1

CHAPTER 1

The Problem

Introduction

Shopping is a part of day to day life. One of the important aspects that have to be

focused on while shopping is the comparison of products with respect to the product's

price, quality, quantity, discount offers and others. Different parts of the people have a

similar taste, perceptions, styles and accessibility. Therefore, the organization’s selling

and buying strategy have altered. The preferences of consumers are crucial to all

business operations. Even the consumer preferences also have changed in terms of

choices, quality, services, selling and buying. (Nawaz et al., 2014) For a company to be

successful and have a good income, one must maintain the quality of the products and

other factors that have a great influence to them.

In the present days, technology has arisen that the technology allows consumers

to have a freedom of choice in purchasing products through different stores, be it online

or offline. Technology based Internet has abridged the gap between continents, countries,

cities, towns and villages and people. (Nawaz et al., 2014)

The internet has the ability to make the work easier for businesses to have

information on the products and services available to the potential customers. A company

can meet the individual needs of the customer information to a lower cost per report to

the dispatch of product catalog. (Vesterby & Chabert, 2001)

Online shopping was invented by Michael Aldrich in the U.K. in 1979 using the

technology called Videotext. It was an interactive information system that connected a

2

modified domestic TV to a real-time transaction processing computer via a domestic

telephone line (Aldrich, 2011). Online shopping is a process whereby consumers directly

buy goods, services etc. from a seller without an intermediary service over the Internet

( C.K. Sunitha & Dr. M. Edwin Gnanadhas Ph.D., 2014)

Online buying and selling have become important parts of many people's lives.

Virtual stores allow people to shop from the comfort of their homes without the pressure

of a salesperson. Online marketplaces provide a new and more convenient venue for

exchanging virtually all types of goods and services. Both businesses and customers have

embraced online sales as a cheaper and more convenient way to shop. Still, just like

anything associated with the Internet, there are benefits and dangers associated with

shopping online. (Morah , 2021)

The new innovation for shopping does not only bring a great numbers and variety

of merchandise to potential consumers, but also offers a numerous business activities and

huge market. Social media is no longer known only as a media that facilitates its users to

present the users on the internet but also as a media that sell products and provide

services to consumers known as online shopping or marketing using internet.

Now, Online shopping has opened the doors on globalization as online shopping

facilitates all the information about the product from anywhere around the world and it

can be accessed 24/7 (Nawaz, 2014) Online shops such as Shopee and Lazada, now

developed the functions along the updated and acceleration of people's wants and needs.

Companies that sell stuffs such as clothes, make-up, shoes have learned to used recent

technologies like Shopee and Lazada in order to reach the potential buyer since almost

everyone uses social media these days.

3

Consumer preference is defined as the subjective tastes of individual consumers,

measured by consumer’s satisfaction with the purchased items. This satisfaction is often

referred to as utility. Consumer value can be determined by how consumer utility

compares between different items. Consumer preferences can be measured by the

consumer’s satisfaction with a specific item, compared to the opportunity cost of that

item since whenever an individual buy one item, an individual forfeit the opportunity to

buy a competing item. Consumer Preference is important because consumer preference

determines what products people will buy within the budget of consumers, understanding

consumer preference will give people an indication of consumer demand. This

information will help to ensure that a person have enough product to meet demand and

will help a person determine the price for the product. (Weedmark,2018)

The purpose of this study is to know and to determine the preferences of ABM

students in buying a product through online and physical stores. The researchers want to

determine the importance of having preferences in buying products not just in consumers

but also in other businesses. This research study is intended to know the factors affecting

customers’ decision in purchasing products among ABM students. The study aims to

bridge the gap by determining the relationship between the factors, buying decisions, and

customer satisfaction. The results of this study will contribute the consumers and the

producers especially the business owners for the reason that the owners will become

knowledgeable about the preferences and wants of the consumers nowadays. This will

help the owner’s business to have success and good income. Knowing the trend and what

is popular these days will be beneficial to other businesses in improving the marketing

strategies and the quality of products. By evaluating, assessing, surveying and

4

researching the preferences of ABM students in purchasing products through online and

physical store in Sto. Domingo Albay, this research paper hopes to add to the

conversation and information gathering taking place in academic and policy circles.

