The Evaluation of Promotional Tools On Customers Awareness of Cake de Francoise in Tupi, South Cotabato

Business Administration Department
South East Asian Institute of Technology, Inc.

National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines
THE EVALUATION OF PROMOTIONAL TOOLS ON CUSTOMERS
AWARENESS OF CAKE DE FRANCOISE IN TUPI, SOUTH COTABATO
____________________________
A Research Proposal Study

Presented to
The Faculty of Business Education Department
SEAIT, Inc.
____________________________
In Partial Fulfillment
of the Requirements for the Degree
BSBA Major in Marketing Management
____________________________
By
KURANDO, NORMINA
LANDASAN, REINA
MALANGKAD, JANET
SARIP, HASMIN
June 2022
AIRAH SHYNNE CABIZARES

Course Facilitator
Table of Contents
TITLE PAGE i
APPROVAL SHEET ii
ACKNOWLEDGEMENT iii
ABSTRACT v
LIST OF FFIGURES ix
LIST OF TABLES x
LIST OF APPENDICES xi
CHAPTER
I THE PROBLEM
Introduction/Background of the Study
Statement of the Problem
Significance of the Study
Scope and Limitation of the Study
II CONCEPTUAL FRAMEWORK AND REVIEW OF RELATED
LITERATURE AND STUDIES

Conceptual Framework
Review of Related Literature and Studies
Definition of Terms
III METHODOLOGY
Research Design
Locale of the Study
Respondents of the Study
Sampling Size and Sampling Method
Data Gathering
Data Gathering Tools
Data Gathering Procedure
Statistical Treatment
Data Interpretation
IV PRESENTATION, ANALYSIS, AND INTERPRETATION
OF DATA
Demographic Profile of the Respondents
Rating the Effects of E-commerce Marketing using MRA
Behavior
V SUMMARY OF FINDINGS CONCLUSIONS AND
RECOMMENDATIONS
Findings
Conclusions
Recommendations
REFERENCES
APPENDICES
CURRICULUM VITAE
Chapter I
THE PROBLEM
Introduction
The Cake de Francoise is one of the several manufacturing industries which
cater a community’s food needs. It is an industry which has the promise of
expansion and even franchising once a bakery has established a reputation for
itself through promotional tools on customer awareness.
Cake de Francoise have passed through several changes from their
appearance to the present. These changes were in terms of physical structure
production system. Kinds of production service that they provide and many other
some of these changes result from a natural response of bakeries When they
face commands resulting from transformation occurring in the market. Souki
(2012) points out that today’s world changes extend to the political, economic,
cultural, social and technological spheres, resulting in new market trends, as well
as affecting food consumer and their consumption pattern.
Li and wang (2012). These authors performed a case study in Taiwanese
bakeries, approaching about the existing links between services quality and
consumers behavior. About attitudes that affect the choice of customer
awareness containing genetically modified components. In indonisia Sekarwati
(2013) studied the behavior of bread consumers, especially the perceived value
and the repurchase behavior.

Statement of the Problem
This research is aims to study the evaluation of promotional tools on
customer awareness of Cake de Francoise in Tupi, South Cotabato of BSBA-
MM students of SEAIT, Inc.
Specifically, the researcher seek it find out the answer to the following problems.
1. Determine the demographic profile of the respondents in terms of;
A. Age
B. Gender
2. Determine the Evaluating of promotional tools on customer awareness of Cake
de Francoise in Tupi, South Cotabato of BSBA-MM students of SEAIT, Inc.
A. Advertising
B. Packaging
C. Social Media
D. Promo's/Discount
3. To determine the most and least evaluation of promotional tools on customer
awareness
4. To recommend strategies the evaluation of promotional tools on customer
awareness.
Significance of the study
This significance of the study to the Cake De Francoise is to provide the
information about their marketing strategies that use to promotional tools on
customer awareness.
Benefiting the study are that follows:
Academe – the following findings of this study will aid academics in
delivering classroom lectures by allowing them to use the findings as a local
examples for case studies and analysis.
To the Business Owner– It helps to provide key insights and information to
the business. It can provide a deeper understanding of how promotional tools
can effect customer awareness
To the Marketing Staff – This research will help to achieve insights on the
influence that promotional tools on customer awareness, This study will also
help marketers gain competitive advantage since the marketer offer promotional
tools.
To the Consumer – The result of this study will help consumers realize and
understand how promotional tools their customer awareness.
To the Future Researcher– It would attribute an additional knowledge and
gain information in this research by a lot of data were being learned and the
information presented may be used as reference data in conducting new

