ABSTRACT

Today, sales promotions has become a vital tool for businesses in promoting products for customer
exposure and to increase sales. The main objective of this study was to determine the effectiveness of
monetary and non-monetary sales promotions in student customers of Bacolod City. The study used a
non-experimental quantitative descriptive comparative research design with a probability sampling
technique of simple random sampling to gather the responses of 320 NOHS senior high students of using
questionnaires. Descriptive and Inferential statistics were used to analyse the results of the study,
specifically the level of preference when grouped to monetary and non-monetary sales promotion using
the Mann-Whitney U test(comparing two independent variables). By analysing the responses of the
participants in the study, it shows that there is a significant difference on the level of preference between
monetary and non-monetary sales promotion. The results shows that non-monetary sales promotion has
the higher level of preference having the mean value of 28.77.

Keywords: Sales promotions; preference; non-monetary sales promotion,

STATEMENT OF THE PROBLEM-This study aims to investigate the effectiveness of monetary and
non-monetary sales promotions in attracting selected students of NOHS Senior High School in purchasing
certain products.
Specifically, this paper sought to answer the following questions:
1. What is the demographic profile of the respondents of this study according to :
a. Age c. Monthly allowance
b. Sex
2. What is the purchasing frequency of the students?
3. Is there a significant difference between preferred sales promotion of a student to their:
a. Age c. Monthly allowance
b. Sex
4. Is there a significant difference between the level of preference of students to their:
a. Monetary sales promotion b. Non-monetary sales promotion
preference preference

HYPOTHESIS-For problem no. 3

There is no significant difference between the preferred sales promotions of a student to their:
a. Age c. Monthly allowance
b. Sex
For problem no. 4- 1. There is no significant difference between the level preference of students to their:
a. Monetary sales promotion b. Non-monetary sales
preference promotion preference

SCOPE AND DELIMITATIONS

This study focused mainly on the effects of monetary and non-monetary sales promotions on the
promotion preferences of student customers. The components of preferred sales promotion of a student
was delimited to its brand loyalty and brand awareness. The researchers limited the study to the grades 11
and 12 students of Negros Occidental Senior High students of school year 2018- 2019. The researcher
randomly selected 8 students in every section of every strand as the respondents.
THEORETICAL AND CONCEPTUAL FRAMEWORK(supports and justifies the research study)
An explicit statement of theoretical assumptions permits the reader to evaluate them critically. •
The theoretical framework connects the researcher to existing knowledge
This study primarily focuses on the promotion preferences of students, more specifically to either
monetary sales promotions or non-monetary sales promotions. The study is also anchored in these
following theories: the push demand theory of sales promotion, and the pull demand theory of sales
promotion. The theory of sales promotion comprises a range of tactical marketing techniques designed
within a strategic marketing framework to add value to a product or service in order to achieve specific
sales and marketing objective.
RESEARCH DESIGN
This study used a non-experimental quantitative descriptive comparative design. it aims to compare the
effectiveness of monetary and non-monetary sales promotions to student customers. The study used a
quantitative approach in which data is collected and analyzed were measurable upon certain scales,
descriptive comparative aims at describing the invariances of the objects

RESEARCH INSTRUMENT

A researcher-made, subject completed instrument in the form of questionnaires is used as the

primary data gathering tool. It is divided into three (3) parts. The first part of the questionnaire is
composed of questions regarding the demographic profile of the respondents such as their age, sex, and
monthly allowance. The second part included questions about the spending behavior of students and their
awareness and perceptions about monetary and non-monetary sales promotions. The last part is solely
focused on the sale promotion preference of students that aims to analyze what monetary sales promotion
they prefer and attracts them to purchase a product on a scale of 1-5 with the following equivalent
measures; 1- strongly disagree, 2- somewhat disagree, 3- neither disagree or agree, 4- somewhat agree,
and 5- agree. It is noted that the questions are opinion based which seeks to find out viewpoints, opinions
and perceptions of respondents. The quantitative data gathered were acquired with the help of a
questionnaire which helped the researchers thoroughly evaluate and understand the answers of the
respondents and come up with a conclusion.

