University of Santo Tomas

Alfredo M. Velayo College of Accountancy

Academic Year 2009-2010
Title: A Study on Consumer Satisfaction of Selected Third Year Bachelor of Science Major in
Management Accounting (BSMA) Students of UST-AMV College of Accountancy in
Convenience Stores located within the vicinity of the University of Santo Tomas
ACKNOWLEDGMENT
The researchers extend their sincerest gratitude and appreciation to the following people
who have immeasurably contributed to the completion of the study: To Associate Professor
Josephine G. Relis, Ph. D., for the opportunity she has given the researchers to pilot this study
about consumers satisfaction of selected third year BSMA students of UST-AMV College of
Accountancy in convenience stores located within the vicinity of the university. This
investigation would not have been possible without her encouragement, brace and undying
extension of her knowledge.
To Assistant Professor Nestor Noble, Mr. Arnold Petalver and more importantly Mrs.
Nancy Macapagal, for giving the researchers constant assistance as to how they would interpret
the results of the researchers study, accurately and honestly. This quest of knowledge would not
have been contingent without their utmost generosity.
To some Third Year BSMA students of AMV-COA, for their unselfish cooperation in the
survey the researchers have conducted.
To the researchers parents, brothers, sisters and friends, for their love, moral support,
prayers and understanding; and,
Above all, to the Divine Lord, with whom the researchers give their highest praise, for
giving them life, and for being their Hope and savior.
ABSTRACT
A study on Consumer Satisfaction of Selected Third Year BSMA Students of UST AMVCOA in convenience stores located within the vicinity of the University of Santo Tomas.

Convenience Stores have been an aid to thousands, if not millions, of people ever since
its evolution in the 20th century (Paranose, 1998). Convenience stores cater to practically
everyone in the market. It offers retail goods and services, and has come to be known later on to
be a one-stop shop.
The study aimed to determine consumer satisfaction of selected Third year BSMA
students of UST-COA in convenience stores located within the vicinity of the University of
Santo Tomas.
One hundred-fifty Third Year BSMA students of UST AMV-COA were randomly
selected and given questionnaire. Questions asked focused on whether or not the Third Year
BSMA students of UST AMV-COA are satisfied with the Convenience Stores located within the
vicinity of UST, based on four (4) factors: (1) accessibility. (2) Availability of goods and
Services, (3) Prices offered and (4) other services.
The findings showed a greater percentage of selected BSMA Students of UST AMVCOA who say that they are satisfied with the convenience stores located within the vicinity of the
University of Santo Tomas. This is because of the convenience stores accessibility on location
and operating hours (24 hours), availability of goods and services usually purchased by the
consumers, particularly by third year BSMA Students, price offered and other services offered.
Keywords: accessibility on location and operating hours, availability of goods and services
usually purchased, price scheme offered and other services.
CHAPTER I
INTRODUCTION

A. Background of the study

Convenience stores evolved from a variety of sources early in the 20 th century they
drew upon characteristics of many types of retail establishments in existence at the time:
Mom- and-pop neighborhood grocery stores, the ice-house (from pre-refrigerator
days), the daily store, the supermarket and the delicatessen (Weller, 1997). 7-Eleven
pioneered the convenience store concept way back in 1927 at the South Land Ice
Company in Dallas, Texas. The pattern of the emerging convenience types of stores
2

grew modestly until the World War II where people were clamoring for fast, instant
service. At this time, people wanted everything in the world for themselves. They felt like
they have been deprived of life because of the war. People just wanted to move from one
place to another and bring money to their home; that is why; people had utmost
appreciation for the fast, instant, quality goods offered by C-stores (Timm, 1997). Indeed,
Convenience stores, as has been traced from history, were established for the ultimate
vision of satisfying customers (Horovitz, 2000).
As the world emerge with the fast, instant lifestyle, more countries continued to
follow Southland Corporations legacy to market fast, quick, quality, cheap goods to the
public, including the Philippines.
The two pioneer convenience stores that first entered the Philippine territory and
immediately got the eye of the market were Mini Stop and 7-Eleven. Mini Stop and 7Eleven came in the Philippines between 1984 and 1986, when the country was
experiencing economic problems. All the more, people with no doubt patronize their
goods and services, and their sales grew rapidly making way for other to put up their
convenience stores outlets in different parts of the country, satisfying more and customers
as years pass (Timm, 1997).
Now, since we are in the era of busy and fast paced lifestyle, professionals,
working adults and most especially students, need these kinds of comfort stores that
would aid them in their day-to-day activities. This study was conducted to determine the
consumers satisfaction of selected 3rd year BSMA Students of UST-AMV COA in
convenience stores located within the vicinity of the University of Santo Tomas.

