CHAPTER I

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

In 2018, Kenny stated that online shopping first started way back in 1979 when

Michael Aldrich used Teletext (AKA VideoTex) — a two-way message service which

revolutionized business. From then on, there are two ways to purchase products: one is

from online shopping and the other one is from traditional market or physical store.

At the present time, most Filipinos especially students and millennial are

attached with modern technology, and because of this attachment to modern

technology, this has made them largely dependent on the usage of such devices.

Students’ preferences between online shopping and traditional shopping have

been controversial because of the growing e-commerce sites, such as Lazada, Shopee,

Zalora, and the like. According to the study of one digital research and consulting firm,

Research and Tech Lab (RTL) 2018, “the company found out that 68.61% of Filipinos

are still in favor of traditional shopping.”

Online shopping provides extra convenience; it is defined as any form of sale

that is done over the internet. On the other hand, traditional shopping provides a greater

comfort factor because it allows for more grounds to the consumer in terms of being

able to physically check out and even try the merchandise that he or she wants. Despite

of each one’s advantages, people’s preferences are different from each other – some

people prefer to shop online and others prefer the traditional one.

1
 In one of the articles of Environmental Management Center Opportunities

Resource (EMCOR) 2017, it was stated that “It is good to know what options you have.

When you are buying online, you can just surf from one store to another without having

to move from your seat as compared to having to drive or commute. Browsing online

offers a wider variety of options as opposed to physical store. And when it comes to

authenticity and quality, the strongest advantage of physical store is that you can

actually see and touch the product yourself. Most people are only confident in buying

trusted brands online or things that others have said are high quality. In this case,

seeing is believing. There are many tales of items looking far different from how they

look in the pictures. It pays to be cautious.” Therefore, the ability of the customers to

purchase products online or from physical shop is based on their preferences or the

factors that influence their decision where to buy.

As stated by John Rubio, in 2018, Facebook recorded an 18 percent increase in

mobile-first shoppers in the Philippines - 70% of which are millennials. He also added

that it is a trend that is being driven by the younger generation who are more used to

interacting with the world through their mobile phones. As a result, millennials influence

a lot of people to purchase products online because of the convenience it provides

since people nowadays are more attached to their mobile phones or gadgets.

On one of the articles of Bright Vessel in 2017, stated that “The physical retail

store affords practical benefits. Unlike customers who shop online, offline consumers

can inspect and examine merchandise, and even ask questions to sales staff.

Furthermore, the 2018 retail trends include “click and collect” shopping, as customers

browse, select and pay online, and retrieve their merchandise at the store. With this

2
approach, customers can reduce the risk of not receiving items on-time. According to

LanderApp, in 2014, “UPS ground packages enjoyed 97 percent on-time delivery rate

during the holiday season.” Due to this, numerous people have become interested in

online shopping.

The advantage of traditional or in-store shopping is that it can offer more

personalized experiences. When purchasing products such as cameras, computer, and

appliances, it is a good idea to check it out personally to see the quality, and will also

allow one to freely ask questions regarding the product of interest and get the answer

instantly. Compared to online shopping, consumers need to wait for several minutes or

days before receiving a reply from the seller. In this case, purchasing products from a

physical store is more agreeable than shopping online. Moreover, scams and other

fraudulent acts may be avoided when buying products in person. In 2019, Cain and

Sarah Li mentioned that online shopping fraud attacks went up to 30% in 2017 versus

2016, and identity theft affected a total of 16.7 million consumers the same year. These

incidences resulted to consumers not to be too quick to buy or shop online.

However, despite of all the said incidences, shopping online is still more

convenient because in just one click, almost anyone can buy a product without the

hassles of traditional shopping thus saving more time and also effort. Also, the variety

and choices online are broad that a consumer can get international trends without

spending money for airfare. Moreover, when shopping online, the prices are cheaper

compared to the traditional ones, because many online shops offer discount coupons,

because the products are delivered directly to the consumers from the manufacturer or

seller without involving middlemen.

3
 Hence, most of the students in this generation prefer to purchase from online

shops, since it is more convenient for them to use mobile phones and other modern

technology devices rather than shopping in physical stores.

The researchers, aim to determine the senior high school student preference

between online, and traditional shopping, then analyze the significance between the

two-ways of shopping.

4
STATEMENT OF THE PROBLEM

The purpose of this study is to know the preference of the Grade – 12 ABM

students of SJCCI between online shopping and traditional shopping that enables the

researchers to gather the views of consumers.

Specifically, this research study aims to answer the following questions:

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

I.1 Sex

I.2 Age

2) How does the preference of consumers affect the factors of:

2.1 Online shopping

2.2 Traditional shopping

3) Is there a significant difference between Online Shopping and Traditional

Shopping?

4) Based on this study, what recommendations may be proposed based on the

result of the study?

