Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the interpretation and analysis of the data collected.

Data were presented with the use of tables for proper presentation.

Table 1
Personal Profile in terms of Sex, Age, Civil Status, Highest Educational
Attainment, and Number of Seminars Attended
N=30
Indicators f %
Age 25 and below 3 10%
26-35 10 33.3%
36-45 10 33.3%
46-55 4 13.3%
56-65 2 6.7%
66 and above 1 3.3%
Sex Male 17 56.7%
Female 13 43.3%
Civil Status Single 12 40%
Married 17 56.7%
Annulled/Separated 1 3.3%

Highest Educational
Attainment
Elementary Graduate 4 13.3%
High School Under Graduate 2 6.7%
High school Graduate 1 3.3%
College Graduate 22 73.3%
Technical Vocational Course 1 3.3%
Number of Seminars
Attended
Local None 3 10%
1-3 21 70%
4-6 2 6.7%
7-9 1 3.3%
10 and above 3 10%
National None 26 86.7%
1-3 2 6.7%
4-6 1 3.3%
10 and above 1 3.3%
 27

From the last page, it has found out that the majority of the respondents

belong to the age bracket 26-35 years old and 36-45 years old with ten (10)

respondents or equivalent to 33.3% respectively, 13.3% belong to the age

bracket of 46-55 years old with four (4) respondents and, 10% of the total

number were three (3) responses were from age bracket 25 years old and

below. Moreover, only two (2) out of the total number or equivalent to 6.7%

belong to the 56-65 years old, and only one (1) out of the total number or

3.33% belong to the age bracket 66 years old and above. This only implies that

most Bike shop owners are millennials and are more interested in this line of

business. According to Scheppke (2018), most millennials prefer to be in the bike

shop industry.

Regarding variable sex, the majority of the respondents were male with a

frequency count of seventeen (17) or equivalent to 56.7%, while the remaining

thirteen (13), or equivalent to 43.3%, were female respondents. This implies

that males are more involved in engaging businesses regarding bikes. This is

parallel to the findings of Szczepanski (2013), where the author elaborated that

the bike shop industry leaders are still geared toward male owners than females.

As to the respondents’ civil status, the majority of the respondents were married

to seventeen (17) respondents or equivalent to (56.7%) respectively, 40% were

single with twelve (12) respondents. Moreover, only one (1) out of the total

number or equivalent to (3.3%) respondents is separated or annulled. This

 28

implies that most Bike shop owners are married because of the higher financial

support needed to provide for their families.

According to Johnson and Rose (2015), most of the bike shop owners in

their survey were married and were on average of 10-15 years in marriage. The

authors added that this was because of the higher financial support needed by

their family, which equates to opening and operating a business.

Moreover, in terms of the Bike owners’ highest educational attainment,

the majority of the respondents were college graduates, with twenty-two (22)

respondents or equivalent to (73.3%) respectively. 13.3% were elementary

graduates, with twelve (12) respondents. 6.7% were high school undergraduates

with two (2) respondents. Moreover, only one (1) out of the total respondents,

equivalent to 3.3%, are high school graduates and technical vocational courses.

It implies that most bike shop owners are degree holders and more of them have

educational topics that can help start a business.

A similar finding has been portrayed in the study of Skye Schooley (2022);

a college degree, on the other hand, is not required to start a business - but it

certainly helps. College not only teaches students educational topics that can

help start a business, but also soft skills, like how to be lifelong learners.

Furthermore, as to the number of local seminars attended, most of the

respondents have at least 1-3 seminars with twenty-one (21) respondents or

equivalent to (70%) respectively. 10% has no seminar attended and ten and

above with three (3) respondents. 6.7% attended 4-6 seminars with two (2)
 29

respondents. Moreover, only one (1) out of the total respondents, or equivalent

to 3.3%, has 7-9 seminars attended. Meanwhile, when the respondents were

asked about the number of national-level seminars they attended, most of the

respondents did not attend any seminars with twenty-six (26) with the

equivalent to (86.7%). 6.7% has two (2) national seminars. Moreover, one (1)

out of the total number of respondents or equivalent to 3.3% has attended 4-6

national seminars and ten and above.

