2017

Student's Level of
Satisfaction in Marikina-Made
Shoes
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CHAPTER I: INTRODUCTION

This chapter presents the background of the study,

statement of the problem, significance of the study, and scope

and delimitations.

BACKGROUND OF THE STUDY

A pair of leather shoes is an important part of fashion

and uniform in schools. Many variations of materials are used

in making leather shoes. For example, different colors of

leather shoes such as black, brown, red and blue are

manufactured. It is also comes in different forms and sizes

like the rounded edge and pointed edge. Leather shoes also

have different styles: the formal pair of leather shoes

typically used in the office and schools; the top siders,

combat shoes, spadryls and boots. It is considered as a basic

need especially for students and office workers, it could

also be in the form of fashion and sense of style. Marikina

City is known all over the country as the “Shoe Capital of

the Philippines because of its progressive shoe industry. It

is also the home of the world’s largest pair of shoes

certified by the Guinness Book of World Record. As citizens

of the city of Marikina, the students became interested in

how satisfied the buyers are in the quality of the leather

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shoes produced by the city. Shoes import from other countries

have been arriving in increasing volume year after year; thus

it is very important for shoe manufacturers to have an idea

of how customers see the quality of the shoes being

manufactured.

Leather shoe is one of primary needs of students,

required to wear with their uniforms in almost all schools

over the country. There are factors of leather shoe that are

affecting the students in preferring their shoes; is it long-

lasting, durable, affordable, comfortable to wear and stylish

that is being compared with other brands. These circumstances

that could affect students in purchasing leather shoeswill be

identified in order to measure their satisfaction level which

convinces the students and makes them satisfied enough to

purchase it.

The researchers’ purpose is to determine the

satisfaction level in purchasing leather shoes that is made

in Marikina, also known as “Shoe Capital of the Philippines”.

The collected data will be analyzed by the researchers, and

from these data, they will examine the consequences that the

respondents encountered. Also, the researchers will correlate

these to their satisfaction level to conclude how these

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factors affect their student in buying shoes. After this, the

effects will be examined to make a guide about the standards

of students that will satisfy them in purchasing leather shoes

for different shoe company in Marikina.

STATEMENT OF THE PROBLEM

This research aims to determine the level of

satisfaction of students in Barangay Sta. Elena, Sta. Elena

High School in purchasing leather shoes.

More specifically, this research sought answer to:

1. What is the profile of the students? gender age and grade

level.

2. Factors affecting students’ satisfaction level in terms of

Comfort, Design, and Affordability.

3. What percentage of students have a high satisfaction level

in Marikina-made shoes?

4. What percentage of students have a low satisfaction level

in Marikina-made shoes?

SIGNIFICANCE OF THE STUDY

The study of Student's Level of Satisfaction in

Marikina-Made Shoes can be a guide for shoe companies in

enhancing their knowledge and entrepreneurial skills as well.

This study will also be beneficial to the students and

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instructors in strategic management in measuring satisfaction

level of students in buying leather shoes. By understanding

the satisfaction of the students and the qualities they

preferred the most, those shoe companies be assured of a

competitive advantage. Moreover, this research will provide

recommendations on how to deal with students in terms of

purchasing their leather shoes.

SCOPE AND DELIMITATIONS

The main focus of this project is to evaluate the

contentment of high school students in barangay Sta. Elena

Marikina City belonging to lower, middle and higher social

class. This study is composed of one hundred (100) high school

students residing in Barangay Sta. Elena, City of Marikina.

The primary data gathering method use was questionnaires and

surveys to determine the student’s satisfaction in buying

leather shoes. This research used purposive and convenience

sampling in which an equal representation for gender and grade

level among the respondents was applied.

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CHAPTER II: CONCEPTUAL FRAMEWORK

This chapter presents the Review of Related Literature

and Related Studies.

REVIEW OF RELATED LITERATURE

Customer satisfaction is the indicator of consumer

purchase intentions and loyalty. Customer satisfaction gives

data towards a product after being purchased; indicators of

market perceptions. Customers tends to recommend it to some

of his/her friends, relatives and colleagues if satisfied

with the product. This can be a powerful marketing

advantage.In the other hand, they can hurt the firm by making

negative comments about it to prospective customers.

Willingness to recommend is a key metric relating to customer

satisfaction. According to Farris, Paul W.; Neil T. Bendle;

Phillip E. Pfeifer; David J. Reibstein (2010).

It is considered that customers judge products on a

limited set of norms and attributes. Olshavsky and Miller

(1972) and Olson and Dover (1976) designed their researches

as to manipulate actual product performance, and their aim

was to find out how perceived performance ratings were

influenced by expectations. These studies took out the

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discussions about explaining the differences between

expectations and perceived performance.

