Consumer’s

Perception in buying
online product
Reported by:

Saeed, Bilal Ali

 INTRODUCTION
Before launch of Smart phones internet
was used only on desktop or laptop, which
are fixed at a particular place

Therefore, to use internet any one must sit in front of

these. Due to technological up gradation of smart
phones and tablet, anyone can easily access the internet
on these devices, it becomes more suitable to surf
internet anywhere anytime. In addition, people find
more convenient time to spend on online shopping.
Because of popularity and easy access of net on smart
phones, various companies also launce their products
through virtual stores. Traditional shopping has some
limitations like- fix timing for customers to spend in
market, if product is not selected at one shop then it is
time consuming to search it various shops in the
market. But at online shopping lots of varieties are
available at a single click

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INTRODUCTION
Also consumer cannot shop product late night
after office hours. However, online shopping
provides consumer the 24-hour facility to shop.
In addition, if a person travels to one place to
other he can utilize its time to shop.
Introduction of 4G technology make faster the
speed of internet, which make faster availability
of net surfing.

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INTRODUCTION
Now consumer can select various shopping
sites at a particular time. Before 4G speed, the
transaction in banking services was slow and
somehow interrupted. Which cause failure of
transactions therefore consumer hesitates to
purchase online. Now a day’s online banking is
more secured and safer therefore consumer
feel secured and safe in online transactions.

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Background of the Study

From the developmental features of
internet, there is a tremendous
difference between online consumer
environment and traditional purchasing
circumstance as the result of intangibility
and virtuality of online network. Thus, it
is necessarily and significantly to
research on the online consumer buying
behavior and influence factors on
consumer online in the thesis.

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Background of the Study

E-commerce market can be defined as
free competition market and obviously
the competition in it is intense
Therefore, how to attract customers to
enter the shop and being stand out from
this competitive market for online
retailers have to be taken into
consideration in the thesis.

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Theoretical Framework
F i g u r e 1 . M o d e l D e v e l o p e d b y : C r o m m e , L a w l e y,
Sharma and Lodorfos, Croome, Lawley and Sharma

The constructs information, trust, price,

convenience and attitude toward online
products will be used in this study to test
the hypotheses. Based on the frameworks
above, this research framework is as
stated in figure 1.

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Research Paradigm
The study will cover the findings from the survey
tool conducted to 50 respondents that will provide
the perception of consumers in terms of Price,
Convenience, Product and Information.
Demographic profile
. AGE
. SEX
. CIVIL STATUS
. Which department you belong
. What product you prefer to buy
. Weekly allowance Consumer's perception in buying online
product

Consumer indicators
. Price
. Convienence
. Product
. Information
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Statement of the Problem
The researcher aim to identify factors that
influence online shopping. Specifically this are
the problems to be considered.
• What is the demographic profile of the
respondents?
• Age
• Sex
• Civil status
• Educational Background
• Occupation

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Statement of the Problem
The researcher aim to identify factors that
influence online shopping. Specifically this are
the problems to be considered.
• Which department you belong

• What product you prefer to buy

• Weekly income

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Statement of the Problem
The researcher aim to identify factors that
influence online shopping. Specifically this are
the problems to be considered.
• What is the consumer’s perception’s on
buying online on the following:

• price

• convenience

• product

• Information

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Research Objectives
• The objective of this research is to identify
the various factors which influence online
shopping.
• To k n o w t h e b u y i n g b e h a v i o r a n d t h e b u y i n g
decision making process of the students and
workers in buying a products
• To s t u d y a b o u t t h e c o n s u m e r ’ s p e r c e p t i o n
affect their buying behavior in buying
products.

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Table Option
LOREM IPSUM DOLOR SIT AMET

COLUMN HEADING COLUMN HEADING COLUMN HEADING COLUMN HEADING COLUMN HEADING

ROW HEADING Row text Row text Row text Row text

ROW HEADING Row text Row text Row text Row text

ROW HEADING Row text Row text Row text Row text

ROW HEADING 123.45 123.45 123.45 123.45

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Significance of the Study
This study will be significant of the following actions:

• It will help the students to choose an affordable and convenient product for them as well as
to the workers it will save time for them to buy online instead of going to the store.

