E-Business vs Traditional Retailing: A

Comprehensive Comparison on shopping

preference of Selected BSCA students in
Philippine Christian University Dasmarinas
Ralph Abel, Jason Cabuslay, John Dizon, Wesley Puaso
Philippine Christian University – Dasmarinas
College of Business Administration and Accountancy

CHAPTER I
I. INTRODUCTION

The retail landscape has undergone a significant transformation with the advent of e-business, reshaping
how consumers engage with products and services. This shift has led to a dynamic interplay between
traditional retailing and online shopping, each offering distinct advantages and challenges. Understanding
these differences is crucial for retailers, consumers, and policymakers to navigate the evolving
marketplace effectively. E-business, characterized by the buying and selling of goods and services over
the internet, has revolutionized the shopping experience by providing unparalleled convenience, broader
product selections, and often competitive pricing. Consumers can shop from the comfort of their homes,
access detailed product information, compare prices effortlessly, and benefit from personalized
recommendations. However, challenges such as concerns over product quality, security of online
transactions, and the lack of tactile experience persist. In contrast, traditional retailing continues to thrive
by offering tangible benefits that online shopping cannot replicate. Physical stores provide an immediate
product experience, personalized customer service, and the social interaction of in-store shopping. The
ability to see, touch, and try products before purchase remains a significant draw for many consumers.
However, traditional retailing faces limitations in terms of operational hours, geographical reach, and
often higher overhead costs compared to e-business models.

II. BACKGROUND OF THE STUDY

The growth of e-commerce has transformed how people shop and do business. It began
as a tiny business but has grown dramatically over the last two decades, transforming businesses
and consumer behaviors all around the world. Customers have found e-commerce to be more
accessible and easier as the internet has grown in popularity and safe online payment solutions
have been developed. Furthermore, developments in mobile technology have enabled consumers
to purchase at any time and from any location, hastening the growth of e-commerce. It decreases
many of the overhead costs associated with traditional brick-and-mortar businesses, such as rent,
utilities, and labor. This cost-effectiveness allows online businesses to provide competitive prices
and promotions, attracting budget-conscious customers. It provides consumers with
unprecedented ease and accessibility. Customers may browse a large choice of products,
compare prices, read reviews, and make purchases without ever leaving their homes. The
convenience factor has been a major motivator of e-commerce adoption. On the other hand,
Traditional retailing faces a number of challenges in today's changing climate, including the rise
of e-commerce and shifting consumer preferences. The most significant danger to established
businesses is competition from e-commerce platforms. Online retailers offer convenience,
competitive pricing, and a varied product selection, making it difficult for traditional stores to
compete effectively. Rent, utilities, and staffing are all significant running costs for brick-and-
mortar businesses. These expenditures can reduce profit margins, particularly in the face of
severe competition and a desire to offer inexpensive prices. Unlike e-commerce, which may
reach customers all over the world, traditional retailers are constrained by their physical location.
This limits their ability to reach customers outside of their local locations, forcing additional
investments in growth attempts.
 III. THEORETICAL FRAMEWORK

Figure 1. Consumer Shopping Motives (CSM) model

The primary objective of this research study is to examine the various factors that affect
the purchasing behavior of students of PCU Dasmarinas in order to identify whether they prefer
online shopping or onsite retailing. This study seeks to gain a deeper understanding of the
motives of students and how their thought process works in regards of choosing what mode of
shopping they will use in order to obtain their needs and wants. The findings of this study will be
useful to businesses who will start their business and are deciding whether to establish an
Ecommerce or on-site retail.
 IV. CONCEPTUAL FRAMEWORK

Input
- What is the age
and gender of the
respondents? Output
- What mode of - Online Shopping
shopping do the involves digital
respondents prefer? receipts, door-to-
Process
- How satisfied are door delivery,
the respondents - Online shipment tracking
using Online Questionnaire and product review.
Shopping Platforms - Statistical - Onsite Retailing
and Shopping in Treatment of Data incorporates
Physical stores in receipts, physical
- Data Gathering
terms of Variety and interaction between
Procedures
availability of products and staff
products, Customer for inquiries and
Experience, Quality immediate
of return/exchange.
products ,Affordabil
ity and
Voucher/Coupon
Utilization?