Based on the findings, it could be indicated that most of the Bike owners

faced only local seminars. This is due to the few opportunities to engage in

national-level seminars, limiting the respondents’ experiences. As per Andersen &

Jæger (1999), there is a higher-level local workshop than at the national level,

which results in the restricted number of attended sessions among

entrepreneurs.
 30

Table 2
Business Profile in terms of Form of Business Organization,
Number of Employees, Number of Years in Operation,
Initial Capital and Monthly Sales
N=30
Indicators f %
Form of Business Sole Proprietorship 27 90%
Organization Partnership 3 10%
Number of 5 and below 26 86.7%
Employees 6=10 3 10%
11 and above 1 3.3%
Number of Years 1 year and Below 13 43.3%
in Operation 2-4 years 4 13.3%
5-7 years 7 23.3%
8-10 years and above 6 20%
Initial Capital 15,000-20,000 16 53.3%
20,000-30,000 3 10%
30,000-40,000 1 3.3%
40,000-50,000 3 10%
60,000 and above 10 33.3%
Monthly Sales 15,000-30,000 16 53.3%
30,001-60,000 9 30%
90,001-120,000 2 6.7%
120,001 and above 3 10%

Table 2 above shows that most of the respondents were engaged in a

sole proprietorship form of business organization, as evidenced by 27 responses

or equivalent to 90%. And, only three (3) out of the total number or equivalent

to 10% the partnership form of business organization. This only implies that the

business owners of bike shops preferred to form a sole proprietor type of

business rather than any other form of business because it is the most accessible

form of business. This result is supported by Howell (2020), which asserted that

a sole proprietorship is the most accessible form of business to start and run

because there are only a few requirements to fill out. This type of business is for
 31

individuals who want to keep the operation simple, and the owner in this type of

business is also the manager; thus, he makes all the management and business

decisions. 

In terms of the number of employees, the majority of the respondents have five

and below employees, as evidenced by twenty-six (26) respondents or

equivalent to 86.7%, 10% out of the total number or equivalent to three (3)

responses has 6-10 employees and only one (1) or equivalent to 3.3% has

employees of 11 and above. This implies that the business owners preferred to

employ fewer employees to minimize their expenses. This result was anchored

by the study of Mun and Jang (2015), which asserted that the size of a business

should be considered in deciding on the number of employees to be employed.

Hence, small business owners tend to have fewer employees to reduce

expenses. 

With regards to the number of years in operation, the majority of the

respondents have been operating for one year and below, as evidenced by

thirteen (13) respondents or equivalent to 43.3%, seven (7) out of the total

number or equivalent to 23.3% was operating for 5-7 years, six (6) out of the

total number or equivalent to 20% was operating for 8-10 years and above, and

only four (4) out of the total number or equivalent to 13.3% was 2-4 years in

operation. It implies that most bike shops are new in this kind of business. 
 32

 Forbes (2019) asserted that most small businesses take years to succeed. Thus,

statistics show that successful small businesses are built over the years, not

months.

Initial capital, on the other hand, majority of the respondents has a

starting capital Php15,000- 20,000 as evidenced by sixteen (16) respondents or

equivalent to 53.3%, ten (10) out of the total number or equivalent to 33.3%

has a starting capital of Php50, 000 and above, three (3) out of the total number

or equivalent to 10% has a starting capital of both Php20,000- 30,000 and

Php40,000- 50,000 and only one (1) out of the total number or equivalent to

3.3% has Php30,000- 40,000 for the initial capital. This implies that starting a

bike shop business requires only a tiny amount of capital. Therefore, starting a

new business with low capital or no funding will advantage the new business

with a slight chance of failure, a business can evolve naturally, and perform

quality control test of budget, Nguyen by sixteen (16

Moreover, for the monthly sales, the majority of the respondents have a

monthly sales of Php15,000-30,000 as evidenced by sixteen (16) respondents, or

equivalent to 53.3%, nine (9) out of the total number or equivalent to 30% with

has a monthly sales of Php30,001-60,000, three (3) out of the total number or

equivalent to 10% with has a monthly sales of Php120,001, and above, two (2)

out of the total number or equivalent to 6.7% with has a monthly sales of

Php90,001- 120,000. This only implies that the bike business tends to have lower

revenues, especially when new to this kind of business. 

 33

According to Forbes (2019), small businesses tend to have lower revenues and

profit margins, particularly in the early stages because building the fundamentals

of a small business can take about a year, but most small businesses take at

least two to three years to do so reach profitability. 

Table 3
The Impact of Online Marketing on Bike Shops in terms
of Promotion
N=30
Indicators AWM DE
1. 1. Because of social media marketing, we 3.33 MA
2. were able to promote our shop.
3.
4. 2. Because of social media marketing, we 3.40 MA
5. can reach the right audience that
6. will purchase our products.
3.37 MA
7. 3. Because of social media marketing, we
can effectively advertise our shop.
3.33 MA
8. 4. Because of social media marketing, we
9. were able to acquire new customers.

5. Because of social media marketing, 3.37 MA

customers were able to familiarize our products.
Weighted Mean 3.36 MA

Legend:
Numerical Statistical Limit Descriptive Equivalent Transmutation
Value
5 4.50-5.00 Strongly Agree (SA) Extreme
4 3.50-4.49 Agree (A) High
3 2.50-3.49 Moderately Agree (MA) Moderate
2 1.50-2.49 Disagree (DA) Low
1 1.00-1.49 Strongly Disagree (SDA) Negligible

The data collected has proved that promotion has a moderate impact on

the online marketing strategy of bike shops because social media reach potential
 34

customers and can effectively advertise their shop. This only implies that online

marketing has a significant contribution to the business's success.

