Preferred Bookstores of CI’ers

Aljhon Ace Cerezo Saguid

Calamba Institute

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION

1.0 Overview of the study………………………………………………………….….. 6

1.1 Background of the study………………………………………………………….. 7

1.2 Problem Statement………………………………………………………………... 9

1.3 Research Objectives……………………………………………………………… 9

1.4 Research Questions………………………………………………………..….....10

1.5 Significance of the study…………………………………………………..….....10

1.6 The Researcher………………………………………………………………..... 11

1.6.1 Bookstore Customers…………………………………………...……..11

1.6.2 Future Researchers…………………………………………………….11

1.6.3 Booksellers………………………………………………………………12

1.7 Scope of the study………………………………………………...........…..……12

1.7.1 The subject………………………………………………………………13

1.7.2 The respondent………………………………………….………..…….13

1.7.3 The location……………………………………………………………. 13

1.8 Limitations of the study…………………………………………………………...14

1.8.1 Respondent……………………………………….…………..…………14

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1.9 Conclusion……………………………………………………………..………....15

CHAPTER 2: REVIEW OF RELATED LITERATURE

2.0 Introduction…………………………………………………………………...……16

2.1 Perceptions……………………………………………………………..….16

2.2 Customer’s Perceptions……………………………………......……….. 17

2.3 Theories Explaining Consumers’ Purchasing Behaviors……………. 17

2.3.1 Theory of Reasoned Action…………………..………………. 17

2.3.2 Engel, Kollet, Blackwell Mode…………………………………17

2.3.3 Motivation-Need Theory………………………….………..….. 18

2.3.4 Hawkins Stern impulse Buying……………………….…...…. 18

2.3.5 Theory of Planned Behavior…………………………..……… 18

2.4 Current market Scenario of Bookstore Industry…………………………. 19

2.5 Theoretical Framework……………………………………………….……. 21

2.6 Summary……………………………........................................................ 21

CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY

3.0 Overview……………………………………………………………………………23

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3.1 Research Design………………………………………………………………… 23

3.2 Sampling Strategy…………………………………………………..…………… 24

3.3 Methodology……………………………………………………………………… 24

3.4 Research Instruments…………………………...…………………………….… 25

3.5 Research Subject.…………………………………..……………….………...... 25

3.6 Data Gathering Procedure……………………………………………………… 26

3.6.1 Interview Guide and Questions………………………………………. 27

3.6.2 Observational Protocol………………………………………………... 29

3.6.3 Questionnaire…………………………………………………….…….. 29

3.7 Data Collection and Analysis Procedure……………………………….……… 30

CHAPTER 4: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.0 Introduction………………………………………………………………..……… 32

4.1 Methods of Data Analysis and Presentation of Data………………………… 33

4.2 Discussion of Findings………………………………………..……………….… 33

4.2.1 Study Variables………………………………………………….….…. 33

4.3 Results of Interviews……………………………………………………..……… 36

4.4 Results of Observation…………………………………………………..……… 38

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4.5 Results of Online Questionnaires………………………………………….….. 40

4.6 Results of Paper Questionnaires……………………………………….……... 44

CHAPTER 5: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.0 Overview of the Study…………………………………………………………… 47

5.1 Major Findings of the Study…………………………………………………….. 48

5.1.1 Findings based on the questionnaires completed by CI’ers……… 48

5.1.2 Findings based on interviews with selected CI’ers…………….….. 49

5.2 Conclusions………………………………………………………………………. 50

5.3 Limitations of the Study…………………………………………………………. 50

5.4 Recommendations………………………………………………………………. .51

5.4.1 Recommendations for further studies……………………………… .51

5.5 Concluding Remarks…………………………………………………………….. 51

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 CHAPTER 1

Introduction

1.0 Overview of the study

This chapter aims to explain the research objectives, the demographics of the

research participants, the research location, as well as the scope and the

limitations of the study. This section will be further supplemented by its

background and problem statement.

The notion of business success has always been correlated with excellent

consumer perception. Inarguably, customers’ perceived service quality plays a

major role in every business setting including bookstore industries. In this sense,

the corporate challenge seems to lie in the business owner’s ability to put enough

premium on its customers and to adapt with the ever-changing partisan

demands.

As far as business is concerned, it is therefore helpful to confront both pre-

existing and emerging external factors like consumer feedbacks and perceived

service quality as early as possible, so as to narrowly avert a potential decline.

Thus, the main focus of this paper is to explore on the factors affecting the

decision-making process of consumers in purchasing products in the local

bookstore industry of Calamba, Laguna. The researcher intends to provide basic

rationale on why a particular market segment has a certain purchasing behavior

and/or pattern, by considering student perspectives. Though this study, business

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figures, or bookstore owners in particular will be guided on how to more

effectively engage with millennial consumers.

In this research, the researcher also acknowledged the correlation of consumer

perception and the success of a particular bookstore. Secondary data gathering,

interviews, and surveys were conducted.

1.1 Background of the study

This research was conducted in Calamba City, focusing in particular in a few

local bookstore outlets such as the National Bookstore, Pandayan Bookshop,

Book Sale – SM Calamba, and Maya Bookstore. These local outlets is where

Calambenos usually go when seeking for school-related reading and reference

materials.

Based on a study, “Charting the Future of Books in the Philippines: A Roadmap

of the Bookstore Industry in the Philippines”, the National Bookstore is still the

biggest bookstore chain in the country. It has an approximately 150 bookstore

outlets nationwide. Records show Book Sale seconded the list with 51, Metro

Manila’s Precious Pages sits third with 32, and Pandayan Bookshop creeps

fourth with 29. Also included in the list were Rex Bookstore (27), Books For Less

(18), Fully Booked (17), Central Bookstore (6), Popular (1), Solidaridad (1), and

Una Morato (1), respectively.

By observation, the Maya Bookstore, which is relatively new was not included in

the aforementioned study. This only conceptualizes that there are indeed other

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factors that help shape consumer purchasing decisions apart from product

quality, store name and location.

An obvious corollary to the monolithic image established by the National

Bookstore was the consumer trust and loyalty. The impulse generated by the

“uneven distribution” of the branches of major bookstores in the Philippines, with

the majority of these, all concerted in Manila suggests an explanation why rural

areas have lower book demand and readership.

The absence of outlets of major bookstores in immediate vicinities offers a wide-

open opportunity for starters. Through establishing small stores, as for the case

of Maya Bookstore, the increasing public demand for stationeries are being filled

and satisfied.

However, the corporate mandate seems to hold a firm footing in the reality of

business. Regrettably, the existence of small bookstores seems to be easily

undermined and rendered invisible by the very being of corporate giants. For

instance, if a Pandayan Bookshop is sided with a National Bookstore, the pulse

of the obvious majority will be with the bookstore giant. However, as far as

practicality is concerned, the latter statement does not necessarily hold truth.

