TITLE: SALES STRATEGY AND CONSUMER BEHAVIOR OF FRUIT VENDORS IN

PANABO CITY
Amelie L. Chico , Gerly Talingting2, Grace-an Revante2 and Ruzelle Ruby Coro2
1

*1
UM Panabo College, Adviser, Department Business Administration Education, Panabo City,
Philippines.
2
UM Panabo College, Student, Department Business Administration Education, Panabo City,
Philippines.
*ameliechico88@gmail.com

ABSTRACT

This study aimed to establish the relationship between sales strategy and consumer behavior of
fruit vendors in Panabo City. This study seeks to answer the level of sales strategy, consumer behavior,
and the relationship between the two variables. There were 54 respondents who answered the survey
questionnaires. The researchers used an adapted-modified questionnaire based on Sundarram and Chew
(2022) which is designed specifically for the purpose of acquiring the objectives of the study. Statistical
tools were used such as the mean and Pearson-r to determine the results. The result of the computation
using the r-value is 0.632 associated with the significant value of 0.000 of the p-value which is less than
the alpha of 0.05. Moreover, there is a significant relationship between sales strategy and consumer
behavior of fruit vendors in Panabo City.

Keywords: Sales Strategy and Consumer Behavior