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Chapter I

The Problem and Its Setting

Background of the Study

The heart of the success of the business lies in its marketing. Most aspects of the business

depends on successful marketing. The overall marketing umbrella covers advertising, public

relations, promotions and sales. It is a process by which a product or service is introduced and

promoted to potential customers. Without marketing, your business may offer the best products or

services in your industry, but none of your potential customers would know about it.

For a business to succeed, the product or service it provides must be known to potential

buyers. Unless your business is known in the community and have communication with your

customers readily available, you have to use marketing strategies to create product or service

awareness. According to Drew Boyd, marketing is all about changing beliefs in the mind of

customers. Without marketing, your potential customers may never be aware of your business

offerings and your business may not be given the opportunity to progress and succeed. Using

marketing to promote your product, service and company provides your business with a chance of

being discovered by prospective customers.

As time passes by, many strategies have been developed to attract customers in the

industry. Hence, the traditional marketing was discovered. It is considered to be the oldest form of

marketing for which it utilizes tangible materials like direct mail, catalogs, and advertisement on

television, radio, newspaper and many more. Then the rise of the machines came, digital marketing

was invented. It made an impact to world by advertising through the internet which is made by

marketers. (Robbo, 2013). Although, even the two has been compared and debated if which one is
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better throughout time, you have to understand first your customer’s deeper soul towards its

behavior.

One key part of being a great marketer is understanding how and why people think and act

the way they do. Before the big jump into the tactical nitty-gritty of marketing, it’s really helpful

to understand how people operate which is essentially what the entire field of psychology attempts

to explain. Understanding some key principles of psychology can take your marketing from good

to best.

In an everyday life here in Calbayog City, every time we go to markets, boutiques and

shopping centers, we would see streamers that says “Buy one, take one”, “3 for 999”, “Bargain for

20”, “Less 50% discount” and “Buy 10, get 1 free”. According to a research in marketing, 80% of

the customers are being deceive by this psychological marketing and would buy this kind of stuffs

immediately without hesitation. One of the greatest books of all time in marketing is David

McRaney’s “You Are Not So Smart” in which he highlights the ways in which we’re deluded into

thinking we are rational individuals and yet we all fall prey to the whims of psychology.

Understanding a bit of behavioral psychology can go a long ways toward a better

understanding of the customers if when, where, why and how they will buy a product introduced

by sellers.

In line with this, this study seeks to find the manifestation of psychological marketing

towards consumer’s behavior. The researchers conducted this study to gather data from the internet

or within the locality which will determine the psychological behavior of person towards the topic.

It will help marketers to boom their sales of products. With proper motivation, the researchers will

thoroughly investigate what’s behind this phenomena in the person’s behavioral sense.
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Theoretical Framework

This theoretical framework includes particular theories and concepts related and used for

the study. It must explicit the understanding of those theories and concept.

In daily life, consumers are being affected by many issues that are unique to their thought

process. Psychological factors can include perception of a need or situation, the person's ability to

learn or understand information, and an individual's attitude. Each person will respond to a

marketing message based on their perceptions and attitudes. Therefore, marketers must take these

psychological factors into marketing, ensuring that their market will appeal to their target audience.

In social psychology, the theory of scarcity dictates that as humans we put a higher value

on things that we believe are scarce and a lower value on things that are in abundance. This theory

is also used in the discipline of economics in relation to supply and demand, which proposes the

rarer a product is, the more it is worth. When shopping on Amazon for a new book, how many

times have you seen the words: ‘only 1 left in stock – order soon’? This is Amazon using the theory

of scarcity to their advantage, and countless other businesses exploit a similar tactic.If you can

prove to customers that your content is rare, they will automatically perceive it to be more valuable.

For example, if you create an eBook, you can give it away for free for a limited time or on a first-

come, first-served basis. Alternatively, if you have a mailing list, you could consider sending your

customers a personalized email. This will provide you with the opportunity to remind people they

only have ‘X’ amount of days to sign-up for your free eBook, podcast or whatever piece of content

you want to promote. In short, there are many ways you can use the concept of scarcity to your

advantage in content marketing, but you might have to think creatively.


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Reciprocity is another theory as part of consumer’s behavior. It is the idea that if I give

something to you, you feel obligated to give something back to me it is a fundamental part of

human nature. If you provide something of value to your customers or your website visitors, they

will be far more likely to provide you with their business in return (Regan, 1971).This concept is

at the heart of psychological marketing. If a marketer offer you valuable content, and a consumer

feel obliged to return the favor in some way. In short, effective marketing is all about exchange.

When developing a content marketing strategy, you should aim to create integrated

campaigns. Just as no man should be an island, neither should a single piece of content be within

your marketing strategy. It create multiple pieces of content across numerous platforms that

reinforce the marketing message conveyed in each and create the feeling of frequency illusion for

your customers. Above all, though, benefiting from frequency illusion is about creating relevant,

engaging content that blends digital, traditional and social media marketing into one, greater

whole.

The endowment effect is a theory used in behavioral economics to explain the phenomenon

of why people value things they own more highly. Arguably, the most famous experiment into the

endowment effect was carried out in 1980 by the economist Richard Thaler with a class of students

at Cornell University. He gave half the students in his class a coffee mug and then encouraged

them to trade it with their classmates who did not receive a mug. Despite receiving their coffee

cups for free, the students holding the mugs set their minimum prices too high, and those not

holding mugs set their maximum bids too low. Therefore, because of the endowment effect, very

little trading took place. According to the endowment theory, your customers attribute a higher

value to your product because they already own it. For this reason, you should create a content
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marketing strategy that increases and reinforces their sense of ownership for your product, post

purchase. For example, encouraging feedback and suggestions across your social media platforms

can help customers to share experiences about your business and strengthen positive feelings.

Creating blogs, eBooks and other content that helps customers get the most out of their purchase

can also help maximize their perception of value. In essence, these types of strategy increase the

influence of the endowment effect on your customers and the position of your brand or product at

the forefront of their minds.

In psychological theory, confirmation bias is where people seek out information that

supports their views whilst ignoring evidence that doesn’t. Or in others words, when it comes to

confirming their pre-conceptions or self-hypothesis, many people are biased in their selection of

supporting evidence. Find out about the positive perceptions that your customers hold about your

business and produce content that reinforces them. Furthermore, making an effort to understand

confirmation bias within your customer segments can help you produce more relevant content for

specific and targeted niches.Conversely, if you are trying to combat negative confirmation bias

about your business, you will need to support all claims made within your content with cold hard

facts and concrete research. If you use untested opinion or hearsay to try and reverse negative

confirmation bias, you will struggle to get your customers to believe in your content.

Marketers get them to commit to giving you their contact information, then you ask them

to subscribe to your blog or to follow you on social media. Eventually, these progressively larger

commitments can lead to a sale (Freedman & Fraser, 1966).

However, no matter how good your product is, consumer’s fear of throwing away their

money on it is always going to outweigh their desire to gain it. The more presence you have, the
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more people will come to think positively of your company, and the more business you will get

(Knetsch & Thaler, 2001)

The goal is never to manipulate your customers, but to use the marketer’s knowledge of

psychology to create a positive and meaningful experience (Asch, 2003). Therefore, when you

understand how your customers behave and what their basic needs, fears, and biases are, you can

start tailoring your marketing efforts around them.

Conceptual Framework

Figure 1.

Determining aspects of
psychological marketing
Profile of the subject
as manifested by
consumer’s behavior Enhancement
 Gender through;
training or seminar
 Age  Consumer’s for Psychological
 Marital Status environment Marketing.
 Social  Consumer’s
Economic budget
Status (SES)  Consumer’s way
of thinking

The figure above shows the process of how the researchers conducted this study. In order

to know the basic information that would facilitate the researchers in concluding and finding

effective solutions related to psychological marketing as manifested by consumers’ behavior. The


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researchers are supposed to conduct an interview regarding to their profile, then they will be asked

by series of questions in relation to the study. The enhancement seminar for psychological

marketing serves as the output of this study.

Research Objectives

This study aimed to determine the different psychological marketing as manifested by

consumer’s behavior to help firms and organizations improve their marketing strategies. Specifically, this

study seeks to answer the following:

1. Identify the different psychological marketing that customers are aware of.

2. Determine the different psychological marketing strategy manifested by the Centro

Department Store Calbayog.

3. Single out the psychological marketing strategy that affects the consumer’s

behavior/behavior of the consumer.

4. Determine the limitations in consumer’s knowledge or information processing abilities in

influencing decisions and marketing outcomes.

5. Identify the kind of training or seminar that can be proposed to increase the knowledge of

businessmen and marketers towards psychological marketing

Scope and Limitations

This study was conducted in Calbayog City during the year 2016-2017. This is to

understand deeply the consumer’s behavior towards psychological marketing, factors affecting it,
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and consumer’s behavior while shopping and making other marketing decisions. This study also

make everyone a better consumer. Data’s were taken from the consumers of Calbayog City

especially those individuals or groups that select, buy, and secure product and services to satisfy

their needs. These individuals are chosen as the prospects of this study as they always responds to

the psychological tactics that the different businesses offers in Calbayog City. The nature study

used is a simple interview with each individual using recording materials such as a tape recorder.

This study only limit to the people living within Calbayog city, consumers, and business

mans. Although the research has reached its aims, there were some avoidable limitations. First,

because of the time limit, the research was conducted with only few respondents. Therefore, to

generalize the result for larger group, Calbayog City the study should have involved more

respondents at different age brackets and the limitations in consumer knowledge or information

processing abilities influence decisions and marketing outcome.

Significance of the Study

This study gives benefits to the following:


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Consumers. This gives awareness to the consumers in dealing with psychological marketing. This

study would give emphasis to the consumers for achieving personal values through possession or

consumptions of products.

Marketers. Their awareness of the consumers behavior will enable them to improve the way the

approach and interact with the consumers. This study will also help them analyze the behavior of

the consumers in how they are really persuaded into the hands of Psychological Marketing.

Businessmen. This will increase the knowledgeof the businessmen and will help them apply the

different psychological marketing that the Centro Department Store is using. Hence, this will lead

to greater sales and improve their own businesses.

Researchers. This study would serve as valuable work and basis for related researchers who are

also tackling the same research study. This will help them open possibilities for further research

from a wider scope of environment to a bigger sample of respondents.

Definition of Terms

The following terms are the commonly used words in this study. The researchers gather

their meaning to give the clarity of each word.


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Marketing. A social and managerial process by which individuals and groups obtain what they

need and want through creating and exchanging products and value with others.It facilitates and

expedites satisfying exchange relationship in a dynamic environment through the creation,

distribution, promotion and pricing of goods and services and ideas. It refers to selling and

promotion.

Psychology. The study of behavior and mind, embracing all aspects of conscious and unconscious

experience as well as thought.Refers to the study on humans mind and manners.

Psychological Marketing. The overall feeling among market participants that impels them to buy

or sell.The overall sentiment or feeling that the market is experiencing at any particular time.

Marketer. A person that deals in a market. A person that promotes or sells a product or service.

Consumer. A person who purchases goods and services for personal use.The one who consumes

goods and services available in the market.

Behavior. The way in which a person acts in response to a particular situation or stimulus.The

way in which one acts or conducts oneself, especially toward others.

Consumer behavior. The study of how people make decisions about what they buy, want, need,

or act in regards to a product, service, or company. It is critical to understand consumer behavior

to know how potential customers will respond to a new product or service. It also helps companies

identify opportunities that are not currently met.The branch which deals with the various stages a

consumer goes through before purchasing products or services for his end use.
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Chapter II

Review of Related Literature and Studies

It is a common view that understanding consumers’ behavior is crucial in a way that it has

a direct impact on the performance of the business. There are relevant information about the

consumers’ behavior as to the psychological marketing that obtain different factors.

Review of related literature

Psychological Marketing is also referred as to the psychology of advertising and selling, or

as the study of consumer behavior. Its major aim is to describe and explain consumer behavior

towards marketing relations. This field of study focuses on the factors most important for people

when buying a particular product and the way consumers determine the value of a service.

Psychological marketing deals to the important medium of contact with the consumer. There are

many significant elements for effective marketing, which include trademarks, trade names and

slogans. Bagozzi, R. & Warsaw, L. (2008). “Trying to Consumer” Journal of Consumer Research

17, (2) pp. 127 – 140.

