Promotional mix and customer buying behavior among higher education institution in Panabo City / by Girly A. Dalo, Alpheus B. Denoyo, Renan M. Nino.

The purpose of the study is to determine the significant relationship between promotional mix and customer buying behavior in Panabo City. In every business, promoting products is important to known the customers buying behavior towards it and to determine how to handle it. However, problems occur in global, national and local wherein some universities did not excellently present their institution to customers and this has also effects on customers buying behavior.
In this study, descriptive co-relational method was used. The respondents were the first year student on North Davao College and University of Mindanao Panabo College. The instruments used in determining the respondents responses are the questionnaires made by the researchers. Moreover, the statistical tools used in the interpretation of data are, Weighted mean. The overall mean for level of promotional mix is 3.82 with the descriptive equivalent of high which is indicated by advertising, public relations and personal selling with the only mean of 3.35, 3.76 respectively. The level of customer buying behavior on the other hand, has a mean of 3.81 with the descriptive equivalent of high. However, there is significant relationship between promotional mix and customer buying behavior where the theory of Armstrong and Kotler (2010) has been supported. He stated that specific blend of advertising, sale promotion, public relation, personal selling and direct marketing are the tools that the company uses to persuasively communicate customer value and influence customer buying behavior.