Feasibility Study Final

THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City
College of Business Administration and Accountancy
The Effects of 7Ps of Marketing Mix on Impulsive Buying Behavior among
Shoppers in Selected Supermarket in Metro Manila
A Thesis
Presented to the Faculty of the
THE FISHER VALLEY COLLEGE
In Partial Fulfillment of the Requirements of the Degree
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN
MARKETING MANAGEMENT
By
HAUSA, RENALYN V.
RIVERA, AILYN Y.
SAPLADA, DONDIE E.
APRIL 27, 2022

APPROVAL SHEET
This undergraduate thesis entitled “The Effects of 7Ps of Marketing Mix on

Impulsive Buying Behavior among Shoppers in Selected Supermarket in Metro”
prepared by Hausa, Renalyn V, Rivera, Ailyn Y, and Saplada, Dondie E, in
partial fulfillment of the requirements for the degree in BACHELOR OF
SCIENCE IN BUSINESS ADMINISTRATION major in MARKETING
MANAGEMENT is hereby recommended for examination.
ATTY. MARLON B. RAQUEL, DBAc, LPT

Thesis Adviser
_______________________________________________________________
Approved by the Committee on Oral Examination with a grade of __________

on (April 27, 2022.)
DR. ANTHONY GREG F. ALONZO, LPT

Chair
JOMARIE G. ABONALES, MBA MICHAEL A. CAMARA, MBA

Member Member
_______________________________________________________________
Accepted in partial fulfillment of the requirements for the degree in BACHELOR

OF SCIENCE IN BUSINESS ADMINISTRATION major in MARKETING
MANAGEMENT.
ATTY. MARLON B. RAQUEL, DBAc, LPT

CBAA Department Head
DEDICATION
This study is wholeheartedly dedicated to our beloved parents who have
been our source of inspiration and strength when we thought of giving up and
who have continuously provided us moral, spiritual, emotional, and financial
support.
To our brothers, sisters, relatives, mentors, friends, and classmates who
have unceasingly encouraged and uplifted us to finish this study.
To our dear Department Head, Atty. Marlon B. Raquel and Professors
whom we are grateful for, because if it were not for their comments, ideas,
suggestions and support, we will not be able to finish this thesis.
And lastly, we dedicated this paper to the Almighty God, who is an
eternal source of guidance, love, health, strength, and wisdom. All of these, we
offer to you.
ACKNOWLEDGEMENT
First, we would like to thank the omnipotent Lord for giving us
the courage and health to complete this feasibility study. Secondly, we would
like to thank our families who have given us their unwavering love and support
and for constantly uplifting our self-esteem. We appreciate them
wholeheartedly. They are our inspiration.
We would also like to extend our deepest gratitude to our Department
Head and our adviser Atty. Marlon B. Raquel, guiding, supporting, and
teaching us especially in times that we seek his feedback and suggestions
about our work and for imparting us his knowledge and expertise which has
significantly helped us in fulfilling this study.
We give thanks to our dear professors for their encouragement,
motivation and help throughout the dissertation work; and if it were not for
their support, it would have been difficult to complete the work in a limited
time.
To our classmates and friends who have unwaveringly supported us -
we thank you for the unconditional friendship and for the memories that we
have shared through the years. Those moments of leisure that we have
shared together have helped us to overcome some challenges which were
ahead of us. Everything has become lighter to bear through our combined
efforts.
ABSTRACT
The impulsive buying occurs when an individual makes an unintended,
unreflective, and immediate purchase. The goal of this study was to determine
the effect of 7P’s of Marketing Mix on Impulsive Buying Behavior among
Shoppers in Selected Supermarket in Metro Manila. It also aims to identify the
relationship of 7P’s of marketing mix on impulsive buying behavior of the
shoppers. The research was carried out through a survey questionnaire and
was distributed among shoppers of selected supermarkets in Metro Manila.
The questionnaire is used to collect data sample from respondents of sample
size 300. The findings shows that majority of supermarket goers buy
impulsively. Whenever they visit a supermarket, most of the respondents do
not plan ahead. Instead, they scroll through aisles/products and buy what they
think they need. It was found out that people and product are the factors that
has significant predictors in determining the level of impulsiveness among the
shoppers in selected supermarket in Metro Manila.
Keywords: 7Ps of Marketing Mix and Impulsive Buying Behavior

TABLE OF CONTENTS
Title Page………………………………………………………………..……………. i
Approval Sheet.……………………………………………………...…….…..……. ii
Dedication ……………………………………………………………….………...... iii
Acknowledgement …………………………………………………………..……... iv
Abstract ………………………………………………………………..…..…...…… v
Table of Contents …………………………………………………………..….…... vi
List of Tables ……………………………………………………...………......…… vii
List of Figures………………………………………………………………..………viii
Certification of Originality ……………………………………………………....…. ix
Grammarian’s Certificate ……………………………………………………..…… x
Statistician’s Certificate ……………………………………………….…….....…. xi
CHAPTER I: THE PROBLEM AND ITS BACKGROUND
Introduction ………………………………………….……………………….……. 14
Background of the Study …………………………………………….....……….. 17
Theoretical Framework ……………………………….…………….………..….. 20
Conceptual Framework……………………………………………..……….........23
Statement of the Problem ……………………………………………......……... 23

Research Hypotheses ……………………………………………….………...... 25
Significance of the Study ………………………………………….…..….…..….26
Scope and Limitations of the Study ……………………………..………………...
28
Definition of Terms ………………………………………………………….….......
28
CHAPTER II: REVIEW OF RELATED LITERATURE AND STUDIES…........ 30
CHAPTER III: THE RESEARCH METHODOLOGY
Research Design ............................................................................................. 42
Research Local and Respondents of the Study .............................................. 43
Population Frame and Sampling Techniques ................................................. 43
Research Instrument ........................................................................................43
Validation of the Survey Questionnaire ............................................................44
Data Gathering Procedures ..............................................................................44
Statistical Treatment of Data ............................................................................45
CHAPTER IV: PRESENTATION, ANALYSIS, AND INTERPRETATION OF
DATA……………………………………………………………………………..… 47
CHAPTER V: SUMMARY OF FINDINGS, CONCLUSIONS, AND
RECOMMENDATIONS
Summary of Findings ..................................................................................... 75
Conclusions ................................................................................................... 76
Recommendations ......................................................................................... 78
References .................................................................................................... 79
Appendices………………………………………………………………...…........ 89
Curriculum Vitae
Survey Questionnaire
SPSS Outputs
Letter to Store Manager
Letters to Experts
Expert Evaluation Form

LIST OF TABLES
Table 1: Frequency Distribution of respondents
By Age……………………………………..……….…...……………….. 47
By Gender………………………………………………………......……49
By Civil Status………………………………….…................................50
By Monthly Income………………………………….............................51
In Location……………………………………………………................52
Table 6: Weighted Mean, Standard Deviation, Verbal Interpretation and Ranks
In term of Product………………………………………………….........54
In term of Promotion…………………………………………................55
In term of Price……………...............................................................57
In term of Process………………………………………....…..…….....58
In term of Place……………………………………..............................59
In term of People………………………………….…..…......................61
In term of Physical Evidence…………………………….....................62
In term of Level of Impulsive Buying Behavior among Shoppers…..64
Table 14: Over all Summary of 7P’s of Marketing Mix …………………………65
Table 15: Relationship of Product to Impulsive Buying Behavior …………….67
Table 16: Relationship of Promotion to Impulsive Buying Behavior ………….68
Table 17: Relationship of Price to Impulsive Buying Behavior ………………..69
Table 18: Relationship of Process to Impulsive Buying Behavior …………….70
Table 19: Relationship of Place to Impulsive Buying Behavior ……………….71
Table 20: Relationship of People to Impulsive Buying Behavior………………72
Table 21: Relationship of Physical Evidence to Impulsive Buying Behavior...73
LIST OF FIGURES
Figure 1: Conceptual Framework………………………………………………….
C E R T I F I C A T E OF O R I G I N A L IT Y
We hereby declare that the work in this thesis has not been previously
published or written by another person, nor has been accepted for award of
any degree or diploma of university or other institute of higher learning, except
where due acknowledgement is made in the text, to the best of our
knowledge.
We also declare that the institutional content of this study in the
product of our work, even though we may have received assistance from
others on styles, presentation and language expression, has been given due
credits and acknowledgment.
Candidates:
Hausa, Renalyn V.
Rivera, Ailyn Y.
Saplada, Dondie E.



