CHAPTER V: FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

STATEMENT OF THE PROBLEM 1: What are the online buying behaviors of the customers?

Findings: The researchers found out that there are four main type of online buying behaviors. One of
which is the habitual buying behavior wherein 37 out of 49 respondents or 76% of the total respondents
said that they have a habitual buying behavior while the remaining 26% said they do not have a habitual
buying behavior. Next is the extended decision making wherein 57% of the total number of respondents
or 28 Students said that they have extended decision making type of behavior while the remaining 43%
or 21 students said they do not have that extended decision making behavior. The third one which is the
variety seeking buying behavior wherein 94% of the respondents said they have that type of online
buying behavior while the remaining 6% of the respondents said they do not have that behavior. Last is
the limited decision making type of behavior wherein 67% of the respondents said they have that type
of buying behavior while the remaining 33% said they don’t have the limited decision making type of
behavior.

Conclusion: The researchers concluded that out of the four main types of online buying behavior, 94%
of the respondents said they have the variety seeking type of buying behavior while the least buying
behavior that only has 67% of the respondents who agreed having that type of online buying behavior.

Recommendation: The researchers recommended that the customers should avoid having any of these
type of online behavior because it is not good for them. The researchers also recommended that the
future researchers should study more of the online buying behaviors of the customers to have a clearer
findings of the topic.

STATEMENT OF THE PROBLEM 2: What are the factors that affect the customer’s satisfaction in online
buying?

Findings: The researchers found out that there are several factors that affects the customer’s
satisfaction in online buying. One of which is the delay in delivery wherein the students strongly agreed
with a weighted mean of 4.5 and also the quality of the product which they also strongly agreed with a
weighted mean of 4.9. Another two factors that affect the customer’s satisfaction is product’s condition
which the respondents also strongly agreed with a weighted mean of 4.7. The price of the product which
the respondents strongly agree with a weighted mean of 4.9 is also one of the factors and the
availability of product with an weighted average of 4.8. The last factor is the social proof wherein the
respondents strongly agreed that has 3.6 as the weighted mean.

Conclusions: The researchers concluded that the five main factors that affect the customer’s satisfaction
in online buying are the quality of the product with a weighted mean of 4.9, the availability of the
product with a weighted mean of 4.8, the price of the product with a weighted mean of 4.9, the
product’s condition with a weighted mean of 4.7 and the delay in delivery with a weighted mean of 4.5.
Recommendations: The researchers recommended that owners of online shopping website/application
should work on improving their order cancelation and returns. It is also recommended that the owners
of the online shopping website/application continuously improve their system to keep their
consumers satisfied.

STATEMENT OF THE PROBLEM 3: What are the effects of the perceived benefits of online buying in the
customer’s buying behavior?

Findings: The researchers found out that there are lots of effects of the perceived benefits of online
buying. One of which is that online shopping is time saving wherein the respondents strongly agreed
with a weighted mean of 4.8 and also online shopping is money saving which the respondents agreed
with a weighted mean of 3.9. Another perceived benefits of online shopping is it’s relaxed shopping
where the respondents strongly agreed with a weighted mean of 4.6 and the other one is online
shopping is easier to do with a weighted mean of 4.6. Other perceived benefits of online buying is that
online shopping is more efficient with a weighted mean of 4.9, online shopping is convenient with a
weighted mean of 4.9, and online shopping offers greater discounts with a weighted mean of 4.6 .

Conclusions: The researchers concluded that almost all of the perceived benefits of online buying were
strongly agreed by the respondents. Thus, this means that these benefits can contribute to the buying
behavior of the customers. They can have the habitual buying behavior since online shopping has
greater discounts. They can have a limited decision making buying behavior since online buying time
saving and they can have a variety seeking type of buying behavior since online shopping is more
efficient than the traditional buying. They can have the extended decision making type of buying
behavior since online shopping is more convenient than the normal way of buying.

Recommendations: The researchers recommended that the future researchers discuss more of the
effects of the benefits of online buying in the customer’s buying behavior and they also should study the
perceived risks of online buying.