Figure 2. Input Process Output (IPO) model

The researchers adopted the Input Process Output (IPO) model. It includes the problem
that will be solved after the process, the specific details of the process itself, and the
recommendations regarding student shopping preference. The concept model, as shown in Figure
1 shows what the process is in determining the student’s purchasing behavior. Also, what factors
affect the purchasing behavior of students. The input consists of questions regarding the
preference of the respondents and the factors that affect their purchasing behavior while the
process includes the questionnaires that were utilized, the data collection method, and the
statistical analysis of the data and for the output, it includes the recommendations regarding the
result of the research and the advantages of each mode of shopping.
 V. STATEMENT OF THE PROBLEM

1. What is the age and gender of the respondents?

2. What mode of shopping do the respondents prefer the most?

3. How frequently are the respondents shop during sale period?

4. How satisfied are the respondents using Online Shopping Platforms?

4.1. Variety and availability of products

4.2. Customer Experience

4.3. Quality of products

4.4. Affordability

4.5. Voucher/Coupon Utilization

5. What can you recommend in this study?

VI. OBJECTIVES OF THE STUDY

1. To identify the demographic profile of the respondents.

2. To determine whether the respondents prefer online shopping or onsite retailing.

3. To examine how diverse the product selection is in online shopping and on-site retailing.

4. To differentiate the customer experience between online shopping and onsite retailing.

5. To compare the quality of products between online shopping and onsite retailing.

6. To assess the difference in the pricing range including discounts and vouchers between online
shopping and onsite retailing.

7. To compare the utility of vouchers and discounts in online shopping and onsite retailing.
 VII. SIGNIFICANCE OF THE STUDY

The purpose of this study is to find out what influences the 1st, 2nd and 3rd year students'
of Philippines Christian University perceptions in online shopping and traditional retailing. This
study will serve as the basis for subsequent research college students of Philippines Christian
University regarding online shopping and traditional retailing. The research's findings may aid in
the development of online shopping platforms geared specifically toward students. Online
platform or application developers can use this finding to improve their existing platforms or
create new ones specifically for students by utilizing the research's findings. In addition, not only
will this research benefit online sellers, but it will also assist any business or organization
considering converting to an online platform. This examination can be an aide for them to get a
smooth beginning in online shopping application and foster their capability of activity in the
future on the off chance that the understudies are their objective market. Online sellers can also
improve the quality of online shopping by streamlining the ordering process so that customers
can search for products and place their orders in a few easy steps, thereby eliminating redundant
steps. In addition, the online retailer can enhance their privacy and security measures to make
online shopping more secure for customers. As a result, consumers believe they can save a lot of
time and effort by shopping online.

VIII. SCOPES AND LIMITATIONS

The study will focus on a specific geographical area of Philippine Christian University
Dasmarinas. The research will concentrate on this specific demographic of male and female
undergraduate students from the Bachelor of Science in Customs Administration with the age of
17 to 23 years old from first year to fourth year college of S.Y. 2023-2024 to understand their
perceptions and behaviors regarding online shopping and on-site retailing. The research focuses
on the purchasing behavior of students who purchase their wants and needs through Online
Shopping Platforms and/or Physical Stores. The data collection will be done through the use of
online questionnaires that will be answered by the respondents. The specific research approach
and tools used may limit the depth and breadth of data collected, potentially overlooking certain
nuances in online buying perception.
 IX. DEFINITION OF TERMS

 Brick-and-mortar stores: A traditional street-side business that offers products and

services to its customers face-to-face in an office or store.
 E-Commerce: “Electronic Commerce” is the trading of goods and services on the
internet.
 Overhead Cost: An ongoing expenditure of operating a business.
 Online Fraud: A type of cybercrime fraud or deception which makes use of the Internet
for the purpose of tricking victims out of money.
 CHAPTER II
REVIEW OF RELATED LITERATURE

Identifying Key Factors Affecting Customer Loyalty in a Local Retailing Context

The localism movement, which encourages consumers and businesses to purchase from locally
owned, independent businesses within 100 miles of their residence, has increased in popularity amongst
consumers in the past five years (Ciuchta & O’Toole, 2018). Rather than shopping at big-box, chain
retailers, consumers are choosing to shop at local, independent retailers in their community (Deloitte,
2016). Loyalty is an effective tool used by retailers to gain and retain customers. According to the
customer loyalty theory, when a customer repeatedly buys from one retailer over another, then they are
considered loyal to that store (Oliver, 1999). Based on prior research, there is strong evidence of customer
satisfaction acting as a precursor of customer loyalty (Mittal & Kamakura, 2001; Martins Gonçalves &
Sampaio, 2012).

Online Retailers Opening Brick and Mortar Stores and the Impact on the Customer Base:
The case of NetOnNet.

