THE EFFECTS OF PROPOSING NEW PROMOTIONAL MARKETING

STRATEGIES TO THE SALES OF CHA-CHARAP KAINAN IN FAIRVIEW,

QUEZON CITY

Xyza Faye T. Regalado

Kimberly Andrie E. Rufin

Karen Charmaine O. Salibio

Rachel Anne P. Urmatan

Maria Janica P. Velicaria

January 2018
 INTRODUCTION

Background and Purpose of the Study

In this competitive economy, every business enterprise needs to withstand

the increasing number of its competitors. This applies the same on every firm,

whether a business is just a starting one or already established one. In the case

of food industry, it is considered as one of the largest business industry with a

15% to 20% estimated annual growth over the past decades.

Even the micro businesses such as canteens and eatery face the same

challenges in handling and withstanding the competition. Due to the increasing

number of existing carinderia business, owners of these enterprises face many

challenges such as decrease in consumer demand, safety issues, changes in

economic stability, and high competition, which may threaten their level of

profitability and long-term sustainability (Jenkins, 2015). To minimize the risk of

failure in handling this kind of business, creating marketing plans and strategies

is one of the responsibilities of a carinderia owner which is based from the

amount of capital they have since small enterprises like these differ from medium

to large enterprises.

In business, a successful marketing campaign can lead to increased

sales, better name recognition, and a wider customer base. Great marketing

helps your company establish a strong, memorable brand identity in the minds of

customers (Smith, 2017). According to www.universalclass.com, marketing

strategies is the bridge between the product and consumer. Marketing is all about
communicating to your target customers to build a mousetrap because it builds a

path to your door means of communicating to your customer about the product,

and its benefits will increase the sales and present a loyalty of customer to the

business because of its uniqueness. Once a customer has been trapped to your

business it will lead to the success desired.

Marketing plan or strategy is like a road map providing you with a direction

toward reaching your business objectives (Duermyer, 2017). Small or big

business creates and prepare their marketing plan which contains the strategies

to promote the business. Developing strategies is an important responsibility to

remain at the top despite of the increasing number of competitors.

This research paper focuses in small food businesses and the marketing

strategies they implement to enable them to keep pace with high competition.

This research seeks to propose and test new marketing strategies that would be

able to contribute in the overall success and sustainability of the chosen

carinderia business. Having a clear idea about the target market and competition

helps business owners in allocating the budget for advertising and promotion. In

contrast, creative marketing can also be done without spending too much. There

are inexpensive ways that can be used to market the business such as digital

marketing and cold calling (Taylor, n.d.). The study is intended to contribute new

ideas to improve the marketing strategy of a small food business and come up

with a better scheme that can be implemented for a specific period of time. The

study does this by focusing in a particular business which will be the subject of

the study.
 The goal of the study is not all about determining the effects of the study

for the business itself, but also on how it would affect the business owners,

customers, people who also want to establish their own carinderia, and other

individuals that are related to the business. Conducting this study can help the

business owners in a way that they can adapt the proposed strategy, wherein

they can implement it overtime. Another thing is to determine what marketing

strategy would be the most effective among the other proposed strategies since

carinderia business offers food in customers with different age groups,

preferences, and beliefs. Aside from the business, business owners, and

customers, conducting this study would help student researchers and individuals,

who would also like to put up their own eatery. This study would contribute

additional knowledge and ideas for these people. To summarize, the reason of

conducting this study is to contribute to existing knowledge and to come up with

new ideas that could help different individuals that are related with the business

that is being subjected in the study.

Debra Murphy (2017) states that proposing marketing strategies is

important to small business because small business commonly face marketing-

related difficulties. One of the marketing challenges faced by small business is

the overall lack of resources since they do not have enough capital to spend for

better promotion and they lack the people who can prepare and create the

promotions. In order to solve this kind of challenges, business owners should be

strategic and must be able to think of flexible strategies.

 Lack of serious plan can still meet all the opportunities but it will not be

easily identified if it will give sense to the business. Having a good plan helps

business owners to guide their way in solving marketing challenges and

identifying marketing goals as well. Owners should identify what strategic

strategies are needed; it can be the use of social media or printed materials.

The marketing strategy is the way in which the marketing function

organizes its activities to achieve a profitable growth in sales at a marketing mix

level (Kotler, 1997). One of the focuses of business organizations is to increase

their sales in promoting their product to attract and bring customers. Marketing

strategies is the key to success of businessmen and entrepreneurs to rise from

loss.

Marketing strategies do not only focus in promoting products, but also

provide a greater benefit for the business. Additionally, marketing strategies do

not only promote products, but also give a long-term plan to achieve the success

of the business. Every person, who is in charge in creating marketing strategies,

needs to understand the 5P’s of marketing mix: Product, Price, Place, Promotion

and People.

The main function of marketing and promotional strategies is to expose

business’ products to its target market. However, letting the customers to become

aware of a certain product is not the end part of a marketing plan. The business

must assure that they will be able to attract their target market and gain their trust

and loyalty.
 Some marketing strategies that exist in the market include digital

marketing such as the use of blogs, video promotion, and participating to popular

social media sites – Facebook, Twitter, Google, and Instagram. Social media and

websites are essential in this modern age thus, activities like online contests are

being held that can make the product popular due to the use of hashtags and

consistent sharing of the internet citizens. Traditional marketing, on the other

hand, is still being used by different establishments. These include print

advertisements like posters, tarpaulins, flyers, and brochures.