For the past couple of years, the Philippines at large experienced a steady

downplaying of readership “across all types of reading materials”. Studies show

that the drop of readership rate was from 90% as of 2003, to 83% in 2007, to just

80% in 2012 (NBDB, 2012). These negative findings might imply that print

industries decline as the era progresses, as more consumer develops a natural

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inclination and interest on electronic books or eBooks. However, as illustrated by

the result of the same study, “only six percent of those who read books, read

eBooks…” It is important therefore to consider that only those who belong in the

AB market strata have access to these kinds of technology.

1.2 Problem Statement

A recent National Book Development Board (NBDB) readership survey showed

that only 1 out of 10 Filipinos aged 18 years above are aware if there is a library

near their vicinity (Rappler, 2018). In line with this, it is thus reasonable to

suppose that as time continues to pass by, the Filipino youth is also being

continually shepherded to the cliff of very poor readership status. With this

unfortunate trend comes along the underlying reasons of customers like lack of

interest in reading that shape likewise their individual perceptions of bookstores.

By estimate, as modernization and advanced technology managed to set a firm

footing in the Filipino context, the interest of the general public to the print

industry has also diminished dramatically, resulting to a tremendous decline of

both readership and library and bookstore fandom. Curing this third-world illness

is a challenge being posed in the face of every Filipino.

1.3 Research Objectives

The following research objectives are related to the research problem. They are

expected to explain the aims of the study.

1. To know the extent of influence of our individual self-interests in dictating

the trends of our local bookstore industry

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 2. To know the primary reasons why a particular bookstore outlet is

continually preferred

3. To know how high school CI’ers perceive each four bookstores included in

the study

4. To know what are the factors that affect consumer-purchasing decisions

1.4 Research Questions

The following research questions should help the researcher clarify his problem

statement. They are expected to yield clear answers.

1. Do our individual self-interests influence the local bookstore industry?

2. What are the reasons why a particular bookstore is continually preferred by

CI’ers?

3. How do CI’ers view each bookstore outlets?

4. What are the factors that affect consumer-purchasing decisions?

1.5 Significance of the study

This study is relevant because it could either prove or refute existing studies as

regards to bookstore industry. Through this research, already existing literature

will be replicated using another aspect and/or angle, and research location. It

could also be a potential starting point for further, more complicated local

researches that could as well be applied in technical terms. This could serve as a

future framework for bookstore industry-related studies. The researcher also

managed to collect enough explanation why a certain bookstore is still

recognized as the bet of the masses, and what can minor bookstores do to

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improve their sales. Through this paper, local bookstore owners are expected to

be enlightened on the current purchasing trend of their consumers.

1.6 The Researcher

The researcher gains valuable knowledge about consumer perception of major

bookstore outlets in Calamba through discussions. Moreover, the researcher

proves whether his perceived condition and trend of the current bookstore

industry is correct or null.

1.6.1 Bookstore Customers

Through the results that are derived from this study, the existing knowledge base

as regards to the factors affecting consumer purchasing attitudes is further

expanded. The researcher expects that this study would help bookstore owners

improve their individual service quality, by knowing various customer testimonials

and perspectives that are presented all throughout this entire research.

1.6.2 Future Researchers

Future researchers could expand and even replicate this local study by focusing

on broader aspects, such as the influence of employee-manager relationship, or

employee-customer relationship in dictating the success of a bookstore business.

They also might obtain valuable results through studying the effects of

advertisement in the bookstore market scenario. Extensive studying of bookstore

locations as with the case of National Bookstore in SMs (Super Malls), will also of

great help.

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1.6.3 Booksellers

This research will further enrich the current understanding of the correlation of

consumer perception and feedbacks and business success in Calamba City,

Laguna. The main goal of this research is intended to help booksellers define the

factors affecting their sales and what could be done about it.

1.7 Scope of the study

This research examines the factors affecting consumer purchasing behaviors in

the bookstore market scenario of Calamba City. This study intends to discuss

whether each market segment or economic strata has their distinct purchasing

patterns or not. It is expected also that this study will yield considerable

consumer feedbacks that in turn could be used by booksellers to assess how

they are going to approach these particular partisan views. The scope of this

study including the interviews and surveys ranged to more or less one week of

the current year.

By the term bookstore, the researcher mean stationeries or stores selling school-

related supplies, merchandise, reference materials, and any other form of literary

works and pieces such as fiction, and non-fiction books. The term bookstore

used in this study do not apply to different book publishing companies in the

Philippines or abroad, like Barnes & Noble, Phoenix Publishing House Inc., Abiva

Publishing House Inc., etc.

Similarly, customer perceptions to the quality of product and service rendered

varies considerably. Consequently, the service quality rendered itself could as

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well be determined not by the facility itself, but likewise by the staffs or

employees of a certain outlet. Customer to staffer relationship matters as much

as how consumer feedbacks do. However, due to limited range of the study, the

focus in this angle was not recognized. The researcher in this study only aims to

know the grass root explanations why a particular bookstore is preferred over

another, and why this cannot always be the case in our currently existing market

segmentation.

1.7.1 The subject

This study was conducted to know random individual pulse concerning our local

bookstore outlets. It is expected to target high school students and

parents/guardians alike, stemming from Calamba Institute. Interested research

participants will be subjected to light interviews and discussions.

1.7.2 The respondent

Research participants primarily include but not limited to Grade 11 students of

Calamba Institute. In complement of different online surveys, in-depth interviews

were also made.

1.7.3 The location

The location or research site was Calamba Institute, which is situated in Brgy.

Halang, Calamba City, Laguna. This site was selected to know whether past

Manila-centric studies about bookstores apply in the local context or not. The

research site should have been the entire Calamba City, however due to limited

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resources, the researcher and his team, as guided by their principal adviser,

Prof. Sonny Arrienda, decided to just narrow the study in our school.

1.8 Limitations of the study

The research only includes the four most popular local bookstore outlet in

Calamba. It is important to take note that there are still other small stationeries

spread throughout the city such as the Bayani’s Bookstore & Department Store.

Moreover, with the continuous surge of technological advancements, the results

of this study might not necessarily reverberate the real condition of our local

bookstore industry in the long run. Factors arise as time passes by, then resulting

to drastic changes in partisan demands and purchasing attitudes. Thus, this

study only aims to be a potential starter for further, more comprehensive market

researches.

In complement of actual field research, online interviews and polls were

conducted. While it may not yield reliable results, in-flow of differing consumer

perspectives is still expected. Secondary data gathering were also done to

supplement the resulting trends.

1.8.1 Respondent

Online data gathering and/or short personal interviews were undertaken.

Therefore, abrupt and incomplete answers are expected to happen. Necessary

adjustments were however taken against the expense of losing the value of their

opinions. Only the Grades 7 to 12 of the Calamba Institute were involved in this

study.

