RESEARCH

PROPOSAL
PRESENTATION

PRESENTED BY
GROUP IV
PERCEIVED PROMOTIONAL
MIXED OF RETAIL STORE IN
NAVAL,BILIRAN
METHODOLOGY
1. This study will use the descriptive survey method through the aid of an
adopted questionnaire as the main instrument for data collectionThis study
will use the descriptive survey method through the aid of an adopted
questionnaire as the main instrument for data collectionThis study will use
the descriptive survey method through the aid of an adopted questionnaire
as the main instrument for data collection

And the researchers will use simple random sampling. It is a probability sampling
method where the researchers will randomly select participants from the total
customer.

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ABSTRACT
The perceived promotional mix of a retail store refers to the various
marketing tools and techniques that the store uses to reach and
persuade its target customers to make a purchase. This mix can
include advertising, sales promotions, public relations, personal
selling, and direct marketing. Each tool serves a specific purpose and
can be used in different ways to effectively communicate the store's
message and incentivize customers to shop. Retailers must carefully
select and implement the promotional mix that best suits their target
audience and overall marketing goals.

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 SIGNIFICANCE OF THE
STUDY
The study of the perceived promotional mix of retail stores can provide valuable
insights into how consumers perceive the marketing efforts of these stores. This
can be useful for retailers as they can use this information to adjust their
marketing strategies to better meet the needs and preferences of their target
audience.
One advantage of studying the perceived promotional mix is that it can reveal
which elements of the marketing mix are most effective in promoting the store
and its products. For example, if a store's perceived promotional mix is primarily
focused on product, this could indicate that the store is effectively
communicating the unique features and benefits of its products to consumers.
On the other hand, if the perceived promotional mix is primarily focused on
place, this could indicate that the store is effectively communicating its location
and accessibility to consumers.

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 BACKGROUND
OF THE STUDY
Promotional mix is a combination of marketing methods including
advertising, sales, public relations, and direct marketing to achieve a
specific marketing goal. The promotional mix is typically only part of a
larger marketing mix. Nowadays, the many promotional tactics used by
business organizations to survey in the modern business market. A
promotion mix is a blend of communications tools used by a firm to
carry out the promotion process and to communicate directly with
target markets. These promotional mix tools include advertising, direct
marketing, sales promotions, public relations, and personal selling.

Back to Agenda 03
 PURPOSE OF THE STUDY
The study of perceived promotional mix of retail stores aims to understand how
consumers perceive and respond to different marketing tactics used by retailers.
This includes advertising, sales promotions, public relations, personal selling,
and direct marketing. The goal is to identify which promotional mix elements
are most effective in driving sales and customer loyalty.
One of the key authors in this field is Philip Kotler, who in his book "Marketing
Management" highlights the importance of creating a balanced promotional mix
that effectively reaches the target market. He argues that retailers should use a mix
of marketing tactics that work together to achieve specific goals and objectives.

Back to Agenda 03
 SCOPE AND
DELIMITATION
This study aims to investigate the perceived effectiveness of the promotional mix
used by retail stores in Naval, Biliran. The research will specifically focus on the
different elements of the promotional mix, including advertising, sales promotion,
public relations, personal selling, and direct marketing, and how these elements are
perceived by customers in the area.
. The scope of the study is limited to retail stores within the municipality of Naval,
Biliran and excludes other types of businesses or those located in other areas. The
delimitations of the study include the use of self-reported survey data and the focus
on the perception of the customers rather than the actual implementation of the
promotional mix by the retail stores.

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 DEFINITION OF TERMS

Advertising. It is a paid announcement, wherein the message is conveyed to attract the customer and bring in
attention towards the products through a medium.
Consumer Behavior. It is the study of how individual customers, groups or organizations select, buy, use, and dispose
ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions.
Direct Marketing. It is a technique in which companies sell their products directly to the customers by eliminating
the middlemen.
Sales Promotion. Apart from advertising, another significant promotional tool is sales promotion, which helps in
improving the sales by influencing the potential customer to buy the promoted product.
Public Relations. Every company wants to build and maintain an image in front of the public, through various
channels.
Promotional Mix. A promotional mix is a combination of marketing methods including advertising, sales promotion,
public relations and direct marketing to achieve a specific marketing goal.

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