Business Research Group of Comedia

NATIONAL COLLEGE OF BUSINESS AND ARTS
Cubao * Fairview * Taytay

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EFFECTS OF ONLINE SHOPPING PREFERENCES TO STUDENTS OF

NATIONAL COLLEGE OF BUSINESS AND ARTS IN PURCHASING
CD R-KING GADGETS AT SM FAIRVIEW BRANCH:
A SALES STRATEGIC PLANNING
A Research in Business Administration submitted to the

Faculty of Business Administration Department
In Partial Fulfilment of the Requirements of the Course Business Research

for the degree Bachelor of Science in Business Administration
by
COMEDIA, JAN ASHLEY

DUMAG, JONATHAN JHAY
GARCIA, JEREMY B.
HORLANDA, DAVID M.
LAXAMANA, EMMANUEL FELIX C.
MORENO, MARIA DANIELA A.
May 2023
Commitment * Integrity * Service to All * Accountability

Cubao Tel. No. 8913-8787 * Fairview Tel. No. 34270290 * Taytay Tel No. 86586992
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RECOMMENDATION FOR ORAL EXAMINATION
This research entitled EFFECTS OF ONLINE SHOPPING
PREFERENCES TO STUDENTS OF NATIONAL COLLEGE OF BUSINESS
AND ARTS IN PURCHASING CD R-KING GADGETS AT SM FAIRVIEW
BRANCH: A SALES STRATEGIC PLANNING,” prepared and submitted by
COMEDIA, JAN ASHLEY, DUMAG, JONATHAN JHAY, GARCIA, JEREMY B.,
HORLANDA, DAVID M., LAXAMANA, EMMANUEL FELIX C., MORENO,
MARIA DANIELA A., in partial fulfillment of the requirements for the degree of
Bachelor of Science in Business Administration Major in Marketing Management,
has been examined and is hereby recommended for the oral examination.
Chirie Lacosta, MBA, CLSSYB

Adviser

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APPROVAL SHEET
This research entitled “Effects of Online Shopping Preferences to
Students of National College of Business and Arts in Purchasing CD
R-King gadgets at SM Fairview Branch: A Basis for Sales Improvement”
prepared and submitted by Jan Ashley Comedia, Jonathan Jhay Dumag,
Jeremy B. Garcia, David M. Horlanda, Emmanuel Felix C. Laxamana, and
Maria Daniela A. Moreno, in partial fulfilment of the requirements for the degree
of Bachelor of Science in Business Administration Major in Marketing
Management, has been approved by the Committee on Oral examination with a
grade of _______ on May 12, 2023.
Examiners:
Jaque H. Diamante, MSHRM, FSCO Allyza Marie P. Paguio, MBA

Member Member
Ana Maria M. Dacuno, MBA

Chairman
Accepted and approved in partial fulfilment of the requirements for the
degree of Bachelor of Science in Business Administration.
Jenny C. Morales, BA
Program Head, BA
Dr. Maricel E. Makinano Atty. Concepcion Nancy T. Pasion

Research Director College President
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CERTIFICATE OF ORIGINALITY
The authors hereby declares that the contents of the submitted research
are free from any material already published by another researcher nor does it
contain statements lifted without due acknowledgments of the sources. He
similarly attests that materials taken from other sources are properly quoted.
Thus, except those which have been duly acknowledged, recognized and
quoted in the text, the content of this research has been authentically produced
by the author himself though he may have received assistance from others on
style, presentation and language expression.
This certificate is being issued this ____________________, to attest to

the authenticity of the researchers manuscript submitted to the Faculty of
Business Administration Department, National College of Business and Arts,
Fairview, Quezon City.
COMEDIA, JAN ASHLEY

DUMAG, JONATHAN JHAY
GARCIA, JEREMY B.
HORLANDA, DAVID M.
LAXAMANA, EMMANUEL FELIX C.
MORENO, MARIA DANIELA A.
SUBSCRIBED before me, the researchers exhibiting the research on

___________________ at ____________________.
Notary Public
iii

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ACKNOWLEDGEMENT
We would like to express our gratitude to everyone who has contributed to

this research project. Firstly, we would like to thank our Professors, Chirie
Francisco Lacosta, and Ana Maria M. Dacuno, for their valuable guidance,
encouragement, and support throughout this journey. Their insightful feedback
and constructive criticism have helped us to improve the quality of our work.
We would also like to thank the participants who took part in our study.
Without their willingness to share their time and experiences with us, this
research would not have been possible. We are deeply grateful for their
contributions.
Finally, we would like to thank each other for our collaboration, hard work,
and dedication to this project. It has been an honor to work alongside such
talented and committed individuals, and we are proud of what we have
accomplished together.
Thank you all for your support and contributions.
iv

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ABSTRACT
This research study examines the effects of online shopping preferences

on students of the National College of Business and Arts (NCBA) in their
purchasing decisions of CD R-King gadgets at the SM Fairview branch. With the
rapid growth of e-commerce, online shopping has become increasingly popular,
and understanding its impact on consumer behavior is crucial for sales strategic
planning. The study aims to identify the factors influencing students' online
shopping preferences and their subsequent purchasing behavior when it comes
to CD R-King gadgets at the SM Fairview branch. Quantitative data was
collected through a structured questionnaire distributed to a sample of NCBA
students, and qualitative data were gathered through in-depth interviews with a
subset of the participants. Additionally, the study highlighted the importance of an
omnichannel approach, as students expressed a preference for the flexibility to
switch between online and offline channels during their purchase journey. Based
on the findings, this research proposes a sales strategic planning framework to
enhance the sales performance of CD R-King gadgets at the SM Fairview
branch. Overall, this research contributes to the existing literature on online
shopping behavior by focusing on the preferences and purchasing decisions of
college students. The findings and sales strategic planning framework can assist
marketers, retailers, and e-commerce platforms in formulating effective strategies
to target the student segment and enhance their online and offline sales
performance.
Keywords: online shopping, sales strategic, sales performance, preference

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TABLE OF CONTENTS
TITLE PAGE
RECOMMENDATION FOR ORAL EXAMINATION…………………………………i
APPROVAL SHEET……………………………………………………………………ii
CERTIFICATE OF ORIGINALITY……………………………………………………iii
ACKNOWLEDGEMENT……………………………………………………………… iv
ABSTRACT…………………………………………………………………………..... v
CHAPTER1……………………………………………………………….................... 1
Introduction……………………………………………………….…………………....3
Background of the study……………………………………………………………… 5
Statement of the problem…………………………………………………………….. 7
Hypothesis……………………………………………………………………………… 8
Significance of the study………………………………………………………………. 9
Scope and limitations………………………………………………………………… 10
Definition……………………………………………………………………………….11
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CHAPTER 2……………………………………………………………………………13
Literature foreign and local………………………………………………………….. 13
Studies foreign and local…………………………………………………………......17
Synthesis……………………………………………………………………………….2
CHAPTER 3…………………………………………………………………………... 23
METHODOLOGY……………………………………………………………………...23
Research Design……………………………………………………………….......... 23
Sample and Sampling Techniques……………………………………………….... 24
Statistical Treatment…………………………………………………………………. 26
CHAPTER 4 ………………………………………………………………………......30
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA…………...30
Table 1.1: Demographic Profile as age of the respondents……………………. 30
Table 1.2: Demographic Profile as gender of the respondents………………… 31
Table 1.3: Demographic profile as civil status of the
respondents…………………………………………………………………………… 3
Table 2.1: Online Shopping Preference……………………………………........... 32

