POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 67
2. Sex
Table 5
Frequency and Percentage Distribution of Respondents According to Sex
Sex Frequency (f) Percentage
Female 226 56.50%
Male 174 43.50%
Total 400 100.00%
Table 5 shows that 226 out of the 400 respondents or 56.50% are female while
garnered male respondents are 174 of the total population or 43.5%.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 68
3. Highest Educational Attainment
Table 6
Frequency and Percentage Distribution of Respondents According to Highest
Educational Attainment
Highest Educational Attainment Frequency (f) Percentage
College Undergraduate 170 42.50%
College Graduate 121 30.25%
Highschool Graduate 58 14.50%
Master’s Degree Holder 24 6%
Highschool Undergraduate 16 4%
Vocational Graduate 6 1.50%
Vocational Undergraduate 5 1.25%
Total 400 100.00%
As shown in Table 6, 170 respondents or 42.5% are college undergraduates, 121 or
30.25% are college graduates, 58 or 14.5% are high school graduates, 24 or 6% are
master’s degree holder, 16 or 4% are high school undergraduate, 6 are vocational
graduates which is 1.5% of the total population, and 5 of the respondents or 1.25% are
vocational undergraduate.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 69
4. Monthly Income/Allowance
Table 7
Frequency and Percentage Distribution of Respondents According to Monthly
Income/Allowance
Monthly Income/Allowance (in Php) Frequency (f) Percentage
Below 10,000 206 51.50%
10,000 to less than 20,000 73 18.25%
20,000 to less than 30,000 70 17.50%
30,000 to less than 40,000 27 6.75%
40,000 to less than 50,000 12 3%
50,000 Above 12 3%
Total 400 100.00%
Table 7 shows that 206 out of 400 or 51.5% respondents have an income/allowance
below Php10, 000. 73 or 18.25% of respondents have an income of Php10, 000 to less than
Php20, 000. 70 or 17.5% of the respondents have an income/allowance of Php20, 000 to
less than Php30, 000. As for respondents having an income/allowance of Php30, 000 to less
than Php40, 000, there are 27 or 6.75%. Meanwhile, respondents whose income/allowance
ranges from Php40, 000 to less than Php50, 000 and Php50, 000 and above both are 12 or
3% of the total number of respondents.
According to PhilStar, the monthly allowance of college students ranges from P4500
to P7500 which is less than P10000, that College Undergraduates spending P100 to P200
daily is included.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 70
5. Recurrence of going
Table 8
Frequency and Percentage Distribution of Respondents According to recurrence of
going to Convenience store
Recurrence of going Frequency (f) Percentage
Weekly 140 35%
Monthly 115 28.75%
Occasionally 105 26.25%
Daily 40 10%
Total 400 100.00%
The Table 8 shows that, 140 of the total number of respondents are weekly visiting a
convenience store, which is 35% of the total respondents followed by 115 respondents who
visit monthly which are 28.75%. Next, 105 or 26.25% are occasionally visiting and only 40 or
10% go to convenience store daily.
According to Convenience Store News, younger consumers from 18 to 25 years old
are most likely to visit a convenience store several times a week, on which below 20 years
old is included.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 71
6. Purpose when going to convenience store
Table 9
Ranking of the Respondents According to Their Intentions When Going to a
Convenience Store
Purpose when going to a Percentage out of
Count Rank
convenience store 400 respondents
Buy Meals, beverages, clothing,
386 96.50% 1
stationary, etc
Load 172 43% 2
Pay bills and tickets 143 35.75% 3
Stand By 118 29.50% 4
Recharge you phone minutes 78 19.50% 5
Use Wi-Fi 64 16% 6
Table 9 exhibits that the primary purpose of customers when going to convenience
stores is to buy products with a count of 386 or 96.5% of the 400 respondents. The second
commonly done by the respondents isbuying load with a count of 172 or 43%, and then
followed by paying bills which is 143 or 35.75%. The next commonly done is to stand by
which is 29.5% followed by recharging their phones that is 19.5%, and lastly, using Wi-Fi
that has a percentage of 16%.
According to McCarthy, people will not focus on higher level needs until their basic
needs have been fulfilled. Human needs may be physical in nature such as the need for
foods and water.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 72
7. Commonly bought items
Table 10
Ranking of the Respondents According to Products Commonly Bought or Avail
Products commonly bought or avail Count Percentage out of Rank
400 respondents
Foods 387 96.75% 1
Non-alcoholic drinks (fountain drinks, 308 77% 2
sodas, energy drinks, water, etc)
Toiletries and other personal essentials 191 47.75% 3
Alcoholic Drinks 132 33% 4
Medicine (over the counter drugs) 103 25.75% 5
Cigarettes/tobacco products 38 9.50% 6
Table 10 shows food as the commonly availed thing by the customers and followed
by non-alcoholic drinks. Next are toiletries and other personal essentials and then followed
by alcoholic drinks. The next commonly bought product is drugs and lastly,
cigarettes/tobacco products.
