RDL Paper Final Manuscript ABM Group 1

ST.
ANTHONY SCHOOL SENIOR HIGH SCHOOL 1
SHOPPING PLATFORM PREFERENCES OF MALE AND FEMALE

MILLENNIALS: A COMPARATIVE ANALYSIS OF ONLINE AND IN-
STORE CLOTHING APPAREL PURCHASES
A Research Project
Presented to the Senior High School
St. Anthony School
In Partial Fulfillment
Of the Requirements in Research in Daily Life 2 and Research Project
Accountancy, Business and Management
Second Semester, SY 2023-24
by
CABATBAT, EISHLEY GWEN E.

DUHILAG, ROELYN GRACE D.
CASTRO, KLAHRENZ ALEN ANTHONY D.
DOLORIEL, ANGELO L.
May 16, 2024

ST. ANTHONY SCHOOL SENIOR HIGH SCHOOL 2
APPROVAL SHEET
In fulfillment of the final requirement Research in Daily life II and
Research Project, this research paper entitled “Shopping Platform Preferences of
Male and Female Millennials: A Comparative Analysis of Online and In-store
Clothing Apparel Purchases” was presented by a group of researchers from 12-St.
Bernarding of Siena (Accountancy, Business and Management) consisting of:
Cabatbat, Eishley Gwen E. Duhilag, Roelyn Grace D.

Castro, Klahrenz Alen Anthony D. Doloriel, Angelo L.
Accepted under the name of the Accountancy, Business and Management
(ABM), Senior High School Department, in compliance with the final
requirement in Research in Daily Life II and Research Project.
Ma. Mergil M. Acuesta Eden A. Alab

Teacher-in-Charge SHS Coordinator
May 17, 2024

ABSTRACT
This study examines male and female millennials' shopping platform preferences
for online and in-store when purchasing clothing apparel, revealing key factors
influencing their preferences. Using a 4-point Likert Scale based on the 7 Ps of
Marketing, researchers surveyed 43 respondents to identify significant differences
between the shopping platforms. The results indicate that in-store shopping is
more convenient due to place and process, with mean scores of 3.43 for males and
3.47 for females. However, both online and in-store shopping require
consideration of product quality and packaging. The study concludes that there is
no significant gender difference in shopping platform preferences. This research
contributes to marketing literature by providing insights into millennial shopping
behavior and the impact of the 7 Ps of Marketing.
Keywords: Millennials, Online Shopping Platform, In-store Shopping

Platform, Clothing Apparel Purchases.
ACKNOWLEDGEMENT
We would like to express our sincere gratitude to our adviser, on

behalf of our group, for his consistent support and confidence in us throughout the
completion of our research paper. Additionally, we are thankful for his valuable
insights and constructive feedback, which have greatly contributed to the
improvement of our work.
To our research teacher, we extend our heartfelt thanks for

consistently guiding us, evaluating our work, and ensuring the quality and
presentation of our research until its completion. Your support has been
invaluable to our success.
To our respondents, we extend our sincere gratitude for your

participation and for completing our survey. Your contribution has been
immensely valuable to us. Thank you very much for your time and cooperation.
TABLE OF CONTENTS
Page
Approval Sheet 1
Abstract 3
Acknowledgement 4
I. Introduction 6
Review of Related Literature 8
Theoretical Framework 12
Conceptual Framework 13
Statement of the Problem 16
Hypothesis 16
Scope and Limitation 17
Significance of the Study 18
Definition of Terms 19
II. Method 23
Research Design 23
Sample and Sampling Technique 23
Research Instrument 24
Data Gathering Procedure 25
Data Analysis 25
III. Results and Discussion 28
IV. Summary, Conclusion and Recommendation 49

Summary 49
Conclusions 51
Recommendations 52
V. Project Proposal 53
References 64
Appendix A: Research Matrix 78

Appendix B: Letters Requesting for Validator 79
Appendix C: Gantt Chart 80
Appendix D: Crowd Sourcing Poster 81
Appendix E: Questionnaires 82
Appendix F: Pilot Testing 96
Appendix G: Data Encoded in Google Sheets 78
Appendix H: Jamovi Descriptive Analysis 79
Appendix I: Research Poster 80
Appendix J: Documentation of Research Defense 102
Bionote 103
CHAPTER 1
INTRODUCTION
Shopping is an essential aspect of life, serving purposes such as meeting

needs, fulfilling wants, and even reducing stress. Dr. Beatriz Pareira (2013)
pointed out that shopping has a psychological and therapeutic value to people.
When individuals were adding items to their carts or visiting a favorite boutique,
it contributed to an overall sense of happiness. Even window shopping or online
browsing could have had a similarly positive impact. Nowadays, there are two
modes of shopping: online shopping and in-store shopping (Daylo, 2022).
Millennials have grown up with technology at their fingertips that shape the way
they approach shopping (Moran, 2017). Moreover, Ferrer (2018) mentioned that
many millennials' expectations and preferences have been affected by the
exposure to the digital world. Millennials are one of the largest generations in
2024. This generation is highly educated, tech savvy, and enjoy spending time in
the virtual world. Millennials are craving convenience, efficiency, and
authenticity (Onewayx, 2024).
As the Pandemic hit, shopping habits of millennials have been notably

affected by the COVID-19, resulting in a surge of online clothing purchases. 60%
of millennials increasingly comfortable shopping for apparel online (D’Adamo,
(n.d.). Even amidst the transition to a new normal, the trend of buying clothes
online continues, showing a sustained transformation in consumer preferences and
shopping habits functionality and quality remain at the top of the list of important
attributes for millennials when buying apparel. 65% percent of them are looking
for fashionable designs, and 47% say they look for brands and styles that are
unique. This data illustrates the multifaceted nature of millennials' shopping
preferences and highlights the importance of online shopping in today's retail
landscape. Millennials have two primary options when it comes to purchasing

clothing: online shopping, and traditional in-store shopping (Chan, 2024).
As stated from the article of Time’s India (2023), the shopping preferences
of male and female millennials vary, reflecting differences in their behaviors and
choices as influenced by factors like personal experiences. Gender is a significant
factor in purchase decisions, with psychological and physiological characteristics
that differ between male and female that affect how they purchase. Whereas
females are more subjective and intuitive, males are more analytical and logical,
basing their decisions on the purchases of others rather than trying it out for
themselves. Further, where male tend to make purchases based on immediate
needs, females look at purchase as a long-term decision.
Identifying the male and female millennials shopping preferences in an

online or in-store shopping, the researchers intend to understand the data on
millennial shopping preferences by considering the 7 Ps of marketing mix:
Product, Price, Promotion, Placement, Packaging, People, and Process. By
focusing on these factors, fashion companies can position themselves strategically
in the market and gain a competitive advantage. This approach provides retailers
with a comprehensive outlook on the current market situation and its future
projections, helping them stay on course to achieve their objectives.
REVIEW OF RELATED LITERATURE
This section provides a comprehensive understanding of the existing

knowledge and studies related to the topic. It helps establish the relevance and
significance of the research, as well as provides a foundation for the development
of the research framework and methodology.
Millennials
Millennials are the people who are born between 1981 and 1996 (Geiger,
2024). According to data from the Philippine Statistics Authority (2023), as of
2020, there are approximately 2.56 million millennials in Manila City. The results
from the data analysis by Ilias et al., (2022) revealed that the quality orientation,
online trust, online purchase experience, and the impulse purchase orientation had
a significant and positive influence on the online purchase intention of consumers.
According to K. Moran (2017), Millennials are the first digital native generation;
grew up with the internet and many other technological advances and are very
familiar with everything digital. Millennials have grown up with technology at
their fingertips that shape the way they approach shopping. The factor of this
generation being exposed to the digital world has shaped the preferences of the
expectations of many Millennials, who value speed, efficiency, ease, and
simplicity in everything they do that reflects their purchasing preferences (Ferrer,
2018). Therefore, we can say that technology has impacted shopping preferences
of millennial consumers and has influenced their shopping habits, spending
patterns, preferences, and how ecommerce businesses can attract and retain these
consumers. Millennials both male and female, are significant factors in purchase
decisions among millennials, with psychological and physiological characteristics
differing between male and female millennials, these would affect how they
approach shopping.
Shopping
Shopping has become part of the daily routine of the typical Filipinos as
they usually look for goods they want to try with. Consumer behavior helps
businesses and organizations to improve their current marketing strategies by
applying new and unique selling propositions. Filipino style remains to be a very
challenging task to marketers because they are intelligent consumers who want
more value for their money and more savings at the end of the transaction
(Castillo, 2018).
Filipino’s shopping culture in the Philippines is reflected in their

purchasing preferences which prioritize the quality of product, convenient
options, and trendy and aesthetic goods, reflecting evolving consumer preferences
(Aglibot, 2024). In recent years, the shopping culture in the Philippines shifted
from in-store shopping to online shopping because of the COVID-19 pandemic,
pushing Filipinos to purchase their goods at home through online shopping
platforms. As a response to this trend, businesses retail brands have adapted by
expanding their online shopping platforms and services (Garcia, 2022). For
instance, Robinsons Malls launched MallDash.ph, a hyperlocal online shopping
service that integrates the inventories of mall tenants, providing customers with a
convenient way to shop from home. The platform also offers options for in-mall
pick-up or home delivery, with an in-house delivery service ensuring consistency
and speed for customers. This adaptation reflects the evolving retail landscape in
the Philippines, where traditional malls are embracing e-commerce to meet
changing consumer preferences and expectations. According to the article posted
by the International Trade Administration, the eCommerce market in the
Philippines experienced significant growth in 2021, reaching $17 billion in sales,
largely contributed by 73 million active online users. Millennials make the most
online purchases: 72% of Filipino shoppers are female, and 38% of all
ecommerce purchases occur in Manila.
Online and In-store Shopping Platforms

