DIGITAL MARKETING ON TRENDING CLOTHES AND THE BUYING

BEHAVIOR OF GRADE 10 TO 12 STUDENTS OF BATAC JUNIOR COLLEGE

APRIL JESSA MAE S. AGUIGAM

KIMBERLY NICOLE M. ARELLANO

PRACTICAL RESEARCH II

ACCOUNTANCY, BUSINESS AND MANAGEMENT

BATAC JUNIOR COLLEGE
SENIOR HIGH SCHOOL DEPARTMENT
City of Batac

JULY 2019
 APPROVAL SHEET

BATAC JUNIOR COLLEGE

CITY OF BATAC, ILOCOS NORTE
SENIOR HIGH SCHOOL DEPARTMENT

The research entitled “DIGITAL MARKETING ON TRENDING CLOTHES AND

THE BUYING BEHAVIOR OF GRADE 10 TO 12 STUDENTS OF BATAC JUNIOR
COLLEGE” prepared and submitted by APRIL JESSA MAE S. AGUIGAM and
KIMBERLY NICOLE M. ARELLANO, as a partial fulfillment of the requirements for the
subject Practical Research II is hereby approved and accepted.

MS. MARIA DONNA M. CABALAR

Research Adviser

MR. JAMES LLOYD S. GUITTAP

Research Committee

MR. STEVE JOHN R. BAUTISTA

Research Committee

Accepted as a partial fulfillment of the requirements for Practical Research II.

MRS. ARCENIA T. PACIS

School Registrar

MS. MELITONA C. ASUNCION

School Principal
 ACKNOWLEDGEMENT
We, the researchers would like to extend our sincerest gratitude to those people who
helped us in finishing our research paper;

To our teacher Ms. Maria Donna M. Cabalar, for guiding us on how to do our research,
who gave full assistance, advice and suggestions for the betterment of the study;

To the Grade 10 to 12 students; who became our respondents for us to determine their
own opinions and perspectives with our research;

To our loving parents who always gave their full support financially, emotionally and
mentally. To our friends and classmates who shows their unceasing help and full support, and;

Lastly, to our Almighty God who gave us strength, knowledge and patience for us to
finish this research paper.

From the bottom of our heart and mind, a million thanks to all of you.
 DEDICATION

We dedicate this research to our Almighty God, who give us faith and patience and

never left us in making this research. To our Practical Research Adviser, who gave us this task

and taught us all throughout and guide us. Also to the students who shared their knowledge and

helped us in making this research possible. Lastly, to our parents who gave their full support

to pursue this endeavor.

 TABLE OF CONTENTS

TITLE PAGE

APPROVAL SHEET

ACKNOWLEDGEMENT

DEDICATION

TABLE OF CONTENTS

LIST OF TABLE

LIST OF FIGURES

ABSTRACT

CHAPTER I: INTRODUCTION

Background of the Study

Objectives of the Study

Significance of the Study

Scope and Limitation

CHAPTER II: REVIEW OF RELATED LITERATURE

Foreign Studies

Local Studies

CHAPTER III: METHODOLOGY

Research Design

Locale of the Study

Background of the Study

Location

Sampling Techniques

Instruments of the Study

 Data Gathering Procedures

CHAPTER IV: PRESENTATION AND INTERPRETATION

CHAPTER V: SUMMARY, CONCLUSION AND RECOMMENDATION

BIBLIOGRAPHY

APPENDICES

QUESTIONNAIRES

CURRICULUM VITAE
 LIST OF TABLES

Table Title Page

 LIST OF FIGURES

Figure 1

Figure 2
 ABSTRACT

AGUIGAM, APRIL JESSA MAE S. ARELLANO, KIMBERLY NICOLE M. 2019.

Accountancy, Business, and Management. Batac Junior College. Batac City, Ilocos Norte.
This study was conducted to analyze this research at the Batac Junior College. Specifically,

it aimed to determine the socio-demographic profile of the respondents, determine the factors

influencing the buying behavior of the youth, to examine the buying behavior of the youth and

their impact of digital marketing on trending clothes and to determine the negative and positive

effects of digital marketing on trending clothes and buying behavior of the students. The sample

size composed of 151 Grade 10 to 12 students at Batac Junior College in Batac City, Ilocos

Norte was selected. Data were analyzed through descriptive statistics like frequency,

percentage as well as the use of Likert Scale.

Results showed that respondents bought their clothes online regularly when there were

events, program and even occasions. There were lots of positive effects that triggers the

respondents to buy clothes online disregarding the negative effects of it.

As a result, students need to be wise and be very careful when buying online so that they

will not be scammed.

 CHAPTER I

INTRODUCTION

DIGITAL MARKETING ON TRENDING CLOTHES AND THE BUYING

BEHAVIOR OF GRADE 10 TO 12 STUDENTS OF BATAC JUNIOR COLLEGE

Background of the Study

Digital Marketing is defined as buying and selling of information, products, and

services via computer networks or internet. It has been considered a new form of marketing

and provided new opportunities for companies to do businesses. Marketing activities conducted

via digital channels enable advertisers to directly communicate with potential customers in a

rapid velocity and regardless the geographical location. Digital marketing has been recently

referred as one of the best means to cut through the mess and interact directly with the

consumer. Internet and electronic commerce technologies are transforming the entire economy

and changing business models, revenue streams, customer bases, and supply chains. Customers

of online shopping are delighted with prompt delivery and flawless payment mechanisms

building trust in consumers. Even online classifieds have made a successful transition online

with jobs and matrimonial taking the lead. Online retailers are now pushing a larger number of

categories such as electronics and white goods. In these emerging models, intangible assets

such as relationships, knowledge, people, brands, and systems are taking center stage.

The growth of the fashion industry is attributed to the Fast Fashion business model that

offers new fashionable clothes every few weeks at affordable prices. Thus, from an operations

standpoint, fast fashion requires a quick response to new trends and frequent assortment

changes (Caro & Martinez de Albeniz, 2014). Hence, with the trend toward direct, one‐to‐one

marketing, additional attention is being paid to the use of the digital channels as a means of

effectively advertising to consumers.

 The internet is a disruptive technological innovation but consumers everywhere are

waking up to the idea of shopping online. The impact on retailing has been profound and as a

result many businesses are changing the channels they use to sell their goods and services. In

some parts of the world, retailers have been quick off the mark in developing their own

individually branded e-commerce stores, whereas in other parts the e-market place dominates.

Buying behavior of an individual plays a predominant role in the consumer behavior in

general and among the youth in particular. Buying behavior marketing is a process of

establishing relationships between products offered in the market and targeted buying behavior

groups. It involves segmenting the market on the basis of buying behavior dimensions,

positioning the product in a way that appeals to the activities, interests and opinions of the

targeted market and undertaking specific promotional campaigns which exploit buying

behavior appeals to enhance the market value of the offered product. Therefore, youth are the

powerful segment in the market who directs the manufacturers to make what they want. This

study evaluates the extent to which the youth plays role in directing the marketer. The study

will be useful for the marketer to devise the marketing strategies to capture the present and

potential youth segment in the products under study.

The tremendous growth that digital marketing has shown cannot be match up with any

other strategy. Looking up to the current scenario, people are not only aware of internet but are

employing it for various purposes in life. Thus, there’s a booming internet marketing industry

in the world and social media is driving the adoption of digital marketing. It is helping to drive

the development of digital marketing. Increasingly wealthy populations of young internet

savvy customers are spending more time and money online and in doing so are influencing

shopping trends. Among the popular products online are books, consumer electronics, travel,

financial services, apparel and beauty care.

Objectives of the Study
This study aims to determine the digital marketing on trending clothes and the buying

behavior of grade 10 to 12 students Batac Junior College.

Moreover, it sought to assess the following objectives:

1. determine the socio-demographic profile of the respondents;

2. determine the factors influencing the buying behavior of the youth;

3. examine the buying behavior of the youth and their impact of digital
marketing on trending clothes and;

4. determine the negative and positive effects of digital marketing on trending

clothes and buying behavior of the students.
Significance of the Study

The findings of this study may be significant to the following:

Researchers

This study will benefit the researchers because they will gather information that

can be useful for their educational purposes and even in their personal lives.

Students or Respondents

This study is significant to the students or respondents who are involve for they

will gain knowledge on how their buying behavior through digital marketing affects

them

Online Shoppers

This study will help the online shoppers to be more careful in buying through

digital marketing as well as it gives them insights on what are its effects to them.