• It will help the company to assess their strategies in targeting their target customers,
specifically students and workers, and for the advertisers

• This study will help them to distinguish how to market their product and how to get the
attention and loyalty of their target customers, for the business owner can use this output to
improve and develop their products and for the future researchers who will also have the
same research.
Hypothesis of the Study

Ho1: There is significant effect of online shopping factors on online purchase behavior.
Scope and limitations of the study
The respondents will be 50 consumers staying around Vito Cruz who buys
product on online. This study will be conducted from Jan – Feb 2020.
Definition of Terms

The following terms are defined for consumer understanding of the reader.
• Price is the quint essential thing which plays a major role in the purchase of a product or
service by a customer.
• Convenience refers to a type of sampling where the first available primary data source
will be used for the research without additional requirements.
• Product is the marketing research that provides information on the desired characteristics
of a product or service.
• Information is what is or can be known, information may be used of a collection of facts
gathered from many places.
• Consumer’s Perception in buying online product refers to the process of buying goods
and services from merchants who sell on the Internet.
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Review of Related Literature

The researchers will be use previous research

to establish or confirm facts, reaffirm the
results of previous work, solve new or existing
problems, support theorems, or develop new
theories. A research project may also be an
expansion on past work in the field of the
research towards the strategies.

From consumers view's, three factors that make

shopping more attractive

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Review of Related Literature
• Choices
Consumer in general enjoy having choices before they decide whether
to buy or what they are willing to pay a product.
• Va s t S e l e c t i o n
O n l i n e , p r o d u c t s c a n b e d i s p l a y, r e v i e w a n d c o m p a r e a t n o c o s t i n
time or funds. This feature makes online shopping much more
efficient than visiting a store.
• The Cons of online shopping
With all the good Features of online shopping comes a few
drawbacks. Certain buying decision require information that be best
b e fo u n d i n Tr a d i ti o n a l s to r e s .
For example, when buying personal items like perfume clothing, the
consumers' needs to see, feel, smell or test, (Elias M. Award)
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Research Locale
Figure 3.
T h e r e s e a r c h t o o k p l a c e a t P h i l i p p i n e W o m e n ’s
U n i v e r s i t y i n P e d r o G i l , Ta f t , M a n i l a .

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Electronic Sources
• Choices
Consumer in general enjoy having choices before they decide whether
to buy or what they are willing to pay a product.
• Va s t S e l e c t i o n
O n l i n e , p r o d u c t s c a n b e d i s p l a y, r e v i e w a n d c o m p a r e a t n o c o s t i n
time or funds. This feature makes online shopping much more
efficient than visiting a store.
• The Cons of online shopping
With all the good Features of online shopping comes a few
drawbacks. Certain buying decision require information that be best
b e fo u n d i n Tr a d i ti o n a l s to r e s .
For example, when buying personal items like perfume clothing, the
consumers' needs to see, feel, smell or test, (Elias M. Award)
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Synthesis
B a s e d o n t h e i n f o r m a t i o n g a t h e r e d b y t h e R e s e a r c h e r, o n l i n e s h o p p i n g i s
relevant in engaging into online marketing to be more competitive in
business field. The business has a good image, thus attracting more
c u s t o m e r. A c c o r d i n g t o l i t e r a t u r e a n d s t u d i e s c o l l e c t e d , e - c o m m e r c e a l s o
p r o m o t e s c o n v e n i e n t t o b o t h c o n s u m e r a n d r e t a i l e r s . Ye t t o h a v e
successful online marketing there are criterion to be considered first
before developing business.

The researcher aim is not post build online business but consumer
converter marketing online by providing adequate details of the products
this will help the business in gaining a good image and eventually
attracting more customer to buy their items.

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Research Methodology
This chapter presents the research design, instrument, sampling
technique, data gathering procedure, ethical consideration, reliability test
a n d s t a t i s t i c a l t o o l t h a t w i l l b e u s e d i n t h e s t u d y.

Research design
In terms of the qualitative aspect, the researcher will explore the
perception of the respondents towards the use and effectiveness of
consumer ’s perception in buying online. This will be conducted through
survey questionnaire to collect the respondents’ answers. On the other
side, the quantitative aspect of this study will focus on the number and
frequency of the buying habit of the consumers or respondents derived
from the survey questionnaires. These data that will be gathered by the
researcher will be combined to answer the given problems through
objective findings and conclusions.

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Research Methodology
Respondents of the Study

T h e r e s e a r c h e r s e l e c t s 5 0 p e r s o n s a r o u n d Ta f t A v e n u e , V i t o C r u z , M a n i l a ,
as they are purchasing online products and they are the sample to be
t e s t e d o n t h i s s t u d y.

Research instrument
The Research instrument is a self-made questionnaire. Part 1 is the
demographic profile which include the age, sex, civil status, occupation
and monthly income. Part 2 is the Direction statement regarding the 4
variables which are the price, convenience, product and information.