Consumer psychology studies the way in which consumers think, reason and select

between different brands, retailers and products. It also takes into account how a person is

influenced by his family, culture, the media and other factors of the environment. The

psychological marketing deals with consumers’ behavior shows various factors. Price represents

another critically important element of marketing and four major types of pricing strategies consist

of economy, penetration, skimming, and premium pricing strategies. Backhaus, K. Hillig, T. and

Wilken, R. (2013) Predicting purchase decision with different conjoint analysis methods,

International Journal of Market Research.49(3). Pp. 341-364.


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Consumer psychology measures and predicts consumer response to radio, billboard, newspaper

and other types of advertising, as well as to specialized sales programs. It pays special attention to

drives such as hunger, thirst, cold, sexual excitation, fatigue and exhilaration. The consumer

psychologist has to keep in mind the targeted consumer's habits and attitudes of consumption. East,

R., Wright, M. & Vanhuele, M. (2013). Consumer Behaviour: Applications in Marketing

2ndedition, SAGE.

Understanding consumer behavior has become a factor that has a direct impact on the

overall performance of the businesses (Kotler and Keller, 2012). Certain aspects of consumer

psychology are closely related to other fields of study. These areas include economics, marketing,

advertising, cognitive psychology, social psychology and anthropology. Kotler, P. (2014) “Kotler

on Marketing” The Free Press”.

There is a wide range of factors that can affect consumer behavior in different ways. These factors

are divided by Hoyer et al. (2012) into four broad categories: situational, personal, social and

cultural factors. Furthermore, situational factors impacting consumer behavior towards

psychological marketing may include location, environment, timing and even weather conditions

(Hoyer et al., 2012). In order to benefit from situational factors major retailers attempt to construct

environment and situations in stores that motivate perspective customers to make purchase

decision. Kacen. J. J. and Lee. J. A. (2014). The Influence of Factors on Consumer Impulsive

Buying Behaviour, Journal of consumer psychology.

In addition, it is often used when developing strategies in dealing with consumers’

behavior. It helps a company produce a successful marketing campaign. A good example for that
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would be snack advertisements. For example, when researchers have observed consumer behavior

and establish that people are hungrier in the afternoon, media advertisers can schedule snack ads

for that time of the day and therefore increase their sales. Hoyer, W.D. & Macinnis, D.J. (2011).

Consumer Behaviour, 5th edition, Cengage Learning.

Consumers’ behavior is crucial as part of the marketing and its main objective it to learn

the way how the individuals, groups or organizations choose, buy use and dispose the goods and

the factors such as their previous experience, taste, price and branding on which the consumers

base their purchasing decisions. Blackwell, R., Miniard, P. and Engel, J. (2009) “Consumer

behavior”, Mason: Thompson.

Interestingly, it has been found that consumers tend to be more influenced by commercials

that they “zap” through while channel surfing even if they only see part of the commercial. This

most likely results from the reality that one must pay greater attention while channel surfing than

when watching a commercial in order to determine which program is worth watching.

The consumer searches information related to desired product or service (Schiffman and

Kanuk, 2007). Information search process can be internal and external. While internal search refers

to the process where consumers rely on their personal experiences and believes, external search

involves wide search of information which includes addressing the media and advertising or

feedbacks from other people. Rose and Samouel, (2009). Hoyer, W.D., Macinnis, D.J. & Pieters,

R. (2012) “Factors on Behavioral marketing” 6th edition

The factors have been classified into different types and categories in different ways by

different authors. For instance, Wiedermann et al (2007) classified them into internal and external

factor. On the other hand, Winer (2009) divided them into social, personal and psychological
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factors. Despite the fact that they have been classified into different groups by different authors

they are similar in scope and purpose (Rao, 2007).

The image of the product has a crucial impact on the psychology of the consumer and

further recommended that the product image should continuously be improved in order to

encourage the consumers towards purchasing. Acebron et al. (2006). research-methodology.net/a-

brief-literature-review-on-consumer-buying- behaviour.

In an article for Fast Company, Robert Rosenthal notes (2005), “The vast majority of

marketers aren’t psychologists. But many successful marketers regularly employ psychology in

appealing to consumers. Smart, skillful, honest marketers use psychology legally, ethically and

respectfully to attract and engage consumers, and compel them to buy.” Rosenthal R. (2005). Fast

Company.

The researchers did not find some review of related literature to the study that is within the

accepted range of time but instead, they found literatures that is beyond the accepted time frame

of the standard research.

Review of related studies

One study published portrays the behavior of consumers as influence by its environmental

consequences. It extends this analysis to marketing management and proposes a novel

understanding of the marketing firm. Advances in operant psychology make possible a theoretical

perspective on marketing psychology that transcends the current social-cognitive orthodoxy. In

Consumer Choice (Foxall 1983), It expressed surprised at the advances there had been in the

behavioural analysis of marketing phenomena during the preceding few years. The progress made

since that book appeared is similarly gratifying: from a few basic notion of how marketing
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managers might rely upon operant conditioning techniques, especially in retailing and promotions,

to a comprehensive model of consumer behavior interpreted in operant terms and its applications

to consumption and management.

Consumer choice could do little more than speculate that the epistemological and practical

implications of a behavior analysis of consumer choice might be. It showed that the attitude-

intention-behavior sequence, so beloved of consumer researchers who interpreted it in terms of

determinative action of consumers’ cognitive processes on their overt behavior, could be

accounted for equally well by a behavioristics framework.

Beyond drawing out the ramifications of that observation for further research, the book

could offer no systematic analysis of consumer behavior in operant terms. In the present work, the

critique of social-cognitive approach to consumer behavior, which remains the predominant force

in consumer research despite the advent of non-cognitive approaches, can be undertaken much

more effectively as a result of theoretical and empirical advances in the analysis of consumers’

attitudes, intentions and behaviors, and the development by behavior analysts of theories and

methods for the more detailed understanding of human behavior.

The critique of social-cognitive consumer research now leads far more plausibly to an

alternative approach in which consumer choice is influenced by its environmental consequences

rather than its alleged mental precursors. Foxall, G. (2003). Marketing Psychology.

Another study shows the discipline Psychology encompasses the scientific study of

behavior and mental processes. (Kimmel 2009) Like marketing, the discipline of psychology has

strong connections to other fields of inquiry, including philosophy, biology, evolution, and the

social sciences. It also similarly is comprised of numerous sub-fields, such as: experimental
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psychology (e.g. the rules governing how people perceive, learn and remember); cognitive

psychology (e.g. the mental mechanisms that underlie how people make judgements and

decisions); personality psychology (e.g. the measurement, origins and influence of personality

differences); social psychology (e.g. how individuals’ attitudes, thoughts, emotions, and behaviors

affect and are affected by other people and the social environment); industrial-organizational

psychology (e.g. the factors that influence job motivation and satisfaction); clinical, counselling

and community psychology (e.g. how behavior and mental processes become disordered, and how

they can be treated or prevented); and developmental psychology (e.g. changes in thinking, social

skills and personality that occur throughout the lifespan). This is but a small sampling of

psychology’s sub-fields and their corresponding topical areas and issues; in fact, the American

Psychological Association formally recognizes 54 specific divisions of the discipline. These areas

are dominated by a core set of psychological constructs that is, explanatory concepts that

conceptualize intangible elements of the domain studied within a particular science. Psychological

constructs are essential to fields like psychology because they help explain how and why people

think and behave the way they do within their physical and social contexts. For example, learning

is a construct that helps explain observable changes in behavior that come about from experience,

as when a consumer develops a loyalty to a particular brand that has proven to have high quality

across previous usage situations. The utility of psychological constructs is not limited to the

discipline of psychology; as will become evident in this chapter, they are essential to understanding

the marketing process. Nonetheless, for a construct to be of any value, it first must meet certain

criteria: it must be precisely and unambiguously defined, including specification of its domain and

clarification as to its distinctiveness relative to similar other constructs, and it must be capable of

being measured (Churchill, 1979). Marketers have adopted many of the measurement and
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observation techniques developed and honed over the years by psychologists, including a wide

range of self-report measurement tools (such as opinion surveys, attitude scales, personality

scales), projective techniques (such as the interpretation of ambiguous illustrations), and interview

approaches (such as in-depth interviews and personal journals or diaries). Consider, for example,

the need for cognition, which falls within the domain of the psychological construct of personality.

This trait,which reflects the chronic tendency to engage in purposive thinking and to enjoy

problem-solving, is measured by a series of statements (e.g. ‘I really enjoy a task that involves

coming up with solutions to problems’) that comprise the need for cognition scale (Cacioppo and

Petty, 1982). Kimmel, J. (2009). The Psychological Basis of Marketing.

In a study published about advertising, when employed in advertising research, the scale

revealed interesting differences between high and low need for cognition consumers. Compared

with low scorers, high need for cognition consumers processed advertising information more

thoroughly, had superior recall for brands and brand claims, and relied more heavily on print

sources than television for news information. Consistent with elaboration likelihood theory high

need for cognition consumers are apt to base their attitudes on message arguments and brand

features, whereas lows use peripheral cues, such as music and emotional elements to guide their

attitudes (Haugtvedt et al., 1992). The insight provided by such measurement approaches can

prove invaluable to advertisers in the design of message content and the selection of channels of

message delivery. The application of knowledge derived from systematic research in psychology

and other disciplines is crucial to the ongoing evolution of the hybrid field of marketing. For

example, psychologist George Katona pioneered the use of survey methodologies in order to assess

consumer expectations and attitudes. His work resulted in effective predictors of purchasing

behavior which ultimately were incorporated into the index of consumer sentiment, a leading
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economic indicator (Friestad, 2001). The applied tradition in psychology also in part can be traced

back to the work of social psychologist Kurt Lewin who, in his often quoted comment that ‘there

is nothing as practical as a good theory’, implied that once we have obtained scientific

understanding of some aspect of behavior, it should be possible to put that knowledge to practical

use. During the Second World War, in a series of experiments, Lewin set out to determine the most

effective persuasive techniques for convincing women to contribute to the war effort by changing

their families’ dietary habits. The goal was to influence the women to change their meat

consumption patterns to less desirable, but cheaper and still nutritious meats, to buy more milk in

order to protect the health of family members, and to safeguard the well-being of their babies by

feeding them cod-liver oil and orange juice. Lewin compared the effectiveness of two kinds of

persuasive appeals by randomly assigning housewives to an experimental condition involving

either a lecture or group discussion on the recommended changes. The results of the research

revealed that actively discussing ways to achieve good nutrition resulted in greater changes

towards healthier eating habits than passively listening to lectures. Lewin explained the findings

by suggesting that group processes had come into play to reinforce the desired normative

behaviour for those individuals who had participated in the discussions. To some extent,

contemporary support groups, such as Alcoholics Anonymous and Weight Watchers, can be seen

as part of the legacy of Lewin’s wartime research (Brehm and Kassin, 1993). Kimmel, J. (2009).

The Psychological Basis of Marketing.

Another research conducted by the Northwestern University that examining hearing

impaired consumer’s attitudes and behavioral intentions. They measured attitudes prior and

subsequent to exposure to marketing communications which attempt to persuade consumers to

purchase products. They were successfully persuade despite of the impairment through the use of
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communication and good marketing. They utilizes a special form of marketing which tackles the

human behavior of a person and its perception. Northwestern University. Psychological,

Marketing: Physical and Sociological Factors Affecting Attitudes and Behavioral Intentions for

Costumers Resisting the Purchase of an Embarrassing Product.

Another related study in the research topic is Mayo E.J. & Jarvis LP the study of aims to

show how an expanded knowledge of the individual traveler, his needs and motivations will enable

tourism providers to serve customers more effectively and profitably. Selected and well accepted

principles of psychology and sociology as they apply to travel behavior are presented. The chapters

that were devoted to perception, learning, personality, motivation, attitudes and group influences

on travel behavior. The five case studies, describing a wide range of problem situations are

intended to be used as exercises in identifying, analyzing and solving problems. The subjects of

the studies are: Air Florida, Panorama Travel Agency, Match Point Tennis Club, The Andrews

Inn, and, The Finnish Board of Tourism. Mayo, E.J. & Jarvis, LP (2008). The Psychology of

Leisure Travel. “Effective marketing and selling of travel services”.