research. This study will also serve as their reference that will give them a
background and overview.
Scope and Delimitation of the Study
The study only intended to know the evaluation of promotional tools on
customer awareness in terms of advertisement, packaging, social media and
discount and only focused on determining the evaluation of promotional tools on
customer awareness. This study was conducted at Cake de Francoise Tupi,
South Cotabato 9505
Definition of Terms
Advertisement – According to Rosemary Burn ley (2017) Advertising
information products stated that publicity is a major tool of “proactive public
relations”. In other words, it is offensively rather than defensively oriented and
opportunity seeking rather than problem solving. Like advertising and personal
selling, the fundamental purposes of marketing-oriented publicity are to create
brand awareness, enhance attitudes towards a company and its brands, and
possibly influence purchase behavior.
Social Media– Specifically, a brand community is a group of people who share
the same interest in a particular brand or product (Casaló, Favián and Guinalíu
2013). Overall of complex brand meaning creation and consumption efforts”
(Muñiz and Jensen Schau, 2018). found when a member is trusting of that they
are part of, it increases their amount of participation, and consumers who have a
positive participation experience are more loyal to the brand. Consumers feel
more engaged with products and companies when they have the option to submit
feedback (Mangold and Faulds 2018).
Accordingly, it is important for retailers to be aware of the quality of their social
media presence even when consumers are the creators of their marketing
because it is increasingly influencing how consumers shop. Companies need to
be aware of the variety of factors that affect their social media presence such as
a consumer’s social identity online.
Discount – A study conducted by (Khan & Dhar, 2013) finds that purchasing
bundle is more likely on sale discount particularly offered to hedonic rather than
utilitarian component. This finding concludes that promotion is more effective in
making purchases. this is study by (Kivetz & Zheng, 2015) that promotional
program gives significant effect to purchase decisions. The second factors
influencing purchase decision is price. Price as heuristic cues is more easily
observed than quality While according to (Wijaya, 2017) price is amount of
money to be paid by customer to obtain product benefits.
Packaging– According to Orth, Campana, and Malkewitz (2012) Represents the
worth of the brand and how the brand wants consumer to perceive their products.
An attention seeker, stealing the fame on the shelf full of competitors. Packaging
also acts as protection for the product. Some are more protected if they’re fragile
where as some may only be under a clear plastic wrap. High involvement
products conceivably need packaging that serves its value distinctively with
information clearly stated, while low involvement product could only need colorful
imagery on the packet, a logo and a short information of its usage, packaging
has the impact ,role of packaging has increasingly raised its bar to one of those
significant tools for marketer’s to attract consumers. Packaging acts as a silent
communicator, salesman and outfit for the product. Some products wear more
expensive outfits than others depending on what marketers is trying to
emphasize for their target audience.

CHAPTER II
CONCEPTUAL/THEORITICAL FRAMEWORK AND REVIEW OF
RELATED LITERATURE AND STUDIES
This chapter presents the theoretical and conceptual framework, related
literature and studies that is connected to the promotional tools on customer
awareness.
Theoretical Framework of the Study
This research study is based on the following promotional tools and customer
awareness.
Claudio Vignali Theory of Promotional tools
Claudio Vignali, 2014). Promotion is a form of corporate communication
that uses various methods to reach a targeted audience with a certain message,
in order to achieve specific organizational objectives. Nearly all organizations,
whether for-profit or not-for profit, in all types of industries, must engage in some
form of promotion. Promotion is used by organizations to communicate with
customers with respect to their product offerings. In this sense, promotion is one
side of the communication process with customers. Ken Peattie and Sue Peattie
(2014) stated that promotions.
However have been shown to affect directly on consumers in variety of
ways leading to remitted purchasing (Doyle and Saunders, 2015), brand

