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CHAPTER 4
PRESENTATION, ANALYSIS, and INTERPRETATION OF DATA
This chapter summarizes the data acquired, the results of the statistical analysis, and the
interpretation of the results. These are supplied in tables in the sequence of the research
problems concerning Shopping Platform Preference Between Online and Traditional Store by
Forbes College Students.
Profile of the Respondents
Table 1: Distribution of Respondents by Gender
Gender
Frequency
Percentage
Male
64
46.4%
Female
74
53.6%
Total
138
100%
The table showed the gender breakdown of the total number of students who took part
in the study. A total of 138 students from Forbes College were requested to take part in the
survey. According to data male students account for 64 or 46.4 percent of responders, while
female students account for 74 or 53.6 percent of respondents. This suggests that Forbes College
has a higher proportion of female students compared to male students.
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Table 2: Distribution of Respondents by Age
Age
Frequency
Percentage
18 below
14
10.1%
19-21
80
58%
22 above
44
31.9%
Total
138
100
By age, the frequency distribution and percentage of Forbes College students are shown
in the table. It was discovered that among the 138 respondents, 10.1 percent or 14 students are
under the age of 18, whereas 31.9 percent or 44 students are ages 22 and above, while the 19-
21 age group has the largest response with a total of 58 percent or comprises with 80 students.
This means that the majority of the students in the survey conducted fall under the 19 and 21
age brackets.
Table 3: Distribution of Respondents by College Level
Year
Frequency
Percentage
1
st
34
24.6%
2
nd
32
23.2%
3
rd
39
28.3%
4
th
33
23.9%
Total
138
100%
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The table shows the distribution of respondents from first to fourth-year students across
all Forbes College courses. According to the data, the majority of the respondents were third-
year students, accounting for 28.3 percent of the total. Students in the first year got 24.6 percent,
and students in the fourth year received 23.9 percent. Second-year students, on the other hand,
showed the least dispersion, accounting for 23.3 percent of all respondents. This indicates that
the greatest number of respondents came from the third year who was able to answer in the
survey.
Table 4: Distribution of Respondents by Course
Course
Frequency
Percentage
Marketing Management
23
16.7%
23
16.7%
Microfinance
23
16.7%
Criminology
23
16.7%
Information Technology
23
16.7%
Animation
23
16.7%
Total
138
100%
Table 4 revealed the total number of respondents for the programs offered by Forbes
College, namely: Marketing Management, Public Administration, Microfinance, Criminal Justice
Education, Information Technology, and Animation. The number of respondents for each course
was equally distributed, comprising 23 or with a percentage of 16.7, which totaled 138.
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Table 5: Shopping Platform Preference According to Convenience
Convenience
Online Store
Frequency
Frequency
Percentage
Accessibility
80
58
42%
Immediate availability
104
34
25%
Transaction convenience
95
43
31%
Purchase convenience
95
43
31%
Comfortability
97
41
30%
Time-saving
58
80
58%
Easy product returns and
guarantees
128
10
7%
Total
657
309
32%
Table 5 shows the shopping platforms that Forbes college students favor in terms of
convenience. The data demonstrates the elements that motivate students to purchase online or
in traditional stores. 80 of the students from Forbes College, or around 58 percent of the total
respondents, favor accessibility in traditional stores, while the remaining 58, or 42 percent, feel
the online store is more accessible. 104 students, or 75%, prefer quick availability of the goods in
a conventional store, which suggests that buying in a traditional store allows them to get the
purchased item right immediately, whereas 34 students, or 25%, feel that shopping online can
do so. In terms of transaction and purchase convenience, 95 percent of respondents prefer
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traditional stores, which simply means that they find it more convenient to purchase and transact
in a traditional store. On the other hand, 43 percent of respondents believe they can transact
and purchase better in an online store. 97 percent of respondents say they feel more comfortable
in a traditional store when they know exactly what they've bought, however, 41 percent say they
feel more at ease in an online store as they can buy whenever and wherever they want. Shopping
at a traditional store is considered time-saving by 58 percent of respondents because you may
have immediate access to items; on the other hand, 80 percent of respondents believe shopping
at an online store to be time-saving because it saves them extra time and eliminates all the hassle.
