Teenagers\' Perception towards Online Marketing PDF

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CASTILLEJOS NATIONAL HIGH SCHOOLSenior High School Inquiries, Investigations, Immersion March 2020TEENAGERS’ PERCEPTION TOWARDS ONLINE MARKETING Baute, J., Guess, M., Lacorte, R., Ramirez, E.Abstract: According to Dash (2017), with the advancement in information and communication technology, online ...

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CASTILLEJOS NATIONAL HIGH SCHOOL Senior High School Inquiries, Investigations, Immersion March 2020 TEENAGERS’ PERCEPTION TOWARDS ONLINE MARKETING Baute, J.L., Guess, M.A., Lacorte, R., Ramirez, E.R.

Abstract: According to Dash (2017), with the advancement in information and communication technology, online shopping has emerged as one of the growing business models and has attracted the attention of both business and researchers. Its role is turning very significant as it allows consumers to access shopping facilities 24 hours a day, while allowing the vendors to reduce their cost. His study aims to investigate the consumer’s perception and intention towards online shopping through integration of technological acceptance model (TAM). Youth are of particular interest, because it has been noted that these typically early adopter of innovative products, which eventually filters through to older age groups. Thus, this study sought to determine the perception of 80 teenagers of Castillejos National High School. The survey questionnaire handed to the respondents was consisted of three parts. The first part is related to the profile of the respondents, the second part is for the quantitative analysis which consists of five-point Likert scale that was used to determine if the respondents agreed or disagreed in a statement and the last part is for the qualitative analysis.Proportionate stratified random sampling technique was employed to select 20 female that of 12-15 years old, 20 male that of 12-15 years old, 20 female that of 16-19 years old and 20 male that of 16-19 years old. A total of 80 teenagers as respondents were used in this research study. The results of this research study highlighted that the teenagers in Castillejos National High School have a high perception level of satisfaction towards online marketing with a computed general weighted average of 3.4892. And even though the teenagers have a high perception, they still have a major concern in online marketing and that is the false quality of products.

Keywords: perception; satisfaction; online marketing; consumers; teenagers

INTRODUCTION The Internet has changed the way we do marketing. Gone are the old days where traditional marketing ruled most businesses, and new players had a hard time getting in the market. Today,

online marketing has made it possible for most small and medium businesses to join and compete in the entrepreneurial scene. (Anonymous, 2017)

In an article by Stojanovic (2019), around the world, the ways we access information, communicate with one another and carry out day-to-day tasks such as banking are increasingly taking place solely online. However, not all internet usage is shared equally around the globe. For example, according to Internet World Stats, 95% of North Americans access the internet regularly while only 35% of Africans use the internet.And according to The Marketing Samurai (2019), among the several digital economies within the region, the Philippines stands in the frontlines. With more than 67 million users, the country has ranked 12th in internet usage worldwide for 2018. The exponential growth of the Philippines’ very substantial digital marketing ecosystem in recent years makes the country very attractive to business owners exploring for opportunities within the Southeast Asian region. In addition, the digital marketing landscape is continuously growing due to the increasing number of Filipinos who choose digital channels over traditional media. This can be attributed to the majority of Filipinos’ affinity to the Internet, especially social media. In fact, among the country’s population of 107.3 million as of January 2019, there are 76 million internet and active social media users. This accounts for 71% of the total population. In addition, there are also over 72 million mobile social media users in the country. According to Barone (2019), online marketing is the use of the internet, mobile devices, social media,