Future Researchers

This will be of great help to the future researchers to have educational and

informative ideas regarding this research study. Likewise, this will serve as a future

reference to be used to conduct similar research.

Scope and Limitations
The researcher will conduct this study to gather information from the students of Batac

Junior College regarding to the digital marketing on trending clothes and the buying behavior.

The researcher will provide a survey questionnaire and look for respondents with the

respected field of the study. The respondents of this study comprise of students from the grade

10 to grade 12.

Operational Definition of Terms

For clearer understanding of terms used in this study, important terms here were
conceptually and operationally defined.

Youth- persons between the ages of 15 and 24.

Digital Marketing- the marketing of goods and services using digital technology.

Buying Behavior- the decision processes and acts of people involve in buying and using
products.
Trendy- something that is fashionable, up to date or in fashion.
 CHAPTER II

REVIEW OF RELATED LITERATURE

Foreign Studies

According to Vishal Khasgiwala & Monica Sainy. In their study titled “Gender

disparity wise study of Impulsive buying behavior and exploratory tendencies of youth in

central India”, impulsive buying behavior is experimented. Impulsive buying is a common

behavior today and can occur in any setting. Much of the human activity is driven by impulses

that are biochemically & psychologically stimulated. Beatty and Ferrell described that impulse

buying refers to immediate purchases which are without any pre-shopping objective either to

purchase the specific product category or to fulfill a specific need. It is not consciously planned,

but arises immediately upon confrontation with certain stimulus. India Being a transitional

economy technological boom such as television shopping channels and the Internet expand

consumers’ impulse purchasing opportunities, increasing both the accessibility to products and

services and the ease with which impulse purchases can be made. Impulse buying is an

unplanned purchase that is characterized by relatively rapid decision-making, and a subjective

bias in favor of immediate possession.

According to Sathish and A. Rajamohan (2012). In their study Consumer behavior and

buying behavior marketing, a general approach of consumer is taken. A consumer’s buying

behavior is seen as the sum of his interactions with his environment. Buying behavior studies

are a component of the broader behavioral concept called psychographics.” Harold W.

Berkman and Christopher Gilson define buying behavior as “unified” patterns of behavior that

both determine and are determined by consumption. The term “unified patterns of behavior”

refers to behavior in its broadest sense. Attitude formation and such internal subjective

activities may not be observable, but they are behavior nonetheless. Buying behavior is an
integrated system of a person’s attitudes, values, interests, opinions and his over behavior. It is

found in this study that “Consumer behavior is still a young discipline and most of the research

now available has been generalized only during the past fifteen years or so. Innovations such

as the buying behavior concept and AIO research represent ways to move the study of

consumers away from isolated, often unrelated projects towards broader integrated systems

and research techniques.

According to P.Sathya S.T.E.T Women’s college in their study on A STUDY OF

DIGITAL MARKETING AND ITS IMPACT (2015) Primary purpose of digital market is to

understand the customers need and allows the customers to mix the product with virtue of

digital media. Digital market allows customers to keep eyes on the information provided by

the organization related to the product to the customers, it ensures transparency. With the help

of internet customers can have a look on the information provided at any time at any place and

can make order while seating at home, as 24 hours services are provided by digital market to

make purchases of any kind of product. Now consumers can easily do comparison on the bases

of information given, customers have right to choose. Today almost every customer depend on

digital market as it saves their time and most of them are most satisfied while shopping online.

Online shopping is safer for customers today the traditional shopping, each group of customers

are aware of digital market today. Because of the availability of vide variety of products from

all over the world customers feel that online shopping is easier and less expensive as it

eliminates channels in between. In the promotion of digital market, technical advancement is

improving day by day. Digital marketing collects feedback of customers very easily and revert

back quickly towards the problems of customers and also work on the suggestion provided. It

ensures transparency on only before purchase but after purchase also. In the present market

digital market have greater future as it has benefit for both customers and sellers.
 According to Andrew T. Stephen in their study on the role of digital and social media

marketing in consumer behavior titled (2015): Technology has become part of trillions of

people today. For example In America current usage rate of internet is closer to 100% in

coming years especially for higher education group and higher income group. Social media has

become crucial part in the growth of usage of internet, as number of hours youth spent time on

social media is almost double from last decades. In short today people are more attracted

towards internet and social media. By using internet consumer search information provided by

organization and makes comparison among others and then finally makes purchase decision

and also share their experience with others. So it is very important today for the marketers to

understand consumer behavior in digital market and shift to the digital marketing channels.

Consumers use mobiles and mobile apps which play very important part of online shopping as

consumers can search information by using their smart phones at any time and at anywhere.

Local Studies
For 19- YEAR- OLD student Kyla, shopping online lets her shop even when she is too

busy to go to an actual mall. For a gamer like Raffy, 20, shopping online for games is one way

to relieve stress from school work. Like Kyla and Raffy, more Filipinos are turning to the

Internet for shopping, according to a recent study released by MasterCard.

Airline Tickets

The 2014 study, which covered the Philippines and 13 other Asia Pacific countries,

showed that about three in every five (59 percent) of the online population in the Philippines

access the Internet to shop, up from 40 percent in 2013. “The study points to the importance of

online shopping to the Philippine market,” MasterCard said in a statement. MasterCard’s study

found that Filipinos turn to the Internet to purchase the following: Airline tickets (38.4 percent),
home appliances and electronic products (35.1 percent), clothing and accessories (31 percent),

hotels (29.9 percent) and computer software (29.4 percent).

Meanwhile, sites of apps stores (50.1 percent), music downloads (42.6 percent) and

home appliances/electronic products (38.2 percent) draw the most web traffic, the study also

showed.

Why do Filipinos go online to shop? Ease and convenience are the most cited reasons.

“Most of the Filipino respondents are satisfied with online shopping, describing it as easy (73.3

percent), convenient (71.9 percent), or fun (64.4 percent), and expressing greater likelihood to

purchase in the next six months (79.2 percent). All these figures are improvements from the

results of the 2013 study (61.4 percent, 63 percent, 58.2 percent, and 68.2 percent),

respectively,” the statement said.

Mobile phones

The study also found more Filipinos using their mobile phones to purchase items---

from 21.4 percent in 2012 to 34 percent in 2014, with 94.2 percent of participants able to access

the Internet via smart phones, MasterCard noted, adding that those who purchased via mobile

phones did so because they were able to do it “on the go”. Availability of apps that facilitate

mobile shopping has also made it more convenient. “Among mobile shoppers, the top

categories for purchases are phone apps (24.7 percent), music downloads (22.7 percent) and

clothing and accessories (20.7 percent)”, the study said.

Security

However, online shoppers have a number of considerations before going ahead and

making an online purchase, among them the security of the payment facility (89.7 percent) and

the speed of transactions (88.5 percent).

“Before making a purchase, four-fifths consider online reviews,” MasterCard said.

Ethical considerations also come into play, with more than seven in in 10 purchasing products

“for ethical reasons.” “Adherence to fair trade principles (77.4 percent), environment-

friendliness (76.4 percent), and whether part of the proceeds will go to a good cause (60.8

percent) are the top three ethical considerations in making a purchase,” the study noted.

The 2014 study is part of the Online Shopping Survey that MasterCard commissions
annually.

The survey was conducted in 14 Asia Pacific countries with a minimum of 500
respondents per country.

(http://business.inquirer.net/195931/more-filipinos-choosing-to-shop-online-study-
say#ixzz5PFnCVeEP)

The Role of Advertising

Advertising has helped increase consumer culture by portraying physical attractiveness

and material goods as a gateway to happiness and success. Advertising is defined as a

promotional marketing strategy companies use to create awareness about their products and

services with the goal being to generate a response from the target audience (Mogire & Oloko,

2014). Originating from the West, mass media, along with advertising, have played a major

role in the creation, learning, and sharing of these consumer habits with Lasch (1978; 1984)

stating that various studies have shown that advertising is one of the most powerful media to

“manipulate” while Bandura's (1978) social learning behavior theory states that, with behavior

coming from family, peers, and mass media, it is mass media that has the greatest influence.

The genius of manipulative advertising relies on creating a false consciousness and praising

self-expression through vanity and materialism (Abela, 2006; Durvasula & Lyonski, 2008).

