CHAPTER I

INTRODUCTION

Background of the Study

Consumer is a strong determinant in a firm’s excellence in this highly competitive

retail industry. Consumers are playing a big role on the wealth and success of a

business. Therefore, it is necessary to understand the consumer’s attitude and their

varying behavior from the perspective of sales promotion targeted at different

consumers.

The field of consumer behavior is the study of individuals, groups, or

organizations and the mindset they use to select and buy a particular product. Also, it

tends to know the impact of different strategies used by marketers on consumer and

society as a whole. Globalization and global markets has created rivalry among

competitors who are using different tactics to maximize their sales. One of the most

influential tool of a marketers is sales promotion which make their products stand out

and attract most of the customers.

Most of the time it is observed that whenever the consumer sees promotions they

tend to buy as if they believe that they could purchase more. Weerathunga and

Pathmini (2015), states that sales promotion techniques have a significant correlation

with consumer buying behavior. Also, rebate and discounts are some of the sales

promotion that greatly influences the buying behavior of a consumer, Nagadeepa et al,

(2015).

1
 The objective of this study is to know the overall effect of sales promotion on

buying patterns of consumer. Also, to widen the knowledge not only of the consumer

but also of the producer or the business about sales promotion towards consumer’s

buying behavior. Moreover, the researcher wants to contribute on a body of knowledge

of this kind of topic.

Statement of the Problem

The study discussed the effects of sales promotion on student’s buying behavior

in Leuteboro National High School.

Specifically, it sought to answer the following questions:

1. How does sales promotion affects the participant’s decision in buying products?

2. How do the students behaves behave when they learn about products with big

discounts?

3. Are there temptation-to-buy management strategies that the learners employ when

they about sales promotion?

Theoretical Framework

2
 The model was proposed by Nicosia (1976) and it analyzed human beings as a

system with stimuli as the input and the behavior as the input. This model is concerned

with the inter-relationship between the firm's marketing communication and its potential

consumers, the attributes of the consumers, the consumer’s decision process including

search and evaluation processes and the actual decision process. In this model the firm

communicates to its consumers through its promotional tools like sales promotion and

advertising whereas the consumers also respond to these messages through their

purchase response. The firm influences the consumer's decisions whereas the firm is

also influenced by the consumer's decisions.

The Nicosia model focuses on four major fields which are the consumer attitude

based on the firm's messages, its represents the output of a commercial message in the

form of sales promotion or other communication tools and its effect on the consumer

attitude. The second major fields is search and evaluation, at this stage the firm tries to

motivate the consumer to purchase its brands through promotion. The third major fields

is the act of purchase, its represents the transformation of the motivation into the act of

purchase or non-purchase. Lastly, the feedback, it deals with the use of purchased

items and how the consumer generates experience that will determine future o toward

the products as a relation of the purchase consequence stored in the memory.

Moreover, behavioral economics traits, partly explains the reasons why

consumers may be making seemingly irrational decisions in choosing a particular

network operators package over the other. Among the behavioral economics trait

3
identified are as Hyperbolic Discounting, Choice or Information Overload, Endowment,

Framing Biases, Heuristics.

The Behavioral economics model bases their emphasis on the final consumer of

the product. It argues that consumers usually act on their best interests due to

behavioral traits such as failure to process information objectively or miss evaluations

about the costs and benefits of prospective decisions. However, the buyer is not always

the final consumer but the model failed to include the traits of the buyer who serves as

the intermediary between the producers and the final consumer. The buyer who serves

as the intermediary may not necessarily buy products or services based on certain traits

or personal characteristics but based on their belief of how fast the products or services

can be sold.

The Howard-Sheth model suggests that there are three levels of consumer

decision making according to Abdallat and El-Emam (2001). The first level describes

the extensive problem solving of the consumer. The consumer at this level of the

decision making does not have the basic information or knowledge about the brand and

does not have any product preference. At this level, the consumer will seek information

about all the different brands in the market before making a purchase. The second level

is limited problem solving. This level is a problem that exists for consumers who have

little knowledge about the market or partial knowledge about what they want to

purchase. The consumer will arrive at a brand preference after resorting to comparative

brand info. The last level is habitual response behavior. The consumer at this level have

information and knows very well about the different brands and he can differentiate
4
between the different characteristics of each product, and already has a decision which

particular product and brand they will purchase. The Howard-Sheth model discusses

the buyer decision process using four major sets of variables as presented in figure 2.1.

