Levels of Satisfaction on Online Shopping to the Grade 12 Students of ACLC College of

Daet, Inc.

In Partial Fulfillment

Of the Requirements for the Subject

Inquiries, Investigation & Immersion

By:

Espalmado, Cristal M.

Najera, Ma. Jesieca S.

Soria, Janine Y.

Moya, Rizhelle P.

Evangelista, Jessa May Z.

Edrian P. De Vera

Research Adviser

Date:
 CHAPTER 1

THE PROBLEM AND ITS SETTING

Introduction

Online shopping is the process whereby consumers directly buy goods, services etc. from a

seller interactively in real-time without an intermediary service over the internet. Online shopping

is the process of buying goods and services from merchants who sell on the Internet. Since the

emergence of the World Wide Web, merchants have sought to sell their products to people who

surf the Internet. Shoppers can visit web stores from the comfort of their homes and shop as they

sit in front of the computer. Consumers buy a variety of items from online stores. In fact, people

can purchase just about anything from companies that provide their products online. Books,

clothing, household appliances, toys, hardware, software, and health insurance are just some of the

hundreds of products consumers can buy from an online store. Many people choose to conduct

shopping online because of the convenience. Online shopping allows you to browse through

endless possibilities, and even offers merchandise that's unavailable in stores. Shopping via the

internet eliminates the need to shift through a store's products with potential buys like pants, shirts,

belts and shoes all slung over one arm. Online shopping also eliminates the catchy, yet irritating

music, as well as the hundreds, if not thousands, of other like-minded individuals who seem to

have decided to shop on the same day.

Online shopping as defined by Master Card Worldwide Insights (2008) is the process of

purchasing goods and services from merchants who sell over the internet. Generally, it is also

known as internet buying, electronic shopping, online purchasing or internet shopping. Kim (2004)

further defined internet shopping as examining, searching for, browsing for or looking at a product

to get more information with the possible intention of purchase on the Internet. By looking at other
perspective, Chiu et al (2009) considered online shopping as an exchange of time, effort and money

for receiving products or services.

The central concept of the application is to allow the customer to shop virtually using the

Internet and allow customers to buy the items and articles of their desire from the store. The

information pertaining to the products are stores on the server side (store). The Server process the

customers and the items are shipped to the address submitted by them. The application was

designed into two modules first is for the customers who wish to buy the articles. Second is for the

storekeepers who maintains and updates the information pertaining to the articles and those of the

customers. The end user of this product is departmental store where the application is hosted on

the web and the administrator maintains the database. The application which is deployed at the

customer database, the details of the items are brought forward from the database for the customer

view based on the selection through the menu and the database of all the products are updated at

the end of each transaction. Data entry into the application can be done through various screens

designed for various levels of users. Once the authorized personnel feed the relevant data into the

system, several reports could be generated as per the security.

The latest research undertaken by a leading marketing solutions provider, Callcredit

Information Group, revealed that the older generation were more active online shoppers than the

younger age groups. According to the results, 19 per cent of the 45 - 50-year-old online shoppers

shopped for groceries online, and 24 percent of 51- to- 60- year- old online shoppers purchased

holidays online. Surprisingly, those who scored lowest for purchasing holidays online were the

1824- year- old group at 4 percent. The research has also highlighted how the older age groups

were combining their online shopping with offline. Twenty-eight percent of 51- to- 60- year- old

age group shopped at supermarkets, followed by 24 percent of 45 to 50- year-old age group, with
only 14 per cent of 18-to-24-year-old age group shopping at supermarkets. Zhang (2002)

examined the relationship between vender/service/product characteristics and other factors were

also conducted. The term vender/service/product characteristics refer to the features of the Internet

stores, the products they sell, and the service they provide to support the transactions. These factors

were found to influence customers’ online shopping attitudes and behavior significantly. (Li,

2002); (Zhang, 2002). The University of Eastern Philippines caters 9,000 students 1,140 of which

are enrolled in the College of Business Administration whose age ranges from 16 – 24 years old.

This age group according to the latest research, undertaken by a leading marketing solutions

provider, Callcredit Information Group, reveals surprisingly scoring lowest for purchasing online.

The prevalence of Information and Communication Technology, or ICT, indeed makes the

lives of everyone easier. The development of web technologies is a factor for individuals to

experience convenience in this day and age (Niu, 2013). Also, the communication process became

faster due to the progression of ICT. People use internet for functional purposes such as to obtain

information, socialize, entertain, connect, shop, and/or even to engage with businesses online.

