ASSOCIATIONOFDEMOGRAPHICPROFILEANDFACTORSINFLUENCING

CUSTOMERRETENTIONAMONGPUBLICMARKETMEATVENDORS
INKINGKING,PANTUKAN,DAVAODEORO

_________________________

AResearchProposalPresentedtotheFaculty
oftheSeniorHighSchoolDepartment
PantukanNationalHighSchool
Pantukan,DavaodeOro

________________________

InPartialFulfillmentoftheRequirementsfortheAcademicTrack
ACCOUNTANCYBUSINESSANDMANAGEMENT
STRAND

__________________________

MARIABRITNEYJ.AGCANG
EDENJUSTINEM.CUESTAS
ELCAS.LEGASPI
JAIRAHLUISAE.PEREZ
FERLYNA.POLESTICO
JEMALYNA.SOLIS
 September2024

PantukanNationalHighSchool
SeniorHighSchoolDepartment

DECLARATIONOFORIGINALITY

We,MARIABRITNEYAGCANG,EDENJUSTINECUESTAS,E
LCALEGASPI,JAIRAHLUISAPEREZ,FERLYNPOLESTICO,JEMA
LYNSOLIS,declarethatthisresearchisoriginaltothebestofourknowle
dge.Wedeclarefurtherthatthisactivitywasundertakenbyus.

Disclaimer:Theinformationcontainedhereinisbasedontheauth
ors'researchandanalysisandisintendedsolelyforacademicpurposes.A
nyerrorsoromissionsaretheresponsibilityoftheauthors.Ifthereareany
similaritiesinthisstudy,theyareconsideredpurelycoincidental.Theaut
horacknowledgesthatthisproposalisinprogressandsubjecttofurtherr
evisionsandupdates.

MARIABRITNEYAGCANG
EDENJUSTINECUESTAS

ELCALEGASPIJAIRAHLUISAPEREZ

FERLYNPOLESTICO JEMALYNSOLIS

Researchers
 September2024
DateSigned

Chapter1

INTRODUCTION

BackgroundoftheStudy

Theaimofthisresearchistodeterminedemographicprofile,theeffective

nessofdemographicprofile(Rsj&Heerdjan,2023)onCustomersRetenti

onamongmeatvendors.Thedemographicprofileofpublicmarketshopp

ersandthefactorsinfluencingtheirretentionamongmeatvendors.Byex

ploringdemographicvariablessuchasage,gender,socio-

economic,alongsidefactorslikeproductquality,pricing,customerservi

ce,andtrustinthevendors,weseektounderstandhowdifferentshopperg

roupsinfluenceloyaltytomeatvendors.Theinsightsgainedwillhelpvend

orsbettercatertotheircustomers'needs,improvingretentionandsuppo

rtinglong-

termbusinessgrowthinpublicmarkets.Meatconsumptionispopularwo

rldwide.Meatvendorsusesdifferentdemographicprofiletocatchtheloy

altyoftheircustomerthatwillleadtocustomersretention.Meatvendorsp

rioritizesthequalityoftheproductandstrivetoofferafairpriceoftheirpro

ducts.Thevendorsrecognizestheneedtoprovidecustomerswithfresh,n

utritiousmeatthatwillsatisfytheirneeds.
Bychoosingtosupportvendorswhoprioritizequalityoverquestionablep

ractices,customerscanenjoyapositiveexperienceandpeaceofmind.As

discerningcustomers,itiscrucialtobeawareofthestrategiesemployedb

ymeatvendorsandmakeinformedchoicesaccordingly.Meatvendorsus

esdifferentdemographicprofileforthesakeofpersuadingtheircustome

rs,however,thedemographicprofileofmeatvendorscanaffectthecusto

mersretentioninbothpositiveandnegativeways.

AsthePhilippinespopulationgrows,sodoesthemeatconsumption.Itiscl

earthatthecustomersconsumedmeatduetothereasonsthatmeatisoneo

fthemostnutritiousproductsbecauseithasprotein,vitamins,andfatsco

ntent,whichprovidesnutrientsforhumanhealth.AccordingtotheNatio

nalResearchcouncil,oneofthemostcommonlyacknowledgedreasonsfo

rmeatpriceschangesconsumptionisrelatedtohealth.Thequalityandsaf

etyofmeatisoneofthemostimportantfactorsforacustomer,butitcannot

bedeniedthatcustomershavevariousviewsaboutthequalityofmeatand

howsafeitistoeat.