There are two types of shopping platforms, and he identified these as
Online Shopping and In-store shopping platforms; Chan (2024) defined an online
shopping platform as a type of digital commerce in which consumers use the
internet to make purchases of goods and services. This shopping platform has
gained popularity globally, claiming a larger share of the market for consumers to
access internationally. Online shopping has become important to consumers'
everyday life and is increasingly common in the 21st century that provides
convenience for consumers to make purchases of the products they want.
Shopping is easier with online shopping platforms as it provides a range of
options as compared to physical stores such malls and shops.
According to the website posted by Lokal (n.d.), Shopee and Lazada are
the most popular online shopping platforms in the Philippines. Shopee is one of
the most used platforms by Filipinos as it gives consumers an easy, fast,
enjoyable, and secure online shopping experience. Lazada is another leading
shopping platform that provides consumers with a shopping experience that
covers a wide variety of products (Asia, 2023). With this shopping platform done
through the internet, it becomes an endless medium that provides a wide variety
of options at one go. Maheshwari (2022) stated that apart from easy deliveries,
online shopping also allows hassle-free returns; if millennials do not like a certain
product, they can always state the reason and get it exchanged or return within a
tight time frame. At the same time, consumers can track the order and delivery
status from their shopping applications.
Although purchasing clothing apparel online is more convenient,

consumers still prefer to make purchases in-store. Consumers still prefer
purchasing in physical stores rather than online platforms, despite the
convenience offered by online shopping (Wang et. al., 2022). Certain products
require a more in-depth product evaluation before consumers decide to buy these
products, which can only be done by shopping in-store, one of which is fashion
products (Sisca et. al., 2022). According to the article by BOSS Magazine (2023),
In-store Shopping is the traditional method of purchasing goods and services
directly from a physical store. Some factors are only exclusive when consumers
engage in in-store shopping platforms, such as physically examining a product,
discussing your needs with a knowledgeable sales associate, and the assurance
that it gives when consumers personally purchase the product by themselves
(Dickman, 2023). Compared to online shopping, in-store shopping offers several
advantages including the opportunity to try products firsthand, ensuring quality
and fit, particularly for items like clothing. Consumers enjoy the immediate
satisfaction of getting their purchases instantly without waiting and paying extra
charges for shipping. Interactions with knowledgeable store staff enhance the
shopping experience.
Synthesis
Millennials in Manila City, Philippines, are reshaping the retail landscape
with their embrace of online shopping platforms like Shopee and Lazada, which
has affected their shopping preference for convenience. The COVID-19 pandemic
pushed this trend for many businesses to innovate, such as Robinsons Malls'
introduction of MallDash.ph, catering to the evolving consumer needs. While
online shopping offers ease and variety, in-store shopping remains relevant,
particularly for products like fashion, where tactile experiences and personalized
interactions are valued. This dynamic interplay between online and in-store
shopping reflects the multifaceted preferences of Filipino consumers, driving
significant growth in the country's eCommerce market and shaping the strategies
of businesses seeking to engage with this influential demographic.
THEORETICAL / CONCEPTUAL FRAMEWORK
This section introduces the situation of preferences of customer behavior in

terms of online and in store purchase. The researchers focused on specific
variables they considered in analyzing and interpreting the data gathered. The
research is supported/anchored/based on the two working theories below:
THEORETICAL FRAMEWORK
Theory of Buyer Behavior is a framework that aims to understand

consumer behavior and decision-making in purchasing goods or services.
Chauhan (2023) proposed that Impulsive purchases are made by people when
they are feeling joyous, excited, and happy. Aryani (2021) highlighted the
transition of consumer behavior from physical stores to online shopping and
believed that the COVID-19 virus has had an essential impact on the consumer
buying behavior and will change future shopping habits and E-commerce business
destinations has the appeal during COVID-19 circumstance to maintain a strategic
distance from the dangers. Umair and Sajjad (2020) stated that high involvement
of people with the internet has brought out new dimensions in the business world.
Online shopping has been observed to be growing across the world, in particularly
those countries where the infrastructure for marketing facilities is highly
developed. The Internet is not restricted to networking platforms; it also functions
as a borderless transactional platform for consumers. Online consumer behavior is
a bit different from that of the physical market where the consumers can feel and
touch the desired product, social media has a good effect and a positive influence
on the business as well as the consumers said by Ali (2020) There are several
types of consumers based on consumer involvement. Comparing brands, being
loyal to some brands, or even rejecting some brands are actions taken by
consumers (Chedia, 2023). While there are consumers on social media
aggressively purchasing at nighttime, they purchase at night because they can't
sleep (Run, 2022). Gaetano (2020) mentioned that some people still want to
purchase in store, because one of the important factors that impacts willingness to
disclose personal data in online shopping is trust in an online store that affects the
personality, trust, and desire to touch a product before purchasing it on
willingness to purchase and how those effects vary between online and in-store
shopping stated by (Hermes et al., 2022) but physical stores can provide increased
value to customers not only by enhancing the purchase experience but also the
post purchase experience as mentioned by (Romero et. al., 2020). Developing
economies are still in the stage of e-commerce deployment, unlike in developed
countries, where online shopping is already a common purchase channel. In the
opinion of Rosolova (2021) every consumer has their own perspective of their
purchases; we cannot force them to switch immediately.
The 7 Ps of Marketing is a framework for marketing that contains

elements of Product, Price, Place and Promotion, People, Packaging and Process.
According to Dadang (2021), the marketing mix is the controllable variables that
are combined to produce the expected response from the target market. Tanjung
(2021) describes the variables of the marketing mix that are commonly used today
are the 7Ps (product, price, promotion, place, people, process, physical evidence).
As believed by Ramadani (2020) there is a change in the style of consumption of
the people who currently prefer to buy daily necessities in supermarkets that have
a minimarket format because they are closer to settlements, and more practical.
important to optimize the price, developing services, increasing health literacy,
and improving financial resources concluded by Ravangard (2020) Success in the
ever-changing field of marketing depends not just on creativity but also on a
strategic framework that directs each choice and action. The 7 Ps of marketing is
a guide that covers every aspect of a marketing plan. Businesses can use this
framework as a guide to help them purposefully and clearly navigate the complex
rules of the marketplace (Bickford, 2023). From product creation to consumer
involvement, a company's marketing strategy is shaped by the seven essential

factors known as the 7 Ps. Product, Price, Place, Promotion, People, Process, and
Physical Evidence are some of these components. In creating a unified marketing
strategy that connects with the target market and promotes long-term growth, each
P has a specific function to do (Ajmal, 2023).
CONCEPTUAL FRAMEWORK
Figure 1 shows the research paradigm for this study that illustrates the
approach in understanding the shopping platform preferences of male and female
millennial consumers in Manila City. The study considered the demographic
profile; including age; place of residence; employment status; and monthly
income bracket, to gain insights into the profile of the respondents. To evaluate
their shopping platform preferences on online and in-store clothing apparel
purchases, male and female millennial consumers who engage in both types of
shopping platforms participated in a Google Form survey. The survey is focused
on factors based on the Convenience of Shopping; Quality of Apparel; and
Overall Product Offering when purchasing closing apparel in an online and in-
store shopping platform. By examining the relationship between these factors, the
study was able to determine and understand how these factors affect the shopping
preferences of millennials in Manila City, thus creating a multi-platform
marketing material for clothing apparel applicable for both online and in-store
shopping platforms.
Figure 1
Research Paradigm
STATEMENT OF THE PROBLEM
This study aims to find out the shopping platform preferences in

purchasing clothing apparel among male and female millennials. Specifically, this
study seeks to answer the following questions:
1. What is the demographic profile of the male and female millennials with
shopping preferences on clothing apparel purchases in terms of:
a. age;
b. place of residence;
c. employment status and;
d. monthly income bracket?
2. What are the factors considered in choosing shopping platform

preferences in terms of:
a. convenience of shopping;
b. quality of product and;
c. overall product offered?
3. Is there a significant difference in the shopping platform preference of

male and female millennial consumers in purchasing clothing apparel in terms of:
a. convenience of shopping;
b. quality of product and;
c. overall product offered?
HYPOTHESIS
Ho. There is no significant difference in the shopping platform preference

of male and female millennial consumers in purchasing clothing apparel.
SCOPE AND LIMITATIONS
This study focused on analyzing and comparing the shopping platform

preferences of male and female millennials in clothing apparel for online and in-
store shopping platforms. It determined their shopping platform preferences in
terms of convenience in shopping, quality of apparel, and product offering based
on the seven elements of the marketing mix. This study targeted only towards
male and female millennial consumers in Manila City who are aged between 28
and 43 or born between 1981 and 1996. These participants must have experience
shopping for clothing apparel both online and in-store, making them qualified for
this study. However, there are limitations to the study that are considered: The
researchers had no control over the number of respondents. According to data
from the Philippine Statistics Authority (2023), as of 2020, there are
approximately 2.56 million millennials in Manila City, however the researchers
were only able to gather .00198% of the respondents, reflecting only the shopping
platform preferences of the sample the researchers were able to gather in their
crowdsourcing poster. This study also did not specify the shopping platform
preferences of male and female millennials from each of the six districts due to
the lack of respondents that the researchers were able to gather from each district.
The study relies heavily on self-reported Likert-scale questionnaire data, which
may introduce bias based on respondents' shopping platform preferences.
Furthermore, the study is inclined to a specific kind or brand or type of clothing
apparel, and solely examines the 7 Ps of marketing mix to determine the
convenience in shopping, quality of apparel, and product offering of online and
in-store shopping platforms.
SIGNIFICANCE OF THE STUDY
The study "Shopping Platform Preferences of Male and Female

