A STUDY ON CUSTOMER SATISFACTION OF ONLINE SHOPPERS IN SENIOR

HIGH SCHOOL DEPARTMENT OF UNIVERSITY OF BATANGAS- BATANGAS CITY

A Research Paper Presented to

Senior High School Department
University of Batangas

In Partial Fulfilment of the Requirements

In Practical Research I Second Semester A.Y. 2018-2019

By:

Julie Ann A. Vizconde

Andrea Amor B. Tesado
Claire Evan V. Ebora
Ainah Mae B. Umali
Mary Ann M. Laureta
Grade 11 Musk

April 2019
 APPROVAL SHEET

This research paper entitled “A Study on Customer Satisfaction of Online

Shoppers in Senior High School Department of University of Batangas- Batangas

City” prepared and submitted by Julie Ann A. Vizconde. Andrea Amor B. Tesado,

Claire Evan V. Ebora, Ainah Mae B. Umali, Mary Ann M. Laureta in partial fulfilment

of the requirements in Practical Research I, has been examined and is recommended

for Oral Defense.

Ms. Lea Masakayan

Research Adviser
PANEL OF EXAMINERS

ii
 ACKNOWLEGEMENT

The researchers would like to take this opportunity to express their deep

gratitude and sincere appreciation to the guidance, encouragement, and support from

the following persons that made this study successful.

To the researchers’ parents who are always there in providing the needs of the

researchers to their research study and for their financial support.

To their research teacher Ms. Lea Masakayan, for their guidance and support for

the researchers to accomplish their research paper. Her knowledge that she gave to the

researchers help them in their research paper.

To the respondents of this research, Online Shopper in University of Batangas-

Batangas City, for lending their time, giving concrete and complete answers needed. To

the researchers’ fellow classmates, in the University of Batangas Senior High School

Department Grade 11 ABM Musk, who joined them for the whole second semester.

To God Almighty, for His guidance, courage, and strength that He gave to the

researchers. His presence with the researchers helps them and gave them

determination and confidence for the researchers to accomplish their research.

J.A.A.V
A.A.B.T
C.E.V..E
A.M.B.U
M.AM.L
iii
 DEDICATION

The researchers dedicate this research paper to all the people who helped and
inspired them throughout the study.

A gratitude to their loving parents whose words of encouragement and push for
tenacity ring on their ears that made them strive harder for this work.

They also dedicate this research paper to their friends and classmates who
helped and inspired them wholeheartedly. The researchers will always appreciate all
they have done. In addition, they dedicate this to their classmates for their hard work
and patience that made them motivated.

They dedicate this work to their professors, especially to Mrs. Amabella P.

Gamara for her kindness and patience to guide them in making this work. The
researchers dedicate this to everyone for them to be aware of things like their work is all
about.

And above all, to Almighty God, for enlightening the minds of the researchers
and giving them wisdom and knowledge in order to finish and present the conducted
study. The researchers will be forever grateful.

J.A.A.V
A.A.B.T
C.E.V..E
A.M.B.U
M.AM.L

iv
 TABLE OF CONTENTS
TITLE PAGE
TITLE PAGE…………………………………………………………………………..i
APPROVAL SHEET………………………………………………………………….ii
ACKNOWLEDGEMENT………………………………………………………………iii
DEDICATION…………………………………………………………………………..iv
TABLE OF CONTENTS……………………………………………………………….v
LIST OF TABLES………………………………………………………………………vi
LIST OF FIGURES…………………………………………………………………….vi
ABSTRACT……………………………………………………………………………..vii

CHAPTER
I. THE PROBLEM AND ITS SETTING
Introduction………………………………………………………………………1
Statement of the Problem………………………………………………………2
Conceptual Framework…………………………………………………………3
Theoretical Framework………………………………………………………….4
Scope, Limitation and Delimitation…………………………………………….5
Significance of the study………………………………………………………..6
Definition of Terms………………………………………………………………6
II. REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature……………………………………………………………….8
Related Studies…………………………………………………………………11
Synthesis………………………………………………………………………...14
III. RESEARCH METHODOLOGY
Research Design………………………………………………………………..16
Data Gathering Instrument……………………………………………………..17
Data Gathering Procedure……………………………………………………...17
IV. PRESENTATION, ANALYSIS,
AND INTERPRETATION OF DATA…………………………………………...19
V. SUMMARY, FINDINGS, CONCLUSIONS AND RECCOMENDATIONS
Summary………………………………………………………………………….34
Finding…………………………………………………………………………….35
Conclusions………………………………………………………………………37
Recommendations……………………………………………………………….38

BIBLIOGRAPHY......................................................................................................40
APPENDICES
A. COVER LETTER AND INTERVIEW QUESTIONS..............................................41
B. INTERVIEW TRANSCRIPT ...............................................................................44
C. CURRICULUM VITAE .......................................................................................51

v
 LIST OF TABLES
TABLE PAGE
1 Perception regarding Online Shopping……………………………………………….19
2 The reasons why do the customers shop online………………………………….....21
3 Most preferred Online store…………………………………………………………….24
4 Most products Purchase Online………………………………………………………..26
5 Level of Customer Satisfaction
5.1 Level of Customer Satisfaction
in online shopping through Quality products …………………………………..28
5.2 Opinions of Customers Satisfaction
in Online Shopping in terms of Shipping fees…………………………………..30
5.3 Perspective of Customers Satisfaction
in Online Shopping in terms of Delivery Time…………………………………..32

LIST OF FIGURES
FIGURE PAGE

1 Research Paradigm……………………………………………………………………………...5

vi
 ABSTRACT

This study aims to assess the customer satisfaction of Online Shoppers in

University of Batangas. It emphasizes the role of satisfaction and positive opinions in

affecting customer behavior. This study introduces customer input as an additional

important mediating variable and driver of actual customer behavior. Specifically, we

combine interview data with behavioral data to show that Customer Satisfaction in

online shopping is fully mediated by customer input, while word acts as a simple way

in the satisfaction-customer. We thus reveal that the customer satisfaction on actual

interaction of each online shopper is different on levels of customer input.

Furthermore, we demonstrate that satisfaction affects the decision of consumers,

which greatly leads to greater future customer purchase from a firm. The results of the

study were clearly demonstrated that customer participation plays an important role in

understanding how satisfaction influences the decision of customer in purchasing

behavior.

J.A.A.V

A.A.B.T

C.E.V.E

A.M.B.U

M.AM.L

vii
 CHAPTER I

THE PROBLEM AND ITS SETTING

This chapter encompasses the introduction, statement of the problem,

conceptual framework, and significance of the study, scope, limitation and delimitation,

and the definition of terms that would help readers understand the research study

better.

Introduction

In the past few years, there has been a dramatic change in the way consumers

have altered their way of shopping. Traditionally, consumers buy products in physical

store. Nowadays, they prefer to buy goods and products through internet because it

saves time and less hassle to visit the store to buy needed products. Online Shopping is

an online services that becoming increasingly popular in our society. Through the use of

our mobile phones, computers, tablets, and other gadgets we can now access to the

apps that has connection on internet shopping.

Online Shopping is also known as e-shopping is a form of electronic services that

allows consumers to directly buy products from a seller over the internet using an app or

web browser. In fact, this online service is usually available 24 hours a day that

consumers can access even though they are in work, home, or school.

Internet Marketing is conceptually different from other marketing channels. It

uses one-to-one communication between the sellers and buyers with the fastest way of

giving customers service. The major difference between the traditional and online

1
Selling is widely interaction between the consumers and the sellers. It is very important

for businesses to know the reviews and feedbacks of their customers to identify the gap

in terms of the consumers’ satisfaction. In other words, we can say that to measure how

successful the business are we should consider in a way on how satisfied and loyal

their customers are.

According to Li Na and Zhang Ping, (2002) the third most popular Internet

Activity is the online shopping, followed by e-mail that is instant for messaging and web

browsing. Jush and Ling,(2012) defined online shopping as the process a consumer

takes to purchase product over the internet.

