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Republic of The Philippines Department of Education Region Iv - Mimaropa Division of Oriental Mindoro
Republic of The Philippines Department of Education Region Iv - Mimaropa Division of Oriental Mindoro
Department of Education
Region IV - MIMAROPA
A Qualitative Research
In Partial Fulfillment
Submitted by:
AIZA S. BABAO
HYLA O. TOLENTINO
PATRICIA RIVERA
Submitted to:
ARMAN D. NARCISO
March 2020
ABSTRACT
Sales Promotion is given by the marketers to attract consumers to buy their product. It
calls lots of attention because of the money that the consumers can save by purchasing
products under sales promotion. According to the study of Bhatti (2018), sales promotion has a
great impact in influencing the consumer to buy a product. Social media also have an impact in
the purchasing decision of the consumer and balance the relationship of sales promotion and
consumer buying behaviors. It is apparent that each consumer has his own personal trait when
selecting a product and making a purchase decision. However, it has been observed that with
the increase in the sales promotion offered by every brand nowadays, the perception of the
consumers and their buying behavior has change because customers believed that the prices of
all products are cheaper than normal when offered sales promotion, also they felt they are
getting a good deal, and therefore, they make a purchase decision when a sales promotion is
offered. With this, researchers conducted a study at Leuteboro National High School about the
effects of sales promotion in the buying behavior of students in purchasing a product. It resulted
that sales promotion affects them by giving them motivation to buy the product because of the
money that they can save with sales promotion. Discounts attract them the most. It also
changes their behavior and have temptations in purchasing a product because of sales
promotion. It is recommended to use have more discounts but still have quality in the product.
TABLE OF CONTENTS
Title Page
Title Page i
Fly leaf ii
Abstract iii
Acknowledgment iv
Table of Contents v
CHAPTER I. INTRODUCTION
Conceptual Framework 6
Definition of Terms 8
CHAPTER II. REVIEW OF RELATED LITERATURE 9-13
Research Design 14
Research Locale 15
Sampling Technique 16
OF DATA 21-28
RECOMMENDATIONS 28-30
BIBLIOGRAPHY 30-31
The study are greatly appreciative to the following individual who contributed and
supported the conduct of the study.
To Him, who is the creator of the world’s greatest discoveries, His unfailing
wisdom lent to us made the conduct of the research possible.
The researchers’ parents, both moral and financial support that greatly driven
the researchers to carry out this research study.
The participants of the study, the research study would not be complete
without them.
And lastly, the researchers’ themselves, for the effort that they have exhibited
all throughout the duration of this study and for accomplishing the research at its best.
CHAPTER II
According to the study of Bhatti (2018), sales promotion has a great impact in
influencing the consumer to buy a product. Social media also have an impact in the
purchasing decision of the consumer and balance the relationship of sales promotion
and consumer buying behaviors. On the other hand, discounts don’t seem to have an
impact on purchasing items. It is apparent that each consumer has his own personal
trait when selecting a product and making a purchase decision. However, it has been
observed that with the increase in the sales promotion offered by every brand
nowadays, the perception of the consumers and their buying behavior has change. is
because customers believed that the prices of all products are cheaper than normal
when offered sales promotion, also they felt they are getting a good deal, and therefore,
The consumers are already aware on the practices in the market. Some
consumer waits from some sales promotion like freebies before deciding in purchasing
a product. So that sales promotion became a competition in the market because good
sales promotion leads to better sales. The sales promotion practice in the industry draw
these consumers to the product and make them do impulse purchase. was realized
that the consumer may not go through the entire decision making process anytime they
want to purchase a service or product. This may be so because the evoked sets which
present the consumer with established alternatives may inform the consumer’s
judgements in deciding which service or product to buy. This may eventually prevent the
consumer from going through all the stages of decision making because of experience
and available information. It was also observed that the consumer would mostly
consider which servicer is offering the best discount and the kind of service that satisfies
In this study determined two things the sales promotion and brand name that
affects the buying behavior of the consumer and these reasons leads to the production
of good quality products. The sales promotions influence the buying decisions of
Segments, it can be used by marketer if they want or wish to attract new consumer
because attracting more consumer may result attracting more income and get their
products tried by them, discount is proven to be more effective than the other sales
promotion buy one get one that has to be used with as it is not found much impactful in
the selected segments. The study also reveals that discount positively influences
consumer’s purchase intention which can be linked to the results of the present study as
well, yet it’s both proven to be effective. The study also suggests that buy one get one
should be implemented with circumspection because it’s not always working on sales
promotion.