switching (Vicassim and Jain, 2016), increased volume of purchasing (Gupta,
2017). Kotler and Keller (2017) defined direct marketing as the use of consumer
direct (CD) channels to reach and deliver goods and services to customers
without using marketing middlemen. It allows marketers a more direct response
from consumers (generally an order), allows marketers to better target niche
markets, and allows marketers to sell a product without the expensive and
lengthy process of getting it into traditional channels. Mansoor and Ishaq (2019)
stated variety tools of direct marketing which are through e-mail, mobile phone,
internet, billboards, television, mail, radio, telephone, newspaper, and
magazines. The use of mail, telephone or other non-personal contact tool was to
communicate with or solicit a response from specific customers and prospects.
Mail shots and leaflets, inserted in professional magazines, are used to promote
information products. According to George S. Low and Jakki Mohr (2020),
advertising can be viewed as a relatively higher-risk or higher-return strategy.
Jennifer Rowley (2021).
Watson et al, Promotional tools theory
Watson et, al (2017) distinguish foods advertised (non-core/unhealthy) core
(healthy) miscellaneous by companies. (Boyland et, al 2012). In contrast , non-
core items are those foods/ drinks that provide nutrients and or energy over daily
requirements (such as fast food and high sugar / low fiber breakfast cereals
Boyland et, al 2012,).

(Simon et, al .2014). some government of emerging countries do not
hesitate to take strong measures to protect their young people , even if it means
bending multinational , also new food consumption trends unfavorable to junk
food are appearing , such as organic food (Paul 2012), responsible and civic
commerce (Renting et, al 2012), the slow food movement.
(Ertz hallegatte and bousquet 2019). This notion of purpose goes beyond
the mere immediate satisfaction of consumer needs, which remains the anchor
point in marketing in particular . (murphy, laczniak and harris 2016) . the notion of
meaning is a metphysical quest joining moral and ethical concers, now, from their
marketing practices considered atleast questionable from an ethical point of view,
junk food companies are currently unable to meet these expectations because of
their offer the way they present it and the final consequences ( obesity,
overweight ) they create.
Nelson & Bagwell Customer Awareness Theory
Firm goes back at beast to Nelson (2012) see also Bagwell 2012,
McWilliams and Siegel (2013, 2014) suggest that related advertising may
increase a customer awareness, differ from that productions derived from The
queueing-game literature is pioneered by Naor (2015).We refer the reader to
Hassin and Haviv (2015) in which a higher bidder receives higher priority.
Explored by Mendelson and Whang (2016) from a social planners
perspective, and by Afèche (2016) from a profit-maximizing standpoint. Gavirneni

and Kulkarni (2017) study the customers can self-select into priority under a
continuous delay-cost distribution. Nazerzadeh and Randhawa (2018). Gurvich
et al. (2019) compare how revenue maximization differs from social-welfare
maximization. impact of priority queues on consumer surplus is studied by
Lariviere (2019). Wang et al. (2019) compare the revenue of service provider in
priority queue under two information structures. Cao et al. (2019).
Customer Awareness Chen and Frank (2019) investigate the system
throughput under the two information levels mentioned above, Simhon et al.
(2019), Kim and Kim (2019), study the optimal threshold information disclosure
policies in queue to maximize the throughput and profit, respectively. Schuler and
Cording’s (2020) argument would only apply time.
Howard & Sheth Customer Awareness Theory
Sales and the perceived value delivered (Howard & Sheth, 2013; Engel &
Blackwell, 2013). Customer satisfaction is therefore the performance-
expectations index, wherein if there is a match, the customers are satisfied, and
a mismatch will mean customers are dissatisfied, so firms need to ensure that
atleast the performance is equal to the expectations, and if possible exceed it.
Business process undertaken the four crucial factors in the transition of a
family business, namely selection of siblings suitable for being the successor of
the business, the experience of the future successor, the sharing of ownership
and the involvement of the predecessors after the transition period (Rangus,
2016). Family business can be categorized into 3 according to its characteristics,
namely family business that tends to be traditional and paternalistic family
businesses that have a conflict that develops directly from the family traditionally
and for him the difference is no longer a forced thing, entrepreneurial business
(Levinson, 2017). In all types of family businesses, strategic leadership is needed
that makes it easy to understand the company's vision and mission,
communicates and inspires, and influences the company to pursue its vision.
Conceptual Framework of the study

