Xavier University Senior High School

The Preference of Gen Z Customers on Online and Traditional

Retailing

In Partial Fulfillment of the Requirements for the

Subject Research 202 in the Senior High
School Department

Group 2

Blessy Teneza
Christopher Galleros Jr.
Faith Cena
Gecil Ganas
Ivan Magan
Rey Macapasir
Sean Mutia
Timothy Veluz

NOVEMBER 2022

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 Table of Contents

TITLE PAGE …………………………………………………………………………………………..i

TABLE OF CONTENTS …………………………………………………………………………….ii

CHAPTER 1

Background of the Study ……………………………………………………………………………3

Statement of the Problem …………………………………………………………………………...5

Conceptual Framework ……………………………………………………………………………...6

Research Hypothesis ………………………………………………………………………………..6

Significance of the Study ……………………………………………………………………………8

Scope and Delimitation ……………………………………………………………………………...8

Definition of terms …………………………………………………………………………………..10

CHAPTER 2

Review of Related Literature ………………………………………………………………………13

Review or Related Studies ………………………………………………………………………...21

CHAPTER 3

Research Design …………………………………………………………………………………...24

Context and Participants …………………………………………………………………………..25

Data Collection Procedure ………………………………………………………………………...26

Instrument of the Study …………………………………………………………………………….26

Informed Consent Form …………………………………………………………………………...28

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 Chapter 1

Introduction

Background of the study

The purpose of this study is to assess consumer preferences for traditional and

online shopping and determine which one the millennial generation prefers. The

researchers will compare consumer experience with online and in-person shopping,

as well as the effectiveness of each. Customers of the CakesbyFaith company will

serve as our study's respondents and target population. This study will help us to

further our understanding of consumer preferences (online vs. offline) during events

with significant external impact, including pandemics.

Traditional retailing is a method of purchasing a product by going to the physical

shop directly. This procedure, however, only takes place when a buyer and a vendor

are present in person. Later, as technologies develop, there were significant changes

and advancements in human activity. Particularly, the purchase procedure changed

as a result of the development of the internet. To buy goods and services, one does

not have to personally meet the supplier and buyer. Online shopping refers to a

procedure where customers use the Internet to directly purchase goods, services, etc.

from a seller. Customers can browse online stores while lounging in their homes or

while seated in front of a computer.

Every purchasing system has a unique set of benefits and drawbacks. While

there are some advantages to traditional shopping, such as the ability to touch

products, easily return them, avoid the need for an internet connection, see products

up close, and have better security, they can also be more time-consuming, make it

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impossible to compare prices, and only be done in a specific location for a limited

period of time. If not, we'll need to visit several stores to make our selection. Similar

benefits include time savings, convenience, cheaper prices, a wider range, and the

absence of crowds while buying online. Additionally, there are issues with delivery,

security, confusing websites, and an increased likelihood of fraud. As a result,

customers' opinions on which type of shopping—traditional or online—is preferable

vary.

The Covid 19 crisis, in particular, has brought to a number of problems in the

economy and consumer shopping behavior today. Traditional methods of shopping

can occasionally be quite simple, quick, and practical. However, there are instances

when shopping online is a highly convenient option during the COVID 19 era.

Therefore, in the challenging economic environment, it is crucial to provide ease,

efficiency, comfort, and knowledge of the best rates for the items. Studies on this

subject are extremely rare in the research field generally speaking. Based on this, a

comparison of traditional and internet shopping is essential to determining which is the

most practical given today's hectic lifestyles and pressing circumstances.

Today's consumers have access to a huge selection of channels in addition to

a large number of stores (e.g. e-commerce, traditional method and so on).

Understanding why customers choose one channel over another as compared to

another is increasingly crucial for retailers due to the ongoing increase in channel

competition (Sivanesan et al., 2017). There have been many studies on online and

traditional shopping behavior (Alley, 2010; Katawetawaraks & Wang 2011; Jiang,

Yang & Jun, 2013; Dost, Illyas & Rehman, 2015; Gabriel, Ogbuigwe & Ahiauzu, 2016),

but there hasn't been enough focus in the marketing literature on studies looking at

gen z shoppers' preferences for traditional and online shopping.

