The Usability of Online Palengke

Program of Antipolo City

A Research Paper Presented to the Faculty of the

College of Business Education

World Citi Colleges

Antipolo City

In Partial Fulfillment of the Requirements of the Degree

Bachelor of Science in Business Administration

Major in Marketing Management

Flores ,Charles Angelo M.

Oliveros , Angelica Faye

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 CHAPTER 1 

THE PROBLEM AND ITS BACKGROUND

Introduction 

This study aims to determine the usability of the e palengke. The output will reveal if

whether it is best to continue or not the program based on the customer’s view on the

program. In order to fulfill this, the proponents of this study will conduct and gather

information to  compose a solution on the identified problem. The researchers will

employ quantitative techniques in order to answer the problems presented in the study.

The proponents  choose this study in order to gain more knowledge on the benefits or

Usability of Online Palengke program of Antipolo Municipality.

GLOBAL

The coronavirus pandemic has transformed how people globally get their food. We’re no

longer going to restaurants; we’re limiting our trips to the grocery store. Many of us

are, for the first time, ordering groceries online. That’s causing huge spikes in

demand on e-commerce sites like Amazon, which has moved quickly to expand its

grocery delivery services and transform Whole Foods Markets into fulfillment centers

for online orders. but if Amazon consolidating control over yet another sector of the

economy during a crisis makes you uncomfortable, Jeff Bezos would like to offer a

reframe: Actually, buying your groceries online is better for the planet. That, at least, is

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the striking claim made in Bezos’ annual letter to Amazon shareholders, which the e-

commerce behemoth’s CEO released last month. In a section on Amazon’s climate

impact, Bezos asserts that shopping online is “inherently” more efficient, from a

carbon emissions perspective, than going to the store. He references a study

conducted by Amazon that found that ordering Whole Foods groceries online

reducesthe carbon emissions associated with every item in a grocery basket by 43

percent compared with driving to Whole Foods. So, should you give up your last real

reason to enter public spaces and start one-click ordering those potatoes? Not

necessarily. Even though Amazon has yet to publicly release the study in question

(we’ve asked), several experts Grist spoke with said that on average, ordering online

often reduces the carbon footprint of grocery shopping. But the word average is key.

This finding doesn’t scale down to the individual level neatly, and the way you get your

food might be very climate-friendly already, no matter what the Amazon man says.

What’s more, when it comes to the climate impact of our food choices, what we eat is

far more important than how we get it. And there are other ethical considerations at

play here beyond the carbon footprint of your meal. According to Shelie Miller, a

sustainability researcher at the University of Michigan who has studied the

environmental impact of different forms of grocery shopping, when researchers

compare shopping online to shopping at a brick-and-mortar outlet, what they’re mainly

talking about is the so-called “last-mile problem.”For groceries, the last-mile problem

refers to how food makes that final leg in its journey from farm to table, whether it’s

coming from Trader Joe’s or an Amazon warehouse. It’s a step where a lot of carbon

emissions can occur, especially if you’re hopping in your SUV and driving 5 miles to

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pick up ingredients for dinner. In that case, it might be more efficient for a delivery

truck to drop off the ingredients for you, especially if that truck is already making

dozens of other trips in your neighborhood.“If you are a person in a single household

and you drive to the store and drive back, that is an entire car that is dedicated to a

round trip to and from the store,” Miller said. While a delivery truck is likely to have

higher carbon emissions per mile compared with your personal car, “the miles

associated with that grocery cart are much smaller because you have lots of groceries

on a single truck,” Miller said.Food that comes straight from a distribution hub also

avoids all of the carbon emissions associated with the grocery store itself. Michael

Webber, a professor of energy resources at the University of Texas, Austin, notes that

grocery stores tend to be “very energy intensive” compared with warehouses. That’s

because their operators have to create a comfortable 72 degree F environment for

shoppers to walk around in while simultaneously keeping perishable food items at a

much chillier 38 degrees F. This story originally appeared on  Grist  and is part of

the  Climate Desk  collaboration.

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Regional

Kalibo, Aklan, July 17 (PIA) – The Office of the Provincial Agriculturist (OPA)

here called on Aklanon consumers to Patronize its newly-launched Aklan Palengke

Online (APO) project which aims to bring the local produce of the province right at their

doorsteps. The Aklan Palengke Online is a platform that markets the agri-fishery

products of the province, according to OPA-Aklan, which is also a way of helping local

farmers market and sell their produce. The “Market Day” of the agriculture office is

dubbed Aklan Palengke sa Kapitolyo, which for quite some time now has become an

opportunity to local farmers and fisherfolks to sell their products directly to consumers,

mostly composed of Provincial Capitol employees, clients going to various departments

and national government offices in the vicinity, and others simply passing by. With Aklan

Palengke Online, the agricultural and fishery products of these farmers and fisherfolks

are seen to have further reach. Farmers can readily enjoy and utilize their income too,

because online buyers will be directly paying the farmers during pick-up or during

delivery. Salome David, OPA-Aklan Assistant Provincial Agriculturist, said the office is

conducting inventory of farmers all over Aklan who might be interested to market their

products through the Aklan Palengke Online so that more of them could supply their

goods, and at the same time, be assisted in selling their harvest.