College of Business Administration and Accountancy 11
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
1.1 Introduction
The Covid-19 pandemic outbreak has drastically affected the business
industry worldwide. Companies and business establishments have shut down
physical offices, resorting to work from home arrangements, with some even
relegating simply running with the skeletal workforce. Regardless of the set-up,
virtual meetings have quickly become the norm, as team members huddle
together in video conferences. Mostly the topic of these online conversations is
how to engage clients and customers despite the distance so that the business
overall would keep running. www.techgenyz.com (2020) In addition to, the
sudden loss of clients and customers are highly manifested which caused head
ache to business owners because of people are discouraged to go to public
places and warned to stay at home most of the time to prevent the
contamination of virus. Unexpectedly, the current status of some merchandising
and retail business suffered loss and internal damage that tantamount other
business owners filed and declared – bankruptcy to save available funds that
might secured them in another financial dealings in the future. On the other
hand, other preferred temporary stoppage of business operation as there are
no generated income that would cover month expenses (both administrative

and government expenditures). The sudden stoppage of business operation
could lead to fatal and leave scarcity on the traces of net loss. Undeniably, the
prolong agony brought by the pandemic outbreak caused dilemma not just on
the school institutions but also to all forms of business, public or private sector.
If the disastrous will last for 3 years, the business venture could not bear the
losses anymore. However, all the catastrophe caused by virus has solution that
wipe out all the worries away. The entrepreneur in the middle of health crisis
must owned a strong initiative and capabilities in learning possible solutions
that continue enliven the existence of his/her business. Notably, being an
entrepreneur he/she must have an armor in facing sudden risk, loss or damage
and setbacks of the business. Patience is a virtue. When impending risk will be
happened, he/she will do best necessary actions or moves to dance and sway
the flow of delicate situation. Significantly, business owner in retail or wholesale
business, entrepreneurs and merchants must know how to sort out knowledge
and ideas in integrating and applying – Marketing Strategy. Marketing strategy
refers to a business oversee game plan for reaching prospective which
contains business company or organization proposition, brand messaging, data
on target customer demographic and other elements. Basically, it helps the
business in knowing and understanding the customer which the product and
services really fits her/him. Importantly, marketing strategy is relevant in the
business world as study shown sometime in 2019 as conducted by Co-

Schedule (provider of marketing software solution) found out that firms with a
documented marketing strategy were 313% more likely reported success in
their marketing campaigns as one of their strategic marketing plans. (Barone,
Adam (2021))
1.2 Background of the Study
Notably, the integration of 7Ps Marketing Mix which stands as – people,
place, process, physical evidence, promotion, product and price, must be learn
by heart my different faces of merchants which includes the direct selling of
products or goods and promoting with the used of different social media
platforms to boost more buyers, among others. Kotler, P. & Armstrong, G.
(2005) conceptualized marketing mix as a tool to help marketing planning and
designed to meet the business company’s marketing objectives by means of
providing the customers with value. More so, it consists of everything that a
company should do in order to influence demand for its product thus, marketing
mix is a set of controllable and tactical marketing tools which a company uses
to produce a desired response from its target market. The 7Ps marketing mix
as marketing strategy will duly serves as blue print of various merchandising
business or retail business especially when contingency risk arrived, in
connection thereof, by learning the implementation of 7Ps marketing mix as a
strong marketing strategy then, business enthusiast shall learn to maneuver,
handle and manage the business in smooth sailing. Likewise, he/she can
manifest the good welfare of his/her business endeavor whether small scale
business or incorporate structure. Transparently, people are fun in roaming
around in the Supermarket with or without pandemic because of the products,
items or goods they wanted to buy are already available as the Supermarket
comprised of retailers and merchandisers with different varieties of products.
However, the business owners of different type of business structure within the
supermarkets experienced also challenges on selling and disposing their
products. Not just that, they shall learn also to adjust and deal those buyers
with impulsive behavior. Literally, it the most challenges business owners must
conquer of before they will obtain sales of products but, this case definitely
needs strong strategy to pacify those behaviors.
According to Zimmerman, Ian (2012) that some people have a habit of
making impulsive purchases. That might be sound innocent, but there are a
number of characteristics that go along with this tendency. First, impulse buyers
are more social, status-conscious, and image-concerned. The impulse buyer
may therefore buy as a way to look good in the eyes of others. Second, impulse
buyers tend to experience more anxiety and difficulty controlling their emotions,
which may make it harder to resist emotional urges to impulsively spend
money. Third, impulse buyers tend to experience less happiness, and so many
buy as a way to improve their mood. Last, impulse buyers are less likely to
consider the consequences; they just want to have it. As per the economic
times article defined impulsive buying is the tendency of a customer to buy
services and goods without planning or thinking in advance. In the same vein, it
means making an unplanned purchase which is based on irrational thinking.
This impulsive buying can somehow can be seen in products such as but are
not limited to, clothes, chocolates, mobile phones, jewelries, cars etc.
(m.economictimes.com) but some are being triggered by feelings and emotions
before purchasing the products. Buyers see to it that they are satisfied with the
products brand, price and quality before they decided to buy it. Not to say, other
shoppers are very consistent and meticulous on the products or else, they will
just left it behind without second turn. Notably, nowadays, marketers is trying
to tap this behavior just to boost sales.
The researcher come-up this research study to discover the benefits,
challenges and effects of implementing 7Ps Marketing Mix as marketing
strategy on merchandising business and retail business towards the buyers
with impulsive behavior in the selected supermarkets in Metro Manila. Hence,
researchers persistently introduced to the different faces of business owners in
different type of business structure the efficacy of integrating 7Ps marketing mix
towards customers with impulsivity.
1.3 Theoretical Framework
The researcher adapted theories to fully understand the flow of the
study.
A. PESTEL Analysis or more recently named PESTELE is a framework or
tool used by marketers to analyze and monitor the macro-environment (external
marketing environment) factors that have an impact into the business
organization. The result of which is used to identify threats and weaknesses
which are used in a SWOT analysis.
B. SWOT Analysis
Albert Humphrey produce a team method planning which was named
SOFT analysis during his work at the Stanford research in institute (1960 -
1970) gradually this has being developed into what we know as a SWOT
analysis. Albert was an American business and management consultant. The
strengths and weaknesses help them identify all of the internal factors of the
organization or business whereas, the opportunities and threats used to identify
all of the external factors. This analysis specifies objectives of the business and
identify the external and internal factors that will have a positive and negative
impact of the said objective. Each business enterprise will be going to deal both
external and internal factors that might affect the business. Hence, the SWOT
analysis is a huge help or assessment in handling problems that would
unexpectedly occurred in the long run of the business.
C. Maslow’s Hierarchy of Needs
It was developed by Abraham Maslow, a specialist in human behavioral
psychology. The hierarchy was first developed to help explain the connection
between basic human needs and human desires. The five (5) basic needs are:
Physiological needs, Safety needs, Social needs, Esteem needs and Self-
actualization. According to Maslow in hierarchy in Marketing, he revealed that
the marketers must learn the needs and wants of the target market, by knowing
this by heart then this can be used as the selling point to influence the public.
The marketer should learn to know this before establishing business. A great
deal of research is undertaken to segment, target and position (STP) customers
by various criteria such as, social class, geographic, demographics, and so on.
From this scenario, the marketers will have a very specific idea about who their
target consumers and through this they can tailor their marketing strategy. It
must be vividly remembering by business enterprises or organizations to make
the marketing strategy up to date and thereby relevant because, the target
markets level, needs and desires may not stay the same most especially in
times of economic and political changes.
D. Marketing Mix
The marketing mix is a tool used by business and Marketers in helping
to determine a product or brands offering. This being created in 1960 by E.
Jerome Mccarthy. In the late 70’s the 4Ps marketing mix was widely
acknowledged and updated by the marketers. This led to the creation of the
Extended Marketing Mix in 1981 by Booms and Bitner which added new three
elements to the 4Ps Principle. The original 4Ps theory later on was later
extended to 7Ps because marketing is continually evolving discipline and those
companies do not want to left behind from the competitors by this evolution of
the fundamentals of marketing mix theory it will bring more development that
can add-up layer to the marketing mix in depth. Indeed, the Ps covers the
marketing strategies like product, price, place, promotion, process, people and
physical evidence strategies. Through this usage, the business enterprises and
merchandisers can learn to handle, manage and cope-up the business when
contingency risk approach the business. The business continues to run and
operate amidst economic crisis as long as strategic plans are being follow and
complied to. The marketing mix will save the business from the sudden loss
and internal damage. Hence, every business enterprises and merchandisers
must solely study by heart integrate this strategy to the business arena.
1.4 Conceptual Framework
Independent Variables Dependent Variable
Product
Price Impulsive
Promotion
Place Buying
People
Process Behavior
Physical Evidence
Figure 1 Conceptual Framework showing the relationship between independent

and dependent variables.
1.5 Statement of the Problem
This study sought to understand the effects of 7Ps of marketing mix on
impulsive buying behavior among shoppers in selected supermarket in Metro
Manila. Specifically, it sought to answers the following questions.
1. What is the demographic profile of the customers in terms of:

A. Age;
B. Gender;
C. Status;
D. Monthly income; and
E. Location?
2. What is the level of influence to the 7Ps of marketing mix on the impulsive
buying behavior among shoppers in selected supermarket in Metro Manila in
terms of:
A. Product;
B. Price;
C. Promotion;
D. Place;
E. People;
F. Process; and
G. Physical evidence?
3. Is there a significant relationship between 7Ps of marketing mix and
Manila?
4. Based on the results of the study, what marketing strategies can be
proposed to the indicators of 7P’s with the lowest weighted means?
1.6 Research Hypotheses
The hypotheses that generated by the researcher and be tested in this
study:
Ho1: There is no significant relationship between product and impulsive buying
behavior among shoppers in selected supermarket in Metro Manila.
Ho2: There is no significant relationship between price and impulsive buying
Ho3: There is no significant relationship between promotion and impulsive
buying behavior among shoppers in selected supermarket in Metro Manila.
Ho4: There is no significant relationship between place and impulsive buying
Ho5: There is no significant relationship between people and impulsive buying

Ho6: There is no significant relationship between process and impulsive buying
Ho7: There is no significant relationship between physical evidence and
Manila.
1.7 Significance of the Study
The findings of this study may serve as the basis of prime understanding
on the relevance of implementation of 7ps marketing mix strategies and its
effects to the behaviors of shoppers in supermarkets. This gives hint on
different entrepreneurs what strategies to be integrated to boost their business
venture and embraced hope amidst devastated situation. Moreover, this study
provided bounce of learning to the readers of this study and insights to the
business minded people, community through Local Government Unit,
entrepreneurs, shoppers, Marketing Students, National Government, and future
researchers. The results of the study is very important to the aforementioned
above stakeholders in attaining success in the business world despite the
health crisis the country is facing through. To fully conceptualize its
significance, it is narrated below:
Business minded people – This study will give resemblance of the
consequences of the business they are going to try of despite the health crisis
everyone is currently experiencing. Before building, establishing and

constructing their own business, whether small scale business or huge
business and they will learn by heart the 7ps marketing mix strategies to be
usually used so that they can deal it smoothly even in the middle of economic
crisis.
Entrepreneurs–It helped them to have a primary thought in boosting and
booming their business with or without pandemic, by successfully incorporating
the 7ps marketing mix into the business, it ensured the progress and influx of
customers gradually, in connection thereof, this study will feed up their minds –
the possible solutions in managing the business in the middle of pandemic
time. They will be guided by 7ps marketing mix strategies this study will going
to present.
Marketing Students – this study gives them ample knowledge about the very
bottom of their course when it applied it in real situation, this endeavor will help
them in the future how to become successful merchants.
Future Researchers - this study benefited the future researchers in gain
insights to their future study and thereby add-up their comprehension over
verified facts that they wish to study thoroughly. Personal conception of this
study would give them an analysis overview of the significance of implementing
marketing strategies in dealing economic crisis amidst pandemic.

