MRM 1

1

ABOVE THE LINE MARKETING

• ATL Marketing’ stands for Above the Line Marketing. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted.

• St. Peters Life Plan and Chapels has its newspaper publicity and word of mouth advertising, they also have radio ad and television commercials for Above the Line Strategy.

2

THROUGH THE LINE MARKETING

• This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions.

• As for the Through the Line, St. Peter’s Lifeplan and Chapels uses Horizontal banner and Social Media as one of its channels to promote and create continuous awareness and for people to know its product and services.

St. Peter's Lifeplan and Chapels

Social Media Channels

3

BELOW THE LINE MARKETING

• BTL Marketing stands for Below the Line Marketing. This kind of marketing is the kind of marketing that targets specific groups of people with focus
• For the Below the line, St. Peter’s Lifeplan and Chapels uses the traditional method which is Print Ads such as posters and flyers, In-store Ads such as store signage and the same as vertical banners that is display outside its stores.

LOYOLA MEMORIAL CHAPELS AND CREMATORIUM

LMCCI products and services cater to most needs and budgets. Funeral services are priced to suit any budget.

Aside from the casket, the package includes the following:

- Transfer of remains from hospital / house to LMCCI (within a radius of 25 kms.)

- Embalming using imported chemicals

- Beautification using imported make-up

- Four-day viewing at a First Class, Deluxe, Super Deluxe or Premier Chapel

- Delivery to interment site using the Loyola hearse

- Securing of permits

- Amenities

ARLINGTON MEMORIAL CHAPELS

Arlington's Burial Packages are designed to take care of your family

during your hour of bereavement. They cover all your needs from the

moment your loved one is transferred to our care until he is brought

to his final resting place.

Their burial packages are inclusive of the use of our chapels for three

to five days viewing.

Nacional Memorial Homes

The caring and experienced professionals at Nacional Memorial Homes are here to support the families of the dearly departed. They offer a range of personalized services to suit your family’s wishes and requirements.

LA FUNERARIA PAZ

RESEARCH PROBLEM

This study aims to answer the research question: What is the effect of promotional strategies to consumer buying decision of plan holders of St. Peter’s Lifeplan and Chapels in Quezon City?

HYPOTHESIS

Ho: The promotional strategies of of St. Peter’s Lifeplan and Chapels have no significant effect to consumer buying behaviour.

Ha: The promotional strategies of of St. Peter’s Lifeplan and Chapels have significant effect to consumer buying behaviour.

SAMPLING TECHNIQUES & THE RESPONDENTS

SAMPLING TECHNIQUES

The sampling technique that will be used by the researchers for this study is Purposive Sampling. A purposive sampling technique is mainly using to know the view which is important with the particular problem of study to address the issue in the specified area (Jankowicz (2000).

The respondents who would accomplish the survey-questionnaire given by the researchers are as follows:

• Must be a customer or potential customer of St. Peter’s Lifeplan and Chapels.
• Must know or must be aware of all promotional strategies of St. Peter’s Lifeplan and Chapels
• Must be a plan holder of St. Peter’s Lifeplan.

INSTRUMENTATION

VALIDITY AND RELIABILITY

The instrument used in this study is a researcher made instrument. Therefore, the instrument was validated by marketing experts. The researchers categorized the questionnaire into three (3) parts.

On the first part of the survey, the researchers will include all the factors under the three promotional strategies of St. Peter’s Lifeplan and Chapels. It includes:

• ATL MARKETING
• TTL MARKETING
• BTL MARKETING

For the second part of the survey questionnaire, the researchers will include five (5) statements which will assume and aim to analyze the buying behavior of the consumer of St. Peter’s Lifeplan and Chapels.

The researches aim to use Likert scale in designing the first and second part of the survey questionnaire to easily measure the effect of promotional strategies to consumer buying behavior.

Moreover, expectations and actual performance will be measured using the 5-point Likert scale whereby the higher numbers indicate higher level of expectation or perception. This will allow the researchers to measure the level of effect of Promotional Strategies of St. Peter’s Lifeplan and Chapels on consumer buying behavior. The table below was the weighted mean and the adjectival ratings.

On the other hand, a different scaling will used for the survey-questionnaire on the second part. This enabled the researchers to determine whether the promotional strategies have influenced the consumer buying behavior.

The third part of the questionnaire will sought to find out the profile of the respondents. The researchers made use of Dichotomous design for the profile of the respondents.

THE SURVEY QUESTIONNAIRE

OPERATIONAL DEFINITION OF VARIABLES

For better understanding and interpretation of this study, the following terms are operationally defined.

Consumer Buying Behavior. Is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The study of consumer behavior draws upon social science disciplines of anthropology, psychology, sociology, and economics.

Promotional Mix. It is defined as the combination of the elements in promotional strategy such as personal selling, advertising, sales promotion, publicity and public relations.

ATL Promotion. ATL Marketing stands for Above The Line Marketing. This kind of marketing strategy has a very broad reach and is largely untargeted. This kind of marketing is mostly used for building brand awareness and goodwill.

TTL Promotion. TTL Marketing stands for Through the Line Marketing. This kind of marketing is really an integrated approach, where a company would use both ATL and BTL marketing methods to reach their customer base and generate conversions. This kind of marketing delivers both a wide reach and a focus on conversions.

BTL Promotion. BTL Marketing stands for Below The Line Marketing. This kind of marketing strategy targets specific group of people with focus. This kind of marketing is best for conversions and direct response.

QUESTIONNAIRE ADMINISTRATION

The researchers will conduct the survey questionnaires at all branches of St. Peter’s Lifeplan and Chapels in Quezon City. The respondents would be asked if they are willing to answer the researchers’ survey questionnaire and after affirming the qualifying questions they shall proceed in answering the survey questionnaire while and or after purchasing a lifeplan package at the said branch.