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LOCAL

Online shopping is one of the great inventions that helps people buy things in their own

homes. They no longer have to go to product establishments, and huddle and line up in

very long lines opposite pay (Mittal, 2017). Only with the help of their cell phones and

laptops . Easy, fast and just one click away. According to Tarun Mittal (2017), online

shopping or online groceries helps people to shop properly and tirelessly while at home.

No need to search anywhere and no need to bid to get a low price.Filipinos now prefer

to buy products using Online shopping because it is easier, the price is more affordable

and they are more confident in the quality of their purchases (Manila Times, 2014).

Online Shopping is now one of the fastest way to buy things and clothes for people who

do not have time to get out of their hectic schedules. But why is it that even with the

many benefits of buying on the internet, the growth of e-commerce and online shopping

in the country is still slow? According to the “BUSINESS SPECIAL REPORT: The State

of E-commerce in the Philippines” (Vicente, 2016) a big reason is due to the ‘cash

mentality’ of Filipinos. Filipinos do not immediately release their money without

exchange so Cash on Delivery is their way of paying for their purchases rather than

using a credit card or online based wallet. Another problem is the many islands of the

Philippines, there are places that are not easy to reach so the delivery charge or

shipping fee is more expensive.

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Background of the Study

Online palengke is define as one of the convenient way to do your groceries or

palengke by one click away thru your mobile phone with require internet connections. It

gives comfort and feeling less hassle to the part of the parents of WCC students most

especially that we are facing a global pandemic as of the moment , it will lessen the face

to face interactions between the actual palengke market and the customer. It also help

the vendor and the public market to reduce the daily new cases of corona virus.

This research wants to gain the trust and acceptance of online palengke among parents

of WCC students and how profitable to use online applications and experience the

benefits of home grocery or palengke delivery. Though many Foodtown locations

offer home delivery, many customers forgo the extra few hours of leisure time that it

provides simply because they’re unfamiliar with the advantages of online grocery

shopping.

Online palengke offers you convenience with certain goods such as fruits, veggies, and

meat that you can buy in bulk for food supply with an affordable price. All you have to do

is to list all your needs then place an order online preferably on social media sites

specifically on Facebook and you will receive your orders the next day or as scheduled

depending on your contact person/supplier.

A lot has been affected by the spread of Covid-19. Brave health workers put their lives

at risk on the frontlines. Under quarantine, people who depend on daily wages have to

weigh their livelihood against their lives. It is not an easy choice to make.

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Among those in search for help are the farmers. In recent reports, Cordillera farmers are

disposing of their vegetables due to the lack of buyers as a result of the Luzon-wide

quarantine. In a statement, Agriculture Secretary William Dar says, “The best way to

sustain stable prices of agriculture and fishery commodities and food products is to

have a continuous and unhampered movement of such goods from origin to the

markets much more in Metro Manila than other metropolises.”

To address the issue, Agribusiness’ Online Palengke helps farmers earn a living while

delivering fresh produce to consumers’ doorsteps. The e-commerce market offers Class

A products at low prices with no booking fee or minimum purchase required.

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Review of Related Literature

This chapter consists of review of related with influence of Online Palengke on

consumers and also deals with Program Administrator. Then it reviews the current

issues in Online Palengke and factors affecting trust of Online Palengke.

“The traditional vs. the online market” A study of consumer behaviour and consumer

preferences in the purchase of high-involvement products . A foreign related literature

by Denis Čelhasić , Tommy Grdić , Lukas Ö zer (January 2008)

In its original context a traditional market is defined as a physical place where buyers

and sellers meet in order to make exchanges (Kotler, Wong, Saunders & Armstrong,

2005). However, the Internet which is a rather new type of digital interactive media, an

electronic channel of communication where actors can take part actively and instantly

(Arens, 2004), has given rise to a new marketplace, and a new form of commerce called

e-commerce. To conduct e-commerce on the Internet is to buy, sell, transfer, or

exchange products, services, or information (Turban, Leidner, McLean &Wetherbe,

2006b). As explained by Cross and Smith (1996), the key selection criteria for

consumers‟ purchases in the interactive age will be the marketers ability to deliver pure

and relevant information. This new environment has changed the traditional marketing

process into a more customer initiated and controlled process. Traditional marketing is

aimed at a passive audience while e-marketing is targeting consumers that actively

seek information and thus single-handedly screen out the unwanted information (Kotler

et al., 2005).

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In this study “The Online retailing in the food industry”a review research by Twan

van der Slikke from Wageningen University The internet becomes more and more

important for the people in the information age. The digital revolution has changed the

way people live. Boundaries are getting smaller, relationships are getting closer and

new worlds are discovered. In 1900 it took weeks to deliver a message from Europe to

America, now only one second. This new way of living also led to other ways of buying

and selling products. Consumers no longer have to be at a physical market to buy

products to satisfy their needs. More and more products are getting sold on the internet.

Worldwide business-to-consumer (B2C) ecommerce sales will increase by 20.1% in

2014 (figure 1). In 2014 there will be a total amount of $1,500 trillion e-commerce sales

(emarketer, 2014). This number will only increase because of the growing e-commerce

and m-commerce. Also the online sales in the Netherlands will increase in the next

years. The amount of people buying products online has rapidly increased in the

beginning of the 21st century as is displayed in figure 2. Dutch supermarkets also

started selling products online. According to consultancy Strategy& (Z24, 2012) the

online sales of the supermarkets in the Netherlands in 2013 represented 1 percent of

the total sales in the grocery sector

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It is evident that the internet is essential in modern society. Smart businesses invest in

ways to expand their online retailing. Albert Heijn (AH) is an example of a business who

expends his online retailing. Albert Heijn is the market share leader in the supermarket

industry in the Netherlands (Nielsen, 2013).

