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Chapter I
The heart of the success of the business lies in its marketing. Most aspects of the business
depends on successful marketing. The overall marketing umbrella covers advertising, public
relations, promotions and sales. It is a process by which a product or service is introduced and
promoted to potential customers. Without marketing, your business may offer the best products or
services in your industry, but none of your potential customers would know about it.
For a business to succeed, the product or service it provides must be known to potential
buyers. Unless your business is known in the community and have communication with your
customers readily available, you have to use marketing strategies to create product or service
awareness. According to Drew Boyd, marketing is all about changing beliefs in the mind of
customers. Without marketing, your potential customers may never be aware of your business
offerings and your business may not be given the opportunity to progress and succeed. Using
marketing to promote your product, service and company provides your business with a chance of
As time passes by, many strategies have been developed to attract customers in the
industry. Hence, the traditional marketing was discovered. It is considered to be the oldest form of
marketing for which it utilizes tangible materials like direct mail, catalogs, and advertisement on
television, radio, newspaper and many more. Then the rise of the machines came, digital marketing
was invented. It made an impact to world by advertising through the internet which is made by
marketers. (Robbo, 2013). Although, even the two has been compared and debated if which one is
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better throughout time, you have to understand first your customer’s deeper soul towards its
behavior.
One key part of being a great marketer is understanding how and why people think and act
the way they do. Before the big jump into the tactical nitty-gritty of marketing, it’s really helpful
to understand how people operate which is essentially what the entire field of psychology attempts
to explain. Understanding some key principles of psychology can take your marketing from good
to best.
In an everyday life here in Calbayog City, every time we go to markets, boutiques and
shopping centers, we would see streamers that says “Buy one, take one”, “3 for 999”, “Bargain for
20”, “Less 50% discount” and “Buy 10, get 1 free”. According to a research in marketing, 80% of
the customers are being deceive by this psychological marketing and would buy this kind of stuffs
immediately without hesitation. One of the greatest books of all time in marketing is David
McRaney’s “You Are Not So Smart” in which he highlights the ways in which we’re deluded into
thinking we are rational individuals and yet we all fall prey to the whims of psychology.
understanding of the customers if when, where, why and how they will buy a product introduced
by sellers.
In line with this, this study seeks to find the manifestation of psychological marketing
towards consumer’s behavior. The researchers conducted this study to gather data from the internet
or within the locality which will determine the psychological behavior of person towards the topic.
It will help marketers to boom their sales of products. With proper motivation, the researchers will
thoroughly investigate what’s behind this phenomena in the person’s behavioral sense.
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Theoretical Framework
This theoretical framework includes particular theories and concepts related and used for
the study. It must explicit the understanding of those theories and concept.
In daily life, consumers are being affected by many issues that are unique to their thought
process. Psychological factors can include perception of a need or situation, the person's ability to
learn or understand information, and an individual's attitude. Each person will respond to a
marketing message based on their perceptions and attitudes. Therefore, marketers must take these
psychological factors into marketing, ensuring that their market will appeal to their target audience.
In social psychology, the theory of scarcity dictates that as humans we put a higher value
on things that we believe are scarce and a lower value on things that are in abundance. This theory
is also used in the discipline of economics in relation to supply and demand, which proposes the
rarer a product is, the more it is worth. When shopping on Amazon for a new book, how many
times have you seen the words: ‘only 1 left in stock – order soon’? This is Amazon using the theory
of scarcity to their advantage, and countless other businesses exploit a similar tactic.If you can
prove to customers that your content is rare, they will automatically perceive it to be more valuable.
For example, if you create an eBook, you can give it away for free for a limited time or on a first-
come, first-served basis. Alternatively, if you have a mailing list, you could consider sending your
customers a personalized email. This will provide you with the opportunity to remind people they
only have ‘X’ amount of days to sign-up for your free eBook, podcast or whatever piece of content
you want to promote. In short, there are many ways you can use the concept of scarcity to your
Reciprocity is another theory as part of consumer’s behavior. It is the idea that if I give
something to you, you feel obligated to give something back to me it is a fundamental part of
human nature. If you provide something of value to your customers or your website visitors, they
will be far more likely to provide you with their business in return (Regan, 1971).This concept is
at the heart of psychological marketing. If a marketer offer you valuable content, and a consumer
feel obliged to return the favor in some way. In short, effective marketing is all about exchange.
When developing a content marketing strategy, you should aim to create integrated
campaigns. Just as no man should be an island, neither should a single piece of content be within
your marketing strategy. It create multiple pieces of content across numerous platforms that
reinforce the marketing message conveyed in each and create the feeling of frequency illusion for
your customers. Above all, though, benefiting from frequency illusion is about creating relevant,
engaging content that blends digital, traditional and social media marketing into one, greater
whole.
The endowment effect is a theory used in behavioral economics to explain the phenomenon
of why people value things they own more highly. Arguably, the most famous experiment into the
endowment effect was carried out in 1980 by the economist Richard Thaler with a class of students
at Cornell University. He gave half the students in his class a coffee mug and then encouraged
them to trade it with their classmates who did not receive a mug. Despite receiving their coffee
cups for free, the students holding the mugs set their minimum prices too high, and those not
holding mugs set their maximum bids too low. Therefore, because of the endowment effect, very
little trading took place. According to the endowment theory, your customers attribute a higher
value to your product because they already own it. For this reason, you should create a content
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marketing strategy that increases and reinforces their sense of ownership for your product, post
purchase. For example, encouraging feedback and suggestions across your social media platforms
can help customers to share experiences about your business and strengthen positive feelings.
Creating blogs, eBooks and other content that helps customers get the most out of their purchase
can also help maximize their perception of value. In essence, these types of strategy increase the
influence of the endowment effect on your customers and the position of your brand or product at
In psychological theory, confirmation bias is where people seek out information that
supports their views whilst ignoring evidence that doesn’t. Or in others words, when it comes to
confirming their pre-conceptions or self-hypothesis, many people are biased in their selection of
supporting evidence. Find out about the positive perceptions that your customers hold about your
business and produce content that reinforces them. Furthermore, making an effort to understand
confirmation bias within your customer segments can help you produce more relevant content for
specific and targeted niches.Conversely, if you are trying to combat negative confirmation bias
about your business, you will need to support all claims made within your content with cold hard
facts and concrete research. If you use untested opinion or hearsay to try and reverse negative
confirmation bias, you will struggle to get your customers to believe in your content.
Marketers get them to commit to giving you their contact information, then you ask them
to subscribe to your blog or to follow you on social media. Eventually, these progressively larger
However, no matter how good your product is, consumer’s fear of throwing away their
money on it is always going to outweigh their desire to gain it. The more presence you have, the
6
more people will come to think positively of your company, and the more business you will get
The goal is never to manipulate your customers, but to use the marketer’s knowledge of
psychology to create a positive and meaningful experience (Asch, 2003). Therefore, when you
understand how your customers behave and what their basic needs, fears, and biases are, you can
Conceptual Framework
Figure 1.
Determining aspects of
psychological marketing
Profile of the subject
as manifested by
consumer’s behavior Enhancement
Gender through;
training or seminar
Age Consumer’s for Psychological
Marital Status environment Marketing.
Social Consumer’s
Economic budget
Status (SES) Consumer’s way
of thinking
The figure above shows the process of how the researchers conducted this study. In order
to know the basic information that would facilitate the researchers in concluding and finding
researchers are supposed to conduct an interview regarding to their profile, then they will be asked
by series of questions in relation to the study. The enhancement seminar for psychological
Research Objectives
consumer’s behavior to help firms and organizations improve their marketing strategies. Specifically, this
1. Identify the different psychological marketing that customers are aware of.
3. Single out the psychological marketing strategy that affects the consumer’s
5. Identify the kind of training or seminar that can be proposed to increase the knowledge of
This study was conducted in Calbayog City during the year 2016-2017. This is to
understand deeply the consumer’s behavior towards psychological marketing, factors affecting it,
8
and consumer’s behavior while shopping and making other marketing decisions. This study also
make everyone a better consumer. Data’s were taken from the consumers of Calbayog City
especially those individuals or groups that select, buy, and secure product and services to satisfy
their needs. These individuals are chosen as the prospects of this study as they always responds to
the psychological tactics that the different businesses offers in Calbayog City. The nature study
used is a simple interview with each individual using recording materials such as a tape recorder.
This study only limit to the people living within Calbayog city, consumers, and business
mans. Although the research has reached its aims, there were some avoidable limitations. First,
because of the time limit, the research was conducted with only few respondents. Therefore, to
generalize the result for larger group, Calbayog City the study should have involved more
respondents at different age brackets and the limitations in consumer knowledge or information
Consumers. This gives awareness to the consumers in dealing with psychological marketing. This
study would give emphasis to the consumers for achieving personal values through possession or
consumptions of products.
