CHAPTER 1

THE PROBLEM AND ITS SETTING

Introduction

Most businesses experience some back and forth movement in

business and much of the time, these changes compare with seasons.
Although most businesses experience some regular business
variances, other encounter serious seasonal changes to specific
seasons. There are unsurprising occasions that can impact deals in
each time of the year.

Costume and rental shops are somewhat a complex marketplace

that is dependent and subjected to seasonal trends. As when the
seasons are evident, September and October are big months for
groups of customers to want Halloween costumes (“Opening a
Costume Sales & Rental Business,” n.d.). However, with an effective
strategy, costume shop entrepreneurs can continue to attract
customers throughout the year.

One of the common rental businesses is Vir-G's House of

Costumes in Caloocan City. It first began in the early 1970's. It was
originally owned by “Virgie”, thus, the name Virgie's House of
Costumes was given and has been passed down to her children.
Currently, the business is being managed by her daughter and son-in-
law, namely, Jane Dizon and Bart Dizon. The current owners had once
changed the name of Virgie's House of Costumes into "7J's", but
because the people knew Virgie and not 7J, they preferred the later as
its official name. Eventually, they changed it from "7J's" into "Vir-G's
House of Costumes" as it once was but with a twist. The researchers
conducted this research to determine the different problems that a
seasonal business could face and how they earn money during off-

1
season. This study will be beneficial because after the researchers
conducted this research, the problems of the business were identified
and possible remedies can be done.

The researchers gathered the results by studying the

effectiveness of the marketing strategies used in the business that
affects the understanding of this subject.

Statement of the Problem:

The researchers aimed to determine the effectiveness of the

marketing strategies used by Vir-G’s costume business in Caloocan
during off-season.

Specifically, the researchers sought to answer the following

questions:

1. Are the customers satisfied on the performance of Vir-G’s House

of Costumes?
2. How satisfied are the customers in the product in terms of:
a) Overall quality
b) Value
c) Rent Experience
d) Usage Experience
e) After Rental Service
3. How do the customers evaluate the store in terms of:
a) Store location
b) Store hours
c) Store atmosphere and décor
d) Selection of products presented
e) Merchandise quality
f) Merchandise rented value

2
 4. Based on the customer’s experience, how likely are the
customers to rent again?
5. Based on the customer’s experience with the product, would
they recommend this to a friend?
6. What is the marketing strategy used by the business?
a) Cause Marketing (Common interest)
b) Long Range Marketing (Usage of Wi-Fi)
c) Search Marketing (Internet ads)
d) Word of Mouth Marketing (Rumors)
e) Outbound Marketing (Individual advertisement)
7. How effective is the marketing strategy in terms of:
a) Income
b) Advertisement
c) Customer Satisfaction
d) Return of Investments
e) Competitor Response
8. What are the good practices done by the business?
9. What are the challenges encountered by the business?
10. How do you address these concerns?

Assumptions
1. The customers are very satisfied with the Vir-G's House of
Costumes service representative.
2. The customers are very satisfied with the product in terms of
overall quality, value, rent experience, usage experience, and
after rental experience.
3. The customers are very satisfied about the store’s location, store
hours, atmosphere and decorations, selection of products,
merchandise quality, and merchandise rented value.

3
 4. Based on the customer’s experience, they will come and rent
again.
5. Based on the customer’s experience, they will recommend this to
a friend.
6. Vir-G is using these strategies: cause marketing, long range
marketing, search marketing, word of mouth marketing, and
outbound marketing.
7. The marketing strategies being used by Vir-G’s House of
Costumes is highly effective in terms of: income, advertisement,
customer satisfaction, investments, partner response, competitor
response, and sales agents.
8. The good practices being done by the business are: starting the
process early, compensating for growth, maintaining simplicity,
rewarding reliable manufacturers, taking care of the customers,
and donating leftovers.
9. The challenges being encountered by the business are: trouble in
tracking the rented costumes, trouble in managing the
costumes, and the invoice getting forged.

10. To address their concerns, the business prepares, make new

costumes, and immediately securing the lost costumes.

4
Significance of the Study

For the entrepreneurs: The goal is to make sure to have a

strategy specifically for the off-season and to make the business stable
during this time.

For the ABM students: The researchers would like the ABM
students to be informed on how to establish and run a seasonal
business, also to be well-informed about what are the marketing
strategies and consequences needed to further analyze and expand
the student’s existing knowledge.

