Republic of the Philippines

Tarlac Agricultural University

Malacampa, Camiling, Tarlac
A.Y 2021-2022

FACTORS AFFECTING THE CUSTOMER SATISFACTION TOWARDS ONLINE

SHOPPING AMONG MILLENNIALS IN MANGATAREM, PANGASINAN

In Partial Fulfillment of the Requirements for the

Degree Bachelor of Science in Business Administration

Major in Marketing Management

Submitted by:

Danlene U. De Guzman
Venus R. Senenche
Claire P. Gallendo
BSBA 4B

Submitted to:

SONNY A. SANTOS

Adviser
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CHAPTER I

INTRODUCTION

Background of the Study

Usage of internet has rapidly grown over the past several years and it has become

common way in terms of delivering and trading information services and goods stated by Albara,

(2006). Moreover according to Zhuang & Babin (2018), Internet technologies create

marketplaces for consumers to buy products or avail services from online Web sites instead of

shopping in a traditional way like visiting the physical store itself. According to Shabazz, D.,

(2004) Increasingly, many companies were racing feverishly to build online platforms for their

core businesses. Some built online channels to improve efficiency, while others built them

merely to keep pace with competition. While Lin and Hsia (2011) said that, in such a dynamic

environment, firms must be able to continually evolve their capabilities to facilitate business

operations.

According on a survey conducted among seven Asian Pacific countries, Philippines is the

third highest which accumulated a P92.5 billion spend online for the year 2017. The emergence

of e-commerce as a platform for selling and buying is the reason why online shopping nowadays

is approved by the customers and sellers. According to the study, Philippines has 57,607,242

users of internet as of December 2016 and that is 55.5% penetration of the total population and it

doesn't stop there because that number is steadily increasing.

Through this study, business owners are able to get a lot of ideas about factors affecting

customer satisfaction that will help them to improve their products or services based on how the

customers want it to be. If the business owners used the information they got and improve their
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products or services they can meet the satisfaction standard of the customers that leads to

increase of sale.

Significance of the Study

This study will benefit by the following: millennials, marketing students, business owner,

and future researchers.

Millennials

This will be beneficial to millennials especially those who are aiming to become a

business owner because this research study will give them some ideas about how their fellow

millennials are being influenced in terms of different factors that affects their satisfaction.

Marketing students

Through this research study, students are able to get information that will widen their

knowledge about what are the factors that affects the customer satisfaction. It will be beneficial

to them since they are also a future marketer.

Business owner

This study will be a big help to every business owners to enhance more their product so

that they can meet the satisfaction standard of the customer and patronized their offers.

Future researcher

This study is to be carried out in a way that if another researcher tries to present the

answer to a similar research, perhaps in another setting, researchers should come up with the

similar results (Blaxter, Hughes & Tight 2006). This study will help the future researchers as

their guide in making their study similar to this topic.

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Statement of the Problem

The research seeks to know and understand what factors affect the customer satisfaction

towards online shopping, specifically millennials of Mangatarem. More specially, this research

aims to answer the following queries;

1. How may the socio – demographic profile of the Millennials in Mangatarem,

Pangasinan be described in terms of the following?

a.) Age;

b.) Gender;

c.) Religion;

d.) Educational background;

e.) Marital status;

f.) Monthly family income; and

g.) Size of the household?

2. What products do the Millennials in Mangatarem, Pangasinan commonly

purchase online?

3. What online sites do the millennials in Mangatarem, Pangasinan commonly use in

purchasing products?

4. How may the level of satisfaction towards online shopping of millennials in

Mangatarem, Pangasinan be described?

5. How may the following factors influenced the satisfaction towards online

shopping of the millennials in Mangatarem, Pangasinan

a.) Perceived ease of use;

b.) Design and feature;

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c.) Service/Product security;

d.) Time savings;

e.) Cost savings;

f.) Social influence;

Objectives of the Study

 To determine how may the socio – demographic profile of the Millennials in

Mangatarem, Pangasinan be described in terms of:

a. Age;

b. Gender;

c. Religion;

d. Educational background;

e. Marital status;

f. Monthly income; and

g. Size of the household?

 To identify what products do Millennials commonly purchase online.