Moreover, the development of internet media provides a mounting possibility for the world of E-

commerce (Delafrooz, 2009). Today, electronic commerce, or E-commerce, is one of the hottest

trends. It is the term used for electronic commerce that means engaging with transactions online

through the use of electronic systems. E-commerce actually evolved in many ways, and online

shopping becomes a rising trend these days especially in the Philippines. Since internet can to

reach all kinds of people from different parts of the world, it is also considered a great place for

stores since many people can have an access to it. E-commerce has made it easier for people to

buy their needs and wants with options like cash-on-delivery or COD, meet-up with the seller,

mobile transfer, credit and debit cards, or bank deposit. Going to the mall has become part of the
lifestyle for some Filipinos. As more Filipinos begin to embrace e-commerce, the over for

shopping has spilled over in the online world. With the continuous growth of online shops here in

the Philippines, Filipinos are starting to spend lesser time shopping in a traditional way. The

number of people who is engaging themselves with online shopping is undoubtedly growing in

each and every day. There are more than 875 million buyers who have shopped over the internet

(Ting, 2012). However, as years continue to pass, the number of people keeps growing. In fact,

recently in 2017, 93% of respondents of the global survey of AC Nielsen said they have been

engaged with online shopping. There are over 26 countries that participated in the said study.

Understanding customer satisfaction can provide companies with information to streamline

their operations and focus improvement programs on achieving cost efficiency to ultimately

achieve better performance (Ilieska, 2016). Satisfied customers would return to purchase and

spread positive word of mouth (Pham & Ahammad, 2017) thus greatly influencing customer

loyalty (Choi & Kim, 2013). It is therefore helpful to identify determinants of customer

satisfaction to improve company performance. Product quality, service quality, and value for

money were significant drivers of customer satisfaction based on an analysis. In addition, this

research may help aspiring entrepreneurs establish a marketing strategy to increase their sales

especially those who are planning to use and are using internet as a venture to sell their products

and services. Thus this will provide the entrepreneurs a picture of possible consumers — who they

are, what they buy, how they think, and how to reach them.

In this study, the researchers and readers will have their own knowledge when it comes to

buying online by giving them some important factors that can help them to reach their level of

satisfaction and be aware of the products being sell in the online.

Statement of the Problem

This study focuses on the levels of satisfaction on shopping online to the Grade 12 students

of ACLC College of Daet, Inc.

Specifically, it is meant to answer the following questions:

1. What is the profile of the respondents, in terms of;

a. Name (Optional)

b. Age

c. Gender

d. Strand

2. For online shoppers, what factors are the most important in terms of shopping online?

3. What recommendations can you give to other buyers when shopping online?

Hypothesis

The researchers’ assumptions are the following:

1. The profile of the respondents varies.

2. There are important factors in terms of shopping online.

3. There are recommendations that can be made.

Scope and Delimitation

This study mainly focuses on the levels of satisfaction on shopping online to the Grade 12

students of ACLC College of Daet, Inc. This study also focuses in determining the personal profile

of the student respondents as online shoppers, determining the important factors for online

shoppers; and giving recommendations for the online shopper students of ACLC College of Daet,

Inc.
 The researchers will conduct the study at ACLC College of Daet, Inc and other senior high

school students in the ACLC College of Daet Inc. are excluded in this study. Further, only those

who signified of buying online were considered respondents, thus those who do not have online

shopping experience are excluded in this study.

Significance of the Study

The significance of the study lies on the benefits of determining, analyzing and developing

the Levels of satisfaction on shopping online to grade 12 students of ACLC College of Daet Inc.

The researchers believe that the study would particularly benefit the following:

Students. This study may serve as a guide and reference for the students undertaking

similar studies.

Teachers. This research will aid them their discussions regarding related lessons. It will

be easier for them to tackle related topics about this research.

Business owner site. It aims to help business owners have an idea on how to strategize

their business, on how to build the customer loyalty and how to promote their product to make it

attractive to the consumer and make internet users be online consumers. By helping the business

owners lean on which factor affect the consumer most, they would know on which of the factors

they need to give focus and emphasis in building their e-commerce business so as to attain their

goal of earning profit.

Traditional market. As for the traditional retailers they can be engaged in e-commerce

activities to continue their profit rotation. And by using e-commerce, organization can expand their

market to national and international with minimum capital investment. An organization can easily

locale more customers, best suppliers and suitable business partners across the globe. It also helps
organization to reduce the cost, to create process, distribute, retrieve and manage the paper based

information by digitizing the information.

Future Researchers. Future researcher will benefit from this study due to the facts that

researcher will be using first hand gathered data and was developed through reading and analyzing

a good number of written literature and studies with the guidance of expert.

Definition of Terms

Prompted. Quick at anything and prepared for something.

Acquainted. Being recognize or familiar with others.

Technologies. It is a useful machine and equipment that can help to make work easily and fast.

Internet. It is a tool that provides information and can be used as a means of communication.

Prevalence. State of being.

E-commerce. Engages with transactions online through the use of internet.

 End Notes

Books

Palmer, Kimberly, More Consumers Using Tablets to Holiday Shop Study". December 8,

2011

Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. Exploring the implications of

the Internet for consumer marketing. Retrieved June28 1997.