This section includes presentation on
INDEPENDENT VARIABLE DEPENDENT VARIABLE
ADVERTISEMENT
PACKAGING
CUSTOMER AWARENESS
SOCIAL MEDIA
DISCOUNT
This figure shows the relationship of two variable which are the independent
and dependent variable. In dependent variable it Include the promotional tools.
The independent variable are advertisement, Packaging, social media. This
figure that the independent variable is the challenges and affect sales coping
mechanism, Product Innovation because its stand for its own. It does not depend
on others, the independent variable is what we are studying with respect to how it
is related to or influences the dependent variable.
This research study based on Review of Related Literature and Review of
Related studies
Review of Related Literature
Age
Fryar et al. (2016) in the year of 2013-2016, 36.6 percent of adults at fast
food atleast once a day. Fat food consumption fell with age, with 44.9 percent of
younger adults age 20-39 37.7 percent of the middle-age adults age 40-59 and
24.1 percent of older adults aged 60 and over eating fast food. For both men and
women, this pattern by age was seen fast food consume by a higher percentage
of men (37.9%) than women (35.4%) among all adults.
In comparison to teenager and younger people, older individual consumed
less meat, fruit juice/nectar soft drinks and spirit and consume more fish,
vegetables fruits, and herbalfruit/tea (Heuer, et.al.,2015).
Gender
Castaneda & Burns-Glover,(2012). The integrated self-leans toward the
behaviors others encourage and away from behaviors others discourage
(Pearson & Davilla, 2013). Male and female babies are dressed in different kinds
and colors of clothing. Parents respond differently to male and female infants
(Bell & Carver,2014) and people describe identical behavior on the part of infants
differently if they are told the infant is a boy or girl (Condry & Condry 2015).
From a social constructionist’s viewpoint, gender evolves as individuals interact
within their social structures. This is consistent with CMM as we talk gender in to
our discussions with others. As a society, we weave notions of gender based on
the language we select and the opinions that are expressed on topics that are
deemed either inherently masculine or feminine
In recent years, traditional theories of the psychology of women and men
have been reconsidered and questions have been raised about the
characteristics that are labeled masculine and feminine. Women have often been
considered “deviant” or a variant of the norm (Gilligan, 2015). Only recently has
women’s development been seen from the perspective of a different
developmental path resulting in “primary” or positive femininity (Gilligan, 2015).
Horner (2017).
Advertisement
According to George S. Low and Jakki Mohr (2012), advertising can be
viewed as a relatively higher-risk or higher-return strategy. George S. Low and
Jakki J. Mohr (2013) defined advertising as any paid form of non-personal
presentation and promotion of ideas, goods or services by any identified sponsor.
Advertising information products Rosemary Burn ley (2014) stated that
publicity is a major tool of “proactive public relations”. In other words, it is
offensively rather than defensively oriented and opportunity seeking rather than
problem solving. Like advertising and personal selling, the fundamental purposes
of marketing-oriented publicity are to create brand awareness, enhance attitudes
towards a company and its brands, and possibly influence purchase behavior.
Social Media
Social media as a marketing tool is Virtual Brand Communities (VBC). “VBC
can be described as aggregations of consumers that occur on the internet
because of their interest in some brand or product” (Muniz and O’Guinn as cited
in Georgi and Mink 2012).

Specifically, a brand community is a group of people who share the same
interest in a particular brand or product (Casaló, Favián and Guinalíu 2014).
Overall, VBC’s are “the site[s] of complex brand meaning creation and
consumption efforts” (Muñiz and Jensen Schau, 2015). found when a member is
trusting of the VBC that they are part of, it increases their amount of participation,
and consumers who have a positive participation experience are more loyal to
the brand.
Cha (2016) concludes that security is a major factor affecting a consumer’s
opinions toward social networking sites and can ultimately impact trust. Since
VBCs depend on individual users’ participation, both group unity and awareness
can strengthen users’ satisfaction with a VBC (Casaló, Favián and Guinalíu
2017). The study done by Casaló, Favián and Guinalíu (2018) demonstrates the
powerful sway VBC and an online interaction between consumers can have on
their buying behavior.
Studies also found that within these VBCs many new forms of social
interactions are taking place such as Electronic Consumer to Consumer
Interaction which are interactions between consumers of e-services (Georgi and
Mink 2018). The chance to mingle with other people is a fundamental part of the
consumer experience and social networking sites have become a way in which
consumers can interact with one another and retailers (Georgi and Mink 2019).
Because of consumers are playing a more dominant role in influencing each

