IMPACT OF SHOPEE VOUCHERS ON THE BUYING BEHAVIOR OF

GRADE 12 ABM LEARNERS

A Research Paper
Presented to the
Faculty of the Senior High School
Morong National High School
Morong, Rizal

In Partial Fulfillment
of the Requirements for
Inquiries, Investigations, and Immersion

FARECIAH ONTONG
JOHAN TACORDA
JIOVANY MARCO
LENNY PERCIA
JERIEL YSON

March 2022

1
 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter presents the introduction, background of the study, statement

of the problem, hypothesis, scope and limitation of the study, theoretical

framework, conceptual framework, and definition of terms.

Introduction

Vouchers certainly attract customers. Consumers are able to save money

in buying in e-commerce because of vouchers. Shopee is a prominent online

shopping platform in the Philippines, an e-commerce that is open to all online

sellers with partner logistic service provider realizing the convenient shopping

online of their buyers. Shopee utilize voucher marketing as their marketing

strategy. Jerico (2022) indicate that Shopee uses two classification of vouchers

mainly platform and seller voucher. Both can be use at once in purchasing. All

vouchers differ, they can be free shipping, cashback, or discount and each have

different terms that needs to be met in order to be able to use it. The concept of

voucher of reducing the amount of price of the product is making the consumer

feel smart in their purchases.

Shopee focuses mostly on mobile technology so that consumers may buy

and sell items directly from a smartphone. To attract more customers and

encourage them to interact with the website, Shopee, an online marketplace, has

undergone adjustments, one such adjustments are the Shopee Vouchers. Shopee

Vouchers are digital coupons that entitles the bearer to a number of discounts on

2
the purchase of particular goods. One of the things that affects consumers' desire

to make repeat purchases is vouchers. Due to this, plenty of students are

encouraged to make another purchase. On this premise, the proponents have

conceived of conducting a study to quantify the impacts of Shopee vouchers to the

buying behavior of Grade 12 ABM Learners.

In the proponents’ aim to quantify the buying behavioral patterns of learners,

the study adheres to the Republic Act 7394, also known as The Consumer Act Of

The Philippines of 1994, Article 50, implement measure to achieve objectives one

of which is protection against deceptive, unfair, and unconscionable sales acts and

practices

The mentioned legal basis indicates that it is important and imperative due

to unethical sellers who set prices at overprice, and often produce discount

vouchers to create an illusion to the consumer that the price is reasonable. Above

explain the manipulation of the sellers in shopee of the shopee voucher which is

unfair marketing of products. Thus, it gives a false benefit and perception to the

users of the shopee vouchers and the objective of voucher is distorted as well as

only benefit the sellers instead of the other way around.

Background of the Study

Online shopping platform boom in 2020 at the time of pandemic. Commerce

shift to e-commerce or electronic commerce, a digital trading of goods from the

buyer and seller. Since around the world, everyone is required to stay at home

therefore all activities such as work, studying, interaction, entertainment, and

3
shopping are done online. Acuña et al. (2022) found that Filipinos are fond of digital

commerce and valued efficiency and convenience in making purchase online.

Filipinos also started to support local business by purchasing products online via

downloading or visiting website store. Lazo and Rodriguez (2020) pandemic

affected the labor of 10.9 million of Filipinos. The number indicated are Filipinos

who lost their jobs and had lower incomes and working hours. Despite the lower

income, Filipinos still need to buy necessities and are entice with wants.

E-commerce first started 40 years ago, stated by merchantyard (2021). The

development of technology, computers, internet, websites lead to the innovation

of e-commerce. The growth of different websites like Amazon, Ebay, and EtSy

opened the e-commerce we recognize today.

Most Filipino are fond in shopping in physical stores, in the Philippines,

almost every city and town have shopping center. Different international and local

stores and different entertainment in one infrastructure which makes it convenient

for them to relax, shop, and enjoy in their free time. Also, these stores use sales

promotion in attracting customers into shopping in their shop. Filipinos love to buy

things which are on sale and with discount for that reason, when you enter in a

shopping center in the Philippines, you will not find a shop without sales.

E-commerce has been around but is not enjoyed by the mass of Filipinos.

Before pandemic, there is actually quite a lot of websites and application of

shopping platforms of different brand, internationally and locally and use the

traditional sales promotion of products online. Also, the e-commerce in the present

4
brought much satisfaction in terms of convenience, advantages, marketing

strategy, and promotion in comparison to e-commerce before the pandemic.

Because shopping shift to online, Filipinos patronize it in pandemic due to

health concern but also with the convenience it offers of fast delivery, and effortless

shopping and promotion offered by different stores of different shopping platform.

61% of internet users in the Philippines purchased a product/service online as of

3rd quarter of 2022 statistica (2022). The habit of using e-commerce in the

pandemic has led to most of Filipinos to normally shop online.

An individual makes wise decision in choosing the product/service they

need/want and it is the concept of buying behavior. Qaisar (2021) define that

factors that pressure buying behavior are psychological, social, cultural, personal,

and economic factors. Marketers analyze all considerations relating the buying

behavior of an individual especially the students instead of focusing only in their

purchasing decision as their purpose is to influence the choice of the buyer

seemingly.

