Chapter 4

PRESENTATION OF DATA, RESULTS OF STATISTICAL ANALYSIS AND

DISCUSSION OF FINDINGS

This chapter provides the gathered data and researchers’ interpretation of the

results of the distributed surveys. The data were presented in a clear and concise

form,most which used tables.

A. Quality of the Wonder Malunggay Cupcakes

Table 1: The Mean Response of Consumers on the Quality of Wonder Malunggay

Cupcakes in Terms of Taste

_
Attribute Mean ( X ) Verbal Interpretation

Taste 4.68 Outstanding

Table 1 shows the mean response of consumer on the quality of Wonder

Malunggay Cupcakes in terms of taste which is 4.68 with a corresponding verbal

interpretation of outstanding. It clearly shows that the taste of Wonder Malunggay

Cupcakes is appetizing and tasty to the consumers’ taste.

This result is same with the statement of Lee and Lou ( 1995 ), “ taste can play a

large role in the purchase decisions of consumers.” Moreover, importance of taste in the

purchase decision depends on the nature of the product.

 Table 2: The Mean Response of Consumers to the Quality of Wonder Malunggay

Cupcakes in Terms of Appearance

_
Attribute Mean ( X ) Verbal Interpretation

Appearance 4.56 Outstanding

Table 2 shows the mean response of consumers to the appearance of Wonder

Malunggay Cupcakes which is 4.56 with a corresponding verbal interpretation of

oustanding. This clearly presents that the appearance of Wonder Malunggay cupcakes

is very appealing to the eyes of customers. In addition, it is attractive and

mouthwatering that causes consumers to buy it to satisfy their cravings.

Companies that are able to communicate a certain meaning through the

appearance of a product design can create a competitive advantage in the market and

increase the products chance of success (Chang and Wu, 2007). Furthermore,

according to Krippenndorf (1989 ), the appearance of a product on functional,

aesthetic ,symbolic,or ergonomical motives.

Table 3 : The Mean Response of Consumers to the Quality of Wonder Malunggay

Cupcakes in Terms of Packaging

_
Attribute Mean ( X ) Verbal Interpretation

Packaging 4.76 Outstanding

Table 3 presents the mean response of consumers to the packaging of Wonder

Malunggay Cupcakes that is 4.76. This attribute get a corresponding verbal

interpretation of outstanding. The packaging of Wonder Malunggay Cupcakes is very

presentable and pleading to attract the customers.

It is similar to the statement of Poturak ( 2014 ) that, “ packaging is used for

marketing communication purposes and it plays an important element which influences

the purchase behavior of the consumers ”. Moreover, bringing innovation in the

packaging design also increase the value of the product like easy open, recyclable,

easy store, breakability, child proof, eco – friendly, etc. in the consumer mind ( Sha et

al,2013).

Table 4: The Mean Response of Consumers to the Quality of Wonder Malunggay

Cupcakes in Terms of Cost

_
Attribute Mean ( X ) Verbal Interpretation

Cost 4.62 Outstanding

Table 4 demonstrates the mean response of cost as an attribute of Wonder

Malunggay Cupcakes is 4.62 with a corresponding verbal interpretation of Outstanding.

This clearly shows that the cost of Wonder Malunggay Cupcakes is appropriate and

right for the product.

According to Edmunds ( 2017), “ the price set for products sends a message to

consumers about its worth, creating a perceived value for the products or services ”.In

addition he said that, “ selling at lower price often increase the sales volume and

returning bigger gross profit ”.

 B. Effectiveness of Online Selling

Table 5: The Mean Response of Costumers on the Effectiveness of Online Selling

as a Marketing Strategy in Selling Wonder Malunggay Cupcakes

_
Marketing Strategy Mean ( X ) Verbal Interpretation

Online Selling is
4.6 Outstanding
effective in selling the

Malunggay Cupcakes

Table 5 shows the mean response of customers on the effectiveness of online

selling as a marketing strategy in selling Wonder Malunggay Cupcakes. The mean

response is 4.6 with a corresponding verbal interpretation of Outstanding. It clearly

shows that online selling is an appropriate and effective marketing strategy in selling

Wonder Malunggay Cupcakes.

This is the parallel statement of Capello ( 2015 ),” social media is changing how

business is informing their target audience about innovations,launches,promotions and

sales ”. In addition ,selling online allows online selling retailers to expand their market to

global proportions or target an extremely focused segment as stated by Hudson

( 2016 ).On the other hand, there is a lack of security that customers often feel when

shopping online as said by Berter and Bomqvist ( 2011 ).

 C. Relationship between the Perceived Quality of Wonder Malunggay Cupcakes

and Online Selling as a Marketing Strategy

Table 6: Correlation Coefficient of the Perceived Quality of the Wonder

Malunggay Cupcakes and Effectiveness of Online Marketing Strategy

Variables Correlation Descriptive

Correlated Sample (N) Coefficient Level

(r)
Perceived Quality of

the Wonder

Malunggay
Moderately Low
Cupcakes and 50 0.40
Correlation
Effectiveness of

Online Marketing

Strategy

Table 6 shows the correlation coefficient of the perceived quality of the Wonder

Malunggay Cupcakes and effectiveness of Online Marketing Strategy. It reveals that the

relationship between the qualities of the product and the effectiveness of marketing

strategy lies on 0.40 with an interpretation of directly proportional and with a descriptive

level of moderately low correlation. It means that as the one variable increases the other

variable also increases. Likewise, the perceived quality of Wonder Malunggay Cupcake

has something to do with the appropriateness of Online Selling as marketing strategy in

selling the product (vice versa) but it is only minimal and cannot extremely affect the

other variable.
 This result is parallel to the study of Ozer and Aydin (2007). They stated that

marketing strategy is an influential factor in business matters but cannot straightly affect

the product's design and sales because a firm should be flexible in innovations to meet

customer's wants and needs.