In a study by Naomi Mandel and Eric J. Johnson, researchers manipulated the background

design of a website to see if it'd affect consumers' product choices. Participants were asked to

choose between two products in one category (like a Toyota vs. a Lexus). According

to Psychology Today, "they found that visitors who had been primed on money (the website’s

background was green with pennies on it) looked at price information longer than those who had

been primed on safety. Similarly, consumers who had been primed on comfort looked at comfort

information longer than those primed on money." Mendel, N. & Johnson, E. (2009) Psychological

Marketing.
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Just like the related literatures of this study, the researchers were not able to find enough

related studies that are within the accepted time frame. Instead, the researchersfound literatures

that is beyond the accepted time frame of the standard research.

Similarities and differences

This study aims to identify, analyze, and interpret the psychological marketing as

manifested by consumer’s behavior. The researchers gathered five review of related studies in

which it is connected to the research conducted.

A study of Gordon Faxall entitled “Marketing Psychology: The Paradigm in the Wings”

focuses in the idea that portrays the behavior of consumers as influence by its environmental

consequences. It extends this analysis to marketing management and proposes a novel

understanding of the marketing firm. Advances in operant psychology make possible a theoretical

perspective on marketing psychology that transcends the current social-cognitive orthodoxy.

Similarly, the study focuses on the psychological behavior of an individual which can affect their

consumer’s choice. Hence, it tackles the phenomena that expressed the surprise of the advances

there had been in the behavioral analysis of marketing phenomena during the preceding few years.

In contrast, the study will differ in the environment used in conducting the research. It will

centralizes only within the city premise. (Faxall, G. “Marketing Psychology: The Paradigm in the

Wings”. (nd).)

Another study shows of Jimmy Kimmel the discipline psychology encompasses the

scientific study of behavior and mental processes. Like marketing, the discipline of psychology

has strong connections to other fields of inquiry, including philosophy, biology, evolution, and the

social sciences. It also similarly is comprised of numerous sub-fields, such as: experimental
21

psychology (e.g. the rules governing how people perceive, learn and remember); cognitive

psychology (e.g. the mental mechanisms that underlie how people make judgements and

decisions); personality psychology (e.g. the measurement, origins and influence of personality

differences); social psychology (e.g. how individuals’ attitudes, thoughts, emotions, and behaviors

affect and are affected by other people and the social environment); industrial-organizational

psychology (e.g. the factors that influence job motivation and satisfaction); clinical, counselling

and community psychology (e.g. how behavior and mental processes become disordered, and how

they can be treated or prevented); and developmental psychology (e.g. changes in thinking, social

skills and personality that occur throughout the lifespan). Similarly, the study centralizes

psychological behavior of a person in making their decisions about a certain product. Both of the

study uses the disciplines of psychology as their marketing tool to persuade a buyer. On the other

hand, the study will not dive deeper on understanding what, how, when and why the disciplines

are being used. In addition, the study will not only use the discipline as their basis, but also it will

gather other external factors that will affect their decision. (Accessed from Kimmel, J. (nd).

In a study of Curtis Haugtvedt published about advertising, when employed in advertising

research, the scale revealed interesting differences between high and low need for cognition

consumers. Compared with low scorers, high need for cognition consumers processed advertising

information more thoroughly, had superior recall for brands and brand claims, and relied more

heavily on print sources than television for news information. Consistent with elaboration

likelihood theory, high need for cognition consumers are apt to base their attitudes on message

arguments and brand features, whereas lows use peripheral cues, such as music and emotional

elements to guide their attitudes (Haugtvedt et al., 1992). The insight provided by such

measurement approaches can prove invaluable to advertisers in the design of message content and
22

the selection of channels of message delivery. In the same way, both study focuses in the cognitive

decision of consumers. Hence, it will tackle the conscious mental activities such as thinking,

understanding, learning and remembering. In contrast, the study will not compare anymore the low

scorer and the high need for cognition processed advertising. It will just go beyond the consumers

found in the locality. (Accessed from Haugtvedt, C. (nd).)

Another research conducted by the Northwestern University that examining hearing

impaired consumer’s attitudes and behavioral intentions. They measured attitudes prior and

subsequent to exposure to marketing communications which attempt to persuade consumers to

purchase products. They were successfully persuade despite of the impairment through the use of

communication and good marketing. They utilizes a special form of marketing which tackles the

human behavior of a person and its perception. Likewise, both study uses the human behavior of

a person in persuading their consumer despite of the fact that they have disabilities. In contrast,

the study will not anymore include a person with a disabilities as their respondents in conducting

this research. Hence, it will just go along with the consumers found within the locality.

Another related study in the research topic is Mayo E.J. & Jarvis L.P. the study aims to

show how an expanded knowledge of the individual traveler, his needs and motivations will enable

tourism providers to serve customers more effectively and profitably. Selected and well accepted

principles of psychology and sociology as they apply to travel behavior are presented. The chapters

that were devoted to perception, learning, personality, motivation, attitudes and group influences

on travel behavior. Similarly, both study tackles how the persuasion takes place in a certain field

of area. It showed that behavior of a person can be the best marketing technique to persuade a

buyer. In contrast, the study will differ from the locality that will be conducted. Moreover, it will
23

not focus on the sales of tickets in an airport but rather on the business establishment found in the

city. Mayo, E.J. & Jarvis, L.P. (2012).

In a study by Naomi Mandel and Eric J. Johnson, researchers manipulated the background

design of a website to see if it'd affect consumers' product choices. Participants were asked to

choose between two products in one category (like a Toyota vs. a Lexus). According

to Psychology Today, "they found that visitors who had been primed on money (the website’s

background was green with pennies on it) looked at price information longer than those who had

been primed on safety. Similarly, consumers who had been primed on comfort looked at comfort

information longer than those primed on money. Likewise, both study focuses how marketers

promote their products for their customers with the use of deception of colors and prices. It tackles

the idea that analyzing the psychological state of a person through the use of deception can be

successful. In contrast, the study will differ from the medium that will be utilized. Hence, it will

never go beyond the internet world of marketing but rather it will just diverge in particular place

and business establishment in Calbayog. Mandel, N. & Johnson, E. (2014).

Chapter III
24

Research Methodology

In this chapter, the research methodology used in the study is described. The geographical

area where the study conducted, the study design and the population and sample were described.

The instrument used to collect the data, including methods implemented to maintain validity and

reliability of the instrument, are discussed.

Research Design

The researchers utilized the descriptive research design that is qualitative in nature.

Descriptive research involves gathering data that describe events and then organizes, tabulates,

depicts, and describes the data collection. When in-depth, narrative descriptions of small numbers

of cases involved, the researchers used description as a tool to organize data into patterns that

emerge during analysis. Those patterns aided the mind in comprehending a qualitative study and

its implications. The researchers thoroughly interviewed the research subject with questions that

are qualitative in approach. Hence, collecting and storing of multiple sources and evidences were

followed to provide a comprehensive and systematic format that can be a referenced by the

researcher.

Research Subject

The respondents of this study were the 40 customers in Centro Department Store Calbayog

City. It maybe men, women, children, parents and grandparents if there is an availability of this

subject. Hence, there will be no discrimination as to the economic status of each individual that

had been interviewed.

Research Environment
25

This study was conducted during the school year 2016-2017. It has been conducted in one

of the biggest department store here in the city which is the Centro Department Store Calbayog

located at Rosales Boulevard, Calbayog City.

The researchers interviewed their customers with series of questions that specifically

answered the queries of this research.

Research Procedures

The researchers decided to pick at least forty respondents from the customer of the well-

known department store of Calbayog City, Centro Department Store.

The selection of research respondents has been done by giving the questionnaire personally

to the possible respondents regardless of its gender and age then conduct an interview afterwards

and data’s will be recorded using a tape recorder. Those who has not responded to the questionnaire

wasn’t forced to answer and has been excluded but their names has been counted as uninterested

respondents.

Research Instruments

In obtaining the data needed in this study, the researchers used interview-guide as the main

instrument.

The researchers used a person-to-person format which is most common, but occasionally

group interviews and focus groups are conducted. Interviews range from the highly structured

style, in which questions are determined before the interview, to the open-ended, conversational

format. The highly structured format of an interview is used primarily to gather socio-demographic

information such as age, gender, marital status and the like. Frequently, the researchers asked the
26

same questions of all the respondents, but the order of the questions, the exact wording, and the

type of follow-up questions may vary considerably. The use of a digital recorder is undoubtedly

the most common method of recording interview data because it has the obvious advantage of

preserving the entire verbal part of the interview for later analysis.

Data Gathering Technique

The researchers responsibly asked first the permission of the selected respondents

including the consumers, business owners, or any authorized person in that business firm. Then,

the researchers personally asked the same questions to all the respondents, but the order of the

questions, the exact wording, and the type of follow-up questions varied considerably. During the

interview, the researchers make used of a digital recorder which is the most common method of

recording interview data for the advantage of preserving the entire verbal part of the interview for

later analysis. After the given time, the researchers combined all the gathered data encoded from

the actual interview or conversation.

Data Analysis

The researchers utilized the thematic analysis in which the data were gathered in order to

make concise discussion and to make accessible to the researcher for large amount of textual data

that has been generated. It consists of examining, categorizing tabulating, recombining the data

obtained from the research.

The data that were encoded has been presented based from the actual interview or

conversation. For better understanding of all data gathered, an interpretation below followed which

was based from analyzing the entire verbal part of the interview.

Chapter IV
27

Interpretation, Analysis & Discussion

The researchers gathered their data in one of the major department store in Calbayog City,

the Centro Department Store. The following data are arranged and supported by dialogues by series

of respondents.

On the awareness of Centro Department Store customers

From the interviews performed on the customers of Centro Department Store in Calbayog,

findings revealed that most of their customers are not aware of the psychological marketing

techniques that the business establishment is using to persuade buyers. The right to express their

knowledge of awareness has been exercised by the avid customers of Centro.

“Well, di gud ak maaram pero baga may idea ak”

“No”

“Diri ak maaram.”

“Psychological Marketing san Centro? Not yet.”

Kakuri man.

“Nanu iton? No."

These are some of the common responses of the respondents. As gleamed in the

information above, out of 40 respondents 26 of them are not aware of the different psychological

marketing techniques that are being used by the Centro department Store in Calbayog City. The

fact that people or the customers know about it, but are just confused with the word psychological

marketing, itself makes people answer the words “di ak maaram, Not yet, ambot, no, nano iton?,
28

kakuri man, etc.”. This clearly shows that a lot of people in Calbayog City are lacking of

knowledge when it comes to psychological marketing. Most of them are not yet aware of the

different psychological marketing techniques that is being used by the different Department Store

or shopping Center specially Centro Department Store in Calbayog City to make them want to

purchase products every time and become a loyal customers through time. People or consumers

are just easily trick by those techniques again and again every time they buy a product.

Thus, there is a great need of raising awareness of this specialized form of marketing in

how easy a certain customer can be persuaded. Hence, the businessman, marketers and even the

newbie in the business world will have an idea in how the human behavior works about this

marketing technique.

Psychological Marketing Strategy as manifested by Centro Department Store Calbayog

Despite of the numerous amounts of respondents that doesn’t know the psychological

marketing of Centro Department Store Calbayog, there is still some customers who know their

techniques and strategies, and the whole concept of how they persuade their customers in just a

piece of cake. These are some of the answers of the respondents that are aware or has a prior

knowledge about the topic, Psychological Marketing.

“ahm…. Puro ba sana nga may buy 1 take 1, 3 for 100, mga like that ba. Asya..”

“Yes. ah… Buy 1 take 1. Sugad san mga paninda. Ah… Cellphone diba.”

“Yes. ahw… one is an ira… nagkuan sira mga promo pero.. may inconsistent san ira pag hold

san mga promo pero every end of the month nag kukuan sira mga… mga… promo sa ira cloths.”

