ASSESSMENT OF TRADITIONAL AND ONLINE SELLING OF SELECTED BSBA MAJOR IN MARKETING MANAGEMENT STUDENTS IN BESTLINK COLLEGE OF THE PHILIPPINES

Abstract

Ukay-ukay, which originated in Baguio in the 1980s, became popular in the Philippines for offering high-quality secondhand clothes at affordable prices. Today, social media platforms such as Facebook, TikTok, Shopee, and Lazada facilitate online selling through live sessions. Traditional selling, limited to physical stores, often yields lower profits and faces challenges such as selling damaged goods, competition, and delivery issues. To address these concerns, researchers suggest improving promotional strategies, meeting customer preferences, and ensuring product quality. Transitioning to online platforms can expand market reach and increase customer engagement. This study examines how the marketing mix (4Ps) influences customer evaluation in traditional and online selling methods. A comparative research approach was used to analyze differences and similarities between these methods. Snowball sampling, a non-probability sampling technique, was employed to identify respondents. Data was gathered through survey questionnaires and analyzed using statistical tools, including frequency and percentage distribution, weighted mean, and ranking. In traditional selling, respondents emphasized the importance of offering unique and trendy clothing to attract customers (weighted mean: 3.48) and maintaining store cleanliness for safety (weighted mean: 3.50). Pricing strategies varied based on quality and brand (weighted mean: 3.48), while promotions through coupons and discounts were considered effective (weighted mean: 3.58).  For online selling, customers valued products being in good condition (weighted mean: 3.34) and highlighted the functionality of search bars on social media platforms (weighted mean: 3.42). Lower prices (weighted mean: 3.38) and social media advertising (weighted mean: 3.30) were seen as effective promotional tactics. Hypothesis testing revealed a statistically significant difference between traditional and online selling, with mean scores of 3.39 and 3.24, respectively. A z-test was conducted, yielding a z-value of -499.1371 and a p-value of p < 0.00001, indicating a significant variance between the two groups. The study highlights the need for effective marketing strategies tailored to online shoppers and encourages traditional sellers to establish a social media presence to attract more customers. Adapting to digital platforms can enhance sales, improve engagement, and create new opportunities for businesses.