Statement of the Problem

This study aims to determine the preferences of ABM senior high school students

in buying products through online and physical stores. Thus, the researchers would like to

answer the following questions:

1. What are the sites that offer online shopping?

2. What are the preferred products that are mostly purchased online?

3. What are the preferences of ABM students in buying products in terms of:

a. Quality

b. Price

c. Marketing offers

Scope and Delimitations

The study entitled The Preferences of Buying Products Through Online Stores of

ABM Senior High School Students of Sto. Domingo National High School will focus on

the different preferences of ABM students in intention to shop or buy online.

A delimitation of the study included the geographical location, which included

only ABM senior high students in the Sto. Domingo National High School. Only ABM

students who are buying products through online shops are included in the study.

Students who are not in the strand of ABM will not be included as respondents for this
5

study. Also, the student's satisfaction in the products that the students purchased through

online will not be tackle in this study.

Significance of the Study

The study will be beneficial to the following:

Retailers. The study will help online retailers to understand customers purchase

behavior and to improve service quality and customer’s retention. This will help the

online retailers to know the preferences of the consumers nowadays, hence, making the

retailer’s sales high.

Business Employees. The study will help the business employees to know the

preferences of the students in buying a product. Business employers, especially the

marketing analysts would gain enough knowledge in raising the sales of the products, and

on the ways to market the business.

Online Consumers. This study aims to inform online consumers hence, the study

can help consumers to be wise when shopping online and to be satisfied with the

purchases. Through this study, the buyers would be more aware and could develop

standards in purchasing online.

Students. The study will help the students to be more aware on how the students

choose a product and how will the company or shop will be affected of the student’s

choices.

Parents. This study will help the parents to be aware on how the children will buy

a product through online shops and what kind of products will the children buy through

online shops.
6

Community. This study will help the community by creating a safe market

through online and to avoid the increasing rate of scammers in the community.

Future Researchers. This study will provide useful information to the future

researchers and this study will serve as guide for the future researches of researchers.

Notes
7

A.Sajitha Parveen1 and Dr.V.Krishna Priya2 (February 2019).

Factors Influencing Customer Satisfaction Towards Online Shopping.
https://www.researchgate.net/publication/340792673

Ms Wafa, Yaqoob, Ali, Alajmi and Dr. M Nishad Nawaz (January 2014). A Study on
Consumer Preferences for E Shopping with Reference to Bahraini Consumers.
https://www.researchgate.net/publication/271132440

Indeed Editorial Team (April 20, 2021). Physical Stores vs. Online Stores: What's the
Difference?
https://www.indeed.com/career-advice/career-development

Katherine Williams, Jennifer Lombardo (01/19/2022). What are Concepts and

Assumptions of Consumer Preference?
https://study.com/learn/lesson/consumer-preference-concept-assumptions.html

David Weedmark (June 2011). Definition of Consumer Preference.

https://bizfluent.com/info-8698883-definition-consumer-preference.html

Chizoba Morah ( August 2021 ). Shopping Online: Convenience, Bargains, and a Few
Scams
https://www.investopedia.com/articles/pf/08/buy-sell-online.asp

C.K. Sunitha and Edwin Gnanadhas (June 2014). Online Shopping - An Overview
https://www.researchgate.net/publication/264556861

CHAPTER 2
8

Review of Related Literature and Studies

Related Literature

Foreign

According to the article "Consumer behavior in marketing - patterns, types,

segmentation" by Radu, Valentin (2020), consumer behavior is the study of consumers

and the processes they use to choose, use or consume, and dispose of products and

services such as shampoos, clothes and shoes, including consumers' emotional, mental,

and behavioral responses. Understanding how consumers choose a product allows the

consumers to fill market gaps and determine products or services that are needed as well

as products that are obsolete. Personal factors such as likes, dislikes, priorities, morals,

and values can all have an impact on consumer behavior. Personal opinions are especially

powerful in industries such as fashion or food. The reputation of a fashion industry can be

easily damaged due to the personal opinions of the people especially the ones who are

purchasing the products on that store. Of course, advertisements can influence the

behavior of a customer, but preferences ultimately influence consumer choices. If a

person is a vegetarian, no matter how many burger joint advertisements the people see,

the people are not going to start eating meat as a result.