Millennials: A Comparative Analysis of Online and In-store Clothing Apparel
Purchases" will reveal findings that will be able to benefit certain people as
follows:
Retailers of Clothing Apparel. Retailers from the clothing industry will

gain insights into male and female millennial consumer shopping platform
preferences in Manila City, enabling them to re-assess and develop their
own multi-platform marketing material or optimize their use of the 7 Ps to
attract and retain male and female millennial consumers efficiently.
Marketing Professionals. The study will give marketing professionals an

overview to better understand the preferences of male and female
millennial consumers in Manila from online and in-store shopping
platforms. This will guide them to provide an efficient marketing strategy
from the 7 Ps of Marketing in driving their clothing apparel business
towards success.
Millennial Consumers. For consumers, this study provides an

opportunity to understand their values and preferences in shopping better,
offering insights into the intricacies of online and in-store retail
environments.
Managers in the Clothing Industry. Managers can benefit from the

study's findings to identify areas for improvement in the 7 Ps, enhancing
their strategies for both online and in-store shopping experiences of male
and female millennial consumers.
Fashion Designers. The benefits of this to fashion designers are they will
better understand the needs of their target market when it comes to
branding and the preferences of their customers when it comes to clothing
apparel, enabling them to create designs that their target market will like.
Future Researchers. This study will serve as valuable insight into the
existing business literature by providing research-based data on comparing
millennials' online and in-store shopping preferences. Furthermore, it
enhances understanding of the 7 Ps of Marketing as crucial factors
influencing consumer preferences. This will act as a guideline for
expanding the study of similar fields.
DEFINITION OF TERMS
To gain a clearer understanding of the terms used, the operational

definition of terms that were used in the study are provided below.
Clothing Apparels. Clothing related items or a piece of garment/fabric a

person is wearing. In this study, clothing apparel is generalized as a
product that millennial consumers buy to clothe their bodies.
Convenience of Shopping. In this study, it was used to determine the

factors considered by male and female millennials in choosing a shopping
platform preference for purchasing clothing apparel based on the 7 Ps
marketing mix element of Place and Product.
Gender. In this study, it refers to the demographic profile of millennials’

biological identity; being male or female. The researchers focused on this
demographic profile of millennials in comparing the significance of their

shopping platform preferences.
In-store Shopping. The traditional method of purchasing goods where

consumers visit a physical location to purchase products from shelves or
displays. In this study, it is a platform of shopping that requires millennials
to go into the physical location or shops selling clothing apparel and have
a hands-on experience of seeing, touching, and interacting with the
product before making a purchase.
Millennial. This is the generation of individuals who are currently aged

28-43 years old in the year 2024 or would have been born between 1981
and 1996. In this study, the researchers aimed to study millennials’
consideration in choosing a shopping platform preference to purchase their
clothing apparel.
Online Shopping. A form of electronic commerce which allows

consumers to directly buy goods or services from a seller over the Internet
using a website or application. In this study, online shopping is generally
defined as a shopping online platform that provides access to millennial
consumers to browse and purchase clothing apparel through e-commerce
and shopping applications such as Shopee, Lazada, Shein, and other
applications that allows millennials to purchase clothing apparel.
Packaging. This is a 7 P’s that refers to the packaging materials such as

plastic, bags, boxes, and wraps used to pack and protect the product after
purchasing, however, in this study, the packaging is also a factor that the
researchers will indicate if male and female millennial consumers consider
this in choosing a shopping platform preference.
Place. This is a 7 P’s that refers to the distribution strategy that a company
uses to make its products or services available to target customers,
however, in this study, the place is also a factor that the researchers will
indicate if male and female millennial consumers consider this in choosing
a shopping platform preference.
Pricing. This is a 7 P’s that refer to the strategy used by the business to set
its pricing, however, in this study, the pricing is also a factor that the
Process. This is a 7 P’s that refer to the activities involved in delivering

your products or services. In this study, the process is also a factor that the
Product. This is a 7 Ps that refer to the tangible consumer goods offered

by a business venture that satisfy the wants or needs of a specific group of
consumers. In this study, the product considered is the quality of clothing
apparel that the researchers will indicate if male and female millennial
consumers consider this in choosing a shopping platform preference.
Promotion. This is a 7 P’s that refer to the promotional activities,

companies give features and sell the product. In this study, promotion is
also a factor that the researchers will indicate if male and female
millennial consumers consider this in choosing a shopping platform
preference.
Shopping Platform Preference. This is the inclinations that male and

female millennials prefer to have when selecting a platform to purchase
their clothing apparels.
CHAPTER 2
METHODS
This chapter explains the research design and research instruments used in
the study. It covers different areas of the study, such as sample and sampling
procedure, sampling technique, data gathering procedure, and data analysis.
RESEARCH DESIGN
This study used a quantitative approach that utilizes a descriptive
comparative research design. According to Bhandari (2023), quantitative research
is the process of collecting and analyzing numerical data. It can be used to find
patterns and averages, make predictions, test causal relationships, and generalize
results to wider populations. Descriptive comparative research aims to describe
the differences without manipulating the independent variables (Cantrell, 2011).
Therefore, the researchers compared the online and in-store shopping platform
preferences of millennials for clothing apparel and provided a structured
framework for evaluating the distinct aspects of online and in-store shopping
preferences.
SAMPLING & SAMPLING TECHNIQUE

The researchers employed a purposive sampling technique in the selection
of the participants. A crowdsourcing poster on Facebook was utilized to gather
respondents with qualities relevant to the study's scope. Purposive sampling as
defined by Nikolopoulou (2023) is a non-probability sampling technique in which
respondents are selected because they have characteristics the researchers need in
the study. Therefore, this approach allowed the researchers to gather information
about millennial's online and in-store shopping platform preferences, resulting in
a focused dataset. The respondents were selected based on the specific qualities
aligned with the researchers' target demographic, individuals within the millennial
age group or aged 28 – 43 as of 2024 (Brunjes, 2024), residing in Manila City,
and engaging in online and in-store shopping for clothing apparel. According to
data from the Philippine Statistics Authority (PSA), as of 2022, there are
approximately 2.17M Millennials in Manila City. 1 of 43 respondents were
gathered in the study based on the computed sample size.
RESEARCH INSTRUMENT
The research instrument used in this study is a researcher-made
questionnaire in the form of a 4-point Likert Scale, with responses of 4 - Strongly
Agree, 3 - Agree, 2 - Disagree, and 1 - Strongly Disagree. This type of survey is
designed for researchers to gather precise and accurate data. It excludes a neutral
choice to avoid ambiguity and encourages respondents to express their genuine
opinions (David, 2024). The interpretation of the 4-point Likert scale for the
results followed the interpretation from the study of Bakar and Ismail (2020). A
Cronbach's Alpha analysis was tabulated to determine the reliability of the items
in the questionnaire. Cronbach's Alpha's value is to measure the internal
consistency of items (Tavakol & Dennick, 2011), and based on Table 1, the value
is r=.961, signifying high reliability.
The questionnaire comprises of 42 questions with five sections. The first

section states the ethical considerations, such as the general information about the
study and the data privacy agreement. The second section collects demographic
information such as age, place of residence, employment status, and monthly
income bracket of the respondents. The third to fifth sections focus on a series of
closed-ended questions that explore the preferences of male and female
millennials when it comes to shopping online versus shopping in-store to evaluate
the respondents' shopping preferences based on the 7 P's of Marketing: place,
process, product, packaging, price, promotion, and people, which allowed the
researchers to understand the factors that influence male and female millennial
consumers' shopping preferences.
DATA GATHERING PROCEDURE
To gather the data, the researchers prepared a letter requesting for

validation to validate the researcher-made questionnaire. When the letter was
approved and signed by their research advisor, the researchers seek a
psychometrician and three experts in the field of business in St. Anthony School
to ensure that the questionnaire that they constructed aligns with the field they are
studying. Then the researchers applied the changes recommended by the
validators and proceeded to conduct pilot testing for the questionnaire which
acquired a r=.961 reliability score. Afterwards, the researchers created a
crowdsourcing poster and published it on Facebook to scout for participants fit on
the study’s qualifications. The data was collected through an online Google Form
prepared by the researchers and completed by the participants and was closed
when they reached the recommended sample size. After the collection of data, the
researchers tallied all the responses manually with the use of Microsoft Excel and
analyzed the data gathered using Jamovi Software.
DATA ANALYSIS
In the data analysis procedure of this study, to analyze the gathered
respondents, the researchers used the following statistical tools: Independent
Sample T-test. Gerald (2018) defined this method of analysis as a type of
statistical treatment used to compare the mean scores of two sample groups
unrelated to each other to examine their potential differences. The researchers
used Jamovi Software to conduct the independent sample T-test and underwent
statistical analysis of the weighted mean (M) and standard deviation (SD). The
mean is a statistical test for measuring the average as the sum of a set of data
divided by the total quantity of data. The standard deviation is a statistical test to
measure how dispersed the data is in relation to the mean. Low, or small, standard
deviation indicates data are clustered tightly around the mean, and high, or large,
standard deviation indicates data are more spread out (National Library of
Medicine, n.d.). By looking at both mean and standard deviation, the researchers
were able to identify the pattern and distribution of the data.
The interpretation of the 4-point Likert scale for the results followed the
interpretation of the study of Bakar and Ismail (2020). Therefore, the 4-point
Likert scale interpretation of this study is presented in Table 1 below:
Likert Scale Interval Explanation
4 3.25 - 4.00 Strongly Agree
3 2.50 - 3.24 Agree
2 1.75 - 2.49 Disagree
1 1.00 - 1.74 Strongly Disagree
Table 1
4-Point Likert Scaling Level of Measurement for Data Analysis
With the independent samples T-test, the researchers also calculated the p-
value (p), to the measure of probability that the null hypothesis was rejected when
in fact the null hypothesis is true. According to the website of National Library of
Medicine (n.d.), the p-value is related to the significance level. If the critical alpha
value is 0.05, then the p-value must be smaller than 0.05 for the test to have a
statistically significant result. If the p-value is greater than the critical alpha value,
then the test does not have a statistically significant result. The last statistical test
that the researchers used is the degrees of freedom (df) that is used to compare
and differentiate the shopping platform preference between male and female
millennial consumers. The chosen statistical tests and software were appropriate
as they helped the researchers measure the statistical difference between the
shopping preferences of male and female millennials in online or in-store
shopping platforms for clothing apparel. The statistical analysis allowed the
researchers to test the hypothesis by comparing the sample groups’ scores.
CHAPTER 3
RESULTS AND DISCUSSION
In this chapter, the results, discussion, and interpretation of the results for
the gathered 43 responses through the online survey that had been conducted are
presented in this section. The chapter is structured first to provide an overview of
the data collected, followed by a presentation of the results, followed by a
discussion of the implications of these findings. All questionnaires were
completed by male and female millennial consumers in Manila who are born
between 1981 and 1996, with experience on shopping for clothing apparels in
both online and in-store shopping platforms.
Problem 1: What is the demographic profile of the male and female

millennials with shopping preferences on clothing apparel purchases in terms of
gender, age, place of residence, employment status, and monthly income bracket?
The demographic profile of male and female millennials are as follows:

