Impulse buying behavior and pricing preferences of shoppers in Davao City

Abstract

Impulse buying plays a critical role in boosting sales across various sectors and fulfills consumer desires. Pricing preference significantly influences impulse buying behavior. While the topic of impulse buying is well-discussed, there is a need for more research within the Philippine context. This study explores the correlation between impulse buying intentions and the pricing preferences of consumers in Davao City. It involved 100 randomly selected shoppers and utilized a modified, adapted questionnaire. A purposive sampling technique was employed to select participants, and the study was conducted using a descriptive-correlational method for data collection and analysis. The data were analyzed using mean and Spearman's rank order correlation coefficients. The results indicate a significant relationship between impulse buying behavior and the pricing preferences of shoppers. This insight can aid retailers in optimizing their pricing strategies to boost impulse purchases and add value for customers. However, it is important to note that other factors should also be considered by business owners when developing their marketing strategies.