TABLE OF CONTENTS

Page
TITLE PAGE
ABSTRACT
TABLE OF CONTENTS 1
LIST OF FIGURES 3
LIST OF TABLES 3
ACKNOWLEDGEMENT 4
CHAPTER 1: THE PROBLEM
Introduction 5
Theoretical Framework 8
Conceptual Framework 10
Statement of the Problem 12
Significance of the Study 13
Scope and Limitation of the Study 15
Definition of Terms 16
CHAPTER 2: REVIEW OF RELATED LITERATURE 18
CHAPTER 3: RESEARCH METHODOLOGY 33
Research Design 33
Research Locale 34
Sampling Design 38
Respondents of the Study 38
Research Instrument 39
Data Gathering Procedure 41
Scoring Procedure 42
Statistical Treatment 43
CHAPTER 4: RESULTS AND INTERPRETATION OF THE DATA 46
Problem 1: What is the mean Satisfaction in Buying
Regardless of Mode of Selling?

Problem 2: What is the distribution of respondents by

perception in buying Goods through Online and Direct
Selling?

Problem 3: What is the mean satisfaction in buying Online,

Direct Selling and Both?

CHAPTER 5: FINDINGS, CONCLUSION AND RECCOMENDATION 73

Findings 73
Conclusion 79
Recommendation 83
APPENDICES 86
Appendix A: Letter of Request
Appendix B: Survey- Questionnaire
Appendix C: Slovin’s Formula
Appendix D: Result of the Survey
BIBLIOGRAPHY 95
CURRICULUM VITAE 97

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 LIST OF FIGURES

Figure 1 Schematic Diagram of the Conceptual Framework

Figure 2 Location of Capitol University
Figure 3.1 Distribution of the Respondent’s Gender
Figure 3.2. Distribution of the Respondent’s Age
Figure 3.3. Distribution of the Respondent’s Year Level
Figure 3.4. Distribution of the Respondent on what method they have used in
obtaining goods and services they consumed.

LIST OF TABLES

Table 1 Distribution of the Respondents of the Study

Table 2 Representation of the Questions in the questionnaire
Table 3 Scoring Procedure on Factors Considered by the Respondents
Table 4 Scoring Procedure on the Satisfaction of the Respondents towards
Online Shopping and Direct Selling
Table 5 The Satisfaction level of the Respondents according to their mode of
selling engaged

ACKNOWLEDGMENT

The researchers would like to extend our greatest gratitude to the

following persons who took part on the completion of this study.
First, a heartfelt gratitude and deep regards to Professor Ms.Louella Yap-
2
Buot for her exemplary guidance, feedbacks, patience and constant
encouragement throughout the making of this study.
To the authors of the books that were used on the research as basis and
reference to further develop the understanding and analysis on the study.
To the respondents who actively participated in answering the given
questionnaires with honesty.
To the researcher’s beloved family and friends for their untiring love and
support.
Lastly, to the Almighty God, for the strength to carry on despite of the
difficulties encountered and to His guidance as the researchers made this study
possible and successful.
Thank you very much!

-The Researchers

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 CHAPTER 1
THE PROBLEM

Introduction
Throughout the existence of the Internet, the marketplace of the
business has brought into a massive range. Internet becomes the tool for the
businesspersons to promote and to sell their products or goods into the public
in the most accessible way. It is also frequently used for Online Shopping which
competes with the traditional selling method, the Direct Selling.

Online Shopping refers to the shopping behavior of the consumers in an

online store, a website store or a website used for online purchasing (Monsuwe
et. al, 2004). The people who engaged over the Internet today are more than two
billion. This number shows that 30 percent of the world use Internet and 85
percent of this online population ordered goods through the Internet. This high
level of internet penetration coupled with a generation brought up online and
are familiar with the digitally connected lifestyle, the researchers think that this
had led to comfort in sharing their personal details online. With this comfort in
using both the internet and sharing personal details, it seems inevitable that
savvy retailers would capitalize on these favorable market characteristics.
(Amcapital, November 2013). Online Shopping has expanded in a rapid growth
during the recent years because of its unique advantages for both consumers
and retailers, such as shopping at round the clock facilities, decreasing the
dependence of store visits, saving transportation cost, increasing the market
area, decreasing overhead expenses and offers a wide range of products.

On the other hand, Direct Selling is the face-to-face selling without

assigned retailing sites (Peterson, et al., 1996). Today, Direct Marketing and
direct Selling are sometimes used interchangeably.However, direct effective
marketing is where the product manufacturer or importer can do business
through the mail , use of catalogues, broadcasting, TV channel, internet, etc.,
transfer the product and service information to the consumer, and the consumer
then reply through mail or answer through telephone (Professor Te-Fa Chen,
2006). Therefore, we can see two keys in Direct Selling: “Face-to-face selling”
and “Sell at non-fixed places”. Direct selling is a process of face-to-face
communication between two persons, and the direct effective marketing is way
of selling product or service such as mailing of catalogue, telephone/TV
marketing, direct reply to the advertisement or the recent emergence of network
marketing.

The existence of the Online Shopping greatly affected the consumer’s

behavior. It created competitions among businesspersons who engaged on both
management strategies. It is necessary to conduct this inquiry to find out
whether the perceptions of the respondents about Online Shopping and Direct
selling was met by those who had experienced the mentioned management
strategies.

This study will be conducted in Capitol University which is surrounded

by establishments and big malls such as Centrio Ayala, Gaisano and Limketkai
Mall that were performing direct selling. With this, it aims to investigate the
different perceptions and satisfactions of CU Students, within the School Year
2016 of First Semester, between buyingOnline and Direct Selling.

It is on this aspect that the researchers would like to make an in-depth

investigation on the comparative analysis on perceptions and satisfaction
between buying online shopping and direct selling in order to come up a good,
4
meaningful decision-making of what medium is used by the businesspersons in
satisfying CU Students perceptions and satisfaction between buying Online and
Direct Selling.

Theoretical Framework

This study anchored the Theory of Maslow’s Hierarchy of Needs which

introduced the five levels of human needs. The theory indicated that people have
five basic needs: Physiological needs, safety needs, social needs, esteem needs
and self-actualization needs which addressed according to human priority. A
person will try to satisfy the most important needs first. When a person
succeeds in satisfying an important need, it will cease being a motivator for the
present time. This theory helped consumers determined the factors of purchases
that influences them in buying goods and services in the market.

Maslow’s Hierarchy of Needs is classified into three: the Buyer Resolution

Theory, Consumer Decision-making Process, and Dominant Buying Motives.

First, The Buyer Resolution Theory is also known as 5W’s that gives a
simple framework questions of a salesperson to take a prospect on who is a
consumer. The questions frequently asked are “What should I buy?”, “Who
should I buy from?”, “What’s a fair price?”, and “When is the good time to buy?”.
Hence, if the salespersons will effectively answer all the questions for
consumers, he/she would be able to close a sale. Secondly, Decision Making
Process is acommon step of a consumer who will go through purchases. This
process begins with needs recognition which consumers are triggered to
consider a purchase. Consumer gets the information and develops a
consideration set. After evaluating, he/she will purchase what he/she believes is
the best value solution. In this way, the sellers can help by suggesting good
products which desired by the consumers. Lastly, the Dominant Buying motives
which can be an effective way to know the personalities of a consumer knowing
whether a buyer is more emotionally or rationally involved to help
businesspersons to organize their persuasive effort. In this case, the sellers
developed their relationships with the buyers to encourage long-term
relationship and patronage motivations.

Conceptual Framework

The concept on the different perception and satisfaction levels of CU

students on buying online and direct selling comprises the framework of the
study.
Online shopping is a form of electronic commerce which allows
consumers to directly buy goods or services from a seller over the internet using
a web browser. On the other hand, direct selling is a method of marketing and
retailing goods and services directly to the consumers in their homes or in other
location away from permanent retail premises.(Direct Selling Association, year)
Since these methods of selling products is widely practiced by sellers nowadays,
the purpose of this comparative analysis on online and direct selling is to
provide information about the Capitol University students' different perceptions
and satisfaction levels on these modern forms of selling products in the market.

The conceptual framework Figure 1 comprises the input of the study

namely: the different experiences of CU students on online and direct selling,
their perceptions on these methods of selling and as well as how these selling
techniques satisfied needs and wants. The study aims to process and evaluate
each input component through a qualitative method by disseminating

5
questionnaires.

This study aims to successfully analyze the different perception and

satisfaction levels of CU students on product selling methods through online
shopping and direct selling.

Conceptual Framework

Factors that influence

Perception and
in buying Goods
Satisfaction in buying
irrespective of mode of goods through:
1. Online
selling
2. Direct Selling
3. Both

Independent Variable Dependent Variable

Statement of the Problem

In general, this study seeks to gather information about the different

perceptions of CU Students on buying Online and direct selling. It also would
like to provide the CU Students satisfactions level towards the two method of
Selling.

Specifically, this study will answer the following questions:

1. What is the mean Satisfaction in Buying Regardless of Mode of Selling?

2. What is the mean perception in buying Online, Direct Selling and Both?
3. What is the mean satisfaction in buying Online, Direct Selling and Both?

Significance of the Study

This study about on the Comparative Analysis on perception and
satisfaction in buying Online and Direct Selling will be very beneficial to the
following:

Direct Sellers. This study will help the Direct Sellers in determining
whether their customers are satisfied with their method of selling. The study
also becomes the basis for the improvement of their management because it
presents the comparative analysis between online shopping and Direct Selling.

Online Sellers. This study will help the Online Sellers in determining the
satisfaction level of their customers. The Online sellers will be able to know if
they met the expectations of their consumers. This could also become their
sources of information to improve their strategy in selling through internet.

Consumers who purchased through Online Shopping and Direct

Selling. Through comparing the Online Shopping and Direct Selling, the
students will know which of the two methods are better way to purchase
products and goods. It is because this study will present comparative analysis in
6
buying Online Shopping and Direct Selling.

Consumers who haven’t tried the Online Shopping. This study will
benefit the students who aren’t engaged yet in Online Shopping because they
will know if the Online Shopping is really a good way in ordering products or
goods.

People who want to start a business. Through this study, the

researchers can recommend to the people who want to start a business the
better way of selling their product to the market.

The Researchers. This research will broaden their knowledge on the

perception and satisfaction level between buying Online and Direct Selling.