According to shephyken (2017)'s article "CUSTOMER PREFERENCE," adapting

to customer preferences is about giving the wants and desires of the customers, how

the consumers want the products, and being easy to do business with. And the

preferences all has to do with creating "Customer Amazement”. The preferences of a

consumer is one of the key to the success of a business.

9

Local

According to D. Manglinong (2018) "Why Online Shopping is Booming in the

Philippines," the main reason why most people prefer shopping online, especially during

the Christmas season and special holidays as early as December, is because online

shopping is convenient, has cheaper sales, and has special deals. The study also stated

that online shopping has been growing in recent years; as early as 2015, it was revealed

that 9 out of 10 Filipinos would prefer online shopping over actual shopping because

people can save a lot of money because certain online shops offer special deals or

discounts for consumers rather than in an actual store. People must still take into account

factors that could cost them a lot of money and time due to scam or fraud in the online

world when using e-commerce as a medium for online shopping.

According to a survey on online shopping behavior conducted by Rakuten Insight

in June 2022, 54 percent of the Filipino respondents said that the respondents would keep

doing online shopping because online shopping was so much more convenient than going

to a physical store. In contrast, only 17 percent of respondents said that the respondents

were worried about getting COVID-19.

The article "E-commerce Expected Growth to Drive More Brick-and-Mortar

Business to the Philippines" by K.A. Montealegre (2018) claims that as brick-and-mortar

stores become more advanced due to the country's rapidly expanding e-commerce, more

international retailers will set foot on Philippine shores. By that time, many Filipinos will

be encouraged to purchase through online.

10

Related Studies

Foreign

In the study, "Effects of Brand on Consumer Preferences: A study in

Turkmenistan" that was conducted by Mehmet Fatih YASAR and Abdurrahman ISIK

(November 2015) it was stated that brand name of a product has significant impact on the

overall preferences of the consumers. Using a measurement model of brand name and

consumer preferences, the study aims to investigate the effects of brand name on

consumer preferences in Turkmenistan. The study sought to investigate specifically, the

influence of brand name on consumer’s preferences by utilizing structural equation

modeling (SEM) technique. Moreover, all possible correlations between the dimensions

or domains of brand name and consumer preferences are also empirically tested. In the

context of the study, the introduced model was tested by a questionnaire instrument with

10 items excluding the demographic variables. A total of 422 completed copies of

questionnaires were evaluated for analysis. The results suggest that, brand name variable

have statistically significant relationships with consumer preferences variable. The

findings of the study indicated positive correlations among the two variables with high

factor loadings.

Dr. R. Selvaraj (2017) found out in the study entitled "A Study on Online

Shopping Behavior of Consumers" that people are considering the convenience and thus

want to save the time in shopping world. In the consumer's busy work schedule of both

male and female, the people have no much time to spend on shopping. So, the consumers

felt the online shopping makes the shopping easier even in low price of products.

Customers have also aware about the online shopping very well. But online marketers
11

should improve more and more for further increasing number of sales. The study is

conducted for the consumers whose purchase behavior towards online shopping.

According to the study by Nishad Nawaz et al. (2014) entitled "A Study on

Consumer Preferences for E Shopping with Reference to Bahraini Consumers", the

Internet, which is based on technology, has narrowed the gap between continents,

countries, cities, towns, and villages, as well as people. Consumer preferences in terms of

choices, quality, services, selling and buying have also changed. The main reason for this

is that most electronic device apps are well connected to the internet. As a result,

consumers are very enthusiastic about purchasing and selling their chosen product. With

these benefits in mind, consumers became very wisely and showed a lot of interest in

doing online shopping. The purpose of the research is to determine what factors influence

Bahraini consumers to shop online. The study also reveals which professions in Bahrain

are interested in E-commerce.

