Factors affecting buying decision in purchasing tobacco products to the employees of ABC Colleges / Zenneth Q. Bazar, Dave G. Araneta, Patrick M. Carag, Love O. Guillermo, Bea G. Rivera, Kayle Jenry C. Sapida

This study was conducted to serve as a basis in developing a marketing strategy for tobacco companies putting into considerations the factors affecting the purchasing of tobacco products of the employees of ABC College. This research aimed to determine the significance of the difference on the extent of factors affecting the tobacco products purchases of employees of ABC College according to respondents’ profile. Researchers focused on identifying the perspective of the employees of ABC College in terms of factors affecting their buying behavior regarding tobacco products to develop an effective marketing strategy for tobacco companies. The researchers of this study are interested in the sales of tobacco. This study will serve as a basis that can be proposed to tobacco
companies to increase sales.
A quantitative method was used for this survey. Questionnaires were printed and distributed among the respondents. The locale of the study was the employees of the ABC College who smokes cigarettes. The researchers used a purposive and convenience sampling technique. The respondents selected were based on the criteria on their employment at the ABC Colleges and their willingness to answer the questionnaire and voluntarily give their consent. We therefore conclude that most of the smokers were males, the respondents who had the highest income were more prone to purchasing cigarette packs rather than sticks and that most were within the 26-30 years old bracket. There is an overall significant correlation existing among the factors (domains).