128 or 93 percent of respondents agree that product returns and guarantees are made easier in
traditional store as it can be directly done personally with the store and have a smooth
transaction regarding the matter, whereas some 10 or 7 percent says that product return and
guarantees are easier in the online store.
It may be inferred that the majority of respondents (657 or 68 percent)
favored convenience in traditional stores over convenience in online businesses (309 or 32
percent). Despite the rise of eCommerce, the study's respondents still favor traditional retailers
because they are more convenient. This is backed by Tracy Watson's (2020) study, which states
that nearly 95 percent of all shopping will be done online in the next year; however, it is
undeniable that the majority of shoppers still trust traditional stores for the experience they
provide; it is also supported by Gina Acosta's (2019) study, which states that nearly all consumers
prefer to shop in a physical store for convenience, immediacy, and experience.
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Table 6: Shopping Platform Preference According to Quality
Quality
Online Store
Frequency
Frequency
Percentage
Durability
123
15
11%
Appearance
117
21
15%
Good texture
129
9
7%
Product performance
122
16
12%
Proper packaging
99
39
28%
Usability
122
16
12%
Total
712
116
14%
Table 6 shows the quality preferences of Forbes college students when it comes to
shopping platforms. According to the findings, 123 or 89 percent of respondents trust the
durability of a product in a traditional store because they can inspect the item, ensuring that it
will last longer, whereas only 15 or 11 percent trust the durability of a product in an online store.
On the other side, appearance refers to how the product appears, as well as the aesthetic that
adds value to it; 117 or 85 percent of respondents prefer the appearance of a product in a
traditional store compared to only 21 or 15% preferring the appearance of a product in an online
store. Only 9 or 7% of respondents claim the online store has good texture, while 129 or 93
percent believe texture is better in traditional stores. The texture is described as tactile surface
qualities of a product, and the majority of them prefer traditional stores for texture because of
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the feeling. When it comes to product performance, 122 or 88 percent of respondents prefer
conventional stores, while just 16 or 12 percent choose online shops, This is because a product
has a better chance of being tested in a traditional store than it does online. 99 or 72 percent of
respondents say that packaging is more proper in traditional stores than it is in the online store
with only 39 or 28 percent responses because they believe packaging is done better when it is
seen. 122 or 88 percent prefer product’s usability in traditional store because they are
guaranteed of its standard, while 16 or 12 percent prefer it in the online store.
The majority of respondents accounted for 712 total responses or 86 percent likes quality
in traditional store over the online store with only 116 or 14 percent total response. The findings
are backed up by the survey from Continuum (2013) which states that shoppers prefer traditional
stores as they are wary of quality in online stores considering you can’t see and inspect the
product in person.
Table 7: Shopping Platform preference According to Affordability
Affordability
Online Store
Frequency
Frequency
Percentage
Cheaper price
35
103
75%
Offers good discount
50
88
64%
A quick comparison of prices
52
86
62%
Cheaper alternatives
41
97
70%
Total
168
374
68%
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Table 7 presents the data of the shopping platform preference by Forbes college students
in terms of affordability in which out of 138 respondents 25 or 18 percent says traditional store
offers cheaper price items whereas the larger response of 103 or 75 percent are in favor that
online store is way cheaper because products are being sourced directly from the manufacturer.
The online store is believed to offer a good discount by 88 or 64 percent of respondents as it is
their way of attracting customers knowing eCommerce is wide and a lot of choices is available,
while the 50 or 36 percent respondents say traditional store offers a good discount as well
especially when its seasonal. A quick comparison of prices can be done according to 52 or 38
percent respondents while the majority of respondents accounting to 86 or 62 percent
respondents says it is quicker to compare prices in the online store as it can be done stationary
with the use of gadget and internet only. The traditional store is said to have cheaper alternatives
by 41 or 30 percent of respondents whereas 97 or 70 percent says online store offers a lot of
cheaper alternatives considering you can look for the items in just one click and it is in a wide
range.
According to Puja Gupta (2015), what motivates shoppers to shop online is affordability
because it tends to have cheaper prices in which the findings of the current study are supported.
The majority of the respondents prefer online stores for affordability because e-commerce allows
them to save more when shopping than a traditional store.