Statement of the Problem

The purpose of this study enabled us to the views of customers’ satisfaction of

Senior High School Department in the University of Batangas with respect to what has

made them to be contented with the products and services through online.

The objective of this research work is to study and measure problems faced by

customers through online shopping. It also explains the difference between online

shopping and traditional shopping.

Specially this paper focused on answering the following questions below:

2
 1.) What is Online Shopping?

Why do the customers shop online?

2.) What are the products purchased by the customers online?

3.) How satisfied are the customers in online shopping in term of:

3.1 Quality of the Products;

3.2 Shipping fees; and

3.3 Delivery time

4.) What possible guidelines can be proposed by the researchers to help online

Shoppers in choosing the right online store?

Conceptual Framework

This conceptual framework provides readers to have an overview about the

concept of the research study to be conducted by the researchers. This will be

beneficial for future researchers and to the public.

INPUT PROCESS OUTPUT

Determine the perception of Provide interview Determine the level of

customers about Online questions and acquire Customer satisfaction in

Shopping. data Online Shopping.

3
Theoretical Framework

According to Ziaullah, Yi and Akhter (2014) stated that satisfaction refers to the

perception of pleasurable fulfilment in the customers’ satisfaction experience. In

addition, Verhoef, Franses and Hoekstra (2002) stated that satisfied customers tend to

have more purchase products and recommend to the other. While dissatisfied

customers doubt to purchase products, there are more chance to switch to another

retailers. It can be concluded that customers is satisfied when a product’s perceived

performance matches buyer’s expectations.

Sehiffman and Kanuk (2004) defined customer behavior as the consumers

display in searching for purchasing, using evaluating and disposing of products and

services that they will satisfy in their needs.

According to Kotler, et al. (2008) stated that product quality is the characteristics

of a product or service that bear on its ability to satisfy stated or implied customer

needs.

This theories influenced the satisfaction of consumers According to Ziaullah and

Akhter (2014) satisfaction of customers refers to the pleasurable fulfillment of

customers. However, this satisfaction guides consumers in buying products in Online

this makes customers to tend purchased more item products in a particular online store.

The consumer display in searching for purchasing items based on the quality of it.

4
 Figure 1

Research Paradigm

Figure 1 presents the paradigm of the study. The flow starts with the

researchers’ aim to determine the perception of customers about Online

Shopping. Respondents who were the Online shoppers involved in the project

would take part of the investigation.

Second phase pertains to the distribution of interview questions for the

researchers to identify the opinions of the respondents regarding their

satisfaction about Online Shopping.

The process comprises the gathering of information through interview

questions and testimonies from the respondents. By the end of this study, the

researchers aim to determine the perception of customers in online shopping and

know how it would benefit with all people that have intention to buy goods

through online.

Scope, Limitation, and Delimitation

This study focuses on the views, opinions and feedbacks of the

customers’ satisfaction to the quality of the products and services through online.

Furthermore, this study is limited only with senior high school department

of the University of Batangas. This research work will determine the

contentedness of the costumers to buys product through online.

5
 However, this study had some inherit limitations that were recognize by

the researcher. It is only limited to the senior high school department of the

University of Batangas who shop through online.

Significance of the Study

This study entitled, “A Study of the Customers Satisfaction of Online

Shoppers in Senior High School Department of University of Batangas-Batangas

City” is beneficial to the following:

Students. This study will help the students to be aware about online shopping.

To assure their safety in terms of their personal information.

Teachers and Administrators. This research will also help the teachers and

administrators to guide them on how they should consider online shopping as a

tool to buy products.

Future Researchers. This may serve as a guide for future researchers to

conduct another research that is related to the customers satisfaction in online

shopping.

Definition of Terms

For better understanding, the researchers described defined the following

terms conceptually and operationally:

Consumer. This refers to a person who purchases goods and services for

personal use.

Costumer. This pertains to a person who buys goods and services especially

regularly.( Word Power Dictionary, 2004)

6
Customer Satisfaction. This refers to a measure of how products and services

supply by a company meet or surpass expectation.

Internet. This pertains to a computer network which allows computer users to

connect with.

Online Shopping. This pertains to an action or activity of buying goods or

services via internet.

Sellers. This refers to people who supply goods and services.

7
 CHAPTER II

REVIEW OF RELATED LITERATURE AND RELATIVE STUDIES

This chapter represents the related literature and studies regarding to customer’s

satisfaction in online shopping. This chapter includes different ideas from the people

who gave their own studies regarding in our topic “A Study on the Customer’s

Satisfaction of Online Shoppers in University of Batangas.”

Review of Related Literature

Nowadays, online shopping is a fast growing phenomenon. Internet is changing

the way consumers shop and buy goods and services and has rapidly evolved into a

global event.

Master Card Worldwide Insights (2008) states that “online shopping is a way

where consumers purchasing products and services from a merchants who sell over the

internet. Generally, it is also known as internet buying, electronic shopping, online

purchasing or internet shopping.”

Online shopping is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the Internet using a web

browser. Consumers find a product of interest by visiting the website of the retailer

directly or by searching among alternative vendors using a shopping search engine,

which displays the same product's availability and pricing at different e-retailers.

Despite of the above advantage, online shopping has come to change the life of

each individual or consumer. Consumers can easily begin buying from shopping

8
websites from their own internet connected desktop, computers, laptops, and mobile

phones. After checking their finds, Consumers can begin waiting for the delivery of their

purchases at their doorsteps in just a few days. The experience offered by these kind of

websites have tempt some consumers away from the typical stores, going away with

the usual physical experience of the product before the actual purchase.

In line with the study, regarding of Consumer Behaviour & Marketing

Research, International Institute of Management Technological Studies (2009),

customers are the persons who typically purchases products from a particular store or

company.

Bhatnagar and Ghose (2004), “claims that the most important advantage towards

online shopping is its convenience.” In line with this, according to Rohm and

Swaminathan’s (2004), online shopping saves a lot of time, and less traveling time to

purchase goods without going to the physical stores.

Furthermore, according to Marketing Management, an Asian Perspective (2018),

satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing

a products perceived performance in relation to his or her expectations.

Quality has a direct impact on product or service performance. Quality is defined

in terms of customer satisfaction. Moreover, the product is anything that can be offered

to a market to satisfy a need or want. The concept of product limited to physical objects

and can include experiences, persons, places, organizations, information, and ideas.

(Ac-Ac, M.V.) Principles of Marketing.

9
 On the other hand, Marketing Management, an Asian Perspective (2018), stated

that the quality of a product is the totality of features and characteristics of a product or

service that bear on its ability to satisfy stated or implied needs.

According to Chakravarti et. al (2000), shipping fee is an example of partitioned

pricing where the total price is divided into two or more mandatory components such as

base price, and surcharge.

In Addition, Tse and Wilton, (1988) & Oliver (1999) Customer satisfaction is

defined as an "Evaluation of the perceived discrepancy between prior expectations and

the actual performance of the product".

Customer’s Satisfaction is used in online shopping. It is measure of how products

and services supplied by an online shopping website meet surpass customer’s

expectation. Customer satisfaction can be defined as the number of customer, or

percentage of total customer, whose reported experience with a firm, its products, or its

services exceeds specified satisfaction goals of the consumer. It indicates the fulfillment

that customer need achieved from doing online business with a firm. In other words, it’s

how happy the customers are with their transaction and overall experience with the

online shopping.

Customer satisfaction is a driving force in sales growth increased loyalty and a

strong multi- channel strategy where each channel is optimized to meet customer’s

need (Customer Satisfaction II, 2005).

The most important factor leading toward competitiveness and success for

customer’s satisfaction are products and services rendered by the company. Customer

10
satisfaction is actually how customer evaluates the on-going performance. (Hennin-

Thurau and Klee,1997).

