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PRODUCT AND PRICING STRATEGIES OF FUNERAL PARLORS

IN SELECTED AREAS OF CAVITE

Undergraduate Thesis Proposal


Submitted to the Faculty of the
College of Economics, Management and Development Studies
Cavite State University
Indang, Cavite

In partial fulfilment
Of the requirements for the degree
Bachelor of Science in Business Management
(Major in Marketing Management)

Angelika D. Guda
Lindsay G. Tesoro
Khrestly S. Torres
Republic of the Philippines
CAVITE STATE UNIVERSITY
Don Severino De Las Alas Campus
Indang, Cavite
Tel No. (046) 415 0013 / Fax No. (046) 415 0012
www.cvsu.edu.ph

PRODUCT AND PRICING STRATEGIES OF FUNERAL PARLORS


IN SELECTED AREAS OF CAVITE

INTRODUCTION:

We, fourth year Bachelor of Science in Business Management major in


Marketing Management students of Cavite State University Main Campus, are
currently conducting our thesis entitled “Product and Pricing strategies of
Funeral parlors in selected areas of Cavite”. Any information that you will
provide in this questionnaire will be treated with utmost confidentiality. No
individual shall be identified in connection with any of the research findings.
Answering this questionnaire is not compulsory but your participation will be
highly appreciated as it will serve as the backbone of this research. Please
answer each question honestly.
Thank you very much.
Date of Survey: _________

I. PERSONAL INFORMATION:
Instruction: Please fill-out the blanks with needed information.

Name of the funeral business owner:_______________________________


age: ______
sex: [ ] Male [ ] Female
Civil Status: [ ] Single [ ] Widow [ ] Married
Educational Attainment:
[ ] Elementary graduate [ ] High School graduate
[ ] College graduate [ ] Master’s degree
[ ] Others (please specify):____________________________

II. BUSINESS PROFILE:


Instruction: Please fill-out the blanks with needed information.

Name of the establishment: ___________________________________________


Municipality/City: ________________________
Years in the business: ________________
Form of business ownership:
[ ] Sole Proprietorship [ ] Partnership
[ ] Corporation [ ] Cooperative
Capital: ___________________________
No. of employees: ___________________

III. PRODUCT STRATEGIES INFORMATION

Instruction: Below is the list of product strategies. Kindly check () the box that
corresponds on how do you agree to the following:

5 – Strongly agree 4 – Agree 3 – Neither agree nor disagree


2 – Disagree 1 – Strongly disagree

Product Strategies 5 4 3 2 1

1.) I used different product strategies.

2.) I offer different levels of product or service at different price points.

3.) I based my product strategies to my customers.

4.) I based my product strategies to my competitors.

5.) I consider my product strategies as the edge of my business.


6.) I used website to showcase the features and design of our products and
services.
7.) The products/ services I implement are value for money.

8.) The products/ services I implement meet the expectations of my clients.

9.)

10.)
IV. PRICING STRATEGIES INFORMATION

Instruction: Below is the list of pricing strategies. Kindly check () the box that
corresponds on how you agree to the following:

5 – Strongly agree 4 – Agree 3 – Neither agree nor disagree


2 – Disagree 1 – Strongly disagree

Pricing Strategies 5 4 3 2 1

1.) I used different pricing strategies.

2.) I bundle my products for a single price.

3.) I used discount to get people to buy my product.

4.) I seek customer perception when pricing new products.


5.) I normally change prices in response to changes in prices of
competitors' products.
6.) I consider my pricing strategies as the edge of my business.

7.) I consider other marketing mix variables when pricing products.

8.) I provide a range of differently price quality levels of products.

9.) I ensure that pricing policy used blends well with product value.

10.) Optional product features have a major impact on the main price.

V. PROBLEM ENCOUNTERED

Instruction: Please answer the following questions.

A. What are the common problems encountered in implementing product strategies


of funeral parlors?

B. What are the common problems encountered in implementing pricing strategies


of funeral parlors?
C. What possible solutions can you give to solve these problems?

GODBLESS AND THANK YOU !