Marketers. Their awareness of the consumers behavior will enable them to improve the way the
approach and interact with the consumers. This study will also help them analyze the behavior of
the consumers in how they are really persuaded into the hands of Psychological Marketing.
Businessmen. This will increase the knowledgeof the businessmen and will help them apply the
different psychological marketing that the Centro Department Store is using. Hence, this will lead
Researchers. This study would serve as valuable work and basis for related researchers who are
also tackling the same research study. This will help them open possibilities for further research
Definition of Terms
The following terms are the commonly used words in this study. The researchers gather
Marketing. A social and managerial process by which individuals and groups obtain what they
need and want through creating and exchanging products and value with others.It facilitates and
distribution, promotion and pricing of goods and services and ideas. It refers to selling and
promotion.
Psychology. The study of behavior and mind, embracing all aspects of conscious and unconscious
Psychological Marketing. The overall feeling among market participants that impels them to buy
or sell.The overall sentiment or feeling that the market is experiencing at any particular time.
Marketer. A person that deals in a market. A person that promotes or sells a product or service.
Consumer. A person who purchases goods and services for personal use.The one who consumes
Behavior. The way in which a person acts in response to a particular situation or stimulus.The
Consumer behavior. The study of how people make decisions about what they buy, want, need,
to know how potential customers will respond to a new product or service. It also helps companies
identify opportunities that are not currently met.The branch which deals with the various stages a
consumer goes through before purchasing products or services for his end use.
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Chapter II
It is a common view that understanding consumers’ behavior is crucial in a way that it has
a direct impact on the performance of the business. There are relevant information about the
as the study of consumer behavior. Its major aim is to describe and explain consumer behavior
towards marketing relations. This field of study focuses on the factors most important for people
when buying a particular product and the way consumers determine the value of a service.
Psychological marketing deals to the important medium of contact with the consumer. There are
many significant elements for effective marketing, which include trademarks, trade names and
slogans. Bagozzi, R. & Warsaw, L. (2008). “Trying to Consumer” Journal of Consumer Research
Consumer psychology studies the way in which consumers think, reason and select
between different brands, retailers and products. It also takes into account how a person is
influenced by his family, culture, the media and other factors of the environment. The
psychological marketing deals with consumers’ behavior shows various factors. Price represents
another critically important element of marketing and four major types of pricing strategies consist
of economy, penetration, skimming, and premium pricing strategies. Backhaus, K. Hillig, T. and
Wilken, R. (2013) Predicting purchase decision with different conjoint analysis methods,
Consumer psychology measures and predicts consumer response to radio, billboard, newspaper
and other types of advertising, as well as to specialized sales programs. It pays special attention to
drives such as hunger, thirst, cold, sexual excitation, fatigue and exhilaration. The consumer
psychologist has to keep in mind the targeted consumer's habits and attitudes of consumption. East,
2ndedition, SAGE.
Understanding consumer behavior has become a factor that has a direct impact on the
overall performance of the businesses (Kotler and Keller, 2012). Certain aspects of consumer
psychology are closely related to other fields of study. These areas include economics, marketing,
advertising, cognitive psychology, social psychology and anthropology. Kotler, P. (2014) “Kotler
There is a wide range of factors that can affect consumer behavior in different ways. These factors
are divided by Hoyer et al. (2012) into four broad categories: situational, personal, social and
psychological marketing may include location, environment, timing and even weather conditions
(Hoyer et al., 2012). In order to benefit from situational factors major retailers attempt to construct
environment and situations in stores that motivate perspective customers to make purchase
decision. Kacen. J. J. and Lee. J. A. (2014). The Influence of Factors on Consumer Impulsive
behavior. It helps a company produce a successful marketing campaign. A good example for that
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would be snack advertisements. For example, when researchers have observed consumer behavior
and establish that people are hungrier in the afternoon, media advertisers can schedule snack ads
for that time of the day and therefore increase their sales. Hoyer, W.D. & Macinnis, D.J. (2011).
Consumers’ behavior is crucial as part of the marketing and its main objective it to learn
the way how the individuals, groups or organizations choose, buy use and dispose the goods and
the factors such as their previous experience, taste, price and branding on which the consumers
base their purchasing decisions. Blackwell, R., Miniard, P. and Engel, J. (2009) “Consumer
Interestingly, it has been found that consumers tend to be more influenced by commercials
that they “zap” through while channel surfing even if they only see part of the commercial. This
most likely results from the reality that one must pay greater attention while channel surfing than
The consumer searches information related to desired product or service (Schiffman and
Kanuk, 2007). Information search process can be internal and external. While internal search refers
to the process where consumers rely on their personal experiences and believes, external search
involves wide search of information which includes addressing the media and advertising or
feedbacks from other people. Rose and Samouel, (2009). Hoyer, W.D., Macinnis, D.J. & Pieters,
The factors have been classified into different types and categories in different ways by
different authors. For instance, Wiedermann et al (2007) classified them into internal and external
factor. On the other hand, Winer (2009) divided them into social, personal and psychological
14
factors. Despite the fact that they have been classified into different groups by different authors
The image of the product has a crucial impact on the psychology of the consumer and
further recommended that the product image should continuously be improved in order to
brief-literature-review-on-consumer-buying- behaviour.
In an article for Fast Company, Robert Rosenthal notes (2005), “The vast majority of
marketers aren’t psychologists. But many successful marketers regularly employ psychology in
appealing to consumers. Smart, skillful, honest marketers use psychology legally, ethically and
respectfully to attract and engage consumers, and compel them to buy.” Rosenthal R. (2005). Fast
Company.
The researchers did not find some review of related literature to the study that is within the
accepted range of time but instead, they found literatures that is beyond the accepted time frame
One study published portrays the behavior of consumers as influence by its environmental
understanding of the marketing firm. Advances in operant psychology make possible a theoretical
Consumer Choice (Foxall 1983), It expressed surprised at the advances there had been in the
behavioural analysis of marketing phenomena during the preceding few years. The progress made
since that book appeared is similarly gratifying: from a few basic notion of how marketing
15
managers might rely upon operant conditioning techniques, especially in retailing and promotions,
to a comprehensive model of consumer behavior interpreted in operant terms and its applications
Consumer choice could do little more than speculate that the epistemological and practical
implications of a behavior analysis of consumer choice might be. It showed that the attitude-
Beyond drawing out the ramifications of that observation for further research, the book
could offer no systematic analysis of consumer behavior in operant terms. In the present work, the
critique of social-cognitive approach to consumer behavior, which remains the predominant force
in consumer research despite the advent of non-cognitive approaches, can be undertaken much
more effectively as a result of theoretical and empirical advances in the analysis of consumers’
attitudes, intentions and behaviors, and the development by behavior analysts of theories and
The critique of social-cognitive consumer research now leads far more plausibly to an
rather than its alleged mental precursors. Foxall, G. (2003). Marketing Psychology.
Another study shows the discipline Psychology encompasses the scientific study of
behavior and mental processes. (Kimmel 2009) Like marketing, the discipline of psychology has
strong connections to other fields of inquiry, including philosophy, biology, evolution, and the
social sciences. It also similarly is comprised of numerous sub-fields, such as: experimental
16
psychology (e.g. the rules governing how people perceive, learn and remember); cognitive
psychology (e.g. the mental mechanisms that underlie how people make judgements and
decisions); personality psychology (e.g. the measurement, origins and influence of personality
differences); social psychology (e.g. how individuals’ attitudes, thoughts, emotions, and behaviors
affect and are affected by other people and the social environment); industrial-organizational
psychology (e.g. the factors that influence job motivation and satisfaction); clinical, counselling
and community psychology (e.g. how behavior and mental processes become disordered, and how
they can be treated or prevented); and developmental psychology (e.g. changes in thinking, social
skills and personality that occur throughout the lifespan). This is but a small sampling of
psychology’s sub-fields and their corresponding topical areas and issues; in fact, the American
Psychological Association formally recognizes 54 specific divisions of the discipline. These areas
are dominated by a core set of psychological constructs that is, explanatory concepts that
conceptualize intangible elements of the domain studied within a particular science. Psychological
constructs are essential to fields like psychology because they help explain how and why people
think and behave the way they do within their physical and social contexts. For example, learning
is a construct that helps explain observable changes in behavior that come about from experience,
as when a consumer develops a loyalty to a particular brand that has proven to have high quality
across previous usage situations. The utility of psychological constructs is not limited to the
discipline of psychology; as will become evident in this chapter, they are essential to understanding
the marketing process. Nonetheless, for a construct to be of any value, it first must meet certain
criteria: it must be precisely and unambiguously defined, including specification of its domain and
clarification as to its distinctiveness relative to similar other constructs, and it must be capable of
being measured (Churchill, 1979). Marketers have adopted many of the measurement and
17
observation techniques developed and honed over the years by psychologists, including a wide
range of self-report measurement tools (such as opinion surveys, attitude scales, personality
scales), projective techniques (such as the interpretation of ambiguous illustrations), and interview
approaches (such as in-depth interviews and personal journals or diaries). Consider, for example,
the need for cognition, which falls within the domain of the psychological construct of personality.
