American International Journal of Business Management (AIJBM)

ISSN- 2379-106X, [Link] Volume 5, Issue 12 (December-2022), PP 09-21

The Promotional Tool and Consumer Purchasing Behavior in

Calapan City
Princess Sharlyn M. Alcaraz1, Mheldy Rose R. Umali2, Kathlyn Jane J.
Dipasupil3, Ria May V. Albarillo4, Lowella Mae P. Espiritu5, Prof. Shirley I.
Mendoza, DBE, PhD.6
1, 2, 3, 4, 5, 6
(School of Business, Hospitality and Tourism Management, Divine Word College of Calapan,
Philippines)
Corresponding Author: Princess Sharlyn M. Alcaraz1

ABSTRACT: The study focused on the pasalubong retail shops to know the preferred promotional tools of
every consumer. Based on the following theories; Operant Conditioning, Attribution Theory, and Self-
perception Theory, researchers subsequently arrived and proved that there is a significant relationship between
the promotional tools and consumer purchasing behavior. This study aims to investigate the influence of
various sales promotional tools on consumer purchasing behavior. The quantitative research was applied to test
the relationship between two variables. Analysis and validation of the data is used as a statistical tool to avoid
biases. Subsequently, there is a significant relationship between promotional tools and consumer purchasing
behavior. With that, it is recommended that pasalubong shops in Calapan City should pay proper attention to
promotional tools to increase sales.

KEYWORDS –buy one get one free, consumer purchasing behaviour, free sample, price discount, promotional
tools

I. INTRODUCTION
Promotional tools are strategies or actions that companies devise and use to encourage customers into
acquiring goods or services [2]. Such sales promotion activities can be regarded as one of the most promising
techniques and methods used in marketing to which it helps a variety of businesses to uptick their product
purchases and revenue [1]. The term 'tools' in this study refers to the tactics, strategies, and materials used by
business owners, particularly in the pasalubong retail industry, to promote and advertise their products and
services to the locals and tourists of Oriental Mindoro.
Many marketing initiatives that are seen and observed worldwide are associated with sales promotion.
Some of these operations mainly include the use of promotional tools like discounts, coupons, free products, and
vouchers. Discounted items are one of the most popular strategies used by a company to attract customers,
merchants, and distributors. While shoppers are usually on the lookout for the greatest deals and options,
coupons can be most effective in generating customers' interest in products and services being offered [1].
According to the findings of the researcher's survey as to which retail industry effectuates promotional
tools and activities, pasalubong retail shops in Calapan City, Oriental Mindoro, were among the retail businesses
that struggled to find appropriate promotional materials that can be used in their respective products or in certain
occasions. It was clear that such industry in Oriental Mindoro is under challenge, and the competition is
extremely competitive. Price discounts, free sample and buy one get one free were examples of promotional
tools that have been gathered from the survey that most business owners find difficult to utilize. These business
owners claimed that these promotional tactics were not as effective as they were supposed to be because they
lack the necessary experience and understanding as to when and how to implement them into their operations.
Consumers as an individual person, vary in differences when it comes to the decision-making process.
Age and gender were both socioeconomic factors affecting consumer purchasing behaviour. According to the
researcher’s survey, age was a vital promotional factor since it could influence the guiding principle behind
individuals' consumption decision. Ages 18-73 has become the large group number who normally purchase in
this business industry. They have better motivations to buy more frequently since they have the ability to
analyse and make a better decision. Pasalubong business owners also believed that people born in this age
bracket were more likely to be interested and be reached by their business. On the other hand, surveys proved
that gender differences could influence consumer purchasing decisions and its complexity on the decision-
making process. They have diverse responses to promotional tools since they adopted various paths in
processing and interpretation of data. Both genders were the respondents in this research since they equally
make purchases in this business industry.

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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

