Chapter 4
PRESENTATION OF DATA, RESULTS OF STATISTICAL ANALYSIS AND
DISCUSSION OF FINDINGS
This chapter provides the gathered data and researchers’ interpretation of the
results of the distributed surveys. The data were presented in a clear and concise
form,most which used tables.
A. Quality of the Wonder Malunggay Cupcakes
Table 1: The Mean Response of Consumers on the Quality of Wonder Malunggay
Cupcakes in Terms of Taste
_
Attribute Mean ( X ) Verbal Interpretation
Taste 4.68 Outstanding
Table 1 shows the mean response of consumer on the quality of Wonder
Malunggay Cupcakes in terms of taste which is 4.68 with a corresponding verbal
interpretation of outstanding. It clearly shows that the taste of Wonder Malunggay
Cupcakes is appetizing and tasty to the consumers’ taste.
This result is same with the statement of Lee and Lou ( 1995 ), “ taste can play a
large role in the purchase decisions of consumers.” Moreover, importance of taste in the
purchase decision depends on the nature of the product.
Table 2: The Mean Response of Consumers to the Quality of Wonder Malunggay
Cupcakes in Terms of Appearance
_
Attribute Mean ( X ) Verbal Interpretation
Appearance 4.56 Outstanding
Table 2 shows the mean response of consumers to the appearance of Wonder
Malunggay Cupcakes which is 4.56 with a corresponding verbal interpretation of
oustanding. This clearly presents that the appearance of Wonder Malunggay cupcakes
is very appealing to the eyes of customers. In addition, it is attractive and
mouthwatering that causes consumers to buy it to satisfy their cravings.
Companies that are able to communicate a certain meaning through the
appearance of a product design can create a competitive advantage in the market and
increase the products chance of success (Chang and Wu, 2007). Furthermore,
according to Krippenndorf (1989 ), the appearance of a product on functional,
aesthetic ,symbolic,or ergonomical motives.
Table 3 : The Mean Response of Consumers to the Quality of Wonder Malunggay
Cupcakes in Terms of Packaging
_
Attribute Mean ( X ) Verbal Interpretation
Packaging 4.76 Outstanding
Table 3 presents the mean response of consumers to the packaging of Wonder
Malunggay Cupcakes that is 4.76. This attribute get a corresponding verbal
interpretation of outstanding. The packaging of Wonder Malunggay Cupcakes is very
presentable and pleading to attract the customers.
It is similar to the statement of Poturak ( 2014 ) that, “ packaging is used for
marketing communication purposes and it plays an important element which influences
the purchase behavior of the consumers ”. Moreover, bringing innovation in the
packaging design also increase the value of the product like easy open, recyclable,
easy store, breakability, child proof, eco – friendly, etc. in the consumer mind ( Sha et
al,2013).
Table 4: The Mean Response of Consumers to the Quality of Wonder Malunggay
Cupcakes in Terms of Cost
_
Attribute Mean ( X ) Verbal Interpretation
Cost 4.62 Outstanding
Table 4 demonstrates the mean response of cost as an attribute of Wonder
Malunggay Cupcakes is 4.62 with a corresponding verbal interpretation of Outstanding.
This clearly shows that the cost of Wonder Malunggay Cupcakes is appropriate and
right for the product.
According to Edmunds ( 2017), “ the price set for products sends a message to
consumers about its worth, creating a perceived value for the products or services ”.In
addition he said that, “ selling at lower price often increase the sales volume and
returning bigger gross profit ”.
B. Effectiveness of Online Selling
Table 5: The Mean Response of Costumers on the Effectiveness of Online Selling
as a Marketing Strategy in Selling Wonder Malunggay Cupcakes
_
Marketing Strategy Mean ( X ) Verbal Interpretation
Online Selling is
4.6 Outstanding
effective in selling the
Malunggay Cupcakes
Table 5 shows the mean response of customers on the effectiveness of online
selling as a marketing strategy in selling Wonder Malunggay Cupcakes. The mean
response is 4.6 with a corresponding verbal interpretation of Outstanding. It clearly
shows that online selling is an appropriate and effective marketing strategy in selling
Wonder Malunggay Cupcakes.
This is the parallel statement of Capello ( 2015 ),” social media is changing how
business is informing their target audience about innovations,launches,promotions and
sales ”. In addition ,selling online allows online selling retailers to expand their market to
global proportions or target an extremely focused segment as stated by Hudson
( 2016 ).On the other hand, there is a lack of security that customers often feel when
shopping online as said by Berter and Bomqvist ( 2011 ).
C. Relationship between the Perceived Quality of Wonder Malunggay Cupcakes
and Online Selling as a Marketing Strategy
Table 6: Correlation Coefficient of the Perceived Quality of the Wonder
Malunggay Cupcakes and Effectiveness of Online Marketing Strategy
Variables Correlation Descriptive
Correlated Sample (N) Coefficient Level
(r)
Perceived Quality of
the Wonder
Malunggay
Moderately Low
Cupcakes and 50 0.40
Correlation
Effectiveness of
Online Marketing
Strategy
Table 6 shows the correlation coefficient of the perceived quality of the Wonder
Malunggay Cupcakes and effectiveness of Online Marketing Strategy. It reveals that the
relationship between the qualities of the product and the effectiveness of marketing
strategy lies on 0.40 with an interpretation of directly proportional and with a descriptive
level of moderately low correlation. It means that as the one variable increases the other
variable also increases. Likewise, the perceived quality of Wonder Malunggay Cupcake
has something to do with the appropriateness of Online Selling as marketing strategy in
selling the product (vice versa) but it is only minimal and cannot extremely affect the
other variable.
This result is parallel to the study of Ozer and Aydin (2007). They stated that
marketing strategy is an influential factor in business matters but cannot straightly affect
the product's design and sales because a firm should be flexible in innovations to meet
customer's wants and needs.