According to McCarthy, people will not focus on higher level needs until their basic
needs have been fulfilled. Human needs may be physical in nature such as the need for
foods and water.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 73
8. Amount Spent
Table 11
Frequency and Percentage Distribution of Respondents According Amount Spent
Amount Spent (in Php) Frequency (f) Percentage
100 to less than 200 123 30.75%
Below 100 112 28.00%
200 to less than 300 53 13.25%
Above 500 51 12.75%
300 to less than 400 37 9.25%
400 to less than 500 24 6.00%
Total 400 100.00%
Table 11 shows that out of 400 respondents, 123 spends Php100 to less than Php200
in convenience stores which is 30.75% of 400, 112 spends below Php100 which is 28% of
400, 53 spends Php200 to less than Php300 which is 13.25% of 400, 51 spends above
Php500 which is 12.75% of 400, 37 spends Php300 to less than Php400 which is 9.25% of
400, 23 spends Php400 to less than Php500 which is 5.75% of 400.
According to Philstar, the amount of in-store spent ranges from below P150 to P250
by college Undergraduates.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 74
II. Benefits of Convenience Stores
The presented tables 12, 13 and 14 shows the weighted mean of respondents’
assessment per variable of convenience, accessibility and satisfaction, and also mean that
majority of the respondents moderately agreed that the variables above affect them.
Table 12
Respondents’ Assessment on the Benefits of Convenience Store in Terms of
Accessibility
Accessibility Questions Mean Interpretation
1. Convenience stores provide access to your basic 4.37 Strongly Agree
needs such as food, water, and clothing.
2. Convenience stores make me feel safe whenever I 3.9 Moderately
am buying. Agree
3. Convenience stores provide access to products 4.05 Moderately
which are not available at nearby stores. Agree
4. Convenience stores are always modern. 3.79 Moderately
Agree
5. Convenience stores are present within our 4.13 Moderately
barangay. Agree
6. Convenience stores’ products are available 4.01 Moderately
whenever I need it. Agree
As discussed in Chapter 2, Scarborough (2014) mentioned that one of the
intangibles that can be determined only by a visit to an area is the degree of compatibility of
a business has with the surrounding community. In other words, a small company's image
must fit in with the character of a town and the needs and wants of its residents which Table
12 shows the respondents strongly agree with. Berman and Evans (2009) stated that the
number of criteria is taken into account such as demography, competitors, transportation
and nature of nearby stores, when choosing a location for a business which the assessment
of the respondents supports.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 75
Table 13
Respondents’ Assessment on the Benefits of Convenience Store in Terms of
Convenience
Convenience Questions Mean Interpretation
1. Convenience stores give me variety of options on 4.25 Strongly Agree
products.
2. Convenience stores’ crew accommodates me right 3.85 Moderately
away. Agree
3. Convenience stores consume less time when 3.98 Moderately
buying. Agree
4. Convenience stores take the effort to renovate their 3.92 Moderately
location or manage the place more effectively to better Agree
serve customers like me.
5. Convenience stores have a good layout, so I find it 4.12 Moderately
easy finding the products I want to buy. Agree
Table 13 also shows how respondents agreed that convenience stores have good
layout and that they consume less time when buying. The store layout should be designed
to increase spending opportunities, present purchase reminder and male shopping in the
store easy and pleasant (East, Singh, & Vanhuele, 2017). This signifies that convenience
stores do provide convenience by having a good store layout and also lessening their
buying time. The respondents strongly agreed that convenience stores give variety of
options on products and according to Berman & Evans (2019), the general quality of the
goods and services offering must be set. Customers decide based on the number of product
categories carried, and the variety of products carried in any category since this gives
freedom to customers and makes it convenient with the options to choose from.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 76
Table 14
Respondents’ Assessment on the Benefits of Convenience Store in Terms of
Satisfaction
Satisfaction Questions Mean Interpretation
1. I find happiness and fulfillment by the products I buy. 4.1 Moderately Agree
2. I am more satisfied when there are options available. 4.31 Strongly Agree
3. I keep on coming back and buy products from 3.96 Moderately Agree
convenience stores.