Local

According to research entitled “Atmospheric Cues Roles: Customer’s Online

Trust, Perceived Enjoyment, and Impulse Buying Behavior” by DE Moreno (2021), that

customers who perceived online content, design, reviews, and promotions of an e-store

are more likely to trust the site. In addition, the positive relationship between online trust

and impulse buying behavior is partially mediated by perceived enjoyment. Managerial

implications for strengthening marketing methods to build customer trust in online

commerce are highlighted.

12

According to research entitled “Factors Influencing Consumers' Impulse Buying

Behavior in the Fifth District of Cavite” by RA Sangalang (2017), the study assessed the

factors that significantly influenced impulse buying and ascertained which among the

factors greatly influenced it. The study also determined the type of impulse buying

behavior the consumers have. Three hundred eighty-five consumers which were making

purchases at the time and place of the data gathering were the participants of the study.

Descriptive correlational design was utilized. Frequency count, percentage, chi square

test and multiple regression analysis were used to analyze the gathered data for

interpretation. The findings revealed that both the internal and external factors have

significant influence to the behavior of the participants when buying impulsively. The

study identified that age, marital status, net monthly income, shopping enjoyment and

promotional approach exhibit significant influence. The findings ascertained that the

participants were planned impulse buyers. Moreover, the findings identified that for

internal factors the net monthly income has a great influence and for external factors,

shopping enjoyment greatly influence the impulse buying behavior of the consumers.

Synthesis of the State-of-the-Art

The researchers presented various related literature and studies regarding the

study. To have a clearer understanding of these literature and studies, the researchers

made a synthesis in the succeeding discussion.

Online shopping became the newest trend, not only in the Philippines, but also in

the whole world. In the article "Why Online Shopping is Booming in the Philippines," the

main reasons why most people prefer to shop online, particularly during the Christmas
13

season and special holidays beginning in December, are convenience, lower prices, and

special deals. It was discovered in 2015 that 9 out of 10 Filipinos prefer online shopping

to traditional shopping. People must still consider factors that could cost the people a lot

of money and time as a result of online scams or fraud. (Manglinong, 2018). Although,

shopping through online can be easy, fast, and convenient, there are still risks in online

shopping that unavoidable. According to a survey on online shopping behavior conducted

by Rakuten Insight in June 2022, more than half of the poll said that people would

continue to shop online because it is more convenient than going to a store. Only 17% of

respondents expressed concern about receiving COVID-19, the most recent version of the

Philippine National Railways (PNIRA) vehicle. As more international retailers set foot on

Philippine shores, brick-and-mortar stores will become more advanced as a result of the

country's rapidly expanding e-commerce. (Montealegre, 2018). Since online shopping

became a trend now, many people were encouraged to buy within this means. But in the

articles that mentioned above, some are still hesitant to buy products due to the risks

involved in purchasing products online such as scams, frauds and fake products.

The arise of online shopping in the Philippines is the main reason why the

researchers conducted this study and through this, the researchers want to know the

preferences or likings of consumers in buying products. According to the article

"CUSTOMER PREFERENCE" by shephyken (2017), to fulfill the satisfaction of

customer, sellers need to give the customer what the customers want, how the customers

want the product, and being easy to do business with. And it all has to do with creating

"Customer Amazement." In the article "Consumer behavior in marketing - patterns,

types, segmentation" by Radu, Valentin (2020), consumer behavior is the study of

14

consumers and the processes the consumers use to choose, use (consume), and dispose of

products and services. Personal factors such as likes, dislikes, priorities, morals, and

values can all have an impact on choices. As mentioned above, the preferences of

consumers have great effects to the success and sales of one's business. The preferences

of consumers in buying products may be affected by many factors such as environmental

and personal factors. To conclude, it is necessary for business to determine the

preferences of consumers to boost the business' sales.

Gap to be Bridged by the Study

This study aims to determine the preferences of ABM students in buying a

product through online shops.

All related studies that have been made by the other researchers focused on the

online shopping and the preferences of consumers in buying a product. There were no

general studies conducted on the different preferences of consumers such as quality, price

and marketing offers in relation of the consumer's purchases in online shopping. Most

businesses were not able to determine the significance of the consumers' preferences in

the success of the businesses.