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Table 2.2: Online shopping application has been tried…………………............ 33
Table 3.1: Observable Work Performance Skills and
Competence……………………………………………………………………………34
Table 3.2: Online Shopping Preference……………………………………........... 35
Table 3.3: Self-Assessment of the Employee…………………………………….. 36
Chapter 5…………………………………………………………………………….. 37
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION…… 37
Summary of Findings……………………………………………………………….. 37
Conclusion……………………………………………………………………………. 39
Recommendations…………………………………………………………………... 40
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BIBLIOGRAPHY………………………………………………………………………42
APPENDICES………………………………………………………………………… 44
APPENDIX A. LETTER REQUEST………………………………………………....44
APPENDIX B: LETTER FOR ADVISER………………………………………….....45
APPENDIX C: CONSENT FORM OF THE BUSINESS……………………......... 46
APPENDIX D: LETTER FOR RESPONDENT………………………………......... 47
APPENDIX E: CERTIFICATE OF LANGUAGE EDITING……………………….. 48
APPENDIX F: CERTIFICATE OF DATA STATISTICAL ANALYSIS AND
TREATMENT…………………………………………………………………………. 49
APPENDIX G: STORE VISIT…………………………………………………......... 50
APPENDIX H: RESEARCH DEFENSE……………………………………………. 51
APPENDIX I: SURVEY QUESTIONNAIRE…………………………………......... 52
APPENDIX K: PROFILE OF THE RESEARCHERS……………………….......... 60
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LIST OF TABLES
Table 1.1: Demographic Profile as age of the respondents………………………33
Table 1.2: Demographic Profile as gender of the respondents……………..........35
Table1.3:Demographic profile as civil status of the respondents………………...35
Table 2.1: Online Shopping Preference……………………………………………..36
Table 2.2: Online shopping application has been tried……………………………36
Table 3.1: Observable Work Performance Skills and Competence……………...37
Table 3.2: Online Shopping Preference……………………………………………..38
Table 3.3: Self-Assessment of the Employee………………………………………39
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LIST OF FIGURES
Research Model Concept…………………………………………………………. 16
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Chapter 1
THE PROBLEM AND ITS BACKGROUND
The research problem is to investigate the impact of online shopping
preferences on the purchasing behavior of students from the National College of
Business and Arts (NCBA) when buying CD R-King gadgets at the SM Fairview
branch. This study aims to understand how students' preferences for online
shopping influence their decision-making process, as well as the potential effects
on sales and sales strategies for CD R-King gadgets at the specified location.
Online shopping has revolutionized the retail industry, providing
convenience and accessibility to consumers. With the rapid advancement of
technology and the widespread availability of the Internet, online shopping
platforms have become increasingly popular among various demographic
groups, including students. The National College of Business and Arts (NCBA) is
a renowned educational institution known for its business-related programs.
Located near the SM Fairview branch, NCBA students represent a significant
market segment for retail businesses in the area.

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One of the popular retail outlets in SM Fairview is CD R-King, a
well-known brand offering a wide range of affordable electronic gadgets and
accessories. CD R-King's products, such as mobile phones, computer
peripherals, and audio devices, cater to students' needs for affordable
technology. However, with the growing popularity of online shopping, it is crucial
for CD R-King to understand the effects of students' online shopping preferences
on their purchasing behavior at the SM Fairview branch.
These sales strategic planning aims to identify and analyze the effects of
online shopping preferences on NCBA students' purchasing behavior of CD
R-King gadgets at the SM Fairview branch. By understanding the factors that
influence their online shopping preferences and how it affects their in-store
purchases, CD R-King can develop effective sales strategies to attract and retain
this important market segment.

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Introduction
The advent of online shopping has revolutionized the retail industry,
reshaping consumer behavior and challenging traditional brick-and-mortar
businesses (Statista. (2021). This research aims to investigate the effects of
online shopping preferences on the purchasing decisions of students from the
National College of Business and Arts (NCBA) when it comes to CD-R King
gadgets at the SM Fairview branch. Understanding the preferences and
behaviors of students in the context of online shopping is crucial for devising
effective sales strategic planning strategies for CD-R King.
CD-R King, a well-known consumer electronics retail chain in the
Philippines, has been catering to the gadget needs of consumers for years.
However, the rise of online shopping presents both opportunities and challenges
for CD-R King's physical store at the SM Fairview branch. It is imperative to
understand the online shopping preferences of students, who form a significant
consumer segment (Chen, Y., Fay, S., & Wang, Q. (2011). to align the sales
strategic planning of CD-R King with their preferences and expectations.

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To explore the effects of online shopping preferences on NCBA students'
purchasing decisions, this research will examine various factors that influence
their online shopping behavior. These factors include pricing, product assortment,
convenience, trust and security, user reviews, and brand loyalty (Kim, D. J.,
Ferrin, D. L., & Rao, H. R. (2008). By analyzing these factors, we aim to
understand their significance in shaping students' preferences when purchasing
CD-R King gadgets, whether through online channels or at the physical store in
SM Fairview.
The findings of this research will provide valuable insights for CD-R King's
sales strategic planning at the SM Fairview branch. By understanding the effects
of online shopping preferences on students' purchasing decisions, CD-R King
can develop targeted marketing strategies, enhance its online presence, improve
customer satisfaction, and align its offerings with the preferences of NCBA
students.

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Background of the Study
The rapid growth of e-commerce and online shopping has significantly
transformed consumer behavior, including the purchasing preferences of
students. This study aims to investigate the effects of online shopping
preferences on purchasing behavior of students at NCBA (National College of
Business and Arts).
With the increasing availability of internet access and the convenience
offered by online shopping platforms, students are more likely to turn to online
channels for their purchasing needs. The unique characteristics of CD R-King’s
product offerings, such as affordability and variety, make it an interesting case to
study the impact of online shopping preferences on students’ purchasing
decisions. The strategic planning aspect of the study will focus on developing
sales strategies that align with the online shopping preferences of NCBA
students.
The outcomes of this study will not only contribute to academic research
but also provide practical implications for CD R-King and other retailers targeting
the student market. The findings will guide companies in adapting their sales

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strategies to effectively engage students and capitalize on the opportunities
presented by the growing popularity of online shopping.
Research Model Concept

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Statement of the Problem
This study aims to investigate the factors that influence National College
of Business and Arts students’ decision to buy gadgets at CD R-King and to
identify strategies that can improve CD R-King’s sales in light of the increasing
trend towards online shopping and to provide recommendations for improving
sales and marketing strategies to address this challenge.
1. What is the profile of the respondents in terms of:
1.1 Age;
1.2 Gender;
1.3 Civil Status;
2. What are the online shopping preferences of the respondents?
3. What are the online shopping applications that respondents describe?
4. How do the students evaluate the effects of online shopping preferences of
students of National College of Business and Arts in purchasing CD R-King
gadgets of SM Fairview branch in terms of:
2.1 Convenience;

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2.2 Affordability; and
2.3 Easy Access;
5. What are the problems presented by the students in purchasing gadgets at CD
R-King SM Fairview branch?
6. What other plan can be proposed to improve the sales of CD R-King gadgets
at SM Fairview Branch?
Assumption of the Study
Null
According to the researchers, customers are more likely to want to go
to stores than shop online in 2019.
Alternative
Based on the findings that customers are more likely to want to go to
the stores than shop online way back in 2019. Furthermore, the customers are
“always on” that online shopping has potentially groin in the past few years.

