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CHAPTER 1

INTRODUCTION

Online business has transformed the way consumers shop and

businesses reach their market. It has been quite fast growing as years pass by.

Having a successful business is one of the ultimate goals of entrepreneurs and

just like others no one want to fail the business. Traditional business, have

Customer satisfaction is the most important determinant in a marketing field

study. According to Chung and Shin, customer satisfaction is a causal element,

when the customer decided about the pursue or avoid transaction with online

distributor. Satisfaction is the estimation of the amaze relevant to the buying

decision of the product and utilization experience of the products and services

[5]. Disconfirmation theory argues that satisfaction is expounded to the

dimensions and direction of the disconfirmation expertise that happens as a

result of comparison service performance against expectations. It is a judgment

that a product or service feature, or the merchandise or service itself, provided an

agreeable level of consumption - related fulfillment, together with levels of under-

or over fulfillment [relied only on differentiation of products and services to retain

the customers and also to satisfy the customers. However, times have changed,

due to fierce competition from new players entering the market, imitation of new

features and increase in number of new offers, customers have acquired new

choices and they have also become more price sensitive, which has forced
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marketers to adapt differentiated and customer oriented strategies in order to

enable them to stand out in the competition and gain a competitive edge. Most of

the entrepreneurs today, believe that selling online is the best step to do to

drastically improve customer satisfaction, increase sales, and streamline

processes. The consumers‟ satisfaction is a paramount for any firm of marketing

strategy, because it is the key in creating a long-term relationship in the

customers, without a good relationship, the business will not survive. Business

need money to survive, and in order to make money, business really need the

customers.

Online shopping is becoming a popular method for selling and purchasing

goods, due to many reasons. Because of the busy schedule of people, they face

the problem in time consuming. As a solution for that problem, people tend to use

online shopping. Because of online shopping facility, people have ability to get

full information about the product which they plan to purchase; they can review

variety of products and can choose most compatibility item for them. There are

no any local or international barriers in the online shopping. Therefore, people

can purchase and consume not only local product but also product from foreign

countries.
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Background of the Study

In the 1991 internet was commercialized and it is the birth of the e-

commerce. Today‟s shoppers combine online shopping with real life shopping,

using access to Wi-Fi and the show rooming trend. They often make purchases

in a retail stores at the same time as using mobile devices to buy something

online.

Online shopping is one of the easy processes to buy goods and services

using internet. This has grown in popularity in just a short period of time, mainly

because people find it convenient and easy to shop from their place. One of the

most entrancing factors about online shopping, particularly during a holiday

season, is it alleviates the need to wait in long lines or search from store to store

for a particular item. (Daud, 2014); (Rekha-Verna, 2014)

Philippines, according to Eshopworld.com, there are at least 37.7 million

e- commerce users in the country in 2018 from the 30.2 million estimated in

2016. This is why online shopping grows bigger in the Philippines in the past few

years.

A study conducted as early as 2015 found that 9 out of 10 Filipinos

preferred online shopping (E-commerce). As the same study found that

convenience, cheaper prices and special deals were the leading reasons for the

respondents‟ preference for online shopping.

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Purchased behavior is influenced by the consumer‟s perception

(Boundless, 2016). The way a consumer responds to certain online products is

determined through his/her purchase behavior like his/her product choice and

even the brand choice. The worth of a product in the minds of the consumer is

very much capable in predicting the purchase intentions of the products (Chen

and Dubinsky, 2003)

However, from the consumers view one of the factors make online

shopping attractive is the choices or category of products in online shops, such

as clothing, appliances, cosmetics, etc. This is to have the consumers which

category will fit their taste in choosing products. To many people, products are

defined by their attributes – what the product does, what it looks like, its features,

etc. Patricia Sorce (2005) find out that while older online shoppers searched for

significantly fewer products than their younger counterparts, they actually

purchased as much as younger consumers. Age explained more variance in

purchasing behavior if the consumer had first searched for the product

online.(Patricia Sorce, 2005); (Li, 2002); (Liven, 2003)

Hence, this prod the researcher to do a research to determine whether the

online consumers from Fairview, Quezon City are buying in the said categories

and to know the reasons why are this categories they usually buy.

In addition, this research may help aspiring entrepreneurs establish a

marketing strategy to increase their sales specially those who are planning to use
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and are using internet as a venture to sell their products and services. Thus this

will provide them a picture of possible consumers--- who they are, what they buy,

and how to reach them.

Statement of the Problem

The researchers endeavor to look into the product category that mostly

buys by Online Shoppers in Fairview, Quezon City.

Specifically the study was designed to arrive at answers to the following:

1. Demographics ( Gender, Age, Occupation, Salary)

2. What product is usually purchased?

3. Online safety and assurance

Scope and Delimitation

The General intent of this study is to determined and analyze the product

category does Online shoppers buy the most in terms of online shopping and e-

commerce.

The factors of this research were Online Shoppers who engaged on buying

products in online shopping.

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This research limited within costumers who are buying various category

products in online shopping with a minimum of 20 online shoppers around

Fairview, Quezon City.

As with most researches, this study has some limitation. This study will

only focuses on Online shoppers and their buying behavior for various category

products and not intended to cover and discuss about the Entrepreneur who

engaged on online business.

This Empirical research could also be carried out to find out the similarities

and differences of online shoppers in terms of analyzing product category and

comparing the perception of online shoppers.

This paper conducted to provide deeper insights, discernment and

research-based information.

Significance of the Study

This study will be great benefits to the following:

To Online Seller. This study will provide knowledge to well-informed and

cultivated the minds about the consumer preference for various products in the

field of online shopping.

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To the Students. This study will give information and contribute to more

effective entrepreneurs‟ preparation for addressing the factors that may help for a

business growth .It is hoped that students with an insight in business will be able

to grasp those information. To be able to have prior knowledge on how they can

be a successful one.

To Future Online Seller. This study serves as the inspiration for future

online seller. The researchers construct this study because of the potential boon

that it may be to future online seller who are struggling or hesitant to initiate

business of their own. Each individual has reasons for avoiding business

ventures: However, with this study, the researchers hope to inspire online sellers

to learn .Giving consumers deal may give knowledge and encourage to transform

fear or hesitance into thriving, passion –filled world changing businesses.

To Future Researcher. This study will help them as a future basis on the

future research, and can help to achieve more understanding and this matter

also, to analyze and form a new hypotheses regarding to Online Shopping.