The related studies used a large amount of respondents while in this current study,

only total of 50 respondents will be given a questionnaire in determining the consumers'

preferences. The related studies also tested and determine the preferences of the

consumers in the researcher's chosen location. There’s no study that seeks an answer to

the preferences of ABM students in the area of Sto. Domingo. The other studies have

different topics, instead of testing the preferences of consumers, the researchers chose to
15

determine the buying behavior of consumers. The researchers added this in the related

studies for a reason that the researchers want to show the status of online shopping in the

Philippines and how the consumer behave and respond to this new kind of shopping. The

current study rectifies these shortcomings.

Theoretical Framework

The Preferences of Buying Products Through Online Stores of ABM Senior High School
Students of SDNHS

Revealed Preference Theory Mere-Exposure Theory

Federico Echenique, 2020 R. Matthew Montoya, 2017

Figure 1: Theoretical Framework

The theoretical framework is the structure that can hold or support a theory of a

research study. The theoretical framework introduces and describes the theory that

explains why the research problem under study exists. (Abend, 2008)

The study “The Preferences of ABM Students in Buying Products through Online

Shopping in SDNHS” is anchored on the: (1) Revealed Preference Theory and (2) Mere-

Exposure Theory.

Revealed Preference Theory states that what consumers buy under different

circumstances, particularly different income and price circumstances, reveals the

preferences of consumers. According to the theory, if a consumer purchases a specific

bundle of goods, that bundle is "revealed preferred," given constant income and prices, to
16

any other bundle that the consumer could afford. An observer can infer a representative

model of the consumer's preferences by varying income or prices or both.

The theory assumes that consumers are rational thinkers who weigh multiple

options before making a decision. As a result, when a customer chooses one option over

another, it must be the preferred option of a customer.

The theory of Revealed Preference was connected to the study by showing which

factor; for example, price; that the consumer preferred in buying products. If a customer

bought a product with a high quality, then that customer preferred high quality products

than low quality. This theory could give enough support to consumers that the purchased

products of the consumers, are the one that the consumers preferred.

According to the mere exposure effect, people show an increased preference or

liking for a stimulus the more people are exposed to it. The mere exposure effect is most

likely to occur when individuals do not have a pre-existing negative attitude toward the

stimulus and is strongest when the person is unaware of the stimulus's presentations to

them.

The mere exposure effect is a psychological phenomenon in which people

develop a preference for things or people that are more familiar to them than others.

Repeated exposure increases familiarity. As a result, this effect is also referred to as the

familiarity effect.

The theory of mere exposure relates to the current study in a way that the effect

tells people where the individuals' preference came from. If a certain individual preferred

to buy products with more discounts, it may be because an individual was exposed to the

discounts in online shopping; resulting to the individuals' preferences.

17

The aforementioned theories hold and support the study in identifying the

preferences of ABM students in buying products.

Conceptual Framework

The Preferences of Buying Products Through Online Stores of ABM Senior High
School Students of SDNHS

1. The sites that offer

online shopping are
1. The sites that 1. Pro filing Lazada, Shopee and
offer online 2. Making of TikTok.
shopping. questionnaires 2. The preferred products
2. The preferred 3. Gathering of of the students are shoes,
products that are data through: school supplies and bags.
mostly purchased
online a. questionnaires 3. The preferences of
b. informal students in buying
3. The preferences products online.
of ABM students interviews
in buying products 4. Analysis of 4. Improved role of
through online in data using Online Retailers
terms of: quality, scientific and 5. Better quality of
price and statistical products and services.
marketing offers treatment. 6. Safety and security in
online shopping.

Input Process Output

Feedback

Figure 2. Conceptual Framework of the Study

A conceptual framework is a visual representation in research that helps to

illustrate the expected relationship between cause and effect. (Mulder, 2017)
18

Definition of Terms

To facilitate the understanding of this study, different terms are defined herein.

The researchers defined these terms into two ways: conceptual and technical.

Business. A business is defined as an organization or enterprising entity engaged

in commercial, industrial, or professional activities. The researchers utilize the word

“business” as a commercial activity wherein a business serves as a livelihood of a

businessman, whether big or small.