Another study is “THE EFFECTS OF ONLINE SHOPPING TRENDS ON CONSUMER-

BUYING BEHAVIOR: AN EMPIRICAL STUDY OF PAKISTAN” a review of related

literature by DrRizwana Bashir. Online shopping is becoming a suitable way to make all

your purchases, whether you’re at home in office, or in a different country. This is

especially true for developed countries, where every store has its website you can buy

from. You can easily convey about the promotions like cash on delivery and special

discounts on online purchases. This trend to shop online with the comfort of your own

couch has recently been taken up in the Asian region as well, especially in Pakistan and

India. India seems to have adopted the trend much faster as compared to Pakistan.

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They have multiple fashion, furniture and food websites, along with the commonly

known companies, such as Amazon and Ebay. For Pakistan, however, the adoption of

such trends has been more difficult. People usually don’t trust the products being

displayed in front of them. As a result, we can’t expect them to buy online and be

satisfied with it. However, the youth of Pakistan is open-minded and has slowly

embraced online shopping, even if it’s ordering food online. People, in Pakistan, have

been victims of scams both online and on mobile applications, so it’s understandable

why they look suspiciously at such an activity. This recent trends have led researchers

to believe that age isn’t the only factor causing the youth to turn towards online

shopping. Other factors are also involved in making online shopping one of the fastest

growing markets in Pakistan, which is greatly helping the IT industry in Pakistan to

flourish. This research study will try to reveal such factors.

In this study “Exploring the effect of online shopping motivations on purchase

intention applied to cosmetics” by Maria Constança Valente Machado Alves Morais ,

we relate our study here because we will know how or what motivates the people to

patronize or purchase the products and services. Consumers are increasing their use of

digital technology. This includes websites, social media and mobile apps to research

products, make price comparisons, purchases and to leave feedback and reviews

online. Forecasts reveal that 64% of physical store retail sales will be influenced by

digital technology by the end of the year (Deloitte, 2016). As the number of Internet

users increases, so do the opportunities for online shopping (Lee, 2006). Traditionally,

cosmetics are seen as a risky online purchase, due to the fact that on this product

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category, consumers feel the need to try the product (A.T Kearney, 2014). Thus, until

recently it was not even cost efficient to purchase cosmetics online. Personal care

products are now part of e-commerce revolution and consumers are already making

fewer trips to physical stores to purchase cosmetics in favor of the online platform

shopping process. Nevertheless, retailers are still putting their efforts in digital in order

to enhance and improve the online shopping experience when purchasing cosmetics.

(A.T. Kearney, 2014; eMarketer, 2015; Nielsen, 2014). Although the percentage of

cosmetic online sales is still low, compared to other product categories, it has been

growing at fast pace throughout the world (A.T.Kearney, 2014). According to Childers et

al. (2001), e-commerce provides an opportunity for businesses to create an

environment and purchase experience that cannot be offered in physical stores and this

way increasing sales through online channels. Motivations to pursue online shopping

can be hedonic and utilitarian. The behavior of consumers with high utilitarian

motivations to purchase is described as energetic, taskoriented and rational (Batra et

al., 1991) whilst the behavior of consumers hedonic motivated are looking for multi-

sensory experiences, fantasies and emotion when buying (Hirschman et al., 1982).

Although offline shopping is more often associated with experimental benefits than

online, some online consumers also portray online shopping as enjoyable, fun and

sociable explained by the fact that sometimes shoppers from a specific category or

website share their opinions and thoughts (Close and Kukar-Kinney, 2010)

Another study is “Mobile Farmers’ Market Feasibility Study” by the Nashua Regional

Planning Commission ( September 20 , 2017 ) In order to expand access to fresh local

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foods beyond the existing farmers’ market locations, NRPC, along with the City of

Nashua, was interested in operating a mobile market. Such an expansion opportunity

would increase access to local agricultural products to be available to a larger audience.

The low income, low food access population extends beyond the City center and into

surrounding communities, for this reason, Nashua Public Health and Community

Services Department (NPHCS) is interested in additionally studying the feasibility of

establishing a mobile market option to serve populations beyond the walkable proximity

to the existing farmers’ market. Such an initiative would further regional planning goals

of both the NRPC and NPHCS as well as economic development goals in the Nashua

Master Plan. NRPC, with support from NPHCS, applied for and received a two-year,

$70,000 grant from the U.S. Department of Agriculture to fund the research of the

feasibility of a winter farmers’ market and a mobile market, as well as, promote the

current market while expanding and recruiting vendors.

Another study is “THE EFFECTS OF CONSUMERS’ TRUST AND ATTITUDE

TOWARD ONLINE SHOPPING” related literature by 1Mohammad Al-Nasser,

1Rushami ZienYusoff, 2Rabiul Islam and 1Abdullah ALNasser

Attitude is referred to as a positive or negative evaluation of people, activities, ideas,

objects, event, or just about anything in the environment (Zimbardo and Boyd, 1999). In

the view of Bain (1929), an attitude is the relatively stable overt behavior of a person,

which affects his/her status. For Lumley (1928), an attitude is a susceptibility to certain

kinds of stimuli and readiness to respond repeatedly in a given way, which are possible

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toward our world and the parts of it, which impinge upon us. North (1932) defined

attitude as the totality of those states that lead to or point toward some particular activity

of the organism. The attitude is, therefore, the dynamic element in human behavior, the

motive for activity. Most attitudes are considered a result of experience or observation

from the environment. Different facets of the e-shopping behavior of consumers have

been investigated in previous literature.

