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Research Article

The Influence of Marketing Mix in Customer Purchasing Behavior at Mr. Baboo Luray II Toledo City

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Jenifer Contorno , Alyssa Abatayo , Leslie Marie Barba , Mariella Bolo , Ara Elijay , Gil Obsial , Rio Tatoy , Mary Ann Villasor , Cirilo Adorable , Stella Marie Botanas , Valerie Jane Jugadora , July Lozano
Psych Educ Multidisc J, 2026, 57 (9), 1137-1149, doi: 10.70838/pemj.570907, ISSN 2822-4353

Abstract

In increasingly competitive provincial food markets, effective marketing strategies are vital for the sustainability of local food enterprises. While urban fast-food chains are well researched, limited studies focus on the community-based establishments in non-metropolitan areas. This study examined the influence of the 7Ps marketing mix on consumer purchasing behavior at Mr. Baboo Luray II, Toledo City, Cebu, guided by the Theory of Planned Behavior. Employing a quantitative correlational design, data were collected from 377 customers via a structured questionnaire. The instrument underwent content validation by experts, and pilot testing was conducted prior to full data collection, yielding a high reliability score (Cronbach’s alpha = 0.92). Results revealed that the marketing mix significantly influences behavior, with Physical Evidence as the strongest predictor and Promotion as the weakest. Furthermore, attitude and perceived behavioral control significantly affected decisions. These findings highlight that provincial customers prioritize personal evaluation and perceived ease of purchase over social influence. This study provides context-specific insights that may assist local food establishments in refining marketing strategies to enhance customer satisfaction, loyalty, and business performance.
Keywords: 7Ps marketing mix, customer purchasing intention, consumer purchasing behavior, local fast-food establishment, provincial food markets
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Bibliographic Information

Jenifer Contorno, Alyssa Abatayo, Leslie Marie Barba, Mariella Bolo, Ara Elijay, Gil Obsial, Rio Tatoy, Mary Ann Villasor, Cirilo Adorable, Stella Marie Botanas, Valerie Jane Jugadora, July Lozano, (2026). The Influence of Marketing Mix in Customer Purchasing Behavior at Mr. Baboo Luray II Toledo City, Psychology and Education: A Multidisciplinary Journal, 57(9): 1137-1149
Bibtex Citation
@article{jenifer_contorno2026pemj,
author = {Jenifer Contorno and Alyssa Abatayo and Leslie Marie Barba and Mariella Bolo and Ara Elijay and Gil Obsial and Rio Tatoy and Mary Ann Villasor and Cirilo Adorable and Stella Marie Botanas and Valerie Jane Jugadora and July Lozano},
title = {The Influence of Marketing Mix in Customer Purchasing Behavior at Mr. Baboo Luray II Toledo City},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2026},
volume = {57},
number = {9},
pages = {1137-1149},
doi = {10.70838/pemj.570907},
url = {https://scimatic.org/show_manuscript/8088}
}
APA Citation
Contorno, J., Abatayo, A., Barba, L.M., Bolo, M., Elijay, A., Obsial, G., Tatoy, R., Villasor, M.A., Adorable, C., Botanas, S.M., Jugadora, V.J., Lozano, J., (2026). The Influence of Marketing Mix in Customer Purchasing Behavior at Mr. Baboo Luray II Toledo City. Psychology and Education: A Multidisciplinary Journal, 57(9), 1137-1149. https://doi.org/10.70838/pemj.570907

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