RESEARCH PROPOSAL

I.Research Title
Price Discounts and Consumer Behaviour Of the BSBA Students of Colegio ng
Lungsod ng Batangas

II.Researchers
Allysa Lalaine B. Eustaquio
Riza Custodio
Kathleen Kaye Mangilit
Maureen Panaligan
Michelle Calaque
Dhana Mei Sanchez Tiamsim
Janette De Belen Aluan
Mark Anthony San Miguel

III. Project Duration

August- December 2021

IV. Objectives:
1.To identify the profile of the respondents in terms of:
a) Age
b) Gender
c) Academic Year
d) Allowance
2.To identify the price discounts offered by business organizations.
3.To determine the factors that affect the consumer buying behaviour of BSBA
students
4.To propose an action plan to enhance the knowledge of business organizations
about the price discount offering in the consumer behavior of the BSBA Student
in Colegio ng Lungsod ng Batangas

V. Definition of Terms
1.Marketing Strategy- a business's overall game plan for reaching prospective
consumers and turning them into customers of their products or services.

2.Consumer Behaviour- is the study of individuals, groups, or organizations and

all the activities associated with the purchase, use and disposal of goods and
services, and how the consumer's emotions, attitudes and preferences affect
buying behaviour.
3. Pricing Discount- is a type of promotional pricing strategy where the original
price for a product or service is reduced with the aim of increasing traffic, moving
inventory, and driving sales.

4 .Promotional pricing- is a sales strategy in which brands temporarily reduce

the price of a product or service to attract prospects and customers.

5. Trade discounts- are deductions in price given by the wholesaler or

manufacturer to the retailer at the list price or catalogue price.

6. Loyalty discounts- also called patronage discounts are discounts offered to

repeat customers to encourage larger purchases. Loyalty discounts give
incentives on price or extra benefit or discounted rates for customers who are
loyal to the brand.

7. Seasonal Discounts- is a discount which is offered on seasonal goods or at

particular seasons.

8. Volume Discounts- is an economic incentive to encourage individuals or

businesses to purchase goods in multiple units or in large quantities. The seller
or manufacturer rewards those buying in bulk by providing a reduced price for
each good or group of goods.

9. Personal Factors- are the individual factors to the consumers that strongly
influences their buying behaviors. These factors vary from person to person that
results in a different set of perceptions, attitudes and behavior towards certain
goods and services.

10. Psychological factors- in marketing refer to aspects that influence

customer's actions to seek satisfaction. It includes their purchasing patterns,
shopping habits, and decision making.

11. Situational factors- are temporary conditions that affect how buyers behave
—whether they actually buy your product, buy additional products, or buy nothing
at all from you.