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 Understanding consumer’s experience in Online and In-store shopping will help

businesses decide how to promote their products and services most effectively by

knowing how consumers think, feel, and make decisions. For a business to be

successful with both the launch of new products and its present lineup of products, it

is imperative to comprehend consumer behavior. This will also aid the business in

deciding whether to offer its goods offline or online.

Statement of the Problem

The study tries to recognize how consumers measure channels for their purchasing.

Specifically, it progresses a conceptual model that addresses consumer value

perception for using internet shopping versus traditional shopping. An earlier study

showed that perceptions of price, product quality, service quality, and threat strongly

impact perceived value and purchase intents in offline and online networks.

1. How many people who live far or near the city capital find convenience in online

and offline shopping?

2. What is the level of satisfaction in terms of:

2.1. Ordering Ease (Convenience)

2.2. Delivery (Time)

2.3. Variety (Availability of Products)

2.4. Customer Consulting

3. What is the satisfaction ratio between the participants who preferred online

shopping more than offline shopping and vice versa?

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Conceptual Framework

The study examines what are the preference of the Gen Z whether its online and

traditional retailing. Our research is situated within the field of Cakes By Faith

consumers. The graph shown below explains the independent variable and the

dependent variable. Upon determining the preference of gen z, we have to assess

each variable. With this, the variables present in the independent variable are the ones

that affect the factors present in the dependent variable. There are 4 variables in

independent variables section and 5 factors in the dependent variable section other

than just what is preferred of the consumer that is shown in the graph below.

Research Hypothesis

Online shopping is competitive to physical shopping since it is something that

has emerged in today’s era due to the limitations of the pandemic. People are able to

order items on the web without having to go outside. Even without the pandemic, it

presents a new form of convenience due to wide availability of products from all over

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the world. However, unlike physical shopping, shipping fees and time constraints are

the main issues when it comes to this.

Physical shopping is different from online shopping in a way that physical

shopping requires you to go to the actual store. Unlike online shopping, the consumer

would proceed to look until they have found the item they would like to purchase. It is

not like online shopping where you can order it at home, have it delivered to you, and

items can easily be found with one search. However, physical shopping gives the

consumer a chance to review the item before purchasing therefore guaranteeing the

item that they picked.

Alternative Hypothesis:

With the two methods of shopping both having drawbacks and benefits, it all

comes down to personal preference. One might want to be more sure of the item that

they are purchasing thus opting to go with physical shopping. There could also be

people that would want the option that is convenient thus preferring online shopping.

Overall, it all comes down to the individual consumer and what method they prefer.

Null Hypothesis:

Due to the rise of technology, online shopping may be preferred more than that of

physical shopping. Online shopping is expected to be the preferred option because of

how fast it is. It is faster in a way that you can see multiple different products directly.

It is also worth noting that it does not require consumers to actually leave their homes.

With this, it has also made a hit on the consumers even after the pandemic. To top it

all, it is accessible to anyone, anywhere at any time.

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Significance of the study

This research is made with the aim to provide information and knowledge

regarding our chosen topic from the researcher’s respondents, studies, and related

sited needed for the expected importance to the following that follow:

The Consumers. The result of this study will benefit the consumers because they

can easily pick either of the options. The consumers can know the difference of

having it online or in a physical store buying. Also, their concerns can be addressed

by the result of this study.

The Researchers. Furthermore, the study’s findings will assist the researchers in

knowing the purpose and knowledge or having it bought through online or in a

physical store. The researchers will know what is more convenient and also justify

the concerns of some consumers.

Scope and Delimitation

The purpose of this study is to assess consumer behavior in online and in-

store shopping among Senior High School students at the Xavier University Senior

High School Campus during the school year 2022-2023. This study focuses on

determining customer preferences regarding their online and offline shopping habits.

It also seeks to understand their behavior in order to assist businesses in

determining how to most effectively promote their products and services.

