Title: “Correlation Between Marketing Strategies and Consumer Buying Behavior”

Leader: Adran, Monique O. Section: 12-Aris

Names Author(s) & Title of the Research Variables Research Research Theory Findings Instrument or Recommendati
Year of Study Gap/problem questions Design Survey on for future
Publication Questionnaire researchers

ADRAN, 1. Adam, M. A. Impact of ➢ This research Celebrity 1. How Correlational Kokil Theory, The findings of ➢ Primary data
MONIQUE O. & Hussain, N. Celebrity is not conducted Endorsement, consumers Design Kamile Theory this research will be gathered
(2017) Endorsement on in the field of Consumer's respond to those report shows through the
Consumer cosmetic Purchase products which that the element distribution of
Buying Behavior segments. So Intention are backed by of credibility questionnaire to
the results of celebrities? (which is the respondents
this research will composed of and their
highlight how 2. Does celebrity expertise and answers will be
much effective is endorsement trustworthiness) recorded, which
this technique of encourage of the celebrity will be the
celebrity consumers to positively affects primary data.
endorsement in take some kind consumers
cosmetics of action? intention to ➢Secondary
industry. purchase data would be
3. Are celebrity cosmetics. collected
➢ This research endorsed through
about celebrities products sold information
appearing in more than those given in reports,
cosmetics products which newspaper,
advertisements are not magazines,
in Pakistan is endorsed by articles and
never done celebrity? textbooks.
before and the
conclusions that ➢ Software
would be Used: Spss,
derived will help Excel and
in understanding spreadsheets
the buying would be used.
behavior of the
females in
Pakistan.

➢ This research
will help to
understand the
reaction of
women towards
celebrity
endorsed
cosmetic
products and will
help to judge
 how much trust
women place in
celebrities
endorsing
cosmetics
products.

ADRAN, 2. Al-Salamin, The Impact of Because of Pricing 1. Is there a Correlational Manali ➢The findings ➢An online
MONIQUE O. H. & Al Hassan, Pricing on globalization Strategies (Odd positive Design (Case Khaniwale show that there questionnaire is
E. (2016) Consumer and booming in Pricing Strategy, relationship Study) (2015) Theory is a positive used to collect
Buying Behavior using electronic Bundle Pricing between Odd relationship quantitative
in Saudi Arabia : websites and Strategy & Pricing Strategy between prices data.
Al-Hassa Case social media, Discount Pricing and Consumer and consumer
Study which enables Strategy), Buying buying behavior. ➢Excel and
consumers to do Consumer’s Behavior? SPSS are used
comparison Buying Behavior ➢It also showed to provide a
between 2. Is there a
that there is no descriptive
products and positive
statistically analysis.
services with relationship
significant
their prices at between Bundle
difference ➢The Arabic
the same time, Pricing Strategy
between the questionnaire
marketers need and Consumer
responses of employed
smart methods Buying
individuals “due Brislin’s (1986)
to attract Behavior?
to age, gender, back-translation
consumers and marital status,
3. Is there a method to
to compete in qualification and
positive ensure that the
this global monthly salary”
relationship questionnaires
worlds. about the
between have the same
Discount Pricing research's meaning in both
Strategy and questions languages (H.
Consumer related to the Al-Salamin & A.
Buying three pricing AlHammad
Behavior? strategies (Odd (2014)
pricing strategy,
4. Is there a Bundle pricing
statically strategy and
significant Discount pricing
difference strategy) except
between the there is a
responses of statistically
respondents significant
about the three difference
pricing between the
strategies (odd responses of
even pricing, individuals “due
bundle pricing, to gender” about
and discount the odd pricing
pricing) due to strategy.
demographic
variables (Age,
gender, Marital
Status,
qualifications,
and monthly
salary)?
ADRAN, 3. Ahmad, S. A., Impact of Sales Many of the Price Discounts, 1. What is the Correlational (Gilbert, 1999) ➢ This study ➢Self- ➢Future
MONIQUE O. et. al. (2015) Promotion on purchase Coupons, Free relationship Design Theory found that there administered researchers are
consumer situations are so Sample, Buy- between was no questionnaires suggested to
buying behavior common and one-get-one-free marketing tools significant increase the
in Pakistan habitual that (B1G1F), Buying & consumer relation between sample size
they involve very Behavior buying gender and variety
little cognitive behavior? buying behavior. especially in
activity of the While on the respondents’
consumers 2. How do the other hand, a age to decrease
(Wathieu & marketing tools family’s monthly the error for the
Murre, 2007). In attract the income had a purpose of the
such situations, customer to great impact on generalizing
motivating the purchase more the buying result to a wider
consumers to goods? behavior. population.
switch brands or
purchase more 3. What is the ➢ There was a ➢Secondly,
items is very advantage of significant future
hard. This study, using theses relationship researchers may
therefore, aims marketing tools between attitude further scope to
to investigate to attract the towards price duplicate the
the preference customer? discounts, study in different
of consumers on coupons, free environment and
different samples and different
promotional “buy-one-get- geographical
tools. one-free” with locations.
buying behavior.
➢Thirdly, future
➢ Results of researchers are
Hierarchical suggested to
Multiple use interview
Regression technique in
showed that doing research
each of free especially at the
samples, buy- place where
one-get-one- transactions
free, coupon happen.
discount and
price discount ➢ Lastly, future
had a 22.8% researchers are
variance with the suggested to
buying behavior determine other
of the promotional
respondents. tools such as
rebates,
sweeptakes, in
pack premiums
and so forth.

