Professional Documents
Culture Documents
Practical Research RRL
Practical Research RRL
I
TABLE OF CONTENTS
CHAPTERS Page
1 INTRODUCTION 1
Background of the study 1
Statement of the problem 3
Objective of the study 3
Significance of the study 4
Scope and Delimitation of the study 5
2 THEORITICAL FRAMEWORK 6
Review of Related Literature and Studies 6
Conceptual Framework 21
Research Paradigm 22
3 METHODOLOGY 23
Research Design 23
Locale of the study 24
Respondents of the study 24
Sampling Procedure 25
Data Gathering Procedure 25
Instrumentation 26
Bibliography 27
II
Chapter 1
Introduction
Different types of sales and purchases are made. One of the ways of selling is
personal selling, this was the traditional way before online selling came. Personal
selling is a face-to-face sales method where a salesman uses their people abilities to
the consumer that the product will only add value by emphasizing its different
qualities. . This strategy is frequently used by businesses to inform clients about new
products. The act of purchasing products and services online via vendors who operate
websites is known as online shopping. Merchants have sought to sell their goods to
Internet users since the World Wide Web first appeared. Online stores allow
customers to browse merchandise while sitting in the comfort of their own homes and
using a computer. As technology has advanced, people are more accustomed to using
the internet and online shopping has grown in popularity. Online shopping has
therefore become popular, which makes it vital to conduct research on how it is used
as to increase the efficiency of the company. Personal sales become a crucial strategy
1
for individually speaking with potential customers and convincing them to
purchase the company's goods. By way of personal selling Salespeople will describe
to their consumers or clients how good are goods or services that they market to
satisfy their wants. They offer giving customers the chance to inquire further about
their services. Salespeople will explain to potential clients what products/services and
inform them of the most effective usage a certain product. Personal selling also
contributes to raising by locating new clients, you can increase revenue and market
share. Retaining current clients and convincing them to purchase more items made by
Many online stores provide alluring promotions like free shipping, mega sales,
and flexible payment methods like mobile wallets and cash on delivery, which makes
services or are unable to conduct online transactions, which comprises the bulk of the
adult Filipinos banked by 2023.In terms of mobile wallets, they have developed into
the nation's most popular payment method, accounting for more than 30% of e-
The whole study will provide information about the opinions and preferences
perception of business owners, sellers and consumer about modes of selling would
help the future entrepreneur to see the most effective way to build a business and
2
Statement of the Problem
This study aimed to examine the perceptions of Business Owners, Sellers and
1. What are the opinions of Owners, Sellers and Costumers about online
selling?
2. What are the opinions of an Owners, Sellers and Costumers bout in-person
selling?
3. What are the things that Business Owners, Sellers and Costumers consider
Why?
selling
selling?
3
3. Determine the perceived factors that Owners, Sellers and Costumer
informed decisions about their sales strategies and modes of selling. By knowing
which factors are most important to customers and which modes of selling are
preferred, businesses can tailor their approach to meet customer needs and preferences.
Second, the study can help identify potential areas of improvement for
businesses. For example, if customers rate the overall shopping experience lower for
traditional brick and mortar stores compared to e-commerce platforms, businesses can
focus on improving the in-store experience to better compete with online retailers.
Third, the study can provide insights into the future of retail and the changing
understanding the factors that make it attractive to customers can help businesses
4
Overall, the comparative study on the perception of business owner, sellers,
and customers towards modes of selling can provide valuable insights for businesses
looking to improve their sales strategies and stay competitive in the marketplace.