This study focuses on four sales promotion techniques namely price discount,
free sample, buy one get one free and loyalty program. These four techniques are all
proven to have a good result in promoting a product. Price discount is good to used in a
supermarket. Free samples are tested to attract consumer to buy products. Buy one get
one is good to increase sales. Lastly, loyalty program has the highest impact among all.
It highly attract the buying decision of the consumer and at the same time sales will not
The market should choose a sales promotion carefully because the consumers
purchasing power gets higher depending on a sales promotion of the market. When a
consumer received a financial benefit from sales promotion their mental well-being
power didn’t last long and marketers are required to always upgrade their promotion.
Spending time in shopping is part of the life of the respondents and sales promotion
changes their shopping pattern. Buy- one- get- one highly influence the consumer.
There are other sales promotion like discounts. Based on the result of the study, some
male consumer feels ashamed buying products on discounts but female consumer
strongly disagree as they said that they can save more money through discounts. Some
consumer think that products on sale didn’t have that much quality compared to
products on regular price but they sometimes still buy because of sales promotion.
(Nakarmi, 2018)
Sales Promotion, helps increase the sales. Marketers used sales promotion to call
the attention of consumer. It shows that consumer has positive feedbacks on sales
promotion, like coupon premium and point of sales display. (Adella, 2017)
Ghafrane Ashraf on that buying behavior can be influenced by sales promotion through
different promotion technique free sample, price discount, social surrounding and
physical surrounding.
Jean – Woo Park also conducted a study about the relationship of sales promotion,
customer satisfaction, customer value and behavior intention. It shows that there is a
relationship between cutting price, CENTS off, customer satisfaction, customer value
image and behavioral intention. Duty free shop of witness the good effects on sales
RESEARCH METHODOLOGY
This chapter presents the research design, research locale, sample or the
respondents of the study, the instrument employed in data gathering, data collection
Research Design
Qualitative case study research served as the main methodology for this study.
Case study is a research methodology that has commonly used in social science. It is
also a research strategy and an empirical inquiry that investigates a phenomenon within
its real- life content. Case studies are based on an in- depth investigation of a single
systems that are studied holistically by one or more methods. A case study research
can be single or multiple case studies. It includes qualitative evidence and benefits from
The researchers used qualitative research which they believed that it can help to
obtain knowledge and information in their research problem to further know the
credibility of this study.Also, they believed that it is suitable in their research problem to
further distinguish the purpose and objectives of this study knowledge and also a deep
meaning and understanding to identify the reasonably credibility of the central idea of
the study.
Research Locale
This study was conducted in Leuteboro National High School during the second
semester of Academic Year 2019- 2020. The structured questionnaires were asked in
For this study, the experience of the consumer with their buying behavior towards
sales promotion. The case of this study was any Senior High Student who experience
buying with the influence of sales promotion. The researchers collected detailed
other. In the procedure of collecting data, the researchers gathered different information
or data including the sample on how consumer is affected by sales promotion. The
participants of the interview were selected five (5) students from Leuteboro National
High School who are obsessed with milk tea. The researchers kept the name of the
interviewees confidential and used an alias for each participant instead. The
interviewees were described using age, gender, grade level,strand, and body frame.
Sampling Technique
They were chosen by the researchers using the non- probability purposive or
on how the researchers judge the respondents on how they can be capable on
they believe that the research questions that they have was cannot be answer by
anyone and the researchers need to chose those who have experience in sales
technique was used to gather valid and reliable data from the participants which suit the
Research Instruments
The main data gathering instrument for this study was researcher- made
interview questions.
The generated questionnaires were asked to the respondents and consisted of
1. Do you go to mall?
3.2 Does sales promotion influence you in your buying decision in purchasing a
product?
3.2.2 If no, why do you think that it doesn’t influence you at all?
4. Does the product with sales promotion meet your satisfaction when purchasing it?
have?
7.1 Do you consider the money that you have in purchasing a discounted
product?
8. Do you tell it to others like in your friends or family member when you know about
sales promotion?
9. Do you go to check the said sales promotion when you know about it?
10. Where do you get your knowledge about a particular sales promotion of the
product?
11. Are there temptations to buy the product with sales promotion like discounts?
an expert for the validity of interview questionnaire. The researchers south for approval
of their their research adviser, Mr. Arman D. Narciso, to validate the questionnaire.