“Like…. Ku-an Buy 1 take 1, sana? Gad sana? Ok na iton? Mga 2 for 199…
29

Mga…. Bargain, 3 for 100. Asya la”

As stated above, words such as “buy 1 take 1, 3 for 100, 50% discount, 3 for 1000, 99, etc.

are just enough basis to say that that some of the people in Calbayog City know and has a prior

knowledge about different psychological marketing techniques that is used by the department store

or other business organizations. 14 out of 40 respondents are aware of those different techniques

that is being applied or used by the business to attract customers and gain a large profit. Those

techniques can captivate consumers mind in buying the product.

The buy 1 get 1 or the so call buy 1 take 1 is one of the psychological marketing techniques

that is mentioned by the respondent. It is also one of the technique that is being used by the Centro

Department Store. Among the different techniques, this is the one that can attract more customers.

“99” this pricing is called Charm Pricing or often called price mimicking. This technique in prizing

can manipulate the mind of the customer to buy the product. These are the prices that ends with

the number 9. Some of the different techniques are mentioned by the consumer, which means that

some of the people in Calbayog City know about yet they are still persuaded and attracted to it.

To fully support the respondent’s knowledge and idea about how the Centro Department

Store Calbayog manifests psychological marketing, the researchers gathered data to their manager

through interview in order to make concise discussion and to make accessible to the researcher for

large amount of textual data that has been generated to support the claim of the customers.

Manager: Ahh sir yung psychological pricing naming number one. Tatlo yun ehh, ahh… charm

pricing, prestige pricing tsaka buy 1 get one. So yung tatlo kasi niyan sir, ahh… impact kasi
30

naming yan sa charm pricing. Ito po yung mga presyong mga 99, yung parang wala ng ano, basta

99 lang, kahit sino mainganyo kasi 99 lang.

Manager: Yun yon. Sunod yung sunod, pangalawa namin is prestige pricing, yung complete than

champ pricing. Ito sir yung ano, yung 99, ito naman yung ang fixed pricing. Ito kasing 99.50 mga

ganyan. Ito prestige pricing, yung fixed na, kunwari 100, mga ganoon.

As gleamed above the statement of the manager, the manager delightedly confirmed that

they are using these techniques as a way of attracting their customers to buy a certain product that

has been used in the psychological marketing scheme. He also gave an example of each marketing

strategy that they are using in every brand or clothing line that the said establishment is selling.

Out of curiosity about what the manager said, the researchers gathered some information

in the library and the credible sources in the internet to expound each psychological marketing

strategy that the business establishment is using. Hence, it will give clarity on what this strategy

or technique is all about.

Charm pricing is to reduce the left digits by one. This strategy, often called "charm

pricing," involves using pricing that ends in "9" and "99."With charm pricing, the left digit is

reduced from a round number by one cent. Customers come across this technique every time we

make purchases but don’t pay attention. For example, your brain processes $3.00 and $2.99 as

different values: To your brain $2.99 is $2.00, which is cheaper than $3.00.It all boils down to how

a brand converts numerical values. In 2005, Thomas and Morwitz conducted research they called

"the left-digit effect in price cognition." They explained that, “Nine-ending prices will be

perceived to be smaller than a price one cent higher if the left-most digit changes to a lower level

(e.g., P3.00 to P2.99), but not if the left-most digit remains unchanged (e.g., P3.60 to P3.59).
31

Thomas M. & Morwitz V. (2005). Penny Wise and Pound Foolish: The Left Digit Effect in Price

Cognition.

Prestige pricing is the complete opposite of odd or charm pricing. Prestige pricing involves

making all numerical values into rounded figures, i.e., $99.99 is converted to $100. According

to Kuangjie Zhang and Monica Wadhwa in a 2015 study, rounded numbers (e.g., $100) are more

fluently processed and encourage reliance on consumers' feelings, compared to non-rounded

numbers (e.g., $99.99), which are less fluently processed, and encourage reliance on cognition.

This means that rounded numbers "feel right" because the purchase is being driven by feelings and

the price is processed quickly. Zhang and Wadhwa realized that consumers were more inclined to

buy a bottle of champagne when it was priced at $40.00, rather than $39.72 or $40.28. Zhang K. &

Wadhwa M. (2015). This Number Just Feels Right: The Impact of Roundedness of Price Numbers

on Product Evaluations.

'BOGOF': Buy one, get one free is a pricing strategy in which customers pay the full price

for one product or service to get another for free.The psychological strategy at work here is,

simply, greed. According to Thomas and Chrystal, once a customer comes across the offer, logic

gets tossed to the wind and the main focus is making a purchase to get the free item.Now, because

this technique has been widely adopted and most people no longer take the bait, you could stir

things up a bit by offering one of the following. Thomas P. & Chrystal A. (2013). Explaining the

“Buy One Get One Free” Promotion: The Golden Ratio as a Marketing Tool.

Effects of Psychological Marketing towards the behavior Centro Department Store customers
32

When a customer is being persuaded to buy a certain product, the effect on them are beyond

their normal attitude and perspective. Understanding their consumer behavior is the primary task

of the marketing management of Centro Department Store Calbayog. Their business establishment

knows the variables and factors that influence the customers to make a purchase. Based on their

analysis, they can correspondingly formulate and design marketing strategies that enable them

implode customers with a big impact and effect on their selves.

“an epekto sana sa akn nga.. ah.. kun baga iton nga… Iton ban a mababudget ko an akon kwarta

sin maupay pagpalit siton na mga bagay-bagay.”

“kon ako mapalit? Tadi kay makakabarato ak, kay oo. Kay barato tas Buy1 take 1 pa”.

“ah.. para sa akon. So, an affect san psychological marketing is so of course pag nakit-an mon

a..uy, an original prize is 600. Then na cut yung prize to 400. Of course kahit…. Kahiiiiit…hindi

pa..ahw.. kahit medyo may kamahalan gad siya pero compared sa first prize. Pag compared sa

first prize mas mura siya so bibili ka like Nahihikayat ka bumili. Although, according to my

research na..an mga promo gn hohold iton cra pero calculated na iton natanan. Everything may

profit talaga sira kahit mag..mag hold sira mga promo. Nacacalculate iton tanan.”

“ah… syempre kay.. kun may kuan.. buy 1… sana na mga psychological marketing. Syempre mas

nakakatipid an mga customer sa kon nanu na items an ira papaliton.”

“waray gad iton, okay gad iton para ha akon na mga promo maupay parte ha amon na may promo

kami Labi na ha amon na gugti la amon mga kwarta makakapalit kami San amon mga

ginhuhunaan na paraliton.”

As stated above, most of the respondents who were aware of psychological marketing in

Centro Department Store are being deluded by one of their psychological marketing strategy, the

psychological pricing. These respondents almost have the same answers with regards to the effect
33

of Psychological Marketing of Centro Department store to them as customers. According to them,

psychological marketing strategy such as the buy 1 get 1, 3 for 200, 70% off and so on give them

discounts and that is why they are being deluded to buy the product though they don't really need

that product.

While the other respondents answered that psychological marketing of Centro

Department Store convince and attract them to purchase the product because of its good quality

and lower in price.

“siguro nadadara la ak sa kuan. Nadadara la ak na magpalit sa ira tas nakakabarato. Sadsana.”

“Ano sa akin instead na may bibilhin lang ako sa Centro, pag nakita kong may sale sila ayun

nakakabili ako lalo na pag buy one take one mga ganoon, 70 percent off.”

“Hmm. Ano, bagan nacoconvince ak na pumalit. Kay high quality na, tapos lowered price pa.”

“Baga an magaan an pagpalit han mga tawo.”

“kay maaano ka man macoconvince ka man nga mapalit sana kay an quality san product.”

“Naconvince ak niya mas maupay syempre mas maupay na quality lugod akon mabibolngan tas

mas makakapalit ak.”

“Ah as a consumer well it thrills me eeit catches the interest and also attracts me to buy and even

though na not my intent but because na aatract ako may part na i really want to buy the item.”

The respondents above also have the same answers with regards to the effect of

psychological marketing of Centro Department Store to them as customers. Some of these

respondents answered that they are being convinced to buy the product not only because of the

low price but also because they believe that those products are high in quality.
34

With the respondent’s answers during the interview, the effective psychological marketing

strategy has bombarded customers with a broad idea of what is the aftermath of psychological

marketing towards them. They are easily persuaded and deluded of the idea to buy products that

has been advertise by the said business establishment.

Code of information

The effective psychological marketing plans begin and end with consumers. Consumers

make the wheel of industry go round. In exerting effort to reach out to customers, the Centro

Department Store utilize the idea of the consumer’s needs, wants, preferences, beliefs, habits, and

idiosyncrasies. To reach out to these ideas, the manager himself told the researchers the way in

how they advertise their products.

Researcher: So sir next question. So coded information campaign san Centro. How are your…

aww nanu iyo mga… what are your styles in marketing your… your kuan sir, business Centro

Calbayog.

Manager: Ahh kasi sir dati gumagamit radio. Syempre ano naman yan, sa mga isla diba radio

yan.

Researcher: Ahh.

Manager: Ahh para malaman nila na mayroon ditong department store sa Calbayog unlike doon,

pero mas maganda narin kasi sir yung streamer. Pang lifetime yun ehh. Kumbaga syempre,

pagradio kasi may bayad yan.

Researcher: May bayad sir…

Manager: Kasi malaki yung…

Researcher: Tapos may time la sir…


35

Manager: May time lang pa. Dito sa streamer maganda rin kasi for lifetime, pwede mo palitan

lagyan mo uli. But mas maganda rin effect ng radio, especially for the isle, mga isla.

Researcher: Ahh sige sir.

Manager: Syempre, kaso nga lang mas malaki yung nagiging gastos ng cost naming kung sa radio.

So tinry nalang namin streamer dito lang around by Calbayog sa proper tsaka sa medyo pwede

mag lagay na area.

Researcher: Ahh sige sir. Iyo… tos an iyo… an sir… specifically nanu nakabutang… aww anong

nakalagay sa streamers niyo.

Manager: Ahh… actually sir, like ahh… mga sale, pps, yung mga ganoon price pass. Actually

mayroon kaming parating ngayon price buster sale. Ahh… sa 17, 18, 19. So ganoon, naglalagay

lang kami sa bawat pwedeng lagyang lugar para maaware sira, para maaware naman namin si

customer.

As stated above, the Centro Department Store invests money to reach out customers at

Barangays in Calbayog. Even the farther one’s in different parts of Samar. In fact, the Centro

Department Store has a price buster sale on January 17-19, 2017 in which they will utilize their

advertising materials such as posters streamers and banners as way of promoting it to the customers

in which they will become aware of the upcoming price buster sale. But for those who lives in

“Puro”, the establishment make used of radio broadcasting to as way of communicating their

customers about the price buster sale that will occur.

Limitation of processing skills and marketing outcomes

A customer or buyer has a role on itself having limitations of such marketing outcomes and

processing skills in how they interpret the psychological marketing of the Centro Department

Store. As the Manager of the said establishment together with the respondents confirmed that they
36

know the different psychological marketing that they possess. With the data gathered below, the

manager presumptuously assumed that a customer has no limitation of processing the marketing

strategy they advertise because consumers aim to achieve their wants and needs in the society.

Researcher: Adto sir na waray maansiran san iyo boss. Now, what are the limitations in consumer

knowledge or information processing abilities in influencing decision in marketing customer?

Nano ang… ano ang mga limitasyon ng customer sir?

Manager: Ahh… actually wala namang limitasyon ang custo… ahh consumer o customer dito.

Kasi sabi nga nila diba ang customer always right, kaya kahit sabihin mong mali, she is the boss,

he is the boss. So for me kasi wala kaming limitasyon kasin wala namang… ahh kayo sir, tanong

ko lang sa inyo, kung kayo kaya may-ari, sayo ko ibalik. May limitasyon ba ang consumer sa isang

establishment?

Researcher: Ahh sir, sa tingin ko… aww for me sir, waray sir.

Manager: Waray! Kasi ahh wala talagang limitasyon kasi…

Researcher: Wants and needs ira ginkukuan sir…

Manager: Oo, yun talaga ehh. Kasi ones na binigay mo ang limitasyon ng isang customer, lilipat

at lilipat ang customer sa ibang establishment.

