St.

Louise de Marillac College of Bogo, Cebu,

Inc.
Sor Dorotea Rubio Street, Bogo City, 6010, Cebu, Philippines
Contact Numbers: (032) 434-7160, (032) 260-1365 or 0967-012-7261
Member: Daughters of Charity – St. Louise de Marillac Educational System (DC- SLMES)

Factors Affecting the Marketing Strategies of Online Fashion

Clothes Business Amid Pandemic in Bogo City

CHAPTER I

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 INTRODUCTION

A. Background of Study

Business is an entity that attempts to create a profit through individuals working

toward similar goals (Pride et al., 2003). It is also a firm or an inventive body that engages in
commercial, industrial, or professional activities (Hayes, 2021). Business is an activity where
a lot of people interact. They become so active in selling and providing products to the
customers. Business needs to have strategies to outline the shared goals of the business
(Franklin, 2020). It is further emphasized that in any kind of business marketing strategy is
very helpful, for it aids in the discovery of areas affected by business growth and, as a result,
it aims for the development of a business plan to meet customer expectations (DePino, 2020).
With concrete marketing strategy in knowing the customer's preference, business will surely
hit its utmost goal - generating profit.

Marketing strategy is a long-term, forward-thinking approach and overall game plan

with the primary goal of developing a sustainable competitive advantage through
understanding customers' needs and wants (Farkash, 2021). According to Barone in his
article entitled “Marketing Strategy” stating that marketing strategy is a business’s game plan
for reaching prospective consumers and turning them into customers of their products or
services. Having this in their business gives the owners an advantage over their competitors
and allows them to identify the areas affected by business growth. As a result, it leads to the
development of a business plan that is responsive to the needs of customers as well as the
call of time to the business's location, such as the COVID-19 at the moment. Business
owners are challenged to develop a proactive marketing strategy in response to the problem.

Online business is a type of business on the internet that sells products, services, or
advertising online (Leyva, 2008). It is also a kind of business or commercial transaction that
includes sharing information across the internet (Davies, 2004). Online businesses have
become common as a way of life for many people nowadays, especially in Bogo City. People
have started to involve themselves in the world of online business. The number of online
businesses in Bogo City is running smoothly and continuously increasing because of the
large number of customers. Furthermore, an online business needs to have an applicable
marketing strategy to use. Because according to Lyfe in his article entitled “The Importance
of a Marketing Strategy for Businesses Today” that marketing will guide the business owners

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in almost every business decision they make and highlight the path, they are taking to meet
their specific objectives and goals.

Online businesses have been changed by technology into an infinite marketplace

where it has become more convenient and efficient for both sellers and customers. Since
online businesses have had such a significant impact on the economy, researchers are
looking into the factors that affect the marketing strategies of online sellers in Bogo City.
Fashion clothes are the most common type of product that an online seller would sell. It is
somewhat the basic needs of society that touch everyday life, starting from affecting what is
worn, eaten, a way of life and how to look at yourself. Therefore, the fashion clothing
business is growing rapidly (Putri, 2017). Fashion clothes are the most in-demand product in
online business and this needs analysis of popular and attractive clothing features (Chen &
Luo, 2017). In addition, the fashion clothing online business is highly in demand and follows
the trend of the millennials in the new generation (Rossi, 2016). According to the Pew
Research Centre (2010), millennials have been living their lives online for years, and
purchasing online has become an important component of their lives. Furthermore, online
fashion clothes in Bogo City are continuously increasing as the most in-demand type of
online business. Moreover, according to Statistica in its article entitled "Market Demand in
Clothing in the Philippines from 2011 to 2013, with Forecasts until 2018," states that
clothing market demand in the Philippines has risen steadily in recent years.

Thus, this study emphasized the fashion sellers in Bogo City, where the researchers
selected 30 online sellers who have been in business for a year or more. Those years of
experience mean that they are eligible to answer the online survey because it relates to their
durability and consistency. The purpose of this study is to determine the factors that affect
the marketing strategy of an online business, especially in the fashion clothing online
business.

B. Statement of the Problem

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 This study aims to determine the factors that affect the marketing strategies of fashion
clothes online business in Bogo City.

Specifically, it aimed to answer the following:

1. What is/are the marketing strategy/strategies utilized by the online sellers in Bogo
City?
2. What are the factors that affect the marketing strategies of fashion clothes online
sellers?
3. How do those factors affect the marketing strategies of online business?

C. Research Objective

This study aims to determine and answer the following:

a. To determine the factors affecting the marketing strategies of fashion clothes

online selling business.
b. To ascertain the marketing strategy/strategies applied by the online sellers in
Bogo City
b. To find out the benefits that online sellers can get in their marketing strategy,
c. To identify the fashion clothing online sellers' responses to the factors that affect
the marketing strategy of their business,

E. Significance of the Study

Online Seller. This study will help them identify the factors affecting the marketing
strategies of online fashion clothes business amid pandemic in Bogo City. It provides
further information that helps their online business improve throughout the
pandemic.

Consumers. The study will help consumers become more knowledgeable in purchasing
fashion clothes online. It assists them in choosing high-quality products that implies
the accuracy of an online seller.

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 Researchers. The study is academically significant to the researchers since it gives
them an overview of the factors affecting the marketing strategies of online fashion
clothes business amid pandemic in Bogo City. It also provides them with additional
information, which they can apply once they have completed their academic careers.