B. Statement of the Problems

The study aims to evaluate the consumer satisfaction of Third Year BSMA students of
UST AMV College of Accountancy in the convenience stores located within the
vicinity of the University of Santo Tomas. The researchers have come up with these
following problems for the development of the research so that it will be easier for the
researchers to conduct the study, thus, the gathered data will be accurate, logical and
specific to arrive in an effective and efficient study.

1. How many branches of Ministop and 711 located within the vicinity of UST
are accessible to the BSMA students?
2. Does the location of the convenience stores (Ministop and 711) located within
the vicinity if UST aid the 3rd year BSMA students with their day to day
activities?
3. How do 3rd year BSMA students go to the convenience stores (Ministop and
711) located within the vicinity of the university?
4. Does the 24/7 operating hours of Ministop and 711 within the vicinity of UST
benefit the 3rd year BSMA students?
5. Does the availability of goods and services satisfy the needs of 3rd year BSMA
students?
6. How do the 3rd year BSMA students rate MInistop and 711s goods and
services in terms of price?
7. Does the Ministop and 711 located within the vicinity of UST provide
environment that is conducive for 3rd year BSMA students?

C. Significance of the Study

The researchers hope that the outcome of this study will make the students aware
of the importance of the convenience stores located within the vicinity of the
university.
Also, with the findings of the study, the researchers hope that the convenience
store outlets/ management may be motivated to improve and innovate their operations
to provide quality goods and services to the students.

D. Scope and Limitations

The scope of the study is limited to the convenience stores located within the
vicinity of the University of Santo Tomas, particularly to Ministop and 711 branches,
only. This is because Ministop and 711 have the most number of branches of
convenience store located within the universitys vicinity. The respondents were
limited to one hundred fifty (150) third year BSMA students of UST AMV-COA.
4

E. Definition of Terms
1. Convenience stores- those that operates 24 hours to offer retail good and
services and the like of 711 and Ministop, etc.
2. Convenience- ease accommodation, that adds to comfort, makes work easier,
or offers material advantage.
3. Goods- products which add material advantage to costumers. example:
cupcake, beverage.
4. Services- operation of an organized system for supplying public needs.
Example: load services.
5. Needs- essential, necessary.
6. Comfortable- at ease and contented.
7. Consumer satisfaction- is the ultimate objective of every business: not to
supply, not to sell, not to service, but to satisfy the needs that drive customers
to do business.
8. Accessibility- extent to which a consumer or user can obtain a good or service
at the time it is needed.
9. Availability- characteristic of a resource that is committable, operable, and
usable upon demand to perform its designated or required function. It is the
aggregate

of

the

resources accessibility, reliability, maintainability,

serviceability and security.

10. Price offered- prices of goods being offered by the store
11. other services- refers to cleanliness, comfortability, safety being provided
by the store/s

CHAPTER 3
RESEARCH METHODOLOGY AND DESIGN

In this chapter of the research, the researchers will show you the treatment which they
have used to interpret the facts and information they gathered to support their assumptions and to
accomplish their basis objectives toward the completeness of this study.

Research Design
Descriptive Method
In this study, the researchers used the descriptive method to present the collected data
wherein the problems to be studied utilizes the need to have detailed description, analysis and
interpretation of the results attained. The facts obtained from the survey questionnaire were
transcribed and written in declarative form.

Respondents
The researchers have prepared one hundred fifty (150) questionnaires to be distributed to
selected third year Bachelor of Science in Management Accountancy (BSMA) students of UST
AMV College of Accountancy. The respondents selected were the ones who were willing and
available.

Sources of Data
The collected data were used to describe objectively the contents of the certain sources of
the study like books, related studies such as thesis, dissertations and previous research papers.
We also used the internet to effectively interpret our study.

