Abstract: This study aimed to uncover the lived experiences of online sellers in starting and running their online business of baked goods specifically cakes and breads in Dasmariñas City, Cavite, Philippines. Basic interpretive method was followed in the conduct of the study. Using purposeful sampling, the participants of the study were chosen based on the criteria provided by the researchers. The researchers conducted one-on-one interview to gather data from the five participants. The data were treated using qualitative data analysis to determine the strategies used by these online sellers in selling baked goods specifically cakes and breads based on their actual experiences Interview transcripts were analyzed by following these three stages: open coding, axial coding, and selective coding. The findings of the study revealed that sources of inspiration, starting-up online business, and positive experiences were themes that constituted starting up and running an online business. Whereas, starting-up challenges and struggles encountered comprised the challenges that online sellers experienced. Additionally, life lessons, insights gained, and values of business men emerged as themes relative to their insights in doing online business. Lastly, marketing platform, sustaining online business, and medium and long-term plans contributed to their success. Indeed, online sellers face challenges, struggles, and difficulties in starting, running, and maintaining their businesses like physical store sellers. It is recommended that the present study be replicated but with a wider locale and more participants.
Keywords: Baked goods, basic interpretive method, online selling, online business.
Title: Online Selling of Baked Goods: Understanding the Lived Experiences of Online Sellers in Dasmarinas City, Cavite
Author: Jan Monique H. Ballena, Derek John M. Caday, Jude Anthon B. Iman, Mrs. Ailene C. Rolle
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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