AIMRAD

Consumers Behavior as Perceived by Sellers Toward

Online Market: Improving the digital media Efficient
for exchange of product

Submitted to:

Demark C. Lorenzo

Subject Teacher

Submitted by:

Serquiña, Akia,
Binaliw Kail
Celestino, Vhea Andrea,
Macayanan, Jemarie
Galvero, Marjorie Shane,
Panganiban, Marie Ann
Gacita, Shelamae,
Godoy, Fredelyn
Flores, Kristine Cassandra

Grade 12-Avicenna Researchers

S.Y. 2022-2023

ABSTRACT

Online media provide a range benefits for efficient exchanging

of products, it serves the purpose of making it easier for consumers
to find out and distribute information about different brands,
products and services thus consumers behavior is rapidly extending.
To adhere such, this study was conducted to determine the
consumers buying behavior as perceived by online sellers wherein
the results will be a basis of the researchers in determining the
improvement of online media efficient for exchange of products. The
study used the descriptive research design to described the level of
satisfaction of online sellers towards consumers buying behavior
and tests the significance. Moreover, the study records the issues
and challenges experienced by online sellers in doing business.
Results revealed that the level of consumers buying behavior of
senior students is at high level, considering that it has enough
impact to online sellers. It also showed that there is no significant
difference on the level of consumers buying behavior by the gain
scores under two groups. Considering the issues and challenges that
are encountered by online sellers are poor internet connection,
sudden price of goods, buying behavior of consumers, and mental
health issues. With the above findings, it is recommended that
online sellers should be more careful on how to manage their
business and should give attention to every decision they will
make.

Keywords: online sellers, consumers buying behavior, level of

satisfaction, issues and challenges

INTRODUCTION

Social media allows people to freely interact with others and

offers multiple ways for marketers to reach and engage with
consumers. Social media has occupied an important position as a
communication tool. Generally, the study aims to determine the
consumers buying behavior as perceived by online sellers which
will become a basis for online sellers to know the initiatives towards
the efficiency of exchange of products through online media in
Solano, Nueva Vchallengesl

OBJECTIVES OF THE STUDY

This study aimed to assess the consumers buying behavior as

perceived by online sellers towards online market. It employed 25
completely enumerated Grade 12 ABM students. Specifically, this
study focused on determining the (1)The profile variables of
respondents according to their Sex and Frequency of visit to online
shopping site (2)The level of Consumers Buying Behavior as
perceived by online sellers (3) The significant difference of the level
of consumers buying behavior as perceived by online sellers (4) The
issues and challenges experienced by online sellers in doing
business.
METHOD

The researchers conducted a mixed method study as it

measure the level of satisfaction of consumers buying behavior and
recorded the issues and challenges experienced by the online
sellers in their online business. Participants of the study is chosen
using a random purposive sampling technique. The researchers
floated a survey questionnaire ( researchers- made) to respondents
of 25 grade 12 students of Solano High School that are present in
the online business.

Frequency, mean, and standard deviation will be used to describe

the level of satisfaction of consumers buying behavior. To determine
significant difference t-test will be used to compare the level of
consumers buying behavior and the profile variables. And to
describe the issues and challenges encountered by the online
sellers in doing their business. The results of the study will be the
basis of researchers in determining the improvement of online
media efficient of products.

Results and Discussion

Section 1: Profile Variables of Respondents and Frequency

of Visit to Online Shopping Site.

Table 1: The Profile Variables of Online Sellers According to their

Sex.
SEX COUNT PERCENTAGE
MALE 6 24%
FEMALE 19 76%
AVERAGE 25 100%

Table 1Shows the profile variables of online sellers according to

their sex. It revealed that there are 24% (6 out of 25) are male and
76% (19 out of 25) are females who usually sells their products
online than males do. This is supported by the study of Siguaw and
Honexcutt (2019) stating that woman perform well as men in
industrial sales situations.

Table 2 : The Profile Variables of Online Sellers According to their

Frequency of Visit to Online Shopping Site.

VARIABLES COUNT PERCENTAGE

Everyday 14 56%
Weekly 4 6%
Biweekly 4 16%
Bimonthly 3 12%
AVERAGE 25 100%

Table 2 Shows the frequency of visit to online shopping site. It

revealed that online sellers visit their shopping site everyday having
a percentage of 56% ( 14 out of 25), next to such is they visit their
online shopping site weekly and biweekly having a percentage 16%
( 4 out of 25). This means that online sellers visit their shopping site
everyday to monitor their sales and information. This is supported
with the study of Man, Gan, Vatsa, Yang and Zheng (2022) imposed
that the increase of online shoppers also increase the level of online
sellers frequency of visit to their online shopping site.

Section 2: The Level of Consumers Buying Behavior as

Perceived by Online Sellers.

Table 3: The Satisfaction of Online Sellers to the Consumers Buying

Behavior as Perceived by the Online Sellers.