These facets can generally be divided into three namely, behavioral intention, actual

behavior and attitude toward behavior. Some studies dedicated to the topic consider

intention to e-shop as a dependent variable (Choi and Geitsfeld, 2004), while other

studies chose actual eshopping behavior as the dependent variable (Eastin, 2002).

Some other studies examined the multiple dependent variable determinants with the

inclusion of both behavioral intention and actual behavior (Liang and Lai, 2002).

Additionally, as attitude results in behavior, some studies viewed attitude towards

eshopping as a dependent variable (Childers et al., 2001). Fishbein (1963) asserted that

judgments would consequently transform into consumer attitudes toward the object and

lead to consumer’s purchase behavior. Similarly, Hassanein and Head (2007) stated

that attitude is interlinked with behavioral intention during voluntary technology adoption.

Chang et al. (2005) reviewed many studies regarding online attitudes and intention.

They found that in all studies there were significant positive impacts between attitude

and intention. It is predicted that consumer attitudes will impact e-shopping intention

and result in transaction or the lack thereof (Li and Zhang, 2002). Li and Zhang (2002)

conducted a review of online shopping attitude studies and found that studies on the

topic have contributed significantly to the explanation of online shopping.

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In this study “EVALUATING THE CUSTOMER PREFERENCES OF ONLINE

SHOPPING: DEMOGRAPHIC FACTORS AND ONLINE SHOP APPLICATION

ISSUE” from related literature of ArlinaNurbaityLubis, Universitas Sumatera Utara

Increasingly stable and faster internet presence makes fundamental changes in human

behavior. Hence, the distance becomes increasingly meaningless. Communication and

trade can occur in a short time without any significant pause. The flow of information

becomes very fast and can even convey information from any part of the world in a

short time. Bourlakis et al. (2008) pointed out that from all aspects of change in the

internet age, online shopping behavior change is the most popular and well accepted

change by the marketing community today. More specifically, Ali &Sankaran (2011)

point out those electronic interactions through the FAQs' program on online sites can

address various consumer information needs that facilitate decision making in aspects

of shopping. Shanthi&Kannaiah (2015) found that although many consumers have

begun switching to online stores, most of consumers still choose to shop directly to

traditional markets that have a clear physical presence. A person's preference for

buying a product, both online and traditional, is influenced by the personality factor

possessed by that person. Hence, consumer shopping preferences are defined as the

tastes of the consumers measured by the perceptions of the usefulness and benefits of

the products offered (Guleria et al., 2015). Shopping preferences are related to

someone likes or dislikes shopping methods and are not influenced by consumers'

purchasing power. This generally affects purchasing decisions. The focus in

understanding consumers is the key in keeping consumers (retain) and making it loyal

to the seller. Lubis et al. (2017) states that consumers will only become loyal when they

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are satisfied. Satisfaction is sourced when we focus on providing services to

consumers. This study was conducted to evaluate demographic factors that affect a

person's preference in buying products online. The study of demographic influences on

online shopping decisions has taken place since 1995 (Fram& Grady, 1997; Kunz,

1997; Mehta &Sivadas, 1995; Sultan &Henrichs, 2000; Stafford et al., 2004; Punj, 2011;

Richa, 2012; Rahaman, 2014). This consumer demographic study can help stores make

decisions based on the characteristics of their customers whether they should run their

businesses online or traditional means

Another study is “Online grocery shopping: the key factors influencing consumers’

purchase intention” - A study based on consumers in Sweden

The Internet-based electronic commerce environment has been widespread developed,

which provides consumers with a convenient platform to search for information, interact

with retailers and purchase products online. According to data collected in 2013,

Sweden has owned around 8.7 million internet users. That corresponds to over 94% of

the population, which makes Sweden become one of the greatest countries in the world

in terms of internet use (E-commerce News, 2016). Furthermore, the report brings up

the fact that the dominating categories of products that are traded online in Sweden are

travels, clothing and shoes, but also electronics and entertainment/media and it also

mentions Adlibris, Cdon, Ellos and H&M as some of the most popular stores for online

shopping within the different categories. Besides, the product categories earlier

mentioned as the leading ones, there are those which are not yet there due to low

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consumer adoption. One of those is the grocery segment, which hence makes this to an

interesting area for further development. In PostNord’s report name from 2017 one can

see that only 6% of the online shoppers in Sweden answer groceries on the question

“What types of goods have you bought online in the past month?”, while for example

34% say fashion and 30% answer that they have bought media online in the past month

(PostNord, 2017).