12. Social factors- represent another important set of influences on consumer

behavior. Specifically, these are the effects of people and groups influencing one
another through culture and subculture, social class, reference groups, and
family.
VI. Review of Related Literature
Price is a very important factor to influence and attract the consumer's attention
or consideration to purchase a product. Discount is a deduction from the usual cost of a
product that a seller gives to the buyer. According to Tjiptono(2015), discount is a
discount given by the seller to the buyer as a form of appreciation for certain activities
that have been carried out. According to Chen et al., (2012), price discount has a great
influence on the high price products and affects the consumer and increases the value
of the product.
A price discount is a very prevalent marketing strategy to attract consumers by
providing an extra value or incentive, which encourages consumers to purchase the
promoted products immediately (Yin and Huang 2014).
According to Bhatti (2018) The effects of discount framing in comparative price
promotions are found to be influenced by discount size in the case of the low-product
context but not the high price one. The consumers may be doubtful in some cases, but
the offering of discounts and price-off deals and such kinds of services satisfies the
customers. The study shows that sales promotion plays an important role in the
marketing program for marketers and retailers and customers are too satisfied with
sales promotional tools such as price discounts, coupons, free samples and “buy one
get one free”.
The current study aimed to examine pricing strategies as a determining factor in
influencing consumer behavior. Consumer behaviour was a relatively recent area of
research in the mid- to late 1960s, according to (Abdullah et al. 2017). Since it lacked its
own tradition or body of study. Concepts established in other scientific fields, such as
psychology, were extensively borrowed by marketing theorists (the study of the
individual). Sociology (the study of groups), social science (the study of how people
interact in groups), and anthropology (the study of people) (the influence of society on
the individual). This latest marketing discipline would be built on the foundation of
economics. Many early market behaviour models were founded on economic theory,
with the idea that people behave rationally to increase their rewards (satisfactions) while
buying products and services. Consumers are just as likely to buy impulsively and be
affected by mood, circumstance, and sentiment as they are by family and friends,
advertisements, and role models, according to later studies. Both of these
considerations come together to provide a holistic model of customer behaviour that
takes into account all logical and emotional facets of consumer decision-making(Anwar
& Balcioglu, 2016). Market decision making is used to describe the processes involved
in comprehending challenges. Identifying methods, evaluating alternatives, selecting
choices, and evaluating the results of the collection. Customers not only choose which
brand to use, but also how much of the product to purchase. Anwar & Surarchith, (2015)
Consumers make decisions to meet their goals, which include choosing the best course
of action from a range of options and cutting down on the time it takes to make a
decision. Customers, in other words, make decisions "on the fly," with the process
influenced by the severity of the issue, the consumer's experience and characteristics,
and the situation's characteristics (Chatterjee & Kar, 2020). Managers must decide the
type of decision process that a target market employs, since this affects each of the
managerial technology fields. From the first time you were asked for the grain or toy you
wanted, you've been a consumer with buying power for longer than you know

VII. Expected Output and Derivations:

After determining the price discounts and consumer behaviour of the BSBA
students of Colegio ng Lungsod ng Batangas, this study is expected to propose an
action plan to enhance the knowledge of business organizations about the price
discount offering in the consumer behavior of the BSBA Student in Colegio ng Lungsod
ng Batangas.

VIII. Milestone:

August – December 2021 ----------------------- Duration of the research paper

IX. End-User / Target Beneficiaries:

The target of this study is the institution, the students, and the faculty members of
the Colegio ng Lungsod ng Batangas and most especially the business organizations
scoped by the study.

X. Methodology:

This study will use the descriptive research design. Two hundred one students
from the BSBA program enrolled in the Academic Year 2020-2021 will serve as the
study’s respondents. Raosoft is used as the statistical tool in order to get the sample
size. A well structured research-made survey questionnaire will serve as the main
instrument to gather or collect necessary information for the study. Weighted mean,
percentage rank, Pearson R, T-test, and Analysis of Variance will be used to analyze
the data.

XI. Working Bibliography:

1. Yin, X., & Huang, J. (2014). Effects of price discounts and bonus packs on online
impulse buying. Social Behavior & Personality: An International Journal, 42(8),
1293–1302.
2. Chen,H., Marmorstein, H., Tsiros, M., and Rao, A., (2012). When More Is Less: The
Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over
Price Discounts. Journal of Marketing.76(4). 67-77.
(https://www.researchgate.net/publication/278390954_When_More_Is_Less_Th
e_Impact_of_Base_Value_Neglect_on_Consumer_Preferences_for_Bonus_Packs_
over_Price_Discounts)
3. Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its
influence on consumer purchasing decisions. International journal of Rural
Development, Environment and Health Research, 5(2), 26–39.
https://dx.doi.org/10.22161/ijreh.5.2.4
4. Abdullah, M. S., Toycan, M., & Anwar, K. (2017). The cost readiness of
implementing e-learning. Custos E Agronegocio On Line, 13(2), 156-175
5. Anwar, K., & Balcioglu, H. (2016). The relationship between transformational
leadership characteristics and effectiveness: A case study of construction
companies in Erbil. International Journal of Science Technology and
Management, 5(2), 250-256
6. Anwar, G., & Surarchith, N. K. (2015). Factors Affecting Shoppers’ Behavior in
Erbil, Kurdistan–Iraq. International Journal of Social Sciences & Educational
Studies, 1(4), 10