Abstract

In a highly competitive furniture industry, understanding and meeting consumer preferences are crucial for business success, and promotional strategies are among the key elements used to communicate with target consumers and relate to their purchasing decisions. Both traditional and digital promotions are strongly associated with consumer choices. This study employed a descriptive-correlational quantitative research design to identify the relationship between consumer preferences and the promotional strategies of JMR Furniture Shop located at 414-B1 Quirino Highway, Novaliches, Quezon City. Thirty (30) respondents were selected through quota sampling. Data were collected through a survey questionnaire consisting of a likert scale ranging from strongly agree to strongly disagree. Statistical treatments applied included weighted mean, Pearson r, and ranking. The findings revealed that JMR Furniture’s promotional strategies were highly effective, with advertising obtaining a composite weighted mean of 3.59, sales promotion 3.69, personal selling 3.80, and public relations 3.69, all interpreted as strongly agree. In terms of consumer preferences, personal factors (3.80), social factors (3.83), cultural factors (3.70), psychological factors (3.80), and economic factors (3.77) were also interpreted as strongly agree. However, the most commonly encountered issue identified by 20 respondents was that the social media page was not regularly updated. The Pearson r test showed a strong and significant relationship between promotional strategies and consumer preferences (r = 0.86, p = 0.001), which led to the rejection of the null hypothesis. The study concludes that promotional strategies have a strong association with consumer preferences. Well-designed promotions such as discounts, special offers, and loyalty programs were positively associated with consumer choices. Based on the findings, researchers recommend that the owner should improve and enhance promotional strategies, particularly brochures and flyers, marketing team is advised to sustain active and engaging online campaigns, employees are encouraged to provide accurate and complete product and promotional information to ensure consistency in customer service. Customers are also encouraged to actively share their feedback, reviews, testimonials, and suggestions. Researchers proposed a promotional plan to promote the shop’s furniture products by highlighting their quality, variety and value to customers.