This trait,which reflects the chronic tendency to engage in purposive thinking and to enjoy
problem-solving, is measured by a series of statements (e.g. ‘I really enjoy a task that involves
coming up with solutions to problems’) that comprise the need for cognition scale (Cacioppo and
In a study published about advertising, when employed in advertising research, the scale
revealed interesting differences between high and low need for cognition consumers. Compared
with low scorers, high need for cognition consumers processed advertising information more
thoroughly, had superior recall for brands and brand claims, and relied more heavily on print
sources than television for news information. Consistent with elaboration likelihood theory high
need for cognition consumers are apt to base their attitudes on message arguments and brand
features, whereas lows use peripheral cues, such as music and emotional elements to guide their
attitudes (Haugtvedt et al., 1992). The insight provided by such measurement approaches can
prove invaluable to advertisers in the design of message content and the selection of channels of
message delivery. The application of knowledge derived from systematic research in psychology
and other disciplines is crucial to the ongoing evolution of the hybrid field of marketing. For
example, psychologist George Katona pioneered the use of survey methodologies in order to assess
consumer expectations and attitudes. His work resulted in effective predictors of purchasing
behavior which ultimately were incorporated into the index of consumer sentiment, a leading
18
economic indicator (Friestad, 2001). The applied tradition in psychology also in part can be traced
back to the work of social psychologist Kurt Lewin who, in his often quoted comment that ‘there
is nothing as practical as a good theory’, implied that once we have obtained scientific
understanding of some aspect of behavior, it should be possible to put that knowledge to practical
use. During the Second World War, in a series of experiments, Lewin set out to determine the most
effective persuasive techniques for convincing women to contribute to the war effort by changing
their families’ dietary habits. The goal was to influence the women to change their meat
consumption patterns to less desirable, but cheaper and still nutritious meats, to buy more milk in
order to protect the health of family members, and to safeguard the well-being of their babies by
feeding them cod-liver oil and orange juice. Lewin compared the effectiveness of two kinds of
either a lecture or group discussion on the recommended changes. The results of the research
revealed that actively discussing ways to achieve good nutrition resulted in greater changes
towards healthier eating habits than passively listening to lectures. Lewin explained the findings
by suggesting that group processes had come into play to reinforce the desired normative
behaviour for those individuals who had participated in the discussions. To some extent,
contemporary support groups, such as Alcoholics Anonymous and Weight Watchers, can be seen
as part of the legacy of Lewin’s wartime research (Brehm and Kassin, 1993). Kimmel, J. (2009).
impaired consumer’s attitudes and behavioral intentions. They measured attitudes prior and
purchase products. They were successfully persuade despite of the impairment through the use of
19
communication and good marketing. They utilizes a special form of marketing which tackles the
Marketing: Physical and Sociological Factors Affecting Attitudes and Behavioral Intentions for
Another related study in the research topic is Mayo E.J. & Jarvis LP the study of aims to
show how an expanded knowledge of the individual traveler, his needs and motivations will enable
tourism providers to serve customers more effectively and profitably. Selected and well accepted
principles of psychology and sociology as they apply to travel behavior are presented. The chapters
that were devoted to perception, learning, personality, motivation, attitudes and group influences
on travel behavior. The five case studies, describing a wide range of problem situations are
intended to be used as exercises in identifying, analyzing and solving problems. The subjects of
the studies are: Air Florida, Panorama Travel Agency, Match Point Tennis Club, The Andrews
Inn, and, The Finnish Board of Tourism. Mayo, E.J. & Jarvis, LP (2008). The Psychology of
In a study by Naomi Mandel and Eric J. Johnson, researchers manipulated the background
design of a website to see if it'd affect consumers' product choices. Participants were asked to
choose between two products in one category (like a Toyota vs. a Lexus). According
to Psychology Today, "they found that visitors who had been primed on money (the website’s
background was green with pennies on it) looked at price information longer than those who had
been primed on safety. Similarly, consumers who had been primed on comfort looked at comfort
information longer than those primed on money." Mendel, N. & Johnson, E. (2009) Psychological
Marketing.
20
Just like the related literatures of this study, the researchers were not able to find enough
related studies that are within the accepted time frame. Instead, the researchersfound literatures
This study aims to identify, analyze, and interpret the psychological marketing as
manifested by consumer’s behavior. The researchers gathered five review of related studies in
A study of Gordon Faxall entitled “Marketing Psychology: The Paradigm in the Wings”
focuses in the idea that portrays the behavior of consumers as influence by its environmental
understanding of the marketing firm. Advances in operant psychology make possible a theoretical
Similarly, the study focuses on the psychological behavior of an individual which can affect their
consumer’s choice. Hence, it tackles the phenomena that expressed the surprise of the advances
there had been in the behavioral analysis of marketing phenomena during the preceding few years.
In contrast, the study will differ in the environment used in conducting the research. It will
centralizes only within the city premise. (Faxall, G. “Marketing Psychology: The Paradigm in the
Wings”. (nd).)
Another study shows of Jimmy Kimmel the discipline psychology encompasses the
scientific study of behavior and mental processes. Like marketing, the discipline of psychology
has strong connections to other fields of inquiry, including philosophy, biology, evolution, and the
social sciences. It also similarly is comprised of numerous sub-fields, such as: experimental
21
psychology (e.g. the rules governing how people perceive, learn and remember); cognitive
psychology (e.g. the mental mechanisms that underlie how people make judgements and
decisions); personality psychology (e.g. the measurement, origins and influence of personality
differences); social psychology (e.g. how individuals’ attitudes, thoughts, emotions, and behaviors
affect and are affected by other people and the social environment); industrial-organizational
psychology (e.g. the factors that influence job motivation and satisfaction); clinical, counselling
and community psychology (e.g. how behavior and mental processes become disordered, and how
they can be treated or prevented); and developmental psychology (e.g. changes in thinking, social
skills and personality that occur throughout the lifespan). Similarly, the study centralizes
psychological behavior of a person in making their decisions about a certain product. Both of the
study uses the disciplines of psychology as their marketing tool to persuade a buyer. On the other
hand, the study will not dive deeper on understanding what, how, when and why the disciplines
are being used. In addition, the study will not only use the discipline as their basis, but also it will
gather other external factors that will affect their decision. (Accessed from Kimmel, J. (nd).
research, the scale revealed interesting differences between high and low need for cognition
consumers. Compared with low scorers, high need for cognition consumers processed advertising
information more thoroughly, had superior recall for brands and brand claims, and relied more
heavily on print sources than television for news information. Consistent with elaboration
likelihood theory, high need for cognition consumers are apt to base their attitudes on message
arguments and brand features, whereas lows use peripheral cues, such as music and emotional
elements to guide their attitudes (Haugtvedt et al., 1992). The insight provided by such
measurement approaches can prove invaluable to advertisers in the design of message content and
22
the selection of channels of message delivery. In the same way, both study focuses in the cognitive
decision of consumers. Hence, it will tackle the conscious mental activities such as thinking,
understanding, learning and remembering. In contrast, the study will not compare anymore the low
scorer and the high need for cognition processed advertising. It will just go beyond the consumers
impaired consumer’s attitudes and behavioral intentions. They measured attitudes prior and
purchase products. They were successfully persuade despite of the impairment through the use of
communication and good marketing. They utilizes a special form of marketing which tackles the
human behavior of a person and its perception. Likewise, both study uses the human behavior of
a person in persuading their consumer despite of the fact that they have disabilities. In contrast,
the study will not anymore include a person with a disabilities as their respondents in conducting
this research. Hence, it will just go along with the consumers found within the locality.