The goal of this study was to examine customer preferences for various promotional tools. In line with
this, entrepreneurs could efficiently manage the most appropriate and effective tool in order to encourage
customer loyalty while avoiding consumers from a possible brand switching. Brand switching occurs when a
consumer is prompted to consider alternative products in the market [3]. Thus, brand switching can be defined
as the act of being loyal to one particular product or service before switching as a result of dissatisfaction or
another issues [4]. Customer loyalty, on other hand, is a set of behaviours that favour one enterprise over rival
enterprises in a consistent manner [5].
The findings provided huge contribution in identifying gaps and solutions in promotional tools and
consumer purchasing behaviour. It also helped pasalubong retail shops to know the preferred promotional tools
of every consumer. The respondents to this study had a narrow scope which were the customers of pasalubong
retail shops aging from 18-73 of both genders in Calapan City, Oriental Mindoro. Since the respondents of this
study were not limited to any age group, the researchers accumulated the population size in the projected
population of PSA Census in Calapan City. In order to get the necessary information, questionnaires were
distributed to the selected respondents. The study was limited in knowing the consumer purchasing behaviour
towards different promotional tools.
This is quantitative research that tested the relationship between two variables. Only three promotional
tools (buy one get one free, free sample and price discount) were included. These three promotional tools were
examined to know if they have a significant impact on consumer purchasing behaviour such as brand switching
and customer loyalty, which were two of the few indicators of consumer purchasing behaviours.
The main purpose of this study was to investigate the influence of various sales promotional tools on
consumer purchasing behaviour. Results in this study would be beneficial for pasalubong retail shops in Calapan
City since it analysed the most influential promotional tool to stay competitive in the market.

1.1. Review of Related Literature

1.1.1Promotional Tools Influencing Consumer Purchasing Behaviour
The decision-making process and actions of people who buy and use things are referred to as
purchasing behaviour. The study of how people, groups, and organizations pick, acquire, use, and dispose of
goods, services, ideas, or experiences to meet their needs and wants is known as consumer behaviour[6].
Strong sales and customer invitation are the end results of numerous promotional strategies used by
businesses. Those firms are also investing effort into marketing, which pertains to customer acquisition,
resulting in improved performance and profit, as well as a competitive advantage over their competitors.
However, promotional tools can help customers consider and assess brand identification and awareness before
making a purchase. Similarly, several forms of promotional tools provide marketer analysis, allowing them to
enhance sales and learn about the consumer's initial options before making a purchase [6]. Price discounts, buy
one get one free, promotional campaign, coupons, free delivery, and free sample are examples of these
strategies. The vendor employs a variety of promotion strategies in order to increase sales and maintain brand
loyalty[11].
It has recently been discovered that developing consumer behaviour leads to one of two outcomes:
brand loyalty or brand switching. Customers who are loyal spend less time searching through the options.
Loyalty-based purchasing decisions may become a habit over time, converting regular customers into loyal
customers [6].
Brand loyalty eventually leads to brand equity. It is the end result of consumer response to that brand's
marketing based on brand recognition [6].
While brand switching refers to a consumer's decision to switch from one brand to another that is not
their usual purchase. According to Lau, Chang, Moon, and Liu, brand switchers are primarily influenced by
sales promotions, which explains the importance of sales promotions in consumer purchasing behaviour[6].

1.1.2Buy one get one free

Buy one get one free is a type of promotional deal in which customers are given an additional product
for the price of one. Consumers are drawn to the products since there is no additional cost, and this promotional
offer has a major impact on repurchase [6].
Because people got two similar goods for one price, the buy-one-get-one-free offer was the most
attractive marketing offer in most food, clothes, and technology categories. This special offer enticed customers,
which not only improved sales but also served as a kind of welfare. In the present COVID-19 scenario, where
individuals are distraught emotionally and financially, it was the ideal time to offer this online purchase bargain.
According to the report, 66% of Americans prefer BOGO over all other discount deals, and they use it at least
once a year. This was a successful marketing method that assisted consumers in making purchasing decisions,
persuaded them to buy, and boosted the business world. Most buyers choose high-quality items at a low price,

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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

however if the product's price is lower, move to that product. Many studies have demonstrated that using a free
offer strategy to create a favourable consumer view is beneficial because using a gift option, such as in a BOGO,
preserves the quality perception and increases the deal value. As a result, unlike with BOGO, the buyer is not
concerned about the quality of free gifts. It preserves the brand value by providing a similar product free of
charge to customers who purchase the product. The marketer was implying that it creates value and happiness
for customers, resulting in increased repurchase value [11].

1.1.3Free sample
This free sample strategy is also used to raise awareness about a new product on the market and
acquaint clients with your brand [6]. It demonstrates a beneficial influence on a commodity's sales. In the
market for introducing sales commodities and encouraging purchases on current products, the free trial
commodity is a running activity that is quite costly to manage. People are frequently scared to test new things by
risking money, therefore free samples are successful in regions where the product provides greater benefits [6].
Customers are also enticed to sample newly announced items using the free sample technique. It is
dependent on the type of the product and the time constraints. The free sample tool is extremely efficient in
motivating customers to make purchase decisions by engaging them in their brand preferences. It aids in the
growth of a marketed product's sales [6].