Consumers. A consumer is a person or a group who intends to order, or uses

purchased goods, products, or services primarily for personal, social, family, household

and similar needs, who is not directly related to entrepreneurial or business activities. In

this study, the researchers define the word “consumers” as a person who buy and

consume goods for a person’s own consumption.

E-commerce. The trading of goods and services on the internet. In this study, E-

commerce refers to a commercial transaction that made through the Internet.

Marketing. The process of getting people interested in your company’s product

or service. The researchers define this word as an action in advertising the products to the

potential customers in a creative way.

Marketing offer. Any free product, service, or content given to a website visitor

in exchange for them performing a specific action, like filling out a form. But in the

study, marketing offer refers to the discounts, vouchers and free gift that online sellers

give to the customers.

19

Online retailers. A retailer sells products and services directly to the public in

person, online, or through a combination of both. The researchers used “online retailers”

as the business who sell or provide goods and services through online.

Online Shopping. The action or activity of buying goods or services via the

internet. But in this study, online shopping defined by the researchers as the activity that

the consumers do through the Internet.

Preference. A greater liking for one alternative over another or others. The

researchers define the word “preference” as the taste or standards of consumers in buying

products.

Product. Any item or service you sell to serve a customer’s need or want. In this

study, “product” refers to the item that the producers make and being utilized by

consumers.

Quality. Refers to how good something is compared to other similar things. In the

study, the researchers define this word as the standard of an item to be compared in other

items of a consumer.

Sales. A process that results in a transaction between two or more parties in which

the buyer receives the offering and the seller gets something of value in return which is

usually money.. In this study, it refers to the revenue earned by the business.

Shopping. An activity in which a customer browses the available goods or

services presented by one or more retailers with the potential intent to purchase a suitable

selection of them. In the study, the researchers used this term as an act of buying goods

through online and offline means.

20

Site. A central location of web pages that are related and accessed by visiting the

home page of the website using a browser. The researchers utilized the word “site” as a

place in the Internet where some people can exchange and gather information.

Students. A person who is studying at a school or college. In the study, the

researchers define this word as a person that studies and whose educational level is

Senior High School.

Notes
21

Ms Wafa, Yaqoob, Ali, Alajmi and Dr. M Nishad Nawaz (January 2014). A Study on
Consumer Preferences for E Shopping with Reference to Bahraini Consumers.
https://www.researchgate.net/publication/271132440

Matthew Hudson (2020) What is a retailers?

https://www.thebalancemoney.com/what-is-a-retailer-2890386

Aashish Pahwa (2022) What Is Sales? – Sales vs. Marketing vs. Business Development
https://www.feedough.com/what-is-sales/

Dr. R. Selvaraj et al. (2017) A Study on Online Shopping Behavior of Consumers

https://www.scribd.com/document/367179235

Adam Hayes (2022) What Is a Business? Understanding Different Types and Company
Size
https://www.investopedia.com/terms/b/business.asp

Caroline Forsey (2022) What is Marketing, and What's Its Purpose?

https://blog.hubspot.com/marketing/what-is-marketing

Computer Hope (2022) Website

https://www.computerhope.com/jargon/w/website.htm

Moreno, D. , Fabre, E. and Pasco, M. (2022) Atmospheric Cues Roles: Customer’s

Online Trust, Perceived Enjoyment, and Impulse Buying Behavior.
https://www.scirp.org/journal/paperinformation.aspx?paperid=114610

Abdurrahman Isik and Mehmet Yasar (2015) Effects of Brand on Consumer Preferences:
A study in Turkmenistan
https://www.scirp.org/journal/paperinformation.aspx?paperid=114610
22

CHAPTER 3

Research Design and Methodology

This chapter presents the Research Design and its Methodology employed in this

study, the population sample, sources of data, respondents, research instruments and the

data gathering procedure.

Research Design

The researchers utilized a quantitative-descriptive method to determine the

preferences of ABM students in purchasing products through online shopping in Santo

Domingo National High School. The descriptive method of research design, according to

Shane Hall (2011), aids researchers in the planning and execution of descriptive studies

that are intended to provide rich descriptive details about people, locations, and other

phenomena. Although this kind of research is frequently linked with anthropology,

sociology, and psychology, it is also used by researchers in other disciplines, like

education. The descriptive approach frequently entails in-depth narrative, considerable

observation, and note-taking. Some researchers consider the descriptive method to be

unscientific because it does not lend itself to in-depth analysis or hypothesis testing.

