SALES PROMOTION STRATEGIES AND IMPULSE BUYING BEHAVIOR

OF BUSINESS ADMINISTRATION STUDENTS

An Undergraduate Thesis
Presented to the College Faculty of
St. Mary’s College of Bansalan, Inc.
Bansalan, Davao del Sur

In Partial Fulfillment of the

Requirements for the Degree
Bachelor of Science in Business Administration
Major in Financial Management

JASCINE JUANO
NHELFE MAHUSAY
EDELYN CAGULADA
HAROLD IVAN ARICAYOS

September 2023

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 Chapter I

INTRODUCTION

Rationale

Impulse buying behavior has become part of everyone’s way of living

to the point where they occasionally do not realize they are doing it. Impulsive

buying behavior is hard to avoid as it is mostly accompanied by hedonic

experiences (Amarray, 2020). Impulsive buying has many negative

consequences for college students, such as low self-esteem, dissatisfaction,

and debt. College students in late adolescence who have not yet developed

mature thinking or economic freedom may engage in continuous excessive

and uncontrollable purchasing if they have an inappropriate buying style,

which could, in turn, have more negative effects, as mentioned. Thus, it is

crucial to investigate its causes in order to intervene and stop impulsive

buying among college students (Luo et al., 2021).

Impulse buying behavior momentarily dull negative thoughts and self-

doubt. It makes people feel good and it has a sentimental value. Impulse

buying is one of the major concerns among researchers due to its impact on

consumer behavior. Impulsive purchasing is purchasing without any

forethought or planning. It takes place within a spur-of-the-moment. Besides it

is a person’s sudden decision to purchase a product upon seeing it. Impulse

buying is about excitement and feelings rather than logic and planning. The

study of impulse buying behavior is very important for marketers to

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understand what influences consumers buying decisions (Francis & Bhatia,

2021).

With the emerging issues related to consumers' impulse buying

behavior, various studies found that sales promotion strategies as factors

influencing impulse buying. According to a study conducted by Amarray

(2020), sales promotion gives an incentive for the consumer to engage in

spontaneous purchasing, the advantage it offers is encouraging the consumer

to compare and assess their purchase prospects by showcasing certain

characteristics of the product or service. Another study confirmed that

promotion has a direct effect on the consumers’ impulse purchases which is

an action-promoting instance (Fahmilmaleki et al., 2015). It is shown that price

discounts, coupons, free samples and buy one get one has an impact on

shoppers' decision to purchase at the time of shopping which gives insights

into shoppers' attitude towards promotion tools (Nakarmi, 2018).

Furthermore, the researchers have not come across a study that

determined the significant influence of sales promotion strategies on impulse

buying behavior in the local setting. There are many related studies

discussing the impact, effects, and influence of sales promotion on consumer

buying behavior in international retail markets but none of these studies

focused on Business Administration students who make impulsive buying in

the in-store market. In this regard, the researchers want to see if the sales

promotion strategies affect the buying behavior of Business Administration

students of St. Mary's College of Bansalan, Incorporated. As a result, there is

a need to perform this study since it may raise concerns about the study’s

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intended beneficiaries, generate action plans regarding sales promotion

strategies, and lessen impulse buying behavior.

Research Objectives

The primary purpose of this research is to determine the significant

influence of sales promotion strategies on the impulse buying behaviors of

Business Administration students. Specifically, it has the following objectives:

1. To determine the level of sales promotion strategies among

businesses as perceived by Business Administration students in terms of:

1.1 Price Discounts,

1.2 Coupons,

1.3 Free Samples,

1.4 Buy one get one, and

1.5 Premiums.

2. To determine the level of impulse buying behavior of Business

Administration students in terms of:

2.1 Impulse Buying,

2.2 Physical Environment,

2.3 Promotions and Advertisements,

2.4 Emotions,

2.5 Selling Behavior, and

2.6 Buying Behavior.

3. To determine the significant relationship between sales promotion

strategies and impulse buying behavior of Business Administration students.

4. To determine the domain of sales promotion strategies that best

predicts the impulse buying behavior of Business Administration students.

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Hypothesis

The following null hypotheses will be tested at 0.05 level of

significance.

HO1: There was no significant relationship between the sales

promotion strategies and impulse buying behavior of Business Administration

students of St. Mary’s College of Bansalan Inc.

HO2: There was no domain of sales promotion strategies that best

predicts the impulse buying behavior of Business Administration students.

Theoretical Framework

The study is anchored on Hawkins Stern’s (1962) Impulse Buying

theory, which states that the pricing decision is the most important trigger of

an impulse buying decision. Marketers make use of these strategies in order

to trigger impulse buying behavior among consumers that makes them spend

more than they actually planned. Moreover, he believed heavily in the idea of

impulse behavior. He argued that sudden buying impulses fit alongside

rational purchasing decisions to paint a complete picture of the average

consumer. Impulse purchases are driven largely by external stimuli and have

almost no relationship to traditional decision-making.

This theory were helpful in the study because it seeks to determine the

significance of the relationship between sales promotion strategies and

impulse buying behavior among Business Administration students of St.

Mary’s College of Bansalan Inc. The impulse buying theory is appropriate in

the study because it tackles how sales promotion triggers the impulse buying

decision of consumers. For students, having a high level of perception about

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sales promotion strategies could possibly increase impulse buying behavior.

Hence, promotional strategies influence students’ behavior and trigger

impulsive purchases.

Conceptual Framework

The conceptual paradigm in Figure 1 shows the independent variable

and dependent variable of the study. The independent variable is the sales

promotion strategies having the following indicators: Price discounts,

coupons, free samples, buy one get one, and premiums. Price discounts refer

to that products are provided to consumers at a favorable purchase price.

Coupons is a piece of printed paper that allow consumers to pay less money

than usual for a product. Free samples refer to a bunch of methods used to

deliver an actual or trial-scale product to consumers. Buy one get one is one

of the categories of bonus packs consumers are provided with the additional

product without requiring additional fees. Premiums are items that can be

given free or at a reduced price with the purchase of a product or services and

consumer purchase decision is the cerebration process that causes a

consumer to recognize a need, evaluate all the options, and make the choice

to buy a specific product.

The dependent variable of the study is impulse buying behavior which

has its indicators which are the following: Impulse buying, physical

environment, promotions and advertisements, emotions, selling behavior, and

buying behavior. Impulse buying refers to a sudden and immediate purchase

of a product without any pre-shopping intention. The physical environment

involves music, lighting, layout, directional signage, and human elements, and

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can also be divided into the external environment and internal environment

(that is, the exterior and interior of a store). Promotions and advertisements

are marketing tools that give customers incentives to buy a product. Emotions

mean purchasing something you don’t need to escape from unpleasant

emotions like stress, despair, sadness or it can even be a form of

entertainment. Selling behavior involves the staff attitude and buying behavior

deals on different occasions.

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 INDEPENDENT VARIABLE DEPENDENT VARIABLE

Sales Promotion Strategies Impulse Buying Behaviors

 Price Discounts  Impulse Buying

 Coupons  Physical Environment

 Free Samples  Promotions and

 Buy one get one Advertisement

 Premiums  Emotions

 Selling Behavior

 Buying Behavior

Figure 1: The Conceptual Framework showing the variables of the study

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Significance of the Study

This study will be beneficial to business firms, in-store marketers,

Business Administration students, and future researchers. This will examine

how students react to various sales promotion strategies by making impulsive

purchases and whether or not this alters their perceptions of the things being

promoted. This study also aims to determine what sales promotion strategies

marketers should use not only to catch customers' attention but also to

maximize profit and increase sales. Additionally, the result of this study will

benefit the students since the study is conducted to have an insight into what

sales promotion strategies are influencing Business Administration students to

engage in impulsive buying. This study will also help students to raise their

concerns regarding the promotional strategies of marketers. Lastly, the

findings of this study may also serve as a starting point for future researchers

to expand their coverage of the variables that they will be studying.

This study was conducted to determine the relationship between sales

promotion strategies and impulse buying behaviors of Business

Administration students. This will be beneficial to the following: Business

firms, marketers, students, and future researchers. First, the result of the

study will give information to the business firms to understand the effect of

sales promotion strategies on consumer impulse buying behavior. This is to

re-energize and remind business firms of their target customers’ perceptions

and attitudes toward the promotional initiatives they have been implementing.

Second, the study's findings were useful to marketers because it helps to

understand what influences consumers’ impulse buying decisions. As a result,

this study will provide an understanding of how consumers decide on a

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product, marketers can fill in the gap in the market and identify the products

that are needed and the products that are obsolete. Third, by increasing

students' perception of sales promotion strategies, students become more

particular in dealing with their knowledge, and lower impulse buying behavior

because they were able to identify factors that drive impulse buying behavior.

Lastly, this study served as a springboard for future researchers to conduct

additional research on sales promotion strategies and impulse buying

behavior in students, as well as related studies.

Scope and Delimitation

The present study only focused on determining the significant influence

of sales promotion strategies and impulse buying behavior of Business

Administration students of St. Mary’s College of Bansalan Inc. It was

conducted in the first quarter of 2023 at the said institution. It was limited only

to the 204 Business Administration students enrolled for the school year

2022-2023.

With this regard, there are also other factors which contribute to

impulse buying behavior such as: visual merchandising and money.

Definition of Terms

These are the following terms in this study that are operationally defined for

clarity purposes:

Sales Promotion Strategies. As used in this study, it refers to

students' perceived level of price discounts, coupons, free samples, buy one

get one, premiums, and consumer purchase decision.