The composition of respondents is quite not balanced with respect to gender. A
total of 43 millennials were gathered as respondents, with 30.2% male and 69.8%
female respondents. As for the age group, there are a total of four categories. In
general, the respondents are mostly millennials in their late-twenties and late-
thirties which make up 51.1% of the total respondents. i.e. 39.5% belong to the
age group 26 – 30, 34.9% belong to age group 39 – 42, 14% belong to age group
35 – 38, and 11.6% belong to age group 31 – 34. In terms of location, all
respondents reside in Manila City, making up the biggest portion within District 5
(58.1%). They were followed by District 1 (14%), District 4 (11.6%), District 6
(9.3%), District 2 (4.7%), and District 3 (2.3%) in descending order based on the
number of respondents. The respondent's employment status in this study is
67.4% employed, 20.9% are unemployed, and 11.6% are self-employed. The
monthly income bracket of these respondents had the majority, or 58.1% earning
less than P18,200 to P36,400 per month, followed by 27.9% earning within
P36,400 to P63,700, then 14% have a monthly income bracket of P63,700 to
P109,200 and above.
Table 2
Demographic Profile of the Respondents
Age n % Residence n %
28 - 30 17 39.53 District 1 6 13.95
31 - 34 5 11.63 District 2 2 4.65
35 - 38 6 13.95 District 3 1 2.33
39 - 43 15 34.88 District 4 5 11.63
District 5 25 58.14
District 6 4 9.30
TOTAL 43 100.0 TOTAL 43 100.0
Gender n % Employment Status n %
Male 13 30.23 Employed 29 67.44
Female 30 69.77 Self- Employed 5 11.63
Unemployed 9 20.93
TOTAL 43 100.0 TOTAL 43 100.0
Monthly Income n %
Bracket
Less than 18,200 to 25 58.14

36,400
36,400 to 63,700 12 27.91
63,700 to 109,200 6 13.95

and above.
TOTAL 43 100.0
Problem 2: What are the factors considered in choosing shopping

platform preferences in terms of convenience of shopping, quality of product, and
overall product offered?
Convenience of Shopping
The results from Tables 3.1 A and B below shows the interpretation of the
responses on the factors that male and female millennials consider in choosing a
shopping platform preference, specifically on online and in-store shopping
platforms, for purchasing clothing apparel based on the convenience of shopping.
Table 3.1
Millennials Online Shopping Platform Preference - Convenience of Shopping
Male Female
M SD Int M SD Int
Purchasing clothing apparel without 2.77 0.832 Agree 3.03 0.718 Agree
visiting physical stores.
Shop on online shopping platforms 3.15 0.689 Agree 2.90 0.712 Agree
because I can.
Filter the categories of clothing apparel 3.00 0.913 Agree 2.70 0.651 Agree
through online application’s interface. Ex.:
color, material, etc.
Selecting clothing apparel in online 3.08 0.641 Agree 2.90 0.662 Agree
shopping is efficient and speedy.
Purchasing clothing apparel by viewing the 2.85 0.801 Agree 3.03 0.718 Agree
presented images, descriptions, and
customer reviews through online shopping
platforms.
Shop for clothing apparel options through 3.08 0.954 Agree 3.10 0.662 Agree
online shopping platforms with "Similar
Products' Recommendation".
Overall Convenience of Online 3.06 0.519 Agree 2.93 0.409 Agree

Shopping Platform
Note. N = 43 (male 13; female 30); Score range. Very low (1.00-1.74), low (1.75-2.49), high
(2.50-3.24), and very high (3.25-4.00).
Based on the Likert Scale Level of Measurement presented in the data

analysis above, the analyzed data reveals that both male (M = 3.06, SD = 0.519)
and female (M = 2.93, SD = 0.409) millennials ‘agree’ with the factors that
indicate the considerations of convenience to shop for clothing apparel in an
online shopping platform. We can infer from Table 3.1A that male millennials'
first factor for considering an online shopping platform is because they are able to
(M = 3.15, SD = 0.641). Next is male millennials' second factor for considering
an online shopping platform is the efficiency in purchasing clothing apparel
online (M = 3.08, SD = 0.954). Lastly, male millennials' third factor for
considering an online shopping platform is its ability to recommend similar
products (M = 3.08, SD = 0.954). As for female millennials, the first factor for
considering an online shopping platform is the ability to filter the categories of
clothing apparel through the websites and applications. (M = 3.10, SD = 0.662).
Next is female millennials' second factor for considering an online shopping
platform is the accessibility in purchasing clothing apparel online (M = 3.10, SD
= 0.662). Lastly, female millennials' third factor for considering an online
shopping platform is the confidence they get from the presentations and reviews
of the clothing apparel online (M = 3.03, SD = 0.718).
Table 3.1 B
Millennials In-store Shopping Platform Preference - Convenience of Shopping
Male Female
M SD Int M SD Int
Physical stores make me feel more 3.38 0.961 Strongly 3.53 0.819 Strongly
secure in purchasing my clothing Agree Agree
apparel.
The inviting ambiance of physical 3.38 0.768 Strongly 3.60 0.563 Strongly
stores influences my purchasing Agree Agree
preference for clothing apparel.
Clothing apparel displayed on 3.31 0.630 Strongly 3.23 0.728 Agree

racks and shelves are easier to find Agree
in physical stores.
I prefer purchasing clothing apparel 3.31 0.947 Strongly 3.53 0.629 Strongly
in physical stores for the immediate Agree Agree
gratification of receiving the
clothing apparel right away.
I find it more convenient to return 3.46 0.967 Strongly 3.47 0.730 Strongly
defective clothing apparel in Agree Agree
physical stores rather than dealing
with online processes.
The option for cashless transactions 3.00 0.913 Agree 3.37 0.718 Strongly
in physical stores influences my Agree
purchases preferences for clothing
apparel.
Overall Convenience of In-store 3.43 0.469 Strongly 3.47 0.418 Strongly
Shopping Platform Agree Agree
(2.50-3.24), and very high (3.25-4.00).
However, based on the Likert Scale Level of Measurement presented in

the data analysis above, the analyzed data reveals that both male (M = 3.43, SD =
0.469) and female (M = 3.47, SD = 0.418) millennials ‘strongly agree’ with the
factors that indicate the considerations to purchase clothing apparel in an in-store
shopping platform. We can infer from Table 3.1 B that male millennials' first
factor for considering an in-store shopping platform is the convenience in
returning defective clothing apparel in-store rather than dealing with online
processes (M = 3.46, SD = 0.967). Next is male millennials' second factor for
considering an in-store shopping platform is the inviting ambiance that influences
male millennials in purchasing clothing apparel in-store (M = 3.38, SD = 0.768).
Lastly, male millennials' third factor for considering an in-store shopping platform
is the security that physical stores provide (M = 3.38, SD = 0.961). As for female
millennials, the first factor for considering an in-store shopping platform is the
inviting ambiance that influences female millennials in purchasing clothing
apparel in-store (M = 3.60, SD = 0.563). Next is female millennials' second factor
for considering an in-store shopping platform is the immediate gratification of
receiving the clothing apparel (M = 3.53, SD = 0.629). Lastly, female millennials'
third factor for considering an in-store shopping platform is the security that
physical stores provide (M = 3.53, SD = 0.819).
Therefore, in terms of the Convenience of Shopping for online and in-

store shopping platforms, male and female millennials consider factors from
Placement and Process in purchasing clothing apparels. When it comes to
Placement, the findings show that male and female millennials both consider
convenience but with different factors. Moran (2017) discussed that millennials
are the first digital native generation; they grew up with the internet and many
other technological advances, making them familiar with digital shopping
platforms. This is supported by the article of Supermarket News (2023) that
online shopping is preferred by millennials because of the influence of technology
in their generation. The finding of this study states that male millennials consider
the ease and efficiency in online shopping by navigating desired items easily and
online shopping platform's ability to recommend similar products. This statement
is supported by Ferrer (2018) that the convenience brought by technology in
shopping has become part of the preferences of many Millennials and consider the
speed, efficiency, ease in their purchasing decisions. Meanwhile, female
millennials consider online platforms because they can easily filter the categories
of clothing apparels online, have ability to easily purchase online, and the
confidence in product presentations and reviews provided by the online shopping
platform. This was supported by the result of Ilias et. al. (2022) study about the
significant factors that have influence on the online purchase intention of
consumers, in which we can infer that female millennials' online purchase
experiences are maximized by the features of online shopping platforms from
filtering their preferred style, color, or material in clothing apparels. Another
factor from his study is the influence of online trust that supports the results of
this study stating that female millennials gain confidence in purchasing clothing
apparels online when product presentations and reviews are provided by the
online shopping platform.
Brooks (2021) stated that although purchasing clothing apparels through