Scope and Limitation of the Study

This research is focused on the Comparative Analysis on the perception

and satisfaction of the CU Students between buying in Online and Direct
Selling. The researchers aim to compare the levels on the perception and
satisfaction of the Capitol University Students between buying Online and Direct
Selling.

It covers College students of Capitol University of First Semester of SY

2016 – 2017 whether they have already engaged in Online Shopping or not.

Definition of Terms

To ensure the maximum comprehension and appreciation of the

research, some relevant terms are defined in this section:

Direct Selling. It refers to the marketing and selling of products directly to

consumers.

Online Shopping. Online Shopping is also known as electronic tail or e-

shopping. It is a form of electronic commerce which allows consumers to directly
buy goods or services from a seller over the Internet using a web browser.

Satisfaction. It refers to the act of providing what is needed or desired by the

customers.

Perception. It refers different to the different opinion, often held by many people
and based on how things seem. Particularly, this study aims to study the
different views of Capitol University Students between Online and Direct Selling.

Direct Sellers. It refers to a person who sells products or goods directly to the
consumers in the market.

Online Sellers. It refers to a person who sells products or goods through

Internet via web browsing.

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 CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter presents related studies or researchers and other articles

gathered from books, journals, online journals and internet sources that have
significant purposes for the researches pursued.

Marketing Concept appropriate in conducting business

Peter and Olson (2008) expressed: “It is a long argue which marketing
concept is the appropriate philosophy in conducting business”. Marketing
concepts suggest an organization should satisfy consumers’ needs and wants to
make profits. Furthermore, organization should have a depth study on their
customers and stay close to them to provide appropriate product and services
for consumer's consumption. Marketing via internet brought advantages to
marketers. It offered products for 24 hours a day, 7 days a week, and 365 days a
year which allows products be offered globally in an efficient manner. It saves
the need to build establishment, paper catalogs or brochures and salespeople. In
2006, marketers proved the ability to serve consumers online. This has
continued to grow faster than any other form of retailing. Many analysts
declared that the Internet was overhyped as marketing tool even though the E-
Commerce shakeout in early 2000s.
In the study conducted in America by Eric Wagatha (2016), it shows that
Americans gives more importance to their health than having a secure
retirement or a happy marriage. One third of the revenue in the direct selling
was collected in health and wellness industry. This study proved that customers
gave values on the usefulness of the thing in buying services. Furthermore,
According to a Business Studies and Research about Consideration for Wise
Buying. “Before buying any product, it is necessary to consider whether buying
the product is necessary or not. If the product is meant for your own use you
can consider its necessity easily, otherwise the opinion of all those who will be
using the products may be helpful. For example, family members’ opinion must
be sought before buying a washing machine.”

Moreover, Kim D and Ammeter A. (2008) pointed out that consumers

must be familiar with computers and how to use the internet in order to
effectively shop online. Accordingly, a specific group of age which is the Net-
generation is the target of the Internet retail stores. Net-generation is composed
8
of individuals who were born between 1977 and 1997. This is the generation
who first encountered the digital media and Internet. The people born before the
1970s are less familiar with the E- Commerce because Online market is a new
innovation for them. In order to gain more profit and be successful, the online
retailers market to Net-generation because they didn’t utilized the information
offered by the Internet.
Online Shopping and Direct Selling , forms of trade
According to Catayoc (2013), the Philippines Online Shopping and direct
selling are forms of the trade that are used by the consumers. E- Shopping has
widely spread in the market. It is a field of industry that is rapidly developing in
terms of buying and selling of products. Its objective is to satisfy the growing
necessities of the society. In the study of ComScore Networks (2006), “the travel-
related purchases, including airline tickets topped the list that the consumers
buy online. In addition, several studies have shown that books, CD/DVD/ video
products, computer software, apparel and accessories and specialty gifts items
like flowers accounts for significant portion of Web-based purchases. Computer
hardware, entertainment related services, and housewares are also large
categories. Emily (2010) revealed that “Online Shopping is transformed by
innovations”. This changed the role of the store in the market. The creation of
the technology had added portals for wider shopping guides for the future.
Expectedly, Consumers in the future will be more than a static mannequin
because selections will interact with the screen.
Direct Selling
On the other hand,”Direct Selling” as described by Peterson,R and
Wotruba,T. (1996) is a face-to-face selling without fixed retailing sites. In
addition, Direct Selling Education Foundation of USA (1992) defined “Direct
Selling as a distribution method for consumptive product or service through
personnel contact at home”. The nature of consumptive and distribution way is
emphasized for Direct Selling.

Professor Chen (2006) presented that Single level marketing and multi-
level marketing is included in the Direct Selling.
In single level Direct Selling, Direct Sellers are also considered as the
consumer. They sell the product or service of the company to the customer, then
receive bonus from the organization according to sale performance. Hence, their
income comes directly from the retailing sold to final consumers. On the other
hand, Multi-level Direct Selling is also called network marketing. Other than
getting profit from the sale of product or service, Direct Sellers also earned
through the downstream which may result to giving of rank and bonuses based
from the number of their downstream and sales performance.
William J. McDonald (1998) stated that “Business-to-Business this form
of direct marketing spans a wide range of strategies and techniques, and it
includes advertising for such diverse products office supplies, books, and
computers. Business-to-business activities encompass the full range of direct
marketing approaches, including direct mail, telemarketing, direct –response
print, and catalogs.”

Business-to-business direct marketers need to understand all of the

important strategic issues of direct marketing planning and implementation.
These include list selection and management, offer planning and positioning,
creative strategy and execution, and media strategies. Business-to-Business
direct marketers face the same kinds of planning issues as those in the
consumer ends of the business. However, there are critical differences
associated with how business customers operate, particularly with respect to
what and how they buy, that distinguish them from consumer customers.
Mary Merlin (2012) expounded: “Direct selling is a multi-level marketing
in which the sales force is compensated not only for the sales they make but
9
also for the sales done through their recruit.” The participants who can provide
multiple levels of compensation are the recruited sales force. Other than selling
a product, a person can recruit individuals to sell product with an agreement of
receiving a percentage. The recruited individuals then are allowed to recruit
more people below them, and receive percentage on their sales. Hence, multi-
level marketing is also known as “networking marketing” and “referral
marketing.”

Direct selling is a marketing strategy where consumers goods are

delivered to the consumers directly. It does not rely on any medium such as
direct mails, product advertisings or fixed retail outlets. The direct sellers
usually sell their product through contacts and mainly deliver the products in
their customer's addresses. The goods supplied by a company could obtain by
the consumers either direct purchase or deliver by the sales person.
Direct Selling is a 21st century universal concept where the common man
makes use of daily needs to make a product by purchasing directly from the
manufacturers. This selling method helps to improve the common men's
financial standard on long run and prevent costs spent indirectly to middlemen
and advertisements.
A case study conducted by the Amway or American way(2015) , a
company that uses a multi-level model in selling variety of health, beauty and
home care market products, discovered that direct selling has vast difference
from the traditional business which is accepted by worldwide. It enables an
individual to earn passive income by working on its predetermined plan.
Although the Industry of Direct Selling is running in slow gear, growth prospects
of the industry are bright. It is driven by the consumers strong base and the
market is gradually expanding. For instance, Amway revenue has grown into
11.8 billion US dollars in 2013 with eight consecutive year growth. Also, the
company was able to accomplish 6,000 hectares of organic farm and art
manufacturing technology. The company also has 1000 granted patents to their
name.
According to Kent Grayson (2001), Direct Selling is considered as one of the
oldest methods of distributing goods and services. Direct Selling approach is not
as weak as to be compared to problems that are associated with standard
channels; direct selling can establish barriers evenly to well-established brands
across the globe. Successful direct selling of such products such as Amway,
Herbalife, Mary Kay encourages a quite number of managers to consider direct
selling as primary or secondary channel of distributing their wide variety of
products. Direct selling gives sellers the opportunity to establish true
relationship, where sellers can personally attain to the needs and desires of their
customers on first-hand basis.
“The jewelry, clothing, scrapbooking supplies, rubber stamps, web
hosting, video email, crypto currencies also topped the list of most numbered
product purchased through direct selling other than cosmetics, wellness
products and home décor.” revealed by Business Home, as it ranked the
products purchased by the customers through the direct selling last 2015. They
also added: “the digital products and services are the lifeblood of any Direct
Selling companies.” In addition, Direct Selling is the selling process done by
person to person away from fixed location and marketed by the independent
sales representatives who could be the consultants, distributors or other titles.
Direct sellers could not be either an employee of the company, or independent
contractors who sell the products or services with an agreement of earning
through commissions on those sales.
William J. McDonald (1998) declared on his book “Direct marketing: An
integrated approach” : “Some companies depend almost exclusively on direct
marketing to sell their product and services. Some firms have heavy involvement
on indirect marketing activities but also use other means to appeal to the buying
10
public, including traditional marketing approaches. The interactive in
marketers and prospective customers engage in two- way communicating have
strengthen the growth of the direct marketing. The direct marketing activities
gives the target market of the communication an opportunity to respond.
Direct marketing includes direct mail which disseminates messages via
the postal services as letters, post cards, leftlets, catalogs and coupons; mail
order which includes advertisement in various media to which prospective
customers can respond by which a phone call, sending in a post card, or use
some other mechanism, direct response, television and radio ads; print ads in
magazines and newspapers placement where customer orders come through the
mail or by the telephone or via online ordering services.
The Industry Executive said in the Manila Bulletin newspaper (2005):
“More companies are utilizing direct selling because it is cost effective and the
easiest way to expand a business.”
Willie S. Lim It Quon, the President of a direct selling firm Dragonworld
Enterprises Inc. (D.E.I.), once expects a 200% increase in sales this year
following the company’s aggressive expansion program. Lim explained that
compared to retail businesses, direct selling offers lower prices because the
savings of companies from space rentals and other costs in putting up a
business can be passed on to consumers. At the other side, however, is the high
risk of losing money because direct selling allows credit lines to its managers.
But D.E.I. so far has not encountered much problem with runaway
managers.
Furthermore, Catayoc (2013) indicated in his study that understanding
the concepts of E-Shopping and Direct Selling is a major advantage because it
will give knowledge and edge to other competitors in the market. The needs and
wants of the society are the major factors of the methods of buying and selling.
It also supports the different kinds of people who will pursue riches. The
business growth and survival are both essential to stay in the business for a
longer period of time. The increasing demand of the global and local market will
transform the buying and selling methods. With the gradual improvement of the
technology, Online and Direct Selling will be the focal point in human market
trade.