5
HYPOTHESIS

There is no significant difference in student's preferences between online

shopping and traditional shopping.

SCOPE AND DELIMITATION

This study focuses on the preferences of the Grade-12 students of St. Joseph of

Cavite, Inc. in the academic year 2019-2020 between traditional and online shopping.

The selection of respondents is only limited to the population of Accountancy

Business and Management (ABM) students.

This research is designed in order to have a thorough discussion about the two

methods of purchasing products and how its factors will affect the respondents. The

result of this study may also be a basis for other similar studies.

THEORETICAL FRAMEWORK

This chapter contains the framework of the study wherein it examines the

interrelationships of the study.

In most studies investigating the motives people have to shop online,

researchers distinguish hedonic motives from utilitarian motives (e.g. To, Liao & Lin,

2007). Utilitarian motives are rational, critical and goal oriented. These people shop to

find the right product for the right price.

6
 Next to utilitarian motives, there are hedonic motives. The reason that hedonic

consumers love to shop is simply because they enjoy the shopping process. They

search for happiness, fantasy, sensuality or enjoyment and they find that in shopping.

Nowadays, the popularity of online shopping has been rising rapidly amongst

consumers and is becoming a part of human life style. The usage of the internet as a

communication and transaction medium in customer markets is also increasing fast

(Castells, 2000; Hart, Doherty, & Ellis-Chadwick, 2000) since online shopping is more

convenient, time saving, has a wider selection, has a better price and also better

reviews from other shoppers.

As for traditional shopping, consumers can actually see the products which allow

them to touch, feel or even try them on before actually purchasing them which is

considered as less risky in comparison with online shopping. 

Consumers who choose in-store shopping over the online shopping exists

because of their notion of a chance of being cheated by a seller. This is because there

are scammers who are placing fake products or even real products which are unworthy

of the price, and in this type of situation, traditional in-store shopping has more merits

than online shopping (Umar, 2004).

7
 INPUT

1. What is the profile of the

respondents in terms of:
1.1 Sex
1.2 Age

2. How does the preference of

consumers affect the factors
of: PROCESS
2.1 Online Shopping
2.2 Tradtional Shopping
-Gathering and
3. Is there a significant difference collecting ABM
between Online Shopping and Grade 11 and 12
Traditional Shopping? OUTCOME
students if there is
a significant
4. Based on the study, what difference in
recommendations may be student’s
proposed based on the result preference - Seminar
of the study? between Online regarding the
and Traditional outcome of the
Shopping study between
Online and
Traditional
shopping.

RESEARCH PARADIGM

The result of the study will enable the researcher to formulate possible

recommendations between online and traditional shopping.

8
SIGNIFICANCE OF THE STUDY

This study will provide a better understanding on the research study about the

factors influencing the preference of Accountancy, Business and Management (ABM)

students between traditional and online shopping, and also to others who will benefit

from this study.

ABM STUDENTS. The students/buyers will be one of those who will benefit from the

study since they are the customers, and it will help them think thoroughly on what is

really their preference when they buy products. Also, it will allow them to assess more

the productivity of the things they will buy.

ONLINE/TRADITIONAL SELLERS. This study will help them enhance their strategy on

how they will attract more buyers to buy their product, and how they are going to

manage their business if they lack customers. It will also help them see things they do

not posses and make them see the essential improvements they need in order to have

more loyal customers.

NEW ENTERPRENEURS. Those who want to start an online or traditional selling

business, which will benefit from the study for they will have knowledge as to how they

are going to start their business, how their strategies will attract people to buy their

products and how they will manage to make their customers loyal to them. It will also be

their guide on how to choose the best business that will surely fit for their customers,

especially if the buyers are students who have different preferences when it comes to

purchasing products. This may also provide help in assessing the most preferable way

of shopping between online and traditional shopping.

9
FUTURE RESEARCHERS. This study may serve as their guide and preference in

conducting more researches which is similar to this study.

DEFINITION OF TERMS

For the purpose of clarification, the important terms used in this study have been

defined operationally:

E-commerce sites (commercial transactions conducted electronically on the Internet) -

refers to the buying and selling of goods or services using the internet, and the transfer

of money and data to execute these transactions.

Online shopping- the action or activity of buying goods or services via the Internet.

Traditional shopping- the action or activity of buying goods or services through

physical store.

10
 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter consists of different pieces of literature and background

information that are significant to the study. The researchers gathered information from

unpublished theses, numerous books, and sources from the internet. Such sources are

of different subjects and are divided into foreign and local depending on their origin. The

literature are properly credited to rightful authors and publishers to avoid violation of any

law.

