FACTORS AFFECTING PURCHASING PREFERENCES OF ONLINE

SHOPPERS TO BUY CUSTOMIZED RESIN KEYCHAIN

IN SELECTED BRGY OF STA ROSA LAGUNA

An Undergraduate Research Submitted to the Faculty of

Chair of St. Peter School

In Partial Fulfillment for the Subject

Research Project

Baggayan, Jane Mechaela L.

Batitis, Reniel R.

Bernalte, Caren Joy A.

Cornelio, Diana Vannieza Y.

Dumarig, Daphnie R.

May 2023
 APPROVAL SHEET

This undergraduate thesis entitled:

"FACTORS AFFECTING PURCHASING PREFERENCES OF ONLINE SHOPPERS

TO BUY CUSTOMIZED RESIN KEYCHAIN IN SELECTED BARANGAY OF

SANTA ROSA LAGUNA"

prepared and submitted by Baggayan, Jane Mechaela L., Cornelio, Diana

Vannieza Y. Bernalte, Caren Joy A. Dumarig, Daphnie R. in partial fulfillment of the

requirements for the subject Research in Daily Life 2, has been examined, accepted and

recommended for oral examination.

Ms. Cristine F. Carbonilla

Adviser

Approved by the Committee on Oral Examination with a grade of

Ms. Edna C. Tumaliuan Ms. Realyn A. Gutierrez

Research Panelist Research Panelist

Accepted in partial fulfillment of the requirements for the strand,

Accountancy Business Management.

Ms. Iryne M. Decena

Principal

I
 ABSTRACT

Title: FACTORS AFFECTING PURCHASING PREFERENCES OF

ONLINE SHOPPERS TO BUY CUSTOMIZED RESIN KEYCHAIN

IN SELECTED BARANGAY OF SANTA ROSA LAGUNA.

Authors: Baggayan, Jane Mechaela L.

Bernalte, Caren Joy A.

Cornelio, Diana Vannieza Y.

Dumarig, Daphnie R.

Strand: Accountancy Business Management

School: Chair of St. Peter School

Adviser: Ms. Cristine F. Carbonilla

This study focused on understanding the purchasing preferences of online

shoppers to buy customized resin key chain in selected Barangay of Santa Rosa, Laguna.

The study examined the factors affecting the purchasing preferences of online

shoppers. Descriptive method of research was used in this study. The data gathered were

through verification of data sheet and survey questionnaire. Data was analyzed through

frequency and percentages.

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 The results of the study show that majority of respondents were male, aged 17-25

years old. The 5 top factors considered by online shoppers when buying resin key chain

were product design, product quality, and price, delivery time, availability. Moreover,

majority of online shoppers were satisfied with the services rendered by the online

companies and prefer to buy a customized resin key chain online because of the

convenience it provides. The results of the study will provide an understanding on how

online shoppers select a particular resin key chain when buying online. This study can

also help online companies to rethink their marketing strategies to further their target

market and attract more customers.

III
 ACKNOWLEDGEMENT

The researchers wish to acknowledge with sincere appreciation and gratitude the

assistance, guidance and suggestions extended to Him in manifold ways by those who

helped in the completion of this study. In particular, they felt profoundly indebted to the

following:

Ms. Cristine Carbonilla, their research adviser, for his unwavering support,

guidance, encouragement and motivation to the researchers to finish this study.

To Ms. Cristine Carbonilla and Ms. Faith Tapangco as our consultant who

patiently answered all of our concerns and giving us helpful suggestions.

To the friends and family of the researchers who helped them through financial

support.

The researchers are thankful for the overflowing support and love.

The Researchers

IV
 TABLE OF CONTENTS

APPROVAL SHEET …………………………………………………………………… I

ABSTRACT…………………………………………………………………………….. II

ACKNOWLEDGEMENT…………………………………………… ………………... IV

CHAPTERS
CHAPTER 1: THE PROBLEM AND ITS BACKGROUND

Introduction…………………………………………………………...…………1

Background of the Study……………………………………....……………..…2

Theoretical Framework………………………………………………………….3

Conceptual Framework………………………………………………………… 6

Research Paradigm……………………………………………………….……...6

Statement of the Problem………………………………………………………. 7

Hypothesis……………………………………………………………….……...8

Scope and Limitation……………………………………………………………8

Significant of the Study………………………………………………………….8

CHAPTER 2: REVIEW OF RELATED LITERATURE AND STUDY

Related Literature…………………………………………………………..…..10

Review Study………………………………………………………………..….13

Synthesis…………………………………………………………………...…...15

CHAPTER 3: RESEARCH METHODOLOGY

Research Design………………………………………………………………..18

Research Locale ………………………………………………………………..19

Population and Sampling…………………………………………….. ………..19

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 Respondents of the Study………………………………………………………19

Data Gathering Procedure………………………………………………………20

Research Instruments…………………………………………………. ……….21

Statistical Treatment……………………………………………………………21

CHAPTER 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA……………..25

Survey Results…………………………………………………………………..25

Table 2. Demographic Profile of the Respondents……………..………………28

Table 3. …………………………………………………………………………31

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION…………34

Summary of Findings…………………………………………………………….35

Conclusion...……………………………………………………………………..35

Recommendation………………………………………………………..………36

REFERENCES…………………………………………………………………………..37

APPENDICES………………………………………………………………..…………39

CURRICULUM VITAE………………………………………………………………..50

VI
 CHAPTER I

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

The objective of this study is to present the market with fresh, customizable,

yet easy-to make products out of an unusual material. The proponents wanted to make

it the best quality to satisfy the possible customers. It aims to serve as an inspiration

for artists who desire to be part of the business field and aspiring entrepreneurs to start

producing products out of their skills and creativity.

Online shopping platforms such as Shopee, Lazada, Facebook app are

common and useful apps among Filipino people especially at online shoppers when it

comes to buying and get preferences about their needs and wants when a pandemic

happens. To have a good relationship with the customers, these are different factors

that affect online shoppers’ preferences on purchasing in Shopee and Lazada Payment,

Availability of keychains and Delivery time. The keychains were a big hit with clients

and prospects, which made our clients rush back with a fresh lot. Sending out a small

gift as a holiday season token has become a tradition among businesses. By slipping

these lightweight items into your holiday mailers, you can easily stand out from the

holiday marketing clutter and leave a lasting impression in the minds of your audience.

