Marketing Strategies Employed By Supermarkets In Batangas City
Volume 2 - Issue 12, December 2018 Edition
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Author(s)
Dr. Nickie Boy A. Manalo
Keywords
Marketing strategy: product, price, place, promotion
Abstract
The study was conducted to determine the effectiveness of marketing strategies employed by Supermarkets in Batangas City that would be the basis for a proposed marketing plan. The study covered individual customers as the respondent of the study. Random-quota sampling was used to determine the possible respondents of the study. The researchers decided to have five (5) intervals per customers to come up for the right/accurate respondents following the procedure of probability sampling. Seventy five (75) respondents for each supermarket are being surveyed to come up for a three hundred (300) total respondents. Data were collected and analysed with frequency, mean, t-test and ANOVA. Result showed that that most of the respondents are single, female, professionals, earning an income of about 5001-25,000, college undergraduate and graduate, and have no children. Furthermore the product, pricing, and promotional strategies employed by SM Supermarket, Excel Toms, Puregold, and Citimart are effective. On the other hand, the placement strategies employed by the aforementioned supermarket are less effective. Consequently, civil status provides significant difference on the respondents assessment based on the pricing strategies employed by Excel Tom’s and promotional strategies employed by Citimart Supermarket. Also, sex does not provide significant difference on their assessment based on the marketing strategies employed by the different supermarket in Batangas City. Moreover, occupation provides significant difference on their assessment based on the product strategies employed by Citimart Company and placement strategies employed by SM supermarket. Furthermore, family monthly income does not provide significant difference on their assessment based on the product, pricing and placement strategies employed by the four (4) selected supermarket. On the other hand, family monthly income provides significant difference on their assessment based on the promotional strategies used by Excel Toms Supermarket. Educational attainment provides significant difference on their assessment based on the product and pricing strategies employed by Citimart Company and promotional strategies of SM, Puregold and Citimart. Lastly, the family size provides significant difference on their assessment based on the product and pricing strategies employed by Citimart Company and placement strategies of Puregold Supermarket.
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