For Vir-G’s House of Costumes: This study could help Vir-G’s

House of Costumes to determine the effectiveness of the current
marketing strategy that the business is using, Vir-G’s House of
Costumes can also be able to identify other problems and its solution
within the business.

For the future researchers: This study can be used for further
studies about seasonal business.

Scope of the Study

This study aimed to determine the marketing strategies that Vir-

G’s House of Costumes uses, the good practices done by the business,
the challenges encountered in the business, and how the business
address the challenges. The researchers used five marketing
strategies. The data gathered were perceived by the representative of
the company and the customers of Vir-G’s House of Costumes located
at A. Mabini St, 23 Zone 3, Caloocan, 1400 Metro Manila, from
December 2016 to February 2017.

5
Limitations of the Study
This study only focused on the challenges encountered in
running this kind of business like: troubles in tracking the rented
costumes, insufficient equipment or materials, troubles in managing
the costumes, and the possibility of an invoice getting forged. The
facts discovered were all based on the perceptions of the customers.
Only one representative of the company was interviewed because the
staff refused to answer the survey form. The customers’ questionnaire
was only answered by ten respondents, because the researchers used
convenience sampling.

6
 Conceptual Framework

Inputs Process Outputs

 Customer · Interview and · Effective

Service and a survey with marketing
satisfaction the manager strategy
of the
company · Increase in
· Effective popularity
strategies · Analysis and
used during interpretation · Gain more
the off- of data profit
season

· Business
· Challenges
Expansion
encountered

· Possible
solutions

· Conclusions
and
recommenda
tions

Figure 1. The effectiveness of marketing strategies

Figure 1 shows the input-process-output of this study box. Box 1

contains the data needed for the study. Box 2 contains the procedures
during the study. Box 3 contains the expected outcomes of this study.

7
Theoretical Framework
Genuine business cycle models begin from the suspicion that
variation in the condition of innovation is the absolute most imperative
wellspring of monetary developments. Kydland and Prescott (1991)
presume that varieties in the rate of innovative change represent 70%
of force recurrent variety. This writing shows that straightforward
balance models of enhancing operators can clarify large portions of the
business cycle components of U.S information. While this writing
concentrates basically on specialists' reactions to unexpected and
industrious innovation stuns, maybe the keenest forecast of models of
streamlining operators emerge when the wellspring of the motivation
is expected. Because of these business cycles and models, the
researcher had additional knowledge as to how these cycles and
models work and since the researchers conducted a research about
seasonal business the researchers needed to know these cycles and
models, because seasonal business is still a business.

Occasional developments give profitable data about the reaction

of the economy to foreseen occasions. Barsky and Miron (1989) find
that more than 90% of the aggregate variety in numerous amount
factors can be clarified via regular figures. This confirmation proposes
that occasional developments contain an expansive expected segment.
By molding on this reality, essential new bits of knowledge can be
increased about the properties of models of streamlining specialists.

The researchers agreed to this theory that occasional

developments can give profitable data. The researchers also can relate
this to the study by relating the occasional development with the
business Vir-G's House of Costume.

8
Definition of Terms
cause marketing - It finds a cause both you and your

customer cares about that can

create profit for your business.

competitor response - It reveals that the marketing

strategy is effective when the

competitors rush to copy the

business marketing strategy.

convenience sampling- It is a sampling method where

the population taken is entirely

based on how easy it is to reach

them.

customer satisfaction- It is a measure on how a product

or a service meet or surpass the

expectation of a customer.

expansion - It is to know if your marketing

strategy is effective when

the business is about to expand.

long range marketing- It is using Wi-Fi to send promotional

messages of their products or

services to the customer at a

proximity.

9
outbound marketing - It is the developing of a list of

prospects a company can begin

to reach out to their individual

target groups to find new customers.

return on investment - It is a performance measure used to

assess the proficiency of a

speculation or to analyze the

productivity of various diverse

ventures.

search marketing - It is where a business put up ads

on the web for the customers to

find.

word of mouth marketing- It is the passing of information

from person to person by oral

communication as to where

customers will happily spread an

information about a certain

business.