4. I find the crew to be approachable and 3.81 Moderately Agree
accommodating.
5. I find the convenience store to be properly managed. 4.07 Moderately Agree
6. I find convenience stores’ products are beneficial to 4.14 Moderately Agree
me.
In addition, respondents’ strongly agreed that variety of options gives satisfaction
which is complimentary with their response regarding the convenience stores product
variety.
Therefore, based on the findings of the study, these effects are considered material
to the business’s operations and affects how it would behaves. Knowing the accessibility,
convenience, and satisfaction received by the customers makes the projection of demand
more accurately estimated. Moreover, since accounting focuses more on the internal
aspects of the business and rarely interacts with the market, having a good idea on how
additional investments, like expansion of business, affect the market and their reaction to it.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 77
Table 15
Grand Mean per Category
Verbal
Categories Grand Mean
Interpretation
Moderately
Accessibility 4.04
Agree
Moderately
Convenience 4.03
Agree
Moderately
Satisfaction 4.06
Agree
Table 15 presents the grand mean per category of key factors that affects the
benefits of convenience stores to Rodriguez Rizal. The respondents moderately agree that
the convenience store benefits them in terms of accessibility, convenience and satisfaction.
Table 16
Reliability Analysis of Accessibility, Convenience, and Satisfaction
Cronbach's
Category N of Items
Alpha
Accessibility 0.654 6
Convenience 0.692 5
Satisfaction 0.713 6
Table 16 shows the internal consistency of responses of respondents in the
questionnaire. The result of this analysis shows that the accessibility, convenience and
satisfaction category were belong in the acceptable level of reliability coefficient.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 78
III. Significant Difference on the Benefits of Convenience Stores
1. By age
Table 17
ANOVA of Age In Terms of Accessibility, Convenience and Satisfaction
Sum of Mean
df F Sig.
Squares Square
Between Groups 0.448 4 0.112 0.49 0.74
Accessibility Within Groups 90.201 395 0.228
Total 90.649 399
Between Groups 0.783 4 0.196 0.74 0.56
Convenience Within Groups 103.93 395 0.263
Total 104.71 399
Between Groups 0.697 4 0.174 0.76 0.55
Satisfaction Within Groups 90.273 395 0.229
Total 90.97 399
Table 17 shows the Analysis of Variances of age. There is no significant difference
for the respondents’ assessment on the benefits of convenience stores to Rodriguez, Rizal
among different age groups. (Since sig. or p-value are all greater than 0.05 for all
categories)
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 79
2. By sex
Table 18
Independent Test for Means of Sex to Accessibility, Convenience and Satisfaction
Mean Score
Categories Mean Difference Sig. (2-tailed)
Male Female
Accesibility 4 4.06 -0.06 0.212
Convenience 4.03 4.01 0.016 0.746
Satisfaction 4.04 4.08 -0.039 0.41
Table 18 shows the Analysis of Variances of sex. There is no significant difference
for the respondents’ assessment on the benefits of convenience stores to Rodriguez, Rizal
among female and male respondents. (Since sig. or p-value are all greater than 0.05 for all
categories)
This signifies that sex doesn’t affect the assessment of the respondents despite the
fact that there were more female respondents than male respondents.
According to Berman and Evans (2009), both groups of consumers and individual
consumers can be identified by such demographics as gender, age, population growth rate,
life expectancy, literacy, language spoken, household size, marital and family status,
income, retail sales, mobility, place of residence, occupation, education, and ethnic, racial
background. These factors affect people’s retail shopping and retailer actions. With these,
sex was expected to have significance which the table showed otherwise.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 80
3. By highest educational attainment
Table 19
ANOVA of Highest Educational Attainment to Accessibility, Convenience and
Satisfaction
Sum of
df Mean Square F Sig.
Squares
Between Groups 2.367 6 0.394 1.76 0.107
Accessibility Within Groups 88.282 393 0.225
Total 90.649 399
Between Groups 3.013 6 0.502 1.94 0.073
Convenience Within Groups 101.7 393 0.259
Total 104.71 399
Between Groups 2.503 6 0.417 1.85 0.088
Satisfaction Within Groups 88.467 393 0.225
Total 90.97 399
Table 19 shows the Analysis of Variances of highest educational attainment. There is
also no significant difference for the respondents’ assessment on the benefits of
convenience stores to Rodriguez Rizal among different education level. (Since sig. or p-
value are all greater than 0.05 for all categories)
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 81
4. By monthly income/allowance
Table 20
ANOVA of Monthly Income/Allowance to Accessibility, Convenience and Satisfaction
Sum of Mean
df F Sig.