search engines, and other channels to reach consumers. Some marketing experts consider digital marketing to be an entirely new endeavor that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing. Also, Lucy Alexander year 2019 said that while traditional marketing might exist in print ads, phone communication, or physical marketing, digital marketing can occur electronically and online. This means that there are a number of endless possibilities for brands including email, video, social media, or website-based marketing opportunities. Anonymous (2019) said that businesses are attracted to online marketing because of its many advantages over traditional marketing. Unlike putting up a gigantic billboard on a highway just to have exposure for your brand, online marketers can now simply post a sponsored advertisement on Facebook for a significantly lesser amount and reach their target market who really might be interested in their brand. Gone are the days when businesses think that digital marketing is only for those big companies that have the budget and resources to do it. Ironically, online marketing levels the competition allowing small and medium businesses to go head-to-head with other big and established brands. Online marketing lets small businesses choose and target the right market to broaden their audience. Having physical stores is also no longer a

hindrance in getting sales as in online marketing, you can reach customers located in any part of the world. This makes small businesses compete with other big companies around the globe. Also, this kind of marketing not only saves time and doesn’t require large personnel, it’s cost-effective. Gone are the days of renting out a big billboard to spread the news about your company. All you need to market your business now is a laptop and some know-how. It is closest to free as you’re going to get when it comes to advertising. With data that shows more traffic at a smaller cost – it’s is something you’d be crazy not take advantage of. And lastly the role of online marketing makes it simple to increase your conversion rate. For one thing, it’s easy to run split tests and see what works best, allowing you to hone in on what’s most effective with your prospects and customers. For another, social media allows you to personally interact with customers on a daily basis. Customers are more likely to purchase from a business that they have a good working relationship with. (Sherman, 2019) In a study by Tripathi (2019) that is about the impact of online marketing to teenager, social media is playing a crucial role in delivering the impact of online media on teenagers. And social media have met with considerable success. Companies can use social media as an asset and may use it for their benefits, though there must be some regulation and control for the further conversations. Though social media is having immense potential but it

should not be used to manipulate by stealth marketing strategies of teenagers. However, the potential of online marketing is often debated. One can do further research to find out the opinions and perceptions of the teenagers as consumers specifically related to online marketing. Based from an interview to Arana (2019), online marketing has been an advantage to the people especially the teenagers. Since the technology is continuously growing, we can use it to gain some income even though we’re still studying. But Quinsay (2019), oppose the said statement. She said that online marketing has been a disadvantage to consumers, not just by adults but also teenagers. Based on her experience, she thought that the products are of good quality because it looks good online but when she received it, it wasn’t what she expected it to be. She said that you shouldn’t trust online marketing that much. Hence, the objectives of this study are to know the profile of the respondents based on their age and gender, to identify the major perception of the respondents which is based in their satisfactory level on online marketing and also to identify the major concerns of the teenagers on online marketing. Also, the respondents are the teenagers of Castillejos National High School as their perception is an important factor in improving the way online marketing is at it is now which will help consumers decide if they will trust online marketing and present and future businesses to improve the way they

market their products and services online. METHODOLOGY The researchers used descriptive research design to evaluate respondents' answers and to have definite answer to the research hypothesis. It is also used by market researchers to judge the habits of customers, or by companies wishing to judge the morale of staff.The results from a descriptive research can in no way be used as a definitive answer or to disprove a hypothesis but, if the limitations are understood, they can still be a useful toolin many areas of scientific research. (Shuttleworth, 2008) A stratified probability random sampling procedure was used for selecting the participants in this study. According to Bhat (2019), probability samplingis a sampling technique in which sample from a larger population are chosen using a method based on the theory of probability. For a participant to be considered as a probability sample, must be selected using a random selection. This technique was employed to ensure a fairly equal representation of the variables for the study. The stratification was based in Castillejos National High School. Proportionate stratified random sampling technique was employed to select 20 female that of 12-15 years old, 20 male that of 12-15 years old, 20 female that of 16-19 years old and 20 male that of 16-19 years old. A total of 80 teenagers as respondents were used in this research study.