SATISFACTIO MEAN STANDARD QUALITATIVE

N DEVIATION DESCRIPTION
1. I am 3.92 0.8621 High
satisfied with
the buying
behavior of
consumers.
2. I am 3.84 0.7461 High
satisfied with
the satisfaction
of consumers
to the product.
AVERAGE 3.88 0.8041 High

Table 3: Shows the satisfaction of online sellers to the consumers

buying behavior as perceived by the online sellers. This revealed
that online sellers are satisfied with the buying behavior of the
consumers with the mean of 3.88 with the standard deviation of
0.8041. This is further supported of Merugu and Mohan, with their
study stating that providing superior service quality enhances
customer satisfaction that will lead to the online sellers satisfaction.

Table 4: Reviews and Feedback of Online Sellers Based to the

Buying Behavior of Consumers as perceived by the Online Sellers.

REVIEWS MEAN STANDARD QUALITATIVE

and DEVIATION DESCRIPTION
FEEDBACKS
1. I have good 3.88 0.7257 High
reviews of my
products
2. I have bad 3.76 0.7234 High
reviews of my
product.
3. I have 4.16 0.8 Very High
positive
recommendation
of my product.
4. I have 3.72 0.5416 High
negative
feedback of my
product.
5. I have 4.28 0.6782 Very High
positive
feedback of my
product.
AVERAGE 3.96 0.6937 High

Table 4. shows the reviews and feedback of online sellers based on

the buying behavior of consumers. It shows that online sellers
agreed to their customer’s feedback and reviews having the 3.96
mean and standard deviation of 0.6937 resulting that consumers
buying behavior has enough impact to the online sellers. Among the
components, the positive feedback had the highest mean of 4.28
saying that online sellers had good feedback and reviews based
from the buying behavior of consumers with the standard deviation
of 0.6782. This study is further supported by the study of Paquette
(2013), stating that social media help online sellers to gain and
reach the reviews and feedback from the customers because the
product’s information and endorsement are easy to be seen and
they can leave their reviews, feedback and recommendation to the
business.

Table 5 : The Characteristics of Online Seller’s Product Based on the

Buying Behavior of Consumers as Perceived by the Online Sellers.

CHARACTERISTICS MEAN STANDARD QUALITATIVE

DEVIATION DESCRIPTION
1. The legitimacy of 4.48 Very High
my products.
2. I have detailed 4 0.7637 High
information of my
product.
3. My products are 4.04 0.7506 High
easy to
choose/compare with.
4. My products are in 4.48 0.6531 Very High
good quality.
5. The effectiveness 4.04 0.7348 High
of my product.
6. My products are 3.92 High
favorable.
AVERAGE 4.16 0.7097 Very High

Table 5: The table shows the characteristics of online seller’s

product based on the buying behavior of consumers. It shows that
online sellers agreed that they have a very high product
characteristics, having the mean of 4.16 and standard deviation of
0.7097, having the result of consumers buying behavior has enough
impact to online sellers. Withthis different characteristics, the
legitimacy of the sellers product stands out with the highest mean
of 4.48 and a standard deviation of 0.6531. this statement is
supported by the study of Sultan and Uddin (2011), claims that most
of online products are in good quality, legitimacy, products
effectiveness, and are easy to compare with.

Table 6 : Service of Online Sellers to the Consumers as Perceived

by the Online Sellers.

SERVICE MEAN STANDARD QUALITATIVE

DEVIATION DSCRIPTION
1. I have good 4.04 0.8064 High
refund process
2.My products 4.16 0.8 High
are safe and
secured.
3.My product’s 4.12 0.7810 High
price are
affordable.
4.My product’s 4.04 0.7895 High
delivery time is
constituently.
5.My products 4.24 0.7788 High
are reliable.
6.I am a good 4.2 0.7637 High
influencer to
my consumers
based on my
product.
7.I 4 0.8165 High
accommodate
my consumers.
AVERAGE 4.11 0.7908 High
Table 6: shows the service of online sellers to consumers as
perceived by the online sellers. It shows that the consumers buying
behavior has enough impact to online sellers, having the mean of
4.11 and a standard deviation of 0.7908. among the different
components of services, the product reliability has the highest
mean of 4.24 and a standard deviation of 0.7788, resulting that the
products reliability has enough impact to the buying behavior of the
consumers as to online sellers. This statement is supported by the
study of Sultan and Uddin (2011), stating that shopping online gives
less hassle to the consumer and saves time evaluating and selecting
a product through online and still provides convenient and suitable
products to consumers.

Table 7: The Level of Consumers Buying Behavior as Perceived by

Online Sellers.

