Keywords
promotional tools
buying decisions, consumer
descriptive correlational design
Philippines
How to Cite
Abstract
The study underscores the importance of promotional tools in influencing consumer choices in Tuguegarao City, specifically the extent of the customers’ buying decision to purchase products offered by the coffee shops. The study used a descriptive correlational design and gathered data primarily through a self-designed questionnaire. It employed purposive sampling to select 15 coffee shops that fit specific criteria, and convenience sampling to collect data from 15 consumers. The respondents were either the coffee shop owners or their authorized representatives. Data analysis employed descriptive statistics to categorize the profiles of the coffee shops. Mean and standard deviation calculations were used to analyze both the frequency of promotional tool use and the degree to which these tools impacted customers' buying decisions. To understand the relationship between variables, Pearson Correlation was applied to test if there was a significant association between the frequency of promotional tool usage and the level of consumer influence, as well as between the characteristics of coffee shops and consumer purchasing behavior. The findings indicate that understanding coffee shop profiles and strategically employing promotional tools significantly enhance consumer engagement and boost sales performance. Modifying marketing strategies to align with consumer preferences can differentiate coffee shops in a competitive market, while well-designed promotional campaigns, such as holiday and anniversary promotions, create excitement and encourage repeat visits. These popular promotional tools provide ideal opportunities to attract and reward patrons with special deals, limited-time offers, and unique experiences that boost interaction and drive sales. Ultimately, this comprehensive approach fosters brand loyalty and ensures long-term success in the dynamic coffee industry. Existing Promotional tools may be adapted and refined to develop new promotions based on the existing tools to encourage sales.References
Abdullah, M. Y., & Zaid, A. M. (2022). Understanding consumer behavior towards promotional strategies in the retail sector: A study on customers of selected retail outlets in Malaysia. Journal of Business and Retail Management Research, 16(1), 54-66. https://files.eric.ed.gov/fulltext/EJ1422730.pdf
Abian, R. S., Flores, J. V., Lozada, K. L. & Alusen, M. (2021). Impact of Advertisement on Brand Awareness of a Coffee Shop: Basis for Marketing Strategy. LPU - Laguna Journal of Business and Accountancy, 4(1), 45-52.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes,50, 179–211.
Alcott Global (2021). How free shipping affects Consumers’ purchasing decisions. https://alcottglobal.com/industry-insights/how-free-shipping-affects-consumers-purchasing-decisions#:~:text=59%25%20of%20customers%20cited%20free,if%20free%20shipping%20was%20offered.
Anistal, I. Brown, A., Anistal, M., (2011). Emerging trend in retailing: Innovative use of gift cards
Baig, S. et al., (2019) Effect of Promotional Tools Used by Retailers on Buying Behaviour of Housewives: Evidence from Customers of Supermarkets and Giant Retailers of Karachi, Khadim Ali Shah Bukhari Institute of Technology, Karachi.
Belch EA, Belch EL. (2016), The effects of reference prices in retail advertisements. Journal of Marketing; 45(2):61-69
Bovee, C. L., & Arens, W. F. (1992). Contemporary advertising. Irwin Professional Publishing.
Chang, H., & Spierings, B. (2023). Places “for the gram”: Millennials, specialty coffee bars, and the gentrification of commercial streets in Seoul. Geoforum, 139, 103677. https://doi.org/10.1016/j.geoforum.2023.103677.
Clow, K. E., & Baack, D. (2002). Integrated advertising, promotion, and marketing communications. Prentice Hall.
Dela Pena, J. R. (2023) Extending the theory of planned behavior in the context of Gen's specialty coffee consumption in the Philippines
https://animorepository.dlsu.edu.ph/etdm_market/83/
Emulent (2023). Psychology of free: Its impact on Buying behavior
https://emulent.com/blog/psychology-of-free/#criticism-and-downsides-of-%e2%80%98free
Ferreira, J., Ferreira, C., & Bos, E. (2021). Spaces of consumption, connection, and community: Exploring the role of the coffee shop in urban lives. *Geoforum, 119*, 21-29. https://doi.org/10.1016/j.geoforum.2020.12.024.