To test the reliability of the research instrument, the researchers conducted pre-
interview to ten (10) chosen sample participants. The interview were done twice.
Before the conduct of the research, the researchers sought permission to pursue
the study through a letter addressed to the Principal of Leuteboro National High School
through the Assistant Principal. Upon approval, the researchers carried out the
organize, summarize and analyze the data, the researchers recorded and reviewed the
answers of the respondents. Interviews were conducted and analyzed using content
analysis and frequency analysis. The researchers interviewed five (5) in their
responses of data gathered from interview were evaluated through coding by using
symbols liked letters or words to represent arbitrary or subjective data. The data the
researchers collected were visually represented in the form of charts and power point
presentation.
Chapter 4
This chapter presents the analysis and interpretation of data gathered in the
study.
The participants of the study were Senior High School students from Leuteboro
Products
decision in buying
products?
Motivation 12 34%
Can save money 11 31%
Affordability 6 17%
Not Affected 2 6%
Addiction 1 3%
Way it is promoted 1 3%
Option 1 3%
Decision Making 1 3%
Total 35 100%
product. Consumers get interested in purchasing a product because they can save
money through sales promotions like discounts and buy- one- get- one promo. Six (6) of
the respondents answered that it is more affordable when products are under sales
promotion. There is a respondent said that sales promotion makes them addicted in
purchasing a product because of its cheaper price. Also, one (1) of the respondent was
affected by the way the said sales promotion was presented in the public. Also, there
was a respondent who answered that sales promotion affects their decision making in
buying a product and the other one stated that sales promotion gives option in
purchasing a product. But, there are two (2) respondents who cited that they are not
affected of sales promotion at all and one of the respondents reason was because
sometimes sales promotion was given because the products are damaged and the
other one said that it is because the respondent know that sales promotion is a tool
Based on the results of the interview to five participants, they were all aware that
they are affected to sales promotion whenever they purchase product. The interview
revealed that they at least purchase product when it has sales promotion. It was
identified that sales promotion affects the participant’s buying decision in the way that
they are motivated to buy a product. Rub, stated that “Naiimpluwensiyahan ako ng mga
sales promotion na yun sa pamamagitan po ng pagbabagong isip halimbawa po ay
bibili po ako nga isang product tapos nalaman kong may discount yun parang mas
in a way that I am changing my mind for example I’m about to buy a product then I’ll
find out that there’s a discount so I am more encourage to buy that product.) Meanwhile
Gel (2020), said that “Syempre kapag may mga discounts kunyare 50% 20% off parang
mas naeencourage akong bumili kase ang laking magiging tipid ko non kesa doon sa
talagang SRP nya.” (Off course when there’s a discount like 50% 20% off I’m
encourage to buy because I can save more compare to their real SRP.)
On the other hand, product with sales promotion is more affordable. Cap stated that
“For example, if I’m buying a certain product then it is buy-one-take-one it looks like it is
more affordable.” Moreover, one interviewees answered that she is not affected at all
whenever there’s a sales promotion. Stated by Tin “Sometimes I don’t care because
To support the data in Table 1, Table1.1 shows the Sales Promotion that attracts
the respondents the most was presented. Ninety four percent (94%) or thirty three (33)
of the respondents answered that they are attracted to discounted products. Only six
percent (6%) or two of the respondents are attracted to Buy- One- Get- One.
Table 2. Participant's Behavior Whenever They Learn Product with Big Discounts
big discounts?
Attracted 22 63%
Excited 7 20%
Delighted 3 9%
No Feeling at All 2 6%
Misdoubting 1 3%
Total 35 100%
All the respondent shows different behavior when they learn about big discounts.
Most of the respondents are attracted as sixty three percent (63%) or twenty two of the
respondents answered it. Twenty percent (20%) or seven (7) of the respondents shows
excitement when know about big discounts. There are nine percent (9%) or three (3) of
the respondent response that they are delighted with it. But there are six percent (6%)
or two (2) of the respondent didn’t care about it and three percent (3%) or one (1) of the
respondent answered that there is a doubt in sales promotion because some sales
expired.
Another themed revealed in the study that most of the participants’ behavior
whenever they learn about products with big discount is that they got easily attracted.
Tin said that “Na aattract agad kasi nga may sales”(I’m easily attracted ‘cause there’s a
sales). Meanwhile, some are also feel excitement, Gel stated that “Na eexcite bumili
money in purchasing a
product?