Scope:
owners, salespersons, and customers towards two modes of selling, namely traditional
brick and mortar stores and e-commerce platforms. The study will focus on the factors
that affect their perceptions, such as convenience, accessibility, price, product range,
Delimitation:
The study will only cover business owners, salespersons, and customers who
are based in Valencia City areas of Bukidnon.. The study will not delve into the
financial performance of the businesses that use these modes of selling, but will only
focus on their perceptions. The study will also not consider the cultural, social, and
5
Chapter 2
Theoretical Framework
This chapter presents the review of related literature and studies, the
conceptual framework, the research paradigm of which this study will be anchored
Literature Review
Consumerism
(Kucuk, 2016).
influence the marketing discipline. Significant knowledge gaps on the topic were
6
Then, an organizing framework was proposed to aid in understanding the underlying
search for information before making a purchase. However, we know very little about
the relationship between the amount of money spent on product purchases and
consumer information search strategies prior to visiting a physical retail store. The
fact that consumers appear to spend more in-store after conducting an online search
consumer's search motivation is a desire to obtain the best price (i.e. spend less). The
that the Internet is an important channel for retailer engagement, as it has the potential
to engage consumers in a way that leads to increased in-store spending. (Sands, S., et
al., 2010).
Online luxury shoppers are cost-conscious, prefer online product availability, and
place more trust in online customer reviews. In-store shoppers who are more averse to
online risks believe it is critical to see the product in person before making a purchase
and value the shopping experience and interactions. Furthermore, there are differences
in the online shopping habits of regular and luxury shoppers. (Liu, et al., 2013).
7
Due to rapid technological advancements and cut-throat competition in the
market, a multitude of conventional direct selling companies have had no choice but
to integrate an online sales channel into their array of offerings. This also entails
assessing potential threats, evaluating the impact, and forecasting future prospects
associated with online selling within the domain of direct selling. This shift towards
online sales has brought about a number of significant changes in the direct selling
dynamic and engaging online presence. It looked into the adoption of technology for
online selling in the direct selling environment. Specifically, the extent to which
technology has been adopted for online sales in this industry and how this adoption
has affected the competitive landscape, customer acquisition, and retention, as well as
technology, online selling has become a permanent fixture in the world of commerce.
Both forms of selling - traditional and online - continue to coexist without one
models (Verhoef et al., 2015). This change is especially noticeable for established
retailers, who have traditionally invested heavily in their physical retail channels. The
purpose of this research is to determine how the addition of an online store affects
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overall sales for such retailers. . From the standpoint of a retailer, such evaluation
between online and physical stores. A retailer adding an online channel to an existing
physical store network must determine whether the online channel generates
additional sales for the retailer or if the sales in the online store largely cannibalize
existing sales by moving customers from one channel to another. In theory, either
effect or a combination of the two could occur. A retailer can also increase sales by
acquiring new customers (growing its customer base) and/or selling more to current
that varies greatly from one individual to another. It is influenced by a range of factors,
including the level of connectivity and exposure to online shopping available to them.
In addition, various other aspects such as ease of use, trust in payment systems,
product selection, and pricing also play an essential role in shaping their perception. It
should be noted that the consumer's perspective can be significantly affected by their
personal characteristics. Factors like age, gender identity, income level, educational
background, or geographical location are known influencers on how they perceive this
the given text, recent research indicates that online shopping has become a popular
trend among younger individuals, with a vast majority of them being addicted to it. As
per the study's findings, young people between 20 and 25 years old are more likely to
9
engage in online shopping as compared to older age groups. Moreover, an interesting
revelation from this study is that most individuals who purchase goods via e-
commerce platforms tend to buy books online due to their affordability. With various
discounts and offers available for book purchases made through these websites or
applications, buyers can save money while also enjoying convenience by avoiding
physical bookstore visits. It is worth noting that elderly people generally do not use
online shopping services as much as young adults because they may find it
segments of society can benefit from such modern conveniences equally. The price of
the products is undoubtedly the most critical factor that influences online purchases.
