percent of consumers prefer purchasing online while

only 41 percent of consumers prefer shopping through physical stores. The amount of

consumers purchasing online and physically increases due to the crisis, people depend on

stores to supply and purchase their needs and wants. The satisfaction of consumers can be

influenced by many factors like society, trends, and especially the impact of pandemics.

Market research is all about the consumer and it’s important to know how they feel about a

certain product, service, or business.

Many Aroronians or consumers in the Municipality of Aroroy, Masbate both prefer

buying through online marketing and in merchandise stores. To identify if consumers were

really satisfied with buying products through online or physical stores, the researchers

wanted to understand the level of satisfaction of the consumers in these stores. If the

consumers were in online stores or physical stores it is for the researchers to find out.

3
Conceptual Framework

Consumers

Online Store
Physical Store

Reviews of Customer’s
Information
products/ Service Price
quality
opinions of
buyers
Product Quality
Mode of payment

Promptness on
delivery time
Reliability

Level of Satisfaction

Figure1. The conceptual framework for the implication of identifying and

understanding the level of satisfaction of consumers on buying from a physical store

compared to an online store.

The figure shows the concept of this research entitled “The Level of Satisfaction of

Consumers in Online Store and Physical Store in Aroroy, Masbate: A Comparative Study”.

The paradigm also shows the variable and the factors of the study. The factors of the study

4
are Reviews of products/opinions of buyers, Consumer Service, Price, Product Quality,

Promptness on delivery time, Information quality, Mode of payment, and Reliability. The

factors and variables are used to compare the level of satisfaction in buying in a physical

store and in an online store.

Statement of the Problem

The study aimed to understand the level of satisfaction of individuals on buying

through online and physical stores year 2021-2022. And identify where the individuals are

more satisfied in purchasing through online and physical stores.

Therefore, the researchers aimed to answer the following questions:

1. What is the demographic profile of the respondents?

In terms of:

1.1 Age

1.2 Civil status

1.3 Address

1.4 Occupation

1.5 Monthly Income

2. What is the satisfaction level of consumers between online marketing and merchandise

stores in the Proper of Aroroy, Masbate?

In terms:

● Customers Service

● Price

5
 ● Promptness on Delivery Time

● Reviews of Products/Opinions of Buyers

● Information Quality

● Mode of Payment

● Reliability

3. What are the factors that influence the consumer's decisions to buy online or in the

physical store?

Scope and Delimitation

This study was conducted only on 40 consumers from the 3 barangays in the Proper

of Aroroy, Masbate(Ambolong, Poblacion, Baga-uma) who prefer buying either online or in

physical stores. Through surveys which identified the level of satisfaction of consumers and

gathered data through questions in the surveys knowing the demographic profile of the

consumers and factors by the influence of consumer's decision to buy online or in a physical

store.

This study limits its coverage to 16-25 years old consumer- respondents only. Its main

purpose is to identify the level of satisfaction of consumers and factors by the influence of

consumers' decision to buy online or in physical stores. Each of the respondents is given the

same questionnaires to answer. Personal profiles are not included in the list of factors with

regard to this study. The study will not include the whole consumers of the Municipality of

Aroroy Masbate because of the limited time the study can consume. Therefore, it focused

solely on 40 respondents from the consumers of the 3 barangays’ in the Proper of Aroroy,

6
Masbate who prefer buying either in physical or online stores.

Significance of the Study

This study is vital to the following sectors in the fulfillment of this research endeavors:

Consumers. The result of the study will serve as the consumers’ guide in selecting the

appropriate type of store that will suit their specific needs

Business Organization/Entity. To the business organization/entity this study will

provide a guide and overview of their marketing strategies and plans.

Future Researchers. This study could be an instrument for future researchers in

which it could help them with additional information on what is lacking in this study and in

theirs.

Definition of terms

This chapter defines terms clearly according to how the researchers used the terms in

the study in order to make an easy understanding of the problem and avoid ambiguous

meanings to terms that can be otherwise interpreted in different ways.

Consumer – In the research study, it means that it is an individual who purchases products

or items in a store.

Demographic Profile – a description of a particular type of customer, including their sex,

7
age, income, etc. In this study, it means that it is the information of a selected consumer who

prefers purchasing both online and physical or either one of them.

