Introduction

Every business has a unique strategy in place to boost sales or to attract customers into

buying the products, promote company expansion, and achieve any other goals. A marketing

strategy is a long-term plan for attaining a business' objectives through an understanding of

customer needs and the development of a distinct and sustainable competitive advantage. The

marketing strategy is also about a marketer analyze the target market and maintaining an

appropriate marketing program to satisfy the needs of those target markets. At this point the

business will maintain and manage its relationship with the customer in a manner that gives it an

advantage over the competition. A business may employ a variety of techniques, such as pricing,

promotional tactics, word of mouth and any other types of marketing strategy in which have a

significant effect on the business. This approach has a lot of significant effects, including how it

influences consumer purchasing decision on which this research is centered.

A pricing strategy is a plan or process for choosing the most competitive price for a good

or service. It involves altering prices in accordance with market factors. There are things that

needs to be considered while pricing products such as margin, product attributes, competitors,

market conditions, price, labor, advertising expenses and others. By gaining the trust of your

customers and moving your business closer to attaining its goals, pricing strategy assists you in

enhancing your position in the market. This strategy is not only to maximize the revenue but it

also helps the business to attract more customers, having the best pricing persuades customers to

pick the best product over that of competitors because price can create first impression and

influence the consumers’ purchasing decision. There are several different pricing strategies, such

as penetration pricing, price skimming, discount pricing, product life cycle pricing and even

competitive pricing.

A promotion strategy is a method for generating demand for a good or service. It explains the

strategies you'll employ to generate interest in your product and increase consumer awareness of
it. Zeithaml et al. (1985) described promotion as part of specific effort to encourage customers to

tell others about their services. There are different promotional strategy such as, direct selling,

social media, direct marketing, public relations, sales promotions, word of mouth and any other

promotional strategy.

Bugsay Bistro is the Bicol’s Finest Food Hub and a type of Filipino, Bar, Seafood, Barbecue,

Asian, Diner cuisines and it was founded on year 2018. It Bistro is located at Sorsogon,

Rompeolas. Bugsay Bistro implemented marketing strategy that includes promotional strategy

and pricing strategy. This study is pursued to dive deeper into the Pricing and promotional

strategies implemented by the Bugsay Bistro and its effect to the consumers’ purchasing decision.

Focusing on pricing and promotional tactics use throughout the years by Bugsay Bistro.

Setting of the Study

Bugsay Bistro is the Bicol’s Finest Food Hub that was founded on year 2018. This study

is conducted at Rompeolas, Sorsogon known as Pier where the Bugsay Bistro is located. The

Bugsay Bistro is close to a number of eateries and bistros. Its location is very accessible and

convenient because Rompeolas is one of the known tourist spots in the province of Sorsogon and

The Rompeolas is a kilometer-long bay walk with the picturesque views of the sea and Mt.

Bulusan across the bay. The Bugsay provides a casual atmosphere with simple décor and limited

seating but the staff and manager of Bugsay Bistro are very accommodating and polite. They

came up with the name of the company, which is something closely related to the sea or used to

the sea, which is the oar or BUGSAY in Cebuano.

To sum it all, the researchers decided to conduct the research at Rompeolas, Sorsogon to

further assess the promotional and pricing strategies of Bugsay Bistro.

1. What are the marketing strategies that are currently used by Bugsay Bistro in terms of:

a) Promotional strategy
b) Pricing Strategy

2. What is the effect of marketing strategies to customers’ purchasing decision?

a) Promotional Strategy
b) Pricing Strategy

3. What specific Promotional and Pricing Strategy Has the greatest effect on Consumer Buying
Decision?

Assumptions
The following are the assumptions formulated in the present study:

1. There are existing marketing strategies being practiced by Bugsay Bistro in terms of:

a) Promotional Strategy
b) Pricing Strategy

2. The identified effect of marketing strategy of Bugsay Bistro towards the consumer’s
purchasing decision in terms of:

a) Promotional Strategy
b) Pricing Strategy

3. The identified specific Promotional and Pricing Strategy that has the greatest effect on
Consumers’ purchasing decision
4. The respondents of this study have been exposed or have knowledge of the marketing
strategy of Bugsay Bistro.
5. The current promotional and pricing strategies has a significant positive effects to consumer
purchasing decision.
6. There is something lacking in their pricing and promotional strategy.
7. The promotional and pricing strategies recommended to Bugsay Bistro are effective and will
improve the performance of Bugsay Bistro.
Objectives