According to economics.com, in order to have a better promotion for the

product, the use of marketing mix can help the business to determine what are

strategies or actions to be taken This marketing mix consists of five (5) elements.

The first one is the price which refers to the value of product. Pricing should be

based from the production, the price of resources and the demands of consumer.

Second is the product, which refers to the items that the business sells. In

planning, the product must be related to the needs and wants of the customers.

Third is place, which refers to the right location where it would be easier to find

and gain customer. Fourth is the promotion, which refers to the activities of their

companies to attract and make the product popular to everyone. The last P

stands for the people, where it talks about the target customers of the business.

A business website called smallbusiness.chron.com states that the most

valuable to the success of the business is the advertising and promotion.

Advertising is the non-personal communication of information usually paid for

and usually persuasive in nature which is about the products, services, or ideas
by identified sponsors through the various media (Bovee, 1992). Some of the

examples of advertising tools are the television, newspaper, billboards and

radios. Through the use of media, businesses will be able to persuade the

customer by showing the benefits of their product. Correspondingly, the

advertising includes payments. On the other hand, promotion is the combination

of personal and non-personal selling which means that businesses do not only

focus on paid advertising using media, but also through the personal

communication of sellers to the consumers. These include free samples,

catalogs, social media, coupons, and celebrity endorsement.

Some marketing strategies that exist in the market include digital

marketing such as the use of blogs, video promotion, and participating to popular

social media sites – Facebook, Twitter, Google, and Instagram. Social media and

websites are essential in this modern age; thus, activities like online contests are

being held that can make the product popular due to the use of hashtags and

consistent sharing of the internet citizens. Traditional marketing, on the other

hand, is still being used by different establishments. These include print

advertisements like posters, tarpaulins, flyers, and brochures.

Lots of marketing strategies are being implemented by different business

enterprise to be able to withstand the competition. However, despite of these

existing marketing strategies, some small business owners still face different

problems due to the lack of knowledge and skills in handling conflicts,

competition, and changing trends. The purpose of proposing new strategies

affects the business’ product, audience, competition, and revenue (Root, 2017). A
good marketing strategy identifies the strength of the product and shows how

customers can realize some sort of returns by using the product. The target

audience must also be identified in order to create creative marketing campaigns.

Existing strategies can also be used, but historical information on how it was

used in the past and the results of implementing the particular strategy must be

studied as well. Lastly, the purpose of marketing strategy is to determine the

possible revenue that will be gained from the marketing campaign. All of these

areas can affect the business once a new marketing strategy is implemented. At

the end of the research process, the study aims to determine whether the

proposed strategies can be used by Cha-Charap Kainan for a longer period of

time without resulting to higher increase of expenses on the business. But still, all

of the additional expenses may be worth the cost especially if increase in number

of customers would result from proposing new promotional marketing strategies

for the business.

Statement of the Problem

As years goes by, carinderia businesses strive to maintain its stand in the

market. Applying effective promotional strategies will be of great help on the said

businesses. For the purposes of this study, the researchers intend:

1. To know the profile of the respondents, or customers, in terms of:

a. Age,
b. Gender, and
c. Occupation;
2. To determine the effects of proposing new marketing strategies to the

sales of Cha-Charap Kainan in Fairview, Quezon City;

 3. To determine the sales increase of Cha-Charap Kainan after implementing

the proposed marketing strategies;

4. To discover the most effective strategy that can help Cha-Charap Kainan

in gaining new customers;

5. To find out the number of customers that favor in proposing new

marketing strategies in Cha-Charap Kainan;

6. To determine the number of new customers of Cha-Charap Kainan during

the experiment period;

7. To identify the factors that affect consumers’ choice regarding Cha-Charap

Kainan’s new marketing strategies in terms of:

a) Lower Price of Products,

b) Freebies and giveaways,

c) Combo Meals,

d) Student Discount/ Student Meals,

e) Loyalty Promos,

f) Improving Menu List, and

g) Offering Wider Varieties of Meals.

Significance of the Study

The study aims to investigate the outcome of proposing new marketing

promotional strategies to the sales of Cha-Charap Kainan in Fairview, Quezon

City. The results of the research will benefit the following groups:

a) Cha-Charap Kainan. The business itself would be the beneficiary of the

study. The research process includes distribution of business flyers and

posters; thus, results in increase of popularity for the business.

 b) Owner of Cha-Charap Kainan. The owner can be considered as the one

who would benefit a lot in the study. The increase in sales would result

from implementing new promotional strategies for the business; it is

possible that the owner can gain additional profit because of the study.
c) Customers of Cha-Charap Kainan. They are also the one that would

benefit the most from the study. All of the promotional strategies focus on

how to attract more customers in the said canteen. They can either

purchase certain products wherein they can pay less or they can avail

promos when they met the target quota or amount.

d) Competing canteens that surrounds Cha-Charap Kainan. The

research may mainly focus on determining the sales of the eatery but the

process of implementing proposed strategies during the experiment

period would be visible to other competing canteens near the area. This

would give them additional ideas on how to improve their canteen to

withstand the competition.

e) Aspiring canteen/carinderia owners. This group would benefit from the

study the same way with the competing canteens in the area. Promotional

strategies to be implemented may give additional ideas for these people

who would also like to establish their own food business in the future.
f) Individuals located near the area. These individuals may turn into

potential customers of Cha-Charap Kainan. They will also benefit from the

discounts and promos that would be implemented in the carinderia.