The instrument used in this study was a survey questionnaire that was comprised of 3 main parts which were related to the teenagers’ perception towards online marketing. In the questionnaire, five-point Likert scale was used to determine if the respondents agreed or disagreed in a statement.On the other hand, the survey questionnaire was based from questionnaire of Radhika’s research study entitled Effectiveness of e marketing a study of consumer goods in the year 2015. The said study is used because it is related to this study. This research utilized a combination of quantitative and qualitative design. The quantitative design is to provide statistical data and interpretation of the perception of the respondents. The statistical tools used for quantitative are frequency, percentage and mean. Then the qualitative design is for the last objective of the study which is to identify the major concerns of the respondents. Thematic analysis was used which according to Caulfield (2019) is it is the common themes – topics, ideas and patterns of meaning that come up repeatedly and it is usually applied to a set of texts, such as interview transcripts. RESULTS AND DISCUSSION This section presents the gathered data in tabular form, interpreted and analyzed so as to provide clear understanding on the problems stated in the earlier chapter.

Table 1 Respondents’ Gender Gender Frequency Percentage Female 40 50% Male 40 50% Total 80 100% Demographic profile has been obtained from the responses and the percentage of female students is 50% and another 50% for the male students. Table 1 shows the frequency and percentage distribution of the respondents according to their gender. Table 2 Respondents’ Age Age Frequency Percentage 12-15 40 50% 16-19 40 50% Total 80 100& This table shows the frequency and percentage distribution of the respondents according to their age. The age of respondents is divided into two categories and their percentage is 50%. Table 3 Perceived Level of Satisfaction of Respondents

1

Weighted Mean 3.64

Verbal Interpretation Very High

2 3 4 5

3.79 3.68 3.6 3.3

Very High Very High Very High High

6 7 8 9

3.25 3.43 3.68 3.5

High High Very High Very High

10 11

3.54 3.39

Very High High

Statement

12 3.3 High 13 3.35 High 14 3.49 High 15 3.43 High General Weighted 3.49 High Mean Table 3 shows the weighted mean of every statement with their corresponding Verbal Interpretation. The Verbal Interpretation is the range on how the researchers interpreted the mean like 1:00-1:49 (Very Low); 1.502.49 (Low); 2.50-3.49 (High); 3.50-4.00 (Very High). Also, the majority of statements got a high verbal interpretation. Overall, the respondents have high level perception towards online marketing with a general weighted mean of 3.4892. Based on a study by Thangavel (2015), online shopping is becoming more popular day by day with the increase in the usage of World Wide Web known as www. Understanding customer's need for online selling has become challenge for marketers. Having access to online shopping has truly revolutionized and influenced our society as a whole. This use of technology has opened new doors and opportunities that enable for a more convenient lifestyle today. And by that, even though there are risks in trying shopping online, consumers like teenagers still do it because it’s easier and it’s convenient.

Table 4 Thematic Analysis Themes Frequency Sample Response False 44 “The actual product Quality of Products doesn’t meet my expectation and my satisfaction regarding with the quality itself.” Not 4 “Some of the Responsive sellersare Sellers not responsive when you have concerns.” Delivery 6 “The takes too shipping is long too long.” Payment 2 “Not all sellers offer Process cash on delivery.” “The Information 2 is not clear information in the web is not easy to understand.” “Shipping Shipping 4 fee is Fee expensive.” “The price of Price 2 the product is expensive.” Refund 2 “Refunds are so expensive.” None 14

This analysis was used to easily understand the qualitative question used in the survey. Table 4 shows that the theme “false quality of products” has a frequency of 44 which makes it the highest theme. This also means that “false quality of products” is the major concern of the respondents on online marketing. From the study of Dig, Domingo, and Casignado (2017), the results of their study showed that despite the presence of perceived risks, the participants still intend to shop online, though less frequent, which is something online marketers can capitalize on. Additionally, product risk has the most influence on the purchase intention of the participants in online shopping. Their findings are the same result as this study that quality of products is their major concern in terms of online marketing. CONCLUSIONS This section presents the summary of the investigation conducted which is the conclusion arrived by the researchers. Based from the data gathered and analysis, the researchers concluded that: 1. The respondents’ profile was consisted of gender and age. In gender, there are 40 males and 40 females and with a total of 80 respondents. While in the age, there are 40 12-15 years old and 40 16-19 years old and also with a total of 80 respondents. 2. The perception based on satisfaction level of the respondents is