Vouchers certainly attract customers. Consumers are able to save money

in buying in e-commerce because of vouchers. Shopee is a prominent online

shopping platform in the Philippines, an e-commerce that is open to all online

sellers with partner logistic service provider realizing the convenient shopping

online of their buyers. Shopee utilize voucher marketing as their marketing

strategy.

5
 Vouchers has been used in commerce way back before technology

innovate but the effect of voucher to the Filipinos with the appearance of e-

commerce and pandemic cause their shopping habits to shift.

With the above-mentioned concepts in mind, the researcher aims to know

the Impact of Shopee Vouchers on the Buying Behavior in terms of appeal,

convenience, satisfaction, relative advantages of vouchers.

Theoretical Framework

The study entitled Shopee Vouchers Impact on Buying Behavior of G12

Learners is anchored on Shopping Continuum Theory (Choi, 2018). The theory

indicates the notion of how the people are likely to anchor their shopping choices

to their shopping task, two of which are; Experiential-oriented which is defined as

an intention of recreational gratification without a specific goal shopping goal and

the way of the consumer's shopping choices rely on the aesthetic of the store. And

Goal-oriented which is defined as consumers having an intention for purchasing a

particular item in an online store.

The afore mentioned theory would be helpful in supporting the outcome of

the study in terms of impacts of shopee vouchers in buying behavior of students,

due to the theory focusing on the effects of Shopee vouchers on G12 learner's

buying tendencies. This theory would help determine how shopping judgement are

related on how buyers or consumers tend to use shopee vouchers to help ease

and improve their shopping task to their benefit.

6
Conceptual Framework

The study utilizes the Input-Process-Output (IPO) research paradigm,

which was utilized to describe the conceptual framework of the study to visualize

the flow of the study. First, the researchers search for the respondents and factors

relevant to their study. The second part of this research is to collect data in order

to obtain credible results from the questionnaire-checklist. Finally, the researcher

hopes to demonstrate the impact of shopee vouchers on the buying behavior of

ABM learners.

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 INPUT PROCESS OUTPUT

1. Identifying the
Demographic Profile of
their Respondents:
- Economic status 1. Gathering of data
2. What is the impact of through
Shopee Vouchers on
questionnaire-
the buying behavior of
Grade 12 ABM checklist.
Leaners in terms of: 2. Analysis and
- Appeal interpretation of the
Overall conclusion
- Viability data.
of the impact of
- Satisfaction 3. Identifying the
shopee vouchers
- Relative impact of shopee
advantages on the buying
vouchers based on
3. Is there a significant the respondents’
behavior of grade
difference on the different
12 ABM learners.
impact of Shoppe perspective.
Vouchers to the buying 4. Establishing an
behavior of Grade 12
outcome or result
ABM Learners? With
based on the data
this respect to the
appeal, viability, collected.
satisfaction, relative
advantages in terms of
economic status

Feedback

The Conceptual Framework of the Study Impact of Shopee Vouchers on the

Buying Behavior of Grade 12 Learners

Figure 1

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Statement of the Problem

The study was conducted to determine how Shopee Vouchers impact the

buying behavior of Grade 12 ABM Learners.

Specifically, the study aimed to provide answer to the following questions;

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

1.1 economic status?

2. What is the impact of Shopee Vouchers to the buying behavior of Grade

12 ABM leaners in terms of:

2.1 appeal;

2.2 viability;

2.3 satisfaction;

2.4 relative advantages?

3. Is there a significant difference on the impact of shoppe vouchers to the

buying behavior of Grade 12 ABM learners with respect to the appeal,

viability, satisfaction, relative advantages in terms of economic status?.

Hypothesis

The study will test the null hypothesis that: There is no significant difference

on the impact of shopee vouchers to the buying behavior of grade 12 ABM learners

of Morong National Senior High School, with this respect to the appeal, viability,

satisfaction, relative advantages in terms of economic status.

9
Scope and Limitation of the Study

The study aims to determine the Impact of Vouchers on Buying Behavior of

Grade 12 Learners. The focus of the study is only the variables which are appeal,

viability, satisfaction, and relative advantages. It will be conducted in Morong

National Senior High School in the academic year 2022-2023 whereas the grade

12 ABM fifty-three (53) SHS students out of 113 total population, the population is

acquired through a messenger poll which contains the question number 1 “do you

use shopee application” and number 2 “if yes, do you use shopee voucher in

purchasing in shopee”, and the sample is calculated using Slovin’s formula. The

respondents will be asked to complete the utilize likert scale questionnaire-

checklist by the researchers which will be in terms of all variables of the study. By

this strategy the researchers will be able to know the impact of the vouchers on

buying behavior of the grade 12 ABM learners.

Definition of Terms

Voucher. Discount codes or gift to a customer to attract them to purchase

a business' goods. In a form of paper that can be redeemed in the store.

Electronic voucher. Discount codes or gift that can be apply when buying

in online website or platform shop. A paperless usage of voucher online.