These promotional items can be used to announce holiday deals, grand store openings,

re-branding, and many such events and activities. Keychains will keep your message

right in front of your audience and will ensure consistent brand impressions at a one-

time investment. Keychain with a letter will make a value-added gift for every

business organization. Low in cost yet high in popularity, these keychains are not just

1
for holiday promotions but can also be effectively used as trade show swag and

employee gifts among others. Ideal for travel, at home, or office, these keychains that

can be clipped over bags or backpacks will put your brand on portability. Furthermore,

as Accountancy, Business, and Management (ABM) students, the proponents aspire

to come up with an effective strategy to advertise the product to the market that will

increase demand and sales.

BACKGROUND OF THE STUDY

The rapid shift to digital, instant electronic payment to information driven

digital supply chain management and the emergence of digital delivery have

transformed the global market, making it more competitive and complex. With the

advent of new technology, the current trend of the retail market is becoming more

focused on convenience, product variety and availability, competitive prices and

personalized customer service. The business landscape of customized resin

keychains has undergone drastic changes over the years. Its popularity has increased

significantly with many companies offering a wide range of customizable options to

customers. This can be attributed to its cost efficiency and different customization

options which allow customers to design their own resin keychains with their own

personal style. It is undeniable that in this technology driven age, the preferences of

consumers to purchase customized resin keychains have changed drastically. This study

aims to understand the various factors that affect the purchasing preferences of online

shoppers in Santa Rosa Laguna when purchasing customized resin keychains.

Specifically, this study will elucidate the influences of the following factors: personal

preferences, convenience, product quality, product variety and availability, price,

2
delivery time and customer service. The study will also seek to interpret the responses of

the consumers to these factors and analyze the purchasing patterns and behaviors of

online shoppers in selected barangay of Santa Rosa Laguna. The information that will be

gathered in this study is vital in understanding the dynamics of the market in Santa Rosa

Laguna and the purchasing preferences of consumers when it comes to customized resin

keychains. Additionally, the results of this research will be valuable for both marketers

and business managers in formulating their marketing strategies, pricing their products

and optimizing the service they provide. The insights generated from this study will be

used to identify opportunities and to offer better quality service to the customer.

THEORETICAL FRAMEWORK

This study attempts to understand the factors that influence the preference of

the online shoppers on selected Barangay in Santa Rosa, Laguna in purchasing

customized resin keychains. Miyazaki and Fernandez (2011) pointed out; the Internet

intimate security is the main barrier to consumer online shopping. Online shopping

security is reflected in currency clearing, delivery, and consumer information. Online

shopping convenience is mainly reflected in a shorter time and less energy spent,

including transportation cost reduction, less crowd, and queues than real markets,

unlimited time, and space, which all increase convenience of shopping. The

competitive advantages that online shopping consists of are first, price. Because

online shops are virtual, the rent cost of the stores is reduced. The shrinking of the

supply chain reduces profit plus, which brings the lower price of goods. Secondly,

goods information advantages. In traditional real stores, no matter how big they are,

what they can contain is limited. And customers must go to the real stores to learn

the relevant information of goods. However, the Internet is the display platform of

3
goods and a kind of virtual space. If you have goods, you can display them on this

platform and customers can learn all the information about goods to make a purchase

decision. Basically, researchers strongly agree that online shopping is more

convenient because people don’t need to go outside to buy a product and they don’t

need to spend time traveling, and since COVID-19 is still existing, it will be safer

because online shoppers don’t need to socialize physically with other people. This

study will be founded upon two primary theoretical frameworks:

The Online Consumer Behavior Theory, and the Utilitarian and Hedonic

Motivation Theory. The Online Consumer Behavior Theory argues that the online

consumer buying process is driven by five main stages:

(1) Need Recognition; (2) Search for Information; (3) Evaluating Alternatives; (4)

Purchase; and (5) Post-purchase Evaluation.

This theory argues that consumers must go through all five of these stages to make

an informed decision regarding any purchase, including their purchase of customized

resin keychains.

The Utilitarian and Hedonic Motivation Theory posits that consumer motivation

stems from both utilitarian and hedonic motivations. Utilitarian motivations are

those which are driven by practical reasons and practical needs, while hedonic

motivations are those which are driven by emotional, psychological, or aesthetic

needs. This theory holds that understanding the consumer’s motivations will help in

understanding and predicting their purchase decisions, including their buying

decision of customizing resin keychains. Based on these two theoretical frameworks,

this study aims to understand the factors that influence consumers in Santa Rosa,

Laguna in purchasing customized resin keychains online. Keychains became useful in

4
the 1900s, thanks to their inventor, Frederick J. Loudin, who prevented people from

losing their keys or being pickpocketed by others. As time went by, keychains became

more useful as people learned to be more creative, and as a result, they customized

keychains for other purposes. As time went by, people learned to be more creative.

Keychains nowadays are not just used for what they used to be. Due to the creativity

and innovation, every person has in mind, it is continually being developed and has

become an accessory that creates and brings a whole new look to everyone’s desired

fashion. He decided to invent this because usually people are pickpocketed or easily

lose their keys. Keychains prevent people from losing their keys and being

pickpocketed. Keychains are still used today, and there are many designable keychains

out there. They have since made life easier because it helps people know which key is

which and makes it less likely to lose the keys.” There’s likely nothing more panic-

inducing than the realization that you’ve lost your keys." But according to Freud, we

do it on purpose. We lose our objects “on account of hidden but powerful motives.” In

the Psychopathology of Everyday Life, he tells a story about a man who lost his car

keys right before leaving for an event his wife coerced him into attending. “Something

is forgotten for its own sake,” Freud said. Perhaps that’s true, but try telling that to

yourself next time you’re mid-frantic searching. Instead, you could intentionally keep

your keys secured to you at all times. With a metal leash—whatever your choice of

fastening the only way your keys will get lost is if you do.