Although the main focus of the research is the canteen itself, the research

will be also conducted for these groups to be aware and knowledgeable

regarding the promotional strategies to be implemented in Cha-Charap Kainan.

These strategies can be also applicable to other business industries not only to

those who are included in food business. Even the establishments from different

business field can benefit from the study by adapting and modifying the

strategies proposed for Cha-Charap Kainan.

Scope and Delimitation

The study is delimited to the Cha-Charap Kainan located at Fairview,

Quezon City in front of National College of Business and Arts. Despite the

several canteens that surrounds the area, the said canteen was chosen since the

owner approved the proposal for the experiment. The study will focus on the said

canteen including their existing strategies, target market, and other factors

related to marketing. The experiment would be conducted for five weekdays from

the seven (7) o’clock in the morning until four (4) o’clock in the afternoon. It would

have been ideal to stretch the scope of this study to cover larger groups of target

market, but for the minimum resources available, the area of the study where

promotional activities will be conducted will be located on the surrounding areas

of the Cha-Charap Kainan. In addition, thirty (30) customers of the canteen from

different age groups and professions would be subjected to survey research to

determine their perceptions and opinions regarding the proposed marketing

strategies for the business.

Definition of Terms
 The following terms are defined on how they are used on this research:

Marketing Strategy - the action or business of promoting and selling

products or services, including market research and advertising; the ways the

researchers will do to promote the Cha-Charap Eatery.

Carinderia - a food stall with a small area typically in a market or at a

roadside; the food stall where the study will be conducted.

Promotion - the activity that supports active encouragement for the

furtherance of a cause, venture, or aim.

Proposal - a plan or suggestion, especially a formal or a written one, put

forward for consideration or discussion by others; the promotional strategy that

the researchers will do to the chosen business.

Consumer Demand - a measure of consumer’s desire for a product or

service based on its availability.

Enterprise - an organization especially a business or a difficult and

important plan especially one that will earn money; the carinderia which will be

the focus of the study.

Target Market - a particular group of consumers at which a product or

services aimed.

Advertisement - a notice or announcement in a public medium promoting

a product, service, or event.

 METHODS

Procedure

The study is a quantitative method with an experimental research type that

used a mixed-method design that incorporated both quantitative and qualitative

data gathering and analysis techniques. The study used varieties of data

collection method to ensure that all the necessary information will be gathered

throughout the data collection process. These data collection method include the

following:
 Observation was initially conducted to determine the existing customers of

the canteen, their existing marketing strategies, and the visible culture the

canteen has. Individual interviews were also conducted to the canteen owner,

staffs, and several customers. These include determining the range of daily sales

of the business as well as other necessary information regarding the business

operations. A short questionnaire was also given to the customers to determine

the effectiveness of the strategy.

Aside from the observation process, an experiment was conducted

through the following steps: The researchers proposed a set of marketing

strategies and when the owner approved the proposal, the researchers spent the

several hours on the canteen for 5 days and a customer record sheet will be

used to record the individual sales per order to determine the accurate amount of

the sales on that day. Names of customers were also recorded; including the

amount they purchased since the proposed marketing strategies includes

targeting the minimum quota to avail particular promos. The proposed marketing

strategies will serve as the treatment of the experiment and the evaluation will

follow.

Since the research focuses on determining the effects of proposed

marketing strategies to the sales of Cha-Charap Kainan, the total sales per day

was the main concern of the researchers. The sales during the five consecutive

days of implementing the strategy were recorded and will be subjected to data

analysis to determine the effect of the strategies.

 The data collection process started from February 6, 2018 until

February 10, 2018, and was held from Tuesday to Saturday from 8:00 a.m. until

3:00 p.m. Data procedures include the recording of daily sales of Cha-Charap

Eatery, giving flyers to people strolling in front of the carinderia, posting a

cartolina-sized advertisement regarding the promotional strategies, and

proposing promotional marketing strategies on the canteen.

The researchers initially gave a compilation of research instruments—

letter to the respondent, sample flyer, survey questionnaire— and other

necessary documents to the canteen owner to ensure that they were aware to all

the activities and instruments that were used in the research. Researcher’s daily

schedule was also included on the given compilation in order for the canteen

owner to know who was scheduled that day. It is also given for some security

purposes and every day, one member of the research team was scheduled to

spend 7-8 hours at the canteen to conduct the data collection procedures.
 Figure 1. Researchers’ daily schedule

The first data collection procedure conducted was to distribute flyers to

people who are near the area and to display a poster which shows the

information regarding the promos that were being implemented. Some of the

promos included on the flyers and posters are as follows:

 Free one order of rice for every ₱100 worth of foods purchased
 ₱5.00 discount for students (with ID for validation)
 ₱10 load for customers that will eat at the canteen for three consecutive
days
 Aside from the promos, it also includes the sketch map of the canteen and

the time and dates when the promos are available. The flyer and poster used are

shown below.

