Promotional strategies and consumer biying behavior of tenagers of different department stores in Digos City / by Jeniza T. Cagampang, Cris D. Padilla, Cidy J. Linao.

This study aimed to determine the relationship of the level of promotional strategies of different department stores and the level of consumer buying behavior of teenagers. Further, this has incorporated the search of the level of promotional strategies namely: price, product features and type of promotion. Additionally, the level of consumer buying behavior in terms of clothing, shoes, mobile phone, fashion accessories and laptop. However, the statistical tools that were used by the two variables were the frequency, percentage and rank. With 200 respective teenagers in Digos City. Results reveal that teenagers agree that there is significant relationship between promotional strategies and level of consumers buying behavior in different department stores in Digos City. Lastly, the null hypothesis which stated that there is no significant relationship between promotional strategies of different department stores and level of consumers buying behavior of teenagers, leads to its rejection. This is indicated with high positive relationship between the two.