Table 8: Problems in Traditional Store in terms of Convenience
Convenience
Frequency
Percentage
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Long queue in counter
98
71%
Not enough cashier
64
46.4%
Obnoxious sales staff who keep an eye on customers
61
44.2%
Cashiers service were slow
64
46.4%
Sales staff are not paying attention to customer’s needs
53
38.4%
Non-availability/lacking of change
45
32.6%
Out of stock items
1
0.7%
Difficulty in finding the product
1
0.7%
Table 8 depicts the challenges respondents have in terms of convenience while buying at
a typical store. The research found that there are an equal number of respondents who
encounter not enough cashiers and sluggish cashier service, with 64 or 46.4 percent experiencing
the problem, which also leads to long lines at the counter, with 98 or 61 percent experiencing
the problem. Customers are intimidated by obnoxious salespeople who keep an eye on them,
according to 61 percent of respondents (44.2 percent). Another difficulty that shoppers face is
when salespeople do not pay attention to the customers' demands, which received a 53 percent
or 38.4 percent response. Non-availability or a lack of change affects 45 percent of responders
(32.6 percent). Out-of-stock products and difficulties finding the product are the least common
problems encountered in traditional retailers, with only 1 or 0.7 percent of the response.
According to the aforementioned findings, the most common difficulty encountered by
most respondents is a lengthy line at the counter, which is inconvenient for them and one of the
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main reasons they dislike shopping in traditional stores, implying that it is the key aspect they
wish to avoid while shopping.
Table 9: Problems in Traditional Store in terms of Quality
Quality
Frequency
Percentage
Items are defective
67
48.6%
73
52.9%
Damaged item
57
41.3%
Table 9 shows the quality issues that might be found in traditional retailers. When buying
in a regular store, there are three major challenges that shoppers face. Bad packing is the most
prevalent complaint, with 73 percent of respondents (52.9%) reporting it. 67 or 48.6 percent of
respondents deal with defective items. 57 or 41.3 percent deal with the damaged item in a
According to the data, the most common concern in a typical store is bad packaging,
which received the most responses. Due to its qualities of being lightweight, easy to rip, unable
to contain heavy contents, and not waterproof, the usage of a brown paper bag as a standard
wrapper results in poor packaging. Defective things, which received the second-highest number
of responses, are products that do not perform as intended or obstruct usage. Moreover, for
other respondents, purchasing a broken item at a typical store remains inevitable.
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Table 10: Problems in Traditional Store in terms of Affordability
Affordability
Frequency
Percentage
The cost of the product is too high
77
55.8%
Sometimes there is a charge in package wrappers
69
50%
The cost of the product is inappropriate with the quality
78
56.5%
Table 10 describes the issues with the traditional store when it comes to affordability. The
main issue encountered by respondents is the cost of the product is inappropriate with the
quality which got the greatest number of responses of 78 or 56.5 percent followed by the high
cost of the product with 77 or 55.8 percent, and the problem with the least number of responses
is the charge in package wrappers with 69 or 50 percent.
The primary concern in the data which is the cost of the product is incompatible with the
quality refers to the price that doesn’t meet the product’s value, some items are being sold for
an expensive price which is far from its quality. The second problem states that the cost of the
product is too high in which the respondents consider as an issue because they find a product
expensive regardless of its quality. While for some having a charge on a special wrapper such as
an eco-bag still costs them. The data implies that the respondents are mindful of how much the
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Table 11: Problems in Online Store in terms of Convenience
Online Store
Convenience
Frequency
Percentage
Delay in delivery
117
84.8%
Inactive seller
57
41.3%
Inappropriate product display
74
53.6%
Missing or fake product reviews
78
56.5%
Unclear return and guarantee policy
57
41.3%
Lack of security and privacy leaks
44
31.9%
Table 11 identifies the discomfort factors that might be found in online stores. Delay in
delivery received the highest response of 117 or 84.8 percent, followed by missing or fake
product reviews with 78 or 56.5 percent, inappropriate product display with 74 or 53.6 percent,
inactive seller and unclear return and guarantee policy with 57 or 41.3 percent, and lack of
security and privacy leaks with 44 or 31.9 percent.