Figure 2. Cha Charap Flyer

 Figure 3. Cha Charap Poster

The second data collection procedure was to list down the sales of Cha-

Charap Eatery in order for the researchers to monitor how much sales of the

eatery earned for a specific day. With the aim of recording and determining the

daily sales as accurate as possible, a customer record sheet was used where

customer name and total amount purchased.

 Figure 4. Customer Record Sheet

The customer record sheet was not only used to determine the sales of

the eatery from 8:00 am until 3:00 pm but it also served as the basis whether a

customer are qualified to avail the promo, especially the third promo which was

the ₱10 pesos load for three consecutive days. This serves as a verification

instrument to determine if they really purchased something from the canteen for

the past two days.

 The third data collection procedure was to let 30 random Cha Charap

customers to answer the survey questionnaire provided by the researchers. The

questionnaire consists of short information regarding the purpose of the survey,

checklist and likert scale type questions about the promotional strategies being

implemented, and a single open ended question regarding their own suggestion

of marketing strategies that the canteen can implement to achieve higher

satisfaction rate from customers.

The fourth data collection procedure conducted by the researchers was

through observation. The most saleable menu, canteen’s observable culture, and

Cha Charap’s regular customers were determined through this process. Apart

from that, the researchers were able to ascertain the existing promotional

strategies of the canteen. This includes the free soup or libreng sabaw to

customers that would demand the product. They also provide student meal

wherein they give a relatively lower price than the regular meal. Lastly, the

researchers had a brief interview with the canteen owner before and after the

study was conducted. The canteen owner was able to give some necessary and

relevant information to the researchers which can be used to make them more

knowledgeable regarding the business.

Aside from the data collection procedures that were conducted, the

researchers also created a daily menu list that are posted near the food shelves

in order for the customers to easily determine the menu of the day as well as its

corresponding price. The sample menu lists each day are shown below.
 Figure 5. Menu List

After the five consecutive days of the data collection process, all the

gathered information will be subjected to data analysis. The study involves series

of mathematical calculations and graphical recording of the data collected.

Univariate analysis, through the use of graphs will be used to determine the

changes in the sales of Cha-Charap Kainan after the implementation of

marketing strategies. Frequency distribution technique, on the other hand, will be

used to analyze the raw data from the survey questionnaires of the samples.

Respondents

The respondents in the study were classified as voluntary samples under

the non-probability sampling method. The sample was obtained through the

random selection of nearby carinderias located near National College of

Business and Arts. However, the selection of the carinderia that would be the

subject of the study needs the approval and voluntary participation of the store
owner. As a result, the Cha-Charap Kainan was chosen to be the main subject of

the experiment. Aside from that, all individuals that are involved in the carinderia

while the experiment was being conducted were included in the experiment; thirty

customers were given a survey questionnaire regarding their opinion in

implementing marketing strategies to Cha-Charap Kainan.

Sampling bias refers to situations where the sample does not reflect the

characteristics of the target population (McLeod, 2014). However, despite of

having a voluntary sampling as a way of choosing respondents, it still reflected

the characteristics of the target population. The study aims to conduct the study

in a small canteen wherein the number of customers is not as many as the

established one in order to determine whether a proposal of promotional

marketing strategies would help them boost their sales. According to the target

sample of the study, Cha Charap Eatery was able to meet the qualifications of

the sampling criteria. In regards with the customers that answered the

questionnaire, convenience sampling was used. This sampling method can still

be reliable because as stated in the site of Green Garage, convenience sampling

can be used accordingly if it covers only a small part of a population. According

to research-methodology.net, in business studies convenience sampling method

can be applied in order to gain initial primary data regarding specific issues such

as perception of image of a particular brand or collecting opinions of perspective

customers in relation to a new design of a product. Therefore, using convenience

sampling can be still considered as credible data gathering tool for the study is

business-related and it only covers a small part of a population.

 RESULTS, ANALYSIS, AND DISCUSSIONS

The data and information gathered during the 5-day implementation of

marketing strategies at Cha Charap Eatery will be presented, analyzed, and

interpreted on this part. Pie charts, bar graphs and tables will be used in order to

illustrate all the data collected by the researchers.

This section shows the basic demographic data of the participants based on

their age group, gender, and occupation.

Table 1.a

Profile of the Respondents According to Age Group

Age Group No. of Respondents

Young Adults (18-25) 9 30%
Adulthood (26-40) 16 53%
Middle Aged Persons (41-60) 4 13%
Older People (60+) 1 3%
Total 30 100%

It could easily be identified from Table 1.a that the age group with the

highest number of respondents is Adulthood with its 16 respondents amounting

to 53% of the total number of the respondents. Second in line is the age group

Young Adults making up the 30% of the participants. Middle Aged Persons, on

the other hand, is only 13%, and is followed by the last Age Group in line, the

Older People, with its 3%.

Table 1.b
 Profile of the Respondents According to Gender

Gender No. of Respondents

Male 23 77%
Female 7 23%
Total 30 100%

It is displayed in Table 1.b that most of the participants are of the male

gender, which constitutes 77% of the total number of respondents. The female

gender came short composing only the 23% of total number of respondents.

