The Impact of Online Selling As Perceived by The Traditional Retailers

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COLEGIO DE STA. ANA DE VICTORIAS, INC.

Osmeña Ave., Victorias City, Negros Occidental
Email: colegiodestaanadevictorias@yahoo.com
Telefax No. (034) 399-2830
THE IMPACT OF ONLINE SELLING AS PERCEIVED BY THE TRADITIONAL
RETAILERS
A Thesis Presented to
the Faculty of the Colegio de Sta. Ana de Victorias, Inc.
Senior High School Department
In Partial Fulfillment
of the Requirements for the Subject
Inquiries, Investigations, and Immersion
EDSEL P. TABLATIN
March 2020
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APPROVAL SHEET
This paper entitled THE IMPACT OF ONLINE SELLING AS PERCEIVED BY

THE TRADITIONAL RETAILERS, prepared by VINCENT PAUL A. CASTOR,
FEBE MAE S. ALDEGUER, GLYDHEL T. DELA CRUZ, LADY MAE M.
GUEVARRA,KAREN D. GUINTIBANO, CAILAH MARIE A. GUMBAN, ANGELIE
ROSE M. VALGUNA, and MA. SOFIA Y. VALLADOLID in partial fulfillment of the
requirements for the subject Inquiries, Investigation, and Immersion has been
reviewed and approved by the Panel of Evaluators of the Senior High School
Program.
PANEL OF EVALUATORS
Member Member
EDSEL P. TABLATIN, LPT

Chairman/DOI Adviser
ROMIL S. SARROSA, LPT

Senior High School Coordinator, Colegio de Sta. Ana de Victorias, Inc.
MARY GRACE C. JAGURIN, MAEd

Integrated School- Principal, Colegio de Sta. Ana de Victorias, Inc.
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Date: March 2020
ACKNOWLEDGMENTS
The researchers want to express their inestimable appreciation and
deepest gratitude for the help and support extended by the following persons
whose contribution made this academic endeavor a success.
Staff of Victorias Commercial Center, for their assistance and guidance in

completing this study;
Retailers in Victorias Commercial Center, for their participation in our

study as our respondents:
Mr. Edsel P. Tablatin, our adviser, for sharing his expertise to elucidate
the essence of the study and constant guidance which helped us in completing
this study;
Dr. Alberto D. Temple, Mr. Josel Osal, Mr. Rene Emperial our panel of
evaluators for their thorough review of our work;
Mrs. Ludaisy B. Fernandez, for giving us the permission to conduct the

survey;
Dr. Alberto D. Temple, Mr. Josel Osal, and Mr. Joselito Tolentino for their
willingness to impart their knowledge and time to validate our instrument;
Mr. Mario Valladolid, Mrs. Menchie Valladolid and Cloud Valladolid for the
support and motivation during the conduct of the study;
The Almighty God, for giving us strength and wisdom to finish this
endeavor.
The Researchers
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TABLE OF CONTENTS
PAGE
Title Page i
Approval Sheet ii
Acknowledgments iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter 1 INTRODUCTION 1
Statement of the Problem 3
Statement of the Hypotheses 4
Theoretical Framework 4
Conceptual Framework 6
Review of Related Literature 9
Scope and Limitation of the Study 12
Significance of the Study 12
Definition of Terms 13
Chapter 2 METHODOLOGY 15
Research Design 15
Locale of the Study 15
Participants of the Study 16
Research Instrument/s 16
Validity of the Research Instrument 16

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Reliability of the Research Instrument 17
Data Gathering Procedures 18
Statistical Treatment 18
Ethical Considerations 19
Chapter 3 RESULTS, AND DISCUSSIONS 20
Chapter 4 FINDINGS AND CONCLUSIONS 22
Chapter 5 RECOMMENDATIONS 25
REFERENCES 27
APPENDICES 33
A Research Instrument 33
B Validity and Reliability Results 35
C. Letters 38
D. Computer Generated Results 42
E. Editor’s Certification 47
F. Data Processor’s Certification 48
G. Minutes of the Meeting 49
H. Researcher’s Curriculum Vitae 54

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List of Table
TABLE PAGE
1: Validation Results 17
2: Data Interpretation 19
3: Demographic profile of the respondents according to their: 21
gender, type of business, type of product and monthly income

4.1: Consumer 21
4.2: Product 21
4.3: Income 22
5: The relationship of the monthly income to the: consumer, 22
product and monthly income

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List of Figures
PAGE
Figure 1: Schematic Diagram 8