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Definition of Terms

Brand consciousness - the awareness of a brand as a distinct product

separate from others.

Category- any of several fundamental and distinct classes to which entities or

concepts belong.

Convenience- fitness or suitability for performing an action or fulfilling a

requirement.

Customer- one that purchases a commodity or service.

Demographic- a number or collection of different things especially of a particular

class.

Ecommerce- refers to both online retail as well as electronic transactions.

Endeavor- to attempt something, such as the fulfillment of an obligation by

exert of effort.

Online Shopper- the one who buy product in online seller.

Online Shopping- the process of buying goods and services from merchants

over the Internet.

Privacy- the quality or state of being apart from company or observation.

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Product- the number or expression resulting from the multiplication together of

two or more numbers or expression.

Satisfaction-the discharge of a legal obligation or claim.

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CHAPTER 2

THE REVIEW OF RELATED LITERATURES AND STUDIES

RELATED LITERATURE

Filipino shoppers are filling their shopping carts with more personal care

products, according to a recent study by Kantar Worldpanel,

“In fact, within the personal care mega sector, we‟ve found that Filipinos

are prioritizing skincare products (hand and body lotion, facial care, liquid soap

and bar bath soap),hair care products (shampoo, conditioners and treatment)

and oral care (toothpaste and toothbrush). In addition, they are also spending

more on rising categories namely, wipes, colognes, diapers and deodorants,”

Deocareza added. But according to Nielsen, Philippines bares the top 50

Consumer Packaged Goods (CPG) that Filipinos buy the most- Softdrinks, wines

and spirits, and biscuits. These 3 product categories topped all 50 in the

Consumer Packaged Goods (CPG) that Filipinos buy the most, according to a

Nielsen Philippines study.

"The report also includes data on household reach and media investments

that can answer questions such as: 'How are my categories performing versus

competing categories? Which categories are the largest and have the widest

buying base, and Which categories are driven by media spend?'" Jamieson

stated.
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According to the statistic of Global online shopping preference 2017, by

category, by J. Clement of Statista

Online or in-store shopping preference for selected product categories by

consumers worldwide as of 2017

This statistic presents the online or in-store shopping preference for

selected product categories by consumers worldwide as of 2017. During the

survey period, 60 percent of respondents stated that they preferred to purchase

books, movies, and video games online. The three biggest online stores „revenue

amounted to almost 100 billion US dollars in 2017.

These related literatures that the researchers gathered may answer or give

additional data to the problem. Such as knowing what product categories are

mostly buy by online consumers, locally or internationally. Once the researchers

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gathered data by their own ways, the researchers may compare the output of

their study and give additional information to these related literatures that can be

used by the beneficiaries of this study.

Men aren’t willing to shop online as much as women, survey finds

by Lauren Thomas

Women are increasingly more reliant on the internet to make purchases, while

men still prefer bricks and mortar, according to a new survey from First Insight.

The survey found that men are less likely to use Amazon to shop for the best

price. Fewer men also subscribe to Amazon Prime, and fewer embrace mobile

shopping, according to the study.

“Men are destination drivers. ... They go in stores to touch and feel,” First

Insight‟s Greg Petro told CNBC. “They like to a execute deal [at stores] and then

bring items home with them.

Female shoppers, he said, don‟t necessarily feel the need to go to stores in the

same way. “This changes the ways retailers and brands need to react,” he said.

First Insight, a technology company that helps retailers select the optimal price

for their products, is releasing the results of its study Monday morning at the

ShopTalk conference in Las Vegas. It surveyed 1,000 consumers in December

about their shopping behaviors, online and offline.

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With a gender gap driving a wedge between how women and men make

purchases, retailers should take notice.

Businesses should be re-evaluating the inventory they carry in stores on a more

segmented level, Petro said. With men looking for more products in person, for

example, brands should have more options for them on the floor. Women,

however, might only want to see a few of the best-selling items on display.

Chances are they‟ve already looked online or they‟re planning to make a decision

online later.

“I think the data suggests women are more price sensitive and more bargain

hunters ... and are more apt to execute a deal on value or price than men are,”

Petro said. Whereas “men are willing to wait longer” but don‟t necessarily do their

research ahead of time.

According to First Insight‟s survey, men will more likely shop at full-priced

retailers (42 percent), over discount or off-price retailers (18 percent). Women

prefer discount retailers (38 percent) over full-price brands (31 percent).

Some of female shoppers‟ favorite stores included TJ Maxx, Marshalls and

Homegoods, the study found, while fewer men cited visiting these locations as

frequently. Those three brands are all owned by TJX Cos.

Businesses still have a long way to go to meet shoppers‟ expectations online and

in stores, taking this “gender divide” into consideration, Petro said.

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“I don‟t think the industry is doing a good job at all, quite frankly, in differentiating

itself,” he said. “Retailers who used to be able to set their own trends now don‟t

have the listening mechanisms to understand where consumers are headed.

They are used to leading instead of responding.”

Shoppers‟ preferences today are changing more rapidly than ever. Most want

new products, and fast, on a consistent basis. The trends have fueled

subscription services such as Stitch Fix, which offer new options every month.

And women have also fueled a demand for better mobile apps. Forty percent of

women report frequently using their phones to shops, compared with just 22

percent on men, according to First Insight.

The Top 5 Most Popular Categories Purchased Online Are…

A majority of online consumers around the world claim to buy entertainment

(61%) and service (56%) categories more often online than in-store. And while

fewer (38%) say they buy durables such as fashion, IT/mobile and electronics

more often online, that still outweighs the share (22%) that buy them more in-

store, according to a Nielsen study.

Overall, Fashion emerges as the category with the greatest online purchasing

penetration, according to the survey of more than 30,000 online consumers

across 64 countries. Some 61% of respondents reported buying in this category

online in 2018, just ahead of the 59% who make Travel purchases online.
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Rounding out the top 5 categories in terms of e-commerce penetration are Books

& Music (49%), IT & Mobile (47%) and Event Tickets (45%).

Problems Customers Face While Shopping Online

It‟s easy. It‟s quick and it‟s literally a click away. That‟s online shopping for you.