Shopee. A popular online shopping platform in the Philippines patronized

especially in pandemic because of convenient shopping.

Impact. A significant effect of a phenomenon to another.

Buying behavior. A process of choosing between a want or need

considering different factors.

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Viability. The availability and usage of shopee voucher when applying for

buying shopee products.

Satisfaction. The feeling of pleasure and fulfilled.

Appeal. A person is please and attracted to what she/he is seeing.

Related advantages. How something influences others positively.

Pandemic. widespread of disease in the country or whole world.

Electronic commerce. Online trading of buy and sell between a customer

and seller.

Online shopping platform. An online website or application where buyers

can buy products and services.

Discount. Deduction from the original cost.

Want. A desire of a person to buy a product.

Need. Essential goods that a person can't live without.

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 CHAPTER 2

REVIEW OF RELATED LITERATRE AND STUDIES

This chapter presents the related literature and studies after the through depth

search done that would help the researchers to pursue their study.

Foreign Study

Public satisfaction towards online shopping services include the provided

discount voucher or shipping fee which the result show that about 71% of their

respondents are satisfied. In the research entitled, “Survey on Public Behavior

Toward Online Shopping During COVID-19 in Negeri Semb” 92% of respondents

commonly use vouchers for online payment during the COVID-19 pandemic, per

the changes in public purchasing behaviors during the pandemic. In addition, the

result also showed that the people of Negeri Sembilan are satisfied and had

positive experiences with online shopping, particularly with regard to payment

security. During the COVID-19 period, there were changes in the purchasing habits

of the general public, including an increase of the number of online shopping, the

purchase of hygiene products and health products, as well as the use of vouchers

when making an online payment on an ecommerce platform. Nine online shopping

service characteristics are related to public satisfaction in some way. (Eng, S and

Asrah, N., 2022)

Consumers' opinions of the discount were also influenced by their familiarity

with internet buying as according to According to Callow and Ahmad (2018) in their

study of “Free Shipping” or “Dollar Off”? The Moderating Effects of List Price and

12
E-Shopping Experience on Consumer Preference for Online Discount. This can be

the case compared to inexperienced online customers who do not anticipate

having to pay for shipping because they do not regard it as a greater loss. The

perceived loss of a shipping cost, however, outweighs the perceived benefit of the

dollar-off discount on the list price for inexperienced buyers, lowering their positive

assessment of the online deal.

Web pages were developed to create a fictitious online store and to gather

data. It was stated by Lee, J. and Chen-Yu, J. (2018) in the study of “Effect of price

discount on consumers’ perceptions of savings, quality, and value for apparel

products: mediating effect of price discount effect”, they developed a conceptual

model to examine the mediating function of price discount affect (feeling stimulated

by price discounts) in the relationships between price discounts and consumers'

perceptions (perceived savings, quality, and value), as well as in the relationships

between perceived value and purchase intentions. Four levels of price discounts

(10, 30, 50, and 70%) were used in a between-subject experimental design. The

findings demonstrated that the impact of price discounts on consumers'

perceptions was a significant mediating factor.

According to the study of Albab, M. and Setiawan, T. (2019) “Illocutionary

Acts of Directive on Lazda_Id Advertising in the Instragram”. The study identified

that illocutionary directive text provide clarity to consumers. Illocutionary speech

acts are a speech act to make a question, offer, explanation or communicative

speech intentions through an emphasis. They analyze the illocutionary speech act

of command, order, request, and suggestion of Lazada_Id in advertising. From the

13
data speech of act of directive, voucher, discount, and promos are present in the

speech as one of the illocutionary emphasis in attracting consumers. It is found

that directive illocutionary speech acts provide a curious impact in the consumer

when use in advertisement of Lazada in the form of photos, status, and videos.

Vouchers unlike cash has expiration date therefore stimulating spending of

consumers. There was a study conducted entitled “Consumption Vouchers during

COVID-19 Evidence from E -Commerce” by Wu, et al. (2021). Because of covid-

19, the spending of households reduces. Consequently, policies aim to stimulate

consumer spending to mitigate economy cause by pandemic. Researchers

evaluate consumption vouchers leveraging randomized controlled experiment of a

large e-commerce platform based in China. They found out that the design of

voucher allows a positive result of efficacy of the platform.

The study of “External Stimuli and Impulsive Buying Behavior” examined

impulsive buying behavior on Karachi, Pakistan. They examine the effect of five

different strategies, window display, background music, sales persons, sales

promotions, and discount offer. From this study of According to Ayub and Zafar

(2018), they found that consumers are more likely to make impulsive purchases

when they get a sense of enjoyment which uplifts their mood, which improves and

influences their decision to buy more goods. Furthermore, price discounts tempt

customers to make hasty purchases. Discount offers also influence customers to

make impulsive purchases of undesired goods.