According to Mogos (2015), social media marketing gives a systematic

integration of marketing and technological principles that contribute to any

business's successful operation and promotion.

Table 4
The Impact of Online Marketing on Bike Shops in
Terms of Sales
N=30
Indicators AWM DE
1. 1. Our bike sales increase because of high demand 33.3 MA
when we started online marketing.
2.
3. 2. Because of social media marketing, inventory 3.40 MA
turns over very quickly.
4.
3. Our promotional costs decreased as a result of 3.37 MA
social media marketing, which increased our
revenue.

5. 4. We can cut our marketing costs by using social 3.33 MA

media marketing, and as a result, our sales
increased.

6. 5. Because of social media marketing, we can 3.37 MA

segment the market for the various products that
result in sales increases.

Weighted Mean 3.36 MA

 35
Legend:
Numerical Statistical Descriptive Equivalent Transmutation
Value Limit
5 4.50-5.00 Strongly Agree (SA) Extreme
4 3.50-4.49 Agree (A) High
3 2.50-3.49 Moderately Agree (MA) Moderate
2 1.50-2.49 Disagree (DA) Low
1 1.00-1.49 Strongly Disagree (SDA) Negligible

The data on the previous page shows that Bike Shop Sales has a

moderate impact on the online marketing strategy of bike shops because their

inventory turns over quickly while promotional costs have decreased. This implies

that online marketing helps to keep their sales stable even though many firms

have closed and sales have dropped.

Zallocco et al. (2011) stated that social media marketing sales gain a

competitive advantage since many businesses see a reduction in promotional

expenditures.

Table 5
The Impact of Online Marketing on Bike Shops in
Terms of Public Relations
N=30
Indicators AWM DE

1. 1. The customer base expanded because of social 3.33 MA

2. media marketing.
3.
4. 2. Our shop has a greater consumer relationship 3.37 MA
5. because of social media marketing.
6.
7. 3. Because of social media marketing our shop 3.20 MA
8. builds an online presence for customers.
9.
4. Because of social media marketing, we don't 3.33 MA
overlook customer service to
strengthen customer relationships.

5. We can establish a solid platform for interacting

 36

with our customers. 3.23 MA

Weighted Mean 3.29 MA

Legend:
Numerical Value Statistical Limit Descriptive Equivalent Transmutation
5 4.50-5.00 Strongly Agree (SA) Extreme
4 3.50-4.49 Agree (A) High
3 2.50-3.49 Moderately Agree (MA) Moderate
2 1.50-2.49 Disagree (DA) Low
1 1.00-1.49 Strongly Disagree (SDA) Negligible

It means that Online Marketing has a bearing on Public Relations when it

comes to creating positive impressions about their shop and products before and

after using this marketing strategy.

On the contrary, a study shows that online shopping is significantly

influenced by the perception of risk, enjoyment, social influence, and online

advertisement. Furthermore, customer feedback, trust, perceived usefulness, and

information quality influence consumers (Kaur, 2018).

Table 6
Significant Difference between the Impact of Online Marketing
across Demographic Profile
N=30

Promotion Sales Public AVE

Relations Overall
Impact

Age Chi-Squared 4.062 4.998 5.052 5.531

Statistics .540 .416 .410 .355
Sig (2-tailed)

Sex Chi-Squared .002 .312 .056 .224

Statistics .965 .577 .813 .636
Sig (2-tailed)

Civil Status Chi-Squared 2.344 2.580 2.279 2.034

Statistics .310 .275 .320 .362
Sig (2-tailed)

Educational Chi-Squared 3.391 2.206 2.452 2.509

Attainment Statistics .495 .698 .653 .643
Sig (2-tailed)
 37

Local Chi-Squared 4.706 5.340 7.674 6.245

Seminars Statistics .319 .254 .104 .182
Sig (2-tailed)

National Chi-Squared 6.489 4.328 4.810 4.348

Seminars Statistics .090 .228 .186 .226
Sig (2-tailed)

Asymptotic significances are displayed. The significance level is 0.5.

Table 6 from the previous page presents the results of the nonparametric

test, Kruskal-Wallis Test, to determine the significant difference between the

Impact of Online Marketing on the Bike Shop Owners across their demographic

profiles.

In terms of Age, the chi-squared value is 5.531 with a significance of .355,

which implies that there is no significant difference across the Impact of Online

Marketing on the demographic profile in terms of Age. Stated by Gong et al. in

2013 and Hoque in 2015 also confirmed these findings in that the selected

individuals were found to accept e-commerce for its effectiveness.