But is it that simple? Not exactly. There are many issues with online shopping

faced by the consumers. And these challenges are not limited to fake products or

hidden costs

Customers like to shop at websites that offer them convenience, are easy to

browse through, aesthetically appealing and provide relevant information. When

the website is not optimized right, it leads to the case of abandoned carts, order

cancellations or returns. This is being supported by a CMO.com study that while

43% of the purchases are influenced by online information, online sales are only

9% of in-store sales

1. Product Quality

This is the most common problem faced by customers who shop online regularly.

The quality of the product is often not up to the mark with what is presented in

the pictures. With the competition growing in the e-commerce industry, as many

websites become a marketplace for sellers to sell their products, and the issue of

fraudulent sellers is increasing. The checks on registration are poor and selling

poor-quality in the name of brands is becoming increasingly common. Even

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worse, quality-checks have become so rare with the magnitude of online sales

which is soaring high.

2. Logistics are a mess

This is another common issue faced in online shopping. Barring a few websites,

delivery and logistics is a major issue. Websites are becoming so casual about

the delivery quality of products. So many times, either the package is lost or

damaged while in transit. Customers are facing a troubled time with the tracking

systems which do not accurately locate the product. Often customers choose

same-day-delivery by paying a few extra bucks only to get their product

delivered.

Many of these companies do not follow the stipulated time limit, leaving

consumers confused as the products come in too late. The issue is the same with

returns. You place an order for the returns to be picked up and there is no

response. They will send the delivery guy when they seem fit, almost never

according to the promised time. Sometimes customers receive the product after

the need is over.

3. Delivery Time Is Not Clear

So many times, the delivery time is not clearly stated in the order process. More

often than not, consumers do not know when the product will be delivered.

Consumers buy a product and the eCommerce businesses do not even state the
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time of delivery. Many a times, these orders take more time than expected to be

delivered.

It‟s important for buyers to have realistic expectations and know when they can

expect their orders. It is important for people to know when their product is

arriving so that they can plan their day accordingly. Customers often complain

that the delivery boys do not even call them before arriving to deliver the product.

The best thing is to check with the website about the estimated time of arrival of

a certain product before you place the order.

7 REASONS WHY CONSUMERS LOVE TO SHOP ONLINE RATHER THAN

OFFLINE MODE

Shopping is a necessity and not all are pleased with the idea of going out and

shop as the mere thought of eternal waits, queues, and the crowd will put off any

interest to step out of your home. Once the online stores hit the market, it

revolutionized the way people shop. People just grew fond of this idea and they

just love online shopping. Here are the seven reasons why.

 Being Able to Shop in a Convenient Way

Convenience is the first and foremost factor when it comes to your lifestyle and

online shopping cater to it big way. You can be at home or practically anywhere

and do your shopping, which is a liberating experience.

 Being Able to Shop 24 x 7

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There is no opening time and closing time. You do not have to rush from your

work to be able to do your shopping. This adds to the convenience and makes

online shopping all the more appealing.

 Wide Variety and Choices

All major brands are online, which makes it easier to buy quality products

enabling to choose from a variety of online stores. If you do not like something,

you can always go to the other online shop easily without feeling awkward to

walk out. The vast choice of products at one point is definitely a major plus in the

online shopping.

 Low Cost

Most online shops give a great reduction in the price and most of the time

unbelievable prices too! This is an enticing factor which makes people prefer to

buy online. Quality products at a cheaper rate at the convenience of your home!

Who would want to resist it?

 Avoiding Traffic Menace

Going out to shopping has its woes such as traffic, being able to deal with the

crowd, waiting for the sales person to attend to you, long queue at the billing

section, etc. The online shopping rules out the chances of these happening at

one go.

 Reduction of Expenses
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There are other associated expenses; from the fuel for your vehicle to the snacks

and other refreshments, and unnecessary impulse buying. In online shopping,

you avoid all these extra expenses and also get a fabulous reduction in the

products to reduce your expenses further.

 Comparison of Prices

On a physical store, if you find something good, but expensive, you have no way

to find out whether someone else is selling it at a cheaper price, while at the

store. On the other hand, in online shopping at the click of one button, you are

able to gather all the information regarding the prices and you can readily buy

from another site which offers a better price.

There could be other personal reasons for not wanting to go alone to shopping,

or there are practical issues in traveling to a retail store or simply not having

enough time to go for shopping. Whatever it is, no one can deny the power

gained by the consumers to be able to shop online. It is certainly an empowering

and liberating feeling for an online shopper and it is here to stay for a longer time.

Why Shopping Online Is Better Than In Store

Since the rise of large internet-based e-commerce sites, the growth of online

shopping has been exponential, with a huge increase in the number of

consumers choosing to buy online rather than in-store. Many traditional retailers

have also followed suit, with most shops now having a dedicated e-commerce
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website from which consumers can make online purchases, from high street

brands to charities. Even brands which no longer exist on the high street are

often available online. With new services such as Click and Collect blossoming

on the internet, here are some of the reasons why online shopping is better than

purchasing in-store.

 EXTRA PRODUCTS ONLINE

It is no secret that most stores have a larger amount of stock online than at their

physical locations. Due to the capacity of warehouses and the space constraints

of local stores, you can often access a much larger range of products online, and

search buttons make it even easier to find the products that you want in a

minimal amount of time.

Being able to access more products from certain brands online is especially

important if you live in a small town or in an area without a large local shopping

area. Not only this, but many stores offer online exclusive items that are not

available in stores, encouraging you to purchase specialist and limited edition

items off the internet.

 DISCOUNTS AND VOUCHER CODES

Although it is often rare to find an in-store voucher unless the store is hosting a

special event, many retailers offer a copious amount of vouchers to be used

online as part of their marketing promotions. Many third-party websites offer

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vouchers that can be used online rather than in-store. Additionally, websites often

have more exclusive sales and discounts than in physical stores, and you may

be able to find products that were not discounted in-store available online for a

much cheaper price. You are then able to pick these products up from your local

store or get them delivered to your house.

The internet is also home to many discount websites and third-party retailers who

offer goods at reduced prices, meaning that you can find the same product for a

fraction of its net value. This gives consumers a much broader access and ability

to find the latest deals and promotions.

Gen Z and the Transformation of Online Shopping

By Michael Mothner

The spark of change has begun in the world of online shopping, and Generation

Z is at the forefront of the metamorphosis. But who is Generation Z?

Gen Z describes a group that's far from underwhelming. Individuals in this

category include teens and those in their early 20s, born after the millennial age.

