Chapter 2

METHODOLOGY

Research Design
The type of the research that the researchers used in research is descriptive. This study
also used method of quantitative on gathering data that is from the survey. The researchers also
choose to study to this research to know the current knowledge, feelings, ideas, and vision of
customers about the daily life and business managers about the day-to-day selling of their
products.

Participants
The participants has a total population of fifteen (15), three (3) for the business
managers, five (4) for the employees , and seven (8) for the customers and they are from the
city of San Fernando, La Union that is fit, knowledgeable enough, and involved to have
interview and gather data with them.
The respondents that the researchers interviewed are business manager, employees, and
some customers. The seventeen participants that the researchers interviewed is from the place
that is mentioned above to gather only primary data. The researchers also gather data by giving
questionnaires to the managers, employees, and customers to surely give valuable information.
The respondents is in the current place to interview about necessary information in this
research because they have the knowledge to give information, background, and experiences.

Data Instrumentation
This research was conducted by the researchers through interview and survey. The
researchers prepared several questions aimed to get primary data to determine and assess the
factors, causes, and reason why to practice distinguishing customers in the city that the
researchers interviewed.

The researchers gather some information in different references like books. The
researchers also get ideas, details, and information in the internet. The copy of the
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questionnaire of the researchers that is answered by the respondents is on the last page of the
research.

Treatment of Data
This research is not a way to get high grades in English subject. It can also help to the
business community, business field, and to broaden the knowledge about the things that is
involved in this research. All the questions that the researchers asked to the r participants
involved is well prepared into more effective to get valuable information that is essential. There
are some respondents in this research, we gather data by using the same process of interview
and survey. It is also significant to give more attention to the important details of information
that is shared by the respondents.

Collection of Data
The study has followed the correct process. The researchers prepared one questionnaire
that is made to answer by participants
would interviewed by researchers. The researchers searched for the business managers and
employees, and customers and the researchers interview the respondents in their respective
offices and for the individuals is in the place that is more comfortable. Some of the business
managers did not answer the questionnaire because the managers are so busy managing the
business so they have no time to answer it. The researchers also gather data by giving
questionnaires to the employees and customers to surely give valuable information. The
researchers encounter rejection in the interview and survey. Three out of seven businesses who
accepts the request of the researchers to interview the business managers and to collect data.
Four out of nine employees who accepts the request of the researchers to interview them and
to collect data. Eight out of twelve customers (individuals) who accepts the request of the
researchers to interview them and to collect data.
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Analysis of Data

Table 1: For business field (businesses)

FACTORS OF MARKET SEGMENTATION

DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL

PARTICIPANTS (gender, age, household (global, (lifestyles, values and (shopping and
type, education level nationality, region beliefs) buying behaviors)
and income) or locality)
KIKAY Our business In this factor We consider it but Yes we
FASHION consider this we dont a little bit only actually
BOUTIQUE factor of market actually because our consider it to
segmentation consider it for follows only the our business
because we look our business new trends of because we
at gender and because do not fashion by follow what
age also level of competing observation. products has a
income before globally we high demand
we sell products compete by is the more
we must check regions. supply.
first the
population
SEKSI One of the most We does not We really use this Not really use
FASHION important factor use this factor factor because we this because
BOUTIQUE in determining because it is focus the we focus only
customers less important population of the product
because on to other people and the new that has a high
condition that factors trends in the city demand.
for example the
population of
teenagers is
higher than the
population of
adults in the
place so we
must focus on
the teenagers.
MINIBOX Demographic, This factor is This factor is much Not much use
yes we like to not new to us, important to us this factor
consider it we are trying because what the because it is
because this to compete by new trends in less important
factor make us locals and we fashion is high so than knowing
successful are planning we must focus on the new
business we to compete in that. trends.
categorize our region.
products by age
and gender.
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Table 2: For business field (Employees)

FACTORS OF MARKET SEGMENTATION

DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL

PARTICIPANTS (gender, age, household (global, (lifestyles, values and (shopping and
type, education level nationality, region beliefs) buying behaviors)
and income) or locality)
MARY JANE For me this is We do not use Yes we use it We use this
CASTILLO the second this factor. because nowadays factor but not
important factor there are new really.
in determining trends in fashion
customer and continuously
because of evolving and I
population must say that this
focusing on is the most
gender and age. important factor to
me.
JULIAN By determining We do not New trends in We look first
MAE age and gender compete by fashion or other Is to the high
CASTRO our business region but we important factor in demand to
will be compete by selling products. sell products.
successful in local.
selling products.
SHERINA For selling of We only For knowing the We focused in
MARIE products we compete by new trends in the product
FLORES must first look at local not by market we observe that has a high
the categorize region or by customers by demand.
population of national. asking them what
people in the is their want.
city
ERWIN Categorizing Our business Yes new trends in By this factor
JOHN customers in the is planning to the market is the our business
ALMAREZ city is more enlarge our central factor that is smoothly
important business into a we use. growing up
factor. big one. because it
increase our
marketing
return on
investment.
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Table 3: For customers (Individuals)

PERCENTAGE OF FACTORS IN DISTINGUISHING CUSTOMERS

FACTORS OF MARKET SEGMENTATION

DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL
(gender, age, (global, nationality, (lifestyles, values and (shopping and
PARTICIPANTS TOTAL
household type, region or locality) beliefs) buying behaviors)
education level and
income)
CUSTOMER 50 15 30 5 100
1
CUSTOMER 50 10 35 5 100
2
CUSTOMER 40 10 45 5 100
3
CUSTOMER 60 10 20 10 100
4
CUSTOMER 55 10 30 5 100
5
CUSTOMER 40 10 45 5 100
6
CUSTOMER 50 10 20 20 100
7
CUSTOMER 50 10 30 10 100
8
TOTAL 395 85 255 65 800
AVERAGE 49.38% 10.63% 31.88% 8.13% 100%
The researchers decided to make some privacy on giving the names of the participants
which is the customers in the city. The table shows the percentage of factors in distinguishing
customers gathered from customers has a big differences in each other. For customer 1, the
most important factor in distinguishing customers is demographic, next to that is
psychographic, next is geographic, and last but not the least is behavioral. For customer 2, the
most important factor in distinguishing customers is demographic, next to that is
psychographic, next is geographic, and last but not the least is behavioral. For customer 3, the
most important factor in distinguishing customers is psychographic, next to that is
demographic, next is geographic, and last but not the least is behavioral. For customer 4, the
most important factor in distinguishing customers is demographic, next to that is
psychographic, and lastly geographic and behavioral is in the same position. For customer 5,
the most important factor in distinguishing customers is demographic, next to that is
psychographic, next is geographic, and last but not the least is behavioral. For customer 6, the
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most important factor in distinguishing customers is demographic, next to that is

psychographic and behavioral, and last but not the least is geographic. For customer 7, the
most important factor in distinguishing customers is demographic, next to that is
psychographic, next is geographic, and lastly geographic and behavioral is in the same
position. As shown, the average that got a high percentage is demographic, next is
psychographic, followed by geographic, and at the last position is behavioral.