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Significance of the Study
The following entities that will benefit from this study are the company,
employees, consumers, and future researchers.
Company. This study will help the company understand the online shopping
preferences of NCBA students regarding CD R-King products. This information
can guide the company in identifying its target market and tailoring its sales
strategies accordingly. By analyzing students’ preferences, the company can
gain insights into which CD R-King products are popular among and in-demand
among this demographic, and understanding students’ online shopping behaviors
will enable the company to enhance its online presence and improve its
e-commerce strategies.
Employee. Employees can utilize this information to enhance customer
engagement strategies. By analyzing the data collected in the study, employees
can identify potential market opportunities among NCBA students for CD R-King
gadgets.

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Consumer. Allows consumers to browse and purchase CD R-King gadgets from
the comfort of their homes or any location with internet access. This saves time
and effort compared to traditional in-store shopping.
Future Researchers. By examining the preferences of NCBA students, future
researchers can uncover the most effective marketing and advertising channels
to reach the specific target audience.
Scope and Limitations
This research focuses on finding out the primary factors that affect the
online shopping preferences of students of the National College of Business and
Arts when purchasing CD R-king gadgets in SM Fairview. Recent studies and
researchers will be used as references in finding out how online shopping affects
the CD R-king company.
This research was developed to find out if online shopping preferences
are really helpful for the CD R-king company and if yes, what else should they do
to improve or get to know them better when it comes to this field.
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Definition of Terms
The following terms are operationally defined in this study.
Brick and mortar - refers to a traditional physical store or business location
made of actual bricks and mortar materials such as concrete or stone.
Consumer behavior - the study of the actions and decisions made by
individuals when purchasing goods and services.
E-commerce - short for electronic commerce, is the buying and selling of goods
and services over the Internet.
Gadgets - A technological device or tool that is designed to perform specific
functions or tasks and it can also be an accessory.
Marketing strategy - a comprehensive plan developed by a business to identify
and target its customers and it involves analyzing the market.
Omnichannel - is a multichannel approach to sales and marketing that provides
customers with a seamless and integrated shopping experience among all
channels.
Online channels - various platforms and websites through which consumers can
purchase goods and services online.
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Online shopping - also known as e-commerce is an act of purchasing goods or
services over the Internet.
Sales strategy - plan of action that outlines how a company will market and sell
its products or services to its target customers.
Target market - a specific group of individuals or organizations that a company
intends to sell its products or services.
Traditional retailer - a company or organization that primarily sells physical
goods, rather than online or through e-commerce channels