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1.9 Conclusion

This introductory chapter begins with the overview and background of the study

that further explains the research topic. The researcher has likewise set the

research objectives and questions of relevance. Mentioned also are the preferred

methods of data gathering and the expected outcomes it would yield. Difficulties

and shortcomings in the actual research were illustrated in the problem

statement. In this section, the scope and limitations of the study were also

presented. The duration of research lasted by one week.

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 CHAPTER 2

Review of Related Literature

2.0 Introduction

In this chapter, the researcher reviews and synthesizes what some prior studies

had already discovered as regards to our bookstore industry. Likewise, a brief

discussion describing the struggles the industry is facing in these modern times

was presented.

Following a series of works published in the “Charting the Future of Books in the

Philippines: A Roadmap of the Bookstore Industry in the Philippines”, a

comprehensive study led by the Book Development Association of the

Philippines, the researcher build upon these existing studies using different

aspects and research location to explain the current phenomena in the context of

Calamba City. Theories explaining human decision-making processes were also

looked on so as to deepen our understanding about these “predictable” trends.

2.1 Perception

Perception is the subjective process of acquiring, interpreting, and organizing

sensory information (Lavrakas, 2008). In other words, perception is the way you

think about or understand someone or something (Merriam Webster Dictionary,

2018). In a recent study on the influence of consumer perception on the

performance of a business made by iResearch Services 1 (2018), it was

emphasized that “the success or failure of a business to a great extent is

influenced by consumer perception.”

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2.2 Customers’ Perception

In the similar study made by the iResearch Services (2018), it is stated that there

are four main factors that help shape consumer perceptions of a business. These

are 1) Pricing of a product or service, 2) Quality of a product, 3) Branding and

packaging of a product, and 4) History and reputation. These influences are

mainly the bases of the researcher’s arguments.

2.3 Theories Explaining Consumers’ Purchasing Behaviors

There are different theories that explain consumer behaviors. These are the

following: 1) Theory of Reasoned Action, 2) Engel, Kollet, Blackwell (EKB)

Model, 3) Motivation-Need Theory, 4) Hawkins Stern Impulse Buying and 5)

Theory of Planned Behavior. In this research, utmost premium is given to the

explanation of these underlying concepts in dictating consumers’ decision-

making process, as consumer perception is deemed critical and essential to be

viewed in a psychological standpoint.

2.3.1 Theory of Reasoned Action (TRA)

One Wikipedia article defines this theory as a model used “to predict how

individuals will behave based on their pre-existing attitudes and behavioral

intentions” (Theory of Reasoned Action, n.d., para.1). TRA by Fishbein, 1980

was developed to explain how a consumer leads to a certain buying behavior;

this theory asserts that attitude toward buying and subjective norm are the

antecedents of performed behavior.2

2.3.2 Engel, Kollet, Blackwell Model

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Drawing on the works of Komal Prasad, Ram & Jha, Manoj (2014), it is stated

that “the main aim of the model is on five basic decision-process stages: Problem

recognition, search for alternatives, alternate evaluation (during which beliefs

may lead to the formation of attitudes, which in turn may result in a purchase

intention) purchase, and outcomes.”

2.3.3 Motivation-Need Theory

Among the first theories to explain social behavior is Abraham Maslow’s Need

Theory or the Motivation-Need Theory. In here, he postulates that “needs are

hierarchically structured and that needs low in the hierarchy must be fulfilled

before need higher in the hierarchy become salient” (Raaij and Wandwossen,

1978). Thus, practicality or importance of a product is given a topmost priority

when buying.

2.3.4 Hawkins Stern Impulse Buying

This theory is an exemption. It deals on the understanding that often, consumers

do not buy according to reason. It is argued here that “impulse purchases are

driven largely by external stimuli, and have almost no relationship to traditional

decision-making” (“Four Consumer Behavior Theories Every Marketer Should

Know,” n.d.). Rook (1987) argued that during impulse buying, the consumer

experiences an instantaneous, overpowering and persistent desire. He

characterized the impulse buying as unintended, non-reflective reaction, which

occurs after being exposed to stimuli inside the store 3.

2.3.5 Theory of Planned Behavior

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Mimiaga and Safren (2009) states that this theory stemmed from the theory of

reasoned action, and “is more applicable when the probability of success and

actual control over performance of a behavior is suboptimal.” Based on this

premise, as how Ryan and Carr (2010) puts it:

Individuals make logical, reasoned decisions to engage in specific behaviours by

evaluating the information available to them. The performance of a behaviour is

determined by the individual’s intention to engage in it (influenced by the value

the individual places on the behaviour, the ease with which it can be performed

and the views of significant others) and the perception that the behaviour is

within his/her control.4

Hence, the guarantee and assurance of efficacy prevails in the customer’s

decision making process. Issues of location and product price, among others are

undermined. By knowing these social trends, marketers can better capitalize on

their market strategies and approach.

2.4 Current Market Scenario of Bookstore Industry

The problems the country is facing has a correlation with the current standing of

our market scenario. The line separating domestic politics and business matters

seems to wear thin. As poverty flourished, book demand and readership likewise

downplays. Business figures even flocked in highly-urbanized areas, as

manifested by the convoluted number of bookstore outlets in Metro Manila 5.

Minor bookstores as Pandayan Bookshop, and Maya Bookstore are seen near

highways. Indeed, gaping moneyed interest plays a key role in the establishment

of business.

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The book publishing industry posted a gross domestic product (GDP) growth of .

98% or PhP88.32 billion in value added (VA) in 2010. In 2014, output of the

printing industry accounted for .30% of the total manufacturing output, or an

average of .33% over the last ten years. These two industries have contributed

significantly in generating employment in recent years. Core copyright industries

(CBIs) generated 109, 654 jobs or 2.76% in 2010 alone (Philippine Board of

Investments, 2018). Similarly, research shows the following:

a. US$ 2.881 Million worth of books were exported from the Philippines in

2012 (NBDB, 2014)

b. US$ 61.493 Million worth of books were imported into the Philippine

market in 2012 (NBDB, 2014)

According to the latest NBDB readership survey in 2012, 88% of Filipino adults

read non-school books. Though this figure is 6 points down from the 2003 survey

result of 94%, 88% is still a significant market to serve. With our local books, the

genres of fiction, particularly romance, cooking history, humor, and comics

continue to be the most read by Filipinos. Readers acquire their books most

commonly by borrowing from others and receiving books as gifts, and as a

number of Filipinos work within their computers, laptops, and tablets in urban

areas, an estimated three million read e-books (NBDB, 2014).

In line with this, it is said that the challenge therefore lies with our ability to have a

unified book publishing industry. Recognizing this industry to be somehow

fragmented nowadays, as manifested by numerous stakeholders of several

corporations with each having their own traditional and alternative publishing

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strategies, the goal of opening new market opportunities for improved consumer

access to books and wider readership is being constantly denied by market

competition.

