LIVE SELLING AS A MARKETING STRATEGY: IMPACT TOWARDS ONLINE CLOTHING BUSINESSES IN CAVITE

Authors: Melona I. Saquin, Laica Mie Alexis C. Aborido, James Ryan T. Delig, Mary Clarisse Gloria, Precious May V. Palen, Maureen Grace M. Sosa & Irish Eduard C. Undo

ABSTRACT

The study was conducted to determine how selling, as a marketing strategy live, contributes to online clothing businesses. Specifically, it aimed to: (1) determine the business profile of the participants in terms of the business ownership, years in ownership, and monthly income; (2) determine the reasons for using live selling as a marketing strategy; (3) determine the impact of live selling to the online clothing business in terms of sales, inventory, and customer retention.

The study utilized a descriptive research approach to achieve the objectives of the study. Fifty (50) Cavite-based online clothing shop owners who use live selling as a marketing strategy provided the data through Google Forms.

As a result, 68% of the participants are sole proprietors, 46% have owned their company for less than three years, and 26% make less than P20,000 a month. Furthermore, the study revealed that online clothing business owners used live selling because it contributes to its business success and had favorable impact towards their online clothing businesses.

The researchers recommended live selling be used by other clothing businesses to attract potential customers and increase sales as well as the company’s growth. They additionally recommended that businesses that currently use live selling should keep investing in it to keep up their present level of success. Furthermore, they suggested that other businesses that aren’t involved in perishable goods should employ and allocate more resources in order to reach a wider audience and experience substantial growth.

Keywords: live selling, marketing strategy, online clothing

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