FOREIGN LITERATURE

Gupta (2015) conducted a case study of Rourkela in Odisha which mainly

focuses on the demographic characteristics of the study area in terms of sex of the

respondent, caste, income, education age. The study reveals that the male are doing

less online shopping than the opposite sex. The females are more into online shopping

because they enjoy doing shopping whether it is traditional shopping or e-shopping. The

younger generation is more often engaged in purchasing from online sites because of

the revolution in the technology among the youth population in addition to their ability to

use modern technology for their well-being more than other age group category.

Chaing and Dholakia (2014) carried out a study in which they examined the

purpose of the customers in purchasing goods online during their shopping. Mainly

there are three variables in their study which affect the consumer in purchasing online

or opting to go offline. These variables refer to the accessibility features of the shopping

sites, the type of the products and their characteristic, and the actual price of the

11
product. The study revealed that the accessibility and the convenience of the shopping

sites create the intention of the customer to purchase or not. When there are difficulties

faced by a consumer in purchasing online, then the customer switch to offline shopping

for the purchase behavior and the consumer face difficulty in offline purchasing then

they go to the online purchasing. After relating both the medium of shopping, the

consumer says that online shopping is more convenient for them and that it gives more

satisfaction which inspires the consumer to purchase products online.

Selvakumar (2014) concentrated on consumer’s perception of the product sold

online and the issues considered important to online shopping. This study was

conducted among the online shoppers at Coimbatore which is in Tamil Nadu state. It is

to analyze the impact of consumer opinion and the attitude. A questionnaire was made

to collect the data from the population; these questionnaires were given to college

students. The total sample size is 150 respondents. The findings of this study show that

improvement and accessibility influence the customer’s intention to shop online.

Tabatabaei (2009) has explored the opinion of the consumer who are purchasing

online and the consumer who are purchasing from the offline market. The objective is to

know why the traditional customer chooses to shop online and the factors that influence

them in purchasing online and also the factors for them to not go online for the purpose

of shopping. He has done a survey of 264 respondents in a small mall and then those

data were analyzed by him. All the customers of this study is literate and has knowledge

on computer and internet. The survey consists some of the question like demographic

profile, computer knowledge and the knowledge over the internet. The outcome of the

study was that the consumers of online shopping use to shop online more than one time

12
in a month and the consumer of offline shopping shop one to five times in a year from

shopping sites.

Lee and Littrell (2005) aimed to investigate consumers shopping values and web

site beliefs that influence their intention to shop for cultural products. They used the

Theory of Reasoned Action (TRA) as a framework to explain the structural

interrelationships among interest shopping values, beliefs about the web site, shopping

attitude, shopping intention. A total of 203 persons responded to an invitation to

participate in a web survey for the purpose of data 21 analysis. They found that the

consumer beliefs of the websites, especially with regards to merchandising, both

directly and indirectly influenced the intention to shop for cultural products in the future.

This finding confirms TRA such as belief structure as determined by attitude, and

attitude as determined of behavioral intention. The consumers who shop for cultural

products on the internet have both hedonic and utilitarian shopping values and both of

these values must be addressed by internet retailers. Regular change in product and

presentation are vital for maintaining repeat patronage.

13
LOCAL LITERATURE

Stated by Francia (2018), Filipino consumers still prefer shopping in brick and

mortar stores over online platforms, favoring the physical appeal of products despite the

convenience of online purchases. Research and Tech Lab (RTL) recorded the

sentiments of online shoppers from July to September, which coincided with the sale

promo of leading e-commerce sites Lazada and Shopee. Here, the company found that

68.61% of Filipinos still favor traditional shopping. “Nowadays technology has changed

the shopper’s journey by blurring lines and creating new stages where buyers can easily

switch channels from online to offline — searching online to buy offline and vice versa.

The use of more than one channel has given Filipino buyers more opportunities that go

beyond the traditional,” RTL said.

Filipinos’ preference of brick and mortar stores comes amid the so-called retail

apocalypse seen in the United States and some parts of Europe.

Bloomberg reported last April that US store closures slated for this year reached 77

million square feet. A separate report by Credit Suisse last year noted that 20-25% of

American malls are expected to close within the next five years. “For now, it is safe to

say that malls still play an integral part in the life of a Filipino consumer as traditional

shopping remains their mode of choice,” RTL said.

Filipino consumers still prefer shopping in physical stores over online platforms,

according to a study by digital research and consulting firm, Research and Tech Lab

(RTL). From a study on online shoppers from July-September, RTL found out that

68.61% of Filipinos still favor traditional shopping. “The data revealed that although

14
shoppers are drawn to the appeal of purchasing online for reasons such as no checkout

queues, 24/7 access to stores, and available reviews for products, many are still wary of

site legitimacy,” RTL said in a statement. Filipino shoppers also prefer inspecting the

products themselves before making a purchase, while others factored in the cost of

shipping and the length of delivery time. The research firm’s study also revealed that

majority of shoppers who use both online and traditional platforms are aged 18 to 31

years. While preferring to see the products for themselves, shoppers were found to be

searching for products online before buying them in physical stores. The research firm

also saw mixed sentiments for food delivery apps such as Honest Bee and Food Panda,

where customers lauded promotions and discounts, a wide range of restaurant

selections, and fast delivery. Meanwhile, complaints ranged from poor customer

service, cancelled orders, to orders that were already paid for but were not received.