ADRAN, 4. Adela, B. THE EFFECT There has not Sales promotion 1. How does Descriptive and The results of Data were Future
MONIQUE O. (2017) OF SALES been any study (coupons, point coupon affect inferential the study collected using researches
PROMOTION and empirical of sale display CBE consumer research design revealed that structured should apply the
ON evidence in and premium), buying sales promotion questionnaire studys model on
CONSUMER Ethiopia consumer behavior? tools have a and analyzed a larger
BUYING regarding the buying behavior relationship with using SPSS 20. population of
 BEHAVIOR: relationship 2. To what consumer other private
THE CASE OF between sales extent point of buying behavior banks and
COMMERCIAL promotion sale display of CBE comparison of
BANK OF practices and affect CBE customers. This the results and
ETHIOPIA consumer consumer research has future research
buying behavior. buying proved that is needed to
Despite that, no behavior? sales identify how
study has promotions different
focused 3. How does stimulate promotional mix
exclusively on premium affect interest in work. Also it
sales promotion CBE consumer consumers and needs to extend
and consumer buying consumers are this work to
buying behavior behavior? bound to make study the effect
within the purchase of sales
banking industry decision promotion type
in the country. provided that on consumer
To bridge these they are offered buying behavior
gaps, this paper with coupons, in long term.
was provided an premium and
empirical point of sale
investigation of displays.
the effect of
sales promotion
on consumer
buying behavior.

GALLEON, 5. Falase, G. S. An ➢Problem Product quality, 1. Does trust Correlational Theoretical Result gotten ➢Primary data ➢As part of
RONALYN C. (2018) Understanding associated with word of mouth, have an effect Design framework from this are data has recommendation
Of The Factors time and cost recommendation on the consumer research shows collected for the from this study,
That Influence limited the ability from friends and purchase that product first time, and it will be
Customer of this research other sources, intention? quality, word of can otherwise advisable for
Purchase to carry out a price, trust, mouth, be known as future
Intention: "A comparative customer’s 2. Does price of recommendation original data researchers that
Case Study Of analysis of purchase a product have from friends and (Kothari, (2004). may what to
Apple Brand consumer intention. an effect on the other sources, carry out a
Users Of purchase consumer price and trust ➢Primary data research on this
Students In The intention purchase positively affect was collected subject to
Department Of between intention? consumers and used in engage in a
Marketing, Near products or purchase analyzing the more broader
East University services. 3. Does product intention when factors that scope by
quality have an these factors affect the undertaking a
➢The problem effect on the (independent purchase comparative
associated with consumer variables) meet intentions of analysis of the
time and cost purchase the consumer Apple brand factors that
resulted in the intention? aspirations or users of the affect the
decision to expectations. It students and purchase
narrow the 4. Does also shows that staffs of the intentions of
scope of this recommendation price of a department of customers of
study in from friends and product and marketing, Near more than one
understanding other sources trusts are the East University. brand: Apple Vs
the factors that have an effect factors that Samsung, LG,
affect consumer on the consumer mostly influence Nokia etc. this if
➢The primary
purchase purchase consumer undertaken is
data use for this
intention on a intention? purchase believed will
research was
single product intention. give a broader
(Apple). 5. Does word of collected understanding of
mouth have an through the the said subject.
➢Problem effect on the formation of a
associated with consumer well-structured ➢Other factors
time and cost purchase questionnaire. other than the
resulted in the intention? ones treated in
decision to this research
narrow the could be applied
scope of this in understanding
research in the consumers
focusing on purchase
impact of factors intentions. In
such as product tune with this,
quality. word of factors such as
mouth, and customer loyalty
recommendation and other
from friend, related factors
price and trust could be studied
on consumer in ascertaining
purchase customer
intention. purchase
intention.