high with a computed general weighted mean of 3.4892. 3. The major concern of the respondents based on the thematic analysis is the false quality of products. ACKNOWLEDGMENTS First and foremost, praises and thanks to the God, the Almighty, for His showers of blessings throughout the research work to complete the research successfully. The researchers would like to express ourdeep and sincere gratitude to ourresearch supervisor, Mr. EdjohnTomboc, teacher of Senior High in Castillejos National High School for giving us the opportunity to do research and providing invaluable guidance all throughout this research. His dynamism, vision, sincerity and motivation have deeply inspired us. He has taught us the methodology to carry out the research and to present the research works as clearly as possible. It was a great privilege and honor to work and study under his guidance. We are extremely grateful for what he has offered us. We would also like to thank him for his friendship, empathy, and great sense of humor. We extending our heart for his acceptance and patience during the discussion we had with him on research work and thesis preparation. The researchers are also extremely grateful to our parents for their love, prayers, caring and sacrifices for educating and preparing for our future. We very much thankful to our friends and our classmates for their love, understanding, prayers and

continuing support to complete this research work. Finally, we give thanks go to all the people who have supported to us to complete the research work directly or indirectly. REFERENCES Alexander, L. (2019, September 23). What is Digital Marketing? Retrieved from https://blog.hubspot.com/marketing/ what-is-digital-marketing Anonymous. (2019). Likert scale questions with examples. Retrieved from https://www.questionpro.com/article /likert-scale-survey-questions.html/ Anonymous. (2017). The Rise of Online Marketing in the Philippines. APEX Global. Retrieved from https://apexgloballearning.com/blog /state-of-onlinr-marketing-philippines/ Barone, A. (2019, May 5). Digital Marketing. Retrieved from https://www.investopedia.com/terms /d/digital-marketing.asp Bhat, A. (2019). Probability Sampling: Definition, Methods and Examples. Retrieved from https://www.questionpro.com/blog/p robability-sampling/ Canhoto, A, Rose, S, and Spinks, N. (2014, July 17). Management Research: Applying the Principles. London: Routledge Caulfield, J. (2019, September 6). How to do thematic analysis. Retrieved from https://www.scribbr.com/methodolo gy/thematic-analysis/

Dash, A. (2017, January 1). Perception and Intention of Youth Towards Online Shopping. doi: 10.4018/978-15225-0902-8.ch003 McCombes, S. (2019, May 15). Descriptive Research. Retrieved from https:// www.scribbr.com/methodology/desc riptiveresearch/ Radhika, B. (2014, January). Effectiveness of e marketing a study of consumer goods. Retrieved from http://hdl.handle.net/10603/44541 Sherman. (2019, October 17). Why the Role of Digital Marketing is Vital to Your Business Growth. Retrieved from https://www.lyfemarketing.com/blog /role-of-digital-marketing/ Shuttleworth, M. (2008, September 26). Descriptive Research Design. Retrieved from htttps://explorable.com/descriptiveresearch-design Stojanović, A. (2019, December 18). Latest Digital Marketing Statistics – State of the Industry 2020. Retrieved from https://www.smallbizgenius.net/bythe-numbers/digital-marketingstatistics/#gref Thangavel, S. (2015). A Study on customer Satisfaction towards Online Shopping. SUMEDHA Journal of Management. 4(2), 14-15. Retrieved from https://www.researchgate.net/public ation/329026968_A_Study_on_custom er_Satisfaction_towards_Online_Shop ping The Marketing Samurai. (2019, February 19). Digital Marketing in the

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