International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2024 Volume 12 Issue 3
Available Online: 31 May 2024
Author/s:
Manguerra, Mark Zany P.*
Divine Word College of San Jose, Philippines (manguerramark088@gmail.com)
Pintor, Irish Mei A.
Divine Word College of San Jose, Philippines (irishpintor14@gmail.com)
Esbra, Kim Merville P.
Divine Word College of San Jose, Philippines (kemmervil@gmail.com)
Padilla, Raybern E.
Divine Word College of San Jose, Philippines (rayvernpadilla@gmail.com)
Lim, Mary Leah Margaret M.
Divine Word College of San Jose, Philippines (maryleahmargaret@gmail.com)
Gutierrez, Arix Karl D.
Divine Word College of San Jose, Philippines (arixkarlgutierrez@gmail.com)
Velasco, Zhyna Aubrey F.
Divine Word College of San Jose, Philippines (zhynavelasco2006@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
This study examined the relationship between multi-sensory marketing in terms of and the purchase intentions of senior high school students. This research aimed to explore the influence of multi-sensory marketing on purchasing intention and the role of profile variables in shaping purchase intentions. A descriptive-correlational approach was employed, utilizing a modified-adapted questionnaire comprising profile questions, multi-sensory marketing indicators, and purchase intention items. A sample size was selected using simple random sampling. Descriptive statistics, frequency distributions, Pearson correlation coefficient, and significance testing were used for data analysis. The findings revealed that 46.3% of the respondents were male, while 53.7% were female. Regarding monthly allowance, 35.5% had an allowance of 2,501 and above, 32% had an allowance of 1,000 and below, and the remaining ranges had frequencies of 11.3% and 9.9%, respectively. The level of multi-sensory marketing was moderate to highly observed, with color and visual elements, scents and fragrances, music and sound effects, and emotional elements all playing a role in influencing purchase intentions. Multi-sensory marketing and purchase intentions have a significant positive relationship. However, only sex was found to have a significant relationship with purchase intentions, while monthly allowance did not significantly affect purchase intentions. The study concludes that multi-sensory marketing has a significant influence on purchase intentions. The findings also highlight the importance of understanding different sexes’ unique preferences and needs in developing tailored marketing strategies. The findings of this study indicated that further investigation is needed to analyze the full extent of multi-sensory marketing, possibly towards other variables.
Keywords: multi-sensory marketing, purchase intentions, descriptive-correlational, unique preferences, Pearson correlation coefficient
DOI: https://doi.org/10.5861/ijrsm.2024.1053
Cite this article:
Manguerra, M. Z. P., Pintor, I. M. A., Esbra, K. M. P., Padilla, R. E., Lim, M. L. M. M., Gutierrez, A. K. D., Velasco, Z. A. F., & Limos-Galay, J. A. (2024). Multi-sensory marketing and purchase intentions of senior high school students in Divine Word College of San Jose. International Journal of Research Studies in Management, 12(3), 97-112. https://doi.org/10.5861/ijrsm.2024.1053
* Corresponding Author