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Local Study

The study of “Online Shopping Expenses of Students Before and During the

Pandemic” by Clariel, K. (2022) consumers shifted online in buying necessities,

commodities, and wants, students’ average expenses before pandemic is P807.39

while during pandemic is P2,389.58. It is concluded that there is a significant

change in the online shopping expenses of students before and during the

pandemic. Students spend less before the pandemic and that the increase in

expense are based on the environment they live in which is pandemic, likewise

there is an increase in online shopping because of all the restriction and eventually

adapted the online shopping.

During covid-19, there is a dramatic growth of e-commerce forcing

consumers in shopping online. Shopee become the #1 online shopping application

because of the impact of their big online shopping event. There was a study

conducted entitled “Factors Influencing Shopee Users’ Intention to Purchase

Products during Shopee Ph Big Online Shopping Events”, They analyze how

factors such as celebrity endorsement and social media influencers, advertising

appeal, creative sales promotions, and timing influenced users develop their

purchase intention during the pandemic. Bacay et al., (2022) found out that

creative sales promotion like giving free vouchers, promotional codes, discount

deals, and etc. have significant effect on shopee users’ purchase intention.

According to Centeno, et al. (2022) in their study entitled " Understanding

the Influence of Mobile Interface of Shopee and Lazada on Customer Conversion",

in the present mobile devices is used as single functioning unit, making an

15
innovation with the addition of online shopping platform. In the Phillippines, top 2

e-commerce apps are Shopee and Lazada. The study analyzed the aspects of

mobile interfaces such as visual, appeal, layout quality, and information quality if it

influences customer conversion of shopee and lazada. They found out that all

aspects positively influence customer conversion. Therefore, customer will likely

purchase from an e-commerce if that platform is trustworthy and user-friendly.

Bulacan, et al. (2021) e -commerce is surely making expansion, there is a

need to understand the consumers constant change of buying behavior towards

online shopping platforms. In the study of Impact of Price, Time, Trust and

Convenience to Shopee Consumers' Online Shopping Behavior, the researchers

evaluated the four factors on the online shopping behavior of consumers which are

the price, time, trust, and convenience in Shopee, an online shopping platform in

the Philippines. The result of the data indicate that price, time, trust, and

convenience have an impact on the customers' online shopping behavior in

Shopee Philippines.

Similarly, with Deleña, et al. (2021), the LIKERT SCALE was also employed

by the researchers. This approach is used to determine the Impact of Online

Advertising on Consumers Buying Behavior in Goa, Camarines Sur. The

respondents are to rate the questionnaire-checklist with a verbal interpretation of

strongly agree, agree, disagree, and strongly disagree. Likert scale is used to

quantitatively assess the buying behavior.

16
Foreign Literature

Vouchers for the company incentivizes customers to complete purchases,

spend more, and encourages new to buy from them. Vouchers help a consumer

realize that they already have the best deal and makes them not think twice in

getting better deal elsewhere. Voucher attract new customer. 57% of first-time

shoppers buy because of using coupons. Exclusive discount vouchers make a

customer loyal in a company as they perceive that the company value them.

Vouchers encourages buyers to spend more with the knowledge that they are

getting a deal they can’t get elsewhere. Somoye, J. (2022).

Discount affect online consumer buying behavior. 64% of consumer wait for

sale in buying a product. Stated by Invest (2019), 59% of consumer search for

codes before buying online. 54% of shoppers will eventually buy what is left in the

shopping cart when offered discounted price. 2/3 of consumer do not think twice

in buying a product when promotion is offered. And lasty, 83% of individuals “very

likely” to click ad when discount or promotion is offered.

DJ Team (2020), consumer buying behavior are actions of consumers

before buying a product or service. Some process includes searching online,

engaging with social media posts of the shop, and etc. cultural, social, personal,

ad psychological are the factors in the behavior of the consumer that companies

are trying to find out in order to connect with the consumer by presenting it in

various marketing strategy.

Gen Z have different shopping belief from other generations. Their interest

are prodcuts with value and is is impulsive buyers. 74% of Gen Z chooses to shop

17
online. Also, Gen Z's popular app to spend their time is youtube where 47% of

them research products before buying it. As Gen Z are techy individuals, they know

how to search and get what they want, for that 80% of them wait for a product to

be in lower price before buying it. Bump, P. (2022).

Age impacts students shopping habit. This correlate having an amount of

money or income. Students prefer to shop online, either man or woman have

different online shopping categories they like to shop. In the blog of Student Beans

(2020), Top categories are clothes, tech and mobiles, health and beauty, study

supplies and stationary, as well as books, magazines, and news. The reason why

students prefer to shop online is that they have a busy lifestyle. Aside from

studying, they are at the age where socializing is irresistible and for others, they

need to work. It is convenient for them likewise they can save it from the so-called

shopping cart of every shopping platform to wait for specific days to check it out

when discount, sale, and promotion is available. The generation of today have

different mindset, when they set their minds that they do not want to buy the

product, then they will not. there are some reasons why they abandon their online

purchases, these are expensive delivery, expensive product, and low price

somewhere.

