Rate of Consumer Satisfaction in Packaging Elements Among

Consumers and Sales of Lip Tint Products Online

A Quantitative Research
Submitted in Partial Fulfillment
of the requirements for the subject:
Practical Research II

HOLY CHILD CATHOLIC SCHOOL

Senior High School Department

VICTORIO, NE
TORRES, RA
SANTOS, A

SEPTEMBER 2019
 HOLY CHILD CATHOLIC SCHOOL, INC.

SENIOR HIGH SCHOOL DEPARTMENT

ACCOUNTANCY BUSINESS AND MANAGEMENT

CHAPTER I

INTRODUCTION

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Introduction

Online marketing refers to as the act of using search

engines to find consumer’s desired products and services.
Approximately 2.3 billion users accessed the World Wide Web
in 2012 thus the Internet becoming an integral part of our
daily life (Viglia, 2014). The online shopping market
recently grew 10% and 11% per year in the United States and
Western Europe, respectively, and researchers predict that
online sales will still continue to grow at that rate in the
next several decades (Sehgal, 2011).
Setting up an online shop to sell products can be a
useful and profitable way of doing business. Because of
that, many industries have incorporated their busisnesses in
the online market. One example of that is the cosmetic
industry.
Among the emerging cosmetic products online are the lip
products, specifically the lip tints. It is visible online
how the consumers of lip tint products continue to patronize
it and buy it.

Background of the Study

Lip tints have become the rage in Western countries

together with the rest of Asia and the Philippines.
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Lip tints originated in the Korean beauty scene. It has

the ability to create a gradient lip.

Like the Koreans, Filipino women prefer the gradient

lip because of its natural and youthful appeal.

Lip tints mostly have liquid or gel base that have

pigments within that clings to the lips even afer the base
evaporated. It is more convenient compared to lipsticks
and lip glosses that typically contains oils and waxes.

As of today, lip tints are more preferred by most women

rather than using lipsticks and lip glosses.

Significance of the Study

The researchers perceive that the study will provide

beneficial information to the following:
Consumers. Consumers will discover their role in the
online market’s sales through their rate of satisfaction in
the packaging elements of a lip tint product.
Entrepreneurs. Entrepreneurs will be able to know the
significant relationship between the sales of lip tint
products online and the rate of consumer satisfaction in the
packaging elements. This research will guide the business

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owners to know how or when to upgrade the packaging in their

products.
Future Entrepreneurs. Future Entrepreneurs will be
guided in planning and designing their lip tint product’s
packaging.
Future Researchers. This study is significant to the
future researchers because it may contribute and be a
baseline for their future research.

Statement of the Problem

The researchers seek to find the relationship between

the Rate of Consumer Satisfaction in Packaging Elements
Among Consumers and Sales of Liptint Products Online. To
satisfy this gap, the researchers seek to answer all the
questions they have come up with:
1. What is the rate of consumer satisfaction on the
packaging elements of lip tint products online
among the Senior High School Students of Holy
Child Catholic School, Inc.?
2. What is the average sales of lip tint products
online?
3. How does the rate of consumer satisfaction in the
packaging elements among consumers relate with the
sales of lip tint products online?

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Hypothesis

Null Hypothesis: There is no significant relationship

between the rate of consumer satisfaction in the packaging
elements among consumers and the sales of lip tint products
online.

Alternative Hypothesis: There is a significant

relationship between the rate of consumer satisfaction in
the packaging elements among consumers and the sales of lip
tint products online.

Scopes and Limitations

This study was limited to the identification of the

rate of consumer satisfaction on packaging elements of lip
tint products among the consumers in the Senior High School
Students of Holy Child Catholic School, Inc. for the School
Year 2019-2020 and the significant relationship of the rate
of consumer satisfaction and the sales of lip tint products
online. The given data for this study were taken from the
related school, students, online lip tint businesses’
profile and existing literatures and researches.

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Operational Definitions

Sales. (Dixon & Jr., 2012) defined sales as the

phenomenon of human-driven interaction between and within
individuals/organizations in order to bring about economic
exchange within a value-creation context.
Online Shopping. (C.K.SUNITHA & Gnanadhas, 2014)
defined online shopping as a process whereby consumers
directly buy goods, services etc. from a seller without an
intermediary service over the Internet.
Satisfaction. (Parker & Mathews, 2001) stated that the
most common interpretation of the word satisfaction is that
it is a feeling which results from a process of evaluating
what was received against that expected, the purchase
decision itself and/or the fulfilment of needs/wants.
Packaging Elements. (Ampuero & Vila, 2006 ) stated that
packaging elements corresponds to graphic design: color,
typography, packaging graphical forms and packaging images.