F. Definition of Terms
The following terms were defined according to how they are being used in the study:

Business. It refers to an organization engaged in online selling activities.

Fashion Clothes.  It refers to the product that online sellers will sell. The most in-
demand product that is most requested by consumers.

Marketing Strategies. It refers to the process that online sellers will apply in their
business.

Online Business. It refers to a process of selling online through the use of internet.

Online Seller. It refers to a person who sells fashion clothes product on the internet.

CHAPTER II
REVIEW OF RELATED LITERATURE

This section presents the relevant concepts, principles, and studies related to the
study. It recognizes the significance of various factors that affect the marketing strategy of
the online clothes business and its goals and objectives. It shows crucial articles and
journals that have a relationship with the study.

A. Related Literature
According to SendPulse website entitled "Online Business," online business is a
business conducted entirely on the internet and may encompass selling goods and

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services. It also offers an unparallel opportunity to run a business worldwide (Stanislow,
2021). Creating an online business has the advantage of being low-cost but effective at
attracting customers 24 hours a day (Santos, 2020). Moreover, online businesses are very
profitable because they don’t require any overhead costs like rent, employees, or a storefront
to operate (Hajoary, 2021). People are becoming increasingly interested in starting their own
online businesses. The most significant advantage of online businesses is that startup costs
are much lower (Stone, n.d). This kind of business helps people create and sell products.
Even if the product(s) do not appear to be suitable for online sales, the presence of an online
business will help buyers find the business (Hartley, 2016). In addition, running an online
business can be a useful and profitable way of doing business because it offers greater
flexibility for business owners and customers.

Online selling is a new feature in business systems. It is a powerful tool for

streamlining business processes, cycle time, and organizational costs, as well as staying at
home, maintaining social distance, protecting from viruses, and enlightening relationships
with both customers and business partners (Alam, 2020). In the world of online selling, both
businesses and customers get the long end of the stick. Once online can draw customers to
their sites, they have the potential to reach a range of customers that doesn’t exist for the
traditional store owner (Stater, 2005). Online selling had become more convenient and easier.
According to Frishman in her article entitled “Studies of Online Selling,” states that success
in selling products on the internet is achieved in the same way that it is in the physical
world: by understanding and addressing the demands of buyers. Selling directly online
expands the online seller's reach. Online sellers can see how people interact online, what
products their customers or buyers are interested in, and how much the average purchase
cost. Selling products online requires more than just setting up a website and uploading
product images; success requires passion, expertise, and marketing know-how (Fuscaldo,
2021).

Fashion clothes has become an irreplaceable part of every individual human being
in the twenty-first century, as it is regarded as a means of expressing one's personality to the
outside world (Wazarkar et al.,2020). This type of product is the most common that any
online sellers would sell, because there are lot of people who are online sellers could do
market. The increase in demand in the fashion clothes in the online world owes itself mainly

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to the improvement in returns policies (Smith, 2019). As stated in Smith’s article entitled
“Most Sold Products Online” claimed that fashion remains the queen of sales and it is the
marketable product worldwide. Fashion clothes are entering a new world that also obtains a
lifestyle (Soto, 2004). Fashion clothes are now dominating in different countries because
people are now obsessed with buying clothes for their fashion lifestyle. Fashion clothes are
also becoming easier to follow than ever before, owing to the explosion of fashionistas on
social media (Arnold, 2022). Moreover, fashion clothing improves self-esteem. Fashion
clothing does not always reflect what is shown on the runways at the time, but it can help
determine what is the appropriate style statement for a person. It enables the individual to
improve his or her personality in order to appear presentable and feel good about himself or
herself (Das, 2017). In general, being fashionable is a way to boost market vitality and
promote social progress. It not only satisfies a person's desire for beauty, but it also adds
color to their lives, and it will help people increasingly focus on their desire for beauty.
Furthermore, it has the potential to make a favorable impression on others (Hwang, 2018).

Marketing strategy has long been a focus of organizations and a tool for improving
overall firm performance (Saif, 2015). A marketing strategy aids in the discovery of areas
affected by organizational growth and, as a result, aims for the development of an
organizational plan to meet customer expectations. It also helps in determining the right
price for an organization's goods and services based on market research data (DePino, 2020).
Marketing plays a vital role in any and all businesses because it provides both economic and
social benefits by bridging the gap between sellers and customers. Marketing strategy is a
concept that is central to the practice of marketing and is at the conceptual heart of the field
of strategic marketing. Moreover, creating a strong online marketing strategy will help the
business grow (Lake, 2021). In the world of business, especially online business, online
sellers need to develop a marketing strategy to ensure that the target people are relevant to
the business. The more time an online seller spends on developing a clear strategy, the more
opportunities to sell will be created. In addition, marketing strategy is the application of a
strategic way of thinking in the field of marketing. It is the process by which a business can
direct its resources toward greater opportunities to increase sales and gain a competitive
advantage. Typically, marketing strategies are based on the concept of customer satisfaction.
When marketing strategy is integrated into the business strategy, it is most effective. In that
case, it defines how the organization interacts with its customers, plans, and deals with
competitors (Cravens & Piercy, 2006). Given that customers are a business's primary source

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of income, marketing strategy is strongly intertwined with sales. The primary goal of
marketing strategy is to align marketing with the business's goals and objectives (Kriemadis
& Terzoudis, 2007). A marketing strategy also serves as the foundation for marketing plans,
and vice versa. A marketing strategy is a set of actions that improve a marketing plan. As a
result, marketing strategy is the foundation of a marketing plan designed to meet market
needs and achieve marketing objectives (McDonald, 2002). 