online shopping platforms are more convenient, consumers still prefer to make
purchases in-store. The first statement contradicts with the results of the study as
the findings states that male and female millennials much prefer to purchase their
clothing apparels in-store in terms of convenience; male and female millennials
both 'strongly agree’ that purchasing clothing apparel is much more convenient
in-store rather than online shopping platforms. Both genders feel secure when
they purchase their clothing apparel in-store. Another that both genders consider
is the inviting ambiance of physical stores. To support this statement, it was
revealed in the study of Tlapana (2021) about the impact of store layout on
consumer buying behavior is that in-store design and shopping atmosphere

influence the consumers preferences. Other than that, the findings of shopping in-
store show that male and female millennials both consider the Process in
convenience of shopping but with different factors: Male millennials consider the
ease of returning defective clothing apparel in physical stores rather than dealing
with online processes as male millennials consider the immediate gratification of
the product. The second statement contradicts the findings from Maheshwari
(2022) study that online shopping platforms offer hassle-free returns. Meanwhile,
female millennials consider purchasing clothing apparel in physical stores for the
immediate gratification of receiving the clothing apparel. Thus, the impulse
purchase orientation of consumers has a significant and positive influence on
female millennials in choosing a shopping platform preference (Ilias et. al.,
2022).
Quality of Product
The results from Tables 3.1 C and D below shows the interpretation of the
platforms, for purchasing clothing apparel based on the Quality of Product.
Table 3.1 C
Millennials Online Shopping Platform Preference - Quality of Product
Male Female
M SD Int M SD Int
Availability of a diverse range of products in 3.23 0.725 Agree 3.00 0.643 Agree
online shopping platforms influences my
purchasing preference.
Clothing apparel that are currently in trend 2.69 0.947 Agree 2.77 0.774 Agree
in online shopping platforms that reflect the
latest fashion trends.
Availability for international shops on my 2.92 0.641 Agree 3.23 0.626 Agree
preferred online shopping platform expands
my options to shop for clothing apparels not
found in my local stores.
My commitment to sustainability 3.15 0.689 Agree 3.07 O.691 Agree

discourages me from purchasing online
shopping platforms due to their use of non-
biodegradable packaging.
I value labels and information presented in a 3.08 0.760 Agree 3.37 0.669 Strongly
clear and informative packaging for Agree
important details about the clothing apparel
in online shopping platforms.
The durability of packaging from online 3.00 0.707 Agree 3.03 0.718 Agree
shopping platforms influences my
confidence in the safety and condition
during transportation and storage until I
receive the product.
Overall Convenience of Online Shopping 3.07 0.539 Agree 3.06 0.360 Agree
Platform
(2.50-3.24), and very high (3.25-4.00).

indicate the considerations to the overall quality of products on in an online
shopping platform. We can infer from Table 3.1C that male millennials' first
factor for considering an online shopping platform is the availability of a diverse
range of clothing apparel on online shopping platforms (M = 3.23, SD = 0.725).
Next is male millennials' second factor for considering an online shopping
platform is the sustainability concerns in terms of packaging the clothing apparel
(M = 3.15, SD = 0.689). Lastly, male millennials' third factor for considering an
online shopping platform is the informative packaging (M = 3.08, SD = 0.760).
As for female millennials, the first factor for considering an online shopping
platform is female millennials’ high consideration for informative packaging (M =
3.37, SD = 0.669). Next is female millennials' second factor for considering an
online shopping platform is the availability of a diverse range of products on
online shopping platforms, providing them with extensive variety and options (M
= 3.23, SD = 0.626). Lastly, female millennials' third factor for considering an
online shopping platform is female millennial’s confidence in the durability of
packaging from online shopping platforms, which influences their confidence in
the safety and condition of clothing apparel during transportation and storage until
receipt (M = 3.03, SD = 0.718).
Table 3.1 D
Millennials In-Store Shopping Platform Preference - Quality of Product
Male Female
M SD Int M SD Int
Try on multiple sizes or styles of clothing 3.46 0.660 Strongly 3.53 0.629 Strongly
in physical stores enables me to find the Agree Agree
perfect fit and make informed decisions
about which items to purchase.
Checking the clothing apparel in physical 3.46 0.776 Strongly 3.57 0.626 Strongly
stores gives me assurance of the product's Agree Agree
quality.
Purchase clothing apparels in physical 3.62 0.650 Strongly 3.63 0.556 Strongly
stores to avoid receiving the wrong order Agree Agree
or size, have stitching issues, or other
defects make me cautious about online
purchases.
Packaging of clothing apparel in physical 3.38 0.650 Strongly 3.33 0.661 Strongly
stores adds to the presentation and value of Agree Agree
the clothing apparel.
My commitment to sustainability 3.31 0.630 Strongly 3.47 0.571 Strongly

encourages me to purchase in physical Agree Agree
stores due to their ethical practices.
The availability of customization options 3.15 0.689 Agree 3.30 0.702 Strongly
for packaging the clothing apparel in the Agree
physical store influenced my decision to
purchase in-store.
Overall Quality of Product in In-store 3.43 0.618 Strongly 3.47 0.450 Strongly
Shopping Agree Agree
(2.50-3.24), and very high (3.25-4.00).

0.469) and female (M = 3.47, SD = 0.418) millennials ‘strongly agree’ with the
factors that indicate the considerations of the quality of product in an in-store
shopping platform. We can infer from Table 3.1 D that male millennials' first
factor for considering an in-store shopping platform is the assurance of receiving
the correct product (Mean = 3.62, SD = 0.650). Next is male millennials' second
factor for considering an in-store shopping platform is the ability to physically
check clothing apparel in-store (Mean = 3.46, SD = 0.776). Lastly, male
millennials' third factor for highly considering an in-store shopping platform is the
presentation and value added to the packaging of the clothing apparel when
purchasing in-store (Mean = 3.38, SD = 0.650). As for female millennials, the
first factor for considering an in-store shopping platform is the assurance of
checking clothing apparel’s quality (M = 3.57, SD = 626). Next is female
millennials' second factor for considering an in-store shopping platform is the
ability to physically fit multiple sizes or styles of clothing apparel (Mean = 3.53,
SD = 0.629). Lastly, female millennials' third factor for considering an in-store
shopping platform is also the assurance of receiving the correct product. (Mean =
3.63, SD = 0.556).
Therefore, in terms of Quality of Product for online and in-store shopping

platforms, male and female millennials consider factors from Product and
Packaging for purchasing clothing apparels. When it comes to Online shopping
platforms, the findings show that male and female millennials consider the
Quality of Product but with different factors. Male and Female consider the
availability of a diverse range of products in online shopping platforms for
purchasing clothing apparel. According to Asia, (2023) E-commerce applications
such as Shopee and Lazada allow consumers to access multiple brands, styles, and
sizes within one shopping application. However, aside from the diverse
availability of shopping apparels, findings show that male and female millennials
consider the Packaging of shopping in an online shopping platform in terms of
quality of product but in different factors; Male and female consider the online
shopping platforms because of their clear and informative packaging for
important details about the clothing apparel in online shopping platforms such as
care instructions, size guides, and brand mark. Male millennials are discouraged
with the use of non-biodegradable packaging while females consider durability of
the clothing apparel until female millennials receive the product. Hussain (2015)
stated that packaging has a positive effect on the consumer buying behavior that
tells important information such as the size and labeling of the product.
Sustainable and informative packaging with labels, graphics, instructions,
positively influences the purchasing behavior of consumers by the provided
information and delivering functions that attract consumers into the online
shopping platform (Ahmed et. al., 2014).
On the other hand, male and female millennials also consider the Product
and Packaging for purchasing clothing apparels in an in-store shopping platform
but with different factors. The findings show that both male and female
millennials consider the ability to physically fit clothing apparel and have the
assurance of receiving the correct sizing and avoid purchasing clothing apparel
with defects. This is because Sisca et. al., (2022) stated that clothing apparel
requires a more in-depth examination before consumers decide to purchase these
products, particularly by feeling the fabric's softness and inspecting stitching
which can only be done by shopping in-store for them to get the right size and
make informed decisions about their clothing apparel purchases. Aside from this
factor, findings show that male and female millennials consider the Product and
Packaging of in-shopping platform in terms of quality of product but in different
factors; male millennials also consider the additional value added in packaging of
the clothing apparel when purchased in-store, meanwhile females consider the
assurance of receiving the correct product when they personally purchase it by

themselves in-store.
Overall Product Offering
The results from Tables 3.1 E and F below show the interpretation of the
platforms, for purchasing clothing apparel based on the overall product offering.
Table 3.1 E
Millennials Online Shopping Platform Preference - Overall Product Offering
Male Female
M SD Int M SD Int
Off-price deals and discounts that influences 3.31 0.630 Strongly 3.10 0.607 Agree
my decision to purchase clothing apparel Agree
online rather than in the physical store.
Lowest price or value in an online shop than 3.15 0.689 Agree 3.07 0.691 Agree
in physical store purchases.
Promotions from online shops that reduce 3.23 0.725 Agree 3.13 0.571 Agree
the transportation cost of my purchase.
Online presence of a brand impacts my 3.23 0.439 Agree 2.97 0.556 Agree
preference for purchasing clothing apparel.
I shop online for clothing apparel because of 3.15 0.555 Agree 3.00 0.587 Agree
the exclusive promotions and discounts it
offers.
The brand's promotional strategy of aligning 2.92 0.641 Agree 3.10 0.548 Agree
with current online trends influences my
purchases.
I am intrigued by exclusive live selling 3.00 0.913 Agree 3.00 0.743 Agree
offers.
The responsiveness and helpfulness of 3.31 0.630 Agree 3.13 0.730 Agree
customer service representatives greatly
influence my satisfaction with my online
shopping experience.
The customer service representatives are 3.08 0.641 Agree 2.97 0.615 Agree
proficient in managing operations in an
online shopping setup.
Overall Product Offering in Online 3.19 0.484 Agree 3.02 0.319 Agree
Shopping
(2.50-3.24), and very high (3.25-4.00).