Another related study in the research topic is Mayo E.J. & Jarvis L.P. the study aims to
show how an expanded knowledge of the individual traveler, his needs and motivations will enable
tourism providers to serve customers more effectively and profitably. Selected and well accepted
principles of psychology and sociology as they apply to travel behavior are presented. The chapters
that were devoted to perception, learning, personality, motivation, attitudes and group influences
on travel behavior. Similarly, both study tackles how the persuasion takes place in a certain field
of area. It showed that behavior of a person can be the best marketing technique to persuade a
buyer. In contrast, the study will differ from the locality that will be conducted. Moreover, it will
23
not focus on the sales of tickets in an airport but rather on the business establishment found in the
In a study by Naomi Mandel and Eric J. Johnson, researchers manipulated the background
design of a website to see if it'd affect consumers' product choices. Participants were asked to
choose between two products in one category (like a Toyota vs. a Lexus). According
to Psychology Today, "they found that visitors who had been primed on money (the website’s
background was green with pennies on it) looked at price information longer than those who had
been primed on safety. Similarly, consumers who had been primed on comfort looked at comfort
information longer than those primed on money. Likewise, both study focuses how marketers
promote their products for their customers with the use of deception of colors and prices. It tackles
the idea that analyzing the psychological state of a person through the use of deception can be
successful. In contrast, the study will differ from the medium that will be utilized. Hence, it will
never go beyond the internet world of marketing but rather it will just diverge in particular place
Chapter III
24
Research Methodology
In this chapter, the research methodology used in the study is described. The geographical
area where the study conducted, the study design and the population and sample were described.
The instrument used to collect the data, including methods implemented to maintain validity and
Research Design
The researchers utilized the descriptive research design that is qualitative in nature.
Descriptive research involves gathering data that describe events and then organizes, tabulates,
depicts, and describes the data collection. When in-depth, narrative descriptions of small numbers
of cases involved, the researchers used description as a tool to organize data into patterns that
emerge during analysis. Those patterns aided the mind in comprehending a qualitative study and
its implications. The researchers thoroughly interviewed the research subject with questions that
are qualitative in approach. Hence, collecting and storing of multiple sources and evidences were
followed to provide a comprehensive and systematic format that can be a referenced by the
researcher.
Research Subject
The respondents of this study were the 40 customers in Centro Department Store Calbayog
City. It maybe men, women, children, parents and grandparents if there is an availability of this
subject. Hence, there will be no discrimination as to the economic status of each individual that
Research Environment
25
This study was conducted during the school year 2016-2017. It has been conducted in one
of the biggest department store here in the city which is the Centro Department Store Calbayog
The researchers interviewed their customers with series of questions that specifically
Research Procedures
The researchers decided to pick at least forty respondents from the customer of the well-
The selection of research respondents has been done by giving the questionnaire personally
to the possible respondents regardless of its gender and age then conduct an interview afterwards
and data’s will be recorded using a tape recorder. Those who has not responded to the questionnaire
wasn’t forced to answer and has been excluded but their names has been counted as uninterested
respondents.
Research Instruments
In obtaining the data needed in this study, the researchers used interview-guide as the main
instrument.
The researchers used a person-to-person format which is most common, but occasionally
group interviews and focus groups are conducted. Interviews range from the highly structured
style, in which questions are determined before the interview, to the open-ended, conversational
format. The highly structured format of an interview is used primarily to gather socio-demographic
information such as age, gender, marital status and the like. Frequently, the researchers asked the
26
same questions of all the respondents, but the order of the questions, the exact wording, and the
type of follow-up questions may vary considerably. The use of a digital recorder is undoubtedly
the most common method of recording interview data because it has the obvious advantage of
preserving the entire verbal part of the interview for later analysis.
The researchers responsibly asked first the permission of the selected respondents
including the consumers, business owners, or any authorized person in that business firm. Then,
the researchers personally asked the same questions to all the respondents, but the order of the
questions, the exact wording, and the type of follow-up questions varied considerably. During the
interview, the researchers make used of a digital recorder which is the most common method of
recording interview data for the advantage of preserving the entire verbal part of the interview for
later analysis. After the given time, the researchers combined all the gathered data encoded from
Data Analysis
The researchers utilized the thematic analysis in which the data were gathered in order to
make concise discussion and to make accessible to the researcher for large amount of textual data
that has been generated. It consists of examining, categorizing tabulating, recombining the data
The data that were encoded has been presented based from the actual interview or
conversation. For better understanding of all data gathered, an interpretation below followed which
was based from analyzing the entire verbal part of the interview.
Chapter IV
27
The researchers gathered their data in one of the major department store in Calbayog City,
the Centro Department Store. The following data are arranged and supported by dialogues by series
of respondents.
From the interviews performed on the customers of Centro Department Store in Calbayog,
findings revealed that most of their customers are not aware of the psychological marketing
techniques that the business establishment is using to persuade buyers. The right to express their
“No”
“Diri ak maaram.”
Kakuri man.
These are some of the common responses of the respondents. As gleamed in the
information above, out of 40 respondents 26 of them are not aware of the different psychological
marketing techniques that are being used by the Centro department Store in Calbayog City. The
fact that people or the customers know about it, but are just confused with the word psychological
marketing, itself makes people answer the words “di ak maaram, Not yet, ambot, no, nano iton?,
28
kakuri man, etc.”. This clearly shows that a lot of people in Calbayog City are lacking of
knowledge when it comes to psychological marketing. Most of them are not yet aware of the
different psychological marketing techniques that is being used by the different Department Store
or shopping Center specially Centro Department Store in Calbayog City to make them want to
purchase products every time and become a loyal customers through time. People or consumers
are just easily trick by those techniques again and again every time they buy a product.
Thus, there is a great need of raising awareness of this specialized form of marketing in
how easy a certain customer can be persuaded. Hence, the businessman, marketers and even the
newbie in the business world will have an idea in how the human behavior works about this
marketing technique.
Despite of the numerous amounts of respondents that doesn’t know the psychological
marketing of Centro Department Store Calbayog, there is still some customers who know their
techniques and strategies, and the whole concept of how they persuade their customers in just a
piece of cake. These are some of the answers of the respondents that are aware or has a prior
“ahm…. Puro ba sana nga may buy 1 take 1, 3 for 100, mga like that ba. Asya..”
“Yes. ah… Buy 1 take 1. Sugad san mga paninda. Ah… Cellphone diba.”
“Yes. ahw… one is an ira… nagkuan sira mga promo pero.. may inconsistent san ira pag hold
san mga promo pero every end of the month nag kukuan sira mga… mga… promo sa ira cloths.”
“Like…. Ku-an Buy 1 take 1, sana? Gad sana? Ok na iton? Mga 2 for 199…
29
As stated above, words such as “buy 1 take 1, 3 for 100, 50% discount, 3 for 1000, 99, etc.
are just enough basis to say that that some of the people in Calbayog City know and has a prior
knowledge about different psychological marketing techniques that is used by the department store
or other business organizations. 14 out of 40 respondents are aware of those different techniques
that is being applied or used by the business to attract customers and gain a large profit. Those
The buy 1 get 1 or the so call buy 1 take 1 is one of the psychological marketing techniques
that is mentioned by the respondent. It is also one of the technique that is being used by the Centro
Department Store. Among the different techniques, this is the one that can attract more customers.
“99” this pricing is called Charm Pricing or often called price mimicking. This technique in prizing
can manipulate the mind of the customer to buy the product. These are the prices that ends with
the number 9. Some of the different techniques are mentioned by the consumer, which means that
some of the people in Calbayog City know about yet they are still persuaded and attracted to it.
To fully support the respondent’s knowledge and idea about how the Centro Department
Store Calbayog manifests psychological marketing, the researchers gathered data to their manager
through interview in order to make concise discussion and to make accessible to the researcher for
large amount of textual data that has been generated to support the claim of the customers.
Manager: Ahh sir yung psychological pricing naming number one. Tatlo yun ehh, ahh… charm
pricing, prestige pricing tsaka buy 1 get one. So yung tatlo kasi niyan sir, ahh… impact kasi
30
naming yan sa charm pricing. Ito po yung mga presyong mga 99, yung parang wala ng ano, basta
Manager: Yun yon. Sunod yung sunod, pangalawa namin is prestige pricing, yung complete than
champ pricing. Ito sir yung ano, yung 99, ito naman yung ang fixed pricing. Ito kasing 99.50 mga
ganyan. Ito prestige pricing, yung fixed na, kunwari 100, mga ganoon.
As gleamed above the statement of the manager, the manager delightedly confirmed that
they are using these techniques as a way of attracting their customers to buy a certain product that
has been used in the psychological marketing scheme. He also gave an example of each marketing
strategy that they are using in every brand or clothing line that the said establishment is selling.
Out of curiosity about what the manager said, the researchers gathered some information
in the library and the credible sources in the internet to expound each psychological marketing
strategy that the business establishment is using. Hence, it will give clarity on what this strategy
Charm pricing is to reduce the left digits by one. This strategy, often called "charm
pricing," involves using pricing that ends in "9" and "99."With charm pricing, the left digit is
reduced from a round number by one cent. Customers come across this technique every time we
make purchases but don’t pay attention. For example, your brain processes $3.00 and $2.99 as
different values: To your brain $2.99 is $2.00, which is cheaper than $3.00.It all boils down to how
a brand converts numerical values. In 2005, Thomas and Morwitz conducted research they called
"the left-digit effect in price cognition." They explained that, “Nine-ending prices will be
perceived to be smaller than a price one cent higher if the left-most digit changes to a lower level
(e.g., P3.00 to P2.99), but not if the left-most digit remains unchanged (e.g., P3.60 to P3.59).
