ACLC College of Butuan

HDS 999 Bldg., J. C. Aquino Avenue, Butuan City

BUSINESS EDUCATION DEPARTMENT

A Comparative Market Research between Penshoppe and Bench

In Terms of Customer Satisfaction in T-shirt Quality

A Market Research presented to the

Faculty of the Business Education Department

In partial fulfillment of the requirements

For the course Marketing Research

Submitted by:

Jedric L. Sampayan
 INTRODUCTION

Printed clothing wear is the new trend. Everywhere, every day in the Philippines, new designs

are created and are then worn by every day consumers. This results to establishments of t-shirt

printing companies.

In Harriet Tilden Mc Jimsey’s book, Art and Fashion Clothing, she states that clothing is the

second in the triumvirate of fundamental necessities. Basically, clothing satisfies need for physical

protection and more importantly provides a means of individual identity and social status through

personal adornment. The desire to decorate appears to be the most compelling motive for wearing

clothes.

The roots of decorated apparel go back to ancient China, where the technique of screen

printing (a form of stenciling) was developed sometime during the Song Dynasty (960–1279 AD).

Originally, the process used silk screens, hence the other popular name silk screening. Over the years,

the technique expanded with new methods spread to other Asian countries like Japan, and was

furthered by creating newer methods. It was Europe from Asia sometime in the late 1700s, but wasn’t

popular until later.

According to Credence Research’s study, Custom T-shirt Printing Market, The t-shirt design

and printing industry has evolved, driving fashion trends in form of personalized t-shirts, graphic t-

shirts, vintage t-shirt designs, and long sleeve custom t-shirts. With leading fashion brands across the

globe embracing t-shirt printing, the future outlook appears positive. The global market for custom t-

shirt printing is still in early growth stage and is poised to offer strong growth opportunities, evolving

beyond its early adopter stage to reach mass market during the forecast period 2017 - 2025.

T-shirt printing establishments pursue to cope up with technological advancements in the field

of printing in order to cater most types of customer printing needs.

Modern printing includes Direct-To-Garment Printing or DTG, Dye Sublimation, Vinyl Cutting,

and Heat Press Printing. These methods are now being adapted by most t-shirt printing establishments

in main purpose of satisfying consumers.

 The study is focused solely on differences in customer satisfaction in the field of t-shirt printing

of two (2) specific establishments: Print Solutions Services and HALGS and Photographix Design.

Print Solutions Services, established in 2017 and located in Door 1, Carflix and Chill, Upper

Doongan, Barangay Bayanihan, Butuan City, caters t-shirt printing methods such as Screen Printing,

Dye Sublimation, Vinyl Cutting, and Heat Press Printing. On the other hand, HALGS and Photographix

Design, established on 2015 and located in 2nd Street, Pareja Subdivision, Barangay Bayanihan, Butuan

City, offers the same services with similar pricing strategies.

Table 1. Price range of services offered by Print Solutions Services and HALGS and Photographix

Design.

PRINT SOLUTIONS SERVICES HALGS AND PHOTOGRAPHIX DESIGN

Product Price Range Product Price Range

Screen
Php 150 - 300 Screen Printing Php 150 - 300
Printing

Dye Dye
Php 150 - 300 Php 150 - 300
Sublimation Sublimation

Vinyl Cutting Php 150 - 300 Vinyl Cutting Php 150 - 300

Heat Press Heat Press

Php 120 - 200 Php 120 - 200
Printing Printing

Table 1 shows the t-shirt printing methods and pricing range of Print Solutions Services and

HALGS and Photographix Design. The two establishments show no differences in terms of methods

offered and pricing strategies. Product pricing of both establishments are elastic for pricing may

change according to quantity of orders.

 OBJECTIVES OF RESEARCH

According to National Business Research Institute, Inc., “Satisfaction” itself can refer to a

number of different facts of the relationship with a customer: Satisfaction with the quality of a

particular product or service, and Satisfaction with the price-performance ratio of a product or service.

In order to achieve the purpose of the study, the researchers have set objectives in aim of

identifying the differences of customer satisfaction in terms of t-shirt printing of two (2)

establishments.