As clearly stated above, the Centro Department Store in Calbayog has no limitation in the

customer or buyer's knowledge. The customer has its own rule in having such marketing outcomes

and processing skills in how they interpret the psychological marketing of the Centro Department

Store. Limitations in consumer knowledge or information processing abilities influence decisions

and marketing outcome.

In terms of the process of marketing strategy that the Centro Department Store advertise

they focus on the consumer needs and wants. The limitations in consumer knowledge or
37

information processing abilities in influencing decision in marketing customer depends on how

the consumer is influenced by his or her environment (e.g., culture, family, signs, media) The

customer don't have limitation in every establishment.

It is very important for them that they can give the wants and needs of their consumer. All

they want is to give the satisfaction of their customer because they think if they don't give the

needs and wants of their consumer the consumer will find other establishment that satisfy their

needs and wants. So there is a possibility that consumer will not anymore patronized their product.

It is a big threat for them.

Chapter V

SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATION

Summary of Findings

After all the surveys done, the researchers find out that among the 40 customers of Centro

Department Store Calbayog that were interviewed, only 14 or 35% were aware of the

psychological marketing strategy that the business establishment is using. Hence, the concepts and

techniques were unveiled by the respondents through series examples of how it truly works. While

the other 26 or the 65%, was completely unaware of what and how the psychological marketing

takes place in Centro.

Together with the Centro Department Store Calbayog Branch Manager and 65% of the

respondents who were aware of the psychological marketing strategy that business establishment

is using, pointed out that there were (3) three psychological marketing strategy manifested by
38

Centro Department Store in Calbayog namely (1) charm pricing, (2) prestige pricing and (3) buy

1 get one. Charm Pricing or often called price mimicking are the technique in prizing that can

manipulate the mind of the customer to buy the product. These are the prices that end with the

number 9. For example instead of 100 they will make it 99 to gather more customers to buy the

product. Prestige pricing it is one of the psychological marketing technique in which products are

being priced it its original fixed amount. For example 99.50, customers are persuaded with the

price for they believe that they will still get a change. This is one way of attracting the customers.

Lastly, Buy 1 get one free. Among the three psychological marketing strategy that is being

manifested by Centro Department Store in Calbayog this technique attract more customers. In this

strategy, when a consumer buys a product he/she will get another 1 for free.

The 65% of the respondents unveiled the effects of psychological marketing strategy

towards themselves and exemplified that there are (3) three effects of psychological marketing

towards consumer’s behavior specifically, (1) is the eagerness to buy a certain product, (2) buying

decision and (3) easily persuaded or deluded by such marketing technique.

As the interview goes along with the Manager of the Centro Department Store in Calbayog,

he stated that there are (2) two code of information that the business establishment is using, they

advertise their psychological marketing through radio and streamers. He added that they prioritize

more the streamers in advertising their products because it can be recycled and can last a lifetime.

Unlike the radio advertisements, which is costly and has only a limited time to air.

The head officer of Centro Department Store in Calbayog presumptuously exhibited that

there are no limitations in consumer’s knowledge or information processing abilities in influencing

decisions and marketing outcomes. A person has a never ending need in his/her life, it is essential
39

to all human forms to be satisfied and to achieve what they really want in order to live. This never-

ending sense of need is in truth desire and attachment that manifests openly through the exterior

world that appears to us and through the inner world that we experience. This is the case for all

living beings that live and experience the world as they do, and it is marked by feverish anxiety

and woe.

Conclusions and Implications

In light of the findings, the researchers come up with these conclusions. Most of the

respondents of this study were completely unaware of what and how the psychological marketing

takes place in Centro. The consumers were deceived by the different psychological strategies that

Centro Department store used.

The psychological marketing strategies manifested by Centro Department Store Calbayog

are charm pricing, prestige pricing and buy 1 get one. Charm Pricing or often called price

mimicking are the technique in prizing that can manipulate the mind of the customer to buy the

product. Prestige pricing is one of the psychological marketing technique in which products are

being priced in its original fixed amount. Lastly, Buy 1 get one free. In this strategy, when a

consumer buys a product he/she will get another 1 for free. This implies that the said establishment

is using the psychological pricing in which it is one of the branches that psychological marketing

possess. There are three psychological marketing strategies that are being manifested by Centro

Department Store in Calbayog City which serves as a technique to attract more customers. This

also implies that the various psychological marketing strategies used by Centro Department Store

are effective in convincing the customers. They are using different techniques in terms of pricing

to attract more customers to buy their products.


40

The effects of psychological marketing towards consumer’s behavior are; the eagerness to

buy a certain product buying decision and easily persuaded or deluded by such marketing

technique. These psychological strategies used by Centro Department store result to greater profit

because of the consumers who were convinced to buy their products. This implies that the

psychological marketing strategies that are being used by Centro Department Store are effective

in convincing the customers. Also, it implies that those psychological marketing strategies affect

the buying decision of the consumer. Those strategies have an effect to the consumer’s behavior

such willingness and eagerness to buy a certain product.

The code of information that the business establishment is using with regards psychological

marketing is through radio and streamers. Although they are more likely to use streamers in

advertising their products because it can be recycled and can last a lifetime. Unlike the radio

advertisements, this is costly and has only a limited time to air. This implies that the modern

marketing tools such as streamers and radio commercials are effective and efficient in advertising

products with regards on the psychological marketing technique that Centro Department Store is

using.

The customer has no limitation of processing the marketing strategy that the Centro

Department Store used because consumers aim to achieve their wants and needs in the society.

This implies that consumers are driven by their own wants and needs and we cannot set such

boundaries that a certain person can comprehend. Consumers have their own perception in terms

of choosing the product they intend to purchase or buy. There are no limitations in consumer’s

knowledge or information processing abilities in influencing decisions and marketing outcomes.


41

Recommendations

For future researchers, the following recommendations were made:

1. Consumers.Increase the awareness of psychological marketing strategy that other business

establishments engage in. Especially in dealing with the occurring various psychological

marketing manifested by the consumers’ behavior.

2. Marketers. Find out the limitations in consumer’s knowledge or information processing

abilities in influencing decisions and marketing outcomes. Improve the way they approach and

interact with the consumers. Know the other different code of information that a certain business

establishment is using to advertise their psychological marketing.

3. Businessmen. Venture other business establishments in Calbayog City that manifest

psychological marketing as their technique of persuading their customer. Increase the knowledge

of businessman that leads to greater sales and improve their business.

4. Researchers.Determine the other effects of psychological marketing towards consumer’s

behavior that might be a keypoint to unveil interesting grounds between a person’s choice and

motivation.
42

Chapter VI

Proposed Enhancement Program

PROPOSED ENHANCEMENT TRAINING/ SEMINAR TO IMPROVE


THE PSYCHOLOGICAL MARKETING OF BUSINESSES AS MANIFESTED BY
CONSUMERS BEHAVIOR IN CALBAYOG CITY

Rationale

Based from the findings of the study, the researcher has found out that most of the

customers of the said establishment were completely unaware of how they are being persuaded

easily. This can be attributed to the fact that Psychological Marketing was not yet recognized by

the people which includes marketers, businessman and consumers because of the lack of

knowledge about this specialized form of marketing.

Further, along with the analysis of data gathered, Psychological Marketing as Manifested

by Consumers Behavior: The Case of Centro Department Store Calbayog City, seems that some

of the customers knew the psychological marketing that is taking place in the business but almost

all were blindfolded by the idea of the occurrence of the marketing strategy they possess. This

problem always encounter by the business world in how to fully recognize and effectively use it.

Consequently, the researcher decided to conceptualized an ENHANCEMENT

TRAINING/ SEMINAR inviting other business experts, marketing expert, psychologists and

consumers in Calbayog City to discuss about how to use the psychological marketing as a tool

guide to delude customers and to review the other marketing techniques that other business

establishments are using. Hence it will help them in developing other strategies and techniques in

how to persuade customers to buy their product.


43

Objective/ Purpose:

This proposal scribed grounded with the findings of this present study.Specifically, it aims

to:

1. Know the different psychological marketing strategies that famous business establishments

are using.

2. Develop plans/ activities to solve the problem encountered in how to psychologically

market the customer’s perception about the products they are selling.

LIVE OUT ENHANCEMENT TRAINING/ SEMINAR ON TO IMPROVE


THE PSYCHOLOGICAL MARKETING OF BUSINESSES AS MANIFESTED BY
CONSUMERS BEHAVIOR IN CALBAYOG CITY

April 18-20, 2017


Calbayog Sports Center
Calbayog City

PROGRAM MATRIX
TIME DAY1 DAY 2 DAY 3
7:00- 8:00 AM Registration Registration Registration
8:00-9:00 AM Opening Program RECAP RECAP
9:00- 11:00 AM Session1: Updates on Session 4: Discussion Presentation of
Psychological Psychological Outputs or Reports/
marketing strategies marketing can affect Open Forum
-Report of what are a person’s buying
the different behavior
psychological - Marketing tips and
marketing techniques ideas
by the business
establishment in
Calbayog City
11:00-12:00 AM Session2: Developing OPEN FUROM Final Discussion and
psychological Team Building
marketing ideas Activities
-TEAM BUILDING
and introducing the
44

the different
psychological
marketing strategies
that other business
establishment are
using
12:00 -1:00 PM LUNCH BREAK LUNCH BREAK LUNCH BREAK
1:00 – 3:00 PM Session 3: Discussion
Session 5: Signing for their
about what is the Collaborative Report commitment
importance about on how to regarding to the
Psychological choose use the right Family business they
Marketing towards the right have and reports of
customers and the psychological the Final set of
FACTORS that
marketing strategies successor they’ve
might affect upon it (
and techniques for chosen.
From the Business your business
Expert) establishments
-reports and
documents needed to
be the next successor
3:00 – 4:00 PM SHARING OF GAMES THAT IS END OF THE TEAM
IDEAS RELATED BUILDING
PSYCHOLOGICAL
MARKETING
4:00-5:00 PM End of Session in End of Session in
Day1 Day2

Prepared by: Noted:

Gotido, Lean Vannessa DR. ERWIN L. PURCIA, DALL


Hebierto, Evangelyn Master Teacher II
Lontao, Airish Lyn SHS-Department Head
Mag-ampo, Leslie Jane
Nadua, Dominique
Pua, Ma. Verena
Ricafort, Fritz Gerard
Yu, Nikka Mille
Researchers

Approved:
CALICK D. ARRIETA, PhD
Principal I
45

PARTICIPANTS

1. Consumers
2. Marketers
3. Businessmen
4. Business Management Students
5. Researchers

KEY PERSONS INVOLVED

Resource Speakers/ Facilitator


1. Ms. Domique Nadua
2. Ms. Nikka Yu
3. Mr. Wilfred Balasbas
4. Mrs. Leslie Mag-ampo
5. Mrs. Verena Pua

HRTD Core Team/TWG/Secretariat/Support Staff

1. Ms. Leanne Gotido


2. Ms. Evangelyn Hebierto
3. Ms. Airish Lontao

Monitoring & Evaluation

1. Ms. Nikka Mille Yu


2. Ms. Verena Pua
3. Mr. Diminique Nadua

Program Management Team

1. Mr. Fritz Ricafort


2. Ms. Nikka Mille Yu
46

Appendix A

LETTER FOR REQUEST


47

Appendix B

INTERVIEW TRANSCRIPT

THE MANAGER

Researcher: So sir let’s start. Sir what is your name?