According to the data, the top issue for most respondents in the online shop when it
comes to convenience is delivery time. Shopping online is handy since it can be done from a
stationary location using a phone, but it may also be difficult if the thing ordered does not arrive
on time or is delayed.
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Table 12: Problems in Online Store in terms of Quality
Online Store
Quality
Frequency
Percentage
Improper packaging
76
55.1%
Product deficiency
76
55.1%
Missing product information
69
50%
Inaccurate product delivered
74
53.6%
Table 12 mentions the quality issues that have been experienced in an online store.
Improper packaging and product deficiency got the same highest response accounting for 76 or
55.1 percent, next to it is the inaccurate product delivered with 74 or 53.6 percent, and lastly the
missing product information with 69 or 50 percent.
As shown in the results, respondents regard inappropriate packaging as a problem since
it causes product harm such as deformity. On the other hand, product deficiency and inaccuracy
of product delivery are very common in an online store because shopping is done over the
internet, and as a result, the shopper has no assurance of the legitimacy of the product being
purchased, which often leads to them being disappointed for receiving the wrong or defective
items. Product information is crucially significant; a shopper relies on accurate information about
a product. This indicates that respondents desired certainty about what they bought, particularly
when it comes to quality.
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Table 13: Problems in Online Store in terms of Affordability
Online Store
Affordability
Frequency
Percentage
The cost of the product is too high
47
34.1%
Hidden charges exist
64
46.4%
The shipping fee is too expensive
115
83.3%
Some shops don’t support vouchers like free shipping and
discount
1
0.7%
Table 13 depicts the affordability issue in an online shop. Expensive shipping fees were
the most common encounter with 115 or 83.3 percent of respondents, followed by the presence
of hidden charges with 64 or 46.4 percent, the cost of the product being too high with 47 or 34.1
percent, and 1 or 0.7 percent encountering shops that do not accept vouchers such as free
shipping and discounts.
According to the findings, the most significant issue that responders experience is the
high delivery charge. As a result, the majority of respondents are concerned about the cost of
shipping and do not want to spend too much on it.
Table 14: Solution to Problem in Traditional Store in terms of Convenience
Convenience
Frequency
Percentage
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93
67.4%
64
46.4%
Allow shoppers to roam around freely and only approach
if they have a query
93
67.4%
Cashiers service must be sped up
58
42%
Staff must entertain shoppers when they need something
80
58%
Always store coins for change
50
36.2%
Table 14 lists options for improving the convenience of shopping in traditional
establishments. 93 or 67.4 percent of respondents (67.4%) advocate adding another counter and
letting customers move around freely, approaching only if they have a query. Staff must entertain
consumers while they need anything, according to 80 or 58 percent of respondents. An
additional cashier was desired by 64 or 46.4 percent of respondents. Cahiers' service should be
speed faster, according to 58 or 42 percent. With a result of 50 or 36.2 percent, the least number
of responses asserted that always store coins for change.
As shown in the data, an additional counter should be added to make the shopping
experience more efficient, as the primary source of discomfort is a lengthy line, as shown in table
8.
Table 15: Solution to Problems in Traditional Store in terms of Quality
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Quality
Frequency
Percentage
Allow items to be tested first
110
80.3%
Improve package wrappers
68
49.6%
Damaged items must be separated and labeled
99
72.3%
Table 15 shows the solutions to the quality problem that may be found in a traditional
store. A total of 110 people, or 80.3 percent, want items to be tested first. Damaged objects must
be segregated and labeled, according to 99 or 72.3 percent of respondents. And 68or
49.6 percent, want improved packaging wrappers.
According to the statistics, customers value quality, thus ensuring and providing them
with the worth of what they buy would be beneficial. According to Forbes College students,
products should be tested for usefulness, and damaged pieces should be stored separately to
avoid acquiring a faulty item.
Table 16: Solution to Problem in Traditional Store in terms of Affordability
Affordability
Frequency
Percentage
Offer some discounts and promos
104
75.4%
Chargeless on package wrappers such eco bag
77
55.8%
The price must be suitable to product quality
96
69.6%
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Table 16 states the recommended solution for problems in traditional stores in terms of
affordability. Discounts and promos offerings got the highest response of 104 or 75.4 percent.96
or 69.6 percent said the price must be suitable to product quality. And 77 or 55.8 percent suggest
to chargeless on special wrappers such as an eco-bag.