ResearchObjectives

StudyisconductedtoinvestigatetheAssociationofDemographicP

rofileandFactorsInfluencingCustomerRetentionamongPublicMarket

MeatVendorsinKingking,Pantukan,DavaodeOro:

Specifically,thefollowingobjectives/questionsareformulated:

1. TodeterminetheDemographicprofileintermsof:
 DemographicProfile

1.1Age

1.2Gender

1.3Socio-economicProfile

2. Todeterminetheextentofcustomersretentionintermsof:

CustomersRetention

2.1ProductQuality

2.2 ServiceQuality

3.TodeterminetheimpactofAssociationofDemographicProfileandFact

orsoncustomers retention.

4.TodeterminewhichofthedomainsofAssociationofDemographicProfi
leandFactorsinfluencecustomersretention.

Hypotheses

Thefollowinghypothesisareformulatedandwillbetestedat0.5levelofsi

gnificance.

1.Thereisnosignificantrelationshipbetweendemographicprofile

andcustomersretentioninpublicmarketmeatvendorsinKingkin

g,Pantukan,DavaodeOro.

2.Thereisnodomainintheassociationofdemographicprofilethats

ignificantlyinfluencecustomersretention.
ReviewofRelatedLiterature

Thissectioncomprisesallimportantresearch,investigations,andliterat

ureonpricessensitivityandcustomersretention.Theliteratureandstudi

esusedinthisstudywereprimarilyconcernedwiththeindependentandd

ependentvariableandtheirindicators.Themainlyideas,conceptsandge

neralizationswillleadusduringthecourseofourstudy.

DemographicProfile

Ademographicprofilerefersto thecollectionofinformationabout

thecharacteristicsofaspecificgroupofpeople,suchastheirage,gender,i

ncome,profession,andotherrelevantattributes.Mohr,M.,&Schlich,M.

(2019).InternationalJournalofConsumerStudies,Deshwal,P.

(2018).Customerexperiencequalityanddemographicvariables(age,ge

nder,educationlevel,andfamilyincome)inretailstores.InternationalJo

urnalofRetail&DistributionManagement.).

(Bezamaetal.,2022).Socio-

demographicbasicfactorsofGermancustomersaspredictorsforsustain

ableconsumerismregardingfoodstuffsandmeatproducts.

Socio-economic

Theproblematicsofthearticlelieinunderstandingtheinfluenceofpublic

marketingonthedevelopmentofthetourismbusinessandtheeffectiven

essofgovernmentprogramsinthisareaasanelementofsocio-
economicdevelopmentofterritories(Dymchenkoetal.,2021).Theresult

softhearticlearedirectedtowardsunderstandingthesignificanceofdigi

tizationforsocio-

economicdevelopmentandeconomicsecurityofthestateandmaybeben

eficialforformulatingstrategiesfordigitaleconomydevelopmentanden

suringsustainablegrowth(Chahovets&Chahovets,2023).Theresultsof

thearticleareaimedatenhancingunderstandingofthepotentialconseq

uencesofintegratingbioenergyindustrialnetworksattheregionallevel

andmayserveasabasisfordecision-

makingregardingthedevelopmentandmanagementofsuchnetworks,t

akingintoaccounttheirenvironmentalimpactandsocio-

economiccontext.(Bezamaetal.,2022).

Age

(Kanwaletal.,2022)foundthatagesignificantlyimpactsonlineshopping

behavior,withyoungerconsumersmorelikelytoengageinonlineshoppi

ngthanolderconsumers.

(Malhotra,2010)highlightstheimportanceofunderstandingage-

specificneedsandpreferenceswhendevelopingmarketingstrategies.A

geisaveryimportantfactorintermsofpurchasing.Theneedsforthepeopl

eindifferentagegroupsaredifferent.Eveniftheindividualsareofthesam

eage,theconsumptionwilldifferduetotheirlevelandoccupationthebeh

aviourofbuyingisformedinthedifferentstagesofaconsumer’slifecycle(

Kotler&Amstrong,2007).
(Kelly,2017)Agealsoinfluencescostumerspendingpatterns.Youngerc

onsumersmayhavelessdisposableincomebutaremorelikelytospendon

experiencesandtechnology,whileolderconsumersmayhavemorediscr

etionaryincomebutprioritizesavingsandinvestments.