The four sets of variables are inputs which this input variable to the customer decision

process is provided by three distinct types of stimuli (information sources) in the

customer environment. The marketer in the form of product or brand information

furnishes physical characteristics (significance stimuli) and verbal or visual product

characteristics (symbolic stimuli). The last type of stimuli provides inputs concerning the

product class or specific brands to the specific perceptual. Perceptual and Learning

Constructs which the most central part of the Howard-Sheth Model deals with the

psychological variables involved when the consumer is making a decision. Outputs

purchase decision represents the output. They are the results of the perceptual and

learning variables and how the consumers will respond to these variables i.e. attention,

brand comprehension, attitudes and intention. Exogenous or external variables the

exogenous variables do not directly impact the decision making process.

5
Conceptual Framework

Input Process Output

1. How does sales  Questionnaire Baseline Data about the

promotion affect the Effects of Sales
participants  Interview Promotion, Participants’
decision in buying Response, and
products? Temptation-to-Buy
2. How do the Management Strategies
students behave
when they learn
about products with
big discounts?
3. Are there
temptation-to-buy
management
strategies that the
learners employ
when they learn
about sales
promotion?

The figure reveals the input, process, and output of the research study. The input

contains the research questions. The process shows the method which the researchers

used in conducting the study and it is interview. On the other hand, the output shows

6
that it is expected that there is an effect in the buying behavior and decision making in

purchasing a product due to different sales promotion.

Significance of the Study

This study would be significant to everyone to understand the impact of sales

promotion on the consumer’s behavior. The outcome of the study would be helpful and

relevant to different firms to analyze the factors that influence consumer’s decision in

purchasing products and make positive changes on their sale promotion strategies

accordingly. This study can be a way of the marketers to utilize their resources in good

way and increase profitability and the market share. Also, consumer would be informed

about their behavior in purchasing a certain product and their attitude regarding sales

promotion. Lastly, it would be significant to future researchers as if it will serve as

source of information as they to tend to study similar information.

Scope and Limitation

The scope of the study was focused on the effects of sales promotion on the

student’s buying behavior of Leuteboro National High School.

7
 This study was conducted at Leuteboro National High School during the second

semester in the 12th grade, school year 2019-2020. The respondents of this study were

the students in the said institution specifically the senior high school students. The

researchers gathered data through an interview.

Definition of Terms

 Buying Behavior- is the sum total of a consumer’s attitudes, preferences, intentions

and decisions;

 Consumer- a person who purchases goods and services for personal use; and

 Sales Promotion- process of persuading a potential customer to buy the product.

8
 CHAPTER II

REVIEW OF RELATED LITERATURE

According to the study of Bhatti (2018), sales promotion has a great impact in

influencing the consumer to buy a product. Social media also have an impact in the

purchasing decision of the consumer and balance the relationship of sales promotion

and consumer buying behaviors. On the other hand, discounts don’t seem to have an

impact on purchasing items. It is apparent that each consumer has his own personal

trait when selecting a product and making a purchase decision. However, it has been

observed that with the increase in the sales promotion offered by every brand

nowadays, the perception of the consumers and their buying behavior has change. is

because customers believed that the prices of all products are cheaper than normal

9
when offered sales promotion, also they felt they are getting a good deal, and therefore,

they make a purchase decision when a sales promotion is offered.

The consumers are already aware on the practices in the market. Some

consumer waits from some sales promotion like freebies before deciding in purchasing

a product. So that sales promotion became a competition in the market because good

sales promotion leads to better sales. The sales promotion practice in the industry draw

these consumers to the product and make them do impulse purchase was realized that

the consumer may not go through the entire decision making process anytime they want

to purchase a service or product. This may be so because the evoked sets which

present the consumer with established alternatives may inform the consumer’s

judgements in deciding which service or product to buy. This may eventually prevent the

consumer from going through all the stages of decision making because of experience

and available information. It was also observed that the consumer would mostly

consider which servicer is offering the best discount and the kind of service that satisfies

their need. (Darko, 2018)