1.1.4Price Discount
Consumers and their purchasing habits are influenced by price. Price is a crucial consideration for
consumers when deciding whether or not to purchase a product or service. Discounts are a promotional tactic
that marketers employ to boost client interest in and demand for a product or service [7]. Discount and price off
schemes enticed clients to visit the business and affected their purchasing decisions [10]. Price discounts
influence more than half of customer purchasing decisions [6]. This technique provides several benefits to
merchants, as price reductions improve store revenues as customers purchase more things than normal [6].
Consumer purchasing behaviour is favourably connected with price decreases, according to their prior research,
meaning that price reductions during sale campaigns in supermarkets and other shops have a beneficial
influence on customer shopping behaviour [6].

1.1.5Brand Switching and Brand Loyalty

Brand loyalty and brand switching are two metrics that will be used to assess customer behaviour. The
purpose of the promotional offerings is to persuade customers to buy regularly or in large quantities. From the
perspective of retailers, promotional deals assist introduce new products, boost off-season sales, and gain a
competitive edge [6].
Brand loyalty affects the customer's behaviour both positively and negatively because it also influences
the customer's behaviour both directly and indirectly. Consumers who are loyal to a brand continue to buy it
regardless of the services or prices offered by competitors [6].
It has recently been discovered that changing consumer behaviour results in either brand loyalty or
brand switching. In terms of behaviour, there are three stages of brand loyalty. When a customer continues to
make purchases or using the product, that is the first step. The second step is secondary level, which is indicated
to influence other people's behaviours like word-of-mouth, and the third step is rebuy intention, which shows to
the consumer their intention to buy the same good or service again in the future. Since brand loyalty is seen as
the foundation of brand equity, loyalty is an important idea in marketing strategy. Customers spend less time
looking through the options as a result of their loyalty. Regular consumers may develop a habit of making
purchases based on loyalty over time, turning them from regulars to loyal. Those customers would benefit a
company in cutting expenses and carrying out its projects [6].

1.2 Theoretical Framework

1.2.1 Operant Conditioning (B.F. Skinner, 1937)
Operant conditioning, otherwise called instrumental conditioning, is a learning technique that utilizes
rewards and punishments to influence behaviour. Operant conditioning forms a link between an action and the
outcome of that action (whether negative or positive) [12].
Advertisers use operant conditioning to try to influence their customers' behaviour by rewarding or
punishing them. For example, giving customers money back after they purchase a product.

1.2.2 Attribution Theory (B. Weiner, 1974)

Attribution theory is concerned with how individuals interpret events and how this relates to their
thinking and behaviour. People try to figure out why they do what they do by describing how they ascribe
causes to behaviour [12].

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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

An attribution is based on a three-stage process: (1) the person must perceive or observe the behaviour,
(2) the person must believe that the behaviour was intentionally performed, and (3) the person must decide
whether the other person was forced to perform the behaviour (in which case the cause is attributed to the
situation) or not (in which case the cause is attributed to the other person) [12].

1.2.3 Self-perception Theory (Bem, 1972)

Self-perception theory is part of a larger collection of ideas known as attribution theory. It tries to
explain and anticipate how people learn to comprehend and predict the reasons of their own behaviour, as well
as the implications of that consequent assignment. The system and situations under which a person utilizes his
or her own actions as evidence to make conclusions about themselves are suggested by the self- perception
theory [12].

1.3. Conceptual Framework

Independent Variable Dependent Variable

Promotional Tools

 Price Discount Consumer Purchasing

 Free Sample Behavior
 Buy one get one
free
Fig. 1
Figure 1 illustrates the conceptual framework of the study. The independent variables of the study are
composed of promotional tools with factors including buy one get one free, free sample, and price discount.
Meanwhile, the dependent variable is represented by the consumer purchasing behaviour. The researchers aim
to know the relationship of each promotional tool in consumer purchasing behaviour.

1.4 Statement of the Problem

This study aimed to determine the influence of promotional tools in consumer purchasing behaviour of
residents of Calapan City, Oriental Mindoro.

Specifically, this study aimed to answer the following question:

[Link] is the perception of the consumer among the different promotional tools?
[Link] is the purchasing behaviour of pasalubong consumers in Calapan City?
[Link] there a significant relationship between promotional tools and consumer purchasing behaviour?

1.5 Hypothesis
Ho: There is no significant relationship between promotional tools and consumer purchasing behaviour

1.6 Research Gap

Prior studies' respondents who participated in their research were limited, with a sample that was
broadly similar in age classes because they were aged 18-25 years old, and young people represented only a
small proportion of the total [13].Since it also focuses on a specific area, perceptions from other areas are
excluded; other people who live in urban or rural areas where the quality of life is vastly different [13]. As a
result, there is no age limit for respondents, so we collect data first by distributing questionnaires, and then
based on the survey results, age groups ranging from 18 to 73 participated, bridging the population gap.
Furthermore, Calapan City is divided into 62 barangay political divisions, 22 of which are urban and 40 of
which are rural. This broad perspective is considered when conducting the research.