10
 Chapter 2
Related Literature and Studies

Foreign Literature
Seasonality comes of both normal and institutional causes
(Becken, 2012; Cho, 2009;). These may incorporate elements, for
example, climate, timing of occasions, school excursions, and the
assessment year. Although it as often as possible is connected,
seasonality along these lines is not generally fixing to the periods of
the year found in nature. 
Coordinate impacts are the swings in deals that originate from
direct generally unsurprising powers. Backhanded impacts are swings
in offers of a central business from the seasonality of different
businesses. This proves that seasonality can be related in this research
because there is no guarantee that costumers will rent costumes all
the time. It only happens when there is an event or it’s in season.
The essential administration activities recommended to relieve
regularity incorporate expanding request outside of the bustling
phases, showcase expansion, and estimating (Cuccia and Rizzo, 2011).
Expanding request outside the bustling stage can incorporate systems,
for example, booking occasions to draw clients, expanding publicizing,
or running advancements. Advertise enhancement may
include discovering elective uses for the business' ability amid the
stages other than the bustling stage. Extra systems that influence
income and may be utilized by independent ventures to oversee. The
researches related this to their study by adding the information about
how seasonal businesses and seasonal changes work. The literature
also tells us on how seasonal changes have an impact towards a
business.

11
 These meetings are to maintain a strategic distance from
disarray, the seasons inside regularity with be alluded to in the future
as stages: the busy stage, the shoulder up stage, the shoulder down
stage, and the slow stage. This study serves as an additional
knowledge to the researchers for the study. (Horngren, Datar and
Rajan, 2012).
According to Dineshkumar (2013), shows that customer
satisfaction is the key factor in knowing the success of any retail store
or business; therefore, it is very important to measure it and to find
the factors that affect the customer satisfaction. This study proves that
just like any other businesses, when you satisfy your customers with
the costumes you lend them, you will succeed.

Foreign Studies
Small seasonal business (SSB): Small seasonal businesses
operate only a portion of the annual calendar capitalizing on seasonal
characteristics, thus limiting operating months from weather
limitations (Gao et al., 2012). This study proves that seasonal business
works only a short period on seasonal periods and limiting its
operating months based on regularity.
According to Gao, Demirag, & Chen, (2012), relate season
discounts and extensive marketing initiatives are the ways on how
small seasonal business expand the off-peak season. The study
explains that the business offered discounts during peak seasons to
increase their profit.

According to Proietti (2012), point out that seeking to

understand seasonal movements in consumer personality, worldwide
economic conditions, and employment needs are part of the valuable
measures for businessmen. This proves that in operating a business, it

12
is necessary to understand the basic principles and changes
encountered by the business.

According to Stellwagen (2012), to prepare for the off-peak

season challenges, small business owners prepare advertising
techniques to make the most out of the peak season or by laying out
off-peak season products to consumers to earn their commitment. This
study proves that to survive, the business prepares and makes
different kinds of techniques to enhance its way to promote the
business.
According to Zhang, Prajapati, and Peden (2011), illustrated the
importance of a random production planning model used in
manufacturing to prepare activities toward seasonal sales. To work
efficiently with suppliers and to reduce long lead inventory storage and
empty stock issues, suppliers demand detailed information from
seasonal businesses to prepare for smooth transfer of goods to
consumers. This proves that in preparing activities toward seasonal
sales, providing adequate information to the suppliers to avoid
misunderstandings for the supplies of goods to be transferred
smoothly.
According to Corluka, Radic, & Matosevic, (2013), small seasonal
businesses face further challenges in capturing customer loyalty over a
briefer period and, year after year, must generate enough profits to
sustain the company. This proves that this statement is essential to
this study since it talks about seasonal businesses and the relation to
the challenges faced by the company in terms of the customer’s
loyalty.

Local Literature

13
 According to Matsuzawa (2015), when it comes to buying word-
of-mouth recommendations from people they know is the most trusted
source of advertising for Filipino consumers, revealed in a recent
survey made by Nielsen. This proves that the business is being trusted
by the word-of-mouth of their friends or families that have rented from
the said business and had a good experience or feedback.

Local Studies
The islands of the Philippines are, in any case, exceedingly
helpless against El Niño instigated dry season. Mining can meddle with
groundwater assets, bother an El Niño prompted dry season, and deny
the country poor of greatly required water consequently creating a
catastrophe wherein a characteristic hazard impacts a helpless
population, natural administration appear to be insufficient strategies
for enhancing the dangers postured by mining during El Niño
instigated dry season (“Neoliberal Mining amid El Niño Induced
Drought in the Philippines,” n.d.). This article justifies about the dry
season during El Niño. Therefore, it affects the impact of the
population because of its inadequate strategies.
Given climate trends and projected climate scenarios—which call
for possible extended dry seasons and heavier rainy seasons in many
areas, including Baguio City where this study took place (Rybski et al.
2014)—connections between seasonality and water security are
increasingly important to understand and may inform local policy, as
well as policy in other contexts where similar changes are expected to
occur. This proves that after knowing the climate changes and
unexpected scenarios that might occur in the future, it is appropriate
to study or understand the business to be aware on the possible
happenings.

