CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

CHAPTER IV

THE PRESENTATION, INTERPRETATION, AND ANALYSIS OF DATA

This chapter deals with the results of the gathered data. For clarity of presentation, the

data gathered were presented in order and sequence of the basic questions presented in the

statement of the problem of the study.

SOCIO-PROFILE OF THE “TIANGGE” CUSTOMERS IN TERMS OF GENDER

Frequency Table (Gender)

Frequency Percent

Male 36 27.7%

Female 94 72.3%

Total 130 100.0% Figure 1: Gender

Table 2: Gender

Table 2 shows that males are 36 equivalent to 27.7% and females are 94 equivalent to

72.3% it means we have a total of 130 males and females and 100% overall.

SOCIO-PROFILE OF THE “TIANGGE” CUSTOMERS IN TERMS OF AGE

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

Frequency Table (Age)

Frequency Percent

20-Below 26 20.0%

21-30 18 13.8%

31-40 35 26.9%

41-50 26 20.0%

51-Above 25 19.2%

Total 130 100.0%

Figure 2: Age
Table 3: Age

Table 3 shows that 20-below we have 26 respondents equivalent to 20.0%, 21-30 we

have 18 respondents equivalent to 13.8%, 31-40 we have 35 respondents equivalent to 26.9%,

41-50 we have 26 respondents equivalent to 20.0%, 51-above we have 25 respondents equivalent

to 19.2% it means we have a total of 130 respondents and 100% overall.

PERCEPTION OF THE CUSTOMERS IN BUYING “TIANGGE” PRODUCTS IN

TERMS OF AVAILABILITY & ACCESSIBILITY

Items Mean Description Interpretation

1. The products in the 3.9692 Agree Satisfied

“tiangge” are

displayed well, and

customers can

quickly see the

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

products they are

looking for.

2. All products are 3.5538 Agree Satisfied

available and can be

purchased in the

“tiangge” for a low

price.

3. I always go to the 3.0846 Neutral Neutral

“tiangge” to see what

they are selling; even

if I don't want to buy

it, I'm sure I can use

it in the future.

4. All products that 3.3923 Neutral Neutral

customers need are

available on the

“tiangge”, so there is

no need to go far.

5. The location of the 4.1077 Agree Satisfied

“tiangge” is suitable

and convenient for

customers who are

just passing by.

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

OVERALL 3.6215 Agree Satisfied

Table 4: Availability & Accessibility

Table 4 presents the result of the Respondents’ Perception and Satisfaction of “Tiangge”

Products on the variables of availability and accessibility. It can be seen that the respondents

rated the following indicators “Satisfied”; (1) The products in the “tiangge” are displayed well,

and customers can quickly see the products they are looking for; (2) All products are available

and can be purchased in the “tiangge” for a low price; (5) The location of the “tiangge” is

suitable and convenient for customers who are just passing by; and for the “Neutral”, (3) I

always go to the “tiangge” to see what they are selling; even if I don't want to buy it, I'm sure I

can use it in the future; (4) All products that customers need are available on the “tiangge”, so

there is no need to go far. The compute overall mean is 3.6215 or Satisfied.

According to Blas, F. A., & Erestain, C. (2018), “Tiangge” markets allow for price

negotiations, which gives clients the impression that they are getting a good deal. In addition,

“Tiangge” is regarded as the "best buy" or "best option" for buyers seeking high-quality products

at competitive prices. Additionally, because they are situated in handy locations, “tiangge”

marketplaces are accessible and convenient for clients.

The “tiangge” is easy and quick to go to because its location is also in the public market

itself so they can put together what they want to buy if they pass by here so the buyers are

satisfied with the accessibility. On availability of the products or goods in the “tiangge” are easy

to see and almost everything that consumers need or look for is already here, the prices of

“tiangge” products are also cheap.

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

PERCEPTION OF THE CUSTOMERS IN BUYING “TIANGGE” PRODUCTS IN

TERMS OF COMMUNICATION

Items Mean Descriptive Interpretation

1. The vendors in the 3.6923 Agree Satisfied

“tiangge” are easy to

talk to because they

are willing to

negotiate prices and

are easy to negotiate

with.

2. The vendors in the 3.5846 Agree Satisfied

“tiangge” greet and

interact with their

customers in a

friendly and polite

manner.

3. The vendors are 3.7000 Agree Satisfied

patient and

accommodating when

dealing with

customers, even if

they have many

questions or requests.

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

4. The vendors know 3.8615 Agree Satisfied

how to greet and

thank their

customers, regardless

of whether they buy a

lot or a little.

5. The vendors in the 3.8615 Agree Satisfied

market provide good

service and are

courteous to their

customers at all

times.