While choosing which products to buy, consumers’ decisions vary between the types

and the adjustments advertisers do to reflect this (Peter & Olson, 1999). Multiple research have
found the most effective ways to advertise specific products to different demographics

including rational vs emotional, local vs global appeal, and functional vs experiential in both

low and high-GDP countries (Heath, 2011; Ford, Mueller, & Taylor 2011). For example,

studies have found that functional advertising works better in low-GDP countries, while high-

GDP countries react better to experiential ads (Zarantonello, Schmitt, & Jedidi, 20l4).

One of the low-GDP countries used in the study was the Philippines (Zarantonello,

Schmitt, & Jedidi, 20l4) and although it stated that it responded better to rational and functional

advertisements compared to emotional and experiential, a study saw that certain products

gained high involvement with emotional commercials, specifically vanity products (eg: hair

coloring, perfume, facial soap, jewelry, fashion apparel, and cosmetics) (Agatep-Valmoria,

2007). Previous research has found vanity as a useful marketing strategy to promote many

products and services such as cosmetics, clothing, and body treatment (Solomon, 1985, 1992)

by emphasizing an elevated social status and an increase in individual charm (Chang et. al,

2011). And it paid off. Ajay Shingh Kapur, equity strategist of Bank of America Merrill Lynch,

stated in 2015 that the vanity industry was worth $3.7 trillion, about the size of the fourth

largest economy in the world, Germany, and the market was projected to grow to $4.5 trillion

by 2018 (Tahara-Stubbs, 2015).

The Rise of Materialism

Materialism can be defined in many ways, but mainly as a devotion towards obtaining

and spending on earthly needs and material desires (Durvasula & Lyonski, 2010). Chang et al.

(2011) added that materialism is a belief wherein happiness is gained through material

satisfaction, and that the latter is composed of three components: acquisition centrality,

acquisition happiness and possession defined success. Furthermore, materialism is seen as the

cause of overspending and compulsive shopping which led to a shift in consumer culture. With

more countries taking part in the globalization era, the desires for modernity have resulted in
the embracing of more Western values that are associated with materialism and has led to

cultures of excessive consumerism and marketing (Mady et al., 2011).

Vanity

Vanity, a human quality that is swayed by social pressure, can be defined with two

domains: physical vanity and achievement vanity. This can be divided even further into four

subparts: concern for physical appearance, positive view of physical appearance, concern for

achievement, and a positive view of achievement (Netemeyer et al, 1995). There are mainly

two philosophies about vanity. The first states that vanity is derived by primary and biogenic

needs and is affected by parental socialization and genes (Durvasula, Lyonski, & Watson,

2001). At the other end, the second philosophy suggests that vanity is a secondary trait mainly

influenced by thee nvironment and socio-economic conditions (Mason, 1981).

Physical Vanity: A concern for physical appearance, means that one feels the need to compete

with others in terms of physical appearance, while a positive view of physical appearance

means that one gets validation from others regarding their attractive physical appearance.

Research have shown that while a concern for physical appearance direct positive attitudes

towards consumption (such as good eating habits and exercising), it can also lead to negative

attitudes as well (eating disorder, addictive behavior, and cosmetic surgeries) in order to reach

one’s goals (Bloch & Richins, 1992; Hirschman, 1992; Kleine & Kleine, 2000).

Achievement vanity: A concern for achievement means that one has made a successful

achievement, and a view for achievement means that other people know about one's successful

achievements (Netemeyer et al., 1995). There is numerous evidence that creates a link between

consumption of products and personal achievement and shows that people concerned with their

achievement buy items in order to convey status or success (Belk, 1985; Hirschman, 1990).
Consumer vanity: Consumer vanity connects the two concepts for it is viewed as a self-identity

concept that induces both physical and achievement views and concerns. A shift in consumer

culture affected the notion of self-identity making material achievement and physical

appearance have an increasingly important role to define oneself. Wang & Weller (2006)

defines consumer vanity as the underlying consumer value orientation wherein consumer

behavior is influenced by a fixation with physical appearance and success, thus making

consumers spend more for aesthetics than for function or need. Goods and services that

advertisements have linked to consumer vanity include perfumes, cosmetic surgeries, luxury

cars, dietary products, fashion, and so on.

Materialism and Consumer Vanity

There is a strong positive relationship between consumer vanity and materialism

(Netemeyer et al., 1995; Chang, 1999). Pursuing brand name goods and expecting praise reveal

that consumers use possessions as a symbol of one’s personal success. If this also applies to

Filipinos, it suggests that those who give high importance to physical appearance and personal

achievement would also score high in materialism.

Anxiety as a Mediator

With giving importance to material wealth as a symbol of success, studies have found

another trait with close relationships to both vanity and materialism: anxiety. Defined as the

subjective discomfort state that consists of worry, shame, fear, or shyness, anxiety has been

linked to nervousness and uneasiness (Izard et al, 1984; Chang, 1999) is also one of the negative

emotions that can make an individual more susceptible to addictive buying (Faber &

Christenson, 1996).
Anxiety and consumer vanity

Placing high importance in one’s looks and showing off success by materialistic

possessions can cause internal anxiety due to trends constantly changing which, in order to not

fall behind, will continuously be pursued (Yang, 2001). According to social learning theory,

those who care about how others view their physical appearance will spend time on it but, if

they lack the money to purchase the products, it will consequently lead to money anxiety

(Netemeyer et al. 1995; Chang et. al, 2011). With that being said, the study proposes that:

Anxiety and materialism

High consumer vanity results in negative attitudes, high anxiety, and frustration, as

those people believe that material possessions will give them satisfaction and beauty, thus

finding themselves chasing the constant changing fashion trends (Richins and Dawson, 1992;

Chang et. al, 2011). This interpersonal anxiety in materialists who see acquisitions as a symbol

of happiness and success leads to them being stuck in a cycle of long-term purchasing activities

such as continuously comparing their clothing with peers and having their purchasing decisions

influenced by those around them (Magkosa & Mohube, 2007) which leads to the hypothesis

that:

Differences Between Genders

Previous studies have found that women were more prone to consumer vanity thus

leading to them being highly susceptible to materialism compared to men (Wu, 1997).

Women’s preoccupation with physical appearance involves the use of clothes and cosmetics to

emphasize their physical attributes, which causes them to spend more money buying expensive

goods to demonstrate their status (Chui & Sidin 2011). While men may buy a 3-in-1-shower

product, women, who pay more attention to physical appearance, may prefer numerous

products targeting specific areas (Chang et. al, 2011). However, the 21st century saw the rise

of metropolitan young males showing great interest in men’s fashion, cosmetic products, and
personal care due to changes in lifestyle, employment, feminism, and gay movements (Lee,

2004). Choosing to showcase their identity, power, success, and value by spending good money

in their physical appearance, metrosexual men may help in minimizing the gap between males

and females in terms of materialism (Pan & Jamnia, 2015).

Metrosexuality in the Philippines

The Philippines has also seen an increase in metrosexuality. Synovate Inc’s 2004 study

found that 58% of Filipino men surveyed said that looking good was “very important” to them

whereas 48% felt that they were “sexually attractive”. Metrosexuality, usually referring to

urban males, have found its way to provinces such as Rizal where fishermen admitted to

wearing custom-made masks to protect their faces, when asked for their reason, one answered

“Para proteksyon sa mga lamok, init ng araw- pag malakas ang hangin nangingitim agad kami.

Para pogi pa rin.” (Bautista, 2013).

With vanity products being marketed to Filipinos by the use of emotional

advertisements that trigger the consumers’ need to increase their social value, and with the

Philippines seeing a recent increase in metrosexuals, it is possible to assume that the

discrepancy between consumer vanity and materialism in males and females will not be

significantly different, diverging from the results of previous studies (Chang et al., 2011; Chui

& Sidin, 2011; Wang & Waller, 2006):

 CHAPTER III

METHODOLOGY

As it is indicated in the title, this chapter includes the research methodology of the
dissertation. Furthermore, in this part the researcher outlines the research design, the locale of
the study, the sampling technique, the research instrument, and the ethical considerations being
employed in the study.

Research Design

In this study, the researcher will use the descriptive research design. Descriptive
research, also known as statistical research, describes data and characteristics about the
population or phenomenon being studied. Parahoo (1997) describes a research design as a plan
that describes how, when and where data are to be collected and analyzed.