14
 Incentive marketing is when people are more motivated to
perform activities if they receive a reward afterward, rather than
simply because they enjoy the activities themselves (Boundless,
2016). This proves that the business improves when employees and
customers are recognized, rewarded and engaged through effectively
structured programs with defined goals and proven returns.
After a consumer is attracted to a product, they are likely to
search more information of the products. If the need is strong and the
product or service meets the needs, then a purchase decision is likely
to be made, and or not, they will search more information of a certain
product (Riley, 2012). This study proves that when a customer is
engaged to a particular item, they would likely to make investigations
and search for additional information to see if it will benefit them in
purchasing this product.
After gathering the information of products, a consumer needs to
choose between alternatives of brands, products, or service (Riley,
2012). In this study, the consumer is essential to make decisions
whether to purchase the product or not. This occurs because there are
several brands, commodity or services to choose from.
With it being harder than ever to influence consumer behavior
and recruit new customers, nurturing relationships with existing
customers becomes vital to the bottom line (General Assembly White
Paper, 2015). This was used since it is tough to meet new customers,
creating relationship with the existing customers is important so that
they will become loyal to you and to contact you if they need anything
that is possible for the business to provide.

15
Synthesis

The researchers used the information found in Chapter II as a

basis for determining the different strategies and challenges in the
seasonal movements of the business. In addition, the information
gathered were used to determine the effectiveness of the marketing
strategies used by Vir-G.

These gathered data were relevant to the research because these

are concerning different seasonal businesses and marketing strategies.
Moreover, the gathered data also benefits the business, knowing the
information is important so that the researchers would determine that
the strategies used by the business is effective. The factors taken into
consideration were taken from the related literature and were used for
the making of the statement of the problem and questionnaire.

16
 CHAPTER 3
RESEARCH METHODOLOGY
Research Method
Descriptive research methodology was used for this study. This
type of research described the scenarios or any situations in current
conditions of Vir-G’s Costume Rental Business and discussed about the
effectiveness of the marketing strategies used by Vir-G’s. Since the
researchers were concerned on how the business have survived
despite its seasonality, the researchers have considered the use of
descriptive method of research.

Research Procedure
Since the costume business had been operating for almost 4
decades now, the researchers were curious if the business will
continue operating in the future. The researchers conducted an
interview that would determine whether the business was operating
effectively and efficiently. The researchers also surveyed the owner of
the business and gathered relevant information to be used for the
research. An interview with the owner was conducted based on the
given schedule. The researchers also conducted a survey to the
customers. Conclusions and recommendations were given after that.

Data Gathering Tools

Data regarding the costume business was provided by the owner
of the Vir-G’s House of Costumes. The researchers also made use of a

17
questionnaire and interview questions as data gathering tools. The
questionnaire was made up of 5 questions about the different
marketing strategies used by the business. This method of data
collection was chosen because it was the most relevant to use in a
descriptive research.

Method of Collecting Data

The researchers used the questionnaire to know how effective
the marketing strategies used by Vir-G’s House of Costume. The said
research used survey questionnaires to gather the data required to
satisfy their inquiries. Also, the researchers interviewed the owner
regarding the questions discussed in the questionnaire.

Sampling Design

For this study, the researchers used convenience sampling.

Convenience sampling is made up of people who are easy to reach and
due to the researchers’ limited time, the researchers might only be
able to conduct an interview and survey to the owner.
The researchers let the owner to answer the questionnaire and
served as the respondent. The researchers collected data through
questionnaires and interview questions that was answered by the
owners in that particular business.

18
Statistical Treatment
Formula for Getting the Percentage
NumberofResponses
x 100 %
TotalNumberofRespondents

Likert Scale
Weighted Mean:
Formula for getting the Mean:
Σ×
x=¿
N

X = mean
Σ× = sum of the scores
N = number of respondents

4 point Likert Scale Interpretation

1.0 – 1.75 (Very Unsatisfied)

1.76 – 2.50 (Unsatisfied)
2.51 – 3.25 (Satisfied)
3.26 – 4.0 (Very Satisfied)

19
 CHAPTER 4
Analysis, Presentation and Interpretation of Data
Chapter four contains all the data collected from the surveys and
interview.