Base on International Research Journal of Finance and

Economics (December 2010), between price fairness and

customer satisfaction is indicating strong positive

relationship. When a product or service costs more, but is

worth it, its value becomes acceptable to the consumer. The

correlation value between customer services and customer

satisfaction is calculated as 0.50 which also shows

significantly high association between these two variables.

Products should outweigh the cost, creating a strong sense of

good value. Thus, Quality is also one of the reason why

customers purchase shoes

REVIEW OF RELATED STUDIES

According to the study of Endalew Adamu (June 2011)

“Factors Affecting Consumers’ Shoe Preference: The Case of

Addis Ketema Sub-city on Domestic versus Imported Leather

Shoes”. As, the study findings showed that most of the

respondents purchased shoe one time per year and they

accounted 36 percent, while 16 percent of respondents made

maximum purchase between one to two times, 13.4 percent of

respondents made minimum purchase less than one times per

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year.Concerning style of leather shoes, respondents‟

perceived imported shoe as highly fashionable with the mean

score of 4.21, but domestic shoe moderately perceived by

respondents‟ with an average grade of 2.5. Similarly,

respondents rated range of variety for imported shoe as high

with a mean point of 4.01 and domestic shoe was perceived by

consumers‟ at moderate level of range of variety. The study

also found that respondents as a whole highly influenced by

style of shoe with an average grade of 3.84.Regarding quality

of leather shoes, respondents‟ perceived as both imported and

domestic shoes were highly durable. But their response to

domestic leather shoe indicated it was better durable than

that of imported shoe with an average grade of 4.38. Likewise,

imported shoe valued 4.09. The study also evaluated

comfortability of both imported and domestic shoe. In doing

so, it was found that imported shoe was highly comfortable

than that of domestic leather shoes with an average 4.08

comfortability rate, whereas domestic shoe had low

comfortable quality with a mean score of 2.1. In addition to

this, it was found that quality influenced respondents shoe

choice with average grade of 4.26.

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The study of EndalewAdamu revealed the Shoe Preference

of Addis Ketema Sub-city in which is slightly similar to the

Satisfaction level in Purchasing Leather Shoes in Marikina

City. In purchasing a pair of shoes will concern the style of

the leather shoes, respondents perceived imported shoe as

highly fashionable,the study also found that respondents as

a whole highly influenced by style of shoe. Therefore, Shoe

Preference will be determined to whether the respondents are

Satisfied with the shoe they purchased.

Regarding to the difference of the Studies it is given

that Shoe Preference and Satisfaction level are still not the

same for Shoe Preference requires Satisfaction Level towards

a product; and satisfaction Level is said to be gain through

after purchasing a product.

CONCEPTUAL MODEL

Figure 1.

Input Process Output

 Distribution of  Qualities of
 Questionnaires
survey forms to leather shoe
the respondents that is made
 50 Students in
 Collection of in Marikina
Marikina City
as respondents survey forms City such as
 Analysis and long-lasting,
Interpretation durable,
of data comfortable to
collected wear and
stylish.
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CHAPTER III: RESEARCH DESIGN

This chapter presents the Method of research used,

Sources of data, Data gathering instrument and Data gathering

process.

METHOD OF RESEARCH USED

This research used the descriptive method of research

because the purpose of this study is to describe the qualities

of leather shoes that meet their satisfaction level that

convince them to buy leather shoes. Similarly, according to

the study of EndalewAdamu revealed the Shoe Preference of

Addis Ketema Sub-city. In purchasing a pair of shoes will

concern the style of the leather shoes, respondents perceived

imported shoe as highly fashionable,the study also found that

respondents as a whole highly influenced by style of shoe.

SOURCE OF DATA

The respondents of the study are composed of one hundred

(100) High school students residing in Barangay Sta. Elena,

Marikina City. This research used purposive and convenience

sampling in which an equal representation for gender and grade

level among the respondents was applied.

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DATA GATHERING INSTRUMENTS

The researchers produced their original questionnaires

and survey checklists.

The questionnaire has two (2) parts: Firstly, the

profile of the students, which is the gender and age of the

respondents. Second is the agree or disagree question which

is consist of three (3) parts in terms of Comfort, Design,

and Affordability

DATA GATHERING PROCESS

The researchers selected 100 senior high school from Sta.

Elena High School as respondents, 50 are grade 11 students

and 50 are grade 12 students. The data were gathered through

self-administered printed survey forms that contain the

profile of the respondents and ranking of satisfaction level

that are to be answered by them also. After establishing the

said data information, the researchers tallied, summarized,

and analysed the results.