MARKETING MIX STRATEGIES OF SELECTED RESTAURANTS

IN VIGAN CITY, ILOCOS SUR

A Research Study

Presented to
The Faculty of Senior High School – Laboratory Schools
University of Northern Philippines
Tamag, Vigan City, Ilocos Sur

In Partial Fulfillment of
the Requirements for the Subject
Practical Research 1

KENT B. DE PERALTA

Accountancy, Business and Management

2022
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ACKNOWLEDGMENT

The study was made possible through many significant persons who went out of

their way to lend a hand and gave full support. The researchers are deeply grateful to the

following:

Dr. Erwin F. Cadorna, President of the University of Northern Philippines, for

his concern and unending support for the welfare of the students. For paving the path for

us to continue being examples of the University's quality education.

Mr. Christian S. Domondon, Practical Research I teacher and adviser, for

encouraging the researchers to do their research and allowing them to grow not only as

students but also as future businessmen and women;

Mr. Dave Gayabang and Ms. Lea D. Villaspir, members of the panel committee,

for sharing their remarkable comments and constructive criticisms and recommendations

to improve the quality of this study;

To the researcher’s parents, for encouraging, inspiring and supporting them

emotionally, mentally, physically and financially;

To the respondents, for sharing their time in answering the questionnaires and

interview for the success of the study;

To their friends, for having them as their companions;

Foremost, to the Almighty Father for giving the researchers wisdom and strength,

knowledge, ability and opportunity to undertake this study. Without His blessing, this

work would not have been possible.

K.B.P.
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DEDICATION

I wholeheartedly dedicate this,

My hardship and sleepless night,

Most especially to my parents,

For their endless support and love,

To our Almighty God,

Who strengthened our bond and faith,

And to all the people who served as the bridge to finish this research.

KENT
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TABLE OF CONTENTS

Page
TITLE............................................................................................................................i
ACKNOWLEDGMENT.............................................................................................ii
DEDICATION.............................................................................................................iii
TABLE OF CONTENTS............................................................................................iv
RESEARCH ABSTRACT ………………………………………………………….vii

CHAPTER I – THE PROBLEM

Rationale of the Study…......................................................................................1
Theoretical Framework.........................................................................................4
Conceptual Framework.......................................................................................12
Statement of the Problem....................................................................................13
Scope and Delimitation.......................................................................................13
Significance of the Study....................................................................................14
Operational Definition of Terms.........................................................................15

CHAPTER II – REVIEW OF RELATED LITERATURE

Related Literature................................................................................................16

CHAPTER III – RESEARCH METHODOLOGY

Research Design..................................................................................................22
Sources of Data
Locale of the Study.................................................................................22
Population of the Study...........................................................................22
Data Gathering Instruments.................................................................................23
Data Gathering Procedure....................................................................................23
Ethical Considerations..........................................................................................23
Data Analysis........................................................................................................23
Statistical Treatment of Data................................................................................24

CHAPTER IV- PRESENTATION, ANALYSIS AND INTERPRETATION OF

DATA
Presentation, Analysis and Interpretation of Data…………………………… 25
Problem 1...............................................................................................25
Problem 2...............................................................................................27
Problem 3...............................................................................................28
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CHAPTER V- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary……………………………………………………………………….32
Findings ………………………………………………………………………..33
Conclusions………………………………………………………………….....33
Recommendations ……………………………………………………………..33

REFERENCES….......................................................................................................35

APPENDICES
Appendix A…......................................................................................................40
Appendix B….......................................................................................................41
Appendix C….......................................................................................................42
Appendix D….......................................................................................................43
Appendix E….......................................................................................................45
Appendix F….......................................................................................................46

CurriculumVitae…......................................................................................................47
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LIST OF TABLES AND FIGURES

TABLE Page
NO.
1 Population of the Study………………………………………………………...22
2 Level of Marketing Mix Strategies in Terms of Products,
Pricing, Place/Location and Promotion as Perceived by
the Customers…………………………………………………….….………....25

3 Overall Level of Marketing Mix Strategies as Perceived

by the Customers in Vigan City….…………………………………………….27

4 Summary of what makes the Marketing Mix Strategies

Effective on the Selected Restaurant/s in Vigan City
as Perceived by the Customers…..……………………………………..............28

FIGURE
1 Paradigm of the Study…………….…………………………………………… 12
RESEARCH ABSTRACT

De Peralta, Kent B., University of Northern Philippines, Laboratory Schools, Senior

High School Affairs, June 2022. “Marketing Mix Strategies of Selected Restaurants in

Vigan City, Ilocos Sur”

Research Adviser: Mr. Christian S. Domondon

This study determined the level of the marketing mix strategies of selected

restaurants in Vigan City. The level of marketing mix strategies of selected restaurants in

Vigan City as perceived by the customers was measured in terms of product, price, place

and promotion. The overall level of the marketing mix strategies of selected restaurant in

Vigan City as perceived by the customers was also looked into. Moreover, the factors that

affect the marketing mix strategies effectiveness on the four selected restaurants was also

determined.

The study covered four restaurants with five customers each giving a total

population of 20 respondents and the study was conducted in June 2022. The descriptive

survey and qualitative interview were used in this study. The The statistical treatment used

was mean for the levels of the marketing mix strategies of the four restaurants.

The study ended up with the following findings: 1. The level of the marketing mix

strategies in terms of products is “very high” with (x= 4.22) while pricing (x=4.07), place/

location (x=4.02) and promotion (x= 3.54) were all descried as “high”. 2) The overall

mean level of marketing mix strategies was (x= 3.96) which is described as high. And

lastly, 3) Respondents’ perception on what makes the marketing mix strategies effective

depend on the quality and pricing of the product (food).

2

Based on the findings, following conclusions were drawn: 1) The level of

marketing mix strategies in terms of Product is very high whereas pricing, place/ location

and promotion is high. 2) The overall level of marketing mix strategies in terms of

products, pricing, place/ location and promotion is high. 3) The quality and pricing of the

product is important to make the marketing mix strategies effective.

The researchers recommended the following: 1) Full support and close

monitoring of promotional strategies of the restaurants to advertise their products should

be undertaken. 2) While the overall level of marketing strategies is indeed high, the

owners should still come up with better strategies that will attract more customers. 3)

Continuous improvement on not only the product, but to all the components of the 4p’s is

needed to retain and attract customers. And 4) Future researchers and senior high school

students may utilize the respondents’ perceptions to gain further understanding of the

Marketing Mix Strategies of restaurants and other businesses.

Keywords: Marketing Mix, Restaurants, Level, Customers, Mean, Thematic Analysis