Since higher income customers have more choices to evaluate they tend to

have higher expectations of services. This could cause them to be less satisfied than

their lower income counterparts who may have fewer alternatives from which to choose,

and they may take longer to commit to a firm even if satisfied. As a result, it is proposed

that: The relationship impact on satisfaction is greater for lower income customers than

for higher income customers. The impact of satisfaction on loyalty is greater for lower

income customers than for higher income customers. (Relationship Marketing

Management II, 2008).

Related Studies

Bagozzi (1974) in his study entitled – Innovation in Banking Industry: Achieving

Customer Satisfaction reveals that the e-shopping behaviour is a complicated decision

process. Customers make a shopping decision depends on their family needs, budget

limitations and other constants impinging on them.

Among Asia/Pacific the most frequently bought in online are book and art (41%),

home appliances and electronic product (39%), CD’s/DVD’s/UCD’s (38%) and ladies

clothing/accessories (38%). In opportunistic buying, it does not seem to be a major

factor for many online shoppers: 41% bought on impulse just a couple of times, while

34% hardly ever bought on impulse. Similar to the frequently types of products the most

11
frequently purchased items online in the result of opportunistic buying is ladies clothing

and accessories, home appliances and electronic products.

In addition, the result of the study conducted by Kim and Park (2005) entitled –

“A Consumer’s Shopping Extension Model: Attitude Shift Toward the Online Store”,

found out that the perception of the consumers towards online shopping is convenient

by easily accessing with the help of internet which can change the customers behaviour

in shopping online.

However, in the study entitled of Communication Tools of E-Commerce: The

case of Lazada conducted by Maala,M.G et.al, (2018) concludes that Lazada are most

exposed in online compared on the advertisement in television. The results of the

customers’ overview towards the communication tools of Lazada have a positive effect

that can affect the buying decision of the customers. This online website is the most

agreed effective one for the consumers to purchase their products.

The result of the study conducted by Puja Gupta (2015) entitled – “Comparative

Study of Online Shopping: A Case Study of Rourkela in Odisha”, there is an increased

of demand regarding of purchasing goods through online because of the variety options

offered by online stores for their consumers to choose a particular product at a

reasonable and sometime less price than the physical store like market and malls.

Furthermore, she also stated that consumers want a good delivering time and getting

products in a short period of time.

12
 According to the study reviewed by the researchers entitled “Customer

Satisfaction in Online Shopping: A Study into the Reasons for Motivations and

Inhibitions” by K. Jayaprakash, Dr. B. Mythili and K. Ganeshkumar (2016), they

concludes the new marketing strategy has been developed because of the current

development of technology. This study brought to the fact that most of its consumers

are educated people and students who have a positive perception towards shopping

online.

The study by Dr. A.B. Santhi (2017) entitled, “The Consumer Behaviour Towards

Online Shopping in Coimbatore City- An Exploratory Study”, they conclude that the

perceptions, preferences, and factors influencing customer’s satisfaction of online

shoppers in Tirupati Town became more practical in using the internet every day. As

they become more confident, they are ready to buy high value of products through

online.

Lastly, J.L. Legaspi, I.L.O. Galgana et.al (2016), concludes in their research

study entitled “Impulsive Buying Behaviour of Millennial on Online,” shows that

Millennial Filipino is not impulsive buyers when it comes to shopping online, they are

highly likely to be critical about the consequences that could happen when they buy

products through online.

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Synthesis of Reviewed Materials

Online Shopping is buying goods or product with the help of internet. It has a

positive and negative effect on the way on how the consumer buys product through

online. Online Marketing can help people to easily buy products without hassle and

going to the mall. But others are afraid to buy products online because they are not sure

for their security.

In online shopping there are factors that affects the behaviour of consumers like

attitudes, personality and emotions. But the first concern is safety and online security.

There are two factors that need to as a customer attitude: trust and perceived benefits.

Customer Satisfaction is one of the keys to business success. It plays a vital role

within the business.

In the study conducted by Dr. N. Senthilkumar et.al (2018), entitled “A Study on

Customer Satisfaction towards online shopping with reference to Namakkal District” and

the study reviewed by the researchers entitled “Customer Satisfaction in Online

Shopping: A study into the Reasons for Motivations and Inhibitions” by: K. Jayaprakash,

Dr. B. Mythili and K. Ganeshkumar (2016) they features the new marketing strategy

called Online Shopping as a way of buying needed products that will support for our

daily life. In addition, researchers revealed to their studies that the online consumers

have a positive perspective towards using online shopping as a way of buying products.

But in contrast with the study of J.L. Legaspi, I.L.O. Galgana et.al (2016) in their

research study entitled Impulsive Buying Behaviour of Millennial on Online,” they found

out that we millennial Filipinos are even more enjoying shopping for products in physical

14
stores compared to shopping products online because of the fact that our safety is not

guaranteed when we purchased products through it.

15
 CHAPTER III

Research Methodology

This chapter discusses the research design, participants, data gathering

instruments and outline of the research methods that were followed in the study. The

researcher describes the research design that was chosen for the purpose of this study

and the reasons for this choice. It provides information on the participants, who the

participants were and how they were sampled. The instrument that was used for data

collection is also described and the procedures that were followed to carry out this study

are included. Lastly, the researchers also discuss the methods used to analyse the

data.

Research Design

To delineate the objectives of the study, the researchers embraced

phenomenological research design. As a research method, Phenomenological

Research Design is well established in participants own experience on the products

they bought in online shopping. According to Husserl's Conception (2010) is primarily

concerned with the systematic reflection on and study of the structures of

consciousness and the phenomena that appear in acts of consciousness. It is the

studies focus on experiences, events and occurrences with disregard or minimum

regard for the external and physical reality.

16
Data Gathering Instruments

For the researchers to have concrete facts to support their study, interview

questionnaires are provided for the respondents. Based on an article by Kvale (1996)

the qualitative research interview seeks to describe and the meanings of central themes

in the life world of the subjects. The main task in interviewing is to understand the

meaning of what the interviewees says. The interview questions are divided into four

concepts that were based on the needs of the researcher to prove and justify their

study. The first part will be tackling about how online shopping is defined by the

consumers. The next part will be focused on what types of products are usually bought

online by the customers. The third part will be tackling about the level of satisfaction of

customers in online shopping in terms of quality of products, Shipping fees, and delivery

time. Lastly, the guideline that helps online shoppers in choosing right product in online

store.

Data Gathering Procedure

The researchers gathered all the information needed in their study. The

researcher prepared an interview questionnaire as a guide for the facts and information

that they collected during the gathering of the data. They also used different references

like books, documents on the internet, journals, and studies to have sufficient and

enough source of information to support the conducted interview.

Having the proper tools and material the researchers proceed to the interview

proper. They interviewed the online shoppers in University of Batangas. While having

the interview the researchers discussed and elaborated the topic to the respondents for

17
them to be capable in helping the researcher to answer the problem in their research

study.

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 CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the analysis and interpretation of data followed by a

discussion of the research findings, including all the data gathered and the responses

provided by the respondents. The findings relate to the research questions that guided

the study. Data were analyzed to evaluate and describe the Customer’s Satisfaction of

Online Shoppers in University of Batangas.

Table 1
Perception Regarding Online Shopping
Themes Number of Respondents Responses

“It is efficient because online

shopping is everywhere in media;
Facebook, Instagram and there are
even apps for shopping. And with
these, the thing that you want to buy
can easily be found.”
“I perceive online shopping as a
modern version of shopping that
lessens effort for those customers
who are fond of buying products.”
“I perceive online shopping in terms
MODERN WAY OF 11 of buying things through online.”
BUYING PRODUCTS “It is the process of buying products
through online.”
“Buying things thru the use of
internet, shopping thru online.”
“Online shopping is like shopping in
the gadgets. It’s like browsing in the
gadget with the help of technology.”
“A shop that is online.”
“Online Shopping is a form of
shopping any products through
online.”
“Online Shopping is a way/ process
in buying some accessories and
etc. through online.”
“I perceived online shopping
through Friends.”
“We are be aware in online
shopping through the ads-
online, by the advertisement of
it, every time that we see the
different ads we are aware in
online shopping.”