Local Literature

Shopee is the most well-known e-commerce site in southeast Asia and

Taiwan. It is a platform created specifically for the southeast Asia region and

provides customers with a simple, secure, and quick online presence with great

payment and supply options. Singapore-based Shopee is a multinational

18
innovative company that invests a lot of time on its online retail operations. It stands

out primarily for its cutting-edge sales and marketing strategy, which offers each

consumer a number of advantages. In the business summary of Shopee by Bolic,

et al. (2022), Promotion and discounts are also two of the main characteristics of

Shopee marketing. This helps them outperform other e-commerce by attracting

more customers to their creative deals. It offers pleasurable entertainment for

those who wish to buy high-quality goods at a reasonable price.

Opentoexport (2022) filipinos will buy a product they see and llike, likewise are

bargin hunters when there is a sale period cited by Peter Hammond of Mexx. Brand

loyalty, media exposure, and value of money influence the purchases of filipino

consumers. filipinos are into product promos and affordable prices, in fact 40% of

the filipino will follow a brand on social media just because of discounts and

promotions offered. 3 out of 10 filipinos are promotion-driven. Even with a prepared

list of what to buy, majority of them buy more because of promotions. developing

countries patronize product with promotion as developing countries need to be

practical and creative in budgeting.

55% of the 2,015 filipinos said they intend to buy in year0end sale only if items

are discounted enough as stated by Esquire Philippines (2021). According to the

graph of finder.com, 18-25 years old filipinos are least likely be enticed to shop if

the price is right, also 48% of them say that any type of discount could catch their

eyes.

Major online sales have an effect on influencing browsing behaviors of

consumers, due to the reward system that encourages the users to continue

19
making online transactions. This could also be attributed to the variety of viable

monthly deals that tend to make consumers invest more time browsing the website

to exploit the sales such as the 11.11 and 12.12. Kala, P. (2021).

Value is an important factor for online shoppers to 3000 filipinos surveyed

by shopee. One of the types of a filipino shopper is the sulit shopper. A shopper

like this have patient and time and prioritize best deals and prices also they fast in

buying product when they find the bestdeal and prices. Added by BMPLUS (2021)

the characteristics of a sulit shoppers are as follows: decisive buying in which they

browse maximum of 5 items before checking out, deals seeking as in eyeing on

products that they want, lastly regular shopping in shopee to take advantage of all

the vouchers and promotions.

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 CHAPTER 3

RESEARCH METHODOLOGY

This chapter presents the research design, setting of the study, subject of

the study, sources of data, the procedure of the study and statistical treatment.

Research Design

Descriptive research design will be utilizing to determine the impact of

shopee vouchers on the buying behavior of the grade 12 abm learners. Likewise,

quantitative research method is applied as the study make use of questionnaire to

be evaluated by the respondents.

According to Dudovskiy (2022), the main objective of descriptive type of

research is to describe, evaluate, and validate. Researchers have no control over

the variable. It describes a phenomenon through data collection to put light to an

issue or problem.

The researchers believe that descriptive type of research is the appropriate

design to use in the study since it focuses on impact and involve describing of the

impact of shopee vouchers on the buying behavior of the grade 12 abm learners.

Likewise, the study will utilize quantitative research technique for the study will use

a close-ended questionnaire-checklist which uses a 5-point likert scale in which

the respondents will use to answer questions regarding the study.

21
Setting of the Study

This research entitled “lmpact of Shopee Vouchers on the Buying Behavior

of Grade 12 ABM Learners” will be take place at Morong National Senior High

School, Morong, Rizal during the School Year 2022-2023.

As of now, Morong National High School is located at T. Claudio St. Brgy.

San Juan Morong, Rizal.

Morong National High School is established in year 1997-1998. The public

school has junior high and the senior high. A junior high is comprised of grade 7-

10, while in senior high there is grade 11 and 12 with different strand to offer.

The different strand in senior high is Accountancy, Business, and

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

Humanities and Social Sciences (HUMSS), Technical Vocational and Livelihood

(TVL), and lastly, General Academic Strand (GAS).

As of this year 2022-2023, the total number of grade 11 students is with the

total of enrolled in senior high school students.

22
4 Storey School
Canteen
DEPED Gate to Junior High
School School

Building Gym

SMAW

Laboratory
4 Storey

DEPED

School

Building
4 Storey Ynares Type

DEPED Building
EIM
School
Laboratory
Building Caregiving

Laboratory
Administration

Building

School Main Gate

Figure 1

Vicinity Map of Morong National Senior High School

23
Subject of the Study

The study aims to determine the Impact of Shopee Vouchers on the Buying

Behavior of Grade 12 ABM Learners.

The respondent of the study will be the 53 out of 113 total population of

ABM learners of Morong National Senior High School who uses shopee application

and shopee voucher. The researchers will use simple random sampling in finding

respondents in answering question regarding the study. The researcher selected

the population of the respondents by utilizing a messenger poll in every group chat

of section A to E that everyone can access, then by using the slovin’s formula, we

got the sample which will be the respondents of the study. The researchers will

randomly select respondents in every section of ABM learner in grade 12. The five

section of ABM strand are Aristotle, Bourdieu, Confucius, Descartes, Engels, and

Freud. following that, the researchers used the fish bowl method to generate a list

of names of people who would respond to the questionnaire-checklist as the study

progress.