B. Related Studies

Local Study

According to Desiderio, in her article entitled "Businesses Urged to Use Internet to

Push Products," it demonstrates that businesses should use the internet to promote their
products and services because more customers are going online to research before making
purchases. Starting an online business in the Philippines is the best way to gain experience
in business management. It doesn't take much money to get started, and the risks of
running an Internet-based business are manageable (Aganan & Santos, 2019). Moreover,
many Filipinos welcome the new opportunity of selling goods and products online since 16%
of the population uses the internet (Termulo n.d). Furthermore, local online business
transactions in the Philippines reached PHP 1 billion as the country entered the first century.
It demonstrates that transaction sales increase by at least one billion dollars per year. If the
current trend continues, the figure could reach PHP 20 billion as more businesses conduct
online transactions. If there is significant economic growth over the next ten years, these
estimates may even double or triple (Toral, 2004). In addition, online business allows people
to build their brand and gain the credibility that they need to attract more customers
(Sharma, 2015).

Online selling has become a necessity and a driver of growth for online businesses in
the Philippines (Arreola, 2020). According to Genie in its article entitled "Best Research About
Online Selling in the Philippines," states that online selling in the Philippines demonstrates a
consumer-driven economy, which explains why the use of online business platforms is
increasing. Online sales witnessed significant growth in customer behavior (Mallorca, 2020).
Moreover, online selling has become popular in this generation, and it has had a significant

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impact on consumer behavior (Fandialan, 2019). Furthermore, because of the products that
online sellers sell, online selling has an impact on consumer behavior. Through selling
online, it can help the company reach new markets and increase sales and revenue. If a
person wants to sell to other businesses, he or she can use the Internet to find sales leads,
announce tenders, and offer products for sale (either through their own website or through
an e-marketplace site.

According to Terell, in her article entitled "Fashion Industry: A Resource Guide," it

states that the rise of the Internet has had an impact on all aspects of the fashion industry,
not just the selling end. It plays a role in supply chains, advertising, communications, brand
awareness, and other areas, and it has blurred the distinction between business and
consumer. Social media channels have become important not only for selling fashion, but
also for forecasting and determining future trends. Furthermore, fashion clothing items
represent the market's reaction to the current trend, whereas basic clothing items are
effective at meeting market demands (Diaz et al., 2021). Fashion clothing products are in
high demand in the Philippines because it makes customers obsessed with wearing and
buying clothes for their fashion styles every day. Through the use of social media and other
technological advancements, fashion's new circular economy could become just as influential
(Madsen, 2020). 

The marketing strategy's contribution to the organization lies in the formulation of

strategies to select the right customer, build trusting relationships with them, and create
growth. As a result, in order for the organization to deal with the outside world of customers
and competitors, it is necessary to train and motivate all employees within the organization
to provide an appropriate level of service to customers. A marketing strategy is also a way of
providing quality goods for a customer that satisfies their needs while also offering an
affordable price to the customer and engaging in wider distribution with an effective
promotion strategy (Combard, 2009). Moreover, having accurate and reliable information on
customers is an essential ingredient in strategic marketing; organizations or businesses can
develop a customer information file that is accessible and designed to aid decision-making
with the help of modern technology and appropriate software (Ricardo et al., 2012). In
addition, marketing is seen as a key approach to achieving business objectives. As a result,
effective tools are critical to achieving those goals. Many online sellers use online marketing
to promote and advertise their products and services. The use of social media as a marketing

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strategy has grown significantly and has become one of the most comprehensive modern
marketing strategies established as a result of the growth of the digital market (Gazal et al.,
2016).

Foreign Study

Online business has been identified as a powerful method of conducting business,

which entails buying and selling goods and services on a virtual platform (Kiboro, 2018).
Moreover, internet-based businesses are expected to grow by 10% over the next decade,
allowing business owners and consumers to overcome time and distance constraints in
online transactions while benefiting from the global market (Sanchez et al., 2019).
Businesses nowadays are using the internet to gain a new dimension of communication with
other businesses and organizations (Tekin et al., 2018). According to the Malaysian
Communications and Multimedia Commission, online business establishments have
flourished in recent years as a result of the government's efforts to promote this sector.
However, in 2017, the online business market contributed only 6.3 percent of total gross
domestic product (GDP). Furthermore, many online business owners lack capability,
technical, and business skills, which leads to poor online business performance (Domenico &
Sharma, 2015).

In the world of online business, many people are encouraged to do online selling.
Online selling is now the most convenient way to sell goods or products to a customer.
According to Frishman, in her article entitled "The Basic Level Expert Authors," it states that
the online selling field may appear to have an infinite scope, with millions of potential
customers all over the world. However, success in selling collectibles on the Internet is
achieved in the same way that success in the physical world is achieved: by understanding
and meeting the needs of buyers. Knowing and understanding customer needs is central to
any successful business, whether it sells to individuals or other businesses. Furthermore,
selling products and services online can help the business become more profitable and
successful. It is also distinct due to the large number of customers to reach (Peraut, 2018).
Online sellers use social networks to sell their products or services over the internet, offer
additional products and services based on previous purchases, respond to consumer
inquiries, and finally evaluate the satisfaction of their customers with their offerings, all
without having to deal with the customers physically (Pookulangara and Koesler, 2011).