1. To identify the marketing strategies that are currently used by Bugsay Bistro in terms of:

c) Promotional strategy
d) Pricing Strategy

2. To determine the effect of marketing strategies to customers’ purchasing decision

c) Promotional Strategy
d) Pricing Strategy

3. To identify the specific Promotional and Pricing Strategy that Has the greatest effect on
Consumer Buying Decision

Scope and Delimitation

The general intent of this study is to identify the existing promotional and pricing

strategies of Bugsay Bistro and it seeks to know the effects of those strategies to the Consumers’

purchasing decision. The Bugsay Bistro will be included in this study as a necessary

investigational topic. This study will be conducted at the Rompeolas, Sorsogon where the Bugsay

Bistro is located and it is where the data will be gathered. This study begin within the year 2023

and be completed in 2024. The respondents to this study are the customers and the manager of the

Bugsay Bistro. The researchers will conduct a survey with questionnaires for the customers and a

structured interview with the manager of The Bugsay Bistro to get the data needed and to

accomplish the objectives of this study. In collecting the data, the researchers made the decision

to create a survey using Google Forms in order to gather information regarding the other

customers at Bugsay Bistro.

By conducting a questionnaire-based survey to Bugsay Bistro’s customers, this study will

primary focus on identifying the study’s problem statement. Nevertheless, other aspects not

mentioned above were excluded from this study. In addition, the researchers plan to offer

recommendation and suggestions.

Promotional Strategy - . Zeithaml et al. (1985) described promotion as part of specific effort to

encourage customers to tell others about their services. According to Carlos Trillo (2021) it is an

actionable plan to influence people about your business, generate more leads, and boost customer

engagement. In this study, promotional strategy pertains to an actions to promote, attract and

bring awareness to the customers regarding to the goods and services offered

Pricing Strategy - strategy is a plan or process for choosing the most competitive price for a

good or service. It involves altering prices in accordance with market factors. In this study,

pricing strategy refers to a method applied by Bugsay Bistro that might and will affect the

purchasing decision of a consumer.

Consumers’ purchasing Decision – According to Hanaysha (2018) Purchase decision involves a

sequence of choices formed by a consumer before making a purchase which starts once he/she

has a willingness to fulfil a need. The consumer should reach a decision with regard to the place

of purchasing, the desired brand, model, purchase quantity, time to buy, amount of money to be

spent and the method of payment. These decisions can be influenced by marketers by providing

information about their products or services that may inform consumer’s assessment process. In

this study, consumers’ purchasing decision pertains to the journey a customer takes when they

buy something and how buyers think, feel and decide. Consumers’ purchasing decision that can

be influenced by promotional and pricing strategy.

This study aims to determine the existing promotional and pricing strategy of Bugsay Bistro and

will identify the effect of the identified strategy towards the consumers’ purchasing decision.. In

addition with that, the researchers want to identify the specific promotional and pricing strategy

that has a greatest effect towards the consumers’ purchasing decision.

The researchers believe that the result of this study will be beneficial to the following:

Business owner – This will help the owner be more active in using the promotional and pricing

strategies. The owner will be better mindful of the effect of the pricing and promotion strategy on

the customer. Once the researchers have identified the specific promotional and pricing strategy

that has a big impact on the consumer's purchasing decision, the owner will be able to identify the

strategies on which the company itself must focus, the strategies that need to be eliminated if

necessary, and the strategies that need to be improved.

Customers – It will benefits the customers in understanding various useful strategies that would

help the customers decide with their buying decision. In addition with that, this study will help

the customers to know that promotional and pricing strategies are one of the things that needs to

be considered in purchasing products and services.

Proponents - the study will serve as the training ground and an experience for the researchers to

explore and gain knowledge that can be applied in the future. This study will help the researchers

address difficulties and develop their research skill.

Future researchers – future researchers may gain some insights from this study and this will

serve as the reference to researchers conducting similar studies. This will serve as the basis for

their research about the promotional and pricing strategy and its effect towards the consumers’

purchasing decision.