A study conducted by Cambridge International AS authored by Stimpson

and Joyce (2013), made a comparison of the advantages and disadvantages of
Online Selling. An advantage of online Selling is, “Easy to record the “hits” and
success of online promotions.” While a disadvantage of online selling; “Some
Customers prefer face to face contact and personal selling- the ability to ‘see and
try before they buy’.”

“No business can be a success if it doesn’t keep its sales numbers high,
and maintaining a winning sales strategy is no easy feat. When it comes to
direct sales, whether you’re operating from a brick-and-mortar location or selling
your goods door to door, finding ways to attract and retain customers is crucial,”
Maguire, A. Therefore, Maguire stated (5) five strategies for Direct Sales Success;
1. Give free samples; 2. Utilize E-mail Marketing; 3. Engage on Social Media;
4.Cross-promote your Goods and/or Services; 5.Offer Extras.

Moreover, Rosenbloom (2011) stated that, “ Provide more professional

training for direct salespersons so that they manage the seller-buyer
relationship more successfully”. Direct salespersons should be more
knowledgeable, less pushy, and less intrusive; they should provide better follow-
up service, schedule appointments in advance, and offer quality, varieties,
warranties, and a greater degree of price flexibility.”
According to the article entitled “3 things businesses can learn from the
direct selling industry” written by Eric Wagatha (2016) of United State of
11
America, “Customers have a direct interaction with the end users.” Customers
are being influenced by their family and friends with their selling experiences
tailored down to the party or individual audience member by someone they
trust. While, 80% of Americans claimed that they don’t pay attention to the
displayed advertisement. In addition, “Marketing Principle book” discussed that
most of the market researchers consider a person’s family to be one of the most
important influences on their buying behaviour. Like it or not, you are more like
your parents than you think, at least in terms of your consumption patterns.
Many of the things you buy and don’t buy are a result of what your parents
bought when you were growing up. Products such as the brand of soap and
toothpaste your parents bought and used, and even the “brand” of politics they
leaned toward (Democratic or Republican) are examples of the products you may
favor as an adult.”
According to the article published on the UKessays entitled “Customer
Satisfaction Toward Online Shopping Provider” (2015), Online shopping has
been getting famous since the last few years after the internet was being widely
used. It began to influence a large number of consumers as it gradually evolved
to serve and satisfied millions of people from over the world. It had become more
convenient with use of online banking system. Payments can be made in several
forms such as cheques, debit card, electronic money or various types, cash
deposit using ATM machine, gift cards and etc. Many countries have invested
millions of dollars into online shopping as a means to purchase goods and
services through the internet. It indicates that with the improving use of the
internet, it provided for fast purchase of online services as evident of rapid
growing internet usage activity in the Europe, with Sweden being ranked one of
the high heels in Internet Usage and online Europe coming in ninth with Japan
and USA following in close competition. This study is contrary on the finding of
the study. The Filipino Customers viewed the online Selling as means that
contains delays and mismanaged in terms of ordering products and delivering
them. This may have affected by the low connection signals of the
telecommunication or by the shipping companies.
In general, Direct Selling and Online shopping are the popularly used
marketing concepts of businesses nowadays. All of the studies mentioned in this
chapter provided the researchers some insight how will they conceptualized this
study, especially on the perception and satisfaction level of CU Students for the
pursuance of the study.

CHAPTER 3
RESEARCH METHODOLOGY

This chapter viewed the methodology of the study and contains the
detailed discussion of the following parts: the research design, research locale,
sampling design, respondents of the study, research instrument, data gathering
procedures and the statistical tool used.

Research Design

Considering the nature of this study, a descriptive- qualitative method of

research was conducted to fully understand and established a comparative
analysis on the perception and satisfaction of CU Students in buying Online
Shopping and Direct Selling.
The descriptive method of research is a purposive process of gathering,
analyzing, classifying and tabulating data about perception and satisfaction of
CU Students toward Online Shopping and Direct Selling. Then, make adequate
and accurate interpretation about such data with or without the aid of statistical

12
methods. This provided consistent evidence corroborating the findings and
establishes the foundation for the recommendations.

This design was also qualitative that deals data that is primary verbal
and gives meaning from the CU Students’ perspective and satisfaction. The
qualitative approach was suitable for this study because the information
gathered focuses on the participants’ certain experiences regarding the research
study.

Research Locale

The researchers have chosen the selected students of Capitol University,

located at Corrales Avenue—Osmeña Extension, Cagayan de Oro City,
Philippines, for the first semester of School Year 2015-20616. The University is
headed by its President, Atty. Casimiro B. Juarez.
Figure 1.2 shows the location of Capitol University. Building 1 comprises
the College of Business Administration, Education and Criminology. Building 2
is the College of Engineering. Building 3 is the College of Computer Studies.
Building 4 is the Library, Building 5 is the College of Maritime Education and
Building 6 is the college of Nursing.
Capitol University has eight Colleges namely, College Business
Administration (CBA), College of Education, College of Criminology, College of
Arts and Sciences (CAS), College of Nursing, College of Maritime Education,
College of Engineering, and College of Computer Studies.
Capitol University (CU), was established on February 14, 1971 as
Cagayan Capitol College (CCC), is a non-sectarian, co-educational private
academic institution, duly registered with the Securities and Exchange
Commission as a stock corporation and operates with authority of the
Department of Education for its primary and secondary programs and the CHED
for its tertiary, graduate, and post graduate programs.
Capitol University is a five institution under the Capitol System of
Schools founded by the late Engr. Sesenio S.Rosales and Gloria Laureana S.
Rosales. The Sister schools include: Iligan Capitol College located at Iligan City
(1964) Bataan Heroes Memorial College in Balanga City, Bataan(1979), Gingoog
City Colleges, Inc. in Gingoog City (1981), and the Lyceum of Iligan Foundation
in Iligan City (1996).
In 1973, school of Midwifery in region X was introduced by the School. In
1974, the Nautical, Marine Engineering, Civil Engineering, and Bachelor of
Science in Forestry programs were opened. During 1975, programs in
Mechanical Engineering, Nursing and Agricultural Technology were launched.
At the time of Capitol University’s opening during 1971, Secondary
education and tertiary courses in Liberal Arts, Commerce, Education, and even
Secretarial were offered by the academic programs. And on June 11,1999, CU
was granted by CHED the authority to offer Expanded Tertiary Education
Equivalency and Accreditation Program (ETEEAP) empowering to grant
academic degrees to individuals who have been into their craft for a period of
time and become proficient but have no academic title.

13
 2

Figure 2 shows the location of Capitol University

Sampling Design

The researchers used stratified random sampling in which Capitol

University was divided into different courses and year levels proportionately. As
of 2016, the total number of students enrolled in Capitol University is 5,230.

Respondents of the Study

The respondents of the Study were 372 students of Capitol University

distributed according to the ratio of the population of the eight colleges: College
of Business Administration (CBA), College of Criminology, College of Education,
College of Engineering, College of Nursing, College of Arts and Sciences, College
of Computer Science, and College of Maritime (CME), including the Senior High

14
School Students. Each of them was surveyed on what are their perception and
satisfaction between buying Online and Direct Selling.

Table 1 Distribution of the Respondents of the Study

COLLEGES POPULATION PERCENTAGE SAMPLE SIZE
Business
743 14% 52
Administration
Computer Studies 197 4% 15
Maritime Education 1610 31% 115
Engineering 342 7% 26
Nursing 319 6% 22
Criminology 320 6% 22
Senior High School 996 19% 71
Arts and Sciences 64 1% 4
Education 639 12% 45
Total 5,230 100% 372
*Based on Capitol University Registrar’s Records

Research Instrument

The instrument used was a structured questionnaire used to collect

data for the study. The items were generated based on the information gathered
from the purpose of the study. The instrument adapted a five-point likert-type
scale for rating the response options:Always, Often, Sometimes, Rarely and
Never ) as well as numerical values of 5, 4, 3, 2,and 1 respectively for the factors
the respondents’ considered in purchasing goods or services. For the Strongly
Agree (SA), Agree (A), Neither Agree Nor Disagree, Disgree (D), and Strongly
Disagree (SD) as well as numerical values of 5, 4, 3, 2,and 1 respectively. It was
also the same with how the students will rate the degree of service satisfaction:
Strongly Satisfied (SA), Satisfied (A), Neither Satisfied Nor Dissatisfied,
Dissatisfied (D), and Strongly Dissatisfied (SD) as well as numerical values of 5,
4, 3, 2,and 1 respectively.
The instrument consists of two parts. Part I was the Personal Information
of the Capitol University Students.

Part II was the interview process as confirmation and additional inputs

based on the respondents’ perception and satisfaction on the two methods of
selling, the online Shopping and Direct Selling. The items in the questionnaire
were classified through the use of tables based to the stated problems

Table 2 Representation of the Questions in the questionnaire

Categories Number of questions
Factors considered in purchasing
products, goods and services 1-15
Perception of CU Students toward Online
Shopping and Direct Selling 1-15
Satisfaction of CU Students toward Online
Shopping and Direct Selling 1-12

15
Data Gathering Procedure
The respondents were invited to participate in the survey and were told
that it would take only 10 to 15 minutes to fill out the questionnaire. It was
emphasized that their participation was voluntary and their responses would be
kept unanimous and confidential. Before the questionnaire and letter were
handed to the participants, the participants were told that should they wish not
to participate in the survey, they neither have to sign anything nor fill out the
questionnaire.

Scoring Procedure

The following illustrates how the factors were considered by the

respondents and their level of satisfaction between buying Online Shopping and
Direct Selling according to assign scores:

Table 3. Scoring Procedure on Satisfaction in Buying Regardless of Mode of

Selling

Description Interval Scale

Score

5 Always 4.21 - 5.00

4 Often 3.41 - 4.20
3 Sometimes 2.61 - 3.40
2 Rarely 1.81 - 2.60
1 Never 1.00 - 1.80

Table 4. Scoring Procedure on the Perception of the Respondents in buying

Online and Direct Selling

Description Interval Scale

Score

5 Strongly Agree 4.21 - 5.00

4 Agree 3.41 - 4.20
Not Agree Nor
3 2.61 - 3.40
Disagree
2 Disagree 1.81 - 2.60
1 Strongly Disagree 1.00 - 1.80

16
 Table 5. Scoring Procedure on the Satisfaction of the Respondents in
buying Online Shopping and Direct Selling

Description Interval Scale

Score

5 Strongly Satisfied 4.21 - 5.00

4 Satisfied 3.41 - 4.20
Not Satisfied Nor
3 2.61 - 3.40
Dissatisfied
2 Dissatisfied 1.81 - 2.60
Strongly
1 1.00 - 1.80
Dissatisfied

Statistical Treatment

This study employed the descriptive statistics. Descriptive statistics

included measurements of frequencies, percentages, means and standard
deviations. The Likert-type falls within the ordinal level of measurement which
response categories in a rank order. The ranking will be the basis to determine
the factor, perception and level of satisfaction that the researchers obtain from
the Online Shopping and Direct Selling.