5
CONCEPTUAL FRAMEWORK

INPUT PROCESS OUTPUT

1. To identify the 1. The online store Factors

demographic receives orders Affecting
profile of the from online Purchasing
respondent in shoppers. Preferences of
terms of: Online
2. The online store Shoppers to buy
a. Gender fulfills the order Customized
and processes the Resin Keychain
b. Age
payment. on Selected
3. The online store Barangay of
2. Factors provides customer Sta. Rosa
Affecting service and Laguna
Purchasing responds to
Preferences of inquiries.
Online Shoppers
4. The online store
to buy
tracks customer
Customized
purchases and
Resin Keychain
provides feedback
in Selected Brgy
and/or other
of Sta. Rosa
incentives to
Laguna.
customers.
5. The online store
a. Availability provides post- sale
follow-up to
b. Payment

Figure 1. Research Paradigm

The first frame shows the input that incorporates on making questionnaires

and data gathering will be using google and the researchers will send it through online

account in the selected respondent. These questionnaires and data gathering will help

6
the researchers to determine the Factors Affecting Purchasing Preferences of Online

Shoppers to Buy Customized Resin Keychain in Selected Brgy. of Sta. Rosa Laguna.

The second will show the process of how the researchers formed their title by

conducting a question for the online shoppers per selected Brgy. in Sta. Rosa Laguna

and also by collecting the data the researchers will do to achieve what their study was

all about. The last one is the output that the researchers will identify the demographic

profile of the respondents in terms of gender and age and also the researchers included

on their output about the Factors Affecting Purchasing Preferences of Online

Shoppers to Buy Customized Resin Keychain on Selected Brgy. in Sta. Rosa Laguna

in terms of the payment, availability, and delivery time were able to determine the

differentiation of the selected respondents’ preferences in purchasing keychain online.

STATEMENT OF THE PROBLEM

This study aims to determine the Factors Affecting Purchasing Preferences of

Online Shoppers to Buy Customized Resin Keychain in Selected Brgy of Sta. Rosa

Laguna. Also, the researchers would like to discover how online platforms will help

them to discover online platforms to sell their customized resin keychain and how to

grab the attention of the online shoppers to patronize their products despite the

pandemic currently occurring. Through this study, the researchers would like to find

answers to the following questions:

1. What is the Demographic profile of the respondents?

a. Gender

b. Age

7
 2. Factors Affecting Purchasing Preferences of Online Shoppers to buy

Customized Resin Keychain in Selected Brgy. of Sta. Rosa Laguna.

a. Availability

b. Payment

c. Delivery time

HYPOTHESIS

Null Hypothesis (HO). There is no relationship between online shopping

website characteristics and consumers preferences to purchase online.

SCOPE AND LIMITATION

This study discussed the factors affecting purchasing preference of online

shoppers in buying customized resin keychain that will offered to selected Brgy in Sta.

Rosa Laguna. This study will mainly identify and assess the preferences and different

factors that are present in purchasing customized resin keychain of online shoppers.

Also, this study yearns to identify the online selling develop and assist the people in

the community to be self-reliant and governance in identifying, dealing and

intervening with the different online shoppers that community is currently facing.

SIGNIFICANCE OF THE STUDY

This study will help the sellers to know the Factors Affecting Purchasing

Preferences of Online Shoppers to buy Customized Resin Keychain in order to the

seller to know if the online platform is affective in marketing their products. This

study can also be a good reference and a good contribution for the sellers or buyers

8
who develop their mindset about marketing resin material keychains through

marketing platforms including Facebook, Shopee and Lazada.

For Resellers, their mental state, or even their mental health, will be improved

because of their increased involvement with their children over time, as demonstrated

by the research. This is especially important because of the current pandemic

occurrences. They will get an understanding of the possibilities of change during the

pandemic, and they will be able to help their children in making good financial

decisions with their income source.

For Society, this is fundamental, particularly in commerce, where the

effectiveness of the facts presented here will be utilized as a dominant source to

comprehend online marketers’ and customers' perspectives, which may have an

impact on the field of business. They would gain significantly from the study since

they are an important component of the criteria to be discovered. They will finally

learn their commonalities based on their inclinations, particularly when it comes to

selecting a certain web app that they would use, which will be very useful in the case

of a pandemic.

For researchers, the researchers think that knowing the online shoppers’

preferences on purchasing apparel through online platform that may help them to have

good knowledge on choosing what online shop is being preferred by teenagers when

it comes to buying their preferred apparel. In the field of business and ABM strand,

this will help researchers to acquire detailed information regarding this topic.

9
 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter presents and discusses the previous studies, literature, and

concepts that researchers found relevant to the present study. To be more

knowledgeable about the present problem, the researchers explore some related

literature and studies to extract relevant principles from the works of other researchers

and writers. Online businesses, particularly Lazada and Shopee, have several

advantages over physical stores: they are more convenient and time-saving, and there

is no need to travel or wait in queues. They are always open and can be accessed at

any time and from any location. They also have some online tools to assist consumers

in comparing and purchasing different items and services. According to Hoffman and

Novak (2016), the fundamental distinguishing factor between marketing

communication on the Internet and traditional mass media is interactivity and because

the Internet provide more interactivity between consumers and product/service

providers, as well as greater access of product and service information, online

consumers now have more control and bargaining power than consumers in

traditional businesses.

REVIEW RELATED LITERATURE

According to the Canadian Center for Science and Education, the arrival of the

internet has totally transformed the way businesses are conducted all over the world.

Consumers today have a lot of channels through which they can interact with

businesses. Since there are many online platforms that are occurring and still evolving,

10
the customers have a lot of choices of how they will interact with the sellers through

the use of the internet, which would definitely lessen the struggle in terms of buying

and be a more alternative way so they will not spend money and time traveling or

transporting. One of the alternatives available to them is e-commerce. The term e-

commerce can be defined as an electronic environment where buyers and sellers meet

to exchange products, services, and even information. Close and Kukar-Kinney

suggest that online shopping behavior denotes the activity of buying goods or services

on the internet. There has been a shift towards online shopping due to ease, comfort,

convenience, cost savings, time savings, and quick delivery as compared to

conventional or traditional shopping. Consumers are no longer constrained by

location or schedule while conducting their business. A few clicks are all it takes to

make a purchase, thanks to the rise and development of e-commerce. Businesses are

now required to provide their goods and services online due to a growth in online

shopping. They are able to outperform other businesses in the market because of this

Kim, Lee, and Kim (2004) found out that although online sales have peaked in recent

years, there is evidence that shows a common phenomenon of ‘purchase

abandonment'. This means that consumers’ searches on the internet do not necessarily

lead to an actual purchase. Kearney (2001) found out that around 82% of experienced

internet shoppers left the online retailers’ website without completing their

transactions due to the problems they faced as a result of the poor interface features of

the website. There was another study carried out by Creative Good that clearly

indicated that approximately 43 percent of purchase attempts failed because of poor

interface. Research indicates that the purchase efforts of consumers often fail because

they can’t find the right products, they can’t complete the online transactions, or they

doubt the credibility of the payment procedure. Thus, online purchase behavior is

11
directly affected by the search experience of the consumers in the virtual marketplace.