Validity of the research instrument(relates to knowledge necessary on how respondents will answer the
instrument on their own)
In the study, the tool used was subjected to content and construct validity. In the process of validation, the
researcher validated the study through the experts who have taken Master’s degree, in the case of the case
of the researchers, the tool of the study was validated by the senior high school teachers of NOHS who
are proven to have taken a Master’s degree using the Good and Scates Validity tool. The suggestions and
comments made by the experts were used to enhance the tool validity. Moreover, the researcher used a
subject-completed instrument wherein the researchers let the respondents answer the survey on their own.
The articulation of the tool that was used are based on the attribute variables and are aligned from the
literature review to make the tool highly appropriate to the target population.

Reliability of the research instrument-This study used Cronbach’s Alpha to measure the questionnaire
reliability. The reliability coefficient is measure from 0 to 1 with 0 denoting reliability and 1 denoting
total reliability. The Cronbach’s Alpha of the questionnaire is calculated by Microsoft Excel as 0.9002.
DATA ANALYSIS

After data gathering, a quantitative analysis was employed. First, raw data were categorized and
presented in tables and then utilizing a non-parametric statistical test in the form of Mann-Whitney U test.
This was done by designating the results in frequency distribution and in graphs. For problems 3 and 4
Mann Whitey U- test was utilized to compare the sales promotion preference of Negros Occidental High
School Senior High School students considering the factors such as age, sex and monthly allowance. For
problems 1 and 2 descriptive statistics were utilized to describe the purchasing frequency.

FINDINGS

For the findings of the study, tables and graphs of the frequencies are presented.

Table 1. Demographic Profile of respondents

Frequency Percentage
Attributes

Age 203 63.44 %

Younger (below 18 years old) 117 36.56 %
Older ( above 18 years old)

Sex 144 45 %
Male 176 55 %
Female

Monthly Allowance 90 %
288
Low Allowance (below P3,500) 10 %
32
High Allowance (above P3,500)

Figure 2 is about the demographic profile of NOHS senior high school students. The total
respondents is 320, 63.44% are young ones and 36.56% belongs to the older and are within the age group
of above 18 years old. 55% are female and only 10% belongs to
students with high monthly allowance.

Figure 3. Purchasing Frequency Figure 5 shows that eighty-eightt (88)

of students has a rare purchasing
frequency, sixty-seven (67) of them
100 once a
88 only goes shopping once a month.
week or
more
Sixty-six (66) of the students’ shops
80
66 67 once a once a week or more, and fifty-two
month (52) of them goes shopping 2- 3 times
60 52
a month. Twenty-three (23) of the
rarely students’ shops every few months
40
23 24 while twenty-four (24) of them never
20
goes shopping. Result of the study
2-3 times shows that that most of the students
a month
0 rarely goes shopping.
 Table 2. Mann-Whitney U test of sales promotion preference of students when grouped according
to:

Mean p-value Interpretation

Younger (below 18 26.62 0.267 There is no

years old) significant
difference on the
sales promotion
Age (Monetary) 25.52 preference of
Older (above 18 students when
years old) grouped according
to age.

Younger (below 18 29.25 0.210 There is no

years old) significant
difference on the
Age (Non- sales promotion
monetary) preference of
Older (above 18 students when
27.93
years old) grouped according
to age.

Figure 3 shows that there is no significant difference on the sales promotion preference of students when
grouped according to age having the p-value of 0.267924203 and 0.210464422 respectively wherein it is
greater than the alpha value of 0.05. Which means that sales promotion preference of students does not
vary in terms of age.