other with their consumption decisions came up with the concept of electronic
consumer to consumer interaction quality
They found that seven factors contribute to the success of these include
content, security, hedonic (meaning the emotional aspects of consumers’
interactions with products), quality, atmosphere, convenience, and social. An
example of which is any interaction between consumers of e-services is when a
consumer posts a question about the fit or color of a product displayed online
and another consumer answers the question.
This event would presumably be of high quality if the question is answered
by another consumer quickly, correctly, and in a friendly manner. This example of
an interaction between consumers involves some of the factors associated with
such as social and convenience, thus making it an occurrence. Consumers feel
more engaged with products and companies when they have the option to submit
feedback (Mangold and Faulds 2020). Accordingly, it is important for retailers to
be aware of the quality of their social media presence even when consumers are
the creators of their marketing because it is increasingly influencing how
consumers shop. Companies need to be aware of the variety of factors that
affect their social media presence such as a consumer’s social identity online.
Discount
A study conducted by (Khan & Dhar, 2013) finds that purchasing bundle is
more likely on sale discount particularly offered to hedonic rather than utilitarian
component. This finding concludes that promotion is more effective in making
purchases.
this is in line with study by (Kivetz & Zheng, 2014) that promotional
program gives significant effect to purchase decisions. The second factors
influencing purchase decision is price. Price as heuristic cues is more easily
observed than quality (Yoon, Oh, Song, Kim, & Kim, 2015). While according to
(Wijaya, 2016) price is amount of money to be paid by customer to obtain
product benefits.
Reasonable price results in greater value by customer and can increase
purchase decisions of consumers (Jiani, 2016 and (Jang, 2017). If price offered
in accordance with benefits perceived by consumers, they will make purchase
decision easily.
Packaging
Represents the worth of the brand and how the brand wants consumer to
perceive their products. An attention seeker, stealing the fame on the shelf full of
competitors. Packaging also acts as protection for the product. Some are more
protected if they’re fragile where as some may only be under a clear plastic wrap.
High involvement products conceivably need packaging that serves its value
distinctively with information clearly stated, while low involvement product could
only need colorful imagery on the packet, a logo and a short information of its
usage.
Most of the time consumer uses the preference of their five senses and
sometimes retrieving information from their past purchase. Notice that in any of
those ways, packaging has the impact. The role of packaging has increasingly
raised its bar to one of those significant tools for marketer’s to attract consumers.
Packaging acts as a silent communicator, salesman and outfit for the product.
Some products wear more expensive outfits than others depending on what
marketers is trying to emphasize for their target audience. Orth, Campana,and
Malkewitz (2012) stated that designing packaging is an essential part in
anticipating a brand image. it is designed to carry an impression of being a high
quality product while some other time it may design to signify that the price is
affordable Orth et al., 2012; Ahmad, Billoo; Lakhan (2012). Consumer’s first
impression when encountering product is crucial. It can upgrade or damage the
brand. Abrams, E. (2013)
Review of Related Studies
According to Promotional tools of Awareness by Malaysian
consumers: the case of low involvement products Shimp (2013), sales
promotion refers to any incentive used by a manufacturer to induce the trade
(wholesalers, retailers, or other channel members)and/or consumers to buy a
brand and to encourage the sales force to aggressively sellit. Retailers also use
promotional incentives to encourage desired behaviours from consumers. Sales
promotion is more short-term oriented and capable of influencing behaviour.
Totten and Block (2014) stated that the term sales promotion refers to many
kinds of selling incentives and techniques intended to produce immediate or
short-term sales effects.
Sales promotion includes coupons, samples, in-pack premiums, price-
offs, displays, and have been used to produce trial (Robinson and Carmack,
2012). According to Cook (2013), coupons are easily understood by the
consumer and can be highly useful for trial purchase. Gilbert and Jackaria (2016)
concurring to the popularity of coupon reported that coupon is ranked last as the
promotional least widely used by consumers and least influence on product trial.
Other studies (e.g. Peter and Olson,2017; Gardener and Trivedi, 2018; have
reported the importance of coupons as a sales tool. Price promotion does
influence new product trial (Brand week, 2019). According to Ehrenberg et al.
(2019) short-term peaks in sales were due primarily to purchases made by
occasional users of a brand rather than by new customers. Furthermore, the
study concluded that these occasional users, after taking advantage of the price
reduction, would most likely return to their favorite brands in their portfolio rather
than buy the promoted brand at full price.
However, Shimp (2012) and Fill (2013) among other extant studies have
documented a link between price promotion and product trial. With regard to free
sample, another important promotional tool often used by firms, marketing
managers recognize the importance of product trial and direct behaviour