Rosen and Purinton (2004) found out that instead of developing their own virtual

spaces, companies often imitate other successful websites in an attempt to increase

their online traffic and sales. Businesses must understand that increasing client

purchase intentions does not just happen by having a digital presence. By building

reputable online stores, businesses may make their customers' virtual experiences

more interesting and lifelike. Exogenous influences, in addition to internet purchasing

environments, are also significant. These include psychological factors including

confidence when shopping online, perceptions of benefits and hazards, and prior

online shopping experience. These variables also influence how customers shop

online. This research study provides a thorough and in-depth analysis of the many

internal and external elements that significantly influence customers' online

purchasing intentions in Pakistan. It deepens our comprehension of customer behavior

in online markets, which has now become one of the most critical topics in the fields

of marketing, consumer behavior, and e-commerce. Handmade keychain by

Anstheticca is a business that offers products to customers who want to give surprises

to others without going out to the market. Based on my observations, this business

offers affordable service to its customers by giving them different designs in a

different price range. This business chose Instagram and Facebook as their strategic

platforms to promote their product. Anstheticca's target customer is anyone who likes

handmade products or who likes to give gifts, and this product is mostly for girls. The

marketing strategy that is used by Anstheticca is the list prices that it provides for the

design packages. Whatever guarantees their satisfaction, negotiation on the discount is

acceptable. This strategy will attract customer attention by providing value that

customers want and need. Other than that, Anstheticca provides various designs

12
according to the taste of the customer. The base on Nor Syadiana Auni saipon

Azaman handmade keychain is very useful because custom keychains will make great

giveaways during trade shows, corporate events, and fundraising campaigns. Small

and easy to carry, keychains are something anyone can easily during their daily

errands. Everyone needs keychains to keep their keys safe and well organized, and by

handing out a fine-quality custom keychain, you can engage your audience with your

brand in a light-hearted manner. Everyone needs to organize home keys, car keys,

office keys, and more, and they need keychains for that. Personalized keychains will

stand out from the plain and generic keychains and will grab easy attention, which in

turn will be the beginning of your promotional campaign. Anyone who sees these

logo items will be interested in exploring your brand on these key chains, and your

logo will generate a lot of curiosity even for those who are new to your business.

RELATED STUDIES

According to Herron (2014), resin material is more convenient and easier to

use in creating pendants or keychains compared to salt dough. Additionally, as stated

by Hidayat et al. (2016), art is one of the creative businesses that has recently caught

the attention of the public. It is also a cheap business to start; even students can start

this kind of business, for it requires a small amount of capital. Women of productive

age and their children can also have this business, for it can be done at home and

requires no store location. Crafting resin as a hobby can be your next business. As

time went by, keychains became more useful as people learned to be more creative,

and as a result, they customized keychains for other purposes. As time went by,

people learned to be more creative. Keychains nowadays are not just used for the

13
purpose they used to be. Due to the creativity and innovation every person has in

mind, it is continually being developed and has become an accessory that creates and

brings a whole new look to everyone’s desired fashion (Smith, 2016). Resin material

was first discovered in Germany during the 1930s, but its first major appearance was

during the 1970s in the United States (Walker & Worley, 2015). It originated in the

Shaup family. They received a fimo—the old term for a present—from their

grandmother. Soon enough, the Shaup’s clay creations caught the neighbor’s eye.

This handmade clay was used to make jewelry beads and necklaces. In 1975, the

family began to import Fimo into the United States. Because of the continuous

innovation and development of resin nanocomposites, the uses of resin have become

endless (Valapa et al., 2017). Since people are getting creative and due to

modernization, they find more ways on how and where to use these. It can be used for

purposes such as keychains, souvenirs, accessories, cool mini stuff, and any crafting

activities. It’s not uncommon to develop a sentimental attachment to consumers

keychains. These tiny pompoms can symbolize major moments, from weddings and

graduations to family reunions and vacations. There are collectors all over the world

who want to capture these moments in all their metal and plastic glory. A chain of

fitness centers in multiple locations needed a corporate gift small enough to be mailed

out with holiday cards for the employees and patrons. The basic objective has been to

enhance their brand's popularity, and they wanted a gift item that would work for

everyone. Consumer behavior in Indonesia has changed because of the growth of e-

commerce enterprises, one of which is the habit of buying at shopping malls or stores,

with consumers now preferring to use online media instead (Hadiyati, 2016).

Consumers do not need to go to shopping malls to receive the items or services they

want if they are connected to the internet. Because there are so many e-commerce

14
companies in Indonesia, as well as so many diverse types of services, consumers have

more options when it comes to choosing which online stores they want to visit

(Grooss, 2014). Because of the high number of e- commerce businesses in Indonesia,

companies completed fiercely to attract customers to their websites and encourage

them to make purchases. The number of e-commerce enterprises that have sprung up

in recent years also indicates that the Indonesian market has a lot of promise. This is

because the Indonesian people are friendly. (Pratama, R., Megadini, D., &

Kusriandini, T. 2019). The advantages offered are very tempting for consumers, such

as free shipping, on-site payment (COD), and discounts. Goods tracking facility from

purchase to receipt of goods is clearly illustrated.