The following statistical tools were used to analyze the data gathered to
answer the problems stated for this study:

Frequency Counts and Percentage. This was used to describe the

personal profile of the respondents in terms of age, year level, gender and the
College or Department of the Respondents. The formula is as follows:

P=

where:
P = is the percentage (%)
n = is the number of responses, and:
N = is the number of observation

Mean. This was used to determine the average ratings of the following:
factors that the CU Students before buying goods or services for consumption,
the perception and satisfaction level of the respondents towards Online
Shopping and Direct Selling. The formula is as follows:

∑ 𝑓𝑥
𝑥̅ =
𝑛
Where:
𝑋̅= sample mean
f = frequency
x = the value of any particular observations or measurement
∑ 𝑓𝑥 = sum of all the products of f and x’s
n = total number of values in sample

17
 CHAPTER 4
RESULTS AND INTERPRETATION OF THE DATA

This chapter presents the results of the research which were designed to
empirically show the Comparative Analysis of CU Students on Perception and
Satisfaction in buying Online Shopping and Direct Selling for the school year
2016-2017.
This set of data was intended to describe the demographic variables of
the study of the sample and to assess for any influence on the research findings.
The demographic data consisted of age, gender, year level of the CU Students
including the Senior High School students and how they purchased their goods
and services consumed.
The study about the Comparative Analysis on Satisfaction and
Perception in buying Online shopping and Direct selling is conducted on the 372
Capitol University students. The figure below shows the distribution of gender of
the research study respondents.
The figure shows that among the 372 respondents, 56% of the respondents are
composed of female and 44% of the respondents are males. This presents that
207 respondents are females and 165 respondents are males. This could imply
that most of female students may have involved themselves in Online and Direct
Selling.

Gender

44%
Fem
56% ale

Figure 3.1. Distribution of the Respondent’s Gender

The figure below shows the distribution of age of the research study’s
respondents. The respondents ages 18-20 take the highest number with a total
of Two hundred thirty (230) which represents 62% of the respondents. Followed
by the ages 15-17 which consist of the Eighty-six (86) of the three hundred
seventy-two (372) respondents which take the 23%. This is usually a sum of the
Senior High School student and First year student respondents in the study.
Next Forty-nine (49) ages 21-23 and seven (7) respondents ages 24-26. Then,
most of the results of the study are from CU Students ages 18-20 that are
mainly 2nd year to 3rd year students.

Age
13% 2% 23% 15-17
18-20
62% 21-23
Figure 3.2. Distribution of the Respondent’s Age

18
 Furthermore, the distribution of the respondents according to their year
level shows below. The figure shows the percentage of the respondents in each
year level which is three hundred seventy-two (372) respondents total. Nineteen
percent are Senior High School composed of Seventy-one (71) respondents; two
percent are first year students composed of nine (9) respondents. Twenty
percent are Second year students composed of Seventy-five (75) respondents,
Fifty percent (50%) are Third year students composed of One hundred eighty-
four (184) respondents and Nine percent (9%) are fourth year students
composed of Thirty-three (33) respondents. A total of one hundred percent
composed of three hundred seventy-two (372) respondents had been surveyed.
Third Year Students take the highest number with a 50% of the total
respondents in terms of the year level. This is followed by the Second Year and
Grade 11 Students, with 20% and 19% respectively. Then, the Forth Year
students take the forth in the rank with 9%. On the other hand, First year
students take the lowest portion in the distribution of the Respondent’s year
level of 2%. Since most of the respondents are Third Year students, this
presents that the data gathered are from respondents who have already obtained
sufficient knowledge about Online Shopping and Direct Selling.
2%
Year Level
19% 1st year
20%
2nd year
9%
3rd year
50% 4th year

Figure 4.3. Distribution of Respondent’s Year Level

The 372 respondents who are students of Capitol University are asked on
how they purchased the goods and services they consumed for their daily
consumption. The figure below shows the distribution of the respondents
regarding on the different purchasing method they are involved: (a) through
internet, (b) through direct sellers in the market or malls, or (c) either through
online or Direct Sellers.
Twenty-nine (29) of the three hundred seventy-two (372) respondents
have used the Internet alone in purchasing goods or services. On the other
hand, there are one hundred ninety one (191) of the respondents who purchased
from a direct sellers goods or services offered in the markets or in malls. While,
there are one hundred fifty-two (152) respondents purchased goods or services
through online orders offered in the internet and at the same time offered by
Direct Sellers in malls and in markets. Purchasing through Direct Sellers in the
market and in malls take the biggest portion with a fifty-two percent (52%)
regarding on how the respondents purchased their goods and services
consumed. Followed by either online or direct sellers which represent the forty-
one percent (41%). Lastly, purchasing through internet alone take the lowest
portion, which garnered only an seven percent (7%) from the total respondents.
In addition, the figure implies that 48% of the respondents have experienced
purchasing in the through the use of internet and 93% of the respondents
experienced to deal with a direct seller to purchase products for consumption.
Most of the respondents have tried purchasing in direct sellers in malls
and in markets. And, only half of the respondents have tried purchasing the
Online Shopping through internet. This implies that CU Students purchased
frequently in direct sellers rather than Online Sellers. Further, even though

19
students are influenced by the technology, they still do not give their trust when
purchasing goods or products through online. It is because they may think that
the information presented is not reliable compare to the direct sellers where they
can meet personally the middlemen before purchasing the products. Hence, this
could affect the study in determining the satisfaction level of the respondents
regarding to the Online Shopping and Direct selling mode of selling.

7%
Internet

41%

52%

Figure 3.4. Distribution of the respondents what method they have used in
obtaining goods and services they consumed.

Problem 1: What is the mean Satisfaction in Buying Regardless of Mode of

Selling?

Table below shows that the respondents often (3.97) buy products offered
at lower price regardless of mode of selling. Also, the respondents often (3.80)
purchase products when offered on discounts or on sale. It means that
respondent do not always give importance to the price whether it is expensive or
not.
In terms o the totality of the products, the respondents often (4.15) buy
products because of the appearance. They are even often (4.16) buy products
because of the quality, often (3.88) purchased because they are attracted on the
packaging applied, often (3.97) because of its features and often (4.10)
considered the products comfortability. However, the respondents expressed
that they always (4.23) give importance on the usefulness of the products in
buying regardless of the mode of selling. Moreover, the respondents often (3.73)
buy products because it is trendy in the market. In terms of the business
reputation, the respondents often (3.73) considered the reputation of the
manufacturers in buying a product. They often (3.73) buy products because of
the accessibility of the place.
As to the person who influences them in buying goods for their daily
consumption, friends and family are often (3.87) affects the respondents’
purchasing decision. The TV Advertisement Personalities also often (3.59) affects
the respondents in purchasing goods irrespective to the mode of selling. This
implies that the purchasing decision of the respondents always depends on their
willingness to buy. They are often influenced by their family, friends and even
the television advertisement.
Furthermore, The table presents that respondents often (3.93) buy the
products because they will receive it faster and often (3.82) because they have a
good communication with the sellers.

This implies that the usefulness of the products take the highest mean
satisfaction of the respondents in buying goods regardless of the mode of selling.
This presents that the respondents did not always buy product because of
persons influenced them nor because of the product appearance, quality,
20
features, comfortability but because of its usefulness.

Mean Satisfaction in buying Online and Direct Selling

CONSIDERATIONS INTERPRETATION
MEAN
PRICE

1. Buy products at lower price

3.97 Often
2. Buy products when on discounts
or on sale 3.80 Often
PRODUCTS
3. Buy products when appeared good. 4.15 Often
4. Buy product with high-quality. 4.16 Often
5. Buy product because of packaging 3.88 Often
6. Buy product because of its features. 3.97 Often
7. Buy products because it is Often
comfortable. 4.10
8. Buy product because of its Always
usefulness. 4.23
9.Buy the products which are trendy in Often
the market. 3.73
PLACE
10. Buy product because of the Often
manufacturer’s reputation. 3.73
11. Buy product because it is Often
accessible. 3.73
INFLUENCES
12. Buy product because of friends & Often
family. 3.87
13. Buy product becaue of the TV Often
Personality Ad. 3.59
SERVICES
14. Buy product because it will be Often
receive faster 3.93
Often
15. Buy product because of the good
communication with the sellers
3.82

Problem 2: What is the mean perception in buying Goods through Online

and Direct Selling?
The table below shows that the respondents agree that the products
offered in Online Selling (4.00) is expensive. They are not agree nor disagree that
Direct Selling (2.74) and Both (3.25) is expensive. On the other hand, the
respondents disagree that online selling (2.30) offer cheaper products. The
respondents strongly agreed direct selling (4.30) offers costly products and
disagree that both (2.25) offer cheaper products. This implies that among the
three choices, products sold through Online are more expensive, considering the
shipping fee charges and insurance fees for the products being purchased.
Respondents did not agree that Online (2.61) and Direct Selling (3.25)
offers products in a good appearance. In contrary, the products offered as a
whole in both (4.07) appear in good look. In addition, the products offered in
Online (3.50) are agreed to last long, the products ordered in Direct Selling