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Chapter 1
INTRODUCTION
Nowadays, shopping has become more effortless. With just a click of a
mouse or a tap on a screen, people can buy within seconds. Online shopping
has become popular due to its convenience, accessibility and speed. With the
continued success of e-commerce, many now question the existence of
traditional stores. It seems that online selling signifies the death of actual
shopping. Clothes, appliances, gadgets—these are only some of the items that
sell well online. According to the consumer psychologist Phillip Graves, people
tend to feel safer buying products that are predictable and familiar online (Braff,
2014; Mawis, 2019).
The invention of internet has changed the way businesses run all over the
world (Adnan, 2014). Use of the internet and e-commerce has been growing
rapidly since the last decade (Yörük et al. 2011). Over the internet with a few
clicks of mouse, people can connect with friends and families from distance
(Khalil, 2014). The people use the internet for many reasons such as searching
product information, evaluate price and quality, choose services, and transfer
payments (Moshref et al. 2012).
Online shopping is the easy solution for busy life in today’s world. In the
past decade, there had been a massive change in the way of customer’s
shopping. Despite consumers’ continuation to buy from a physical store, the
users or buyers feel very convenient to online shopping. Online shopping saves
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crucial time for modern people because they get so busy that they cannot or
unwilling to spend much time shopping (Rahman et al, 2018).
Online shopping has grown in popularity over the years, mainly because
people find it convenient and easy to bargain shop from the comfort of their home
or office. One of the most enticing factors about online shopping, particularly
during a holiday season, is it alleviates the need to wait in long lines or search
from store to store for a particular item. (Daud, 2014; Rekha-Verma,2014)
It is undoubted that online shopping has many effects on traditional stores
in retailing activity. To consider these effects and to understand the market
desires or needs, it is important to get insight into customers buying behaviour.
There are many factors that contribute to online customers behaviour, the first
factor that is price competition. Price or cost play an important role in marketing
mix strategy because it determines the business’ profit and therefore, it is the
business’ survival. According to Katawetawaraks and Wang (2011), online
customers are usually given more chances to see a variety of the price
comparisons of products and services, which can be easily found in many
different online stores and websites on the internet. As a result, they can also find
the same products at lower prices than the others in local stores. Generally,
many customers tend to be easily attracted by these cheaper products in online
stores and therefore, they make their buying decisions in favor. If the traditional
retailers reduce the prices compete with e-retailers to survive, their business’
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margins will be decreased and this may lead o some negative effects on the
businesses in the long term.
This study aims to identify the different effects of online selling to the
traditional retailers. This would be a way for the sellers in the market to know
about how their income is affected by the online sellers and how they should
coped with this. Therefore, this research tried to find out the possible factors that
affected the decision-making aspect of consumers in terms of purchasing goods
and services that also affected the income of both online and offline sellers. This
study is conducted in Victorias Public Market, Negros Occidental.
Statement of the Problem
This study would determine the impact of online retailers on traditional
retailers.
Specifically, this sought to answer the following questions:
1. What is the demographic profile of the participants according to their:
1.1 Type of Business
1.2 Type of Product
1.3 Monthly Income
2. What is the level of impact of online selling as perceived by the traditional
retailers in terms of their:
2.1 Type of Business
2.2 Type of Product
2.3 Monthly Income

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3. Is there a significant relationship between the impact of online selling and the
income of traditional retailers?
Hypotheses
There is no significant relationship between the impact of online selling
and the income of traditional retailers..
Theoretical Framework
Consumer Perception Theory is any attempt to understand how a
consumer’s perception of a product or service influences their behavior. This
theory applies the concept of sensory perception to marketing and advertising.
Just as sensory perception relates to how humans perceive and process sensory
stimuli through their five senses. In addition, consumer perception pertains to
how individuals form opinions about companies and the merchandise they offer
through the purchases they make. Childers et al., (2001) state that purchase of
goods may be incidental to the experience of online shopping. Thus, “enjoyment”
reflects consumers’ perceptions regarding the potential entertainment of internet
shopping found “enjoyment” to be a consistent and strong predictor of attitude
toward online shopping. Despite the increasing number of online users, products
offered, and e-tailers trading, it has been extensively reported that there is
considerable resistance amongst many Internet users to engage in online
business to consumer transactions, primarily due to concerns about privacy,
security and the trustworthiness of the Internet (Aldridge et al., 1997; Chellappa
et al., 2002; Devaraj et al., 2003; Forcht et al., 1995). Forrester (2000) found that
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many consumers consider that lack of security is the main inhibiting factor to
adopting online purchase behaviour. Nevertheless, consumers rely deeply to
the value a certain online shop offers to its prospective customers. Consumer
perception theory is applied by merchants to determine how their customers
perceive them. They also use consumer perception theory to develop marketing
and advertising strategies intended to retain current customers - and attract new
ones (Menon & Kahn, 2002). Mathwick et al. (2001) says that if consumers enjoy
their online shopping experience, they have a more positive attitude toward
online shopping, and are likely to adopt the Internet as a shopping medium.
Likely, value perception is the part of the consumer perception theory that
attempts to understand how consumers’ perceptions of product influence their
behavior. Generally, consumer perception theory is used for designing product or
brand in marketing (Ravald & Gronroos, 1996). It is the perception of the online
shoppers that online shop owners depend and then do some adjustments.
Certain products are changed or modify to a form which becomes attractive to
consumers. This theory answers how the consumer perception affects the
behavior towards a product or service. No doubt that the Internet has been
influencing our lives deeply in which it plays an important, indispensable and
irreplaceable role (Guo & Noor, 2011). Woodruff (1997) expands the concept of
perceived customer value and describes it as a source of competitive advantage.
A customer's perceived preference for and evaluation of those products
attributes, attribute performance, and consequences arising from use that

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facilitate (or block) achieving the customer's goal and purposes in use situations.
Apparently, the Internet being at hand opens up the most convenient access to
our modern world of commerce. Thus, this leads to some changes to the
consumer’s perception and his behavior.
The Consumer Perception Theory was used in this study to determine the
decision-making process of the consumers in choosing between online shopping
over buying from traditional retailers and how these behaviors affected the
income of online shops and traditional retailers.
Conceptual Framework
Online looking (or e-tail from electronic retail or e-shopping) is a sort of e-
commerce that permits customers to directly purchase products and services
over the web through a virtual store. A number of the leading online stores
presently in Asian nation are Amazon, Flipkart, Snapdeal, Homeshop18, Myntra
etc. Whereas, retail is a method of providing products and services to customers
through multiple channels of distribution. Retail stores can be small or massive,
however they principally operate within the same line as “purchasing to sale”.
Retail type of business is as recent as civilization and is the most elementary sort
of business. With recent e commerce boom, more and more retail stores are
moving towards establishing their niche and setting up their online stores. It has
become very critical for a small business owner to take their business online
(Abrial et. al, 2010).