Gender

AccordingtoSwarna(2018)thedifferencesbetweenmenandwomenabo

utexpectation,want,need,lifestyle,etc.reflecttheirconsumptionbehav

iors.

(Kanwaletal.,2022)investigatedgenderdifferencesinonlineshoppingb

ehavior,findingthatwomenaremoreinfluencedbysocialfactorsandpriv

acyconcernswhenmakingonlinepurchases.

(Mehta&Pujara,2019)exploredtheimpactofgenderonconsumerbuyin

gbehaviorforapparels,highlightingthedistinctpreferencesanddecisio

n-makingprocessesofmenandwomen.

(Kanodia&Shekhawat,2020)investigatedtheinfluenceofgenderoncon

sumerdecisionstrategies,findingthatmenandwomendifferintheirappr

oachtoinformationprocessingandproductevaluation.

CUSTOMERSRETENTION

Customersretentionreferstoaorganizationscapabilitytotransformane

worirregularcustomertoarepeatcustomerbyconsistentlymeetingthei

rneedstolessenthepossibilityofswitchingtocompetitors(Mahmoud,20
19).Itisthetotalityofacompany’seffortsandprogramsaimedatensuring

thatnewcustomersacquiredwillbecomearegularcustomeroveralongp

eriodoftimeinordertomaximizecustomerslifetimevalue.Intheviewsof

Barusmanetal.

(2019),customerretentionbestdescribeshowanorganizationisabletob

uilditsloyalcustomerbaseamidstcompetitivepressurethroughtheconv

ersionofnewcustomerstorepeatcustomerswhodisplayloyaltyinthelon

grun.Itiscriticalbecauseanorganizationsfutureprospectforgrowthan

dcompetitivenessdependnotjustonitsabilitytoacquirenewcustomers;

butmoreimportantlyonitsabilitytoensurethatcustomerssustaintheirp

atronageinthelongrun.Similarly,Olson(2020)perceivedcustomerrete

ntionas“anorganizationsabilitytoturncustomersintorepeatbuyersand

preventthemfromswitchingtoacompetitors”.Itindicateswhetherornot

anorganizationsproductand/

orpricingstrategiesisadequatetosatisfynewcustomersinordertoconv

ertthemtoarepeatcustomer.Furthermore,Olson(2020)assertedthatc

ustomersretentionisthelifebloodofmostsubscription-

basedorganizationsandserviceproviders.Inadditiontoidentifyingthen

umbersofloyalcustomers,customerretentioncanreflectorpredictcust

omerssatisfaction,repurchase,customersengagementandemotionalti

estoanorganization.Similarly,preciselybecauseitisafairlessexpensive

toretaincustomerthantoacquirenewone,suchassubscription-

basedandserviceprovidingorganizationshaveoftenintensifiedtheimpl

ementationofpricingstrategiesaimedtoachievingcustomersretention.

Retainedcustomersarealsomorelikelytoengageworld-of-
mouthmarketingorbecomeanorganizationambassador(Stokinger&O

zuem,2018).Also,customerretentionstrategiesaretheprocessandiniti

ativesthatbusinessorganizationscreateandimplementwiththeaimofb

uildingcustomersloyaltyandimprovingcustomerlifetimevalue(Olson,

2020).

PRODUCTQUALITY.Accordingto(Aprilia,2021),productqualityenc

ompasseseverythingthataddsvaluetosatisfysomeone'sneedsordesire

s.Thisdefinitionclarifiesthatproductqualityisaboutthevalueinmeeting

consumers'needsanddesires.

(Saribu&Maranatha,2020)defineproductqualityastheoverallcharact

eristicsofaproductthatcaninfluenceitsabilitytosatisfyconsumerneeds

.Meanwhile,

(Cesarianaetal.,2022)emphasizesthatproductqualityisofparamounti

mportancetomanufacturers/

industries.Qualityisthemostimportanttoolforpositioningproducts.Itin

dicatesthelevelofabrandorproduct'sabilitytomeetitsroleandexpectati

ons.Productqualitycanbeassessedbasedoneproduct'sshelflife,thuses

tablishingconsumertrustinit.