In this study determined two things the sales promotion and brand name that

affects the buying behavior of the consumer and these reasons leads to the production

of good quality products. The sales promotions influence the buying decisions of
10
consumer. Sales promotion strategies will lead to consumer buying behavior an

improvement by shortening the decision process towards purchasing products. The

sales promotion will beneficial to consumer buying decision. (Shrestha, 2015)

According to (Shamsi, 2018), in his study of the Impact of Sales promotion on

Consumer Behavior: An Analytical Study of Readymade Garments and Footwear

Segments, it can be used by marketer if they want or wish to attract new consumer

because attracting more consumer may result attracting more income and get their

products tried by them, discount is proven to be more effective than the other sales

promotion buy one get one that has to be used with as it is not found much impactful in

the selected segments. The study also reveals that discount positively influences

consumer’s purchase intention which can be linked to the results of the present study as

well, yet it’s both proven to be effective. The study also suggests that buy one get one

should be implemented with circumspection because it’s not always working on sales

promotion.

This study focuses on four sales promotion techniques namely price discount,

free sample, buy one get one free and loyalty program. These four techniques are all

proven to have a good result in promoting a product. Price discount is good to use in a

supermarket. Free samples are tested to attract consumer to buy products. Buy one get
11
one is good to increase sales. Lastly, loyalty program has the highest impact among all.

It highly attract the buying decision of the consumer and at the same time sales will not

be affected. (Pathmini, 2016)

The market should choose a sales promotion carefully because the consumer’s

purchasing power gets higher depending on a sales promotion of the market. When a

consumer received a financial benefit from sales promotion their mental well-being

change. (WONG Ai Jean, Rashad Yazdanifard 2019)

Sales promotion gives big impact to any business even though sales promotion

power didn’t last long and marketers are required to always upgrade their promotion.

Spending time in shopping is part of the life of the respondents and sales promotion

changes their shopping pattern. Buy- one- get- one highly influence the consumer.

There are other sales promotion like discounts. Based on the result of the study, some

male consumer feels ashamed buying products on discounts but female consumer

strongly disagree as they said that they can save more money through discounts. Some

consumer think that products on sale didn’t have that much quality compared to

products on regular price but they sometimes still buy because of sales promotion.

(Nakarmi, 2018)

12
 Sales Promotion, helps increase the sales. Marketers used sales promotion to

call the attention of consumer. It shows that consumer has positive feedbacks on sales

promotion, like coupon premium and point of sales display. (Adella, 2017)

Mahsa Familmaleki, Alireza Aghighi and Kambiz Hamidi conducted an

analyzation to the influence of sales promotion on consumer purchasing behavior. It is

cited from Ghafrane Ashraf on that buying behavior can be influenced by sales

promotion through different promotion technique free sample, price discount, social

surrounding and physical surrounding.

Jean – Woo Park also conducted a study about the relationship of sales

promotion, customer satisfaction, and customer value and behavior intention. It shows

that there is a relationship between cutting price, CENTS off, customer satisfaction,

customer value image and behavioral intention. Duty free shop of witness the good

effects on sales promotion to the increase of level of customer satisfaction.

13
 CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the research design, research locale, sample or the

respondents of the study, the instrument employed in data gathering, data collection

procedure and data analysis procedure.

Research Design

Qualitative case study research served as the main methodology for this study.

Case study is a research methodology that has commonly used in social science. It is

also a research strategy and an empirical inquiry that investigates a phenomenon within

its real- life content. Case studies are based on an in- depth investigation of a single
14
individual, group or event to explore the causes of underlying principles. It is an

analysis of persons, groups, events, decisions, periods, policies, institutions or other

systems that are studied holistically by one or more methods. A case study research

can be single or multiple case studies. It includes qualitative evidence and benefits from

the prior development of theoretical propositions (PressAcademia, 2018).

The researchers used qualitative research which they believed that it can help to

obtain knowledge and information in their research problem to further know the

credibility of this study. Also, they believed that it is suitable in their research problem to

further distinguish the purpose and objectives of this study knowledge and also a deep

meaning and understanding to identify the reasonably credibility of the central idea of

the study.

Research Locale

This study was conducted in Leuteboro National High School during the second

semester of Academic Year 2019- 2020. The structured questionnaires were given to

the participants during their free time.

