Buyer's responses toward various promotional tools in selected cellphone shops in Imus, Cavite / by Katrina L. Zapanta.
Material type:
TextLanguage: English Publication details: Imus, Cavite : 2008. Cavite State University- Main Campus,Description: xiii, 38 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 658.8 Z1 2008
- College of Economics, Management, and Development Studies (CEMDS)
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
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Theses / Manuscripts
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Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 658.8 Z1 2008 (Browse shelf(Opens below)) | Link to resource | Room use only | T-3841 | 00007535 |
Thesis (BSBM - - Marketing) Cavite State University, Imus Campus
Includes bibliographical references.
College of Economics, Management, and Development Studies (CEMDS)
ZAPANTA, KATRINA LEONID°. Buyers' Responses Toward Various Promotional Tools In Selected Cellphone Shops In Imus, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management - Major in Marketing. Cavite State University, Imus, Cavite. April 2008. Adviser: Mr. Sixto N. Ras Jr.
The study was conducted primarily to determine the buyers' responses toward various promotional tools in selected cellphone shops in Imus, Cavite. Specifically, it aimed to describe the socio-economic characteristics of buyers at cellphone shops, determine the level of influence of various promotional tools vis-a-vis the response of the buyers, and identify the inviting forms among promotional tools that affect the response of cellphone shop buyers. Primary data were gathered through personal interview with the aid of prepared questionnaire with 225 buyers in selected cellphone shops in Imus, Cavite. Descriptive statistics such as percentage frequency method was used to describe the socio-economic characteristics of buyers at cellphone shops and to identify the inviting forms among promotional tools that affect the response of the buyers.
To determine the level of influence of various promotional tools vis-a-vis the response of the buyers, a three-level Likert scale was used. The weighted mean was then used to analyze the Likert scale. From the analysis and interpretation of data, the following findings are summarized: it was revealed that majority of the cellphone shop buyers were young, female, educated and employed who receive an estimated monthly income of Php 10, 000 and above. In terms of level of influence, the sales promotion obtained the highest weighted mean of 2.31 which is verbally interpreted as influential, and the combination of sales promotion and personal selling were the inviting forms among promotional tools.
In the light of the findings drawn, the following recommendations are hereby offered: shop owners could use tools that satisfy the needs and wants of the age group belonging to the 15 to 25 year old range. They could also consider the preferences of female buyers since the study revealed that females are the common buyers. It is also suggested that owners train their sales personnel or hire sales personnel who are knowledgeable about different cellphone models and cellphone impairment. Three-level Likert scale was used in this study. However, it is suggested that four-level Likert scale to nine-level may be used in order to fully determine the level of influence of various promotional tools to minimize biased response. Finally, further research may be conducted to find out other helpful promotional tools.
Submitted to the University Library 07-22-2008 T-3841