Millennials, or those born between 1980-1995, currently are a primary target for

advertisers and brands. However, the post-millennial demographic is rapidly

evolving into the most influential group of online shoppers.

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It‟s time for marketers to customize their ads and go from two-dimensional pieces

to interactive experiences if they want to keep up with Gen Z‟s unique way of

shopping.

In 2017, a report found that 60 million Gen Zers reside in the U.S. and have a

total spending power of $44 billion annually. What makes this upcoming

generation so distinct is the fact that they were born into an entirely online world.

Being digital-born makes Gen Z the “relative experts” in social media channels.

As the largest demographic group in the U.S., Gen Z stands on its own in terms

of the way it prefers ads and shops in the digital sphere.

[Battle of the Brands] Lazada vs Shopee: Which is the Better Online

Shopping Site? by Venus Zoleta, on category "Personal Finance"

Lazada online shopping has a combination of retail and marketplace models. It

started and continues to use a retail model in which it manages and sells

inventory from its own warehouses. Eventually, it added a marketplace model,

opening its doors to third-party merchants who sell their products using the e-

commerce platform.

Shopee online shopping works a bit differently, adopting a purely marketplace

model. This means all products sold on the site come from third-party retailers.

Because it doesn‟t have its own inventory or warehousing, it uses third-party

logistics companies for product deliveries.

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Lazada and Shopee also differ in terms of generating revenues. In addition to the

sales from its retail business, Lazada charges third-party sellers a commission

fee for every item sold through the site. On the other hand, Shopee doesn‟t

charge commissions. There‟s no official information online on how exactly

Shopee earns from its business.

Which Categories Are Most Popular With Online Shoppers Across the

World?

Online shoppers believe that the main advantages offered by e-commerce over

in-store buying are the ability to take time to think about things, benefit from

special offers or better prices, and greater choice. That‟s according to

DigitasLBi‟s latest annual Connected Commerce study, which surveyed 1,000

internet users aged 18-64 in each of 15 countries.

The report contains a variety of interesting data concerning online shopping. For

example, respondents clearly favor price as the main purchase driver (46%

claiming as top motivation), far ahead of other drivers such as the product not

being available in-store (18%) and the shopper wanting to stay at home (14%).

When shopping online, 62% do so alone, while 38% are accompanied by

someone else. And of note, fully 1 in 4 purchases are made while watching TV.
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RELATED STUDIES

Consumer Buying Behavior of Online Shopping - A Study

T.Kavitha, Assistance Professor, Dept. of Commerce (S.F), Vivekananda

College, Agasteeswaram, Tamilnadu

Abstract

The new technology has radically changed the tradition way of doing

online Shopping business. Online Shopping has become new type of retail

Shopping. Online Shopping strengthening their sale base an financial resources

by developing their own e-product and service to suit changing needs of the

customer. The main objective of this study is to analyze buying behavior of

customer towards online Shopping and to examine the problems of Consumer

while doing with Online Shopping. The advancement in the technology paved

new ways of delivering shopping goods facilities to the customer, such as Online

Shopping. Online Shopping has become a popular shopping method over since

the internet has declared to take over

Effects of Online Shopping trend Consumer Buying- Behavior : An Empiril

Study of Pakistan

Dr Rizwana Bashir*,Irsa Mehboob**,Waqas Khaliq Bhatti***

Abstract
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This research paper examines the relationship between various factors

that affect the consumer behavior towards online shopping. Online shopping

refers to the recent trends of being able to buy everything from home. The focus

of this research is to explain the influence of five major variables that were

derived from literature. These variables are trust, time, product variety,

convenience and privacy, which determine how consumer-buying behavior is

reflecting online shopping trends. Data was collected through the use of a

specified measuring instrument. This instrument was a completely self-developed

and standardized questionnaire that comprised of two sections. The statistical

analysis of the data reflects that trust and convenience will have great impact on

the decision to buy online or not. Trust is been considered as the most relevant

factor affecting the customer‟s buying behavior towards online shopping when it

comes to younger generation.

Effects of Online Shopping on Consumers Buying- Behaviour

Abstract

This study investigates numerous factors that impact buyer's behaviour

during online purchase at any E-commerce business site. In this paper author

has used Exploratory Factor Analysis to determine the factor that put a significant

impact on customer buying behaviour during online purchase. Under this repost

authors has examined 20 factors and tried to find out their impact on buying

behaviour by the means of a self-designed questionnaire. Author has examined

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200 potential online customers with respect to trust and innovation and their

mentalities furthermore, expectations to shop online at specific sites. We found

that Customer benefits, Fast economic and secured purchase, Trend with

technology, Easy availability were showing significant impact on consumer

buying behaviour.
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Conceptual Framework

INPUT

 Profile of Online Shoppers

a. Name
b. Gender
c. Age
d. Occupation
 Level of satisfaction of costumers.
 Costumers concern in online shopping
a. Brand consciousness and trust
b. Convenience
c. Time
d. Variety
e. Privacy

PROCESS

Analysis of data through:

 Survey Questionnaires

OUTPUT

 Determines the mostly buy product category among

online consumers around Fairview, Quezon City

 Determining the costumers concern in buying

products online.

 Determining the level of satisfaction in the product

category cited.
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Theoretical Framework

As Cited by Kirsten Burkard ( February 2015) ,there are five types of

online shoppers and how to get them to buy: Discount seekers, Wandering

Costumers, Impulse buyers, Need-based Shoppers, and Loyal customers. All of

the said types are adopted in this study.

Discount seekers are focused on the value they save. Buyers shop around,

searching multiple sites or stores trying to find the best price, and will always

base their buying decisions on how much they can save. 67% of costumers shop

this way.

Wandering shoppers spend a little and cost a lot. These customers have no

idea what to buy but a desire to make purchases quickly.

Impulse buyers want to stay informed. Costumers don‟t have specific

product in mind to shop. Instead, they simply make purchases when it sounds or

feels like a good idea. This are the buyers often obsessed having the latest

product.

Need-based costumers don‟t want to make wrong decision. These buyers

are on the hunt for something very specific. This includes the emotion of the

customers (trust), it is because they are afraid of choosing the wrong product.

Loyal customers genuinely care about the product. Customers recommend

the brand or product to other people. These types of online shoppers are
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conceptualized in the product categories that mostly buy by online shoppers in

the Philippines. This study assumed that the product category that usually buy by

online shoppers of Fairview, Quezon City in terms of costumers concern such as

brand consciousness and trust, pricing, time, variety, and privacy. Considering

the generally recognized concern of every customer in buying products online,

this study aims to find out what concerns and satisfaction of consumers in buying

online products for the year 2019.