 To find what online sites do the Millennials in Mangatarem, Pangasinan commonly use in

purchasing products.

 To described the level of satisfaction towards online shopping of millennials in

Mangatarem, Pangasinan.

 To determine how may the following factors influenced the satisfaction towards online

shopping of the Millennials in Mangatarem, Pangasinan.

a. Perceived ease of use;

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b. Design and feature;

c. Service / product security;

d. Time savings;

e. Cost savings;

f. Social Influence;

Scope and Delimitation of the Study

This investigation will be conducted to describe the factors affecting customer

satisfaction of millennials ages 25 – 40 years old as for different products they bought online.

The aspect will look how may the socio – demographic profile of the Millennials in Mangatarem,

Pangasinan be described in terms of age, gender, religion, educational background, marital

status, monthly family income, and size of household, what products do the Millennials in

Mangatarem, Pangasinan commonly purchase online, what online sites do the millennials in

Mangatarem, Pangasinan commonly use in purchasing products, and how may the following

factors influenced the satisfaction of the Millennials in Mangatarem, Pangasinan such as

perceived ease of use, design and feature, service/product security, time savings, cost savings,

and social influence. The participants of the study are millennials that only lived in Mangatarem,

Pangasinan.

Conceptual Framework

INPUT
OUTPUT
- Perceived ease of PROCESS
use. - Customer
- Design and - Data collection Satisfaction
feature of respondent’s towards online
- Service/product profile. shopping of the
security - Administering Millennials in
- Time savings
questionnaires Mangatarem,
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The output in this study is the customer satisfaction towards online shopping of

Millennials from the Municipality of Mangatarem. While input are factors that affects customer

satisfaction such as; perceived ease of use, design and feature, service/product security, time

savings, cost savings, and social influence. The result of it acts as output of the study. It is

assumed to be supported by the input.

According to De veraj, Fan & Kohli, 2003, Pavlou, 2003 said that consumers have

favorable feeling of satisfaction with online experience whom it is perceived to the useful and

easy to use. Furthermore, according to Lin (2008) that extent of research has verified that ease of

use and usefulness has a significant impact on customer satisfaction.

Most of the people nowadays are being satisfied towards products because of design and

feature itself. People tend to purchase product when they thought it is aesthetically done, without

considering other factors. According to Sabir (2020), Sreeram et al., (2017) said that "Aesthetic

element is considered as the most influential criteria that drives consumer decision-making

processes and the core differentiating feature brands consider positioning themselves

strategically in the consumer retention and brand loyalty, which translates into a profitable and

sustainable consumer relationship with a brand.

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In terms of purchasing items one possible factor why customers are into online shopping

because websites are dependable and reliable. According to cue utilization theory, when

customers visit an online store, the evaluated the merchant's trustworthiness using different cues

available in the Websites such as security statement.

Online buyer are very conscious about how long they spend while transacting. They tend

to be disappointed when their time is being wasted in a particular transaction. Tine savings is one

of the most important aspects of online shopping. Customer enjoys fast transaction, and they

attended to quickly it brings about satisfaction, thereby creating loyalty. According to Rohm and

Swaminathan (2004), posited that shopping through online saves times in buying goods, and it

avoids buyer in travelling or going to the traditional store. Although time saving is one of the

motivating factor, but at the same a challenge for online stores to deliver the good immediately.

There are many advantages involved with online shopping. One of the most obvious

benefits to both buyer and seller is that of cost saving. According to Gddstuck (2013), through

online shopping, they can purchase the product with the best price. Because of the competition in

online shopping, these business often offer discounts to draw customers to their sites and

influenced their satisfaction.

As a person interact with others, they may adapt the other's views and behavior, to

become thinking similarly and act the same. Customers learn about the things the intent to

purchase by the recommendations and reacting comments of others. The decision-making

process in social commerce is impacted by social influence.

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Definitions of Terms

Beneficial – it means favorable or advantageous; resulting in good.

Consumer – is a person who purchases goods and services for personal use.

Cost savings – is a set of actions or policies that reduce the historical or expected cost of a given

transaction.

Customer satisfaction – is defined as a measurement that determines how happy customers are

with a company’s products, services, and capabilities.