Shoppers – this study gives overview to the shoppers that might change for
their being impulsive buyers and duly learn the 7Ps marketing mix which might
alter their attitude when roaming around the supermarket.
1.8 Scope and Limitation of the Study
The respondents of study comprise only the shoppers in selected
supermarkets in Metro Manila and the researcher is intended to focus research
study on the effects of 7ps marketing mix (people, place, price, product,
promotion, process, physical evidence) towards the impulsive behavior of
shoppers.
1.9 Definition of Terms
In order for the readers of this study to have a better understanding on
the terminologies used in the study; the following are defined operationally.
7Ps. It refers to Price, Product, Promotion, Place, People, Process, and
Physical Evidence.
Price. Refers to your pricing strategy for your products and services and how it
will affect your customers
Product. Refers to what you are selling, including all of the features,
advantages and benefits that your customers can enjoy from buying your goods
or services.
Promotion. These are the promotional activities you use to make your
customers aware of your products and services, including advertising, sales
tactics, promotions and direct marketing.
Place. Refers to where your product or service will be sold.
People. Refers to anyone directly or indirectly involved in the business side of
the enterprise.
Process. Refers to the processes involved in delivering your products and
services to the customer.
Physical evidence. Refers to everything your customers see when interacting
with your business.
Coronavirus. A Covid-19 virus first appeared at Wuhan China which caused
catastrophic in all corners of the world which resulted to Global recession.
Impulsive Behavior – It refers to a behavior which one acted quickly without
thinking over the consequences of his/her actuations.
Marketing. It refers to the acts of consumers and producers of goods and
services through purchase, sales, or installment basis.
Marketing Mix. It refers to marketing strategy being used by organization or
business as a way of booming customers and fast disposal of products.
Marketing Strategy. A systematic and orderly plan formulated, created and
convened by different business industries, business enterprises and
organization to deal the economic crisis the business is experiencing thereunto.

Social Media. It refers to various communication tools and channels used to
share, store, discuss and delivered ideas, information or opinions.
Social Media Platforms. It refers to a program created by developers that can
be modified or reprogrammed by outside users such as but are not limited to,
Face Book, Messenger, You Tube, Instagram, Twitter…etc.
Shoppers. It refers to different types and personality of customers who
preferred shopping in the Supermarket
Supermarket. It refers to a self-service retail market which is selling goods,
items, products, food, and household merchandise.

CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the literature of the study after in-depth readings
from articles, journals, laws, thesis, essays, blogs and internet resources. It
also included related studies to help the readers draw the whole picture of the
study and give glimpse to scenarios which serves as a door in comprehending
more the research purposes. Hence, this part of the study will review the
numerous works done by famous authors, educational scholars and prominent
researchers whom is related directly to the work at hand.
2.1 7P’s of Marketing Mix
The marketing mix refers to the set of tactics, strategy, techniques, and
actions that a business organizations or company uses to promote its product
or brand in the market place. It includes multiple areas of focus as part of a
comprehensive marketing plan. Effective marketing definitely touched on a
broad range of areas of the business, by proper marketing mix strategies would
result into fruitful endeavor in any business venture. (Investopedia).

Amidst pandemic, business organization or companies must resort and
undertake course of actions to still enliven the business hence, it’s crucial to
have a stronger marketing strategy that would benefit the business during and
post-pandemic times. Uncertain times call for better business plans. Whereas,
there would be some real dent on the bottom line that lead to downsized
operations or budget cuts. The following manner would be a big help in
handling the business as these are effective some marketing mix - marketing
strategies formulated and adapted by some business experts and mentors with
or without crisis:
a. Address your clients or customers’ needs: learn the demands of clients
amidst pandemic with the basic necessities of daily living
b. Hit pause on your company press releases: know the time to pause
press releases
c. Focus on being personal produce video content: sharing how the team
have been coping with the crisis and preparing plans in protecting the clients
and consumers will let the audience see that there are real, equally vulnerable
people behind your strong professional brand.
d. Tweak your language and imagery: the text ad visuals in messaging
should be chosen very carefully before they become part of the marketing plan.
e. Educators entertain when posting on social media: strategy sample, offer
health related content on the face book, talk about hygiene reminders or myths
about covid-19 while introducing the products afterwards
f. Make your website more visible: search engine optimization is the best
marketing strategy
g. Improve Local SEO: pay special attention to the office or store hours.
Write review for past clients with a couple of good ones which would be better.
h. Boost guest blogging efforts: this able to reach a greater number of
audiences, who can be potential clients and customers?
i. Reconsider the sales channels: as the store closed then it’s quite
important to explore alternative channels to sell the products of the business.
j. Create a social media group: know the audience, better if the group is
centered on the lifestyle or advocacy the brand represented.
In the blog authored by Palmer, Zoe (2020) revealed the marketing
strategies in order to survive the apocalypse, viz.
a. Rethink product: update content strategy to consider the coronavirus.
Marketing is always about meeting people’s needs and that’s more important
than ever during a crisis when people priorities change.
b. Rethink price: price is a pain point for many of customers right now, thus
high upfront costs are unlikely to swing with humane businesses.