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 Impulse Buying Behavior. As used in this study, it refers to students'

level of impulse buying, physical environment, promotions and

advertisements, emotions, selling behavior, and buying behavior.

Review of Related Literature

Readings from the linked literature, books, journals, articles and the

internet by various authors pertinent to the current study effort are presented

in this area. The study focuses on students' perception of sales promotion

strategies and impulse buying behavior. The sales promotion strategies of

businesses, as revealed by Wu (2020), was considered in the selection of

indicators utilized in the study. Price discounts, coupons, free samples, buy

one get one, premiums, and consumer purchase decision are the indicators.

These indicators were used to calculate the independent variable's

parameters.

On the other hand, impulse buying behavior as indicated by Munir et al.

(2021) was taken into consideration in the choice or selection of indicators

used in the study. The following indicators are impulse buying, physical

environment, promotions and advertisements, emotions, selling behavior, and

buying behavior. These indicators served as the parameters in measuring the

dependent variable.

Sales Promotion Strategies

Sales promotion is defined as products offered in deals and discounts.

It is a type of marketing strategy that encourage buyer candidates to buy more

and frequently where the product is advertised using quick, appealing

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attempts to boost demand and increase sales. Sales promotion is a sincere

attempt to create a long-lasting relationship with customers. Promotion is a

component of the promotion mix in marketing activities and marketing strategy

that a company can use to enter a market or keep customers. Sales

promotion main goal is to connect with customers and touch their hearts. It

also increase consumer purchase intention, marketing communication

strategies such as advertising, public relations, personal selling, sales

promotions, and direct marketing are often used (Chang, 2017).

According to Khan et al. (2019), sales promotion has become one of

the most powerful tools to change the perception of buyers and has a

significant impact on their purchase decision. Sales promotion is a sincere

effort in developing long-term relationship with customers (Kempa et al.,

2020). Nagadeepa et al. (2015) also supported that sales promotion is an

activity that acts as a direct inducement, offering added value or incentive for

a product to resellers, salespersons, or customers. It also explained as

special offers which essentially aim to stimulate demand for the products and

provides consumers an instant satisfaction to buy fairly and put filling set

desires into action.

Promotion is characterized by prior research as an action-focused

marketing strategy with the primary objective of influencing consumers and

motivating them to make good purchasing decisions or take part in product

trials (Hanaysha, 2018). Sales promotion aims to improve activity and

appearance in order to increase sales volume, stimulate customer attention,

and foster a positive shopping experience (Widayati et al., 2019). Sales

promotion used to draw in new customers, reward loyal customers with

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presents or gifts, increase their purchasing power, keep customers from

switching to other stores, increase short-term sales volume, and expand long-

term market share. Promotion helps retailers to have buyers pass along

positive details to family, friends and others. Absolutely, sales promotions are

frequently used by retailers to trigger immediate action and generate short-

term sales (Santini et al., 2016).

Price Discounts. The first indicator of sales promotion strategies is

price discounts which refers to promotional strategy that can grab customers'

attention and stimulate their interest in purchasing the things being offered.

Price discounts is one of the strategy that businesses can use to compete in

the future, protect the stores’ reputation, and create a positive image in

consumers’ perception. Price discounts can increase the number of

customers for a company in along with assisting to attract new customers.

The company benefits in no doubt from the growing customer base. Every

organization has this as its goal, and it is what has kept it in a business for so

long (Ranto et al., 2021).

Additionally, they stated that a price discount may be offered as a

percentage of the original price. Discounts provide additional motivation for

customers to act or pay attention to the products being offered. In other

words, the extent of the discount can influence customers to make purchase.

Price discounts can be provided as a percentage of the original price drop,

and also used for different product categories (Ranto et al., 2021).

In another interpretation, it is explained that price discount is a

reduction from the price the company established within a specific time

period. Entrepreneurs must have a plan when deciding on the discount pricing

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to ensure that it won’t be harmful and will attract customers and bystanders.

Price discount is an indoor product planning activity used to persuade

potential customers to purchase the product being sold. To attract customers

to purchase, product arrangement must be taken into account, starting with

arrangement based on kind, color, brand, and strategic location. This is what

must be taken into account for the price-cutting strategy to be successful

(Ranto et al., 2021).

Based on the research done by Das and Kumar (2010), consumer

reactions to price discounts are far greater than the economic value of the

money saved. Retail stores view price discounts as a useful tool for boosting

in-store traffic by providing substantial benefits to make the buyer pay less.

Decreasing costs can encourage people to buy less expensive product.

Consumers are more likely to be pleased with their product purchases

because price discounts are one of the most influential aspects in the retail

market.

Coupons. The second indicator is coupons. It is refers to a type of

voucher that gives the holder of the voucher a discount on a certain products

for which the retailer retain the original price. Customers received coupons

after making a purchase that allow them to make saving for future purchases.

It is also delivered directly to the consumer from manufacturers through

mediums like magazines, newspapers, and social media, or through

middlemen like wholesalers, retailers, etc. (Akaka & Alden, 2015).

According to Amarray (2020), coupons were used to launch a new

products or services to the market of an interesting brand and it is believed to

have an influence on consumer buying behavior. Many previous studies has

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significant results on promotion, where they have found evidence of

customers faith on coupon and their interest in using them to buy products. It

is also found that discounted goods are said to have less perceived value in

the eyes of the customers. Besides, the vast majority of the customers who

will received coupons are already devoted customers and would have

purchased a product regardless of the voucher (Ismail and Siddiqui 2019).

Furthermore, Adela (2017) emphasized that coupons are a great

strategy for trial buying and regarded as an effective strategy to persuade

consumers to make a purchase. To get a discount, customers need to bring

the coupons when purchasing in the stores. Coupons can be used to increase

demand and further, to increase sales. It makes easier for the customers to

shop because it enables them to save money. A coupons can be used on

variety of products including, food, groceries, apparels, etc. Coupons doesn’t

only encourage customers to purchase a product but also to pay attention to

the brand (Isoraite, 2015).

Isoraite (2015) also stated that coupons have proven to be unique and

effective sales techniques, for every conceivable size and style of business.

Coupons “pull in the business” and are incredibly well-liked and accepted by

clever marketing managers. To significantly increase profit, it suggested that

coupons be distributed to the market segments that responds well.

Additionally, Wu (2020) states that in prior studies, coupons have a positive

impact on consumers’ buying decision. When consumers received a coupons

of equal value in the meantime, coupons are more likely to be accepted and

more effective in influencing consumers’ purchasing intentions towards the

product.

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 Coupons have been widely used and one of the most spread-out tools

in marketing. They are a substitute for purchasing a certain value of a

products or services. In the stores, coupons are the most common type of

promotional technique (Ismail & Siddiqui, 2019). According to the study by

Amarray (2020), a coupon must provide a benefit that exceeds the cost of

redeeming it in order to be successful promotion strategy. However, others

find it embarrassing to used coupons in order to avoid being judged by other

people at the store and being viewed as cheap so they go for another store

with a reasonable price.

Free Samples. The third indicator is free samples. Free sample cover

a bunch of ways to give consumers actual or trial-scale products. It gives

clients the chance to try the product without spending any money. Free

samples can help the consumer learn more about the product and the testing

it has undergone. By giving consumers a sample of the new product for free, it

helps to market it, make it popular with customers and allows them to get

familiar with the products (Agbi et al., 2019).

Arslan et al. (2018) revealed that in-store product sampling has been

shown to improve consumers’ perception of a shop brand quality. Product

exposure through product sampling benefits the consumers’ attitudes and

trust which leads to their decision to purchase the product or service. Free

samples and word-of-mouth recommendations are two main elements that

influence the buying decisions of consumers (Chen et al., 2017).

Furthermore, in-store sampling historically been a useful tool for

marketing, accelerating, and driving the testing of new products as well as

their distribution. In fact, sampling has two effects: the first is short-term,

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which reflects the change in consumers’ probability of buying a product right

away after receiving free samples, and the second is the long-term, which

increase the consumers cumulative goodwill formation. Sampling is a

prominent kind of promotion since it increases sales volume quickly, fosters

customer loyalty, and motivates customers to make more purchases (Pawar

et al., 2016).

Buy one get one. The fourth indicator is buy one get one is typically

defined as “buying a product and obtaining another for free” (Amarray, 2020).

It is one of the most widely used marketing strategies for sales promotion. The

"buy one, get one free" concept gives customers the chance to receive a

product and a similar product for free. Most customers are eager to purchase

such a bargain where they receive two things for the price of one. In the study

of Arslan et al. (2018), buy one get one offers have an impact on customers'

purchasing decisions. Buy one get one free is an effective marketing strategy

that drives people to make impulsive purchases.

In addition, this sales promotion tool can be also referred to as volume

discount, it is when customers make a specific number of purchases and they

get a supplementary product, it is an additional nonmonetary benefit, the

study also revealed that benefit per choice is important to customer

preference of buy one get one free, if there is a high monetary benefit then

direct price discounts are more favorable, if there is a low price benefit then

buy one get one free is the one selected (Amarray, 2020).

Moreover, it is shown that the buy-one-get-one promotion has a

favorable impact on consumer purchasing behavior. This is helpful for

attracting customers effectively through shelf visibility and motivating them to

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make the final purchase decision right away. Even if the net worth is the

same, consumers will rather purchase buy-one-get-one offers than price

discounts (Wu, 2020).