Participants of the Respondents

15
 For this study, the experience of the consumer with their buying behavior towards

sales promotion. The case of this study was any Senior High Student who experience

buying with the influence of sales promotion. The researchers collected detailed

information by interviewing the chosen respondents and by giving questionnaire to

other. In the procedure of collecting data, the researchers gathered different information

or data including the sample on how consumer is affected by sales promotion. The

participants of the interview were selected five (5) students from Leuteboro National

High School who are obsessed with milk tea. The researchers kept the name of the

interviewees confidential and used an alias for each participant instead. The

interviewees were described using age, gender, grade level, strand, and body frame.

Murs - 17, female, Grade 12, ABM, slightly thin

Tin- 18, female, Grade 12, HUMSS, slightly thin

Gel - 17, female, Grade 12, HUMSS, slightly thin

Cap - 17, female, Grade 12, STEM, long and lean

Rub - 17, female, Grade 12, ABM, slightly thin

Sampling Technique

They were chosen by the researchers using the non- probability purposive or

judgmental sampling. Purposive or judgmental sampling technique is a sampling based

16
on how the researchers judge the respondents on how they can be capable on

answering the researcher question (Crossman, 2020).

The researchers chose purposive or judgmental sampling technique because

they believe that the research questions that they have was cannot be answer by

anyone and the researchers need to choose those who have experience in sales

promotion in order to answer the research questions accurately. Purposive sampling

technique was used to gather valid and reliable data from the participants which suit the

research topic properly.

Research Instruments

The main data gathering instrument for this study was researcher-made

questionnaire and interview schedule.

According to Leod (2018), questionnaire is a research instrument consisting of

series of questions for the purpose of gathering information. From the respondents, it is

done as a kind of written interview. It also provide an efficient way to obtain large

amounts of information. Questionnaire can measure the behavior, attributes,

preferences and opinions of the respondents. Questionnaire uses both open and closed

questions to collect data. This is both beneficial to quantitative and qualitative research.

Interview means a meeting between two people. The interviewer asks questions

to the interviewee and exchange information. It suggests a meeting between two people
17
for the purpose of knowing the information and getting the view of each other.( Reddy,

2018)

Validity of the Research Instrument

In determining the validity of the research instrument, the researchers consulted

an expert for the validity of interview questionnaire. The researchers south for approval

of their research adviser, Mr. Arman D. Narciso, to validate the questionnaire.

Reliability of the Research Instrument

To test the reliability of the research instrument, the researchers conducted pre-

interview to ten (10) chosen sample participants. The interview were done twice.

Data Collection Procedures

Before the conduct of the research, the researchers sought permission to pursue

the study through a letter addressed to the Principal of Leuteboro National High School

through the Assistant Principal. Upon approval, the researchers carried out the

interviews with the selected respondents.

18
Data Analysis Procedure

In this study, the researchers collected data through interview. In order to

organize, summarize and analyze the data, the researchers recorded and reviewed the

answers of the respondents. Interviews were conducted and analyzed using content

analysis and frequency analysis. The researchers interviewed five (5) in their

perspective classroom and gave questionnaire to thirty (30) respondents. The

responses of data gathered from interview were evaluated through coding by using

symbols liked letters or words to represent arbitrary or subjective data. The data the

researchers collected were visually represented in the form of charts and power point

presentation.

CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

19
 This chapter presents the analysis and interpretation of data gathered in the

study.

Table 1. Effects of Sales Promotion to the Participant's Decision in Buying

Products

How does sales promotion Number of Participants Percentage of Participants

affects the participant’s

decision in buying

products?
Motivation 12 34%
Can save money 11 31%
Affordability 6 17%
Not Affected 2 6%
Addiction 1 3%
Way it is promoted 1 3%
Option 1 3%
Decision Making 1 3%
Total 35 100%

As shown in Table 1, sales promotion affects consumer to be motivated to buy a

product. Consumers get interested in purchasing a product because they can save

money through sales promotions like discounts and buy- one- get- one promo. Six (6) of

the participants answered that it is more affordable when products are under sales

promotion. There is a respondent who said that sales promotion makes them addicted

in purchasing a product because of its cheaper price. Also, one (1) of them was affected

by the way the said sales promotion was presented in the public. Also, there was a

participant who answered that sales promotion affects their decision making in buying a

product and the other one stated that sales promotion gives option in purchasing a

20
product. But, there are two (2) who cited that they are not affected by sales promotion at

all; while one reason said that it is because the respondent know that sales promotion is

a tool used by marketers to attract more customers.