SYNTHESIS

Keychains are handcrafted with great care, resulting in the perfect souvenir

gift for your friends to use on a daily basis. Also, the material quality is exceptional

and remains unchanged over time. Lee and Kim (2010) say this means that

consumers' searches on the internet do not necessarily lead to an actual purchase,

according to researchers at the School of Business and Economics. According to

Kearney (2015), 82% of experienced internet shoppers leave the online retailer's

website without completing their transactions due to poor interface features. A

Creative Good study found that 43 percent of purchase attempts fail due to poor

interface. Online purchase behavior is directly affected by the search experience of

the consumers in the virtual marketplace. It is constantly developed and becomes an

accessory that creates a whole new look for everyone's desire for fashion because of

everyone's creativity and innovation. It is my instinct to end on a prescriptive note: to

15
suggest that perhaps tourists are misguided in their preoccupation with souvenirs. I

want to say that travel gives us one of the few times that we may confront our Casein

in its state of pure being, and perhaps we ought to embrace this opportunity and step

outside the gift shops for a while. Perhaps Lifer's post-tourist, though commendably

self-aware, is consequently responsible for, and must be critical of, his or her souvenir

collecting. I am inclined to argue that middle-class tourists may feel incredible

freedom if they stop worrying about proving themselves to their peers and allow

themselves to return home. Perhaps these arguments will find fruition elsewhere, for,

indeed, they are evaluative claims that ought to be supported, but the fact remains that

I, too, have done my fair share of souvenir collecting. I have a keychain souvenir

letter and am trying to construct a gift that makes sense from the things found in gift

shops. Thus, for the purpose of this essay, I am content to simply argue that souvenir

collecting is, in fact, meaningful as a tool for the construction of a (post)modern

identity—that it can, in fact, tell us something about ourselves and our world. Since

the global pandemic, many shops have already been using Facebook as their

marketing tool to advertise to the public and attract customers by showcasing their

products. As stated in the study of online advertising research in advertising journals:

(Louisa Ha) Journal of Current Issues & Research in Advertising (2015) Along with

the rapid increase in the number of Internet users around the world, the World Wide

Web has become the fastest-growing advertising medium in this decade. The

Interactive Advertising Bureau (2012) reported US online advertising revenue's

growth from 1998's US$1.8 billion to $20 billion in 2007. The 10-fold increase not

only signifies the importance of online advertising to the advertising and media

industries but also the rapid advancement of technology in online advertising delivery

and display formats that requires researchers to help the media and advertisers

16
capitalize on the new medium and the society in understanding the increasing impact

of the medium. Is combining contextual and behavioral targeting strategies effective

in online advertising? Xianghua Lu, Xia Zhao, and Ling XueACM Transactions on

Management Information Systems (TMIS) 7 (1), 1-20, 2016. Online targeting has

been increasingly used to deliver ads to consumers. But discovering how to target the

most valuable web visitors and generate a high response rate is still a challenge for

advertising intermediaries and advertisers. The purpose of this study is to examine

how behavioral targeting (BT) impacts users’ responses to online ads and, in

particular, whether BT works better in combination with contextual targeting (CT).

Using a large, individual-level clickstream data set of an automobile advertising

campaign from an Internet advertising intermediary, this study examines the impact of

BT and CT strategies on users’ click behavior. The results show that (1) targeting a

user with behavioral characteristics that are closely related to ads does not necessarily

increase the click-through rates (CTRs); whereas, targeting a user with behavioral

characteristics that are loosely related to ads leads to a higher CTR, and (2) BT and

CT work better in combination. Our study contributes to the online advertising design

literature and provides important managerial implications for advertising

intermediaries and advertisers when targeting individual users. The usage of online

platforms as a marketing tool was already relevant ever before the pandemic in which

different businesses such as milk tea shops already had their own online platforms

where they would post all about their products and services, including what was

happening in the future with their business, and they also usually talked to their

customers online, but it is not yet very relevant since many people choose to go to the

milk tea shops instead establishment and be served there rather than doing it virtually

and contactless.

17
 CHAPTER III

RESEARCH METHODOLOGY

This chapter includes a discussion of the research methodology and the

subjects of the study. It also covers the selection criteria and demographics of the

survey respondents, as well as the sampling method, research tool, data collection

procedure, and statistical analysis that will be used for accurate data analysis and

interpretation. This includes the scope and restrictions that apply to the research

environment in which the sample data are being collected. The researchers also

described how they chose and gathered information on the specific research

environment where the respondents are living in this section. The researcher's ability

to reach her respondents was facilitated by the inclusion of the collecting and

gathering tools in this document.

RESEARCH DESIGN

The descriptive research design was adopted in this study to describe, record,

analyze, and interpret the factors that affecting purchasing customized resin keychain

of online shoppers. As stated by Shona Mc Combes (2019), the descriptive research

design tries to characterize a population, circumstance, or phenomenon in methodical

and precise manner. It can answer the questions what, where, when and how, but not

why.

18
RESEARCH LOCALE

The researchers engage this study mainly on selected Barangay in Santa Rosa

City of Laguna during the School Year 2022-2023. In order to get access to the data

that will be collected from the study's respondents, the researchers chose this location

because the chosen respondents also lived there. Since that City of Santa Rosa is

known to be one of the most commercial places in Laguna where different businesses

were established it can assist the researchers in accumulating the necessary data for

their study.

POPULATION AND SAMPLING

For this study, the researchers will use convenient sampling, which is defined

as a subset of a statistical population in which each member of the subset has an equal

chance of being chosen. The researchers chose a selection of participants at random

from a population using simple random sampling, a type of sampling that involves

probability. A convenient sampling technique was used in this study.

RESPONDENTS OF THE STUDY

The researchers intended to apply their findings respondents on brgy in Santa

Rosa Laguna, who rely on online advertising as the foundation of their operations.

Thirty-five respondents made up the study's population, which served as the study's

formal subjects.

19
DATA GATHERING PROCEDURE

The validity and reliability of the questionnaire will be assessed prior to

distribution to the target audience. The researchers will distribute the questionnaires

as part of the data gathering process. In addition, the use of social media platforms

like Messenger will be the channel of communication between the researcher and

respondents the use of Google Forms link. The surveys themselves included

guidelines and goals that clarified and guided the process. Both the findings of the

relevant surveys as well as responses to such surveys are included. The following is a

list of the steps that were taken and their associated outcomes.

The researchers will decide which variables will be utilized to evaluate their

hypothesis via an online survey. This is taken into account while creating a survey

questionnaire that is customized to the requirements of the study using questionnaire

surveys.