This study focuses on the responses of the students of Batac Junior College among
Grade 10 to 12 students to ascertain the digital marketing on trending clothes and the impact
of buying behavior.
 Locale of the study

Figure 1. Map of the Locale

Figure 2. Front of Locale

 Background of the Research Local

The Batac Junior College (BJC) is a private secondary school in the City of Batac,
formerly known as BATAC VOCATIONAL INSTITUTE was established in December 1960,
through the coercive and cohesive efforts of the Chua and Daguio families. The late Felix Q.
Chua built a small school which sat within a property covering 3,413 sq.m located in the center
of the municipality of Batac. The late PilarDaguio-Franco became the Directress and Principal
while the former was President. It initially offered college vocational courses in Dressmaking,
Hair culture, Secretarial courses like Steno and Typing.

A high school curriculum was added in 1962, thus, renamed the BATAC BUSINESS
HIGH SCHOOL AND VOCATIONAL TECHNOLOGY, which was later changed to be
BATAC BUSINESS HIGH SCHOOL AND VOCATIONAL INSTITUTE. Fire unfortunately
razed the build in October 15, 1969. The destruction did not, however, dampen the spirits of
the Board of Directors, the school administration and the Parents and Teachers Association,
believing that they cannot delay the learning processes of the students. The President and
Owner, Mr. Felix Q. Chua pulled resources, so that in 1972, a new school was completely
rebuilt. Architecture of the 4 –floor, imposing building was done by Arch. Bienvenido Magno.
This housed classrooms of the college and high school departments; administrative offices and
library; CAT office and canteen were located in the 1st floor while the top floor served as the
gym. The successful operation of the school’s name into BATAC JUNIOR COLLEGE.
 Location of the Study

The Batac Junior College (BJC) is located at San Marcelino St. Brgy. 1-S Valdez, City
of Batac Ilocos Norte. It is one of the most popular and biggest private school here in Ilocos
Norte and formerly known as BATAC VOCATIONAL INSTITUTE. The late Felix Q. Chua
built a small school which sat within a property covering 3,413 sq.m located in the center of
the municipality of Batac. It initially offered college vocational courses in Dressmaking, Hair
culture, Secretarial courses like Steno and Typing.
 Sampling Technique

The researcher will use the purposive random sampling technique in selecting the
respondents of the study.

According to Brink (1996:141), purposive random sampling requires selecting

participants who are knowledgeable about the issue in question, because of their sheer
involvement in and experience of the situation. While Creswell (2003:185) states that
purposive random sampling refers to selection of sites or participants that will best help the
researcher understand the problem and the research question, they must be willing to reflect on
and share this knowledge.

The respondents were selected based on their particular knowledge of the phenomenon,
for the purpose of sharing their knowledge and experiences with the researcher. In addition to
knowledge and experience, Bernard (2002) and Spradley (1979) note the importance of
availability and willingness to participate, and the ability to communicate experiences and
opinions in an articulate, expressive, and reflective manner.

The researcher will select respondents at Batac Junior College. xxx students of the
Grade 10 to 12 students coming from the different sections of Batac Junior College, is request
to participate in the study, through this technique, it is possible for the researcher to select
participants that will help best the researcher understand the problem and the research question.
 Research Instrument

In this study, the researcher will use questionnaire as the tool for data collection. The
questionnaire is designed so that most of the respondents can be able to answer the question by
putting a check on the space provided.

The questionnaire that the researcher use is consists of three pages with three parts. The
first part contains the Socio-Demographic Profile of the respondents which includes the name,
age, gender, grade and religion. The second part contains the questionnaire proper. The third
part contains the cover letter. The cover letter is made by the researcher and is address to the
students of the Grade 10 to 12 students of Batac Junior College who serve as the respondents
of the study.

Next to this, participants were fully informed regarding the objectives of the study,
while they were reassured that their answers were treated as private and use only for the
purposes of the particular research. In contrast, the researchers attempt to create and maintain
a climate to comfort.
 CHAPTER IV

PRESENTATION AND INTERPRETATION

This chapter consists of the presentation, analysis and interpretation of the data gathered
for this study.

Socio-demographic Profile of Respondents

This section describes the respondents in terms of their socio-demographic profile. The
data are shown in Table 1.

TABLE 1. Respondents’ Demographic Profile (n=151)

PROFILE FREQUENCY PERCENTAGE

Age
15-year-old 37 25
16-year-old 52 34
17-year-old 49 32
18-year-old 9 6
19-year-old 4 3
Grade
Grade 10 49 32
Grade 11 57 38
Grade 12 45 30
Section
Aquamarine 18 12
Spinel 18 12
Turquoise 10 7
Sapphire 0 0
Pearl 2 1
Jasmin 17 11
Lily 5 3
Tulip 8 5
Camia 18 12
Rosal 10 7
 Sampaguita 28 19
Rose 8 5
Stargazer 9 6
Gender
Female 101 67
Male 34 23
Gay 9 5
Lesbian 3 2
Bisexual 4 3
Others 0 0
Weekly Allowance
Php 300 and below 63 42
Php 300 – Php 500 41 26
Php 500 – Php 1000 28 19
Php 1000 and above 19 13

Age. Most (52 or 34%) of the respondents are 16 years old, (49 or 32%) are 17 years
old, (37 or 25%) are 15 years old, and (9 or 6%) are 18 years old. The remaining (4 or 3%)
respondents are 19 years old. Findings impliy that the respondents aged 16 years are more
into shopping.

Grade. These findings show that majority (57 or 38%) of the respondents are Grade 11
students, (49 or 32%) are Grade 10. The remaining (45 or 30%) are Grade 12.

Section. The results show that majority (28 or 19%) of the respondents are came from
Sampaguita. Meanwhile, (18 or 12%) of the respondents are from Aquamarine, Spinel and
Camia, (17 or 11%) are from Jasmin, (10 or 7%) are from Turquoise and Rosal, (9 or 6%) are
from Stargazer, (8 or 5%) are came from Tulip and Rose and (5 or 3%) of the respondents are
came from Lily. The remaining (2 or 1%) are came from Pearl.

Gender. As to gender, (101 or 67%) of the respondents are female, (34 or 23%) are
male, (9 or 5%) are gay and (4 or 3%) are bisexual. The remaining (3 or 2%) respondents are
Lesbian.

Weekly Allowance. Almost (63 or 42%) of the respondents have a weekly allowance
of Php300 and below, (41 or 26%) have a weekly allowance of Php300-Php500 and (28 or
19%) have a weekly allowance of Php500-Php1000. The remaining (19 or 13%) of the
respondents have a weekly allowance of Php1000 and above.

Table 2: Types of trending clothes bought online (n=151)

ALWAYS USUALLY REGULARLY SOMETIMES NEVER MEAN

Blouses
Crop top 26 13 12 52 48 2.45
Off shoulder 21 11 10 53 56 2.26
Criss Cross 17 6 12 33 83 1.90
Halter neck 17 7 7 39 81 2.00
Knitted 21 10 7 39 50 2.10
Grand 2.14
Mean Regularly
Categorial
Description
Skirts
Miniskirt 23 14 21 40 53 2.43
Long skirt 19 11 28 20 73 2.23
Pencil skirt 21 11 13 39 67 2.21
Skorts 23 10 16 40 62 2.36
Grand 2.31
Mean Regularly
Categorial
Description
Pants
High waisted 44 19 25 38 25 3.14
Low waisted 25 21 32 37 36 2.75
Ripped 25 22 23 47 34 2.72
Square 20 15 18 42 56 2.34
Grand 2.74
Mean Regularly
Categorial
Description
Shorts
High waisted 37 16 24 33 41 2.83
Low waisted 26 18 26 44 37 2.68
Ripped 24 11 17 38 61 2.33
Grand 2.61
Mean Regularly
 Categorial
Description
Footwear
High cut 19 17 16 34 65 2.28
Low cut 27 26 25 39 34 2.82
Rubber 37 30 23 40 21 3.15
Korean 32 15 19 42 43 2.68
Grand 2.73
Mean Regularly
Categorial
Description

CATEGORIAL DESCRIPTION
ALWAYS 4.01-5
USUALLY 3.01-4
REGULARLY 2.01-3
SOMETIMES 1.01-2
NEVER 0.01-1
As shown on the table above, blouses are bought online regularly which the Grand

Mean is 2.14 that is belong to the categorial description of regularly. Crop top which mean is

2.45, off shoulder is 2.26, knitted is 2.20, halter is 2.00 therefore these are bought regularly and

criss cross which mean is 1.90 which is bought sometimes. This implies that crop top gained

the highest mean which most of the respondents bought online. Crop tops are everywhere these

days. Girls wear them because they’re an easy way to stay cool and show some skin. The crop

top is your friend, honestly. Not enough women take advantage of the fact that crop tops are

actually quite flattering, no matter your size. The area between the rib cage and belly button is

usually the slimmest for a woman with an hourglass shape. A crop top accentuates this in a

good way. And now with activewear being in style, crop tops help make the perfect outfit.