However, several other factors come into play while making a buying decision on an
online platform. The security of the product is ranked second among these influencing
aspects, followed by guarantees and warranties offered by the seller. The delivery
time also plays a crucial role in shaping customers' preferences when it comes to
purchasing from an e-commerce store. Apart from these, consumers often take into
account various other parameters like company reputation, privacy policies related to
their personal information, and detailed descriptions of goods before finalizing any
purchase decision on digital platforms. The study focuses on easy internet navigation
and access, with people preferring easy access to online shopping and being more
convenient. The study also reveals that the majority of respondents buy clothes from
books are the most frequently purchased online by respondents, followed by tickets. It
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consumers due to the availability of cheaper products, discounts and offers, and
experimenting with new ways to provide customers with something unique or special
in order to increase foot traffic to physical stores. People enjoy touching, feeling,
approach that incorporates both emotional and rational triggers. (Meyer, 2006). It is
critical to focus on emotionally and behaviorally engaging the customer, which means
that communication on social media and in physical retail stores should both excel in
emotional appeal and encourage various forms of interaction with the brand.
Increasingly, success at retail is less about what the retailer has to sell and more about
how they sell it. This is the new shopping experiential paradigm shift.. (Sachdeva and
Goel, 2015).
these days, owing to the fact that consumers can shop from anywhere. In an age when
players like Amazon allow people to buy products with the click of a button, brick-
and-mortar retailers must up their game and provide experiences that people cannot
11
Sellers in Online Selling
quality information and match information play different roles in the process of
welfare enhancement. Quality information reduces the sellers’ profits but significantly
increases consumer welfare, while match information benefits the sellers more than it
hurts the consumers. The inaccuracy of quality information negatively affects the
controlling and find that a higher manipulation cost coefficient eases the prisoner's
dilemma for the sellers and increases consumer welfare. We discuss the implications
and also note some counterintuitive insights for review system management. Online
sellers always benefit from favourable reviews. Thus, they have a strong incentive to
decisions. From the perspective of a platform owner, the tradeoff between sellers’ and
review system.
and prices. Advanced technologies are increasingly allowing sellers to reveal, conceal,
bias, or distort market information. Prior to the Internet, a company's market presence
was defined by its product offerings and prices. A company can now strategically
12
existing electronic markets, to influence market transparency, or the availability and
environment, allowing them to strategize in ways that were not previously possible.
Books, music, travel, real estate, telecommunications, and jewelry were identified as
key industries where electronic commerce rewrote the rules for trading in the May 10,
2004 issue of Business Week magazine. The Internet has caused a structural increase
and Kauffman,.2008)
the varying levels of economic growth and education of each individual. In order to
and the internet, as well as sufficient knowledge on how to use these devices.
more frequent online orders. One possible explanation for this phenomenon is that
shoppers benefit from fast shopping opportunities available 24/7 through e-commerce
fingertips, customers also enjoy options galore when it comes to choosing high-
13
commerce for consumers are vast and varied, making it a preferred method of
shopping despite any challenges that may arise. While vendors should be mindful of
shopping far outweigh the drawbacks. One major benefit is convenience; customers
can purchase items from anywhere at any time, without ever having to leave their
homes. Additionally, online stores often offer lower prices than traditional brick-and-
mortar retailers due to reduced overhead costs. Despite the possibility of encountering
issues such as delayed delivery or product damage, online shoppers still see the value
in e-commerce due to its convenience and vast array of available options. Even those
who have not yet ventured into the world of digital purchasing are undeterred by these
the appeal for others who frequently make purchases through this platform. On one
end of the spectrum, there are customers who seldom buy online and remain unfazed
by any potential problems that may arise aside from difficulties locating information
Meanwhile on another end is where they reside: buyers that purchase products via this
channel infrequently but find themselves unaffected by most complications except for
struggles with finding accurate details about their rights under various policies; an
aspect that dissuades many individuals from making purchases over electronic
retailers in Nueva Ecija's 4th District are unaware of how their customers' purchasing
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habits affect their businesses. It is crucial for e-commerce and online retailers in
Nueva Ecija's 4th District to conduct market research on their customers in order to
develop strategies that are more aligned with their needs and wants, improve customer
satisfaction levels, attract new customers, and retain their current ones and ultimately
increase their sales revenue. The majority of respondents strongly agreed that they are
experiences, online shopping requires less effort and saves (physical) energy. The
potential benefits of online shopping suggest that e-commerce and online retailers in
Nueva Ecija's 4th District could further capitalize on the convenience and ease of use
of their online platforms to attract a larger customer base. Most of them prefer online
shopping if it has special offers or discounts and they were preferring with a well-
organized website. The study's recommendations form the foundation of the ideas that
will serve as a guide for the improvement of online shopping and the e-commerce
With the ease of online shopping becoming a common trend in the digital age,
this method has become widely accepted and popular. Customers who choose to shop
through virtual stores are well acquainted with the advantages that come along with it.