➢It will be
advisable for
future
researchers to
explore other
research
methods such
as the
qualitative
research
method
because, this
subject is
considered as
part of a
consumer
behavior,
therefore an in
depth
explanation of
the factors that
affect a
consumer
purchase
intention which
can be done
through a
qualitative
research
method could
give a more
comprehensive
 insight about the
subject matter.

GALLEON, 6. Mwape, C. Marketing ➢Participant Customers 1. What Descriptive ➢Non- ➢The result ➢ Appropriately ➢1. Assessing
RONALYN C. (2021) Research were less willing buying, consumers Research probability shows that for data trends and
Presentation on to engage Customers thinks about its Design theoretical buying habits collection the watching the
consumer themselves in Behavior, brand versus the are impacted by researcher changes in
buying behavior the survey of Psychological other the place of live, collected the consumer
few minutes to factor, Personal competitors? the age, gender primary data buying patterns
respond to factor and Social as well as using self- would ensure
questionnaires. factor. 2. How income. The administered that not only
consumer results also questionnaires. selling the
choose between shows that It also included products to
➢It was very
different mahue consumers often the Likert scale consumers but
difficult to
alternatives? behave for gauging the keeping up with
identify
respondent who irrationally with consumers’ demand that’s
3. How the numerous opinions based on the market.
were giving out
environment factors that on the product. The company
answers on this
around determine The would be able to
sample.
consumers decisions and questionnaire make
influence their their buying was used to predictions and
➢Difficult behavior? habits. estimate the plan the best
reaching certain reliability of the times of
types of 4. What data using Excel launching and
participants marketing software. The offering other
such as those messages researcher used products.
from far places. strategies the a questionnaire
company best that had ➢2. The
➢Lack of respond to? undergone company should
validity for there validity before constantly
was no way of being continue on
proving how administered to working on
truthful the respondents providing new
respondent was. and innovative
products that
➢Missing out meet the
certain requirements of
information that consistent, high-
was supposed quality, cost
to be part of effective and
questionnaire flexiblemodern
option answers dairy production.

➢3. There is
need for the
company to
intervene in the
engagement of
consumers in
various activities
for it get more
required
information from
the market and
 remain relevant
to both
consumers and
the trading
environment.

➢4. There is
need to enhance
a great variety of
flavors for
consumers to
take actions and
expanding their
choices on taste
preference that
are changing in
time to time.
This is driven by
the passion for
consumers,
which makes it
more convenient
on the
packaging, so
as controlling
sugar intakes.

LUNGAY, 7. Al-Salamin, Behavioral This research Behavioral 1.Is the attitude Correlational De Chernatony Results showed The primary
SANDY H., et.al. (2015) Measurement of sheds light on Measurement, of young people Design and McDonald that the price of research
NICOLE L. Young the behavior of Brand Products, in Al-Hassa (2003) well-known instrument is a
Generation the young Young positive or brand products self-
towards Brand generation Generation negative affects the administrated
Products in towards the towards brand purchase questionnaire,
Saudi Arabia: brand products. products? process designed and
Al- Hassa Case It primarily aims negatively. formatted as an
Study to show the 2.Does the price Although young online survey
relationship affect the people are form and also as
between the selection of the interested in a paper survey
brand products brand products purchasing filling based.
and the for young brand products,
purchase generation? their low income
process in prevents them
different 3.Do young from the buying
variables such generation in Al- process while
as price, income Hassa constitute they are
and gender. large target considered as a
segmentation for major
brand products? segmentation for
brand names.