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Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the different literature and studies on Business
Research and its importance of it for the business owners. It reviews the
essentials of business research, its role in the business industry, and its benefits
to the corporate world.
Literature
Foreign
The growth of shopping has gone from the brick-to-click or traditional
malls and bazaars to websites and easy applications right at our fingertips.
Consumers changed the way they go shopping from the traditional way to the
virtual way. The study by Professor Delelis (2019), revealed a positive attitude
and behavior toward online shopping even by those consumers who have a
limited weekly allowance still indulge in online shopping. The study reveals that
from the respondent’s point of view, the use of the different platforms of online
shopping offers a lot of tangible advantages such as a reduction in buyer’s
sorting out time, better buying decisions, less time spent in purchasing, and
increased opportunities for
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buying alternative products. (Lubis, 2018). As stated by Mawis (2019) online
shopping has emerged as a distinct trend in consumer shopping habits driven by
the sheer ease and variety of e-commerce business operators' products.
Shopping habits are linked to shopping strategies that someone likes or
dislikes and are not influenced by the purchasing power of the customers. The
study of factors that influence customer preferences enables businesses to tailor
their products to particular groups of customers, create new products and
understand why certain products are more successful than others.
Consumers buy the products or services so as to satisfy their individual
needs. Many factors are influencing the consumer’s attitude and his/her
preferences for buying a product. With the advancement of technology today, all
are using e-gadgets irrespective of age. The use of these gadgets affects
cognitive, affective, and behavioral to all or any and thus the impact is difficult to
trace since technology today requires e-gadgets to know current issues.
According to the study of Rajakumar, et al. (2020), The buying pattern of
students is similar despite their basic characteristics, particularly in the
aspects like quality, preference, and decision-making.
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However, it is evident that the present approaches to draw the attention of
students are not adequate. The students are particular about the appropriate
supply chain system for the distribution of gadgets. The students feel
comfortable purchasing gadgets through online stores.
Local
Based on a research article authored by ( Manapul, 2022) This study
attempts to investigate how shipping costs affect customer satisfaction, which in
turn affects consumers' decisions to make purchases online. Our research
showed that delivery costs are perceived by online customers as a separate
aspect of e-commerce. A consumer's purposeful happiness is increased and
their online buy intentions are motivated by knowing the shipping cost before
they make a purchase. In the end, internet shoppers in the Philippines are largely
unconcerned about whether the cost of shipping has a significant impact on their
assessments and decisions. Consumernally, shopping took place in
brick-and-mortar stores, bazaars, and malls. Now, it can be done online or with
simple apps at our fingertips. According to (Prof. Delelis MBA 2019) Online sales
have increased from being almost nonexistent a decade ago to millions of pesos
annually. Customers can purchase things from a merchant using the internet,
receiving full service and incurring fewer costs.
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The information that merchants present about their goods attracts
potential buyers because it occasionally speaks to their perceived needs. The
beginning of the online buyer and online seller's transaction also occurs at this
point. People's lives are improved and made easier by online buying.
To increase sales, engage partners, and develop enduring relationships
with customers, businesses are attempting to offer immersive service
experiences. Based on (Hariramani Patrick, Javier Mary, Navarro Kiana, and
Wang Charleen 2021) As the use of mobile devices has increased, e-commerce
has evolved and is now redefining business practices all over the world. To
please their potential clients, the majority of e-commerce enterprises should think
about creating high-quality mobile-friendly websites or applications. It's crucial to
take sustainability measures that convince clients that using their service will
meet their demands and be created in a way that is compatible with economic,
social, and environmental objectives. One of the key components of creating a
successful online business
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Studies
Foreign
According to (Piotrowicz & Cuthbertson, 2014; Altagamma, 2018) The
consumer today is oriented towards omnichannel, he/she has not abandoned
physical stores, he/she makes his/her own decisions moving between online and
offline. Currently, the individuals are “always on” which means they are constantly
connected where they are. Internet, smartphone development, the success of
social media, and social networks have changed consumer behavior.
The two main reasons why customers shop in stores instead of online are
that they want to see/touch the item and try it before purchasing it. Moreover, the
inconvenience of delivery time and shipping costs associated with online
shopping affects the decision of many consumers who prefer to go to the stores.
Also, data from PwC’s Global Consumer Insights Survey from 2018 confirm that
physical shopping is still important to consumers; there has been a growth of
weekly brick-and-mortar shoppers in the last years, from 36% of respondents in
2014 to 44% in 2018 (PwC, 2018).
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A retailer with multiple sales channels benefits from understanding how
different consumer behavior influences the success of online and offline sales
channels (Hult, Sharma, Morgeson, & Zhang, 2019). An analysis of the financial
performance of Walmart and Target between the 2016 and 2018 fiscal years
showed an annual growth rate of less than eight percent, while Amazon has a
growth rate of more than 71% in the same timeframe (Amazon, 2019; Target,
2019; Walmart, 2019).
Local
Prior studies of Riguerra and Noroña (2021), shows that Filipinos are
among the world's largest number of internet users, spending ten hours a day
online on average. This is one of the causes for the Philippines' remarkable
shopping app growth, which increased by 53% during the outbreak, leading
Southeast Asia. While some customers prefer to shop online for accessibility and
convenience, others are more concerned about payment security and privacy
when doing so. On the other hand, results also demonstrate that influencing
factors such as product and conditions do not significantly affect customers'
purchase preferences directly. But customers discover that the benefits of the
online shopping interface include simple order placement, 24/7 access, and a
variety of payment methods.
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On the other side, the advantages of in-store transactions include the ability to
touch products, quick product availability, and sales assistance.
Moreover, in a 2019 study by Dacumos, Nillas, and Referente, Consumers
should always take into account what influences their preferences when making
purchases. It is clear that online purchasing has developed in ways that we could
not have predicted. Technology has made it possible for online retailers to
virtually alter how we shop. Customers use the internet as a medium to evaluate
costs, product features and quality, and the after-sale support they may expect if
they buy the product from a specific seller in addition to making online
purchases. Convenience is the best feature of online shopping. People can save
time and use it to do things they really want to do instead of having to go out and
spend extra time shopping for a product. Additionally, comparing pricing and
negotiating a better bargain with the sellers is simpler. Online stores provide us
with a surprising variety of options. Here, shoppers will discover everything they
need.
Additionally, according to Caraan, Surabia, and Noroña (2021) in their
study “Expansion of Brick-and-Mortar Retailers to Online Retailing: A Strategic
Application of the Technology Acceptance Model in the Philippines”
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Due to the extensive product selection and convenience it offers customers, the
activity of the internet retailing industry has been continuously rising over the last
couple of years. The Philippines, which has a sizable Asian population and one
of the region's fastest-growing e-commerce marketplaces, is one of Asia's most
active online retail markets. Brick-and-mortar retailers typically have to sell a
variety of goods and rely on customers to physically enter the store with their
intended purchases. On the other hand, due to its ability to offer customers a
wide variety of products all at a reasonable level of convenience, internet
shopping has recently experienced an increase in activity. Since customers won't
have to travel to and from the physical store to buy the product, the study also
discovered that they might be subject to lower costs. Online retailing also has its
challenges that include: Providing a positive customer shopping experience that
is on par with what the brick-and-mortar shopping experience is like (Insley &
Nunan, 2014); maintaining customer relationships, which are impacted by the
extensive item offerings online and consumer-related factors like trust and loyalty
(Verma, Sharma, & Sheth, 2015); and facilitating customer engagement via
smartphones, websites, and mobile applications to ensure ease of use and a
more accessible means for product returns and/or refunds (Li, Zhao, Xu, & Pu,
2019).
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According to a study by Euromonitor International (2019), the Philippines
witnessed a shift in the way that retailers set up their online channels, with many
choosing to use third-party platforms like Lazada, Shopee, and Facebook
Marketplace for direct customer engagement.
Synthesis
The review of related literature and studies has an implication for the
present study. All reviews were focused on the Effects of online shopping
preferences to students, The researchers, and the works of different writers and
authors like Professor Delelis (2019), (Lubis, 2018), Mawis (2019), (Gaikwad &
Kate, 2016), Rajakumar, et al. (2020), ( Manapul, 2022), (Altagamma, 2018),
(Hult, Sharma, Morgeson, & Zhang, 2019), Riguerra and Noroña (2021),( 2019)
study by Dacumos, Nillas, and Referente, Caraan, Surabia, and Noroña (2021), ,
(Li, Zhao, Xu, & Pu, 2019) gave substantial and closely related information
needed to this study.
Numerous studies have shown that shopping online is more practical than
visiting physical stores, especially when the consumer wants to save time.
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According to Professor Delelis (2019), (Lubis, 2018), Mawis (2019),
Rajakumar, et al. (2020), ( Manapul, 2022), (Altagamma, 2018) (Hult, Sharma,
Morgeson, & Zhang, 2019), Riguerra and Noroña (2021), even customers with a
little weekly budget admitted to having a good attitude and behavior toward
online buying. (2019) study by Dacumos, Nillas, and Referente, Caraan, Surabia,
and Noroña (2021), (Li, Zhao, Xu, & Pu, 2019) discussed that by using internet
shopping, customers of today may quickly buy products or services directly from
a seller. Online commerce is a modern innovation that is fast growing so that
users may easily use it and find it convenient.
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Chapter 3
METHODOLOGY
This chapter presents the method and procedures used in the study. It
includes the research method used, population frame and sampling scheme,
description of the respondents, the instruments used, the data gathering
procedure and statistical treatment of data.
Research Design
The researchers adopted a descriptive type of research under a
quantitative approach in presenting the demographic profile of the respondents.
Descriptive research involves the description, recording, analysis, and
interpretation of the present nature, composition, or process of phenomena. A
survey questionnaire has been adopted by the researchers to help in gathering
the needed information for this study. The survey method is the practice of
gathering data for a study by asking people questions related to your research.
Typically, researchers survey people who have knowledge, insights, or
experiences related to the study. A survey questionnaire serves as a script
performed as part of an interaction between the respondent and interviewer.
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Sample and Sampling Technique
Since this research is Quantitative Research, the researchers used a
stratified random sampling technique to determine what are the ideas of the
(100) students of National College of Business and Arts Fairview, when it comes
to traditional or online buying preferences. to know how they manage when
buying at CD R King Fairview Branch.
Research Instrument
The study was conducted at the National College of Business and Arts.
This place was selected for knowing the efficiency of the said study among
business administration students and for them to feel comfortable, this study has
been implemented on the Business Administration students, this study has tested
the effects of online shopping preferences of the said demographic. The
researchers used a quiz questionnaire that is based on the topic.
To get the appropriate data needed, the researcher will have
questionnaires with different parts. Part I will ask for the profile of the
respondents. The tool for the profile was made by the researcher; it will
determine the age, gender, civil status, and so on with the following parts that are
connected to the study.
24

________________________________________________________________________
Data Gathering Procedure
Fundamentally, the data used in this study will be gathered from the
acknowledged respondents, and the researcher secured a permit from his/her
research adviser and from the dean. The researchers prepared a letter to inform
them of the objective of the study. Before conducting the survey, the researcher
informed the respondents of the National College of Business and Arts about the
collection of data that has to be collected and explained to the respondents the
purpose of the study.
25