Online Store - is a form of electronic commerce that allows consumers to directly buy goods

or services from a seller over the internet. In the researcher’s study, its definition is an online

platform for sellers, retailers, and even manufacturers in which goods are being transferred

or delivered to a place that requires online transactions.

Physical Store – a physical commercial establishment, such as retail stores, by which sales

are carried out within actual premises of a real estate property owned or leased by a relevant

business. Based on this study it simply means establishments that are known as walk-in

stores, products can be seen personally and analyzed thoroughly by consumers.

Satisfaction - Is the act of fulfilling a need, desire, or appetite, or the feeling gained from

such fulfillment. In this study, it describes how satisfied a consumer is on a particular matter.

8
References

Wang, Ming & Huarng, (2002). An empirical study of internet store customer post-shopping
satisfaction. Special Issues of Information Systems 3 (5), 632-638, 2002.
Kubelakova, A., Geci, A., & Andocsova, A. (2017). The Impact of Online Marketing of
Selected Retail Stores on Consumer Behavior of the Young Generation. Marketing Identity,
(1\2), 116-125.
Online Consumer Satisfaction During COVID-19: Perspective of a Developing Country.
(2021, October 1). Frontiers. Retrieved May 3, 2022, from
https://www.frontiersin.org/articles/10.3389/fpsyg.2021.751854/full

Heung, V. CS & Cheng, E. (2000). Assessing tourists’ satisfaction with shopping in the Hong
Kong special administrative region of China. Journal of Travel Research 38 (4), 396-404.
Kautish, Pradeep & Kumar Rai, Sushil. (2019). Fashion Portals and Indian Consumers: An
Exploratory Study on Online Apparel Retail Marketing. International Journal of Electronic
Marketing and Retailing 10 (3), 309-331.
Burtona, J., & Khammash, M. (2010). Why do people read reviews posted on consumer-
opinion portals? Journal
of Marketing Management, Volume 26, Issue 3-4, 230-255.

Mohammad Anisur Rahman, Md. Aminul Islam, Bushra Humyra Esha, Nahida Sultana &
Sujan Chakravorty | Andreea Molnar (Reviewing editor) (2018) Consumer buying behavior
towards online shopping: An empirical study on Dhaka city, Bangladesh, Cogent Business &
Management, 5:1, DOI: 10.1080/23311975.2018.1514940

Australien Competition & Consumer Commision. (2013, 12 03). What you need to know
about: Online reviews - a
guide for business & review platforms. Canberra, Australien Captial Territory, 2601, Australia:
Australien Competition & Consumer Commission

Constantinides, E. (2004). Influencing the online consumer’s behavior: The web experience.
Internet Research, 14(2), 111–126. doi:10.1108/10662240410530835 [Crossref], [Web of
Science ®], [Google Scholar]

Demangeot, C., & Broderick, A. J. (2010). Consumer perceptions of online shopping

environments. Psychology & Marketing, 30(6), 461–469. doi:10.1002/mar [Crossref], [Google
Scholar]
Gong, W., Stump, R. L., & Maddox, L. M. (2013). Factors influencing consumers’ online
shopping in China. Journal of Asia Business Studies, 7(3), 214–230. doi:10.1108/JABS-02-
2013-0006 [Crossref], [Google Scholar]

9
 CHAPTER II
RESEARCH METHODOLOGY

This chapter contains the research design and the methodology used in the conduct

of this study. It incorporates the sampling technique, sources of data, the research subjects,

the population of the study, the instrument utilized to gather data, as well as the statistical

tools employed in processing the data. This chapter is showing how the researcher came to

the necessary data for this study, and how these data were analyzed, interpreted, and

presented in the easiest way possible. Other details will include the role of researchers in the

study and ethical considerations.

Research Design

Quantitative research is primarily used to quantify the problem by way of generating

data or data that can be transformed into usable statistics. It is used to quantify attitudes,

opinions, behaviors, and other defined variables – and generalize results from a larger

sample population. It was also used to measure the population of respondents and create a

statistical analysis to show the ratings of the customer's satisfaction with online and physical

stores. A comparative research design is used as it is related and important to the study. The

researchers compare two categories to form a conclusion about them. Though this study

focuses on the level of satisfaction it is essential to determine the level of satisfaction

customers have with purchasing, product quality, and other aspects. Still, those factors have

their connection to the satisfaction for those factors are needed to have a result and be able

to create a statistical analysis to show the percentage or level of satisfaction in both stores.