Manager: Ahh, I’m Wilfred Balasbas. Ahh, actually I’m management training in Calbayog. So
ahh, papunta na akong Manila this week, kaya tinatapos ko na yung report ko, then then sabi ni
meron nga daw mag interview. So let’s start na doon sa question niyo.
Researcher: Sige sir. So sir what is the profile of the respondents ngadi sa Metro? So, in terms of
age?
Manager: Centro!
Researcher: Aww Centro
Manager: In terms of age, ano sir 10 to 20 yung ano dito, yung pumapasok. 20% yun pero
pinakamalaki po talaga yung 31 to 50. Yung talagang pumapasok lagi dito sa Centro. Almost 35
up, 45 pala and below 30 yung mga binata, sorry sorry. So, yan yung mga kayo estudyante,
karamihang pumupunta dito. Kay nakasunod pa yung mga oldies na. Oldies kasi umaga, oldies
ang pupuntahan ngayon. So mababa lang talaga ang mga estudyante na 10 to 20. 10 yung edad pa
15 mababa rin pumupunta rito.
Researcher: So sir next, so next sir is the gender. So pira an boys, pira an girls. An nakadi sir, An
pumupunta dito sir.
Manager: Ahh karamihan sir ano, female, 65%.
Researcher: Female
Manager: Yes sir. Kasi alam mo na mga babae, mga pampabeauty meron kami dito, parang ganun.
Tas mga damit. Yan, pero konti lang talaga ang pumapasok na male. Nasa 35 lang kasi ano lang
naman, ano bang meron dito samin, mga damit ng panlalaki pero kung talaga titingnan mo babae
ang mahigit compare mo sa lalaki. Kaya almost 65% yung pumapasok na babae.
Researcher: Sige sir. So sa marital status sir, pira sir na pumupunta dito?
Manager: Hmm… karamihan ano, single, 70%. Married kasi, actually nasa kabila na yung married
ehh… ahh… Super Metro. With just one stop shopping kasi andoon yung supermarket, so syempre
ako kahit ako marraid, doon ako pupunta kasi mamimili ako, tapos meron silang department store.
So di nga lang sila branded, yung mga ano nila yung mga garments, but napapabili na rin sila so
48

kaya bumababa yung ano naming, sales status ng mga mamimili dito, although talagang namimili
sa amin single. Lang trabaho kasi syempre kahit sino hanap din branded na mga damit kahit ikaw
sir.
Researcher: Aww sigesige. Sir may question po ak. So aside from that, ahh… where did you get
sana sir na mga percentage na iyo accurate, iton ba na percentage niyo, diin kam sana nakakuha
sir?
Manager: Ahh… ano yan, accurate by the guards. Meron kaming head count, then ito yung
ipapakita ko sa inyo… na report ko din this coming my ojt report. Wait lang… sorry sorry…
Researcher: Sige sir.
Manager: Wait lang, ahah… Yan yung mga report ko, so makikita moa ng, yan, gender male 70..
50.., yung babae na, kung ilan ang edad na ganto. Matatantsa mo naman kung ilan yan. Ganoon
kami para atleast accurate talaga.
Researcher: Ahh. So sir while, so pagpunta pala mayin… ahh namin dito sir nagrecord na agad
yung guard.
Manager: Oo, naggaganoon na agad, nagtatara siya, so ilang babae. Kasi yun yung ginagawa ko
kasi may report nga ako so sabi ko dalawa naman silang guard, ikaw yung sa lalaki, ikaw yung sa
babae, titingnan mo kung ilan pumapasok na babae ba o lalaki. Kung ilang edad.
Researcher: Ahh… sige sir. Asya nakuha niyo an accurate na data. So next sir naman sir, let’s get
to the main topic sir, so aside from that sir, are you aware of psychological marketing? Sana sir?
Manager: Ahh… yes sir kasi galing din naman ako sa retail, it is not department store, but super
market.
Researcher: Yes sir.
Manager: So same as benibenta yun ngalang ahh… super market is need ng tao. How about the
department store is loho lang ito. Kung sinong gustong bumili. So psychological….
Researcher: Marketing!
Manager: Marketing. Hmm… aware naman ako.
Researcher: Yes sir. So next sir question. What are these psychological marketing strategies
manifested by Centro Department Store Calbayog?
Manager: Ahh sir yung psychological pricing naming number one. Tatlo yun ehh, ahh… charm
pricing, prestige pricing tsaka buy 1 get one. So yung tatlo kasi niyan sir, ahh… impact kasi naming
49

yan sa charm pricing. Ito po yung mga presyong mga 99, yung parang wala ng ano, basta 99 lang,
kahit sino mainganyo kasi 99 lang.
Researcher: Ingganyo! 99 lang!
Manager: Yun yon. Sunod yung sunod, pangalawa namin is prestige pricing, yung complete than
champ pricing. Ito sir yung ano, yung 99, ito naman yung ang fixed pricing. Ito kasing 99.50 mga
ganyan. Ito prestige pricing, yung fixed na, kunwari 100, mga ganoon.
Researcher: Sakto sir.
Manager: Sakto talaga. Oo.
Researcher: Ahh… sige sir.
Manager: Kahit sino, iwan ko lang sir kung saan ka mag… hmm… bibili kung sa fixed pricing
kaba o sa charm pricing. Kasi yung 99 panghakot lang din namin ng customer.
Researcher: Ahh…
Manager: Parang ganoon.
Researcher: Para maattract sira sir.
Manager: Oo, pang attract lang, kasi 99.50 lang, may less. May cents pa silang sukli. Then the
pangatlo po is the buy 1 get 1.
Fritz: Free!
Manager: And free. Ito yung ano… ahh… mark items namin na ginagawa naming lalo kapag may
sales kami. So para maingganyo pa lalo yung customers at mapabili namin regarding sa aming
promo na yan.
Researcher: Ahh sige sir, thank you sir. So next question sir. How does psychological marketing
affect the consumer behavior or the behavior of the consumers?
Manager: Ahh ito kasi sagot niya ehh… Decision in buying and eagerness. So decision in buying
kasi ano yan sir… ahh pagpumunta kasi customers namin dito, kailangan talaga i-sales talk ng
selling crew namin, may… may ano kasi kami, may challenge kami sa mga selling crew na may
mga cota kasi kami sir.
Researcher: Yes sir.
Manager: Cota sa bawat selling crew na dapat mapabili mo yung mga customer. Gawin mo yung
style mo kung pano siya mapapabili. So yun yung tinatawag na decision in buying. Kung inano
niya yung customer niya sa pagbili talaga dahil sa selling crew. Yung eagerness naman talaga,
yung kagustuhan ng mga customer na bumili ng pagpunta talaga may sadya lang talaga siyang…
50

Researcher: Na bibilhin!
Manager: Bibilhin.
Researcher: So consu..so, so in sho.. in short term sir, an psychological, sa psychological marketing
is to attract customers, didi sa iyo sir.
Manager: Oo…
Researcher: So an epekto sana sa ira sir naaattract dali san mga kuan… san mga customers niyo
sir.
Manager: Oo…
Researcher: So sir next question. So coded information campaign san Centro. How are your…
aww nanu iyo mga… what are your styles in marketing your… your kuan sir, business Centro
Calbayog.
Manager: Ahh kasi sirdati gumagamit radio. Syempre ano naman yan, sa mga isla diba radio yan.
Researcher: Ahh.
Manager: Ahh para malaman nila na mayroon ditong department store sa Calbayog unlike doon,
pero mas maganda narin kasi sir yung streamer. Pang lifetime yun ehh. Kumbaga syempre,
pagradio kasi may bayad yan.
Researcher: May bayad sir…
Manager: Kasi malaki yung…
Researcher: Tapos may time la sir…
Manager: May time lang pa. Dito sa streamer maganda rin kasi for lifetime, pwede mo palitan
lagyan mo uli. But mas maganda rin effect ng radio, especially for the isle, mga isla.
Researcher: Ahh sige sir.
Manager: Syempre, kaso nga lang mas malaki yung nagiging gastos ng cost naming kung sa radio.
So tinry nalang namin streamer dito lang around by Calbayog sa proper tsaka sa medyo pwede
mag lagay na area.
Researcher: Ahh sige sir. Iyo… tos an iyo… an sir… specifically nanu nakabutang… aww anong
nakalagay sa streamers niyo.
Manager: Ahh… actually sir, like ahh… mga sale, pps, yung mga ganoon price pass. Actually
mayroon kaming parating ngayon n apps. Ahh… sa 17, 18, 19. So ganoon, naglalagay lang kami
sa bawat pwedeng lagyang lugar para maaware sira, para maaware naman namin si customer,
51

Researcher: Ahh sige sir. So sir, pwede kami makaanser sad… pwede mo sir maansiran adto na
question sir?
Manager: Sigesige.
Researcher: Adto sir na waray maansiran san iyo boss. Now, what are the limitations in consumer
knowledge or information processing abilities in influencing decision in marketing customer?
Nano ang… ano ang mga limitasyon ng customer sir?
Manager: Ahh… actually wala namang limitasyon ang custo… ahh consumer o customer dito.
Kasi sabi nga nila diba ang customer always right, kaya kahit sabihin mong mali, she is the boss,
he is the boss. So for me kasi wala kaming limitasyon kasin wala namang… ahh kayo sir, tanong
ko lang sa inyo, kung kayo kaya may-ari, sayo ko ibalik. May limitasyon ba ang consumer sa isang
establishment?
Researcher: Ahh sir, sa tingin ko… aww for me sir, waray sir.
Manager: Waray! Kasi ahh wala talagang limitasyon kasi…
Researcher: Wants and needs ira ginkukuan sir…
Manager: Oo, yun talaga ehh. Kasi ones na binigay mo ang limitasyon ng isang customer, lilipat
at lilipat ang customer sa ibang establishment.
Researcher: Ahh sige sir. So an last question namon sir, what are, aww last question sir, nanu iyo
proposed enhancement program or anything that can boost, boosten up the other marketers or
businessmen about psychological marketing sir? Mga proposed enhancements sir.
Manager: Ahh… proposal!
Researcher: Oo, para magain an knowledge nira sir.
Manager: Siguro sa akin, number one din sa akin yung ginawa ko, yung ginawa ko… tulad nito sa
powerpoint ko which is ahh… mas maganda kasi ano siya, hmm… wait lang ahh… mga ano yan
sidekick namin sa kabila… picture… ayy sorry sorry… dito pala. So ito yung number of proposal
project ko talaga, which is mas maganda kasi ahh… hah! Yan yung installing signage sa mga
bawat bangka dito. So kasi yun yung pinaka number proposal ko kasi di rin naman kasi mahakot
yung tao dito sa proper kasi may Super Metro na, nagtatayo pa si Gaisano. So ang ginawa namin,
proposal ko talaga para ma-ano pa si customer… ano… ahh… signage ng bangka sa other island.
So malalaman nila merong Centro, ano ba yung Centro. Maaano sira, mapapaisip ano ba yung
Centro, yun pala Department Store. Yun di yung pinaka proposal ko.
Researcher: Sa mga kuan sir… sa mga di pa gud maaram sir…
52

Manager: Hmm… yes sir.


Researcher: So asya la gud talaga sir amon pakiana, asya la an last namon na pakiana.
Manager: Sige sir, what is it?
Researcher: Aww… wara na sir, asya na adto. Asya na po adto.
Manager: Okay. Pasensiya na rin, kasi dire man ako talaga dito. Inano lang ako ni sir.
Researcher: Sir hain po yana si sir? Hain po siya?
Manager: Ahh… nasa kasalan.
Researcher: Ahh… nasa kasalan.
Manager: Actually day off ko talaga today, so kinuha niya lang yung ano.
Researcher: Ahh sige sir. Sige sir thank you sir.
Manager: Aww sige.
Researcher: Till next time sir. Nakabulig ka po sa amon. Thank you sir, it’s been a pleasure sir.
Manager: Sige po… sige po. Sige sir.
53

RESPONDENTS THAT ARE WARE OF PSYCHOLOGICAL MARKETING

Researcher: Are you aware of Psychological Marketing?


Respondent 4: Yes, I am.
Researcher: So ma’am kun aware ka san Paychological Marketing, nanu an different na
Psychological Marketing specifically didi sa Centro na adi ka yana?
Respondent 4: ahm…. Puro ba sana nga may buy 1 take 1, 3 for 100, mga like that ba. Asya..
Researcher: ahe sige ma’am, so nanu an epekto sa imo san sana nga 3 for 100, it is called ma’am
Psychological Marketing san Centro, so nanu an epekto sana sa imo?
Respondent 4: an epekto sana sa akn nga..ah.. kun baga iton nga… Iton ban a mababudget ko an
akon kwarta sin maupay pagpalit siton na mga bagay-bagay.
Researcher: Ah sige ma’am. So ma’am last question, kaynano adi kam yana sa Centro?
Respondent 4: Kasi mga mag-upay kasi an quality sa ira mga… tawag sana? Mga gamit ngani nga
mga bado, mga sarwal na branded.
Researcher: So ma’am last question, kaynaman didi kam nagpalit sa Centro kun may iba pa na
mga marketing store like Gemma…?
Respondent 4: Kay as what I’ve said earlier maupay ngani an quality didi, ngan san mga pareho
ba sana na 3 for 100. So an imo 100, tolo na an imo mapapalit sana. So kon sa Gemma kappa,
sobra pa, mga mahal pa didto an paraliton.