(Fadhli&Pratiwi,2021)suggestseveraldimensionstoassessproductqu

ality.Productqualityisthemainfactorindeterminingconsumersatisfact

ionbecauseitnotonly10stabilizesquality,butalsodevelopstheproduct(

Laili&Budiarti,2023).AccordingtoFirman(2020),productqualityisaca

pabilityinacompanythathasfunctionssuchasdurability,superiorityorr
eliability,aswellaseaseofoperationandrepair.AccordingtoLaili&Budi

arti,

(2023),productqualitycanalsobeadeterminingfactorincustomersatisf

actionwhenpurchasingaproduct.PreviousresearchconductedbyDeni

etal.,

(2023)statedthatproductqualityhasapositiveandsignificanteffectonc

ustomersatisfaction.PreviousresearchconductedbyAyuAlifiaetal.,

(2023)statedthatproductqualitycanhaveapositiveinfluenceonconsum

ersatisfaction.Customer’srepurchaseactivitywouldbecrucialtothesuc

cessofcustomerretentionandprofitabilityofanonlinebusinessthatattr

actedconsiderableconcernsinrecentyearssinceitshowedthecompetiti

veadvantageofabusiness(Razaketal.,2019).

SERVICEQUALITY.Accordingto(Kusumawardani&Achsa,202

3)qualityofserviceinacompanymustbemaintainedandthecompanymu

stunderstandtheneedsandtastesofconsumerssothatconsumersmeett

heirexpectationsandperceptionsoftheproductsandservicesthathaveb

eenprovided.Servicequalitycanalsoinfluenceconsumersatisfaction(S

afiraetal.,2023).AccordingtoSuwarsito&Sabeli(2020),defineserviceq

ualityasalltypesofactivitiesthathaveaninvisiblecharacterthatoccurw

henthereisinteractionbetweenstaffandclientscarriedoutbyaservicepr

oviderbusiness.Meanwhile,accordingtoAriani(2020),servicequalityis

aqualitythatcanbedeterminedbythecustomer,andwhereacustomerw

antsaproductorservicethatwillsuittheirneedsandexpectationsatthele

velofproductvalue.Servicequalityisanecessitythatcompaniesmustful
fillinordertosurviveandcontinuetogaincustomertrust(Laili&Budiarti,

2023).

CorrelationBetweenIVandDV

Overthepastdifferentorganizationhaveundergonesignificantdevelop

ment,makingitchallengingforthemtogainacompetitiveadvantageinth

ehighlycompetitivemarketenvironment.Asaresult,theyhavetoadoptn

ewstrategiestoachievetheirlong-

termgoals.Oneofthemostsignificantchangeshasoccurredinaorganiza

tionsisDemographicprofile,withtheimplementationofvariousdemogr

aphicprofile.Demographicprofileiscriticalforthesuccessofanorganiza

tions.Thepricemustbecompetitive,accurate,andconsistent(Gao,Wan

g,andFang,2020).DemographicprofileandCustomerRetention.Conse

quently,heldcustomersareanincomecreatingresourceforthemarket”(

Hamiltonetal.,2017),featuredthatwithcustomerretentioncomecosts,f

orinstance,procurementandupkeepcosthoweverthisinthelongrunoffs

etsinincome.Theyadditionallyexpressthatcustomerretentionendeavo

uraremostcompensatingwhencoordinatedathighesteem,minimaleffo

rtcustomers,alittleextentofanymeatmarketcustomers.

(VanDoornetal.,2017),thereisanimmediaterelationshipbetweencusto

merretentionanddemographicprofilewhichcanberecognizedasone-

of-a-

kindmixesofadvantagesgotbytargetcustomers.Thisincorporatesquali

ty,value,comfort,on-
timeconveyance,andbothbeforethedealandafterdealbenefit.Fulfilled

customerstendtoenlightenthreeindividualsregardingtheirexperience

andwillprobablywindupsteadfast(Tamaddonietal.,2017).

Synthesis

Thedemographicprofileimplementedmustbeinaccordancewiththeobj

ectivesandcanbedevelopedinaccordancewithdevelopmentsinthemar

ketenvironment.Ademographicprofilerefersto thecollectionofinform

ationaboutthecharacteristicsofaspecificgroupofpeople,suchastheira

ge,gender,income,profession,andotherrelevantattributes.Mohr,M.,

&Schlich,M.