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CHAPTER II

REVIEW OF RELATED LITERATURE

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The research will be focusing on the thematic area

Applied Economics (Granger, 2003) which is an area that
considers relevant topics to group of economic decision
makers.

Accordingly, the researchers chose Online Marketing as

their platform. Online marketing is the act of using search
engines to find consumer’s desired products and services.
Approximately 2.3 billion users accessed the World Wide Web
in 2012 thus the Internet becoming an integral part of our
daily life (Viglia, 2014). The online shopping market
recently grew 10% and 11% per year in the United States and
Western Europe, respectively, and researchers predict that
online sales will still continue to grow at that rate in the
next several decades (Sehgal, 2011).

According to (Floyd, Freling, Cho, Young, & Freling,

2014) many research studies have been circulating around
online product reviews and retail sales. However, there is
no common understanding among these researches about the
implications of online product reviews on sales
performances. Ultimately, the research will mainly focus on
the sales of online products and the satisfaction rate of
consumers.

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Online users are a big factor when it comes to online

marketing. Their engagement in online activities and
respondents’ view on online advertisements can help in
maximizing the effect of online marketing strategy in
engaging different kind of audiences (Vinerean, Cetina,
Dumitrescu, & Tichindelean, 2013). A study in the
interrelationships between consumption emotion and
satisfaction judgments by analyses on taxonomy and dimension
in order to identify patterns of emotional responses to
product experiences was conducted by (Westbrook & Oliver,
1991) that uncovered five patterns of affective occurrence
which were based on independent affective dimensions of
hostility, pleasant surprise, and interest. Through the
online users' purchase intentions, it is discovered that
there is a direct direct and indirect effects in values and
involvement. Perceived quality through overall satisfaction
on purchase intentions both had a direct and indirect effect
while overall satisfaction and involvement through overall
satisfaction and perceived quality had a direct and indirect
effect, respectively (Tsiotsou, 2005).

There are recent researches regarding the factors

affecting the online shopping behavior although little
emphasis was put in understanding the decision-making
process of online purchase, specifically Instagram. Using
the online buying decision process framework by Karimi
(2013), it discovered that the process of online decision-
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making purchase on Instagram is different from e-commerce or

other social networking sites and it showed the tendency of
consumers in impulse buying (Aprilia & Setiadi, 2017). It is
stated that social networks will play a major role to the
future of marketing. It is an open and collaborative
approach for the success in the modern business environment.
The accessibility of information to consumers will improve
due to developments in technologies. But it is recommended
to have further research in this track as more mainstream
marketing should be integrated over time (Harris & Rae,
2010).

It is likely that the customer satisfaction standard

increases as mainstream marketing evolves. There is a
positive impact of quality on the customer satisfaction,
and, in turn, its profitability. Also, a customer’s overall
satisfaction is positively affected by the market’s
expectations on the quality of the output of a firm
(Anderson, Fornell, & Lehmann, 1994). This is supported by
(Hallowell, 1996) that presented findings which illustrate
the relationship between customer satisfaction and customer
loyalty, and between customer loyalty and profitability. It
suggested that profitability could dramatically improve when
there is an increase in satisfaction based from the estimate
of the effects of increased customer satisfaction to the
profitability.

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There are antecedents of customer satisfaction which

includes homepage presentation and was discovered through
case and survey methods (Ho & Wu, 1999). But in a recent
study done in Chinese online shopping environment, it
uncovered that the key antecedents are trust, information
quality, price, privacy, payment, web design and delivery
(Chen, Ling, Ying, & Meng, 2012).

The visual elements of a package are a big role to

represent the product to its consumers, especially in times
of low involvement and rushed situations. Packaging elements
are important tools for marketing and communication (Silayoi
& Speece, 2004). It is further supported by (Zhou, Hinz, &
Benlian, 2018) that explained that a well-thought package
design notably lowers the return intentions of consumers and
actual returns.

The article by (Yang & Peterson, 2004) examined

switching costs’ moderating effects on customer loyalty
through perceived-value and satisfaction measures. The
findings suggested that companies that are striving for
customer loyalty should focus first on satisfaction and
perceived value, as per the online service users’ Web-based
survey. The authors stated that there is significance on the
moderating effects of switching costs only when the level is
above average on customer satisfaction or perceived value.
On the other hand, (Kuo & Wu, 2012) explored post-recovery
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satisfaction and purchase intentions which resulted to

indications that distributive justice increases and
decreases positive and negative emotions, respectively, when
post-purchase intentions and post-recovery satisfaction
among customers are enhanced. In addition, procedural
justice increases and decreases positive and negative
emotions, respectively, when post-recovery satisfaction is
enhanced. In interactional justice, post-recovery
satisfaction of customers is increased only and it increases
and decreases positive and negative emotions, respectively.
The researchers concluded that effect of post-recovery
satisfaction on post-purchase intentions is positive.