10
Research Population

The population of this study is the consumers in the Proper of Aroroy, Masbate. The

respondents of the study are only the consumers who both purchase in online and physical

stores. The gathered respondents were only 40 consumers from the three (3) barangays’ in

the Proper of Aroroy, Masbate(Ambolong, Poblacion, Baga-uma).

Sampling Procedure

The researchers used convenience sampling which is under non-probability sampling.

This is made of people who are selected based on availability and willingness to take part in

the study. Often, these folks are those who are “convenient” to the researcher and there is no

pattern whatsoever in acquiring these respondents that is why convenient sampling was

used by the researchers because the researchers recruited merely asking people who are

present in the street, in a public building, in a workplace and in the store whom interested in

purchasing through an online and physical store.

Research Instrument

The research instrument used in this study is a researcher-made survey

questionnaire. The researchers used survey questionnaires rather than observation for this

aim to find out the factors affecting the customers' satisfaction with online and physical stores

through the rating scale question given to the respondents. Although there were some parts

11
that the researchers guided them and showed the rating scale on how to fill up and what to

fill up, the respondents will still be free to explore the given choices.

To describe the level of satisfaction, a 5-point scale was used. The numerical value,

arbitral scale, and verbal interpretation were shown below.

Numerical Value Arbitral Scale Verbal Interpretation

5 4.3-5 Very Satisfied (VS)

4 3.5-4.2 Somewhat Satisfied (SS)

3 2.7-3.4 Neutral

2 1.9-2.6 Somewhat Dissatisfied(SD)

1 1.00-1.8 Very Dissatisfied (VD)

Data Gathering Procedure

With proper endorsement from the senior high school coordinator, permission to

conduct the study was sought from the Assistant Principal II of Aroroy National High School.

Upon the approval of the request, the researchers selected the consumer respondents.

After identifying the consumer respondents, the researchers, in coordination with the

teachers of the aforementioned school, gathered the student-respondents for the

administration of the research instrument. Prior to the administration of the questionnaires,

the researchers secured informed consent from the consumer respondents. The researchers

oriented the consumer-respondents on the features and objectives of the questionnaire and

personally administered the survey to assist them in answering it, address immediately any

clarificatory questions, and avoid problems in the retrieval of the questionnaires. The data
12
obtained were held strictly confidential.

Statistical Treatment of Data

The data gathered in this study were subjected to statistical analysis.

Weighted Mean. It was utilized to determine the mean perception of the consumers-

respondents on the level of satisfaction of consumers in purchasing through online and

physical stores

Formula:

FW
xw=
N

where:

xw = represents the weighted mean

F = is the frequency

W = is weighted of the answer

Frequency and Percentage. They were used to interpret the demographic profile of

the respondents.

Formula:

P= f/n × 100

where:

P = percentage

F = frequency of respondents

N= number of respondents

13
 Standard Deviation. They were used to interpret the factors by the influence of

consumers' decisions in purchasing through online and physical stores.

Formula:

σ =¿ population standard deviation

N = the size of the population

Xi= each value from the population

μ=¿ the population mean

Variance. They were used to interpret the factors by the influence of consumers'

decisions in purchasing through online and physical stores.

Formula:

s2= sample variance

x i= the value of the one observation

x = the mean value of all observation

n❑= the number of observations

14
 CHAPTER III

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the tabular and textual presentation of data used to analyze and

interpret the research questions and hypothesis of the study. The presentation was done in

the order and sequence of problems raised in this study.

I. Demographic Profile of the Respondents

1.1 Age

Table 1: This Shows the Frequency Distribution of the Respondents in Terms of

Their Age.

Table 1

Frequency Distribution of the Respondents in Terms of Age

Age Frequency Percentage

16 1 2.5%

17 4 10%

18 9 22.5%

19 3 7.5%

20 2 5%

21 2 5%

22 2 5%

24 1 2.5%

15
 25 16 40%

Total 40 100%

Based on Table 1, in the total of 40 respondents in this study, 16 (40%) are 25 years

old, 9 (22.5%) are 18 years old, 4 (10%) are 17 years old, 3 (7.5%) are 19 years old, 2 (5%)

are 20 years old, 2 (5%) are 21 years old, 2 (5%) are 22 years old, 1 (2.5%) are 24 years old,

1 (2.5%) are 16 years old.