2.5 Theoretical Framework

There are several key factors that shape consumer decisions. Atop of which are

personal reasons or perceived self-efficacy, and the rest is social. In the local

context, the perceived trend seems to illustrate a money-wise purchasing

attitudes among CI’ers. Likewise, the researcher believes that the studies in

relation to bookstore industry, although outside Calamba, also apply in the local

scene. Market segmentation in Manila also appear to be nearly similar to that of

Calamba. Necessary interviews and survey results is expected to strengthen the

researcher’s perceived rationale.

2.6 Summary

In this chapter, different social behavior theories were presented briefly to help

explain current buying patterns. The researcher expects that the analysis made

became a good basis for our business judgments and observations. Also, it is

important to consider that the researcher delve only on these theories for this

study is a pioneering research in Calamba. In a large scale however, national

forecasts, bookstore studies and their present condition were briefly described so

as to help the reader get a more complete image of our seemingly understudied

bookstore industry. A theoretical framework explaining the researcher’s

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perceived trends in the current market scenario, including the factors affecting

them was presented.

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 CHAPTER 3

Research Design and Methodology

3.0 Overview

This chapter is premised on the explanation of the population frame and

sampling techniques, and the description of the subjects and instruments used in

the study. The formulation of the interview and survey questions will also be

delineated.

3.1 Research Design

The study employs the use of constructivist approach to effectively examine high

school CI’ers’ set of criterion in choosing the best bookstore outlets in Calamba.

In gathering data, the researcher undertaken several survey form distributions,

and one-to-one interviews as well as field observations. The researcher made a

pivot to just use the narrative analysis technique, rather than the grounded theory

approach, for the need of individual stories and/or testimonials are deemed of

utmost premium. Instead of analyzing trends and patterns, the researcher

decided to focus the study on individual perspectives as regards our local

bookstores. The reason of the shift is because the researcher believes that by

any means, customer perception of a bookstore is directly correlated to customer

preferences and satisfaction. Through the participants’ individual stories, distinct

and realistic assumptions and generalizations could be voiced out in entire

replacement of theorizing. In line with this, narrative accounts from the

researcher’s interaction with the research participants were considered.

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3.2 Sampling Strategy

Purposive sampling was utilized in the research process. The research

population which was supposedly the Calambenos was narrowed down to

random Calamba Institute High School Department students. This filtration of

research participants is in line with the researcher’s predetermined criteria and

standards set before the research process. In lieu of parental stories and

opinions, students’ perspectives regarding a bookstore was focused on.

Moreover, contrast and comparisons of the various known local bookstore in

Calamba were highlighted in the interview sessions with the participants.

Commonalities emerging out of their individual accounts were used as a basis for

the researcher’s assumptions. During the short interview sessions, random CI’ers

were picked and approached by the team so as to prevent research bias as

much as possible.

3.3 Methodology

In complete supplement of actual interviews and field observations are content

data gathering. The researcher, in partnership with his team, set out various

library researches as well as document analyses. In the latter part of this chapter,

the entire interview guide, bookstore perception survey and observational

protocol were explicitly presented. This must serve as a basic rationale on why

subjective truth is expected to arise out of the study, however bias prevention

methods were utilized. Recent works and published documents about bookstores

and the related matters of primary universities and agencies in the Philippines

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were followed in consonance with the document analysis data collection method.

One sound example were the studies made by the National Book Development

Board (NBDB) which actively seeks and conducts surveys as regards to

bookstores, libraries and readership status of Filipinos.

3.4 Research Instruments

Since discrepancies and other constraints is seemed to surface, questionnaires

were distributed to specific sections of the high school campus of Calamba

Institute during the 8th and 9th of October, 2018. This method served as a

supporting measure to one-to-one interviews and field observations undertaken

in the research process. The content of the questionnaire will further be broken

down in the latter part of this chapter.

The instruments that were used in this study include interviews, observations,

online surveys and document analysis.

3.5 Research Subject

The sample of the study will be consisted of random high school CI’ers, junior

and senior alike. However, in the employment of the one-to-one interview, twelve

(12) selected CI’ers were involved to share their experiences and testimonies.

The sampling size was continuously changed however, depending upon the

need as perceived by the researcher, and his team in the entire research

process. As for the final plan that was utilized, the subject involved were entirely

CI’ers. Most of them are Grade 11 students, and the rest includes a sprinkle of

Grade 7, Grade 8, Grade 9, Grade 10 and Grade 12 students.

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Due to limited skills, the researcher only managed to conduct an in-depth

interview with his current and former peers. Other interviews with random CI’ers

were all but short and shallow ones. This is to ensure that no huge

inconvenience would be inflicted upon these random participants. Interview

questions given to these unfamiliar schoolmates were also trimmed to an extent

to make the session more friendly and soft.

3.6 Data Gathering Procedure

The basic data gathering procedures employed in the entire study include data

mining, interviewing, observation and surveying. These various procedures were

altogether utilized to shed light on more angles as much as possible, although

the core of research lies on individual perception and standards in choosing a

bookstore.

In data mining, the researcher simply gathered contents from reputable, existing

documents. This technique is expected to yield objective knowledge that could

be utilized to support the researcher’s forecasted assumptions. Through this

fashion, biases will be prevented if not slimmed.

Interviewing by definition refers to the actual and direct collection of raw

knowledge from the research subjects through a question and answer format.

One benefit it provides is the accuracy and reliability of information.

The observation will be naturalistic, meaning that there will be simply a natural

observation of an ongoing behavior and activities in bookstores in a natural

26
setting. Unlike artificial observation, there will be no attempt to manipulate

variables. The researcher will be an observer as participant type.

The last procedure is surveying. It means distributing paper questionnaires to

random members of the research sample to answer. The resulting trend will be

recognized and used as a basis of assumption only after the procedure of

tallying.

3.6.1 Interview Guide and Questions

A structured interview will be utilized. The researcher will be guided by the

following interview guide:

I. Bookstore and the Print Industry Perception

1.) What bookstore do you prefer the most? Why?

a.) What do you prefer more: first-hand or second-hand books? Why?

b.) Have you heard the Pandayan Bookshop? If yes, how do you view it?

c.) Have you heard the Maya Bookstore? If yes, how do you view it?

d.) Why do you prefer National Bookstore over Maya Bookstore?

2.) How is your experience when entering a bookstore? Do you find it

interesting or boring?

3.) Other than being printed in nature, what do you think is the reason why

books are taken as less interesting than gadgets by millennials today?

II. Criteria when Choosing a Bookstore

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 1.) What are your criteria or standards for choosing a better bookstore?

a.) Is location a factor? How?

b.) Does your price expectation play a major role in your buying attitude?

How?

c.) Are you influenced by the advertisements and popularity of National

Bookstore? How?