Although online purchasing tool should be suitable for all kinds of products, however, in

terms of the worldwide aspects, online grocery purchasing still has low competition

compared to other kinds of products. So also in Sweden. Although Sweden has a high

percentage of Internet users as well as a well-developed e-commerce market there are

e-commerce markets that are still lagging. Recent years, the online grocery market in

Sweden has been developing. Since 2013, an increasing number of online sales of food

products starts to grow. Online grocery sales raised by 38 percent compared to

previous year and there are more than one in five Swedish consumers has experienced

purchasing grocery products online (E-commerce News, 2014). Besides, the leading

grocery retail in Sweden ICA launched their new online store at the end of 2014 and

COOP also updated their online stores to expand product categories and range to

attract more potential consumers. Although the many options given to the consumers,

PostNord 7 states in the report E-commerce in the Nordics 2016 that “While sales of

daily commodities have grown very strongly in recent years, the category remains

small.” Therefore, one can easily see that the online grocery industry is developing and

popularizing, but still seems limited while looking at other industries (PostNord, 2016)

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Another study is “Strategies for Success in the e-Grocery Industry”

An old Chinese saying goes like this: Food to the people is like people to a king. It

means that just like a king has to rely on the support of his people to remain on the

throne, ordinary people have to rely on food for survival. The importance of food is

universal, and the retail food industry is a vital part of the economic activity of every

country. The food on America’s table is mainly supplied by supermarkets, hypermarkets

and discounters. Americans are used to going to these traditional stores in person to

buy groceries. With an increasing number of grocers now offer online ordering and

home delivery of groceries, Americans are gradually changing the way they shop for

groceries. Online grocery retailing is becoming more and more common. New start-up

online grocery retailers such as Peapod and FreshDirect are in the market to compete

with traditional supermarkets. Some of these new online grocers have support from

traditional supermarket chains. Some are “pure-play” or stand-alone grocers that

operate their own supply chains and facilities. Traditional supermarkets are also offering

online ordering and home delivery to customers as a new distribution channel in a

struggle to keep the market shares from being taken away by the new ventures. Online

grocers utilize different operating strategies and business models. History has seen

both successes and failures in this industry. Various aspects of online grocery shopping

have been studied, but few studies have compared the successful and less successful

companies in this industry to identify the characteristics that contribute tothese

outcomes. By identifying these key variables, this study intends to look for business

models that have a better chance of success. Once considered a symbol of the dot-com

crash, the online grocery industry struggles to come back to life. Applying a sound

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business model and effective operational strategies is essential for the existing players

in order to stay competitive and successful. New ventures that intend to join this

business also need to come up with a promising plan. This study attempts to add to the

body of knowledge and provide insights that might be helpful to these companies.

Another study is “Filipino Consumer Buying Behavior Towards Online Shopping

on Mobile App Marketplaces”

The main objective of the study was to identify the factors that affect the consumer

buying behavior on mobile app marketplaces and gauge how it affects the online

shoppers. Moreover, the research aims to assess the level of perception on these

factors between the two largest buying group which are the Millennials or Generation

Y (20 – 35) and Generation X (36 – 55). The study specifically aimed to address the

following concerns: (1) the profile of the Filipino online shoppers on mobile app

marketplaces; (2) Mobile app shoppers’ assessment on the factors that affect the

consumer buying behavior; and (3) the level of agreement on the perception of

consumer buying behavior between the Millennials or Generation Y and the

Generation X. Descriptive type of research design was used to describe what is going

on and what exists through relational questions, was the methodology used. A total of

one hundred and twenty (120) respondents were chosen using purposive sampling

that consists of online shoppers of Lazada and Zalora shopping mobile app, were

obtained for the evaluation of the study. Results showed the respondents’ level of

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perception on the different factors that affect the consumer behavior towards online

shopping on mobile app marketplaces.

Another Study is “Comparative Study of Online and Offline Shopping” A case study
of Rourkela in Odisha

The increase in technology provides good opportunities to the seller to reach the

customer in much faster, easier and in economic way. Online shopping is emerging very

fast in recent years. Now a day the internet holds the attention of retail market. Millions

and millions of people shop online. On the other hand the purchasing of product from

traditional market is continuing since years. Many customers go for purchasing offline

so as to examine the product and hold the possession of the product just after the

payment for the product. In this contemporary world customer’s loyalty depends upon

the consistent ability to deliver quality, value and satisfaction. Some go for offline

shopping, some for online and many go for both kind of shopping. The focus of the

study is on the consumer’s choice to shop on internet and at the traditional stores at the

information gaining period. However online shopping is easier for the people and less

price than the offline shopping. While making any purchase decision consumer should

know the medium to purchase whether online shopping or the offline shopping.

Consumer should decide the channel for them which can best suit to their need and

wants and which can satisfy them. In this competitive world how consumer can decide

the particular medium for their purchase of goods is very important to understand in a

managerial point of view. (Laing and Lai, 2000) said that the internet shopping is the

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third best and most popular activity over internet after online shopping next comes the

e-mail using,instant messaging and web browsing.

In this study “THE STRATEGIES OF TIANGGE SELLERS TO THE PURCHASING

INTEREST OF THE MARKET” a local related literature from Fe Atanacio-Blas

Department of Education, Taytay Senior High School, Taytay, Rizal Philippines

Worldwide, from New York markets at 6th and 26th, to El Rastro in Madrid, to Portobello

Road in London and to numerous marchés aux puces in Paris, bazaars and flea

markets exist (Petrescu & Bhatli, 2013). However, there are only few studies done in

this phenomenon (Sherry, 2001). The studies done were "small and circumscribed

literature of discontinuous quality" (Petrescu & Bhatli, 2013, p. 55). Flea Markets and

bazaars despite being usually considered as a 'second-order marketing' system

(Sherry, 1990; Petrescu & Bhatli, 2013), it represents an interesting economic

phenomenon to be studied (Belk, Sherry & Wallendorf, 1988; Sherman et al., 1985;

Sherry, 1990; Yavas & Riecken, 1981) states Petrescu & Bhatli (2013). "Tiangge" is a

Filipino term for flea market, bazaar, or just a market in general (Bartolome, 2014).

