The Influence of Promotional Tools on Consumer Buying Behavior: A Study Adapted from Pakistan to Philippine Context

Business Administration

The purpose of this research was to know if there is significant relationship between promotion tools (buy one get one free, coupons and physical surroundings) and consumer behavior. A total of 337 students of Polytechnic University of the Philippines under the college of Business Administration participated in this study. This sample was taken by the use of probability sampling specifically, simple random sampling. Data are analyzed through the use of regression as statistical treatment. Results implied that buy one get one free and physical surrounding have significant relationship with consumer buying behavior. However, coupons seemed to have no significant relationship with consumer behavior. With the help of this result, retailers or businesses near the school can formulate an effective business plan and strategy when it comes to choosing the most appealing tool of promotion. Knowledge of this result will help them allot their money in a promotion tool that consumers are attracted to. By that they will be able to maximize their profit. Further studies that are qualitative in nature and scope that is not limited to students are recommended to have deeper understanding between consumer behavior and promotional tools.

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