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Research Methodology
Data source and collections

The researchers worked through a survey to gather the data needed for
t h i s s t u d y. T h e p r o c e s s d o n e t o f o l l o w t h i s m e t h o d a r e a s f o l l o w s :

• Construction of the questionnaire

• Distribution of questionnaires to target respondents (one -on-one)
• Retrieval of data provided by the respondents

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Research Methodology
Statistical treatment

In presenting, interpreting and analyzing the data gathered by the

r e s e a r c h e r, c e r t a i n s t a t i s t i c a l t o o l s a n d t e c h n i q u e s w e r e u s e d .

F i r s t , t o p r e s e n t t h e g a t h e r e d d a t a c l e a r l y a n d c o n c r e t e l y, t h e r e s e a r c h e r
used statistical tables that were properly labeled. Percentages were
likewise used to determine the relationships of the individuals data with
respect to the whole

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 Presentation, Interpretation & FR
Analysis of Data
This chapter presents the data gathered, the results of the statistical
analysis done and interpretation of findings. These are presented in tables
regarding the Consumer ’s Perception in Buying Online Product. Each table
is presented by a particular degree that shows the respondents’
demographic profile and their preferred products when buying online. Five
students per college department were asked to answer the researcher ’s
questionnaires, the researcher approached a total of ten (10) departments
in the University which equaled to fifty (50) respondents.

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 Presentation, Interpretation & FR
Analysis of Data
The tables showed below are tallies that came from the questionnaire that the
r e s e a r c h e r a s d i s s e m i n a t e d i n P h i l i p p i n e W o m e n ’s U n i v e r s i t y.
*NR – Number of Respondents
Table 1. School Of Nursing
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

I 18 - 20 5 Female 5 Single II Phone Accessories P200 – 300

I 21 -23 Male Married Charger I P300 – 400

I 24 – 26 I Shoes P400 – 500
I 27 and above I Themed/Fandom Clothes III P500 and above

Backpacks
I Smartwatches
Highlighters
Shapewear
Facial Masks
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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 2. School of Music
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

II 18 - 20 III Female 5 Single I Phone Accessories I P200 – 300

III 21 -23 II Male Married Charger I P300 – 400

24 – 26 III Shoes P400 – 500

27 and above II Themed/Fandom Clothes III P500 and above

Backpacks
I Smartwatches

Highlighters
Shapewear

Facial Masks
Others
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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 3. School of Hospitality Management
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

I 18 - 20 IIII Female 5 Single I Phone Accessories I P200 – 300

III 21 -23 I Male Married Charger P300 – 400

24 – 26 I Shoes I P400 – 500

I 27 and above I Themed/Fandom Clothes III P500 and above

II Backpacks
Smartwatches

Highlighters
Shapewear

Facial Masks
Others
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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 4. School of Arts and Sciences
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

I 18 - 20 5 Female III Single Phone Accessories I P200 – 300

II 21 -23 Male II Married Charger P300 – 400

I 24 – 26 I Shoes P400 – 500

I 27 and above III Themed/Fandom Clothes IIII P500 and above

I Backpacks
Smartwatches

Highlighters
Shapewear

Facial Masks
Others
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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 5. Conrado Benitez Institute of Business Education
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

I 18 - 20 I Female 5 Single III Phone Accessories II P200 – 300

IIII 21 -23 IIII Male Married Charger P300 – 400

24 – 26 III Shoes I P400 – 500

27 and above I Themed/Fandom Clothes II P500 and above

Backpacks

Smartwatches

Highlighters

Shapewear

Facial Masks

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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 6. School of Medical Technology
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

I 18 - 20 II Female IIII Single I Phone Accessories P200 – 300

II 21 -23 III Male I Married Charger P300 – 400

I 24 – 26 I Shoes II P400 – 500

I 27 and above I Themed/Fandom Clothes III P500 and above

I Backpacks
I Smartwatches

Highlighters
Shapewear

Facial Masks
Others
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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 7. School of Fine Arts and Design
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

I 18 - 20 III Female 5 Single I Phone Accessories P200 – 300

I 21 -23 II Male Married Charger II P300 – 400

III 24 – 26 I Shoes I P400 – 500

27 and above Themed/Fandom Clothes II P500 and above

I Backpacks

I Smartwatches

Highlighters

I Shapewear

Facial Masks

Others
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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 8. School of Pharmacy
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

II 18 - 20 II Female IIII Single I Phone Accessories I P200 – 300

I 21 -23 III Male I Married I Charger II P300 – 400

I 24 – 26 I Shoes I P400 – 500

I 27 and above I Themed/Fandom Clothes I P500 and above

Backpacks

Smartwatches

Highlighters

I Shapewear

Facial Masks

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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 9. School of Tourism
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