1.2. Civil Status

Table 2: Depicts the Frequency Distribution of the Respondents in Terms of Their Civil

Status.

Table 2

Civil Status Frequency Percentage

Single 38 95%

Widowed 2 5%

Total 40 100%

Frequency Distribution of the Respondents in terms of Civil Status

As shown in Table 2, in the total of 40 respondents in this study, 38 (95%) of them are

Single. In comparison, the 2 (5%) are Widowed.

1.3 Occupation

Table 3: Shows the Frequency Distribution of the Respondents in Terms of Their

Occupation.

16
 Table 3

Frequency Distribution of the Respondents in terms of their Occupation

Occupation Frequency Percentage

Self-employed 9 22.5%

Employed ( Permanent) 6 15%

Employed ( Contractual) 4 10%

Part-Time 4 10%

Unemployed 5 12.5%

Student 12 30%

Total 40 100%

Based on Table 3, in the total of 40 respondents in this study, 12 (30%) are Student, 9

(22.5%) are Self-employed, 6 (15%) are Employed (Permanent), 5 (12.5%) are Unemployed,

4 (10%) are Employed (Contractual), 4 (10%) are Part-Time.

1.4. Monthly Income

Table 4: Shows the Frequency Distribution of the Respondents in Terms of Their

Monthly Income.

Table 4

Frequency Distribution of the Respondents in terms of their Monthly Income

Monthly Income Frequency Percentage

17
 Below P5,000 12 30%

P5,000 to less than P10,000 15 37.5%

P10,000 to less than P15,000 2 5%

P15,000 to less than P20,000 1 2.5%

P25,000 above 2 5%

Not Applicable (if Student) 8 20%

Total 40 100%

Based on Table 5, 40 (100%) of the total number (40) of respondents in this study;

The survey and table below indicate that there are 15 (37.5%) with a monthly income

between P5,000 to P10,000. This is the reported monthly family income of the Participants in

Aroroy, Masbate seems to be low-income below poor, based on the report of PIDS (2018).

Moreover, there are 2 (5%) with income below P10,000 less than P15,000, there are 1

(2.5%) with income between P15,000 to P20,000, and 2 (5%) of the respondents with a

monthly family income of between P25,000 above, Otherwise 8 (20%) Not Applicable are

students.

II. The Perception of the Respondents on How they are Satisfied in Purchasing

Through a Physical Store is shown in terms of:

1.1 Level of Consumer Satisfaction

18
 Physical Very Somewhat Neutral (3) Somewhat Very
Stores Satisfied (5) Satisfied (4) Dissatisfied Dissatisfied
(2) (1)

Opinions of 16 16 6 1 1
buyers

Customers 14 15 9 1 1
service

Price 12 15 11 2 0

Product 16 14 7 3 0
Quality

Mode of 16 19 4 1 0
Payment

Reliability 17 16 4 3 0

1.1 Table 5: Shows the Weighted Mean of the Respondents in Terms of the Level of

Consumer Satisfaction in Physical Store.

Table 5

Weighted mean of the Respondents in terms of Level of Consumer Satisfaction

in Physical Store

Level of Consumer Satisfaction in Physical Weighted mean Verbal Interpretation

Store

1. Opinion of buyers 4.23 Very Satisfied

2. Customers service 4.10 Somewhat Satisfied

3. Price 3.98 Somewhat Satisfied

4. Product Quality 4.15 Somewhat Satisfied

5. Mode of Payment 4.30 Very Satisfied

19
6. Reliability 4.25 Very Satisfied

Average 4.17 Somewhat Satisfied

*Legend: 4.21-5.00 Very Satisfied, 3.50-4.20 Somewhat Satisfied, 2.70-3.50 Neutral,1.90-2.60 Somewhat

Dissatisfied, 1.00-1.80 Very Dissatisfied

Table 5 illustrates the respondents' level of Consumer Satisfaction. Notably,

statement number 5, which is “Mode of Payment” has the highest value of weighted

mean (x̄ = 4.30) with a verbal interpretation of Very Satisfied. On the other hand, the

statement with the lowest value of weighted mean (x̄ = 3.98) is “Price” with a verbal

interpretation of Somewhat Satisfied.