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 Fashion is an interactive process in which aspiring members of society consciously
project their bodily selves in a distinctive manner through clothing style. Fashion clothes are
the kinds of products that most people, especially online sellers, sell. Fashion clothing has
become increasingly mass-produced in standard sizes and sold at fixed prices (Steele, n.d).
People's clothing reveals their personalities, cultures, backgrounds, age, and a variety of
other personal factors, so people are observed wearing their individual styles (Tienari et al.
2009). Moreover, fashion clothing is entering a new world that is acquiring a lifestyle (Soto,
2004). Because fashion trends differ at least slightly from place to place, different styles are
better suited to different climates and areas. Clothes help to prepare people for whatever life
throws at them, but fashion keeps up with the current crazes and changes that people face,
so that they are all ready for whatever life throws at them. Fashion can also be considered a
part of a person's culture. It enables people to demonstrate their values. Fashion clothes
exist to preserve that honor while also allowing for some expression, if desired. Fashion gives
people complete control over conveying any message they want. For some, fashion is more
than a hobby or an interest; it is a way of life (Triplett, 2020).

Marketing is commonly defined as the process by which businesses create value for
their customers and build strong customer relationships in order to receive value in return
(Cavusgil & Zou, 2004). A strategy is a company's game plan for competing and surviving in a
volatile environment. According to Mohamed et al. (2004), marketing strategy is a process
that can allow an organization to concentrate its limited resources on the greatest
opportunities to increase sales. It is also something that every business needs and utilizes in
order to advertise their products or services and attract current or potential customers.
Determining the best methods of marketing for your specific target audience is important
because it can vary for different demographics and people you're trying to attract (Kang,
2013). When it comes to online business, the most significant barrier is the lack of resources.
A marketing strategy will help to build relationships with customers (Fiore et al., 2013).
Small businesses, particularly those operating online, do not have the same marketing
strategies as large corporations or businesses (Moorman & Day, 2016). Strategic market and
competitor analysis, as well as adjusting marketing strategies to meet target revenue and
profitability goals, are tasks for small business owners, particularly online business owners
(Hurst et al., 2013).

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 CHAPTER III
METHODOLOGY

This chapter presented the research and subjects of the study, sampling technique,
research instrument, procedure of data gathering, statistical treatment, collection of
materials, and preparation of treatment, which are necessary for the study’s objectives.

A. Research Design

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 This study obtained a quantitative design where the researcher used a standardized
questionnaire from the research and websites conducted by Goel (2016) entitled, “Factors
Affecting Digital Marketing,” Olenski (2017) entitled, “Factors that can Break your Marketing
Strategy,” ClickTecs Website (2014) entitled, “Benefits of Internet Marketing,” Tutorial Points
Webiste (2004) entitled, “ Impact of Online Marketing- Pros and Cons,” and Indeed Editorial
Team (2021) entitled, “Effective Selling Strategies,” these will serve as a guide in order to
meet the research objectives and to ensure the necessary availability and relevance.

B. Subjects of the Study

The respondents of this study will be the fashion-clothes online sellers in Bogo City.
The respondents of this study are the fashion-clothes online sellers in Bogo City who have
more than one year of experience in the business.

C. Sampling Technique
According to Bogo Online Seller Facebook page, there are 290 fashion-clothes online
sellers in Bogo City. The researchers utilize the Slovin's Formula to get the sample size of the
number of respondents.

Slovin’s formula: n = N / (1+Ne2)

Whereas:
n = sample size
N = population size
e = margin of error (0.09)
n= 290/ 1+290 (0.09)2
n= 290/1+290 (0.0081)
n= 290/1+2.35
n= 290/3.35
n= 86.5
n= 87

With 290 as the total number of fashion-clothes online sellers, using a Slovin’s
formula with 91% confidence level, researchers are required to conduct a survey to 87

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number of respondents as the sample size.

D. Research Instrument
In this study, the researcher’s used a survey questionnaire that was drawn out
based on the researcher’s reading and cited references from Goel (2016) entitled, “Factors
Affecting Digital Marketing,” Olenski (2017) entitled, “Factors that can Break your
Marketing Strategy,” ClickTecs Website (2014) entitled, “Benefits of Internet Marketing,”
Tutorial Points Webiste (2004) entitled, “ Impact of Online Marketing- Pros and Cons,”
and Indeed Editorial Team (2021) entitled, “Effective Selling Strategies,” that relates to
and is pertinent to the conducted study, which will later on be used to utilize the future
collection of the data required.

E. Procedure of Data Gathering

The researchers used a standardized questionnaire from research and websites
conducted by Goel (2016) entitled, “Factors Affecting Digital Marketing,” Olenski (2017)
entitled, “Factors that can Break your Marketing Strategy,” ClickTecs Website (2014) entitled,
“Benefits of Internet Marketing,” Tutorial Points Webiste (2004) entitled, “Impact of Online
Marketing- Pros and Cons,” and Indeed Editorial Team (2021) entitled, “Effective Selling
Strategies.” The questionnaire will be administered online to strictly follow the COVId-19
health protocols. The questionnaire is consist of 10 questions that relates to the factors that
affect the marketing strategy of the online fashion clothes business. The responses of the
respondents will then be collected, analyzed, and interpreted.