Researcher: Maaram ka san Psychological Marketing strategy san Centro?


Respondent 8: Yes!
Researcher: Kon yes sir. Nanu man Sir?
Respondent 8: ah… Buy 1 take 1. Sugad san mga paninda. Ah… Cellphone diba.
Researcher: Centro sir.
Respondent 8: ah, Centro? Mga polo tas mga appliances.
Researcher: nanu an epekro sa imo san Psychological Marketing?
Respondent 8: kon ako mapalit? Tadi kay makakabarato ak, kay oo. Kay barato tas Buy1 take 1
pa.
Researcher: Tapos sir, nanu kay adi kam yana sa Centro, kay nano? May paraliton kam o sale?
Respondent 8: May sale na paraliton.
54

Researcher: Kaynaman mas ginpipili niyo na pumalit didi sa Centro instead sa iba like Gemma na
may mga sale man liwat didto? Naman kay mas ginpipili niyo an centro?
Respondent 8: Kay barato tas damo an imo nakikit-an na mga paraliton.

Researcher: Sir, are you aware of Psychological marketing?


Respondent 11: Oo
Researcher: So sir kun aware ka sir san Psychological marketing. What are the different kind of
psychological marketing?
Respondent 11: Kinds?
Researcher: biskin nanu la sir na imo maaram didi sa Centro.
Respondent 11: ahw… one is an ira… nagkuan sira mga promo pero..may inconsistent san ira pag
hold san mga promo pero every end of the month nag kukuan sira mga… mga… promo sa ira
cloths.
Researcher: Sige sir, salamat sir. So, an amon next question sir is nano an epekto san psychological
marketing sa imo sarili sir?
Respondent 11: ah..para sa akon. So, an affect san psychological marketing is so offcourse pag
nakit-an mon a..uy, an original prize is 600. Then na cut yung prize to 400. Of course kahit….
Kahiiiiit…hindi pa..ahw.. kahit medyo may kamahalan gad siya pero compared sa first prize. Pag
compared sa first prize mas mura siya so bibili ka like Nahihikayat ka bumili. Although, according
to my research na..an mga promo gn hohold iton cra pero calculated na iton natanan. Everything
may profit talaga sira kahit mag..mag hold sira mga promo. Nacacalculate iton tanan.
Researcher: Sige sir. So, next question sir. Kaynaman adi ka yana sa Centro it is because may
paraliton ka o may sale?
Respondent 11: Yana? May paraliton. Kay waray sale.
Researcher: so sir, kaynamn ngadi ka nagpalit kon may department store like Gemma o sa iba?
Respondent 11: ah… of course kasi yung quality ng..ng clothing nila dito is much better compared
to .. sa other department stores in Calbayog because syempre branded and… oo, high quality
though may prize ah.. yung prize is more compared sa iba, ok lang.
Researcher: eh, thank you sir.

Researcher: Good morning sir, so sir are you aware san psychological marketing dinhi sa centro?
55

Respondent 13: Yes


Researcher: So..sir, kun aware ka sir. Nanu an iba-iba nga psychological marketing?
Respondent 13: mga promo, mga buy 1 take 1… Asya la.
Researcher: oh sige sir. Sir nanu an epekto sana sa imo sir? san psychological marketing nira san
Centro?
Respondent 13: (laughing) diri ak..cge na..
Researcher: nanu an epekto sir? Mas… mas mapapadali sir?
Respondent 13: Mas mapapadali iton sya kay mas barato siya. Aw, oo balitaw mas barato.
Researcher: kaynaman adi kam yana sa Centro? Kay may paraliton o may sale?
Respondent 13: Kay…. May paraliton.
Researcher: ah, may paraliton sir. Ah… sige sir, next question. Last question, kay naman adi kam
sa centro kon mayda man iba na department store like Gemma, etc.
Respondent 13: kay mas maupay ira… an quality san ira product tas may mga sir.
Researcher: ahw, salamat sir.

Researcher: so, ma’am good morning ma’am. Maaram ka ma’am san psychological Marketing
dinhi sa centro na ira ginhihimo?
Respondent 16: Yes?
Researcher: so, kon maaram ka ma’am, nanu an iara mga psychological marketing techniques na
gin aaply dinhi sa Centro?
Respondent 16: ahm…… ambot sa ira..ambot..
Researcher: buy 1 take 1, 50% off ma’am. Mga gadsana ma’am.
Respondent 16: ambot.
Researcher: so di ka maaram ma’am?
Respondent 16; diri. di ak ngani maaram.
Researcher: aw, sige ma’am. Salamat ma’am

Researcher: good morning sir. Maaram ka sir san psychological marketing san Centro Sir?
Respondent 17:…..
Researcher: Psychological Marketing. It’s either yeas or no.
Respondent 17: Yes. Of course.
56

Researcher: so, sir nanu an iba’t-iba na mga psychological marketing na maaram ka sir?
Respondent 17: ahh,… as a ku-an.. syempre customer man ak. Customer, paragpalit. Suki man ak
san Centro. ?usa na akon maaram sana is an buy 1 take 1 nga gn kuku-an nira sa ira mga items tas
an mga discounted prize liwat san ira mga… iba products.
Researcher: nanu an epekto sana sir sa imo sir?san psychological marketing, sana na mga 50%
off…
Respondent 17: ah… syempre kay..kun may kuan.. buy 1… sana na mga psychological marketing.
Syempre mas nakakatipid an mga customer sa kon nanu na items an ira papaliton.
Researcher: ah, sige sir. Next question sir. Kaynaman adi ka yana didi sa Centro? May paraliton
o may sale?
Respondent 17: May paraliton.
Researcher: Kaynaman po sir na mas gin pili niyo na pumalit didi sa metro san iyo paraliton..ahw
sa Centro instead na mayda man Gemma, may iba pa man na mga paralitan. Kaynaman adi gud
kam didi sa Centro?
Respondent 17: Kay ngadi sa centro maaram kit na adi ngadi an mga original na mga brand tas
maupay an quality unlike sa gemma na puros mga imitation la an mga items.

Researcher: sir are you aware of the different psychological marketing strategy that is being used
by centro department store for you to buy their products?
Respondent 21: Yes. Yes
Researcher: then, what is it?
Respondent 21: ……… Like…. Ku-an Buy 1 take 1, sana? Gad sana? Ok na iton? Mga 2 for 199…
Mga…. Bargai, 3 for 100. Asya la
Researcher: sige sir. So, nanu an epekto san psychological marketing sa imo sarili sir?
Respondent 21: ah………
Researcher: sir, nanu an epekto sir sa imo?
Respondent 21: anay…….. nagloloading ak.
Researcher: May epekto ba sir? sa imo sir?
Respondent 21: siguro nadadara la ak sa kuan. Nadadara la ak na magpalit sa ira tas nakakabarato.
Sadsana.
Researcher: sige sir. Kaynaman sir adi ka yana sir sa Metro? Ahw, centro?
57

Respondent 21: sa Centro? Kay mag kita ak sale. Magkita ak mga barato kun mayda sira mga
barato na mga bado. Short.
Researcher: so, sir kaynaman ngadi kam napalitna kun mayda mn Gemma o iba pa na deparment
store didi sa Calbayog like na parihas man iton mayda mga sale? Kaynaman mas ginpipili niyo na
pumalit didi sa Centro?
Respondent 21: kay bisan mahal didi sa centro, maupay an quality san ira mga products.
Researcher: aw, sige sir. Thank you.

Researcher: Nano po imo name?


Respondent 24: Name ba? Nolette po, Nolette Ubarro
Researcher: Ah. Tagalog ka po?
Respondent 24: Tagalog
Researcher: Ah i see, ilang taon ka na po?
Respondent 24: Ah, 19
Researcher: So ang unang tanong ko po, are you aware of the different psychological marketing
strategies na ginagamit dito sa Centro for you to buy their products?
Respondent 24: Ah, aware naman. Yes
Researcher: Then what are those psychological marketing strategies that you know?
Respondent 24: Hmm, strategies nila .. 'Yun, pag mayroon silang sale, may buy one take one. Mga
ganon.
Researcher: So anong epekto ng mga psychological marketing strategies as a customer?
Respondent 24: Ano sa akin instead na may bibilhin lang ako sa Centro, pag nakita kong may sale
sila ayun nakakabili ako lalo na pag buy one take one mga ganoon, 70 percent off.
Researcher: Bakit mas pinipili mong bumili sa Centro Department store kaysa sa Gemma, Metro
and other department stores.
Respondent 24: Kasi ano sa Centro, mag tatak. Branded yung items nila, kaysa bumili ka pa sa
labas eh dito branded na mas madalas pa naman silang magsale kaya mas okey na sa Centro.
Parang price kang din ng walang tatak lalo na pag ah anong tawag dito.. Ah pag may sale sila.

Researcher: Nano po imo ngaran?


Respondent 25: Loisa Auguiz
58

Researcher: Age po?


Respondent 25: 26
Researcher: First question po, are you aware of the different psychological marketing strategies na
ginagamit dito sa Centro for you to buy their products? Aware po ba kayo sa mga ganyan?
Respondent 25: Sort of. Aware man siguro. I don't know if mao iyo ginutukoy.
Researcher: Ah, mao. Then what are those psychological marketing strategies that you know?
Yung nanonotice mo po
Respondent 25: Mga sales talk nila at magandang accomodation tapos kapag may mga poster na
nakalagay if sale or may mga discount an ira items.
Researcher: So anong epekto ng mga psychological marketing strategies sa imo as a customer?
Respondent 25: Hmm. Ano, bagan nacoconvince ak na pumalit. Kay high quality na, tapos lowered
price pa.

Researcher: So, una po nano po imo ngaran po?


Respondent 26: Fe Rama.
Researcher: Okay po, an edad po?
Respondent 26: 37
Researcher: 47 po?
Respondent 26: 37
Researcher: Aw 37 po. An una po na pakiana, are you aware or maaram ka po san iba iba nga
psychological marketing strategies na gingagamit didi sa cejtro? Para mapapalit ka san ira product?
Respondent 26: Oo gad.
Researcher: So nano man an epekto sadto na mga psychological strategies, an mga ira ways or ira
mga inhihimo paraaconvince ka sa ira product.
Respondent 26: Ira pag sales talk ngan ira pakisama san ira mga customer ngan an pagsale san ira
product ngan promo nira.
Researcher: So kaynaman aw nano an epekto san mga sadto na mga psychological marketing
strategies para sa imo as a consumer.
Respondent 26: Baga an magaan an pagpalit han mga tawo.
Researcher: Aw. Tas kaynaman adi po kam sa centro? Adi ka la po kay may sale sa centro or
tungod san may promo or may paraliton?
59

Respondent 26: May paraliton.


Researcher: Aww. So dire po kam kumadi kay may sale or may promo, May paraliton gud la?
Respondent 26: Oo
Researcher: Kaynaman Didi po kam sa centro na kay diba po mayda pa man iba na tindahan such
as gemas metro, why centro?
Respondent 26: Kay adi an amon paraliton anhi ngadi akon tuyo. Damo ngadi akon makikita.
Researcher: Aw asya po. Asya la po salamat po.

Researcher: Maupay po na aga, Nano po imo ngaran?