The table above shows that skirts bought online has a Grand Mean of 2.31 that is belong

to the categorical description of regularly. Miniskirt which mean is 2.43 followed by skorts

which is 2.36, long skirt is 2.23 and pencil skirt is 2.21. All of them are bought regularly. This
implies that mini skirt got the highest mean. Mini Skirts have been a hot, yet refreshing, item

for many years. With summer temperatures rising more each year and the number of sunny

days increasing, there really is no other garment that provides more comfort for a women, than

a miniskirt does. Price wise a tight skirt can provide a shopper with some financial relief as

well. Based of the production costs and materials, a short mini skirt is the cheapest item any

denim garments manufacturer can produce, next to denim wallets. Another advantage of

wearing mini-skirts is that they have a slimming effect.

The results above show that pants bought online regularly which the Grand Mean is

2.74 that is belong to the categorical description of regularly. High waisted pants are bought

usually which mean is 3.14, low waisted pants which mean is 2.75, ripped pants is 2.72 and

square pants is 2.34. This shows that the last three are bought online regularly. This also implies

that high waisted pants have the highest mean. High waisted pants have been popular for a

number of years now especially with the recent growth in vintage clothing where the majority

of jeans are high rise. These pants can be both flattering and modern looking and can work

with almost any shape or size. The high waisted pants first came into style when the denim

manufacturer Levi's produced jeans for women working on the land and in factories for the war

effort in the 1940's. The style was popular throughout all aspects of women's clothing at this

time and allowed them to retain their modesty while bending down to work.

As shown on the table above, shorts is bought online regularly which the Grand Mean
is 2.61 that is belong to the categorical description of regularly. High waisted shorts which
mean is 2.83, low waisted shorts is 2.68, and ripped shorts is 2.33. Therefore, they are bought
online regularly. This implies that high waisted shorts are bought regularly that gain the highest
mean. High waisted clothes can change your body style dramatically. You won't have the belly
fat on pants or shorts when you wear high rise bottoms. You can hide all those things under the
clothes. Moreover, your body will look curvier.
Based on the table above footwear is bought online which the Grand Mean is 2.73
which belong to the categorical description of regularly. Rubber shoes which mean is 3.15 that
is bought sometimes, low cut shoes which mean is 2.82, Korean shoes is 2.68 and high cut
shoes is 2.28. Therefore, these three are bought regularly. This also implies that rubber shoes
got the highest mean because when you are walking on a wet pavement or on snow-covered
streets, you should definitely wear rubber shoes as they provide better traction on wet surfaces.
The chance of slipping also gets reduced. Moreover, rubber shoes are an economical and
practical choice for footwear.

Table 3: Frequency of buying clothes online on said events, occasions and programs
(n=151)
ALWAYS USUALLY REGULARLY SOMETIMES NEVER MEAN

Events
New Year 25 29 15 56 26 2.80
Valentine’s Day 14 19 20 42 56 2.29
Graduation 33 23 27 36 32 2.93
Summer 28 30 36 45 12 3.11
Vacation
First day of 55 24 23 38 11 3.49
school
Baptism 11 9 16 36 79 1.92
Wedding 18 6 19 38 70 2.09
Funeral 10 9 12 21 19 1.74
First date 10 12 22 24 83 1.95
Birthday 36 20 32 48 15 3.09
Family get- 29 19 23 60 20 2.85
together/Reunion
Christmas 45 19 32 43 12 3.28
program
Grand 2.63
Mean Regularly
Categorial
Description

CATEGORIAL DESCRIPTION
ALWAYS 4.01-5
USUALLY 3.01-4
REGULARLY 2.01-3
SOMETIMES 1.01-2
NEVER 0.01-1
 The table above shows that the frequency of buying clothes online on the said events,
occasions and programs has a Grand Mean of 2.63 which belongs to the categorical description
of regularly. First day of school which mean is 3.49, Christmas program which mean is 3.28,
Summer vacation which mean is 3.11 and on Birthday which mean is 3.09. These shows that
on these events, occasions and programs the frequency of buying clothes online is usually.
The results above show that Graduation which mean is 2.93, Family get-
together/Reunion mean is 2.85, New Year mean is 2.80, Valentine’s Day mean is 2.29 and
Wedding which mean is 2.09. Therefore, on these events, occasions and programs the
frequency of buying clothes online is regularly.
On the table above shows that First date which mean is 1.95, Baptism mean is 1.92 and
Funeral which mean is 1.74. So, on these events and occasions the frequency of buying clothes
online is sometimes.
This implies that First day of school got the highest mean. The first day of school is
tough, not only are you heading back from a vacation you're also tasked with the responsibility
of making a good impression among your peers. It's hard to know what to wear but you need
to buy your clothes to look decent and to feel comfortable.
There is much more to our dressing than we might imagine. Our dressing says a great
deal about who we are and influences all kinds of impressions. People make snap judgments
about us from the clothes we wear. They draw conclusions about our personality from the way
we look. So if you think “opinions” don’t matter, “impressions” might do which is why
“dressing” most certainly matters. Dressing is an art obviously, the art of knowing how to carry
ourselves during various occasions we partake in. The occasions dictate how we should dress
to suit the mood of the events. Dressing for any occasion is about paying respect to the occasion
and the people around you.
Table 4: Color usually chose when buying clothes (n=151)
ALWAYS USUALLY REGULARLY SOMETIMES NEVER MEAN

Color
Pastel colors 23 24 27 57 20 2.82
Vintage Colors 19 17 34 50 31 2.62
Dark Colors 36 36 24 46 9 3.29
Light colors 32 25 37 46 11 3.14
Grand 2.97
Mean Regularly
Categorial
Description

CATEGORIAL DESCRIPTION
ALWAYS 4.01-5
USUALLY 3.01-4
REGULARLY 2.01-3
SOMETIMES 1.01-2
NEVER 0.01-1

The results above show that the color usually chose when buying clothes which Grand

Mean is 2.97 that is belong to the categorical description regularly. Dark colors which mean is

3.29 and light colors which mean is 3.14. These two colors are chose usually when buying

clothes. On the other hand, pastel colors which mean is 2.82 and vintage colors 2.62 therefore

they are chose regularly when buying clothes. This implies that dark colors got the highest

mean. According to the stylist and author of the book, Color Your Style by David Zyla, “Even

if your wardrobe is filled with clothes of a variety of colors and shades, there is always the

color that you give a greater preference to because you feel more comfortable and confident in

it. It is the very color that reflects your character.”

Table 5: Frequency of using digital marketing in a day (n=151)

FREQUENCY PERCENTAGE
1-2 times 119 79
3-4 times 25 16
5-6 times 3 2
7 times and above 4 3
These findings show that majority of the respondents (119 or 79%) answered 1-2 times,
(25 or 16%) answered 3-4 times, (4 or 3%) answered 7 times above and the remaining (3 or
2%) answered 5-6 times.
Table 6: Frequency of purchasing online in a week (n=151)

FREQUENCY PERCENTAGE
1-2 times 123 81
3-4 times 21 14
5-6 times 4 3
7 times and above 3 2

The table above shows that most of the respondents (123 or 81%) answered 1-2 times,

(21 or 14%) answered 3-4 times, (4 or 3%) answered 5-6 times, and the remaining (3 or 2%)

answered 7 times and above.

