ABSTRACT: The study focused on the pasalubong retail shops to know the preferred promotional tools of every consumer. Based on the following theories; Operant Conditioning, Attribution Theory, and Self-perception Theory, researchers subsequently arrived and proved that there is a significant relationship between the promotional tools and consumer purchasing behavior. This study aims to investigate the influence of various sales promotional tools on consumer purchasing behavior. The quantitative research was applied to test the relationship between two variables. Analysis and validation of the data is used as a statistical tool to avoid biases. Subsequently, there is a significant relationship between promotional tools and consumer purchasing behavior. With that, it is recommended that pasalubong shops in Calapan City should pay proper attention to promotional tools to increase sales.

KEYWORDS –buy one get one free, consumer purchasing behaviour, free sample, price discount, promotional tools