Republic of the Philippines

CAVITE STATE UNIVERSITY

Dear Respondents,

Good Day!

We, the students of Cavite State University-Silang Campus taking up Bachelor of Science in Business

Management Major in Marketing Management, are currently conducting our thesis entitled "Promotional

Strategy and Customer Impulse Buying Behavior in Selected Department Store in Silang, Cavite”. The

main objective of the survey was to understand the effect of promotional strategy towards customer

impulse buying behavior.

Your experience, behavior and evaluation towards promotional strategy and customer impulse behavior

of selected Department Store will be asked in the survey questionnaire, and it will only take 5 to 10

minutes of your time.

Rest assured that the information you will give will be strictly handled confidentially and only be use

within the purpose of this research. Your responses are completely anonymous.

Sincerely,

Name: Bienvinido V. De Leon III Name: Ivy M. Resurreccion Name: Chirine Y Magbitang

Student Researcher Student Researcher Student Researcher

Name: Erica Joyce R. Maranan Name: Carlo V. Recaro Name: Christy Mae C. Lagare

Student Researcher Student Researcher Student Researcher

Statement of the Problem

This study aims to find out the promotional strategy and customers impulse buying

behavior in of selected department stores in Silang, Cavite.

Moreover, this study sought to answer the following;

1. What kind of promotional strategy does department store used that is mostly engaged by

the customer:

a. Advertising;

b. Sales promotion;

c. Public relation;

d. Personal selling;

2. What are the factors that influence customer’s impulse buying behavior based on the

promotional strategy department store of in terms of:

a. Needs;

b. price and distribution;

c. service quality;

d. outstanding shop display?

3. Is there any significant relationship in the promotional strategy of the selected department

store and the impulsive buying behavior of the customers?

PART I. PROMOTIONAL STRATEGY

Direction: Using the 5-point scale shown below, rate the following statements by placing a check in the
box. Please answer the question honestly. Do not leave each item unanswered.
Legend:

1- Strongly Disagree 2- Disagree 3- Neither Agree nor Disagree

4- Agree 5- Strongly Agree

Advertising 5 4 3 2 1
1. I am getting more familiar with the product when I see the
Department store’s advertisement
2. Ads Campaign of the Department stores on their products
encourage me to buy it.
3. Advertisement creates brand awareness about the product.
4. It is more interesting seeing advertisement through television
and online platforms compare to the other Advertising channels.
5. The advertisement shows me how to use or consume the product
properly.
Sales Promotion
6. The promotion of the Department store helps me make faster
purchase decision
7. The promotion of the Department store gives me a new idea of
things to buy
8. The promotion of Department Store is fun and enjoyable
9. I can upgrade to a higher quality product at the same price by
the sales promotion of the Department Store
10. Sales promotion activities of Department Store would save my
money
Public Relation
11. A unique Department store characteristics is one of
consideration when purchasing.
12. Public relations / image of the Department store is an important
element in business
13. The department store contact recent/loyal customers about
promotional events
14. The department store conduct promotional awareness on
availability of new product release
 15. The department store creates brand awareness to gain customer
perception from the product.
Personal Selling
16. The department store’s sales personnel approach me right away
once I entered the store
17. The associate(staff) makes my shopping experience hassle free.
18. The department store’s sales personnel provide the information
I need know about the product.
19. I’d rather buy products on the department store rather than thru
online.
20. Personnel assess and provide me some advice on what good
products to avail and sometimes offer a free sample.

PART II. CUSTOMER IMPULSE BUYING BEHAVIOR

Direction: Using the 5-point scale shown below, rate the following statements by placing a check in the

box. Please answer the question honestly. Do not leave each item unanswered.

Legend:

1- Strongly Disagree 2- Disagree 3- Neither Agree nor Disagree

4- Agree 5- Strongly Agree

Needs 5 4 3 2 1
1. I usually buy product when I need it
2. I usually purchase a product that is unplanned
3. I usually buy things when I have interest on it, weather I don’t
need it
4. I usually considered other people product experience when
purchasing it
5. I usually get information about the product before buying it
Price and Distribution
6. I mostly check the product price before other`s (brand, outlook...
etc.)
7. I consider cheap product rather than expensive product
8. I always look for the products that are convenient
9. I likely to shop on department stores with wide range of
products and assortment
10. I mostly purchased on discounted products or in on sale.
 Service Quality
11. I considered mostly the quality of service
12. I mostly considered the quick and effective transaction of a
store.
13. I considered the attitude and knowledge of customer service
representative of the store specially solving some issues on
shopping.
14. I likely to shop on stores that offer customers’ needs while
shopping (restrooms, bench, assistant...etc.)
15. I always considered the attentiveness of sales representative
when I ask for something.
Outstanding Shop Display
16. I preferred to shop on a store that has a wide space to Stoll and
with good ambiance.
17. I usually feel comfortable and stress-free on the store that have
a well arrange gondola display.
18. I mostly encourage to purchase if the product displays are
categories and well organize.
19. I likely to shop on store with positive vibes
20. I tend to shared my store experience when I likely the store
atmosphere

PART III. SIGNIFICANT RELATIONSHIP BETWEEN PROMOTIONAL STRATEGY AND

IMPULSE BUYING BEHAVIOR

Direction: Using the 5-point scale shown below, rate the following statements by placing a check in the

box. Please answer the question honestly. Do not leave each item unanswered.

Legend:

1- Strongly Disagree 2- Disagree 3- Neither Agree nor Disagree

4- Agree 5- Strongly Agree

Significant Relationship 5 4 3 2 1
1. I always un notice my impulse buying when there is promotion
2. I usually buy impulsively if I saw markdowns (both online and
physical store)
3. I didn't regret buying impulsively when there's a promotion
4. I always grab the opportunity to buy impulsively whenever I
saw a promotion
5. I still buy impulsively even there is no promotion
Self-made questionnaire