(Source: Business Mirror | October 3, 2018).

Despite being active in the social networking community, Filipinos retain

“traditional” shopping habits,” according to recent Reader’s Digest survey. The Reader’s

Digest Trusted Brands 2013 Survey, which polled 7,000 respondents in seven

Southeast Asian countries, showed that only 17 percent of the 1,000 Filipino

respondents changed their shopping habits, despite the “rising number of online stores

in the last two years.” Only 7 percent of Filipinos “trust online comments regarding

brands or products,” the survey said. It also found that less than 10 percent of Filipinos

share brand experiences online, despite being avid participants in social media

discussions. If ever Filipinos do shop online, they will most likely avail themselves of

“travel services” which at 33 percent tops the categories of online products Filipinos

15
buy. After travel services, consumer electronics is the second biggest category at 20

percent, and vouchers and online coupons ranked third at 17 percent. Clothing and

other apparels and books and media online both received 15 percent preference from

online Filipino shoppers. Reader’s Digest also awarded a total of 91 brands in the

country as Trusted Brands of 2013. Among the 91 brands, 45 are local household

names. They include Jollibee, PLDT, Magnolia Chicken, Monterey, DMCI Homes, BPI,

Century Tuna, Argentina, Camella Homes, St. Luke’s Medical Center, Condura, Banco

de Oro and SM. Filipinos prefer ‘traditional’ buying to online shopping By MT Admin

May 30, 2013. Like many Asians, Filipinos distrust online comments and reviews with

regard to brands and shopping online. Only 13 percent of all the Asian respondents

changed their shopping habits significantly due to online options, while only 5 percent

would often share their brand experiences online. Southeast Asian countries included in

the survey were India, Thailand, Malaysia, Singapore, Hong Kong, Taiwan and the

Philippines. The survey aims to provide “valuable insight into the decision making

processes of consumers while at the same time seeks to give due recognition to

outstanding market performers.” (Kristyn Nika M. Lazo)

16
 CHAPTER III

METHODOLOGY

This chapter presents the research design, respondents of the study,

instrumentation, data gathering procedure, and the statistical treatment of data.

RESEARCH DESIGN

The survey research design was used in this study to find the answer s

coresponding with the research questions through the use of a questionnaire.

The data gathered was used to determine the preference of ABM Senior high

school students in SJCCI between online shopping and traditional shopping. The survey

design was also used to give support to the study.

RESPONDENTS OF THE STUDY

The respondents were gathered from grade 11 and grade 12 taking up the

same strand (ABM) in their preferences between online shopping and traditional

shopping in SJCCI. as the study pursued an interview schedule of questionnaires. In

this study, researchers used a sampling technique, the subject of the study composed

of one hundred fifty (150). They are the students who are knowledgeable enough to

answer the questions posed in the study.

DATA GATHERING PROCEDURE

The survey questionnaire was personally distributed by the researchers to the

ABM students of SJCCI. The data were collected by means of survey questionnaires

17
that comprise the student's age, gender and economic status. After the respondents

have taken the test, the papers were checked, tallied, interpreted and analyzed.

LOCALE OF THE STUDY

The study was conducted in St. Joseph College of Cavite, Inc. since the

chosen respondents are students of the said campus.

INSTRUMENTATION

For this study, the instrument used was a questionnaire to gather the needed

data for the ABM students’ preferences between online shopping and traditional

shopping and their profile. The draft of the questionnaire was drawn out based on the

researcher’s readings, previous studies, literature, and published and unpublished

thesis relevant to the study. In the preparation of the instrument, the requirements in the

designing of good data collection instrument were considered. The general procedure of

describing has the purpose of the ABM students’ preferences between online and

traditional shopping.

Part I consists of the profile of the respondents

Part II is a checklist consisting of factors influencing the preference between

online and traditional shopping of ABM students

18
STATISTICAL TREATMENT OF DATA

For valid and reliable results, the following statistical measures were used:

1. To determine the demographic profile of the respondents, frequency count and

percentage were used.

2. To determine the preferences between online and traditional shopping, percentage

was used.

3. To determine the relationship between online and traditional shopping, percentage

was used.

4. To determine the recommendation based on the result of the study, Standard

deviation is used.