c. Rethink promotion and placement: internet has actually risen 50 percent
(50%) since the pandemic was declared. This means adjusting the pay-per
click campaigns for less mobile traffic, while also advertising on other non-
SERP networks over the coming months, such as Google Display Network and
YouTube, which have seen 13 and 21 parent traffic increases.
According to Swain, Gabriel (2020), on his study entitled “7 ways to
adapt marketing during a crisis” which emphasized the seven marketing tips to
help the business owner to navigate the marketing landscape in times of crisis:
1. Place current KPIs and short-term objectives on hold: review
performance over a certain period of time and then decide what makes the
most sense for the business and team.
2. Communicate with empathy: prove to the market that the brand cares
about more than making money.
3. Become part of the solution: if the business owner does not have a
corporate social responsibility (CSR) action plan in place, this might be a good
time to start. Many CSR tactics produce tangible benefits during a crisis. They
can increase customer loyalty and improve the brand reputation immensely.
4. Share your results: if business owner were able to raise funds with the
help from employees and customers, let people know where the money went.
Send them email and definitely blast it on social media. Say thank to everyone
who is involved and remind them of the importance of making a difference,
especially in times of crisis.
5. Do discuss your product in the right context: have publish in the articles
and guides on using products to navigate through a crisis. Maybe it’s about
managing remote work do not focus on selling, but rather educate, support, and
help the customers’ business to survive the downturn and figure out their next
steps.
6. Stay positive: optimism is important as it helps business to get through
tough times. Find and share stories of human perseverance, creativity, and
innovation in times of crisis. If business have customers who are making a
difference in some way – tell their stories. After all, crisis is just a temporary
situation.
7. Do not let routine administrative processes fall through the cracks: even
in crisis mode, the business owner must still maintain a clean marketing
database with up – to-date customer data.
Lastly, the last point in the list is to clean and up-to-date customer data is
a particularly important and essential aspect of keeping the insights on at any
time. The business must continue to execute daily administrative task that the
business owner must be responsible and encourage the team to do the same.
In the study of Hanesova, Lucia (2009) revealed that consumers are
influenced by the action of marketers and every element of marketing mix can
influence shopping decision. Evidently, it can be proven that consumers react
positively to the promotion and price factor. The good packing and bright colors
sell the product more easily. Notably, this study shows the importance of
marketing mix and how can marketing mix such as product, price, place,
promotion influence the consumer’s behavior over Avon Products or other
beauty regimen. Understanding today's consumer is a key to realizing the
future needs and expectations of beauty consumers worldwide. Hence, the
successful running of every business is based on the knowledge in Marketing
Mix that would be integrated in the business because, nowadays consumers
have more choice than ever and are increasingly faced with complex decisions
when selecting their daily beauty regimen.
In the study of Gilaninia, Shahramet. al (2013) revealed that marketing
mix is the combination of strategies and activities that companies use to sell
their goods and services. The marketing mix allows a marketer to better relate
to the identified target market; based on the characteristics of the target market,
the marketer will “build” the marketing mix elements around the target market.
The entire success of the company lies in the amount of belief and loyalty; its
customers are having in it. By focusing on the people who buy, a company can
pick the right features for the product, the right price and distribution outlets,
and the right words and approaches for promoting the product.
In further study of Kongthong, Lalita (2014) compared the level of
importance of marketing mix (7Ps) on brewed coffee, it found out that
respondents gave an importance to physical evidence the most by focusing on
cleanliness of the shop, then, next it was people factor as respondents gave
importance on staffs with respectful to the customers as a very important factor.
Price, process, promotion, product, and place came after respectively.
Evidently, the results showed that there was significant different between male
and female on process and physical evidence aspects as male gave
importance more than female as well as in this study it showed that there were
significant differences of marketing mix (7Ps) among age, occupation,
educational level, and income level.
In the study of Tantra, Raynard(2014)showed that Starbucks is also in
the service industry and the researcher duly found out that People element,
Process element and Product element are two major and the most element
from 7P theory that affecting the most towards the expected factors of the
Starbucks service performance. Those factors affect up to 34.544% with the
two main considerations at most: People and Process element.
In the study of Kumary, Shanthaet. al. (2004) emphasized to what
extents the marketing mix induce continuous buying intention in consumers’
mind. In this study, the word of mouth has high influence than marketing mix. It
revealed that there is positive correlation between marketing mix and brand
loyalty, with the strength of this correlation being greater in respect of high
involvement products as opposed to low involvement products, there by
validating the first hypothesis (H1) that the brand loyalty is greater with regard
to high involvement products than low involvement products.
In the study of Kusumawati, Reni Diahet. al (2014) wherein it aimed to
examine the factors that influence consumer buying interest towards music
products. The participants are music lovers in Indonesia. The results showed
after obtaining data and analyzing the same with the use of multiple regression
analysis that the prices have the greatest influence consumers to buy music
products. Price becomes a major consideration for participants to purchase the
music products, because of the possibility of consumers who only want to
spend money for a song which they liked. In this study it found out that the
existence of digital music via internet can make the consumers easy to
purchase just any song they like rather than buying CD which contains many
songs but few are participant’s favorite.
2.2 Impulsive Buying Behavior
There would be no business without customers as they are essential
part of the business. Customers can make the business successful. They are
highly regard as the real bosses of any business entity or organization. The
business shall understand the wants of their customers and satisfying them
would make them retain on the business. Undeniably, some business does
venture on looking innovative ideas just to attract their customers. In this study,
it is really essential to understand the types of customers so that the proper
strategies will be implemented just to manage them.
1) Need-based customers
These customers shop for only specific products when they need them.
They are easily lured to the other businesses. The best strategy to do is to
initiate personal interaction. These types of customers knew what they are
going to purchase in the store. They must be approached with planned strategy
because they never ask assistance to choose a product because they usually
have knowledge about the product they want to buy. Therefore, it is very
important to approach them with a planned strategy.
2) Loyal customers
These types of customers always praise the product of the business and
in fact they also highly recommend the product to their friends, relatives and
family. They are indeed important in the business because they help the
business to market the product directly through their mouth with free cost. The
business shall consider in asking opinion to them before taking up decision and
the business shall timely follow up the needs or desires of their loyal customers
because they are big asset to the company and thereby generate revenue to
the business. Thus, the business or company shall recognize those loyal
customers.
3) Discount customers
These are the type of customers who never buy a product on full price.
They always look for a discount on the product they want to buy. They are the
least loyal customers and they easily move on when getting better offers by
some other company. But they are also helpful in the business because this
type of customer usually interested in the extra information on when the sale is
happening and exact conditions of the discount and offers offered by a
company. These types of customers stop shopping as soon as the deal stops
applying.
4) Impulsive customers
These types of customers tend to buy products, if, at the time of
shopping, they find it useful and good at that point in time. The shopping of
these types of customers is highly influenced by their current mood. They are
being held as bonus segment for any business, as these customers don’t shop
as per their need or because of ongoing sale. These types of customers listen
to recommendation so handling these types’ customers is a challenging task
because they always want quick and brief help for all the useful products
available with the supplier like they sought to purchase home interior decoration
things. The successful way to keep such customers is by providing them offers
on products therefore, this method helps to increase the long – term profits of
the business.
5) Potential customers
These types of customer’s need a little bit of attention and
encouragement before buying your product. They are not yet customer so to
speak, they just need a little bit of convincing and assistance to make a
purchase of the product. To deal with such customers, one should show them
some value and assistance by providing information about the products they
are interested in. Thus, these customers have high chances that they might
convert into a regular or loyal customer.
6) New customers
A new customer is the one who has just bought the product for the first
time. However, he/she bought that product for the first time and novice at using
it. The business owner or staffs must provide good assistance to the new
customers and give ideas on how to use the product thus, this scenario can
gauge good relationship with new customers and later on they will convert into
loyal customer. The business shall make effort to deal the new customers
promptly as first impression last. Hence, by giving guidance to the new
customers is the best way to keep them.

7) Wandering customers
These types of customers don’t have specific needs and they just enter
the store lured by the ambiance of it while some just stay to kill time purposes.
This segment of customers gets the least business to the business. These
types of customers like social interaction, they will just ask the store staff
questions about the random products and but shows a little or zero interest in
buying them. But, by providing those with insightful information will eventually
convert them into potential future customers.
2.3 Synthesis
This literature has accepted the need for business organizations in
integrating the 7Ps marketing mix as marketing strategies and its effects
towards costumer with compulsive behavior. The researcher presented the
literature according to the variables of the study at hand. Then, as per based on
the literature whenever the 7Ps marketing mix can gained ideas, knowledge
and wisdom unto it then the dealing of those consumer with impulsive behavior
can be easily handled and managed thereby, it assures entrepreneur to be
successful on their business endeavor and have the edge to compete among
their competitors. Moreover, this paper, from current literature, the researcher
has taken different write up about marketing mix unlike previous studies which
only focused on marketing strategies.

This study would make to be an enhanced learning to the different
business structure within the selected Supermarkets in Metro Manila and give
them precepts and ideas on integrating techniques in handling consumer or
customers with impulsive behavior. The 7Ps marketing mix can initiate the
needs wants and access the level of different types of consumer behaviors.
From the local perspective, they shall initiate free seminars or trainings
intended to those entrepreneurs to be more equipped in integration of 7Ps
marketing mix to their business.
CHAPTER III
THE RESEARCH METHODOLOGY
This chapter presents the research design, research environment or
locale, respondents, sampling, research instruments, data gathering procedure,
and statistical treatment of data.
3.1 Research Design
This study used a quantitative descriptive survey design. This method is
used to describe the situation to explore the causes of a particular

phenomenon. This research design is considered because it enables the
researcher to generate data through the standardized collection procedures as
per based on highly structured research instrument.
This research study is quantitative researches which focus on
determining the effects of 7Ps marketing mix to the shoppers with impulsive
behavior in selected supermarkets in Metro Manila. Quantitative research is
defined by Leavy, P. (2017), as a research that is described by deductive
approach to the method designed at proving and disproving, or lending support
to prevailing theories. This kind of research includes figuring variables and
analyzing the relationships between dependent, independent, and controlled
variables in order to reveal, correlations, patterns and causal relationships.
3.2 Research Locale and Respondents of the Study
This study is all about The Effect of 7P’s of Marketing Mix on Impulsive
Buying Behavior among Shoppers in Selected Supermarket in Metro Manila.
This study was conducted in areas of Metro Manila with the shoppers of
supermarket as the respondents.
3.3 Population Frame and Sampling Techniques

In selecting respondents for the sample, a probability sampling is used.
This method of sampling is less expensive, time-effective, and easy to use in
which the respondents reacted quickly.
The participants of this study randomly selected among shoppers who
live in different cities of Metro Manila. The population of Metro Manila is
estimated to have 13,484,462 total population according to 2020 census but,
the participants are just comprising of 300.
3.4 Research Instrument
The data were collected through surveys. Surveys are the preferred
mode of data collection in social science research, particularly in quantitative
studies. Through surveys, the researcher is able to collect quantitative or
numerical description of trends, attitudes and orientation, behaviors, and
opinion about the sample. The researcher made use of Likert scales type of
questionnaire to conduct the survey for gathering data.
3.5 Validation of the Survey Questionnaire
The said questionnaire is composed of 37 questions. Notably, the Part I
of the study is the demographic profile of the respondents which are their age,
gender, status, monthly income and status. Part II of the survey questionnaire
pinpointed the indicator of effects of 7Ps of marketing mix. The Likert scale is
being used by the researcher to determine the variables of the study and the
results would determine the answer of the research questions of the study.
3.6 Data Gathering Procedures
The researcher asked the approval from the Manager or Supervisor of
the supermarket where wish to conduct the study. Once there is approval to
conduct the study, the researcher coordinated directly with the different types of
shoppers to allow the researcher to obtain the demographic profile of the
respondents including the residence thereof. Then, once the researcher
acquired the necessary personal information’s of the respondents, the
researcher personally explained the study to the respondents to discuss and
narrate the purpose of the study.
The researcher provided information to the respondents concerning the
study, such as procedures, risk and benefits, and their right to withdraw from
the study. The respondents afforded sufficient time to consider whether or not
to participate in the research. Mutual consent is obtained through this
conveyance, but because of pandemic the researcher advised to follow some
protocols, so that the questionnaire administered via Google Forms and send
via email or messenger of the respondents, once they have accepted the
invitation to participate, they can decide not to answer the questionnaire or
option to out of the study at any time whenever they feel vulnerable or
uncomfortable answering about their perspectives with respect to the effects of
7Ps marketing mix to their behavior as consumer.
3.7 Statistical Treatment of Data
The data collection techniques used in this study is literature study, that
is, study and analyze the writing materials that have to do with research by
putting in google form and sending directly to the emails of respondents. All the
data gathered by the researchers categorize using SPSS. Additionally,
frequency and weighted mean used by the researcher for a meaningful and
more valid interpretation of data.
Frequency and Percentage. This is used by the researcher to ascertain the
respondent’s ratio falling in each profile’s category of the respondents.
Weighted Mean. This is used by the researcher to ascertain the respondent’s
inputs on current and proposed incentives. The formula written below used in
obtaining the weighted mean for the following data that will be collected in the
course of the study.
Weighted Mean = 4f + 3f + 2f = 1f = N
Whereas:
N = Total Number of Participants
F = Frequency
Scale Verbal Interpretation
3.50-4.00 Strongly Agree
2.50-3.49 Agree
1.50 – 2.49 Disagree
1.00 – 1.49 Strongly Disagree
CHAPTER IV
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
The researchers investigated and gathered data about the relationship
between 7Ps of marketing mix and impulsive buying behavior among shoppers
in selected supermarket in Metro Manila. The presentations, analyses and
interpretations of those data could be found in this chapter. This was to give
answers to all questions in the statement of the problem.
Table 1
Frequency and percentage distribution of respondents by age
Age Frequency Percentage
20-30 years old 214 71.4 %
31-40 years old 57 19 %
41-50 years old 19 6.3 %
51-60 years old 8 2.6 %
61-up years old 2 0.6 %
Total 300 100 %
Table 1 presents the frequency and percentage distribution of the age of
the respondents. It was revealed that a plural number of the respondents are
ages 20-30 years old with n=214 (71.4%). Those who are ages 31-40 years old
constitute for with n=57 (19%) of the respondents. Moreover, the least
frequency of participants are those age 41-50 years old with n=19 (6.3%), 51-
60 years old n=8 (2.6 %) and 61-up years old with n=2 (0.6%).
Age has been said to affect the impulse buying behavior. Bellenger,
Robertson, and Hirschman (1978) found that impulse buying behavior was
more evident in the age group of 18 to 39 years of age and a decline in this
behavior was observed in the increasing age groups (Bellenger D. R., Impulse
buying Varies by Products, 1978).A research by Bhuvaneswari and Krishnan
(2015) found that while marital status was not affective in determining impulse
buying behavior whereas age and gender were shown to be a factor affecting
impulse buying behavior (Bhuvaneswari, 2015).A study by Jain (2016) found
that age had a negative correlation to impulse buying behavior and it was found
that the participants in the sample who were in the range of 24 years to 35
years were more likely to indulge in impulse buying behavior than the senior
participants(Jain, 2016).
Table 2
Frequency and percentage distribution of respondents by gender
Gender Frequency Percentage