19
 “Dahil magaganda ang kalidad
HAS GOOD QUALITY ng mga produkto sa online
shopping…”( Because in online
PRODUCTS 1 shopping, the products has
good quality)

“Online Shopping has always

been one of the most efficient
and easy way of buying things.”
“It’s a fast way to search and
purchased items on the comfort
CONVENIENT AND on your house or on your
EFFICIENT WAY TO BUY 4 devices.”
PRODUCTS “For me online shopping is a
nice and easy way for us to
purchase and buy something.
With this, shoppers will be
comfortable because they will
just choose of what products
they will purchase.”
“Online Shopping is easy to buy
products using gadgets and
internet.”

Table 1 presents the perception regarding online shopping according to

the fifteen selected respondents. All of the respondents have a positive

perception towards online shopping. Ten out of fifteen respondents states that

the online shopping is the process of buying products through the use of

technology and internet. And one out of fifteen respondents states that in online

there has a good quality in terms of their products.

The researchers find out that online shopping have a positive perception

towards online shoppers. Online shopping is the process of buying goods and

services from merchants who sell on the Internet.

As what Master Card Worldwide Insights (2008) states that “online

shopping is a way where consumers purchasing products and services from a

merchants who sell over the internet” so, it is true that the newest version of

20
 buying products is through the use of modern technology which is more effective

and convenient way than going to the physical stores.

Table 2
The Reasons Why Customer’s Shop Online
Themes Number of Respondents Responses

“Para mapadali kesa ako pa ang

pumunta sa mall…”(To become
easy to buy products without
living home)
“Because I found it easy, that I
don’t go to the mall, like even if
I’m in my home I can
IT IS AN EXTREMELY buy whatever I want in not going
out.”
CONVENIENT AND “To buy something in a fastest
HASSLE FREE way possible, without going on a
SHOPPING EXPERIENCE 10 store.”
“I shop online, for it is more
efficient for me whenever I want
to buy.”
“I shop online because I feel
comfortable and it is easy for me
to purchase something.”
“I shop online because to be
easy and I will not go outside to
buy some products I need.”
“Because online shopping is
less hassle and easy to do.”
“It’s easier, hassle free.”
“Because it’s the easy way to
shop or buy a product. Hassle
free.”
“We do shop online, because its
easy. We just need to choose
the things we’ve like and that its.
Its not hassle for us. Avoiding
exhausted for the people.”
“Because online shopping is
less hassle, not time consuming
and easy to do.”
ONLINE SHOPPING 3 “It’s easier, hassle free, and not
SAVES TIME so time consuming.”
“it is not time-consuming and it
is more effortless compared on
shopping in a traditional way.”
“To have some new things to
make my time more useful.”

21
 “Because I can easily see the
price and the quality of that
product.”
PRODUCTS ARE EASILY
AVAILABLE AND 1
ACCESIBLE

“The price of the things that are

in the social media is 2x
cheaper than the original price
ONLINE SHOPPING 1 in the physical shop. Even
ENABLES PRICE though some might be a scam.
CHEAPER It is our responsibility to check
the seller’s credibility. And with
these, cheaper and quality items
that you want can be bought
without any hassle of looking for
it in some physical shop.”
POSITIVE IMPACT “To lessen my transportation in
TOWARDS SHIPPING 2 buying stuffs.”
“For fast transaction”
PRODUCTS

In table 2, all of the respondents have a positive reason why they purchased

products over the internet. Eleven out of fifteen respondents said that they more likely to

shop online because it’s an extremely convenient and hassle free shopping experience.

Meanwhile three respondents replied that online shopping saves time, because online

shopping helps the consumers to make more time useful. Furthermore, two

respondents said that the online shopping has a positive impact towards shipping

products. One responded that online shop’s products are easily available and

accessible. And also one respondent replied that the online shopping enables price

cheaper and affordable.

22
 The researchers find out that online shopping is an easy way of buying products

that can help consumers in saving time disregards with the busy schedule of the

consumers.

As the results conducted by Kim and Park (2005) entitled – “A Consumer’s

Shopping Extension Model: Attitude Shift Toward the Online Store”, found out that the

perception of the consumers towards online shopping is convenient by easily accessing

with the help of internet which can change the customers behavior in shopping online.

And in line with the study conducted by Puja Gupta (2015) entitled – “Comparative

Study of Online Shopping: A Case Study of Rourkela in Odisha”, there is an increased

of demand regarding of purchasing goods through online because of the variety options

offered by online stores for their consumers to choose a particular product at a

reasonable price and sometime less price than the physical store like market and malls.

23
 Table 3
Most Preferred Online Store
Themes Number of Respondents Responses
“I prefer shopping at Lazada.”
“Lazada.”
“Clothing online store, I always
order in Lazada.”
“I prefer Lazada.”
“Clothes online store/ Lazada.”
LAZADA “Lazada.”
9 “Those clothing online shops. I
must prefer buy in Lazada
because it is the most popular
online store in the whole world.”
“Lazada.”
“Anything. Lazada”
“Shopee for my parents.”
“I prefer Shopee.”
“Shopee; personal online shop.”
“Shopee because it is easy to
buy and when it’s twelve or nine
you can shake shake to get
points.”
SHOPEE 8 “Shopee.”
“I prefer Shopee more than any
online store. Although,
sometimes I buy in the e-
commerce groups in the
Facebook. I still use Shopee
more than it. Because some
sellers in the e-commerce
groups are just posers while in
Shopee there are verified
sellsers.”
“My preferred online store is
Shopee.”
“My preferred online store is
Shopee.”
O-SHOPPING 1 “O-Shopping for my parents.”

Table 3 presents the most preferred online store according to 15 respondents.

Nine out of Fifteen respondents choose LAZADA as the most preferred online store

because it is the most popular online sites nowadays. Eight out of Fifteen respondents

choose Shopee because it has a verified sellers and fun game that can attract more

potential consumers who can buy and support their products online. Lastly, One out of

24
Fifteen respondents choose O-Shopping. Based on the table, it is the lowest rate

because it has an expensive products that can’t afford by its consumers.

The researchers found out that Lazada is the most preferred Online shopping

websites for the online consumers who wants to buy items for their basic needs.

As what Maala,M.G et.al, (2018) in his study entitled of Communication Tools of

E-Commerce: The Case of Lazada conducted by concludes that Lazada are most

exposed in online compared on the advertisement in television. The results of the

customers’ overview towards the communication tools of Lazada have a positive effect

that can affect the buying decision of the customers. This online website is the most

agreed effective one for the consumers to purchase their products.

25
 Table 4
Products that the Customers Purchase Online
Themes Number of Respondents Responses
“The products that I purchase
online is all about shirts.”
“Clothes”
“I often purchase in an online
shop trending clothes.”
“T-shirts”
“Most of the time, I purchase a
CLOTHING 11 lot of clothes in online
shopping.”
“dress, shorts”
“clothes”
“pants”
“Clothes”
“I usually buy trendy clothes.”
“Personal needs are the
products I purchased online.”
EQUIPMENT AND 3 “Other Appliances.”
MACHINERY “Bike parts”
“Bike parts”
“shoes”
SHOES 3 “I usually buy trendy shoes
online.”
“Shoes”

“The products that I purchase

online is all about bags.”
“Bags”
BAGS 6 “Gig Bags”
“Bags”
“I usually buy trendy bags.”
“Bags”
SCHOOL AND OFFICE 2 “Art materials, Drafting
MATERIALS materials”
“Flash drives”

“I also bought different things

and accessories for phone just
like phone case, phone cases,
GADGETS & PHONE 6 earphones and cable chargers.”
ACCESSORIES “Phone case”
“Cellphone case”
“Cellphone case”
“Gadgets”
“Phone Accessories are the
products I purchased online.”
3 “The products that I purchase
COSMETICS AND HAIR online is all about cosmetics
products.”
ACCESSORIES “I often purchase in an online
PRODUCTS

26
 shop make-up.”
“Most of the products I purchase
are cosmetics there are lip tints,
pomade.”
ACCESSORIES 2 “Watch”
“accessories”
FOODS 1 “I often purchase in an online
shop foods.”