The researchers conducted the poll online using Google Forms. In addition,

this survey was used to create and develop research topics, as well as to publish the

results on social networking sites like Facebook and Twitter. Each of the chosen

respondents received an email with a link from the researchers and their mutual

societies with instructions to complete the survey questions. It would contain a

concise explanation of the survey's purpose, the justification for answering, and

specific instructions to make sure that respondents understand the survey's

requirements.

This study used primary and secondary sources of data. It was primarily

centered on the business experiences using Facebook of selected respondents from

Santa Rosa, Laguna. All information was evaluated through the use of supporting

20
related literature and studies where the researchers have adopted methodologies such

as surveying tools and scales.

RESEARCH INSTRUMENT

In order to acquire more data from respondents who reside further away from

the researcher's address, the researchers selected online survey questionnaires using

Google Forms, which will be sent to the chosen respondents by giving the link to

those respondents via private messaging. All respondents to the online survey had

received from the researchers. For the following reasons, they have selected these data

collection techniques like its guarantees a high response rate from respondents. It's

also makes it simple to examine and interpret the data that has been collected and

because Google Forms are mobile-friendly, users using mobile phone browsers can

also submit their responses.

STATISTICAL TREATMENT

The calculation of data will be evaluating the results of the questionnaire

variables through the collection from the respondents. The interpretation of the

descriptive survey answers will be measuring and analyzing with the use of the

formulas below.

21
 1. Frequency and Percentage Distribution

This will be used to determine and show the percentage usually for data on

profile in terms of age. The formula is:

�
�= × 100
�

Wherein:

P = Percentage

f = Frequency

N = Total number of respondents

A likert scale usually provides five possible responses to a statement or

question, allowing respondents to indicate their level of agreement or feeling about

the topic or statement on a positive to negative scale. Researchers utilize a Likert

scale, which is a one-dimensional scale, to collect respondents’ attitudes and opinions.

This psychometric scale is frequently used by researchers to learn about people’s

attitudes regarding a brand, a product, or a target market. According to (Lindsay

Liedke, 2021), using a Likert scale is a highly reliable and straightforward approach

to evaluate attitude, visitors’ thoughts, or feelings toward your brand. Using a variety

of questions offer you a lot of power. This is to be used to measure the factors

affecting purchasing customized resin keychain of online shoppers in Sta. Rosa

Laguna.

22
 Scoring Evaluation

4 Strongly Agree

3 Agree

2 Strongly Disagree

1 Disagree

Table 1

1. Standard Deviation

Is a statistic that measures the dispersion of a dataset relative to its mean and is

calculated as the square root of the variance. It provides an indication of how far the

individual responses to a question vary or "deviate" from the mean. SD tells the

researcher how spread out the responses are. Either they are concentrated around the

mean or scattered far and wide. This will be used to determine the measure of how

dispersed the data is in relation to the mean. The formula is:

Wherein:

σ = population standard deviation

∑ = summation

Xi = each value from the population

23
 μ = population mean

N = number of values in the population

2. Pearson r correlation

The Pearson r correlation will help the study to identify the factors affecting

purchasing customized resin keychain of online shoppers in Sta. Rosa Laguna. The

formula for this statistical treatment is:

Where:

N = number of pairs of scores

Σxy = sum of the product of the paired scores

Σx = sum of x scores

Σy = sum of y scores

Σx2 = sum of squared x scores

Σy2 = sum of squared y scores

24
 CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter deals with the gathered data which were analyzed and interpreted

for a clearer understanding of the study. The framework of the analysis and

interpretation is guided by the problems stated in Chapter 1.

Survey Results

1. I would purchase personalized resin keychains from an online store

2. I am willing to pay for the convenience of an online shopping

experience.

25
3. I am concerned about the security of online stores

4. I would compare price and quality of products before making a

purchase

5. I would be more likely to make a purchase if there was a money back

guarantee

26
6. I prefer to buy personalized items online rather than in store

7. Delivery time is an important factor to consider when ordering

merchandise online

8. Online reviews from other customers help me decide if I will buy an

item

27
 Table 2. Demographic Profile of the Respondents

Gender Age Location No. of Samples

Female 18 Brgy. Caingin Southville 4 Santa 1

Rosa Laguna
Female 17 Brgy. Aplaya Santa Rosa Laguna 1

Female 18 Brgy. Caingin Southville 4 Santa 1

Rosa Laguna
Female 19 Brgy. Caingin Southville 4 Santa 1
Rosa Laguna
Female 25 Brgy. Caingin Southville 4 Santa 1
Rosa Laguna
Female 23 Brgy. Caingin Southville 4 Santa 1
Rosa Laguna
Male 20 Brgy. Caingin Southville 4 Santa 1
Rosa Laguna
Male 19 Brgy. Caingin Southville 4 Santa 1
Rosa Laguna
Female 18 Brgy. Caingin Southville 4 Santa 1
Rosa Laguna
Male 18 Brgy. Caingin Southville 4 Santa 1
Rosa Laguna
Male 18 Brgy. Aplaya Santa Rosa Laguna 1

Male 18 Brgy. Aplaya Santa Rosa Laguna 1

Male 17 Brgy. Aplaya Santa Rosa Laguna 1

Female 17 Brgy. Aplaya Santa Rosa Laguna 1

Male 19 Brgy. Aplaya Santa Rosa Laguna 1

Male 20 Brgy. Aplaya Santa Rosa Laguna 1

Female 20 Brgy. Sinalhan Santa Rosa 1

Laguna
Female 17 Brgy. Sinalhan Santa Rosa 1
Laguna
Male 22 Brgy. Sinalhan Santa Rosa 1
Laguna

28
 Male 22 Brgy. Sinalhan Santa Rosa 1
Laguna
Female 19 Brgy. Sinalhan Santa Rosa 1
Laguna
Female 18 Brgy. Sinalhan Santa Rosa 1
Laguna
Female 17 Brgy. Caingin Villa Santa Rosa 1
Laguna
Male 17 Brgy. Caingin Villa Santa Rosa 1
Laguna
Male 20 Brgy. Caingin Villa Santa Rosa 1
Laguna
Male 23 Brgy. Caingin Villa Santa Rosa 1
Laguna
Female 20 Brgy. Caingin Villa Santa Rosa 1
Laguna
Female 19 Brgy. Market Area Santa Rosa 1
Laguna
Male 17 Brgy. Market Area Santa Rosa 1
Laguna
Male 17 Brgy. Macabling Santa Rosa 1
Laguna
Female 19 Brgy. Macabling Santa Rosa 1
Laguna
Female 18 Brgy. Macabling Santa Rosa 1
Laguna
Female 18 Brgy. Pooc Santa Rosa Laguna 1

Male 20 Brgy. Pooc Santa Rosa Laguna 1

Female 21 Brgy. Pooc Santa Rosa Laguna 1

TOTAL 35

Weighted mean: 17.5

Textual Interpretation

Table 1 shows the distribution of respondents per person and their location. The

location of respondents is per barangay in Santa Rosa Laguna.