Overall, the weighted mean for the respondent's level of Consumer Satisfaction

is equal to 4.17 which is Somewhat Satisfied.

The weighted mean’s result is related to a consumers behavior (Harcia-Swartz,

Daniel, Han and Layne-Farrar, 2007; O’Guinn and Faber 1989) said that “One specific

claim is that some consumers have self-control problems; therefore they spend more

regardless of the mode of payment, save less and embark on a consumption path that

is unsustainable to self and as a whole to society. Another is cash is still the most

prominent payment method at the point-of-sale (POS) in the numerous developed

countries, especially with a low transaction value (e.g., von Kalckreuth et al. (2014);

Bouhdaoui and Bounie (2012); Arrango et al. (2015); Bagnall et al. (2016). That is why

the result of the survey shows that the Mode of Payment is the highest factor that

contributes to the Consumers' Satisfaction with Physical Stores.

20
2.1 The Perception of the Respondents on How they are Satisfied in Purchasing

Through an Online Store is shown in terms of:

1.1 Level of Consumer Satisfaction

Physical Very Somewhat Neutral (3) Somewhat Very

Stores Satisfied (5) Satisfied (4) Dissatisfied Dissatisfied (1)
(2)

Reviews of 17 18 5 0 0
Products

Customer 13 14 18 0 0
Service

Price 14 18 6 2 0

Product 13 18 9 0 0
Quality

Promptness 11 20 7 2 0
on delivery
time

Mode of 15 16 9 0 0
Payment

Information 13 17 9 1 0
Quality

Reliability 17 13 8 2 0

Table 6: Shows the Weighted Mean of the Respondents in Terms of the Level of Consumer

Satisfaction in Online Store.

Table 6

Weighted mean of the Respondents in terms of Level of Consumer Satisfaction

in Online Store

Level of Consumer Satisfaction in Weighted Verbal Interpretation

21
 Online Store mean

7. Reviews of Product 4.30 Very Satisfied

8. Customers service 4.03 Somewhat Satisfied

9. Price 4.00 Somewhat Satisfied

10. Product Quality 4.10 Somewhat Satisfied

11. Promptness on delivery time 4.00 Somewhat Satisfied

12. Mode of Payment 4.18 Somewhat Satisfied

13. Information Quality 4.05 Somewhat Satisfied

14. Reliability 4.13 Somewhat Satisfied

Average 4.10 Somewhat Satisfied

*Legend: 4.21-5.00 Very Satisfied, 3.50-4.20 Somewhat Satisfied, 2.70-3.50 Neutral,1.90-2.60 Somewhat Dissatisfied,

1.00-1.80 Very Dissatisfied

Table 6 illustrates the respondents' Level of Consumer Satisfaction. Notably,

statement number 7, which is “Reviews of Product” has the highest value of

weighted mean amongst others (x̄ = 4.30) with a verbal interpretation of Very

Satisfied. On the other hand, the statement with the lowest value of weighted mean (x̄

= 4.00) is both “Price” & ‘’ Promptness on delivery time‘’ with a verbal interpretation

of Somewhat Satisfied.

Overall, the weighted mean for the respondent's level of Consumer Satisfaction

is equal to 4.10 which is Somewhat Satisfied. Burton And Khammash (2010) argue

22
 further that communications to achieve specific ends, such as information about

products, can motivate consumers to search for opinions in the form of reviews. The

impact of reviews has also been studied by Floh et al. (2013) who have researched

that online review texts are considered to be more impactful compared to aggregated

ratings.

III. Factors by the Influence of Consumer's Decision in Buying Online or in Physical

Store

Table 7: Shows the Weighted Mean of the Respondents in Terms of the Factors by

the Influence of Consumer’s Decision in Buying Online or in Physical Stores.

Table 7

Weighted Mean of the Respondents in Terms of Factors by the Influence of

Consumers in Buying Online or in Physical Store

Factors by the Influence of Std. Deviation Variance

Consumer in Buying Online

or in Physical Store

15. Physical Store 1.70 2.89

16. Online Store 2.26 5.11

23
 Table 7 illustrates the respondents' weighted mean in terms of factors by the

influence of consumers' decisions in purchasing through physical stores or online

stores. Notably, statement number 16, which is “Online Store” has the highest value

of weighted mean amongst others (x̄ = 204.22) with a Standard Deviation of 2.26. This

means that the consumer respondents were more influenced in buying through Online

Stores by the consumer-respondents decision, and the decisions they make in their

online shopping. On the other hand, the statement with the lowest value of weighted

mean (x̄ = 103.47) is “Physical Store” with a standard deviation of 1.70 which

identified statistically positive Factors by the Influence of Consumers to Buy Online or

in Physical Store influences their buying decisions in their physical shopping.