However, a descriptive research approach can provide as a starting point for more in-

depth research by highlighting key characteristics.

Research Method

The current study utilized the survey method. This study made use of the

descriptive research method, employing the survey questionnaire as the main data-
23

gathering instrument. This study will also gather the necessary data by utilizing the

preferences of SDNHS senior high school students for purchasing products online.

Quantitative methods, such as surveys and questionnaires, and also an interview by the

researchers will be used to examine the relationship between the variables and the

primary objective. The study manipulates the effectiveness of purchasing products

through online shopping to suit the preferences of SHS students.

Data Gathering Procedure

The researchers are going to ask permission to the respondents which are the

ABM senior high school students in Sto. Domingo National High School to answer the

questionnaires. The researchers will make a total copy of 52 questionnaires to the

respondents.

The copy of the questionnaires will be distributed personally by the researchers to

the respondents’ classroom. While the researchers are serving the questionnaires to the

respondents, some researchers will be going to explain all the details to the respondents

to make sure that the respondents will answer the questionnaire properly. The researchers

also will be guiding and assisting the respondents in answering the questionnaires.

The researchers will then collect all the copies to the respondents. After collecting

all the copies, the researchers are going to check if the respondents answered all the

questions in the questionnaires.

The results of the retrieved copies of the questionnaire will be analyzed by the

researchers.
24

Respondents of the Study

The respondents of the study are the Grade 11 and Grade 12 ABM students of

Sto. Domingo National High School enrolled during the school year 2022-2023. There

are twenty-nine (29) ABM students in Grade 11 and twenty-three (23) ABM students in

Grade 12, for a total of fifty-two (52) respondents for this study. The fifty-two (52)

students were composed of seventeen (17) males and thirty-five (35) female ABM

students.

The researchers choose the ABM students as the respondents to this study because

the topics of ABM strand is mostly about marketing, businesses, and shopping. Although

the majority of the students nowadays are doing online shopping, the researcher focuses

more on the ABM respondents since the strand is connected to shopping.

Research Instrument

To get the appropriate data needed in this study, the researchers will be utilizing

survey questionnaires for initiating responses from the respondents selected for the study.

The questionnaire is a set of orderly arranged questions carefully prepared to answer by a

group of people designed to collect facts and information. The questionnaire will be

consisted of two component parts. The first part will ask for the profile of the

respondents. It consists of questions that made it possible for the bio-data to be collected.

This part of the questionnaire was intended to elicit information about the name, sex, age,

and grade level of the respondents.

The second part of the questionnaire is the tool to determine the preferences of the

respondents in buying products through online which includes: the sites that the
25

respondents use in shopping; the products that the students mostly purchased online and

the student's preferences in terms of price, quality and marketing offers.

Sources of Data

The Sto Domingo National High School students are the persons that will be

responding to the survey are the main sources of data. These were entirely concentrating

on the grade 11 and the grade 12 Accountancy, Business and Management Strand, which

may formally enroll in the campus of the school. These hold primary significance for the

study which the primary sources of data are the students of the said strand. The secondary

sources of data will be the references where the information of the current study came

from, that includes the articles, books, journals and past studies.

Statistical Treatment of Data

The gathered data will be collated, tallied, and correspondingly summarized by

the researchers. The data, which gathered from the questionnaire will be subjected by the

statistical treatment in order to ensure the reliability of the result.

The following is the statistical tool, which will be used to answer the problems

posed in the study.

The weighted mean formula used to compute the average ratings.

∑fx
x=
n

Where:

x = weighted mean

f = frequency
26

x = score or rating

n = total number of items

∑ = summation

Percentage was used to determine the preference of ABM students considering

the impact of online shopping affecting customers’ decision in purchasing products

among ABM students.

f
p= x 100 %
N

Where:

P = percentage

F = frequency

N = total population
27

Notes

Maricel Balbuena

Thesis chapter 3

https://www.academia.edu/5820893/Thesis_chapter_3