Table 1.c

Profile of the Respondents According to Occupation

Occupation No. of Respondents

Bus Line Inspector 1 3%
Company Employee 1 3%
Construction Worker 2 7%
Dress Helper 1 3%
Encoder 1 3%
Finance Analyst 1 3%
Flagman 1 3%
Foreman 1 3%
Guard 1 3%
Housewife 1 3%
Installer 1 3%
Messenger 1 3%
OFW 1 3%
Student 1 3%
Teacher 1 3%
Traffic Inspector 1 3%
Vendor 4 13%
Writer 1 3%
Not Specified 8 27%
Total 30 100%
 It is presented in Table 1.c that 27% of the participants did not specify their

jobs. Anyhow, 13% of the participants are vendors, 7% of it are construction

workers, and 3% is a constant to 16 other jobs, i.e.– Bus Line Inspector,

Company Employee, Dress Helper, Encoder, Finance Analyst, Flagman,

Foreman, Guard, Housewife, Installer, Messenger, OFW, Student, Teacher,

Traffic Inspector, and Writer.

This section shows the effects of proposing new marketing strategies to

the sales of Cha-Charap Kainan in Fairview, Quezon City.

Graph 1

Effects of Proposing New Marketing Strategies to the Sales of Cha-Charap

Kainan in Fairview, Quezon City

 The change in sales throughout the implementation of the new

marketing strategies is revealed in Graph 1. It could be noted that the peak is

February 8, the 3rd day of the implementation, wherein the Cha-Charap Kainan

earned ₱ 3145. The 2 nd highest is the day succeeding it, February 9, wherein the

aforementioned eatery earned ₱ 3023. Trailing the two is February 6, the 1 st day

of the implementation, wherein ₱ 2874 is earned. Coming after is the 2 nd day of

the implementation, February 7, wherein the eatery earned ₱ 2685. The last one

is February 10, also the last day of the implementation, wherein ₱ 2255 is

earned.

The comparison of sales during the first and the second day shows a

decrease of ₱189.00 pesos on its sales. During the second day and the third day,

an increase of ₱460.00 can be seen whereas during the third day and the fourth

day of experimentation phase, from ₱3,145.00, they got ₱3,023.00. Therefore, it

shows that there is a little decrease in its sales worth ₱122.00. Lastly, on the final

day of experimentation, there is a huge difference on the sales of the eatery as

compared to the preceding day. A sales decrease amounting to ₱768.00

happened during weekend.

Figure 6 shows the data collected from the respondents regarding the

most effective strategy that can help Cha-Charap Kainan in gaining new

customers and increasing its sales.

 Figure 6

The Percentage of the Effectiveness of Each Proposed Promotional

Marketing Strategy according to the Respondents

The most effective strategy according to the result of survey questionnaire

is the second promo which is the provision of 5-peso student discount which was

chosen by 13 out of 30 customer-respondents. It is followed by the first promo

which is the free one order of rice for every ₱100 worth of purchase which was

chosen by 9 out of 30 respondents. Lastly, the least effective marketing strategy

according to the respondents is the freebie of 10-peso load for customers that

will purchase at Cha Charap for three consecutive days, having only 8 out of 30

respondents.

Figure 7 shows the percentage of each marketing strategies that were

decided by the respondents as the one they liked the most.

Figure 7

The Percentage of the Each Proposed Promotional Marketing Strategy in

Accordance with What the Respondents Liked the Most

According to the results of the survey, the promo of giving free one order

of rice for every 100-peso worth of purchases and grating student discounts are

what the respondents liked the most. Both of these got 40% which is equivalent

to 12 out of 30 respondents. On the other hand, the third promo regarding the
freebie of 10-peso load got the lowest number of votes which only has 6 out of 30

respondents and is only equivalent to 20% of the respondents.

Figure 8 shows the number and percentage of customer-respondents that

are favorable and unfavorable regarding the proposal of new promotional

marketing strategies in Cha Charap Eatery.

Figure 8

The Number and Percentage of Respondents who are in Favor in the

Implementation of Marketing Strategies in Cha Charap Eatery

28 or 93% of the respondents are in favor regarding the implementation of

proposed promotional marketing strategies in Cha Charap Eatery. However, 2 or

7% or the respondents are unfavorable regarding this implementation.

 Figure 9 aims to show the number of new customers Cha Charap Eatery

had during the experimentation phase. It displays the number and percentage of

customer-respondents who stated that they visited Cha Charap Eatery because

of the promos that were being implemented.

Figure 9

The Percentage of Respondents who Visited Cha Charap Eatery Because of

Promotional Strategies that are being Implemented

 Only 6 out of 30 survey respondents stated that they visited Cha Charap

Eatery because of the promos that are being implemented during the
 experimentation phase. 24 out of 30 respondents stated that they didn’t visit the

eatery because of the implemented promos. Out of 24 respondents, 17 or 70% of

them answered that they are regular customers that is why they constantly visit

the eatery while 7 or 30% of them visited the eatery by chance.

Table 2.a shows the data collected from the respondents regarding the

factors that can possibly affect them the most in choosing a carinderia. The data

presented has two columns: the left side shows the actual number of

respondents who chose the specific category and the right side is the

corresponding percentage of it. According to Iowa State University (2010), the

categories have equivalent to: (1) Not at All, (2) Slightly Important, (3) Moderately

Important, (4) Very Important, and (5) Extremely Important.