indicate the considerations to the overall product offering of clothing apparel in an
online shopping platform. We can infer from Table 3.1 E that male millennials'
first factor for considering an online shopping platform is the advantage of off-
price deals and discounts offered in online shopping platforms (Mean = 3.31, SD
= 0.630). Next is male millennials' second factor for considering an online
shopping platform is the online promotions and discounts offered exclusively in
an online shopping platform (Mean = 3.15, SD = 0.555). Lastly, male millennials'
third factor for considering an online shopping platform is the online brand
presence as promotions seen through various digital channels (Mean = 3.23, SD =
0.439). As for female millennials, the first factor for considering an online
shopping platform is also the advantage of off-price deals and discounts
exclusively offered in an online shopping platform (Mean = 3.10, SD = 0.607).
Next is female millennials' second factor for considering an online shopping
platform is the belief of finding lower prices or better value online of clothing
apparel in different online shopping platforms (Mean = 3.07, SD = 0.691). Lastly,
female millennials' third factor for considering an online shopping platform is also
the influence of exclusive promotions and discounts offered in an online shopping
platform (Mean = 3.00, SD = 0.587).
Table 3.1 F
Millennials In-Store Shopping Platform Preference - Overall Product Offering
Male Female
M SD Int M SD Int
Physical stores avoid incurring 3.15 0.689 Agree 3.10 0.712 Agree
additional fees.
Subscriptions to fashion loyalty 2.77 1.013 Agree 2.83 0.913 Agree

programs influence my decision to make
purchases in the physical store.
Purchasing in the physical store to take 3.15 0.689 Agree 3.20 0.664 Agree
advantage of discounts available
exclusively on this platform.
Participating in physical store events 2.69 0.947 Agree 2.63 0.718 Agree
influence me to engage in promotional
activities at the physical location.
Exclusive brand collaborations with 3.08 0.954 Agree 2.77 0.728 Agree
limited-edition offerings in-store
influences me to buy clothing apparels.
When there are significant discounts and 3.46 0.660 Strongly 3.43 0.626 Strongly
promotions offered from End-of-season, Agree Agree
holidays, or clearance sales.
The demeanor of staff who offer 3.38 0.650 Strongly 3.13 0.681 Agree
personalized advice encourages me to Agree
return to the physical store.
Physical store assistance from staffs’ is 3.23 0.832 Agree 3.13 0.571 Agree
reliable and knowledgeable about the
clothing apparel being offered.
Physical store staff can provide advice 3.31 0.751 Strongly 3.23 0.568 Agree
and recommendations tailored to my Agree
clothing preferences.
Overall Product Offering of In-Store 3.25 0.480 Strongly 3.07 0.444 Agree
Shopping Platform Agree
(2.50-3.24), and very high (3.25-4.00).

0.480) and female (M = 3.07, SD = 0.444) millennials ‘agree’ with the factors that
indicate the considerations to the overall product offering of clothing apparel in an
in-store shopping platform. We can infer from Table 3.1 F that male millennials'
first factor for highly considering an in-store shopping platform is the seasonal
discounts such as end-of-season, holidays, or clearance sales, and other similar
events (M = 3.46, SD = 0.660). Next is male millennials' second factor is the high
consideration for an in-store shopping platform is the demeanor and
professionalism of staff that show genuine interest in assisting male millennials in
purchasing clothing apparel (M = 3.38, SD = 0.650). Lastly, male millennials'
third factor for considering an in-store shopping platform is the personalized
styling advice and recommendations of staff for clothing apparel purchases that
makes male millennials return to the physical store (M = 3.31, SD = 0.751). As
for female millennials, the first factor for considering an in-store shopping
platform is also the seasonal discounts such as end-of-season, holidays, or
clearance sales, and other similar events (M = 3.43, SD = 0.626). Next is female
millennials' second factor for considering an in-store shopping platform is also the
personalized styling advice and recommendations of staff for clothing apparel
purchases that makes female millennials return to the physical store (M = 3.23,
SD = 0.568). Lastly, female millennials' third factor for considering an in-store
shopping platform is the brand deals or and sales exclusively available in-store (M
= 3.20, SD = 0.664).
Therefore, in terms of the Overall Product Offering for online and in-store
shopping platforms, male and female millennials consider factors from Price and
Promotion in choosing a shopping platform for purchasing clothing apparels.
According to Castillo (2018) that selling in the Philippines remains to be a very
challenging task to marketers because Filipinos are intelligent consumers who
want more value for their money and more savings at the end of the transaction.
When it comes to Price, findings show that male and female millennials consider
the factor of the exclusive promotions and discounts offered by shopping
platforms, as they seek to maximize their purchasing power. Consumers utilize
the internet to purchase the same goods at a lesser price than they would in-store
due to purchasing conditions (Vasićet et. al., 2019). Many consumers anticipate
that online shopping platforms offer goods and services at a lesser cost than in-
store shopping platforms. Daylo (2022) states that consumers can compare
product prices from numerous websites and locate products at lower costs, on
which female millennials agree. When it comes to Promotion, many online sellers
offer discounts and voucher codes for online purchases, unlike in-store where it is
rare to find an in-store voucher unless the store is hosting a special event, which
attracts consumers because of the decrease in price. This can be supported by the
study of Suvadarshini and Mishra (2021) that the buying decision-making styles
of the consumers is due to the predominant influence of the income. Millennials
consider the factor for promotion of in-store shopping platforms because of the
seasonal discounts, which is also a determinant to decrease the pricing of clothing
apparels. Regardless, the factor of People is only observed in an in-store shopping
platform as male and female millennials consider the demeanor and
professionalism of staff to give personalized styling advice and recommendations
makes millennials purchase clothing apparels in-store. According to McCabe
(2024), in-store shopping allows consumers to experience customer service from
professional and well-trained employees. It was mentioned in the study of Merwe
et. al. (2008) that when the clothing sales assistant and the consumers interact in-
store, sales assistant’s attributes influence consumer’s perceptions and purchasing
decisions. Helpful, competent, and friendly sales assistants will create a positive
frame of mind amongst consumers, which will lead to consumer satisfaction with
the sales assistant’s service. However, in online shopping, consumers cannot
easily contact the sellers and rely on their own when there are some questions to
ask about the product.
Problem 3: Is there a significant difference in the shopping platform preference

of male and female millennial consumers in purchasing clothing apparel?
Table 3.2 presents the gathered data on male and female millennial’s
online or in-store shopping platform preferences in terms of convenience of
shopping; quality of product; and overall product offered. Given that the p-value
of ≤ 0.05, obtained from the questionnaire, indicates statistical significance in the
differences observed between the preferences of male and female millennials
regarding shopping platforms.
Table 3.2: Comparison of Millennials’ Shopping Platform Preference

df p Interpretation*
Online Shopping Platform - Convenience of Shopping 0.420
In-store Shopping Platform - Convenience of Shopping 0.784
Overall Convenience of Shopping 0.698 Not Significant
Online Shopping Platform - Quality of Product 39.0 0.929

In-store Shopping Platform - Quality of Product 0.840
Overall Quality of Product 0.930 Not Significant
Online Shopping Platform - Overall Product Offered 0.188
In-store Shopping Platform - Overall Product Offered 0.244
Overall Product Offered 0.152 Not Significant

Note. Hₐ μ Female ≠ μ Male
*Difference is significant at 0.05 level.
Convenience of Shopping
In Table 3.2A it reveals that there is no significant difference in shopping
platform preference between male and female millennial consumers regarding
convenience of shopping. The p-values for both online shopping (0.420) and in-
store shopping (0.784) are greater than 0.05, indicating that both online and in-
store are convenient platforms for purchasing clothing apparels.
Quality of Product
There is no significant difference in shopping platform preference between
male and female millennial consumers regarding the quality of the product. The
p-values for both online shopping (0.929) and in-store shopping (0.840) are
greater than 0.05, indicating that both online and in-store platforms carry quality
clothing apparel.
Overall Product Offered

There is no significant difference in shopping platform preference between
male and female millennial consumers regarding the overall product offered. The
p-values for both online shopping (0.188) and in-store shopping (0.244) are
greater than 0.05, indicating that both online and in-store’s overall product
offering surpassed the total expectations of consumers in purchasing clothing
apparels.
Overall, the findings from this Table 3.2 shows indicators that there is no
significant difference in the shopping platform preferences between male and
female consumers in purchasing clothing apparel in terms of convenience of
shopping, quality of product, and overall product offered as they all have p-value
greater than and not equal to 0.05.
CHAPTER 4
SUMMARY, CONCLUSIONS AND RECOMMENDATION
This chapter will provide a summary of the findings of the research work.
It will also present the conclusions of the researchers based on the data gathering
procedures done and recommendations from the conclusions made.
SUMMARY OF FINDINGS
The main objective of this study is to identify and compare the shopping
platform preferences of male and female millennials for purchasing clothing
apparel online or in-store shopping platform preferences. The survey focused on
the millennial age group (28-43) living in Manila City. In terms of convenience of
shopping platforms, both male and female millennials consider factors related to
convenience when purchasing clothing apparel online and in-store. Male
millennials value the ease of finding desired items and the efficiency of the
purchasing process, while females prioritize filtering clothing categories and
accessibility. Then, in terms of the quality of products, both male and female
millennials prioritize different aspects depending on whether they are shopping
online or in-store. Male millennials prioritize a wide variety of clothing options,
sustainability in packaging, and informative packaging when shopping online.
Moreover, females prioritize informative packaging, diverse product