LUNGAY, 8. Pandagre, R. Impact of There is a Marketing 1. Do you think Descriptive and The study The research
SANDY & Verma, T. L. Marketing bombing of Strategies, advertisements Exploratory reveals that the instrument used
NICOLE L. (2021) Strategies on advertising all Consumer increases the Design buying decisions for collecting
Consumer over the places Behavior sales of a of consumers data is a
Behavior: A as it is easier to product? How? get affected structured
 Study of Bhopal reach a large heavily due to questionnaire
City audience and 2. What aspects the marketing
it’s effective and of a product do strategies of the
efficient. Due to you see while companies.
the truck loads purchasing?
of information, a
general 3. Do you think
consumer is that “Branded
often left Products” are
confused to the BEST
judge which options? Why?
company he
should rely on. 4. Do you think
For taking the that providing
right decision, Discounts &
the consumer Offers reduces
has to analyze the image of that
the markets by product? How?
himself. Keeping
this in mind, the 5. Do you think
researchers that Indians
have tried to consider price
look into the more than
number of quality? Why?
factors that a
consumer
assess before
making the
buying decision.

BALUSAN, 9. Meshesha, A. The Effect of In today's Advertising, 1. Does Descriptive and Two-tailed In order to Other variables
LOREN (2018) Advertising on competitive and Consumer, Advertising Explanatory correlation gather first hand which could
Consumer volatile Consumer affect consumer Design analysis showed data, a affect
Buying environment all Behavior, buying decision? that there is a questionnaire consumers
Behavior: marketers Awareness, strong and was prepared buying behavior
The case of including paint Effective 2. Which positive and of NSPF is a
Nifas Silk Paints manufacturing Advertisement advertisement relationship administered potential area
Factory companies media has more between based on the for further study.
communicate influence on impressive, review of related
with their target consumers understandable, literature
markets through buying attention important to the
advertising behavior? grabbing, subject of the
(Mittal & memorable, study. Based on
Pachauri, 2013). 3. Do creative & which this study
According to advertising honest prepared
Mittal and characteristics advertisement questionnaires
Pachauri (2013), have direct and consumers as a tool to
the way of their relationship with buying behavior. collect data.
communication consumers The correlation
and the buying analysis also
information behavior? indicates a
contained in the moderate and
advertising is 4. How do positive
not strong advertising relationship
enough and characteristics between
 pertinent affect impressive,
enough to consumers memorable &
attract the buying creative
attention of the behavior? advertisements
consumers. and consumers
Since the buying behavior.
information is Multiple
too weak or too regressions
irrelevant, the were also
advertising has applied. The
no chance of results were
having an effect according to the
on consumers‟ expectation after
buying behavior theory
of their products examination, but
or services. attention
grabbing
advertisement
has insignificant
contribution on
consumers
buying behavior.
On the other
hand,
simple to
understand
advertisement
contributes the
largest effect
towards
influencing
consumers
buying behavior.

BALUSAN, 10. Gikonyo, M. Influence of For decades, it Marketing Mix, 1. How does Descriptive Product’s Primary data Further studies
LOREN (2020) Marketing Mix was business as Consumer product Design quality, reliability was obtained is recommended
on Consumer usual for Behavior, influence and its through the on
Buying Behavior Kenya’s largest Product, Price, consumer perceived value, administration other industries
in the Retail retailers – Place, buying information on of a to determine the
Supermarkets in Nakumatt, Promotion behavior? the packaging questionnaire influence of
Nairobi County Tuskys and label and brand that was marketing mix
Uchumi as there 2. How does name have an designed on consumer
was little price influence influence on according to the behavior, and
competition as consumer consumer research also a
well as plenty of buying buying behavior. questions of this similar research
room for behavior? Price study. The to be conducted
expansion. discounts, free questionnaire in other
There has also 3. How does samples and included open- regions/counties
been increase in place influence bonus packs are ended and .
online shopping, consumer effective in closed-ended
with some buying attracting questions.
consumers behavior? customers to a
opting to shop retail store.
from the comfort 4. How does Sales promotion,
of their homes. promotion publicity and
 The challenge influence social media
for retailers consumer marketing have
therefore is how buying a positive
to attract and behavior? influence on
retain this omni- consumer
channel behavior.
shopper. Doing Distribution
so requires channels,
knowledge of physical location
how these of a store, safety
shoppers and
behave. convenience of
shopping all
have an impact
on the
consumer’s
purchase
decision.