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Online shopping is becoming a well-accepted way to purchase variety of
products and services, computer products; automobiles; travel products;
investment products; clothing; flowers; books; music; and homes. It has grown
positively because of reasons, technological advances; changed perceptions of
the corporate world; convenient and customized offering by companies;
availability of better navigation software as well as search engines; that of also
competition with bigger organizations as well as easier availability of information
about products and services at relatively lower prices (Hoffman, Novak, &
Chaterjee, 1995).
It has been seen that the online shopping have got much fame among
numerous people. As the result, people have got less interest in buying all their
required objects from the offline stores. This occurrence results in lowering the
demand of the offline sellers, which lessens the profit level of all such sellers
gradually the source of income of all such people are getting blocked. For having
any more detailed information, you may consult with some experts, who are quite
knowledgeable regarding all such aspects in quite an astounding way. (Palmer,
2016)
First, we consider the impact of the online distribution channel on total
sales. Although the introduction of the online channel has not led to lower prices
in general, there is a considerable positive effect on total sales because a
significant fraction of consumers considers the online channel to be more
convenient. The online distribution channel thus swipes away some traditional
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sales, but it also activates consumers who find the online channel more
appealing. On average, 36.5% of online sales of digital cameras, 28.5% of online
sales of media players and, depending on the demand model, between 36.7%
and 52.4% of online sales of portable computers would be lost without the online
channel. At the prevailing level of online market shares, this implies that e-
commerce increased total sales by, respectively, 2.4%, 5.0% and 7.0–10.0% for
these three consumer electronics products. Hence, e-commerce partly
complements traditional sales rather than replacing them entirely. (Duch- Brown
et al, 2017)
Input Output
Types of business Process Implement new
Types of product Survey policies or revise
Monthly Income Questionnaire existing policies to
Impact of online Analysis improve the
selling as perceived Ethical present condition of
by the traditional Consideration the market and the
retailers. community.
Traditional retailers
can use the most
effective way to sell
their products.
Figure 1: Schematic Diagram
The schematic diagram shows the type of business, products, the monthly
income and impact of online selling as perceived by the traditional retailers as
inputs. These inputs were processed through distributing surveys and
questionnaires, analysis and ethical consideration to get the output such as the
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recommendations addressed to the Traditional Retailers, Customers, Marketing
Administration, and to the Community.
Review of Literature
When customers first try out a brand, many options to visit retail stores.
Shop employees help a lot in explaining items to them. This provides the
assurance most people need before purchasing. Luxury products also undergo
deep scrutiny. The value of such items depends on their effects on the senses. In
cases like these, buyers usually prefer experiencing the item first before
confirming to buy. In addition, older people are known to stick with the traditional
mode of shopping. This is also the case when buyers are not comfortable with
gadgets or prefer human interaction. Shopping, after all, is a social activity for
many people (Mawis, 2019).
The retail sector is one of the fastest growing sectors in India. It is one of
the backbones of the economy and accounts for about 10 percent of the
country's GDP. The Indian retail market is estimated to be valued at US$ 600
billion and one of the top five retail markets in the world by economic value. The
growth of retail sector in India is one of the fastest globally. Indian consumers are
very particular about their products. The consumer choices vary based upon their
preference towards online shopping versus offline shopping. The internet and
traditional shopping both have their own advantages and disadvantages. Online
shopping doesn't require traveling long distances, offers more variety, remains
functional 24/7, offers huge discounts and extend the facility of customer reviews.
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On the other hand, traditional shopping allows customers to physically examining
products which otherwise online shopping lacks. Consumers may be use both
the online and traditional mode of shopping depending on their preferences at a
moment (Sarkar and Das, 2017)
Due to high popularity of Internet and rapid development of e-commerce,
more consumers are willing to purchase products online. Shopping online
becomes a trendy behavior in digital world now. Based on the newly survey from
The Wall Street Journal, 70% of more than 3000 people who joined the online
shopping survey cleared that they prefer online shipping compared to retailer
shopping (Morris, 2013). Especially in china, the penetration rate of online
shopping from 2006 to 2015 is continually increasing. The rate has risen 35.5%
from 24.5% to 60%. It means that in 2015, around 60 percent of Internet users
had shopped online in china (Silverman, 2016). Furthermore based on the
collected data of annual sales, it stated that the transaction size of online
shopping market in china from 2008 to 2015 is dramatically increasing from
128.18 billion to 3,817.3 billion Yuan (Chinese currency). Specifically in 2016, the
online commerce transaction has reached approximately 4,982.8 billion Yuan.
Followed by this trend, it was predicted that the number of online shoppers in
china would purchase totally around 7,510.5 billion Yuan in 2018 (Mei-Pochtler,
2016). Generally in China, Business-to-consumer (B2C) online commerce plays
a significant role in e-commerce market. And in the B2C relationship, consumers
have more priority and are more independent when they are shopping online
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than they did in traditional way. It is clear to say that Chinese market of e-
commerce is new and dramatically booming which possibly has rather difference
with developed western countries, which their Internet development is fairly
maturely. Therefore consumers in china who start to change in-store shopping
way to online shopping are variable.
In accordance with the study of Euromonitor (2016) during 2015, m-
commerce gained a strong following because of the increasing usage and
dependency of Filipinos on their smartphones. Popular online shopping
conglomerates such as Zalora and Lazada launched their respective mobile
applications earlier in the review period and are now being highly used by their
customers when they browse their catalogue and purchase products. Aside from
money transfer service payment options that internet retailers accept via Globe
G-Cash and Smart Money, Smart e-Money Inc. partnered with Citi Philippines
and Visa to offer Charge2Phone. This service is said to be the first sticker-based
contact-less payment product in the country, which allows mobile phones to be
transformed into a credit card or wallet. This innovation is expected to further
encourage cashless purchase via the internet. Significant growth of internet
retailing in the Philippines was credited to retailers’ continued efforts to develop
their businesses by way of providing more product options to their customers,
widening their reach to serve other areas apart from Metro Manila and carrying
out recurrent promotions such as giving away discounts or markdowns. 4th
National Business and Management Conference Ateneo de Davao University