2.) In your opinion, could bookstore owners do something to boost their sales

or does it just fully depend on their customers? How?

As stated above, the type of questions are mainly experiential, demographic, and

behavioral. These light questioning were established so as to promote smooth

interaction with the participants.

Depending on what the available time had permitted, the researcher was

successful in conducting both a personal interviews in just a matter of one (1)

week. Each interview lasted for about five (5) to fifteen (15) minutes, although

differences and variations happened. The location of personal interviews were

entirely school-based.

As for the shortened, fast interviews with random CI’ers, only the three most

significant questions included in the abovementioned interview guide were

raised. This includes: 1.) What bookstore do you prefer the most? Why?, 2.) Why

do you prefer National Bookstore over Maya Bookstore and other minor

bookstores?, and 3.) What are your criteria or standards for choosing a better

bookstore?

28
3.6.2 Observational Protocol

The researcher was a complete observer, and field note-taking was employed.

The actual research locations that were originally planned to be visited includes

the National Bookstore, Booksale- SM Calamba, Pandayan Bookshop, and the

Maya Bookstore. However, only the Pandayan Bookshop, National Bookstore,

and Booksale were managed to be visited due to conflict of schedules. Visitation

of other not mentioned minor bookstore outlets in Calamba such as the Bayani’s

was also done.

Descriptive and analytic note-taking were utilized, as the phenomenon under

study was prioritized to help make the study more readable and compliant to the

standards of a narrative analysis approach.

The aspects that were considered in utilizing observation include but not limited

to the setting, participants, and activities and interactions present in the field.

3.6.3 Questionnaire

A questionnaire seeks to collect significant amount of reliable information

available to perform conclusion. In this manner, the researcher also set out a

paper questionnaire as what is shown below:

BOOKSTORE PERCEPTION SURVEY

1. Do bookstores matter to you?

_ Very _ Somewhat

_ Not at all _ Slightly

29
 2. Which of the following are important for you to consider when choosing a

bookstore outlet?

_ Price expectation _ Store name and reputation

_ Product quality _ Store location

_ Service quality _ Buying convenience

3. What bookstore do you prefer the most?

_ National Bookstore _ Pandayan Bookshop

_ Booksale _ Maya Bookstore

4. What do you prefer more: e-Book library or traditional library?

_ e-Book library _ Traditional library

5. Which of the following sources of information do you use most often?

_ Encyclopedias and other textbooks _ Newspaper

_ Internet including social media apps _ Radio and Television

6. What would you buy with a free five hundred peso (P500.00) bill?

_ Books and novels in the nearby bookshop _ Computer gaming time

_ Milk tea or other pleasure foods _ Others

3.7 Data Collection and Analysis Procedure

Continuous data collection was done until the sense of saturation entered. From

thereon, the most relevant data were sorted out and formulation of several

30
assumptions were undertaken. Because the researcher employed a narrative

analysis approach, generalization was not expected; rather, the researcher just

looked for potential linkages existing between the research subjects’ stories and

from it, a distinct assumption was emphasized.

As for the interviews, jot-downed notes were the major bases of information and

in the surveys, the tallied results of questionnaires served as the point of

reference for the formulation of further assumptions supporting the conclusion

made out of the interview sessions. Since discrepancies were expected, an

inclusion criteria was set to know accurately what interview answers were helpful

and what were not. The criteria for “usable” answers were as follows:

a. The answers should contain reinforcing explanations and stories;

b. The answers should be detailed enough, and;

c. The answers should vividly discuss their experiences and/or opinions.

It is equally worthy to mention likewise, that the resulting forecasted trend and

pattern in the participants’ individual stories were subjected to further scrutiny

and comparisons with other study’s conclusions and generalization. From here,

significant links and differences surfaced.

The researcher, in partnership with his team, altogether made individual sound

judgments so as to produce more logical subjective knowledge.

31
 CHAPTER 4

Presentation, Analysis and Interpretation of Data

4.0 Introduction

This chapter discusses the data analysis and findings from 12 interviews, 30

paper questionnaires and 53 online surveys completed by CI’ers. The purpose of

this study was to identify factors contributing to the choice of bookstores of

millennial students, particularly of CI’ers.

The objectives of this study were to identify CI’ers’

 Knowledge and beliefs regarding bookstore and the print industry

 Reasons for choosing a bookstore

 Individual experiences and perceptions of the four bookstores included in

the study

Questionnaires were distributed both online and in person, to high school CI’ers

Grades 7 to 12. Though conducted randomly, the researcher and his team

ensures that only Calamba Institute high school students will be answering the

said questionnaire forms due to a.) The online survey form was only distributed

to the group chats consisting of CI’ers and a certain instruction was included in

the form, indicating that the survey was for CI’ers only, and b.) The in-person

distribution of paper questionnaire were only made inside the school premises.

Concerning the issue of permission/consent, there was no official consent form

distributed; however, the researcher emphasized throughout these data

32
collection process that “only those who are willing to answer are encouraged to

answer” and “those who are busy and/or preoccupied can ignore the form”.

Simply put, random CI’ers’ willingness to participate were given much attention,

and the team ensured no forcing and insisting would happen.

A total of ninety-five (95) high school CI’ers completed questionnaires between 6

October 2018 and 11 October 2018.

4.1 Methods of Data Analysis and Presentation of Data

The researcher and his team forms the basis for informed and verifiable

conclusions by tying field data gathered to research objectives. In the discussion,

the researcher also undertaken a data interpretation and pattern identification

method through the use of questionnaire results and narrative accounts obtained

during the six (6) in-depth interview sessions. The remaining interview responses

were mainly utilized as a support statement, as it is deemed ‘not so usable’ in

accordance to the set out inclusion criteria (see chapter 3).

4.2 Discussion of Findings

4.2.1 Study Variables

A total of 95 responses were collected, although 135 were originally aimed. This

95 responses accounts for 6.79% of the estimated 1,400 population of CI High

School Department.

For the one-to-one interview category, a total of 15 sessions were originally set,

however only 12 were undertaken, thus yielding a success rate of 80.00%. In

33
these 12 sessions, 6 were full, in-depth interviews and narrative accounts were

shared in entirety, while the remaining 6 were all short and shallow interviews. To

promote anonymity, only the students’ sections were mainly utilized, and the

names weren’t given much premium and attention.

Responses came from high school students, ranging from Grade 7 to Grade 12,

although Grade 11 students were mostly the active participants. For the

questionnaire category, both paper and online form were distributed and spread

to the CI’ers. The researcher and his team originally targeted to garner a total of

80 online responses, however the resulting number of responses only amount to

53; thus, giving a response rate of 66.25%. Gender and/or sexual orientation

were both not given much attention.

In the in-person distribution of paper questionnaires, different set of questions

were utilized in comparison to that of online questionnaires distributed (for the

sample online form, see chapter 3). The paper questionnaires look as follows:

QUESTIONNAIRE

Grade & Section: Gender:

Please circle all that apply. Thank you.