31
Thomas M. & Morwitz V. (2005). Penny Wise and Pound Foolish: The Left Digit Effect in Price
Cognition.
Prestige pricing is the complete opposite of odd or charm pricing. Prestige pricing involves
making all numerical values into rounded figures, i.e., $99.99 is converted to $100. According
to Kuangjie Zhang and Monica Wadhwa in a 2015 study, rounded numbers (e.g., $100) are more
numbers (e.g., $99.99), which are less fluently processed, and encourage reliance on cognition.
This means that rounded numbers "feel right" because the purchase is being driven by feelings and
the price is processed quickly. Zhang and Wadhwa realized that consumers were more inclined to
buy a bottle of champagne when it was priced at $40.00, rather than $39.72 or $40.28. Zhang K. &
Wadhwa M. (2015). This Number Just Feels Right: The Impact of Roundedness of Price Numbers
on Product Evaluations.
'BOGOF': Buy one, get one free is a pricing strategy in which customers pay the full price
for one product or service to get another for free.The psychological strategy at work here is,
simply, greed. According to Thomas and Chrystal, once a customer comes across the offer, logic
gets tossed to the wind and the main focus is making a purchase to get the free item.Now, because
this technique has been widely adopted and most people no longer take the bait, you could stir
things up a bit by offering one of the following. Thomas P. & Chrystal A. (2013). Explaining the
“Buy One Get One Free” Promotion: The Golden Ratio as a Marketing Tool.
Effects of Psychological Marketing towards the behavior Centro Department Store customers
32
When a customer is being persuaded to buy a certain product, the effect on them are beyond
their normal attitude and perspective. Understanding their consumer behavior is the primary task
of the marketing management of Centro Department Store Calbayog. Their business establishment
knows the variables and factors that influence the customers to make a purchase. Based on their
analysis, they can correspondingly formulate and design marketing strategies that enable them
“an epekto sana sa akn nga.. ah.. kun baga iton nga… Iton ban a mababudget ko an akon kwarta
“kon ako mapalit? Tadi kay makakabarato ak, kay oo. Kay barato tas Buy1 take 1 pa”.
“ah.. para sa akon. So, an affect san psychological marketing is so of course pag nakit-an mon
a..uy, an original prize is 600. Then na cut yung prize to 400. Of course kahit…. Kahiiiiit…hindi
pa..ahw.. kahit medyo may kamahalan gad siya pero compared sa first prize. Pag compared sa
first prize mas mura siya so bibili ka like Nahihikayat ka bumili. Although, according to my
research na..an mga promo gn hohold iton cra pero calculated na iton natanan. Everything may
profit talaga sira kahit mag..mag hold sira mga promo. Nacacalculate iton tanan.”
“ah… syempre kay.. kun may kuan.. buy 1… sana na mga psychological marketing. Syempre mas
“waray gad iton, okay gad iton para ha akon na mga promo maupay parte ha amon na may promo
kami Labi na ha amon na gugti la amon mga kwarta makakapalit kami San amon mga
ginhuhunaan na paraliton.”
As stated above, most of the respondents who were aware of psychological marketing in
Centro Department Store are being deluded by one of their psychological marketing strategy, the
psychological pricing. These respondents almost have the same answers with regards to the effect
33
psychological marketing strategy such as the buy 1 get 1, 3 for 200, 70% off and so on give them
discounts and that is why they are being deluded to buy the product though they don't really need
that product.
Department Store convince and attract them to purchase the product because of its good quality
“Ano sa akin instead na may bibilhin lang ako sa Centro, pag nakita kong may sale sila ayun
nakakabili ako lalo na pag buy one take one mga ganoon, 70 percent off.”
“Hmm. Ano, bagan nacoconvince ak na pumalit. Kay high quality na, tapos lowered price pa.”
“kay maaano ka man macoconvince ka man nga mapalit sana kay an quality san product.”
“Naconvince ak niya mas maupay syempre mas maupay na quality lugod akon mabibolngan tas
“Ah as a consumer well it thrills me eeit catches the interest and also attracts me to buy and even
though na not my intent but because na aatract ako may part na i really want to buy the item.”
The respondents above also have the same answers with regards to the effect of
respondents answered that they are being convinced to buy the product not only because of the
low price but also because they believe that those products are high in quality.
34
With the respondent’s answers during the interview, the effective psychological marketing
strategy has bombarded customers with a broad idea of what is the aftermath of psychological
marketing towards them. They are easily persuaded and deluded of the idea to buy products that
Code of information
The effective psychological marketing plans begin and end with consumers. Consumers
make the wheel of industry go round. In exerting effort to reach out to customers, the Centro
Department Store utilize the idea of the consumer’s needs, wants, preferences, beliefs, habits, and
idiosyncrasies. To reach out to these ideas, the manager himself told the researchers the way in
Researcher: So sir next question. So coded information campaign san Centro. How are your…
aww nanu iyo mga… what are your styles in marketing your… your kuan sir, business Centro
Calbayog.
Manager: Ahh kasi sir dati gumagamit radio. Syempre ano naman yan, sa mga isla diba radio
yan.
Researcher: Ahh.
Manager: Ahh para malaman nila na mayroon ditong department store sa Calbayog unlike doon,
pero mas maganda narin kasi sir yung streamer. Pang lifetime yun ehh. Kumbaga syempre,
Manager: May time lang pa. Dito sa streamer maganda rin kasi for lifetime, pwede mo palitan
lagyan mo uli. But mas maganda rin effect ng radio, especially for the isle, mga isla.
Manager: Syempre, kaso nga lang mas malaki yung nagiging gastos ng cost naming kung sa radio.
So tinry nalang namin streamer dito lang around by Calbayog sa proper tsaka sa medyo pwede
Researcher: Ahh sige sir. Iyo… tos an iyo… an sir… specifically nanu nakabutang… aww anong
Manager: Ahh… actually sir, like ahh… mga sale, pps, yung mga ganoon price pass. Actually
mayroon kaming parating ngayon price buster sale. Ahh… sa 17, 18, 19. So ganoon, naglalagay
lang kami sa bawat pwedeng lagyang lugar para maaware sira, para maaware naman namin si
customer.
As stated above, the Centro Department Store invests money to reach out customers at
Barangays in Calbayog. Even the farther one’s in different parts of Samar. In fact, the Centro
Department Store has a price buster sale on January 17-19, 2017 in which they will utilize their
advertising materials such as posters streamers and banners as way of promoting it to the customers
in which they will become aware of the upcoming price buster sale. But for those who lives in
“Puro”, the establishment make used of radio broadcasting to as way of communicating their
A customer or buyer has a role on itself having limitations of such marketing outcomes and
processing skills in how they interpret the psychological marketing of the Centro Department
Store. As the Manager of the said establishment together with the respondents confirmed that they
36
know the different psychological marketing that they possess. With the data gathered below, the
manager presumptuously assumed that a customer has no limitation of processing the marketing
strategy they advertise because consumers aim to achieve their wants and needs in the society.
Researcher: Adto sir na waray maansiran san iyo boss. Now, what are the limitations in consumer
Manager: Ahh… actually wala namang limitasyon ang custo… ahh consumer o customer dito.
Kasi sabi nga nila diba ang customer always right, kaya kahit sabihin mong mali, she is the boss,
he is the boss. So for me kasi wala kaming limitasyon kasin wala namang… ahh kayo sir, tanong
ko lang sa inyo, kung kayo kaya may-ari, sayo ko ibalik. May limitasyon ba ang consumer sa isang
establishment?
Researcher: Ahh sir, sa tingin ko… aww for me sir, waray sir.
Manager: Oo, yun talaga ehh. Kasi ones na binigay mo ang limitasyon ng isang customer, lilipat
As clearly stated above, the Centro Department Store in Calbayog has no limitation in the
customer or buyer's knowledge. The customer has its own rule in having such marketing outcomes
and processing skills in how they interpret the psychological marketing of the Centro Department
In terms of the process of marketing strategy that the Centro Department Store advertise
they focus on the consumer needs and wants. The limitations in consumer knowledge or
37
the consumer is influenced by his or her environment (e.g., culture, family, signs, media) The
It is very important for them that they can give the wants and needs of their consumer. All
they want is to give the satisfaction of their customer because they think if they don't give the
needs and wants of their consumer the consumer will find other establishment that satisfy their
needs and wants. So there is a possibility that consumer will not anymore patronized their product.