F. Statistical Treatment
The data gathered from the questionnaire was carefully recorded in table, analyzed
and interpreted accordingly based on the results of the statistical treatment. In this study the
researchers used descriptive statistics because it is used to present and summarize the data
in a more reveling overall patterns and make it easily manageable which allows simpler
interpretation of the data. Descriptive statistics such as percentage and mean were
considered in the study of Factors Affecting the Marketing Strategies of Online Fashion
Clothes Businesses Amid Pandemic in Bogo City. The data gathered from the respondents'

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survey questionnaires will be utilized to build a comprehensive depiction of an accurate
record of responses.

The following statistical tools employed in the analysis:

a. Frequency and percentage distribution is a table format arrangement of data by

categories along with the frequency of each response.

F
Formula: %= x100
N
% is the percentage
F is the Frequency
N is the total number of respondents
100 is a constant value

b. Mean is used to get the total mean score of each statement.

Σx
x̄=
N

Where: x̄ is the mean

Σx is the sum of population

N is the number of respondents

G. Collection of Materials
The researchers gathered relevant information through primary and secondary
sources regarding the Factors Affecting the Marketing Strategies of Online Fashion
Clothes Businesses Amid Pandemic in Bogo City. The researchers will conduct an online
survey with a sample size of 85 online sellers with more than one year of experience as
the sample size.  In this study, researchers used a standardized questionnaire from
research and websites conducted by Goel (2016) entitled, "Factors Affecting Digital

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 Marketing," Olenski (2017) entitled, "Factors that can Break your Marketing Strategy,"
ClickTecs Website (2014) entitled, "Benefits of Internet Marketing," Tutorial Points
Website (2004) entitled, " Impact of Online Marketing- Pros and Cons," and Indeed
Editorial Team (2021) entitled, "Effective Selling Strategies," which serves as a guide in
making an adequate and effective questionnaire prior to the research objectives.

H. Preparation of Treatment
In preparation of this treatment, the researchers will organize and collect the data
coming from the responses of Fashion Clothes Online Sellers. To obtain an overall outcome of
the data gathered, researchers used descriptive statistics in which the arrangement of data
interpretation should be considered. The treatments used in the study are frequency and
percentage distribution, as well as mean.
I. Percentage
This will be used to calculate the frequency counts and percentage distributions
of the respondents.

F
Formula: %= x100
N

% is the percentage

F is the Frequency

N is the total number of respondents

100 is the constant value

II. Mean
This will be used to calculate the average populations in the data.

Σx
Formula: x̄=
N

Where: x̄ is the mean

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 Σx is the sum of population

N is the number of respondents

Σx 274
x̄= = =
N 85

Population 274

Respondents 85

Total Mean 3.223

Chapter IV
This chapter presents the analysis and interpretation of data gathered from the study
conducted in finding out the factors affecting the marketing strategies of online fashion
clothes business amid pandemic in Bogo City.

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 Table 1
Marketing Strategy Used by Online Sellers in Business
Marketing Frequency Percentage Rank
Strategies
Social media 51 60% 1
marketing
platforms such
as Facebook,
Instagram, and
Twitter

Engaging in 11 12.9% 2
recruiting an
online reseller

Aligning your 11 12.9% 2

customer’s
needs

Indulging live 10 10.6% 3

selling activity

Articulating a 4 3.6% 4
clear sales
message

In the first table, which is the marketing strategy used by online sellers in their
business, 51 of the online sellers answered the social media marketing platforms such as
Facebook, Instagram, and Twitter as their marketing strategy in their business, which has a
total percentage of 60%, which led to the 1st rank. Second, out of 87 respondents, 11 of the
online sellers engaged in recruiting an online seller and aligning the needs of the customer,
which has a total percentage of 12.9%, which led to the 2nd rank. Third, 10 online sellers
responded that they engage in live selling activity as their marketing strategy, with a
percentage of 10.6%, putting them in third place. Lastly, 4 online sellers answered the
question by articulating a clear sales message as the marketing strategy, which had a total
percentage of 3.6% and led to the 4th rank.

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 Table 2
Advantages of Using Marketing Strategies
Advantages Frequency Percentage Rank
Greater customers 31 36.6% 1
reach
Can sell the 28 32.9% 2
product in any area
or place
Bring in New 18 20.5% 3
Customers
Helps Brand your 7 7.1% 4
Business
Not confined to the 3 2.9% 5
limitations of
physical place

In the second table entitled "advantages of using marketing strategy," among the 87
respondents, 31 online sellers answered the first choice, which is the greater customer reach.
That gave a total percentage of 36.6%, which led to the first place. Second, 28 online sellers
answered the second choice, which was to sell the product in any area or place that has a
percentage of 32.9%, which led to the 2nd rank. Third, 18 online sellers answered the third
choice, which is to bring in new customers, a percentage of 20.5% that led to the 3rd rank.
Fourth, 7 online sellers answered the fourth choice, which is to help the brand of the
business that has a percentage of 7.1% that led to the 4th rank. Lastly, 3 online sellers
answered the 5th choice, which is not confined to the limitations of a physical place that has
the percentage of 2.9% that led to the 5th rank.