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CHAPTER 3

RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to

identify, select, process, and analyze information about a topic. It allows the

reader to critically evaluate a study‟s overall validity and reliability. This section

answers two main questions: How was the data collected or generated? How

was it analyzed?

Research Design

A researcher wants to analyze the product category that consumers mostly

buy. Due to the nature of the study, the researchers decide to employ descriptive

design, using questionnaires with the minimum of 300 online consumers.

Respondents and Sampling Technique

A sampling technique is the name or other identification of the specific

process by which the entities of the sample have been selected. In non-

probability sampling, the samples are gathered in a process that does not give all

the individuals in the population equal chances of being selected. Non-

probability samplings include convenience sampling, consecutive sampling,

quota sampling, judgmental sampling, snowball sampling, and purposive

sampling. The respondents of this study are online shoppers around Fairview,
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Quezon City.

Participants are selected on the basis of the accessibility considering the

particular subset of people, geographic data of the respondents.

There will be no rejected samples as long as the samples qualify the

standard information that researchers needed. The sampling type that the

researchers will use is a purposive sampling that is under non- probability

sampling, the population is divided into groups, based on their ages. Then, within

each group, a non- probability sample is selected.

Data Collection Method

The researchers provide a questionnaire as the primary data collection

instrument. The questionnaires are equipped with questions that will satisfy the

needed information and acquire decent results for the research. The

questionnaire is composed of more than five sets of subjective questions that will

be answered by the respondents. The questionnaires will require for the

demographic data specifically: respondent‟s name and age.

Same questionnaire will be given for every respondent.

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Chapter 4

RESULTS AND ANALYSIS

In this chapter the results from the questionnaire and the distribution of

collected data among the respondents has been discussed and presented.

The questionnaire was designed to collect primary data and further on to

analyze the data and how consumers behave against the importance of price,

convenience, time, variety and privacy when they purchase online. The ques-

tionnaire was divided to, first, the consumers profile or the demographics seg-

mentation among the respondents and second, to collect which product is usually

purchased by the respondents and lastly, to collect the data about the factors like

price, convenience, brand consciousness, safety, trust which effect directly and

indirectly to the decision making process and ultimately highlight the typical be-

havior of consumer while shopping online.

In general segmentation new have received following responses such as;

 SOP 1: DEMOGRAPHICS

Table 1: Gender Interpretation

Gender Frequency Percentage

Female 198 66%

Male 102 34%

 33

Grand Total 300 100%

The researchers used the formula frequency x=y. Frequency X shown the

total number of female and male respondents. While the Frequency Y shown the

total number of female and male respondents converted into percentage. Corre-

lating to the SOP 1, which is about demographics and the Gender that fall under

the sub- question about Consumer‟s Profile is one of the variables to identifying

the criteria to considered that this table presents, Female is the highest consum-

er on purchasing in online shopping than male, around Fairview.

According to Greg Petro at Center for Network Based Systems' (CNBC),

Women increasingly more reliant on the internet to make purchases, while men

still prefer bricks and mortar. Women are more prices sensitive and more bargain

hunters ... and are more apt to execute a deal on value or price than men are.

Figure 1: Gender Analysis

 34

Gender

34% Female
Male

66%

From the above table and figure, we can easily analyze that majority of the

females are respondents of the survey as compared to males we have 66% of

females and 34% percentage of males have participated in this survey. The sur-

vey was conducted in Fairview, Quezon City.

Table 2: Age Interpretation

Age Distribution Frequency Percentage

Below 20 132 44%
25-30 60 20%
31-35 53 17.67%
36-40 35 11.67%
41 and above 20 6.67%
Grand Total 300 100%

Correlating to the SOP 1, which is also about demographics and the Age

that fall under the sub- question about Consumer‟s Profile, The researchers
 35

found out that the age of 20 years old below or Generation Z (born between the

mid-90s – early 2000s) are more reliable to buy in online shopping, around Fair-

view.

According to Michael Mothner (Total Ratail), Gen Z has completely em-

braced social media, making it part of themselves. Social media is the most im-

pactful way to connect with Gen Z. That is why, younger consumers prefer shop-

ping online rather than in-store, Gen Z has introduced a slight shift in behavior.

They place more importance on the total experience, like the speed of their de-

livery, opportunities to provide feedback, and a visually appealing online dash-

board.

Figure 2: Age wise Analysis

Age

7%

12%
Below 20 years old
44% 21-30 yrs. Old
31-35 years old
17%
36-40 years old
41 yrs. Old and above

20%
 36

From the figure named as age wise analysis, it is clear that in this survey

we have 132 frequencies in the age below 20 with percentage 44% which is the

highest percentage among other age distribution. In age distribution of 25-30 we

have 20% ,31-35 with 17.67% and 11.67% fall in 36-40 age and the rest 6.67%

fall in more than 41 years old respondents. The questionnaire responses mainly

show the young generation which is actively part of the research

Table 3: Occupation of the Respondents (Interpretation)

Occupation Analysis Frequency Percentage

Student 141 47%
Service Industry 66 22%
Financial Industry 42 14%
Trading Industry 28 9.33%
Others() 23 7.67%
Grand Total 300 100%

Correlating to the SOP 1, which is about Demographics and relating to Ta-

ble 3, Occupation of the respondents are under the Consumer‟s Profile. The re-

searchers found out that student are more likely to buy online, with the frequency

of 141 and equivalent of 47% than to other respondents with their respective oc-

cupation.

Figure 3: Current Occupation of the respondents Analysis

 37

Occupation of the Respondents

50%
40%
30%
20%
10%
0%
Student Service Financial Trading Others
Industry Industry Industry
Axis Title

The highest frequency 47% among the respondents falls under the catego-

ry of Students followed by the 22 % who are in the Service Industry. A very nom-

inal percentage of almost 14 % categorized in the Financial Industry, followed by

the trading Industry with percentage 9.33% and 7.67% respectively.