The components of assessing their preferences include analyzing customer

behavior toward both online and in-store shopping based on a variety of factors. This

study takes into account every aspect of students' personal information that

influences their shopping decisions when deciding whether to buy online or in a

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physical store. Likewise, this study will identify the differences between online and in-

store purchasing to assist businesses in determining how to most effectively promote

their products and services by understanding how consumers think and express their

opinions. This study will be carried out on the Xavier University Senior High School

Campus because the area is populated by students who have reached the age of

shopping. This study focuses on Grade 11 and Grade 12 Senior High School

students from various strands of the School Year 2022-2023 at the Xavier University

Senior High School campus, which is currently located at 73 Corrales Ave, Cagayan

de Oro, 9000 Misamis Oriental.

As a result, this provides a factual reflection of senior high school students'

behavior in online and in-store shopping at Xavier University. This study

compromises senior high school students from four strands: Accountancy, Business

and Management (ABM), Science, Technology, Engineering, and Mathematics

(STEM), Humanities and Social Sciences (HUMMS), and General Academic (GA).

However, technical vocational livelihood (TVL) is not included in the study due to

difficulties in locating their accessibility and availability. Furthermore, this study will

only last one academic year, and it will be carried out through the distribution of

situational survey questionnaires. Each respondent is given the same questionnaire

to complete. The research data was based on the survey questionnaires given to the

respondents, which were primarily provided by the researchers. The questionnaires

used in this study are intrinsically limited in scope, and the information gathered will

be based on this limitation as well.

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Definition of Terms

Shopper - a person who physically visits a retail location or an online storefront to

make a purchase. This person may not use the product or products they buy, but they

have purchasing power.

Consumer - the final user of the purchased product. one who consumes Especially:

someone who buys and consumes goods. : a plant or animal that needs complex

organic compounds for food and obtains them by preying on other living things or

eating organic matter particles compare producer sense 3.

Pandemic - is a disease outbreak that affects a large number of people across multiple

countries. Pandemics are typically caused by viruses, such as Coronavirus Disease

2019 (COVID-19), which are easily transmitted from person to person.

Technology - is the application of scientific knowledge to the practical goals of human

life, or, as it is sometimes referred to, the modification and manipulation of the human

environment. Technology is the practical application of scientific knowledge. It includes

machines (such as computers) as well as techniques and processes (like the way we

produce computer chips). It may appear that all technology is electronic, but that is

only true of most modern technology.

Conventional - Ceremonial, ceremonious, and formal are some synonyms for

conventional. While all of these words mean "marked by strict adherence to prescribed

forms," conventional implies conformity with general custom and usage and may imply

a staid lack of originality or independence. traditional courtesy.

Ecommerce - also known as electronic commerce or internet commerce, refers to the

buying and selling of goods or services using the internet, and the transfer of money

and data to execute these transactions. An e-commerce website is one that allows

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people to buy and sell physical goods, services, and digital products over the internet

rather than in a physical store. An e-commerce website allows a company to process

orders, accept payments, manage shipping and logistics, and provide customer

service.

Transportation - are used interchangeably. The modes of transportation are bus,

train, aeroplane, ship, car, and so on, whereas the means of transportation are road,

air, sea/ocean, and so on. This refers to any of the various modes of transportation

used to move people or cargo.

Product - is any item or service that you sell in order to meet a customer's need or

desire. They can be both physical and virtual. Durable goods (such as automobiles,

furniture, and computers) and nondurable goods are examples of physical products

(like food and beverages).

Business - is defined as a company or organization that engages in commercial,

industrial, or professional activities. Businesses can be either for-profit or non-profit

organizations. Limited liability companies, sole proprietorships, corporations, and

partnerships are all examples of business structures.

Online shopping - is a type of electronic commerce in which consumers buy goods

or services directly from a seller over the Internet using a web browser or a mobile

app. Customers can shop from the convenience of their own homes or workplaces.

The internet makes shopping easier and more convenient for the customer. It is also

simple to cancel transactions. This saves time and effort.

Traditional shopping - allows customers to observe, feel, and browse the goods for

sale. It is necessary for consumers to physically examine the products. They will make

payment and bring them home if they are satisfied with their condition and price.