Moreover, on Sex, there is no significant difference across the Impact of

Online Marketing on the demographic profile in terms of Sex, wherein the chi-

squared value is .224 with a significance of .636. Turton and Herrington (2012)

noted that globally, men are more likely to pursue entrepreneurship than

women.

Under Civil Status, there is no significant difference across the Impact of Online

Marketing on the demographic profile in terms of civil status, where the chi-

squared value is 2.034 with a significance of .362. In a study conducted by

DePaulo (2014) in the U.S., it was found out that married people spend more
 38

time on buying things (whether in-store, online, or any other way) because they

are busier working full time so, through online they get to purchase items

conveniently equivalent to one whole group, which is their family.

Meanwhile, in Highest Educational Attainment table 6, the chi-squared

value is 2.509 with a significance of .643, that there is no significant difference

across the Impact of Online Marketing to the demographic profile in terms of

Educational Attainment. One of the success factors in small business is the

owner's education level, which can assist the business to survive and manage a

complex environment and maintain the profitability of the business (Radipere &

Dhliwayo, 2014; Chowdhury, Alam & Arif, 2013).

As shown in table 6 on Local Seminars, it is presented that there is no

significant difference across the Impact of Online Marketing on the demographic

profile in terms of Local Seminars, wherein the chi-squared value is 6.245 with a

significance of .182. According to other bike shop owners, a few had attended

local seminars since they wanted to have additional knowledge on using online

marketing to promote their products and business.

Lastly, regarding the National Seminars, table 6 shows that there is no

significant difference across the Impact of Online Marketing on the demographic

profile in terms of Local Seminars, where the chi-squared value is 4.348 with a

significance of .226. Eurostat (2015, p. 21) defines workshops broadly, including

(work-related) conference and seminar participation as "Sessions combining

 39

theoretical instruction with "hands-on" training provided during a seminar or

conference."
 40

Table 7
Significant Difference between the Impact of Online Marketing
across Business Profile
N=30

Promotion Sales Public AVE

Relations Overall
Impact

Form of Chi-Squared 2.151 1.455 1.368 1.377

Business Statistics .142 .228 .242 .241
Organization Sig (2-tailed)

Number of Chi-Squared 5.758 5.153 3.385 4.752

Employees Statistics .056 .076 .184 .093
Sig (2-tailed)

Number of Chi-Squared 4.430 5.488 5.192 5.168

Years in Statistics .219 .139 .158 .160
Operation Sig (2-tailed)

Initial Capital Chi-Squared 3.701 1.601 2.215 2.285

Statistics .296 .659 .529 .515
Sig (2-tailed)

Monthly Sales Chi-Squared .402 .057 .204 .126

Statistics .940 .996 .977 .989
Sig (2-tailed)

Asymptotic significances are displayed. The significance level is 0.5.

Table 7 above presents the results of the nonparametric test, Kruskal-

Wallis Test, to determine the significant difference between the Impact of Online

Marketing on Bike Shop Owners across their business profiles.

In terms of Form of Business Organization, there is no significant

difference across the Impact of Online Marketing on the business profile in the

form of Business Organization, where the chi-squared value is 1.377 with a

significance of .241. According to the SBA (2014) data, 72.1% of small

businesses are sole proprietors, and 52% are home-based businesses.

 41

Regardless of the number of employees, small business owners need to ensure

that all core business functions perform at a level that would keep the company

viable.

Moreover, on the number of employees, table 7 shows that the chi-

squared value is 4.752 with a significance of .093, that there is no significant

difference across the Impact of Online Marketing on the business profile in terms

of the number of employees. Elving (2013) believes that this occurs because

high-quality employees are fundamental to strengthening an organization and

positively influencing the organization’s reputation.

Under the Number of Years in Operation, the table shows no significant

difference across the Impact of Online Marketing to the business profile in terms

of Number of Years in Operation, where the chi-squared value is 5.168 with a

significance of .160. Some Owners of Bike shops are still new in the field of

business; they said that they started this business before the pandemic, and

back then, they used online marketing to sell their products and business.

Meanwhile, on Initial Capital, the data shows that the chi-squared value is

2.285 with a significance of .515, that there is no significant difference across the

Impact of Online Marketing to the business profile in terms of Initial Capital.

Small business owners often have limited financial resources, and they allocate

these resources is critical. Increasing the efficiency of marketing efforts and

planning activities may help firms increase their chances of survival, stated by

Halibi & Lussier (2014).

 42

Moreover, lastly, under Monthly Sales, there is no significant difference

across the Impact of Online Marketing to the business profile in terms of Monthly

Sales, wherein the chi-squared value of .126 with a significant of .989. According

to Jones (2015), small business owners understand the advantages of using

social media as a marketing tool; however, some of these owners do not

leverage social media marketing strategies to increase sales.