Instrumentation
The research instrumentation used in the study is survey questionnaire. There are ten
(10) questions in the questionnaire, distributed to 3rd year BSMA students. The questions focused
on determining the level of their satisfaction with the convenience stores within the vicinity of
UST offer to its customer, based on product offered, price scheme, accessibility and sanitation.

Data Collection
6

The researcher used the survey questionnaire to know if the convenience stores are
sticking up to their purpose of providing convenience. The researchers asked ten (10) questions
directly whether or not the selected 3rd year BSMA of UST AMV-COA are satisfied with
convenience stores within the vicinity of UST based on the four (4) factors namely: 1.)
accessibility, 2.) availability of goods and services, 3.) prices and 4.) other services.

Statistical Treatment
The sampling of this study is Non-Probability wherein there was specific system of
selection was employed and the sampled may not be a proportion of the population and may
depend the situation and condition. We choose this sampling tool for this suits our investigation
based on the convenience of the researchers, as well as of the respondents in gathering data
through our survey.
Responses to the questions were presented in simple categories and expressed
quantitatively in frequencies and proportion. We used the Slovens formula:

X= N/ 1 + (N) (EM)2
Where: X is the required respondents for the total population
N is the total population
EM is the error margin
In addition, we used the statistical medium of average and ranking and the weighted
average to interpret our data.
Weighted Average:
Xw = XW / W
Where: X is the individual score/value

W is the weight of each score/value

Also, we used the relative frequency for the data analysis. To get the relative frequency,
divide the frequency of each class intervals by the total frequency and express the result in
percent.

Relative Frequency = Frequency / Total Frequency x 100

CHAPTER 4: Presentation of Data and Analysis
Table 1
Convenience Store Branches within the vicinity of UST
BRANCHES
Ministop,Dapitan
Ministop,P.Noval
Ministop,Espana
Ministop,Loyola
711,Dapitan
711,P.Campa

RESPONDENTS
63
85
42
6
58
5

RANK
2
1
4
5
3
6

This table shows that the 3rd year Bachelor of Science Major in Management Accounting
(BSMA) students of University of Santo Tomas Alfredo M. Velayo College of Accountancy
(UST AMV COA) really find the convenience stores within the vicinity of UST as accessible
most particularly Ministop located in P.Noval having 85 responses from the respondents.
Ministop, P.Noval ranked first because of the following reasons:
1. They live near P. Noval.
2. It is near the jeepney and bus stops for a ride to go home.
On the other hand, 711, P. Campa ranked last because it will already take time for them
to reach the said location.

Table 2
Frequency of Visit of 3rd year BSMA students in the convenience stores located
within the vicinity of UST

RESPONDENTS

RELATIVE FREQUENCY

Always

2.67%

Often

44

29.33%

Sometimes

100

66.67.%

Never

1.33%

TOTAL

150

100%

This table shows that most of the selected 3rd year BSMA respondents go to the
convenience stores located within the vicinity of UST, sometimes. This is because students only
go to the convenience stores when they need something in an instant, although the convenience
stores are accessible.
Table 3
Frequency of the 3rd year BSMA students benefited by the 24/7 operating hours of
the convenience stores located within the vicinity of UST
RESPONDENTS

RELATIVE FREQUENCY

Yes

113

75.33%

No

37

24.67%

TOTAL

150

100%

This table shows that 75.33% of the respondents were benefited by the 24/7 operating
hours of convenience stores located within the vicinity of UST. This is because of the following
reasons:
1. Some of them live in condominiums and dormitories near the vicinity of UST.
Thus, the convenience stores provide convenience and portray accessibility to
9

them who needs instant food because they dont have the time to prepare their
own and has small space inside their dormitories.
2. In case of emergencies, the students are benefited by the operating hours
because they can still purchase from convenience stores things that they need
which cant be purchased from other stores which has early closing time.
Thus, the operating hours make the convenience stores accessible to those
students who need to purchase something at any time of the day.
Table 4
Frequency of the Products usually purchased by 3rd year BSMA students

RESPONDENTS

RANK

Beverages

129

Snacks

122

Instant Meal

54

Supplies

15

Toiletries

38

This table shows that the most frequent purchased product by the respondents
were beverages, second were snack, third were instant meals, fourth were toiletries and
last were supplies.