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July 22-23, 2016 520 Since Filipinos now live more hectic and fast-paced
lifestyles, they look for ways to make things easier and more convenient in order
to save time and effort. As a result, some just do their shopping online instead of
personally going to store-based outlets to avoid heavy traffic and overly
populated shopping centers. Their exposure to various retail channels also made
them smart buyers as it gave them the capacity to differentiate between channels
and identify those that can give them the best deals, which internet retailers do
(Legaspi et al, 2016).
Scope and Limitation
This study would focus on the Impact of Online Selling as Perceived by
the Traditional Retailers in Victorias Commercial Center in the year 2019-2020.
In this research, online selling was done through selling products with the use of
internet or social media. On the other hand, traditional retailers are the people
who sell goods and services in person. This would help identify if the income of
traditional retailers increases or decreases with the existence of online selling.
Significance of the Study
The result of the study would benefit to the following:
To the Sellers, the result of this study might help the sellers to determine
the most effective way to sell products. This would help them how to gain more
customers despite of online selling.
To the Customers, the result of the study might inform them of what is
more efficient way to buy products.

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To the Marketing Administration, the findings of this research could
contribute to the development of our market and marketers.
To the Community, the findings of this research could provide
implementations on the improvement and the welfare of the people.
To the Researchers, the findings of this study would help the researchers
identify the effect of online selling to the traditional retailers.
To the Future Researcher, the findings of the study would serve as the
future references for their study.
Definition of Terms
Customers. Conceptually, they are the person/organization who buys goods or
services. He is the most important asset of any organization (Rahman, 2016).
Operationally, they are the people who purchase products from either online or
traditional retailers.
E-commerce. Conceptually, it is also known as electronic commerce or internet
commerce, refers to the buying and selling of goods and services using the
internet, and the transfer of money and data to execute these transaction (Mittal,
2018). Operationally, it is another term of online selling where people buy
products through electronic devices and social medias.
Online Selling. Conceptually, it is defined as a form of electronic commerce
which allows sellers to directly sell goods or services to a buyer over the internet
using a web browser (Peraut, 2018). Operationally, it is a form of electronic

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commerce which allows sellers to directly sell products to a buyer over the
internet using a web browser.
Online Shopping. Conceptually, online shopping is a process whereby
consumers directly buy goods, services etc. from a seller without an intermediary
service over the Internet (Gnanadhas, 2014). Operationally, it is the action of the
buyers on purchasing goods and availing services on online shops with the aid of
internet.
Retail. Conceptually, it is defined as the process of selling goods and services to
customers through multiple channels of distribution. (Wollenburg et al, 2018).
Operationally, it refers to the selling of products to customers through varying
distribution.
Retailers. Conceptually, are the link between the wholesaler and the end
consumer. It doesn’t establish a relationship with the product manufacturer. Use
business to consumer (B2C) model (Chavan, 2019). Operationally, they are the
people selling different products directly to customers.
Victorias Commercial Center. Conceptually, it is a place where you can find
most of your needs if you are a local. Products such as veggies and meats that
are from local farmers on the wet market (Catapang, 2019). Operationally, it is a
place wherein there are variety of stores selling different products.

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Chapter 2
METHODOLOGY
The research methodology comprises of the sources of data, methods
adopted to collect such data, sampling techniques, statistical tools for analysis,
data interpretation. The researchers conducted a sampling technique to identify
the participants of the study. Then they distributed surveys and questionnaire to
gather the data. The results of the survey and questionnaire from the participants
are then evaluated using statistical tools for analysis and are interpreted.
Research Design
This is a descriptive correlational research design. A descriptive
correlational study is a study in which the researcher is primarily interested in
describing relationships among variables, without seeking to establish a causal
connection (Quaranta, 2017).
This design was used to discover the relationship between the impact of
online selling and income of the traditional retailers. These two variables would
be affected by the decisions of the consumers.
Locale of the Study
This study was conducted in Victorias Commercial Center in Victorias
City. The respondents were surveyed in their respected stores or stalls for them
to be comfortable.
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Participants of the Study
The respondents were from the selected retail stores who sold clothes and
shoes which were the traditional retailers that have businesses that offer different
products. To determine the number of participants, we applied the Slovin’s
formula. By using the said formula, 45 participants were calculated.
Research Instrument
The instrument that was used in this study was a researcher made
questionnaire. Our questionnaires were highly flexible, quick to complete,
produces standardized data, reliable could be easily classified and compare
answers between different groups.
The researcher designed a survey schedule as one of the data collection
instruments for this study. The survey questions were aimed at eliciting relevant
information concerning online selling. Questions relating to impacts of online
selling on traditional retailers’ perceived income.
Validity of Research Instrument
Face validity is the extent to which test is subjectively viewed as covering
the concept it purports to measure. It refers to the transparency or relevance of a
test as it appears to test (Holden, 2010). To validate the research questions, it
would be analyzed or examined based on criteria presented by Carter V. Good
and Douglas B. Scates. The researchers conducted another survey using the
same researcher-made questionnaire in the retail shops in Silay City, Negros

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Occidental. The data gathered would be compared with the results perceived
from the retail stores in Victorias City.
According to Mathew and Ross (2010), for the study to be valid, the
collected data should serve the purpose for which it has been gathered. It should
address the topic under investigation, in other words, it should be able to answer
the research questions. For the validity of this study, the researcher needs to find
ways and methods to collect data so that it correctly represents reality or is a
close representation of reality (Collis and Hussey, 2003).
Table 1: Validation Results