experience with a product, hence they often mail free samples of products to
consumers so that consumers can try the products for themselves, rather than
just hear about the products (Kardes, 2016). However, Gilbert and Jackaria
(2018) found that a free sample as a promotional offer had no significance on
consumers’ reported buying behaviour, whereas Pramatar is et al. (2020), Fill
(2020), and Shimp (2021), have shown otherwise.
According to An Evaluation of Factors Affecting Customer
Awareness in Malaysia (Kotler & Keller, 2016), but choosing efficient means to
carry the message is difficult. The advent of the Internet has created new
avenues for finding customer; specially using social media channels to find and
maintain customers are new challenge of marketers. Social media consists of
various forms such as forums, blogs, micro blogging, social networks, media
sharing sites, virtual worlds, social bookmarking, voting sites (Weber, 2017)
message boards, wikis, and podcasts (Evans, 2017).
Social media is playing an important role in people’s daily life and also in
businesses. Looking at the vast penetration of social media and the projected
number of active users in the future, we can expect companies to be more and
more involved in the use of social media (Kichatov & Mihajlovski, 2018). In
comparison between social media, and traditional media, the former provides an
interactive communication among customers and brands by allowing them to talk
and share information via the web (Carlsson, 2018).Social media allow quick
response to customer service issues by having the chance to hear good or bad
news quickly (Brown, 2019), facilitating interactions, and sharing of contents
(Palmer & Koenig-Lewis, 2019) in a fast, wide spread, viral, and low-cost way.
Since the advent of social media, the marketing funnel has been
dramatically transformed from the simple to a highly complicated form (Haven et
al., 2020). Improving the level of brand awareness is one of the marketers’
challenges as reflected in the complicated funnel. To achieve the different levels
of brand awareness, recognition, recall, top of the mind and dominant, brands
need to make a strong association with customers.
According to The Impact of Promotional Tools on Costumer Awa
*reness: A Study from Pakistan Withier & Moore (2017) many purchase
situations are so usual that shoppers conduct a very minor cognitive activity.
Actually, it is hard to stimulate behavior such as brand switching or increasing in
the number of units purchased. The rising interest in the use of sales promotion
as a marketing strategy has resulted in a surprising growth of research in this
area. For instance, there is a huge body of literature on consumer response due
to sales promotions.
Sales promotions consist of a huge variety of temporary planned
promotion tools which plan is generating a preferred response from the
consumer (Gilbert and Jackaria, 2018). One of sales promotion tools benefit is
that it can encourage the consumers to think and evaluate brand and purchase
opportunities. Hence, different types of promotion tools and promotion strategies

are utilized by the marketers so that they can know consumer first choice and
boost their sales.
Consumers are easily temped when they recognize the term Sale
Promotion. According to Gilbert (2019), other than price lessening, coupons or
refund given by the retailers as well as other marketing tools such as we free
sample and buy-one-get-one-free were found to be inducing consumer buy more
then they expect. promotion tactics are used by the sellers to attract the
customers and increase their sales. The earlier studies has shows that framing
of advertising messages and presentation of price information influence the
consumer’s views about prices and their willingness to purchase (Das, 2021;
Sinha and Smith, 2021 and Sinha et al., 2021).
According to Assessing the Effects of Promotional Tools on
Consumer Buying Behavior in Faisalabad Promotions are tools used by
retailers or manufacturers, so we encourage them to make additional purchases.
As interest in using key marketing promotions increased, research in the region
has increased unprecedentedly (MOULAND, 2012).There is a comprehensive
promotional tool for creating easy-to-use conversations in promotional sales,
Promotion tools encourage consumers to think and evaluate brands and
opportunities. As a result, advertisers and advertising strategies can help traders
identify and grow their initial opportunities. fact indicates that many consumers
can easily squeeze out the term sales promotion. Purchase marketing tools like
bother marketing tools and discounts such as discounts, reduce admission or
promotion of credit cards offered without payment, or buy advertising strategies
without buying additional advertising strategies to attract users and attract
sales(Gilbert & Jackaria, 2013).
This study is to consider your advertising promotional tool. (Sinha &
Smith, 2015) With this information, retailers and retailers can plan for the most
profitable resources. The purpose of this study is to study the dissemination of
media consumption tools and to help retailers understand buyer behavior, This
advertising technique affects buyer behavior when purchasing goods. Previous
studies have shown that these factors have an important impact on behavior
buying. The effectiveness of these devices varies from country to country.