Table 4 presents the products that the costumers purchase online according to

fifteen selected respondents. Twelve out of fifteen says that clothing is the common

products that consumers purchased online, because nowadays there are different

trending clothes that attracts the attention of consumers. Three out of Fifteen says that

the products usually purchased by the consumers are equipment and machinery

because it is easy to find parts of machineries and very affordable. Three out of fifteen

respondents says that shoes are the products usually purchased by the customers,

because there are trending shoes that is only purchased online. Six out of fifteen

respondents says that bags is the preferred items usually purchased online because it

is trending. Two out of fifteen respondents says that school and office materials are the

products usually purchased in online because it helps in having supplies in projects for

educational use. Six out of Fifteen respondents says that the products usually

purchased by the consumers online is gadgets and phone accessories because the

respondents have choices in the variety of brands of phones and design of cases used

in protecting gadgets. Three out of Fifteen respondents says that cosmetics and hair

accessories products are the items usually purchased by the consumers online because

the cosmetics have good quality and trending brands. Two out of fifteen respondents

says that the accessories are one of the common products purchases online. One out of

27
Fifteen respondents says that food is the product usually purchased online because it

has an imported goods that the consumers may buy.

The researchers found out that most of the products that consumers buy in

online shopping is based on their basic needs like clothes that will support to live their

life to the finest.

Bagozzi (1974) in his study entitled – Innovation in Banking Industry: Achieving

Customer Satisfaction reveals that the e-shopping behavior is a complicated decision

process. Customers make a shopping decision depends on their family needs, budget

limitations and other constants impinging on them.

TABLE 5.1
Description of Customer’s Satisfaction in Online Shopping in terms of the Quality
Products
Themes Number of Respondents Responses
“The picture that was viewed in
the web was exactly the item I
got.”
“It’s must be the product what I
want. Meaning is what I want to
buy is the thing I will get.”
VERY SATISFIED 6 “High Quality.”
“Very Satisfied.”
“Not easy to break and it is so
affordable.”
“It is nice, suits my taste and
demands.”
“The quality of a product is
good.”
“Kung ano yung makikita ko sa
picture sometimes it’s the same,
but sometimes its not…”(When I
see in the picture of the items, it
is the same in the personal but
6 sometimes its not.)
“Some of the Online Shopping
SATISFIED has a good quality of products.”
“Well, quality is something hard
to explain because there are
ratings online buyers can use to
define the product. But for me,
quality of products I used to buy
is just fine.”
“Satisfied ako dahil tama ang

28
 denideliver sa akin ng
produkto…”(Satisfied because
they deliver it right)
“The quality of the products is
good.”

“My satisfaction in terms of

quality is not that much for
sometimes the quality that you
get and the display picture used
in the online shop did not much.”
NOT SATISFIED 4 “The quality of the items does
not differ from the quality of
the same item that is bought
in the physical shop.
However, some might
malfunction because of
untrusted sellers.”
“Not satisfied in the quality of
the products because they
don’t look like it in the
personal.”
“I’m not that satisfied in terms
of the products quality
because sometimes the
product is not that true in
terms of online and through
seen eyes.”

Table 5.1 shows the description of customer’s satisfaction in online shopping in

terms of the quality products. Based on the data that we’ve gathered, six out of fifteen

respondents says that they are very satisfied in terms of the quality of products online

because it is not easy to break and affordable, the items suits the taste and demands of

each consumers. Six out of fifteen respondents says that they are satisfied in quality of

products online because sometimes the picture of the item purchase by the customer

are not the structure when the product are delivered. Four out of fifteen respondents

says that they are not satisfied with the quality of the products online because the

quality of the item they receive did not reach their satisfaction and sometimes there are

cases that in an online store, the sellers are untrusted and have malfunctions in

products.

29
 The researchers find out that the products usually purchased by the consumers

in online has a good quality and has a low price compared in physical store that can

change the buying behavior of the customers.

Quality has a direct impact on product or service performance. Quality is defined

in terms of customer satisfaction. (Ac-Ac, M.V.) Principles of Marketing.

Table 5.2
Description of Customer’s Satisfaction in Online Shopping in terms of Shipping
Fee
Themes Number of Respondents Responses
ACCESIBLE
LOCATION 1 “Good and ok for my location.”

EASY PAYING SYSTEM 1 “Convenient”

“Must be convenient.”

VERY SATISFIED 1 “Very Satisfied”

“I’m satisfied with the shipping

fees, for we always buy more
than 500 pesos in Shopee that
makes the specific fee, free.”
“Good and ok for price of the
products.”
“Budget-friendly”
BUDGET- FRIENDLY 6 “Budget wise.”
“The shipping fees were
affordable and worth it for the
product.”
“Although, some shipping fees
worth more than the price of the
items you are going to buy. But it
is worth it if you are going to buy
it together with your friends, the
price of the shipping will be worth
it with the items you bought.”
“Shipping fees are expensive.”
EXPENSIVE SHIPPING “Sometimes not satisfied kasi
minsan ang mga nagdedeliver ay
FEE sobra sobra ng hinihinging
shipping fees…”(Because
7 sometimes when they deliver it,

30
 the shipping fees required is too
much)
“A little bit pricey in terms of the
location of the buyers.”
“Other items is too expensive
others are not.”
“Not satisfied. It is so expensive
like I’m not the near area.”
“It’s too pricey.”
“A little bit pricey in terms of
location.”

Base on the table 2. They are seven respondents who response that they are

satisfied in online shopping in terms of shipping because it is accessible. Furthermore,

the other six respondents replied that the shipping fees of online shops are budget

friendly. While one responded that there are very satisfied in terms of shipping the

products. There is also one respondent who replied that there are satisfied in terms of

shipping because it is easy paying system and the other are respondent said that there

are satisfied because it can access their location.

The researchers found out that in online shopping there is a negative impact

regarding the shipping fees that can affect the ratings of the customers in terms of

buying products.

As what Chakravarti et. al .(2000),shipping fee is an example of partitioned

pricing where the total price is divided into two or more mandatory components such as

base price, and surcharge.

31
 Table 5.3
Description of Customer’s Satisfaction in Online Shopping in terms of Delivery
Time
Themes Number of Respondents Responses

“But still, you didn’t waste time

1 and energy looking for the item in
TIME SAVER physical shops.”

SATISFIED 1 “Satisfied”

“The said delivery time was on

time, they don’t delay their
deliveries.”
6 “Came at exact date.”
“Satisfied ako dahil tama sa oras
DELIVERY IS ON TIME ang kanilang pagdedeliver na
produkto sa akin…”(I satisfied
because they deliver it on time in
our house.”
“They deliver my item in time.”
“The delivery time do not test my
patience, for it arrives on time
and not that long.”
“Must be soon as possible on a
early time.”
“A little bit defected and
sometimes it take too long to
receive.”
“Sometimes its delay but most of
the time is not long enough too
wait.”
“Delivery time are stated with the
CHALLENGES FACING 8 product so, buyers have no
BY THE CUSTOMERS choice sometimes.”
DURING DELIVERY TIME “Not satisfied. Because it’s
always Filipino Time, its takes
months, and years to deliver.”
“Sometimes the delivery time is
delayed sometimes the delivery
time is advance on the estimated
time.”
“A little bit defected and
sometimes it takes too long to
have that particular product.”
“In some cases there are times,
that my parcel was delayed for
the time of delivery.”
“The delivery takes time. The
longest delivery that I
encountered is three weeks. The
delivery went too long more than
going to a physical shop to buy.”