JUROR 1 JUROR 2 JUROR 3 MEAN
The test is short enough that the
traditional retailers will be able to 4 4 5 4.33
answer it within the allotted time.
The test is interesting and has an
appeal such that traditional retailers
4 4 5 4.33
will be induced to respond to it and
accomplish it fully.
The test can obtain some depth to
5 4 4 4.33
answers and avoid guesswork.
The questions and their alternative
responses are neither too 4 5 4 4.33
suggestive nor too unstimulating.
The test can elicit responses which
4 5 5 4.57
are definite and not conflicting.
The questions are stated in such a
way that the traditional retailers can 5 5 5 5
understand them clearly.
The questions are formed in such a
manner to avoid suspicion on the
part of the traditional retailers 4 4 5 4.33
concerning hidden answers in the
test.
The test is neither too narrow nor
4 4 4 4
limited in its content.
The answers to the problems when 4 5 4 4.33
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taken as a whole, could answer the

basic purpose for which the test is
designed and therefore considered
valid.
4.22 4.44 4.56 4.41
(Overall
Mean)
Reliability of Research Instrument
Reliability is the degree to which measures are free from error and
therefore yield consistent results. The definition appears to include factors such
as repeatability and internal consistency of the instrument of measure
(Thompson, 2015). This research will be tested with the use of Chronbach’s
Alpha method. Chronbach’s Alpha has been described as one of the most
important and pervasive statistics in research involving test construction and use
(Cortina, 1993) to the extent that its use in research with multiple-item
measurements is considered routine (Schmitt, 1996).
According to Mathew and Ross (2010), the most important aspect of
reliability is replicability. The authors, emphasis for the replicability of study, the
mentioned research when carried out by another researcher under similar
conditions to a similar set of people should deliver identical results or then the
researcher himself can replicate his findings under similar conditions.
Data Gathering Procedure
The researcher conducted a research upon the impacts of online selling
as perceived by the retailers. There were procedures to be taken into account.
The first step, the researcher made a letter of approval and validation and asked
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permission from the respondents of the study. Secondly, the researchers also
conducted a survey questions to the participants to gather more information and
data based on the income earned by the participants. Thirdly, after reviewing and
done all necessary changes, the questionnaires were administered directly to the
chosen sample for the study. And lastly, after some processes the researchers
analyzed the answers given by the respondents.
Statistical Treatment
The following are the statistical tools used to analyze data:
In problem number 1, to determine the demographic profile of the
participant according to their type of business, type of product, and monthly
income, frequency was used.
In problem number 2, to determine the level of impact of online selling as
perceived by the traditional retailers in terms of their type of business, type of
product, and monthly income, mean was used.
Table 2: Data Interpretation

Rating Scale Verbal Interpretation
4.24 - 5 Highly Affected
3.43 - 4.23 Affected
2.62 - 3.42 Somehow Affected
1.81 - 2.61 Not Affected
1 - 1.80 Highly Not Affected
In problem number 3, to identify the significant relationship between the
impact of online selling and the income of traditional retailers, Spearman rho was
used.
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Ethical Consideration
The researcher included an informed consent that the participants agreed
to participate in the survey voluntarily. It also included anonymity of respondents
for privacy purposes; confidentiality of data; and disposal of survey materials.

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Chapter 3
RESULT AND DISCUSSIONS
Table 3: Demographic profile of the respondents according to their: gender, type
of business, type of product, and monthly income.
Category Variables f %
Type of Business Clothes 33 73.3
Apparel 12 26.7
Total 45 100.0
Type of Product Clothes 37 82.2
Shoes 8 17.8
Total 45 100.0
Based on the given data above, more traditional retailers have clothes as
their type of business than apparel. There are more sellers of clothes than shoes.
Therefore, they prefer clothes as their type of business and product.
Table 4.1: Consumer

Category Variables n Mean SD Interpretation
Type of Clothes 33 4.10 .61 Affected
Business Apparel 12 4.53 .48 Highly Affected
Total 45 4.22 .61 Affected
Product Shoes 8 4.40 .53 Highly Affected
As shown on the given data above, retailers who sell apparel were highly
affected with both their type of product and business. On the other hand, those
who sell clothes were only affected. Overall, retailers were affected with their
type of business and product by online selling when it comes to their consumers.
Table 4.2: Product

Business Apparel 12 3.92 .51 Affected
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Product Shoes 8 4.10 .26 Affected

The data above shows that when it comes to products, retailers who are
selling apparels were affected with both their type of product and business.
Those who sell clothes were also affected. As a whole, both were affected with
their type of product and business by the existence of online selling.
Table 4.3: Income

Business Apparel 12 3.93 .46 Affected
Product Shoes 8 3.85 .46 Affected
As shown on table 4.3, retailers of clothes were affected with their type of
business and product. Same goes with the retailers of apparels; they were also
affected by online selling. Therefore, online selling affected both the retailers of
clothes and retailers of apparels in terms of income.
Table 5: The relationship of the monthly income to the:

Variables r p Significant
Interpretation
consumer -019 .90 Not significant Null
hypotheses
product .08 .61 Not significant Null
hypotheses
Monthly -.01 .95 Not significant Null
income hypotheses
There is no significant difference between the monthly income of
traditional retailers to the consumers, product and monthly income.

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Chapter 4
FINDINGS AND CONCLUSIONS
In this chapter, the researchers sum-up all the findings and presented the
conclusions based on the result of the study. This chapter shows the implications
and the statements that were obtained from the findings of the study.
Findings
The following are the findings of the study based on the data gathered:
The population of traditional retailers who have clothes as their type of
business (33 or 73.3%) in Victorias Commercial Center is larger than the
population of the traditional retailers whose type of business is apparel (12 or
26.7%).
The number of traditional retail stores who sell clothes (37 or 82.2%) in
Victorias Commercial Center is larger than the traditional retailers who sell shoes
(8 or 17.8%).
Respondents from Victorias Commercial Center were affected.
There is no significant difference in the level of impact of online selling and the
income of traditional retailers.
Conclusions
The following are the conclusions drawn based on the findings of the
study:
The number of clothing retail stores predominated the number of apparel
stores of Victorias Commercial Center in this study.

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The number of traditional clothing retail stores exceeds the number of
retail stores selling shoes.
The traditional sellers of Victorias Commercial Center were affected.
Therefore, there is no significant difference in the level of impactof online
selling and the income of traditional retailers.

