Republic of the Philippines

BILIRAN PROVINCE STATE UNIVERSITY

SCHOOL OF ARTS AND SCIENCES

PERCEIVED PROMOTIONAL MIXED

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A Research Study
Presented to the BSBA Faculty of
A Case Study
Biliran Province State University
Naval, Biliran, Philippines

In Partial Fulfillment
Of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

________________________________________

Submitted By:

Estrada, Alaiza

Veruen, Sherry Mae J.

Peden, Mark Jason

1.1 Background of the Study

Promotional mix is a combination of marketing methods including advertising,

sales, public relations and direct marketing to achieve a specific marketing goal. The

promotional mix is typically only part of a larger marketing mix. Nowadays, the many

promotional tactics used by business organization to survey in the modern business

market. Promotion mix is a blend of communications fools used by a firm to carry out

the promotion process and to communicate direct by with target markets. These

promotional mix tools include advertising, direct marketing, sales promotions, public

relations, and personal selling.

Promotion is exercise in information, persuasion and influence. So, the

purpose of promotion is to reach the targeted consumers and pervade them to buy.

Promotion is vital element of marketing mix. Brand equity is one of the most

important concepts in business practice as well as in academic research. This is

because success full brands can allow marketers to gain completive advantage

(lesser 1995) , including the opportunity for success full extensions, resilience

against competitors, promotional presorts and the ability to create barriers to

competitive entry (Farquhar, 1989) High level of brand equality increases consumer

satisfaction, repurchasing intent, and degree of loyalty Brand Equity has been

defined as “the differential effect of brand knowledge on consumer response to the

marketing of the brand” (Keller 1998). Brand equity is set of assets and liabilities

linked to a brand, its name and symbol that add to or subtract form the value

provided by a prouder or service so a firm and or that firm’s customers” Brand equity
consists of consists of four dimensions like brand loyalty, barns awareness,

perceived Quality and brand image (Asker 1991,1996).

A retailer or retail store is any business enterprise whose sales volume comes

primarily from retailing. Retail organization exhibits great variety and new forms keep

emerging. These are store retailers, and retail organizations. Consumers today can

shop for goods and services in a wide variety of stores. The best known type of

retailer is the department store. A retailer is at the end of the distributive channel.

Retailer provides goods and services to the ultimate consumer. Retailing is the set of

business activities that adds value to the products and services sold to the

consumer for their personal or family use. A retailer buys goods or products in large

quantities from manufacturers or importers, either directly or through a wholesaler,

and then sells smaller quantities to the end user. Retail establishment are often

called shops or stores. Retailers are at the end of the supply chain. Manufacturing

marketers see the process of retailing as a necessary part of their overall distribution

strategy. The term “retailer” is also applied where services the needs of a large

number of individuals, such as a public utility, like electric power (Prasad Kotni

2016).

Research Objectives:

1. To determine the demographic profile of the respondents in terms of:

A. Age

B. Gender

C. Civil Status

D. Educational Attainment

E. Position
 2. To find out the factors determining the preference of retail stores.

3. To determine the perceived promotional mixed of Retail Stores in Naval,

Biliran in terms of;

A. Product

B. Place

C. Price

D. Promotion

Theoretical Framework

Promotional Mix

Place
Product
Product

Retail Stores

Promotion Price

Price: The price is how much money consumers pay for your product. You should

consider taking time to come up with a price where the company makes a profit but

the cost is still attractive to the consumer.

Product: The product is the service or good that meets the customer’s demand or

need. You may revise this over the years to adapt to changes in the market.
Place: Place entails knowing the best area in which to distribute your product. This

can include knowing the demographics and purchasing habits of the consumers in

that location.

Place: Place entails knowing the best area in which to distribute your product. This

can include knowing the demographics and purchasing habits of the consumers in

that location.

Scope and Delimitation

This study focus on perceived promotional mixed of Retail Stores in Naval,

Biliran. The researchers will also focused on promotion because the researchers are

interested in viewing this subject from promotional mixed and customers who

consume promotion. Retail Stores in Naval, Biliran is one of the factor in choosing

this kind of business firm where the study will be conducted.

Significance of the Study

This study is conducted to provide information regarding the perceived

promotional mixed of Retail Stores in Naval, Biliran. This research would be

beneficial to the person which were involved in this study. They were the following;

Customer: This study will help their opinion and set standards that will lead to the

positive improvement of certain business. In order to progress their retail stores, they

can stating suggestions what they are going to pay attention and enhance positive

outcome to them.

