Promotional Strategies for Sundry Store Customer Retention

DR. FILEMON C.
AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS

Golden Gate Subdivision, Talon III, Las Piñas City
Tel Nos. 519-1960/478-8671/403-1985
CHAPTER I
INTRODUCTION
BACKGROUND OF THE STUDY
The neighborhood sundry store is part and parcel of daily life for the average
Filipino. Any essential household good that might be missing from one’s pantry –from
basic food items like coffee and margarine, to other necessities like mosquito coils,
soap, and matches – is most conveniently purchased from a sundry store nearby at
affordably portioned quantities, sometimes even on credit. As early as the 1950s,
residential areas in Metro Manila exhibited “a widespread scattering of tiny
neighborhood stores,” the most common of which is the sundry store (McIntyre, 1955).
Nearly six decades later, Silverio wrote, “No single socioeconomic institution in the
country today boasts greater numerical presence in a Philippine community than the
sundry store. His observation is just as true today as it was twenty-five years ago. In a
more recent study, (Bonnin, 2014:) observed that it was not unusual to find four or five
stores within the same short block, and in one instance, three stores were located side-
by-side in adjacent homes. These stores carry the same types of goods, charge similar
prices for these goods (Bonnin, 2014), and therefore compete based on their location.
However, the numerous competitors operating in the same neighborhood limits the
market share of each store in a given community. Indeed, store owners recognize that
excess competition is a problem (Bonnin, 2016), and many claimed that their stores
were “just breaking even” and not making any profits (Bonnin, 2014).
Given that the profitability of such an enterprise is limited, what are the strategies
that the sundry store needed to practice in order to have customer retention. Customer
retention is not only a cost effective and profitable strategy, but in today’s business
world it is necessary. This is especially true when you remember that 80% of sales
come from 20% of customers and clients. (Laura, 2018). Customer Retention is the
activity that a selling organization undertakes in order to reduce customer defections.
Successful customer retention starts with the first contact an organization has with a
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customer and continues throughout the entire lifetime of a relationship. A company’s

ability to attract and retain new customers, is not only related to its product or services,
but strongly related to the way it services its existing customers and the reputation it
creates within and across the marketplace. (Reicheld, 2013). Customer retention is
more than giving the customer what they expect; it is about exceeding their
expectations so that they become loyal advocates for the brand. Research by Fleming
and Asplundh (2013) indicates that engaged customers generate 1.7 times more
revenue than normal customers, while having engaged employees and engaged
customers returns a revenue gain of 3.4 times the norm. Customer retention refers to
keeping a client's business rather than have the client use competitors' services or
products. Businesses want to reduce customer defections to their competitors because
a reduction in their market share and profits could result in a collapse of the company.
Customer service retention is a popular marketing strategy as it involves focusing on
meeting or exceeding clients' expectations in order to maintain their loyalty. When
people feel loyal to a certain brand or business, they are less likely to be persuaded by
a competitor's adverts and offers.
Marketing strategy has become important tool globally for any organization to
remain in competitive market environment and was stronger. Aremu and Lawal (2013)
sees strategy as a pattern of resource allocation decisions made throughout an
organization. This encapsulates both desired goals and beliefs about what are
acceptable and most critically unacceptable means for achieving them. Aremu and
Lawal (2013) say that strategy implies that the analysis of the market and its
environment, customer buying behavior, competitive activities and the need and
capabilities of marketing intermediaries. Marketing strategy therefore, can be defined as
a method by which a firm attempts to reach its target markets. Marketing strategy starts
with market research, in which needs and attitudes and competitors' products are
assessed and continues through into advertising, promotion, distribution and where
applicable, customer servicing, packaging, sales and distribution. Marketing strategy
must focus on delivering greater value to customers and the firm at a lower cost
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(Chiliyaet al, 2014). Owomoyelaet al, (2013) also see marketing strategy as way of
providing a quality product that satisfies customer needs, offering affordable price and
engaging in wider distribution and back it up with effective promotion strategy.
Marketing strategy is a vital prerequisite of Industry's ability to strengthen its market
share and minimize the impact of the competition.
Today’s companies are facing their toughest competitive ever. Companies are
now moving from products and sales philosophy to a marketing philosophy. John
Chambers, CEO of Cisco systems 2010, said “make your customer the center of your
culture of your company” that companies need to rapidly move into the new economy
and employ internet, wireless and other technologies to achieve a competitive
advantage which means companies must be think of producing what the customers
expect from them. (Kotler, 2018)
The main objective of this research work is to know the different promotional
strategies that is effective for sundry stores in order to retain their customers in Almanza
Uno. The researchers aim to help the sundry store owners to know what are the
different promotional strategies that could help them keep their customers, building
relationship with them in order to maintain and even increase their profits as well.
The researchers limited the study to 50 randomly selected customers; each