Table 2.a

Factors that Affect the Consumers’ Decision Making

in Choosing a Carinderia

Slightly Moderately Very

Not at All Important
Marketing Strategies Important Important Important
(1) (4)
(2) (3) (5)
Lower price of products 3 10% 4 13% 7 23% 5 17% 11 37%
Freebies and

giveaways 7 23% 9 30% 2 7% 4 13% 8 27%

Combo meals 2 7% 5 17% 7 23% 7 23% 9 30%
Student Discount 3 10% 2 7% 8 27% 7 23% 10 33%
Loyalty Promos 4 13% 3 10% 8 27% 3 10% 12 40%
Daily Menu List 3 10% 2 7% 6 20% 3 10% 16 53%
Offering wider variety
1 3% 1 3% 7 23% 6 20% 15 50%
of meals

The first factor – lower price of products has 10% of respondents who

stated not at all, then for the slightly important, there are 13% of respondents. For

the moderately important category, there are 23% while Important has 17%. The

last category – Very important has 37% of respondents.

The second factor – freebies and giveaways has 23% of respondents who

stated not at all, then for the slightly important, there are 30% of respondents. For

the moderately important category, there are 7% while Important has 13%. The

last category – Very important has 27% of respondents.

The third factor – student discount has 10% of respondents who stated not

at all, then for the slightly important, there are 7% of respondents. For the

moderately important category, there are 27% while Important has 23%. The last

category – Very important has 33% of respondents.

The fourth factor – combo meals has 7% of respondents who stated not at

all, then for the slightly important, there are 17% of respondents. For the

moderately important category, there are 23% while Important has 23%. The last

category – Very important has 30% of respondents.

The fifth factor – loyalty promos has 13% of respondents who stated not at

all, then for the slightly important, there are 10% of respondents. For the

moderately important category, there are 27% while Important has 10%. The last

category – Very important has 40% of respondents.

 The sixth factor – daily menu list has 10% of respondents who stated not

at all, then for the slightly important, there are 7% of respondents. For the

moderately important category, there are 20% while Important has 10%. The last

category – Very important has 53% of respondents.

The last factor – offering wide varieties of meals has 3% of respondents

who stated not at all, then for the slightly important, there are 3% of respondents.

For the moderately important category, there are 23% while Important has 20%.

The last category – Very important has 50% of respondents.

Table 2.b shows the data collected from the respondents regarding the

factors that can possibly affect them the most. All the factors are sorted from the

highest number and percentage that was chosen by the respondents.

Table 2.b

Factors that Affect the Consumers’ Decision Making

in Choosing a Carinderia in Decreasing Order

Lower Price Freebies and Combo Student

of Products Giveaways Meals Discount

Very 11 37% Slightly 9 30% Very 9 30% Very 10 33%
Moderately 7 23% Very 8 27% Important 7 23% Moderately 8 27%
Important 5 17% Not at All 7 23% Moderately 7 23% Important 7 23%
Slightly 4 13% Important 4 13% Slightly 5 17% Not at All 3 10%
Not at All 3 10% Moderately 2 7% Not at All 2 7% Slightly 2 7%
Total 30 100% Total 30 100% Total 30 100% Total 30 100%
 Loyalty Daily Menu Offering Wider Variety

Promos List of Meals

Very 12 40% Very 16 53% Very 15 50%
Moderately 8 27% Moderately 6 20% Moderately 7 23%
Important 4 13% Not at All 3 10% Important 6 20%
Not at All 3 10% Very 3 10% Slightly 1 3%
Slightly 3 10% Slightly 2 7% Not at All 1 3%
Total 30 100% Total 30 100% Total 30 100%

On the first factor – Lower price of products, it is presented that Very

Important (5) has the highest response with 11 customer-respondents or 37%

indicating such response. It is followed by Moderately Important (3) with 7

customer-respondents or 23% and Important (4) with 5 customer-respondents or

17%. Slightly Important (2) with 8 customer-respondents or 13% came in as

fourth in the rank. Not at All (1), on the contrary, got the lowest response with

only 3 customer-respondents or 10%.

On the second factor – Freebies and Giveaways, it is presented that

Slightly Important (2) has the highest response with 9 customer-respondents or

30%. It is followed by Very Important (5) with 8 customer-respondents or 27%

then, Not at All (1) with 7 customer-respondents or 23%. Important (4), came in

fourth with 4 customer-respondents or 13%. And lastly, Moderately Important (3)

category with 2 customer-respondents or 7%.

On the third factor – Combo Meals, it is presented that Very Important (5)

came first with 9 customer-respondents or 30%, next is Important (4) with 7

customer-respondents or 23%. Tide with the second one is the Moderately

Important (3) with 7 customer-respondents or 23% as well then Slightly Important

(2) with 5 customer-respondents or 17%. Last is the Not at All (1) with 2

customer-respondents or 7%.

On the fourth factor – Student Discount, it is presented that, Very

Important (5) came in first again with 10 customer-respondents or 33%, next is

Moderately Important (3) with 8 customer-respondents or 27%. Third is Important

(4) with 7 customer-respondents or 23%, fourth will be Not at All (1) with 3

customer-respondents or 10%. Last is Slightly Important (2) with 2 customer-

respondents or 7%.

On the fifth factor – Loyalty Promos, it is presented that Very Important (5)

got 12 votes from respondents which is equivalent to 40%. It is followed by

Moderately Important (3) with 5 customer-respondents or 27%. Next is Important

(4) with 4 customer-respondents or 13%, the next one is Not at All (1) with 3

customer-respondents or 10% and is tied with the Slightly Important (2) category

with 3 customer-respondents or 10%.