32
 Table 5.3 presents the customer’s satisfaction in online shopping in terms of

delivery time. Eight out of fifteen respondents gave a positive effect in online shopping

through delivery time because says that they receive their products in time. Seven out

of fifteen respondents gave a negative effect in online shopping through delivery time

because they says that sometimes the delivery was delayed and they wait too long

before they received their products.

The researchers found out that online shopping has a positive impact regarding

the duration time of delivering products to the consumers.

The result of the study conducted by Puja Gupta (2015) entitled – “Comparative

Study of Online Shopping: A Case Study of Rourkela in Odisha”, stated that consumers

want a good delivering time and getting products in a short period of time.

33
 CHAPTER V

SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary or the research study undertaken the main

findings that the study reveal or indicated, the conclusion drawn and the

recommendations made as an outgrowth of this research, all based on the data

analyzed on the previous chapter. This study was made to evaluate the customers

satisfaction in online shopping.

Summary

This research study aims to evaluate and discuss the customer Satisfaction in

Online shopping- University of Batangas. The reseacrhers used the phenomenological

design. In the world of research, phenomenological design is well established through

real experience of customers. They were fifteen chosen online shoppers respondents

who are involved in Online Shopping. Interview questionnaires serve as the tool to

make this research project possible.

The overriding purpose of this study is to determine the attributers of the

customers satisfaction in Online shopping, Specifically, it seeks answers to the following

questions

1.) What is Online Shopping?

Why do the customers shop online?

2.) What are the products purchased by the customers online?

3.) How satisfied are the customers in online shopping in term of:

34
 3.1 Quality of the Products;

3.2 Shipping fees; and

3.3 Delivery time

4.) What possible guidelines can be proposed by the researchers to help online

shoppers in choosing the right online store?

Findings

Based on the study conducted, several findings were derived. They are as follows:

1. Perception in Online Shopping

Online shopping is a modern version of buying products. The consumers

may find and purchase items they need without ever needing to leave the

house. It is the most efficient way of searching products you want to purchase

through the use of internet.

2. Reasons in Shopping online

Shopping online is very fast and easy to use. You can literally go in, shop

and be out in less than a minute provided you know exactly what you are looking

for. It allows consumers to feel comfortable and effortless in buying needed

things online. The price of the products online is times two cheaper than the

original price but the best thing in online shopping even though it has cheaper

price but it has good quality items that will makes your time more useful.

35
3. Preferred Online Store

There are lot of Online shopping websites you can use in shopping

online, Shopee, Lazada, OLX, Facebook, Zalora and many more. Shopee

is the most common online store that is use by the consumers in Online

shopping, it is a consumer to consumer transaction in which buyers can

easily order the products they want to purchase. Lazada is a common

selling inventory to customers from its own warehouses. It allows

customers to connect with the main service of the Online shopping

website which is Lazada. The benefits of this two online store, it is more

convenient and no crowd in terms of purchasing time, and delivery time.

4. Products purchase Online

Cosmetics, Accessories, Appliances, Bags, Gadgets are the items

usually purchase online. The personal uses of each consumer affect their

decision in buying products online. This helps to be more observatory on

all the items you are going to purchase, it makes the quality of the

products had long enough life in terms of being systematic consumer in

using products from the online store.

5. Levels of Customer’s Satisfaction in Online Shopping through Quality Products,

Shipping fees and Delivery time.

Consumers, plays a key role in Online shopping, they buys product from

the sellers. Satisfaction of the customers in Online Shopping through Quality

Products, Shipping fees and Delivery time were affects their decision making in

36
 choosing the best product, online store and less hassle in purchasing the items

you want to buy through internet.

CONCLUSIONS

In accordance to the findings of the research study provided, the following conclusions

were drawn out of the topic

1. Majority of the respondents that online shopping is the way of buying products with

the help of internet. Therefore, the researchers also conclude that online shopping plays

a big role in purchasing products.

2. Most of the respondents prefer online shopping because it is more convenient way of

purchasing products compared to the traditional way of shopping.

3. Lazada is the most preferred online sites of the respondents. Therefore, the

researchers also conclude that Lazada is the most popular online store.

4. Majority of the respondents purchased products based on the customer's basic

needs.

5. Most of the customers are very satisfied and satisfied in terms of the quality of the

products. Therefore, the researchers also conclude that the customers have a positive

perception towards online shopping in terms of the quality of the products.

6. Majority of the respondents have a negative insights regarding online shopping in

terms of shipping fees.

7. Majority of the respondents have a positive insight towards online shopping in terms

delivering time.

37
RECOMMENDATIONS

Based on the gathered data, results, findings and conclusion, the following

recommendations are being offered related to this research study entitled “A study on

Customers Satisfactions of Online Shoppers in Senior High School Department of

University Batangas, Batangas City.

1. The sellers need to assured that the product has a good quality to increase the

demands of the customers towards their products which they sold online.

2. The appropriate things that need to do is having a prove that product is easily

available and accessible for all the customers who want to buy through online.

Whenever how cheap of the products it is our responsibility to check it first before

you click.

3. You can use O-Shopping as an alternative shopping websites where you can

buy different products when Lazada and Shopee are not available in your mobile

devices.

4. It is important to consider the things that are needed products like basic needs

rather than the wants and always practical of all the things we buy in online

shopping.

5. The appropriate things that need to do are to be observant to the product of

what are looking for. Before buying a product make sure that what should be seen

in the post it is the same in personal

6. The customer satisfied for the shipping fees, it worth it and affordable for them

to buy products in any kind of online shopping store.

38
7. The customer did not satisfy for the delivery time because it takes weeks and

month to deliver it especially to the customers who live in the province. They

always experienced the delayed delivery for their ordered product.

39
 BIBLIOGRAPHY

A. BOOKS

Hoyer, W. (2018). Customer Behavior in the 21st Century. Makati, Philippines: Vibal
Group, Inc.
Agulo, A. et,al. (2015). Customer Satisfaction on the Quality Services of one
Department Store in Batangas City, Philippines. Batangas City, Philippines:
Mindshapers,Inc. Corporation.
Nunes, G. (2009). Consumer Behaviour & Marketing Research, International Institute of
Management Technological Studies: Makati, Philippines.

B. UNPUBLISHED MATERIALS
Ramya, N. and Dr. Mohamen Ali, S. (2016). Factors Affecting Consumer Behavior.
International Journal of Applied Research. Centro Escolar University, Makati.
Al Karim, R. (2013) Customer Satisfaction in Online Shopping: a study into the reasons
for motivations and inhibitions: Journal of Business and Management. Manila,
Philippines.

ONLINE REFERENCES
Ramya, N.(2016). Factors affecting consumer buying behaviour. Retrieved from
https://www.researchgate.net/publication/316429866_Factors_affecting_consum
er_buying_behavior?fbclid=IwAR3aeU_Aq49GdaQHQTY0pxr5YoUJPCXXk0UH
vdXCCow9FC-KJjh8qMhsxJI on September 2016.

Kumakardeepan, V. (2015). A Review of Literature on Service Strategies for Customer

Satisfaction and Customer Loyalty in Store Supermarkets. Senior Lecture
Department Of Business Management Retrieved from
https://www.researchgate.net/publication/304502315_A_Review_of_Literature_o
n_Service_Strategies_for_Customer_Satisfaction_and_Customer_Loyalty_in_St
ore_Supermarkets?fbclid=IwAR2oesczcUWm7q7bWMDzUN9ZEYGksUM9gE7_
z-WeyXNAUEzETR-OyKPc3oI on September 2015

40
 APPENDIX A
COVER LETTER AND INTERVIEW QUESTIONS
March 20, 2019

Dear respondents;

We are the senior high school students from University of Batangas. As a requirement for our

subject, Practical Research 1, we are currently conducting an interview about our research

entitled, “A study on Customers Satisfaction of Online Shoppers in University of Batangas-

Batangas City”. The respondents for this study are online shoppers who already gained first

hand experiences in buying products online.