II. METHODOLOGY
2.1 Research Design
This study is quantitative research that tests the relationship between two variables. The researchers
used a correlational design. The goal of a correlational research design was to identify the most effective
promotional tools that influence consumer purchasing behaviour. Only three promotional tools (buy one get one
free, free sample, and price discount) are included in this study. A questionnaire was designed in accordance
with the dependent and independent variables from the research model. A four-point scale with a rating of
"strongly disagree", “disagree”, “agree” and "strongly agree" was used to facilitate data interpretation. A coin
toss was also used to get the probability of the targeted respondent for the research.

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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

2.2 Subject and Sampling

Since the respondents of this study were not limited to any age group, the researchers accumulated the
population size in the projected population of PSA Census in Calapan City. For the year 2022, there will be
roughly about a total of 151, 111 male and female of all age group in Calapan City.
The researchers then applied a coin toss method to determine the following genders from the sample
size that need to respond in the survey.
Slovin’s formula, n = N / (1+Ne2), was also used to compute for the sample size wherein a total of 380
respondents were therefore computed as the sample size of this study. In calculating this, the researchers used
0.05 as the margin of error so the confidence level must be 95%.

Formula 1.
Slovin’s formula

𝒏 = 𝑵/(𝟏 + 𝑵𝒆𝟐)

n = number of samples N = total population

e = margin of error
= 151,111 / (1 + 151,111 * 0.05^2)
= 151,111 / (1 + 151,111 * 0.05^2)
n = 380
The chosen sample gave a significant contribution in identifying gaps and solutions in consumer
buying behaviours towards promotional tools as the selected population is composed of various individuals in
the same gender and age group.

2.3 Data Gathering Procedures and Instrumentation

The survey begun with a discussion of respondents' informed permission. Primary data were obtained
through surveys, secondary data were obtained from related literature and articles. Afterwards, analysis and
validation of the data were used as a statistical tool to avoid biases.
The research was conducted using survey questionnaires, and the respondents were the customer of
pasalubong shop of Calapan City, Oriental Mindoro. The questionnaire is focused on the promotional tools that
significantly influence the consumer purchasing behavior. The questionnaire used Likert scale to determine
whether the respondents agree or disagree. Then, the respondents were given ample time to answer the
questionnaires.

2.4 Reliability
Researchers used the test-retest method to evaluate the reliability of a self-made questionnaire. Brand
switching and brand loyalty indicators are used by the researchers to measure consumer purchasing behavior.
Over the course of a week, twenty respondents had the chance to complete the survey questions twice.
Researchers tested the reliability and effectivity coefficients using Pearson's r.

Formula 2.
Pearson correlation coefficient

𝑁 𝑋𝑌 − ( 𝑋) ( 𝑌)
𝑟=
𝑁 𝑋2 − (𝑋 2 ) 𝑁 𝑌 2 − ( 𝑌 2 )
The researchers used a self-made questionnaire to collect the necessary data. A four-point Likert scale
(where 4= strongly agree, 3= agree, 2= disagree, and 1= strongly disagree) was used to evaluate three
promotional tools including price discount, free sample, buy one get one free as well as the consumer buying
behavior. The questionnaire made by the researchers reflects how indicators brand switching and brand loyalty
measures the consumer purchasing behavior.

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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

Table 1
Survey Questionnaire
INSTRUCTION: Please check (√) and rate your preference honestly based on what you actually do given
the statement using the scale. All the questions below are only pertaining to the consumers of every
Pasalubong Retail Shop in Calapan City since the researchers only focused on this business industry.