On the sixth factor – Daily Menu List, it is presented that, Very Important

(5) came in highest with 16 customer-respondents or 53%, next are Moderately

Important (4) with 6 customer-respondents or 20%. Third is Not at All (1) and

Moderately Important (3) with 3 customer-respondents or 10%. Last is Not at All

(1) with 4 customer-respondents or 8%.

The last factor – Offering Wider Variety of Meals, it is presented that, Very

Important (5) came in highest with 15 customer-respondents or 50%, next is

Moderately Important (4) with 7 customer-respondents or 23%. Third is Important

(4) having 6 respondents that is equivalent to 20% and Moderately Important (3)
and Not at All (1) both have 1 respondent each that is equivalent to 3% of the

population.

Aside from the given factors, respondents were given a chance to suggest

and comment their own opinion regarding the promotional marketing strategies

or simply strategies Cha Charap Eatery can implement in order to gain higher

amount of sales. These include the following:

1. Combo meals for students

2. Affordable combo meals
3. Promotion through social media
4. Monthly incentives for regular customers
5. Free wifi
6. Provide catchy seats and tables
7. Observe cleanliness
8. Quick serving of foods
9. Provide sanitary equipments
10. Utensils must be soaked in hot water
11. Ensure that they have great tasting recipes

Summary of Findings

The following are salient findings summarized from the results of the

gathered data.

1. Summary of the respondents according to their profile.

1.1 In terms of age, 16 or 53% of the respondents are currently 26-40

years old which fall under the Adulthood stage. Also, 9 or 30% of

them are presently 18-25 years old which fall under the Young Adult

stage. 4 or13% are middle aged persons which are in the age group
 of 41-60. Lastly, only one respondent falls under the Older People

stage whose age exceeded 60 years old.

1.2 In terms of gender, The 7 or 23% of the respondents are female

while there are 23 or 77% of male respondents.

1.3 In terms of occupation, majority of the respondents did not specify

their occupation which constitutes 8 or 27% of them. 4 or 13% of

them are vendors and 2 or 7% of them are construction workers.

Other specified respondents’ occupation includes bus line inspector,

company employee, dress helper, encoder, finance analyst, flagman,

foreman, guard, housewife, installer, messenger, OFW, student,

teacher, traffic inspector and writer.

2. Summary of the changes in sales of Cha Charap Eatery during the 5-day

experimentation phase.
2.1 During the first day of experimentation phase, Cha Charap Eatery’s

sales amounted to ₱ 2, 874.00.

2.2 On the second day of the experimentation phase, Cha Charap

Eatery’ earned ₱ 2, 685.00, which shows a decrease of ₱189.00 as

compared to the previous day.

2.3 During the third day of experimentation phase, Cha Charap Eatery’s

sales amounted to ₱ 3,145.00, which shows an increase of ₱460.00

as compared to the second day.

2.4 On the fourth day of the experimentation phase, Cha Charap Eatery’

earned ₱ 3,023.00, which shows a decrease of ₱122.00 as

compared to the third day.

2.5 During the last day, Cha Charap Eatery’s sales dropped to ₱

2,255.00, which shows a decrease of ₱768.00 as compared to the

previous day.
3. The following summarizes the percentage of the effectiveness of each

proposed marketing strategy according to the respondents.

3.1 13 or 43% of the respondents selected the grant of 5-peso discount

to every consumer as the most effective strategy for Cha Charap

Eatery.
3.2 9 or 30% of the respondents have chosen the promo regarding the

provision of one free order of rice for every 100-peso worth of

purchase.
3.3 The freebie of 10-peso load was considered as the least effective

strategy which was selected by only 8 or 27% of the respondents.

4. Summary of the percentage of the respondents who are favorable and

unfavorable in the implementation of promotional marketing strategies.

4.1 28 or 93% of the respondents are in favor regarding the

implementation of proposed promotional marketing strategies in Cha

Charap Eatery.
4.2 Only 2 or 7% or the respondents are unfavorable regarding the

implementation of strategies.

5. Summary of the number of new customers Cha Charap Eatery gained

during experimentation phase.

5.1 6 new customers were gained during the experimentation phase

while 24 or 80% of them visited the eatery not because of the

promotional marketing strategies. Out of 24 respondents, 17 or 70%

of them are regular customers while 7 or 30% of them visited by

chance.

6. The following summarizes the percentage of the factors that affects the

consumers in choosing a carinderia.

7.1 In terms of having a lower price of products, 11 or 37% of the

respondents answered it can affect their decision too much, 7 or

23% answered that it moderately affects their decisions making, 5 or

17% answered the ‘important’ category while 4 or 13% answered it

only slightly affect their decision making and 3 or 10% answered that

it does not affect theml.

7.2 In terms of giving freebies and giveaways, 9 or 30% of respondents

answered it can slightly affect their decision making, followed by 8 or

27% of respondents which answered that it affects them too much.

Then, 7 or 23% stated that this factor does not matter at all while 4

or 13% answered the ‘important’ category and lastly, only 2 or 7%

answered it moderately affects them.

7.3 In terms of having combo meals, 9 or 30% of respondent answered

that it affects them too much, whereas 7 or 23% answered both

selected the ‘important’ and ‘moderate’ category. Meanwhile, 5 or

17% answered slightly and 2% answered not at all.