III 18 - 20 IIII Female 5 Single II Phone Accessories III P200 – 300

II 21 -23 I Male Married Charger P300 – 400

24 – 26 I Shoes II P400 – 500

27 and above Themed/Fandom Clothes P500 and above

II Backpacks
Smartwatches

Highlighters
Shapewear

Facial Masks
II Others
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 Presentation, Interpretation & FR
Analysis of Data
*NR – Number of Respondents
Table 10. School of Food Science and Technology
NR Age NR Sex NR Civil Status NR Preferred Product NR Weekly Allowance

I 18 - 20 III Female IIII Single Phone Accessories II P200 – 300

I 21 -23 II Male I Married Charger I P300 – 400

II 24 – 26 I Shoes P400 – 500

I 27 and above Themed/Fandom Clothes II P500 and above

Backpacks

I Smartwatches

I Highlighters

I Shapewear

I Facial Masks

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 Presentation, Interpretation & FR
Analysis of Data

The tables above showed the overall demographic profile, their preferred

products and also their weekly allowances, this deemed to be important in the

s t u d y b e c a u s e i t a f f e c t s t h e c o n s u m e r s ’ b e h a v i o r. T h e i r p r o f i l e a n d t h e i r

weekly allowances are the ones that would determine if they can afford to shop

online thus making it easy for the researcher to identify their perceptions on

online shopping. Their preferred products on the other hand showed how each

o f t h e m p r i o r i t i z e o t h e r p r o d u c t s o v e r t h e o t h e r.

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Conclusions and Recommendations
Online shopping has obtained very important position in the 21 st century as
m o s t o f t h e p e o p l e a r e b u s y, l o a d e d w i t h h e c t i c s c h e d u l e . I n s u c h a s i t u a t i o n
online shopping became the easiest and most suitable mode for their shopping.
Internet has changed the way of consumer' s store, and has rapidly developed
into a global perspective. An online shop arouses the physical similarity of
buying products as well as services from internet shop and this process of
shopping is called business-to-consumer online shopping. The present paper is
b a s e d o n a s s u m p t i o n o f c l a s s i c a l m o d e l b e h a v i o r. T h i s p a p e r e x a m i n e s t h e
b e h a v i o r a n d p e r c e p t i o n o f o n l i n e c u s t o m e r s i n P h i l i p p i n e W o m e n ’s U n i v e r s i t y.

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Conclusions and Recommendations
The purpose of this research was to determine these various factors, know the
behavior and their decision making when buying a product and study it.
The researcher seeks to understand the perception of consumers in buying a
product online, he believes that information, trust, price and the state of
being convenient are some of the major factors that greatly affects the
p e r c e p t i o n o f a c o n s u m e r, w i t h o u t a l l t h e s e o r i f o n e i s l a c k i n g , t h e n t h a t
would have a negative impact on that particular product. In the amidst of this
s t u d y, t h e r e s e a r c h e r f o u n d o u t h o w o u r w o r l d a r e s l o w l y p i v o t i n g i n t o a w o r l d
that is surrounded by technology because everything today has to be done fast
because we live in a world where we could buy anything we want just by
clicking a few things on the screen. This is deemed to be true because we are
c u r r e n t l y l i v i n g t h a t w o r l d n o w.

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Conclusions and Recommendations
This study provides a foundation for the future researchers in studying the
c o n s u m e r b e h a v i o r o f s t u d e n t s i n P h i l i p p i n e W o m e n ’s U n i v e r s i t y i n o n l i n e
shopping. Further research can be possible by increasing sample size including
a wider population that may reflect the entire scenario of consumer behavior
of online shopping in Manila. Furthermore, the variables that have been
identified in this study may not be sufficient rather more variables are to be
considered in future research. Researchers may also look for factors that
i n f l u e n c e t h e o n l i n e s h o p p i n g b e h a v i o r, c u s t o m e r s a t i s f a c t i o n , a n d l o y a l t y. T h e
findings of the paper provide managers guideline about the attributes that
m u s t b e i n c l u d e d i n t h e i r p r o d u c t s a n d s e r v i c e q u a l i t y, m o d e o f d e l i v e r y
c h a n n e l , p a y m e n t g a t e w a y, s e c u r i t y, t r u s t w o r t h i n e s s , a n d p r i c i n g s t r a t e g y.

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Thank You.

angelica@fabrikamresidences.com
www.fabrikamresidences.com