There is no doubt that in recent years technological trends have changed customers’ shopping
behavior and digitalization is shaping the future of the retail market. Online sales grew more than 10% in
2016 while in the same period the total retail sales growth was just above 1% (Hodson, Perrigo, &
Hardman, 2017). According to Fung Global Retail and Technology, almost 7,000 brick and mortar store
closure announcements have been made in the United States alone during 2017, which is 200% of the
previous year (Thomas, 2017). The internet revolution has led many researchers to study the potential
impact of e-commerce on retailing (Steve Burt, 2003; Alba, Lynch, Weitz, Janiszewski, Lutz, Sawyer &
Wood, 1997; Petterson, Balasubramanian, & Bronnenberg, 1997), as well as the business opportunities
and challenges related to the use of internet (Quelch & Klein, 1996). Others have analysed the
digitalization impact on offerings, actors, settings and exchange between retailers and consumers
(Hagberg, Sundstrom, & Egles-Zandén, 2016).
The Influence of Website Design on Online Trust in Electronic Commerce Retailing
Environments
 This study sought to explore the effect of website design on online trust. Using constructs and
scales synthesized from the salient literature, the effects of visual design, social-cue design, and content
design on online trust were measured and reported. Additionally, the mediating influence of online trust
on online purchase intention was investigated. Demographic factors of age and gender were also
examined for possible moderating effects of website design on online trust. A conceptual model of the
influence of website design on online trust and the influence of online trust on purchase intention in e-
commerce retailing environments was also tested. The results found that each of the components of
website design namely, visual design, social-cue design, and content design had a statistically significant
effect on online trust. Online trust was also found to mediate the effect of these design factors on purchase
intention. Finally, no significant effects of age or gender on website design’s relationship with online trust
were found. Subsequently, implications and suggestions for future research are presented.

The Impact of Online Shopping Attributes on Customer Satisfaction and Loyalty:

Moderating Effects of E-Commerce Experience.

The study collected data on various factors, including perceived information quality, privacy
concerns, perceived security, product variety, and product delivery, analyzing them as contributors to
customer satisfaction. The research identified information quality and satisfaction as crucial determinants
of customer loyalty. Structural equation modeling was employed to analyze 287 completed responses.
Furthermore, this study actively examines consumer preferences, indicating a deliberate effort to
understand what factors drive individuals to choose e-commerce over other modes of shopping. This
exploration could encompass aspects such as convenience, accessibility, pricing, or any other factors
influencing consumer choices in the realm of e-commerce. The findings reveal that customer satisfaction
among online shoppers is influenced by factors such as product delivery, perceived security, information
quality, and product variety. Additionally, customer loyalty towards web stores is shaped by both
customer satisfaction and information quality.

A Comparative Study of Traditional Shopping and Online Shopping Special Reference to

Dharga Town

To support the aim of this study which is centered on the comparison of E-Business and Traditional
Business, a related study supports the objectives of this paper. According to a comparative study
conducted by Milhana (August, 2022), Online shopping has greater level of convenience than traditional
shopping, it allows consumers to compare various product prices which leads people on the best decisions
the can take in terms of buying under a budget. However, the study revealed that online shopping is lesser
in terms of safety due to relevant fraud and scams circulating online, this includes unmatched product
description, payment scamming, and product defects. Therefore, the study arrived at a conclusion
inferring that online shopping is more convenient but traditional shopping is much more safe as it allows
consumers to buy a product hand by hand.

New research: 69% of online shoppers go straight to the search bar when visiting
ecommerce sites, but 80% leave due to a poor experience

In a research successfully sought by Petrovic (February, 2023), among the hundred percent of online
shoppers, 69% goes directly to the search but 80% leave the site due to poor experience. This conclusion
of the study was answered through a survey of 2,000 general consumers where they are asked of their
experience in online shops. The result revealed that 41% of users are frustrated due to irrelevant results
shown after searching a product, 32% refer to products being shown despite having no available stocks,
30% is for being too wide when it comes to search results, 27% is for the site loading too long, and 26%
is when the site cannot interpret queries. With this, Despite online shopping being widely known as a
means of convenience, the result of the study proved that this general perception is too lame to believe.

Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration of Online

Shopping Cart Abandonment Behavior

As online shopping carts are a crucial part of online shopping, several behaviors are practiced by
consumers in their shopping carts. Some tend to abandon their orders in the cart or push through the
checkout process. This behavior was discovered to have a negative perception of online shopping
according to the study conducted by Wang et. al (January, 2022). The paper discusses the frequency of
customers' waiting behavior towards low price products and their hesitation in pushing through. By the
usage of Stimulus-Organism-Response (S-O-R) the study concluded that customer’s behavior of waiting
for a lower price is the main factor why people tend to hesitate in pushing through an online buying
transaction or referred to as cart abandonment. With this, it is proved that In - store shopping or traditional
shopping takes the lead of being a business with a high level of purchasing transaction as it directly
communicates with customers.

