Promotional Strategy Preferences and Buying Decisions of Western Appliances Customers

Abstract

This study assessed the promotional strategy preferences and buying decisions of the Western Appliances customers in Metro Manila, Philippines. Through a validated self-made survey questionnaire, the data were gathered from 100 purposively chosen customers of Western Appliances. The percentage, arithmetic mean, standard deviation, Pearson correlation analysis, t-test, and regression analysis were applied using data management statistics tool. The results revealed that there were statistically significant correlations between the promotional strategies and customer buying decisions variables. In particular, promotional strategies implemented by the subject firm have significantly high positive correlations with all the respondent's preference variables such as sales promotion, advertising, personal selling, direct marketing and public relations. There was also statistically significant correlations between the promotional strategies and the customer buying decisions variables. Therefore, increase or decrease in effectiveness of promotional strategies' implementation significantly results in an increase or decrease in the purchase decisions of customers in Western Appliances in Metro Manila.