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Convenience - is the ability to complete a task with little effort or difficulty. fitness or

suitability for carrying out an action or meeting a requirement something conducive to

comfort or ease (such as an appliance, device, or service)

Product - is any item or service that you sell to meet a customer's need or desire.

They can be physical or virtual. Durable goods (such as cars, furniture, and

computers) and nondurable goods are examples of physical products (like food and

beverages).

Variety - It denotes the availability of products that serve a wide range of customer

needs. The typical industrial use of variety describes numerous product variants that

can meet a wide range of customer needs, product variety, and market segments.

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 Chapter 2

Review of Related Literature and Studies

A. Review of Related Literature

Online Shopping

Due to the development of the internet, online shopping has become a more

convenient method for consumers to buy goods. It benefits consumers who want

to feel no shame about the items they purchase. With this, the purchase of

unavailable limited products that are non-existent in their location is possible

because it ignores physical boundaries. This means that these products are made

available in remote areas. Information for specific product specifications and

information are also available for the customer to examine and shopping is not

limited due to time, space, and weather (Malik, S., Wani, S., 2013).

Since it makes price comparison simpler and requires less effort on the part

of the customer, more people are choosing to adopt online shopping as time goes

on. According to statistics, worldwide e-commerce revenue for online shopping

increased steadily from 1.3 trillion in 2014 to 2.3 trillion by the end of 2017, and this

trend is anticipated to harbor a total of 4.9 trillion by 2021. Online buying does have

drawbacks, though. Product delivery is one example. Numerous factors could

prevent the delivery of the product that the customer has ordered. It could be due

to the product being lost or damaged in transit or could also be due to the product

being delivered to the wrong address. Another problem could be the dilemma of

the consumer’s privacy. For context, the online platform can trace the individual’s

identity, address, and payment information of the customer. This could provide a

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dilemma on the individual which may cause them to opt for non-online shopping

methods since victims of privacy issues have a higher perception of severity when

it comes to privacy leaks and credit card scamming (Boyetey, G., Antwi S., 2021).

Consumers are drawn to online shopping due to factors such as detailed

information, comfort and relaxed shopping, less time consumption, and easy price

comparison (Agift et al., 2014). Furthermore, factors such as variety, quick service,

and discounted prices, as well as feedback from previous customers, cause

customers to prefer online shopping over traditional shopping (Jayasubramanian

et al., 2015). It is more popular among young people because online retailers

provide numerous offers and discounts during the festival and holiday seasons,

increasing online traffic significantly (Karthikeyan, 2016). Furthermore, services

like free shipping, cash on delivery, exchange, and returns are enticing customers

to make online purchases.

However, when making an online purchase, customers cannot see, touch,

feel, smell, or try the products that they want to buy (Katawetawaraks and Wang,

2011; Al-Debei et al., 2015), making it difficult for customers to make a purchase

decision. Furthermore, some products, such as apparel and shoes, must be tried

before purchase, but in the case of online shopping, it is impossible to examine

and feel the goods and assess their quality before making a purchase, so

customers are hesitant to buy.

Traditional Shopping

Actions aiming at brand creation are not frequently carried out in traditional

trade. The potential strategic benefits and contributions that a brand might provide

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to the organization were highlighted by Davis (1995). According to Romaniuk &

Sharp (2004), we must distinguish between the point of sale's physical accessibility

and its mental accessibility (as the propensity for the trademark to be considered

in the consumer's thinking in a shopping circumstance). Thus, just because a retail

establishment is physically present and open for business does not automatically

imply that a customer would visit it; rather, it must be among the possibilities that

the customer is considering.

Beyond the products that are marketed at the point of sale, the retailer has

to take into account that the concept of shopping can provide both hedonic and

utilitarian values and that the correct management of them will contribute to the

improvement of the positioning of the brand (Jones et al., 2006). Thus, the hedonic

values reflect the value that the consumer receives through different senses, the

fantasy and the emotional aspects of the shopping experience, while the utilitarian

values will come from the acquisition of the products efficiently and are more

related to non-emotional aspects of the purchase (Holbrook & Hirschaman, 1982).