1. Percentage distribution formula:

number of responses
P= x 100
total number of cases

2. General weighted average

Formula: Sum of number and weighted factors

Sum of all weights
Legend:
1.00-1.75 Strongly Agree

1.76-2.50 Agree

2.51-3.25 Disagree

3.26-4.00 Strongly Disagree

19
 3. T-test

( X́ 1− X́ 2 )
t= ( S 1)2 (S 2)2
√ n1
−
n2

Where:

X́ 1 Mean of first set of values

X́ 2 Mean of second set of values

S1 Standard deviation of first set of values

S2 Standard deviation of second set of values

n1 Total number of values in first set

n2 Total number of values in second set

20
SYNTHESIS

The use of technology is continuously developed worldwide wherein most of the

people use gadgets when it comes to shopping. Also, at the present time, technology

has changed the shopper’s journey by creating new stages that immediately switch from

traditional to online shopping.

Traditional shopping is preferred by others since the product can be seen and

touched personally. Meanwhile, shopping online can be very helpful for most of the

people because of its accessibility since the technology has changed the shopper’s

journey by blurring lines and creating new stages where buyers can easily switch

channels from online to offline. According to Chaing and Dholakia (2014), "There are

three variables in their study which affect the consumer in purchasing online or opting to

go offline. These variables refer to the accessibility features of the shopping sites, the

type of the products and their characteristic, and the actual price of the product."

Another study was conducted in 2015 which mainly focuses on the demographic

characteristics of the respondents. Gupta stated that "The male are doing less online

shopping than the opposite sex. The females are more into online shopping because

they enjoy doing shopping whether it is traditional shopping or e-shopping."

In year 2014, Selvakumar concentrated in consumer's perception of the

product sold online and the issues considered important to online shopping. He stated

that "The study shows that the improvement and accessibility influence the customer's

intention to shop online." However, in the study of Tabatabaei (2009), he has explored

the opinion of the consumer who are purchasing from online and from offline market.

The study states that the consumer of online shopping use to shop online more than

21
one time in a month and the consumer of the offline shopping shop one to five times in

a year from shopping sites.

With the growing interests in online and traditional shopping area, more and

more studies have been done to examine the different aspects of both environment.

Research and Tech Lab (RTL) conducted a study that shows Filipino consumers still

prefer traditional shopping over online shopping. “The data revealed that although

shoppers are drawn to the appeal of purchasing online for reasons such as no checkout

queues, 24/7 access to stores, and available reviews for products, many are still wary of

site legitimacy,” RTL said in a statement. According to recent Reader's Digest survey,

"Despite being active in the social networking community, Filipinos retain "traditional"

shopping habits." Filipinos distrust online comments and reviews with regards to brands

and shopping online. Filipino shoppers also prefer inspecting the products themselves

before making a purchase.

22
 CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the gathered data, the results of the statistical analysis

done, and the interpretation of the findings.

Frequenc
Respondent's Gender Percentage
y
Male 34 23%
Female 116 77%
TOTAL 150 100%

Table 1: The gender of the respondents

The data shows that 23% of the respondents or 34 out of 150 respondents are

males and dominantly, 77% of the respondents or 116 out of 150 respondents are

females.

23
 Frequenc
Respondent's Ages Percentage
y
16 Years Old 27 18%
17 Years Old 77 51%
18 Years Old 42 28%
19 Years Old 4 3%
TOTAL 150 100%

Table 2: The ages of the respondents

The data shows that 18% of the respondents or 27 out of 150 respondents are

16 years old. Most of the respondents which are 51% of the respondents or 77 out of

150 respondents are 17 years old. Meanwhile, 28% of the respondents or 42 out of 150

respondents are 18 years old and only 3% or 4 out of 150 respondents are 19 years old.

24
 General

Weighted
ONLINE SHOPPING Interpretation
Mean

(GWM)
A. CONVENIENCE    
1. I think online shopping saves more
STRONGLY
time than going to the traditional 1.68
AGREE
market.
2. Online shopping can be done from
STRONGLY
the comfort of your own 1.53
AGREE
home/anywhere

Table 3.1: The convenience of the respondents in online shopping

The data shows that respondents strongly agree that online shopping saves

more time than going to the traditional market with a general weighted mean of 1.68,

and respondents strongly agree that online shopping can be done from the comfort of

their own home or anywhere with a general weighted mean of 1.53.

25
 General

Weighted
ONLINE SHOPPING Interpretation
Mean

(GWM)
B. PRODUCT QUALITY    
3. The reviews of the other customers
STRONGLY
online help me to check the quality of 1.51
AGREE
the product I want to buy
4. All the good qualities of the

products I read online are accurate 1.98 AGREE

and reliable.
Table 3.2: Respondent’s thoughts on product quality sold online

The data shows that respondents strongly agree that the reviews of the other

customers online help them to check the quality of the product they want to buy with a

general weighted mean of 1.51. Respondents agree that all the good qualities of the

products they read online are accurate and reliable with a general weighted mean of

1.98, and respondents also strongly agree that it is easier to purchase products online

that other customers have already tried and made a review about it with a general

weighted mean of 1.68.