The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an

Eye-Tracking Study

To support the aim of this study in the digital era, online reviews wield considerable influence
over consumer purchasing decisions. According to Anderson and Simester (2003) have emphasized the
pivotal role of consumer expectations in shaping purchase intentions and subjective probability
judgments. Moreover, According to Chevalier and Mayzlin (2006) elucidated the direct impact of word-
of- mouth, particularly through online book reviews, on actual sales figures. As consumers navigate the
vast landscape of online reviews, factors such as review quality, product type, and the presence of
reviewer photos, as highlighted by Lee and Shin (2014), become crucial determinants of purchasing
behavior. Understanding these dynamics is paramount for businesses seeking to harness the persuasive
power of online reviews to drive sales and enhance brand reputation.

A study on factors limiting online shopping behaviour of consumers

Luo and Zhang's (2013) research further delved into the intricate relationship between consumer
reviews and product sales, revealing the moderating effect of market competition. Their findings
underscored the importance of contextual factors in shaping the impact of online reviews on consumer
behavior. Similarly, Park, Lee, and Han (2007) explored the nuanced interplay between online consumer
reviews and purchasing intentions, highlighting the moderating role of consumer involvement. By
examining these underlying mechanisms, researchers gain valuable insights into how businesses can
optimize their online review strategies to effectively engage consumers and drive sales.

Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration of Online

Shopping Cart Abandonment Behavior

This study on online reviews by various authors offers a nuanced understanding of their influence
on consumer purchasing decisions. From the pivotal role of consumer expectations highlighted by
Anderson and Simester (2003) to the moderating effects of market competition and consumer
involvement elucidated by Luo and Zhang (2013) and Park, Lee, and Han (2007) respectively, these
studies collectively underscore the complexity of consumer behavior in the digital age. By leveraging
these insights, businesses can tailor their online review strategies to effectively engage consumers, build
brand credibility, and drive sales in an increasingly competitive marketplace.
 CHAPTER III
METHODOLOGY

Research Design
This study will use a Quantitative Comparative Research Design to investigate the differences
between the mode of shopping that Bachelor of Science in Customs students from the Philippine
Christian University Administration prefer and the factors that affect their preference. According
to MokhtarianPour, a comparative study is a kind of method that analyzes phenomena and then
puts them together to find the points of differentiation and similarity. In this study, there are three
phenomena that affect the preference of the respondents, namely the convenience factor, the
product variety and the satisfaction level. A survey method was used in which the respondents
will answer the question through questionnaires.

Respondents of the Study

The respondents of the study will be Bachelor of Science in Customs students from the
Philippine Christian University Administration. The researchers chose the BSCA Students in
order to gain knowledge dedicated to the Research subject.

Data Gathering Instruments

The researchers used a questionnaire to gather the data needed. The questionnaire requests the
response of the students whether they prefer online shopping or onsite retailing. The Likert Scale
was used as the format for the questionnaire. Answers could range from 5 for “Very Satisfactory”
to 1 for “Very Dissatisfactory,” 4 for “Satisfactory,” 3 for “Neutral” and 2 for " Dissatisfactory.”

Sampling Technique
The sampling method used was simple random sampling by randomly sending questionnaires to
the students at Philippine Christian University. This approach ensured that the participants are
familiar with both online shopping and onsite retailing and have sufficient experience with both
modes of shopping. Slovin’s formula was further used to precisely select the participants due to
the small timeframe of the study.
N 57
Slovin’s Formula: n= 2 n= n=35
(1+ Ne ) ¿¿
n = sample size
N = population size
 e = acceptable margin of error

Data Collection
A research request letter has been prepared before distributing the online questionnaire. The
researchers will construct a questionnaire regarding the shopping preference of the student that
was made using google forms, which was validated by the professor, before being distributed to
the respondents. After the respondents completed the questionnaire, the researchers collected and
compiled the data for interpretation.

Data Analysis
The researchers will collect, analyze, summarize and represent the raw data through descriptive
analysis using statistical methods. The weighted mean is a statistical measure that takes into
account the weights assigned to different values in a data set.