29
ANALYSIS

Therefore, the most highly active respondents per Barangay in Santa Rosa

Laguna are came from Barangay Caingin Santa Rosa Laguna. It has 14 respondents in

Barangay Caingin Santa Rosa Laguna who answer our survey form.

Based on the data provided, there appear to be several key factors that are

affecting purchasing customized resin keychain of online shoppers in Santa Rosa

Laguna. The age range of shoppers ranges from 18 to 25 with the majority (45%)

being aged between 18 and 19. It is interesting to note that the youngest shopper was

aged 25, which may suggest that this type of product is more popular among young

people.

The location also appears to be a factor, with Barangay Caingin Southville

having the greatest number of shoppers (14 people). Barangay Aplaya, Barangay

Sinalhan, Barangay Market Area, Barangay Macabling, and Barangay Pooc each had

between 2 and 7 people shopping for the customized resin keychain online.

Overall, the weighted mean of the data was found to be 17.5. This suggests

that the average age of shoppers purchasing the product online is between 18 and 19

years old. Additionally, a majority of shoppers seemed to be coming from Barangay

Caingin Southville.

30
 Table 3. The Factors Affecting Purchasing Preferences of Online Shoppers to

buy Customized Resin Keychain in Selected Barangay of Santa Rosa Laguna

4 3 2 1
Standard
Questions Strongly Agree Disagree Strongly Total
Deviation
Agree Disagree

I would
purchase
personalized (0) (1) (35)
(13) (21)
resin 6.6
0% 2.9% 100%
keychains 37.1% 60 %
from an
online
I am willing
to pay for
the (9) (25) (0) (1) (35)
convenience 7.56
25.7% 71.4% 0% 2.9% 100%
of an online
shopping
experience
I am
(23) (12) (0) (0) (35) 5.61
concerned
about the 65.75% 34.3% 0% 0% 100%
security of
online
stores
I would
(22) (13) (0) (0) (35)
compare
5.06
price and 62.9% 37.1% 0% 0% 100%
quality of

31
products
before
making a
purchase

I would be
more likely
to make a (15) (19) (2) (0) (35)
purchase if
there was a 42.9% 54.3% 2.8% 0% 100% 6.06

money back
guarantee
I prefer to
buy
(7) (19) (7) (2) (35)
personalized
7.08
items online 20% 54.3% 20% 5.7% 100%
rather than
in store
Delivery
time is an
important
factor to (20) (14) (1) (0) (35)
consider 6.46
57.3% 40% 2.7% 0% 100%
when
ordering
merchandise
online
Online
reviews
(25) (10) (0) (0) (35)
from other
6.1
customers
71.4% 28.6% 0% 0% 100%
help me
decide if I

32
will buy an
item
Weighted mean: 6.32

Textual Interpretation

Table 2 shows the distribution of respondents per person and their location.

The location of respondents is per barangay in Santa Rosa Laguna.

Analysis

The results of this study reveal that the respondents are mostly male with a

slight decrease in the number of females as the age increases. In addition, the study

also indicates that the respondents are from different barangays with the highest

concentration in Brgy. Caingin Southville IV Santa Rosa Laguna.

33
 CHAPTER V

SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS

This chapter discusses the summary of findings, drawn conclusions, and the

recommendations made by the researchers. The gathered data presented in the

previous chapter was utilized as the main basis of the study, The Factors Purchasing

Customize Resin Keychain of online shoppers in Santa Rosa Laguna. The results

were thoroughly analyzed through the use of statistical tools such as frequency and

percentage distribution and the Likert scale.

The main objective of the study is to measure the determine the factors that

influence the purchase of customized resin keychains of online shoppers in Santa

Rosa Laguna by measuring it thoroughly statistical tools such as frequency and

percentage distribution and the Likert scale.

Specifically, the study seeks to answer the following specific question:

1. What is the Demographic profile of the respondents?

a. Gender

b. Age

2. Factors Affecting Purchasing Preferences of Online Shoppers to buy

Customized Resin Keychain in Selected Brgy of Sta. Rosa Laguna.

a. Availability

b. Payment

c. Delivery time

34
SUMMARY OF FINDINGS

1. The Demographic profile of the respondents per Barangay in Santa Rosa

Laguna

Based on the results, there was a total of 35 respondents in Santa Rosa

Laguna that are being given out an online survey questionnaire and most of

them like to buy customized resin keychain online.

2. Factors Affecting Purchasing Preferences of Online Shoppers to buy

Customized Resin Keychain in Selected Barangay of Santa Rosa Laguna

Based on the result, there was 60% of 37 respondents are willing to

purchase personalized resin keychains from online store. And also, there was

62% of 35 respondents are strongly agree in comparing price and quality of

products before making a purchase.

CONCLUSION

Based on the statistical analysis the findings of the study, the following

conclusions were drawn:

1. The findings from the study reveal that the respondents are highly

active in purchasing online in Santa Rosa Laguna, based on the data that there was

mostly of the 35 respondents are online shoppers.

2. The majority of 35 respondents are prepared to buy personalized item

online rather than in store.

3. The 74% of 35 respondents are strongly agree to reviews from another

customers will help respondents if buying an item.

35
RECOMMENDATIONS

The results of the study suggest that sellers should focus on providing

aesthetically- pleasing products as customers are most interested in this factor. To

further enhance their customers’ shopping experience, the seller should also consider

offering attractive deals, providing discounts and offering various sizes and designs of

the product. These strategies will lead to higher satisfied customers and further

improve sales.