Design and Feature – it is the process of envisioning and planning the creation of objects,

interactive systems, buildings, vehicles, etc.; something is an interesting or important part or

characteristic of it.

E-commerce – is the buying and selling of goods and services or transmitting of funds or data,

over an electronic network, primarily the internet.

Influence – the capacity to have an effect on the character, development, or behavior of someone

or something, or the effect itself.

Internet – is a global computer network providing a variety of information and communication

facilities, consisting of interconnected network using standardized communication protocols.

Millennials – is the name of the generation born between 1981 and 1996, also known as

Generation Y.

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 or mobile app.

Perceived ease of use – the individual's perception that using the new technology will be free of

effort.

Satisfied – it means contented or pleased.

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Service/Product Security – a service, provided by a layer of communicating open systems; with

respect to any receivable and, subject to the terms of the receivables purchase agreement, the

security interest granted by or on behalf of the related dealer in the related product.

Social Influence – Any process whereby a person's attitudes, opinions, beliefs, or behavior are

altered or controlled by some form of social communication.

Socio-demographic profile – generally, characteristics such as age, gender, ethnicity, education

level, income, type of client, years of experience, location, etc. are being considered as socio-

demographics and are being asked in all kinds of surveys.

Time saving – reducing the amount of time needed to do something.

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CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

Online shopping indicates e-commerce (electronic commerce) to buy products or services

directly from the seller through the use of Internet. Internet - based shopping has replaced

traditional way of shopping of many people. Nowadays more people are using the web to shop

various items, from house to shoes tp airplane tickets. People now have a lot options to choose

their products and services while they buying in an online platform. The involvement of

smartphone in this entire path helps the non-online shoppers connected to the internet platform

mostly for comparing price, reading the online review, and finding the product information.

According to Durmus, Ulusu, Erdem, and Yalcin (2015) they said that customer

satisfaction has strongly affected by the quality of the service. In online shopping, service quality

are comprised of e - service which depends on the interaction between service providers and

customers in exchanging information, and e - service quality which can enhance the strategic

benefits delivery, profitability and operational efficiency. Therefore it is important to maintain

and increase the customer satisfaction.

Perceived Ease of Use

Perceived ease of use (PEOU) is described because the degree to which someone believes

that conducting on line transactions through mobile commerce might be freed from effort (Gefen

and Straub, 2000). In addition to that, a customer's general perception might also additionally

make a contribution to his/her real percention closer to a web store website. A good perception
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might also additionally have an effect on their expectation and it on line store's obligation to

control clients' expectation to make clients glad with their services.

Design and Feature

Lee (2014) planned product design as an inventive strategy to assist associate degree

enterprise acquire competitive benefits within the market. During this case, product design was

the key success consider the market that it couldn't solely attract shopper attention, however

might conjointly clearly communicate with shoppers to market product value. Go et al. (2015)

enclosed human-factors engineering in product design. Napoli et al. (2014) divided the precise

functions of design as product properties, human-factors engineering, and look aesthetics

delivery. Stetson et al. (2015) declared that product design compete an necessary role within the

communication of product use and operation procedure with shoppers because it was the mutual

arrangement and match of product configuration and components to reinforce the useful and

economic pleasure of merchandise. Accordingly, the thought of human-factors style is

introduced to product design to emphasise the interaction between individuals and products and

could be a vital consider consumers’ operation and use.

Service/Product Security

Security, in information technology, is the protection of virtual records and IT assets in

opposition to inner and external, malicious and unintentional threats. Security device is one in all

the maximum essential issues, and it’s miles one in all the most important limitations which
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could keep away from clients from acquiring objects on line. Teo et al. (2008) found out that

protection device has high quality effect on customer satisfaction in the direction of on line

shopping. Similarly, Haque (2009) observed that protection has high quality affect on patron

mindset and perception toward internet shopping.

Time Savings

Customers are very aware of how long they spend whilst transacting with a firm. They

have a tendency to be discouraged whilst their time is being wasted in a selected transaction.