options, and confidence in packaging durability for online shopping. For in-store
shopping, both genders prioritize product quality, with males focusing on the
assurance of receiving the correct product and the packaging presentation. In
contrast, females prioritize the assurance of checking clothing quality and the
ability to try multiple sizes or styles. Regarding the overall product offered, male
and female millennials prioritize the variety and attractiveness of clothing apparel
when purchasing online. Males prioritize off-price deals and discounts, exclusive
online promotions, and brand presence, while females prioritize similar factors
and emphasize finding lower prices or better value online. In contrast, for in-store
shopping, both genders prioritize seasonal discounts, personalized styling advice,
and brand deals exclusive to physical stores.
The study, backed by statistical analysis, found that there is no significant

difference between online and in-store shopping preferences among millennial
clothing consumers. With a confidence level of [95%], both genders prioritize
value for money and appreciate the variety of offerings on both platforms because
millennials are value-conscious clothes shoppers who prioritize quality across
online and in-store platforms. They seek variety, informative packaging, and
competitive prices. Online, they value convenience and exclusive deals. In-store,
they prioritize trying clothes for fit and appreciate personalized service.
CONCLUSIONS
For male millennials, the main reason they prefer in-store shopping is the
assurance of receiving the correct product, while for female millennials, it is about
ensuring the quality of the clothing they buy. This is because they prefer to see
and touch the items with the assurance that they have the right product. Regarding
pricing, males and females prefer in-store shopping because of the off-price deals
or discounts they can find, which saves them money. This is because they are
more attracted to buying items at a lower price than their actual cost. Based on the
results, male and female millennials prefer in-store shopping because of the
excellent ambiance, welcoming atmosphere, immediate satisfaction, and security
provided by physical stores. This is because they are drawn to stores with a
pleasant atmosphere. It turns out that female millennials prefer online stores
because of the brands promoted through various digital channels, as this
influences them to buy products even if they do not necessarily need them, just
because of the promotion. When it comes to dealing with people, both female and
male millennials prefer in-store shopping because of the friendly and professional
demeanor of the staff, who genuinely assist them and provide personal styling
advice and recommendations. Male millennials prefer online shopping platforms
because of sustainability concerns regarding packaging.
On the other hand, female millennials prioritize informative packaging and

the availability of a diverse range of products. Male millennials find it more
convenient to buy clothing in-store because returning defective items is easier
than dealing with online processes. This is because when shopping in-store, they
have a better chance to see and inspect the items, making it easier to return them
if there is a problem. The findings of this study accept the null hypothesis that
there is no significant difference in the shopping platform preference of male and
female millennial consumers when purchasing clothing apparel.
RECOMMENDATION
The researchers of this study recommend the following to future

researchers who will conduct a study similar to this topic:
1. Expand Sample Size. The researchers recommend future researchers to

increase the sample size to enhance the generalizability of findings and
capture a more diverse range of perspectives.
2. Geographic Variation. The researchers recommend future researchers to

explore shopping preferences among millennials in different geographic
regions to understand how factors like urbanization and socio-economic
status influence consumer behavior.
3. Consider Other Variables. The researchers recommend future

researchers to explore additional variables that may influence shopping
preferences, such as brand loyalty, environmental consciousness, or social
influences from peers and social media.
4. Different Generations. The researchers recommend future researchers

that conduct research on a different generation that exacts on your age to
get a hassle-free survey, with that you will not struggle to get respondents
in the different generations.
5. Explore Beyond Clothing. The researcher recommends investigating

consumer preferences in other product categories like electronics,
household goods, and personal care items. This broadens understanding of
diverse shopping behaviors and helps retailers adapt effectively.
CHAPTER 5
PROJECT PROPOSAL
With the results and conclusion found in this study, the development
of a multi-platform marketing material aiming to enhance millennials' shopping
experience for online and in-store shopping platforms for clothing apparel was
proposed by the researchers.
PROJECT TITLE
Multi-platform Discount Application entitled “Savvy”. As defined by

Dictionary.com (2021), Savvy is the ability to make good judgments. Therefore,
the researchers were able to come up with the shopping application “Savvy”, a
free shopping application that allows users to claim and search for available offers
and deals on the internet that will give discounts or cashback on their clothing
apparel purchases. It goes with the tagline: “Save in Style”. With one click the
shopping extension automatically searches for and tests available coupon codes at
checkout on popular sites available to be used for online and in-store shopping.
RATIONALE
Results of the study shows that regardless of shopping platform,
millennials are drawn by where they can save more money; they prefer to shop
the platforms with better deals and discounts. Therefore, creating the app
“Savvy”, that gives users with exclusive deals and discounts from various online
and in-store retailers, perfectly aligns with the preferences of millennials. "Savvy"
aims to help users save money by focusing on offering the best deals available,
ensuring they can make smart shopping choices. The app will gather and organize
offers, making it easy for users to compare prices across different stores. And
"Savvy" strives to improve the shopping experience by creating a simple interface
that allows users to find and use discounts easily. For online shopping, the app
will automatically apply coupon codes, while for in-store purchases, it will show
nearby stores with promotions. "Savvy" also emphasizes the importance of
product quality by providing clear information about deals and encouraging user
feedback. With its user-friendly design, "Savvy" aims to be accessible to all users,
making shopping more enjoyable and saving money simpler. Engaging with
customers across various platforms fosters deeper connections and encourages
interaction, resulting in higher engagement levels and enhanced brand loyalty.
OBJECTIVES
Savvy aims to achieve three main objectives, maximizing savings,
enhancing the shopping preferences, and ensuring product quality. Through user-
friendly features and multi-platform marketing strategies, "Savvy" strives to
become the preferred choice for informed shopping decisions and increased
savings among shoppers seeking discounts on clothing apparel purchases.
Maximize Savings. The application puts emphasis on maximizing the

savings users will get by offering the best available deals and discounts.
The app will collect and compile these offers from a wide range of online
and in-store retailers ensuring that consumers can make informed
purchasing decisions and take full advantage of available offers. The app
will have a tool for price comparison shopping platforms that is a feature
that compares the prices of clothing apparel across different retailers to
ensure users are getting the best possible price. It will also notify users of
special events in both platforms, such as approaching flash sales or
exclusive promotions or by comparison if a lower price is found for an
item they are interested in.
Elevate Shopping Experience. The primary goal is to innovate the

shopping experience for consumers by developing a user-friendly interface
that allows users to easily search for and apply discounts and cashback
offered in online and in-store shopping platforms for clothing apparel
purchases. For online, the app will integrate with popular online shopping
sites to automatically search for and apply the best available coupon codes
at checkout. Meanwhile, for in-store, the app will have a “Stores Near me”
navigation feature that will be utilizing GPS technology. It will allow
users to discover nearby stores and show the promotions and events with
discounts and deals in the selected store. Users can save their favorite
stores to quickly access updates on new deals and promotions specific to
those locations. Detailed store information, including opening hours,
contact details, and special in-store events, will be accessible through the
app. After confirming a clothing apparel purchase through the app, it will
offer a personalized dashboard where users can track their savings, view
their purchase history, and receive recommendations based on their
shopping preferences.
Give Assurance in Product Quality. The app is dedicated to building

trust in product quality assurance by providing clear and detailed
information about each deal, including terms, conditions, expiration dates,
and any applicable restrictions. Users can access real-time information on
product availability, such as color and size options, both in-store and
online. Upon receiving their clothing apparel, users are encouraged to
leave reviews and ratings, contributing to a community-driven quality
assurance system. This comprehensive approach ensures that users have
access to reliable, transparent, and up-to-date information, enhancing the
overall shopping experience and trust in the app.
Multi-platform Marketing Application. This app will utilize strategies

to connect with users across various channels. This involves using social
media platforms such as Facebook, Instagram, TikTok, and YouTube to
share engaging posts and ads. The project will run email marketing
campaigns to keep users informed about news, special offers, and app
updates. Creating valuable content about saving money on clothing and
sharing it across different platforms will attract more users and spark
interest in the app. Also, Ensuring the app's visibility in app stores,
optimizing search engine results, and placing short 15-second ads on
YouTube to catch users' attention will enhance its visibility and broaden
its audience reach.
Have an Inclusive App Interface. The app will prioritize the ease of use
by featuring a user-friendly interface designed to be accessible to many
shoppers. Inspired by popular online shopping platforms, the interface
ensures easy navigation and an aesthetically pleasing experience. The
app's design facilitates quick access to both online and in-store deals,
while features like personalized recommendations, reviews, and ratings
are easily accessible. This focus on user-friendliness ensures that all users,
regardless of technical proficiency, can efficiently utilize the app's features
to maximize their savings and enjoy a hassle-free shopping experience.
TARGET AUDIENCE/COMMUNITY
The target audience of this project includes price-conscious shoppers of

clothing apparel within the millennial generation who frequently purchase
clothing apparels. Millennials are known for their inclination towards technology
and their preference for shopping experiences that offer value. Shoppers are
individuals who derive extensive pleasure from the act of shopping, often seeking
out new trends, exclusive deals, and exciting purchases. They are highly engaged
consumers, constantly on the lookout for discounts and deals mindful of their
budgets. By specifically addressing the preferences and habits of this group, the
app aims to provide for a community of discerning shoppers who rely on its
services to enhance their shopping experiences and maximize their savings.
MEDIA/PLATFORMS TO BE USED
The project proposed the development of a mobile application

accessible on platforms, IOS and Android. Leveraging the usage of smartphones
among millennials, a mobile app offers incomparable accessibility, enabling users
to explore discounts and deals at their convenience. Furthermore, the integration
of GPS technology enhances the app's relevance by providing real-time updates
on nearby stores and associated discounts.
BUDGET
This budget covers essential costs while ensuring a comprehensive
approach to development and marketing. By investing wisely in key areas, the
project aims to deliver a high-quality app that enhances the shopping experience
for millennials, offering valuable discounts both online and in-store.
Category Cost Php
Software Development
Frontend Development (UI/UX Designer 400,000