In recent years, the demand for cosmetic products is

rapidly increasing. Using the Purchase Intention Theory, it
specified the women employee cosmetic purchase intention
which resulted in two leading factors: the performance of
the product and attractiveness (Lestari, 2018). However,
there is an inverse correlation between the quantity used in
applying body lotion, facial moisturizer, shampoo and
toothpaste and the frequency of product usage (B.Hall, et
al., 2007).

Generally speaking, most literature given above

primarily focused on customer satisfaction, profitability,
consumer behavior consumer loyalty and purchase intentions.
However little emphasis was put on the following areas:
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toxicological safety of cosmetic products' ingredients,

perceived quality of products, effects of packaging
elements, mainstream marketing, economic returns, factors
affecting the online shopping behavior, decision-making
process of online purchase, tendency of consumers in impulse
buying, package-opening process, return intentions of
consumers and engagement of online in online activities.

Finally, the researchers chose effects of packaging

elements and cosmetic products to be their focus of study.
Together with the general topic, the researchers formulated
the title Rate of Consumer Satisfaction in Packaging
Elements among Consumers and Sales of Lip Tint Products
Online.

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CHAPTER III

RESEARCH METHODOLOGY

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This chapter presents and describes the research

design, the methods of the study, the instruments,
techniques used and the statistical treatment of data.

METHODOLOGY

This study is in Quantitative Research Method which

emphasizes objective measurements and the statistical
analysis of data collected through diferrent instruments
like questionnaires, and surveys, or by manipulating pre-
existing statistical data using calculation or computation
techniques.

RESEARCH DESIGN

The researchers used Correlational Study as their

research design which is a type of non-experimental research
where the researcher measures two variables and evaluates
their statistical relationship (i.e., the correlation) with
little or no effort to control irrelevant variables.

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SAMPLE AND POPULATION

This research used the Cochran formula to get the

sample size needed for the data gathering procedure.
The Cochran formula computes an ideal sample size with a
given desired level of precision and confidence, and the
estimated percentage of the element present in the
population.

Computation:

n = sample size e = 0.03 (margin of error)

z = 1.96 (z-score) N = 225 (population of the

study)
p = 0.5 (percentage of
present attributes

The sample size of the study is 185 Female Senior High

School Students from Holy Child Catholic School, Inc.

The researchers used the random sampling as a type of

sampling that uses certain criteria in choosing the sample

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from the population. Random sampling, is a method of

selecting a sample (random sample) from a statistical
population in such a way that every possible sample that
could be selected has a predetermined probability of being
selected.

Hence, random sampling refers to a variety of selection

techniques in which sample members are selected by chance,
but with a known probability of selection. Most social
science, business, and agricultural surveys rely on random
sampling techniques for the selection of survey participants
or sample units, where the sample units may be persons,
establishments, land points, or other units for analysis.
Random sampling is a critical element to the overall survey
research design. (Lavrakas, 2008)

STATISTICAL TREATMENT OF DATA

The data gathered for this study was incorporated in

the scatter plot which is a graph that plots the values of
two variables along two axes, the pattern of the resulting
points revealing any association present.

To determine the present relationship, the variables

are plugged in the Pearson’s Correlation Coefficient
formula. Pearson’s correlation coefficient is the
statistical test that scales the numerical or mathematical

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relationship between two variables. It gives information

about the extent of the correlation, as well as the
direction of the relationship.

Pearson’s Correlation Coefficient formula:

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DATA GATHERING PROCEDURE

To gather the needed data and information, the

following basic steps were chronologically undertaken by the
researchers.

Review of RRLs and Transcription of Adminstration and

instrument used in the recorded retrieval of the
relevant studies interview questionnaires

Construction of Encoding of the data

the survey Conducting gathered and employment
of appropriate
questionnaire interviews among statistical tools to
according to the the subject derive necessary data for
specific probems interpretation

Presentation of Request permission from Organization,

the questionnaire the school authority to interpretation and
draft to the administer the
adviser for questionnaire and to analysis of the
approval conduct interview data gathered

Incoporation of Expert validation

the suggested
changes in the of the final
final instrument instrument

INSTRUMENTATION

This study utilized several instruments in the data

gathering. The primary instrument that was used is the
likert scale and interview.