21
(4.35) are strongly agreed that it will last long and the both (3.89) are agreed to
have long useful life. This implies that products of direct selling are durable and
long-lasting.
It was agreed by the respondents that the products delivered in the
Online (3.45) will be deliver as to the customers’ expectations. It was strongly
agree that direct selling delivers the product as what the customers’ expected.
The respondents agree that both (3.56) met the expectation of the customers on
their product.
The products sold in Online (3.21) cannot be agree nor disagree that it
deliver to customers without damages or defects. Instead, the respondents
strongly agree in the direct selling that it delivered the products damage-free.
Still, respondents agree that both (3.94) mode of selling are agree to be deliver
the products without damages or defects. This is an implication that direct
selling met the expectations of the customers as to the products received. Thus,
customers are assured direct selling’s products are on its best quality.
As to the services offered by the businesses, the respondents did not
agree nor disagree on the Online Selling (3.01) and both (3.01) that it delivers
the products faster. This further presents that the respondents strongly agree
that Direct selling (3.32)delivers the products faster. In line with the accessibility
of the mode of selling, it is agreed that the direct selling (3.99) in terms of
delivery will not have delays and will be received on the agreed time. In online
(3.07) and both (3.22), the respondents did not agree nor disagree that the
transaction on these mode of selling do not have delays, hence product are not
expected to be received on the agreed time. This is an implication that
purchasing through direct selling is much more convenient because products
are received right after purchasing; unlike online selling that customers still
have to wait for the products to be delivered. This means that it is more
accessible to buy directly from the sellers or in the market to get or to purchase
your product faster compared to the Online Selling. Then, direct selling gives
customers assurance that their ordered products will arrive on time.
In direct selling (4.11) and both (3.57) mode of selling, the products are
agreed to be protected by the management before delivery. While, the
respondents are not agree nor disagree that Online Selling (3.35) protects its
product before delivery.
In terms of the variety of the products offered, Online Selling (3.97),
Direct Selling (4.04) and both (3.79) mode of selling are agreed to offer variety of
products. Further, the respondents are not agree nor disagree that Online(3.04)
and Direct Selling (3.06) are effective way of selling the products. But, the
respondents strongly agree that direct selling (4.21) is effective in advertising the
products to the customer. It is because Direct Selling(4.23) is the mode of selling
which is well- organized compare to the Online Selling (2.95). Still, Online (3.45),
and Direct Selling (3.98) are mode selling with an easy transaction in
purchasing goods for daily consumption. However, the respondents are disagree
as to both(2.07) mode of selling in terms of their easy transaction.

22
 Mean perception in buying Online, Direct Selling and both
PERCEPTION
MODE OF SELLING
PRICE Online Direct Both
4.00 2.74 3.25
1. Products offered is expensive. (Agree) (Not Agree Nor (Not Agree Nor
Disagree) Disagree)

2.30 2.25
2. Product offered is cheaper.
(Disagree) 4.30 (Disagree)
(Strongly Agree)

PRODUCTS

2.61 3.25 4.07

3. Products appear in good look. (Not Agree Nor (Not Agree Nor (Agree)
Disagree) Disagree)

4. Product will last long. 3.50 3.89

(Agree) 4.35 (Agree)
(Strongly agree)

2.94 2.97 4.12

5. Product is trendy. (Not Agree Nor (Not Agree Nor (Agree)
Disagree) Disagree)

6. Products will be delivered as 3.45 3.56

customers expected. (Agree) 4.35 (Agree)
(Strongly Agree)
3.94
3.21 4.38 (Agree)
7. Products will be delivered to (Not Agree Nor (Strongly Agree)
customers without damages or defects. Disagree)

SERVICES
3.01 3.11
(Not Agree Nor (Not Agree Nor
8. Products are faster to be delivered.
Disagree) 4.32 Disagree)
(Strongly Agree)
3.07 2.97
(Not Agree Nor 3.99 (Not Agree Nor
9. Product delivery do not have delays. (Agree)
Disagree) Disagree)

3.05 4.08 3.22

10. Buy product because it will be (Not Agree Nor (Agree) (Not Agree Nor
received on the agreed time. Disagree) Disagree)
)

23
 3.35 4.11 3.57
11. It protects the products before (Not Agree Nor (Agree) (Agree)
delivery. Disagree)

12. The mode of selling that offers 3.97 4.04 3.79

variety of products. (Agree) (Agree) (Agree)

3.04 3.06
13. Mode of Selling which offers the (Not Agree Nor (Not Agree Nor
effective way of selling the products. Disagree) 4.21 Disagree)
(Strongly Agree)
PLACE
2.95 3.01
(Not Agree Nor 4.23 (Not Agree Nor
14. Mode of Selling which is organized. (Strongly Agree)
Disagree) Disagree)

3.45 3.98 2.07

15. Mode of selling with an easy –
(Agree) (Agree) (Disagree)
transaction.

Problem 3: What is the mean satisfaction in buying Online, Direct Selling

and Both?
Table below shows that the respondents were satisfied in buying online (3.72),
likewise, satisfied in direct selling (4.11) and satisfied in buying in both mode of
selling (4.17), in terms of price. It is an implication that prices of the products
customers received suited the quality of the products.
Respondents in online (4.17), direct selling (4.09), and both mode of
selling (4.06), were all satisfied in all the products offered of both type of selling.
This is an implication that consumers were all pleased of the products offered by
the two mode of selling.
In addition, respondents were satisfied as to the conditions of the
products offered by online (3.86), direct selling (4.06), and both mode of selling
(4.01). This implies that products are in its good state, nor defected or damaged
at the time of purchase.
As to the appearance of products, respondents were satisfied in buying
through online (3.72), likewise to direct selling (4.18), and both online and direct
selling (4.16). This implies that respondents were satisfied in the products’ looks
and facade.
Respondents were also satisfied as to the quality of products in buying
though online (3.76), and were strongly satisfied in buying through direct selling
(4.32), and likewise strongly satisfied in purchasing through both method of
selling (4.30). This implies that customers purchased products because of its
quality, durability, and usefulness.
Moreover, respondents were also satisfied as to the trendy of the
products in buying through online selling (3.93), direct selling (3.89), and to
both mode of selling (4.16). This is an implication that customers also cares
about the up-to-date products, and hence was satisfied in consuming those.
However, respondents were neither satisfied nor dissatisfied when it
comes to the expectations of the deliverance of the products in buying through
online (3.31), but satisfied in buying through direct selling (4.08), and likewise
satisfied in both method of selling (4.07). This is an implication that it is best to
buy in from directs sellers, because products are delivered at the time of
purchase unlike online selling that customers have to wait for days for it to be
24
 delivered.
The respondents were also neither satisfied nor dissatisfied when it
comes to the delivery of the products with no delays in buying through online
selling (3.03), respondents were strongly satisfied in buying through direct
selling (4.23), and just satisfied to both mode of selling (3.99). This implies that
direct selling is the best mode of selling in purchasing when it comes to no
delay, as per mentioned above.
Respondents were satisfied on the accessibility of the place in buying
through online (3.62), direct selling (4.16), and both mode of selling (3.63). This
is an implication that customers were already satisfied on the stipulation of the
respective location of each mode of selling

Mean satisfaction in buying Online, Direct Selling and both

Direct Either Online or
SATISFACTION Online Selling Direct Selling

PRICE

1. Satisfaction level on the price 3.72 4.11 4.17

of the product. (Satisfied) (Satisfied) (Satisfied)

PRODUCTS

2. Satisfaction level on the 4.17 4.09 4.06

products offered. (Satisfied) (Satisfied) (Satisfied)

3. Satisfaction level on the

condition of products ordered. 3.86 4.06 4.01
(Satisfied) (Satisfied) (Satisfied)
4. Satisfaction level on the
product’s appearance. 3.72 4.18 4.16
(Satisfied) (Satisfied) (Satisfied)
5. Satisfaction level on the quality
4.32
of the product.
3.76 (Strongly 4.30
(Satisfied) satisfied) (Strongly satisfied)
6. Satisfaction level on the trendy
of the products 3.93 3.89 4.16
(Satisfied) (Satisfied) (Satisfied)
7. Satisfaction level on the
products delivered as it meet the
4.08 4.07
expectations.
3.31 (Satisfied) (Satisfied)
(Not Satisfied Nor
Dissatisfied)
SERVICES
8.Satisfaction level in time 4.30 4.02
Of product’s delivery 3.52 ((Strongly (Satisfied)
(Satisfied) satisfied)
9. Satisfaction level on the service
as it deliver products without 3.03 4.23 3.99
delays. (Not Satisfied Nor (Satisfied) (Satisfied)
Dissatisfied)

25
10. Satisfaction level on the 3.79 4.04 4.07
organization of the firm. (Satisfied) (Satisfied) (Satisfied)

PLACE

11. Satisfaction level on the

systematic of the business.
3.59 4.07 3.89
(Satisfied) (Satisfied) (Satisfied)
12. Satisfaction level on the
accessibility on place.
3.62 4.16 3.63
(Satisfied) (Satisfied) (Satisfied)

PERCEPTIONS PERCENTAGE
PRICE Online Direct Both
1. Product is expensive 4.00 2.74 3.25
2. Product is cheaper 2.30 4.30 2.25
PRODUCTS
3. Appears in good look 2.61 3.25 4.07
4. Will last long 3.50 4.35 3.89
5. Products are trendy 2.94 2.97 4.12
6. Received the product as what 3.45 4.35 3.56
expected
7. Received the product without
defects or damage 3.21 4.38 3.94
SERVICES
8. Purchase products faster 3.01 4.32 3.11
9. Delivers product without delay 3.07 3.99 2.97

10. Received products on agreed time

3.05 4.08 3.22
11. Mode of selling protects the
product before delivery 3.35 4.11 3.57
12. Offers variety of products 3.97 4.04 3.79
13. Effective way of selling products
3.04 4.21 3.06
PLACE
14. Business is organized 2.95 4.23 3.01
15. Easy –Transaction 3.45 3.98 2.07

Factors
(%) SATISFACTION (%) PERCEPTION (%)
Online Direct Selling Both Online Direct Selling Both
3.97 3.72 4.11 4.17 4.00 2.74 3.25
3.8 4.17 4.09 4.06 2.30 4.30 2.25
4.15 3.86 4.06 4.01 2.61 3.25 4.07
4.16 3.72 4.18 4.16 3.50 4.35 3.89
3.88 3.76 4.32 4.3 2.94 2.97 4.12
3.97 3.93 3.89 4.16 3.45 4.35 3.56
4.1 3.31 4.08 4.07 3.21 4.38 3.94
26
 4.23 3.52 4.3 4.02 3.01 4.32 3.11
3.73 3.03 4.23 3.99 3.07 3.99 2.97
3.73 3.79 4.04 4.07 3.05 4.08 3.22
3.73 3.59 4.07 3.89 3.35 4.11 3.57
3.87 3.62 4.16 3.63 3.97 4.04 3.79
3.59 3.04 4.21 3.06
3.93 2.95 4.23 3.01
3.82 3.45 3.98 2.07

