Eishley Gwen Cabatbat Mrs. Ma.

Mergil Acuesta
12-St. Bernardine of Siena December 2, 2023

“Online and In-store Shopping Preferences among Business and Accountancy Students of a Private Higher Education Institution”

Major FIndings
● Majority of business students in the study are young adults, with a female-dominated presence, specializing in business administration,
and mostly residing outside of Iloilo City.
● Online shopping is highly preferred by students for the products and promotions offered, product pricing, channels of distribution, and
transaction processing. However, it is not as favored for the manner in which customers are catered to by the online shops' people.
● In-store shopping is highly preferred by students for the products, pricing, channels of distribution, the manner in which people cater to
customer needs, and the processing of transactions. However, it is not as favored for promotions.
● Age and degree program significantly influence students' preference for online shopping, while sex and location do not have a
significant effect. Conversely, for in-store shopping, age, degree program, sex, and location do not have a significant effect.
● Students significantly prefer in-store shopping over online shopping when it comes to product, place, people, and process. However,
they strongly prefer to shop online for promotions and price.
Theories and Methods
● Theories: Paul Samuelson’s Preference Theory – This theory determines consumer preferences by identifying which alternatives are
preferred and likely to be desirable choices.
● Research Design: Quantitative, Descriptive.
● Instruments: Validated and pilot-tested researcher-made questionnaire.
● Participants of the Study: The sample size was determined using Slovin’s formula. To select participants, an enrollment list served as
the sampling frame, assigning each student a specific number. The researchers utilized an online randomizer to generate random
numbers, which were then used to identify the study participants.
● Data Gathering: The data was processed using SPSS, employing statistical tests such as frequency and percentage for participant
profiling, mean for preference level determination between online and in-store shopping, independent samples t-test to assess
significant differences in preference levels based on sex and location, and one-way ANOVA for differences in preferences based on age
and degree program.
How the Literature Affected your Study
Based on the similarities of the study, the literature can be used as a basis for its methods. The insights from the literature
contribute to the selection of an appropriate research design and methodology. Understanding previous studies guides decisions on
variables, measurement tools, and data collection methods. Also, the recommendations for future research, policy implications, or
practical applications are often influenced by insights gained from the literature. It shapes the direction for further exploration in the field.
Research Gaps
● Lack of Specificity: The study provides general insights into shopping preferences but lacks specificity, focusing on broad categories
such as online and in-store shopping without delving into specific consumer goods.
● Limited Demographic Representation: The study primarily involves college students, limiting the generalizability of the findings to a
broader population. The absence of a diverse set of research participants raises questions about the universality of the conclusions.
● Absence of Post-COVID-19 Analysis: The study acknowledges the impact of the COVID-19 pandemic but does not provide an analysis
of shopping preferences post-pandemic. Understanding how preferences evolve in a post-pandemic scenario could be crucial for
businesses.

Citation
Daylo, R. E., Alibogha, P. C. E., Crucero, T. E., Bautista, M., Bendiola, M. J., Fajarillo, K. R., ... & Villagomez, A. G. (2022). Online and
in-store shopping preferences among business and accountancy students of a private higher education institution. Central Philippine
University Multidisciplinary Research Journal, 2(1), 18-44.

“Did Going Back To Shopping make You Happy? Consumer Behavioral Changes In Their Purchase Decision and Preference of
Shopping Experience after Covid-19”

Major Findings
● E-commerce Resilience: Despite increased usage of e-commerce during the lockdown, consumers have not abandoned traditional
shopping modes, indicating resilience in offline shopping behavior.
● Impact on Offline Stores: Contrary to concerns about digitalization weakening offline stores, the lockdown has motivated consumers to
revisit physical shops for the nostalgic charm of the shopping experience.
● Preference for Offline Shopping: The study underscores that consumers still prefer the delight of offline shopping, emphasizing the
enduring appeal of in-person retail experiences.
● Shift in Consumer Expectations: The crisis prompted frugality, emphasizing genuine product attributes over promotional tactics,
suggesting a shift in consumer expectations towards authenticity in post-pandemic shopping.
● Crowd Control Mechanisms: With the reopening of economies, retailers need to implement crowd control measures while addressing
evolving consumer expectations, emphasizing the need for improved offerings to engage customers and foster loyalty.
● Complex Consumer Behaviors: The study acknowledges the complexity of post-pandemic consumer behaviors but highlights that
shopping desires and experiences remain dominant factors influencing consumer choices.
Theories and Methods
● Theories
● Research Design: Quantitative
● Data Collection Method: Primary data was collected through Google survey forms, employing a structured questionnaire.
● Sampling Technique: Non-probability judgmental sampling method was utilized, as described by Sneath et al. (2009).
● Sample Size: After data cleaning, the final sample size stood at 1200 respondents, providing a robust dataset for analysis.
● Instrument: The structured questionnaire included close-ended questions and Likert scale queries to gather diverse responses.
● Data Gathering: Analysis of the collected data involved the use of SPSS 18.0 Version, employing methods such as frequency tables,
means, and t-tests.

How Literature Affected Your Study

The literature review significantly influenced and shaped the trajectory of our research by the review of existing literature provided a
robust theoretical foundation for the study. By exploring concepts, theories, and frameworks related to consumer behavior, online shopping, and
the impact of the COVID-19 pandemic on shopping preferences, the study was able to build on established knowledge.Through the literature
review, gaps in existing research became evident. The absence of validated post-pandemic consumer behavior studies and a lack of
exploration into specific factors driving product preferences during and after lockdowns were identified. This recognition of gaps informed the
study's focus on examining changes in consumer behavior post-lockdown and understanding factors influencing product choices.The
methodologies employed in prior studies, as discussed in the literature, influenced the design of the current research. Insights into effective
survey methods, data collection tools, and statistical analyses were drawn from the literature, contributing to the methodological framework of
the study.

Research Gaps
● Gap in Existing Research: The existing body of research primarily delves into the impact of the lockdown on consumers, and this study
aims to fill the gap by validating post-pandemic behavioral changes that have not been extensively examined.

Citation
● Raturi, R. (2022). Did going back to shopping make you happy? consumer behavioral changes in their purchase decision and
preference of shopping experience after covid 19. Academy of Marketing Studies Journal, 26(3), 1-10.