Advisers

Dana France H. Ignacio, PhD

Discipline

Hospitality Management

Abstract

The growing competition within the Philippine food industry has compelled modern Filipino restaurants to adopt more strategic promotional approaches to sustain customer interest and loyalty. While Filipino cuisine represents cultural identity and heritage, many establishments struggle to effectively market modernized dishes in highly competitive mall environments. Although promotional strategies such as price discounts, bundled meals, and social media campaigns are commonly implemented, limited research examines their effectiveness using a structured consumer behavior framework. A correlational research design was employed to determine the relationship between promotional strategies and customer responses. Data were collected from fifty (50) Filipino diners aged 18–35 through convenience sampling. A validated survey questionnaire measured respondents’ perceptions of price discounts, bundling strategies, and social media campaigns in relation to Attention, Interest, Desire, and Action. Statistical tools used included frequency and percentage distribution, weighted mean, ranking, and Pearson product-moment correlation coefficient. The findings showed that respondents assessed all promotional strategies as highly effective, with composite mean scores ranging from 3.38 to 3.54, interpreted as “Strongly Agree.” Among the strategies, bundling obtained the highest composite mean of 3.54, followed by price discounts at 3.52, and social media campaigns at 3.38. In terms of the AIDA dimensions, Attention recorded a composite mean of 3.46, while Action obtained 3.42, both interpreted as highly effective. The Pearson product-moment correlation analysis revealed a moderate positive relationship between promotional strategies and customers’ assessment of modern Filipino dishes (r = 0.5930), which was statistically significant at the 0.05 level. Consequently, the null hypothesis was rejected. The study confirmed that promotional strategies were significantly associated with customers’ responses toward modern Filipino dishes. Bundling emerged as the most effective strategy, followed closely by price discounts, while social media campaigns, although effective, obtained comparatively lower ratings. The correlation analysis further established a moderate positive relationship between promotional strategies and customer behavior under the AIDA dimensions, indicating that marketing efforts were linked to increased attention and purchasing action.

Keywords

promotional strategies, filipino dishes, food industry