The most influential factors driving this behavior include time and convenience,
individual nowadays are very prone to gadgets and online shopping will be very
engagement towards online shopping platforms. All these factors have a direct
15
bearing on customer satisfaction which is instrumental in retaining loyal customers
for future business prospects from them through e-commerce outlets or websites.
(Olasanmi, O. 2019)
The majority of people in India do not have home internet access, which is a
major barrier to online shopping. Those who do not shop online are mostly middle-
aged and senior citizens, as well as housewives. One of the reasons these people do
not shop online is that they are not computer savvy. Income, occupation, and family
size all have a significant impact on the preference for online shopping. The six major
lack of infrastructure, and lack of securityAs a result, in order to increase the rate of
online shopping, businesses must improve in these areas and make the shopping
transparent policies to ensure secure online payments and easy and guaranteed return
policies. Companies must address issues such as a lack of infrastructure and complex
businesses are including a virtual space for users to share information on their
16
websites. It investigates the characteristics of consumer reviews (quantity, credibility,
the perceived usefulness of a website. Only EWOM quality has a positive direct
company choice when purchasing products and services, including the level of usage
of these sites and consumer opinions about whether or not their comments would
influence and make a difference in the company's actions. Consumer opinions about
engagement, and thus consumer brand or company choice when making purchases.
sites, company websites, and information found through search engines are not
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customer voices on social media sites and respond appropriately to keep customers'
purchasing decisions across the board. Firms are thus tempted to monitor and
However, such unethical practices can ultimately damage consumer trust and
potentially result in legal repercussions for the company. This imperative for
companies to maintain the integrity and adhere to ethical principles when it comes to
online product reviews. It fills a gap in the online marketing and information
help industry associations and policymakers decide whether and how to regulate
provides the insights into the importance of ethical practices in the management of
online product reviews and highlights the potential risks associated with unethical
manipulation of online product reviews. (Peng, Cui, Zhuang, and Li, 2014).
Pandemic on Consumers
18
COVID-19 has affected everyone's daily lives. At least 316 million people in
42 states have been asked to stay at home in order to slow the spread of the pandemic.
little attention has been paid to the impact of COVID-19 on consumers and
consumption culture. The pandemic has an impact on consumers, and some changes
may last even after the situation improves. Consumers' adaptations to online shopping,
hastened by the pandemic, are unlikely to stop or slow once the COVID-19 is gone.
Prior to COVID-19, consumers were increasingly shopping online, and the pandemic
Pandemic on Selling
lockdowns to slow the spread of the pandemic. This has led to the temporary closure
of physical stores for "non-essential" retailing. New consumer behaviors affect all
aspects of our lives, from how we work to how we shop to how we relax. These
changes have significant implications for retailers. According to the findings of this
study, Covid-19 influences both consumer needs and behavior, as well as how
retailers respond to these changes. Furthermore, it suggests that this will affect not
only market outcomes (i.e. retail sales and market share online) but also firm
outcomes, as well as the competition between online and offline retailers (i.e.