Developer)
Backend Development 480,00
App Development (iOS and Android) 600,000
Testing and Quality Assurance 120,000
Total Software Development Cost 1,600,000
Total Marketing and Promotion Cost 240,000
Infrastructure and Hosting Cost
Initial Setup 20,000
Monthly Hosting fee (12 months) 120,000
Domain Registration 1,120
SSL Certificate 5,600
Total Infrastructure and Hosting Cost 146,720
Maintenance and Updates
Monthly Maintenance (12 months) 240,000
Total Maintenance and Update Cost 240,000
Customer Support
Part-Time Support Agent (52 weeks) 300,000
Total Customer Support Cost 300,000
Contingency Fund 338,672
Overall Total Budget P 2,865,392

To secure the necessary funds for the development and launch of the
discount discovery app, a comprehensive funding strategy is proposed. Personal
funds will be invested to demonstrate commitment and confidence, enhancing the
project's appeal to potential investors. Following this, expenses will be minimized
through bootstrapping, utilizing cost-effective tools and shared workspaces. A
crowdfunding campaign will then be initiated to engage backers and solicit funds
from a broad audience. Then, grants, awards, and investment from other investors
or venture capital firms will be explored to further support development strive.
This multifaceted approach is designed to efficiently secure the required budget
while ensuring financial sustainability and eventual success.
MEDIA TACTICS/PROJECT PROMOTION
The project will use different methods to get people interested and
involved. Social media platforms will help reach the right audience with
interesting posts, ads, and working with popular people. Sending out emails
regularly will also keep users engaged by giving them updates, special offers, and
information about the app. Making helpful content about saving money on clothes
and sharing it everywhere will attract more users. Alongside this, making sure the
app shows up well in app stores, working with other brands, getting news
coverage, hosting events, encouraging people to invite others, showing up in
search results, and building a community of users will all help make the project
successful. Through these combined approaches, the project seeks to establish a
strong presence in the market and contribute to sustainable growth.
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APPENDIX A
RESEARCH MATRIX
APPENDIX B
LETTERS REQUESTING FOR VALIDATOR

APPENDIX C
GANTT CHART
APPENDIX D
CROWDSOURCING POSTER
APPENDIX E
QUESTIONNAIRE
APPENDIX F
PILOT-TESTING AND CRONBACH ALPHA

APPENDIX G
ACTUAL DATA ENCODED IN GOOGLE SHEETS

APPENDIX H
JAMOVI DESCRIPTIVE ANALYSIS

APPENDIX I
RESEARCH POSTER
APPENDIX J
DOCUMENTATION OF RESEARCH PROJECT DEFENSE

APPENDIX K
BIONOTE
Klahrenz Alen Anthony Castro

2489 Chromium St., San Andres manila
+63 90304467673
[email protected]
Klahrenz Alen Anthony Castro, born on June 4, 2005, at Ospital ng Maynila,

currently resides in San Andres, Manila. He is the only child of Chrysler Joana
Castro. Klahrenz completed his elementary education at Rafael Palma Elementary
School, where he ranked 8th overall in his class. He pursued his junior high
school education at Manuel G. Araullo High School, graduating 2nd overall in his
class. He is currently enrolled at St. Anthony School for his senior high school
education, specializing in the Accountancy, Business, and Management strand
Klahrenz plans to pursue a degree in Hotel and Restaurant Management (HRM) in
college.
Angelo L. Doloriel
1260 President Quirino Ave., Ext., Paco, Manila
+63 9565882214
[email protected]
I, Angelo Llaban Doloriel, have a solid educational background, starting from my

early schooling years. I completed my elementary education at Marangal National
Elementary School, which laid the foundation for my academic journey.
Following this, I attended Carlos P. Garcia High School, where I completed my
secondary education in 2022. This achievement marked a significant milestone in
my academic career.
Currently, I am enrolled at St. Anthony School (SAS), where I am in my final

year of high school. I am studying under the Accountancy, Business, and
Management (ABM) strand at St. Bernardine of Siena. This specialized strand is
designed to prepare students for business-related courses in higher education and
careers in the corporate world. My choice of the ABM strand reflects my interest
in the business field and provides me with the necessary knowledge and skills.
Looking ahead, I plan to pursue a degree in Hotel and Restaurant Management

(HRM) in college. This decision is a strategic one, as HRM is a field that benefits
from the foundational business and management principles taught in the ABM
strand. By choosing HRM, I aim to combine my interest in hospitality with my
background in business management, positioning myself for a successful career in
the hospitality industry.
Eishley Gwen E. Cabatbat
1629 Diamante St., San Andres, Manila
+63 9954975880
[email protected]
Ms. Eishley Gwen E. Cabatbat was born on the twenty-fifth day of March in the
year 2006 in San Andres, Manila. She completed her primary education at Aurora
A. Quezon Elementary School. Afterward, she continued her secondary education
at St. Anthony School, Manila, and is currently in the Accountancy and Business
Management strand in the twelfth grade at St. Bernardine of Siena. She aspires to
pass the entrance exam for the University of the Philippines to pursue a Bachelor
of Science degree in Business Administration and Accountancy.
She consistently receives awards in business-related subjects such as

Fundamentals of Accounting and Business Management 1 and Business
Marketing during her eleventh grade. She also served as the Creative Director of
SAS Digital Broadcasting and contributed to school competitions. She was the
Vice President of the Student’s Coordinating Body of St. Anthony School for the
academic year 2022-2023 and was awarded as an Outstanding Student
Coordinating Body Officer. Currently, she has leadership experience as the CEO
of their business "Savoryce" in the field of Business Simulation under the subject
of Entrepreneurship.
Roelyn Grace D. Duhilag
Pres. Quirino Ave. Malate, Manila

+63 9639843723
[email protected]
Ms. Roelyn Grace D. Duhilag, aged seventeen, originates from the city of Ozamiz
Occidental in Mindanao. She completed her primary education at Lantungan
Elementary School and continued her secondary education at Santa Teresita
Academy until the ninth grade. Demonstrating academic excellence, she
transferred to Imus National High School, where she graduated with honors upon
completing the tenth grade.
Currently, she is a diligent scholar at St. Anthony School, pursuing the twelfth
grade under the Accountancy Business and Management (ABM) track. Alongside
her academic commitments, Ms. Duhilag has recently undertaken the entrance
examination for Pamantasan ng Lungsod ng Maynila (PLM) and the OWWA
Scholarship.

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ST.

ANTHONY SCHOOL SENIOR HIGH SCHOOL 1

SHOPPING PLATFORM PREFERENCES OF MALE AND FEMALE

CABATBAT, EISHLEY GWEN E.

May 16, 2024

In fulfillment of the final requirement Research in Daily life II and

Research Project, this research paper entitled “Shopping Platform Preferences of

Male and Female Millennials: A Comparative Analysis of Online and In-store

Clothing Apparel Purchases” was presented by a group of researchers from 12-St.

Bernarding of Siena (Accountancy, Business and Management) consisting of:

Cabatbat, Eishley Gwen E. Duhilag, Roelyn Grace D.

Accepted under the name of the Accountancy, Business and Management

(ABM), Senior High School Department, in compliance with the final

requirement in Research in Daily Life II and Research Project.

Ma. Mergil M. Acuesta Eden A. Alab

May 17, 2024

Keywords: Millennials, Online Shopping Platform, In-store Shopping

We would like to express our sincere gratitude to our adviser, on

To our research teacher, we extend our heartfelt thanks for

To our respondents, we extend our sincere gratitude for your

III. Results and Discussion 28

IV. Summary, Conclusion and Recommendation 49

Appendix A: Research Matrix 78

Shopping is an essential aspect of life, serving purposes such as meeting

As the Pandemic hit, shopping habits of millennials have been notably

landscape. Millennials have two primary options when it comes to purchasing

Identifying the male and female millennials shopping preferences in an

REVIEW OF RELATED LITERATURE

This section provides a comprehensive understanding of the existing

Filipino’s shopping culture in the Philippines is reflected in their

Online and In-store Shopping Platforms

Although purchasing clothing apparel online is more convenient,

THEORETICAL / CONCEPTUAL FRAMEWORK

This section introduces the situation of preferences of customer behavior in

Theory of Buyer Behavior is a framework that aims to understand

The 7 Ps of Marketing is a framework for marketing that contains

involvement, a company's marketing strategy is shaped by the seven essential

STATEMENT OF THE PROBLEM

This study aims to find out the shopping platform preferences in

2. What are the factors considered in choosing shopping platform

3. Is there a significant difference in the shopping platform preference of

Ho. There is no significant difference in the shopping platform preference

SCOPE AND LIMITATIONS

This study focused on analyzing and comparing the shopping platform

SIGNIFICANCE OF THE STUDY

The study "Shopping Platform Preferences of Male and Female

Retailers of Clothing Apparel. Retailers from the clothing industry will

Marketing Professionals. The study will give marketing professionals an

Millennial Consumers. For consumers, this study provides an

Managers in the Clothing Industry. Managers can benefit from the

To gain a clearer understanding of the terms used, the operational

Clothing Apparels. Clothing related items or a piece of garment/fabric a

Convenience of Shopping. In this study, it was used to determine the

Gender. In this study, it refers to the demographic profile of millennials’

demographic profile of millennials in comparing the significance of their

In-store Shopping. The traditional method of purchasing goods where

Millennial. This is the generation of individuals who are currently aged

Online Shopping. A form of electronic commerce which allows

Packaging. This is a 7 P’s that refers to the packaging materials such as

Process. This is a 7 P’s that refer to the activities involved in delivering