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Chapter 5
RECOMMENDATIONS
This finally gives the policy recommendations addressed to the Traditional
Retailers, Customers, Marketing Administration, and to the Community to
influence them to implement new policies or revise existing policies to improve
the present condition. It also presents the research recommendations addressed
to other researchers to replicate the study in the future.
Based on the results of the study, the following are recommended:
Traditional Retailers of Victorias Commercial Center. It is recommended to
use the most effective way to sell the products. Improve marketing strategy and
provide better services and products to the customers to attract more buyers and
gain more profit. Know the in demand products in the market for you to meet the
needs and wants of the consumers and offer them an affordable price for the
product.
Customers. The researchers recommend the customers to apply the results of
the study in purchasing products and availing services effectively and more
sufficiently.
The Marketing Administration. It is recommended to make use of the findings
to develop strategies and improve placements for the holistic welfare of both the
market and marketers.
Community. It is recommended to provide innovation in the market place to
improve the welfare of the people.

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Researchers. Explore and study other preferences that also affects the monthly
income of the traditional retailers.
Future Researchers. Improve the study by diversifying the topics and studying
other aspects that also affect the monthly income of the traditional retailers so
that you can widen the scope of the knowledge that can be generated from the
study.
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communication of the IBIMA. Vol. 2011, pp.1-13.

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Appendix A
Survey Questionnaire
I. Demographic Profile
Name (Optional):__________________________________________________
Gender:_________________
Type of Business:
o Clothes o Apparel
Type of Product:
¨ Clothes o Shoes
Monthly Income:
II. Factors affected after online shopping became on trend:
Direction: Please put a check (ü) mark on the box provided based on what you
actually experience on the given statements below using the following key
indicators:
Key Indicators:
5 - Strongly 4 - Agree 3 - Undecided 2 - Disagree 1 - Strongly
Agree Disagree
A. Consumer
5 4 3 2 1
Customers ask for discounts before making
purchases.
Customers immediately find the product that they
want to purchase.
Customers can determine the quality of the
products first before purchasing them.
Customers experience efficient service when
purchasing in this store.
Customers are refunded right after purchasing a
defective product.
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B. Product
5 4 3 2 1
Products are no longer marketable.
Order of supplies or materials are limited.
Looking for suppliers is difficult.
Increase number of damaged stocks because of
low demand.
Increasing price of products.
C. Income
5 4 3 2 1
Sales decreased since online selling started
operating in the area.
Lower income due to the decrease of price per
unit/product because of demand of the products
sold.
High Capital Cost due competition in the area.
Targeted profit margin is no longer met.
Lower income due to high labor cost.
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APPENDIX B
Validity and Reliability Results
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Appendix C
Letters
Validation Letters
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Letter Asking Permission to Conduct a Study

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Appendix D
Computer Generated Results
NEW FILE.
DATASET NAME DataSet7 WINDOW=FRONT.
DATASET CLOSE DataSet6.
FREQUENCIES VARIABLES=TYPEOFBUSINESS TYPEOFPRODUCT
/ORDER=ANALYSIS.
Frequencies
Statistics
TYPEOFBUSIN TYPEOFPROD
ESS UCT
N Valid 45 45
Missing 0 0
Frequency Table
GENDER
Frequency Percent Valid Percent Cumulative
Percent
Valid FEMALE 30 66.67 66.67 66.67
MALE 15 33.33 33.33 100.0
Total 45 100.0 100.0
TYPEOFBUSINESS
Frequency Percent Valid Percent Cumulative
Percent
Valid CLOTHES 33 73.3 73.3 73.3
APPAREL 12 26.7 26.7 100.0
Total 45 100.0 100.0
TYPEOFPRODUCT
Cumulative
Frequency Percent Valid Percent Percent
Valid CLOTHES 37 82.2 82.2 82.2
SHOES 8 17.8 17.8 100.0
Total 45 100.0 100.0
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MEANS TABLES=MONTHLYINCOME BY TYPEOFBUSINESS TYPEOFPRODUCT

/CELLS=MEANS COUNT STDDEV.
Means
Case Processing Summary
Cases
Included Excluded Total
N Percent N Percent N Percent
MONTHLYINCOME * 45 100.0% 0 0.0% 45 100.0%
TYPEOFBUSINESS
MONTHLYINCOME *
TUPEOFPRODUCT 45 100.0% 0 0.0% 45 100.0%
MONTHLYINCOME * TYPEOFBUSINESS
MONTHLYINCOME
TYPEOFBUSINESS Mean N Std. Deviation
CLOTHES 7047.6045 33 5202.88954
APPAREL 9416.6667 12 10436.80841
Total 7679.3544 45 6931.20116
MONTHLYINCOME * TYPEOFPRODUCT
MONTHLYINCOME
TYPEOFPRODUCT Mean N Std. Deviation
CLOTHES 7353.2689 37 6331.02838
SHOES 9187.5000 8 9626.96177
Total 7679.3544 45 6931.20116
MEANS TABLES=CONSUMER BY TYPEOFBUSINESS TYPEOFPRODUCT

Means
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Cases
CONSUMER * 45 100.0% 0 0.0% 45 100.0%
TYPEOFBUSINESS
CONSUMER *
TUPEOFPRODUCT 45 100.0% 0 0.0% 45 100.0%
CONSUMER * TYPEOFBUSINESS
CONSUMER
CLOTHES 4.1030 33 .61466
APPAREL 4.5333 12 .47737
Total 4.2178 45 .60726
CONSUMER * TYPEOFPRODUCT
CONSUMER
CLOTHES 4.1784 37 .62144
SHOES 4.4000 8 .53452
Total 4.2178 45 .60726
MEANS TABLES=PRODUCT BY TYPEOFBUSINESS TYPEOFPRODUCT

