ABSTRACT: – This study aimed to analyze consumer preferences of grocery shoppers in Talavera, Nueva Ecija, to design effective promotional strategies. The research examined the socio-demographic profiles including age, sex, income, education, grocery visit frequency, budget, family size, income source, and civil status. It investigated the impact of various promotional strategies such as advertising, sales promotion, personal selling, public relations, direct marketing, and digital marketing on consumer decision-making. Using a quantitative descriptive-correlational method, data from 150 households were analyzed to determine significant relationships between socio-demographic factors and promotional effectiveness. Results revealed that age and sex significantly influence promotional strategy effectiveness, while education level and income source do not. Recommendations include age-specific advertising, gender-sensitive promotions, income-based digital marketing, loyalty incentives, family-oriented offers, civil status considerations and implementation of the proposed effective promotional strategies to enhance consumer engagement and sales.

Keywords: consumer preferences, promotional strategies, socio-demographic profile, digital marketing, grocery retail.