Table 3
Reason of Online Sellers Coming Up with Marketing Strategies
Reasons Frequency Percentage Rank
To keep your 65 75.6% 1
business
consistent and
relevant

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 Target your 56 65.1% 2
customers
accordingly
To rely on 42 48.8% 3
customers with
your business
To ensure 40 46.5% 4
transparency in
your business

In the third table, which is entitled "Online sellers coming up with marketing strategy,"
Among the 87 respondents, the total number of answers was 203. As a result, 87
respondents chose this option, and it received a total of 56 responses, yielding a percentage
of 65.1% and placing second. Second, the second choice, which is keeping the business
consistent and relevant, has a total number of 65 answers that has a percentage of 75.6%,
which led to being in the 1st rank. Third, the third choice, which is to rely on the customers
with the business, has a total number of 42 answers, which has a percentage of 48.8%,
which led to the 3rd rank. Lastly, the last choice, which is to ensure transparency in the
business, has a total of 40 answers, which has a percentage of 46.5%, which led to the 4th
rank.

Table 4
Extent of Business Cycle the Marketing Strategy Get Affected by The Covid-19
Scopes Frequency Percentage Rank
Communicating 57 66.3% 1
the value to your
customers
Competitors, both 49 57% 2

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 existing ones and
new ones
Pricing 48 55.8% 3

An understanding 46 53.5% 4
of your target
market
Business sales 41 47.7% 5

Among the 87 respondents of online sellers in Bogo City who answered the survey, the
study shows that 57, or 66.3%, of the respondents claimed that communicating the value to
your customers is one of the factors of marketing strategies affected by COVID-19. Therefore,
researchers concluded that the choice "Communicating the Value to Your Customers" will be
placed in the first rank as it is the highest among the choices that were given. On the other
hand, 49, or 57%, of the respondents stated that competitors, both existing and new, are one
of the factors affecting marketing strategies as a result of the COVID-19. Thus, researchers
concluded that the choice of "competitors, both existing ones and new ones," will be placed in
the second rank. While 48, or 55.8%, respondents claimed that pricing is also one of the
factors in marketing strategies that area affected by COVID-19. Thus, researchers concluded
that the choice "Pricing" will be marked as third rank. On the contrary, there are 46, or
53.5%, respondents who claimed that understanding your target is one of the factors
affecting marketing strategies. Thus, researchers concluded that the choice "An
understanding of your target" will be placed in the fourth rank. Finally, 41, or 47.7%, of
respondents stated that business sales were one of the factors of marketing strategies
affected by COVID-19. Hence, researchers concluded that the choice "Business Sales" will be
marked as fifth rank as it is the lowest of the choices that were given.

Table 5
The Execution of the Marketing Strategies, Considering the Current Situation
Ways Frequency Percentage Rank
By determining my 70 82.4% 1
customers’ needs
and wants
Go with the current 53 62.4% 2
trend

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 By thinking of a 53 62.4% 2
better strategic
plan to maintain
my business

Among the 87 respondents of online sellers in Bogo City who answered the survey, 70,
or 82.4%, claimed that determining the customers’ needs and wants is one of the factors of
marketing strategies to come up with a solution considering the current situation. Therefore,
researchers concluded that the choice "By determining my customers’ needs and wants" will
be placed in the first rank as it is the highest ranked choice among the choices that were
given. While 53, or 62.4%, claimed that following the trend and thinking of a better strategic
plan to maintain the business are two of the factors of marketing strategies to come up with
a solution considering the current situation. Thus, researchers concluded that the choices
"Go with the current trend" and "By thinking of a better strategic plan to maintain my
business" will be placed in the second rank since they have the same frequency and
percentage.

Table 6
The Impact of the Factors of Marketing Strategies on the Online Sellers’
Business
Factors Frequency Percentage Rank
Selling comparable 28 31.8% 1
products
Customers 13 15.3% 3
dissatisfaction

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 High-pricing 18 21.2% 2

Low promotion 9 10.6% 4

Improper business 9 10.6% 4

plan
Mismanagement of 8 9.3% 5
funds

Others 2 1.2% 6

Among the 87 respondents of online sellers in Bogo City who answered the survey, the
study shows that 27 or 31.8% of the respondents claimed that selling comparable products is
one of the factors of marketing strategies that affect the online sellers' online business. Thus,
researchers concluded that the choice "selling comparable products" will be marked as first
rank as it is the highest ranked choice among the choices that were given. While there were
18 or 21.2% of respondents who claimed that high- pricing is one of the factors that affect
online sellers' online business. Thus, researchers concluded that the choice "high-pricing"
will be placed in the second rank. The study shows that 13 or 15.3% of respondents claimed
that customer dissatisfaction is also one of the factors of marketing strategies that affect the
online seller's online business. Therefore, researchers concluded that the choice "high-
pricing" will be placed in the third rank. On the other hand, 9 or 10.6% of respondents
claimed that low promotion and improper business planning are two of the factors that affect
the marketing strategies of online sellers. Therefore, researchers concluded that the choices
"Low promotion" and "Improper business plan" will be placed in the fourth rank since they
have the same frequency and percentage. Based on the data, 8 or 9.3% of respondents
claimed that mismanagement of funds is one of the factors of marketing strategies that affect
the online seller's online business. Therefore, researchers concluded that the choice
"mismanagement of funds" will be placed in the fifth rank. Lastly, 2 or 1.2% of respondents
claimed that, aside from the choices they were given, there are other factors that affect the
marketing strategies of an online business. Thus, researchers concluded that the choice
"Others, please specify" will be marked in the sixth rank as it is the lowest of the choices that
were given.