1 - Strongly Disagree 2 - Disagree

3 - Agree 4 - Strongly Agree

PRICEDISCOUNT 1 2 3 4
1 If a brand has price discount, it motivates me to purchase a product.
2 I am attracted to businesses that offers price discount.
3 I will continue to purchase brands in the future that offers price
discount.
4 I prefer to purchase a product in the same brand even if other
businesses also offer a price discount.
5 Price discount gives me a reason to encourage my friends and
relatives to purchase in the same business.
FREE SAMPLE 1 2 3 4
1 I will purchase a product in the same brand even if other
businesses also offer free sample.
2 Free sample gives me a reason to encourage my friends and
relatives to purchase in the same business.
3 I am easily persuaded by the brands that offers free sample.
4 Free sample motivates me to purchase a product.
5 I will continue to purchase brands in the future that offers free
sample.
BUYONE,GETONEFREE 1 2 3 4
1 I am attracted to businesses that offers buy one, get one free.
2 Buy one, get one free motivates me to purchase a product.
3 I will purchase a product in the same brand even if other
businesses also offer buy one, get one free.
4 I will continue to purchase brands in the future that offers buy one, get
one free.
5 Buy one, get one free gives me a reason to encourage my friends and
relatives to purchase in the same business.
CONSUMER PURCHASING BEHAVIOR 1 2 3 4
1 I am fully aware of the brands that I purchase.
2 I am more interested in purchasing discounted items.
3 I am willing to spend any amount of money when purchasing a product.
4 I often purchase products from the same brand at a discounted price.
5 I am likely to recommend products that usually offer a discounted price.

2.5 Data Analysis

Two statistical methods were used to analyze the collected data. To measure data and determine its
accuracy, the researchers used descriptive statistics, which summarizes and organizes data sets including the
mean and standard deviation. Finally, inferential statistics were used to test the hypothesis via regression
analysis. Researchers used correlation analysis to determine how the dependent variable influences the
corresponding independent variable of this study.

2.6 Ethical Consideration

The researchers conducting the study are aware of the important responsibilities and obligations.
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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

Keeping the ethical aspect in mind, the respondents included in this study are adequately informed about the
purpose of the research, and their willingness and consent are obtained prior to the distribution of the survey
questionnaire. Furthermore, the researchers did not make any misleading or deceptive claims in the
questionnaire. The confidentiality and anonymity of respondents, as well as the information obtained, are
respected. Finally, the surveys are distributed to those who are willing to participate.
Along with this, the arrangement of credits to the research creators has also taken into account the
concern of literary theft within this investigation. To convey subtleties to the individual who reads to consider,
in-content references have been given along with the total reference rundown.

III. RESULTS AND DISCUSSION

In order to achieve the study's goal, the proponents distributed a questionnaire to analyze the factors
that directly affect the consumer purchasing behavior in terms of promotional tools such as price discounts, free
samples, and buy one get one free.
The data gathered from 380 respondents, all of whom are customers of pasalubong retail shops, is
presented below.

Table 2
Sex of respondents
Sex Frequency Percent
Male 219 57.63%
Female 161 42.37%

According to Table 2, 191 respondents (50.3%) were male, while 189 respondents (49.7%) were female.

Table 3
Age range of respondents
Age Range Frequency Percent
18-25 53 13.9%
26-33 88 23.2%
34-41 99 26.1%
42-49 81 21.3%
50-57 38 10%
58-65 18 4.7%
66-73 3 0.8%

According to the Table, 99 respondents or 26.1% are in the 34-41 age bracket, followed by 88
respondents or 23.2% in the 26-33 age bracket, 81 respondents or 21.3% in the 42-49 age bracket, 53
respondents or 13.9% in the 18-25 age bracket, 38 respondents or 10% in the 50-57 age bracket, 18 respondents
or 4.7% in the 58-65 age bracket, and 3 respondents or 0.8% in the 66-73 age bracket, respectively.

Table 4
Job of respondents
Job Frequency Percent
Housewife 37 9.7%
Teacher 34 8.9%
PNP 33 8.6%
Driver 30 7.9%
Student 30 7.9%
Government employee 28 7.4%
Business owner 26 6.9%
Retired 13 3.4%
Nurse 13 3.4%
Waiter 12 3.1%

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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

Saleswoman 10 2.9%
Security guard 9 2.4%
Dentist 8 2.1%
Cashier 8 2.2%
Carpenter 7 1.8%
Doctor 6 1.6%
None 5 1.3%
Farmer 4 1.1%
Bank Teller 4 1.1%
Meat dealer 3 0.8%
Construction Worker 3 0.8%
Electrician 3 0.8%
Engineer 3 0.8%
House helper 3 0.8%
Fruit vendor 2 0.5%
Architect 2 0.5%
Paramedic 2 0.5%
Secretary 2 0.5%
OFW 2 0.5%
Religious 2 0.5%
Postman 2 0.5%
Office personnel 2 0.5%
DSWD 1 0.5%
Online Seller 1 0.3%
Rider 1 0.3%
Vegetable Dealer 1 0.3%
Nun 1 0.3%
Librarian 1 0.3%
Vendor 1 0.3%
Supervisor 1 0.3%
Lending 1 0.3%
Provider 1 0.3%
Soldier 1 0.3%
Life guard 1 0.3%
Food Processor operator 1 0.3%
Computer Clerk 1 0.3%
Call center agent 1 0.3%
Musician 1 0.3%
Chef 1 0.3%
Importer 1 0.3%
Clinic Receptionist 1 0.3%
Telecom 1 0.3%
Dressmaker 1 0.3%
Private employee 1 0.3%
Bartender 1 0.3%
Bagger 1 0.3%
Seaman 1 0.3%
Accountant 1 0.3%
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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