According to Falode, Amubode, Adegunwa, and Ogunduyile (2016),

traditional retailing involves a physical store that customers may visit and browse,

as well as salespeople and, occasionally, services from the business owners that

are offered in public or in areas with a large population. Traditional merchants are

currently evolving to provide chances to engage customers more proactively in

making purchases of goods and services. Therefore, traditional shops now only

concentrate on selling goods and services. In terms of chances, benefits, and

drawbacks for contemporary purchasing techniques for buyers and sellers, modern

merchants differ from those of the past. Nowadays, shopping involves more than

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just making a purchase; it's also about the experience of consumers who value

choice, convenience, and getting value for their money.

Chang and Neslin (2022) finds that buying deep products in the physical

store transitions customers to the high-value state more than other product/channel

combinations. Because it is tangible, concrete, and multisensory, it enables them

to develop strong learning about the retailer.

Consumer Behavior

According to Farag, Kirzek, Dijst (2007) Consumers have different

behaviors especially on traditional and online shopping. With the data obtained

from Minneapolis, USA, and Utrecht, and the Netherlands. Online buying is heavily

affected on the sociodemographic and characteristics of people. People who would

want to see the products in person are less likely to buy online. People would also

buy in online shops because of the reduced travel time to shops.

Anyone can buy anything anywhere with the use of online shopping. But it

is also worth noting that there was a case where online shoppers make more

shopping trips and have less shopping durations than traditional shoppers. People

have varying attitudes towards both online and physical shops.

Consumer behavior theory is the study of how people make decisions when

they purchase, helping businesses and marketers capitalize on these behaviors by

predicting how and when a consumer will make a purchase. The paradigm of how

people traditionally shop has changed as a result of the introduction of the Internet.

A consumer is no longer limited by hours of operation or certain locations; he can

become active at almost any time and location and make purchases of goods or

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services. Our daily lives now include the Internet, a relatively new channel for

communication and information sharing. Because there are more and more people

using the Internet, more people are making purchases online (Joines, Scherer &

Scheufele, 2003).

Consumers that choose to shop online go through the process of online

purchasing. The emergence of this channel, known as e-commerce, has been cited

by Smith and Rupp (2003) as the most important contribution of the information

revolution. The Internet has grown into a "new" distribution channel (Hollensen,

2004).

Gen Z

Generation Z (or more commonly Gen Z for short), colloquially known as

“zoomers”, it is the demographic cohort succeeding Millennials and preceding

Generation Alpha. Researchers and popular media use the mid to late 1990s as

starting birth years and the early 2010s as ending birth years. Gen Z are very

enthusiastic about fashion as ever and think about fashion discretely (Bhardwaj &

Fairhurst, 2010). Gen Z preferred to purchase clothes, shoes and fashion

accessories, followed by the pharmaceutical products and cosmetics. Today, the

category that remains the largest for social commerce is fashion, which includes

apparel and accessories. According to research, 41% of Generation Z customers

are impulsive shoppers, followed by 34% of Millennials and 32% of Generation X

(Djafarova and Bowes, 2021). Gen Z consumers are more persuasive while

making purchases (Lee et al., 2022). They want new products faster. They are

brand-less and fashion-hungry (Djafarova and Rushworth, 2017). Brands must

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build marketing tactics to reach this demographic (Djafarova and Bowes, 2021;

Agrawal, 2022). Generation Z grew up on the Internet. Therefore, they use social

media for inspiration (Djafarova and Bowes, 2021).

Ordering ease

According to Bhatt, A.(2014), Online purchasing is becoming more and more

viable in India thanks to the country's expanding Internet usage. E-marketers can

further expand their marketing tactics to turn potential customers into active ones

while maintaining existing online customers if they are aware of the elements

influencing online Indian behavior and the connections between these

characteristics and the types of online buyers. Since some decisions are greatly

influenced by consumer behavior or anticipated actions, it is argued that consumer

behavior is an applied discipline. In order to stay competitive in extremely

competitive marketplaces, many businesses have started using the Internet to

reduce their marketing expenses and, as a result, lower the price of their goods

and services. Additionally, businesses use the Internet to sell products, solicit

customer feedback, and disseminate information. They also use it to conduct

customer satisfaction surveys. Customers use the Internet to compare costs,

product characteristics, and the kind of post-purchase support they will get from

other websites in addition to purchasing products online.