(2018).AccordingtoKotler(2019),theproblematicsofthearticlelieinun

derstandingtheinfluenceofpublicmarketingonthedevelopmentofthet

ourismbusinessandtheeffectivenessofgovernmentprogramsinthisare

aasanelementofsocio-

economicdevelopmentofterritories(Dymchenkoetal.,2021),thestudy

oftheinfluenceofsocio-

economicfactorsiscarriedoutinordertoassessthelevelofdevelopment

ofindividualregions,toidentifythecausesthatnegativelyaffectthesepro

cesses,aswellastofindwaystoeliminatetheminordertoacceleratethepr

ocessofdevelopmentoftheregionand,asaresult,graduallyimprovethes

tandardoflivingofthepopulation(Chehabeddine,etal.,2020).

(Kanwaletal.,2022)foundthatagesignificantlyimpactsonlineshopping

behavior,withyoungerconsumersmorelikelytoengageinonlineshoppi
ngthanolderconsumers.AccordingtoSwarna(2012)thedifferencesbet

weenmenandwomenaboutexpectation,want,need,lifestyle,etc.reflect

theirconsumptionbehaviors.Customersretentionreferstoaorganizati

onscapabilitytotransformaneworirregularcustomertoarepeatcustom

erbyconsistentlymeetingtheirneedstolessenthepossibilityofswitchin

gtocompetitors(Mahmoud,2019).Olson(2020)assertedthatcustomer

sretentionisthelifebloodofmostsubscription-

basedorganizationsandserviceproviders.Retainedcustomersarealso

morelikelytoengageworld-of-

mouthmarketingorbecomeanorganizationambassador(Stokinger&O

zuem,2018).Also,customerretentionstrategiesaretheprocessandiniti

ativesthatbusinessorganizationscreateandimplementwiththeaimofb

uildingcustomersloyaltyandimprovingcustomerlifetimevalue(Olson,

2020).Accordingto(Aprilia,2021),productqualityencompasseseveryt

hingthataddsvaluetosatisfysomeone'sneedsordesires.Thisdefinitionc

larifiesthatproductqualityisaboutthevalueinmeetingconsumers'need

sanddesires.

(Saribu&Maranatha,2020)defineproductqualityastheoverallcharact

eristicsofaproductthatcaninfluenceitsabilitytosatisfyconsumerneeds

.Customer’srepurchaseactivitywouldbecrucialtothesuccessofcustom

erretentionandprofitabilityofanonlinebusinessthatattractedconsider

ableconcernsinrecentyearssinceitshowedthecompetitiveadvantageo

fabusiness(Razaketal.,2019).Accordingto(Kusumawardani&Achsa,2

023)qualityofserviceinacompanymustbemaintainedandthecompany

mustunderstandtheneedsandtastesofconsumerssothatconsumersme
ettheirexpectationsandperceptionsoftheproductsandservicesthatha

vebeenprovided.servicequalitycanalsoinfluenceconsumersatisfactio

n(Safiraetal.,2023).AccordingtoSuwarsito&Sabeli(2020),defineservi

cequalityasalltypesofactivitiesthathaveaninvisiblecharacterthatoccu

rwhenthereisinteractionbetweenstaffandclientscarriedoutbyaservic

eproviderbusiness.Theyadditionallyexpressthatcustomerretentione

ndeavouraremostcompensatingwhencoordinatedathighesteem,mini

maleffortcustomers,alittleextentofanymeatmarketcustomers.

(VanDoornetal.,2017),thereisanimmediaterelationshipbetweencusto

merretentionandmarketingstrategywhichcanberecognizedasone-of-

a-

kindmixesofadvantagesgotbytargetcustomers.Fulfilledcustomersten

dtoenlightenthreeindividualsregardingtheirexperienceandwillproba

blywindupsteadfast(Tamaddonietal.,2017).

TheoreticalFramework

Demographictheoryisconcernedwithhowpopulationsystemsr

egulatethemselvesgivenavailableresourcesandexternalshockstopop

ulationsize.Thischapterprovidesanoverviewofdemographictheory,fo

cusingspecificallyonrelationshipsbetweenpopulationsize,population

growth,andwelfare.Itthendiscussesfourimplicationsofdemographict

heoryforpopulationethics.Speakingbroadly,thesefourimplicationsco

ncerntheoverreliancebysomeulationethicistsonMalthusianassumpti

onsabouttheaveragewelfareofpopulationdecliningwithincreasingpo

pulationsize,thelikelihoodofcertainhypotheticalscenariosthatfeature
inthoughtexperimentsusedinpopulationethics,theprioritizationofexti

nctionrisksbypopulationethicists,andthepatternsofintergenerational

andintertemporalinequalitythatpopulationethicistsmayanticipateove

rthelongrun.Thechaptercloseswithadiscussionofdemographictheory

inrelationtohistoricalandfuturedemographicchange.