Means
Cases
PRODUCT * 45 100.0% 0 0.0% 45 100.0%
TYPEOFBUSINESS
PRODUCT *
TUPEOFPRODUCT 45 100.0% 0 0.0% 45 100.0%
PRODUCT * TYPEOFBUSINESS
PRODUCT
CLOTHES 3.5879 33 .53838
APPAREL 3.9167 12 .50782
Total 3.6756 45 .54488
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PRODUCT * TYPEOFPRODUCT
PRODUCT
CLOTHES 3.5838 37 .54849
SHOES 4.1000 8 .26186
Total 3.6756 45 .54488
MEANS TABLES=INCOME BY TYPEOFBUSINESS TYPEOFPRODUCT

Means

Cases
CONSUMER * 45 100.0% 0 0.0% 45 100.0%
TYPEOFBUSINESS
CONSUMER *
TUPEOFPRODUCT 45 100.0% 0 0.0% 45 100.0%
INCOME * TYPEOFBUSINESS
INCOME
CLOTHES 4.1394 33 .58627
APPAREL 3.9333 12 .46188
Total 4.0844 45 .55839
INCOME * TYPEOFPRODUCT
INCOME
TYPEOFPRODUCT Mean N Std. Deviation
CLOTHES 4.1351 37 .56971
SHOES 3.8500 8 .46291
Total 4.0844 45 .55839
NONPARR CORR
/VARIABLES=MONTHLYINCOME CONSUMER
/PRINT=SPEARMAN TWOTAIL NOSIG
/MISSING=PAIRWISE.
Nonparametric Correlations
Correlations
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MONTHLYINCO
ME CONSUMER
Spearman’s rho MONTHLYINCOME Correlation Coefficient 1.000 -.019
Sig. (2-tailed) . .901
N 45 45
CONSUMER Correlation Coefficient -.019 1.000
Sig. (2-tailed) .901 .
N 45 45
PARTIAL CORR
/VARIABLES=TYPEOFBUSINESS TYPEOFPRODUCT BY MONTHLYINCOME CONSUMER
/SIGNIFICANCE=TWOTAIL
/STATISTICS=DESCRIPTIVES
/MISSING=LISTWISE.
NONPAR CORR
/VARIABLES=MONTHLYINCOME PRODUCT
/MISSING=PAIRWISE.
Correlations
MONTHLYINCO
ME CONSUMER
Spearman’s rho MONTHLYINCOME Correlation Coefficient 1.000 .079
N 45 45
PRODUCT Correlation Coefficient .079 1.000
N 45 45
NONPAR CORR
/VARIABLES=MONTHLYINCOME INCOME
/MISSING=PAIRWISE.
Correlations
MONTHLYINCO
ME CONSUMER
Spearman’s rho MONTHLYINCOME Correlation Coefficient 1.000 -.009
N 45 45
INCOME Correlation Coefficient -.009 1.000
N 45 45
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Appendix E
Editors Certification
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Appendix F
Data Processor’s Certification
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Appendix G
Minutes of the Meeting
MINUTES OF THE PRE-ORAL DEFENSE
Date and Time: November 09, 2019
Venue: CSAV Function Room
The Impact of Online Selling on Traditional Sellers

Thesis Title/ Topic
Castor, Vincent Paul A.

Aldeguer, Febe Mae S.
Dela Cruz, Glydhel T.
Author/s Guevarra, Lady Mae M.
Guintibano, Karen D.
Gumban, Cailah Marie A.
Valguna, Angelie Rose M.
Valladolid, Ma. Sofia Y.
Mr. Imperial,Rene
Panel Members
Mr. Osal, Josel, MPA
Mr. Temple, Albert, PhD
*HEA (Highest Educational Attainment)
1. The pre-oral defense started at 8:00 with a prayer led by Febe Mae S.Aldeguer
2. The study was presented by: Castor, Vincent Paul A.

Aldeguer, Febe Mae S.
Dela Cruz, Glydhel T.
Guevarra, Lady Mae M.
Guintibano, Karen D.
Gumban, Cailah Marie A.
Valguna, Angelie Rose M.
Valladolid, Ma. Sofia Y.
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3. After the presentation, the following were the suggestions or recommendations of

the evaluators :
RECOMMENDATIONS/SUGGESTIONS RAISED BY
CHAPTER/SECTION (Name of Panel
Member(s)
- Avoid old references

- Limit 2 pages only Mr. Temple
Chapter 1 Mr. Osal
INTRODUCTION - too long Mr. Imperial
- Add local studies
- limit to desired business only

Statement of the
Problem - limit the product to 2 items only Mr. Osal
- monthly income
Hypotheses
Theoretical Framework
Conceptual Framework
Related Literature - add related literature Mr. Osal

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Scope of the Study - Add other retail stores Mr. Imperial
Significance of the
- additional: To the future researchers Mr. Osal
Study
- add the alien words that may encountered in the

study Mr. Temple
Definition of Terms Mr. Osal
- define Victorias Commercial Center, Retailer and Mr. Imperial
Distributor
Chapter 2
METHODOLOGY
Research Design - Define what is descriptive and correlational design Mr. Osal
Locale of the Study

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Participants of the
- Determine the number of participants Mr. Imperial
Study
- Focus on Clothes and Apparel for the type of

business and clothes and shoes to the type of
product. Income will remain blank for the Mr. Osal
Research Instrument
participants to fill in. Mr. Imperial
- Revise the researcher made questionnaires
- Identify
Validity and Reliability
- Describe Mr. Osal
of the Instrument
- Justify
- Revise statistical analysis according to new

Statistical Treatment Mr. Osal
statement/problems
Data Gathering
- Journalize the thesis procedure Mr. Osal
Procedures
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- Write the ethical consideration in paragraph

Ethical Considerations Mr. Osal
form
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Appendix H
Researcher’s Curriculum Vitae
VINCENT PAUL A. CASTOR
Grandville Subd. Brgy. Daga
Cadiz City, Negros Occidental
Philippines, 6121
Email:castorvincentpaul@yahoo.com
Mobile #: 09454003534
Personal Background
Age : 18
Nationality : Filipino
Status : Single
Birth date : August 21, 2001
Sex : Male
Height : 5 feet
Weight : 63.93 lbs.
Religion : Roman Catholic
Father : Willy D. Castor
Mother : Amylyn A. Castor
Educational Background
SHS: Colegio de Sta. Ana de Victorias, Inc.