According to Serhat Murat Alagoz & Haluk Hekimoglu (2012), e-commerce is

rapidly growing worldwide, the food industry is also showing a steady growth. In

this research paper.

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they have used the Technology Acceptance Model (TAM) as a ground to study the

acceptance of online food ordering system. Their data analysis revealed that the

attitude towards online food ordering vary according to the ease and usefulness of

online food ordering process and also vary according to their innovativeness

against information technology, their trust in e- retailers and various external

influences.

Product Delivery

According to Russel (2021), A product delivery process is a series of steps

that enables you to deliver a product from an initial idea to the end-user. This

implies in the realm of product management that there is a predetermined method

of execution for every stage of your product from conception to conclusion. This

procedure outlines the proper way to carry out each step as well as the desired

result. A product delivery process is intended to provide everyone involved in

bringing a product to market with a clearly defined line of thinking. Everyone will be

completely aware of their roles and how they fit into the process as a whole. Time

and money are the two main advantages of having a product delivery process.

Product delivery is the process of delivering a product to the end-user. It

includes all of the steps involved, from ideation to final delivery. A good product

delivery strategy will help ensure that your product is delivered on time and within

budget (https://chisellabs.com). The industry has never been more competitive

than it is now, especially for traditional brick-and-mortar and mall-based stores

(Isidore,2017). The phrase "retail apocalypse" was used to describe the

widespread opening of numerous brick-and-mortar stores for retail in North

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America (Peterson, 2017). Despite the fact that many of these changes have

contributed to an increase in online sales, documented client expectations have

altered purchasing patterns. This demonstrates that diverse, dynamic client is more

drawn to non-traditional retailers that offer higher levels of customer interaction and

experiences (Albinsson & Yasanthi, Perera, 2012; Grewal et al., 2009: Morgan,

2017; Pantano & Gandini, 2018). These new innovative retailing strategies

contribute to the swift developments in the retail industry (Hristov & Reynolds,

2015; Pantano & Gandini, 2018). Customers want shops to provide more than

simple items since they are deeply motivated to shop.

Customer consulting

According to Agota Giedrė Raišiene (2022) proper customer consulting is

significant to a satisfaction of a customer. The current models of service quality

reflect business customer perceptions partially. Quality criterions help in making a

balance of the customers' expected and perceived value of service. The main goal

of costumer consultancy is for customers to help themselves. And in some

situations, expert advice is almost always necessary. The final decisions of the

customers will still be theirs; it will just be a better decision because of advice given

to them. It can also help in the management of businesses to make them more

effective. It is a hard and systematic process based on analysis of facts. If we are

talking about products and services, they will want the product or service if they

are guided. So customer consultations are made to make productive relationships

with the customer which helps both the business and the customers.

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B. Review of Related Studies

From Traditional Shopping to Online Shopping A Study of the Paradigm Shift

in Consumer Behavior Journal of General Management Research

Internet sales in India are estimated to be worth Rs. 52,000 crores and are

increasing at a fantastic rate of 100%, opening up a whole new universe of

opportunities for both consumers and marketers. What were the variables that had

resulted in this completely new channel and had caused a paradigm shift in

consumer behavior from traditional shopping to online buying in a country where

mail order/catalog shopping does not even register its presence? The behavior of

urban educated middle-class consumers in India with regard to online marketing

sites is the subject of a factorial study in this article. In order to achieve this, it

analyzes the information gathered from a sample of 400 urban middle-class

educated consumers chosen without regard to chance

(https://www.researchgate.net).

Research on Online Market Vs Offline Market

This study aims to understand how consumers evaluate their shopping

channels. While offline marketing methods use offline media channels to raise

awareness of a company's goods and services, online shopping involves

customers transacting directly with sellers of goods, services, etc. over the Internet

without the need of an intermediary provider. It advances a conceptual model that

addresses how consumers perceive the benefit of utilizing the internet to shop as

opposed to traditional methods of shopping. The construction of value in both

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channels can be evaluated by comparing observations of online and offline buyers.