Table 5. Relationship Between Factors and Satisfaction

Type III Sum
Source Dependent Variable of Squares df Mean Square F Sig.
Corrected Online .641a 9 .071 .458 .831
Model Direct .115b 9 .013 .604 .756
Both .306c 9 .034 20.953 .046
Intercept Online 150.348 1 150.348 967.338 .001
Direct 190.394 1 190.394 9012.73 .000
4
Both 180.768 1 180.768 111241. .000
862
Factors Online .641 9 .071 .458 .831
Direct .115 9 .013 .604 .756
Both .306 9 .034 20.953 .046
Error Online .311 2 .155
Direct .042 2 .021
Both .003 2 .002
Total Online 162.432 12
Direct 204.592 12
Both 196.573 12
Corrected Online .952 11
Total Direct .157 11
Both .310 11

a. R Squared = .673 (Adjusted R Squared = -.796)

b. R Squared = .731 (Adjusted R Squared = -.480)
c. R Squared = .990 (Adjusted R Squared = .942)

Table 5 shows the relationship ship between the factors (price, services, place,
influence, and product) that consumers buy regardless mode of selling and satisfaction of
the respondents. The study had a unique position in the sense that there three (3)
dependent variables (buying online, direct selling, or both) with only one independent
variable (factors). It is evident in table 5 that the factors did not make a significant
difference on the respondents’ satisfaction on buying online and direct selling as evident
by  =0.831 and 0.756 respectively which exceeded the critical value of .05. The null
hypothesis was accepted, therefore, the factors did not make a significant difference in
the way the respondents buy online and buy on direct selling. Only in which both online
27
and direct selling combined together that the factors made a significant effect on
satisfaction in both buying online and direct selling.

Table 6. Relationship Between Factors and Perception

Dependent Type III Sum Mean
Source Variable of Squares df Square F Sig.
Corrected Online 2.652a 11 .241 3.485 .166
Model
Direct 2.574b 11 .234 .538 .805
Both 5.075c 11 .461 6.026 .083
Intercept Online 132.324 1 132.324 1912.959 .000
Direct 209.455 1 209.455 481.930 .000
Both 147.459 1 147.459 1925.745 .000
Factors Online 2.652 11 .241 3.485 .166
Direct 2.574 11 .234 .538 .805
Both 5.075 11 .461 6.026 .043
Error Online .208 3 .069
Direct 1.304 3 .435
Both .230 3 .077
Total Online 155.820 15
Direct 238.310 15
Both 171.173 15
Corrected Online 2.859 14
Total Direct 3.878 14
Both 5.305 14

a. R Squared = .927 (Adjusted R Squared = .661)

b. R Squared = .664 (Adjusted R Squared = -.569)
c. R Squared = .957 (Adjusted R Squared = .798)

Table 6 shows the relationship ship between the factors (price, services, place,
influence, and product) that consumers buy regardless mode of selling and satisfaction of
the respondents. The study had a unique position in the sense that there three (3)
dependent variables (buying online, direct selling, or both) with only one independent
variable (factors). It is evident in table 5 that the factors did not make a significant
difference on the respondents’ buying online and direct selling as evident by  =0.831
and 0.756 respectively which exceeded the critical value of .05. The null hypothesis was
accepted, therefore, the factors did not make a significant difference in the way the
respondents buy online and buy on direct selling. Only in which both online and direct
selling combined together that the factors made a significant effect on both buying online
and direct selling.

28
 CHAPTER 5
FINDINGS, CONCLUSION AND RECOMMENDATIONS

This chapter summarizes the important points of the study, the statistical result
and qualitative analysis of the data, and some suggestions based on the
outcome of the study.

Findings
Based from the results of the study, the researchers found out that the
factor “Usefulness” of the goods affects most of the customers’ purchase
decision. In the study conducted in America by Eric Wagatha (2016), it shows
that American gives important their health more greatly than having a secure
retirement or a happy marriage. One third of the revenue in the direct selling
was collected in health and wellness industry. This study proved that customers
gave values on the usefulness of the thing in buying services. Furthermore,
according to a Business Studies and Research about Consideration for Wise
Buying. “Before buying any product, it is necessary to consider whether buying
the product is necessary or not. If the product is meant for your own use you
can consider its necessity easily, otherwise the opinion of all those who will be
using the products may be helpful. For example, family members’ opinion must
be sought before buying a washing machine.”
Family and friends influenced most of the time the consumers and less by
the TV personalities. According to the article entitled “3 things businesses can
learn from the direct selling industry” written by Eric Wagatha (2016) of United
State of America, “Customers have a direct interaction with the end users.”
Customers are being influenced by their family and friends with their selling
experiences tailored down to the party or individual audience member by
someone they trust. While, 80% of Americans claimed that they don’t pay
attention to the displayed advertisement. In addition, “Marketing Principle book”
discussed that most of the market researchers consider a person’s family to be
one of the most important influences on their buying behavior. Like it or not,
you are more like your parents than you think, at least in terms of your
consumption patterns. Many of the things you buy and don’t buy are a result of
what your parents bought when you were growing up. Products such as the
brand of soap and toothpaste your parents bought and used, and even the
“brand” of politics they leaned toward (Democratic or Republican) are examples
of the products you may favor as an adult.”
Online Selling offers expensive product compared to direct selling. On the other
hand, Direct Selling offers the cheaper products. This finding is supported by
the study of Mr. Wille S. Lim It Quon, the President of a direct selling firm
Dragonworld Enterprises Inc. (D.E.I). Lim explained that direct selling offers
lower prices because the owners have able to save from renting a space for their
products and other cost putting up a business. The expenses that are may
possibly incurred to them will be passed on to the customers.
Direct selling is the preferred mode of selling in which products are received
as what customers expected. As the results of a research conducted by
Cambridge International AS, specified on Page 104, Table 17.2, “Some
customers prefer face to face contact and personal selling and the ability to “see
and try before they buy.” This is an implication that customers see themselves
the products actually and personally, and/or try the products first to its quality,
so that once purchased or bought, the products will be received is “as is” to the
products tested.
Direct selling is an easy-transaction. According to the Seldia: The European
Association, one of the benefits of direct selling is: “Convenient and Service-
oriented, for example, home delivery.” It is the most effective way of selling their
products, since according to Quickbooks, direct selling has ways in increasing
their sales. For example, they give free samples to customers and they do the
29
“Cross/Promote your Goods and/or Services,” in which, Direct Sellers offer new
products and/or services to their existing clients.
As to the Services on the two modes of selling, according to Bert
Rosenbloom, “Direct Salespersons should be more knowledgeable, less pushy,
and less intrusive; they should provide better follow-up service, schedule
appointments in advance, and offer quality products, variety of products,
warranties and a greater degree of price flexibility.” This proves that direct
selling offers variety of products; direct sellers provide great service for
consumers.
The researchers found out that Direct selling’s firms are viewed by the
customers as organized. Girish Bapat,the Minister of food, civil supplies and
consumer protection of India says, "The new guidelines provide a significant step
towards protection of consumer interests.” Direct sellers did everything to see
that the state implements what has been mandated by the model guidelines.
In general, Online Selling have satisfied their customers even though there
are some cases where they are not satisfied nor dissatisfied which is if they are
delivered on agreed time and when they are asked if the product they received
met their expectations. According to the article published on the UKessays
entitled “Customer Satisfaction Toward Online Shopping Provider” (2015),
Online shopping has been getting famous since the last few years after the
internet was being widely used. It began to influence a large number of
consumers as it gradually evolved to serve and satisfied millions of people from
over the world. It had become more convenient with use of online banking
system. Payments can be made in several forms such as cheques, debit card,
electronic money or various types, cash deposit using ATM machine, gift cards
and etc. Many countries have invested million of dollars into online shopping as
a means to purchase goods and services through the internet. It indicates that
with the improving use of the internet, it provided for fast purchase of online
services as evident of raping growing internet usage activity in the Europe, with
Sweden being ranked one of the high heels in Internet Usage and online Europe
coming in ninth with Japan and USA following in close competition. This study
is contrary on the finding of the study. The Filipino Customers viewed the online
Selling as means that contains delays and mismanaged in terms of ordering
products and delivering them. This may have affected by the low connection
signals of the telecommunication or by the shipping companies. On the other
hand, according to Direct Selling Europe, Direct Selling products or services are
marketed face-to-face by salespeople who, depending on the company, may be
called representatives, consultants, distributors, etc. These sales people in most
cases are working as independent sales agents or resellers but some direct
selling companies may also utilize employees.This is interesting for consumers
because of the convenience and service it provides, which includes personal
demonstration and explanation of products, home delivery, and satisfaction
guarantees. This article supported that Direct selling is advantageous in
providing goods and services to the customers.

Conclusion
Based on the findings of the study, the researchers advance the following
conclusion.
Considering that most of the respondents are already on their legal age,
the researchers concluded that the CU Students have already ability to perform
legal transactions over the use of the internet through Online Shopping or
Selling. Further, most of the products purchased by the customers are the basic
commodity. The usefulness of the product is the most important factor in
customer’s purchasing decision. On the other hand, the customers often
considered the price, whether it is discounted or on sale as long as the product
is useful for their daily consumption. They often considered the appearance,
quality, packaging, features, comfortability and its being trendy. The customers
30
do not always look on the reputation of company and accessibility its as long as
they can buy the product they want to buy. Their purchase decisions are often
influenced by their friends and family, and by the Television Personality on the
advertisement. They often considered if the received the product faster or they
will have a good communication with the seller.
Customers believed that product of Online Selling are more expensive
compare to direct selling because of the additional shipping fees. Further, the
customers expressed that it is faster to purchase in direct selling considering
that they transact directly to direct sellers through face to face. Which they can
check the product before acceptance whether it has defects or damages. The
customers favoured the direct selling as an effective way of selling products. It is
because advertising and promoting is done personally by the direct sellers
employed in the company. Since Direct Selling is the visible as to the structure
of the company, then they prefer this method as organized and easy place to
transact and do their negotiation. In line with this, the customers can say that
direct selling companies have really able to protect their products well. While it
was too far for them to meet the online sellers because most of their transaction
on Online Selling is done over the internet. They cannot determine whether the
business is organized or not. However, Online and Direct Selling products are
both trendy, appeared good and will last long since two does not differ on the
manufacturing process.
The customers are categorized into three types: (1) those who have tried
online selling, (2) those who have purchased on a direct selling and (3) those
who have ordered on both method. For those who have tried the Online Selling,
they appeared to be satisfied on most aspect except in terms of the expectation if
the product meets their expectation. Customers admitted that sometimes they
are satisfied on the product they received and sometimes they are not. It could
be that the photos presented on them as they order are different on its actual
condition. But despite of this, as a whole they are still satisfied on the product.
It still has good condition, appeared good and lasted long. They respondents are
also satisfied on time of delivery; however, they admitted that they have
experienced some issues of delays upon receiving the product. There could be
cases that before they have received their order, they find it difficulty on
claiming their order.
On the other hand, Customers who have purchased on a direct selling
are satisfied on most of the aspect. They claimed that the quality of the products
offered, the time of the delivery are strongly satisfied. This means that the
product that they received have lasted long. Also, as to it means of delivery,
direct selling has more convenient and successful policies implied. They have
really satisfied the customers and delivered the product on time without any
delays and malfunctions. The product also meets their expectations and received
it in good condition and appearance without defects or damages. Therefore, the
researchers concluded that Direct Selling as mode of selling is advantageous
compare to Online Selling, Specifically, on its satisfaction level of having without
delays upon receiving the product.