Table 4: Income Distribution of the respondents Interpretation

Income Distribution Frequency Percentage

Less than P3000 141 47%
P3000 - P6000 43 14.33%
P6100 - P12000 32 10.67%
P12100 – P18000 40 13.33%
More than P 18000 44 14.67%
Grand Total 300 100%

Correlating to the SOP 1, which is about demographics and the sub- ques-

tion 4 / Table no.4 is one of the variables for identifying the criteria to considered
 38

the currently monthly income of the consumer who engaged on buying in online

shopping. Based on the result, highest frequency income distribution is less than

3000 which is equivalent to 47%. The results also rely on the table 3 which is the

allowance mostly of the students.

Figure 4: Income Distribution among respondents Analysis

Current Monthly Income

Sales

More than P18,000 0.1467

P12,001-P18,000 0.1333
P6,001-P12,000 0.1067
P3,001-P6,000 0.1433
Less than P3,000 0.47

From the survey it was analyzed that the highest frequency in income dis-

tribution falls under less than P3000 with percentage of 47% maybe females of

our majority respondents are students who rely on their monthly allowances.

Table 5: Frequently buy online (Interpretation)

How frequently do you

Frequency Percentage
shop online?
Everyday 25 8.33%
2 times a week 60 20%
 39

Weekly 57 19%
Once a month 118 39.33%
Every 2 – 3 months 40 13.33%
Grand Total 300 100%

Correlating to the SOP 1, which is about demographics and the sub- ques-

tion 5 / Table no.5 about on how frequently, do the consumers buy online. The

researcher found out that most of the online shoppers buy a particular product

once a month.

Based on the Invesp, more than half (62%) of US consumers with Internet

access now shop online at least once a month. In relation to our study it con-

cludes that out of the 300 online shoppers there are 118 consumers who buy

online at least once a month.

Figure 5: Frequently buy online Analysis

FREQUENCY

8%
13%

Everyday
20%
2 times a week
Weekly
Once a month
40% Every 2 – 3 months
19%
 40

As we can see in the table we conclude that most of the online shoppers

usually shop once a month. Out of the 300 respondents there are 118 or 39.33%

of the customers shop only once a month. But then there are 20% of the con-

sumers who buys 2 times a week.

 SOP 2: WHAT PRODUCT IS USUALLY PURCHASED?

Table 6: Shop Interpretation

Which particular shop

Frequency Percentage
do you buy?
Lazada 157 52.33%
Shopee 139 46.33%
Others() 4 1.33%
Grand Total 300 100%

Correlating to the SOP 1, which is about demographics and the sub- ques-

tion 6/ Table no.6 in which particular shop does online shoppers buy the most.

Based on the table provided, online consumers considered Lazada as particular

shop that they mostly spend their time to purchase products.

Lazada online shopping has a combination of retail and marketplace mod-

els. It started and continues to use a retail model in which it manages and sells

inventory from its own warehouses. Lazada loads faster and has a neater and

more organized. Lazada‟s products pages have more detailed and easy-to-read
 41

product descriptions with more images than its competitor. (Venus Zoleta, "Per-

sonal Finance")

Figure 6: Shop Analysis

SHOP
1%

Lazada
46% Shopee
53%
Others()

There are 157 or 52.33% respondents who purchases online in Lazada

while there are 139 or 46.33% online shoppers who buy in Shopee. There are

only four customers who purchases in other online shops.

Table 7: Category Interpretation

What categories do you

Frequency Percentage
purchased the most?
Makeup 63 20.45%
Clothing 88 28.57%
Home appliances 41 13.31%
Gadgets 53 17.21%
 42

Health and Personal care 34 11.04%

School Supplies 17 5.52%
Kitchenware 9 2.92%
Others() 3 0.97%
Grand Total 308 100%

Relating to the SOP 2, which is about what products usually purchase,

and the sub- question 7/ Table no.7, what product categories are mostly pur-

chase by online consumers. The researchers found out Clothing are the mostly

buy by the online consumers around Fairview, Quezon City.

According to MaketingChart.com, online shoppers believe that the main

advantages offered by e-commerce over in-store buying are the ability to take

time to think about things, benefit from special offers or better prices, and greater

choice. Fashion is the most commonly purchased e-commerce category in 9 of

the 15 markets covered, including the US, where 88% report purchasing clothes

online.

Figure 7: Category Analysis

What categories do you purchased the most?

100
80
60
40
20
0
Makeup Clothing Home Gadgets Health and School Kitchenware Others()
appliances Personal Supplies
care
 43

Most of the online buyers usually buy in different category. 88 of the cus-

tomers commonly buy in the clothing category, 63 in the make-up and 53 out of

the 300 respondents buy gadgets. And there are only 3 or 0.97% purchase in

other category.

 SOP 3: ONLINE SAFETY AND ASSURANCE

Table 8: Consideration Interpretation

Why do you choose to buy

Frequency Percentage
online?
Very convenience and time saving 135 43.13%
Low Price 98 31.31%
Product Variety 26 8.31%
Service Quality 34 10.86%
Brand consciousness and trust 15 4.79%
Safe and secure 5 1.60%
Grand Total 313 100%

Relating to the SOP 3, which is about the Online Safety and Assurance,

and the sub question to table 8, why do you choose to buy online. Based on the

table above, online consumers are primarily considered the importance of con-

venience and time saving when it comes in buying online.

A study conducted by the online shopping expert says, the most conven-

ient aspect of the internet is its time saving nature, making online shopping per-

fect for those individuals whose busy lifestyles prevent them from visiting the high
 44

street on a regular basis. Rather than spending hours browsing through multiple

shops, you can buy products in a couple of clicks online.

Figure 8: Consideration Analysis

Why do you choose to buy online?

Frequency Percentage

0.4313

0.3131
135
98
0.0831 0.1086
26 34 0.0479
15 0.016
5
Very convenience Low Price Product Variety Service Quality Brand Safe and secure
and time saving consciousness and
trust

Most of the online shoppers buy online because of its contingency and

time saving. But 31.31% of costumers are purchasing online because of low pric-

ing.10.86% are buying online regarding of the service quality together with the

product variety that pass to 8.31% of costumers over 100%. Lastly, only few cos-

tumers (1.60%) are trusting online for its safeties and secureness of a product to

purchase.

Table 9: Problems Encountered

Problem encounter Frequency Percentage

Safety of Payment 68 22.30%
Cheap quality of product 73 23.93%
Warranty and Claims 39 12.79%
 45

Delivery too slow 61 20%

Non- delivery 16 5.25%
High shipping cost 35 11.48%
Others() 13 4.26%
Grand Total 305 100%

Relating to the SOP 3, which is about the Online Safety and Assurance,

and the sub question table 9 about the problem that online consumer encounter

in buying in online shopping, based on the result on the table provided, the most

common issues and problems that they encounter when it comes to purchasing

product online is about the Cheap quality of the product.