Sources of Data

The sources of data of the researchers include articles, research materials,

internet sources, and questionnaire-checklist. The aforementioned are used in

gathering data in conducting the study and serve as references and guide for the

researchers.

In this study, the researchers will conduct a questionnaire-checklist

following the study’s purpose, which is to determine the impact of shopee vouchers

on the buying behavior of grade 12 ABM learners. The study will make use of

24
close-ended questionnaire-checklist, therefore the respondents will be checking

the appropriate boxes of the questions and statement as to their perception with

regards with the study’s variables. Using these questionnaire-checklist, the

researchers will be able to discover all the data gathered from the chosen

respondents. The questionnaire is an effective data collection tool for the

researchers.

The table below shows the votes from the poll about the ABM learners who

uses shopee application and shopee voucher in purchasing in shopee to see the

total population of the study.

Section Use shopee Use shopee Respondents

application voucher

Aristotle 23 votes 23 votes 11 learners

Bourdieu 20 votes 20 votes 10 learners

Confucius 21 votes 21 votes 11 learners

Descartes 20 votes 20 votes 10 learners

Engels 28 votes 28 votes 11 learners

TABLE 1

25
Procedures of the Study

The researchers work into planning the topic to be conducted that is

relevant in the present by researching and acquiring knowledge regarding the

envisioned topic they wanted to present. The major components of the study which

are introduction background of the study, statement of the study, hypothesis, and

frameworks are developed through gathering of data and shaping the study by

putting only relevant information. The researchers recognize several studies and

literatures in the subject of the study, and they also investigated, analyzed, and

evaluated all of the materials to pinpoint any gaps that needed to be addressed.

The researchers used a 5-point Likert scale for the respondents to reflect

their perceptions on the questionnaire-checklist. Strongly agree, agree, neutral,

disagree, and strongly disagree are the possibilities on the 5-point Likert scale.

Before the researcher sent the questionnaire-checklist to the respondents, it was

approved by the two experts and one language critic.

Following data collection, it will be analyzed mathematically and statistically

to produce results and conclusions about the findings of the data collected from

the respondents.

26
Statistical Treatment

For the analysis and interpretation of data, appropriate statistical

treatment will be use.

To determine the profile of the respondents in terms of: economic status,

frequency and percentage was used.

To determine the impact of shopee vouchers to the buying behavior of

grade 12 ABM leaners in terms of: appeal, viability, satisfaction, and relative

advantages, mean was used.

To determine the significant difference on the impact of shopee vouchers to

the buying behavior of grade 12 ABM learners with this respect to the appeal,

viability, satisfaction, relative advantages in terms of economic status, two-way

ANOVA was used.

27
 Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

In this chapter, it presents the data gathered from ABM learners of Morong

National High School in relation to the research objectives. This chapter discusses

the result of the Likert questionnaire-checklist responded by 53 respondents. This

chapter also contains the profile of the respondents. The object is to determine the

impact of shopee vouchers on the buying behavior of grade 12 ABM learners.

Results and Discussion

Economic Status Frequency Percentage

Low Class P5,000 19 36
Middle Class P10,000-50,000 33 62
High Class P55,000-above 1 2

Table 2. Frequency and Percentage Distribution of the Respondents According to

Economic Status

Table 2 shows: the respondent’s economic status are low class, middle

class, and high class, where 19 are low class, 3 are middle class, and 1 is high

class. Out of hundred, 36% are low class, 62% are middle class, and 2% belong

to high class.

Strongly Strongly Verbal

Statement Disagree Neutral Agree Total Mean
disagree agree interpretation

Q1. With the accesibility of

favorable voucher promos,
0 0 2 28 23 53 4.40 Agree
consumers get incredible deals
out of shopee

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 Q2. Shopee provides daily
voucher which motivates buyers 1 2 6 25 19 53 4.11 Agree
to buy frequently.
Q3. Buying big number of
products equate to big discount 0 0 13 22 18 53 4.09 Agree
of voucher.
Q4.The usage of multiple
voucher in a single checkout
0 0 3 24 26 53 4.43 Agree
motivate the consumer to buy the
product.

Table 3, Appeal

Table 3, shows the appeal of shopee voucher. Incredible deals in shopee

with the accessibility of favorable voucher promos to the ABM learners was

concluded as a verbal interpretation of “agree” with a mean of 4.40. In Q2, it is

stated that buyers are motivated with the daily voucher that shopee provides which

received an average of 4.11 and interpreted as “agree”. Both Q3 and Q4 got an

interpretation of “agree” with a mean of 4.09 and 4.43 respectively. Therefore. It is

indicated that big number of products is equivalent to big discount of voucher as

stated in Q3, in Q4 consumers are motivated to buy a product because of the given

multiple voucher to be use in a single checkout.