31
Recommendations
The following recommendations are presented to the following
individuals:

Online Sellers
This study shows that customers are satisfied on most of the aspects.
However, if they are asked if the product they received meet or exceed their
expectation they are neither satisfied nor satisfied. Also, there are cases that
they received the products with delays before receiving the products. In line
with this, the researchers recommend to the Online Sellers to post the actual
photos over the internet. For the customers really see the actual condition and
appearance of the product and to avoid discouragement in receiving the
products. They must also employ some policies on their business in terms of
their delivery to avoid delays before delivery.

Direct Sellers
Most of the customers who purchased products directly to sellers said
that they were strongly satisfied on the product’s quality, time of delivery and
said that they received their purchased products without damages. As a whole,
the researchers recommend the direct sellers to keep up their effective product
selling methods to continually satisfy their customers and to maintain their
customer’s loyalty.

Customers
Direct selling is advantageous than online selling. Customers are
strongly satisfied in time of product delivery and also to its quality of the
products. Therefore, the researchers recommend to purchase through direct
selling to purchase a product since, the customers who have tried to use direct
selling products are more satisfied in terms of their services.

Future Researchers on the related topic

The researchers recommend to the future researchers who want to
conduct a study related to the topic to specify the different aspect of the
perception and satisfaction of the customers to the following method: Online
Selling and Direct Selling. This is to determine further the satisfaction level of
the customers more precisely. And to recommend the specific improvement that
the sellers need to improve.

32
 APPENDIX A

August 10, 2016

Ms. Corazon Pagara

Registrar’s Office
Capitol University
Corrales Avenue –Osmeňa St.,Cagayan de Oro

Dear Ma'am Pagara,

I, Ericka Aguado, a third-year Financial Management student from the College of

Business Administration, would like to request a copy of the total number of
enrolees for the 1st semester of SY. 2016- 2017 including the Senior High School
students.
The data will be used in completing our research paper entitled “Comparative
Analysis on Perception and Satisfaction of CU Students in buying Online
Shopping and Direct Selling”, under Professor Louella Yap-Buot.

I am hoping for your kind consideration regarding my request.

Sincerely yours,

ERICKA AGUADO
Researcher

Noted by:

PROF. LOUELLA YAP-BUOT

Research Adviser
APPENDIX B

SURVEY-QUESTIONNAIRE

Dear Respondents,
Good day!
We are Research Methodology (ED12) students in the College of Business
Administration. We are currently writing a research paper entitled: “Comparative
Analysis on perception and satisfaction of CU Students in buying Online
Shopping and Direct Selling.”

In line with this, we prepared this survey questionnaire to gather data

needed for our study.
Hence, we are asking you to answer the following items sincerely and
honestly. We assure you that you answers will be confidential and will be used
only for the representation of this research.
Thank you!

-The researchers
Direction: Fill in the information or data required on the space provided. If
choices are given, put a check mark(/) on the box that best describe your
answer.
1. Name(Optional):
2. Gender
Male Female
3. Age:
33
 4. College/Department:
Business Administration
Education
Computer Studies
Nursing
Engineering
Maritime Education
Art and Sciences
Criminology
Senior High School Students
5. Year Level
Please specify:
1. How did you purchase products, goods or services you
consumed?
I have purchase through the use of internet
I h a v e purchase direct from the sellers in the markets or malls
I have purchase either online or direct from the sellers in the
markets
Problem 1: What is the mean Satisfaction in Buying Regardless of Mode of
Selling?
CONSIDERATIONS 4 3 2 1
5
PRICE
1. Buy products at lower price
2. Buy products when on discounts or on
sale
PRODUCTS
3. Buy products when appeared good.
4. Buy product with high-quality.
5. Buy product because of packaging
6. Buy product because of its features.
7. Buy products because it is comfortable.
8. Buy product because of its usefulness.
9.Buy the products which are trendy in the
market.
PLACE
10. Buy product because of the
manufacturer’s reputation.
11. Buy product because it is accessible.
INFLUENCES
12. Buy product because of friends & family.
13. Buy product becaue of the TV Personality
Ad.
SERVICES
14. Buy product because it will be receive
faster
15. Buy product because of the good
communication with the sellers
What is the mean perception in buying Online, Direct Selling and Both?

34
 PERCEPTION
RATE OF PERCEPTION
PRICE 2 1
5 4 3

1. Products offered is expensive.

2. Product offered is cheaper.

PRODUCTS

3. Products appear in good look.

4. Product will last long.

5. Product is trendy.

6. Products will be delivered as

customers expected.

7. Products will be delivered to

customers without damages or
defects.
SERVICES

8. Products are faster to be

delivered.

9. Product delivery do not have

delays.

10. Buy product because it will be

received on the agreed time.

11. It protects the products before

delivery.

12. The mode of selling that

offers variety of products.

35
13. Mode of Selling which offers
the effective way of selling the
products.

PLACE

14. Mode of Selling which is

organized.

15. Mode of selling with an easy –

transaction.

What is the mean satisfaction in buying Online, Direct Selling and Both?
5 4 3 2 1
SATISFACTION

PRICE

1. Satisfaction level on the

price of the product.

PRODUCTS

2. Satisfaction level on the

products offered.

3. Satisfaction level on the

condition of products ordered.

4. Satisfaction level on the

product’s appearance.

5. Satisfaction level on the

quality of the product.

6. Satisfaction level on the

trendy of the products

7. Satisfaction level on the

products delivered as it meet
the expectations.

SERVICES
8.Satisfaction level in time
Of product’s delivery

36
9. Satisfaction level on the
service as it deliver products
without
delays.

10. Satisfaction level on the

organization of the firm.

PLACE

11. Satisfaction level on the

systematic of the business.

12. Satisfaction level on the

accessibility on place.

APPENDIX C

SLOVIN’S FORMULA

COLLEGES POPULATION PERCENTAGE SAMPLE SIZE

Business
743 14% 52
Administration
Computer Studies 197 4% 15
Maritime Education 1610 31% 115
Engineering 342 7% 26
Nursing 319 6% 22
Criminology 320 6% 22
Senior High School 996 19% 71
Arts and Sciences 64 1% 4
Education 639 12% 45
Total 5230 100% 372

*Based on Capitol University Registrar’s Records

SOLUTION:

37
38
 APPENDIX D
RESULTS OF THE SURVEY

Respondents’ Demographics
GENDER frequency
FEMALE 207
MALE 165
AGE
15 4
16 39
17 43
18 86
19 101
20 43
21 34
22 8
23 7
24 2
25 4
26 1
YEAR LEVEL
1ST 9
2ND 75
3RD 184
4TH 33
5TH 0
GRADE 11 71
METHOD OF PURCHASING RESPONDENTS'
GOODS AND SERVICES CONSUMED
Internet 29
Direct Sellers in the markets and in malls 191
Either Online or Direct Sellers 152

BIBLIOGRAPHY

Al Karim, R. (2013). Customer Satisfaction in Online Shopping: a study into the

reason of motivations and inhibitions. IOSR Journal of Business and

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 Management , 13-20.
Bosworth, M., & et.al. (2010). Customer Centric Selling. New York, USA: McGraw-
Hill Companies Inc.
Erman, R. (1955). Pride in United States Integrated Direct Marketing.
Chicago,USA: NTC Business Books.
Futrell, C. (2005). AVC of Relationship Selling Through Service. Texas, USA:
McGraw-Hill Companies Inc.
Futrell, C. M. (2006). Fundamentals in Selling, Customer for the through Service.
New York, USA: McGraw-Hill Companies, Inc.
Ingram, T. N., Laforge, R. W., Avila, R. A., & Schwepler, C. W. (2012).
Professional Selling 3rd Edition. Pasig City, Philippines: Hiyas, Inc.
Jolson, M. (2016). Consumer and Sales forces percepttion of Direct Selling: Is
Conflict Inevitable? Retrieved 5 2016, October, from Association for
Consumer Research: http://www.acrwebsite.org/search/view-
conference-proceedings.aspx?Id=11958
Marketing Principles. (n.d.). Retrieved October 5, 2016, from
http://2012books.lardbucket.org/books/marketing-principles-v2.0/s06-
01-factors-that-influence-consume.html
McDonald, W. (1998). "Direct Marketing: an Integrated Approach". New York,
USA: McGrew-Hill Companies.
Patnaik, S. (2015). A study on consumer perception towards Online Shopping in
India. . Retrieved October 5, 2016, from SllideShare:
http://www.slideshare.net/Subh006/consumer-perception-towards-
online-shopping-final-subhasish-patnaik
Rinsdahl, A. (2007). E-Commerce. Massachussetts,USA: Adams Media\.
Shanthi, R., & Kannaiah, D. (2015). Consumers' Perception on Online Shopping.
Retrieved October 5, 2016, from Research Online:
http://researchonline.jcu.edu.au/39753/1/Dr.%20Desti%20Consumers
%20perception%20on%20Online%20Shopping.pdf
Signh, P. (2015, April 8). Study on Consumer Perception towards Online
Shopping. Retrieved October 5, 2016, from Slide Share:
http://www.slideshare.net/pritambanna/consumer-perception-towards-
online-shopping
Smith, R., & al., e. (2001). The Complete Idiot's Guide to e-commerce. Indiapolis:
A Division of Macmillan Computer Publishing.
Stimpson, P., & Joyce, P. (2013). Cambridge International AS and Level Business
Studies Revision Guide. Retrieved October 5, 2016, from
http://books.google.com
Stone, B., & Jacobs, R. (2001). Successful Direct Marketing Methods(7th Edition).
New York,USA: McGraw-Hill Companies Inc.
Tad, T. (1996). Just Sell It (Selling Skills for Small Business Owner). USA: John
Wiley & Sons.
Wagatha, E. (2016, July 11). 3 things businesses can learn from Direct Selling
Industry. Retrieved October 5, 2016, from GFK Insights Blog:
https://blog.gfk.com/2016/07/3-things-businesses-can-learn-direct-
selling-industry/
What is direct Selling? (n.d.). Retrieved October 5, 2015, from Direct Selling
Europe: http://www.directsellingeurope.eu/faq/what-direct-selling
Wise Buying. (n.d.). Retrieved October 6, 2016, from

40
 http://old.nios.ac.in/Secbuscour/26.pdf

Catayoc, Rabel B. 2013. Gauging Industry- Oriented Competencies among Capitol

University BSBA-HRDM Graduates of March 2012: Basic for Development
of Competency enhancement program and prosed policies to the CHED for
the Improvement of the Curriculum. Research Paper, Capitol University.