Service Crew 1 0.3%

Private employee 1 0.3%
Jail guard 1 0.3%
Jobless 1 0.3%

The Table shows that 37 respondents (9.7%) are housewives, 34 respondents (8.9%) are teachers, 33
respondents (8.6%) are PNP, 30 respondents (7.9%) are drivers, 30 respondents (7.9%) are students, 28
respondents (7.4%) are government employees, and others.

Table 5
Mean Perception of the Respondents in Terms of Price Discount
Items Mean Rank Description
1. If a brand has price discount, it motivates me to 3.60 2 Strongly Agree
purchase a product.
2. I am attracted to businesses that offers price discount. 3.58 3 Strongly Agree
3. I will continue to purchase brands in the future that 3.53 4 Strongly Agree
offers price discount.
4. I prefer to purchase a product in the same brand even 3.20 5 Agree
if other businesses also offer a price discount.
5. Price discount gives me a reason to encourage my 3.63 1 Strongly Agree
friends and relatives to purchase in the same business.
Overall Mean 3.51 Strongly Agree

As shown from the Table, question number 5, “Price discount gives me a reason to encourage my
friends and relatives to purchase in the same business.,” rank 1 with the mean of 3.63 and interpreted as strongly
agree. On the contrary, question number 4, “I prefer to purchase a product in the same brand even if other
businesses also offer a price discount,” got the lowest rank with the mean of 3.20 and was interpreted as agree.
Further, the overall mean of 3.51 means that they strongly agree with the indicators of Perception of the
Respondents in Terms of Price Discount.
This implies that customers of pasalubong shops strongly agree with the price discount indicators of
consumer purchasing behaviour. These customers believe that price discount gives them a reason to encourage
their friends and relatives to purchase in the same business. Since they also want to try buying from different
shops, they disagree that they prefer to purchase a product in the same brand even if other businesses also offer a
price discount.
A free sample of marketing managers goes to the market to suit different traders or clients and gives
them the free sample [14]. People can easily obtain free samples and experiment with them. Consumer
purchasing behaviour was influenced by free samples. Sales have increased as a result of the free samples [14].

Table 6
Mean Perception of the Respondents in Terms of Free Sample
Items Mean Rank Description
1. I will purchase a product in the same brand even if 3.53 1 Strongly Agree
other businesses also offer free sample.
2. Free sample gives me a reason to encourage my 3.46 2 Agree
friends and relatives to purchase in the same business.
3. I am easily persuaded by the brands that offers free 3.18 5 Agree
sample.
4. Free sample motivates me to purchase a product. 3.42 4 Agree
5. I will continue to purchase brands in the future that 3.42 3 Agree
offers free sample.
Overall Mean 3.40 Agree

Table 6 presents the result of the indicators related to Mean Perception of the Respondents in Terms of
Free Sample.
As explained from the Table, question number 1, “. I will purchase a product in the same brand even if
other businesses also offer free sample,” rank 1 with the mean of 3.53 and is interpreted as strongly agree.
Contrarily, question number 3, “I am easily persuaded by the brands that offers free sample,” got the lowest rank
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The Promotional Tool and Consumer Purchasing Behavior in Calapan City

with the mean of 3.18 and was interpreted as agree. The overall mean of 3.40 implies that they are agree in
performing the following statements profoundly equated with mean perception of the respondents in terms of
Free Sample. It indicates that customers of Pasalubong Shops in Calapan City are agree in performing the
following statements profoundly equated with mean perception of the respondents in terms of Free Sample.
It indicates that customers of pasalubong shops agree with consumer purchasing behaviour indicators
in terms of free samples. They are adamant about purchasing a product from the same brand, even if other
businesses offer free samples. They are, however, not easily persuaded by brands that offer free samples.
Sampling has the greatest influence on consumers. It could be presented to customers in the form of a
presentation with small amounts designed to trial or use for free [14].