________________________________________________________________________
During the interview, the data collection was made by answering the
questionnaires in the survey paper that were given to the respondents. The
researcher tallied and analyzed the response of the participants after gathering
the required number of responses.
Statistical Treatment of Data
The researcher used the quantitative data to generate the analysis and
interpretation of the data gathered, the following statistical treatment was used.
1. Frequency and Percentage Distribution
The data generated were tallied, tabulated, and computed using the
frequency and percentage. According to Lavrakas (2008) it specifies the
percentage of observations that exist for each data point or grouping of data
points. It is a particularly useful method of expressing the relative frequency of
survey responses and other data. Frequency and Percentage – was used to
determine the ratio of the frequency of responses
26

________________________________________________________________________
Formula: 𝑃 = 𝐹𝑥 𝑁 × 100
Where:
P = percentage
f = frequency
n = total number of respondents
2. Weighted Mean
The respondents were reached to every figure by checking one out of five
conceivable answers or reactions. Hence, the score was the sum of the weight of
the responses checked. With the weighted average, the researchers get
information that verifiably has been more accurate.
Formula:
X=∑x•w/∑W
Where in:
∑ denotes the sum
W is the weights and
X - is the value Legend
WM - Weighted Mean
DE – Descriptive Equivalent
27

________________________________________________________________________
3. Likert Scale
To qualify the response of the respondents, the Likert scale is used to
measure people's attitudes, insights, values, knowledge, perception, beliefs, and
behavioral changes.
The use of the questionnaire is to produce the mean of the scores of
higher relativity to a possible maximum outcome and their difference between
other questions is significant. Other researchers chose to use the (1,2,3,4,5)
Likert scale, there is a possibility that they are forced to choose the in-between
option especially when they are in the middle of thinking about what to pick, what
I want to say is when they are (neutral/undecided) in the five Likert scale.
Pimentel (2019). Using (1,2,3,4) Likert scale is good when people are undecided
and their mind is forced to choose a better answer on a questionnaire.
The responses were acted to every perception item by checking out of
four possible responses, hence, the score was the sum of the weight of the
responses checked or selected. The corresponding point assigned by the
respondents to each indicated item was determined by estimating each weighted
average with the following equivalent verbal descriptions.
28

________________________________________________________________________
DESCRIPTIVE INTERPRETATION
SCALE LEVEL DESCRIPTION
3.25 — 4.0 4 Strongly Agree (SA)

2.50 — 3.24 3 Agree (A)
1.75 — 2.49 2 Disagree (D)
1.0 — 1.74 1 Strongly Disagree (SD)
4. Ranking
A ranking is a relationship between a set of items such that, for any two or
more items, the first is either ‘ranked higher than’, ‘ranked is lower than’ or
‘ranked is equal to’ the second. In mathematics, this is known as a total quality of
service, it can also happen the two services can have the same ranking
29

________________________________________________________________________
Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents, analyzes, and interprets the data and information
collected from the respondents.
Table 1.1
Demographic Profile as the age of the respondents.
AGE FREQUENCY PERCENTAGE RANKING
20 - 22 years of age 80 80% 1
23 - 25 years of age 12 12% 2
25 - 27 years of age 5 5% 3
28 and above 3 3% 4
total 100 100%
Table 1.1 shows the results that the most of the respondents are 20 - 22
years of age.
30

________________________________________________________________________
Table 1.2
Demographic Profile as the gender of the respondents.
GENDER COUNT PERCENTAGE RANKING
Male 58 58% 1
Female 42 42% 2
total 100 100%
Table 1.2 indicates that most of the respondents are male.
Table 1.3
Demographic profile as the civil status of the respondents
CIVIL STATUS FREQUENCY PERCENTAGE RANKING
Single 95 95% 1
Cohabitant 3 3% 2
Married 2 2% 3
total 100 100%
Table 1.3 represents that most of the respondents are single.
31

________________________________________________________________________
Table 2.1
Online Shopping Preference
FREQUENCY PERCENTAGE RANKING
Price 63/100 63% 1
Convenience 41/100 41% 3
Selection 24/100 24% 4
Shipping & Delivery 44/100 44% 2
Customer Service 26/100 26%
Table 2.1 represents the online shopping preferences and shows that 63%
of respondents are concerned about the price.
32

________________________________________________________________________
Table 2.2
Online shopping application has been tried
FREQUENCY PERCENTAGE RANKING
Shopee 82/100 82% 1
Lazada 48/100 48% 2
Shein 25/100 25% 4
Tiktok 45/100 45% 3
Table 2.2 represents the online shopping application that has been tried
shows that 82% of respondents chose shopee.
33

________________________________________________________________________
Table 3.1
Observable Work Performance Skills and Competence
4 3 2 1
Moderately Moderately
Very Satisfied Satisfied Dissatisfied Dissatisfied TOTAL
Convenience
Easy to find the gadgets you wanted on
the online shopping app 47 47 5 1 100
I am satisfied with the gadget
information provided from the online
shopping app 29 66 4 1 100
My experience was good when I
purchased a product from the website 29 64 6 1 100
Affordability
Reasonable price 38 60 1 1 100
Budget Friendly 30 67 2 1 100
Cheaper 62 37 1 0 100
Easy Access
Online shopping is more accessible 70 25 4 1 100

The availability of multiple payment
options when making a purchase online 65 32 2 1 100
The level of satisfaction when you
purchase online 53 44 3 0 100
34

________________________________________________________________________
Table 3.1 shows that most of the respondents answered moderately satisfied in
every situation. Affordability shows that they are moderately satisfied with what
they observe, and most of the respondents answered very satisfied with easy
access.
Table 3.2
Online Shopping Preference
4 3 2 1
Strongly Agree Strongly
Agree to Disagree Disagree TOTAL
To what extent do you agree with the statement "CD
R-King SM Fairview branch offers competitive prices
for their gadgets. 45 42 12 1 100
The return and exchange policy at CD R-King SM
Fairview branch was fair and easy to understand. 58 37 4 1 100
The range of gadgets available at CD R-King SM
Fairview branch was suitable for my needs. 38 53 6 3 100
The checkout process at CD R-King SM Fairview
branch was efficient and timely 32 64 3 1 100
The availability of stocks at CD R-King SM Fairview
branch was adequate for the gadgets I was looking
for. 54 25 17 4 100
The overall quality of the gadgets at CD R-King SM
Fairview branch met my expectations. 49 31 17 3 100
Table 3.2 shows Online shopping preferences. Many people also agreed
with the CD R-king company's online preferences, but there were also a few who
did not agree with it.
35

________________________________________________________________________
Table 3.3
Self-Assessment of the Employee
4 3 2 1
Strongly Strongly
Agree Agree Disagree Disagree TOTAL
CD R-King provides quality
gadgets 58 34 7 1 100
Improve marketing skills 58 23 16 3 100
Products are affordable 50 37 12 1 100
Store location 55 29 14 2 100
Provides quality service 44 46 7 3 100
Store ambiance 40 30 27 3 100
Table 3.3 shows the Self-Assessment of the Employee, here is shown the
answer given by the respondents if they are okay with the things that should be
improved or should be done by CD R-king in their company.
36

