Online and in-store shopping preferences among business and accountancy students of a private higher education institution

Abstract

The purpose of this descriptive research is to determine the level of preference between online and in-store shopping among Business Administration students of a private higher education institution in Iloilo City for Academic Year 2022. The 339 study participants were randomly selected and categorized according to age, sex, degree program, and location. The data gathered using a duly validated and pilot-tested instrument developed by the researchers were analyzed using frequency count, percentage, mean, t-test, and one-way ANOVA at .05 level of significance. Majority of the business students are young adults, dominantly female with specialization in Business Administration, and mostly residents outside of Iloilo City. Online shopping was highly preferred in terms of product, promotion, price, and process, while in-store shopping was highly preferred in terms of product, price, place, people, and process. Found to be determinants of the online shopping preference are age and degree program. Finally, instore shopping is still preferred over online shopping in terms of product, place, people and process, while online shopping is preferred for promotion and price.