ConceptualFramework

ConceptualFrameworkFigure1showstheconceptualframeworkstudy

wheretheindependentvariableMarketingStrategiesisplacedontheleft

sidewithitsindicators,Price,Place.Ontherightssideisthedependentvar

iableCustomersRetentionwithitsindicatorsServiceQualityandProduc

tQuality.

DEMOGRAPHIC PROFILE CUSTOMERS RETENTION

 Gender  Service Quality

 Age  Product Quality
 Socio economic

Figure1.TheConceptualFrameworkoftheStudy

SignificanceoftheStudy
ThepeoplewhostandtogainthemostfromthisresearcharetheCustomer

s,BusinessOwners,andtheFutureResearchers,sinceithighlightsthesi

gnificanceofthepricingstrategiesprovidedandhowitaffectscustomers

retention.

Thefollowingsectorsarebeneficialtothestudy:

Customers.Thisstudycanimpartknowledgetotheconsumersab

outthecurrenteffectofinternalcontrolforinventoryontheperformance

ofsmallbusiness.Itwillalsoprovidethemwithideasbasedontheirownpe

rspectivesandpreferences.Alsothecustomersarethesourceofprofitofa

norganizations,thelongeracustomersremainloyaltoanorganization,th

emoreprofitablethiscustomersprovetotheorganization.

BusinessOwners.Thisstudywillhelpbusinessproprietorsandow

nerstobecomeawareabouttheeffectofinternalcontrolonitsinventorya

ndperformancesothattheycanplanabettermarketingstrategy.

Researchers.Inthisstudy,theresearchersmightalsogetrelevance.Th

eywoulddeveloptheirresearchskills,includingdatagathering,analysisandex

pertise.

FutureResearchers.Thisstudywillserveastheirbasiswhentheyp

lantoconductastudythatisrelatedorrelevanttotheresearchers’study.I

twillalsobeaninspirationtofurtherstrengthenandimprovethisstudyfor

betteroutcome.

DefinitionofTerms

ConceptualandOperational
 CustomersRetention. acompany'sabilitytoturncustomersintor
epeatbuyersandpreventthemfromswitchingtoacompetitor.Customer
retentionindicateswhetheryourproductandthequalityofyourservicepl
easeyourexistingcustomers.Operationally,Customerretentionismore
thangivingthecustomerwhattheyexpect;itisaboutexceedingtheirexpe
ctationssothattheybecomeloyaladvocatesforthebrand.ResearchbyFl
emingandAsplundh,(Feb.2009)

ProductQuality.Productqualityreferstohowwellaproductsatisfi
escustomerneeds,servesitspurposeandmeetsindustrystandards.Prod
uctqualityreferstothecharacteristics,features,andattributesofaprodu
ctthatdetermineitsabilitytomeetcustomerexpectationsandperformits
intendedfunction.Operationally,productqualityistheextenttowhichpr
oductsareabletoattaintotheneedsanddesiresofcustomersisreportedt
oreferstoasproductquality(SmithandWright,2004;Suchánek,Richter
&Králová,2015).

ServiceQuality.Servicequalityisameasureofhowanorganizationund
erstandsitsusers'needsandfulfillstheirexpectations.Operationally,th
eservicequalityisthemostcrucialsubjecttodiscuss,especiallyforbusin
essesengagedinservices.Forthatreasonthattheservicequalityisprime
determinantfactoroforderqualitythatwillensurethecompanyabletosu
rviveandalsobecomeasourceofcomparativeadvantages(Sumaediand
Yarmen,2016).

DemographicProfile.Ademographicprofilerefersto thecollect
ionofinformationaboutthecharacteristicsofaspecificgroupofpeople,s
uchastheirage,gender,income,profession,andotherrelevantattribute
s.
Age.Ageisabiologicalclassificationthetimeframebetweenbirthandde
athinyears.UnitedNations(UN,2020):“Ageisthenumberofyearssincebirth”

Gender.Referstothesocialandcultural,social,andpsychological
meaningsassociatedwithbeingmaleorfemale.