The data conclude that affordable shopping would mean a lot for Forbes college students,
especially when they are getting the right value they deserve about a certain product from how
it was purchased to how it was packed.
Table 17: Solution to Problem in Online Store in terms of Convenience
Online Store
Convenience
Frequency
Percentage
Improve courier service
101
73.2%
Responsive seller
84
60.9%
Post the real photo or model of the real items
103
74.6%
Reveal the real feedback and address the negative ones
74
53.6%
Provide a clear return and guarantee policy
72
52.2%
Provide cybersecurity
48
34.8%
Table 17 presents the solution to the problem encountered in an online store in terms of
convenience. The major response account for 103 or 74.6 percent suggesting to post the real
photo or model of the real items. Improvement of courier service received 101 or 73.2 percent.
The responsive seller got 84 or 60.9 percent. Revealing the real feedback and addressing the
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negative ones got 74 or 53.6 percent. 72 or 52.2 percent suggest having a clear return and
guarantee policy, and lastly providing cybersecurity with 48 or 34.8 percent.
This states that students have difficulty determining whether or not product photographs
or models are real which also leads to deception, and that courier services cause deterioration
of the packaging or deterioration of the product itself.
Table 18: Solution to Problem in Online Store in terms of Quality
Online Store
Quality
Frequency
Percentage
Improve the quality of package wrappers
82
59.4%
Double-check the product and avoid selling defective
items
100
72.5%
Assess the product properly and display its information
88
63.8%
Provide product transparency before packing
74
53.6%
Table 18 shows the answer to quality issues in an online store. 100 or 72.5 percent said
to double-check and avoid selling defective items. 88 or 83.8 percent suggests the product to be
assessed properly and display its information. 82 or 59.4 percent wanted an improved quality of
package wrappers. And 74 or 53.6 percent suggest providing product transparency before
packing.
The data simply indicates that online retailers are failing to discover or check defective
items before shipping them and that they are also failing to correctly analyze products and show
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their information. This matter is important for online shoppers as they rely on the best and
truthful information posted regarding a certain product.
Table 19: Solution to Problem in Online Store in Terms of Quality
Online Store
Affordability
Frequency
Percentage
Allow negotiable prices
93
67.4%
Display the full price including other charges
96
69.6%
Provide shipping vouchers
104
75.4%
Table 19 illustrates the solution to the problem of affordability in the online store.
Providing shipping vouchers received the highest percentage, with a percentage of 75.4 percent.
Following that, a percentage of 69.6 percent was to be displayed, including other charges, and a
percentage of 67.4 percent was to be allowed for negotiable prices.
The data revealed the expectations of students when it comes to dealing with the cost
issue, they experienced at an online store in which will reduce their expenses during check out.
These are the solutions the respondents thought of to help them spend less.
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CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS, and RECOMMENDATIONS
This chapter presents the summary of findings, the conclusions made from the findings,
and recommendations made regarding the study entitled Shopping Platform Preference
Between Online and Traditional Store by Forbes College Students
Summary
The aim of the study is to determine which shopping platform, whether a traditional or
online store, is preferred by Forbes College students. In specifically, the research aims to address
the following questions:
1. What is the demographic profile of Forbes College students in terms of?
a. age,
b. gender,
c. Course, and
d. college level?
2. What is the preferred shopping platform used by Forbes College students along
with
a. convenience,
b. quality,
c. affordability?
3. What are the difficulties encountered by the Forbes College Students in their
shopping platform preference along with the same variables?
4. What recommendation can they offer to address the difficulties encountered in
their shopping platform preference along with the same variables?
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Findings
The presentation, analysis, and interpretation of data gathered revealed the following
findings:
1. The demographic profile of Forbes college students in terms of age the study
found out that among 138 total respondents 10.1% were aged 18 below, 31.9%
were aged 22 and above, and 58% fall under the age of 19-21. Additionally, when
it comes to gender, Forbes College male participants account for 46.4% while
53.6% are female participants. Moreover, at the college level, 23.2% are from the
2
nd
year, 23.9% came from the 4
th
year, 24.6% are from the 1
st
year, and the
majority of students accounting for 28.3% came from the 3
rd
year. Finally, the
division of student respondents accounting for 16.7% was equally distributed
under the courses of Marketing Management, Microfinance, Public
Administration, Criminology, Information Technology, and Animation.