Male 118 39.3 %
Female 182 60.7 %
Total 300 100 %
Table 2 presents the frequency and percentage distribution of the
respondents when analyzed based on gender. It was revealed that of the 300
samples, 60.70% (n = 182) are females while 39.30% (n = 118) are males.
A study by Jamal et al. (2015) stated that females have a higher
tendency to engage in impulse buying behavior than males (Jamal, 2015).
Gandhi et al. (2015) stated that females involve more in impulse buying
behavior when compared with males (Gandhi A., 2015). Moreover, engaging in
impulse buying tends to improve women’s mental health. (Gandhi A. V., 2015).
In another study by Ozdemir and Arkcay (2019) it was seen that the females
who also identified with a feminine gender more likely to positively correlate to
the impulse buying behavior as compared to males who had a masculine
gender (Ozdemir, 2019).
Table 3
Frequency and percentage distribution of respondents by civil status
Civil Status Frequency Percentage

Single 221 73.7 %
Married 78 26.0 %
Widowed 0 0
Separated 1 .3 %
Total 300 100 %
respondents in terms of civil status. It was found out that majority are single
with n=221 (73.70), while married gain n=78 (26.0 %) of the respondents, and
the remaining .30 % n=1 is separated respondent.
Marital status has been seen as a contributing factor in the tendency to
involve in impulse buying behavior. Richins et al. (1992) pointed out that
married consumers have an obligation towards people close to them (Children

and partners) and hence resist the tendency for impulsive behavior and are
less likely to show impulse buying behavior than unmarried consumers (Richins
M. a., 1992). Geetha and Bharadwaj (2016) stated that single people spend
more than people who are married; hence the involvement in impulse buying
behavior is high. As married people have responsibilities on them, that is, they
have to take care of their children, therefore, they restrain themselves on the
resources which are available (Geetha M. B., 2016).
Table 4
Frequency and percentage distribution of respondents by monthly
income
Income Frequenc Percentag

y e
Below P 10,000 63 21.0 %
P10,000 - P15,000 70 23.3 %
P15,000 – P20,000 83 27.7 %
P20,000 – P25,000 40 13.3 %
P25,000 – P30,000 15 5.0 %
Above P30,000 29 9.7 %
Total 300 100 %
respondents in terms of income. Majority of the respondents was observed to
be earning P15, 000–P20, 000 (n=83, 27.7%). Moreover, those who are
earning P10, 000 – P15, 000 constitute for 23.30% (n=70) of the sample.
Furthermore, those who are earning Below P10, 000 with 21.0% (n=63), P20,
000 – P25, 000 with 13.30% (n=40), above P30, 000 with 9.7% (n=29) and
P25, 000 – P30, 000 constitute for 5.0% (n=15) of the respondents.
According to Usman Ghani in research entitled An Exploratory Study of
the Impulse Buying Behavior of Urban Consumers in Peshawar, the impulse
purchases of adolescents increased with the increase in their pocket money.
Similarly, also found a positive relationship between income and impulse
buying and they point out that one of the reasons for more impulsive buying by
consumers in US than the other countries is the higher income level of
American consumers. Argue that consumers with higher income have less
constraint in acting on their impulses as they have less difficulty in making
payments for them.
Table 5
Frequency and percentage distribution of respondents by location
Location Frequency Percentage
Makati City 65 21.7 %
Parañaque City 5 1.7 %
Pasig City 49 16.3 %
Pateros 6 2.0 %
Taguig City 175 58.3%
Total 300 100 %
respondents in terms or location of the respondents. It was revealed that a
plural number of the respondents are located in Taguig City with n=175
(58.30%). Those are living in Makati City gain n=65 (21.7%) of the
respondents. Living in Pasig City with n=49 (16.3%). Those who are living in
Pateros gained n=6 (2.0%) and whose living in Parañaque City gained n=5
(1.7%) of the respondents.

Badgaiyan and Verma (2014) investigated the impact of personal factors
and in-store factors on impulsive buying behavior among big cities’ consumers,
and they called for further investigation by examining the whole model in
relatively small and medium-sized cities. “Though the retail sector is expanding
rapidly, however, the market still needs maturity which would come through
introducing the same culture in second and third tier cities,”
Table 6
Weighted Means, Standard Deviations, Verbal Interpretations, and Ranks
in terms of Product
WM SD VI Rank
1. The products in the 3.19 .605 Agree 4

supermarket have a rare
designs and composition.
2. The products have good 3.27 .509 Agree 3
standing and endurance.
3. The products have good 3.40 .529 Agree 1
quality and not selling products
beyond expiry date.
4. The products in supermarket 3.36 .586 Agree 2
have different variety.
3.31 Agree
Composite Mean
Table 6 present the weighted mean, standard deviations, verbal
interpretations and ranks in terms of product. Respondents agreed on this with
overall mean of 3.31. They agreed with all indicators. These were: the products
have good quality and not selling products beyond expiry date got the greatest
number of the respondents gaining a mean of 3.40 with standard deviation
of .529, marked as rank 1; the products in supermarket have different variety
with a mean of 3.36 with a standard deviation of .586, marked as rank 2;
products have good standing and endurance with a mean of 3.27 with a
standard deviation of .509, marked as rank 3; and the products in the
supermarket have a rare designs and composition with weighted mean of 3.19
with standard deviation of .605, marked as rank 4.
Furthermore, Mahmood and Khan (2014) argued that product is
characterized by quality, design, features, brand name, product width and
length (Ferrell & Hartline, 2005). Furthermore, Chaudhuri and Ligas (2009)
suggest that product value is positively correlated to purchase behavior and
customer loyalty in the retail sector.
Table 7
in terms of Promotion
WM SD VI Rank
1. I can’t control myself to buy 3.16 0.852 Agree 4

when I see a good offer like
buy one take one promo.
2. Discounted prices urge me 3.28 0.719 Agree 1
to buy more in the
supermarket.
3. Supermarkets offers when 3.24 0.769 Agree 3
you buy accumulated amount
you will get free item for free.
4. The products in the 3.27 0.742 Agree 2
Supermarket are well-
advertised in their social
media flat form that’s make
me idea to buy the products.
Composite Mean 3.24 Agree
interpretations and ranks in terms of promotion. Respondents agreed on this
with overall mean of 3.24. They agreed with all indicators. These were:
discounted prices urge me to buy more in the supermarket with weighted mean
of 3.28, standard deviation of .719, marked as rank 1; the products in the
Supermarket are well-advertised in their social media flat form that’s make me
idea to buy the products with weighted mean of 3.27, standard deviation
of .742, marked as rank 2; supermarkets offers when you buy accumulated
amount you will get free item for free with weighted mean of 3.24, standard
deviation of .769, marked as rank 3; and I can’t control myself to buy when I
see a good offer like buy one take one promo with weighted mean of 3.16 and
standard deviation of .852, marked as rank 4.
Personal selling, advertising, sales promotion, public relations and direct
marketing comprise the five components of promotion (Peter & Donnelly,
2015). Promotion involves a variety of activities undertaken by a firm to
communicate the merits of its products to persuade target customers to
purchase it. Advertising has a positive and enduring effect on base sales
(Dekimpe & Hanssens, 1999).
Table 8
in terms of Price
WM SD VI Rank
1. The products sold in 3.03 0.724 Agree 4