When I come across a bookstore I want to:

a. Buy books to read c. Roam and wander

b. Buy school supplies/art materials d. Do nothing

When I think of a bookstore I think:

a. They are interesting b. They are boring

34
If my group had $2 billion, we would:

a. Travel the world c. Buy mansions

b. Donate some to DepEd d. Keep it for our education

The greatest threat facing the Philippines is:

a. Corruption c. Education standard

b. Traffic congestion d. Poverty

I consider myself to be:

a. Responsible c. Environment-friendly

b. People person d. Serious/brooding

This different set of questions were mainly aimed to get a glimpse of millennial

students’ point of inclination. The results of this paper questionnaire were also

used to further reinforce the bookstore choices of CI’ers as gathered via

interviews and online questionnaires.

As for this paper questionnaire category, a total of 35 forms were distributed to

the CI’ers. Fifteen of these number were given to Grade 12 students, regardless

of strand, and the remaining were entirely allocated to Grades 9 and 10 students.

However, a sprinkle was also distributed to Grades 7 and 8 so as to promote

variation and diversity of opinions. The decision to focus the study more on the

Grades 9 to 12 were partly due to the reasoning that younger grades/students

tend to be hugely influenced still by their parents when it comes to purchasing

bookstore products. Similarly, the gender of the participants was also required in

the form to highlight the demographics of respondents.

35
4.3 Results of Interviews

11 of the total 12 participants unanimously preferred National Bookstore (NBS)

over other bookstore options, namely: Booksale, Pandayan Bookshop, and Maya

Bookstore. This 11 respondents reasoned that NBS is “quality-tested” and has

already set a long-standing good history and reputation among Filipinos.

However, one respondent stressed that she is choosing NBS not because of

mere popularity but more due to its quality products. Moreover, they altogether

reverberated that the NBS has good location and it is “a lot accessible than other

bookstore outlets”. Of this 11 pro-NBS preferences, 8 emphasized that the NBS

prevails over the other choices because “everything seems to be here” or that “it

is complete and a lot organized and categorized than other outlets”.

Given the two options: first-hand books and second-hand books, the 6

participants who undergone in-depth interview session were asked to choose

and explain what would be their preference. The resulting answer was a

resounding second-hand books, as 4 out of this 6 explained that second-hand

books are “cheaper but still has a quality similar to that of first-hand ones”. The

other two pinpointed that they prefer brand new ones because they are a lot

“fresher” and “untouched”; thus, fit enough to be “personalized”.

The six in-depth interview participants were also asked to share their

experiences and/or insights regarding bookstores.

“Para sa’kin, ayos lang naman yung Pandayan [Bookshop]. Nung unang pasok

ko dito, ayos lang, kumpleto rin, kaso sadyang mas sanay lang ako sa NBS.

36
Tsaka hindi ko din agad nalaman na meron palang second floor. Kaya nagtaka

ko ‘non, nasaan kaya yung books, sa bookshop na’to?”

“Mas pabor sa tao ngayon yung mga gadgets kesa sa libro, kase nandon na

yung mga important details, at free pa yung infos, at di na kailangang

maghagilap… at oo, may paraan pa para ma-boost yung sales ng bookstores,

siguro upgraded technology yung kailangan para mas madali yung paglocate sa

mga libro.”

“Nung una kong pumasok dun sa NBS, namangha talaga ko. Andami kasing

libro tapos alam mo yung bookstands don? Dati kasi wala pa ‘non, tas nung

pagbalik namen, meron na, andaming libro ah.”

“Mas okay National [Bookstore] kase sobrang mahal sa Maya [Bookstore].

Tapos luma pa yung mga libro, edi syempre kung mahal din naman dun na sa

mas bago.”

When asked if location was a factor in their preference of NBS over other outlets,

they responded as follows:

“Oo naman, dahil maraming tao, maganda, ibig sabihin maganda talaga. At

tsaka kasi, kulang sa branches yung ibang bookstore kaya nauungusan ng

National [Bookstore], tapos maganda pa location, kase nandoon na lahat. May

pasyalan ‘pag labas mo, tapos marami pang ibang bilihan. Kunyare gusto mo ng

pagkain, edi lumabas ka lang ng bookstore tapos may maganda nang kainan.

Pede ka rin maggala o tumambay.”

37
“Para sa’kin, walang lugar-lugar, kahit malayo bilihan, basta nandon yung

magandang libro o promo, dadayuhin ko.”

“Syempre mas malapit pipiliin ko, kung parehong product lang din naman

makukuha ko, edi dun na sa mas malapit, para iwas-hassle na rin.”

“Syempre meron. Kung mas tago location, mas panget, kung bulgar, edi mas

dadayuhin. Bilang consumer naman, siguro, pede naman akong dumayo, as long

as worthy yung book na bibilhin e.”

The lone one out of twelve vote was credited to Booksale. The respondent said

that he chose this outlet over other stores because “all of his favorite books were

in there”, and that “they are a lot more affordable than the other three options.”

He added that with just P50 to P100, one can already buy quality novels, and a

mere P300 to P600 is already fit for a textbook that are originally priced for over a

thousand peso in other bookstores.

4.4 Results of Observation

Limited data was collected using this method. Moreover, only the Pandayan

Bookshop, and the Bayani’s Bookstore & Department Store Corp., were visited

due to limitation of resources. The researcher had been an observer as a

participant type. Meaning to say, the role of the researcher was concealed and

note-taking was utilized without any verbal or written consent from anyone

present in the bookstore. The jotting-down also was also filtered, done in a brief,

quick manner and free from any sort of private information. Hence, field notes

38
were unstructured. Since field notes were handwritten, a typed version was

accomplished by the team.

The Pandayan Bookshop was observed for about 70 minutes. In the entire

activity, the researcher discovered that although the store has a “Buy 1, Take 1

Pay the higher price” policy, the books particularly the novels were not updated

as often as that of other big bookstores. One could find the same novels being at

the exact same position from the rack over time. The school supplies vary, and

the displayed products were numerous, almost similar in amount to that of NBS.

However, what the researcher noticed was that there were recognizably

“touched” products in some areas of the store. Nevertheless, the quality and/or

the brand of school products were rather good and popular.

As for the atmosphere, it was quite good in the most objective sense. The lighting

was great so as the air-conditioning system. Buying convenience was well

maintained by its management. Additionally, the sound system was present,

adding to the appealing features of the store.

Perhaps, the only reflective insight that could be drawn was the lack of presence

of price tags. A customer sometimes have to go downstairs and approach the

cashier to check the product price via their barcode scanners, because even the

assigned staffer upstairs (2/F, where the actual bookstore was located) do not

know the price. There is a question of good service quality in the bookstore.