2. The preferred shopping platform of Forbes College students when it comes to
convenience is a traditional store with a percentage of 68%. While in the quality
majority of students accounting for 86% also favors traditional store. However,
when it comes to affordability, most of the students of 68% prefer online stores.
3. It can be noted that the problems encountered by the Forbes college students in
a traditional store in terms of convenience are mostly the long queue in counter
in which experienced by the majority, followed by not enough cashier and slow
service with 46.4%, next to it is the obnoxious sales staff who keep an eye on
customers with 44.2%, additionally, sales staff who are not paying attention to
customer’s needs, lacking change, out of stock items, and difficulty in finding the
product also matter to respondents. While the major quality problem faced is bad
packaging, defective, and damaged items are also unavoidable. Moreover, when
it comes to affordability what is mostly encountered is the inappropriate cost of
the product with its quality, followed by expensive product, and lastly, charge in a
special wrapper.
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In terms of convenience in the online store, the main concern is the
delivery time being delayed, while missing reviews, inappropriate product display,
inactive seller, unclear return & guarantee policy, as well as lack of security &
privacy leaks also a big deal. Furthermore, improper packaging and product
deficiency are the most common and critical issues for customers when shopping
online in terms of quality. Inaccurate product delivery is a secondary issue. It’s also
a problem when there’s no or insufficient information on the goods. Meanwhile,
the most typical issue for online customers is an extremely high shipping price for
the product being ordered. While the delivery fee is excessive, respondents also
identified the merchant’s undisclosed extra expenses. The third major source of
concern is the high cost of the products, however, 0.7 percent of respondents
stated that certain stores do not accept coupons such as free shipping or
discounts.
4. To improve the shopping experience in a traditional store when it comes to
convenience the most significant suggestion is to have an additional counter as
well as allow customers to roam around the store, hence staffs assistance to
shoppers, hiring of the additional cashier, faster service, and storing of coins for
change would also be helpful. Nevertheless, in terms of quality, the best-
recommended solution is to allow the product to be tested first, then separation
of the damaged item, and improvement of package wrappers. Besides that, is the
suggestion for the improvement in affordability where offering some discount &
promos would be the most effective, in addition, the suitability of price to product
quality as well as less charge on special wrapper would mean a lot.
To boost customer satisfaction with convenient shopping in an online
store, most of the students suggest posting the real item or model of the product,
then improving courier service, then responsive seller, revealing feedback,
providing clear return & guarantee policy, and providing cybersecurity would also
be crucial. While in quality, 72.5% recommends double-checking the item before
packing, followed by displaying products information, upgrading the package
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wrappers, and providing product transparency would contribute to a better
shopping experience. On the other hand, to make online shopping more
affordable 75.4% want shipping vouchers, next to it with 69.6% suggestion is
displaying the full price, lastly is allowing negotiable prices with 67.4%.
Conclusions
With the significant findings of this study, the following conclusions were drawn:
1. The large portion of Forbes College students who participated in the study are in
the third year and are between the ages of 19 and 21, with a female majority.
2. Forbes college students favor the convenience and quality of a traditional store
over an online store. The online store, on the other hand, is viewed to be more
cost-effective.
3. The difficulties encountered during shopping in both traditional and online stores
cause great frustration on the part of shoppers.
4. The proposed solution of Forbes college students is to improve the shopping
experience of both traditional and online stores that will address the issues
encountered in convenience, quality, and affordability.
Recommendations
Based on conclusions, the recommendations are presented:
1. The distribution of Forbes college student respondents under year level should
have been equal.
2. Traditional and online stores differ from each other, however, for customers to
achieve a better shopping experience, both shops must enhance their services in
terms of convenience, quality, and affordability.
3. The shopping problems in both traditional and online stores must be addressed
properly regarding its convenience, quality, and affordability.
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4. It would be extremely advantageous to implement the suggested methods to
overcome the issues found in both traditional and online stores in an attempt to
optimize convenience, quality, and affordability.