Premiums. The last indicator is premiums, and it is an items provided

for free or at a low cost as a thank you to customers who purchase a certain

product from a store. Premiums are used when a business wants to take

customers away from its rivals, when it decides to offer different product

quantities that a market requires, when it wants to diversify and amplify other

sales promotion strategies, or when it wants to encourage customer loyalty to

the business company. Consumers appear to prefer premiums when they buy

products because they believe they get something for free (Jassim & Ridha,

2022).

Jassim and Ridha (2022) also stated that consumers are more likely to

favor premium products it has strong ownership rights and there is perfect

alignment and harmony between the premium item and the product that the

consumer genuinely wants. Premiums are an excellent promotional strategy

when used with customers who desire to have a benefit above the original

value of the product. Additionally, premiums are products that are given to the

customer without price but are offered above other goods that customers

seek.

According to Marin (2022), premiums refer to as rewards such as

souvenirs, collectables, toys, and household products. Premiums let

consumers receive a freebie with the purchase of the product. In or out

package premiums are a gifts that are already packaged with product

purchase and self-liquidating premiums is when customers are required to

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spend a minimum amount on a gift item. Manufacturers and marketers are

using premiums as one of their strategies which may suggest that premiums

occupy a more dominate position (Shamout, 2016).

Impulse Buying Behavior

Impulse buying is defined as “unplanned purchase without careful

consideration and rational decision-making process owing to a powerful

stimulus”. It usually happens when someone is visiting a place where

everything is available, from the basic needs to what consumers wants such

as mall or supermarkets. Impulse buying behavior has been identified as one

of the crucial studies by marketers and researchers, since impulse buying has

become a common occurrence across all retail stores. Everyone’s lifestyle

has included this consumer buying behavior to the point where they

sometimes don’t realize they are doing it (Iyer et al., 2019).

Nurcaya and Ratsini (2018) view impulse buying behavior as a

phenomenon and a growing trend of consumer behavior that takes place in

the marketplace and serves as a major components of marketing strategy. In

addition, this type of purchase was not planned by the customer, and retailer

purposely created this situation to maintain its operation.

Based on the study conducted by Farid and Ali (2018), both internal

and external stimuli can lead to impulsive purchasing behavior. The external

stimulus in question is one that marketers always attempt to manipulate and

persuade consumers to make impulsive purchases. Examples of such

strategies include thinking up ways to stimulate consumer desire for

purchases by placing products in stores and exploiting consumers'

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psychological tendencies. Internal stimulation happens as a result of people's

emotions or moods, such as how people who are typically in a good mood are

more likely to buy things on impulse and have a more positive attitude toward

shopping than people who are in a bad mood.

Impulse Buying. The first indicator of impulse buying behavior is

impulse buying. The phenomenon of impulse buying has long been studied by

researchers in various fields, including marketing, psychology, and consumer

behavior. Impulse buying is unplanned purchase without careful consideration

and rational decision-making process owing to a powerful stimulus (Ahn &

Kwon, 2020). Impulse buying occurs when there is a sudden and intense

emotional desire which results from a reactive behavior with poor cognitive

control (Burton et al., 2019).

Impulsive buying arises from several factors such as store environment

and product layout, so purchases made in physical stores tend to be more

impulsive than purchases made online (Moreira et al., 2017). According to

Sundstrom et al. (2019), a large portion of sales in the global retail market

come from impulsive buying. In the United States alone, impulse purchases

generate $17.78 billion in annual and profit and consumer spend an average

of $5400 annually on impulsive purchases (Togawa et al., 2019).

Additionally, Memon et al. (2019) stated that buying stuff without an

earlier goal to shop is fulfilling, where an individual needs to weigh the

advantages and disadvantages of buying a particular item. This tendency to

buy spontaneously and without reflection can be explained by the immediate

gratification it provides to the buyer (Pradhan et al., (2018). Despite the

prevalence of impulse buying, there are also negative consequences

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associated with this behavior. Research of Dittmar et al. (2014) has shown

that impulse buying can lead to feelings of guilt and regret, as well as financial

strain.

Physical Environment. The second indicator is physical environment,

which refers to an effort to design a business environment to produce specific

emotional impacts on customers that raise the likelihood that they will make a

purchase (Akram et al., 2016). Management may choose a lighting design

that prevents customers from studying the company's merchandise in order to

create the ideal mood for the store, which would have negative effects. Low

lighting levels make it harder to see everything needed to create the store's

environment (Saad & Metawie, 2015). Because products that are under

proper lighting have an impact on consumers' decisions to make impulsive

purchases, proper lighting is crucial for creating a comfortable retail

environment for customers.

According to Sun and Yazdanifard (2015), environment of the store is a

key element that will influence impulsive purchasing. Customers can get a

distinct experience thanks to the in-store background music, lighting, store

display, aroma, retail promotion, and prices. A specially crafted retail setting

can produce a distinct shopping experience while also generating a favorable

feeling in the customers. Retailers have made investments in the store

environment because it has a greater impact on purchasing decisions than

the product itself. This gives them a competitive advantage over their rivals.

They also stated one that recognizes the attraction of various stimuli on

the five senses and works to achieve a harmonious balance between them. It

includes color, brightness, sizes, and shapes and has the greatest impact on

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how products are displayed and how the store is decorated. The first is the

visual factor, which appeals to the sense of sight. This has a particularly

strong impact because buyers have been known to focus their decisions

solely on aesthetics. The second factor is audio, or the perception of sound,

which includes the pitch and volume of the music played inside the store.

Studies have shown that customers are more likely to make purchases if they

like the music being played. The third element is the olfactory one, which

plays on the sense of smell, which encompasses fragrance and freshness.

Someone would very understandably choose to enter a store that has a

pleasant scent over one that smells like trash or a fragrance factory explosion.

The tactile component is the last one, and it deals with sensations like

softness, smoothness, and even things like temperature (Sun & Yazdanifard,

2015).

Promotions and Advertisement. The third indicator is promotions and

advertisement. Promotions and advertisements are mass communication

techniques available to marketers. As a marketing technique, promotion

advertising is a key tool in raising customer awareness of a product and

preparing their minds to make a final purchasing decision. In addition to that,

Fatima and Lodhi (2015) revealed that advertisement help a company or

stores create awareness in their consumers and shape the perception of the

customers either in a positive or negative way.

Consequently, consumers can judge a product's quality by gathering

information that they often learn from marketing. The factors that influence

customer purchasing decisions are perceived quality, product knowledge, and

consumer perception. Study assesses these critical elements that influence

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purchasing decisions and give detailed insights into how promotion and

advertising affects customer behavior (Sunderaraj, 2018).

Advertising has consistently shown to be a powerful source of

development, a vital element of economic transformation and a vital support

for social use. According to Sunderaraj (2018), advertising is an active,

dynamic, and extremely difficult industry. It adjusts to the shifting marketplace,

altering distribution channels, changing living patterns, and alterations in

consuming behavior. Moreover, advertisements is a desirable activity that

ought to be integrated into the company's marketing strategy since it may also

be useful for familiarizing customers with the items or reminding them of its

existence. It may be claimed that there was general agreement that there was

a positive association between advertising spending and sales of insurance

goods, which suggests that more product promotion results in more sales.

Emotions. The fourth indicator is emotions. Emotion is a result of

mood, which is a crucial consideration for consumers when making

purchases. Every consumer has two mutually overlapping purchase incentive

features, namely emotional and rational, which are tied to specific situations

or objects and are temporary in nature. Positive emotions are factors that can

affect impulse buying, when consumers shop, where consumers experience

feelings of pleasure and joy. The existence of this emotion results in a sudden

desire. When positive emotions increase, this will also increase impulse

buying made by consumers (Setiawan & Ardani, 2022).

According to Widayati et al. (2019), a person can place certain

emotions, such as feelings of joy, anger, and sadness. This means that

emotions are an assessment reaction (positive or negative) of a person's

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nervous system to external or internal stimuli and are often conceptualized as

a general dimension, such as that which influences positively and negatively.

When consumers are feeling happy or content, they are more likely to make

impulse purchases. Emotions are mediating factors that can influence this.

Thus, the greater the positive emotions of customers, the greater the desire to

buy impulsively.

Atulkar and Kesari (2017), addressed how consumer desire leads to

the ideal product for consumers feeling good. Hence, a customer is

encouraged to make quick impulse purchases. Nonetheless, the range of

emotions inspire consumers to purchase informal things. Consumers'

impulsive behavior is positively impacted by emotions like happiness,

excitement, and joy, and those who experience these feelings spend more

money on the item they want to buy. Positive feelings make buyers more

likely to purchase because they make them feel eager, self-motivated, and

less constrained.

Selling Behavior. The fifth indicator is the selling behavior which

refers to the salespersons attitude. In business-to-business marketing

approach, salespersons are primarily perform in personal selling and working

with clients who are also decision-makers. Salespeople engage in certain

selling behaviors during face-to-face interactions with customers (Wong &

Tan, 2018). Studies have shown that customer-oriented behaviors can have

negative consequences if they do not fit consumers’ expectations or in the

case of significant role conflicts, leading to dissatisfaction and negative word-

of-mouth (Alavi et al., 2018).

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 Salesperson’s behavior are mainly categorized into four categories

such as listening, persuasion, delegation, and stewardship. Salesperson

listening has been the most critical aspect in creating long-term connections

with retail consumers. The relationship that a customer has with the frontline

employee always influences any purchase decision, and this dyadic

relationship is based on the listening abilities of the salesperson (Muzumdar

et al., 2021). On the other hand, persuasive selling strategies are crucial

because when the consumer is unwilling to take the initiative to clinch the

purchase. Thus, persuasion has an impact on the decision-making process

for purchases (Du et al., 2020).