Respondent 27: eduard catalan
Researcher: So, pera na po imo edad?
Respondent 27: 17
Researcher: So, An amon po pangiana na una, Are you aware of the different psychological
strategies that is being used by Centro nga ngahi yana department store for you to buy their
product?
Respondent 27: Ano, yes like mga kuan like for example mga by one take one nira tas mga
clearance sale mga gadsana.
Researcher: Tus sunod, Nano an epekto san psychological matketing sa imo as a consumer?
Respondent 27: Epekto? Utro
Researcher: Nano an epekto san psychological marketing sa imo as a consumer?
Respondent 27: kay maaano ka man macoconvince ka man nga mapalit sana kay an quality san
product.
Researcher: Kay naman adi ka yana sa centro dire sa iba na tindahan?
Respondent 27: kay?
Researcher: Or kay mayda ka paraliton or didi mo mabibilngan imo paraliton or tungod san sale
sira?
Respondent 27: Duwa iton. Both kay an akon paraliton nakasale oo mga gadsana na kun san'o ko
kailangan asya liwat siya nakasale.
Researcher: Ohh. Pan'upat kay naman didi ka napalit kun may iba pa man na department store
such as gemas, metro etc. Naman mas inpipilo ko an centro.
60

Respondent 27: Mas harani sa balay hahaha. Kay siguro sa brand kay like for example sa metro di
man gud sira like for man gud sira branded an iba manla. Kay sa centro mayda man gud mga brand
mag iba iba.
Researcher: Asya la po. Salamat.

Researcher: So una po, Nano po imo ngaran?


Respondent 28: Ann Negros
Researcher: An edad po?
Respondent 28: 27
Researcher: Ah 27 po. An una po namon na pangiana, Are you aware of the different psychological
matketing strategies that is being used dinhi sa centro for you to huy their products.
Respondent 28: Oo aware kay okay la kahit bisaya akon baton?
Researcher: Opo, then what are those psychological marketing strategies na imo po maaram.
Respondent 28: kuan dapat may product knowledge ka san mga prodyct na anhi maaram ka.
Researcher: So nano an epekto san psychological marketing strategies sa imo as a consumer?
Respondent 28: Depende man kun maconvince ak niya kuan kunwari may ginpapalit or karuyag
ak paliton dd tas mayda siya ginsuggest tapos may product knowledge ak sana na product tas
naconvince ak niya mas maupay syempre mas maupay na quality lugod akon mabibolngan tas mas
makakapalit ak.
Researcher: So, kaynaman adi ka yana po centro, adi ka po paraay paliton or may tungod sa mga
sales or ahmm tungod sa mga psycjological marketing strategies.
Respondent 28: Mga sale, usually man gud makadi ka man gud sa usa nga dept store kun may mga
sale diba maakit ka man sa mga less na mga prices or mga mark down aw mga branded ba.
Researcher: Kaynaman mas inchochoose mo an centro dept store dire an iba pa kay diba mayda
pa gemas metro
Respondent 28: Mas pipilion ko an centro kay mas ano siya kay masss kuan siya branded kun
magpili o mapalit ka didto ka nala liwat sa mas sigurado san qualityso branded ka nala mapalit kay
dire man naghaharayo an presyo sannmga branded sa mga dire dapat kasi quality concoous ka
liwat gabay ka nala liwat sa branded.
Researcher: So asya la po. Salamat po.
61

Researcher: Excuse me po te, pwede po kami maginterview?


Respondent 39: Ahhh oo sige po.
Researcher: Mangiana po kami anay san imo ngaran po.
Respondent 39: Ana Rose Tan
Researcher: Pera po iyo edad?
Respondent 39: I'am 18 years old
Researcher: 18. An una po na pakiana, Are you aware of the different psychological matketing
strategies that is being used by centro deparyment store for you to buy their products?
Respondent 39: well i think i know something like the by one take one and also ahmm presenting
what is the trend ah ya showing whats trend.
Researcher: So second question, then what are those psychological marketing strategies that you
know?
Respondent 39: Yah that ah, using the by one take one strategy and ah ano ba thee discounts having
discounts on items yah thats it
Researcher: Ah then nano po an epekto san psychological marketing like what youve said earlier
nga an sale an discounts, nano an epekto sana sa imo as a consumer.
Respondent 39: Ah as a consumer well it thrills me eeit catches the interest and also attracts me to
buy and even though na not my intent but because na aatract ako may part na i really want to buy
the item.
Researcher: So kaynaman ngadi ka napalit sa Centro dire sa iba kay diba may iba pa man na
tindahan such as gemas metro etc kaynaman mas ginpipili mo an centro dept. Store?
Respondent 39: well actually honestly, ah im searching for certain item that i know i can only find
in centro, thats why im here.
Researcher: okay po salamat po.
Respondent 39: Oh sge thank you

Researcher: Nano po imo ngaran?


Respondent 35: Nene Gindatuan
Researcher: So, pera na po imo dead?
Respondent 35: 47
62

Researcher: An amon po una na pakiana, aware ka po o maaram ka nakakapansin ka San mga iba
iba nga psychological marketing strategies nga gingagamit sa centro pagpalit sa product kunwari
an IRA na gingagamit na ways na ma'attract ka or maconvince to buy the product?
Respondent 35: Dire gud ako hiton kabisado kay dire Gud ak baga ba pamalit San mga sugad hine
yana dinhe so maaram ak na mayada siton na pamaagi pero para ha akon experience sugad hiton
bagan an ira pamaagi sugad an maupay ka mag'entertin sa usa nga costumer an mga selslidy.
Researcher: So, maaram ka po sana or napapansin no po iron?
Respondent 35: Ahh oo
Researcher: So nano man po iton na mga strategies na ira gingagamit?
Respondent 35: So wans na maydak hin pakiana ak han usa na selslidy gin iintertin mo ak, Na po
ma'am maupay ine.
Researcher: So asya po iton? In terms po san price piano ka po nacoconvince na paliton no iton
Respondent 35: San pinaagi han maupay na klase San ira gamit so hamubo na presto.
Researcher: Aware ka po San mga sales,discounts mga gadsana po?
Respondent 30: Di Gud ak sana Gud maaram pero naantigo po ak sana na mayda nahihitabo nganhi
ha centro
Researcher: Nano po sana an epekto sa imo, as a customer?
Respondent 35: waray gad iton, okay gad iton para ha akon na mga promo maupay parte ha amon
na may promo kami Labi na ha amon na gugti la amon mga kwarta makakapalit kami San amon
mga ginhuhunaan na paraliton.
Researcher: So nano Kay ngadi po kam napalit dire sa iba Kay diba po Magda man metro Gemma's
at etc, naman centro?
Respondent 35: So an akon gin pakadi kay tungod sa akon na man nainsperyensyahan kun nano
ngadi an may ada ngan kun pano hira magintertin sa amon nga customer NIRA.
Researcher: So Kumadi ka po para may paliton or kay nagsale po?
Respondent 35: Ah mayda paraliton or may tuyo.
Researcher: Aw sige po thank you po.
Respondent 35: Ah sige salamat liwat.
63

RESPONDENTS THAT ARE NOT AWARE OF PSYCHOLOGICAL MARKETING


Researcher: Good morning ma'am! Maaram ka maam san psychological marketing strategy san
centro calbayog?
Respondent 1: Well, di gud ak maaram pero baga may idea ak
Researchert: Nano man iton nga idea?
Respondent 1: like sa ira first floor ginkakadto nira an like an mga BNY mga branded na bagud sa
dida pala magkakamay ada na like pag enter san tawo nag iisip sira sadsana na brand. An ira mga
clothes bagan inn na gud sadsana so masulod sa mind san two nga iton.

Researcher: Good morning maam. Maaram ka san psychological marketing strategy or technique
san centro department store
Respondent 2: No

Researcher: So sir, Good morning sir. Sir maaram ka san Psychological Marketing dinhi sa
Centro?
Respondent 3: Diri ak maaram.
Researcher: So sir, di ka maaram?
Respondent 3: Wara ak idea about sana. Pasensya!
Researcher: Basta ada kala sir para pumalit?
Respondent 3: Oo, adi la ak kay may kinahanglan ak.
Researcher: Sige, salamat sir.

Researcher: Ma’am are you aware of Psychological Marketing san Centro?


Respondent 5: San Centro? Not yet.

Researcher: Maaram ka ma’am san Psychological Marketing?


Respondent 6: Kakuri man.

Researcher: So sir maaram ka san Psychological Marketing?


Respondent 7: Diri. Nano man iton?
64

Researcher: Magyakan nala ak sir na an Psychological Marketing… Buy 1 take 1, Bargain, 50%
discount. So kay di Kaman gud maaram sana sir. Asya la an akon paki-ana.

Researcher: Sir maaram ka san Psychological Marketing sa Centro? An ira ba mga strategy.
Respondent 9: Diri ak maaram.

Researcher: Sir maaram ka san psychological Marketing san Centro?


Respondent 10: No

Researcher: Ma’am, maaram ka ma’am san psychological marketing ma’am dinhi sa Centro?
Respondent 12: Diri
Researcher: ah, so ma’am diri ma’am. So sige ma’am salamat ma’am. Asya la.

Researcher: Good morning te..are you aware of any.. aw, are you maaram kam te san Psychological
Marketing?
Respondent 14: ………………………… Sa nano man iton?..sige daw, parehos san nano?
Researcher: like for example po an buy 1 take 1, 50% off… an sa kuan… streamers.
Respondent 14: aw sa kuan, sa paninda.
Researcher: Maaram k asana te?
Respondent 14: …………………………………… wara man ak napipinsaran.
Researcher: aw, sige po te. Salamat te. Thank you po.
Respondent 14: kuani ak san mas masayon sayon pa na paki-ana.

Researcher: Sir, are you aware san Psychological marketing dinhi sa Centro?
Respondent 15: No
Researcher: aw, sige sir. Thank you.

Researcher: Sir, are you aware of psychological marketing?


Respondent 18:……… Tapos?
Researcher: waray na. Sir are you aware of psychological marketing strategies of Centro
department store?
65

Respondent 18: No

Researcher: so, sir are you aware of the psychological marketing dinhi sa Centro?
Respondent 19: No
Researcher: ah, sige sir. Salamat.

Researcher: good morning ma’am. Ma’am maaram ka san mga psychological marketing strategies
or techniques san Centro mall Calbayog?
Respondent 20: No.
Researcher: aw, sige ma’am thank you for your honest answer.

Researcher: good morning sir. Maaram ka sir san psychological marketing didi sa Centro?
Respondent 22: No.
Researcher: No? ahw, sige sir. Salamat. Asya la

Researcher: Good morning ma’am. Ma’am maaram ka po san psychological marketing na strategy
san Centro Calbayog?
Respondent 23: ay, diri.
Researcher: ahw, sige ma;am. Salamat san imo honest na answer.

Researcher: Good morning ma’am. Ma’am maaram ka po san psychological marketing na strategy
san Centro Calbayog?
Respondent 30: Pasensya nap o, di kop o alam yan.

Researcher: good afternoon sir, pwede po magconduct kami interview sa imo?


Respondent 29: Yes, oo cge.
Researcher: Sir, are you aware of the different psychological marketing strategies san Centro
Department store Calbayog?
Respondent 29: ah, wara pa ak siton ne idea. Siguro diri la ak familiar san term
Researcher: sige po, Salamat Po sir.
66

Researcher: Sir, maaram ka po san psychological marketing?


Respondent 31: ambot… ah, di ak maara. Pasensya na

Researcher: Sir, are you aware of psychological marketing?


Respondent 32: Asya la? Di ak maaram. Iba nala.

Researcher: So sir, good morning. Sir are you aware of the different psychological marketing
strategies dinhi sa Centro?
Respondent 33: Di man ko sana maaram day.

Researcher: Ma’am are you aware of the different psychological marketing techniques that is being
used dinhi sa centro for you to buy their products?
Respondent 34: Nanu iton? No.

Researcher: Good afternoon ma’am. Are you aware of psychological marketing?


Respondent 36: No
Researcher: sige ma’am. Thank you po sa iyo time.

Researcher: Good Afternoon Ma’am. Maaram ka po san different psychological marketing


techniques or strategy dinhi sa Centro?
Respondent 37: Dili ak maaram.
Researcher: ok po. Thank you po.

Researcher: Nay, pwede po mag conduct interwiew sa imo?


Respondent 38: sige gad.
Researcher: Nay maaram ka po san iba’t –iba na mga psychological Marketing techniques dinhi
nay sa centro?
Respondent 38: Diri ak sana maaram.
Researcher: Ahw, sige nay. Salamat.
67

Researcher: Are you aware of the different psychological marketing techniques dinhi sa Centro
Calbayog?
Respondent 40: ahm…. Ambot noy.. Pasensya na. Diri man ak sana maaram.
Researcher: Thank you po.

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