Level Mean Standard Qualitative

Deviation Description
1.Satisfaction 3.88 0.8041 High
2.Reviews and 3.96 0.6937 High
Feedback
3.Characteristics 4.16 0.7097 High
of online seller’s
product
4.Service of online 4.11 0.7908 High
sellers to
consumers
Average 4.03 0.7496 High

Table 7: shows the level of consumers buying behavior as perceived

by the online sellers. It reveals that the level of consumers buying
behavior has a enough impact to the online sellers with the mean of
4.03 and a standard deviation of 0.7496. resulting to the growth of
online sellers in their online business. Among the components of the
level of consumers buying behavior, the product’s characteristics of
the online sellers has the highest impact on the consumers buying
behavior having the mean of mean of 4.16. this is further supported
by the study of Guzel, M., Sezen, B., and Alniacik, U. (2020), stating
that the intention of the consumers to repurchase and their
electronic-word-of-mouth (e-WOM) depends on their degree of
satisfaction. In light of these heavy investments in online shopping,
there is an exciting yet unexplored opportunity to comprehend
better how the purchasing experiences of consumers through online
channels influence their satisfaction level.

Section 3: The Significant Difference of the Level of

Consumers Buying Behavior as Perceived by the Online
Sellers.
Table 8: The Significant Difference of the Level of Consumers
Buying Behavior as Perceived by the Online Sellers When Group
According to their Sex.

SEX MEAN DF t pvalue

Male 6 2.325 0.7477
Female 19 2.204

Table 8 shows the significant difference of the level if consumers’

buying behavior as perceived by the online sellers when grouped
according to sex, having the mean of 69 for males and 19 for female
resulting the pvalue of 0.7477 which means that, there is no
significant difference of the level if consumers’ buying behavior as
perceived by the online sellers when grouped according to sex.

Table 9 : The Significant Difference of the Level of Consumers

Buying Behavior as Perceived by Online Sellers When Grouped
According to Their Frequency of Visit to Online Shopping Site.

Number Mean df F Pvalue \

Everyday 14 2.11 2.6131
Weekly 4 2076
Biweekly 4 1.97
Bimonthly 3 2.68

Table 9 shows the significant difference of the level if consumers’

buying behavior as perceived by the online sellers when grouped
according to their frequency of visit to online shopping site. From a
total of 25 respondents, 14 of them visits shopping site everyday, 4
of them visit shopping sites weekly, 4 of them also visits shopping
sites biweekly and 3 of them visits shopping sites bi monthly
resulting the pvalue of 2.6141 which means that, there is no
significant difference of the level if consumers’ buying behavior as
perceived by the online sellers when grouped according to their
frequency of visit to online shopping site.

Section 4:The issues and challenges experienced by online

sellers in doing business

The researcher had given the respondents a question that they will
answer in essay or opinionated form. The question is, What are the
common issues and challenges experience by online sellers in doing
business?. According from the respondents, these are the lists of
issues or challenges that they usually encounter as an online seller;

Poor connection - Having poor internet connection hinders a smooth

transaction between the seller and the consumer that causes slower
process of transaction which results to delay and even cancellation
of orders.

Buying behavior of consumers - base on the emotions, attitude and

preferences of a consumer, the respondents also mentioned that
the behavior of the consumers can also be an issue or a challenge
that they can encounter as an online sellers, that they should be
patient with the attitude and inquiries of the consumers to avoid
inappropriate conversation that could change their mood. The
respondents also said that there are times that they deliver the
order to the consumers firt and pay afterwards, some causes
delaying of payments and not paying at all.

Price increased - Due to inflation or unexpected increase of price of

a product, the consumers may react about the price resulting to less
sales and less customers

Expectation of consumers- due to the expectation of consumers, the

respondents said that it is also one of the issues that they
encounter, when the product delivered doesn’t meet their
expectations, it results to returns and cancellation of orders.

Mental Health issues- the changes in emotion, thinking and

perception affects the mood of consumers that causes hesitance
weather they will continue to buy the product or not.

CONCLUSIONS AND RECOMMENDATIONS

There are more female than male students as respondents of the

study. The level of consumers buying behavior is assumed at a high
state means that online sellers of the said respondents can
overcome the challenges through improving all components such as
the satisfaction of consumers, the reviews and feedback, their
characteristics of themselves, and the service they give. In addition,
another test was done which revealed that there is no significant
difference as to their sex and consumers buying behavior appearing
that sex is not a hindrance when it comes to consumers buying
behavior, and to their frequency of visit to online shopping site
considering that consumers buying behavior is more likely not
affected by how often a consumer visits an online shopping site.
Moreover, the encountered issues and challenges by online sellers
are poor internet connection, sudden price increase of goods,
buying behavior of consumers, high expectations of consumers, and
mental health issues.
With the results, it is recommended that consumers should behave
as to shopping online, furthered, the buying behavior of consumers
can be improved as to having their ordered products neatly, nicely,
and that it suits the style they wanted to. The online sellers/
business owners should be more careful on how to manage their
business and should give more attention to every decision they
make. Moreover, interventions should further consider to study
about the impact of mental health issues to business specifically
online selling.

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