________________________________________________________________________
Chapter 5
SUMMARY, CONCLUSION AND RECOMMENDATIONS
This chapter summarizes the major findings of the study and presents
the resulting conclusions and recommendations.
Summary of the Findings
This study is all about “Effects of Online Shopping Preference to students
of National College of Business and Arts purchasing CD R-KING gadgets at SM
Fairview Branch: A basis for sale improvement ” In this study it helps the
management of CD R-King to provide information on how to improve their sales.
This study also discusses insights into the behavior of these students in terms of
online shopping, as well as their purchasing patterns when it comes to CD
R-King gadgets. The instrument used in this study is a survey questionnaire for
the 100 students of the National College of Business and Arts.
After constructing the questionnaire, the researchers will be able to
validate it by consulting it to a research adviser. In the process of data gathering,
the researcher has to conduct a survey questionnaire by the use of Google form.
The researchers give enough time for the respondents to answer it efficiently and
collect after.
37

________________________________________________________________________
The statistical methods and techniques that the researchers use are frequency
distribution and percentage. The following formulas: 𝑃 = 𝐹𝑥 𝑁 × 100 Where: P =
percentage, f = frequency, n = total number of respondents. X = ∑ x • w / ∑ W
Where in: ∑ denotes the sum, W is the weights and, X - is the value Legend, WM
- Weighted Mean, DE – Descriptive Equivalent.
Additionally, in the summary of gathered data raised by the statement of
the problem. In the demographic profile of the respondents as gender, most of
them are male. 20 - 22 years old respondents are the majority.
Based on the online shopping preference 63% of respondents are
concerned about the price, 44% in shipping & delivery, 41% in convenience, 26%
in customer service, and lastly with the least percentage of only 26%. 81% of the
respondents agreed that CD
R-king is more convenient in online shopping. 92% of the respondents
agreed that online shopping affects the number of consumers in CD R-King
physical stores. 73% of respondents agreed that online shopping preferences
help NCBA third-year students regain interest in purchasing from the CD R-King
store. The Observable Work Performance Skills and Competence, Many of the
38

________________________________________________________________________
respondents answered very satisfied and moderately satisfied. It shows that they are
satisfied with what they observe. The Self Assessment of the Employee here is
shown the answer given by the respondents if they are okay with the things that
should be improved or should be done by CD R-king in their company. Lastly,
through the help of collecting data of the effects of online shopping preferences on
students to improve their online sales.
Conclusion
After contemplating and analyzing the gathered information from the survey, the
researchers conclude the following:
1. The study shows NCBA students are still concerned about the price when it
comes to buying online.
2. This study shows that more NCBA students prefers to buys online than going
to SM fairview CD R-KING
3. This study provides information on how to improve the sales of CD R-KING
SM Fairview branch. When it comes to online shopping they best enter
shopee based on respondents.
4. Respondents when it comes to the convenience they are moderately satisfied
also in the affordability of the gadgets and ease access they are strongly
satisfied it shows students now are more likely to buy easily and not tiring.
39

________________________________________________________________________
Recommendations
Here are some recommendations offered based on the findings and conclusions
of the study:
1. CD R-King should invest in upgrading to e-commerce websites or apps to
ensure a smooth and user-friendly shopping experience.
2. With the increasing use of smartphones for online shopping, CD R-King
should optimize its website and app for mobile devices. Ensure responsive
design, fast loading times, and easy navigation on mobile platforms to
cater to mobile shoppers.
3. Expand the product range offered online to cater to a wider customer
base. Analyze market trends and customer preferences to identify popular
gadget categories and ensure they are available for online purchase.
4. Implement a customer review and rating system. Encourage satisfied
customers to leave reviews and promptly address any negative feedback.
5. Leverage social media platforms to engage with customers and promote
gadgets.
6. Provide reliable and responsive customer support for online and offline
shoppers.
40

________________________________________________________________________
By implementing these recommendations. CD R-King can better cater to
online shopping preferences, attract a larger customer base, and increase sales
in the digital marketplace.
41

________________________________________________________________________
BIBLIOGRAPHY
Strategies for Increasing sales
https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=7175&context=diss
ertations
Online shopping preferences
https://garph.co.uk/IJARMSS/Apr2019/G-2605.pdf
Buying pattern
https://www.researchgate.net/publication/346530164_Students_buying_pattern_
of_modern_electronic_e-gadgets
https://pdfs.semanticscholar.org/d3c8/be95d004c2e2160c03eed0b9db8f3142288
2.pdf
https://www.diva-portal.org/smash/get/diva2:1222736/FULLTEXT01.pdf
https://www.proquest.com/openview/7f2b3600a72a2551d61452bb0550b77b/1?p
q-origsite=gscholar&cbl=18750&diss=y
42

________________________________________________________________________
https://al-kindipublisher.com/index.php/jbms/article/view/2971
https://animorepository.dlsu.edu.ph/etdb_dsi/72/
http://www.ieomsociety.org/brazil2020/papers/721.pdf?fbclid=IwAR21LO4PKua-
DjoMVP0glFy-mb3u0h-IvBBUv5QzWE8yFnLUAblDP6Ic6zk
http://ieomsociety.org/proceedings/2021rome/646.pdf
https://ndu.edu.ph/research/img/02_CBA_Online%20Shopping_Final.pdf?fbclid=I
wAR2fExPRxc49KxVLprYnZPWMPBcQlnAH4o8DXT77dmMZf9po72yTtiMMPW
https://www.researchgate.net/publication/346530164_Students_buying_pattern_
of_modern_electronic_e-gadgets
https://www.proquest.com/openview/7f2b3600a72a2551d61452bb0550b77b/1?p
q-origsite=gscholar&cbl=18750&diss=y
43

________________________________________________________________________
APPENDICES
Appendix A. Letter Request
Dear Sir/Ma'am,
Good day! We are 3rd year Marketing Management Students, and one
of our requirements is to conduct business research. Our study was entitled
“EFFECTS OF ONLINE SHOPPING PREFERENCES TO STUDENTS OF
NATIONAL COLLEGE OF BUSINESS AND ARTS IN PURCHASING CD
R-KING GADGETS AT SM FAIRVIEW BRANCH: A SALES STRATEGIC
PLANNING”
We would like to ask for your permission to guide us, by validating our
questionnaire. We will appreciate your constructive criticism, comments, and
suggestions you will give for the improvement of our particular research.
Your feedback is much appreciated.
Very truly yours,

Researchers
Jan Ashley Comedia

Jonathan Jhay Dumag
Jeremy B. Garcia
David M. Horlanda
Felix Emmanuel C. Laxamana
Maria Daniela A. Moreno
Noted by: Approved by:
Chirie Francisco Lacosta MBA, CLYSSB Ana Maria M. Dacuno,