CHAPTER III
METHODOLOGY
This chapter of the study presents the specific techniques and the
procedure used in conducting, analyzing, and analyzing the gathered data. It
includes the research design, research locale and respondents of the study,
sampling size and design, data gathering tools, data gathering procedures,
statistical treatment, and data interpretation. This part of the study will help the
reader evaluate the reliability result of the study.
Research Design
The researcher used in the quantitative approach of data analysis. This
approach helped the researcher to emphasize the numerical data and
presentation.
The research method that the researcher used is descriptive, this is used to
collect data from demographic profile of the respondents and the evaluation of
promotional tools. The mean is used to determine the evaluation of promotional
tools on customer awareness. The objectives of this study is to discover of this
study is to discover the evaluation of promotional tools on customer awareness
of Cake de Francoise in Tupi, South Cotabato.

Locale of the Study
The study is conducted at Tupi, South Cotabato, where the researcher are
able to gather relevant data that are needed in the study.
Tupi South Cotabato is the province of the South Cotabato and the regional
administrative of SOCCSKSARGEN (Region XII). The researcher chose Tupi
because there a lot of cakes establishment around in Tupi and it is also Region
XII growing economic cente
Figure 3. Map of Tupi, South Cotabato

Respondents of the Study
The Respondents of the study are those people who have tried cakes in
Tupi South Cotabato. The cakes customers will determine and rate the
evaluation of promotional tools on customer awareness of Cake de Francoise
using the survey questionnaire. The data gathered from our respondents are
used in the proposed study.
Sampling Size and Sampling Method

A total of 250 respondents were surveyed at Cake De Francoise for the
purpose of data gathering. The researcher’s assured that the 250 respondents
were enough for the study. Most statisticians agree that the minimum sample
size to get any king meaningful result is 250 (Piroska, B. 2016). The sampling is
taken to mean that anyone who is available to be part of the survey can answer
the question but not all the members of the population do not have equal chance
of being selected to be part of the sample group. According to (Hoeven, et al
2015) non-probability sampling includes all of the techniques that do not employ
randomness.
Gathering Tools
The study used a survey questionnaire. The modified questionnaire is being
used. In preparation for the survey questionnaire, the requirement for designing
good data collection was considered. In this manner, the survey will obtain valid
responses from the participants, the questionnaire id validated through a

reliability test to determine if the questionnaire is reliable to collect the data
needed. A descriptive survey questionnaire is used to achieve the purpose of this
study. The data gathered from the survey questionnaire is analyzed and
described
The checklist questionnaire for the respondents is composed of 10 question
and consist of three(3) parts. Part one (1) Determine the demographic profile of
∑fx
the respondents in terms of; Part two (2) Determine The formula is : x̄ = of
N
Cake de Francoise in Tupi, South Cotabato of BSBA-MM students of SEAIT, Inc.
Part three (3) To determine the most and least evaluation of promotional tools
Part four (4) To Recommend strategies the evaluation of promotional tools on
customer awareness.
Data Gathering Procedure
The figure below shows the several processes researcher have undergone
to collect the data.
Send a letter to the dean for the approval of conducting the study
Send a letter to the conduct the study
Prepared the survey questionnaire for the 200 respondents
Set time setting for data gathering
The researcher conduct the data gathering procedure for the respondents of the
study
The researcher tabulates the data gathering from the answer of the respondents
to the corresponding questions
Analyzing the data collected
Figure 4. Data Gathering Procedure