In line with this, we have chosen you to be one of our respondents and we hope that you will

take time answering the questions honestly. Rest assured that all the data gathered will be

treated with utmost confidentiality and will be used for academic purposes only.

Thank you for your support and cooperation!

Researchers:

Julie Ann A. Vizconde

Andrea Amor B. Tesado

Ainah Mae B. Umali.

Claire Evan V. Ebora

Mary Ann M. Laureta

Noted:

Lea U. Masakayan

Research Adviser

41
Identifying the Customer’s Satisfaction of Online Shoppers in Senior High School

Department at University of Batangas-Batangas City. Supply the blanks with duly

information.

Name (Optional): ______________________________ Sex: __________

1. How do you perceive online shopping?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

2. Why do you shop online?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
3. What is your preferred online store?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
4. What are the products that you purchase online?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
__________________________________________________________________

42
5. Describe how satisfied you are in online shopping in terms of:

5.1 Quality of the Products

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

5.2Shipping fees

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

5.3 Delivery time

________________________________________________________________
________________________________________________________________
________________________________________________________________
_______________________________________________________________

43
 APPENDIX B
INTERVIEW TRANSCRIPT
1. How do you perceive online shopping?

Respondents Responses
“It is efficient because online shopping is everywhere in media;
Respondent 1 Facebook, Instagram and there are even apps for shopping. And with
these, the thing that you want to buy can easily be found.”

“I perceive online shopping as a modern version of shopping that

Respondent 2 lessens effort for those customers who are fond of buying products.”

Respondent 3 “Online Shopping is easy to buy products using gadgets and internet.”

Respondent 4 “I perceive online shopping in terms of buying things through online.”

Respondent 5 “It is the process of buying products through online.”

Respondent 6 “Buying things thru the use of internet, shopping thru online.”

Respondent 7 “Online shopping is like shopping in the gadgets. It’s like browsing in the
gadget with the help of technology.”
Respondent 8
“A shop that is online.”
Respondent 9 “Online Shopping is a form of shopping any products through online.”

Respondent 10 “Online Shopping is a way/ process in buying some accessories and etc.
through online.”
“Dahil magaganda ang kalidad ng mga produkto sa online
Respondent 11 shopping…”( Because in online shopping, the products has good
quality)
Respondent 12 “Online Shopping has always
been one of the most efficient and easy way of buying things.”

Respondent 13 “It’s a fast way to search and purchased items on the comfort on
your house or on your devices.”
Respondent 14 “For me online shopping is a nice and easy way for us to
purchase and buy something. With this, shoppers will be
comfortable because they will just choose of what products they
will purchase.”
“I perceived online shopping through Friends.”
Respondent 15 “We are be aware in online shopping through the ads-online, by
the advertisement of it, every time that we see the different ads
we are aware in online shopping.”

44
2. Why do you shop online?

Respondents Responses

Respondent 1 “Para mapadali kesa ako pa ang pumunta sa mall…”(To

become easy to buy products without living home)

Respondent 2 “Because I found it easy, that I don’t go to the mall, like

even if I’m in my home I can
buy whatever I want in not going out.”
Respondent 3 “To buy something in a fastest way possible, without
going on a store.”

Respondent 4 “I shop online, for it is more efficient for me whenever I

want to buy.”

Respondent 5 “I shop online because I feel comfortable and it is easy

for me to purchase something.”

Respondent 6 “I shop online because to be easy and I will not go

outside to buy some products I need.”

Respondent 7 “Because online shopping is less hassle and easy to do.”

Respondent 8 “It’s easier, hassle free.”

Respondent 9 “Because it’s the easy way to shop or buy a product.

Hassle free.”

Respondent 10 “We do shop online, because its easy. We just need to

choose the things we’ve like and that its. Its not hassle for
us. Avoiding exhausted for the people.”

Respondent 11 “Because online shopping is less hassle, not time

consuming and easy to do.”

Respondent 12 “It’s easier, hassle free, and not so time consuming.”

“it is not time-consuming and it is more effortless
compared on shopping in a traditional way.”
Respondent 13 “Because I can easily see the price and the quality of that
product.”

Respondent 14 “To lessen my transportation in buying stuffs.”

For fast transaction”

Respondent 15
“To have some new things to make my time more useful.”

45
3. What is your preferred online store?

Respondents Responses
“I prefer shopping at Lazada.”
Respondent 1 “Lazada.”

Respondent 2 “Clothing online store, I always order in

Lazada.”

Respondent 3 “I prefer Lazada.”

Respondent 3 “Clothes online store/ Lazada.”
“Lazada.”

Respondent 4 “Those clothing online shops. I must

prefer buy in Lazada because it is the
most popular online store in the whole
world.”

Respondent 5
“Lazada.”
Respondent 6 “Anything. Lazada”

Respondent 7 “Shopee for my parents.”

Respondent 8 “I prefer Shopee.”

Respondent 9 “Shopee; personal online shop.”
Respondent 10
“Shopee because it is easy to buy and
when it’s twelve or nine you can shake
shake to get points.”

Respondent 11 “Shopee.”

Respondent 12 “I prefer Shopee more than any online

store. Although, sometimes I buy in the e-
commerce groups in the Facebook. I still
use Shopee more than it. Because some
sellers in the e-commerce groups are just
posers while in Shopee there are verified
sellsers.”
Respondent 13 “My preferred online store is Shopee.”

Respondent 14 “My preferred online store is Shopee.”

Respondent 15 “O-Shopping for my parents.”

46
4. What are the products that you purchase online?

Respondents Responses
Respondent 1 “The products that I purchase online is all about shirts.”
“Clothes”
Respondent 2 “I often purchase in an online shop trending clothes.”

Respondent 3 “I often purchase in an online shop foods.”

“T-shirts”

Respondent 4 “Most of the time, I purchase a lot of clothes in online

shopping.”
“dress, shorts”
Respondent 5 “clothes”
“pants”
“Clothes”
“I usually buy trendy clothes.”
“Personal needs are the products I purchased online.”

Respondent 6 “Other Appliances.”

“Bike parts”
“Bike parts”
Respondent 7 “shoes”
“I usually buy trendy shoes online.”
“Shoes”
Respondent 8 “The products that I purchase online is all about bags.”
“Bags”
“Gig Bags”
“Bags”
“I usually buy trendy bags.”
“Bags”
Respondent 9 “Art materials, Drafting materials”
“Flash drives”
Respondent 10 “I also bought different things and accessories for
phone just like phone case, phone cases, earphones
and cable chargers.”
Respondent 11
“Phone case”
“Cellphone case”
“Cellphone case”
“Gadgets”
Respondent 12 “Phone Accessories are the products I purchased
online.”

Respondent 13 “The products that I purchase online is all about

cosmetics products.”
“I often purchase in an online
Respondent 14 shop make-up.”
“Most of the products I purchase are cosmetics there
are lip tints, pomade.”
Respondent 15 ‘Watch”
“accessories”

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5.1 Levels of Customer’s Satisfaction in Online Shopping through Quality
Products.

Respondents Responses
“The picture that was viewed in the web was exactly the item I got.”
Respondent 1

“It’s must be the product what I want. Meaning is what I want to buy is the
thing I will get.”
Respondent 2 “High Quality.”
Respondent 3 “Very Satisfied.”
Respondent 4 “Not easy to break and it is so affordable.”
Respondent 5 “It is nice, suits my taste and demands.”

Respondent 6 “The quality of a product is good.”

Respondent 7 “Kung ano yung makikita ko sa picture sometimes it’s the same, but
sometimes its not…”(When I see in the picture of the items, it is the same
in the personal but sometimes its not.)

Respondent 8 “Some of the Online Shopping has a good quality of products.”

Respondent 9
“Well, quality is something hard to explain because there are ratings
online buyers can use to define the product. But for me, quality of
products I used to buy is just fine.”