Rosenbloom, B. (2011) Direct Selling Channels. Retrieved from

http://books.google.com

CURRICULUM VITAE
JEANLIE CAGALAWAN VALENZUELA
Sta. Cruz, Camaman-an, Cagayan de Oro City
Cell Number : 09357071481
e-mail address : vjeanlie@yahoo.com/vjeanlie@gmail.com

PERSONAL INFORMATION:
Nickname : Bojing, Jean
Age : 19 years old
Birthdate : March 13, 1997
Birthplace : Sta. Cruz, Camaman-an, CDOC
Nationality : Filipino
Religion : Roman Catholic
Civil Status : Single
Father’s Name : Alberto Japson Valenzuela
Mother’s Name : Emelita Cagalawan Valenzuela

EDUCATIONAL BACKGROUND:
Tertiary : CAPITOL UNIVERSITY
Bachelor of Business Administration
Major in Financial Management
Corrales St- Osmeńa Avenue,CDOC
2014 – present
Secondary : Cagayan de Oro National High School
1st- 2nd Street, Nazareth, CDOC

41
 2010-2014
Elementary : City Central School
Velez St. , Cagayan de Oro City
2005-2010
Camaman-an Elementary School
Centro, Camaman-an, Cagayan de Oro
2004-2005
JELYN AMPER DAMASING
NHA, Olape Compound Kauswagan
Cagayan de Oro City
Cell Number: +639771476788
e-mail address: jelyndamasing@gmail.com

PERSONAL INFORMATION:

Nickname : Inday, Lyn, Jel

Age : 23 years old
Birthdate : July 28, 1993
Birthplace : Kamakawan, Indahag
Nationality : Filipino
Religion : Roman Catholic
Civil Status : Single
Father’s Name : Eulalio L. Damasing
Mother’s Name : Porferia S. Amper

EDUCATIONAL BACKGROUND:

Tertiary : CAPITOL UNIVERSITY

Bachelor of Science in Business
Administration Major in Financial Management
Corrales St- Osmena Avenue, Cagayan de Oro
2014 – present

Secondary: Indahag National High School

Indahag Cagayan de Oro City
2009-2010

Elementary: Kamakawan Indahag

Indahag Cagayan de Oro City
2005-2006

42
KATE CABRIZOS DANTE
Door#3, Paladio Building, Dolores-Pabayo
Cagayan de Oro City
Cell Number: +639156997174
e-mail address: katedante86yahoo.com

PERSONAL INFORMATION:

Nickname : Tikla, Ate, Kitong

Age : 18 years old
Birthdate : October 30, 1997
Birthplace: : Mambajao, Camiguin
Nationality : Filipino
Religion : Roman Catholic
Civil Status : Single
Father’s Name : Angelo O. Dante (Deceased)
Mother’s Name : Liezel C. Dannte (Deceased)

EDUCATIONAL BACKGROUND:
Tertiary: CAPITOL UNIVERSITY
Bachelor of Science in Business
Administration Major in
Financial Management
Corrales St-Osmena Avenue,CDO
2014 – present

Secondary : Fatima College of Camiguin

Mambajao, Camiguin
2010-2014

Elementary : Mambajao Central School

Mambajao Camiguin
2004-2010

ERICKA JANE ROLDAN AGUADO

Villamar Subd. Iponan Cagayan De Oro City
Cell Number : 09067611054
Email address: ikangaguado@gmail.com

43
PERSONAL INFORMATION

Nickname : Ikang, Honey

Age : 22 years old
Birthdate : October 9,1997
Birthplace : Malaybalay City, Bukidnon
Nationality : Filipino
Religion : Roman Catholic
Civil Status: Single
Father’s Name : John Jupiter T.N Aguado
Mother’s Name : Harlygin R. Aguado

EDUCATIONAL BACKGROUND
Tertiary : CAPITOL UNIVERSITY
Bachelor of Science in Business
Administration
Major in Financial Management
Corrales St- Osmeňa Avenue, CDOC
2014 – present
Secondary : Bukidnon National Highschool
Fortich St. Malaybalay City
2009-2010
Elementary : Malaybalay City Central School
Brgy 4, Malaybalay City

ARIEL COLLADO TANILON

Zone 8 Lower Dagong Carmen
Cagayan de Oro City
Cell Number: +639061734784
e-mail address: arieltanilon14@gmail.com

PERSONAL INFORMATION:
Nickname : Vince, Aye
Age : 21 years old
Birthdate : July 19, 1995
Birthplace : Zone 8 Carmen, Cagayan de Oro

44
 Nationality : Filipino
Religion : Roman Catholic
Civil Status : Single
Father’s Name : Alejandro R. Tanilon
Mother’s Name : Ma. Doris C. Tanilon

EDUCATIONAL BACKGROUND:
Tertiary : CAPITOL UNIVERSITY
Bachelor of Science in Business
Administration Major in Marketing
Management
Corrales St- Osmena Avenue, CDOC 2013 –
present

Secondary : Cagayan De Oro National High School

2008 – 2012

Elementary : Sacred Heart Village Elem. School

2002-2008

PREMPEE IGGEY FUENTES CAJUDO

Consolacion Manuel Vega, Sts. Cagayan de Oro City
Cell Number: 09059591964
Email Address: cajudoprempee@gmail.com

PERSONAL INFORMATION
__________________________________________________________________
Nickname : Popoy, AJ, Lagooom
Age : 19 years old.
Birthdate : May 19, 1997
Birthplace : Consolacion Manuel Vega, Sts. Cagayan de
Oro City
Nationality : Natural Born Filipino
Religion : Roman Catholic
Civil Status : Single
Father’s Name : Jonard Semina Cajudo

45
 Mother’s Name : Maricel Fuentes Cajudo

EDUCATIONAL BACKGROUND

Tertiary : CAPITOL UNIVERSITY

Bachelor of Business Administration
Major in Financial Management
Corrales St- Osmena Avenue, Cagayan de Oro
2014-2015
Secondary : Misamis Oriental General Comprehensive
High School
Don Apolinar Velez St, Cagayan de Oro City
2012-2013
Elementary : City Central School
Yacapin Velez St, Cagayan de Oro City
2008-2009
RAQUEL SABIDOR VASQUEZ
Lower Tambo, Macasandig Cagayan de Oro City
Cell Number: 09066675274
Email Address: vraquel288@gmail.com

PERSONAL INFORMATION

Nkname : Raqy, Quel

Age : 19 years old.
Birthdate : August 16, 1997
Birthplace : Carmen, Cagayan de Oro City
Nationality : Natural Born Filipino
Religion : Roman Catholic
Civil Status : Single
Father’s Name : Danilo Camingao Vasquez
Mother’s Name : Miguela Sabidor Vasquez

EDUCATIONAL BACKGROUND
Tertiary : CAPITOL UNIVERSITY
Bachelor of Business Administration
Major in Human Resource Development
Management
Corrales St- Osmena Avenue,CDOC

46
 2014-2015

Secondary : MOGHS
Don Apolinar Velez St, Cagayan de Oro
2013-2014

Elementary : City Central School

Yacapin Velez St, Cagayan de Oro
City
2009-2010

ENALYN GRACE ESCLAMADO TUMANOD

Zone 2, Kauswagan Cagayan de Oro City
Cell Number: 09972613312
Email Address: graceenalyn@gmail.com

PERSONAL INFORMATION

Nickname : Ena
Age : 20 years old.
Birthdate : September 23, 1996
Birthplace : Cagayan de Oro City
Nationality : Filipino
Religion : Roman Catholic
Civil Status : Single
Father’s Name : Ronald Barillo Tumanod
Mother’s Name : Evelyn Esclamado Tumanod

EDUCATIONAL BACKGROUND
Tertiary : CAPITOL UNIVERSITY
Bachelor of Science in Business Administration
Major in Financial Management
Corrales St- Osmena Avenue, CDOC
2015 – Present

Secondary : Misamis Oriental General Comprehensive

High School
Don Apolinar Velez St, Cagayan de Oro

47
 2008-2012
Elementary : Kauswagan Central School
Kauswagan, Cagayan de Oro City
2007-2008
JANINE GANAHON
Ramonal Village, Camaman-an, Cagayan de Oro City
Cell Number : 09756434936
e-mail address : ganahonjanine@gmail.com

PERSONAL INFORMATION:
Nickname : Ja Ja
Age : 20 years old
Birthdate : March 31, 1996
Birthplace : Northen mindanao medical center
Nationality : Filipino
Religion : Iglesia ni Cristo
Civil Status : Single
Father’s Name : Enerio Ganahon
Mother’s Name : Gemma Ganahon

EDUCATIONAL BACKGROUND:
Tertiary : CAPITOL UNIVERSITY
Bachelor of Science in Business
Administration
Major in Marketing Management
Corrales St- Osmeńa Avenue,
Cagayan de Oro
2014 – present

Secondary : MOGCHS
Velez st. Cagayan de Oro City
2010-2014

Elementary : City Central School

Velez St. , Cagayan de Oro City
2002-2007

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