Add to cart : perceived influence of flash sales and discounts towards consumer's impulsive buying behavior /
by John Mark P. Badua, Star F. Decillo, Cerina Joy B. Sernat and Regine May R. Torres.
- Indang, Cavite : Cavite State University- Main Campus, 2022.
- xvii, 86 pages : illustrations ; 28 cm
Thesis (Bachelor of Science in Business Management major in Marketing Management) Cavite State University.
Includes bibliographical references.
College of Economics, Management and Development Studies (CEMDS). College of Economics, Management and Development Studies (CEMDS).
ABSTRACT
BADUA, JOHN MARK P., DECILLO, STAR F., SERNAT, CERINA JOY B., TORRES, REGINE MAY R. Add to Cart: Perceived Influence of Flash Sales and Discounts towards Consumer's Impulsive Buying Behavior. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. August 2022. Adviser: Ms. Tania Marie P. Melo.
The purpose of this study was to define the perceived influence of flash sales and discount towards consumer's impulsive buying behavior specifically of 350 participants, which were online shop users from the five most populated municipalities in Cavite which are Bacoor, Dasmariņas, General Trias, Imus and Tanza, who already encountered flash sales and discount when shopping online. This study used the descriptive research design to describe the participants' demographic profile and comparative research design to compare the perceived influence of flash sales and discount towards consumer's impulsive buying behavior. Aside from that, the study used different statistical tools specifically, frequency and percentage for the participants' demographic profile. Also, the study used mean for the characteristics of flash sales and discount, Kruskal Wallis H- Test to determine the influence of flash sales and discount towards consumer's impulsive buying behavior when grouped according to profile and lastly, the study used Somer's D to identify if there is a significant relationship between flash sales and discount towards consumer's impulsive buying behavior. According to the results gathered, relying on the parameter of this study, most responses about the influence of characteristic of flash sales and discount were labelled as somewhat influential implying that the participants considered themselves halfway influenced and swayed by different factors regarding flash sales and discount that made them avail product on impulse.