MBA
Research Adviser Research Validator
44

________________________________________________________________________
APPENDIX B: LETTER FOR ADVISER

March 13, 2023,
To whom it may concern,
The undersigned are presently enrolled in the Bachelor’s Degree Program
of Business Administration of National College of Business and Arts, Fairview,
Quezon City and in the process of fulfilling the research requirement in the
course Business Research.
We would like to ask for your cooperation by answering the following
questions as we gathered data to support the research entitled, “EFFECTS OF
ONLINE SHOPPING PREFERENCES TO STUDENTS OF NATIONAL
COLLEGE OF BUSINESS AND ARTS IN PURCHASING CD R-KING
GADGETS AT SM FAIRVIEW BRANCH: A SALES STRATEGIC PLANNING”
Attached herewith is the research instrument. Rest assured that all information
therein will be treated with outmost confidence.
Thank you and God bless.
Very truly yours,
Researchers
Jan Ashley Comedia
Jonathan Jhay Dumag
Jeremy B. Garcia
David M. Horlanda
Noted by:
Chirie Francisco Lacosta, MBA, CLYSSB

Adviser
45

________________________________________________________________________
APPENDIX C: CONSENT FORM OF THE BUSINESS

April 29, 2023
To whom it may concern,
Good day! We are 3rd year Marketing Students from the National College of
Business and Arts and one of the partial fulfillments of our course is Business
Research. We are asked to search for a company or business that we are
interested in. We, the researchers, would like to use your company name,CD
R-King, as the main topic for our research.
Rest assured that your company's name will not be used against anything that
will result in a bad reputation for your company. Thank you for your consideration.
Have a nice day ahead!
Researchers:
Jan Ashley Comedia
Jonathan Jhay Dumag
Jeremy B. Garcia
David M. Horlanda
Research Adviser:
Chirie Lacosta, MBA, CLSSYB

Adviser
46

________________________________________________________________________
APPENDIX D: LETTER FOR RESPONDENTS

RESEARCH TITLE: “Effect of Online Shopping Preferences to Students of National
College of Business and Arts in Purchasing CD R-King Gadgets at SM Fairview Branch:
A Basis for Sales Improvement”
RESEARCHER/S NAME: Jan Ashley Comedia, Jonathan Jhay Dumag, Jeremy B.

Garcia, David M. Horlanda, Felix Emmanuel C. Laxamana, Maria Daniela A. Moreno
I voluntarily agree to participate in this research study.
I agree to take part in the above research.
I understand what my role will be in this research, and all my questions have been
answered to my satisfaction.
I understand that I am free to withdraw from the research at any time, for any reason and
without prejudice.
I have been informed that the confidentiality of the information I provide will be
safeguarded.
I am free to ask any questions at any time before and during the study.
I have been provided with a copy of this form.
Data Protection: I agree with the researcher/s processing the data which I have
supplied.
I agree to the processing of such data for any purposes connected with the research
objectives as outlined to me.
I give permission for the researcher to use and publish any data gathered.
Name of participant (print) ____________________ Signed______________ Date
_______
Name of witness (print) ____________________ Signed______________ Date _____
If you wish to withdraw from the research, please complete the form below and
return to the Researcher/s named above.
Title of Research: “Effect of Online Shopping Preferences to Students of National
College of Business and Arts in Purchasing CD R-King Gadgets at SM Fairview Branch:
A Basis for Sales Improvement”
Name and Signed: ______________________________ Date: ____________
47

________________________________________________________________________
APPENDIX E: CERTIFICATE OF LANGUAGE EDITING
This is to certify that the undersigned has reviewed and went through all the
pages of the thesis entitled “EFFECTS OF ONLINE SHOPPING
PREFERENCES TO STUDENTS OF NATIONAL COLLEGE OF BUSINESS
AND ARTS IN PURCHASING CD R-KING GADGETS AT SM FAIRVIEW
BRANCH: A SALES STRATEGIC PLANNING” by Jan Ashley Comedia,
Jonathan Jhay Dumag, Jeremy B. Garcia, David M. Horlanda, Felix Emmanuel
C. Laxamana, Maria Daniela A. Moreno, aligned with the set of structural rules
that govern the composition of sentences, phrases, and words in English
Language.
Signed this _ day of May in the year of our Lord, 2023.
Signed:
48

________________________________________________________________________

________________________________________________________________________
APPENDIX F: CERTIFICATE OF DATA STATISTICAL ANALYSIS AND

TREATMENT
CERTIFICATION
This certifies that the instrument used in the thesis is entitled. EFFECTS OF
ONLINE SHOPPING PREFERENCES TO STUDENTS OF NATIONAL
COLLEGE OF BUSINESS AND ARTS IN PURCHASING CD R-KING
GADGETS AT SM FAIRVIEW BRANCH: A SALES STRATEGIC PLANNING
by
Comedia, Jan Ashley
Dumag, Jonathan Jhay
Garcia, Jeremy B.
Horlanda, David M.
Laxamana, Felix Emmanuel C.
Moreno, Maria Daniela A.
of the program, Bachelor of Science in Business Administration from the
National College of Business and Arts – Fairview Branch has been reviewed,
examined, analyzed, and given the appropriate statistical treatment as needed by
the study.
This certification is issued on the 2nd of June 2023, upon the request of the
researchers for whatever legal purpose it may serve.
ALTHEA MAE OMEGA

Statistician
Vertaccount, Inc. – Makati City
49

________________________________________________________________________
APPENDIX G: STORE VISIT
50

________________________________________________________________________
APPENDIX H: RESEARCH DEFENSE
51

________________________________________________________________________
APPENDIX I: SURVEY QUESTIONNAIRE
Part I. Demographic Profile
● National College of Business and Arts (NCBA) - Fairview
Name: ___________________________ (OPTIONAL) Course:

______________________
How may the respondents be described in terms of?
Age
o 20 - 22 years of age
o 28 and Above
Gender
o Female
o Male
Civil Status
o Single
o Married
o Cohabitant
52

________________________________________________________________________
Online Shopping Preferences
o Price
o Convenience
o Selection
o Shipping and Delivery

o Customer Service
Which of the online shopping apps below have you tried?

o Shopee
o Lazada
o Shein
o Tiktok shop
53

________________________________________________________________________
Part II: Observable Work Performance Skills and Competence
Direction: Please read the statement thoroughly. Rate each statement below.
4 – Very Satisfied
3 – Moderately Satisfied
2 – Moderately Dissatisfied
1 – Very Dissatisfied
Convenience
Indicators 4 3 2 1
Easy to find the gadgets you wanted on the online shopping

app
I am satisfied with the gadget information provided from the

online shopping app
My experience was good when I purchased a product from

the website
54

________________________________________________________________________
Affordable
Indicators 4 3 2 1
Reasonable price
Budget Friendly
Cheaper
Easy Access
Indicators 4 3 2 1
Online shopping is more accessible
The availability of multiple payment options when making a

purchase online
The level of satisfaction when you purchase online
55

________________________________________________________________________
Part III: ONLINE SHOPPING PREFERENCES
Direction: Please rate the following statements based on your agreement or
disagreement using the following scale:
1 - Strongly Disagree 2 - Disagree 3 - Agree 4 - Strongly Agree
Indicators 4 3 2 1
To what extent do you agree with the statement "CD R-King SM Fairview branch offers
competitive prices for their gadgets.
The return and exchange policy at CD R-King SM Fairview branch was fair and easy
to understand.
The range of gadgets available at CD R-King SM Fairview branch was suitable for my
needs.
The checkout process at CD R-King SM Fairview branch was efficient and timely.
The availability of stocks at CD R-King SM Fairview branch was adequate for the
gadgets I was looking for.
The overall quality of the gadgets at CD R-King SM Fairview branch met my

expectations.
56

________________________________________________________________________
Part IV: Self-Assessment of the Employee
Direction: Please check the box of numbers that corresponds to the degree of
your proficiency based on your own assessment of the skills needed by the
banking industry.
The Four-Points Likert Scale will guide you in your choice or option.
4 – Highly Agree (HA)
3 – Agree (A)
2 – Disagree (D)
1 – Strongly Disagree (SD)
Indicators 4 3 2 1
CD R-King provides quality gadgets
Improve marketing skills
Products are affordable
Store location
Provides quality service
Store ambiance
Thank you for taking the time to complete this questionnaire. Your responses are
valuable and will contribute to the study. Rest assured that all the information
provided will be kept confidential and used only for the purpose of this study.
57