FORMULA:
W = weighted average
n = number of terms to be average
Wi = weights applied to x values
Xi = data values to be averaged

Statistical Range Descriptive Interpretation Overall Descriptive Rating

4.3 – 5.0 Very Satisfactory Very High
3.5 – 4.2 Satisfactory High
2.7 – 3.4 Neutral Moderate
1.9 – 2.6 Dissatisfactory Low
1.0 – 1.8 Very Dissatisfactory Very Low

Survey Questionnaire:
1. What is your age?
2. What is your gender?
3. What is your year level?
4. Where do you prefer to shop, online shopping or physical stores?
5. How would you rate the frequency of finding the specific item/s you're searching for when
shopping online?
6. How would you rate the customer service provided by online shopping platforms?
7. How would you rate the durability of product/s typically found on online shopping platforms?
8. How would you rate the authenticity of product/s typically found on online shopping
platforms?
9. How would you rate the overall quality of product/s typically found on online shopping
platforms?
10. How would you rate the overall customer experience provided by online shopping platforms?
11. How would you rate the affordability of product/s on online shopping platforms?
12. Do you think the quality of the product/s that you are paying for on online shopping
platforms is right for its price?
13. How would you rate your frequency of voucher/s or coupon/s utilization when making
purchases on online shopping platforms?
14. How would you rate your frequency of shopping in online shopping platforms during sale
period?
15. How would you rate the frequency of finding the specific item/s you're searching for when
shopping in physical stores?
16. How would you rate the customer service provided by retail staffs in physical stores?
17. How would you rate the durability of product/s typically found in physical stores?
18. How would you rate the authenticity of product/s typically found in physical stores?
19. How would you rate the overall quality of product/s typically found in physical stores?
20. How would you rate your overall shopping experience in physical stores?
21. How would you rate the affordability of product/s in physical stores?
22. Do you think the quality of the product/s that you are paying for in physical stores is right for
its price?
23. How would you rate your frequency of shopping during sale period?
24. How would you rate your frequency of shopping in physical stores during sale period?
 CHAPTER 4
RESULTS AND DISCUSSIONS
Introduction
This chapter reviews the results and analysis of the qualitative data, the compilation of the
questionnaire and the results and analysis of the quantitative findings of the study. The frequency
tables show the findings as derived from the responses by respondents to the various questions
contained in the questionnaire followed by discussions.

I. Demographics
Age Frequency Percentage
19 2 5.7%
20 7 20%
21 21 48.6%
22+ 9 25.7%
Table 1
Table 1 shows the age of the respondents wherein the majority of respondents are 21 years of age
while respondents below 21 y/o is the same in frequency with respondents above 21 y/o.

Year Level Frequency Percentage

1st Year 4 11.4%
2nd Year 11 31.4%
3rd Year 20 57.1%
Table 2
Table 2 shows the year level of undergraduate respondents wherein majority of respondents are
3rd year, next is the 11 respondents who are 2nd year students and lastly, 4 1st year students.

Gender Frequency Percentage

Male 17 48.6%
Female 18 51.4%
Table 3
Table 3 shows the gender of the respondents wherein 17 were male respondents and 18 were
female respondents.

II. Presentation, Interpretation, and Analysis of Data

What method of shopping do you prefer the most?
Table 4
Preference Frequency Percentage
Online Shopping 25 71.4%
Onsite Retailing 10 28.6

Table 4 shows the shopping preference of students in terms of the mode of shopping. It revealed
the majority of the respondents prefer online shopping rather than onsite retailing, this may be
due to several factors that will be analyzed in the following tables.

Q1. What would you rate the frequency of finding the specific item/s you're searching for when
shopping online?
Table 5
Frequency Percentage Mean Score Verbal Interpretation
Always 5 14.3%
Often 17 48.6%
Sometimes 12 34.3% 3.71 High
Seldom 0 0%
Never 1 2.9%

The analysis of the table shows that online shopping platforms performs well in terms of
providing wide item variety, with majority finding what they need or want in the platform,
however, there was still a group who doesn’t find what they search for all the time which is a
room for improvement for more item variety and availability.

Q2. What would you rate the customer service provided by online shopping platforms?
Table 6
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 6 17.1%
Satisfactory 17 48.6%
Neutral 11 31.4% 3.77 High
Dissatisfactory 0 0%
 Very Dissatisfactory 1 2.9%

The analysis shows that the customer service provided in online shopping platforms were
positively perceived by the respondents, however, a group of respondents are neutral in this
question which is a ground for improvement for online shopping platform customer service
agents.

Q3. What would you rate the durability of product/s typically found on online shopping
platforms?
Table 7
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 8 22.9%
Satisfactory 18 51.4%
Neutral 7 20% 3.86 High
Dissatisfactory 0 0%
Very Dissatisfactory 2 5.7%

The analysis reveals that the durability of products that were usually found in online shopping
platform was generally perceived positively by the respondents, however, a group of respondents
are neutral in this question which may be the result of fragile or broken products being shipped
and delivered to the respondents.