Time savings is one maximum important factors of on-line purchasing. Customers enjoy speedy

transaction, and they may be being attended to fast it brings approximately satisfaction, thereby

developing loyalty. Rohm and Swaminathan (2004), posited that on-line purchasing saves

instances within side the shopping of products and it is able to take away the shops worried in

visiting or going to the conventional store. Although, time saving is one of the motivating factor,

however it's also a venture for on-line shops to supply the best immediately. Furthermore,

Goldsmith and Bridges (2000) cited that there may be discrimination among clients that client

on-line and clients that does not. Online buyers are worried with convenience, time saving and

selection, whilst non-on-line buyers are greater subject or involved approximately privacy, safety

and on time delivery.

Cost Savings
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Online shopping channels provide merchandise with 9-16% fees decrease than the

traditional channels (Kohli, et al., 2004). Consumers may save cost by only buying products with

the precise feature they need and compare prices with other online channels to get the most

convenient price for them.

Social Influence

Some customers should be free from seller pressure, many online purchases would be

difficult to make and therefore frustrated if they did not have the professional support of an

experienced seller (Prasad and Aryasri, 2009). There also are customers who every so often store

in conventional shops due to the fact they need to fulfill their amusement and social needs, which

can be restrained through on line shops (Prasad and Aryasri, 2009).

Customer Satisfaction

Customer satisfaction is outlined as an "evaluation of the perceived discrepancy between

previous expectations and the actual performance of the product" (Tse and Wilton, 1988, King

Oliver 1999). Satisfaction of customers with product and services of a company is thought of as

most vital issue leading toward fight and success (Hennig-Thurau and Klee, 1997). Client

satisfaction is truly however client evaluates the current performance (Gustafsson, Johnson and

Roos, 2005). Consistent with Kim, Park and Jeong (2004) customer satisfaction is customer’s

reaction to the state of satisfaction, and customer’s judgment of satisfaction level. client

satisfaction is vital in today’s business world as according to Deng et al., (2009) the flexibility of
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a service supplier to produce high degree of satisfaction is crucial for product differentiation and

developing sturdy relationship with customers.

RELATED STUDIES

Perceived Ease of Use

Perceived ease of use may be understood because the extent in which whether or not

using a specific system is easy (Dong et al., 2017). Furthermore, (Ha and Stoel, 2009) and

(Stocchi et al., 2019) outline perceived ease of use as consumers’ feel of effortlessness (and

convenience) at the same time as the usage of a particular technology. Therefore, primarily based

totally on those definitions, author would really like to outline perceived ease of use as people of

consumers’ judgement wherein the technologies that they about to implement will be easy to

learn and easy to use.

Design and Feature

Design and feature can enhance internet site usability a good way to have an effect on the

end-person satisfaction (Hausman and Siekpe, 2009). A precise first-rate internet site turns into

the principle supply of on line store to engage with their clients, function their income outlet, and

constitute their company's reputation. Nonetheless, permitting on line verbal exchange with

clients isn't enough; on line shops must make certain clients can locate and get admission to

records they want via unmarried click (Hernandez, Jimenez, and Martin, 2009). Hsieh, Chiu,
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Tang, and Lee (2017) highlighted particular issue of layout and characteristic and tested the

opportunity of colours in converting the web purchasing realities. Color may be a customer's

most important attention after rate and might impact their commercial desire and notion of

emblem personality, which then have an effect on their judgement and decision.

Service/Product Security

One of the important thing traits of commercial enterprise to consumers' internet site is

security. Tontini (2016) defines safety as consider and self assurance conveyed through the site,

which includes brand recognition. Since an internet site has to create trustworthiness,

dependability, and reliability, the formal privateness regulations withinside the on line safety

device and the adoption of advanced encryption era need to be applied through the web retailers

(Clemes, Gan and Zhang, 2014). One of the examples is making sure secure price technique to

assure monetary safety and privateness of the customers. Phishing internet site, identity theft, and

credit card theft are a few customers' security worries at the acquisition stage (Pham and

Ahammad, 2017). Beyond those safety worries, the encryption, authentication, and visible

notification as the safety device mechanisms definitely have an effect on customers' security

perception (Vladlena, Saridakis, Tennakoon, and Ezingeard, 2015). As the safety threat belief

decreases, the patron delight will increase (Pham and Ahammad, 2017).