Table 7
Impact of Factors to the Online Business

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 Impacts Frequency Percentage Rank
It leads to the risk 37 42.4% 1
and failure of a
business
It leads to slow loss 27 30.6% 2
of interest in
continuing online
business
It leads to a slow 23 27% 3
performance of
business

The chart shows information about the impact of factors on online sellers of fashion
clothes have on their businesses amid the pandemic. It can be seen that "It leads to the risk
and failure of a business" was the most favored answer with a total percentage of 42.4%,
which led to being in the 1st rank. "It leads to a slow loss of interest in continuing online
business" with a total percentage of 30.6%, which led to being in the 2nd rank. "It leads to a
slow performance of business", with a total percentage of 27%, which led to being in the 3rd
rank. Overall, we can see that there are different impacts of factors on online sellers'
businesses, as there's a big difference in all the respondents' answers. 

Table 8
Hindrances that Online Sellers Faced in Indulging the Business
Hindrances Frequency Percentage Rank
Lots of competitors 72 83.7% 1
with the same
products
Encounter 60 69.8% 2
irresponsible

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 buyers
Customer’s high 51 59.3% 3
expectations
Low sales 46 53.5% 4

Time consuming 43 50% 5

The chart shows information about the hindrances that online sellers of fashion
clothes face while indulging in this type of business. It can be seen that "lots of competitors
with the same products" was the most favored answer, with a total percentage of 83.7%,
which led to being in the 1st rank. "Encounter irresponsible buyers" with a total percentage
of 69.8%, led to the 2nd rank. Customers' high expectations, with a total percentage of
59.3%, led to the 3rd rank. "Low sales", with a total percentage of 53.5%, led to the 4th rank.
And lastly, "time-consuming" with a total percentage of 50%, which led to being in the 5th
rank. Overall, there are different hindrances online sellers face, which can be seen in the big
difference in their answers regarding the factors being given.

Table 9
Ways of Coming Up with Solutions
Ways Frequency Percentage Rank
Giving discounts 60 69.8% 1
and freebies to
those who are
repeat customers

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 Having promos 25 29.1% 2

Patience 1 1.2% 3

As shown in the 9th chart, among the 87 respondents gathered to answer the survey,
what ways did the resellers come up with as a solution considering the current situation and
countless competitors? The 1st rank has 69.8%, or 60 out of 87 resellers, answered that
"giving discounts and freebies" is a great idea to execute, especially with their repeat
customers. While on the 2nd rank, some resellers stated that "having promos" is somehow a
help in their opinion. Whereas it has a count of 29.1%, or 25 out of 87 sellers who agreed.
While the last and 3rd rank, which has the least number of answers with a count of 1.2%, or
1 out of 87, who answered that "patience" is one of the characteristics that a seller should
have, to sum it all up, it is evident that most of the resellers' ways of coping with the present
problem in their business is by "giving discounts and freebies" to their customers.

Table 10
Keys that Fuel the Business Success
Keys Frequency Percentage Rank
Being proactive 84.9% 1
and responsible 73

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 reseller

Approachable and 64 74.4% 2

communicative

Item prices are 56 65.1% 3

lower compared to
other sellers

As shown in the 10th chart, among the 87 respondents gathered to answer the survey
on what keys fueled their business success in Bogo City, the first place has been attained by
84.9 percent, or 73 out of 87, of those who responded that "being proactive and responsible
seller" is the best option if they are most eager for their business to succeed, whether in the
long or short run. For the 2nd rank, which states that being "approachable and
communicative" is also a good way to help fuel business success, has a count of 74.4%, or 64
out of 87 respondents who agreed. While in the 3rd rank, it also states that "item prices are
lower compared to other sellers", which is also a great technique that will help attract
customers to buy their products. Whereas it has a count of 64.1%, or 56 out of 87 online
sellers who agreed. So, to summarize everything, it can be clearly understood that the
reseller's most suited and relevant answer to the question is to be a "proactive and
responsible seller."

Chapter V

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 This chapter presents the summary of findings of this study, the conclusions derived
from these findings and the researchers’ recommendations for the future researchers’ similar
concern.

Findings

1. The most relevant marketing strategy used by online sellers in Bogo City, out of
87 respondents gathered, there were 60% respondents who answered “social
media marketing platform such as Facebook, Instagram, twitter”. While 12.9%
respondents answered “engaging in recruiting an online seller,” with the same
percentage as “aligning the customers’ needs.” Some 10.6% respondents who
answered “articulate a clear sales message.”

2. The advantages that the online sellers in Bogo City said that they have got by
using marketing strategies, out of 87 respondents gathered there were 36.6%
online sellers who answered “greater customer reach.” While 32.9% respondents
answered “can sell product in any area or place.” Some 20.5% respondents
answered “helps brand your business.” Lastly, 2.9% respondents answered” not
confined to the limitations of physical place.”