It is important to understand the influences on physical and online retail decision-

making. Understanding consumers' preferences for their future, or what the future

will hold, was the goal of the research (https://www.researchgate.net).

A Study on Consumer Behavior Towards Online and Offline Shopping

Due to the effect of technology, shopping has changed, with the majority of

people now favoring online shopping over conventional in-person buying. This

tendency gained prominence in the last ten years as several retail behemoths

combined the two strategies for maximum gain. This study aims to comprehend

how consumers behave when shopping in physical stores versus online and how

they compare to each other. This essay identifies and discusses the fact that men

tend to shop online more often than they do in stores. Shopping malls for in-person

purchases are preferred more due to payment security. Online shopping is

becoming more and more popular, but most people still prefer to shop in person

because they can touch, feel, and trust the products (https://www.irejournals.com).

How are these related studies related to our study?

There are many studies that have been done on the topic of the workplace,

but the related works have been a constraint for this research. The way we decided

to tackle this problem was by using a qualitative research method. This method is

used to find out what people think about the topic and how they feel about it. The

most important constraint is that there should be a way to connect everything

together which makes it more meaningful.

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 The study also needs to be related to our lives as well. It should be something

that we can relate to and understand how it affects us as individuals or as a

community. In addition, it needs to have an impact on our daily lives since we live

in an ever-changing world where things are changing fast and new things are

happening every day.

Another constraint is that we need to know how much time it would take for us

to finish this project since we cannot afford spending too much time doing nothing

but waiting for things to be done by someone else or by ourselves because we

don't want our ideas to get lost in the process of being written down in a journal or

book.

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 Chapter 3

Methodology

Research Design

The research title that the group was able to come up is: “Online Shopping

and Traditional Retailing: Which Marketing Method is Favored by Consumers”

The study tries to prove the relationship of the two variables and its cost and effect

relationship. The two variables that we are referring to is the casual method of

purchasing choice of the consumer namely the “traditional retailing and Online

shopping.”

As ecommerce is emerging in this generation the business strategy has

evolved. An earlier study showed that perceptions of price, product quality, service

quality, and threat strongly impact perceived value and purchase intents in offline and

online networks. We are using these measuring tools to assess the preference of Gen

Z consumers in their purchases.

This research is a casual survey using measures that has been identified from

previous studies. The aim of this research is to provide a quantitative data that will

make us arrive into a conclusive information regarding the research concept. After

arriving to a conclusion that has been supported statistically, we will be able to

determine the impact of a change in the process of an existing method. Our survey

participants comprise 10% of the senior high school Xavier population.

We have decided that the participants of the study are randomly selected

people from Senior High School students at the Xavier University Senior High School

24
Campus during the school year 2022-2023. The sample population is selected

randomly to prevent bias.

A Digital survey link will be provided as the tool for conducting this data

collection. Depending on the type of information we are looking for and the survey

research method we employ, we will find that there are several benefits of the survey

method: easy to do, cost-effective, and can gather data collection from a large sample.

Context and Participants

The participants of the study are the online and traditional costumers of Cakes By

Faith. The participants are those who purchased specially the Gen Z. The researchers

are planning to gather 30 participants. As such, these 30 individuals will be divided

into 2 groups, 15 from the online consumers and 15 from the traditional consumers.

The following are the criteria that the researchers must observe during determining

the participants in the study:

● The participants must be from Cagayan De Oro City.

● The participants must be Gen Z who are between the ages of 18 to 25 and even

the youngest members of Gen Z (just turn 10 years old in 2022).

● The participants should be a consumer of Cakes by Faith.

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Those who agreed to do the survey and answer the question will be led to the

participant information sheet and consent form. As a result, the researchers will gain

more knowledge and gather different perspective from the consumers of Cakes by

Faith.