Table 7
Mean Perception of the Respondents in Terms of Buy One Get One Free
Items Mean Rank Description
1. I am attracted to businesses that offers buy one, get 3.71 1 Strongly Agree
one free.
2. Buy one, get one free motivates me to purchase a 3.68 3 Strongly Agree
product.
3. I will purchase a product in the same brand even if 3.31 5 Agree
other businesses also offer buy one, get one free.
4. I will continue to purchase brands in the future that 3.56 4 Strongly Agree
offers buy one, get one free.
5. Buy one, get one free gives me a reason to encourage 3.70 2 Strongly Agree
my friends and relatives to purchase in the same
business.
Overall Mean 3.59 Strongly Agree

Table 7 represents the result of the Mean Perception of the Respondents in Terms of Buy One Get One
Free.
As indicated, question number 1, “I am attracted to businesses that offers buy one, get one free.,” rank
1 with the mean of 3.71 and interpreted as strongly agree. On the other hand, question number 3, “I will
purchase a product in the same brand even if other businesses also offer buy one, get one free.,” got the lowest
rank with the mean of 3.31 and was interpreted as agree. The overall mean of 3.59 denotes that they strongly
agree with the indicators related to the perception of the respondents in terms of buy one get one free.
It implies that pasalubong shop customers strongly agreed with the indicators relating to their
purchasing behaviour in terms of buy one get one free. They are drawn to businesses that offer buy one, get one
free deal. Nevertheless, even if they agree, it will be difficult for them to purchase a product from the same
brand, even if other businesses offer buy one, get one free deal.
Buy-one-get-one-free is significantly linked with consumer purchasing behaviour, so the more product
includes at no additional cost, the more likely customers are to purchase products for testing [14]. It was realized
that advertising tools such as buy-one-get-one-free can appeal to and persuade customers' favourable attitudes
toward purchasing behaviour. As a result, it can be explained that buy-one-get-one-free is an important factor in
convincing customers' purchasing behaviour, particularly in the repurchase of new products.
Furthermore, the current study's findings were consistent with the past findings, which discovered that
extra product promotions accelerated clearance sales more than price promotions [14].

Table 8
Mean Perception of the Respondents in Terms of Consumer Purchasing Behaviour
Items Mean Rank Description
1. I am fully aware of the brands that I purchase. 3.33 4 Agree
2. I am more interested in purchasing discounted items. 3.53 2 Strongly Agree
3. I am willing to spend any amount of money when 2.86 5 Agree
purchasing a product.
4. I often purchase products from the same brand at a 3.39 3 Agree
discounted price.
5. I am likely to recommend products that usually offer a 3.66 1 Strongly Agree
discounted price.
Overall Mean 3.35 Agree

*Corresponding Author: Princess Sharlyn M. Alcaraz1 [Link] 18 | Page

The Promotional Tool and Consumer Purchasing Behavior in Calapan City

Table 8 presents the result of the indicators related to the Mean Perception of the Respondents in Terms
of Consumer Purchasing Behaviour.
As gleaned from the Table, question number 5, “I am likely to recommend products that usually offer a
discounted price.,” rank 1 with the mean of 3.66 and interpreted as Strongly Agree. Otherwise, question number
3, “I am willing to spend any amount of money when purchasing a product.,” got the lowest rank with the mean
of 2.86 and was interpreted as agree. In general, the overall mean of 3.35 implies that they agree in executing
the following statements related to the Perception of the Respondents in Terms of Consumer Purchasing
Behaviour.
It signifies that pasalubong shop customers agreed with the indicators of purchasing behaviour. They
are more likely to recommend products that are usually on sale. They are, however, unwilling to spend any
amount of money when purchasing a product.
Buying behaviour as "the decision processes and actions of people involved in the purchase and use of
products” [14]. To examine the respondents' purchasing behaviour, 5 statements were used. The responses were
graded on a four-point scale. Table 4 displayed the descriptive analysis of each buying behaviour question.

Table 9
Summary Table of r and r2
DV: Consumer Purchasing Behaviour
IV: r r2 Interpretation
Price Discount 0.39 0.1511 Significant
Free Sample 0.44 0.1920 Significant
Buy One Get One 0.49 0.2397 Significant

The result of the regression showed that price discount has the lowest degree of relationship to
consumer purchasing behaviour, which results in 0.39. Free samples, on the other hand, have a moderately high
degree of relationship with consumer purchasing behaviour, yielding 0.44. Finally, with a coefficient of 0.49,
Buy One Get One has a moderately strong relationship with consumer purchasing behaviour.
This Table shows that the three independent variables are significant for the dependent variable.