The quality of the product is often not up to the mark with what is present-

ed in the pictures. With the competition growing in the e-commerce industry, as

many websites become a marketplace for sellers to sell their products, and the

issue of fraudulent sellers is increasing. The checks on registration are poor and

selling poor-quality in the name of brands is becoming increasingly common.

Even worse, quality-checks have become so rare with the magnitude of online

sales which is soaring high, According to Ice Cube Digital.

Figure 9: Problem Analysis

 46

Problem Encountered
30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
Safety of Cheap Warranty Delivery too Non- High Others()
Payment quality of and Claims slow delivery shipping cost
product

Problem Encountered

The most encountered problems by online shoppers are the cheap quality

of products. Followed by the 22% of costumers that encountered the problem in

safety of payment and 20% from 100% of them said that the deliveries are too

slow. The warranty and claims plus the high shipping cost are also the problem

of other costumers. Non-delivery is also the concerns of 5.25% of costumers and

the 4.26% have other concern in purchasing online.

Table 10: Satisfaction

Satisfaction Frequency Percentage

Strongly Agree 80 26.67%
Agree 148 49.33%
Neutral 68 22.67%
Disagree 2 0.67%
Strongly Disagree 2 0.67%
Grand Total 300 100%
 47

Relating to the SOP 3, this is about the Online Safety and Assurance, and

the sub question according to table 10 about the Satisfaction of the online con-

sumer. Based on the table provided, out of 300 respondents 148 are agreeing in

buying online.

Online shoppers believe that the main advantages offered by e-commerce

over in-store buying are the ability to take time to think about things, benefit from

special offers or better prices, and greater choice. Which surveyed 1,000 internet

users aged 18-64 in each of 15 countries. That‟s according to DigitasLBi‟s latest

annual Connected Commerce study (marketingcharts.com).

Figure 10: Satisfaction Analysis

Satisfaction
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Strongly
Agree
Agree Neutral
Disagree
Strongly
Disagree
 48

Almost half of the costumers agree in buying online, and 26.67% are

strongly satisfied for the performance of online shops. 22.67% of the buyers are

still not sure for the effectiveness of the online shops. And the remaining 4% are

not convinced in buying online.

CORRELATION

Consideration Shopee Lazada Others

Very convenience and Time sav- 64 71 0
ing
Low price 41 54 3
Product variety 11 15 0
Service quality 14 19 1
Brand consciousness and Trust 6 9 0
Safe and secure 2 3 0

Based on the table above, out of 300 respondents, majority of the customers

chose lazada to shop with a total of 157, 71 said that the convenience and time

saving was they considered the most while 3 of them considered the safe and

security of choosing to shop online. And 139 of the customers said that they shop

from Shoppe, 64 of them considered also the convenience and time saving .total

number of 171 respondents and considering the convenience and time savings

of 71 respondents.
 49

160

140

120

100

80

60

40

20

0
Very convenience Low price Product variety Service quality Brand Safe and secure
and Time saving consciousness
and Trust

Shopee Lazada Others

Product Category Male Female

Makeup 3 60
Clothing 30 58
Home appliances 15 26
Gadgets 34 19
Health and personal care 9 25
School supplies 7 10
Kitchenware 3 6
Others() 3 0

Based on the table above majority of the respondents are female with the

total of 198 costumers, 60 of them said that the product category they purchased

the most is makeup while 6 of them purchased kitchenware. On the other hand,

out of 102 of male respondents 34 of them purchased gadgets, and there are 3

said that they bought either kitchenware makeup.

 50

100
90
80
70
60
50
40
30
20
10
0
Makeup Clothing Home Gadgets Health and School Kitchenware Others()
appliances personal supplies
care

Male Female
Home ap-

Personal

Supplies
Health &
Clothing

pliances

Gadgets

Kitchen-

Others()
Makeup

School

ware
care

Monthly
Income

Less than 31 40 4 21 17 14 1 0
P3000
P3000 - 10 21 5 10 7 2 0 1
P6000
P6100 - 9 10 6 3 3 0 2 0
P12000
P12100 – 9 10 9 6 1 1 1 1
P18000
More than 4 7 17 13 6 0 5 1
P 18000

Out of 141 respondents who has a current monthly income of less than

3000, 40 of them purchased clothing ,31 said makeup,21 said Gadgets,17 said
 51

health and personal care, and 14 said school supplies and 1 said kitchenware.

The respondents with a 3000 - 6000 monthly income who has 43 customers in

total 21 said they mostly purchased clothing,10 said makeup and gadgets, 7 said

health and personal care ,5 said home appliance, 2 said school supplies and no

one of them purchased kitchenware. The respondents with 6100 -12000 monthly

income who purchased clothing is 10 customers, 9 said its makeup ,6 said

home appliance,3 said gadgets and health personal care, 2 said it kitchen ware

and none of them purchased school supplies. The respondents with 12000-

18000 monthly income majority of them purchased clothing and Lastly, the re-

spondents with 18000 and above monthly income, home appliance is they pur-

chased the most with 27 customers.

45

40

35

Makeup
30
Clothing

25 Home appliances
Gadgets
20
Health & Personal care

15 School Supplies
Kitchen-ware
10 Others()

0
Less than P3000 - P6000 P6100 - P12100 – More than P
P3000 P12000 P18000 18000
 52

Home ap-

Personal

Supplies
Health &
Clothing

pliances

Gadgets

Kitchen-

Others()
Makeup

School
ware
care
Age

Below 20 years old 38 42 5 24 18 13 0 0

21-30 years old 15 18 4 18 5 3 1 1
31-35 years old 3 10 6 7 8 1 1 1
36-40 years old 5 13 9 3 3 0 3 0
41 years old and 2 5 17 1 0 0 4 1
above