Table 5
Frequency of the availability of the products the respondents usually purchased
RESPONDENTS

RELATIVE FREQUENCY

Always

40

26.67%

Often

70

46.67%

Sometimes

39

26%

10

Never

0.66%

TOTAL

150

100%

This table shows that the things they usually purchase are OFTEN AVAILABLE from the
convenience stores located within the vicinity of UST. This is because the products
offered by the convenience stores are those which consumers basically need and
purchase.
Table 6
Rating of the respondents on how they perceived price of the products offered by the
convenience stores located within the vicinity of UST.
Number

Respondents

Assigned
3

Expensive

68

Reasonably Priced

71

Cheap

11

TOTAL

150

Frequency Distribution Table

2.57 3.00 Expensive
1.79 - 2.56 Reasonably Priced
1.00 1.78 Cheap
Weighted Average = (1 * 11) + (2 * 71) + (3 * 68)
150
= 2.38
The weighted average 2.38 is closest to the assigned value 2, pertaining to reasonably
priced. Based on our curriculum in the previous years about Statistics this means that the
over all impression of the respondents regarding price of the conveniences stores
products is that it is REASONBALY PRICED. This is because although the prices in the
convenience stores based on the 2005 Japan Convenience Store Customer Satisfaction
Study, are 1% of the 4.5% higher than the supermarkets, it is just reasonable because
convenience stores operate 24/7.
11

Table 7
Rating of the respondents on how they perceived the convenience stores located
within the vicinity of UST, in terms of cleanliness, comfortability and safety
1

TOTAL

Cleanliness

21

63

52

13

150

Comfortabilty

18

72

46

10

150

Safety

39

54

37

15

150

Frequency Distribution Table

FDT:
4.6 5.0 Excellent
3.4 4.5 Very Good
2.2 3.3 Satisfactorily
1.0 2.1 Needs Improvement
Weighted Average = (1 * 1) + (2 * 21) + (3 * 63) + (4 * 52) + (5 * 13)
150
= 3.37
Cleanliness: This shows that the respondents rated the convenience stores located within
the vicinity of UST as VERY GOOD, having a rating of 3.37, in terms of cleanliness.
Weighted Average = (4 * 1) + (2 * 18) + (3 * 72) + (4 * 46) + (5 * 10)
150
= 3.27
Comfortability: This shows that the respondents rated the convenience stores located
within the vicinity of UST as SATISFACTORY having a rating of 3.27, in terms of
comfortability.
Weighted Average = (5 * 1) + (2 * 39) + (3 * 54) + (4 * 37) + (5 * 15)
150
= 3.12
Safety: This shows that the respondents rated the convenience stores located within the
vicinity of UST as SATISFACTORY, having a rating of 3.12, in terms of safety.
Table 8
Things usually done by 3rd year BSMA students when staying inside the convenience
stores located within the vicinity of UST.
TOTAL
12

RANK

Chatting with Friends

118

Studying/Reviewing

25

Waiting for companions

75

This table shows that the students, when staying inside the convenience stores do the following:
chatting with friends, studying/reviewing and waiting for companions. Chatting with friends
ranked 1st, waiting for companions 2nd and studying and reviewing last.

13

Bibliography
Timm, P. (2002).Customer Satisfaction: Career Success through Customer Satisfaction. New
Jersey: Prentice Hall, Inc.
Weller, D. (2005). Who Buys: A Study of the Consumer. New York: Pitman Publishing
Denjon, D. (1991). Horizontal Management: Beyond Total Customer Satisfaction. New York:
Macmillan, Inc.
Price, B. & Jaffe, D. (2000). The Best Service is No Service: How to Liberate Your Customers
from Customer Service, Keep Them Happy and Control Costs
Bass, J. (2000). Consumer Behavior: Building Marketing Strategy. 10 th Edition. New York:
McGraw-Hill, Inc.
Hanan, M. & Karp, P. (1994). Customer SatisfactionL How to Maximize, Measure and Market
your Companys Ultimate Product. New Jersey: McDion, Inc.
Raymond, M., Markens, J. & Roe, R. (1996). Retail Management Satisfaction of Consumer
Needs. New York: McGrawHill
Gale, B. (2006). Managing Customer value, New Illinois: McScion, Inc.
Horovitz, J. & Panak, M. (2000). Totla Customer Satisfaction: Putting the Worlds Best Programs
to Work. USA: Irwin Professional Publishing.

14