Strongly Strongly Verbal

Statement Disagree Neutral Agree Total Mean
disagree agree interpretation

Q1. Consumers can easily apply

voucher in their purchases when
1 1 10 22 19 53 4.08 Agree
they are checking out their
products.
Q2. In a single store, the
consumers can apply voucher for
2 3 10 33 5 53 3.68 Agree
all the products that they will
purchase.
Q3. Consumers can redeem
vouchers in the present and use 1 1 7 26 28 53 4.11 Agree
it later.
Q4. Consumers can easily find
vouchers that they can use at 0 1 8 28 16 53 4.11 Agree
checkout because of shopee

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 notifications and shopee social
media updates.

Table 4, Viability

Table 4, states the mean and verbal interpretation of the viability of shopee

vouchers. The mean for Q1 is 4.08, Q2 is 3.68, Q3 and Q4 got 4.11 and the verbal

interpretation of al the statement is “agree”. It indicates that for ABM learners of

Morong National High School, it is easy to find vouchers because of shopee

notification and social media updates, likewise easy to apply the vouchers in

checking out. The redeemed shopee voucher can be use later by its consumer.

Lastly, for the ABM learners, they can apply voucher for all their products that they

are to checkout in a single store.

Strongly Strongly Verbal

Statement Disagree Neutral Agree Total Mean
disagree agree interpretation

Q1. Redeeming of shopee

0 1 15 26 11 53 3.89 Agree
voucher is entertaining.
Q2. Consumers feel smart in
purchasing product in discounted 0 1 14 22 16 53 4 Agree
price.
Q3. When the product arrived
knowing that they paid less than
0 0 4 24 25 53 4.4 Agree
the original price, consumers feel
fulfilled.
Q4. Products with voucher are
attractive to the consumers when 0 1 4 27 21 53 4.28 Agree
advertised.

Table 5, Satisfaction

Table 5, shows the satisfaction towards shopee vouchers of the ABM

learners in morong national high school. With a mean of 3.89, Q1 is interpreted

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 as “agree” for that reason it is inferred that it is entertaining to redeem a shopee

vouchers. It is also concluded discounted price gives them the feeling of being

smart as stated in Q2 that got 4 which is interpreted as “agree”. In addition, the

Q3 which receive a 4.4 mean and “agree” verbal interpretation concluded that

there is a feeling of fulfillment when a product arrived when they perceived that

they paid at a discounted price. Lastly, product advertisement with voucher is

attractive to consumers, its mean is 4.28 and has a verbal interpretation of

“agree”.

Strongly Strongly Verbal

Statement Disagree Neutral Agree Total Mean
disagree agree interpretation

Q1. Using shopee vouchers

0 2 5 20 26 53 4.32 Agree
saves the consumers money.
Q2. Using shopee vouchers
allows consumer to make 0 0 8 29 16 53 4.15 Agree
purchase of other products.
Q3. The flash deals offer good
value and are often more 0 1 9 31 12 53 4.02 Agree
available to the consumers.
Q4. Consumers become a loyal
customer to stores in shopee 0 2 8 24 19 53 4.13 Agree
who consistently gift vouchers.

Table 6, Relative advantages

Table 6, states the mean and verbal interpretation on the relative

advantages of shopee voucher. Q3 and Q4 got a mean of 4.02 and 4.13 which is

both interpreted as “agree”. Therefore, it indicates that in shopee, flash deals

offer good value and are often available, meanwhile stores in shopee who

consistently gift vouchers are likely to be loyal to them. Q1 and Q2 got a mean of

4.32 and 4.15 respectively and both are interpreted as “agree”. ABM learners

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also perceived that shopee voucher saves money and allow them to make

purchase of other products.

Sources of Sum of Mean F-distribution

d.f. F-ratio Decision Conclusion
variation squares squares table (0.05)

A economic
0.042 2 0.021 0.01 3.041
status

B variables -1192.191 3 -397.397 -193.7 2.65

Reject the null Difference is

AxB 846.721 6 141.120 68.785 2.144
hypothesis significant

Within 410.323 200 2.052

Total 64.895 211

Table 7, significant difference on the impact of Shoppe Vouchers to the buying behavior

of Grade 12 ABM Learners with respect to the appeal, viability, satisfaction, relative

advantages in terms of economic status

Table 7, shows about If there is significant difference according to appeal,

viability, satisfaction, and relative advantages in terms of economic status got the,

F-ratio of 68.785, which concludes that the difference is significant as the F-ratio

is greater than the F-distribution table presented which is 2.65. The null hypothesis

is rejected as there is a significant difference on the impact of Shoppe Vouchers

to the buying behavior of Grade 12 ABM Learners with respect to the appeal,

viability, satisfaction, relative advantages in terms of economic status

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 Chapter 5

SUMMARY, CONCLUSIONS, AND RECOMMENDATION

Summary

This study investigated the Impact of Shopee Vouchers on the Buying

Behavior of Grade 12 ABM students of Morong National Senior High School in

terms of Appeal, Viability, Satisfaction, and Relative Advantages. The researchers

performed their survey with the respondents and from the data gathered above,

the economic profile of the chosen respondents by means of monthly salary of

their parents ranges from primarily in the Middle Class of the economic status

(62%), and a smaller but significant number of them are Lower Class (16%), while

there was only a single High-Class respondent (2%).