Respondent 10 “Satisfied ako dahil tama ang denideliver sa akin ng produkto…”(Satisfied

because they deliver it right.”

Respondent 11 “The quality of the products is good.”

Respondent 12 “My satisfaction in terms of quality is not that much for sometimes the
quality that you get and th display picture used in the online shop did not
much.”

Respondent 13
“The quality of the items does not differ from the quality of the same item
that is bought in the physical shop. However, some might
malfunction because of untrusted sellers.”
“Not satisfied in the quality of the products because they don’t look like it
in the personal.”
Respondent 15 “I’m not that satisfied in terms of the products quality because sometimes
the product is not that true in terms of online and through seen
eyes.”

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5.2 Opinions of Customer’s Satisfaction in Online Shopping in terms of Shipping

Fees

Respondents Responses
Respondent 1 “I’m satisfied with the shipping fees, for we always buy more than 500
pesos in Shopee that makes the specific fee, free.”

Respondent 2 “Good and ok for my location and price of the products.”

Respondent 3 “Very Satisfied”

Respondent 4 “Budget-friendly”
Respondent 5 “Convenient”
Respondent 6 “Must be convenient & budget wise.”

Respondent 7 “The shipping fees were affordable and worth it for the product.”

Respondent 8 “Shipping fees are expensive.”

Respondent 9
“Sometimes not satisfied kasi minsan ang mga nagdedeliver ay sobra
sobra ng hinihinging shipping fees…”(Because sometimes when they
deliver it, the shipping fees required is too much)

Respondent 10 “A little bit pricey in terms of the location of the buyers.”

Respondent 11 “Other items is too expensive. Others are not.”

Respondent 12 “Not satisfied. It is so expensive like I’m not the near area.”

Respondent 13 “It’s too pricey.”

Respondent 14 “A little bit pricey in terms of location.”

Respondent 15 “Although, some shipping fees worth more than the price of the items
you are going to buy. But it is worth it if you are going to buy it
together with your friends, the price of the shipping will be worth it
with the items you bought.”

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5.3. Perspective of Customer’s Satisfaction in Online Shopping in terms of Delivery Time

Respondents Responses
Respondent 1 ”The said delivery time was on time, they don’t
delay their deliveries.”

Respondent 2 “Must be soon as possible on an early time.”

Respondent 3 “The delivery takes time. \the longest delivery

that I encountered is three weeks. The delivery
went too long more than going to a physical
shop to buy. But still, you didn’t waste time and
energy looking for the item in physical shops.”

Respondent 4 “Came at exact date.”

Respondent 5 “Satisfied”
Respondent 6 “Satisfied ako dahil tama sa oras ang kanilang
pagdedeliver na produkto sa akin…”(I satisfied
because they deliver it on time in our house.”

Respondent 7 “They deliver my item in time.”

Respondent 8 “The delivery time do not test my patience, for it
arrives on time and not that long.”

Respondent 9 “A little bit defected and sometimes it take too

long to receive.”

Respondent 10 “Sometimes its delay but most of the time is not

long enough to wait.”

Respondent 11 “Delivery time is stated with the product so,

buyers have no choice sometimes.”

Respondent 12 “Not satisfied. Because it’s always Filipino Time,

its takes months, and years to deliver.”

Respondent 13 “Sometimes the delivery time is delayed

sometimes the delivery time is advance on the
estimated time.”

Respondent 14 “A little bit defected and sometimes it takes too

long to have that particular product.”

Respondent 15 “In some cases there are times that my parcel

was delayed for the time of delivery.”

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 APPENDIX C
CURRICULUM VITAE
PERSONAL PROFILE
Name: Umali, Ainah Mae B.
Age: 17 years Old
Gender: Female
Date of Birth: September 17, 2001
Citizenship: Filipino
Address: Sitio Aluyan, Brgy. Tibag, Abra de Ilog Occidental Mindoro
E-mail: ainahmaeu@gmail.com
EDUCATIONAL BACKGROUND
Elementary: Abra de Ilog Central School
Brgy. Poblacion, Abra de Ilog Occidental Mindoro
2008-2014

Junior High School: Abra de Ilog National High School

Brgy. Poblacion, Abra de Ilog Occidental Mindoro
2014-2018

Senior High School: University of Batangas

National Road, Hilltop Kumintang Ibaba, Batangas City,
Batangas
2018-2020

COLLEGE AND COURSE PREFERENCES

First Option: University of Batangas

Bachelor of Science in Accountancy

Second Option: Batangas State University

Bachelor of Science in Business Administration.

51
 APPENDIX C
CURRICULUM VITAE
PERSONAL PROFILE
Name: Tesado, Andrea Amor B.
Age: 16 years Old
Gender: Female
Date of Birth: August 28, 2002
Citizenship: Filipino
Address: San Mateo, San Pascual Batangas
E-mail: amortesado28@gmail.com
EDUCATIONAL BACKGROUND
Elementary: Bayanan Elementary School
Bayanan San Pascual Batangas
2008-2014

Junior High School: Bayanan National High School

Bayanan San Pascual Batangas
2014-2018

Senior High School: University of Batangas

National Road, Hilltop Kumintang Ibaba, Batangas City,
Batangas
2018-2020

COLLEGE AND COURSE PREFERENCES

First Option: University of Batangas

Business Administration major in Business Management

Second Option: Batangas State University

Business Administration major in Marketing Management

52
 APPENDIX C
CURRICULUM VITAE
PERSONAL PROFILE
Name: Vizconde, Julie Ann A.
Age: 17 years Old
Gender: Female
Date of Birth: July 10, 2001
Citizenship: Filipino
Address: Brgy. 3, Mamburao Occidental Mindoro
E-mail: julieannvizconde9@gmail.com
EDUCATIONAL BACKGROUND
Elementary: Mamburao Central School
Brgy. 2, Mamburao Ocidental Mindoro
2008-2014

Junior High School: Occidental Mindoro National High School

Brgy. 9, National Rd. Mamburao, Occidental Mindoro
2014-2018

Senior High School: University of Batangas

National Road, Hilltop Kumintang Ibaba, Batangas City,
Batangas
2018-2020

COLLEGE AND COURSE PREFERENCES

First Option: Polytechnic University of the Philippines

BS Accountancy

Second Option: University of Batangas

Business Administration major in Marketing Management

53
 APPENDIX C
CURRICULUM VITAE
PERSONAL PROFILE
Name: Laureta, Mary Ann M.
Age: 17 years Old
Gender: Female
Date of Birth:
Citizenship: Filipino
Address:
E-mail: @gmail.com
EDUCATIONAL BACKGROUND
Elementary: Julian A. Pastor Memorial Elementary School
Cuta, Batangas City
2008-2014

Junior High School: Batangas National High School

Rizal Ave. Batangas City
2014-2018

Senior High School: University of Batangas

National Road, Hilltop Kumintang Ibaba, Batangas City,
Batangas
2018-2020

COLLEGE AND COURSE PREFERENCES

First Option: Lyceum of the Philippines

Business Administration major in Business Management

Second Option: STI Academy

Business Administration major in Marketing Management

54
 APPENDIX C
CURRICULUM VITAE
PERSONAL PROFILE
Name: Ebora, Claire Evann V.
Age:
Gender: Female
Date of Birth:
Citizenship: Filipino
Address:
E-mail: @gmail.com
EDUCATIONAL BACKGROUND
Elementary: Paharang Elementary School
Paharang, Batangas City
2007-2014

Junior High School: Paharang National High School

Paharang, Batangas City
2014-2018

Senior High School: University of Batangas

National Road, Hilltop Kumintang Ibaba, Batangas City,
Batangas
2018-2020

COLLEGE AND COURSE PREFERENCES

First Option: De La Salle Health Sciences Institute

College of Medicine

Cardiology

Second Option: University of Batangas

Accountancy Major in Finance

55