Philippine E-Journals

Effects of Offering Wi-Fi Services as a Promotional Strategy on Consumer Buying Behavior

Limuel M. Marfori | Robert Biglete | Christian Almario

Discipline: Marketing

 

Abstract:

This study aimed to determine the effects of offering Wi-Fi services as promotional strategy on the consumers buying behavior. Technology can be one of the factors that can influence the buying behavior of the consumers and one example of such technology is having a Wi-Fi connection.

This study chose Café Olivia in Halang, Calamba City as its research locale. The customers of the café were used as the respondents of the study employing survey method to gather the needed data. The study focused on how Café Olivia’s promotional strategy of providing Wi-Fi services affects the buying behavior of the customers.

Results revealed that the Wi-Fi services provided by the café influenced the consumers’ buying behavior. On the other hand, it was also found out that Wi-Fi services was not the only reason why consumers went to the café, they were also interested with the other services offered by the café.

The study, therefore, recommended that Café Olivia continue providing Wi-Fi services to its customers and should also focus to other areas that would lead to the betterment of their business.