Table 3. Mann-Whitney U test of sales promotion preference of students when grouped according to:

Mean p-value Interpretation

Male 25.90
Sex (Monetary) There is a
0.000 significant
difference on the
Female 26.47
sales promotion
preference of
students when
Male 28.17 grouped according
to sex.
Sex (Non-monetary) 0.000
Female 29.27
 Figure 4 shows that there is a significant difference on the sales promotion preference of students
when grouped according to sex having a p-value of 0.000290405 and 0.0000033403 respectively which is
less than the alpha value of 0.05. This means that the sales promotion preference of students varies
between those who are male and female. Having a mean of 26.47 and 29.27 respectively, it shows that
female are more responsive on both monetary and non-monetary sales promotion than male. According to
Mazumdar and Papatla (1995), female are more promotion prone than men when it comes to promotion
responsiveness. If the calculated p-value is less than the alpha, therefore, the null hypotheses is rejected.
The alternative hypothesis is accepted. It can therefore be concluded that there is a significant difference
in sales promotion preference between male and female.

Table 4. Mann-Whitney U test of sales promotion preference of students when grouped according to:

Mean p-value Interpretation

26.17 There is a
Low allowance significant
Monthly difference on the
Allowance sales promotion
(Monetary) 0.000 preference of
students when
grouped according
High allowance 26.75
to monthly
allowance.

There is a
Low allowance 28.60 significant
difference on the
Monthly sales promotion
Allowance (Non- 0.000 preference of
monetary) students when
High allowance 26.75 grouped according
to monthly
allowance.

Figure 5 shows that there is a significant difference on the sales promotion preference of students
when grouped according to monthly allowance having a p-value of 0.000000000000000926 and
0.00000745512 respectively, which is less than the alpha value of 0.05. This means that the sales
promotion preference varies between students with low allowance and those with high allowance. With a
mean of 26.75, those that belongs to have high allowance prefers monetary sales promotion while having
a mean of 28.60, those with low allowance prefers non-monetary sales promotion. This is supported by
the study of Hunt and Lautzenheiser (2011), that using non-monetary sales promotions is a good
promotion strategy for those who have low monthly income. If the calculated p-value is less than the
alpha value of 0.05, therefore, the null hypotheses is rejected and the alternative hypotheses is accepted.
Therefore it is concluded that there is a significant difference between the sales promotion preferences of
students in terms of monthly allowance.
 Table 5. Mann-Whitney U test of students level of preference grouped according to:

Mean p-value Interpretation

Monetary sales 26.22

promotion
There is a significant
difference on the
students level of
0.000
preference between the
2 types of sales
promotion.

`
Non-monetary sales 28.77
promotion

Figure 6 shows that there is a significant difference between the level of preference among
monetary and non-monetary sales promotion. This means that non-monetary sales promotion having a
mean of 28.77 has a more higher level of preference than the monetary sales promotion. According to
Manikandan, S. (2011), the mean uses every value in the data and hence is a good representative of the
data. According to Mela (1997), the price sensitivity of non-loyal customers increases with non-monetary
sales promotions. If the calculated p-value is less than the alpha, therefore the null hypotheses is rejected.
Hence, it can be concluded that there is a significant difference between the level of preference between
monetary and non-monetary sales promotions.
Conclusion
After thorough data gathering and analysis of findings it can be concluded that the Negros
Occidental High School senior high school students mostly comprises of female that ages below 18 years
old and has low monthly allowance. In terms of purchasing frequency, the researchers was able to analyse
the different frequency of purchase of the Negors Occidental High School senior high school students.
Majority of the students have a rare purchasing frequency and only sixty-six (66) of them has a
purchasing frequency of once a week or more. Based on the inferential results conducted with the use of
Mann-Whitney U test which aims to analyse the difference between two groups. Grouped according to
age, it was found out that there was no significant difference on the sales promotion preference of
students in terms of age but there is a significant difference in terms of sex and monthly allowance. When
grouped according to the type of sales promotion, the researchers found out that there was a significant
difference between the monetary sales promotion and non-monetary sales promotion level of preference.
Therefore, non-monetary sales promotions are more preferred by the senior high school students and is
perceived to be a more effective sales promotional tool in attracting student customers.