CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION/BACKGROUND OF THE STUDY

Online shopping is one of the most convenient ways to complete your shopping
list. Although the concept of online shopping has been present since 1967, it has
become much more of a reality and even a common habit as a result of the Internet's
commercialization. In the current circumstances of employing electronic technology,
three billion people in emerging nations practice online buying, assuring the continuous
popularity of online commerce. Online shopping offers new conveniences to billions of
people in developed and developing countries alike.

This study examines existing studies on customer satisfaction in online buying. It

also provides a full examination of the components of the internet marketing mix in
terms of customer behavior. After all, previous study has focused on determining the
happiness of utilizing an online buying website in customer behavior.

Online purchasing has piqued the curiosity of business researchers. Since the
Internet's widespread use, scholars in the disciplines of information systems and
marketing have researched consumer online purchasing behavior. Consumers' online
purchase decisions have been the major subject of study, with a particular emphasis on
website characteristics, information search, product suggestions, and product.

There are five online purchase trends for clients. The initial tendency in internet
purchasing is convenience. One of the primary benefits that buyers discover is the
ability to browse an online store and check out as a guest. Furthermore, the fewer forms
buyers must fill out, the more convenient and superior their entire buying experience
(and the more likely they are to return). The second online purchase trend is the
convenience of access across all devices. Consumers want to be able to begin a
shopping transaction on one platform, such as a desktop, and finish it on another, such
as a mobile device, without interruption. Checkouts with personal information already
filled in are also expected as part of this cross-platform experience, regardless of
whatever device customers finish their shopping journey on. The third development in
online commerce is access to omnichannel purchasing. Keeping consumers on their
chosen and trusted platforms throughout the buying process enhances convenience.
The fourth online purchasing trend is the straightforward payment method. Fast and
dependable delivery is the last online purchasing trend. Consumers look for e-
commerce websites that offer easy-to-use payment gateways as well as well-known
payment alternatives such as "buy now, pay later." The majority of customers feel that
speedy delivery options are vital for online purchasing.

STATEMENT OF THE PROBLEM

This research states to identify the most common products in online shopping. To
obtain all the essential knowledge, data, and information, the research sought to answer
the following questions below:

1. What is the demographic profile of respondents in terms of:

a. Age
b. Gender
c. Salary
d. Occupation
2. Which of the marketing mix is more useful on the part of customers buying
through online:
a. Product
b. Price
c. Place
d. Promotion
e. People
f. Process
g. Physical evidence
3. How the customer motivates in online shopping:
a. Professionalism of the website
 b. Technical support
c. Responsiveness to the questions and needs
d. Service/product quality
e. Delivery time
f. Performance of the staff
4. How the result of this research helps the shopping online to increase their
revenue?

HYPOTHESIS

The hypothesis in this research is:

1. Hypothesis 1: Due to their comfort with using online retailers, a sizeable portion
of consumers are now purchasing goods online.
2. Hypothesis 2: Because of the ease that comes with online buying, a sizable
number of customers are probably going to keep using the website.
3. Hypothesis 3: The marketing mix components and consumer satisfaction have a
big impact on online buying.

SIGNIFICANCE OF THE STUDY

This study is important today because there are so many consumers shopping
online and because online sales have suddenly increased. This study is important for
presenting the online buying environment in the modern high-tech era.

This study is significant especially to the following beneficiaries:

For online sellers. The results of this study will enlighten online retailers on how
internet shopping is influencing consumer behavior today and how it differs from
traditional retail.
 For the traditional sellers. This research will help conventional sellers understand
how internet selling is affecting their business and their income and how to come up
with strategies to keep their sales and revenue up.

For the consumers. This research will give information on purchasing things
online to customers in the form of statistics.

SCOPE AND LIMITATION OF THE STUDY

The scope of the study is to comprehend consumer motivation and satisfaction

with internet buying. This survey also makes it clear that customers are now making
their demands and wishes known through the Internet. Online sellers need to consider
these factors to satisfy customers' needs and wants and compete successfully in the
online market. Online sellers should be aware of the factors that affect online
consumers as well as the factors that determine how consumers choose to purchase
products online. The survey questionnaire will provide 50 respondents who are
interested in online shopping.

The study's limitations include the fact that it will only concentrate on the six
criteria that drive consumers to make online purchases as well as the seven elements of
the marketing mix—price, place, product, promotion, people, process, and tangible
evidence—that satisfy customers. The fact that the research's responders are limited to
my religious family, friends, and brothers is another study constraint. The study is also
constrained by the expense of time and the time allotted because the survey for my
study won't start until after the midterm break.

DEFINITION OF TERMS

CONVENIENCE – the ability to browse an online store and check out as a guest.

E-COMMERCE WEBSITES – they offer easy-to-use payment gateways as well

as well-known payment alternatives.
 OMNICHANNEL PURCHASING – it practices keeping consumers on their
chosen and trusted platforms throughout the buying process.

ONLINE PURCHASE DECISIONS – it discusses about website characteristics,

information search, product suggestions, and product.

ONLINE SHOPPING – it is one of the most convenient ways to complete your

shopping list.