BALOS, 11. Manandhar, Impact of The buying Advertisement, 1. What are the Descriptive The findings of > These data > Further
MARIAN B. (2020) advertisement behavior of Price, Consumer factors Design the study are quantitative research may
ANGELIC and price on consumer has Purchase influencing showed that in nature and choose to study
consumer become an Decision consumer advertisement collected and examine
purchase important issue purchase and price have through data different types of
decision in modern decision? significant collection sales
marketing since impact on instruments like promotions and
the ultimate aim 2. Does consumer questionnaire. its effect on
of marketing is advertisement purchase consumer
consumer impact on decision. > Structured buying behavior.
satisfaction and purchasing Gender and questionnaire Future research
profit making. behavior of the academic comprising of could be
The success or buyers? qualification five-point Likert conducted by
failure of were also scale has been specifying the
marketing 3. What is the included as employed to product. This
system depends importance of moderating elicit responses research also
on the buying price in variables and on factors could be
behavior of the purchasing found no influencing extended with
target customers decision of the significant consumer more
considered buyers? influence of such buying decision. independent
individually or as variables on Stratified variables and
a group. The consumer sampling is with more
marketing purchase done to moderating
management decision. generate data. variables.
must find out the Furthermore,
different factors this study could
influencing be conducted
buying decisions with the real
of the consumer buyers of
to undertake the product who
marketing actually spend
programs money to buy
among different and use or
market consume the
segments. product. More
sample size and
 different
sampling
techniques can
be used for
further study.
The study could
be expanded to
different cities
and specific age
group can be
taken for future
research. Impact
of
Advertisement
and Price on
Consumer
Purchase
Decision

BALOS, 12. Zia, N. THE ROLE OF They compare Advertising, 1. What is the Quasi- The analysis of > The data is
MARIAN (2016) ADVERTISING all the Consumer impact of experimental the data shows gathered by the
ANGELIC ON information Behavior advertising on Design that there is a questionnaire
CONSUMER related to the the consumer’s significant adopted from
BUYING products in their decision impact of Parsannakumar
DECISION IN memories and making? advertising on 2013.
PAKISTAN repositions the the consumer
perceptions 2. What is the buying decision > SPSS
relating to new impact of making. When (Statisticalpacag
products. It is advertising on there is a great e for social
not necessary the consumer advertising of a science) version
that the buying product the 20.0 of IBM for
customers segment? customer are the analysis and
should be more affected interpretation of
familiar with the 3. What is the from this. So the data
product’s role of there is a
information; it is advertising in positive relation
the preferences the daily life of a between the
relating to the common man? advertising and
brand which can consumer
affect the 4. What are the buying decision
decision making factors affecting in Pakistan.
process.In the consumer’s
today’s era it is decision
not possible for making?
a manufacturer
to sale the
products without
properly
delivering the
message and
information in
advertisement to
the customers.

HINAYON, 13. Alhamdi, Role of The companies Design of the 1. Does the Descriptive and The results of As for the The future
KRENZE P. F.M. (2020) packaging in encounter many package, Size of design of the Analytical research confirm primary data, researchers are
consumer problems in the the package, casing and Design the big role for the suggested to
buying behavior process of Shape of the packaging have the packaging in questionnaire develop a clear
packaging their package, Color any role in consumer was adopted as policy for
products, among of the package, attracting the attraction in a main tool for packaging in
them is the Packaging, attention of the study sample collecting this industrial
difficulty to Attracting consumer with all data; where organizations in
choose covers consumer towards the dimensions questions were line with the
and packaging attention to the commodity (design, color, prepared that huge
that attract the commodity size, and clarify the role of technological
consumer’s 2. Does the size shape). packaging in developments
attention. In of the package attracting the and rapid
addition, they and the attention of the changes in
ignore the role packaging play consumer. consumer
played by the an important tastes.
choice of role in attracting Moreover, there
packaging in consumer is a need to
attracting attention to the consider modern
consumer commodity? marketing trends
attention to the in packaging
commodity, as 3. Does the products,
well as the lack shape of the including the
of proper and package and the concept of green
orderly selection packaging play marketing,
of packaging. an essential role which is based
in attracting on the use of
consumer materials for
attention to the packaging with a
commodity? relatively lower
environmental
4. Does the impact
color of the compared with
packaging and traditional
packaging have methods.
any impact
attracting
consumer
attention to the
commodity?