Moreover, the third type of a salesperson's behavior is delegation

which refers to point of price delegation. In price delegation, a salesperson

may give a customer a discount based on his prior knowledge of the market

(Curina et al., 2020). Last but not least, salesperson's stewardship which

refers to a marketing idea in which salespeople assume moral responsibility

and ownership for the general welfare of customers. Salesperson stewardship

is a practice that provides responsive customer service in the best interest of

the customer (Tandon et al., 2020.

Buying Behavior. The last indicator is buying behavior which refers to

the process and actions people take when looking for, choosing, buying,

using, assessing, and disposing goods and services to fulfill their needs and

desires (Hagos, 2019). A process of buying starts in the minds of the buyer,

which leads to the discovery of alternatives between things that can be

purchased with their particular benefits and drawbacks. Understanding

consumer buying behavior has been always of significant interest to

24
marketers. As knowing about consumer behavior helps the marketer to

comprehend how consumers think, feel and select. Adela (2017) also states

that the study of consumer behavior focuses on how consumers buy, how

they will spend their available resources such as time, money, and effort on

consumption related items.

Adela (2017) identified two sorts of consumers which are personal and

industrial consumers. Personal consumers acquire goods and services for

their own use, household consumption or as a present to someone else. On

the other hand, organizational consumers purchase both profitable and non-

profitable goods and services to maintain a profitable organizations, both

governmental and nongovernmental. Learning, attitudes, and psychological

perception have a direct impact on consumer behavior. It is also affected by

societal and cultural factors that influence people's purchase decisions but

also determine the kind of product they buy.

According to the research of Orji (2017), there are many factors which

influences the thought process of the consumers in making and purchasing

the decision. The marketing team needs to find the pattern by which the

consumer makes purchases in their daily life (Bhatti & Akram, 2020). Adela

(2017) distinguished between two different types of consumers which are

personal and industrial consumers. Personal consumers purchase goods

and services for their own use, household use or as a gift to someone else.

Organizational consumers on the other hand purchase goods and services to

run an organization including both profitable and non-profitable organization,

government and nongovernmental organizations.

25
 Furthermore, buying behavior served as the psychological basis for

decision-making. In order to meet needs, a customer would look for pertinent

information based on their own experiences and the external world. Once

enough data had been gathered, the customer would make decisions prior to

assessments and considerations and then make decisions based on

comparisons and judgment. In addition to that, consumer would possibly take

purchase behaviors on certain products when demands and preferences

arise during the decision making process (Chang, 2017). There are several

aspects which influences the mental process of the consumers in making

and purchasing the decision. The marketing team must determine how

consumers often make purchases in their daily lives (Shahzad, 2020).

Correlation between Measures

As per Jamal and Lodhi (2015), there is a link between promotion

strategy and customers' impulsive buying behavior. If businesses uses high-

level of sales promotion strategies students' impulsive buying behavior will

also increase. According to the findings, sales promotion gives an incentive

for the consumer to engage in spontaneous purchasing, the advantage it

offers is encouraging the consumer to compare and assess their purchase

prospects by showcasing certain characteristics of the product or service

(Amarray, 2020). Fahmilmaleki (2015) confirmed that promotion has a direct

effect on the consumers’ impulse purchases which is an action-promoting

instance. It is shown that sales promotion strategies has an impact on

shoppers decision of purchasing at the time of shopping which gives an

insights of shoppers attitude towards promotion tools. Hence, promotional

26
strategies influence customer behavior and trigger impulsive purchases

(Nakarmi, 2018).

Consequently, sales promotions can help marketers to attract new

customers and can influence customers to try a new product, encourage

customers to buy more, attack competitors' promotional activities, increase

impulsive purchases, and seek closer cooperation with retailers. Previous

studies explain that sales promotion has significantly positive influences on

impulse buying. The more interesting the sales promotion, the more

consumers attracted to make a buying decision. Sales promotion is important

to determine the consumers buying decision. To increase the selling,

marketers need to pay attention to the sales promotions such as discounts,

coupons, free samples, buy one get one, and premiums to increase the

consumers’ interest to buy impulsively (Kempa et al., 2020).

Promotion influences consumers' behavior directly by motivating them

to make purchases. Ramya and Ali (2016) stated that consumers evaluate

products based on their prices before deciding whether to buy it or not. Every

now and then, consumers need to be motivated to buy now rather than in

future, to remind them to prefer particular product over competitor’s product,

and to buy more rather than less. In addition, sales promotion techniques can

be categorized into two components such as price and non-price based but

usually impact of price-based promotions is seen on the consumer buying

behavior. Coupons, reimbursements, rebates, and momentary price discounts

are a few examples of price-based promotions (Nagadeepa et al., 2015).

Thus, study developed by Meena (2018) show that from a young age

one begins to have a preference for one product/service over another, as they

27
are confronted with various commercial stimuli that shape their choices. The

sales promotion has become one of the most powerful instruments to modify

the perception of buyers and has a substantial impact on their purchase

decision (Khan et al., 2019). Promotions and advertising has a great capacity

to influence and persuade, and even the most innocuous, can cause changes

in behavior that affect the consumer's purchase intention. According to

Falebita et al. (2020), 84.0% of the total number of publications assessed in

the study conducted by these researchers demonstrate that this influence is

primarily favorable.

Review of Related Literature Synthesis

Sales promotion strategies and impulse buying behavior are connected

in such a way that businesses sales promotion influence impulse buying

behavior of students. When businesses uses high-level of sales promotion

strategies students’ impulse buying behavior will also increase. Business

being aware of their promotional strategies tend to increase the students’

interest to buy impulsively. Presented above are the findings that discuss the

components of sales promotion strategies which clearly define the importance

and role of each indicator in the buying behavior of students. It shows that

promotional strategies comes in different form and students must be aware of

it and able to decide in an appropriate way.

On the other hand, impulse buying behavior was defined as the sum of

students’ attitudes towards their perceptions, intentions, and decisions

regarding their behavior in the market place when buying products or

services. In the above section impulse buying behavior was generally

28
discussed showing what influence buying decisions of the students and what

are the factors of sales promotion strategies that the students commonly

considered before buying. Based from literature it was clearly stated the

importance of sales promotion strategies to the impulse buying behavior of

students.

In connection with this, findings determine that sales promotion

strategies is a factor that affects impulse buying behavior. According to

previous studies students with higher level of perception in sales promotion

strategies show greater involvement in impulsive buying. Moreover, literature

presented above supports the claim that sales promotion strategies is a factor

that affects impulse buying behavior.

29
 Chapter II

METHODOLOGY

Presented in this chapter are the discussions on the research design,

the research locale, the population and sample, the research instrument, the

data collection, and the statistical tools.

Research Design

This study will use a quantitative-descriptive-correlational method as a

research design. The quantitative-descriptive-correlational method is a

research methodology that involves collecting and analyzing numerical data to

describe and identify relationships between variables. This approach typically

involves collecting data using standardized measures or surveys, and using

statistical analyses to describe the data and examine correlations between

variables. This method can be useful in a wide range of fields, including

psychology, sociology, and education. It is particularly useful when

researchers want to examine relationships between variables, but do not have

a clear hypothesis or theoretical framework to guide their research (Salkind,

2010).

Research Locale

The Municipality of Bansalan, is a 1st class municipality in the province

of Davao del Sur, Philippines. It is situated at the north-western part of the

Province of Davao del Sur. Towards the south is the Municipality of Matanao,

to the west is the Municipality of Magsaysay, to the southeast is the

30
Municipality of Digos, and on the northeast lies the Mt. Apo National Park. Its

total land area is 48,548 hectares and divided into 23 villages or barrios where

the Poblacion is the main center. Poblacion serves as the nerve-center of the

town where schools, churches of different denominations, market, cinema,

sports facilities, and other amenities are located.

31
Figure 2. Map of Davao del Sur, Philippines

32
 This study will be conducted at St. Mary's College of Bansalan, Inc.,

located at Dahlia St., Poblacion Uno, Bansalan, Davao del Sur. It is one of the

prestigious schools in the Province. This school is the only Catholic school in

Bansalan run by the RVM sisters. This school offers Kinder Garten,

elementary, secondary (Junior High School and Senior High School), and

tertiary education (Program offered Bachelor of Elementary Education,

Bachelor of Secondary Education major in Biology and English, Bachelor of

Science in Business Administration, Bachelor of Science in Information

Technology and Bachelor of Science in Hospitality Management).

Respondents of the Study

The study respondents will be the Business Administration students in

St. Mary's College of Bansalan, Inc., for the school year 2022-2023. The total

respondents are 431 students. To determine the exact number of student

respondents, stratified random sampling will be used. Among the population

of four hundred thirty one (431) students, 100 percent will be the study

respondents. The respondents will be determined using the Raosoft online

sample size calculator. Respondents will be chosen from among the four

hundred thirty one students using stratified random sampling. Stratified

random sampling is a technique that divides a population into smaller

subgroups known as strata (Hayes, 2020).

There total respondents are 78 from 1 st year Business Administration,

68 from 2nd year Business Administration, 37 from 3rd year Business

Administration, and 21 from the 4th year Business Administration with 204 total

respondents in this study.