The study was also able to scrutinized that, by using the “weighted mean”

in evaluating the responses, the researchers were able to conclude that the

outcome from 53 random respondents were “Agree” in all of the questions in the

following variables: Appeal, Viability, Satisfaction, and Relative Advantages.

Conclusion

The results regarding the level of satisfaction and relative advantage that

are shown above are ranging to an interpretation of “High to Average” indicating

that shopee vouchers have an impact when influencing a consumer to buy a

product and almost half of the population received satisfaction through acquiring

one. The advantages of the vouchers are “Agree” for the senior high students

meaning that they concur with the numerous of advantages that vouchers supplies.

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 Most of the respondents have also agreed that the appeal of vouchers that

can help lower prices and provides free shipping fees are an exemplary use of wit,

and with the easy access and viability to redeem vouchers have also helped with

impacting their buying behavior.

As such the study has concluded that the null hypothesis is rejected, and is

therefore concludes that there is a significant difference on the impact of shopee

vouchers to the buying behavior of grade 12 ABM learners of Morong National

Senior High School, with this respect to the appeal, viability, satisfaction, relative

advantages in terms of the economic statuses of the students.

Recommendation.

With respect to the conclusions of the study, the following of

recommendation were offered:

1. Students must be cautious of the possible outcomes of negligent

spending of products, brought about by the over reliance to vouchers

and promos.

2. Students must also be wary of the false discount prices of online

shopping, that aims to be dishonest about the purchases.

3. This study is available for future researchers that aims to analyze

numerous studies surrounding online buying, their buying decisions and

vouchers.

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 QUESTIONAIRE CHECKLIST
I. Demographic Profile of the Grade 12 ABM Leaners- Respondents
Directions: The researcher is currently conducting a research entitled, “IMPACT
OF SHOPEE VOUCHERS ON THE BUYING BEHAVIOR OF GRADE 12 ABM
LEAERNERS”. Please answer the questionnaire honestly and without any mental
reservations checking (✔) appropriate boxes. Your responses will be treated with
utmost concern and confidentiality.

Name: (optional) ________________________________________________

School: _______________________________________________________
Economic Status:
Lower Class P5,000
Middle Class P10,000-50,000
High Class P55,000- above
II.
Direction: Please answer the questionnaire honestly by ticking (✔) the
appropriate boxes as to your perception to the appeal of shopee
vouchers.

Legend:
5 – Strongly agree (SA)
4 – Agree (A)
3 – Neutral (N)
2 – Disagree (D)
1 – Strongly Disagree (SD)

5 4 3 2 1
Appeal
(SA) (A) (N) (D) (SD)
1. With the accessibility of favorable
voucher promos, consumers get
incredible deals out of shopee.
2. Shopee provides daily voucher which
motivates buyers to buy frequently.
3. Buying big number of products equate to
big discount of voucher.
4. The usage of multiple voucher in a single
checkout motivate you to buy the
product.

35
 5 4 3 2 1
Viability
(SA) (A) (N) (D) (SD)
1. Consumers can easily apply voucher in
their purchases when they are checking
out their product.
2. In a single store, the consumers can
apply voucher for all the products that
they will purchase.
3. Consumers can redeem vouchers in the
present and use it later.
4. Consumers can easily find vouchers that
they can use at checkout because of
shopee notification and shopee social
media updates.
5 4 3 2 1
Satisfaction
(SA) (A) (N) (D) (SD)

1. Redeeming of shopee is entertaining.

2. Consumers feel smart in purchasing

product in discounted price
3. When the product arrived knowing that
they paid less than the original price,
consumers feels fulfilled.
4. Products with vouchers are attractive to
the consumers when advertised.
5 4 3 2 1
Relative advantages
(SA) (A) (N) (D) (SD)
1. Using shopee vouchers saves the
consumers money.
2. Using shopee vouchers allows consumer
to make purchase of other products.
3. The flash deals offer good value and are
often more available to the consumers.
4. Consumers become a loyal customer to
stores in shopee who consistently gift
vouchers.

36
 Republic of the Philippines
Department of Education
REGION IV-A CALABARZON
SCHOOLS DIVISION OF RIZAL
MORONG NATIONAL SENIOR HIGH SCHOOL
Morong, Rizal

CERTIFICATE OF CONTENT VALIDATION

This is to certify that the following have validated the content of the researcher-made
questionnaire-checklist. For the study entitled, IMPACT OF SHOPEE VOUCHERS ON
THE BUYING BEHAVIOR OF GRADE 12 ABM LEARNERS.

NAME: DESIGNATION SIGNATURE DATE

JOSE JOHN S.M VOCAL ABM TEACHER ___________ ________

JHOA KIM D.P MENDIOLA HUMSS TEACHER ___________ ________

ERRAND A. VELGADO ABM TEACHER ___________ ________

Address: Juan Sumulong Street, Barangay San Juan, Morong, Rizal

Contact Number: (02) 7-0913045
fb-page: facebook.com/morongshs
e-mail address: morongnationalhighschool1997@gmail.com
“where EDUCATION reigns”

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