Data Collection Procedure

The researchers will formulate 12 questions based on the Likert scale,

specifically the point system where they test the level of satisfaction. Questions will

then be verified by their research instructor. The questions will then be edited and

placed in an online survey platform. The researchers will be using Google forms. After

that, the researchers will select the participants that fit the criteria in order to conduct

the research. Before handing out the questionnaires however, a consent form will be

handed out to the 30 participants. After the participants’ submission, the researchers

will then wait for 1-3 days to make sure that all participants answered the said surveys.

On the fourth day, the data acquired from the survey will then be analyzed by the

researchers.

Instrument of the Study

The instrument that that the researchers will be using to conduct their research

is in a form of a survey questionnaire. The survey questionnaire will be answered in

google forms as it is the most common tool to make surveys. It is easy to

understand and respond to, and it makes it convenient for the researchers to gather

and analyze the data. There are several parts of the survey in order to have organized

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results. The researchers used the Likert scale in making the survey that composes of

10 questions which are semi structured.

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Informed Consent Form

RESEARCH SUBJECT INFORMED CONSENT FORM – STUDENT

PARTICIPANTS

Kindly read this consent form carefully and you may ask questions prior deciding

whether or not you would agree to participate as a respondent in this study. You are

also permitted to ask questions before, during, as well as after your participation in

this study.

Project Information

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 “E-Business & Traditional Retailing: Online Shopping Versus In-Store

Shopping”

Strand & Section Grade 12 ABM – Kostka A

Principal Investigator Christopher Galleros Jr.

Blessy Teneza

Faith Cena

Gecil Ganas

Other Investigators Ivan Magan

Rey Macapasir

Sean Mutia

Timothy Veluz

Phone Number 09494700107

1. PURPOSE OF THIS RESEARCH STUDY

This study aims to identify the relationship between the preference of online

and traditional retailing. Specifically, this study aims to answer the following questions:

a.) How many people who live far or near the city capital find

convenience in online and offline shopping?

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 2.) What is the level of satisfaction in terms of:

2.1. Ordering Ease (Convenience)

2.2. Delivery (Time)

2.3. Variety (Availability of Products)

2.4. Customer Consulting

3.) What is the satisfaction ratio between the participants who preferred online

shopping more than offline shopping and vice versa?

2. PROCEDURES

The researchers will provide questionnaires to specific people who fit the

criteria for our study. The data will be collected through online forms. These

participants will be asked to answer the said survey specific to our study

variables using a Likert scale. The researchers will then use Google Forms to

analyze the data.

3. POSSIBLE RISK OR DISCOMFORT

Your participation in this study poses no possible risks on your part, as

you will only be asked to stipulate your response to the queries being asked on

the attached questionnaire. However, answering the survey questionnaire may

take a portion of your time.

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4. POSSIBLE BENEFITS

Because we will be using Gen Z as the participants of our research we

are able to understand how people will change to the newer method of buying

things or sticking to the traditional way

5. FINANCIAL CONSIDERATIONS

Your participation in this study does not entail any cost on your part.

6. CONFIDENTIALITY

Your identity as a respondent of this study will be taken care of with

utmost confidentiality. Your name will be not be disclosed to the public, only the

results and data in which you are one of the many other respondents that have

greatly contributed in.

7. TERMINATION OF RESEARCH STUDY

To partake or not in this study as a respondent will be solely based upon

your decision. No forms of sanctions will be subjected on your part in the

case you refuse to participate.

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8. AVAILABLE SOURCES OF INFORMATION

For further queries regarding this study, feel free to contact the Principal

Investigator through either of the following contact details:

Name: Christopher Galleros Jr.

Phone Number: 09494700107

E-mail: 20210021976@my.xu.edu.ph

9. AUTHORIZATION

I have carefully read and understood all information stipulated in this

consent form, and I volunteer to participate in this research study as a

respondent. It is firmly by my discretion that I participate in this study, and I

am not in any way coerced by the researchers.

____________________________________

Student Participant’s Signature

Date: _______________________________

____________________________________

MR. CHRISTOPHER GALLEROS JR.

Principal Investigator

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APPROVED BY:

____________________________________

MS. MARICAR C. OBSIOMA

Research Instructor & Adviser

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