7.4 In terms of having student discount, 10 or 33% of the respondents

answered that it affects them too much, 8 or 27% answered the

moderately category while 7 or 23% answered the important

category. 3 or 10% of the respondents stated that it does not

affected at all and 2 or 7% answered that it just slightly affects them.

7.5 In terms of providing loyalty promos, 12 or 40% of respondents

answered it can affect them too much, 8 or 27% of them answered

moderately, 4 or 13% answered the ‘important’ category, while 3 or

10% both answered the not at all and slightly category.

 7.6 In terms of providing daily menu list. Majority of the respondents

answered it affects them too much, for 16 or 53% of the respondents

selected this category. It was followed by the moderately category

which was chosen by 6 or 20% of the respondents. On the other

hand, 3 or 10% of them chose the not at all category and 3 or 10%

of them stated that it affects them too much. Lastly, 2 or 7% of the

respondents answered not at all while 2 or 7% answered that it

affects them slightly.

7.7 In terms of offering wider variety of meals, half of the respondents

answered it can affect them too much, 7 or 23% answered the

moderately category, 6 or 20% answered that it is also important,

while only 1 or 3% of the respondent both answered the slightly and

not at all category.

Conclusions

In line with the findings stated, the following conclusions were drawn:

1. Majority of the respondents are in the adulthood stage, which ranges from

26 to 40 years old. In regards with respondents’ occupation profile, it can

be noticed that almost all of the respondents have low to average paying

salary. Therefore, that is one of the reasons why the prices of foods

offered at Cha Charap Eatery are inexpensive and affordable to ordinary

citizens.
2. The third day of the experimentation phase was considered as the peak

for having the highest amount of sales. It can be concluded that the

reason behind this changes is the implementation of the third promotional

strategies which is the provision of 10-peso load for every customer that

will eat Cha Charap eatery for 3 consecutive days thus, customers

decided to visit the eatery until the third day to avail the said promo.

3. The increase and decrease of Cha Charap Eatery’s sales can be

explained through the factors that have been discovered during the data

collection process:
3.1 The number of recipes the eatery offers each day. The more the

recipes, the more option the customers can select. Hence, higher

amount of sales can be generated.

3.2 In Graph 1, it can be noticed that there is a drop in sales during the

last day of experimentation phase, which is Saturday. It is because

the number of customer is greater during weekdays than the

customers that visit Cha Charap Eatrery during weekends.

3.3 The increase of sales can be also affected by the number of

customers that visit the eatery. Some people may opt to consistently

eat at Cha Charap Eatery while others may choose to try other

carienderia or decide to prepare their own food at home.

4. The most effective strategy is the provide 5-peso discount to every

student-customer of the eatery. It can be deduced that majority of the

respondents considers the budget of the ordinary students. Many of them

want the eatery to provide more affordable price for students.

5. Only 7% of the respondents are unfavorable in the promotional marketing

strategies that were implemented during the experimentation phase and

93% were in favor on the promos that were executed. It can be inferred

that lots of consumer want the eatery to have more promotional strategies

in order for them to avail different kinds of freebies and incentives.

6. Based on the results, there is only a 20% increase on Cha Charap’s

customers during the 5-day experimentation process. Therefore, it can be

concluded that the longer the experimentation process, the more new

customers Cha Charap Eatery can gain since it really takes longer time to

any business industry to let all the consumers know their current changes

and updates.

7. Table 2 shows the factors that affect consumers’ choice in choosing a

carinderia. Based on the results, the factor that greatly affects the

respondents is the posting of daily menu list which got 53% of very

important response whereas the factor which got the least percentage is

the factor regarding giving of freebies and giveaways which has 23% of

not at all response. This shows that some customers want to easily

determine the menu of the eatery. It would be more convenient for them to

directly look at the menu list than to check the food shelf one by one. With

regards to the least chosen factor, it can be concluded than only few

customers want to receive freebies and giveaways from the eatery. In

short, their main concern is to satisfy their hunger than to receive freebies

from the eatery.

Recommendations

Based on the findings and conclusions of the study, the following are

thereby recommended:

1. Cha Charap Eatery may continuously implement the proposed marketing

strategies even though the actual experimentation process had ended. It

would be better as well if they could come up with more effective

marketing strategies to improve their sales and boost their popularity.

2. Marketing strategies are just one of the factors that can increase the sales

of the eatery. As observed during the experimentation phase, there are

stray cats surrounding the area near tables and chairs. As a result, this

may bring negative image to the eatery thus, discourages the customers

to visit that would eventually decrease their sales.

3. Validating and checking customer records and orders take longer time

especially if there are lots of customers and less employee. Cha Charap

must to hire more employees since they currently have one assistant

aside from the owner. This would also increase customer satisfaction for it

would result to faster customer service.

4. The 5-peso discount for students must be implemented since it is the most

effective strategy according to respondents. Also, based on the previous

observations, Cha Charap Eatery has less student customers and majority
 of them their customers already working. Being located in front of a

school, they must boost their promotion to make students be more aware

of their existence.

5. Cha Charap Eatery must have a daily menu list as part of their strategy

because aside from it was considered as the factor that is chosen by most

of the respondents, it would also help them to accommodate customers

quickly and prevent the bunch of consumers staying in front of the food

shelf.

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