3. Reasons of online sellers in Bogo City upon coming up with a marketing strategy,
out of 87 respondents gathered there were 75.6% respondents who answered “to
keep your business consistent and relevant.” While 65.1% answered “target your
customers accordingly.” Some 48.8% respondents answered “to rely on
customers with your business.” Lastly, 46.5% respondents “to ensure the
transparency in your business.”

4. The business cycle and marketing strategies of online sellers in Bogo City that got
affected by Covid-19, out of 87 respondents gathered there were 66.3% who
answered “communicating value to your customers.” While 57% respondents
answered “competitors both existing ones and new ones.” Some 55.8%
respondents answered “pricing.” Lastly, 47.7% respondents answered “business
sales.”

5. Online sellers in Bogo City’s way of executing their marketing strategies

considering the current situation, out of 87 respondents gathered there were
82.4% respondents who answered “by determining my customers’ needs and

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 wants.” While 62.4% respondents answered “go with the current trend” with the
same percentage as “by thinking of a better strategic plan to maintain my
business.”

6. The impact of the factors of marketing strategies on the online sellers business in
Bogo City, out of 87 respondents, there were 31.8% or 27 respondents who
answered "selling comparable products", 15.3% or 13 respondents who answered
"customers dissatisfaction", 21.2% or 18 respondents who answered "high
pricing", 10.6% or 9 respondents who answered "low promotion", 10.6% or 9
respondents who answered "Improper business plan", 9.3% or 8 respondents who
answered "mismanagement of funds", 1.2% or 1 respondents who answered
"others".

7. Impact of factors to the online business of online sellers in Bogo City, out of 87
respondents, there were 42.4% or 37 respondents who answered "it leads to the
risk and failure of a business", 30.6% or 27 respondents who answered "it leads
to slow loss of interest in continuing online business", 27% or 23 respondents
who answered "it leads to a slow performance of business".

8. The hindrances that online sellers faced in indulging the business in Bogo City
during the pandemic, out of 87 respondents, there were 83.7% or 72 respondents
who answered "lots of competitors with the same products", 69.8% or 60
respondents who answered "encounter irresponsible buyers", 59.3% or 51
respondents who answered "customer's high expectations", 53.5% or 46
respondents who answered "low sales", 50% or 43 respondents who answered
"time consuming".

9. Online sellers’ ways of coming up of solutions in regarding with the current

situation, out of 87 respondents there were 69.8% or 60 respondent who
answered "giving discount and freebies to those who are repeat customers", 29.1
or 25 respondents who answered "having promos", 1.2% or 1 respondent who
answered "patience".

10. Keys that fuel the business success, out of 87 respondents, there were 84.9% or
73 respondents who answered "being proactive and responsible reseller", 74.4%
or 64 respondents who answered "approachable and communicative", 65.1% or

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 56 respondents who answered "item prices are lower compared to other
resellers".

Conclusion

Some factors of marketing strategy have a negative impact on both businesses and
online sellers. Factors such as selling comparable products, customer dissatisfaction, high-
pricing, low promotion, mismanagement of funds, and poor business planning can all have
an impact on the business, particularly for online sellers who want to be successful. Factors
like selling comparable products can influence customers’ choices of where and whom to
purchase, especially if they offer affordable and low prices. Customer dissatisfaction can also
lead to low sales in a business. Factors like high-pricing can lead customers to find other
stores to purchase products that suit their needs and also offer a friendly price. Moreover,
factors like low promotion can also lead to the business not being known to the customers.
Aside from that, factors like mismanagement of funds can put the business at risk, and also
factors like improper business planning can also lead to the business having slow
performance.

Recommendations

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 It is very important to identify first what are the factors that can affect the marketing
strategy in the business. Online sellers be able to create a concrete marketing strategy to
solve and to find solutions brought by those factors in order to make the business grow.

1. Make use of social media platforms. One of the most common ways to market
to your customers is through social media platforms. There are billions of people
who are active on Facebook, Twitter, and Instagram. Hence, by using this
platform, it is easy to access customers.
2. Develop a Marketing Plan. By developing a marketing plan, it helps a business
identify its target market and how your product or service can benefit them. It
also determines how you can attract new customers and encourage your current
customers to keep buying your product or service.

3. Be Active Online. When you are active online, it makes it much easier for
customers to easily find you. It allows you to build your brand and gain the
credibility that you need to attract more customers.

4. Establish a website. Having a website allows you to make a great first

impression and reassure customers that you are a legitimate online business.
One of the most important things you can do is show off your brand to potential
customers.

5. Be a risk-taker. Engaging in business needs to have the attitude of being a risk-

taker. In a business, there are many challenges and problems that may arise that
will cause the owner to experience difficulties in how to manage the business. An
owner who is a risk- taker can be able to find a solution and create a concrete
marketing strategy immediately that will help the business avoid the factors and
problems that are arising.

6. Be A Good Communicator. A good communicator has a big benefit in the

business world. Communication is very important to socialize and interact with
customers in order to have knowledge of what their needs and wants are. Better
communication leads to the performance of the business becoming good.

7. Create a SWOT analysis. Creating a SWOT analysis can greatly assist a

business in identifying its strengths, weaknesses, opportunities, and threats.
Through this analysis, it will guide the business to recognize the factors that will

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 affect the marketing strategy and, by that, it will make a contribution to the
business by creating a suitable marketing strategy to solve the specific factor.

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