SALES PROMOTION STRATEGY AND CUSTOMERS’ BUYING BEHAVIOR IN KAPUTIAN DISTRICT, IGACOS

Abstract

This study entitled Sales Promotion Strategy and Customers’ Buying Behaviorwas conducted to determine the significant relationship of Sales Promotion Strategy and Customers’ Buying Behavior. Through this study, the researchers were able to analyze, evaluate, organize and gather data accordingly. This study was realized with the cooperation of the 366 randomly selected mothers who were visibly present in Kaputian District, IGaCoS and were considered as respondents of this study.A descriptive correlational type of research design was employed in this study. It is a method designed to determine if the two or more variables are associated with each other. Both the descriptive and correlational methods are non-experimental research. No attempt to manipulate or control or interfere with the variables was made. Descriptive method measures a variable(s) as they exist naturally and the goal is to describe the variable(s). While correlational method measures two or more as they exist naturally, the goal is to establish that a relationship exists between variables. Based on the data gathered, the researchers found that the level of sales promotion strategy in Kaputian District, IGaCoS is fair which means that the sales promotion strategy in Kaputian District is occasionally evident. It was also found out that the customers would always buy a product if there is price discount, buy one take one and free sample. They generally buy a product if the product is promoted through Media Advertisement, while coupon does not quite affect their buying decision. Third, there was a significant relationship between the sales promotion strategy and customers’ buying behavior.