1. Are the customers satisfied on the performance of Vir-G’s House

of Costumes?

Table 1. Company service representatives

MEAN INTERPRETATION
Company service representatives are
3.5 Strongly Agree
well trained.
The company service representative
responds to my inquiries in a timely 3.4 Strongly Agree
manner.

SA – Strongly Agree A – Agree

D – Disagree SDA – Strongly Disagree

In the table above, Vir-G's house of costume's service

representative is doing a great job in their line of work. Almost all of
the participants who answered the questionnaire agrees that the
service representative has been trained well, the participants also
mostly agrees while there is one who does not agree that the service
representative responds to their inquiries in a timely manner.

20
 2. What can you say about the product?

Table 2. Product satisfaction

MEAN INTERPRETATION

Overall quality 3.5 Very Satisfied

Value 3.1 Satisfied

Rent Experience 3.1 Satisfied

Usage experience 3.4 Very Satisfied

After rental
3.3 Very Satisfied
service

VS – Very Satisfied S - Satisfied

U – Unsatisfied VU – Very Unsatisfied

In table 2, it is shown that most customers are satisfied about

the product. Most customers are satisfied with the overall quality,
most customers are satisfied with one who is not satisfied with the
value, most customers are satisfied with one who is not satisfied with
the renting experience, most customers are satisfied with the usage
experience, and most customers are satisfied with the after rental
service.

21
 3. The following questions evaluate your views of the store you
visited. Please indicate your opinions about each of the following
statements.

Table 3. Evaluation of the store

MEAN INTERPRETATION
Store is conveniently
3.0 Agree
located.
Store hours are
appropriate for my 3.1 Agree
needs.
Store atmosphere and
3.3 Strongly Agree
decor are appealing.
A good selection of
3.3 Strongly Agree
products presented.
Merchandise rented is of
3.0 Agree
the highest quality.
The merchandise rented
is a good value for the 3.2 Agree
money.

Based on the table above, most customers are satisfied while

there are two who are not satisfied with the store conveniently placed,
most customers are satisfied while two who are not satisfied with the
store hours that are appropriate for their needs, most customers are
satisfied with the atmosphere and decorations being appealing to
them, most customers are satisfied with the selection of products
displayed, and most customers are satisfied with that the merchandise
rented is of the highest degree.

22
4. Based on your experience with the product, how likely are
you to rent it again?

Table 4. Rental experience

Frequency Percentage

DW 3 30%
PW 5 50%
M/MN 1 10%
PWN 1 10%
DWN 0 0%
Total 10 100%

DW – Definitely will M/MN – Might or might not

PW
–
Probably
10%
will
10% 30% PWN –
Probably
will not

DWN –
50% Definitely
dwn pwn m/mn pw dw will not

23
 Figure 2: Rental experience

The table and figure show that out of 10 respondents, 3 of them or

30% would still be willing to come back. While, 50% of them will
probably come back to the store, 10% is unsure if they will come back
and 10% who will probably not come back to the store anymore.

5. Based on your experience with the product, would you

recommend this product to a friend?

Table 5. Product Recommendation

Frequency Percentage

Yes 9 90%

No 1 10%
Total 10 100%

24
 10%

90%

Yes No

Figure 3: Product recommendation

As shown in the figure above, 90% of the customers are willing to

recommend the product. While, 10% of them chose not to recommend
the product anymore. This can help Vir-G's house of costumes to
reflect on their technicalities and improve from here. It can help them
look for a better process to cater customers and make loyal
customers.

25
The interview was conducted in Filipino and the researcher decided to
translate the summary of the interview in English.

Question 1: What are the marketing strategies used by the business?

The owner said that the marketing strategy they have been
using is word of mouth marketing.
Word of mouth strategy is a marketing strategy wherein a
company spreads via the rumors that its customers spread and they
do it by chatting with their friends, and by posting online remarks.

Question 2: Referring to the first question, how effective is the

marketing strategy used during the off-season?
The owner said that it was very effective for everything except
the Expansion.
The researchers asked as to why it is so and the owner said that
they have not thought about expanding the business because it will
cost them more expense and it is better to only have one physical
store.

Question 3: What are the good practices done by the business?

The owners said that they make costumes beforehand, they
research about the current trends or what the people like, and they
buy supplies overseas.

26
Question 4: What are the challenges encountered by the business?
The owners said that the business experience slow business
during the months March, April and May. They also experience renters
who would go beyond the due date of return and sometimes those
who do not return the costumes.