Socio-
economicStatus.Socioeconomicstatus(SES)isaneconomicandsociol
ogicalcombinedtotalmeasureofaperson'sworkexperienceandofanind
ividual'sorfamily'saccesstoeconomicresourcesandsocialpositioninrel
ationtoothers.

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heoryandStudiesforRuralBusinessandInfrastructureDevelopmentP

ublisher:VytautasMagnusUniversityVolume:46Issue:3Page:346-

353DOI:10.15544/mts.2024.32URL:https://www.researchgate.net/

publication/

384646102_ASSESSMENT_OF_THE_INFLUENCE_OF_SOCIOECONO

MIC_FACTORS_ON_THE_LEVEL_OF_AGROFOOD_PRODUCTS?

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 Chapter2

METHODS

Thischapterpresentedtheresearchdesign,researchrespondents,popu

lationandsample,researchinstrument,datagatheringprocedure,statis

ticaltool,andtheethicalconsiderations.

ResearchDesign

InThisstudy,theresearchwillutilizeaquantitativeresearchdesig

n,whichisappropriateforidentifyingassociationbetweenvariableswith

outmanipulatingthem.Specifically,thestudyaimstoexaminetheassoci

ationbetweendemographicprofileandcostumerretentionatKingKingp

antukanDavaodeOro.Thedesignischosenbecauseitallowsforobservat

ionofnaturalbehaviorsinapublicmarketsettingwithoutexperimentalin

terference.Thisapproachiscommonlyusedwhenthegoalistodescribee

ventsastheyoccurintheirnaturalenvironment(Siedlecki,2020).
ResearchRespondents

Therespondentsofthisstudywillbethecostumersofmeatvendors

publicmarketinPantukan,Davao,deOro,Theresearcherdeterminedth

atthesamplesizecomprisesof100vendorsfromPantukanDavaodeOro.

Duetothecomplexityofreachingtheentirepopulation,thesamplesizew

asbasedonpopulationandrequiredcomputation.Conveniencesamplin

gisanon-

probabilitysamplingmethodwhereunitsareselectedforinclusioninthe

samplebecausetheyaretheeasiestfortheresearchertoaccess.Thiscan

beduetogeographicalproximity,availabilityatagiventime,orwillingne

sstoparticipateintheresearch(Goizar,2022),Thesurveyincluded100co

stumersasthetargetsamplesizeatKingKing,Pantukan,DavaodeOro.
 Figure2.SatelliteMapofPantukanPublicMarket

ResearchInstruments

Toensurethesurvey'sreliabilityandvalidity,theresearchersconductedacomp

rehensiveliteraturereviewofvalidatedstudiesinthefield.Thisprocesshelpedi

dentifyandadaptthemostrelevantandreliableelementsfromexistingresearc

h,resultinginasurveythatisgroundedinestablishedknowledge.Aratingsyste

mknownasaLikertscaleisusedtoevaluatebeliefs,attitudes,oractions.Insurve

yresearch,Likertscalesarepopularbecausetheymakeitsimpletooperationali

zepersonalitytraitsorperceptions(Bhandari,2022).TheStudentsofAccounta

ncyBusinessandManagementfromPantukanNationalHighSchoolwillconduc
tthesurvey.

ParameterLimits Descriptive Interpretation

Equivalent

4.20-5.00 Excellent Thismeansthatthegender,age,andciv

ilstatusonconsumerbuyingbehavioris
excellent.

3.40-4.19 VeryGood Thismeansthatthegender,age,andciv

ilstatusonconsumerbuyingbehavioris
verygood.

2.60-3.39 Fair Thismeansthatthegender,age,andciv

ilstatusoncustomerconsumerbuying
behaviorisfair.

1.80-2.59 Poor Thismeansthatthegender,age,andciv

ilstatusoncustomerconsumerbuying
behaviorispoor.

1.00-1.79 VeryPoor Thismeansthatthegender,age,andciv

ilstatusoncustomerconsumerbuying
behaviorisverypoor.