Yes 35 100%
No 0 0
Total 35 100%
Still, the respondents put consideration in the money they have before
purchasing product with discounts regardless of the behavior they have when they
It supports the study of WONG Ai Jean, Rashad Yazdanifard(2019) that the the
market should choose a sales promotion carefully because the consumers purchasing
power gets higher depending on a sales promotion of the market. When a consumer
received a financial benefit from sales promotion their mental well-being change.
This supports the study of Shrestha (2015) that two things the sales promotion
and brand name that affects the buying behavior of the consumer and these reasons
leads to the production of good quality products. The sales promotions influence the
buying decisions of consumer. Sales promotion strategies will lead to consumer buying
management strategies
sales promotion?
Yes 35 100%
No 0 0
Total 35 100%
All of the respondent respond that there are temptations to buy management
strategies that the learners employ when knowing about the sales promotion.
manage temptations?
Consideration of Money 24 69%
Consideration of Needs 8 23%
Consideration of Things 2 6%
Communication 1 3%
Total 35 100%
Percent or twenty four (24) of the respondents consider their money. There are eight (8)
or twenty three percent (23%) of the respondents consider their needs in managing their
temptations. Two (2) of the respondents consider the thing in discounts in managing
CHAPTER V
This chapter will show the conclusions and recommendations of the researchers
regarding the results of the interview and questionnaire given to the respondents.
Conclusion
From the results of the study, it is concluded that market can increase their
sales because of sales promotion as people are really attracted to sales promotion.
Sales Promotion can help them save money that is why they always consider the
sales promotion. They consider the benefits of purchasing a product under sales
promotion. But there are still some who didn’t consider sales promotion because of
the knowledge that sales promotion is given because of the eagerness to sell the
product for some reason like it is damage. But among all the sales promotion,
discounts attracts the consumers the best. Many are attracted to discounts because
of the money that they can save with discounts like 20% or 50% off. Money is really
under sales promotion and consideration of money leads them all followed by
behavior of the consumer in a way that it can make them excited, attracted,
delighted and sometimes doubting and even didn’t care at all. It makes them feel it
because of the money that they can save. Sales Promotion also temp the costumers
to buy products because of the money that they can save again.
Recommendation
From the results of the study, it is concluded that marketers should improve their
sales promotion because there are still some who didn’t care about it. There is still
their main sales promotion as it attracts the consumers the best. Still, consumer
should analyze the product under sales promotion like discounts because some of
the products are discounted because of damage. Consumer can practice much
Discounted products should still have quality.Some also wants more discounted
product. There is a respondent who suggest that sales promotion should be easily
seen by consumers because there are some sales promotion that is hidden in some
consumers.
BIBLIOGRAPHY
Bhatti, A. (2018. Sales promotion and price Discount Effect on Consumer Purchase
Intention with the Moderating Role of Social Media in Pakistan. From
https://sciarena.com/storage/models/article/ujY91gcY2S6S5Mi1fBXj06BxlO0uuGg1E32
h0OjP9069B2obiHqxVbzWndjU/sales-promotion-and-price-discount-effect-on-
consumer-purchase-intention-with-the-moderating-role-pdf
.The impact of sales promotion on consumer buying behavior in the telecom industry.
From
https://www.academia.edu/38411348/THE_IMPACT_OF_SALES_PROMOTION_ON_C
ONSUMER_BUYING_BEHAVIOUR_IN_THE_TELECOM_INDUSTRY
APPENDIX 1
QUESTIONNAIRE
Dear Student-Participant,
The purpose of this study is to determine the effects of sales promotion to the students
buying decision in purchasing a product.
Please do not hesitate to ask the researchers a questions about the study before
participating or during the study. It would be an honor for us to impart the findings with you after
the completion of the research. We guarantee you that the data to be obtained from you will be
kept confidential.
1. Do you go to mall?
____Yes
____No
____Sometimes
_____Discounted product
_____Regular price
_____If others please specify
6. What do you think is the advantage of buying a discounted product?
_____Can save more money
_____Can buy more products
_____Can have more options
_____If any please specify
7. What is your behavior when you see sales promotion?
____Attracted
____Excited
____Delighted
____No feeling at all
____If any please specify
7.1 Do you consider the money that you have in purchasing a discounted
product?
____Yes
____Sometimes
____No
8. Do you tell it to others like in your friends or family member when you know about
sales promotion?
