Product affordability, product quality, and costumer satisfaction in local thrift store retailers in san jose de buenavista, antique / Gatao, Kyle Angelica N., Baldestamon, Jhon Denver R., Bamo, Jenny P., Dioso, Divine Princess V., Near, Ma. Cepha G., Quillo, Vince Oliver A.

Includes bibliographical references.

Abstract

This study focused on product affordability, product quality, and customer satisfaction among customers of local thrift store retailers in San Jose de Buenavista, Antique for the year 2025. Specifically, it aimed to determine the levels of product affordability, produce quality, and customer satisfaction; identify significant differences in these variables where respondents were grouped according to age, sex, civil status, educational attainment, and monthly income; examine the relationships among the variables; and determine whether product affordability and product quality significantly predict customer satisfaction.

A quantitative descriptive-correlational research design was employed using a researcher-made questionnaire administered to 200 customers who had purchased from or visited local thrift stores in San Jose de Buenavista. Respondents were selected through convenience sampling. The data gathered were analyzed using frequency, percentage median, interquartile range (IQR), Mann-Whitney U-Test, Kruskal-Wallis H-Test Spearman's Rho Correlation, and Multiple Regression Analysis through JAMOVI.

The findings revealed that product affordability was rated as extremely affordable product quality was rated high, and customer satisfaction was rated highly satisfied indicating favorable customer perceptions of local thrift stores. The results further showed no significant differences in product affordability, product quality, and customers satisfaction when respondents were grouped according to age, sex, civil status, and educational attainment. However, significant differences were observed when respondents were grouped according to monthly income, suggesting that income level influences customers' perceptions. Moreover, significant positive relationships were found among product affordability, product quality, and customer satisfaction. Product affordability and product quality exhibited a strong positive correlation (p = 0.737), product affordability and customer satisfaction showed a moderate positive correlation (p = 0.582), while product quality and customer satisfaction demonstrated a strong positive correlation (p = 0.697). Furthermore, regression analysis revealed that product affordability and product quality significantly predict customer satisfaction, collectively explaining 56.0% of its variance, with product quality emerging as the stronger predictor. Therefore, local thrift store retailers are encouraged to maintain affordable pricing, improve product cleanliness and quality control, and continuously enhance customer service to sustain customer satisfaction and customer loyalty.

Keywords: Product Affordability, Product Quality, Customer Satisfaction, Local Thrift Store

Theses/Dissertations College of Management and Governance