33
 Year Level/Program Total of Enrolled Number of Percentage

Students Respondents

1st Year Business 164 78 38%

Administration

2nd Year Business 144 68 33%

Administration

3rd Year Business 79 37 18%

Administration

4th Year Business 44 21 10%

Administration

Total Population and N= 431 n= 204 100%

Sample

Table 1. Distribution of Respondents

Research Instrument

This study will use survey questionnaires. The questionnaire for sales

promotion strategies is adapted from Wu (2020), which is modified to fit into

the study. Sales promotion strategies have the following indicators: Price

Discounts, Coupons, Free Samples, and Buy one get one. Also, the

questionnaire for impulse buying behavior is adapted from Munir et al.,

(2021), which is modified to fit into the study. Impulsive buying behavior has

34
the following indicators: Impulse Buying, Physical Environment, Emotions,

Selling Behavior, and Buying Behavior.

In evaluating the sales promotion strategies, the five orderable

gradations of with their respective range of means and descriptions was used

as follows:

Range of Descriptive Interpretation

Means Equivalent

4.20 – 5.00 Very High This means that the items

related to sales promotion
strategies are always
manifested.

3.40 – 4.19 High This means that the items

related to sales promotion
strategies are oftentimes
manifested.

2.60 – 3.39 Moderate This means that the items

related to sales promotion
strategies are sometimes
manifested.

1.80 – 2.59 Low This means that the items

related to sales promotion
strategies are seldom
manifested.

1.00 – 1.79 Very Low This means that the items

related to sales promotion
strategies are not
manifested.

35
 The questionnaire for impulse buying behavior is adapted from Munir et

al., (2021). Impulsive buying behavior has the following indicators: Impulse

Buying, Physical Environment, Emotions, Selling Behavior, and Buying

Behavior.

In evaluating impulse buying behavior, the following range of means

with their descriptions was used.

Range of Descriptive Interpretation

Means Equivalent

4.20 – 5.00 Very High This means that the items

to impulse buying
behavior are always
manifested.

3.40 – 4.19 High This means that the items

to impulse buying
behavior are oftentimes
manifested.

2.60 – 3.39 Moderate This means that the items

to impulse buying
behavior are sometimes
manifested.

1.80 – 2.59 Low This means that the items

to impulse buying
behavior are seldom
manifested.

1.00 – 1.79 Very Low This means that the items

to impulse buying

36
 behavior are not
manifested.

Data Collection

The research instrument’s first draft will be given to the research

adviser for comments, suggestions, and recommendations to improve its

presentation, with corrections to be included and integrated. The final versions

were refined by a group of specialists. The final edition was incorporated the

errors, comments, and suggestions submitted by the expert validators before

data collection. Upon the approval of the validators, researchers will conduct a

pilot testing on the selected students from the 431 respondents to test the

effectiveness of the questionnaire. After gathering all the data, it will be tallied,

tabulated, analyzed, and interpreted statistically.

Then the researchers will ask permission from the school president S.

Ma. Ceferina E. Bodiongan, RVM, to allow the researchers to conduct the

study on the 431 Business Administration students. Upon approval, the

researchers will personally distribute and administer the research instrument

on sales promotion strategies and impulse buying behavior of the business

administration students to ensure 100 percent retrieval of the questionnaire.

Consequently, the data gathered will be tallied, tabulated, analyzed, and

interpreted statistically.

Statistical Tools

This study used the following statistical tools:

Mean. This statistical technique was used to assess business

administration students' level of sales promotion strategies and impulse

buying behavior.

37
 Pearson R. This statistical tool was used to determine the significant

influence between sales promotion strategies and impulse buying behavior of

business administration students.

Linear Regression. This statistical method was used to identify which

domain of sales promotion strategies best predicts business administration

students' impulse buying behavior.

Ethical Consideration

The researchers will observe full ethical standards in the conduct of the

study, following the study protocol assessment and standardized criteria

particularly managing the population and data, such as, but not limited to:

Voluntary Participation. Respondents of the study is given the

freedom of will to participate in the conduct of the study without any form of

consequence or penalty. Therefore, after the purpose and benefits of the

study that will be presented to the participants, the participants’ free will to

participate in the conduct of the study is carefully considered and is adhered-

upon.

Privacy and Confidentiality. The respondents’ personal and private

information that is required in the study will be treated with utmost care and

will k be keep strictly confidential.

Informed Consent Process. The research questionnaires are free

from technical terms and are understandable. It provided the respondents a

clear view of the purpose and benefits that the study brought to the students,

the school, and the community per se. The research questionnaires are

administered with consent from the appropriate authorized command channel.

38
 Recruitment. The participants of the study are comprised of 431

Business Administration students of St. Mary’s College of Bansalan, Inc.

Risks. The study will not exposed the participants to risks of any forms,

including, but not limited to, inflections of physical, psychological, social, nor

economic aspects.

Benefits. The result of the study was beneficial to the learners,

teachers, and administrators of St. Mary’s College of Bansalan, Inc. and other

institutions in identifying whether or not there is a relationship between sales

promotion strategies and impulse buying behavior of Business Administration

students.

Moreover, other ethical concerns, such as plagiarism, fabrication,

falsification, conflict of interest, focus group participation, identification, deceit,

observation of people in public, technology issues, and concerns relating to

authorship are observed with utmost discretion.

39
 Chapter III

Results and Discussion

Presented in this chapter are the data and analysis of findings based

on the data collated from the research instruments used in the study to

determine the influence of sales promotion strategies and impulse buying

behavior of business administration students. Interpretations of results were

engaged in the following subheadings: the level of sales promotion strategies,

the level of impulse buying behavior, the correlation between sales promotion

strategies and impulse buying behavior, and the regression of associations

between sales promotion strategies and impulse buying behavior.

It was noted that the standard deviation ranged from 0.383 to 0.519

which are less than 1.0 which is the typical deviation for a five-point Likert

Scale, according to Wittink and Bayer (1994). This means that the rating

obtained in this study was very close to the mean indicating consistency of

responses.

Level of Sales Promotion Strategies among Businesses as Perceived

by Business Administration Students

The first objective of this study was to determine the level of sales

promotion strategies among businesses as perceived by business

administration students. This has the following indicators, namely price

discounts; coupons; free samples; buy one get one; and premiums.

40
 Table 1. The Level of Sales Promotion Strategies among Businesses as Perceived
by Business Administration Students
Items N Mean SD Descriptive
Equivalent
Price Discounts 195 4.13 .631 High
Coupons 195 3.96 .767 High
Free Samples 195 4.04 .769 High
Buy one get one 195 4.18 .695 High
Premiums 195 3.96 .703 High
Sales Promotion Strategies 195 4.05 .600 High

Shown in Table 1 are the data on the level of sales promotion

strategies among businesses as perceived by business administration

students. The level of sales promotion strategies gets an overall mean of 4.05

or high with a standard deviation of 0.600. This means that the sales

promotion strategies were oftentimes manifested. The data means that the

perceptions of business administration students among businesses exhibit a

high level of proficiency in their utilization of sales promotion strategies.

Further, this implies that when businesses as perceived by these students,

effectively employ sales promotion strategies, then they are likely to achieve

higher levels of marketing success and customer engagement.

This result meaningfully resonates with the study of Lee and Tsai

(2014) that sales promotion is the most effective way to persuade customers

to buy on impulse. Customers' purchasing decisions are influenced by

promotions, which have a direct impact on their behavior (Khan et al., 2019).

Other researchers expressed their findings on sales patterns and impulsive

buying behavior, noticing that sales promotions do indeed increase impulsive

buying tendencies, despite the fact that it is becoming more difficult for

41
marketers to persuade consumers to make purchases. with the internet and

ease of access to information, consumers tend to be more product-oriented

and want to get the most out of their money with good quality and

performance. (Quintal et al., 2017).

In particular, among the five indicators of sales promotion strategies,

the buy one get one was determined to be the most dominating indicator.

Based on the data result, the buy one get one gets a mean score of 4.18 or

high with a standard deviation of 0.695, which was oftentimes manifested.

This further implies that students are determined to buy such a deal in which

they get two things for the price of one.

This was supported byRai and Bhandari(2021) that buy one get one is

the most popular advertising strategy which is an extra benefit offered by

sellers by putting one product for free with another.The "buy one, get one

free" campaign is one of the oldest and most effective methods of product

advertising in business. This advertisement is commonly seen in the clothing

business. They discovered that the buy one get one free deal had a significant

effect on what people decide to buy. Furthermore, many studies have shown

that using a free offer technique to generate a positive consumer opinion is

advantageous because using a gift option, such as a buy one get one, keeps

the quality perception and boosts the deal value. (Saad et al., 2021)

The second highest indicator was the price discounts with a mean

score of 4.13 or high with a standard deviation of 0.631, which means that it is

oftentimes manifested. This implies that students are likely very cost-

conscious consumers who prioritize financial savings when making

42
purchasing decisions. They are also more inclined to make purchases when

they believe they are getting a good deal.

Based on the research done by Das and Kumar (2010), retail stores

consider price discounts as an effective tool for increasing in-store traffic by

offering significant benefits that cause the consumer to pay less. Jallow and

Dastane (2016) also state that consumers are more likely to be pleased to

purchase things because price discounts are one of the strongest factors in

the retail industry. Furthermore, discounts are the most effective way of

increasing purchases, stockpiling, increasing expenditure, and attracting

competitive buyers. This will attract new customers who have never tried the

product before, as well as customers who have purchased a competitive

product (Obeid, 2014).