Next was the Bayani’s Bookstore and Department Store Corp.. In terms of store

area, it was a small, open bookstore. In here, one could notice the cheapness of

39
the products. Capable of walk-in buying despite its rather small area, the

bookstore also have numerous varieties of products, from pencils to papers, to

even a small whiteboard to toys. The atmosphere inside was hot or humid

depending upon the weather. Replacing air-conditioning units were several

electric fans. Lastly, it does not have numerous employees in comparison to

larger bookstores.

4.5 Results of Online Questionnaires

Longitudinal data analysis, otherwise known as “trend analysis” was used. It is

basically about finding changes in results over time. As for this category, 53

responses (3.79%) were gathered out of the estimated 1,400 CI population; thus,

carrying little weight for conclusions. Nonetheless, the data gathered could be

used still for reinforcement of ideas.

Out of the 53 respondents, 29 (54.7%) said that bookstores matter to them “very”

[much], 19 (35.8%) said “slightly”, 3 (5.7%) for “somewhat”, and 2 (3.8%) for “not

at all”. With these data, it thus supposes that the status quo still sees bookstores

to be a deserving part of our lives although electronic libraries, and advanced

technology are already set up.

The second question: “Which of the following factors do you think are important

to consider when choosing a bookstore outlet?” collected multiple responses

from each of the 53 responses, To sum up:

40
 Responses
Product Quality
Price Expectation
Buying Convenience
Store Location
Service Quality
Store Name and Reputation
0 5 10 15 20 25 30 35 40 45 50

Responses

Wherein, product quality got the most vote among the 53 respondents with 44

hits, price expectation seconded with 18, buying convenience is at third with 11,

store location and service quality plays tie at fourth with 10, and the store name

and reputation creeps last in the list with only 4 hits. Considering these 53

responses, it could be inferred the order of significance/priority of common CI’ers

when choosing a bookstore outlet.

The third question which asks, ”What bookstore do you prefer the most?” [among

the four options: National Bookstore, Booksale, Pandayan Bookshop, or Maya

Bookstore] produces an overwhelming National Bookstore as an answer.

Unexpectedly, the Maya Bookstore garnered zero preference among CI’ers.

Bookstore Preferences

National Bookstore Booksale Pandayan Bookshop Maya Bookstore

41
A staggering 79.2% of the 53 respondents preferred NBS as the best bookstore,

15.1% said it was Booksale, while the remaining 6.7% voted in side of the

Pandayan Bookshop. The result only conceptualizes that the reputation built and

affordability offered, altogether heavily contribute to a bookstore’s appealing

features. It can also be remembered that the Pandayan Bookshop which offers a

similarly affordable books like the Booksale, had just been established recently.

While the print industry appears to be somehow declining, the faith of the

common people with the prevalence of traditional libraries seems to hold still its

ground. In the survey, it was shown that 71.7% of the 53 respondents answered

“traditional library” in the question: What do you prefer more: e-Book library or

traditional library? Hence,

What do you prefer more: e-Book library or traditional library?

Traditional library e-Book library

In the question, “Which of the following sources of information do you use most

often?”, multiple responses from each 53 respondents were gathered. Internet

including social media apps tops the list with 42 (79.2%) hits, while traditional

newspapers regrettably just received a single vote or 1 (1.9%) of the 53

respondents. The bar graph that follows illustrates it best:

42
 Responses
Encyclopedias and other textbooks

Internet including social media apps

Newspaper

Radio and television

0 5 10 15 20 25 30 35 40 45

Responses

The last question “What would you buy with a free 500 peso bill?” aims to test the

decision-making processes of Calamba Institute high school students when

faced with other logical and practical options. The result was inspiring especially

for the print industry sector. This school-based research indicates that the

majority of the 53 respondents (25 or 47.2%) still prefer textbooks and novels

over other pleasurable choices. It is however important to mention that

respondents were allowed to make multiple answers among the four options.

When added, the total hits was 62 when respondents were only 53. To show the

other responses,

Responses
30
25
20
15
10
5
0
Textbook and novels Milk tea and other Computer shop Others
pleasure foods gaming time

Responses

43
Wherein, 13 (24.5%) chose “Milk tea and other pleasure foods”, 5 (9.4%) for

“Computer shop gaming time”, while “Others” got 19 (35.8%).

4.6 Results of Paper Questionnaires

In this category, the distribution of paper questionnaires were as follows:

GRADE & NO. OF

SECTION RESPONDENTS
12-Altocumulus 10
12-Currency 5
11-Assets 6
9-Citronella 7
8-Aloe 7
____
Total: 35

By which, 35 out of the “original” target 75 responses were garnered; thus,

yielding a success rate of 46.67%.

As for the answer, respondents were allowed to make multiple ones depending

upon their preference. As a result,

 In the question “When I come across a bookstore I want to:”, 15 out of the

35 respondents answered “Buy books to read”. The rest preferred the

other three options.

 In the question “When I think of bookstores I think:”, 34 out of 35

respondents answered “They are interesting”. Considering this, it is thus

helpful to say that despite the prevalence of technology to our daily lives,

bookstores still has a place in the CI’ers’ heart.

44
  In the question “If my group had $2 billion, we would:”, 23 out of 35

respondents answered “Keep it for our education”. Surprisingly, the rest

preferred to just either “travel the world”, “donate some to DepEd” or “Buy

mansions”.

 In the question “The greatest threat facing the Philippines is:”, 26 out of 35

respondents answered “Poverty”. This suggests that financial constraints

play a major role in a student’s purchasing attitudes; thus, practicality or

relevance of a product to the buyer himself/herself is given ultimate

concern.

 In the question, “I consider myself to be:”, 18 out of the 35 respondents

answered “Environment-friendly”. This only conceptualizes that since

papers are made of trees, then the print industry is deemed to contribute

to different environmental challenges the world is facing. Therefore,

electronic means are now deemed to be more convenient yet earth-

friendly by students of Calamba Institute.

In totality, the resulting answers followed a predictable pattern. The expected

answers “Buy books to read”, “They are interesting”, “Keep it for our education”,

“Poverty”, and “Environment-friendly” were adjoined to other similar yet also

logical choices, to test the decision-making and purchasing behaviors of high

school CI’ers. Fortunately, the resulting trend supported the perceived buying

reasoning of the researcher, as the majority of the respondents seemed to

realistically apply the Theory of Planned Behavior and Motivation-Need Theory in

their purchasing behavior. Through the results garnered via paper

45
questionnaires, one can logically conclude that individual self-efficacy or self-

interest is at topmost priority when buying.

Thus, in this chapter, the following research objectives were answered:

1. To know the extent of influence of our individual self-interest in dictating

the trends of our local bookstore industry

2. To know the primary reasons why a particular bookstore outlet is

continually preferred

3. To know how high school CI’ers perceive each bookstores included in the

study

4. To know what are the factors that affect consumer purchasing decisions

46
 Chapter 5

Summary, Findings, Conclusions and Recommendations

5.0 Overview of the Study

The main purpose of this paper was to identify the factors influencing the

decision making process of high school CI’ers when choosing a bookstore. The

basic research question was as follow: “How do high school CI’ers choose a

bookstore outlet?”