Time Savings

Online shopping can also additionally lessen journey time of the clients as opposed to

purchasing withinside the brick-and-mortar stores (Miyatake, Nemoto, Nakaharai, and Hayashi,

2016). The clients get admission to limitless extensive kind of services and products around the
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world from diverse organizations with out visiting every bodily store. This additionally reduces

the clients' attempt in phrases of time spending (Lim, Yap, and Lau, 2010). The studies cost

reduction is translated right into a time saving (Kohli, Devaraj, and Mahmood, 2004).

Social Influence

Social have an impact on is the degree to which and man or woman perceives that vital

others agree with that she or he must use the system (Ashraf, Thongpapani, and Spyropoulou,

2016). The shape of reference institution is friendship, shopping, work, digital or communities,

pop stars, style leaders, and acquainted network members (Xu, Li, Peng, Hsia, Huang, and Wu,

2017). The endorser can also additionally fortify clients agree with that they may make a better

selection because of endorsers' knowledge and credibility which frequent with the aid of using

clients as their public image.

Customer satisfaction

Satisfaction according to Kotler and Keller, in Bela et al., (2016), satisfaction is feeling

glad or disenchanted a person who arises due to evaluating the perceived performance of the

product (or result) to their expectations. The term satisfaction is regularly used as a measure of

how the products and services provided by the organization meet or exceed client expectancies at

the service or product you offers. While in accordance Njei Zephan, (2018), Customer

satisfaction may be understood to be the distinction among customers’ expectation earlier than

intake and recognition after intake of service or product. Kotler and Armstrong, (2016) have

been satisfied, proud, glad, happy and exceeded expectations.

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CHAPTER III

METHODS AND PROCEDURES

Research Design

This study will be using quantitative research design that obtain a student’s point of view

in situational manner. Quantitative research is defined as a systematic investigation of

phenomena by gathering quantifiable data and performing statistical, mathematical, or

computational. This research design will help to explain the research problem from the

perspectives of the participants. It will express in numerical data rather than verbal data.

Unit of Analysis

The unit of analysis in this study are the 100 individual millennials in Mangatarem,

Pangasinan that are available to answer the questionnaire that will be given to them.

Respondents and Sampling Procedure

The researcher will employ the purposive sampling in identifying millennial shopper who

will serve as the respondents. Purposive sampling, also known as judgmental, selective, or

subjective sampling, is a form of non-probability sampling in which researchers will rely on their

own judgement when choosing members of the population to participate in their surveys. The

criteria in selecting the participants are the millennials in Mangatarem, Pangasinan ages 25 to 40
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years old who has been shopping online. In this study, the researcher will have 100 respondents

that will answer the given questions.

Data Gathering Instrument

In this study, the researchers will be using a questionnaire as an instrument to gather data.

The respondents will be given a questionnaire that contains a systematically compiled and well-

organized series of questions; intended to elicit the information which will provide insight into

the nature of the problem under study. The researchers made a survey questionnaire based on the

parameters supported by studies. This instruments will be subjected to content validation by

experts and non- respondents.

Data Gathering Procedure

It's decided that the researchers will disseminate 100 questionnaire purposively to

millennials in Mangatarem, Pangasinan who has been shopping online. Before disseminating the

questionnaires, the researcher will secure a letter of permit and a consent letter, which will be

signed by the research adviser and the mayor of Mangatarem. The approved letter will be shown

to the participants and the consent letter will be signed and secured from the selecting

participants.

Analysis of Data

Data to be collected will manipulate the use of descriptive statistics. Descriptive statistics

are brief descriptive coefficients that summarize a given data set, which can be either a
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representation of the entire population or a sample of a population. The researchers will use this

type of data analysis to produce meaningful data, leading to a simple interpretation.

CHAPTER IV

REFERENCES

Ashraf, A., Thongpapani, N. and Sypropoulou, S. (2016). The connection and disconnection

between e-commerce business and their customers: exploring the role of engagement, perceived

usefulness, and perceived ease-of-use. Electronic Commerce Research and Applications,

20(2016), 69-86.

Bela D. K, Srikandi, K, Kadarisman, H, (2016), “Pengaruh Kualitas Pelayanan Terhadap

Kepuasan Dan Loyalitas Pelanggan”, Jurnal Administrasi Bisnis 36(1).