Table 7: Behavior of the respondents (n=151)

Strongly Agree Neutral Disagree Strongly MEAN

Agree Disagree
Convenience
I get on-time 26 57 53 11 4 3.60
delivery by
shopping online.
Detail 28 67 46 9 1 3.74
information is
available while
shopping online.
I can buy the 22 38 63 18 10 3.29
products anytime
24 hours a day
while shopping
online.
It is easy to 21 55 59 11 5 3.50
choose and make
comparison with
other products
 while shopping
online.
Grand 3.53
Mean Agree
Categorial
Description
Website
Design/Features
The website 17 80 43 8 1 3.70
design helps me
in searching the
products easily.
While shopping 23 73 49 5 1 3.74
online, I prefer to
purchase from a
website that
provides safety
and ease of
navigation and
order.
The website 19 72 55 4 1 3.69
layout helps me
in searching and
selecting the right
product while
shopping online.
I believe that 28 76 40 2 5 3.79
familiarity with
the website before
making actual
purchase reduce
the risk of
shopping online.
I prefer to buy 36 59 48 5 3 3.79
from website that
provides me with
quality of
information.
Grand 3.74
Mean Agree
Categorial
Description
Time Saving
Online shopping 24 57 59 7 4 3.60
takes less time to
purchase.
Online shopping 16 46 65 19 5 3.32
doesn’t waste
time.
I feel that it takes 15 42 75 13 3 3.35
less time in
evaluating and
selecting a
product while
shopping online.
Grand 3.42
Mean Agree
Categorial
Description
Security
I feel safe and 12 31 83 21 4 3.17
secure while
shopping online.
Online shopping 13 27 83 23 5 3.13
protects my
security.
I like to shop 48 59 37 5 2 3.97
online from a
trustworthy
website.
Grand 3.42
Mean Agree
Categorial
Description
Negative Effects
Lack of a 28 33 58 25 7 3.33
personal
relationship.
Impossibility 34 46 47 18 6 3.56
to try the
product
before
buying it.
It is 25 54 58 12 2 3.58
necessary to
have a
secure
Internet
connection.
It is essential 31 52 58 9 1 3.68
to have a
device from
which to
connect to
the Internet.
Fear of fraudulent 35 55 53 7 1 3.77
payments, scams,
and theft of
personal
information
(hackers).
Difficulty or 39 43 60 8 1 3.74
even
inability to
detect scams
and
scammers.
 Absolute 22 48 72 6 3 3.53
dependence
on the
Internet.
There are 20 51 66 9 5 3.48
additional
costs that, in
most cases,
the seller
will have to
take on.
Grand 3.58
Mean Agree
Categorial
Description
Discomfort
for returns.
Delay in the 30 44 62 11 4 3.56
reception of
the products
purchased
due to
deliveries.
Grand 3.56
Mean Agree
Categorial
Description
Positive Effects
Money saver 27 35 51 10 8 2.99
Lower cost 31 56 43 18 3 3.62
Available 39 44 45 20 3 3.64
24/7
Global reach 39 47 55 9 1 3.73
Trackable 31 41 64 14 1 3.58
and
measurable
results
 Deliver fast 29 43 66 12 1 3.58
results and
sales
Grand 3.52
Mean Agree
Categorial
Description

CATEGORIAL DESCRIPTION
STRONGLY AGREE 4.01-5
AGREE 3.01-4
NEUTRAL 2.01-3
DISAGREE 1.01-2
STRONGLY DISAGREE 0.01-1

The results above show that under convenience which Grand Mean 3.53 which belongs
to the categorical agree.

STATEMENT 1. The table above shows the 57 respondents answered agree, followed by
neutral which is 53, strongly agree got 26, then 11 respondents disagree and the remaining 4
answered strongly disagree. The mean is 3.60. This implies that the respondents get their
delivery on time.

STATEMENT 2. For the second statement majority of the respondent is agree which is 67,
then 46 respondents replied for the neutral, 28 of them replied for strongly agree, 9 respondents
answered disagree and 1 answered strongly disagree. The mean is 3.74. This shows that there
is a detailed information available when the respondents are shopping online.

STATEMENT 3. It shows above that 63 answered neutral, 38 respondents answered agree, 22

respondents for strongly agree, then 18 of them disagree and 10 are strongly disagree. The
mean is 3.29. This implies that the respondents can buy products anytime 24 hours a day.

STATEMENT 4. For this statement 59 of the respondents answered neutral, 55 of them

answered agree, 21 respondents answered strongly agree, then 11 answered disagree and 5 for
strongly disagree. The mean is 3.50. This shows that it is easy to choose and make comparison
with other products.
 On the table above shows that under website design/features which Grand Mean is 3.74
which belongs to the categorical description of agree.

STATEMENT 1. The result shows that most of the respondents answered agree which is 80,
then 43 answered neutral, 17 of them answered strongly agree, 8 respondents answered
disagree and 1 for strongly disagree. The mean is 3.70. This implies that the website design
helps the respondents to search for the products easily.

STATEMENT 2. For this statement, 73 of the respondents replied agree, 49 of them answered
neutral, then 23 for strongly agree, 5 for disagree and 1 respondent for strongly agree. The
mean is 3.74. This shows that they prefer to purchase from a website that provides safety and
ease of navigation and order.

STATEMENT 3. This shows that majority of the respondents replied agree which is 72, then
55 respondents replied neutral, 19 of them answered strongly agree, 4 respondents for disagree
and 1 for strongly agree. The mean is 3.69. This implies that the website layout helps the
respondents in searching and selecting the right product.

STATEMENT 4. For the fourth statement 76 of the respondents answered agree, 40 of them
are neutral, then 28 respondents replied strongly agree, 5 of them answered strongly disagree
and 2 disagree. The mean is 3.79. This shows that familiarity with the website before making
actual purchase reduce the risk of shopping online.

STATEMENT 5. It shows above that 59 of the respondents replied agree, then 48 of them are
neutral, 36 respondents answered strongly agree, then 5 of them answered disagree and 3 for
strongly disagree. The mean is 3.79. This implies that respondents prefer to buy from website
that provides with quality information.

The results above show that under time saving which Grand Mean is 3.42 which
belongs to the categorical description of Agree.

STATEMENT 1. The results show that 59 of the respondents answered neutral, then 57 of
them answered agree, 24 respondents replied strongly agree, then 7 for disagree and 4 for
strongly disagree. The mean is 3.60. This implies that online shopping takes less time to
purchase.
STATEMENT 2. For this statement, 65 of the respondents replied neutral, 46 for agree, 19
respondents answered disagree, 16 of them are agree and 5 for strongly disagree. The mean is
3.32. This shows that online shopping doesn’t waste time.

STATEMENT 3. For the third statement 75 of the respondents answered neutral, 42 of them
answered agree, then 15 for strongly agree, 13 respondents answered disagree and 3 for
strongly disagree. The mean is 3.35. This implies that it takes less time in evaluating and
selecting a product while shopping online.
As shown on the table above, it shows that under security which Grand mean is 3.42
which belongs to the categorical description of agree.

STATEMENT 1. It shows that most of the respondents answered neutral which is 83, 31 of
them replied agree, 21 disagree, 12 respondents answered strongly agree and 4 for disagree.
The mean is 3.17. This shows that respondents feel safe and secure while shopping online.

STATEMENT 2. For this statement 83 of the respondents replied neutral, 27 of them are
agree, 23 respondents replied disagree, 13 for strongly agree and 5 for disagree. The mean is
3.13. This implies that online shopping protects the respondent’s security.

STATEMENT 3. The results above show that 59 0f the respondents answered agree, then 48
of the respondents answered strongly agree, 37 for neutral, 5 of them answered disagree and 2
for strongly disagree for the total mean of 3.97. This shows that respondents like to shop online
from a trustworthy website.

As shown in the table above it shows that under negative effects which Grand Mean is
3.58 that belongs to the categorical description agree.

STATEMENT 1. It shows 58 of the respondents replied neutral, 33 of them answered agree,

28 are strongly agree, 25 of the respondents answered disagree and 7 of them answered strongly
disagree. The mean is 3.33. This implies that there is lack of a personal relationship.

STATEMENT 2. For this statement, 47 of the respondents answered neutral, 46 of them

answered agree, 34 of the respondents replied strongly disagree, then 18 of them answered
disagree and 6 for strongly disagree for the total mean of 3.56. This shows that there is
impossibility to try the product before buying the products.
STATEMENT 3. The results show that 58 of the respondents replied neutral, then 54
respondents answered agree, 25 of the respondents answered strongly agree, 12 respondents
replied disagree and 2 for strongly disagree. The mean is 3.58. This implies that it is necessary
to have a secure Internet connection.

STATEMENT 4. For the fourth statement, 58 of the respondents answered neutral, 52 of them
answered agree, 31 for strongly agree, then 9 respondents replied disagree and 1 for strongly
disagree for the total mean of 3.68. This shows that it is essential to have a device from which
to connect to the Internet.