The subsequent chapters analyzed the factors influencing student consumer

purchasing behaviors in Calamba Institute:

Chapter 1 outlined the background of the study as well as the research questions

and objectives, and the problem statement. The limitations of the study were also

presented.

Chapter 2 provides past researches as well as established theories to help

explain the phenomenon under study. A theoretical framework and the current

market scenario of bookstore industry in the country was also described.

Chapter 3 discusses the methodology preferred by the research team, and the

reasons for this choice. The opted sampling strategies, data gathering

procedures, research subjects and instrumentation, as well as the location of the

study was also mentioned.

Chapter 4 examines the result of the data collected from each of the methods

used. Study variables were also provided. The data were interpreted using

47
various ways. Likewise, bars, tables and pie graphs were also used to illustrate

further the key results. Research objective were attained in this chapter.

Chapter 5 summarizes the key findings. Conclusions were also made, providing

a basic rationale on why this research was started. Recommendations were also

drawn for future researchers.

5.1 Major Findings of the Study

5.1.1 Findings based on the questionnaires completed by CI’ers

In both the paper and online questionnaire category, the answers that were

expected were followed by the very answers of the participants; thus, making it

possible to do pattern identification. The consumer purchasing theories

presented in the literature chapter also fits well to the resulting trends. All

throughout the entire research, it was continually echoed that high school

students of Calamba Institute buy bookstore products depending on their own

perceived self-interest and self- efficacy.

It was also discovered that despite the prevalence of gadgets and technology,

high school CI’ers still see the importance of books and bookstores in our daily

lives. However, when faced with other pressing logical options, the buying

capacity of CI’ers seems to be mainly allotted for this pleasurable pauses. This

only conceptualizes that despite knowing the importance of books and

readership, students still act according to their interest. This finding explains why

readership among Filipinos continues to downplay over time as shown in the

study of NBDB.

48
5.1.2 Findings based on interviews with selected CI’ers

The most significant finding that emerged from the interview sessions was the

underlying reasons for the continuous preference of Filipinos to National

Bookstore, in a CI’er perspective. Majority of the interviewees interestingly

confirmed the results obtained from the questionnaires.

The students during the sessions emphasized that the location, history and

reputation, buying convenience, product quality and service quality among other

factors has been in well complement to each other; thus making NBS the most

handsome candidate. All these comments were in good mix to that of the

respondents’ individual self-interests and efficacy.

Through the random insights presented (see chapter 4), their honest narrative

accounts reverberate the complementing involvement of different factors

(location, product quality, reputation, etc.) in their purchasing attitudes. Some

also commented that any bookstore can improve its sales and go in breakneck

competition with a giant National Bookstore through just management and

continuous innovation.

5.2 Conclusions

Assuming that the percentages and results of data analysis can be used to form

noteworthy conclusions, the researcher concludes that the main findings have to

do with students’ personalities and the style of bookstore management.

A bookstore being managed effectively, with continuous innovations could yield

more sales and gain more patrons over time. In addition to that, individual

49
perceptions and expectations prove to have beneficial effect to one’s buying

attitude.

5.3 Limitations of the Study

This study sampled only a very small part of Calamba Institute High School

department. Only accounting to 6.79% of the estimated total population of CI, this

research mostly obtained the perspectives of students that belong to the top

sections of each grade namely Aloe, Citronella, Asteroids, and Altocumulus.

Nevertheless, while this distinct and small amount of respondents hold no heavy

weight for generalizations, it could not be denied that the research findings

derived from this study suggests a justification that indeed, a students’ buying

behavior is being heavily influenced by their personality and interests as well as

their individual bookstore perception.

Another in need of consideration is the circle of interests of the researcher. In this

research, I want to stress that I personally chose bookstore preference as my

research topic, because it is a thing close to my heart. Since last year,

bookstores have not failed even once to fascinate my being. It’s always a

pleasure for me to go and roam inside a bookstore. Books are my friends. I see

them as new worlds. With this passion and enthusiastic vein towards bookstores,

other considerable aspect could have been overlooked, for the point of concern I

want to highlight in future researches is how to improve the youth’s perception

and drive towards bookstores, by analyzing first the very reasons (purchasing

patterns and decision-making process) why most of them stopped from being so,

which I’d presented in this paper.

50
5.4 Recommendations

5.4.1 Recommendations for further studies

Future researchers obviously need to do a much more broadly based research,

to better make generalization. Further studies could either do a similar research

but in different research site or do a broader research in the same location.

Nonetheless, the following are the research team’s suggestions that are

necessary to be fully explored:

a. What are more inclined or interested with bookstores: boys or girls?

b. Does purchasing attitudes differ depending upon an individual’s economic

status?

c. What marketing strategies could bookstore owners make or reinvent to

fully garner patrons and customers?

To address these challenges, future researchers need to further this study by

further refining the questionnaires and/or interview questions presented here, or

by simply utilizing another data gathering technique. In this research,

triangulation was made although major helpful information were primarily

gathered through the interviews. A larger number of respondents could also be

used to produce more varied results.

5.5 Concluding remarks

From this study, the most significant finding appears to be that the interest and

personality of a student affects his/her bookstore perception so dramatically that

even correlating factors such as bookstore location, product quality, buying

51
convenience, store reputation, and service quality among others are often

undermined. In this sense, the ultimate challenge for booksellers, (or small-scale

bookstore owners to be more precise) is to reinvent itself despite all the market

hardships, to survive competition with bigger stores. Thus, more attractive

marketing adjustments are necessary to be made to improve the currently sullen

customer traffic.

52
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iResearch Services, 21 May 2018, https://www.iresearchservices.com/influence-

of-consumer-perception-on-the-performance-of-a-business/. Accessed 12 Oct.

2018

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Choong Lyong Ha , (1998) "The theory of reasoned action applied to brand

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Muruganantham, G. and Bhakat, Ravi Shankar. “A Review of Impulse Buying

Behavior”. International Journal of Marketing Studies; Vol. 5, No. 3; 2013.

http://dx.doi.org/10.5539/ijms.v5n3p149.Accessed 12 Oct.2018.

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Ryan, Sarah and Carr, Alison. “Applying the biopsychosocial model to the

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https://www.sciencedirect.com/science/article/pii/B978044306934500005X?via

%3Dihub. Accessed 12 Oct. 2018.

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Pasion-Flores, Andrea. “The Philippine Book Publishing Industry Roadmap.”

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5d5dbb62e991021/1469428831884/Book+Industry+RoadMap+8_12_2015.pdf

Accessed 12 Oct. 2018.

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