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 T.
For survey questionnaire

MS.
In
(Likert Scale)

ANGELES
MARILOU
validators’
1. The Lip Tint Product’s

Item Analysis
order

3
Packaging is made of high
quality materials.
for

2. The Lip Tint Product’s

ratings

3
Packaging Images are
attractive to the eyes.
the

for
3. The Lip Tint Product’s

3
Packaging Color is
relevant to the product

21
survey

itself. each
4. The Packaging

3
Typography (Product
and

Lettering) of the Lip Tint

Product is readable.
5. The over-all graphic

3
design of the Lip Tint
question

Product is excellent.
questionnaire and interview for this research.

6. The Lip Tint Product is

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of
interview

3
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worth-buying.
VALIDATION OF THE RESEARCH INSTRUMENT
SENIOR HIGH SCHOOL DEPARTMENT

constructed properly and validated by the experts.

to

7. Give your opinion

the

and/or recommendation/s

3
be

for the Packaging Elements

Ratings: 3 – RETAIN 2 – NEEDS IMPROVEMENT 1 – DELETE

of the Lip Tint Product.

both

survey
The table below summarizes the evaluation of all the
reliable and valid, it is important that the questions are
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MRS.
3 3 3 3 3 3 3
ADA
BEJERANO

MR.
3 3 3 3 3 3 3
KENNETH
ORESCO
TOTAL 9 9 9 9 9 9 9
WAM 3 3 3 3 3 3 3
DECISION Retain Retain Retain Retain Retain Retain Retain

VALIDATORS’ REMARKS:

MS. MARILOU T. ANGELES: None

MS. ADA JIZA A. BEJERANO: None
MR. KENNETH NYL C. ORESCO: None

22
 T.

MR.
ADA
MS.

MRS.
For Interview

WAM
ORESCO
TOTAL
KENNETH
ANGELES
MARILOU

BEJERANO

DECISION
1. How long have you been
doing online business

3
9
3
3
3
with Lip Tint as your

Retain
product?

2. Do you take effort in

creating and designing

3
9
3
3
3
the packaging elements of

Retain
your product?

23
3. What packaging element

3
9
3
3
3
do you focus on?

Retain
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4. What is the monthly

3
9
3
3
3

average sales of your Lip

Tint products?

Retain
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VALIDATORS’ REMARKS:

MS. MARILOU T. ANGELES: None

MS. ADA JIZA A. BEJERANO: None
MR. KENNETH NYL C. ORESCO: None

THEORETICAL FRAMEWORK

The Expectancy Disconfirmation Paradigm

Oliver (1977; 1980) proposed the Expectancy-

Disconfirmation Paradigm (EDP) as the most reassuring
theoretical framework for the assessment of customer
satisfaction. The model implies that consumers purchase a
product or service with pre-purchase expectations about its
anticipated performance. The expectation level then becomes
a standard against which the product or service is assessed.
Once the product or service has been made used of, outcomes
are compared against expectations. Confirmation occurs when
the outcome and expectation matched. If there is a
difference between expectation and outcome, disconfirmation
occurs. When the service performance exceeded the
expectation, there is a positive disconfirmation between
expectation and performance, which results in satisfaction.
When the service performance is as anticipated, there is a
confirmation between the expectation and perceptions, which
results in satisfaction. On the contrary, when the service

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performance did not reached the expectation, there is a

negative disconfirmation between expectation and
perceptions, which causes dissatisfaction.

The Classical Conditioning Theory

The Classical Conditioning Theory suggests that two

stimuli are connected together to produce a new learned
response in an animal or a person. (Watson, 1913) proposed
that the process of classical conditioning (based on
Pavlov’s observations) explains all aspects of human
psychology.

From speech to emotional responses, these are patterns

of stimulus and response. Watson believed that due to
different experiences of learning, there are differences in
the behavior of individuals.

Based on Ian Pavlov’s classical conditioning theory,

one can treat the customer as a subject who gets exposed to
a product, which is wrapped in its packaging, that will be
the stimuli. The stimuli in this situation is heavily
cultured to affect the subject’s response and achieve a
desired consumer behavior. The classical conditioning theory
suggests that a consumers perception of a product is
directly influenced by the product packaging. And the
influenced perception is bound to affect consumers buying
decision.

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CONCEPTUAL FRAMEWORK

Independent Variable

Sales of Rate of
Consumer
Lip Tint Satisfaction in
Products Packaging
Elements Among
Online Consumers
Dependent Variable

Figure 1: This figure shows the interaction between the

variables. The box on the left indicates the dependent
variable while the box on the right shows the independent
variable.

ETHICAL CONSIDERATION

This study used proper citation and undergone

plagiarism checker. No researchers and repondents were
harmed in the process of doing this research.

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