HINAYON, 14. Goyal, A., et. IMPACT OF This research Consumer 1. What is the Descriptive Notwithstanding Primary • It is suggested
KRENZE P. al. (2018) THE PACKING will recognize Behavior, impact of Research purchaser Research is to set the
ON the connection Packaging, bundling inclinations, the utilized to gather packaging
CONSUMER between buyer Packing, components on outward information from standard and to
BUYING purchasing Labelling, the purchasing presentation, the implement
BEHAVIOR process as the Strategy conduct visual interest questionnaire. accordingly for
fundamental and limit of better protection
variable of the 2. What is the bundling to draw and promotion
investigation relative effect of in the shopper's of a product.
and some free each bundling, consideration
factors like component of has a • The
bundling the customer? noteworthy information
shading, printed impact on the given in the
data, bundling 3. What is the buy choice. As label and its
material, outline measure of the the last purpose value have to be
 of wrapper, part of each of contact highlighted while
printed data, bundling, between the promoting the
mark picture, component of shopper and product in the
and the customer? brand before the market. It must
advancement buy point, also be more
and common 4. What are the brands must useful
sense that components of utilize visual technically.
assisting bundling, which communication
customers in ought to be to draw the eye • It is also
their choice featured to pull and alluring and important for
purchasing in buyers? useful names to international
process. share companies to
advertising take a
messages and consideration of
extraordinary culture
esteem focuses, differences
and in addition when they
build up name design the
acknowledgment product
. package.

FAELDEN, 15. Ahuja, N. Effect of Brand these Branding, 1. What are the Experimental The findings of The following
NELLA (2015) Branding On days have Consumer, concepts of design the study are: questionnaire is
Consumer become a status Consumer branding? The degree being used for
Buying symbol. buying behavior, brand of the purpose of a
Behavior: A Customers all Fashion industry 2. What are the consciousness survey on 'The
Study in over the world factors affecting goes on impact of
Relation to now prefer consumer decreasing in branding on
Fashion Industry branded behavior? higher age consumer
products. But groups; price & buying behavior
why is the 3. What is the brand were the with respect to
question. Is it effect of brands major attributes brands in
the quality that on consumer that customer’s fashion
attracts buying behavior gave most industry”. The
customers in relation to importance and results of the
towards brand Fashion goods 80% people analysis done
or some other & accessories? believe that on the basis of
related factor? Brands in the responses
fashion industry will be used for
have become a educational
status symbol. purposes onl

FAELDEN, 16. Ahmed, Z., A STUDY ON The aim of this Buying behavior, 1. What is the Descriptive The findings The first portion • Other factors
NELLA et. al. (2017) THE FACTORS research is to Online shopping impact of design indicated that of questionnaire affecting online
AFFECTING investigate the perceived domain specific was about consumer
CONSUMER factors which benefits on innovativeness demographics behavior can
BUYING affect consumer and shopping like gender, age, also be
BEHAVIOR consumers‟ buying behavior orientations monthly income examined by
TOWARDS buying behavior towards online have positive and education future
ONLINE towards online shopping? impact on level researches as
SHOPPING IN shopping in consumers‟ only three
PAKISTAN Pakistan 2. How domain buying behavior factors tested on
specific towards online e-shopping
innovativeness shopping. attitude in this
affect the buying research
behavior of
consumer on • This research
internet? can be extended
in other
3. How shopping countries to get
orientations better
influence understanding
purchasing and results of
behavior of online behavior
online of peoples.
customers?
• This study
generally
concentrated on
consumer
factors, In future
studies there
might be further
system, goods
or services, and
retailer relevant
factors that may
be significant to
address as
predictors of
customers
'acceptance to
shop online.

• By taking
cultural factors
in account
research may
give better
aspects of
online
customers