Comparative Analysis Between Live Streaming and Direct Selling Towards Consumers Buying Behavior Along Paso De Blas, Valenzuela City

Vol.3, No.1A

Abstract

The majority of the time, consumers face minor challenges when it comes to product selection and purchase. The purpose of this research study is to determine the most significant problem they encountered with the product and how the behaviour of the consumers responds in the current situation. It also aimed to solve the problems that consumers encountered. The study utilized a quantitative research method design. It used a descriptive correlational study to determine the comparative analysis between live and direct selling towards consumers buying behaviour along Paso de Blas, Valenzuela City. This study used a purposive sampling technique to have the fifty respondents. The study used a survey questionnaire to gather information using the following statistical tools: frequency and percentage, weighted mean, and T-test for the Correlation Coefficient r. The prominent findings of the percentage status found that 70% of 50 respondents aged 21-30 are mostly female. Most consumers from live streaming and direct selling respondents both purchased monthly. The respondents assessed their buying behaviour regarding Extended Decision-making, limited-decision decision-making, habitual buying behaviour, and variety-seeking buying behaviour. Consumers in both live streaming and direct selling highly agree. The two groups of respondents imply a significant difference between and among the evaluation of live streaming and direct selling. Since the p-value of 0.0115 is less than the tabular or critical value of 3.182 at the level of significant = 0.05, it is significant. Therefore, reject Ho. The most definite problem the consumers encountered was item defects in both live streaming and direct selling.

In contrast, the least common problems encountered were poor salesperson quality, customer service, and incorrect product measurement. The result of this study would be beneficial to the entrepreneurs of small businesses, specifically to the selected location with a small business along Paso De Blas, Valenzuela City, which is the main point of this study. It will inform them about the minor problems that the consumer encountered, and it will also guide them in enhancing and resolving those minor problems.