Main Article Content
Abstract
The objective of this research is to examine the impact of sales promotion and sales different promotional tools on the purchase decision of a customer. The research assesses the influence of sales promotional tools primarily, price discounts, coupons, product sampling and point of sale display on product testing and the customer’s purchase behavior. For the purpose of this study, the researchers selected participants from the population of College of Business Administration at Polytechnic University of the Philippines, a state university in Sta. Mesa, Manila, since PUP has a wide range of students from different provinces and regions which can help make this study show more accurate results. 337 out of 2,702 CBA students were selected using Kukran random sampling and the stratified random sampling wherein the respondents were selected from each college using convenience sampling regardless of their gender and age. The respondents represent 12% of the overall population of students for the College of Business Administration. A Regression Analysis found out if there’s a significant relationship between the dependent and independent variable of the research. Based on the results, sales promotional tools such as price discounts, coupons, free samples, premium and point-of-purchase displays influences the purchase decision of the student from Polytechnic University of the Philippines. This paper will help the business owners and marketer when planning sales promotion activities to know what is the most appropriate sales promotion tool that will work for their business