19
Given the increased risk of contracting a virus during the COVID-19
pandemic, consumers prefer to meet their daily needs online rather than in physical
stores. Online shopping provides a unique setting, atmosphere, and experience. Online
During the COVID-19 pandemic, the influence of perceived health risk and customer
perception of online retail ethics on consumer online shopping behavior was studied
revealed that perceived health risk was more prominent in influencing online
shopping behavior than online retail ethics variables. As an outcome, consumers are
more concerned about their health when shopping online. Positive consumer
perceptions of online retail websites' behavior in providing services, on the other hand,
may encourage consumers to shop online during this pandemic. (Fihartini, Yuniarti
and Helmi, R. Arief and Hassan, Meydia and Oesman, Yevis Marty, 2021)
Conceptual Framework
The literature and the study will involve a comprehensive review of existing
online selling/shopping and in-person selling/shopping, and the effective strategies for
20
handling online customer reactions, as well as an analysis of real-life examples and
case studies of businesses that have successfully managed their online customer
businesses and customers to gain insights into their experiences and expectations
and interviews with customers, social media managers of various businesses, and
experts in the field to gain a deeper understanding of their experiences and insights.
The findings of this study will be used to develop a step-by-step procedure that
businesses can follow when handling online customer reactions. This procedure will
and protecting the reputation of the business. Overall, the results of this study will
serve as a valuable resource for businesses looking to improve their online reputation
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Research Paradigm
PERSONAL FACTOR
Age
Sex
Seller Status
Market Size
Entertaining Customers
Market selling
increases your reach
boost social credibility
ultimately reach their sales
goals
Figure 2. A schematic diagram showing the factors affecting the outlook impact of the
Valencia city among how they differentiate the techniques of selling in
person/online selling.
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Chapter 3
Methodology
This chapter presents the methods and procedures employed in the study
which include the research design, locale of the study, participants of the study,
corresponding statistical techniques were used to attain the objectives of the study.
Research Design
small groups to unveil their unique perspectives and lived experiences. It involves a
thorough examination of personal narratives, with a focus on gaining insights into the
complexities of individual stories and how they relate to larger social issues. This
method allows researchers to gain in-depth knowledge about specific populations and
Our study enabled us to delve deeper into the perspectives of business owners,
sellers, and customers with regard to their preferred mode of selling. Through
whether they choose to buy/sell through digital channels or traditional stores. We also
23
analyzed how different demographics (age groups/ geographical locations) influence
these preferences.
Overall our research provided valuable insights into consumer behavior trends
and shed light on potential areas where businesses can improve their approach
barangay Vintar and Poblacion P-16 Flores. Valencia City means the City of Golden
harvest and the 2nd class component City in the province of Bukidnon, Philippines.
Valencia City is known for its vibrant culture and rich heritage, as well as for its
agricultural productivity.
It is the most populous among all cities and municipalities, and the 6th largest
in terms of area, in the whole province of Bukidnon. As such, Valencia City serves as
a significant economic and cultural hub for the region. Valencia City, Bukidnon is
improving in terms of business that some already expand to online selling, reflecting
Valencia City, Bukidnon. One of the processes to keep this study successful. All of
the participant are composed of Business Owners, sellers and customers who
24
The chosen participants are containing 30 (thirty) respondents, who consists of
10 Business Owners, 10 Sellers and 10 Customers who sell/purchase both from online
Sampling Procedure
Owners, Sellers and Customers within the city of Valencia City, Bukidnon.
available and willing to participate at the moment, ensuring that the sample size was
1.) Prior to the commencement of data gathering process, the researchers first
obtained all the necessary permissions and informed consent from the relevant parties,
including the Business Owners, Sellers and the Customers. And researchers made
was chosen for the survey. It was administered during their free time with permission
25
questions, participants had clear instructions on how to respond independently;
3.) To minimize the risk of losing questionnaires and ensure a high return
percentage, the researchers collected completed surveys on the same day they were
distributed. This is especially critical for obtaining a representative sample that can
increase data reliability and validity. This approach was crucial in obtaining a
representative sample for our study while reducing potential biases due to non-
4.) After completing the survey process, all collected data was entered into
procedures, rigorous checks were done for completeness, consistency and accuracy
measures to avoid errors that can impact overall results interpretation negatively.
Instrumentation
Customers towards the modes of selling in Valencia City, Bukidnon. Thirty (30)
accordance with the agreement of the respondents and the researchers. The
26
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