Statistical Treatment
The data gathered from 100 respondents are analyzed through the
application of the different statistical tools.
For demographic profile of the respondents and to determine the most and
least promotional tools on customer awareness, the percentage is used to
interpret the data gathered.
The percentage is calculated by dividing the frequencies of responses
against the total number and responses and multiplied by 100
The formula would be: % = f/n x 100
Where;
% = percentage
f = Frequency
n = Total number of respondents
To determine the effectiveness of the evaluation promotional tools on
customer awareness of Cake De Francoise the researchers will only limit to:
The weighted mean is computed by multiplying each value of the group by the
appropriate weight factors and will be divided by the total number of the
respondents.
∑fx
The formula is; x = The formula is : x̄ =
N
Where;
X = weighted Mean
f = Frequency
x = Scale Rate
fx = Sum of all respondents
N = Total number of respondents
The percentage is calculated by dividing the frequencies of responses
against the total number of responses and multiplied by 100.
The formula would be: % = f/n x 100
Where:
% = Percentage
f = Frequency
Data Interpretation
The data gathered is interpreted using a Five (5)-Point Scale to determine
the evaluation promotional tools on customer awareness of Cake de Francoise
survey questionnaires were used to indicate the frequency from very effective
down to not effective.

Table2
Five Point Scale
Scale Value Mean Range Interpretation

5 4.21-5.00 Very satisfied
4 3.41-4.20 Satisfied
3 2.61-3.40 Neutral
2 1.81-2.60 Unsatisfied
1 1.00-1.81 Very Unsatisfied

The Evaluation of Promotional Tools On Customers Awareness of Cake de Francoise in Tupi, South Cotabato

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Business Administration Department

South East Asian Institute of Technology, Inc.

THE EVALUATION OF PROMOTIONAL TOOLS ON CUSTOMERS

AWARENESS OF CAKE DE FRANCOISE IN TUPI, SOUTH COTABATO

A Research Proposal Study

AIRAH SHYNNE CABIZARES

Introduction/Background of the Study

Statement of the Problem

Significance of the Study

Scope and Limitation of the Study

II CONCEPTUAL FRAMEWORK AND REVIEW OF RELATED

LITERATURE AND STUDIES

Review of Related Literature and Studies

Locale of the Study

Respondents of the Study

Sampling Size and Sampling Method

Data Gathering Tools

Data Gathering Procedure

IV PRESENTATION, ANALYSIS, AND INTERPRETATION

Demographic Profile of the Respondents

Rating the Effects of E-commerce Marketing using MRA

V SUMMARY OF FINDINGS CONCLUSIONS AND

The Cake de Francoise is one of the several manufacturing industries which

cater a community’s food needs. It is an industry which has the promise of

itself through promotional tools on customer awareness.

Cake de Francoise have passed through several changes from their

appearance to the present. These changes were in terms of physical structure

face commands resulting from transformation occurring in the market. Souki

as affecting food consumer and their consumption pattern.

Li and wang (2012). These authors performed a case study in Taiwanese

consumers behavior. About attitudes that affect the choice of customer

awareness containing genetically modified components. In indonisia Sekarwati

and the repurchase behavior.

Statement of the Problem

This research is aims to study the evaluation of promotional tools on

customer awareness of Cake de Francoise in Tupi, South Cotabato of BSBA-

MM students of SEAIT, Inc.

1. Determine the demographic profile of the respondents in terms of;

2. Determine the Evaluating of promotional tools on customer awareness of Cake

de Francoise in Tupi, South Cotabato of BSBA-MM students of SEAIT, Inc.

3. To determine the most and least evaluation of promotional tools on customer

4. To recommend strategies the evaluation of promotional tools on customer

Significance of the study

This significance of the study to the Cake De Francoise is to provide the

information about their marketing strategies that use to promotional tools on

Benefiting the study are that follows:

Academe – the following findings of this study will aid academics in

delivering classroom lectures by allowing them to use the findings as a local

examples for case studies and analysis.

To the Business Owner– It helps to provide key insights and information to

the business. It can provide a deeper understanding of how promotional tools

can effect customer awareness

understand how promotional tools their customer awareness.

To the Future Researcher– It would attribute an additional knowledge and

information presented may be used as reference data in conducting new

background and overview.

Scope and Delimitation of the Study

The study only intended to know the evaluation of promotional tools on

customer awareness in terms of advertisement, packaging, social media and

discount and only focused on determining the evaluation of promotional tools on

customer awareness. This study was conducted at Cake de Francoise Tupi,

South Cotabato 9505