Clemes, M. Gan, C., and Zhang, J. (2014). An empirical analysis of online shopping adoption in

Beijing, China. Journal of Retailing and Consumer Services. 21(3), 364-375.

Durmus, B., Ulusu. Y., Erdem, S. and Yalcin, Y. (2015). Are private shopping sites really

satisfied customers? Social and Behavioral Sciences, 175(2015), 84-89.

Hausman, A., and Siekpe, J. (2009). The effect of web interface features on consumer online

purchase intentions. Journal of Business Research, 62(2009), 5-13.

Hernandez, B., Jimenez, J., and Martin, M. and Herrmann, A. (2015). Key website factors in e-

business strategy, International Journal of Information Management, 29(5), 362-371.

 21

Hsieh, Y., Chiu H., Tang, C., and Lee, M. (2018). Do colors change realities on online shopping?

Journal of International Marketing, 41(2018), 14-27.

Gefen, D., & Straub, D. (2000). The relative importance of perceived ease of use is IS adoption:

a study of e-commerce adoption, Journal of the Association of Information System, 1(8), 1-28

Kohli, P., Devaraj. S. and Mahmood, M.A. (2004). Understanding determinants of online

customer satisfaction: a decision process perspective. Journal of Management Information

Systems, 20(1). 115-135.

Lim, Y.M., Yap, C.S. and Lau, T.C. (2010). Online search and Buying Behavior: Malaysian

Experience. Canadian Social Science. 6(4), 154-166.

Miyatake, K., Nemoto, T., Nakaharai, S. and Hayashi, K. (2016). Reduction in consumers’

purchasing cost by online shopping. Transportation Research Procedia. 12 (2016). 656-666.

Njei Z, (2018), “Relationship between Customer Satisfaction and Customer Loyalty”, Thesis,

Centria University of Applied Science, Business Management.

Pham, T., and Ahammad, M. (2017). Antecedents and consequences of online customer

satisfaction: a holistic process perspective. Technological Forecasting and Social Change,

124(2017), 332-342.

Tontini. G. (2016). Identifying opportunities for improvement in online shopping sites. Journal

of Retailing and Consumer Services, 31(2016). 228-238.

Vladlena, B., Sardakis, G., Tennakoon, H., and Ezingeard, J. (2015). The role of security notices

and online consumer behavior: an empirical study of social networking users. International

Journal of Human-Computer Studies, 80(2015). 36-44.

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Xu, X., Li, Q., Peng, L., Hsia, T., Huang, C., and Wu. J. (2017). The impact of international

incentives and social influence on consumer behavior during alibaba’s online shopping carnival.

Computers in Human Behavior, 76(2017). 245-254.

Republic of the Philippines

TARLAC AGRICULTURAL UNIVERSITY
College of Business and Management
Camiling, Tarlac

INFORMED CONSENT FORM

Good day, we are Bachelor of Science in Business Administration fourth-year students in

Tarlac Agricultural University. We are currently conducting quantitative research entitled
“Factors Affecting Customer Satisfaction towards online shopping among Millennials in
Mangatarem, Pangasinan”. The research objective is to describe the socio demographic profile
of millennials, products commonly purchased, site commonly used, the level of satisfaction
among millennials and factors that affects satisfaction. We are humbly asking for your
permission to be part of our study. With your cooperation we are able to gather data that are
needed in our study.

If you agreed to participate, expect that some of your personal information like name
(optional) and age will be included as part of our study. However, your identity will keep
confidential and well secured. In addition to these survey questionnaire will be answer by the
given choices.

Furthermore, all of your responses will not be share or disclosed to unauthorized

personnel for your own security. The google form will be deleted as we are confined with our
code of ethics. When it comes to the feedback, we are extending it by informing everyone
regarding to the results of the study.

Please reach us thru the contact information below if you have any queries and
clarification about the current study.