Supermarket are affordable.
2. The price is lower than any 3.05 0.637 Agree 3
other supermarket products sold
in the nearby places or cities.
3. The price is not too high nor 3.12 0.583 Agree 1
too low.
4. The price is definitely 3.11 0.603 Agree 2
commendable to others
customers.
interpretations and ranks in terms of promotion. Respondents agreed on this
with overall mean of 3.08. They agreed with all indicators. These were: price is
not too high nor too low with the weighted mean of 3.12, standard deviation
of .583, marked as rank 1; price is definitely commendable to others customers
with weighted mean of 3.11, standard deviation of .603, marked as rank 2; the
price is lower than any other supermarket products sold in the nearby places or
cities with weighted mean of 3.05, standard deviation of .637, marked as rank
3; and the products sold in Supermarket are affordable with weighted mean of
3.03 and
Price is one factor that greatly influences the consumer's decision to own
the product (Laurent & Kapferer, 1985; Lu Wang & Xiong Chen, 2004; Padel &
Foster, 2005).furthermore Conventional wisdom indicates that, a high retail
price which reflects immediate monetary costs are likely to hinder consumer
purchase behavior while a low price or competitive price leads to an increase in
store traffic and product sales (Barbara, Lois, & Bobby, 1996; Pan & Zinkhan,
2006).
Table 9
in terms of Process
WM SD VI Rank
1. The process of payment is without 3.29 0.588 Agree 2

hassle.
2. The supermarket payment of goods 3.38 0.519 Agree 1
or products caters any form of
payments.
3. The packaging process made by 3.25 0.580 Agree 3
sales person is quick and fast.
4. The questions pertaining to the price 3.09 0.673 Agree 4
per product and justification is well-
explained.
interpretations and ranks in terms of process. Respondents agreed on this with
overall mean of 3.25. They agreed with all indicators. These were: supermarket
payment of goods or products caters any form of payments with weighted mean
of 3.38, standard deviation of .519, marked as rank 1; process of payment is
without hassle with weighted mean of 3.29, standard deviation of .588, marked
as rank 2; the packaging process made by sales person is quick and fast with
weighted mean of 3.25, standard deviation of .580, marked as rank 3; and the
questions pertaining to the price per product and justification is well-explained
with weighted mean of 3.09 and standard deviation of .673,marked as rank 4.
According to the description by Farjoun (2002) of the organic strategy process,
proposes a model in which strategy formulation precedes strategy
implementation, which in turn precedes firm performance.
Table 10
in terms of Place
WM SD VI Rank
1. The Supermarket is located at the 3.30 .568 Agree 1

center of the commercial area.
2. The area is conducive to the eyes 3.24 .564 Agree 3.5
of the buyers/clients.
3. The business locale of the 3.27 .553 Agree 2
Supermarket has amenable
environment.
4. The business locale is catching to 3.24 .552 Agree 3.5
the eyes of different investors and
entrepreneurs.
interpretations and ranks in terms of place. Respondents agreed on this with
overall mean of 3.26. They agreed with all indicators. These were: the
supermarket is located at the center of the commercial area with weighted
mean of 3.30, standard deviation of .568, marked as rank 1; the business locale
of the supermarket has amenable environment with weighted mean of 3.27,
standard deviation of .560, marked as rank 2; The area is conducive to the
eyes of the buyers/clients with weighted mean of 3.24, standard deviation
of .564, marked as rank 3.5; and the business locale is catching to the eyes of
different investors and entrepreneurs weighted mean of 3.24 and standard
deviation of .552, marked as rank 3.5.
Consumers are satisfied if products are made available at the right
time, in the right place and in the right quantity (M.K. Hashim2011).
Table 11
in terms of People
WM SD VI Rank
1. The sales lady and staffs are 3.41 .557 Agree 2

approachable to the customers.
2. The staffs are heartwarming and 3.45 .549 Agree 1
friendly to their customers.
3. The staffs have ample knowledge 3.33 .660 Agree 4
over the products sold while
promoting the products.
4. Most of the staff I encounter are 3.38 .574 Agree 3
happy with self-satisfaction while
bringing their products.
interpretations and ranks in terms of people. Respondents agreed on this with

overall mean of 3.39. They agreed with all indicators. These were: the staffs are
heartwarming and friendly to their customers with weighted mean of 3.45,
standard deviation of .549, marked as rank 1; the sales lady and staffs are
approachable to the customers with weighted mean of 3.41, standard deviation
of .557, marked as rank 2; most of the staff I encounter are happy with self-
satisfaction while bringing their products with weighted mean of 3.38, standard
deviation of .574, marked as rank 3; and the staffs have ample knowledge over
the products sold while promoting the products with weighted mean of 3.33 and
Impulsivity is considered as an aspect of the personality which enables
an individual to make quick actions without deep thinking or considering
alternative better option (Roberts, Pullig, & Manolis, 2015).
Table 12
in terms of Physical Evidence
WM SD VI Rank
1. The composition and structure of the 3.28 .561 Agree 2

building with huge garage secure
shoppers’ safety.
2. The spacious and wide area of 3.27 .558 Agree 3
Supermarket makes the customer
comfort and convenient with no hassle.
3. The boutique are well-organized which 3.32 .594 Agree 1
can be easily grasp by the shoppers.
4. The amenable facility warrant the 3.22 .607 Agree 4
proper management of the Supermarket.
interpretations and ranks in terms of physical evidence. Respondents agreed
on this with overall mean of 3.27. They agreed with all indicators. These were:
the boutique are well-organized which can be easily grasp by the shoppers with
weighted mean of 3.32, standard deviation of .594, marked as rank 1; The
composition and structure of the building with huge garage secure shoppers
safety with weighted mean of 3.28 and standard deviation of .561, marked as
rank 2; The spacious and wide area of Supermarket makes the customer
comfort and convenient with no hassle with weighted mean of 3.27, standard
deviation of .558, marked as rank 3; and amenable facility warrant the proper
management of the supermarket with weighted mean of 3.22 and standard
deviation of .607, marked as rank 4.
Placement refers to the physical location or can be seen in terms of
availability and accessibility (Ohio Library council, 2008). Likewise, the concept
of place is related to the availability of a product to customer (Kotler &
Armstrong, 2008). Furthermore, it also includes any activity related to the
distribution of the product, distribution channels and location (Bag & Biswas,
2013).
Table 13
in terms of Level of Impulsive Buying Behaviour
WM SD VI Rank
1. When I see a product I immediately 2.63 .940 Agree 5

buy it.
2. An affordable price makes me 3.24 .719 Agree 1
encourage to buy the product/s.
3. The promotion of product through the 3.05 .820 Agree 3.5
sales lady or staffs makes me more
urge to buy the product/s.
4. The knowledge of the sales lady or 3.06 .813 Agree 2
staffs over the products sold make me
urge to buy it.
5. The huge area of supermarket will 3.05 .860 Agree 3.5

make me encourage to buy the
product/s.
interpretations and ranks in terms of level of impulsive buying behavior.
Respondents agreed on this with overall mean of 3.00. They agreed with all
indicators. These were: an affordable price makes me encourage to buy the

product/s weighted mean of 3.24, standard deviation of .719, marked as rank 1;
The knowledge of the sales lady or staffs over the products sold make me urge
to buy it with weighted mean of 3.06, standard deviation of .813, marked as
rank 2; the promotion of product through the sales lady or staffs makes me
more urge to buy the product/s with weighted mean of 3.05, standard
deviation .820, marked as 3.5; the huge area of supermarket will make me
encourage to buy the product/s with weighted mean of 3.05, standard deviation
of .860, marked as rank 3.5; and when I see a product I immediately buy it with
weighted mean of 2.63 and standard deviation of .940, marked as rank 5.
Impulse buying may result due to external stimuli. External stimuli are
controlled by marketers to lure customers into impulse buying (Youn & Faber,
2000) Impulsive buying behavior has a significant effect on boosting up the
sales of the product (Amos et al., 2014).
Table 14
Over all Summary of 7Ps of Marketing Mix
WM VI Rank
Product 3.31 Agree 2
Promotion 3.24 Agree 6
Price 3.08 Agree 7
Process 3.25 Agree 5

