Effectiveness of Sales Promotions as Preference in the Buying Decision of Shopwise Customers in Imus, Cavite.
Type
Thesis
Authors
Category
Thesis-BSBM
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Publication Year
2019
Subject
Sales promotion. Consumer behavior. Retail trade—Marketing. Customer loyalty programs. Shopwise (Retail company)
Abstract
CASUL, JOHN DANIEL F.; MORINES, JOHN HEINRICK O.; OLANDEZ, JULIUS PHIL N., RUBIO, JEMAN A. Effectiveness of Sales Promotions as Preference in the Buying Decision of Shopwise Customers in Imus, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Mr. Nelson M. Nico.
The study investigated the effectiveness of sales promotions as preference in the buying decision of Shopwise customers in Imus, Cavite. The general objective of the study was to find out the effectiveness of sales promotion tools and techniques on customers buying behavior. Marketing activities related to sales promotion aimed at increasing consumer purchases and, indirectly, at earning more profit for the company. So, the purpose of sales promotion is to reach the targeted consumers and persuade them to buy.
The method used was a descriptive method to evaluate the sales promotion as buying preference of customers of Shopwise. The survey respondents were 138 from the grocery store of Shopwise. They gathered respondents in Imus, Cavite.
Finding the study showed an equal frequency of male and female customers of 31 and above age, single and with an average P30,000 and above monthly income. Based on the result, the sales promotion strategies of Shopwise in terms of event sponsorship, loyalty programs, premiums, and promotional pricing were highly effective, and the sweepstakes were effective. Based on the results of the factors of sales promotion strategies in terms of display product, free gifts, free samples, were highly effective and the attachment service were effective.
The researchers concluded that sales promotion had an impact as preference in the buying decision. According to the survey, most of the customers purchased the items based on sales promotional strategies of Shopwise.
The study investigated the effectiveness of sales promotions as preference in the buying decision of Shopwise customers in Imus, Cavite. The general objective of the study was to find out the effectiveness of sales promotion tools and techniques on customers buying behavior. Marketing activities related to sales promotion aimed at increasing consumer purchases and, indirectly, at earning more profit for the company. So, the purpose of sales promotion is to reach the targeted consumers and persuade them to buy.
The method used was a descriptive method to evaluate the sales promotion as buying preference of customers of Shopwise. The survey respondents were 138 from the grocery store of Shopwise. They gathered respondents in Imus, Cavite.
Finding the study showed an equal frequency of male and female customers of 31 and above age, single and with an average P30,000 and above monthly income. Based on the result, the sales promotion strategies of Shopwise in terms of event sponsorship, loyalty programs, premiums, and promotional pricing were highly effective, and the sweepstakes were effective. Based on the results of the factors of sales promotion strategies in terms of display product, free gifts, free samples, were highly effective and the attachment service were effective.
The researchers concluded that sales promotion had an impact as preference in the buying decision. According to the survey, most of the customers purchased the items based on sales promotional strategies of Shopwise.
Description
Undergraduate Thesis.
Hardbound.
Hardbound.
Biblio Notes
Casul, J. D. F., Morines, J. H. O., Olandez, J. P. N., & Rubio, J. A. (2019). Effectiveness of sales promotions as preference in the buying decision of Shopwise customers in Imus, Cavite (Undergraduate thesis, Cavite State University – Bacoor City Campus). Adviser: Mr. Nelson M. Nico.
Number of Copies
1