This will indirectly attract new

customers who have never tried
that pro-
duct, as well as those customers
who have purchased a competitive
product. These
results were partially confirmed
by Y.Z. Shi, K.M. Cheung and G.
Prendergast (2005)

43
and M.Y. Obeid (2014),
according to which discounts are
the most effective in induc-
ing purchase acceleration,
stockpiling, spending more and
attracting competitive
buyers. The only drawbacks of
discounts are: competitors can
easily follow them and
they can devalue the brand image,
if they are often applied
(Zmyslony, 2012).
This will indirectly attract new
customers who have never tried
that pro-
duct, as well as those customers
who have purchased a competitive
product. These

44
results were partially confirmed
by Y.Z. Shi, K.M. Cheung and G.
Prendergast (2005)
and M.Y. Obeid (2014),
according to which discounts are
the most effective in induc-
ing purchase acceleration,
stockpiling, spending more and
attracting competitive
buyers. The only drawbacks of
discounts are: competitors can
easily follow them and
they can devalue the brand image,
if they are often applied
(Zmyslony, 2012).
This will indirectly attract new
customers who have never tried
that pro-

45
duct, as well as those customers
who have purchased a competitive
product. These
results were partially confirmed
by Y.Z. Shi, K.M. Cheung and G.
Prendergast (2005)
and M.Y. Obeid (2014),
according to which discounts are
the most effective in induc-
ing purchase acceleration,
stockpiling, spending more and
attracting competitive
buyers. The only drawbacks of
discounts are: competitors can
easily follow them and
they can devalue the brand image,
if they are often applied
(Zmyslony, 2012).

46
This will indirectly attract new
customers who have never tried
that pro-
duct, as well as those customers
who have purchased a competitive
product. These
results were partially confirmed
by Y.Z. Shi, K.M. Cheung and G.
Prendergast (2005)
and M.Y. Obeid (2014),
according to which discounts are
the most effective in induc-
ing purchase acceleration,
stockpiling, spending more and
attracting competitive
buyers. The only drawbacks of
discounts are: competitors can
easily follow them and

47
they can devalue the brand image,
if they are often applied
(Zmyslony, 2012).
The third highest indicator was the free samples with a mean score of

4.04 or high with a standard deviation of 0.769, which means that it is

oftentimes manifested. This implies that students prioritize experiential and

hands-on engagement with products. They highly value the opportunity to try

products before making a purchase decision.

This corroborates the idea of Arslan et al. (2018) that being exposed to

products through free samples benefits the consumers' perceptions and trust

which influence their decision to buy a particular product or services.

According to Ismail and Siddiqui (2019), product sampling is very useful to

create awareness of the product. By giving consumers a sample of a new

product, it helps to advertise it and make it popular with consumers which

allows them to become familiar with the product. Therefore, offering free in-

store samples increases the possibility that customers will buy products

spontaneously after getting the sample and boosts sales on that particular day

(Heilman et al., 2011).

The fourth highest indicator was the premiums with a mean score of

3.96 or high with a standard deviation of 0.703, which means that it is

oftentimes manifested. This implies that students place significant value on

receiving additional incentives or gifts with their purchases. Students are

drawn to promotional offers that provide tangible rewards or extra value.

This was in consonance with Marin (2022) who defined premiums as

items such as souvenirs, collectibles, toys, and local products that allow
48
customers to acquire a free gift with the purchase of a product. Giving free

presents for item sales can increase consumer interest because it provides

them pleasure in purchasing. Similarly to price discounts, once an

entrepreneur provides free gift information, the promotion word will travel

quickly, raising the chance of increased sales (Yaakub et al., 2021). Jassim

and Ridha (2022) stated that premiums are items that are given to the client

for free but are placed above other things that the buyer seeks. When it

comes to purchasing things, consumers appear to prefer premiums since they

assume they are getting something for free.

The lowest indicator was the coupons with a mean score of 3.96 which

is still high with a standard deviation of 0.767, which means that it is

oftentimes manifested. This further implies that students are price-sensitive

consumers who actively seek cost-saving opportunities. They prioritize

discounts and are likely to be influenced by coupons.

This validates the idea of Ismail and Siddiqui (2019) that coupon is a

set of incentives to the customers in the ability to save money. It is offered by

the manufacturer or retailer which gives discounts to the coupon holders.

Nowadays, coupons are currently the most widely used marketing strategy in

the retailing industry. In addition, when a customer sees a free coupon offer,

the product will seem more impressive. Customers who are qualified for a

discount on a regular product are given coupons or certificates and vouchers

that they can use to purchase items at a lesser cost. Hence, offering coupons

or vouchers can attract customers to buy a just-launched product (Imtiaz et

al., 2017).

49
Level of Impulse Buying Behavior of Business Administration Students

The second objective of this study was to ascertain the level of impulse

buying behavior of business administration students which was measured

through a survey questionnaire with the following indicators: impulse buying;

physical environment; promotion and advertisements; emotions; selling

behavior; and buying behavior.

Table 2. Level of Impulse Buying Behavior of Business Administration Students

Items N Mean SD Descriptive Equivalent
Impulse Buying 195 3.50 .819 High
Physical Environment 195 3.76 .756 High
Promotions and 195 3.62 .814 High
Advertisements
Emotions 195 3.60 .954 High
Selling Behavior 195 3.72 .862 High
Buying Behavior 195 3.61 .889 High
Impulse Buying Behavior 195 3.63 .732 High

Data further revealed the level of impulse buying behavior of business

administration students. Computations yielded a grand mean score of 3.63 or

high with a standard deviation of 0.732. This indicated that the buying

behavior of business administration students is oftentimes manifested. This

implies that students show a high level of impulsive behavior.

This result authenticates the report of Iyer et al., (2019) that impulse

buying behavior has been identified as being among the most important

studies by marketers and researchers since it become an ongoing problem in

all retail businesses. This consumer purchasing behavior has become

ingrained in everyone’s lifestyle to the point where they sometimes become

unaware of it.

50
 From this result, the indicator of impulse buying behavior of business

administration students yielded the highest mean score as shown in Table 2 is

the physical environment with a mean score of 3.76 or high and a standard

deviation of 0.756 which means it is oftentimes manifested. This implies that

students prioritize factors like cleanliness, comfort, and aesthetics when

making choices related to their surroundings.

This was supported by Zhou and Wong (2004) that physical

environment factors such as store atmosphere, store display, and scent are

able to create a unique shopping experience. Mohan et al. (2013) also stated

that store layout design can satisfy the consumers' needs and wants.

Nowadays, consumers are known to base their selection purely on aesthetics,

thus the visual appeal of a store has a big impact on consumers to make

purchases (Sun & Yazdanifard, 2015).

The second highest indicator was the selling behavior with a mean

score of 3.72 or high and a standard deviation of 0.862 which means that it is

oftentimes manifested. This implies that students value professionalism,

product knowledge, and interpersonal skills in sales interactions. They place

importance on the quality of customer service, which can significantly impact

their overall satisfaction and loyalty to a business.

This was supported by Homburget al.(2011)which implies thata

salesperson’s poor attitude may cause negative results on sales figures.

Tinne (2011) added that the way salespersons present themselves to the

customer and how well they demonstrate their product knowledge will affect

the customers' purchasing intention. Salespersons need to help customers in

51
the decision-making and product selection by providing them with additional

information about a product (Saad & Metawie, 2015). Salespeople can

develop a deep connection with the customers by paying attention to their

needs and striking up a conversation. As a result, customers will feel more

appreciated in this way, which will enhance their chances of making a

purchase (Hussain et al., 2023).

The indicator with the third highest mean score was the promotions

and advertisements with a mean score of 3.62 or high with a standard

deviation of 0.814 which means that it is oftentimes manifested. This implies

that students are particularly attentive to marketing efforts and advertising

messages. They are likely influenced by marketing strategies when making

purchasing decisions.

This substantiated by the idea of Niazi et al. (2012) that promotions

and advertising is a powerful technique for drawing attention to a product and

changing people’s perception of the product. It helps businesses or sellers

raise consumer awareness and influence consumers' perceptions, either

positively or negatively (Fatima & Lodhi, 2015). In addition, promotions and

advertisements will help customers find the proper goods and services they

need. Customers can compare products when they are aware of their range

and then buy the one that best suits their demands (Chukwu et al., 2022).

The fourth highest indicator is buying behavior with a mean score of

3.61 or high with a standard deviation of 0.889 which means it is oftentimes

manifested. This implies that students are acutely aware of their own

consumer habits and tendencies. Students may be reflective consumers who

52
carefully consider their purchasing decisions, potentially seeking value,

quality, or specific features.

This was in consonance with Ramya and Ali (2016) who defined buying

behavior as the actions taken by consumers to identify, research, and select a

product before actually making a purchase. When a customer is satisfied and

thinks that the products or services are worth purchasing, then it would

encourage them to purchase again (Tu et al., 2013). Consumers search for

information to find the best alternatives by means of internal and external

information. The internal data is derived from the prior knowledge. On the

other hand, external information is based on knowing or hearing a certain

products through family, friends, and other people who have used it. In the

future, this information will be more successful and reliable (Sharma, 2014).

Emotions is the fifth highest indicator with a mean score of 3.60 or high

and a standard deviation of 954 which means it is oftentimes manifested. This

implies that their impulsive purchasing decisions are strongly influenced by

emotional factors. They are attuned to their own emotional triggers, such as

excitement, desire, or urgency, when making unplanned purchases.

This was supported by Rahadhini et al. (2020) that a person’s emotions

can affect mood and factors essential in making decisions. Positive emotion is

a person’s positive feelings developed by mood or good conditions, such as

feeling happy, love, like, joy, or satisfaction. The study of Azim (2013) shows

that pleasant atmospherics contribute to good customers' mood and pleasant

mood leads to variety-seeking behavior. When people shop and feel happy,

then emotions have a role in influencing spontaneous purchases. The

53
existence of this positive emotion will lead to an increase in customers’

impulsive purchases (Setiawan & Ardani, 2022).