3.1Conclusion
1. After all analysis and discussion, results have been drawn as the conclusion of the study where Buy one get
one free had the highest mean of three point fifty-nine which indicates that customers are more likely to shop
brands that offer it. In contrast, free sample had the lowest mean of three point forty, indicating that customers
are not immediately attracted to this promotional tool while making a purchase.
[Link] result showed that relationship between price discount and consumer purchasing behaviour got the
lowest degree which is interpreted by the result of point thirty-nine. This just mean that consumers are not easily
persuaded to purchase a product when a brand uses this promotional tool. However, free samples have a
moderately high degree of relationship with consumer purchasing behaviour which attested by the result of point
forty-four that shows how consumers are attracted to this promotional tool that leads them to purchase a
product. Moreover, relationship between buy one get one free and consumer buying behaviour is moderately
strong which is interpreted with a coefficient of point forty-nine.
3. The perception of the consumer among the different promotional tools are as stated. Price Discount gives
consumers a reason to encourage their friends and relatives to purchase a product in the same brand. Results
shows that free sample motivates consumer to purchase a product and continue to purchase in the same brand
even if another brand offers price discount. Finally, buy one get one free attracts consumers to buy in businesses
that offers this promotional tool as well as resulted to continue purchase in the same brand in the future.
[Link] purchasing behaviour of pasalubong consumers in Calapan City are as stated. Pasalubong consumers are
more interested to purchase discounted products and more likely to recommend it. Additionally, having full
awareness with the product they are purchasing they are often to purchase products from the same brand that
offers price discount. It also shows that pasalubong retail shops consumers are not willing to spend any amount
of money when purchasing a product.
[Link] to the discussion, the researchers conclude that the hypothesis of price discount, free sample, buy
one get one free has no significant effect on the consumer buying behaviour in Pasalubong Retail Shops in
Calapan City is rejected.
[Link] main objective of this study is to analyse the impact of promotional tools in consumer purchasing in
Pasalubong Retail Shops in Calapan City. However, in rapid market competition, businesses or retailers should
be aware of which promotional tool has a significant impact on the purchasing decisions of consumers. Research
findings shows that price discount, free sample, buy one get one free are effective tools in attracting consumers.
*Corresponding Author: Princess Sharlyn M. Alcaraz1 [Link] 19 | Page
The Promotional Tool and Consumer Purchasing Behavior in Calapan City

It influences the consumer buying behaviour in Pasalubong retail shops in Calapan City. Out of the three
promotional tools, consumers in pasalubong shops are more likely interested in buy one get one free. This
emphasizes its essential role in encouraging consumers to purchase any promoted products, which can also
increase retailer revenue and market share. This study will be helpful to all of the pasalubong retail stores in
Calapan City since it provides additional strategy in choosing appropriate promotional tools that will help their
business in increasing their sale.

3.2Recommendation
[Link] is recommended that Calapan City pasalubong shops pay proper attention to promotional tools to boost
sales. Buy one, get one free are key for connecting consumers about the product and promoting it. In order to
improve business's competitive advantage, buy one get one free must be used. Additionally, it is recommended
that pasalubong shops use more than just price discounts, free sample, and buy one get one free to promote a
product in order to increase market share over the long - term period. Instead, pasalubong shops should use a
variety of promotional tools to build a strong promotional strategy.
[Link] research should look at whether the findings from pasalubong shops are comparable to those from other
businesses where consumers have different perceptions of service quality and purchasing patterns.
[Link] research should look at whether the results from pasalubong shops are comparable to those from other
locations where customers may have different perceptions of service quality and purchasing patterns.
[Link] research should also look into whether the results from pasalubong shops are comparable to those from
other promotional methods, where the customers' views of service quality and purchasing patterns differ.

ACKNOWLEDGEMENT
The researchers would like to thank Ma'am Maria Cristina F. Melo, PhD, who served as our thesis
advisor for her guidance and support during the course of this study, as well as our Dean, Prof. Shirley I.
Mendoza, DBE, PhD. who assisted in accomplishing the paper. We also would like to express our gratitude to
Sir Dennis S. Alcaraz, our statistician, for giving his time and helping with the statistical analysis of the study
and the verification of the questionnaires. Consequently, we are grateful to the respondents who voluntarily gave
their time and took part in the survey so that we could complete our data collection. We will be unable to collect
the data needed for our research without them. We are also thankful for our friends' and classmates' support,
who were there from the beginning until we completed this thesis work. We also appreciate the moral and
emotional support from our parents and siblings. Finally, we would want to express our gratitude to the
Almighty God for providing us with courage, knowledge, and guidance, especially when we are finding it
difficult to manage our time and maintain a balance between our personal and academic lives.

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*Corresponding Author: Princess Sharlyn M. Alcaraz1 [Link] 20 | Page

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*Corresponding Author: Princess SharlynM. Alcaraz1

1
(School of Business, Hospitality and Tourism Management, Divine Word College of Calapan, Philippines)

*Corresponding Author: Princess Sharlyn M. Alcaraz1 [Link] 21 | Page