STATEMENT 5. It shows that 55 of the respondents replied agree, then 53 respondents

answered neutral, 35 of them answered strongly agree, 9 respondents replied disagree and 1 for
strongly disagree. The mean is 3.77. This implies that there is a fear of fraudulent payments,
scams, and theft of personal information (hackers).

STATEMENT 6. For this statement, 60 of the respondents answered neutral, 43 of them

answered agree, then 39 respondents replied strongly agree, 8 respondents answered disagree
and 1 for strongly disagree for the total mean of 3.74. This shows that there is difficulty or even
inability to detect scams and scammers.

STATEMENT 7. The results show that majority of the respondents answered neutral which
is 72, then 48 of them answered agree, 22 for strongly agree, 6 respondents replied disagree
and 3 for strongly disagree. The mean is 3.53. This implies there is an absolute dependence on
the Internet.

STATEMENT 8. It shows that 66 of the respondents replied neutral, then 51 of them answered
agree, then 20 of the respondents replied strongly agree, 9 respondents answered disagree and
5 for strongly disagree for the total mean of 3.48. This shows that there are additional costs
that, in most cases, the seller will have to take on.

The results above show that under discomfort for returns which Grand Mean is
3.56 that belongs to the categorical description agree.

STATEMENT 1. For this statement, 62 of the respondents answered neutral, 44 of them

replied agree, 30 for strongly agree, 11 respondents answered disagree and 4 for strongly
disagree for the total mean of 3.56. This implies that there is a delay in the reception of the
products purchased due to deliveries.
 The table above shows that under positive effects which Grand Mean is 3.52
which belongs to the categorical description agree.

STATEMENT 1. It shows that 51 of the respondents answered neutral, 35 of them replied

agree, then 27 of the respondents answered strongly agree, 10 answered for disagree and 8 for
strongly disagree. The mean is 2.99. This shows that online shopping saves your money.

STATEMENT 2. For the second statement, 56 of the respondents replied agree, 43 of them
answered neutral, 31 of the respondents answered strongly agree, 18 for disagree and 3 for
strongly disagree for the total mean of 3.62. This implies that online products have a lower
cost.

STATEMENT 3. The results show that 45 of the respondents answered neutral, then 44 of
them replied agree, 39 of the respondents answered strongly agree, 20 replied disagree and 3
for disagree. The mean is 3.64. This shows that products are available 24/7.

STATEMENT 4. It shows that 55 of the respondents neutral, 47 of them replied agree, then
39 answered strongly agree, 9 for disagree and 1 for strongly disagree for the total mean of
3.73. This implies that online shopping is a global reach.

STATEMENT 5. For the fifth statement majority of the respondents answered neutral which
is 64, then 41 of them answered agree, 31 of the respondents strongly agree, 14 answered
disagree and 1 for strongly disagree for the total mean of 3.58. This shows that online shopping
is trackable and measurable results.

STATEMENT 6. The results show that 66 of the respondents replied neutral, 43 of them
answered agree, 29 of the respondents replied strongly agree, 12 of them answered disagree
and 1 for strongly agree. The mean is 3.58. This implies that when you shop online there is fast
delivery results and sales.
 CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

SUMMARY OF FINDINGS

The purpose of this study was to determine the socio-demographic profile of the
respondents; determine the factors influencing the buying behavior of the youth; to examine
the buying behavior of the youth and their impact of digital marketing on trending clothes and;
to determine the negative and positive effects of digital marketing on trending clothes and
buying behavior of the students.

On the part of presentation and interpretation most of the respondents are 16 years old
and majority of them are from grade 11. Sampaguita was the section who got the biggest
number of respondents. As to gender, most of the respondents are female that have a weekly
allowance of Php300 and below.

CONCLUSION

The researchers concluded that the students buy their clothes online to follow the trend.
Therefore, the digital marketing on trending clothes has a big impact to the buying behavior of
grade 10 to 12 students which made them buy no matter how much they have. There are lots
of positive effects that triggers the students to buy their clothes online disregarding the negative
effects of it.

RECOMMENDATION

The researchers would like to recommend the following:

Researchers

Students or Respondents

 must know how to control their selves when they buy their clothes online
 consider how much they have
Online Shoppers

 must be wise for them not to be fooled or be scammed

 remind themselves to be witty at all times.

Future Researchers

 further research must be done.

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6YKHf79AMwQ4dUDCAc&uact=5#imgrc=G5ww2X_qcoEnLM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNQKkWsH
OftmgKQQTLTpUkFEb76KYw%3A1573639049529&sa=1&ei=idPLXZftH8mmmAWPyJz
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0.0..0.1225.4923.0j2j2j1j2j1j0j2......0....1..gws-wiz-
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNQKkWsH
OftmgKQQTLTpUkFEb76KYw%3A1573639049529&sa=1&ei=idPLXZftH8mmmAWPyJz
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0.0..0.1225.4923.0j2j2j1j2j1j0j2......0....1..gws-wiz-
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&uact=5#imgrc=sGk6B068qYVsVM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNTDWLdT
o04JqF4CzyaW-
4ar7j0_9Q%3A1573639383119&sa=1&ei=19TLXZDkBtTFmAX_go84&q=korean+skort+o
nly&oq=korean+skort+only&gs_l=img.3...26797.30755..30959...2.0..0.311.1931.0j6j2j1......
0....1..gws-wiz-img.HOCRvK7trWA&ved=0ahUKEwjQq73D9-
blAhXUIqYKHX_BAwcQ4dUDCAc&uact=5#imgrc=e1AbkWY7xQPC-M:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNR5p_XVh
K_BYqwDyIA3cDqOXuto5A%3A1573639416211&sa=1&ei=-
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img.......0i67j0j0i7i30j0i7i5i30j0i8i30j0i8i7i30.ObHUo7pg_jk&ved=0ahUKEwjTnKHT9-
blAhWyIaYKHfT0BYsQ4dUDCAc&uact=5#imgrc=LlBy2lgHNx8ykM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNT6ZSB-
4Kk3SaGclYyOrpOrMrG8Rg%3A1573639653754&sa=1&ei=5dXLXefNLaGWr7wPwZaJ8
A0&q=low+waisted+pants+only&oq=low+waisted+pants+only&gs_l=img.3...50386.52249..
52947...0.0..0.305.1554.0j4j1j2......0....1..gws-wiz-
img.WBZnX90Egd0&ved=0ahUKEwin1MPE-
OblAhUhy4sBHUFLAt4Q4dUDCAc&uact=5#imgrc=KL2T_NHJpozNBM:
https://www.google.com/search?tbm=isch&sxsrf=ACYBGNQnuEwVcoBBm0IKr0dzHdf2v
b0XaA:1573639789114&q=ripped+pants+only&chips=q:ripped+pants+only,online_chips:de
nim+skinny&usg=AI4_-
kSNBC8q30ZZtHJjffHNvkDoiCDSCA&sa=X&ved=0ahUKEwivqYmF-
eblAhXGGKYKHbipBu8Q4lYILygE&biw=1093&bih=526&dpr=1.25#imgrc=RxQH8Q1ls
VL90M:
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EdoOFKoluIBXHK6FteWQ%3A1573639821281&sa=1&ei=jdbLXdXlEK-Ur7wPzd-
woA0&q=high+waisted+shorts+only&oq=high+waisted+shorts+only&gs_l=img.3...73149.8
3471..83696...2.0..1.759.7640.0j11j6j4j2j2j1......0....1..gws-wiz-
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eblAhUvyosBHc0vDNQQ4dUDCAc&uact=5#imgrc=QvVM-TssPj4KHM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNQKFPcm
pOhBM2grxt769zUZ2gB36A%3A1573640104002&sa=1&ei=p9fLXeLhPKSJmAWvmZzg
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0i5i30j0i8i30l2.112060.112910..116911...0.0..0.283.827.0j3j1......0....1..gws-wiz-
img.ORr3qhnUCLg#imgrc=ENOJiJKb83X5tM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNQ_VYKB
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Mr7wPzquy8AU&q=ripped+shorts&oq=ri+shorts&gs_l=img.3.0.0i7i30l10.50596.53109..55
891...0.0..0.240.1353.0j5j2......0....1..gws-wiz-
img.......0i67j0.MAquwfCNp_w#imgrc=CXGib2LZ6WAhpM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNSpn0JIy9a
TaphikZqtl_7gujNzjw%3A1573640283732&sa=1&ei=W9jLXZemLMTfmAXg-
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211.2670.0j9j5......0....1..gws-wiz-
img.....10..35i39j0i67j35i362i39.z2n5Srff9rw#imgdii=_tdjElMkII_vbM:&imgrc=pneYVRkB
rpaItM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNQTeHWx
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m-
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img.F6fLKlmGul0&ved=0ahUKEwje6aeb_OblAhUKwosBHR2-
CqkQ4dUDCAc&uact=5#imgdii=QElReg2ILXEwyM:&imgrc=ilGiBYBjM_SawM:
https://www.google.com/search?biw=1093&bih=526&tbm=isch&sxsrf=ACYBGNQCKKPL
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5555...1.0..4.361.3629.0j11j4j2......0....1..gws-wiz-
img.....10..35i39j0i8i30j35i362i39j0i131.fdMlVqQhNnM&ved=0ahUKEwjRxbyd_OblAhUJ
xIsBHXx8BLoQ4dUDCAc&uact=5#imgrc=wJuGVx-Pm3nDOM:
APPENDICES
 BATAC JUNIOR COLLEGE
Senior High School
City of Batac