26
 General

Weighted
ONLINE SHOPPING Interpretation
Mean

(GWM)
C. SERVICES    
6. Online shopping delivers goods to
STRONGLY
your home or wherever you are 1.69
AGREE
without the need to travel.
7. The delivery charge in purchasing

products online is fine with me

because it is still more convenient to 1.87 AGREE

wait for my order to be delivered at

home than to travel or commute.

Table 3.3: Respondent’s thoughts about services of the online shopping

The data shows that respondents strongly agree that online shopping deliver

goods to their home or wherever they are without the need to travel with a general

weighted mean of 1.69, and respondents agree that the delivery charge in purchasing

products online is fine with them because it is still more convenient to wait for their order

to be delivered at home than to travel or commute with a general weighted mean of 1.87

27
 General

Weighted
ONLINE SHOPPING Interpretation
Mean

(GWM)
D. COST    
8. The money I spend in online

shopping is cheaper than the 1.99 AGREE

traditional market.
9. Economically speaking, I can save

more money purchasing products 1.96 AGREE

online than traditional market.

10. There are big discounts and

promos online that I cannot get from

1.77 AGREE
purchasing products in the physical

market.

Table 3.4: Respondent’s thoughts about their cost on online shopping

The data shows that respondents agree that the money they spend in online

shopping is cheaper than the traditional market with a general weighted mean of 1.99.

Respondents also agree that economically speaking, they can save more money

purchasing products online than traditional market with a general weighted mean of

1.96, and respondents agree that there are big discounts and promos online that they

cannot get from purchasing products in the physical market with a general weighted

mean of 1.77.

28
 General

Weighted
ONLINE SHOPPING Interpretation
Mean

(GWM)
E. PRODUCT VARIETY    
11. There is more variety of products

to choose from online than the 1.78 AGREE

traditional market.
12. There are more unique products
1.85 AGREE
online than in traditional market.

Table 3.5: Respondent’s thoughts about the product variation on online shop

The data shows that respondents agree that there is more variety of products to

choose from online than the traditional market with a general weighted mean of 1.78,

and respondents also agree that there are more unique products online than in

traditional market with a general weighted mean of 1.85.

29
 General

Weighted
ONLINE SHOPPING Interpretation
Mean

(GWM)
OVERALL 1.77 AGREE

Table 3.6: Overall assessment about respondent’s thoughts on online shopping

Overall assessment on the respondent’s thoughts on online shopping gives a

general weighted mean of 1.77 which means AGREE, meaning the respondents agree

and are satisfied in online shopping.

30
 General

Weighted
TRADITIONAL SHOPPING Interpretation
Mean

(GWM)
A. CONVENIENCE    
1. Other products online can only be

purchased through credit card or

1.85 AGREE
bank account which is inconvenient

for those who don’t have one.

2. It is still more convenient for me to
STRONGLY
buy products that I can physically see 1.51
AGREE
and touch.

Table 4.1: The convenience of the respondents in traditional shopping

The data shows that respondents agree that other products online can only be

purchased through credit card or bank account which is inconvenient for those who do

not have one with a general weighted mean of 1.85. Meanwhile, respondents strongly

agree that it is still more convenient for them to buy products that they can physically

see and touch with a general weighted mean of 1.51.

31
 General

Weighted
TRADITIONAL SHOPPING Interpretation
Mean

(GWM)
B. PRODUCT QUALITY    
3. I’d rather see the product myself to
STRONGLY
check its quality than to rely on other 1.56
AGREE
customers’ reviews online.
4. I don’t easily trust online sellers
STRONGLY
and their products unless it is proven 1.61
AGREE
to be good and legit.

Table 4.2: Respondent’s thoughts on product quality on traditional shopping

The data shows that respondents strongly agree that they rather see the product

themselves to check its quality than to rely on other customers’ reviews online with a

general weighted mean of 1.56, and respondents also strongly agree that they do not

easily trust online sellers and their products unless it is proven to be good and legit with

a general weighted mean of 1.61.

32
 General

Weighted
TRADITIONAL SHOPPING Interpretation
Mean

(GWM)
C. SERVICES    
5. Waiting for a few days or weeks -

required for the delivery of product 1.76 AGREE

bought online - is still inconvenient.

6. The services I receive from sellers
STRONGLY
on the physical market are better 1.69
AGREE
because I can ask.
7. I would rather go to the physical

store than do online shopping STRONGLY

1.67
because of the difficulties in returning AGREE

the products or items

Table 4.3: Respondent’s thoughts about services in the traditional shopping

The data shows that respondents agree that waiting for a few days or weeks

required for the delivery of product bought online is still inconvenient with a general

weighted mean of 1.76. However, respondents strongly agree that the services they

receive from sellers on the physical market are better because they can ask with a

general weighted mean of 1.69 and respondents also strongly agree that they would

rather go to the physical store than do online shopping because of the difficulties in

returning the products or items with a general weighted mean of 1.67.

