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Every business has a unique strategy in place to boost sales or to attract customers into
buying the products, promote company expansion, and achieve any other goals. A marketing
customer needs and the development of a distinct and sustainable competitive advantage. The
marketing strategy is also about a marketer analyze the target market and maintaining an
appropriate marketing program to satisfy the needs of those target markets. At this point the
business will maintain and manage its relationship with the customer in a manner that gives it an
advantage over the competition. A business may employ a variety of techniques, such as pricing,
promotional tactics, word of mouth and any other types of marketing strategy in which have a
significant effect on the business. This approach has a lot of significant effects, including how it
A pricing strategy is a plan or process for choosing the most competitive price for a good
or service. It involves altering prices in accordance with market factors. There are things that
needs to be considered while pricing products such as margin, product attributes, competitors,
market conditions, price, labor, advertising expenses and others. By gaining the trust of your
customers and moving your business closer to attaining its goals, pricing strategy assists you in
enhancing your position in the market. This strategy is not only to maximize the revenue but it
also helps the business to attract more customers, having the best pricing persuades customers to
pick the best product over that of competitors because price can create first impression and
influence the consumers’ purchasing decision. There are several different pricing strategies, such
as penetration pricing, price skimming, discount pricing, product life cycle pricing and even
competitive pricing.
A promotion strategy is a method for generating demand for a good or service. It explains the
strategies you'll employ to generate interest in your product and increase consumer awareness of
it. Zeithaml et al. (1985) described promotion as part of specific effort to encourage customers to
tell others about their services. There are different promotional strategy such as, direct selling,
social media, direct marketing, public relations, sales promotions, word of mouth and any other
promotional strategy.
Bugsay Bistro is the Bicol’s Finest Food Hub and a type of Filipino, Bar, Seafood, Barbecue,
Asian, Diner cuisines and it was founded on year 2018. It Bistro is located at Sorsogon,
Rompeolas. Bugsay Bistro implemented marketing strategy that includes promotional strategy
and pricing strategy. This study is pursued to dive deeper into the Pricing and promotional
strategies implemented by the Bugsay Bistro and its effect to the consumers’ purchasing decision.
Focusing on pricing and promotional tactics use throughout the years by Bugsay Bistro.
Bugsay Bistro is the Bicol’s Finest Food Hub that was founded on year 2018. This study
is conducted at Rompeolas, Sorsogon known as Pier where the Bugsay Bistro is located. The
Bugsay Bistro is close to a number of eateries and bistros. Its location is very accessible and
convenient because Rompeolas is one of the known tourist spots in the province of Sorsogon and
The Rompeolas is a kilometer-long bay walk with the picturesque views of the sea and Mt.
Bulusan across the bay. The Bugsay provides a casual atmosphere with simple décor and limited
seating but the staff and manager of Bugsay Bistro are very accommodating and polite. They
came up with the name of the company, which is something closely related to the sea or used to
To sum it all, the researchers decided to conduct the research at Rompeolas, Sorsogon to
1. What are the marketing strategies that are currently used by Bugsay Bistro in terms of:
a) Promotional strategy
b) Pricing Strategy
a) Promotional Strategy
b) Pricing Strategy
3. What specific Promotional and Pricing Strategy Has the greatest effect on Consumer Buying
Decision?
Assumptions
The following are the assumptions formulated in the present study:
1. There are existing marketing strategies being practiced by Bugsay Bistro in terms of:
a) Promotional Strategy
b) Pricing Strategy
2. The identified effect of marketing strategy of Bugsay Bistro towards the consumer’s
purchasing decision in terms of:
a) Promotional Strategy
b) Pricing Strategy
3. The identified specific Promotional and Pricing Strategy that has the greatest effect on
Consumers’ purchasing decision
4. The respondents of this study have been exposed or have knowledge of the marketing
strategy of Bugsay Bistro.
5. The current promotional and pricing strategies has a significant positive effects to consumer
purchasing decision.
6. There is something lacking in their pricing and promotional strategy.
7. The promotional and pricing strategies recommended to Bugsay Bistro are effective and will
improve the performance of Bugsay Bistro.
Objectives
1. To identify the marketing strategies that are currently used by Bugsay Bistro in terms of:
c) Promotional strategy
d) Pricing Strategy
c) Promotional Strategy
d) Pricing Strategy
3. To identify the specific Promotional and Pricing Strategy that Has the greatest effect on
Consumer Buying Decision
The general intent of this study is to identify the existing promotional and pricing
strategies of Bugsay Bistro and it seeks to know the effects of those strategies to the Consumers’
purchasing decision. The Bugsay Bistro will be included in this study as a necessary
investigational topic. This study will be conducted at the Rompeolas, Sorsogon where the Bugsay
Bistro is located and it is where the data will be gathered. This study begin within the year 2023
and be completed in 2024. The respondents to this study are the customers and the manager of the
Bugsay Bistro. The researchers will conduct a survey with questionnaires for the customers and a
structured interview with the manager of The Bugsay Bistro to get the data needed and to
accomplish the objectives of this study. In collecting the data, the researchers made the decision
to create a survey using Google Forms in order to gather information regarding the other
primary focus on identifying the study’s problem statement. Nevertheless, other aspects not
mentioned above were excluded from this study. In addition, the researchers plan to offer
Promotional Strategy - . Zeithaml et al. (1985) described promotion as part of specific effort to
encourage customers to tell others about their services. According to Carlos Trillo (2021) it is an
actionable plan to influence people about your business, generate more leads, and boost customer
engagement. In this study, promotional strategy pertains to an actions to promote, attract and
bring awareness to the customers regarding to the goods and services offered
Pricing Strategy - strategy is a plan or process for choosing the most competitive price for a
good or service. It involves altering prices in accordance with market factors. In this study,
pricing strategy refers to a method applied by Bugsay Bistro that might and will affect the
sequence of choices formed by a consumer before making a purchase which starts once he/she
has a willingness to fulfil a need. The consumer should reach a decision with regard to the place
of purchasing, the desired brand, model, purchase quantity, time to buy, amount of money to be
spent and the method of payment. These decisions can be influenced by marketers by providing
information about their products or services that may inform consumer’s assessment process. In
this study, consumers’ purchasing decision pertains to the journey a customer takes when they
buy something and how buyers think, feel and decide. Consumers’ purchasing decision that can
This study aims to determine the existing promotional and pricing strategy of Bugsay Bistro and
will identify the effect of the identified strategy towards the consumers’ purchasing decision.. In
addition with that, the researchers want to identify the specific promotional and pricing strategy
The researchers believe that the result of this study will be beneficial to the following:
Business owner – This will help the owner be more active in using the promotional and pricing
strategies. The owner will be better mindful of the effect of the pricing and promotion strategy on
the customer. Once the researchers have identified the specific promotional and pricing strategy
that has a big impact on the consumer's purchasing decision, the owner will be able to identify the
strategies on which the company itself must focus, the strategies that need to be eliminated if
Customers – It will benefits the customers in understanding various useful strategies that would
help the customers decide with their buying decision. In addition with that, this study will help
the customers to know that promotional and pricing strategies are one of the things that needs to
Proponents - the study will serve as the training ground and an experience for the researchers to
explore and gain knowledge that can be applied in the future. This study will help the researchers
Future researchers – future researchers may gain some insights from this study and this will
serve as the reference to researchers conducting similar studies. This will serve as the basis for
their research about the promotional and pricing strategy and its effect towards the consumers’
purchasing decision.