Squares Square
Between Groups 2.083 4 0.521 2.32 0.06
Accessibility Within Groups 88.566 395 0.224
Total 90.649 399
Between Groups 1.789 4 0.447 1.72 0.15
Convenience Within Groups 102.92 395 0.261
Total 104.71 399
Between Groups 0.271 4 0.068 0.3 0.88
Satisfaction Within Groups 90.7 395 0.23
Total 90.97 399
Table 20 shows the Analysis of Variances of monthly income or allowance.
Moreover, there is still no significant difference for the respondents’ assessment on the
benefits of convenience stores to Rodriguez, Rizal among participants with different income
groups. (Since sig. or p-value are all greater than 0.05 for all categories
This was expected to have significance since income level also identifies the buying
capacity of the customers and they consumption behavior.
Time and budget constrained consumers will spend less time shopping, make fewer
trips, visit fewer stores, and shop more purposefully. Different strokes will satisfy different
folks (Evans & Berman, 2009).
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 82
5. By recurrence of going
Table 21
ANOVA of Recurrence of Going to Accessibility, Convenience and Satisfaction
Sum of Mean
df F Sig.
Squares Square
Between Groups 2.057 3 0.686 3.07 0.03
Accessibility Within Groups 88.593 396 0.224
Total 90.649 399
Between Groups 5.691 3 1.897 7.59 0
Convenience Within Groups 99.019 396 0.25
Total 104.71 399
Between Groups 1.157 3 0.386 1.7 0.17
Satisfaction Within Groups 89.813 396 0.227
Total 90.97 399
Table 21 shows the Analysis of Variances of frequency of going. There are
significant differences for the Accessibility and Convenience categories among participants
with different visiting patterns. Since p-value for the accessibility category is 0.028 (<0.05), it
can be said that those who daily visits the store tends to have lower score than those who
tend to visit monthly. In addition, with the p-value of 0.000 for the convenience, it can be
said that those who daily visits the store also tends to have lower score than those who tend
to visit monthly.
Recurrence of going affects the convenience and accessibility provided to customers,
unlike satisfaction that that has no significant difference regardless of how often the
respondents go.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 83
Table 22
Mean Analysis of Recurrence of Going
Accessibility Convenience Satisfaction
How often
Mean Mean Mean
Daily 3.98 3.76 4
Weekly 4.04 4.08 4.08
Monthly 4.14 4.14 4.13
Occasionally 3.95 3.93 4
Table 22 shows the mean analysis of recurrence of going. The highest mean on how
often they go to convenience store is on monthly basis which is 4.14, 4.14, and 4.13 on
Accessibility, Convenience, and Satisfaction respectively, which is computed based on the
sum of answer of the respondents divided by 400 respondents.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 84
6. By amount spent
Table 23
ANOVA of Amount Spent to Accessibility, Convenience and Satisfaction
Sum of Degree of Mean
F Sig.
Squares Freedom Square
Between Groups 2.019 4 0.505 2.25 0.06
Accessibility Within Groups 88.631 395 0.224
Total 90.649 399
Between Groups 2.994 4 0.748 2.91 0.02
Convenience Within Groups 101.72 395 0.258
Total 104.71 399
Between Groups 1.865 4 0.466 2.07 0.08
Satisfaction Within Groups 89.105 395 0.226
Total 90.97 399
Table 23 shows that there was a significant difference for the Convenience category
among participants with different spending groups. Since p-value for the accessibility
category is 0.022 (<0.05), it can be said that those who spends below 100 tends to have
lower score than those who spends from 300 to 400.
Pricing involves finding the amount of monetary sacrifice that best represent the
value customer perceive in a product after considering various marked constraints (Babin &
Zimund, 2016). The customers tend to have more convenience in cheaper products they
avail while those who avail expensive products tend to receive more convenience.
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 85
Table 24
Mean Analysis of Amount Spent
Accessibility Convenience Satisfaction
Mean Mean Mean
Below 100 4.01 4.02 4.04
100 to less than 200 4.03 4.01 4.1
200 to less than 300 4.1 4.09 4.11
300 to less than 400 4.21 4.17 4.15
400 to less than 500 3.89 3.74 3.83
Table 24 shows the mean analysis of amount spent. The highest mean on the
amount spent is 300 to less than 400 which is 4.21, 4.17, and 4.15 on Accessibility,
Convenience, and Satisfaction respectively, which is computed based on the sum of answer
of the respondents divided by 400 respondents.