33
 General

Weighted
TRADITIONAL SHOPPING Interpretation
Mean

(GWM)
D. COST    
8. It is wiser for me to purchase

products from the traditional market STRONGLY

1.68
because I don’t have to spend money AGREE

for the delivery charge.

9. It is better to purchase products
STRONGLY
from the traditional market because I 1.66
AGREE
can negotiate in terms of the price.

Table 4.4: Respondent’s thoughts about their cost on traditional shopping

The data shows that respondents strongly agree that it is wiser for them to

purchase products from the traditional market because they do not have to spend

money for the delivery charge with a general weighted mean of 1.68. Likewise,

respondents also strongly agree that it is better to purchase products from the traditional

market because they can negotiate in terms of the price with a general weighted mean

of 1.66

34
 General

Weighted
TRADITIONAL SHOPPING Interpretation
Mean

(GWM)
E. PRODUCT VARIETY    
10. It is easier to choose products in

the traditional market despite of the

STRONGLY
various products to choose from 1.61
AGREE
because you can actually see and

touch it.
11. It is harder to choose what

products to buy online because you STRONGLY

1.74
see a lot of things which is quite AGREE

confusing.
12. It is easier to choose what

product to buy from the traditional STRONGLY

1.63
market because sometimes it’s hard AGREE

to search for a certain product online.

Table 4.5: Respondent’s thoughts about the product variation on traditional shopping

The data shows that respondents strongly agree that it is easier to choose

products in the traditional market despite of the various products to choose from

because they can actually see and touch it with a general weighted mean of 1.61, Also

respondents strongly agree that it is harder to choose what products to buy online

35
because they see a lot of things which is quite confusing with a general weighted mean

of 1.74, and they strongly agree that it is easier to choose what product to buy from the

traditional market because sometimes it’s hard to search for a certain product online

with a general weighted mean of 1.63. .

36
 General

Weighted
TRADITIONAL SHOPPING Interpretation
Mean

(GWM)
STRONGLY
OVERALL 1.66
AGREE

Table 4.6: Overall assessment about respondent’s thoughts on traditional shopping

Overall assessment on the respondent’s thoughts on traditional shopping gives a

general weighted mean of 1.66 which means STRONGLY AGREE, meaning the

respondents strongly agree or very satisfied on traditional shopping.

37
HYPOTHESIS TESTING

t-Test: Paired Two Sample for Means

Online Traditional

  Shopping Shopping
Mean 1.77 1.66
Variance 0.17 0.16
Observations 150 150
Pearson

Correlation 0.27
Standard

Deviation 0.42 0.40

df 1.49
t Stat 2.54
P(T<=t) two-tail 0.01
t Critical two-tail 1.98

Table 5: The differences between respondent’s thoughts on online shopping and

traditional shopping

A paired sample t-test was used to assess between respondent’s thoughts on

online shopping and traditional shopping. The mean of respondent’s thoughts on online

shopping is 1.77 with a standard deviation of 0.42 ( μ = 1.77, σ = 0.42), n = 150 and the

mean of respondent’s thoughts on traditional shopping is 1.66 with a standard deviation

38
of 0.40 (μ = 1.66, σ = 0.40), n = 150. The computed p value is less than the level of

significance (0.01 < 0.05), Therefore, there is a significant difference between

respondent’s thoughts on online shopping and traditional shopping.

General
Weighte
ONLINE SHOPPING Rank
d Mean
(GWM)
A. CONVENIENCE 1.61 1
B. PRODUCT QUALITY 1.72 3
C. SERVICES 1.78 4
D. COST 1.67 2
E. PRODUCT VARIETY 1.82 5
   
TRADITIONAL SHOPPING    
   
A. CONVENIENCE 1.68 4
B. PRODUCT QUALITY 1.59 1 39
C. SERVICES 1.70 5
D. COST 1.67 3
E. PRODUCT VARIETY 1.66 2
 Table 6: The online and traditional shopping for the respondent

The data shows that in online shopping, respondents considered the

convenience first with a general weighted mean of 1.61. Second in the rank is that the

respondents believe the cost is a factor on online shopping with a general weighted

mean of 1.67. Next to rank as a factor of the online shopping is product quality with

general weighted mean of 1.72. The fourth in the rank as a factor of the online shopping

is the services with general weighted mean of 1.78, and the last on the list and fifth in

the rank as a factor in online shopping is the product variety with a general weighted

mean of 1.82. On traditional shopping, they consider product quality as the first factor in

traditional shopping with a general weighted mean of 1.59. The second factor that they

see in traditional shopping is product variety with a general weighted mean of 1.66. Next

to the list as a factor in traditional shopping is the cost with a general weighted mean of

1.67, while the fourth factor in traditional shopping is the convenience with a general

40
weighted mean of 1.68, and the last traditional shopping factor is the services with a

general weighted mean of 1.70.