OVERALL 3.7400 Agree Satisfied

Table 5: Communication

Table 5 presents the result of the Respondents’ Perception and Satisfaction of “Tiangge”

Products on the variable of communication. It can be seen that the respondents rated the

following indicators “Satisfied”; (1) The vendors in the “tiangge” are easy to talk to because

they are willing to negotiate prices and are easy to negotiate with; (2) The vendors in the

“tiangge” greet and interact with their customers in a friendly and polite manners; (3) The

vendors are patient and accommodating when dealing with customers, even if they have many

questions or requests; (4) The vendors know how to greet and thank their customers, regardless

of whether they buy a lot or a little; (5) The vendors in the market provide good service and are

courteous to their customers at all times. The compute overall mean is 3.7400 or Satisfied.

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

As stated by Andualem Walelign in 2016, effective communication is essential for

achieving customer satisfaction. Customers desire to be heard, cared for, appreciated, and

involved in the decision-making process. Customers prioritize receiving their goods and services

when they need them.

It is easy and quick to talk to the salesmen or saleswomen in the “tiangge” when it comes

to asking the price and asking for a discount on the products, the salesmen or saleswomen also

smile so the buyers are satisfied when it comes to communication.

THE OVERALL PERCEPTION OF THE CUSTOMERS IN BUYING “TIANGGE”

PRODUCTS IN TERMS OF AVAILABILITY, ACCESSIBILITY, &

COMMUNICATION

Item Mean Descriptive Interpretation

Availability & 3.6215 Agree Satisfied

Accessibility

Communication 3.7400 Agree Satisfied

OVERALL 3.6808 Agree Satisfied

PERCEPTION

The respondents’ overall perception mean on the Customers’ Perception and Satisfaction

of “Tiangge” Products is presented in Table 6. Results indicate that the overall rating

Respondents’ Perception on the Customers’ Perception and Satisfaction of “Tiangge” Products

on the variable of Availability & Accessibility is “Satisfied” as attested by the overall mean of

Table 6: Overall Mean

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

3.6215. While in the variable of Communication is also “Satisfied” as attested by the overall

mean of 3.7400.

LEVEL OF SATISFACTION OF THE CUSTOMERS IN BUYING “TIANGGE”

PRODUCTS BE IN TERMS OF PRICE

Frequency Table (Price)

Frequency Percent

2.00 1 0.8%

3.00 3 2.3%

4.00 2 1.5%

5.00 22 16.9%

6.00 19 14.6%

7.00 24 18.5%

8.00 40 30.8%

9.00 17 13.1%

10.00 2 1.5%

Total 130 100.0%

Table 7: Overall Price

Table 7 shows that in 2.00 we have 1 respondent equivalent to 0.8%, 3.00 we have 3

respondents equivalent to 2.3%, 4.00 we have 2 respondents equivalent to 1.5%, 5.00 we have 22

respondents equivalent to 16.9%, 6.00 we have 19 respondents equivalent to 14.6%, 7.00 we

have 24 respondents equivalent to 18.5%, 8.00 we have 40 respondents equivalent to 30.8%,

9.00 we have 17 respondents equivalent to 13.1%, 10.00 we have 2 respondents equivalent to

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

1.5% it means we have a total of 130 respondents and 100% overall. Results indicate that the

overall rating on Customers’ Perception and Satisfaction of “Tiangge” Products on the variable

of Price is “Satisfied” as attested by the overall mean of 6.95.

SIGNIFICANT DIFFERENCE AMONG GENDER TO THE PERCEPTION OF THE

RESPONDENTS IN BUYING “TIANGGE” PRODUCTS

Independent Sample t-Test (Gender)

t-value p-value Decision

0.337 0.737 Reject the null hypothesis

Table 8: Independent Sample t-test (Gender)

Table 8 shows the result from the IBM SPSS 26 output. It shows that the t-value is 0.337

and the computed p-value is 0.737. Since the computed p-value is more than the level of

significance which is 0.05, then we reject the null hypothesis. There is a significant difference

between the gender and the perception.

SIGNIFICANT DIFFERENCE AMONG AGES TO THE PERCEPTION OF THE

RESPONDENTS IN BUYING “TIANGGE” PRODUCTS

ANOVA

Computed F-Value p-Value Decision

1.450 0.221 Reject the null hypothesis

Table 9 shows the result from the IBM SPSS 26 output. It shows that the computed F-

value is 1.450 and the P-Value is 0.221. Since the computed p-value is more than the level of

Table 9: ANOVA (Age)

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CUSTOMERS’ PERCEPTION AND SATISFACTION OF “TIANGGE” PRODUCTS

significance which is 0.05, then we reject the null hypothesis. There is a significant difference

between the age and the perception.

SIGNIFICANT RELATIONSHIP BETWEEN OVERALL PRICE AND OVERALL

PERCEPTION OF THE CUSTOMERS’ IN BUYING “TIANGGE” PRODUCTS

Spearman’s Rho Computed P-Value Decision

Value

0.303** 0.000 Reject the null hypothesis

Table 10: Spearman’s

Rho

Table 10 shows the result from the IBM SPSS 26 output. It shows that Spearman’s Rho

Computed Value is 0.303** and the computed p-value is 0.000. Since the computed p-value is

less than the level of significance which is 0.05, then we reject the null hypothesis. There is a

significant relationship between overall price and overall perception.

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