________________________________________________________________________
58

________________________________________________________________________
Comedia, Jan Ashley
Contact Number: 09663395519
E-mail address: comediajanashley@gmail.com
Address: Blk 4 lot 31 Phase 3 solar urban Homes North Bagumbong Caloocan
City
Personal Information
Birthdate: January 24, 2001
Place of Birth: Caloocan City
Nationality: Filipino
Civil Status: Single
Educational Background
Tertiary: National College of Business and Arts Commonwealth Avenue Cor,

Regalado Street Fairview Quezon City.
Secondary: La Consolacion College of Novaliches (2017-2019)
Escuela De Sophia of Caloocan Inc. (2013-2017)
Primary: Bagumbong Elementary School (2007-2013)
59

________________________________________________________________________
Dumag, Jonathan Jhay
E-mail address: jonathancortenias@gmail.com
Address: blk 3 lot 1 nightingale 30 Quintos village caloocan city
Birthdate: August 28, 1999
Place of Birth: Quezon City

Secondary: Luna Goco Colleges (2017-2019)
Cielito Zamora High School (2013-2017)
Primary: Cielito Zamora Memorial School (2008-2013)
60

________________________________________________________________________
Garcia, Jeremy B.
E-mail address: jeremygarcia536@gmail.com
Address: Blk 19 lot 6 Kathleen Place 4 Brgy San Bartolome Quezon City
Birthdate: June 9, 2001

Secondary: Sto. NiÑo De Novaliches School (2013-2019)
Primary: Sto. NiÑo De Novaliches School (2008-2013)
61

________________________________________________________________________
Horlanda, David M.
E-mail address: Mandaguiodavid@gmail.com
Address: Blk 12 Everlasting Street Evergreen Bagumbong caloocan city
Birthdate: August 18, 2001
Place of Birth: Pasig City
Tertiary: National College of Business and Arts
Commonwealth Avenue Cor, Regalado Street
Fairview Quezon City.
Secondary: Escuela De sophia of Caloocan Inc. (2017-2019)
Escuela De sophia of Caloocan Inc. (2013-2017)
Primary: Escuela De Sophia of Caloocan Inc. (2007-2013)
62

________________________________________________________________________
Laxamana, Emmanuel Felix C.
E-mail address: laxamanaemmauel80@gmail.com
Address:31 Sta. Maxima Street Gulod Novaliches Quezon City
Birthdate: November 18. 2001
Secondary: National College of Business and arts (2017-2019)
San Bartolome High School (2013-2017)
Primary: Rosa L Susano elementary school (2007-2013)
63

________________________________________________________________________
Moreno, Maria Daniela A.
E-mail address: morenomariadaniela125@gmail.com
Address: Blk 27 Lot 2 Phase 2 Dela Costa III, Brgy. Graceville City of San Jose
del Monte, Bulacan
Birthdate: November 30, 2000
Place of Birth: Caloocan City
Secondary: First City Providential College (2013-2019)
Primary: Tungkong Mangga Elementary School (2007-2013)
64


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NATIONAL COLLEGE OF BUSINESS AND ARTS

Cubao * Fairview * Taytay

EFFECTS OF ONLINE SHOPPING PREFERENCES TO STUDENTS OF

A Research in Business Administration submitted to the

In Partial Fulfilment of the Requirements of the Course Business Research

COMEDIA, JAN ASHLEY

Commitment * Integrity * Service to All * Accountability

RECOMMENDATION FOR ORAL EXAMINATION

This research entitled EFFECTS OF ONLINE SHOPPING

PREFERENCES TO STUDENTS OF NATIONAL COLLEGE OF BUSINESS

AND ARTS IN PURCHASING CD R-KING GADGETS AT SM FAIRVIEW

BRANCH: A SALES STRATEGIC PLANNING,” prepared and submitted by

COMEDIA, JAN ASHLEY, DUMAG, JONATHAN JHAY, GARCIA, JEREMY B.,

HORLANDA, DAVID M., LAXAMANA, EMMANUEL FELIX C., MORENO,

Bachelor of Science in Business Administration Major in Marketing Management,

Chirie Lacosta, MBA, CLSSYB

Commitment * Integrity * Service to All * Accountability

This research entitled “Effects of Online Shopping Preferences to

Students of National College of Business and Arts in Purchasing CD

R-King gadgets at SM Fairview Branch: A Basis for Sales Improvement”

prepared and submitted by Jan Ashley Comedia, Jonathan Jhay Dumag,

Jeremy B. Garcia, David M. Horlanda, Emmanuel Felix C. Laxamana, and

of Bachelor of Science in Business Administration Major in Marketing

Management, has been approved by the Committee on Oral examination with a

grade of _______ on May 12, 2023.

Jaque H. Diamante, MSHRM, FSCO Allyza Marie P. Paguio, MBA

Ana Maria M. Dacuno, MBA

Accepted and approved in partial fulfilment of the requirements for the

degree of Bachelor of Science in Business Administration.

Dr. Maricel E. Makinano Atty. Concepcion Nancy T. Pasion

Commitment * Integrity * Service to All * Accountability

This certificate is being issued this ____________________, to attest to

COMEDIA, JAN ASHLEY

SUBSCRIBED before me, the researchers exhibiting the research on

Commitment * Integrity * Service to All * Accountability

We would like to express our gratitude to everyone who has contributed to

Thank you all for your support and contributions.

Commitment * Integrity * Service to All * Accountability

This research study examines the effects of online shopping preferences

Keywords: online shopping, sales strategic, sales performance, preference

Commitment * Integrity * Service to All * Accountability

RECOMMENDATION FOR ORAL EXAMINATION…………………………………i

Background of the study……………………………………………………………… 5

Statement of the problem…………………………………………………………….. 7

Significance of the study………………………………………………………………. 9

Scope and limitations………………………………………………………………… 10

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Literature foreign and local………………………………………………………….. 13

Studies foreign and local…………………………………………………………......17

Sample and Sampling Techniques……………………………………………….... 24

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA…………...30

Table 1.1: Demographic Profile as age of the respondents……………………. 30

Table 1.2: Demographic Profile as gender of the respondents………………… 31

Table 1.3: Demographic profile as civil status of the

Table 2.1: Online Shopping Preference……………………………………........... 32

Commitment * Integrity * Service to All * Accountability

Table 2.2: Online shopping application has been tried…………………............ 33

Table 3.1: Observable Work Performance Skills and