36
 REFERENCES

Agarwal, R., & Maheshwari, S. (2016). Factors affecting consumer preferences for

online shopping: A study of customers in India. International Journal of

Management and Enterprise Development, 14(2), 121-136.

Fu, W., Tseng, Y.-C., & Lin, C.-H. (2014). Factor affecting consumer preferences for

online purchasing of specialized products in Taiwan: An empirical study.

Behaviour & Information Technology, 33(2), 204-216.

Ghouls, S. M., & Forrest, E. (2017). Analyzing customers’ preferences when buying

customized resin keychain through e-commerce. International Journal of

Smart Home, 11(7), 183-187.

Hagemann, J., & Suris, J. M. (2017). Factors affecting the purchasing preferences of

online shoppers: An empirical study in the apparel industry. International

Journal of Retail & Distribution Management, 45(2), 167-179.

Yim, Y.-S., Chung, T.-C., & Hsu, C.-H. (2012). Influence of consumer demographic

factors on the online shopping behavior of college students: A case of the

selected barangay of Santa Rosa, Laguna. The Journal of Online Consumer

Research, 8(1), 1-24.

37
Factors Affecting Online Purchase Intention: Effects of Technology and Social

Commerce September 2018International Business Research 11(10):111

DOI:10.5539/ibr.v11n10p111 LicenseCC BY 4.0

Alvarez, A. (2021). Factors Affecting Consumer Purchasing Habits in the Digital Era.

International Journal of Strategic Business and Social Sciences, 1(1), 1-11.

Baardseth, T. & Dabholkar, P. (2012). Online Shopping Orientation, Trust and Risk:

A Study of Young Indian Consumers. International Journal of Consumer

Studies, 36(4), 394-400.

Biswas, S. (2017). Introducing Customized Products to Online Shoppers: Impact of

Preference- Based Customization. Technological Forecasting and Social

Change, 121, 97-102.

Cuberog, G. (2018). The Role of Social Media in Online Shopping Decision-Making.

Business and Trade Review, 1(2), 17-22.

38
APPENDICES

39
 FACTORS AFFECTING PURCHASING PREFERENCES OF ONLINE

SHOPPERS TO BUY CUSTOMIZED RESIN KEYCHAIN IN

SELECTED BRGY OF STA ROSA LAGUNA

Questionnaires for Selected Respondents on Selected Barangay in Santa Rosa

Laguna

Name (Optional):

Sex:

Age:

1. I would purchase personalized resin keychains from an online store:

○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

2. I am willing to pay for the convenience of an online shopping experience:

○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

3. I am concerned about the security of online stores:

○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

4. I would compare price and quality of products before making a purchase:

○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

40
5. I would be more likely to make a purchase if there was a money back guarantee:
○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

6. I prefer to buy personalized items online rather than in-store:

○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

7. Delivery time is an important factor to consider when ordering merchandise online:

○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

8. Online reviews from other customers help me decide if I will buy an item:
○ Strongly agree
○ Agree
○ Strongly disagree
○ Disagree

41
Directions: Mark a check on the column for your response for each statement.
Consider the following options below.

Marketing Concept
I am practicing effective marketing using online 5 4 3 2 1
platforms by:
Choosing a product with profitable value to
targeted customers better than the competition.
Choosing a product with a reasonable price
from the supplier to offer a good discounted
price to ensure customer satisfaction.
Posting products with detailed description.
Choosing a product label and packaging
that will encourage potential buyers to use the
products.
Choosing a product packaging and label that
has features that will encourage potential
buyers to purchase the product in terms of
application and use.
Innovating business or products to complete
with other online sellers.
Being responsive to customers at all times.
Hosting a live video like on Facebook,
Instagram, Tiktok and many more for selling
and advertising products.
Satisfy customers by giving the right products
that they want.

42
Directions: Mark a check on the column for your response for each statement.

Consider the following options below.

Product Concept
Through Facebook. I can practice good selling 5 4 3 2 1
and promotional applications:
Responding to customer's messages within 5-10
minutes.
Establishing a long-term relationship with the
customers by hosting live videos and private
messages to ensure customer satisfaction and
loyalty.
Delivering resin keychain products on time and in
good condition.
Delivering resin keychain products properly
packed and sanitized. Offering an affordable
price of the products to the customers.
Offering discounted price to customers.
Advertising the products online by uploading
pictures, videos of the product.
Offering freebies to the customers.
Offering more one kind of product to a customer.

43
Directions: Mark a check on the column for your response for each statement.
Consider the following options below.

Selling Concept
With the use of Facebook. I can assure the customer's 5 4 3 2 1
satisfaction by:
Choosing a product that is widely used by many at low
cost.
Choosing a product that is of high quality and
performance.
Ensuring that the materials used for the products are of
excellent quality.
Ensuring that the expectations of the customer matched
product promised.
Selling products that are in demand in the market.
Selling products that are no threat to competitors.
Ensuring that the product label contains information on
how to use the product.
Choosing a product packaging that has features that add
convenience to the consumer in terms of application
and use
Ensuring that the product not near the expiration date.

44
 DATA
Keychain Sellers as use Facebook as their Marketing

Platform Responses on Marketing Concept

45
Keychain Sellers as use Facebook as their Product Platform

Responses on Product Concept

46
Keychain Sellers as use Facebook as their Selling Platform

Responses on Selling Concept

47
SAMPLE OF GOOGLE FORM DURING THE ONLINE SURVEY

48
 RESEARCH LOCALE

The researchers chose selected Barangay on Sta. Rosa Laguna as their research

locale as for the school is located in the same area. Presented below is the map of the

locale.

49
CORNELIO, DIANA VANNIEZA Y.

ADDRESS: Southville IV Brgy. Caingin Santa Rosa

Laguna

EMAIL: [email protected]

CONTACT NO: 09559411271

As an ABM student, I am appreciative of everything. I can learn a lot about

social networks and how perspectives, viewpoints, and societal behaviors spread

as an ABM student. Particularly this school year, I've learned a lot about

hardships and challenges in life. I pick up a lot of knowledge and skills that I

use to develop myself as a person. To make my parents proud of me as a

person, I will meet the obstacles head-on and be resilient.

50