ANGELIKA D. GUDA
LINDSAY G. TESORO
KHRESTLY S. TORRES
REFERENCES

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CAL POLY, AR HABING. (2009), (2010). Funeral services marketing interface to
enhance customer services and overall productivity.
http://digitalcommons.calpoly.edu/cgi/article=1020andcontext=imesp

DRAPER, P., HOLLOWAY, M., & ADAMSON, S. (2014). A qualitative study of


recently bereaved people’s beliefs about death: implications for bereavement care.
Journal of Clinical Nursing, 23(9/10), 1300–1308 9p. doi:10.1111/jocn.12326
GAURAV AKRANI. (2011). Different Types of Production Strategies. http://kalyan-
city.blogspot.com/2011/12/what-are-different-types-of-production.html?m=1
GESCHIERE, P. (2005). Funerals and belonging: Different patterns in south Cameroon.
African Studies Review, 48(2), 45–64.
IRWIN, M. D. (2015). Mourning 2.0—Continuing Bonds Between the Living and the
Dead on Facebook. Omega: Journal of Death & Dying, 72(2), 119–150.
doi:10.1177/0030222815574830
KASTENBAUM, R. (2004). Why funerals? Generations, 28(2), 5–10.
KOTLER P. and ARMSTRONG G. (2013). Principle of Marketing, 14thedition.
Prentice Hall Inc., Upper Saddle River, New Jersey.
LOBAR, S.L., YOUNGBLUT, J.M., & BROOTEN, D. (2006). Cross-cultural beliefs,
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LONG, S. O., & BUEHRING, S. (2014). Searching for life in death: Celebratory
mortuary ritual in the context of US interfaith families. Mortality, 19(1), 80–100.
doi:10.1080/13576275.2013.870985
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suddenly: what kind of assistance do they feel provides relief? A content analysis
study of children and their parents. Child Care in Practice, 22(2), 197–209.
doi:10.1080/13575279.2015.1118014
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https://business.inquirer.com
PROFESSIONAL ESCORTS INC. (1999). Funeral and Heavy Equipment Escorts
for Over a Quarter of a Century. https://lastrites.com.ph
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Factors on Consumer Behaviour. ProQuest Central
http://www.proquest.com/libraries/schools
SHABANOWITZ, R. B. (2013). Hog Heaven: Funeral and Mourning Rituals of an
Independent Motorcycle Club. International Journal of Motorcycle Studies, 9(1),
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SOFTING, G. H., DYREGROV, A., & DYREGROV, K. (2016). Because I’m also part
of the family. Children’s participation in rituals after the loss of a parent or
sibling: A qualitative study from the children’s perspective. Omega, 73(2), 141.
SORIANO, Y. DT. (2001). Dying for a cost. https://www.bulatlat.com.ph
THURSBY, J. S. (2006). Funeral Festivals in America : Rituals for the Living.
Lexington, Ky: The University Press of Kentucky. Retrieved from
https://seu.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=
rue&db=nlebk&AN=152075&site=ehost-live&scope=site
VALUE LINE RESEARCH DEPARMENT. (2018). Industry of overview: funeral
service. https://www.valueline.com/stocks/Industries/Industry_Overview/Funeral
Services

METHODOLOGY
In this chapter the methodology research will be discussed. The researcher explain

the process of determining the research design, sources of data, participants of the study,

sampling technique, data gathered, data analysis, and statistical treatment data.

Research design

The study will utilize a descriptive research using both correlation and survey

method. Survey will use to describe, interpret and reveal the information about the

variables.

On the other hand, correlation method will use to find out the correlation among

variables. Thus, explain the relationship of the socio-economic characteristics of the

participants, the level of importance of strategies in terms of product and pricing

strategies and the level of competitive advantage of funeral parlors.

Sources of data

The researchers will be sourcing data from the owners and funeral directors of

funeral parlors through survey questionnaire and interviews which will serve as the

primary sources of data. These data will be evaluating the product and pricing strategies

that the funeral parlors implement. The secondary sources of data will be documents from

Cavite State University Library such as previous thesis and marketing books and articles

found on the web that is related to funeral industry. The current lists of registered funeral

REVIEW OF RELATED LITERATURE


This chapter presents various literatures from local and international studies. The

studies gathered from books, journal articles, and online sources. It will represent a

summary of discussions about concept of product and pricing strategies of funeral

parlors.

Funeral

Funeral serve the purpose of disposing of body, but they also offer survivors the

opportunity to search for an understanding of the change and of their personal values and

funerals also serve the purpose of remembering who the deceased was by memorializing

an effort not to forget an individual (Irwin, 2015). “People need help to bring about order

in a time of grief and crisis, when almost everything has seemed to change” (Nilsson

&Angarne-lindberg, 2016). Therefore, this is an act of appreciating the life that has come

to an end through the recollection of memories so that they seem to live on (Long

&Buehring, 2014; Irwin, 2015). After this time came the funeral procession, and then the

burial of the body that was marked with a small mound of earth (“Sweet relief,” 2015).

During the time after a death the funeral becomes the place in which family and

friends can say goodbye to the dead, as well as pay their respects (Søfting, Dyregrov, &

Dyregrov, 2016). A funeral often acts as a reunion of friends and family, during which

the family of the deceased naturally forms into an opportunity for individuals to receive

counselling and support from someone with whom they are familiar (Shabanowitz, 2013;