According to Maria Lourdes M. Yanuaria, CPA, RFP (2017), bazaars are stores, stalls

or outlets which are not permanent in nature. Usually, it only operates for not more than

fifteen (15) days. Also, one (1) stall is considered equal to one day. If it exceeds 15

days, it will be classified as a regular taxpayer. Tiangge, flea markets and bazaars

usually considered as an "informal and formal marketplace and economy" (Sherry,

1990; Petrescu & Bhatli, 2013, p. 55). "Flea markets usually cater lower class or low-

income shoppers, but not exclusively" (Belk et al., 1988; Sherman et al., 1985; Sherry,

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1990; Yavas & Riecken, 1981; Petrescu & Bhatli, 2013, p. 55). “It is a rational market on

the order of a shopping mall, where consumers can purchase utilitarian goods at fixed

prices. It is also a ‘fantastic’ economy (Stewart, 1982, p. 56) with its own principles of

exchange, substitution and replicability, despite its dependence upon the larger

economic system." (Petrescu & Bhatli, 2013, p. 55-56). The Taytay Tiangge is

considered as an economic central located at the uptown municipality of Taytay, Rizal

Philippines.

Another study is “THE IMPACT OF ONLINE SHOPPING EXPERIENCE ON RISK

PERCEPTIONS AND ONLINE PURCHASE INTENTIONS: DOES PRODUCT

CATEGORY MATTER “ a foreign related literature from Bo Dai Department of

Consumer and Design Sciences, Auburn University 3304 Capetown Dr, Denton,

Despite the growing population of online shoppers, fifty-eight percent of Internet users

describe online shopping as a frustrating, confusing, and overwhelming activity

[Horrigan 2008]. In addition, high abandonment rate of online transactions continues to

be a concern. Past research has found that a major inhibitor of online shopping is the

uncertainty [Liang and Huang 1998], or perceived risk associated with online purchasing

[Egeln and Joseph 2012; Eggert 2006; Miyazaki and Fernandez 2001]. We argue that

the uncertainty associated with online shopping represents not only a challenge but also

an opportunity to online retailers if a better understanding of the relationship between

risk perceptions and online purchase intentions is warranted. Perceived risk is defined

as the degree to which a person expresses uncertainty about a service or good and

particularly, the consequence [Bauer 1960]. Perceived risks associated with online

24
shopping negatively influence online purchase intention and behavior [Bhatnagar and

Ghose 2004; Doolin et al. 2005; Drennan et al. 2006; Forsythe and Shi 2003; Kuhlmeier

and Knight 2005; Slyke et al. 2004]. Some researchers examine the impact of various

risks associated with online shopping on online shoppers’ decision-making by treating

perceived risk as one unidimensional construct [e.g., Pires et al. 2004]. In contrast,

others argue that perceived risk associated with online shopping is multifaceted with

one of its components (i.e., uncertainty and consequences) having several

subdimensions (product or performance, financial, social, psychological, physical or

convenience) [Zheng et al. 2012]. Past research has identified these sub-dimensions

and provided empirical evidence of their influences on online purchase intentions and

behaviors [Forsythe and Shi 2003; Garbarino and Strahilevitz 2004].

In this study “Factors affecting students’ attitude toward online shopping” a

research from Narges Delafrooz , Laily H. Paim , Sharifah Azizah Haron 1 , Samsinar

M. Sidin and Ali Khatibi .

Today Internet is not only a networking media, but also as a means of transaction for

consumers at global market. Internet usage has grown rapidly over the past years and it

has become common means for delivering and trading information, services and goods

(Albarq, 2006). According to ACNielsen, more than 627 million people in the world have

shopped online (ACNielsen, 2007). Forrester (2006) research estimates e-commerce

market will reach $228 billion in 2007, $258 billion in 2008 and $288 billion in 2009. By

2010 e-commerce will have accounted for $316 billion in sales, or 13% of overall retail

sales. A study by International Data Corporation (IDC) Asia Pacific indicates that the

25
future forecast for online shopping in Malaysia looks bright and promising (Louis and

Leon, 1999). Malaysia moved towards advanced information, communications based on

the growing trend of Internet users in the last three years and multimedia services.

Moreover, due to a rapid rise in the number of PCs in Malaysia, as well as growth in the

proportion of PCs hooked up to the Internet each year, provides greater op portunities

for Malaysians to conduct both business and shop online (Legard, 1998).