Chapter V
Summary of Findings
After all the surveys done, the researchers find out that among the 40 customers of Centro
Department Store Calbayog that were interviewed, only 14 or 35% were aware of the
psychological marketing strategy that the business establishment is using. Hence, the concepts and
techniques were unveiled by the respondents through series examples of how it truly works. While
the other 26 or the 65%, was completely unaware of what and how the psychological marketing
Together with the Centro Department Store Calbayog Branch Manager and 65% of the
respondents who were aware of the psychological marketing strategy that business establishment
is using, pointed out that there were (3) three psychological marketing strategy manifested by
38
Centro Department Store in Calbayog namely (1) charm pricing, (2) prestige pricing and (3) buy
1 get one. Charm Pricing or often called price mimicking are the technique in prizing that can
manipulate the mind of the customer to buy the product. These are the prices that end with the
number 9. For example instead of 100 they will make it 99 to gather more customers to buy the
product. Prestige pricing it is one of the psychological marketing technique in which products are
being priced it its original fixed amount. For example 99.50, customers are persuaded with the
price for they believe that they will still get a change. This is one way of attracting the customers.
Lastly, Buy 1 get one free. Among the three psychological marketing strategy that is being
manifested by Centro Department Store in Calbayog this technique attract more customers. In this
strategy, when a consumer buys a product he/she will get another 1 for free.
The 65% of the respondents unveiled the effects of psychological marketing strategy
towards themselves and exemplified that there are (3) three effects of psychological marketing
towards consumer’s behavior specifically, (1) is the eagerness to buy a certain product, (2) buying
As the interview goes along with the Manager of the Centro Department Store in Calbayog,
he stated that there are (2) two code of information that the business establishment is using, they
advertise their psychological marketing through radio and streamers. He added that they prioritize
more the streamers in advertising their products because it can be recycled and can last a lifetime.
Unlike the radio advertisements, which is costly and has only a limited time to air.
The head officer of Centro Department Store in Calbayog presumptuously exhibited that
decisions and marketing outcomes. A person has a never ending need in his/her life, it is essential
39
to all human forms to be satisfied and to achieve what they really want in order to live. This never-
ending sense of need is in truth desire and attachment that manifests openly through the exterior
world that appears to us and through the inner world that we experience. This is the case for all
living beings that live and experience the world as they do, and it is marked by feverish anxiety
and woe.
In light of the findings, the researchers come up with these conclusions. Most of the
respondents of this study were completely unaware of what and how the psychological marketing
takes place in Centro. The consumers were deceived by the different psychological strategies that
are charm pricing, prestige pricing and buy 1 get one. Charm Pricing or often called price
mimicking are the technique in prizing that can manipulate the mind of the customer to buy the
product. Prestige pricing is one of the psychological marketing technique in which products are
being priced in its original fixed amount. Lastly, Buy 1 get one free. In this strategy, when a
consumer buys a product he/she will get another 1 for free. This implies that the said establishment
is using the psychological pricing in which it is one of the branches that psychological marketing
possess. There are three psychological marketing strategies that are being manifested by Centro
Department Store in Calbayog City which serves as a technique to attract more customers. This
also implies that the various psychological marketing strategies used by Centro Department Store
are effective in convincing the customers. They are using different techniques in terms of pricing
The effects of psychological marketing towards consumer’s behavior are; the eagerness to
buy a certain product buying decision and easily persuaded or deluded by such marketing
technique. These psychological strategies used by Centro Department store result to greater profit
because of the consumers who were convinced to buy their products. This implies that the
psychological marketing strategies that are being used by Centro Department Store are effective
in convincing the customers. Also, it implies that those psychological marketing strategies affect
the buying decision of the consumer. Those strategies have an effect to the consumer’s behavior
The code of information that the business establishment is using with regards psychological
marketing is through radio and streamers. Although they are more likely to use streamers in
advertising their products because it can be recycled and can last a lifetime. Unlike the radio
advertisements, this is costly and has only a limited time to air. This implies that the modern
marketing tools such as streamers and radio commercials are effective and efficient in advertising
products with regards on the psychological marketing technique that Centro Department Store is
using.
The customer has no limitation of processing the marketing strategy that the Centro
Department Store used because consumers aim to achieve their wants and needs in the society.
This implies that consumers are driven by their own wants and needs and we cannot set such
boundaries that a certain person can comprehend. Consumers have their own perception in terms
of choosing the product they intend to purchase or buy. There are no limitations in consumer’s
Recommendations
establishments engage in. Especially in dealing with the occurring various psychological
abilities in influencing decisions and marketing outcomes. Improve the way they approach and
interact with the consumers. Know the other different code of information that a certain business
psychological marketing as their technique of persuading their customer. Increase the knowledge
behavior that might be a keypoint to unveil interesting grounds between a person’s choice and
motivation.
42
Chapter VI
Rationale
Based from the findings of the study, the researcher has found out that most of the
customers of the said establishment were completely unaware of how they are being persuaded
easily. This can be attributed to the fact that Psychological Marketing was not yet recognized by
the people which includes marketers, businessman and consumers because of the lack of
Further, along with the analysis of data gathered, Psychological Marketing as Manifested
by Consumers Behavior: The Case of Centro Department Store Calbayog City, seems that some
of the customers knew the psychological marketing that is taking place in the business but almost
all were blindfolded by the idea of the occurrence of the marketing strategy they possess. This
problem always encounter by the business world in how to fully recognize and effectively use it.
TRAINING/ SEMINAR inviting other business experts, marketing expert, psychologists and
consumers in Calbayog City to discuss about how to use the psychological marketing as a tool
guide to delude customers and to review the other marketing techniques that other business
establishments are using. Hence it will help them in developing other strategies and techniques in
Objective/ Purpose:
This proposal scribed grounded with the findings of this present study.Specifically, it aims
to:
1. Know the different psychological marketing strategies that famous business establishments
are using.
market the customer’s perception about the products they are selling.
PROGRAM MATRIX
TIME DAY1 DAY 2 DAY 3
7:00- 8:00 AM Registration Registration Registration
8:00-9:00 AM Opening Program RECAP RECAP
9:00- 11:00 AM Session1: Updates on Session 4: Discussion Presentation of
Psychological Psychological Outputs or Reports/
marketing strategies marketing can affect Open Forum
-Report of what are a person’s buying
the different behavior
psychological - Marketing tips and
marketing techniques ideas
by the business
establishment in
Calbayog City
11:00-12:00 AM Session2: Developing OPEN FUROM Final Discussion and
psychological Team Building
marketing ideas Activities
-TEAM BUILDING
and introducing the
44
the different
psychological
marketing strategies
that other business
establishment are
using
12:00 -1:00 PM LUNCH BREAK LUNCH BREAK LUNCH BREAK
1:00 – 3:00 PM Session 3: Discussion
Session 5: Signing for their
about what is the Collaborative Report commitment
importance about on how to regarding to the
Psychological choose use the right Family business they
Marketing towards the right have and reports of
customers and the psychological the Final set of
FACTORS that
marketing strategies successor they’ve
might affect upon it (
and techniques for chosen.
From the Business your business
Expert) establishments
-reports and
documents needed to
be the next successor
3:00 – 4:00 PM SHARING OF GAMES THAT IS END OF THE TEAM
IDEAS RELATED BUILDING
PSYCHOLOGICAL
MARKETING
4:00-5:00 PM End of Session in End of Session in
Day1 Day2
Approved:
CALICK D. ARRIETA, PhD
Principal I
45
PARTICIPANTS
1. Consumers
2. Marketers
3. Businessmen
4. Business Management Students
5. Researchers
Appendix A
Appendix B
INTERVIEW TRANSCRIPT
THE MANAGER
kaya bumababa yung ano naming, sales status ng mga mamimili dito, although talagang namimili
sa amin single. Lang trabaho kasi syempre kahit sino hanap din branded na mga damit kahit ikaw
sir.
Researcher: Aww sigesige. Sir may question po ak. So aside from that, ahh… where did you get
sana sir na mga percentage na iyo accurate, iton ba na percentage niyo, diin kam sana nakakuha
sir?
Manager: Ahh… ano yan, accurate by the guards. Meron kaming head count, then ito yung
ipapakita ko sa inyo… na report ko din this coming my ojt report. Wait lang… sorry sorry…
Researcher: Sige sir.
Manager: Wait lang, ahah… Yan yung mga report ko, so makikita moa ng, yan, gender male 70..
50.., yung babae na, kung ilan ang edad na ganto. Matatantsa mo naman kung ilan yan. Ganoon
kami para atleast accurate talaga.
Researcher: Ahh. So sir while, so pagpunta pala mayin… ahh namin dito sir nagrecord na agad
yung guard.
Manager: Oo, naggaganoon na agad, nagtatara siya, so ilang babae. Kasi yun yung ginagawa ko
kasi may report nga ako so sabi ko dalawa naman silang guard, ikaw yung sa lalaki, ikaw yung sa
babae, titingnan mo kung ilan pumapasok na babae ba o lalaki. Kung ilang edad.
