Consumer Behavior Towards Online Apparel Shopping in Metro Manila

Abstract

The study aimed the consumer behavior towards online apparel shopping in Metro Manila. Specifically, it determined the profile of the respondents, the respondents’ assessment on the importance of consumer buying behavior on online apparel shopping in terms of What, Where, When, Why, How and the significant difference in the respondents’ assessment on the importance of consumer buying behavior on online apparel shopping in terms of profile variables. The researcher used a descriptive method wherein a researcher-made questionnaire was employed. Frequency and Percentage Distribution, Weighted Mean, t-test, and Analysis of Variance (ANOVA) were utilized as statistical tools. The respondents’ assessment on the importance of consumer buying behavior on online apparel shopping was ‘Why’ attaining ‘Important’ remarks from the respondents, while ‘Somewhat Important’ on the aspect of ‘What,’ ‘Where,’ ‘When’ and ‘How.’ There was no significant difference in the assessment of respondents on the importance of consumer buying behavior on online apparel shopping in Metro Manila when they were grouped according to sex, civil status, highest educational attainment, average monthly income and number of years as customer of apparel products bought online since their p-values were higher than the level of significance hence, null hypothesis was accepted. However, there was a significant difference when they were grouped according to age and frequency of purchase through online since their p-values were less than the level of substantial of 0.05. Therefore, the hypothesis was rejected.