"Nielsen Global Online Shopping Report". Blog.nielsen.com. 2010-06-29. Retrieved 2012-

01-19.

Campbell, D.J. Task complexity: A review and analysis. Academy of Management Review,

13-1-1998

Patricia Sorce, V. P. (2005). Attitude and Age Differences in Online Buying. International

Journal of Retail and Distribution Management, 122-132.

MH Moshref Javadi, H. D. (2012). An Analysis of Factors Affecting on Online Shopping

Behavior of Consumers. International Journal of Marketing Studies; Vol. 4, No. 5; Journal

search.ebscohost.com, pp. 81-98

ACM. 46, (2003) 145-151 Cheema, A., & Kaikati, A. M. (2010). The effect of need for

uniqueness on word of mouth. (J. o. Research, Ed.)

Electronic Source

http://www.thetechgears.com/top-online-shopping-webites-in-india

https://journals.sagepub.com/doi/full/10.1177/0256090916686681

http://www.iosrjournals.org/iosr-jbm/papers/AETM'15_MBA/2/25-MBA-145.pdf
https://en.wikipedia.org/wiki/Online_shopping

https://www.academia.edu/29905542/A_Study_on_Online_Shopping_Experience_and_C

ustomer_Satisfaction
 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This research study cited books, articles and laws, which are relevant to the present

investigation. It is composed of related literature and studies, both local and foreign, which

contain facts and information on the research problem at hand. It also provides explanations and

logical connections between previous research and present work.

Foreign Literature

Local Literature

Foreign Studies

Local Studies

Synthesis of the Art

Gap Bridged by the Study

Theoretical Framework

Conceptual Framework

Conceptual Paradigm

End Notes
 CHAPTER III

RESEARCH DESIGN AND METHODOLOGY

Research Design

The researchers used the descriptive method. This method of research emphasizes the

present status of the people which describes a current situation, determines a situation and

determines the nature of prevailing conditions of practices and seek accurate description of

activities, objects, person, and processes.

To obtain facts about existing condition or detect significant relationship between current

phenomena, there is a need for interpreting the meaning of the data gathered. It aimed to determine

the Levels of Satisfaction on Online Shopping to the Grade 12 Students of ACLC College of Daet,

Inc. The researchers made use of this method because it can describe the existing occurrence

concerning the levels of satisfaction on online shopping to the Grade 12 Students in ACLC College

of Daet.

Descriptive research method describes the research of statistics. It is logical and primary

focuses on numeric data.

Sources of Data

The chosen respondents in this study were several students buying in online shop in ACLC

College of Daet.

The researchers went personally to the respective classroom of every respondent to briefly

explain to them the content of the questionnaire to enable them to fully understand and answer the

question given.

Data Gathering Procedure

 After the problems were identified, a survey of related literature and studies, both from

foreign and local sources, was conducted. Based on these related sources, the statement of the

problem was constructed of which then, became the basis for the construction of the research

questionnaire. Answered questionnaires then, will be gather, responses coded and will be subject

to the appropriate statistical computation for reliability.

Sampling Plan

The researchers used random sampling in selecting their respondents. They randomly

choose interviewees who will correspond to the objectives of the study, those who have wide

knowledge about their study.

Instrumentation

The questionnaire was the main instrument used in gathering of data. The questionnaire

was in form of checklist. In the formulation of questionnaire items, the researchers used a simple

and clear language to enable the respondents to understand and answer the question adequately.

Part one is the profile of the respondents; this includes the respondent’s name, age, gender, and

their strand. Part two, is the levels of satisfaction on online shopping to the Grade 12 Students of

ACLC College of Daet, Inc. For part two, the respondents were asked to rate each item by using a

4-point rating scale where 4 is the highest and 1 is the lowest. The attainment of grades was utilized

in order to acquire the difficulties of the student-respondent. The following scale and verbal

interpretation will be used.

Scale Range Verbal Interpretation

4 3.50-4.49 Very Satisfied

3 2.50-3.49 Satisfied

2 1.50-2.49 Slightly Satisfied

 1 1.00-1.49 Not Satisfied

Statistical Analysis of Data

After all the data have been gathered, the researchers tallied, tabulated, analyzed, and

interpreted the gathered data with the help of statistical tools to determine the frequency count,

percentage and mean. The data were treated in the following:

1. Percentage. This was used to determine what proportion of the respondents belongs to a

specific category.

2. Mean. This was used to determine the mean age and the final weight of each item on the

perceptual strength of the respondents.

3. Interpretation of Findings. In the second part of the questionnaire. To promote

consistency in the interpretation of data, a rating scale was used. Those met by 3.50-4.49

was interpreted as very satisfied, those met by 2.50-3.49 was interpreted as satisfied, those

met by 1.50-2.49 was interpreted as slightly satisfied, by 1.00-1.49 is not satisfied.