Researcher: Ahh… sige sir. Asya nakuha niyo an accurate na data. So next sir naman sir, let’s get
to the main topic sir, so aside from that sir, are you aware of psychological marketing? Sana sir?
Manager: Ahh… yes sir kasi galing din naman ako sa retail, it is not department store, but super
market.
Researcher: Yes sir.
Manager: So same as benibenta yun ngalang ahh… super market is need ng tao. How about the
department store is loho lang ito. Kung sinong gustong bumili. So psychological….
Researcher: Marketing!
Manager: Marketing. Hmm… aware naman ako.
Researcher: Yes sir. So next sir question. What are these psychological marketing strategies
manifested by Centro Department Store Calbayog?
Manager: Ahh sir yung psychological pricing naming number one. Tatlo yun ehh, ahh… charm
pricing, prestige pricing tsaka buy 1 get one. So yung tatlo kasi niyan sir, ahh… impact kasi naming
49
yan sa charm pricing. Ito po yung mga presyong mga 99, yung parang wala ng ano, basta 99 lang,
kahit sino mainganyo kasi 99 lang.
Researcher: Ingganyo! 99 lang!
Manager: Yun yon. Sunod yung sunod, pangalawa namin is prestige pricing, yung complete than
champ pricing. Ito sir yung ano, yung 99, ito naman yung ang fixed pricing. Ito kasing 99.50 mga
ganyan. Ito prestige pricing, yung fixed na, kunwari 100, mga ganoon.
Researcher: Sakto sir.
Manager: Sakto talaga. Oo.
Researcher: Ahh… sige sir.
Manager: Kahit sino, iwan ko lang sir kung saan ka mag… hmm… bibili kung sa fixed pricing
kaba o sa charm pricing. Kasi yung 99 panghakot lang din namin ng customer.
Researcher: Ahh…
Manager: Parang ganoon.
Researcher: Para maattract sira sir.
Manager: Oo, pang attract lang, kasi 99.50 lang, may less. May cents pa silang sukli. Then the
pangatlo po is the buy 1 get 1.
Fritz: Free!
Manager: And free. Ito yung ano… ahh… mark items namin na ginagawa naming lalo kapag may
sales kami. So para maingganyo pa lalo yung customers at mapabili namin regarding sa aming
promo na yan.
Researcher: Ahh sige sir, thank you sir. So next question sir. How does psychological marketing
affect the consumer behavior or the behavior of the consumers?
Manager: Ahh ito kasi sagot niya ehh… Decision in buying and eagerness. So decision in buying
kasi ano yan sir… ahh pagpumunta kasi customers namin dito, kailangan talaga i-sales talk ng
selling crew namin, may… may ano kasi kami, may challenge kami sa mga selling crew na may
mga cota kasi kami sir.
Researcher: Yes sir.
Manager: Cota sa bawat selling crew na dapat mapabili mo yung mga customer. Gawin mo yung
style mo kung pano siya mapapabili. So yun yung tinatawag na decision in buying. Kung inano
niya yung customer niya sa pagbili talaga dahil sa selling crew. Yung eagerness naman talaga,
yung kagustuhan ng mga customer na bumili ng pagpunta talaga may sadya lang talaga siyang…
50
Researcher: Na bibilhin!
Manager: Bibilhin.
Researcher: So consu..so, so in sho.. in short term sir, an psychological, sa psychological marketing
is to attract customers, didi sa iyo sir.
Manager: Oo…
Researcher: So an epekto sana sa ira sir naaattract dali san mga kuan… san mga customers niyo
sir.
Manager: Oo…
Researcher: So sir next question. So coded information campaign san Centro. How are your…
aww nanu iyo mga… what are your styles in marketing your… your kuan sir, business Centro
Calbayog.
Manager: Ahh kasi sirdati gumagamit radio. Syempre ano naman yan, sa mga isla diba radio yan.
Researcher: Ahh.
Manager: Ahh para malaman nila na mayroon ditong department store sa Calbayog unlike doon,
pero mas maganda narin kasi sir yung streamer. Pang lifetime yun ehh. Kumbaga syempre,
pagradio kasi may bayad yan.
Researcher: May bayad sir…
Manager: Kasi malaki yung…
Researcher: Tapos may time la sir…
Manager: May time lang pa. Dito sa streamer maganda rin kasi for lifetime, pwede mo palitan
lagyan mo uli. But mas maganda rin effect ng radio, especially for the isle, mga isla.
Researcher: Ahh sige sir.
Manager: Syempre, kaso nga lang mas malaki yung nagiging gastos ng cost naming kung sa radio.
So tinry nalang namin streamer dito lang around by Calbayog sa proper tsaka sa medyo pwede
mag lagay na area.
Researcher: Ahh sige sir. Iyo… tos an iyo… an sir… specifically nanu nakabutang… aww anong
nakalagay sa streamers niyo.
Manager: Ahh… actually sir, like ahh… mga sale, pps, yung mga ganoon price pass. Actually
mayroon kaming parating ngayon n apps. Ahh… sa 17, 18, 19. So ganoon, naglalagay lang kami
sa bawat pwedeng lagyang lugar para maaware sira, para maaware naman namin si customer,
51
Researcher: Ahh sige sir. So sir, pwede kami makaanser sad… pwede mo sir maansiran adto na
question sir?
Manager: Sigesige.
Researcher: Adto sir na waray maansiran san iyo boss. Now, what are the limitations in consumer
knowledge or information processing abilities in influencing decision in marketing customer?
Nano ang… ano ang mga limitasyon ng customer sir?
Manager: Ahh… actually wala namang limitasyon ang custo… ahh consumer o customer dito.
Kasi sabi nga nila diba ang customer always right, kaya kahit sabihin mong mali, she is the boss,
he is the boss. So for me kasi wala kaming limitasyon kasin wala namang… ahh kayo sir, tanong
ko lang sa inyo, kung kayo kaya may-ari, sayo ko ibalik. May limitasyon ba ang consumer sa isang
establishment?
Researcher: Ahh sir, sa tingin ko… aww for me sir, waray sir.
Manager: Waray! Kasi ahh wala talagang limitasyon kasi…
Researcher: Wants and needs ira ginkukuan sir…
Manager: Oo, yun talaga ehh. Kasi ones na binigay mo ang limitasyon ng isang customer, lilipat
at lilipat ang customer sa ibang establishment.
Researcher: Ahh sige sir. So an last question namon sir, what are, aww last question sir, nanu iyo
proposed enhancement program or anything that can boost, boosten up the other marketers or
businessmen about psychological marketing sir? Mga proposed enhancements sir.
Manager: Ahh… proposal!
Researcher: Oo, para magain an knowledge nira sir.
Manager: Siguro sa akin, number one din sa akin yung ginawa ko, yung ginawa ko… tulad nito sa
powerpoint ko which is ahh… mas maganda kasi ano siya, hmm… wait lang ahh… mga ano yan
sidekick namin sa kabila… picture… ayy sorry sorry… dito pala. So ito yung number of proposal
project ko talaga, which is mas maganda kasi ahh… hah! Yan yung installing signage sa mga
bawat bangka dito. So kasi yun yung pinaka number proposal ko kasi di rin naman kasi mahakot
yung tao dito sa proper kasi may Super Metro na, nagtatayo pa si Gaisano. So ang ginawa namin,
proposal ko talaga para ma-ano pa si customer… ano… ahh… signage ng bangka sa other island.
So malalaman nila merong Centro, ano ba yung Centro. Maaano sira, mapapaisip ano ba yung
Centro, yun pala Department Store. Yun di yung pinaka proposal ko.
Researcher: Sa mga kuan sir… sa mga di pa gud maaram sir…
52
Researcher: Kaynaman mas ginpipili niyo na pumalit didi sa Centro instead sa iba like Gemma na
may mga sale man liwat didto? Naman kay mas ginpipili niyo an centro?
Respondent 8: Kay barato tas damo an imo nakikit-an na mga paraliton.
Researcher: Good morning sir, so sir are you aware san psychological marketing dinhi sa centro?
55
Researcher: so, ma’am good morning ma’am. Maaram ka ma’am san psychological Marketing
dinhi sa centro na ira ginhihimo?
Respondent 16: Yes?
Researcher: so, kon maaram ka ma’am, nanu an iara mga psychological marketing techniques na
gin aaply dinhi sa Centro?
Respondent 16: ahm…… ambot sa ira..ambot..
Researcher: buy 1 take 1, 50% off ma’am. Mga gadsana ma’am.
Respondent 16: ambot.
Researcher: so di ka maaram ma’am?
Respondent 16; diri. di ak ngani maaram.