Based on the results of the interview to five participants, they were all aware that

they are affected by sales promotion whenever they purchase a product. The interview

revealed that they at least purchase product when it has sales promotion. It was

identified that sales promotion affects the participant’s buying decision in the way that

they are motivated to buy a product. Rub, stated that “Naiimpluwensiyahan ako ng mga

sales promotion na yun sa pamamagitan po ng pagbabagong isip halimbawa po ay

bibili po ako nga isang product tapos nalaman kong may discount yun parang mas

mahihikayat akong bumili ng products na yun.” (I am influenced by that sales promotion

in a way that I am changing my mind for example I’m about to buy a product then I’ll

find out that there’s a discount so I am more encourage to buy that product.) Meanwhile

Gel (2020), said that “Syempre kapag may mga discounts kunyare 50% 20% off parang

mas naeencourage akong bumili kase ang laking magiging tipid ko non kesa doon sa

talagang SRP nya.” (Off course when there’s a discount like 50% 20% off I’m

encourage to buy because I can save more compare to their real SRP.)

On the other hand, product with sales promotion is more affordable. Cap stated

that “For example, if I’m buying a certain product then it is buy-one-take-one it looks like

it is more affordable.” Moreover, one interviewees answered that she is not affected at

all whenever there’s a sales promotion. Stated by Tin “Sometimes I don’t care because

some sales promotion was used to sell damaged product”.

21
 Table 1.1. Sales Promotion that Attracts the Respondents Most.

Sales Promotion Number of Participants Percentage of Participants

Discounts 33 94%
Buy- One- Get- One 2 6%
Total 35 100%

To support the data in Table 1, Table1.1 shows the Sales Promotion that attracts

the respondents the most was presented. Ninety four percent (94%) or thirty three (33)

of the respondents answered that they are attracted to discounted products. Only six

percent (6%) or two of the respondents are attracted to Buy- One- Get- One.

Table 2. Participant's Behavior Whenever They Learn Product with Big Discounts

How do the students Number of Participants Percentage of Participants

behave whenever they

learn about products with

big discounts?
Attracted 22 63%
Excited 7 20%
Delighted 3 9%
22
 No Feeling at All 2 6%
Misdoubting 1 3%
Total 35 100%

All the respondent shows different behavior when they learn about big discounts.

Most of the respondents are attracted as sixty three percent (63%) or twenty two of the

respondents answered it. Twenty percent (20%) or seven (7) of the respondents shows

excitement when know about big discounts. There are nine percent (9%) or three (3) of

the respondent response that they are delighted with it. But there are six percent (6%)

or two (2) of the respondent didn’t care about it and three percent (3%) or one (1) of the

respondent answered that there is a doubt in sales promotion because some sales

promotion was given because it is damaged or needed to be sold because it is near to

expired.

Another themed revealed in the study that most of the participants’ behavior

whenever they learn about products with big discount is that they got easily attracted.

Tin said that “Na aattract agad kasi nga may sales” (I’m easily attracted because there’s

a sales). Meanwhile, some are also feel excitement, Gel stated that “Na eexcite bumili

parang ganon” (It’s like I’m excited).

Table 2.1. Consideration of money towards their behavior

Do You consider your Number of Participants Percentage of Participants

money in purchasing a

product?
Yes 35 100%
No 0 0
Total 35 100%
23
 Still, the participants put consideration in the money they have before

purchasing product with discounts regardless of the behavior they have when they

figure out about big discounts.

It supports the study of WONG Ai Jean, Rashad Yazdanifard(2019) that the

market should choose a sales promotion carefully because the consumers purchasing

power gets higher depending on a sales promotion of the market. When a consumer

received a financial benefit from sales promotion their mental well-being change.