Out of 132 customers of below 20 years old, 42 said its clothing, and least

of them said its home appliance. The age ranging 21 - 30 years old said its cloth-

ing and gadget, while few of them said its kitchen ware. The age ranging 31-35

years old said its clothing and least of them said its school supplies, kitchenware

and others. The age ranging 36-40, 13 of them choose clothing and least of them

said its gadgets, home appliances, and kitchenware. Lastly customers of 41

years old and above choose home appliance with 17 customers and few of them

with said its gadgets and others is what they purchased online.
 53

45

40

35

Makeup
30
Clothing

25 Home appliances
Gadgets
20
Health & Personal care

15 School Supplies
Kitchen-ware
10 Others()

0
Below 20 years 21-30 years old 31-35 years old 36-40 years old 41 years old
old and above

Health and
Home Ap-

Personal

Supplies
Clothing

pliances

Gadgets

Kitchen-
Makeup

School

Others
ware
Care
Occupation

Students 43 39 2 24 18 13 0 1
Service Industry 6 27 17 15 8 4 2 0
Financial Industry 2 13 11 9 5 0 2 0
Trading Industry 12 6 5 3 1 0 1 2
Others 0 3 6 2 2 0 4 0
Based on the table above, it correlates between the occupation of the re-

spondents and the product category. It shows the total number of the respond-

ent‟s occupation based on the product category that they usually buy. Based on

the table above, Students is the highest online shopper that buys online, around

Fairview, Quezon City, with over 141 out of 300 respondents. Considering

makeup, the product that usually buy by the Students with 43 respondents. While
 54

in Service Industry, clothing is the commonly product category that usually buy

with over 27 out of 66 respondents. Also, Clothing for Financial Industry, Makeup

for Trading Industry and Home appliances for others.

Others

Trading

Financial

Service

Students

0 5 10 15 20 25 30 35 40 45 50
Others Kitchen-ware School Supplies Health and Personal Care
Gadgets Home Appliances Clothing Makeup

Strongly Strongly
Product Category Agree Neutral Disagree
Agree Disagree
Makeup 9 37 14 3 0
Clothing 7 52 29 0 0
Home appliances 6 26 6 3 0
Gadgets 0 33 12 8 0
Health and per- 7 20 2 5 0
sonal care
School supplies 0 13 4 0 0
Kitchenware 0 8 1 0 0
 55

Others() 0 1 2 0 0

Based on the table provided above, it shows the correlation between the

satisfactions of the respondents to the product category. Clothing is the highest

product categories that usually buy by the online costumers, around Fairview,

Quezon City, with 88 out of 300 respondents. Considering 52 out of 88 agree to

the satisfaction of the the product, and out of 63 respondents from makeup cate-

gory, 37 agree to the satisfaction of the product, out of 41 respondents from

home appliances 26 of this agree, gadgets got 33 agree, health and personal

care 20, school supplies13, kitchen ware 8 and others got 1. The researchers

found out that online costumers from Fairview, Quezon City, satisfied about the

products from the online shops.

100
90
80
70
60
50
40
30
20
10
0
Makeup Clothing Home Gadgets Health and School Kitchenware Others()
appliances personal supplies
care

Strongly Agree Agree Neutral Disagree Strongly Disagree

 56

quality of

Warranty
products
Safety of

shipping
Payment

Others ()
too slow
Delivery

delivery
claims
Cheap

Non-

High
cost
Shop

and
Lazada 24 38 122 42 11 19 1

Shopee 15 49 27 17 5 16 10

Others 0 0 1 2 0 1 0

Based on the table above it shows the correlating between online shop

that usually used by the online costumers and the problem that they commonly

encounter. The researcher found out Lazada is the leading online shop with the

highest number of respondents that mostly used by the online costumers, around

Fairview, Quezon City, with over 157 out of 300 respondents. According to the

table, Warranty and claims is the mostly considered by the Online costumer in

Lazada as the commonly problem that they usually encounter in buying products

with 122 respondents, while Non- deliver is the least number of problem encoun-

ter in Lazada. In the other hand, Shopee is the second leading that usually used

by the online costumers around Fairview, Quezon City. Considering Cheap quali-

ty of the products is commonly problem encounter by the online shoppers with

49 out of 143 respondents from Shopee. And Non delivery as the least number of

problem encounters with 5 out of 143 respondents.

 57

140

120

100

80

60

40

20

0
Lazada Shopee Others

Safety of Payment Cheap quality of products Warranty and claims

Delivery too slow Non-delivery High shipping cost
Others ()
 58

CHAPTER V

SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS

This chapter has its main goal of presenting the summary of findings, con-

clusions based from the outcome, and the recommendations that might help in

solving the problems discovered in the study.

Summary of Findings

The main goal of this study was to determined and analyse the buying be-

haviours of online shoppers toward their mostly buy product category around

Fairview, Quezon City.

In the study, the researchers used the descriptive design under the quanti-

tative method. The researcher verbally asked 300 consumers who was shopping

online around Fairview, Quezon City. The survey questionnaires, which were ar-

ranged by the researchers, were given to the respondents. The said question-

naire consists of 9-items multiple choices.

Conclusions

The researcher concludes that there are factors of online consumer who

engaged on buying product in online shopping around Fairview Quezon City to-

wards their mostly buy product category.

 59

 What is the profile of the customer in terms of Gender Age Occupa-

tion and monthly income?

The researcher discovered that most of the online shoppers are female

and most of them are Student and below 20 years old with less than P3,000 in-

come.

 How frequently do the customers shop online in the past 6 months?

The researcher found that most of the online shoppers are usually shop once a

month.

 What categories do the customers purchased the most?

The researcher finds that most of the online shoppers common-

ly buy in clothing category.

 What is the level of the satisfaction of the customer?

The researcher found that almost half of the customers agree in the

satisfaction of purchasing their desired product category.

 What is customer concern in online shopping?

The customers‟ primary concern when buying online is the problem

towards the cheap quality of the products that they bought.

Recommendations
 60

The researchers suggest…

• Online sellers should keep in mind the different factors and influencers

that can affect their preference and the different goods and services that current

consumers use.

• Students should note the different factors and influencers that affect the

online consumers‟ preference and the different type of goods and services that

the consumers use so they can match their marketing skill and strategies to the

likes of the consumers.

• Future online sellers should focus on the factors that would greatly in-

crease their future sales and on the best type of goods and services for them to

sell.

• Future researchers should conduct this research study in wider vicinity.

• Future researchers to update and further study this matter to see if there

is any change in the outcome of the researchers‟ study. This research study

“Online Shopping: Buying Behaviors of Online Consumers around Fairview,

Quezon City towards their mostly buy Product Category” seeks to clarify or help

to solve the problem by giving information and recommendations that could help

solve the problem.