This was followed by impulse buying as the lowest indicator, still high

with a mean score of 3.50 and standard deviation of 0.819, which means that

it is often times manifested. This implies that they are prone to making

unplanned and spontaneous purchases. Students suddenly want a product

when they see it without any pre-shopping intention.

This validates the idea of Xu and Huang (2014) who expounded that

impulse buying is any purchase that a consumer makes on the spur of the

moment without prior planning. According to Memon et al. (2019), making

purchases of things without a specific shopping goal requires one to think

about the advantages and disadvantages of doing so. The tendency to make

impulsive purchases and without thinking can be explained by the immediate

enjoyment it provides the customer (Pradhan et al., 2018). On the other hand,

impulsive buying does not always result in satisfaction, sometimes consumers

occasionally regret making such hasty decisions and wasting money (Zhou &

Gu, 2015).

Significant Relationship between Sales Promotion Strategies and

Impulse Buying Behavior of Business Administration Students

One important purpose of this study was to determine whether or not

the sales promotion strategies has a significant relationship to the impulse

buying behavior of business administration students. The results of the

computations were shown in Table 3.

Table 3. Correlation between Sales Promotion Strategies and

54
Impulse Buying Behavior of Business Administration Students
Variables N R p
Sales Promotion Strategies *
195 .531** .000
Impulse Buying Behavior
*p-value < 0.05

As shown in the table, the overall r-value on the correlation between

the level of sales promotion strategies and impulse buying behavior of

business administration students is 0.531 with p<0.05, which means that there

was a significant positive moderate correlation between sales promotion

strategies and impulse buying behavior of business administration students.

This was supported by the contention of Jamal and Lodhi (2015) who

saw a strong connection between impulse buying behavior and promotional

activities. Sales promotion encourages consumers to engage in impulsive

purchasing; the benefit it provides is that it encourages consumers to evaluate

and assess their purchase prospects by highlighting specific qualities of the

product or service (Amarray, 2020). As a result, promotional strategies

influence consumer behavior and trigger impulsive purchases (Nakarmi,

2018).

Moreover, Kempa et al. (2020) revealed that sales promotion has a

strong favorable influence on impulse buying. The more appealing the sales

promotion, the more likely buyers are to make a buying decision. Sales

promotion plays an essential role in influencing consumers' purchasing

decisions. Marketers must pay attention to sales promotions such as

discounts, coupons, free samples, buy one get one free, and premiums to

raise consumers' interest in buying impulsively. Khan et al. (2019) also stated

that sales promotion became one of the most effective strategies for changing

55
buyers' perceptions and having a significant impact on their purchase

decisions.

Regression of Associations on the Influence of Sales Promotion

Strategies on Impulse Buying Behavior of Business Administration
Students

Data shown in Table 4 were the regression coefficients to test the

significant influence of social-emotional competence on the academic

motivation of pre-service teachers. Using the regression analysis, the data

revealed that the mentioned independent variable above has a significant

influence to the dependent variable as seen in its computed F value of 16.344

and p-value of 0.05.

Table 4. Regression of Associations between Sales Promotion Strategies

and Impulse Buying Behavior of Business Administration Students
Factors β SE t P
(Constant) .937 .322 2.910 .004
Price Discounts .158 .101 1.561 .120
Coupons .098 .094 1.039 .300
Free Samples -.005 .094 -.049 .961
Buy one get one .095 .095 1.000 .319
Premiums .324 .097 3.329 .001*
R 2
.302
F 16.344
p .000*
* p-value < 0.05,

Data implies that sales promotion strategies were significant factors in

the impulse buying behavior of business administration students since the

multiple linear regression computation gained p .000. The R2 value of 0.302

implies that 30.2 percent of the variance of impulse buying behavior of

business administration students was influenced by sales promotion

strategies while the remaining 69.8 percent was attributed by other factors.

The overall results of sales promotion strategies predict impulse buying

behavior. Hence, it signifies the rejection of null hypotheses.

56
 Further, as can be seen in Table 4, the sales promotion strategies had

significant positive regression weights (β = .324; p-value=.001). These values

mean that in every one-unit increase in the predictor variable which in this

case was the premiums, there will be an increase of .324 units to the outcome

variable, impulse buying behavior. This data indicates that business

administration students with high levels of perception of premiums are

expected to have higher impulse buying behavior.

This result was supported by Neha and Manoj (2013) that state that

numerous studies show that premiums, as a prominent element of sales

promotion strategies have been found to be an effective means for

businesses to enhance their promotional efforts and ultimately achieve

success in the marketplace. Premium differentiates a promotional benefit in

the form of a tangible, separate product which is often a complimentary

product offered to the customers. Furthermore, the research suggests that

premiums can effectively encourage customers to try out products easily.

These findings emphasize the lasting influence of premium promotions on

consumer behavior and their role, in shaping purchasing decisions providing

an understanding of this marketing strategy (Adela, 2017).

Chapter IV

FINDINGS, CONCLUDING REMARKS, AND IMPLICATIONS

Presented in this chapter are the findings, concluding remarks and

implications derived from the results of the study, as well as recommendations

formulated based on the data from the findings and conclusions.

57
Findings

The study was conducted to determine the significance of the

relationship between sales promotion strategies and impulse buying behavior

of business administration students in St. Mary’s College of Bansalan, Inc. for

academic year 2022-2023.

The primary objective of the study included to obtain an accurate data

on the level of sales promotion strategies among businesses as perceived by

business administration students in terms of price discounts, coupons, free

samples, buy one get one, and premiums. Also, the impulse buying behavior

of business administration students in terms of impulse buying, physical

environment, promotions and advertisement, emotions, selling behavior, and

buying behavior. It also aimed to determine relationship between the

significant of sales promotion strategies and impulse buying behavior of

business administration students.

To find answers to the foregoing questions, the researchers conducted

a survey through printed survey questionnaires to the business administration

students of St. Mary’s College of Bansalan, Inc. The researchers employed

descriptive correlation method of research using an adapted questionnaire as

the research instrument in gathering the necessary data. The statistical tools

used in interpreting and analyzing the data were mean, and Pearson Product

Moment Correlation Coefficient or Pearson r.

Based on the findings and conclusions, the following recommendations

were put forward to those concerned:

58
 The findings of the study were as follows: The overall mean score of

the sales promotion strategies and in terms of price discounts, coupons, free

samples, buy one get one, and premiums were interpreted to be a high level.

On the other hand, the mean ratings of the indicators in the impulse

buying behavior of business administration students in terms of impulse

buying, physical environment, promotions and advertisement, emotions,

selling behavior, and buying behavior were interpreted to be a high level.

Generally, the findings of this study highlight the significance of sales

promotion strategies in shaping the impulse buying behavior of business

administration students, providing valuable insights for businesses and

marketers targeting this demographic.

Moreover, the Pearson r showed that there was significant relationship

between sales promotion strategies and impulse buying behavior of business

administration students. This allowed the researcher to reject the null

hypothesis.

Concluding Remarks

Throughout the research period and based on the findings of the study,

the following conclusions were presented:

The level of sales promotion strategies in terms of price discounts,

coupons, free samples, buy one get one, and premiums was high. Sales

promotion strategies shows a high impact to the impulse buying behavior of

business administration students. Having a high level of perception and

understanding of sales promotion strategies significantly contributes to

59
students' engagement with marketing concepts and their motivation to study

this aspect of business. When students possess a keen awareness of sales

promotion strategies, including price discounts, coupons, free samples, buy

one get one, and premiums, they become adept at discerning the impact of

these tactics on consumer behavior and business success. This heightened

awareness not only enhances their academic interest in marketing but also

equips them with the skills to critically analyze and make informed decisions

about sales promotions. Moreover, this knowledge fosters a deeper

appreciation for building positive relationships between consumers and

businesses.

Having a high-level perception of sales promotion strategies not only

enriches their academic experience but also prepares them for effective and

responsible marketing practices in the future. They will also foster a deeper

appreciation for building positive relationships between consumers and

businesses.

Moreover, the level of impulse buying behavior of business

administration students in terms of impulse buying, physical environment,

promotions and advertisement, emotions, selling behavior, and buying

behavior was high. The business administration students were receptive to

marketing strategies that leverage emotional appeal, store aesthetics,

promotions, and effective sales interactions to encourage impulsive

purchases.

Likewise, there was a significant relationship between sales promotion

strategies and impulse buying behavior of business administration students.

The extent of the sales promotion strategies perceived by business

60
administration students was an important driver of their impulse buying

behavior. The better sales promotion strategies are perceived, the more likely

students are to engage in impulsive purchases.

Implications for Practice

In the light of the foregoing findings and conclusions, the following

recommendations are offered:

First, the researchers suggested that the business firms will establish

a feedback loop with consumers to gather insights and opinions on

promotions, using this information to refine future campaigns. Carefully

consider the timing and frequency of your promotions. Capitalize on peak

shopping seasons, holidays, or special occasions when consumers are more

likely to make impulsive purchases. They should be cautious not to overdo

promotions, as this can lead to reduced perceived value and reliance on

discounts.

Pursuing this further, the marketers will determine what sales

promotion strategies they should use. As a result, it will give them insights and

recommendations on how to design and implement sales promotions that

achieve these objectives.