Q4. What would you rate the authenticity of product/s typically found on online shopping
platforms?
Table 8
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 5 14.3%
Satisfactory 15 42.9%
Neutral 12 34.% 3.60 High
Dissatisfactory 2 5.7%
Very Dissatisfactory 1 2.9%

The analysis reveals that the authenticity of product typically found in online shopping platforms
were positively perceived by the respondents, however, a group of respondents are neutral in this
question which may be the result of fake and counterfeit items being sold in online shopping
platforms.

Q5. What would you rate the overall quality of product/s typically found on online shopping
platforms?
Table 9
 Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 5 14.3%
Satisfactory 19 54.3%
Neutral 8 22.9% 3.69 High
Dissatisfactory 1 2.9%
Very Dissatisfactory 2 5.7%

The analysis reveals that the overall quality of products usually found in online shopping
platforms positively perceived by the respondents, however, a group of respondents are neutral in
this question which may be the result of problems encountered in the past.
Q6. What would you rate the overall customer experience provided by online shopping
platforms?
Table 10
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 4 11.4%
Satisfactory 21 60%
Neutral 9 25.7% 3.77 High
Dissatisfactory 0 0%
Very Dissatisfactory 1 2.9%

The Analysis in this table is Most of the respondents have Satisfactory which is 60% because
they have experience of it and the second is the 25.7% of it are neutral to the customer service of
online shopping.

Q7. What would you rate the affordability of product/s on online shopping platforms?
Table 11
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 11 31.4%
Satisfactory 16 45.7%
Neutral 7 20% 4.02 High
Dissatisfactory 0 0%
Very Dissatisfactory 1 2.9%

Base on the Analysis is 45.7% of the respondents choose to answer Satisfactory and Second is
the 31.4% have answered Very satisfactory and 20% of them are neutral and 2.9% Very
Dissatisfactory and only one respondent answered.
Q8. Do you think the quality of the product/s that you are paying for on online shopping
platforms is right for its price?
Table 12
Frequency Percentage Mean Score Verbal Interpretation
 Very Satisfactory 9 25.7%
Satisfactory 17 48.6%
Neutral 8 22.9% 3.94 High
Dissatisfactory 0 0%
Very Dissatisfactory 1 2.9%

Base on the analysis that we have most of them answered the Satisfactory because they believe
that the quality of its products is in the right of price and the others have answered here is 25.7%
are very satisfactory on it and one respondent answers Very Dissatisfactory.
Q9. What would you rate your frequency of voucher/s or coupon/s utilization when making
purchases on online shopping platforms?
Table 13
Frequency Percentage Mean Score Verbal Interpretation
Always 14 40%
Often 11 31.4%
Sometimes 9 25.7% 4.05 High
Seldom 0 0%
Never 1 2.9%

The analysis on it is 14 respondents which is 40% answered Always because they use coupon for
making purchases on online shopping and the other is 31.4% the respondents answered often and
25.7% answered sometimes and lastly only one respondent answer never.
Q10. What would you rate your frequency of shopping in online shopping platforms during sale
period?
Table 14
Frequency Percentage Mean Score Verbal Interpretation
Always 15 42.9%
Often 12 34.3%
Sometimes 6 17.1% 4.08 High
Seldom 1 2.9%
Never 1 2.9%

Based on the analysis, 42.9% of the respondents answered Always which is 15 respondents and
12 respondents answered often which is 34.3% often and the others are sometimes and one
respondent answered Seldom which he/she uses online shopping platforms during scale period
and lastly 1 respondent answered Never in shopping in scale period.
Q11. What would you rate the frequency of finding the specific item/s you're searching for when
shopping in physical stores?
Table 15
 Frequency Percentage Mean Score Verbal Interpretation
Always 4 11.4%
Often 17 48.6%
Sometimes 10 28.6% 3.51 High
Seldom 1 2.9%
Never 3 8.6%

The analysis indicates that physical stores are doing well regarding item availability, with a
significant number of respondents often finding what they need. Nevertheless, a small group still
faces challenges, highlighting opportunities for improvement in inventory management and stock
availability. Tackling these issues could further boost customer satisfaction and the overall
shopping experience.
Q12. What would you rate the customer service provided by retail staffs in physical stores?
Table 16
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 10 28.6%
Satisfactory 12 34.3%
Neutral 12 34.3% 4.20 Very High
Dissatisfactory 0 0%
Very Dissatisfactory 1 2.9%

The analysis shows that customer service in physical stores is perceived positively by most
respondents, with a mean score indicating a "Very High" level of satisfaction. However, the
notable proportion of neutral responses suggests potential areas for improvement. Focusing on
enhancing service quality to exceed basic expectations could further elevate customer
satisfaction and strengthen the overall shopping experience.
Q13. What would you rate the durability of product/s typically found in physical stores?
Table 17
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 10 28.6%
Satisfactory 16 45.7%
Neutral 8 22.9% 3.97 High
Dissatisfactory 0 0%
Very Dissatisfactory 1 2.9%