Consumer satisfaction with online shopping is directly dependent on a number of

factors. (Vasic et al., 2019) Online shopping is an easy solution to the busy life in

today’s world. In the past decade, there has been a massive change in the way of

customers shop. Despite consumers’ continuing to buy from a physical store, the

users or buyers feel very convenient with online shopping. Online shopping saves

crucial time for modern people because they get so busy that they cannot or are

unwilling to spend much time shopping. (Mohammad et al., 2018)

Summary of Findings

24
1. The Demographic Profile of the Consumer-Respondents: In the total of 40

respondents in the terms of age, the highest frequency was 16(40%) who are 25 years

old, and the majority of respondents in terms of civil status were single which has the

frequency of 38(95%), the respondents in terms of occupation students have the

highest frequency of 12 (30%) and the respondents in terms of monthly income have

the highest frequency of 15 (37.5%) which is the P5,000 to less than P10,000 and all

were both on the level of below-average.

2. The Perception of the Respondents on How They are Satisfied in Purchasing

Through a Physical Store and Online Store:

25
 2.1 Level of Consumer Satisfaction in Physical Store

The weighted mean of the respondents in terms of the level of customer satisfaction

in the physical store item (5) is the highest mean of 4.30 which is the mode of

payment that is described as very satisfied. Item(6) Reliability has the weighted mean

of 4.25, and item(1) Opinions of buyers has the weighted mean of 4.23 have the

verbal interpretation of very satisfied. Meanwhile, item (2) Customer Service (4.10),

item (3) Price (3.98), and item (4) Product Quality(4.15) were described as somewhat

satisfied. The level of satisfaction of consumer respondents in purchasing through the

physical stores was described as somewhat satisfied with an overall mean of 4.17.

2.2 Level of Consumer Satisfaction in Online Store

The level of Consumer Satisfaction in an online store item(7) Reviews of Product was

ranked as the highest weighted mean of 4.30 which is described as very satisfied.

Meanwhile, items 8 to 14 were ranked as the second that have the highest weighted

mean that was described as somewhat satisfied. The level of satisfaction of consumer

respondents in purchasing through online stores was described as somewhat satisfied

with an overall mean of 4.10.

3. Factors by the Influence of Consumer's Decision Purchasing Through a Physical

Store or Online Store

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 The highest value of the weighted mean of the respondents in terms of factors by the

influence of consumer's decision to purchase through a physical store or online store

was the online store with the standard deviation of 2.26 which means that the factors

of the online stores were more influence in the decisions of consumer respondents in

purchasing online than physical stores with a standard deviation of 1.70.

Conclusions

Based on the findings the following conclusions are drawn:

1. Most of the consumer respondents were 25 years old and the majority of them were

single. Most of them were students and others were self-employed that mostly had a

monthly income of P5,000 to less than P10, 000.

2. The consumer respondents were very satisfied in terms of the mode of payment in

purchasing through physical stores and consumer respondents were very satisfied

with reviews of products in purchasing in online stores. And overall, the consumer

respondents were both somewhat satisfied with purchasing through physical stores

and online stores.

3. The factors of online stores influence the consumers more in purchasing through

online stores than the physical stores.

Recommendations

Based on the findings, and conclusions drawn, the following recommendations are

forwarded:

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1. It is suggested that, for future researchers, they should provide varied respondents

showing different demographic backgrounds and widen the scope of the study and

contain additional variables to acquire more accurate data that will suffice and justify

the topic being discussed or researched.

2. For the business owners/entities, they should ensure their customer satisfaction level

by providing their customers self-service options, giving customers the channels they

need to speak to, and listening to their customers for true insights into their customer

service experience and they should improve their delivery service and time.

3. For the Physical Stores. they need to improve their customer service, and product

quality and meet the standard price to enhance the consumer’s contentment in

purchasing in physical stores.

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