 Gather and analyze data concerning customer satisfaction on t-shirt printing services offered

by Print Solutions Services and HALGS and Photographix Design in terms of:

o Satisfaction with the quality of a particular product or service.

o Satisfaction with the price-performance ratio of a product or service.

Quality of Product

According to Mike Sondalini, Managing Director of Lifetime Reliability Solutions HQ. Quality

of a product or service is measured through determinants of what customers expect in a t-shirt,

which in the study, are: Fabric, print design, and print quality.

According to authors Philip Kotler and Kevin Lane Keller (2012) thought that the quality of the

product consists of several indicators, namely performance, features, reliability, compliance,

durability, service ability, aesthetics, and perceived quality. - The Impact of Product Quality and Price

on Customer Satisfaction with the Mediator of Customer Value, Journal on Marketing and Consumer

Research, Vol. 30, 2016

Fabric

The most important component of a garment is its fabric. According to Anuschka Rees,

Author, Curated Closet and Beyond Beautiful, when assessing the fabric of a garment, you

need to look out for two separate things: One (1), the quality of the fabric itself, and two (2),
 the suitablility of the fabric for its usage. - How to assess the quality of garments: A Beginner's

Guide, 2014

Print Design

According to Venera Nurgazieva at techpacker.com, one of the factors that determine

shirt quality is the design and design details and it is also the most attractive aspect of a t-

shirt. A good design is determined through its relativeness to its purpose, visibility, and colors.

- https://www.techpacker.com/blog/t-shirt-tech-pack/, 2016

Print Quality

Print quality refers to the quality of the hard copy or printout produced by a printer.

There are many factors that determine the level of the quality, but, overall, it has to do with

the accuracy of the reproduction of the source material, which is influenced by the quality and

type of printing material used. In short, the print should be sharp. -

https://www.techopedia.com/definition/13099/print-quality

Price Performance

Philip Kotler and Gary Armstrong (2012) suggested that "Price is the amount of money charged

for a product or a service; the sum of the values that customers exchange for the benefits of having

or using a product or service”. - The Impact of Product Quality and Price on Customer Satisfaction with

the Mediator of Customer Value, Journal on Marketing and Consumer Research, Vol. 30, 2016

Melanie Chan, in her study in Solvay Brussels School, states that customers are significantly

more likely to display customer satisfaction when products are priced reasonably. This suggests that

pricing products within the place between “too expensive” and “too cheap” is a good way to keep

customers happy. A price that is neither too high nor too low sends a positive message to the customer

about the quality of the product and the value of their purchase. - “How Your Pricing Strategy Affects

Customer Satisfaction”, www.unleashedsoftware.com, 2018.

 SAMPLE SELECTION

The method of Convenience Sampling will be used to develop the sample of the research.

According to this method, elements are chosen per ease of access, readiness to be a part of the

sample, availability at a given time slot or any other practical specifications of a particular element,

which in this study, are the walk-in and order basis customers of the two establishments in terms of

t-shirt printing.

SAMPLING TECHNIQUE

The researchers have 50 as the population size. Using covenience sampling, the sample size

will be randomly selected by the researchers according to printing transaction, which is t-shirt

printing, and according to availability of respondent.

N = 50, n = 50

Wherein: N = Population Size, n = Sample Size

 In order to gather and analyze data concerning customer satisfaction on t-shirt printing

services offered by Print Solutions Services and HALGS and Photographix Design in terms of

Satisfaction with the quality of a particular product or service and Satisfaction with the price-

performance ratio of a product or service, the researchers have designed separate survey

questionnaires for each establishments.

Directions: Please check the box according to your preferences

1. How would you rate Print Solutions Services/HALGS and Photographix Design services in

terms of Quality of Product?

Below Satisfactory Satisfactory Very Satisfactory Excellent

Fabric Quality
(Does the fabric
safisty you
according to your
preferences?)
Print Design
(Does the design
relate to its
purpose? Do the
colors match?
Are texts
readable?
Print Quality
(Is the print on
the garment
sharp or visible?)

2. How would you rate Print Solutions Services/HALGS and Photographix Design services in

terms of pricing?

Below Satisfactory Satisfactory Very Satisfactory Excellent

Price to Value
(Does the price
of the product
align with its
overall quality?)