____Yes
____No
8.1 If yes, what did you do next?
____Encourage them to buy
____Inviting them to buy
____If others please specify
8.2 If No, Why did you keep it secret?
__________________________________________________________
9. Do you go to check the said sales promotion when you know about it?
_____Yes
_____No
10. Where do you get your knowledge about a particular sales promotion of the product?
____Internet/ online
____Friends
____Family
____If others please specify
11. Are there temptations to buy the product with sales promotion like discounts?
____Yes
____No
11.1 If yes, how did you manage it?
_____By considering my money
_____By considering my need
_____If others please specify
11.2 If No, are you willing to manage?
Babao Aiza S.
Tolentino Hyla O.
Ortegal Melan Colle
Rivera Patricia
APPENDIX 2
INTERVIEW SCHEDULE
Product
Dear participant,
Good day!
We are Grade 12 Diego Silang under Accountancy Business and Management strand
who are currently doing a research on effects of sales promotion on the student’s
buying decision in purchasing a product. The study is a major requirements for Inquiries
subject. In this regard, we would like to solicit your permission to interview you to learn
more about the said topic.
If you choose to participate in this study,we will schedule a time to meet with you at your
most convenient time. During this time we would like to ask questions concerning on
your purchasing decision in buying a product. This interview will take approximately 10
minutes. With your permission, we would like to audiotape the interview in order to
focus on the conversation. Only the group will have access to the tape. The recordings
will be transcribed and we will remove any identifiers during the transcription. The tape
will then be erased and your identity will be kept confidential and will not be revealed in
the final manuscript.
We are thanking you in advance for your consideration to participate in this study.
Respectfully yours,
Babao, Aiza
Rivera, Patricia
Tolentino, Hyla
Name:
Age:
Section:
Date:
I fully understand the purpose and significance of the study, the listed name
above and my signed shows my willingness to participate on the said study.
1. Do you go to mall?
1.1 How often do you go to mall?
1.2 Where do you get your money when going to mall?
2. What section you often visit when going to mall?
2.1 Why do you always go in that particular section?
3. Are you familiar in sales promotion?
3.1 What particular sales promotion you prefer the most?
3.2 Does sales promotion influence you in your buying decision in purchasing a
product?
3.2.1 If yes, in what way?
3.2.2 If no, why do you think that it doesn’t influence you at all?
4. Does the product with sales promotion meet your satisfaction when purchasing
it?
5. Do you like discounted products?
5.1 What discounted product you are fond of?
5.2 What do you prefer more?
6. What do you think is the advantage of buying a discounted product?
7. What is your behaviour when you see sales promotion?
7.1 Do you consider the money that you have in purchasing a discounted
product?
8. Do you tell it to others like in your friends or family member when you know about
sales promotion?
8.1 If yes, what did you do next?
8.2 If No, Why did you keep it secret?
9. Do you go to check the said sales promotion when you know about it?
10. Where do you get your knowledge about a particular sales promotion of the
product?
11. Are there temptations to buy the product with sales promotion like discounts?
9.1. If yes, how did you manage it?
9.2 If No, are you willing to manage?
12. What improvements do you look for in a sales promotion?
Prepared by:
AizaBabao
Melan Colle Ortega
Patricia Rivera
Hyla Tolentino
Researchers
Arman D. Narciso
Research Teacher
APPENDIX 3
TRANSCRIPT OF INTERVIEW
Naiimpluwensiyaha Motivation
n ako ng mga sales
promotion na yun sa
pamamagitan po ng Motivation
pagbabagong isip
halimbawa po ay
bibili po ako nga
isang products
tapos nalaman kong
may discount yun
parang mas
mahihikayat akong
bumili ng products
na yun. (I am
influenced by that
sales promotion in a
way that I am
changing my mind
for example I’m
about to buy a
product then I’ll find
out that there’s a
discount so I am
more encourage to
How does sales buy that product.) Effects of sales
promotion affects Syempre kung promotion to the
the participants kunyari may bibilhin participant's
ako tapos yun yung Can save money
decision in buying kailangang decision in buying
products? kailangan ko talaga, products
ay hindi ko naman
kailangan, parang
ang gusto ko lang
yun nga gusto ko
lang syempre, pag
hindi, hindi kasi ako
bumibili yung gusto
ko lang ang binibili
ko ang kailangan ko Motivation
lang kunyari gusto
ko lang yun tapos
ang mura naman
syempre gora na
bili. ( Of course, if
ever I have
something to buy
then that’s what I
really need , I don’t
need, what I want is
what I want, if not, I
didn’t buy, what I
buy is what I need
and if it is
discounted then I
buy it. .