Influence of Promotional Tools Used By Coffee Shops In The Buying Decisions Of Consumers: The Case of the Case of Tuguegarao City, Cagayan

The study underscores the importance of promotional tools in influencing consumer choices in Tuguegarao City, specifically the extent of the customers’ buying decision to purchase products offered by the coffee shops. The study used a descriptive correlational design and gathered data primarily through a self-designed questionnaire. It employed purposive sampling to select 15 coffee shops that fit specific criteria, and convenience sampling to collect data from 15 consumers. The respondents were either the coffee shop owners or their authorized representatives. Data analysis employed descriptive statistics to categorize the profiles of the coffee shops. Mean and standard deviation calculations were used to analyze both the frequency of promotional tool use and the degree to which these tools impacted customers' buying decisions. To understand the relationship between variables, Pearson Correlation was applied to test if there was a significant association between the frequency of promotional tool usage and the level of consumer influence, as well as between the characteristics of coffee shops and consumer purchasing behavior. The findings indicate that understanding coffee shop profiles and strategically employing promotional tools significantly enhance consumer engagement and boost sales performance. Modifying marketing strategies to align with consumer preferences can differentiate coffee shops in a competitive market, while well-designed promotional campaigns, such as holiday and anniversary promotions, create excitement and encourage repeat visits. These popular promotional tools provide ideal opportunities to attract and reward patrons with special deals, limited-time offers, and unique experiences that boost interaction and drive sales. Ultimately, this comprehensive approach fosters brand loyalty and ensures long-term success in the dynamic coffee industry. Existing Promotional tools may be adapted and refined to develop new promotions based on the existing tools to encourage sales.