The analysis reveals that the durability of products in physical stores is generally perceived
positively, with a high level of satisfaction reflected in the mean score. However, the presence of
neutral responses suggests potential areas for improvement. Enhancing product quality to surpass
basic expectations could further increase customer satisfaction and strengthen the reputation of
physical stores for selling durable products.
Q14. What would you rate the authenticity of product/s typically found in physical stores?
Table 18
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 14 40%
Satisfactory 11 31.4%
Neutral 8 22.9% 4.02 High
Dissatisfactory 1 2.9%
Very Dissatisfactory 1 2.9%

The analysis indicates a predominantly positive perception of the authenticity of products found
in physical stores, with most respondents expressing confidence in the legitimacy of items
available for purchase.
Q15. What would you rate the overall quality of product/s typically found in physical stores?
Table 19
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 17 48.6%
Satisfactory 11 31.4%
Neutral 6 17.1% 4.22 Very High
Dissatisfactory 0 0%
Very Dissatisfactory 1 2.9%

The data suggests an overwhelmingly positive sentiment regarding the quality of products
available in physical stores. The majority of respondents express satisfaction with the products,
as evidenced by the absence of dissatisfactory responses and the high proportion of "Very
Satisfactory" ratings. Despite a single outlier expressing extreme dissatisfaction, the overall trend
points towards a favorable perception of product quality among consumers.
Q16. What would you rate your overall shopping experience in physical stores?
Table 20
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 16 45.7%
Satisfactory 10 28.6%
Neutral 8 22.9% 4.14 High
Dissatisfactory 0 0%
Very Dissatisfactory 1 2.9%

The survey results indicate a predominantly positive perception among respondents. With 45.7%
rating their experience as "Very Satisfactory" and 28.6% as "Satisfactory," a total of 74.3% had
favorable views. Additionally, 22.9% rated their experience as "Neutral," and only 2.9% rated it
as "Very Dissatisfactory," with no respondents choosing "Dissatisfactory." The mean score of
4.14, interpreted as "High," further emphasizes the generally positive sentiment towards physical
store shopping experiences among the participants.
Q17. What would you rate the affordability of product/s in physical stores?
Table 21
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 6 2.9%
Satisfactory 13 5.7%
Neutral 13 37.1% 3.60 High
Dissatisfactory 2 37.1%
Very Dissatisfactory 1 17.1%

The result of the survey reveals that a majority of respondents hold a neutral to negative view.
Specifically, 37.1% rated affordability as neutral and another 37.1% as dissatisfactory. Only a
small fraction found it very satisfactory (2.9%) or satisfactory (5.7%). The overall mean score of
3.60, verbally interpreted as "High," suggests that while there is some level of satisfaction, it is
not widely shared, indicating room for improvement in perceived affordability.
Q18. Do you think the quality of the product/s that you are paying for in physical stores is right
for its price?
Table 22
Frequency Percentage Mean Score Verbal Interpretation
Very Satisfactory 7 20% 3.83 High
Satisfactory 17 48.6%
Neutral 10 28.6%
Dissatisfactory 0 0
Very Dissatisfactory 1 2.9%

According to the survey results, 68.6% of respondents find the quality of the product/s they
purchase in physical stores either satisfactory or very satisfactory. Additionally, the mean score
of 3.83 indicates a generally high level of satisfaction. However, there is a small portion, 2.9% of
respondents, who find the quality very dissatisfactory. Overall, the majority of respondents seem
to perceive the quality of the products they purchase in physical stores as fitting for the price,
with a notable portion expressing high satisfaction.
Q19. What would you rate your frequency of voucher/s or coupon/s utilization when making
purchases on physical stores?
Table 23
Frequency Percentage Mean Score Verbal Interpretation
Always 8 23.5%
Often 12 35.3% 3.54 High
Sometimes 11 32.4%
Seldom 1 2.9%
Never 2 5.9%
The survey results indicate that a significant portion of respondents, comprising 23.5%, always
utilize vouchers or coupons when making purchases in physical stores, suggesting a high
frequency of coupon utilization. Additionally, 35.3% of respondents often use vouchers or
coupons, indicating a substantial number of individuals who frequently take advantage of such
discounts. Conversely, a smaller percentage of respondents indicated sometimes utilizing
coupons (32.4%), with only a minority reporting seldom (2.9%) or never (5.9%) using them.
Overall, the data suggests that coupon usage is relatively common among the surveyed
population, with a notable portion consistently taking advantage of such discounts.
Q20. What would you rate your frequency of shopping in physical stores during sale period?
Table 24
Frequency Percentage Mean Score Verbal Interpretation
Always 6 17.1%
Often 18 51.4% 3.77 High
Sometimes 8 22.9%
Seldom 3 8.6%
Never 0 0