Employees: This will help them to arrange good and services when it’s necessary.
Retail Stores: This study will help the Retail Stores in Naval, Biliran the sales

promotion at the workplace to keep the business going.

Researchers: This research study is helpful to the researchers as they will gained

knowledge about promotional mix among employees in the workplace that will be

very essential when they start pursuing their careers.

Future Researchers: This research study will be helpful to future researchers as it

will serve as their reference in conducting the same study.

Conceptual Framework

The figure below shows the relationship between dependent and independent

variables of this research. It shows that consumers purchasing decision is a

dependent variable as it depends upon the various sales promotion tools. On the

other hand advertising, sales promotion, public relations and direct marketing are

independent variables.

Independent Dependent

Advertising

Sales Promotion
Consumer Behavior

Public Relations

Direct Marketing
Definition of Terms

Advertising: It is a paid announcement, wherein the message is conveyed to attract

the customer and bring in attention towards the products through a medium.

Consumer Behavior: is the study of how individual customers, groups or

organizations select, buy, use, and dispose ideas, goods, and services to satisfy

their needs and wants. It refers to the actions of the consumers in the marketplace

and the underlying motives for those actions.

Direct Marketing: It is a technique in which companies sell their products directly to

the customers by eliminating the middlemen.

Sales Promotion: Apart from advertising, another significant promotional tool is

sales promotion, which helps in improving the sales by influencing the potential

customer to buy the promoted product.

Public Relations: Every company wants to build and maintain an image in front of

the public, through various channels.

Promotional Mix: A promotional mix is a combination of marketing methods

including advertising, sales promotion, public relations and direct marketing to

achieve a specific marketing goal.

Lau et al. (2006) have mentioned in his editorial that there are numerous

factors which influenced consumers brand loyalty towards a particular brand. The

factors are; product, place, price and promotion. These studies will significantly look

at product quality as a feature that influences brand loyalty.

The promotional mix is used to communicate with customers about brand

value and to build a relationship between the store and the shopper. Therefore, the

promotional mix is also called a marketing communication mix (Armstrong and

Kotler, 2009). The objective of a promotion is to build awareness, create interest,

evaluate information, create demand, and build brand awareness and loyalty

(Blattberg, Briesch and Fox, 1995). All promotional efforts aim to increase sales. To

encourage the buyer and shopper to think of brands and products, the advertising

and sales promotion should influence customers directly, whereas publicity and

public relations influence sales indirectly. Most people would rather purchase

something they like (Alessandra, 2005). The interaction between people has become

a critical element, providing the necessary touch points for generating a memorable

experience. Experiential marketing creates an enjoyable experience and is

entertaining for the consumer (Srinivasan and Srivastave, 2010). Some product

usage experience is related to the multi-sensory, fantasy and emotive aspects of

consumer behavior and can be defined as “hedonic consumption” (Hirschman and

Holbrook, 1982).

According to Meyer (2006), experiential marketing is more than merchandise,

by rational and emotional touch points, it can make connections between sales
person and consumers. Hence, to increase consumers’ motivation and spend more

time in store, it is better to provide experience stimuli that meet consumers’ needs

and intelligence that makes them become immersed in their shopping ventures

(Srinivasan and Srivastave, 2010). In other words, the sales persons must have

awareness of consumers’ shopping habits and marketing trends to create enjoyable

atmosphere and entertaining experience to keep consumers coming back.

Reference

Aaker, D. A. 1991.”Managing brand equity”, New York: The Free Press

Aaker, D. A. 1996.”Measuring brand equity across products and markets”, California

Management Review, 38(3), pp.102–120

Agarwal, M.K., Rao, V.R., (1996), „An Empirical Comparison of Consumer-Based

Measures of Brand Equity“, Marketing Letters, 7(2):237-247.

Alessandra, T. (2005). Prospecting promotional strategies, Retrieved from

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Armstrong, G. & Kotler, P. (2009). Marketing an Introduction (9 th Ed.). Pearson

Education, Inc.

By Indeed Editorial Team (2019). Marketing’s Promotional Mix: Definition and How to

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https://www.indeed.com/career-advice/career-development/marketing-promotional-

mix.

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