Place 3.26 Agree 4
People 3.39 Agree 1
Physical Evidence 3.27 Agree 3
Table 14 is the summary of 7Ps of marketing: people with weighted
mean of 3.39 marked as ranked 1, product with weighted mean of 3.31, marked
as ranked 2; physical evidence with weighted mean of 3.27, marked as ranked
3; place with weighted mean of 3.26, marked as ranked 4; process with
weighted mean of 3.25, marked as rank 5; promotion with weighted mean of
3.24, marked as ranked 6; and price with weighted mean of 3.08, marked as
ranked 7, therefore, giving us an overall mean of 3.26 and the overall
interpretation is agreed.
In addition, there is need to understand the customer attitude toward the
4Ps marketing mix (Constantinides, 2006). The issue of customer mind-set
toward 4Ps of business particularly in the retail industry is crucial (Musungwini
et al., 2014). Likewise, if managed appropriately, the marketing mix can bring
success to a firm, satisfying the needs of the firm’s customers (Nuseir &
Madanat, 2015).
TABLE 15
RELATIONSHIP OF PRODUCT TO IMPULSIVE BUYING BEHAVIOR
Correlations
Impulsive Product
Buying Behavior
Pearson Correlation 1 .293**
.000
Impulsive Buying Behavior Sig. (2-tailed)
N 300 300
Pearson Correlation .293 **
1
.000
Product Sig. (2-tailed)
N 300 300
**. Correlation is significant at the 0.01 level (2-tailed).
Result shown on table 15 revealed that there is significant relationship
between product and impulsive buying behaviour. Product is defined by Kotler
and Armstrong (2010) as any tangible or intangible benefit that is offered to a
market for attention and acquisition that satisfy a need. When considering
product as a marketing element, issues such as brand, quality, design and
packaging are very important (Kiprotich, 2012). Product and service are
interchangeably use in the service industry. Preko (2014) stated that the
product is the core of the marketing mix strategy
TABLE 16
RELATIONSHIP OF PROMOTION TO IMPULSIVE BUYING BEHAVIOR
Correlations
Impulsive Promotion
Buying Behavior
.000
N 300 300
1
.000
Promotion Sig. (2-tailed)
N 300 300
between promotion and impulsive buying behavior. Therefore, each seller must
tailor product promotion to suit the product and the market segment (Kiprotich,
2012). Likewise, advertisement and consumer perception both have a
significant positive relationship with consumer buying behavior (Ehsan et al.,
2014).
TABLE 17
RELATIONSHIP OF PRICE TO IMPULSIVE BUYING BEHAVIOR
Correlations
Impulsive Price
Buying Behavior
.000
N 300 300
1
.000
Price Sig. (2-tailed)
N 300 300
between price and impulsive buying behaviour. Supports other activities like
product distribution, promotion and advertisement (Farooq, 2018). Concluding,
in general empirical studies find that competitive and reduced prices promote
the purchase of product in retail stores (e.g., French et al., 1997; Hansen, 2003;
Jeffery, French, Raether, & Baxter, 1994). Hence the following hypothesis has
been developed.
TABLE 18
RELATIONSHIP OF PROCESS TO IMPULSIVE BUYING BEHAVIOR
Correlations
Impulsive Process
Buying Behavior
.000
N 300 300
1
.000
Process Sig. (2-tailed)
N 300 300
between process and impulsive buying behaviour. According to the description
by Farjoun (2002) of the organic strategy process, proposes a model in which
strategy formulation precedes strategy implementation, which in turn precedes
firm performance.
TABLE 19
RELATIONSHIP OF PLACE TO IMPULSIVE BUYING BEHAVIOR
Correlations
Impulsive Place
Buying Behavior
.000
N 300 300
1
.000
Place Sig. (2-tailed)
N 300 300
between place and impulsive buying behavior. The rise of brand placement as
a promotional tool has resulted in a vast body of academic research (e.g.,
Russell 1998; Karrh et al. 2003; Van Reijmersdal et al., 2009; Wilson & Till
2011). Findings of research suggest, brand placement can have beneficial

effects on brand recall (Bressoud et al., 2010), brand image (Van Reijmersdal
et al., 2007), brand preference (Auty & Lewis 2004) and even stock prices
(Begy & Talwar 2015).
TABLE 20
RELATIONSHIP OF PEOPLE TO IMPULSIVE BUYING BEHAVIOR
Correlations
Impulsive People
Buying Behavior
.000
N 300 300
1
.000
People Sig. (2-tailed)
N 300 300
between people and impulsive buying behavior. Impulsivity is considered as an
aspect of the personality which enables an individual to make quick actions
without deep thinking or considering alternative better option (Roberts, Pullig, &
Manolis, 2015). This trait of personality differs from one individual to another
individual (Andreassen et al., 2013). Impulsive shopping also deals with the
lack of self-control of an individual which is eventually linked to the personality.
TABLE 21
RELATIONSHIP OF PHYSICAL EVIDENCE TO IMPULSIVE BUYING
BEHAVIOR
Correlations
Impulsive Physical
Buying Behavior Evidence
.000
N 300 300
1
.000
Physical Evidence Sig. (2-tailed)
N 300 300
between physical evidence and impulsive buying behavior. Placement refers to
the physical location or can be seen in terms of availability and accessibility
(Ohio Library council, 2008). Likewise, the concept of place is related to the
availability of a product to customer (Kotler & Armstrong, 2008). Furthermore, it
also includes any activity related to the distribution of the product, distribution
channels and location (Bag & Biswas, 2013). Likewise, the place element of the
marketing mix provides the buyer withplace,time, and possession utility (Peter
& Donnelly, 2015).

CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary of Findings
It was duly found out as per based on the findings of the study on “age” that
ages 20-30 with 71.4% is more dominant compared to other age bracket
seconded by ages 31-40 with 19%. It is being concurred in the study of Hui &
Wan, 2009 that younger shoppers are more eager to adopt technology and
engage in online shopping. It was discovered further that female gender is the
most dominant shoppers in the selected Supermarket in Metro Manila. The
findings of the study were being consonant to the study by Martínez Ruiz et al.,
(2017) which have found no significant differences between males and females
regarding supermarket attributes. In this study, single person dominated the
civil status of shoppers in the Supermarket with 73.7% percentage rate.
According to Ramprabh (2018) the marital status of consumers has an
influence on the personnel and convenience attributes of supermarket selection
and argued further that married consumers are more influenced by these
supermarket attributes than unmarried consumers. The income level among
shoppers of the study revealed that the income ranges P 15,000 – P 20,000.00
dominated the survey of the study with percentage rate of 27.7% but, according
to Carpenter and Moore (2006) that income does not influence the supermarket
attributes sought by consumers when selecting a supermarket.
5.2 Conclusions
The researcher put into conclusion that people and product are the
factors that has significant predictors in determining the level of impulsiveness
among the shoppers in selected Supermarket in Metro Manila.
Regarding to the responses on the level of impulsive buying behavior
among shoppers, the results showed that there is significant mean difference
between 7Ps marketing mix and impulsivity of shoppers in supermarket.
It revealed that the 7Ps marketing mix has effects or impact to the
impulsivity among shoppers in the selected Supermarket in Metro Manila to be
fully discussed as follows:
 The product as one of the marketing mix has composite mean of 3.31
which interpreted as “Agree”. This means that the product produce
positive effects to the shoppers with impulsive behavior.
 The promotion as one of the marketing mix has composite mean of 3.24
which interpreted as “Agree”. This shows that the promotion basically
empowered the mind of shoppers with impulsive behavior.

 The price has composite mean of 3.08 which means that shoppers with
impulsivity are agreeable to those prices which is reasonable, not
expensive and commendable to other shoppers.
 The process has composite mean of 3.25 which means that shoppers
with impulsive behavior are amenable and agreeable to the process
management of the store business if implemented very well by the
Supermarket which makes shoppers less hassle and convenient on the
process when purchasing the product.
 The place has composite mean of 3.26 which means that shoppers in
the Supermarket are agreeable when the Supermarket management
would be located at the center of the city, conducive to the eyes when
shopping, has amenable environment and the business locale is
catching to investors eyes.
 The people as one of the marketing mix has great impact to the
shoppers with impulsive behavior as presented in the tabulation above
and summed-up with composite mean of 3.39 which interpreted as
“agreeable”.
 The physical evidence really brings big effects to the shoppers with
impulsive behavior as it has composite mean of 3.27 as interpreted as
“agreeable” this personify that shoppers attracted to the spacious and
wide area of the Supermarket and love the good facility; these things can
make shoppers stay in the Supermarket. Hence, by integrating 7Ps in
the business could boost and boom more customers.
5.3 Recommendations
Table 22
Marketing Strategy to the 7P’s
7P’s of Marketing Indicators Marketing Person-In-
Mix Strategy Charge
Product The Products in Consistency in Purchasing
the Supermarket introducing new Department for
have a rare items especially the procurement
designs and those can't easily of new items and
composition find in Marketing for the
competitors like collaterals.
Imported Items.
New Items
should be
highlight in focal
area with
marketing
collateral like
wobblers and
posters. Also, this
can be done in
creating a "Whats
Hot" area to
highlight such
items.
Promotion I can't control An every two Purchasing
myself to buy weeks promotion Department for
when I see a is effective to coordinating with
good offer like keep customers suppliers their
buy one take one coming back in participation for
promo. Supermarket as the upcoming
they will be sale and price
expecting new adjustment in the
items with great duration of sale.
deals. This may Marketing
be done along Department for
with the current the Collaterals

season like and Store
Summer Sale, Operation for
Christmas Sale, Executions.
Mother/Father's
Day Sale, Back
to School and
even during Pay
Day.
Near Expiry items
can be part of the
sale buy selling it
Buy One Take
One to help flush
out the stocks on
shelves.
Price The products Aside from Store Operations
sold in Government to conduct Store
Supermarket are Regulated Price Price Canvass
affordable. (DTI Price) we with competitors.
can give extra Merchandising
discount for items for review the

with Higher price of
Gross Profit. competitors and
These are items adjustment.
best to compete
with other
retailers such as
bottled sardines,
deli and cheese,
imported items,
frozen poultry
and fish etc.
People The staffs have
ample knowledge
over the products
sold while
promoting the
products.
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APPENDICES












Age of the Respondent
Frequency Percent Valid Percent Cumulative

Percent
Valid 16.00 4 1.3 1.3 1.3
17.00 5 1.7 1.7 3.0
18.00 2 .7 .7 3.7
19.00 5 1.7 1.7 5.3
20.00 7 2.3 2.3 7.7
21.00 13 4.3 4.3 12.0
22.00 30 10.0 10.0 22.0
23.00 18 6.0 6.0 28.0
24.00 23 7.7 7.7 35.7
25.00 18 6.0 6.0 41.7
26.00 26 8.7 8.7 50.3
27.00 14 4.7 4.7 55.0
28.00 16 5.3 5.3 60.3
29.00 16 5.3 5.3 65.7
30.00 17 5.7 5.7 71.3
31.00 9 3.0 3.0 74.3
32.00 10 3.3 3.3 77.7
33.00 5 1.7 1.7 79.3
34.00 9 3.0 3.0 82.3
35.00 4 1.3 1.3 83.7
36.00 5 1.7 1.7 85.3
37.00 4 1.3 1.3 86.7
38.00 2 .7 .7 87.3
39.00 2 .7 .7 88.0
40.00 7 2.3 2.3 90.3
41.00 3 1.0 1.0 91.3
42.00 3 1.0 1.0 92.3
45.00 3 1.0 1.0 93.3