CHAPTER V

41
 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter contains the research summary, conclusions and

recommendations of the whole study.

SUMMARY

Summary findings of the study entitled "Factors influencing the preference

between online and traditional shopping of Accountancy and Business Management

students of St. Joseph College of Cavite, Inc A.Y 2019-2020" this study aims to

determine the preference of Grade 11 and 12 ABM students in order to provide better

understanding and recommendations regarding to students preference about

purchasing products.

The findings of the study are as follows:

5) What is the profile of the respondents in terms of:

I.3 Sex

The research survey found out that female got the highest

percentage which is 77% or 116 out of 150 respondents while the male

has a percentage of 23% or 34 out of 150 respondents.

I.4 Age

In terms of age the research survey found out that most of the

respondents who answered the survey questionnaire are 17 years old that

has 51% or 77 out of 150 respondents.

6) How does the preference of consumers affect the factors of:

42
 2.3 Online shopping

Based on the results of the study Online shopping has a General

Weighted Mean of 1.77 and the interpretation is agree in terms of

Convenience, Product Quality, Services, Cost and Product Variety which

means that the respondents are satisfied in Online shopping.

2.4 Traditional shopping

Based on the results of the study respondents are very satisfied in

traditional shopping in terms of Convenience, Product Quality, Services,

Cost and Product Variety. Traditional shopping has a General Weighted

Mean of 1.66 and the interpretation is strongly agree.

7) Is there a significant difference between Online Shopping and Traditional

Shopping?

There is a significant difference between Online Shopping and

Traditional Shopping because based on the findings the mean of

respondent’s thoughts on online shopping is 1.77 and the mean of

respondent’s thoughts on traditional shopping is 1.66 with. Therefore,

there is a significant difference between respondent’s thoughts on online

shopping and traditional shopping.

8) Based on this study, what recommendations may be proposed based on

the result of the study?

43
 The researchers strongly recommend that the Senior High School

student of St. Joseph College of Cavite, Inc continually support traditional

shopping since the consumers are fully experiencing the true quality of a

product.

The researchers recommend that St. Joseph College of Cavite, Inc.

should conduct symposium and teambuilding activities that will further

enhance the strategies of traditional as well as online sellers on how they

attract customers.

CONCLUSION

Based on the findings, traditional shopping is the most preferred way of

Accountancy, Business and Management students of St. Joseph College of Cavite, Inc.

in terms of purchasing products. Since when they are inside the campus, they are more

engaged in traditional way of shopping since it is way safer than online shopping. When

customers shop in traditional way, they can see and even touch the product/s for

themselves and check the quality of it, unlike when shopping in the internet. Although,

online shopping has its own advantage which is to assure the consumers that they can

enjoy any goods without having to go to a distance just to retrieve it. However, not all

products are reliable and since it is online and is marketed only through social media,

and the risk of altering the consumer’s perception of the true quality of the product

based on pictures provided by the sellers is also high. Also, there are instances where

customers are being fooled by the sellers. That makes the traditional shopping more

appealing in this aspect because consumers are more than likely aware of what they

44
are buying into rather than blindly buying into a false belief. Consumers are capable of

fully experiencing the true quality of a product without bias on its presentation. They are

given the opportunity to make judgment without having to dodge marketing obstacles.

RECOMMENDATIONS

Contains the recommendations of the researchers that is addressed to the

concerns listed on the significance of the study written on Chapter 1.

 The researchers strongly recommend that the Senior High School student

of St. Joseph College of Cavite, Inc continually support traditional

shopping since the consumers are fully experiencing the true quality of a

product.

 The students also need to develop their good ability to inspect the product

by themselves personally on the physical store.

 The researchers also recommend that purchasing products in traditional

way is still the safer way of purchasing products because customers can

actually see the product itself and its quality.

 The school can conduct symposium and teambuilding activities that will

further enhance the strategies of traditional as well as online sellers on

how they attract customers.

 More of brand & trust building exercises should be carried out in order to

position a positive image of online shopping in consumers mind.

 E-retailers need to launch activies such as festive shopping cards, New

Year Bonus, Loyalty Card, etc.

45
 Mostly when a new product is launched online ‘Stock out’ situation arises,

so this needs to be properly monitored and planned.

 E-retailers drastically need make their website more fast and convenient.

Also they should make their website more attractive and appealing in

order to retain the potential shoppers.

 More discounts compared to physical stores is a major pull for the

customers to shop from e-retailers, to maintain this heavy discounts in the

long term business will be the major challenge for e-retailers. Cost

estimation & future planning of pricing, promotional activities will be

essential to cater market demands.

 That the future research studies be made on the assessment of

preference between traditional and online shopping of ABM students in

terms of buying methods.

46