Ghayas, S. B., & Qazi, M. A. (2023). A study on importance of branding and its effectson products business.
Hidayat, A. R., & Alifah, N. (2022). Marketing Communication Strategy for Coffee Through Digital Marketing. Return Study of Management Economics and Bussines. https://doi.org/10.57096/return.v1i4.54
Joncos L. (2014), A retailer promotion policy model considering promotion signal sensitivity. Marketing Science; 12(4):339-356.
Lirio, M. P. (2019). Empowerment of campaigns and marketing actions through deep analysis. https://core.ac.uk/download/237231283.pdf
William M. Pride and Ferrel. (2018), Marketing, 14th edition, page 565
Luo, H., et al (2021). Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions.
Luzton, R., & Lachlan, K. (2000). Advertising message strategies for competing with national brands: the role of product attribute presentation format. Journal of Advertising, 29(3), 55-68.
Manapul, K., et al (2022). Influence of Shipping fees in customer purchase decision
Mercer, Vilela, Ganzalezthe, Johnston & Marshall.(2015) Role of Selling in Marketing Strategy
Mudjahidin M, Hernita L. (2021) Intention to use buy online- pickup in store of coffee shop https://www.researchgate.net/publication/357814232_Intention_to_use_buy_online-pickup_in_store_of_coffee_shop
Oluyemisi, A. G. (2014). Sales Promotion Tools and Target Market in Nigerian Banking Industry. https://core.ac.uk/download/234625859.pdf
Peattie, S., & Peattie, K. (1994). Environmental marketing management: meeting the green challenge. Journal of Marketing Management, 10(5), 299-314.
Putu, Trisna, Handayani., Putu, Kepramareni., I, Gusti, Ngurah, Agung, Eka, Teja, Kusuma. (2022). The Analysis of the Quality of the Physical Environment, Service and Product on Revisit Intention through Customer Satisfaction at a Coffee Shop in Kintamani-Bali. European Journal of Business and Management Research, 7(6):115-119. doi: 10.24018/ejbmr.2022.7.6.1621
Rasmidatta, V. (2023). Comparative Analysis of Factor-Based and Composite-Based Structural Equation Models: Factors Affecting Word-of-Mouth of Tourists in Khung Bang Kachao. https://doi.org/10.59865/abacj.2023.58
Redine, A., et al (2022). Impulse buying: A systematic literature review and future research https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12862
Roger, E. M (1962) Diffusion of Innovation Theory
Saad,H et al., (2020). Impact of Promotional Tools on Consumer Buying Decisions in Online Purchasing, National University of Sciences and Technology, Islamabad.
Sang-Cheon, Lee., Bong-Sang, Go., Se-Jung, Yong. (2004). An Empirical Study on the Business Performance Determinants According to Years of Operation in Domestic New Ventures. 17:11-19.
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1998). Integrated marketing communications. NTC Business Books.Top of Form
Shiffman, L. G., Kanuk, L. L., & Kumar, S. (2001). Consumer behavior. Prentice Hall.
Solomon, M. R., Bamossy, G., & Hogg, M. K. (2010). Consumer behavior: A European perspective. Pearson Education.
Tanaka, T., & Shirakawa, S. (2015). Gender differences in coffee consumption and its effects in young people. Journal of Preventive Medicine and Public Health, 48(4), 189-196. https://doi.org/10.3961/jpmph.15.021
Vaishnani, H. B. (2011). Effects of Sales Promotions on Consumer Preferences and Brand Equity Perception: With specific reference to FMCG Products. https://core.ac.uk/download/11821422.pdf
Zawierucha, A. (2008). Consumer buying behavior: The role of advertising in affecting consumer's purchase decision. Journal of Marketing & Management, 22(1-2), 143-153.
Zhao, X., Goh, M., & Suhaili, N. (2020). Impact of opening hours on restaurant sales: Evidence from the food services industry in Singapore. Journal of Retailing and Consumer Services, 53, 101986. https://doi.org/10.1016/j.jretconser.2019.101986