CONSUMER SALES PROMOTION AND PURCHASING BEHAVIOR ON

CLOTHING APPARELS OF SENIOR HIGH SCHOOL STUDENTS

______________________________________________

Research Paper

Presented to

The Faculty of Lycee St. Jean Baptiste De La Salle of

La Salle University-IS

Ozamiz City, Philippines

___________________________________________

In Partial Fulfillment

of the Requirements for the subject

RESEARCH PROJECT

_______________________________

By

JUL ANDREA C. EMBUSCADO

June 2020
APPROVAL SHEET
i
 This research paper entitled CONSUMER SALES PROMOTION AND
PURCHASING BEHAVIOR ON CLOTHING APPARELS OF SENIOR HIGH
SCHOOL STUDENTS prepared and submitted by JUL ANDREA C. EMBUSCADO,
KATRINA T. FRIGILLANO, ABEGAIL MAE S. OCCENA, ARIANNE GAYLE
D. PACTO, and VINNA P. ZABATE in partial fulfillment of the requirements for the
subject RESEARCH PROJECT has been examined and is recommended for acceptance
and approval for ORAL EXAMINATION.

RESEARCH COMMITTEE

MR. JOHN MICHAEL ACUNO

MR. JUPITER YAP MS. MARY ANNIVER MAQUILING

________________________________________________________________________

PANEL OF EXAMINERS

Approved by the Committee on Oral Examination as PASSED with [ ] no

MR. JOHN MICHAEL ACUNO MS. MARY ANNIVER MAQUILING

MR. JUPITER YAP

ACCEPTED and APPROVED in partial fulfilment of the requirements for the degree of
ACCOUNTANCY, BUSINESS, AND MANAGEMENT.

MAY 16, 2020 MR. JACKJUN CALIPAYAN

MR. JOHN MICHAEL ACUNO

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 The researchers would like to express their gratitude to the people who helped in

making this paper a success. This research would not have been possible and achievable

if it were not for the individuals who lent their knowledge and skills to help improve this

study and our research journey in this academic year.

The researchers would like to convey their gratitude to Ms. Mariel Josefa Tayko, their

research teacher, for her knowledge, understanding, patience, motivation, enthusiasm,

helpful comments and advices, and for being there during the process of accomplishing

the whole research paper. The researchers would not have done it without her guidance

and encouragement.

The researchers would also like to thank Sir Mark Andrada and Sir Wishly

Aquino Jalem for offering their knowledge and insights in the process of making the

study and for giving helpful tips and advices that has greatly helped the accomplishment

of the research paper.

To the Research Defense Panels, Ms. Aprilyn M. Alisna, CPA and Ms. Michelle

Hinagdaanan, LPT, the researchers would also like to thank you for the professional

insights and advices which were helpful to the completion and success of this research.

To teachers who have let the researchers conduct their survey during their classes

and to the students who have participated and answered the survey questionnaires and

interviews, the researchers would like to thank you for your contribution to the

completion of this study.

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 Abstract

The purpose of the study was to know the influence of consumer sales

promotion and purchasing behavior on clothing apparels of Senior High School students.

160 respondents from both grade levels 11 and 12 were able to answer the given

questionnaires and using the quantitative research design, the results showed that

discounts have more impact on the respondents than buy one get one and coupons. This is

supported with an average weighted mean of 3.33 and the rest having 3.12 and 2.6

respectively. Among the grade levels 11 and 12, the grade 11 respondents are much more

drawn to sales promotion. Lastly, females are more drawn to sales promotion than males

which are supported with an average weighted mean of 3.08 while males as 2.98. With

the findings, the researchers concluded that discounts are more favorable by students and

grade 11 students are more drawn to sales promotion, especially females.

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 TABLE OF CONTENTS

Page

Title Page i

Approval Sheet ii

Acknowledgements iii

Abstract iv

Table of Contents v

List of Tables vii

List of Figures ix

List of Charts x

Chapter

1 THE PROBLEM AND A REVIEW OF RELATED LITERATURE

Introduction 1

Review of Related Literature 4

Conceptual Framework 7

The Research Problem 9

Statement of the Problem 9

Scope and Limitation 9

Significance of the Study 10

Definition of Terms 12

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2 METHOD

Research Design 13

Research Environment 13

Participants of the Study 14

Research Instruments 14

Research Procedures 15

Preliminary Procedures 15

Gathering of Data 15

Treatment of Data 16

Ethical Consideration 17

3 PRESENTATION, ANALYSIS, AND

INTERPRETATION OF DATA 18

4 SUMMARY OF FINDINGS, CONCLUSIONS, AND

RECOMMENDATIONS 32

REFERENCES 35

APPENDICES 39

CURRICULUM VITAE 51

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 LIST OF TABLES

Table Page
1 Table 1. Demographic Profile of Senior High School Students 18

2 Table 2.1. The Weighted Mean of Price Discounts of Grade 11 Female

Students 19

3 Table 2.2. The Weighted Mean of Buy One Get One of Grade 11 Female

Students 19

4 Table 2.3. The Weighted Mean of Coupons of Grade 11 Female

Students 20

5 Table 3.1. The Weighted Mean of Price Discounts of Grade 11 Male

Students 21

6 Table 3.2. The Weighted Mean of Buy One Get One of Grade 11 Male

Students 22

7 Table 3.3. The Weighted Mean of Coupons of Grade 11 Male

Students 22

8 Table 4.1. The Weighted Mean of Price Discounts of Grade 12 Female

Students 23

9 Table 4.2. The Weighted Mean of Buy One Get One of Grade 12 Female

Students 24

10 Table 4.3. The Weighted Mean of Coupons of Grade 12 Female

Students 24

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11 Table 5.1. The Weighted Mean of Price Discounts of Grade 12 Male

Students 25

12 Table 5.2. The Weighted Mean of Buy One Get One of Grade 12 Male

Students 26

13 Table 5.3. The Weighted Mean of Coupons of Grade 12 Male

Students 27

14 Table 6. Preferred Consumer Sales Promotion of Male and Female

Students 28

15 Table 7. Preferred Consumer Sales Promotion of Grade 11 and 12

Students 28

16 Table 8. Summary of the Preferred Sales Promotion of Senior High

Students 29

viii
 LIST OF FIGURES

Figure Page

1 Figure 1. Conceptual Framework 7

ix
 LIST OF CHARTS

Figure Page

1 Chart 1. Preferred Consumer Sales Promotion Chart 30