Abstract
This study assessed the promotional strategy preferences and buying decisions of the Western Appliances customers in Metro Manila, Philippines. Through a validated self-made survey questionnaire, the data were gathered from 100 purposively chosen customers of Western Appliances. The percentage, arithmetic mean, standard deviation, Pearson correlation analysis, t- test, and regression analysis were applied using data management statistics tool. The results revealed that there were statistically significant correlations between the promotional strategies and customer buying decisions variables. In particular, promotional strategies implemented by the subject firm have significantly high positive correlations with all the respondent’s preference variables such as sales promotion, advertising, personal selling, direct marketing and public relations. There was also statistically significant correlations between the promotional strategies and the customer buying decisions variables. Therefore, increase or decrease in effectiveness of promotional strategies’ implementation significantly results in an increase or decrease in the purchase decisions of customers in Western Appliances in Metro Manila.
Keywords: buying decisions, customer preference, promotional strategies, purchase decisions, marketing tool, consumer behavior
References
Anyadghibe, J., Awara, N., Esu, B. (2014). “The Impact of Personal Selling on the Productivity of Selected Banks in Calabar Metropolis”, International Journal of Development and Sustainability, Vol. 3, No. 5, pp. 1697-1708
Ahmad, S.A. (2015). “Impact of Sales Promotion on Consumer Buying Behavior in Pakistan”, International Interdisciplinary Journal of Scholarly Research, Vol. 1, No. 3, p. 14
Black, K. (2010). “Business Statistics Contemporary Decision Making”, 6th Edition, John Wiley & Sons.
Booney, E. (2014). “The Impact of Advertising on Consumer Purchase Decision”.
Calderon, Jose F. & Gonzales, Expectacion, C. (1993). Methods of Research and Thesis Writing. P. 82, National Bookstore, Inc.
Daramola, G.C., Okafor, L.I., Bello, N.A. (2014). “Sales Promotion on Consumer Purchasing Behavior”, International Journal of Business and Marketing Management, Vol. 2, Issue:1, pp. 8-13
Dennis Rutzou Public Relations (2017). “Consumer PR- Public Relations to Build Your Brand”, Dennis Rutzou Public Relations Pfy Ltd.
Familmaleki, M., Aghighi, A., Hamidi, K. (2015). “Promotion on Customer Purchasing Behavior”, International Journal of Economics and Management Science, Vol. 4, Issue: 4, pp. 2-6
Furaji, F., Latuszynska, M., Wawrzyniak, A., Wasikowska, B. (2013). “Study on the Influence of Advertising Attractiveness on the Purchase Decision of Women and Men”, Journal of International Studies, Vol. 6, Issue: 2, pp. 2.-32, DOI: 10-14254/2071-8330.2013/6-2/2.
Khanfar, I. (2016). “The Effect of Promotion Mix Elements on Consumers Buying Decisions of Mobile Service: The Case of Umniah Telecommuniation Company at Zarga City-Jordan, European Journal of Business and Management, Vol. 8, No. 5, pp. 94-100
Keiss, Harold O. (1989). Statistical Concepts for Behavioral Sciences, Allyn & Bacon, U.S.A., pp. 157-190
Mahon, D. (2017). “Direct Marketing Influences Consumer Buying Decisions”, prweb, pp. 1-60, Mahon Enterprises, Ltd.
MarketingSherpa (2016). “Marketing Research Chart: How Consumers Prefer to Receive Updates & Promotions from Brands”, Inbound Marketing for B2B, 2000-2017
Mughal, A., Mahmood, A., Mohi-ud-deen, A., Ahmad, B. (2014). “The Impact of Promotional Tools on Consumer Buying Behavior: A Study from Pakistan”, Journal of Public Administration and Governance, Vol. 4, No. 3, pp. 402-414. Doi: 10.5296/jpag.v4i36680, http://dx.org/10.5296/jpag.v4i3.6680
Ndubisi, N.O. (2005). “Gender Difference in Customer Behavioral Responses to Sales Promotion”, Asia Pacific Management Review”, Vol. 10, Issue:3, pp. 175-185
Paramola, G, Okafar, L., Bello, M. Li, M. (2014). “Sales Promotion on Consumer Purchasing Behavior”, International Journal of Business and Marketing Management:, Vol. 2, Issue:1,pp. 8-13
Shamout, M.D., (2016). “The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market”, International Journal of Business and Social Science, Vol. 7, No, 1, pp. 75-85
Tushar, A. (2014). “Communication Mix on Consumer Buying Behavior and Decision in Retail Industry of UK: A Case Study of Tesco PLC”. Prime Research and Consultancy, p. 10.
Yousif, R. (2016). “The Impact of Personal Selling on the Purchasing Behavior Towards Clothes: A Case Study on the Youth Category”, International Journal of Marketing Studies”, Vol. 8, No. 5, pp, 128-135