This supports the study of Shrestha (2015) that two things the sales promotion

and brand name that affects the buying behavior of the consumer and these reasons

leads to the production of good quality products. The sales promotions influence the

buying decisions of consumer. Sales promotion strategies will lead to consumer buying

behavior an improvement by shortening the decision process towards purchasing

products. The sales promotion will beneficial to consumer buying decision.

Table 3. Participant’s Temptation to Buy Management Strategies When They

Know about the Sales Promotion

24
 Are there temptation to buy Number of Participants Percentage of Participants

management strategies

that the learners employ

when knowing about the

sales promotion?

Yes 35 100%
No 0 0
Total 35 100%

All of the respondent respond that there are temptations to buy management

strategies that the learners employ when knowing about the sales promotion.

Table 3.1. Temptation Management of the Participants

How do you manage Number of Participants Percentage of Participants

manage temptations?
Consideration of Money 24 69%
Consideration of Needs 8 23%
Consideration of Things 2 6%
Communication 1 3%
Total 35 100%

Participants have four consideration in managing their temptations. Sixty nine

Percent or twenty four (24) of the respondents consider their money. There are eight (8)

or twenty three percent (23%) of the respondents consider their needs in managing their

temptations. Two (2) of the respondents consider the thing in discounts in managing

their temptations and one (1) of the respondents consider communication.

25
 CHAPTER V

CONCLUSION AND RECOMMENDATION

This chapter will show the conclusions and recommendations of the researchers

regarding the results of the interview and questionnaire given to the respondents.

Conclusions

26
 From the results of the study, it is concluded that market can increase their sales

because of sales promotion as people are really attracted to sales promotion. Sales

promotion can help them save money that is why they always consider the sales

promotion. They consider the benefits of purchasing a product under sales promotion.

But there are still some who did not consider sales promotion because of the knowledge

that sales promotion is given because of the eagerness to sell the product for some

reasons like it is damage. But among all the sales promotion, discounts attract the

consumers the best. Many are attracted to discounts because of the money that they

can save with discounts like 20% or 50% off. Money is really a big deal to consumers.

Still, consumers has consideration in purchasing a product under sales promotion and

consideration of money leads them all followed by consideration of needs, things and

communication. Sales promotion changes the behavior of the consumer in a way that it

can make them excited, attracted, delighted and sometimes doubting and even did not

care at all. It makes them feel it because of the money that they can save. Sales

Promotion also temp the costumers to buy products because of the money that they can

save again.

Recommendations

From the results of the study, it is concluded that marketers should improve their

sales promotion because there are still some who did not care about it. There is still

doubts when it comes to sales promotion. Marketers should implement discounts as

27
their main sales promotion as it attracts the consumers the best. Still, consumer should

analyze the product under sales promotion like discounts because some of the products

are discounted because of damage. Consumer can practice much better temptation and

behavior management when it comes to sales promotion. The researchers also suggest

that marketers should implement discounts with quality. Discounted products should still

have quality. Some also wants more discounted products. One participant suggested

that sales promotion should be easily seen by consumers because there are some

sales promotion that is not immediately visible.

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APPENDIX 1

RESEARCH QUESTIONNAIRE

Dear Student-Participant,

The purpose of this study is to determine the effects of sales promotion to the students
buying decision in purchasing a product.

Please do not hesitate to ask the researchers a questions about the study before
participating or during the study. It would be an honor for us to impart the findings with you after

30
the completion of the research. We guarantee you that the data to be obtained from you will be
kept confidential.

Thank you and God bless.

Name: ________________________________________________

Grade and Section: ______________________________________

Direction: Put a check on your answer.

1. Do you go to mall?
____Yes
____No
____Sometimes

1.1 How often do you go to mall?

__________________________________________________________

1.2 Where do you get your money when going to mall?

_____From my parents
_____From my allowance
_____From my savings
_____If others please specify
2. What section you often visit when going to mall?
_____Clothing section
_____Shoes section
_____Cosmetics Section
_____Book store Section
_____Accessories Section
_____If others please specify
2.1 Why do you always go in that particular section?
_________________________________________________
3. Are you familiar in sales promotion?
_____Yes
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 _____No
3.1 What particular sales promotion you prefer the most?
_____ Discounts
_____Freebies
_____Buy-one-get-one free
_____If any please specify
3.2Does sales promotion influence you in your buying decision in purchasing a
product?
_____Yes
_____No
3.2.1 If yes, in what way?
________________________________________________
3.2.1If no, why do you think that it doesn’t influence you at all?
________________________________________________
4. Does the product with sales promotion meet your satisfaction when purchasing it?
_____Yes
_____No
5. Do you like discounted products?
_____Yes
_____No
5.1What discounted product you are fond of?
_____Clothes
_____Shoes
_____Cosmetics
_____If any please specify