Based on the survey responses, the majority of respondents (51.4%) shop in physical stores
during sale periods often, while a significant portion (17.1%) do so always. This indicates a high
frequency of shopping during sales among the surveyed population. Only a small percentage of
respondents seldom (8.6%) or never (0%) shop during these periods. The mean score of 3.77
further supports this interpretation, suggesting a generally frequent occurrence of shopping
during sales among the respondents.

Factors that affect shopping preference

Sale Period Shopping
Voucher/Coupon Utilization
Value for money
Affordability
Overall Customer Experience
Overall Quality of Products
Authenticity of Products
Durability of Products
Customer Service
Item Variability
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Onsite Retailing Online Shopping

The graph reveals that both online shopping and onsite retailing have their own strengths and
weaknesses. Considering the fact that online shopping platforms can easily replenish their
inventory or drop ship whenever they don’t have any stock, it’s no surprise that respondents
perceive online shopping better in terms of item variability and availability. Authenticity is also
an advantage for online shopping platforms because they can replace their suppliers whenever
negative feedback was given by purchasers of their products. Affordability and value for money
is the greatest advantage for online shopping platforms because of the reduced cost compared to
brick-and-mortar stores, they can maximize their profit with cheaper prices. And lastly, due to
the ease of use of the user interface of online shopping platforms as well as the convenience of
not having to leave the house to shop for needs and wants, online shopping makes it easy to use
vouchers such as shipping vouchers and coupons for discounts as well as shop during sale period
such as Shopee 11.11 sale period. On the other hand, customer service in physical stores is better
than online shopping platforms due to the fact that sales personnel can directly help you with
what you need and what you search for. The durability of products in physical stores are also
better given that all products need to undergo several quality control procedures to ensure that
the products to be sold are of high quality while reducing waste and improving efficiency thus
increasing customer satisfaction and trust. This results to respondents perceiving the physical
stores to have better overall quality of products over online shopping platforms. Despite the
majority of the respondents choosing to shop online than in physical stores, it’s undeniable that
the respondents have better overall customer experience in shopping onsite over online shopping.
 CHAPTER 5
CONCLUSION AND RECOMMENDATION
Conclusion
In conclusion, the analysis of the data reveals both online shopping and onsite retailing’s distinct
advantages and drawbacks. Online shopping excels in areas such as item variability and
availability, authenticity, affordability, and convenience. The ability to easily replenish inventory
and offer a wide range of products gives online platforms an edge in variability and availability.
Online shopping also benefits from the flexibility to replace suppliers in response to negative
feedback, enhancing product authenticity. The reduced operational costs of online retailers allow
for more competitive pricing, providing better value for money to consumers. Additionally, the
user-friendly interfaces and the convenience of shopping from home, coupled with the ease of
using vouchers and participating in sales events, further bolster the appeal of online shopping.
On the other hand, onsite retailing offers superior customer service due to direct interaction with
sales personnel, who can provide immediate assistance and personalized recommendations. The
stringent quality control measures in physical stores ensure the durability and overall quality of
products, fostering greater customer satisfaction and trust. Despite the majority preference for
online shopping, the data underscores that physical stores deliver a better overall customer
experience, particularly in terms of product quality and service.
In summary, while online shopping is preferred for its convenience, variety, and cost-
effectiveness, onsite retailing remains unmatched in providing high-quality products and
personalized customer service. This suggests that a hybrid approach, leveraging the strengths of
both channels, could offer the most comprehensive shopping experience for consumers.

Recommendations
We, the researchers therefore recommend to online platform or application developers to use this
finding to improve their existing platforms or create new ones specifically for students by
utilizing the research's findings and also online sellers can improve the quality of their online
shop by streamlining the ordering process so that customers can search for products and place
their orders in a few easy steps, thereby eliminating redundant steps, the online retailer can also
enhance their privacy and security measures to make online shopping more secure for their
customers. With the advent of both online and instant shopping options, retailers are faced with
the challenge of catering to diverse consumer needs while staying competitive in the market. The
integration of omnichannel can result in flexible delivery options, click-and-collect services, and
in-store pickup which can provide consumers with greater convenience and flexibility. Market
Trends awareness can help retailers to adapt and innovate in response to changing consumer
preferences and technological advancements.

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