The last foreign related literature is “An Analysis of Factors Affecting on Online

Shopping Behavior of Consumers” by Mohammad Hossein Moshref Javadi , Hossein

Rezaei Dolatabadi , Mojtaba Nourbakhsh , Amir Poursaeedi1 & Ahmad Reza Asadollahi

In the business to consumer (B2C) e-commerce cycle activity, consumers use Internet

for many reasons and purposes such as: Searching for product features, prices or

reviews, selecting products and services through Internet, placing the order, making

payments, or any other means which is then followed by delivery of the required

products through Internet, or other means and last is sales service through Internet or

other mean (Sinha, 2010). Over the past few decades, the Internet has developed into a

vast global market place for the exchange of goods and services. In many developed

countries, the Internet has been adopted as an important medium, offering a wide

assortment of products with 24 hour availability and wide area coverage. In some other

countries, such as Iran, however business-to-consumer electronic commerce has been

much below than anticipated proportion of total retail business due to its certain

limitations (Sylke, Belanger, and Comunale, 2002). Also, E-commerce has become an

26
irreplaceable marketing channel in business transactions. Online stores and services

are important sales channels in B2C transactions. Studying online shopping behavior of

consumers has been one of the most important research agendas in e-commerce

during the past decade (Chen, 2009). The research of online consumer behavior has

been conducted in multiple disciplines including information systems, marketing,

management science, psychology and social psychology, etc. (Hoffman and Novak,

1996; Koufaris, 2002; Gefen et al., 2003; Pavlou, 2003, 2006; Cheung et al., 2005;

Zhou et al, 2007).

27
Theoretical Framework

Figure 1 Source: expertprogrammanagement.com

In self-efficacy theory the beliefs become a primary, explicit explanation

for motivation (Bandura, 1977, 1986, 1997). Self-efficacy is the belief that you are

capable of carrying out a specific task or of reaching a specific goal. Note that the belief

and the action or goal are specific.

The Self-Efficacy Theory of Motivation was developed by Albert Bandura. Bandura,

born 1925, is a Canadian psychologist, who described self-efficacy in detail in his 1997

book, Self-Efficacy: The Exercise of Control.

28
Definition of the Theory

1. Experience

Experience refers to your past experience of completing similar tasks. This is the most

important factor in self-efficacy.If you performed a similar task well in the past, then you

are more likely to be confident that you can complete similar tasks well in the future.

2. Vicarious Experience

You can develop self-efficacy vicariously by watching other people perform a task. If

you watch someone similar to you perform a task and succeed at that task then your

self-efficacy will increase. Conversely, if you watch someone similar to you perform a

task and fail then this can have a negative effect on your self-efficacy.

3. Social Persuasion

You can increase your self-efficacy if others give you encouragement that you can

perform a task. Likewise, your self-efficacy will decrease if you receive discouraging or

disparaging remarks about your ability to perform a task.

4. Physiological Feedback

When confronted with a task you experience a sensation from your body. How you

interpret these signals will impact you self-efficacy. For example, if you are due to

perform a presentation to a large crowd of people you might experience butterflies in

29
your stomach.How do you interpret this feeling? If you interpret this feeling as being

excited to get on stage this will increase your self-efficacy. If you experience these

butterflies a stage-fright or anxiety, this will decrease your self-efficacy for this and

similar tasks.In general, the more at ease you are with a particular type of task, the

higher your self-efficacy will be.

30
Conceptual Framework

INPUT PROCESS OUTPUT

I. Profile of the respondents  Questionnaire Determined the

in terms of:  Descriptive acceptability of Online

Survey
Palengke among
 Age  Identification of
respondent’s Program Admistrator of
 Gender profile
World Citi Colleges
 Marital Status
Antipolo students. If to
 Educational
continue the program or
Attainment
not.
 Occupation

FEEDBACK

31
Statement of the Problem

This study aims to determine the level of acceptability of online palengke among

Program Administrator of World Citi Colleges Antipolo students and the profitable use of

this especially during this time of pandemic crisis all over the world

It seeks to answer the following questions:

1. What is the profile respondents in terms of the following:

A. Profile of Customers of E-palengke

1.1 Age;

1.2 Gender;

1.3 Educational attainment:

1.4 Location;

1.5 Income:

1.6 Frequency of buying

B. Profile of E-palengke administrator

1.1 Number of customers

1.2

2. What is the level of usability of the e-palengke program in terms of:

2.1 Products and services

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2.2 Connectivity

2.3 Price

2.4 delivery

3. Is there a significant difference on the assessment of the respondents on usability of

online palengke with respect to their profile?

Hypothesis

This study will test the following hypothesis:

Null Hypothesis: There is no significant difference on the usability of online palengke

program based on repondents’ profile.

Alternative Hypothesis: There is a significant difference on the usability of online

palengke program based on repondents’ profile..

33
Significance of the Study

The importance of this study is to gain the trust of parents of WCC students and see the

profitable use of online palengke specially during this time of pandemic crisis, and we

will know what are the positive or negative effect of this to the parents

TO THE FUTURE RESEARCHERS – This study will contribute in the learning process

of the future researcher in knowing the acceptability of online palengke.

TO THE PARENTS OF WORLD CITI COLLEGES STUDENTS – This study will proved

the true value of your safety and well being. The Online Palengke can help you to

reduce of going out from the house.

TO THE ACTUAL PALENGKE – This study can also help you to gain more customers

thru mobile/desktop application . Online palengke can also help you to stay safe and

reduce the face to face selling to your customers.

Scope and Limitations of the Study

This research about “Online Palengke” aims to determine the usability of these

application as Online Palengke. Customers of e-palengke program based on the

administrator’s data base will be covered as part of respondent. Likewise, the

34
administrators of the e-palengke program will also be considered as respondents to look

at the subject matter on both sides.

35
 Chapter 2

METHODOLOGY

This chapter presents the research method use, the respondents, the instrumentation,

administration of instruments and the procedure of analysis.

Research Design

In this study, the researchers utilized the Descriptive research design using

quantitative approaches in gathering information about the present existing condition.

