PREFERENCES OF CONSUMERS TOWARDS SHOPPING AMONG

SELECTED GRADE 12 STUDENTS IN MNCHS : ONLINE VS

TRADITIONAL SHOPPING
Chapter 1
Background of the Study

INTRODUCTION
Shopping is an essential activity that people do to satisfy their needs and wants.
Shopping can be done in different ways, such as online or traditional. Online shopping
is a process whereby consumers directly buy goods, services etc. from a seller without
an intermediary service over the Internet C.K.Sunitha & Gnanadhas(2014). Traditional
shopping is a method of buying a product by going to the shop directly. Milhana (2022)

Online shopping and traditional shopping have their own advantages and
disadvantages. Online shopping offers convenience, variety, lower prices, and time-
saving, while traditional shopping offers sensory experience, social interaction,
immediate gratification, and security. However, online shopping also has some
drawbacks, such as delivery issues, product quality, privacy risks, and frauds, while
traditional shopping also has some challenges, such as traffic, parking, crowds, and
higher costs.

The preferences of consumers towards shopping are influenced by various factors,

such as personal characteristics, situational factors, product attributes, and marketing
strategies. Understanding the preferences of consumers towards shopping can help
marketers to design effective marketing campaigns and strategies to attract and retain
customers.

The purpose of this study is to compare and contrast the preferences of consumers
towards online shopping and traditional shopping among selected grade 12 students in
MNCHS. The study will explore the factors that affect the preferences of consumers
towards shopping and the benefits and challenges of online shopping and traditional
shopping.

STATEMENT OF THE PROBLEM

This study will determine the preferences of consumers towards online shopping and
traditional shopping among selected grade 12 students in MNCHS
Specifically it will answer the following questions
1.)How frequently do grade 12 students at MNCHS engage in online shopping as
compared to traditional shopping on a monthly basis?
2.)What factors influence the choice between online and traditional shopping among
grade 12 students at MNCHS
3.)How do the costs associated with online shopping (e.g., shipping fees) compare to
the costs associated with traditional shopping (e.g., transportation expenses) for
grade12 students at MNCHS?

SIGNIFICANCE OF THE STUDY

The findings of this study will be beneficial to the following
- Consumers: The consumers will be able to understand their own preferences towards
online shopping and traditional shopping and make informed decisions based on their
needs and wants. They will also be aware of the benefits and challenges of online
shopping and traditional shopping and how to overcome them.
- Marketers: The marketers will be able to identify the preferences of consumers
towards online shopping and traditional shopping and tailor their marketing campaigns
and strategies accordingly. They will also be able to improve their products and services
based on the feedback and reviews of the consumers.
- Researchers: The researchers will be able to contribute to the existing literature on
consumer behavior and online shopping. They will also be able to provide
recommendations for future research on this topic.

SCOPE AND LIMITATIONS

The study focuses on grade 12 students at MNCHS who have experience with online
and traditional shopping, assessing their preferences using a survey questionnaire, but
it may not be broadly applicable due to a small sample size and potential biases.

DEFINITION OF TERMS
The following terms are defined operationally for clarity and understanding:
- Online Shopping: Online shopping is the process of buying goods or services through
the internet using a web browser or a mobile app.
- Traditional Shopping: Traditional shopping is the process of buying goods or services
in physical stores or markets.
- Preferences: Preferences are the choices or opinions that consumers of MNCHS
grade 12 students have towards different alternatives based on their needs and wants.
- Consumers: Consumers are the grade 12 students in MNCHS who buy goods or
services for personal use or consumption.
- MNCHS: MNCHS is an acronym for Mogpog National Comprehensive High School

THEORETICAL FRAMEWORK
In the theoretical framework of this research, two influential behavioral theories are
employed to understand the preferences of students when it comes to online versus
traditional shopping. The first theory, the Theory of Planned Behavior, asserts that
consumer choices are shaped by three key factors: attitudes toward the behavior,
subjective norms, and perceived behavioral control. Attitudes reflect whether students
view each shopping method positively or negatively, subjective norms encompass the
influence of peers and family in their decision-making, and perceived behavioral control
gauges their perception of how easy or challenging it is to engage in each shopping
method.

The second model, the Technology Acceptance Model, simplifies consumer behavior to
two fundamental factors: perceived usefulness and perceived ease of use. Perceived
usefulness evaluates the extent to which students believe each shopping method
assists them in achieving their goals, while perceived ease of use focuses on how user-
friendly or complex each method appears to them. These two theories provide a
valuable framework for investigating the factors affecting students' choices between
online and traditional shopping, encompassing their attitudes, social influences,
convenience, and the perceived ease of navigating and making payments in both
shopping modes.
1.) Figure 1. The Theory of Planned Behavior model adapted from Ajzen 2005.
Source:https://ascnhighered.org/ASCN/change_theories/collection/
planned_behavior.html

2.)Figure 2: Technology Acceptance Model

Source:https://open.ncl.ac.uk/theories/1/technology-acceptance-model/
 CONCEPTUAL FRAMEWORK
INPUT:
-Grade 12 students at MNCHS engage in online shopping compared to traditional
shopping on a monthly basis.
-Factors influence the choice between online and traditional shopping among grade 12
students at MNCHS.
-The costs associated with online shopping (e.g., shipping fees) compare to the costs
associated with traditional shopping (e.g., transportation expenses) for grade 12
students at MNCHS.

PROCESS:
- Data collection
- Data analysis
- Hypothesis testing

OUTPUT:
-Insights into the preferences and behaviors of Grade 12 students.
Suggestions for retailers and policymakers.
Implications for MNCHS students

This study focuses on the input, process, and output shown in Figure 3.The purpose of
the Conceptual Framework is to understand and analyze how Grade 12 students at
MNCHS engage in online shopping versus traditional shopping on a monthly basis,
identify the factors influencing their choices, and compare the costs associated with
both methods. This framework allows for data collection, analysis, and hypothesis
testing to provide insights into students' preferences and behaviors, offering
suggestions for retailers and policymakers, as well as implications for MNCHS students.