Name Facebook Name Contact Number Email

Danlene U. De Guzman Danlene De Guzman 09053113632
dudeguzman2020@tau.edu.ph
 23

Venus R. Senenche Vee Senenche 09063640431 vrsenenche2020@tau.edu.ph

Claire P. Gallendo Claire Pastor Gallendo 09269762457 cpgallendo2020@tau.edu.ph

Informed Consent
I read and understand all the information written above. It is briefly explained by the
researchers, and I agree and allow myself to be part of the said study.
o Yes
o No

SURVEY QUESTIONNAIRE FOR MILLENIALS IN MANGATAREM, PANGASINAN

Name: ______________________________________________

Date: _______________________________________________

Part I - Socio-Demographic Profile of Millennials in Mangatarem, Pangasinan

1.1 Age

25-28 yrs. old

29-32 yrs. old

33-36 yrs. old

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37-40 yrs. old

1.2 Gender

Male

Female

Non-Binary

Others (pls. specify): _________________

1.3 Religion

Christian

Hindu

INC

Methodist

Roman Catholic

Muslim

Others (pls. specify):__________________

1.4 Highest Educational Background

Elementary Graduate

High School Graduate

College Graduate

Associate's Degree
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1.5 Marital Status

Single

Married

Divorced

Separated

Widowed

1.6 Monthly Household Income

₱15,000-₱19,000

₱20,000-₱24,000

₱25,000-₱29,000

₱30,000-₱34,000

₱35,000+

1.7 Size of the Household

1-4 family member

5-8 family member

9-12 family member

13 above

Part II - Products Commonly Purchased Online by the Millennials

Direction: The following choices below are the products commonly purchased by millennials

through online. Please put a check inside the box of your choices.
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Products Commonly Purchased Online by Millennials through Online

Convenience goods ( e.g. Soaps, newspapers, bread, soft drinks, pain reliever, and coffee)

Shopping goods (e.g. appliances, clothing, furniture, and high-tech equipment.)

Specialty goods (e.g. luxury cars, professional photographic equipment, and high-fashion

clothing)

Unsought goods (e.g. funeral services, encyclopedias, fire extinguishers and reference

books)

Part III - Online Site Commonly Used by Millennials in Mangatarem, Pangasinan in Purchasing

Products

Direction: The following choices below are the various websites commonly used for online

shopping. Please put a check inside the box of websites you have been using to shop through

online.

Online Site Commonly use

Carousell

Lazada

Shopee

ZALORA

MetroDeal
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Poundit

Winery.ph

Beauty MNL

Other (please specify): _______________

Part IV - Level of Satisfaction among Millennials in Mangatarem, Pangasinan

Direction: Please put a check inside the box of the appropriate measure to indicate your level of

satisfaction towards online shopping.

4 - Extremely satisfied

3 - Very satisfied

2 - Satisfied

1 - Not satisfied

Four- Point Likert Scale

LEVEL OF SATISFACTION TOWARDS ONLINE 4 3 2 1
SHOPPING
Products available online
Delivery of purchased products
Over All Security

Part V - Factors Affecting Customer Satisfaction towards Online Shopping among Millennials

in Mangatarem, Pangasinan
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Direction: Please put a check inside the box of the appropriate measure to indicate which of the

factors affects your satisfaction in terms of purchasing products online.

4 - Very influenced

3 - Somewhat influenced

2 - Slightly influenced

1 - Not at all influenced

FACTORS AFFECTING CUSTOMERS Four- Point Likert Scale

SATISFACTION TOWARDS ONLINE SHOPPING
4 3 2 1
PERCEIVED EASE OF USE
- Using online platforms in purchasing products has been
easy to use
- My interaction with the service provider has been
smooth and clear
- It is easy to follow the step-by-step process
DESIGN AND FEATURE
- The product itself is eye catching
- Packaging of the product is aesthetically beautiful
- Feature of the product is good
SERVICE/PRODUCT SECURITY
- Service or product offered are legal
- All my information are safe and well secured
- Websites are dependable and reliable
TIME SAVINGS
- No need to go to the actual store
- I can order various items in just a minute
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- No need to pick up orders in physical store

COST SAVINGS
- Free shipping
- Many items are discounted
- Less transportation fare
SOCIAL INFLUENCE
- The products online are all currents trends
- My family and friends are all satisfied with the products
they purchase online
- My social media friends preferred online shopping due
to pandemic