Victorias City, Philippines
April 2020
With Highest Honors
JHS: Dr. Vicente F. Gustilo Memorial National High School

Cadiz City, Philippines
April 2018
With Honors
ELEMENTARY: SPED Training Center

Cadiz City, Philippines
March 2014
Salutatorian
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References
Alberto D. Temple Ph. D.

Former Senior High School Coordinator
Colegio de Sta. Ana de Victorias, Inc.
Mobile number
Mary Rose Sumugod

Senior High School Teacher
Mobile number
Edsel P. Tablatin
Mobile number
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FEBE MAE S. ALDEGUER

Hda. Sta. Teresa, Brgy. Alicante
E.B Magalona, Negros Occidental
Philippines, 6118
Email:aldeguerfebemae@gmail.com
Mobile #: 09995101351
Personal Background
Age : 19
Status : Single
Birth date : February 25, 2001
Sex : Female
Height : 5 feet 5 inches
Weight : 110.23 lbs.
Father : Julio M. Aldeguer III
Mother : Liezl S. Aldeguer

April 2020
With High Honors
JHS: E. B Magalona National High School

E. B Magalona, Philippines
April 2018
With Honors
ELEMENTARY: Sta. Teresa Elementary School

E.B Magalona, Philippines
March 2014
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References

Mobile number
Mary Rose Sumugod

Mobile number
Edsel P. Tablatin
Mobile number
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GLYDHEL T. DELA CRUZ

St. Therese Subd.,
Philippines, 6119
Email:glydheldelacruz@gmail.com
Mobile #: 09203258229
Personal Background
Age : 19
Status : Single
Birth date : May 13, 2000
Sex : Female
Weight : 79.37 lbs.
Father : Gereto D. Dela Cruz
Mother : Mary Jean T. Dela Cruz

April 2020
With High Honors
JHS: E.B Magalona National High School

April 2018
With Honors
ELEMENTARY: E.B Magalona Elementary School

March 2014
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References

Mobile number
Mary Rose Sumugod

Mobile number
Edsel P. Tablatin
Mobile number
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LADY MAE M. GUEVARRA

Brgy. Alicante
Philippines, 6119
Email: guevarraladymae@gmail.com
Mobile #: 09197441579
Personal Background
Age : 18
Status : Single
Birth date : February 16, 2002
Sex : Female
Weight : 121 lbs.
Father : Eduardo N. Guevarra
Mother : Teresa M. Guevarra

April 2020
With High Honors

April 2018
With Honors

March 2014
First Honorable Mention
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References

Mobile number
Mary Rose Sumugod

Mobile number
Edsel P. Tablatin
Mobile number
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KAREN D. GUINTIBANO
Brgy. Madalag,
Philippines, 6119
Email:guintibanok@gmail.com
Mobile #: 09302672847
Personal Background
Age : 18
Status : Single
Sex : Female
Weight : 92.59 lbs.
Father : Antonio D.Guintibano
Mother : Ana Marie D. Guintibano

April 2020
With High Honors

April 2018
With Honors

64

Telefax No. (034) 399-2830
March 2014
References

Mobile number
Mary Rose Sumugod

Mobile number
Edsel P. Tablatin
Mobile number
65

Telefax No. (034) 399-2830
CAILAH MARIE A. GUMBAN

Brgy. Damgo
Philippines, 6118
Email:cgumban2@gmail.com
Mobile #: 09107395693
Personal Background
Age : 17
Status : Single
Birth date : April 15, 2002
Sex : Female
Height : 4 feet 11inches
Weight : 92.59 lbs.
Father : Arnaldo V. Gumban
Mother : Rochel A. Gumban

April 2020
With High Honors

April 2018
With Honors
ELEMENTARY: Nicolas L. Jalandoni Sr. Memorial School

March 2014
Salutatorian
66

Telefax No. (034) 399-2830
References

Mobile number
Mary Rose Sumugod

Mobile number
Edsel P. Tablatin
Mobile number
67

Telefax No. (034) 399-2830
ANGELIE ROSE M. VALGUNA

VMC-SITE, Brgy. VI-A
Victorias City, Negros Occidental
Philippines, 6119
Email:angelierosevalguna@gmail.com
Mobile #: 09517685244
Personal Background
Age : 17
Status : Single
Birth date : September 11, 2002
Sex : Female
Weight : 94.80 lbs.
Religion : Church of Christ
Father : Jene T. Valguna
Mother : Cherryll M. Valguna

April 2020
With High Honors
JHS: Victorias National High School

Victorias, Philippines
April 2018
With Honors
ELEMENTARY: Villa Miranda Elementary School

March 2014
Sixth Honorable Mention
68

Telefax No. (034) 399-2830
References

Mobile number
Mary Rose Sumugod

Mobile number
Edsel P. Tablatin
Mobile number
69

Telefax No. (034) 399-2830
Ma. SOFIA Y. VALLADOLID

Daan Banwa, Brgy. IX
Victorias City, Negros Occidental
Philippines, 6119
Email:sofie.valladolid@gmail.com
Mobile #: 09777566078
Personal Background
Age : 18
Status : Single
Sex : Female
Weight : 92.49 lbs.
Father : Mario T. Valladolid
Mother : Menchie Y. Valladolid

April 2020
With Highest Honors
JHS: Victorias National High School

April 2018
With Honors
ELEMENTARY: Jack and Jill School

March 2014
Third Honorable Mention
70

Telefax No. (034) 399-2830
References

Mobile number
Mary Rose Sumugod

Mobile number
Edsel P. Tablatin
Mobile number

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