respondent will be given a questionnaire to answer. The selection of respondents will
only be limited since the researchers chose to do the study within Almanza Uno, Las
Piñas City only.
STATEMENT OF THE PROBLEM
This research will identify The Promotional Strategies of a Sundry Business

Towards Retention of its Customers in Almanza Uno. Specifically, it answers the
following questions:
1. What is the demographic profile of the respondents?
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2. What promotional strategies could be effective to the customers of Almanza

Uno in terms of:
2.1 Advertising
2.2 Personal Selling
2.3 Sales Promotion
2.4 Public Relations
3. Can these promotional strategies help sundry stores retain its customers?
THEORETICAL FRAMEWORK
Figure 1. Relationship Marketing Theory
Relationship Marketing (RM) is known as an emerging subfield of the marketing

discipline. Relationship marketing looks to utilize tools of traditional marketing in
creating long term value for customers. Relationship marketing theory proposes that as
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company delivers value to customer, strength of its relationship with the customer will
improve and increasing the customer retention.
There are four disciplinary roots of RM: services marketing, marketing channels
and business marketing research traditions, and the ideas of database marketing and
direct marketing. These are different theories which focuses on the broad content of the
idea of relationship marketing. the selected traditions have already emerged and has
developed within the marketing discipline, all of these put emphasis on the external
relationships of a company, which in particular to customer relationships.
Services researchers argued that consumer’s quality experiences and

subsequent satisfaction with the service are primarily an outcome of an interaction
relationship between the seller and the buyer. Since the business market is growing
rapidly and becoming more competitive as new organizations enter the industry and
offer similar products and services. Owners of businesses need to focus on customers’
special needs and preferences to maintain the long-term relationship. Service marketing
theory offers rough guidelines to aid businesses that wish to promote services.
The result of this fusion between direct marketing and relationship marketing is
what we know as customer relationship management (CRM). Database marketing can
be seen as the analytical side of CRM, and is sometimes called analytical CRM.
Database marketing is about analyzing customer data and using these data to improve
marketing productivity by managing the customer relationship. Unlike the technology-
oriented customer experience characterizing large enterprises, small businesses’
distinctive customer experience lies in their human interaction with customers. To
implement an effective communication strategy catering to customers' preferences,
firms should understand how customers consistently evaluate these organizational
marketing communications, which ultimately affect their buying behaviors.
Technology is transforming industries, challenging traditional marketing

channels, and providing digital avenues for dynamic growth. Technology develops
rapidly and continuously and it affects every aspect of our lives. With the continuous
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development different marketing concepts has been affected. The researchers need to
look backwards in order for them to understand the roots and foundation of this
knowledge. It has to be noted that the analysis will focus on buyer-seller relationships.
Figure 2. Leaky Bucket Theory
The Leaky Bucket Theory is the model that seeks to describe the process of
customer gain and loss, otherwise known as Customer Churn. In the analogy, water
going into the bucket represents new customers being acquired and the water flowing
out of the bucket represents customers lost to the firm. The amount of water in the
bucket represents the total customer base of the firm at that time.
With customer relationship management, the business owners are

considering the customer (or a segment of customers) and determining the most
appropriate course of action, which is, various marketing activities and campaigns and
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people interaction s that will enhance the relationship with the customer, so it becomes
more profitable to the firm and more beneficial and convenient to the customer.
The Leaky Bucket Theory can be related to Customer Lifetime Value.

