The Perceived Effects of Promotional Activities of Twinkle Water on Product Patronage in Golden City Imus

Abstract

The researcher in this study aimed to see whether product patronage of Twinkle Water (TW) is affected by the promotional activities that they hold. The study followed a descriptive research design utilizing specifically a one-shot survey method. This was conducted among customers on TW in the Golden City Imus community. A survey technique was used for testing wherein forty (40) respondents were purposively chosen. The instrument used was a three page survey questionnaire that was divided into three main parts: (1) socio-demographic characteristics of respondents, (2) background on their product-patronage, and (3) the respondents perception on how promotional activities affect product — patronage. The researcher also made use of two interview schedules: one for the manager and another for the staff. The analysis of the said data required the use of simple statistics, such as frequency counts, and percentile averages among the means used. The results of the survey were presented in tabular form while the interviews were summarized in text. The results showed that though promotional activities were a plusfactor in a water station, it is basically the quality of the water that the key influencers of the household base their decisions on. Thus, the study concluded that promotional activities/material help in attracting customers but it is product quality that makes the consumers come back for more.