Question 5: How do you address these concerns?

The owners said that the business makes additional costumes,
and take legal actions against the customers that do not follow the
guidelines in renting a costume.

27
 Chapter 5
Summary, Conclusions, and Recommendations
Summary
The overall purpose of this study was to determine the
effectiveness of the marketing strategies that could be used by Vir-G’s
House of Costumes in Caloocan during off-season for academic year
2016-2017. To accomplish this, the researchers went to Vir-G’s House
of Costumes to conduct an interview and a survey. The respondents of
this study is the owner alongside with ten customers who previously
rented costumes from the shop. This is to determine the different
marketing strategies and challenges encountered by the business.
With relations to that, it became necessary to reach an understanding
about the effective marketing strategies. The researchers computed
for the mean by using the Likert Scale formula, and for the total
number of respondents needed for data gathering by using the
convenience sampling where the researchers will only get the
respondents on who is currently there and that are made up of people
who are easy to reach.
From the owner’s questionnaire, the owner had displayed
knowledge about the business and how it works. In fact, the owner
was asked what is the marketing strategy used by the business and
answered that it is word of mouth marketing strategy, how effective
the marketing strategy is towards the listed factors and was answered
the effectiveness of the marketing strategy towards the factors listed
was deemed effective except the one factor, expansion, by the owner,
as for the good practices done by the business, the data shows that
the business makes additional costumes during the off-season,
research about the current trends and buying of materials overseas.
The owner was asked what were the challenges encountered in the

28
business and was answered that slow business during off-season
months and renters who beyond the due date of return or renters who
do not return the costumes, and was asked to what they do to these
challenges and it was answered that they make more costumes during
off-seasons and take legal actions against customers who do not follow
the rules.

Conclusions
1. The owner of Vir-G’s House of Costumes revealed that the
marketing strategy used in the business is word of mouth
marketing strategy.
2. The owner of Vir-G’s House of Costumes revealed that the
marketing strategy used is very effective in all factors except
one which is the expansion.
3. The owner of Vir-G’s House of Costumes revealed that they
make additional costumes during the off-seasons, they
research about the trends, and they buy their materials
overseas.
4. The owner of Vir-G’s House of Costumes revealed that the
business is slow during the months March, April, and May, the
business also experience renters that will go beyond the due
date of return and sometimes renters that do not return the
costumes.
5. The owner of Vir-G’s House of Costumes reveals that they
make additional costumes, and take legal actions against the
customers who do not follow the rules.
6. Most of the respondents revealed that they are satisfied with
the performance of Vir-G’s House of Costumes in terms of the
company service representatives.

29
 7. The respondents were satisfied about the product being
rendered by the business.
8. This category shows that, there are still some who are not
satisfied with the store’s location, merchandise, atmosphere
and pricing.
9. Based on the data gathered, 50% of the respondents are
willing to come back.
10. Majority of the respondents, or a total of 90% were said
to be satisfied to the product and would likely to recommend
it to a friend.
11. In solution to the problem, Vir-G’s House of Costumes can
implement these gathered data to enhance their way of
providing services and products to the customers.

Recommendations
For the owner
1. Our research recommends that the business should try another
type of marketing strategy instead of just using one type to
potentially earn more and gain more success.
2. Our research recommends Vir-G's House of Costume to conduct
a survey to the customers about how the customers will be fully
satisfied.
3. Our research recommends Vir-G's House of Costumes to improve
the way they their customers, and their productions more by
conducting a survey to the customers to know what their insight
about the business and conduct a research to stay updated
about the trends

For the ABM students

30
 1. Our research recommends the students to know and research
more about the types of businesses, how they work, what
marketing strategies that these businesses use, and the good
practices used by the businesses for the business to survive.

For the future entrepreneurs

1. Our research recommends the future entrepreneurs to start the
costume business in an easy to access place, to have convenient
store hours, has a wide selection of products, and for it to be
affordable.
2. Our research recommends the future entrepreneurs to have the
word of mouth marketing strategy as one of the business'
marketing strategies, so that the business can have an
opportunity to spread among the people
3. Being able to think ahead, plan ahead, and have a strict set of
goals is recommended by our research if the future entrepreneur
will be starting a business, especially a seasonal business.
For the future researchers
1. The researchers would like them to further enhance the research
topic.
2. The researchers would like them to research about the
effectiveness of the marketing strategies used during peak-
season.

31
32