Since descriptive research design concerns to providing a picture of a situation as it

naturally happens through the use of descriptions. The research design that the

researchers used will enable them to gather, analyze, classify, and tabulate data about

prevailing condition, practices, beliefs, processes, trends, and cause-effect relationships

and then making adequate and accurate interpretation about such data with the aid of

statistical methods and describe the usability of online palengke to the residents of

Antipolo City. The researchers will make use of Quantitative approach for analysis and

data collection . This approach use numbers or quantitative data to draw conclusions

about communicative phenomena. Survey questionnaire will be use to ask people a

number of questions regarding the topic we have.

36
Population and Sampling

The respondents of this study will be the residents of anipolo city who are availing the e-

palengke program. The list will come from the database of the e-palengke

administrators. Likewise, the administrators themselves will also be part of the

information source in order to look at the subject matter on both sides. The researchers

will use random sampling technique as the means of choosing the respondents and

samples from the different strata of the population. Under random sampling, there will

be an equal chance or probability that any unit within the population could be selected

for inclusion in the sample. The population chosen for this study are the residents of

Antipolo based on the database of the administrators of e-palengke program as well as

the administrators themselves. The researchers will use the Slovin’s formula in

computing thenumbers of respondents or  to calculate an appropriate sample size from

a population to be taken from the database of the e-palengke administrator with 5%

margin of error to be able to provide more accurate results. The formula below will be

used.

Slovin’s Formula

n = N / (1+Ne2)

Where : n = no. of samples

N = total population

37
 e = margin of error

Computation:

(Insert computation once population was gathered)

Respondents of the Study

The researchers will gather information from the customers of e-palengke program or

Antipolo City. Tha list will come from the database of the e-palengke administrators.

And to look at both sides of the subject matter, the researchers will also gather

information from the e-palengke administrators as well. The respondents are providers

of information needed in the study, they will be contacted thru email or other forms of

online communication whichever is possible.

Research Instrument

The researcher will make a questionnaire checklist to gather the needed data for

the parents profile. The researches of this study will create a survey questionnaire

based on the statement of the problem given to the respondents for data gathering. The

survey questionnaire is where the given data is provided to the respondents in a set of

questions that can help the researchers and the respondents to distinguish the effect of

Acceptability of Online Palengke among parents of World Citi Colleges Antipolo

Students.

38
Data Gathering Procedure

After the validation of the instrument, the researchers will secure a written

permission to conduct the survey inside the school premises. The letter will be given to

the respondents and to the dean of Business Management of World Citi Colleges –

Antipolo. After given permission, the researchers explained the purpose of the study to

the selected respondents and then they made sure each participants corresponds to

their predefined criteria. The researchers collected the data by means of survey

questionnaire to fully cover the respondents answer quantitatively. The researchers will

formulate questions based on their statement of the problem . The survey starts when

the students receive the surveys. Lastly, as the correspondent finished the survey the

researchers immediately tallied the information and gathered it.

Statistical Treatment of Data

When the information already gathered, we will tabulate and process manually with the

aid of computer to determine the precise interpretation of the results. Responses to the

questionnaire by the parents will be statistically analyzed with the data requirements of

the study. Parents will statistically analyze with the data instruments of the study.

Descriptive statistics such as frequency count, mean, percent and rank are will

beconsidered.

39
Questionnaire

Date:

Dear Repondents,

We are the Marketing Management Students from World Citi Colleges Antipolo

City. We are conducting a study on how “The Acceptability of online palengke among

parents of WCC Antipolo students ”, in subject of the thesis 1.

In line with is, we would like to ask for your full cooperation by answering the

following questions honestly and accurately. We assure that all information you will

provide will be treated with confidentiality.

Thank you very much.

-The Researchers

_____________________________________________________________________

THE ACCEPTABILITY OF ONLINE “PALENGKE” AMONG PARENTS OF WORLD CITI

COLLEGES ANTIPOLO STUDENTS

SURVEY FORM

40
Part I. Profile of the Respondents

Instruction:
Kindly answer the following question by putting check mark ( √ ) on the box provided.
1.1 Age
 15 - 19
 20 – 24
 25 – 29
 30 and above
1.2 Gender

 Female
 Male
1.3 Marital Status
 Single
 Married
 Widowed

1.4 Educational Attainment 

 Elementary
 Secondary
 Tertiary

1.5 Occupation 
 Employed 
 Unemployed
 Self employed
 Student
 Retired
1.6 Monthly Income
 Below Php 5,000
 5,001 – 10,000
 10,001 – 15,000
 15,001 and above

41
Part II: Assessment of the Usability of Online Palengke of Antipolo City

Please select your level of agreement to the following questions.

Option Interpretation

5 Highly Usable

4 Usable

3 Moderately Usable

2 Slightly Usable

1 Not Usable

1.1.1Products/services

5 4 3 2 1
1. online palengke offers wide assortments of goods
2. the products are always updated
3.Convenient to use

1.1.2 Price

5 4 3 2 1
1.Prices are same with the actual palengke
2.Delivery charges are just right

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3.They offer discount for bulk purchases

1.1.3 Connectivity

5 4 3 2 1
1.The admins are always available online for some

queries
2.Online palengke ads on internet are updated
3. Status of orders can be tracked by customers

1.1.4 Delivery

5 4 3 2 1
1.Accuracy of orders
2.Just in time delivery
3.Hard time locating the delivery address

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