46.00 1 .3 .3 93.7
47.00 1 .3 .3 94.0
48.00 2 .7 .7 94.7
49.00 4 1.3 1.3 96.0
50.00 2 .7 .7 96.7
52.00 2 .7 .7 97.3
53.00 3 1.0 1.0 98.3
55.00 1 .3 .3 98.7
57.00 1 .3 .3 99.0
60.00 1 .3 .3 99.3
63.00 1 .3 .3 99.7
64.00 1 .3 .3 100.0
300 100.0 100.0

Total
Gender of the Respondent

Percent
Female 182 60.7 60.7 60.7
Male 118 39.3 39.3 100.0

Valid
300 100.0 100.0
Total
Status of the Respondent

Percent
Single 221 73.7 73.7 73.7
Married 78 26.0 26.0 99.7

Valid Separated 1 .3 .3 100.0
300 100.0 100.0

Total
Income of the Respondent

Percent
Below P 10,000 63 21.0 21.0 21.0
P10,000 - P15,000 70 23.3 23.3 44.3
P15,000 – P20,000 83 27.7 27.7 72.0
P20,000 – P25,000 40 13.3 13.3 85.3

Valid
P25,000 – P30,000 15 5.0 5.0 90.3
Above P30,000 29 9.7 9.7 100.0
300 100.0 100.0

Total
Location of the Respondent

Percent
Taguig City 175 58.3 58.3 58.3

Makati City 65 21.7 21.7 80.0
Pasig City 49 16.3 16.3 96.3

Valid Pateros 6 2.0 2.0 98.3
Parañaque City 5 1.7 1.7 100.0
300 100.0 100.0

Total
N Minimum Maximum Mean Std. Deviation
The products in the 300 1 4 3.19 .605

supermarket have a rare
designs and composition
The products have good 300 2 4 3.27 .509
standing and endurance.
The products have good 300 2 4 3.40 .529
quality and not selling
products beyond expiry date.
The products in supermarket 300 1 4 3.36 .586
have different variety.
300
Valid N (listwise)
Descriptive Statistics
I can’t control myself to buy 300 1 4 3.16 .852

when I see a good offer like
buy one take one promo.
Discounted prices urge me 300 1 4 3.28 .719
to buy more in the
supermarket.
Supermarkets offers when 300 1 4 3.24 .769
you buy accumulated
amount you will get free item
for free.
The products in the 300 1 4 3.27 .742
Supermarket are well-
advertised in their social
media flat form that’s make
me idea to buy the products.
300
Valid N (listwise)
The products sold in 300 1 4 3.03 .724

Supermarket are affordable.
The price is lower than any 300 1 4 3.05 .637
other supermarket products
sold in the nearby places or
cities
The price is not too high nor 300 1 4 3.12 .583
too low.
The price is definitely 300 1 4 3.11 .603
commendable to others
customers.
300
Valid N (listwise)
The process of payment is 300 1 4 3.29 .588

without hassle.
The supermarket payment of 300 2 4 3.38 .519
goods or products caters any
form of payments
The packaging process 300 1 4 3.25 .580
made by sales person is
quick and fast.
The questions pertaining to 300 1 4 3.09 .673
the price per product and
justification is well-explained.
300
Valid N (listwise)

The composition and 300 2 4 3.28 .561

structure of the building with
huge garage secure
shoppers’ safety.
The spacious and wide area 300 2 4 3.27 .558
of Supermarket makes the
customer comfort and
convenient with no hassle
The boutique is well- 300 2 4 3.32 .594
organized which can be
easily grasp by the
shoppers.
The amenable facility 300 1 4 3.22 .607
warrants the proper
management of the
Supermarket.
300
Valid N (listwise)

The Supermarket is located 300 2 4 3.30 .568

at the center of the
commercial area.
The area is conducive to the 300 1 4 3.24 .564
eyes of the buyers/clients.
The business locale of the 300 1 4 3.27 .553
Supermarket has amenable
environment.
The business locale is 300 1 4 3.24 .552
catching to the eyes of
different investors and
entrepreneurs.
300
Valid N (listwise)
The sales lady and staffs are 300 1 4 3.41 .557

approachable to the
customers.
The staffs are heartwarming 300 2 4 3.45 .549
and friendly to their
customers
The staffs have ample 300 1 4 3.33 .660
knowledge over the products
sold while promoting the
products.
Most of the staff I encounter 300 2 4 3.38 .574
are happy with self-
satisfaction while bringing
their products
300
Valid N (listwise)
When I see a product I 300 1 4 2.63 .940

immediately buy it.
An affordable price makes 300 1 4 3.24 .719
me encourage to buy the
product/s.
The promotion of product 300 1 4 3.05 .820
through the sales lady or
staffs makes me more urge
to buy the product/s.
The knowledge of the sales 300 1 4 3.06 .813
lady or staffs over the
products sold make me urge
to buy it.
The huge area of 300 1 4 3.05 .860
supermarket will make me
encourage to buy the
product/s
Valid N (listwise) 300
Correlations
Impulsive Product
Buying Behavior
Impulsive Buying Behavior Sig. (2-tailed) .000
N 300 300
Pearson Correlation .293** 1
Product
Sig. (2-tailed) .000
N 300 300
Correlations
Impulsive Promotion
Buying Behavior
N 300 300
1
Promotion Sig. (2-tailed) .000
N 300 300
Correlations
Impulsive Price
Buying Behavior
N 300 300
1
Price Sig. (2-tailed) .000
N 300 300
Correlations
Impulsive Place
Buying Behavior
N 300 300
1
Place Sig. (2-tailed) .000
N 300 300
Correlations
Impulsive People
Buying Behavior
N 300 300
1
People Sig. (2-tailed) .000
N 300 300
Correlations
Impulsive Physical
Buying Behavior Evidence
N 300 300
1
Physical Evidence Sig. (2-tailed) .000
N 300 300
Correlations
Impulsive Process
Buying Behavior
N 300 300
1
Process Sig. (2-tailed) .000
N 300 300




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THE FISHER VALLEY COLLEGE, INC.

College of Business Administration and Accountancy

The Effects of 7Ps of Marketing Mix on Impulsive Buying Behavior among

Shoppers in Selected Supermarket in Metro Manila

Presented to the Faculty of the

College of Business Administration and Accountancy

THE FISHER VALLEY COLLEGE

In Partial Fulfillment of the Requirements of the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN

APRIL 27, 2022

College of Business Administration and Accountancy

This undergraduate thesis entitled “The Effects of 7Ps of Marketing Mix on

ATTY. MARLON B. RAQUEL, DBAc, LPT

Approved by the Committee on Oral Examination with a grade of __________

DR. ANTHONY GREG F. ALONZO, LPT

JOMARIE G. ABONALES, MBA MICHAEL A. CAMARA, MBA

Accepted in partial fulfillment of the requirements for the degree in BACHELOR

ATTY. MARLON B. RAQUEL, DBAc, LPT

College of Business Administration and Accountancy

This study is wholeheartedly dedicated to our beloved parents who have

who have continuously provided us moral, spiritual, emotional, and financial

To our brothers, sisters, relatives, mentors, friends, and classmates who

have unceasingly encouraged and uplifted us to finish this study.

To our dear Department Head, Atty. Marlon B. Raquel and Professors

suggestions and support, we will not be able to finish this thesis.

And lastly, we dedicated this paper to the Almighty God, who is an

College of Business Administration and Accountancy

and for constantly uplifting our self-esteem. We appreciate them

wholeheartedly. They are our inspiration.

We would also like to extend our deepest gratitude to our Department

teaching us especially in times that we seek his feedback and suggestions

significantly helped us in fulfilling this study.

We give thanks to our dear professors for their encouragement,

To our classmates and friends who have unwaveringly supported us -

shared together have helped us to overcome some challenges which were

College of Business Administration and Accountancy

The impulsive buying occurs when an individual makes an unintended,

the effect of 7P’s of Marketing Mix on Impulsive Buying Behavior among

Shoppers in Selected Supermarket in Metro Manila. It also aims to identify the

relationship of 7P’s of marketing mix on impulsive buying behavior of the

was distributed among shoppers of selected supermarkets in Metro Manila.

The questionnaire is used to collect data sample from respondents of sample

impulsively. Whenever they visit a supermarket, most of the respondents do

has significant predictors in determining the level of impulsiveness among the

shoppers in selected supermarket in Metro Manila.

Keywords: 7Ps of Marketing Mix and Impulsive Buying Behavior

College of Business Administration and Accountancy

Dedication ……………………………………………………………….………...... iii

Table of Contents …………………………………………………………..….…... vi

List of Tables ……………………………………………………...………......…… vii

Certification of Originality ……………………………………………………....…. ix

Grammarian’s Certificate ……………………………………………………..…… x

Statistician’s Certificate ……………………………………………….…….....…. xi

CHAPTER I: THE PROBLEM AND ITS BACKGROUND

Background of the Study …………………………………………….....……….. 17

Theoretical Framework ……………………………….…………….………..….. 20

Statement of the Problem ……………………………………………......……... 23

College of Business Administration and Accountancy

Research Hypotheses ……………………………………………….………...... 25

Significance of the Study ………………………………………….…..….…..….26

Scope and Limitations of the Study ……………………………..………………...

Definition of Terms ………………………………………………………….….......

CHAPTER II: REVIEW OF RELATED LITERATURE AND STUDIES…........ 30