5.2 What do you prefer more?

_____Discounted product
_____Regular price
_____If others please specify
6. What do you think is the advantage of buying a discounted product?
_____Can save more money
_____Can buy more products
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 _____Can have more options
_____If any please specify
7. What is your behavior when you see sales promotion?
____Attracted
____Excited
____Delighted
____No feeling at all
____If any please specify

7.1 Do you consider the money that you have in purchasing a discounted
product?

____Yes
____Sometimes
____No
8. Do you tell it to others like in your friends or family member when you know about
sales promotion?
____Yes
____No
8.1 If yes, what did you do next?
____Encourage them to buy
____Inviting them to buy
____If others please specify
8.2 If No, Why did you keep it secret?
__________________________________________________________
9. Do you go to check the said sales promotion when you know about it?
_____Yes
_____No
10. Where do you get your knowledge about a particular sales promotion of the product?
____Internet/ online
____Friends
____Family
____If others please specify
11. Are there temptations to buy the product with sales promotion like discounts?
____Yes
____No
11.1 If yes, how did you manage it?
_____By considering my money
_____By considering my need
_____If others please specify
11.2 If No, are you willing to manage?

12. What improvements do you look for a sales promotion?

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 _____More discounts on product

_____Discounted product with quality

Thank you for participating!

Babao Aiza S.

Tolentino Hyla O.

Ortegal Melan Colle

Rivera Patricia

APPENDIX 2

INTERVIEW SCHEDULE

Effects of Sales Promotion to the Students Buying Decision in Purchasing a

Product
34
 Letter of Consent to the Participant

Dear participant,

Good day!

We are Grade 12 Diego Silang under Accountancy Business and Management strand
who are currently doing a research on effects of sales promotion on the student’s
buying decision in purchasing a product. The study is a major requirements for Inquiries
subject. In this regard, we would like to solicit your permission to interview you to learn
more about the said topic.

If you choose to participate in this study, we will schedule a time to meet with you at
your most convenient time. During this time we would like to ask questions concerning
on your purchasing decision in buying a product. This interview will take approximately
10 minutes. With your permission, we would like to audiotape the interview in order to
focus on the conversation. Only the group will have access to the tape. The recordings
will be transcribed and we will remove any identifiers during the transcription. The tape
will then be erased and your identity will be kept confidential and will not be revealed in
the final manuscript.

We are thanking you in advance for your consideration to participate in this study.

Respectfully yours,

Babao, Aiza

Ortega, Melan Colle

Rivera, Patricia

Tolentino, Hyla

Participant’s Personal Information and Approval Sheet

Name:

Age:

Section:
35
Date:

I fully understand the purpose and significance of the study, the listed name
above and my signed shows my willingness to participate on the said study.

Participant’s signature over printed name

1. Do you go to mall?
1.1 How often do you go to mall?
1.2 Where do you get your money when going to mall?
2. What section you often visit when going to mall?
2.1 Why do you always go in that particular section?
3. Are you familiar in sales promotion?
3.1 What particular sales promotion you prefer the most?
3.2 Does sales promotion influence you in your buying decision in purchasing a
product?
3.2.1 If yes, in what way?
3.2.2 If no, why do you think that it doesn’t influence you at all?
4. Does the product with sales promotion meet your satisfaction when purchasing
it?
5. Do you like discounted products?
5.1 What discounted product you are fond of?
5.2 What do you prefer more?
6. What do you think is the advantage of buying a discounted product?
7. What is your behaviour when you see sales promotion?
7.1 Do you consider the money that you have in purchasing a discounted
product?
8. Do you tell it to others like in your friends or family member when you know about
sales promotion?