Moreover, consumers are encouraged to be more discerning in

evaluating sales promotion strategies. It is essential for individuals to assess

the value and relevance of premiums, discounts, and other promotional offers

offered by businesses. By doing so, consumers can make more informed

purchasing decisions that align with their needs and preferences.

61
Implication of Future Researchers

The future researchers can explore other factors that may have

significant influence on impulse buying behavior, or may replicate the study to

confirm and validate the present results of this study. They were also

recommended to expand the number of respondents in their study and not

only focus to one specific research locale. Additionally, future researchers can

investigate the effectiveness of different marketing strategies in influencing

impulse buying in e-buying context.

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 ST. MARY’S COLLEGE OF BANSALAN, INC
(Formerly: Holy Cross of Bansalan, College, Inc.) SMCBI
Dahlia St. Pob. Uno, Bansalan, Davao del Sur F .E . S
Faith • Excellence • Service

Nurturing Faith, Building Excellence & Developing Service

SALES PROMOTION STRATEGIES AND IMPULSE BUYING BEHAVIOR

OF BUSINESS ADMINISTRATION STUDENTS

Survey Questionnaire

Dear Respondent,

The Researchers are conducting a study on “SALES PROMOTION

STRATEGIES AND IMPULSE BUYING BEHAVIOR OF BUSINESS
ADMINISTRATION STUDENTS.” In view of this, an adapted questionnaire
will be used to gather information for the study. Your participation by way of
answering it is very vital. Without it, the study will not be completed as it
should be. Kindly fill up the questionnaire with honesty. Please feel assured
that your anonymity and the information you will give will be treated with the
strictest confidentiality. Thank you very much for your very kind response to
our request.

Very sincerely yours,

JASCINE JUANO
NHELFE MAHUSAY
EDELYN CAGULADA
HAROLD IVAN ARICAYOS
Researchers

Name (Optional): _____________________ Year Level: _________

Direction: Please check the corresponding numbers of each item. Be truthful

with your response.

5 – Always The statements are manifested at all times

4 – Often The statements are oftentimes manifested
3 – Sometimes The statements are sometimes manifested
2 – Seldom The statements are seldom manifested
1 – Never The statements are never manifested

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 Part I: SALES PROMOTION STRATEGIES (WU 2020)

5 – Always 4 – Often 3 – Sometimes 2 – Seldom 1 – Never

A. Price Discounts 5 4 3 2 1

1. I am more likely to purchase in a retail store

which I have price discounts.
2. If a retail store offers price discount that could
be a reason for me to buy it.
3. When I buy in a retail store that offers price
discounts, I feel I am getting a good buy.
4. I feel I am getting a good purchase, if I buy
something on price discounts.
5. I look forward to receiving price discounts
when I am shopping in the retail store.
6. I choose my retail store based on the price
discounts they provide.
7. I do my shopping in retail stores when I know
there will be price discounts.
B. Coupons 5 4 3 2 1

1. I am more likely to purchase in a retail store

which I have coupons.
2. I purchase in a retail store that offers
coupons, I feel I am getting a good purchase.
3. A coupon offer could be a reason for me to
purchase in a retail store.
4. I feel I am getting a good purchase, if I buy
something on coupons.
5. I look forward to receiving coupons when I am
shopping in a retail store.
6. I choose my retail stores based on the
coupons they provide.
7. I do shopping in retail stores when I know
there will be coupons.

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C. Free Samples 5 4 3 2 1

1. I am more likely to purchase in a retail store

which I have free samples.
2. When I purchase in a retail store that offers
free samples, I feel I am getting a good
purchase.
3. If a retail store offers free sample that could
be a reason for me to buy it.
4. When I buy in retail store that offers free
samples, I feel I am getting a good buy.
5. I look forward to receiving free samples when
I am shopping in a retail store.
6. I choose my retail stores based on the free
samples they provide.
7. I do shopping in retail stores when I know
there will be free samples.
D. Buy One Get One 5 4 3 2 1

1. I am more likely to purchase in a retail store

which I have buy one get one.
2. When I purchase in a retail store that gives
buy one get one, I feel I am getting a good
purchase.
3. Buy one get one has made me purchase in a
retail store.
4. A retail store that offers buy one get one free
makes me feel I am getting a good purchase.
5. I look forward to receiving buy one get one
free when I am shopping in the retail store.
6. I choose my retail stores based on the buy
one get one free sales they provide.
7. I do my shopping in retail stores when I know
there will be buy one get one free.

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E. Premiums 5 4 3 2 1

1. I am more likely to purchase in a retail store

which I can get premiums.
2. When I purchase in a retail store that gives
premiums, I feel I am getting a good purchase.
3. I feel I am getting a good purchase, if I buy
something on premiums.
4. Premiums have made me purchase in a retail
store.
5. A retail store that offers premiums makes me
feel I am getting a good purchase.
6. I look forward to receiving premiums when I
am shopping in the retail store.
7. I choose my retail stores based on the
premiums they provide.

Part II: IMPULSE BUYING BEHAVIOR (MUNIR, ABBAS, GRANT,

ARSHED, & AZIZ 2021)

5 – Always 4 – Often 3 – Sometimes 2 – Seldom 1 – Never

A. Impulse Buying 5 4 3 2 1

1. I buy things unplanned.

2. Because of my active style, I need a variety of

clothes.
3. I often buy things spontaneously (suddenly).

4. I desire to buy in retail store.

5. “Buy now, think about it later” describes me.

B. Physical Environment 5 4 3 2 1

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1. Layout of store is well-structured so that the
consumers have no difficulty finding their way.
2. I am more likely to buy a product, if it has an
eye-catching window display.
3. If I like the music inside the store, my chances
of unplanned buying become greater.
4. I am more likely to make unplanned buying if
the store smells good.
5. If I see an interesting offer on in-store setting,
I am more likely to buy it.
C. Promotions and Advertisements 5 4 3 2 1

1. Information through hording and pamphlets of

product motivates me in unplanned buying.
2. I am more likely to buy a product through
promotional stalls.
3. I am more likely to buy a product by watching
advertisement (to try out of curiosity).
4. I am more likely to buy bundle promotion
offer.
5. I am more likely to buy in-store promotion
activities involving both gender products.
D. Emotions 5 4 3 2 1

1. I am more likely to do unplanned buying for

brands which has my family trust.
2. I buy unplanned products if the brand has a
good image in market.
3. I buy unplanned things that make me feel
(happy, superior, joy).
4. I am more likely to buy unplanned products by
seeing others buying.
5. I am more likely to buy unplanned products
when I am depressed over situations.

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D. Selling Behavior 5 4 3 2 1

1. If the behavior of the sales person is friendly,

it helps me in unplanned buying.
2. I am more intended to buy if the selling
technique sounds reasonable.
3. I am more willing to make impulse buying if
staff attitude and willingness to help.
4. I am more into impulse shopping if brand
offers Liberal Exchange and refund policy.
5. I am more into impulse buying if the
salesperson’s product knowledge is more
relatable.
E. Buying Behavior 5 4 3 2 1

1. I am more likely to buy products unplanned if

the discount is available.
2. Credit/Debit cards makes me buy unplanned
things more often.
3. Various schemes like (buy 1 get 1 free) affect
makes me buy more
4. I buy unplanned deals on different occasions.
5. I am more into impulse buying if the product
catches my attention.

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 CURRICULUM VITAE

PERSONAL BACKGROUND

Name: Jacine G. Juano

Address: Purok Bayanihan, Rizal, Bansalan, Davao del Sur

Date of Birth: January 9, 2002

Place of Birth: Davao City

Civil Status: Single

Religion: Roman Catholic

Nationality: Filipino

EDUCATIONAL BACKGROUND

Elementary: Buhangin Central Elemntary School

Junior High: St. Mary’s College of Bansalan, Inc.

Senior High: St. Mary’s College of Bansalan, Inc.

Tertiary: St. Mary’s College of Bansalan, Inc.

84
 CURRICULUM VITAE

PERSONAL BACKGROUND

Name: Nhelfe R. Mahusay

Address: Kilolog, Lower Bala, Magsaysay, Davao del Sur

Date of Birth: November 21, 2001

Place of Birth: Kilolog, Lower Bala, Magsaysay, Davao del Sur

Civil Status: Single

Religion: Panon

Nationality: Filipino

EDUCATIONAL BACKGROUND

Elementary: Bala Elementary School

Junior High: Lower Bala National High School

Senior High: Lower Bala National High School

Tertiary: St. Mary’s College of Bansalan, Inc.

85
 CURRICULUM VITAE

PERSONAL BACKGROUND

Name: Edelyn I. Cagulada

Address: Km80, Dolo, Bansalan, Davao del Sur

Date of Birth: October 15, 2001

Place of Birth: Dolo, Bansalan Davao del Sur

Civil Status: Single

Religion: Roman Catholic

Nationality: Filipino

EDUCATIONAL BACKGROUND

Elementary: Dolo Elementary School

Junior High: Marber National High School

Senior High: Marber National High School

Tertiary: St. Mary’s College of Bansalan, Inc.

86
 CURRICULUM VITAE

PERSONAL BACKGROUND

Name: Harold Ivan G. Aricayos

Address: Km81, Sto. Niño, Bansalan, Davao del Sur

Date of Birth: May 20, 2001

Place of Birth: Bansalan, Davao del Sur

Civil Status: Single

Religion: Roman Catholic

Nationality: Filipino

EDUCATIONAL BACKGROUND

Elementary: Mabini Elementary School

Junior High: Barayong National High School

Senior High: Barayong National High School

Tertiary: St. Mary’s College of Bansalan, Inc.

87