DataGatheringProcedure

Thedatagatheringprocedureoutlinesthestep-by-

stepprocessforobtainingdatafromrespondentsandensuringthatallnecessar

yapprovalsandpermissionsareinplace.Belowisadetaileddescriptionoftheste

ps:

ParentalConsentforResearchers.Beforeanyresearchactivitybegin

s,theresearcherswillfirstobtainparentalconsenttoconductthestudy.Thiscon

sentensuresthatparentsoftheresearchersunderstandandapproveoftheirpar

ticipationintheresearchprocess,particularlyifthestudyinvolvesfieldworkora

ctivitiesoutsideofschoolpremises.
 EthicsCommitteeEndorsement.Theresearchproposalwillbesubmi

ttedtotheEthicsCommitteeforreviewtoensurethatthestudycomplieswitheth

icalstandards.Anendorsementletterfromthecommitteewillbeobtained,certi

fyingthattheresearchadherestoethicalguidelines,includinginformedconsen

t,confidentiality,anddataprotectionprotocols.

OwnerConsentforResearchers.Tobegintheresearchactivity,there

searcherswillinquireanownerconsenttoconductthestudy.Thisconsentensur

esthattheownerofthebusinessunderstandandapproveoftheirparticipationin

theresearchprocess.

DataCollectionProcess.Afterobtainingallnecessarypermissions,th

edatacollectionprocesswillbegin.Forexample,ifthestudyinvolvesasurvey,re

spondentswillbegivenquestionnairesduringclasstime.

Ifthestudyinvolvesinterviewsorexperiments,researcherswillschedul

esessionswiththerespondents,ensuringthatanyequipmentormaterialsrequi

redfortheexperimentarepreparedinadvance.

EnsuringConfidentiality.Throughoutthedatacollectionprocess,res

pondentconfidentialitywillbestrictlymaintained.Allrespondentswillbeassig

neduniqueidentificationnumberstoensureanonymity.Personalidentifierswil

lnotbelinkedtotheresponsesinthefinalanalysis.

CollectionofCompletedData.Oncedatacollectioniscomplete,resea

rcherswillcollectandverifyallresponses,ensuringthattheyareproperlyrecor

dedforanalysis.Anydiscrepanciesormissingdatawillbeaddressedbyrevisitin

gtherespondents,ifnecessary.
 DataStorage.Allcollecteddatawillbestoredinasecuredatabasewithr

estrictedaccesstoauthorizedpersonnelonly.Hardcopiesofanydocumentswill

bestoredinalockedcabinet,anddigitaldatawillbeencryptedtoensureprivacy.

StatisticalTreatment

Thestatisticaltreatmentsectionoutlinesthemethodsusedtoanalyzethedatac

ollected.Belowisadetaileddescriptionofthestatisticalteststhatwillbeused,al

ongwiththeassumptionsnecessaryforeachparametrictest:

Chi-

squareTestofIndependence.Thistestwillbeusedtoexaminewhethertherei

sasignificantassociationbetweentwocategoricalvariables(e.g.,genderandst

udyhabits).

AssumptionsofChi-squareTest:

Thistestassumesthatthevariablesaremeasuredatthenominalorordina

llevel.Additionally,itisrequiredthattheexpectedfrequencyineachcello

fthecontingencytablebeatleast5,toensurethatthetestresultsarereliab

le.TheChi-

squaretestalsoassumesthatthesamplesarerandomlyselectedandthat

theobservationsareindependentofoneanother,meaningthateachresp

ondent'sanswershouldnotinfluenceanother.

EthicalConsiderations

InaccordancewiththeBelmontReportandRepublicActNo.10173(Data

PrivacyAct),priortoparticipation,allindividualsinvolvedinthestudywillrecei

veinformationaboutthestudy'sgoals,potentialrisks,andbenefits.Bothstuden
tsandtheirparentswillberequiredtoprovideinformedconsent.Toensureparti

cipantanonymity,responseswillbeassignednumericalcodes,andalldatawillb

ekept.Anystudentcanchoosetowithdrawfromthestudywithoutfacinganypen

alty.Theresearchersensuredthereliabilityofthedatabytakingnecessarymeas

ures.Theyobtainedtheparticipants'consentandmaintainedconfidentialityto

protecttheirprivacy.Anonymitywasprovidedtopreventconsciousnessfromin

fluencinghonesty.Moreover,theresearchersrespectedtheparticipants'choic

etoparticipateordecline.Finally,theyensuredtheresearchstudywasconducte

dethicallyandaccuratelyrepresentedthedata.