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 8.1 If yes, what did you do next?
8.2 If No, Why did you keep it secret?
9. Do you go to check the said sales promotion when you know about it?
10. Where do you get your knowledge about a particular sales promotion of the
product?
11. Are there temptations to buy the product with sales promotion like discounts?
9.1. If yes, how did you manage it?
9.2 If No, are you willing to manage?
12. What improvements do you look for in a sales promotion?

Prepared by:

AizaBabao
Melan Colle Ortega
Patricia Rivera
Hyla Tolentino
Researchers

Reviewed and Approved by:

Arman D. Narciso
Research Teacher

APPENDIX 3

TRANSCRIPT OF INTERVIEW

Effects of sales promotion to the Interview Transcripts

participant's decision in buying
products.

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Can save money Yes, kapag may sales mas madami kang
nabibili compare sa pera mo. (Yes, when
there is sales you can buy more compare
your money.)

Can save money Syempre kapag may mga discounts

kumyare 50% 20% off parang mas
naeencourage akong bumili kase ang
laking magiging tipid ko non kesa doon sa
talagang SRP nya. (Off course when
there’s a discount like 50% 20% off I’m
encourage to buy because I can save
more compare to their real SRP.) 

Motivation Naiimpluwensiyahan ako ng mga sales

promotion na yun sa pamamagitan po ng
pagbabagong isip halimbawa po ay bibili
po ako nga isang products tapos nalaman
kong may discount yun parang mas
mahihikayat akong bumili ng products na
yun. (I am influenced by that sales
promotion in a way that I am changing
my mind for example I’m about to buy a
product then I’ll find out that there’s a
discount so I am more encourage to buy
that product.) 

Can save money Syempre kung kunyari may bibilhin ako

tapos yun yung kailangang kailangan ko
talaga, ay hindi ko naman kailangan,
parang ang gusto ko lang yun nga gusto
ko lang syempre, pag hindi, hindi kasi ako
bumibili yung gusto ko lang ang binibili ko
ang kailangan ko lang kunyari gusto ko
lang yun tapos ang mura naman syempre
gora na bili. ( Of course, if ever I have
something to buy then that’s what I really
need , I don’t need, what I want is what I
want, if not, I didn’t buy, what I buy is
what I need and if it is discounted then I
buy it.
Motivation I am tempted to buy it if it is discounted.

Participant’s behavior whenever they

learn product with big discounts

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Attracted Na aattract agad kasi nga may sales(I’m
easily attracted cause there’s a sales)
Excited Na eexcite bumili parang ganon (It’s like
I’m excited)
Delighted Excited at masaya (excited and happy)
No feeling at all Wala lang di naman ako jan di nman ako
in to (Nothing, I’m not in to it.)
Misdoubting Syempre sabi ko nga mapapamura pero
minsan yung mga discounted product ay
discounted lang kasi damage (Of course
like what I have said I can save money
but sometimes discounted products are
discounted because there’s a damage.)
Participant’s temptation to buy
management strategies when they
know about the sales promotion.
Yes, sinasabi ko kela mama pag meron Communication
edi binibili (Yes, I tell it to my mom and if
there is then we buy)
Yes, Ina consider ko rin yung mga school Consideration of money
fees ko, kapag may budget pa ko para sa
school fees ko at meron pang pera sa
mga ganong bagay edi go. ( Yes, I also
consider my school fees , and if I still
have money for school fees and for
things like that then go)
Yes, Una pinag iisipan kung kailangan ko Consideration of things
ba talaga yun at kung kailangan naman at
mura so bibilhin ko na agad (Yes, I think
first if I really need that and if it is needed
and it is cheap so I’ll going to buy it.)
Wala, ay depende naman e kunyare Consideration of things
discounted nga yung product na yun
alangan namang matempt ako ay hindi ko
naman kailangan. Sabi ko nga kanina di
naman ako bumibili ng diko kailangan.
(None, It depends because if ever that it
is discounted how can I be tempted if I
don’t need it. Like what I’ve sai I didn’t
buy what I didn’t need)
Oo naman sympre, nakakatempt syang Consideration of money
bumili pag may sales promotion o
discounts sympre mapapamura doon
pero di naman ako bibili nun kung wala
naman akong pera. ( Yes of course,
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there’s a temptation when there’s sales
promotion or discounts, of course I can
save but I won’t buy it if I don’t have
money.)

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