Researcher: aw, sige ma’am. Salamat ma’am
Researcher: good morning sir. Maaram ka sir san psychological marketing san Centro Sir?
Respondent 17:…..
Researcher: Psychological Marketing. It’s either yeas or no.
Respondent 17: Yes. Of course.
56
Researcher: so, sir nanu an iba’t-iba na mga psychological marketing na maaram ka sir?
Respondent 17: ahh,… as a ku-an.. syempre customer man ak. Customer, paragpalit. Suki man ak
san Centro. ?usa na akon maaram sana is an buy 1 take 1 nga gn kuku-an nira sa ira mga items tas
an mga discounted prize liwat san ira mga… iba products.
Researcher: nanu an epekto sana sir sa imo sir?san psychological marketing, sana na mga 50%
off…
Respondent 17: ah… syempre kay..kun may kuan.. buy 1… sana na mga psychological marketing.
Syempre mas nakakatipid an mga customer sa kon nanu na items an ira papaliton.
Researcher: ah, sige sir. Next question sir. Kaynaman adi ka yana didi sa Centro? May paraliton
o may sale?
Respondent 17: May paraliton.
Researcher: Kaynaman po sir na mas gin pili niyo na pumalit didi sa metro san iyo paraliton..ahw
sa Centro instead na mayda man Gemma, may iba pa man na mga paralitan. Kaynaman adi gud
kam didi sa Centro?
Respondent 17: Kay ngadi sa centro maaram kit na adi ngadi an mga original na mga brand tas
maupay an quality unlike sa gemma na puros mga imitation la an mga items.
Researcher: sir are you aware of the different psychological marketing strategy that is being used
by centro department store for you to buy their products?
Respondent 21: Yes. Yes
Researcher: then, what is it?
Respondent 21: ……… Like…. Ku-an Buy 1 take 1, sana? Gad sana? Ok na iton? Mga 2 for 199…
Mga…. Bargai, 3 for 100. Asya la
Researcher: sige sir. So, nanu an epekto san psychological marketing sa imo sarili sir?
Respondent 21: ah………
Researcher: sir, nanu an epekto sir sa imo?
Respondent 21: anay…….. nagloloading ak.
Researcher: May epekto ba sir? sa imo sir?
Respondent 21: siguro nadadara la ak sa kuan. Nadadara la ak na magpalit sa ira tas nakakabarato.
Sadsana.
Researcher: sige sir. Kaynaman sir adi ka yana sir sa Metro? Ahw, centro?
57
Respondent 21: sa Centro? Kay mag kita ak sale. Magkita ak mga barato kun mayda sira mga
barato na mga bado. Short.
Researcher: so, sir kaynaman ngadi kam napalitna kun mayda mn Gemma o iba pa na deparment
store didi sa Calbayog like na parihas man iton mayda mga sale? Kaynaman mas ginpipili niyo na
pumalit didi sa Centro?
Respondent 21: kay bisan mahal didi sa centro, maupay an quality san ira mga products.
Researcher: aw, sige sir. Thank you.
Respondent 27: Mas harani sa balay hahaha. Kay siguro sa brand kay like for example sa metro di
man gud sira like for man gud sira branded an iba manla. Kay sa centro mayda man gud mga brand
mag iba iba.
Researcher: Asya la po. Salamat.
Researcher: An amon po una na pakiana, aware ka po o maaram ka nakakapansin ka San mga iba
iba nga psychological marketing strategies nga gingagamit sa centro pagpalit sa product kunwari
an IRA na gingagamit na ways na ma'attract ka or maconvince to buy the product?
Respondent 35: Dire gud ako hiton kabisado kay dire Gud ak baga ba pamalit San mga sugad hine
yana dinhe so maaram ak na mayada siton na pamaagi pero para ha akon experience sugad hiton
bagan an ira pamaagi sugad an maupay ka mag'entertin sa usa nga costumer an mga selslidy.
Researcher: So, maaram ka po sana or napapansin no po iron?
Respondent 35: Ahh oo
Researcher: So nano man po iton na mga strategies na ira gingagamit?
Respondent 35: So wans na maydak hin pakiana ak han usa na selslidy gin iintertin mo ak, Na po
ma'am maupay ine.
Researcher: So asya po iton? In terms po san price piano ka po nacoconvince na paliton no iton
Respondent 35: San pinaagi han maupay na klase San ira gamit so hamubo na presto.
Researcher: Aware ka po San mga sales,discounts mga gadsana po?
Respondent 30: Di Gud ak sana Gud maaram pero naantigo po ak sana na mayda nahihitabo nganhi
ha centro
Researcher: Nano po sana an epekto sa imo, as a customer?
Respondent 35: waray gad iton, okay gad iton para ha akon na mga promo maupay parte ha amon
na may promo kami Labi na ha amon na gugti la amon mga kwarta makakapalit kami San amon
mga ginhuhunaan na paraliton.
Researcher: So nano Kay ngadi po kam napalit dire sa iba Kay diba po Magda man metro Gemma's
at etc, naman centro?
Respondent 35: So an akon gin pakadi kay tungod sa akon na man nainsperyensyahan kun nano
ngadi an may ada ngan kun pano hira magintertin sa amon nga customer NIRA.
Researcher: So Kumadi ka po para may paliton or kay nagsale po?
Respondent 35: Ah mayda paraliton or may tuyo.
Researcher: Aw sige po thank you po.
Respondent 35: Ah sige salamat liwat.
63
Researcher: Good morning maam. Maaram ka san psychological marketing strategy or technique
san centro department store
Respondent 2: No
Researcher: So sir, Good morning sir. Sir maaram ka san Psychological Marketing dinhi sa
Centro?
Respondent 3: Diri ak maaram.
Researcher: So sir, di ka maaram?
Respondent 3: Wara ak idea about sana. Pasensya!
Researcher: Basta ada kala sir para pumalit?
Respondent 3: Oo, adi la ak kay may kinahanglan ak.
Researcher: Sige, salamat sir.
Researcher: Magyakan nala ak sir na an Psychological Marketing… Buy 1 take 1, Bargain, 50%
discount. So kay di Kaman gud maaram sana sir. Asya la an akon paki-ana.
Researcher: Sir maaram ka san Psychological Marketing sa Centro? An ira ba mga strategy.
Respondent 9: Diri ak maaram.
Researcher: Ma’am, maaram ka ma’am san psychological marketing ma’am dinhi sa Centro?
Respondent 12: Diri
Researcher: ah, so ma’am diri ma’am. So sige ma’am salamat ma’am. Asya la.
Researcher: Good morning te..are you aware of any.. aw, are you maaram kam te san Psychological
Marketing?
Respondent 14: ………………………… Sa nano man iton?..sige daw, parehos san nano?
Researcher: like for example po an buy 1 take 1, 50% off… an sa kuan… streamers.
Respondent 14: aw sa kuan, sa paninda.
Researcher: Maaram k asana te?
Respondent 14: …………………………………… wara man ak napipinsaran.
Researcher: aw, sige po te. Salamat te. Thank you po.
Respondent 14: kuani ak san mas masayon sayon pa na paki-ana.
Researcher: Sir, are you aware san Psychological marketing dinhi sa Centro?
Respondent 15: No
Researcher: aw, sige sir. Thank you.
Respondent 18: No
Researcher: so, sir are you aware of the psychological marketing dinhi sa Centro?
Respondent 19: No
Researcher: ah, sige sir. Salamat.
Researcher: good morning ma’am. Ma’am maaram ka san mga psychological marketing strategies
or techniques san Centro mall Calbayog?
Respondent 20: No.
Researcher: aw, sige ma’am thank you for your honest answer.
Researcher: good morning sir. Maaram ka sir san psychological marketing didi sa Centro?
Respondent 22: No.
Researcher: No? ahw, sige sir. Salamat. Asya la
Researcher: Good morning ma’am. Ma’am maaram ka po san psychological marketing na strategy
san Centro Calbayog?
Respondent 23: ay, diri.
Researcher: ahw, sige ma;am. Salamat san imo honest na answer.
Researcher: Good morning ma’am. Ma’am maaram ka po san psychological marketing na strategy
san Centro Calbayog?
Respondent 30: Pasensya nap o, di kop o alam yan.
Researcher: So sir, good morning. Sir are you aware of the different psychological marketing
strategies dinhi sa Centro?
Respondent 33: Di man ko sana maaram day.
Researcher: Ma’am are you aware of the different psychological marketing techniques that is being
used dinhi sa centro for you to buy their products?
Respondent 34: Nanu iton? No.
Researcher: Are you aware of the different psychological marketing techniques dinhi sa Centro
Calbayog?
Respondent 40: ahm…. Ambot noy.. Pasensya na. Diri man ak sana maaram.
Researcher: Thank you po.
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