September, 2019
Dear respondents,
Greetings!
We are the Grade 12 students taking up Accountancy, Business and Management
(ABM) are presently conducting our research entitled “Digital Marketing on Trending Clothes and
the Buying Behavior of Grade 10 to 12 Students of Batac Junior College”.

In view hereof, may we respectfully ask for permission to gather data on the numbers
of purchasing and trusting in online shopping. Your participation in the study by way of
answering the questionnaire is very important. Kindly fill up the questionnaire honestly and
return it to us. As part of the research procedure, all data accumulated will be treated with the
strictest confidentiality and for research purpose only.

Thank you for time and for your very kind response to our request.

God bless!

Respectfully,

APRIL JESSA MAE S. AGUIGAM

Researcher

KIMBERLY NICOLE M. ARELLANO

Researcher

Noted by:

MS. MARIA DONNA M. CABALAR

Practical Research II Teacher
 BATAC JUNIOR COLLEGE
Senior High School
City of Batac

September, 2019

MS. MELITONA C. ASUNCION

Principal
Batac Junior College

Ma’am,

Greetings!

We are the Grade 12 students taking up Accountancy, Business and Management (ABM) are
presently conducting our research entitled “Digital Marketing on Trending Clothes and the Buying
Behavior of Grade 10 to 12 Students of Batac Junior College”. In view hereof, may we earnestly
request permission to float questionnaires and to the chosen respondents.

It is expected that the results of this study will be used as a tool for academic discussion. May
we merit your favorable approval and consideration on this matter. Thank you very much and God
bless.

Respectfully,

APRIL JESSA MAE S. AGUIGAM

Researcher

KIMBERLY NICOLE M. ARELLANO

Researcher
Noted by:

MS. MARIA DONNA M. CABALAR

Practical Research II Teacher

MS. MELITONA C. ASUNCION

Principal
 BATAC JUNIOR COLLEGE
Senior High School
City of Batac

DIGITAL MARKETING ON TRENDING CLOTHES AND THE BUYING

BEHAVIOR OF GRADE 10 TO 12 STUDENTS OF BATAC JUNIOR COLLEGE

I. Socio-Demographic Profile:

Kindly fill out the following information:

Name: ________________________________________ Age: ___________________

Grade and Section: _______________________________________________________

Gender: _____ Female _____ Male_____Gay _____Lesbian_____Bisexual_____Others

Weekly Allowance:

_____Php 300 and below _____Php 500 – Php 1000

_____Php 300 – Php 500 _____Php 1000 and above

II. Questionnaire Proper

Direction: Please read each item carefully. Check your answer that best describes your
behavior about the statement. Your responses will be kept confidentially. Please do not leave
any item unanswered

1. What types of trending clothes do you buy online?

Trending Responses
clothes Always Usually Regularly Sometimes Never
Blouses
Crop top
Off shoulder
Criss Cross
Halter neck
Knitted
Skirts
Miniskirt
Long skirt
Pencil Skirt
Skorts
Pants
High waisted
Low waisted
Ripped
Square
Shorts
High waisted
Low waisted
Ripped
Footwear
High cut
Low cut
Rubber
Korean

2. How often do you buy your clothes online on said events, occasions and programs?

Events Responses
Always Usually Regularly Sometimes Never
New Year
Valentine’s Day
Graduation
Summer
Vacation
First day of
school
Baptism
 Wedding
Funeral
First date
Birthday
Family get-
together/Reunion
Birthday Party
Christmas
program

3. What color do you usually choose when buying clothes?

Color Responses
Always Usually Regularly Sometimes Never
Pastel
colors
Vintage
Colors
Dark
Colors
Light colors
Others
Please
Specify:

4. How frequent are you using digital marketing in a day?

____1-2 times ____5-6 times
____3-4 times ____7 times and above

5. How frequent are you purchasing online in a week?

____1-2 times ____5-6 times
____3-4 times ____7 times and above
 6. Check your answer that best describes your behavior about the statement.

Responses
Strongly Agree Neutral Disagree Strongly
Agree (5) (4) (3) (2) Disagree(1)
Convenience
I get on-time delivery by shopping
online.
Detail information is available while
shopping online.
I can buy the products anytime 24
hours a day while shopping online.
It is easy to choose and make
comparison with other products
while shopping online.
Website Design/Features
The website design helps me in
searching the products easily.
While shopping online, I prefer to
purchase from a website that
provides safety and ease of
navigation and order.
The website layout helps me in
searching and selecting the right
product while shopping online.
I believe that familiarity with the
website before making actual
purchase reduce the risk of shopping
online.
I prefer to buy from website that
provides me with quality of
information.
Time Saving
Online shopping takes less time to
purchase.
Online shopping doesn’t waste time.
I feel that it takes less time in
evaluating and selecting a product
while shopping online.
Security
I feel safe and secure while shopping
online.
Online shopping protects my
security.
I like to shop online from a
trustworthy website.
Negative Effects
Lack of a personal relationship.
Impossibility to try the product
before buying it.
It is necessary to have a secure
Internet connection.
It is essential to have a device
from which to connect to the
Internet.
Fear of fraudulent payments, scams,
and theft of personal information
(hackers).
Difficulty or even inability to
detect scams and scammers.
Absolute dependence on the
Internet.
There are additional costs that,
in most cases, the seller will
have to take on.
Discomfort for returns.
Delay in the reception of the
products purchased due to
deliveries.
Positive Effects

Money saver
Lower cost
Available 24/7
Global reach
Trackable and measurable
results
Deliver fast results and sales
 Types of Blouse

Crop top Off Shoulder Criss Cross

Halter neck Knitted

Types of Skirt

Mini Skirt Long Skirt Pencil Skirt Skorts

 Types of Pants

High waisted Low waisted Ripped

Types of Shorts

High waisted Low waisted Ripped

 Types of Shoes

High Cut Low Cut

Rubber Korean
CURRICULUM
VITAE
 APRIL JESSA MAE S. AGUIGAM
Brgy. #26 Parangopong, City of Batac
09279712750
aguigamapriljessamae@gmail.com

PERSONAL INFORMATION:

Name: April Jessa Mae S. Aguigam

Birthday: April 08, 2002

Birthplace: City of Batac, Ilocos Norte

Age: 17 years old

Religion: Aglipayan

FAMILY BACKGROUND:

Name of Mother: Joji S. Aguigam

Occupation: Housewife

Name of Father: Elbert B. Aguigam

Occupation: Farmer

EDUCATIONAL BACKGROUND:

Elementary

Parangopong Elementary School

Secondary

Batac Junior College

Senior High School

Batac Junior College

 KIMBERLY NICOLE M. ARELLANO
Brgy. #28 San Mateo, City of Batac
09776210759
nicolearellano0925@gmail.com

PERSONAL INFORMATION:

Name: Kimberly Nicole M. Arellano

Birthday: September 25, 2001

Birthplace: City of Batac, Ilocos Norte

Age: 18 years old

Religion: Roman Catholic

FAMILY BACKGROUND:

Name of Mother: Levy Amor M. Arellano

Occupation: Housewife

Name of Father: Reynaldo M. Arellano

Occupation: Farmer

EDUCATIONAL BACKGROUND:

Elementary

San Mateo Elementary School

Secondary

Batac Junior College

Senior High School

Batac Junior College