According to Analytics platform custora, rather than thinking about how you can acquire
a lot of customers and how cheaply you can do so, CLV (Customer Lifetime Value)
helps you think about how to optimize your acquisition spending for maximum value
rather than minimum cost. This can be used by merchants and retailers in order for
them to enhance satisfaction and retention rates. By meeting customer needs and
providing an enjoyable experience, retailers remain in a relationship with their audience
for longer. Customer lifetime value is a key marketing metric that allows you to measure
the impact and outcomes of the firm’s customer relationship management strategies
and tactics.
CONCEPTUAL FRAMEWORK
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Since the focus of this study is to find ways in order for small business owners to retain
their customers and to surpass all the problems and challenges that they are facing
right now. The researchers believe that the following variables which are: Interaction
and direct marketing, service marketing and marketing channels can be used as
important factors in coming up with different solutions which can result to customer
retention.
Direct and database marketing can be used in customer retention, when one
person directly sells a product then somehow they can gather some useful information
which can be used by the owners of the business to further analyze and improve the
way they connect with the buyers. A wide range of marketing channels can be used as
a competitive advantage even for small business units, since the way that owners
distribute the goods can be of help in having a sound grasp on the channels which are
most effective for customer acquisition and which produce the most valuable customers.
In service marketing, once buyers are satisfied with what the sellers have shown then
there will be a great possibility that customers will come back. Since there is a rapid
development of technology, the researchers can say that it also affects the way of
different businesses. With regards to interaction and network, because of technology
there are already other ways of selling rather than direct selling only. Social media
interactions indeed ease the upselling efforts and reduce the risk of churn.
It has been acknowledged that for some time that the adoption of new
behaviors or innovations may be substantially affected by social interactions with others
(Rogers 2003) And in other researchers it shows that people are socially affected by
others. So for small business owners, the attitude and the way that they will be treating
their customers will be a large factor. The researchers think that the owners improve
their marketing productivity by managing their customer relationship.
ASSUMPTION AND HYPOTHESIS
This study was conducted to determine the promotional strategies to attract and
retain the customers. The researchers expect that practicing the promotional strategies
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should have an effect on attracting the customers and retain them. The consumers will
most likely to stay in a store if the promotional strategies are satisfactory. Our first
hypothesis reflects these assumptions:
SOP 2: the more satisfactory promotional strategies;
HO: If there are more promotional strategies for sundry store then the more
customers will attract and retain.
H1: A promotional strategy has no effect on customer retention.
SOP 3: Promotional strategies which can lead to customer retention;
HO: If these promotional strategies will be implemented then the sundry store
will be able to retain its customers
H1: If these promotional strategies will be implemented then the sundry store
will not be able to retain its customers
Null Hypothesis
There is no way these promotional strategies would help sundry stores to retain
its customers.
SCOPE AND DELIMITATIONS OF THE STUDY
The study focuses on the promotional strategies of a sundry business towards

retention of its customers. The researchers limited the study to 50 randomly selected
customers; each respondent will be given a questionnaire to answer. The selection of
respondents will only be limited since the researchers chose to do the study within
Almanza Uno, Las Piñas City only.
This research is designed to have a thorough knowledge of problems of sundry

store on why they can and cannot retain its customers. And how to them solve their
problems with the use of the promotional strategies.
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It Delimits that the study may not be generalizable to other population or sundry
stores who are already had these promotional tools.
LIMITATIONS OF THE STUDY
The study has limitations within our findings need to be interpreted

carefully. Some limitations of this study should be mentioned. First, as in most empirical
studies, the research presented here was limited by the measure used, because the
chosen samples may have composed of numerous uncorrelated facets. Second, Only
the residents within the Almanza Uno, Las Piñas City were considered as respondents.
Third, the time was a big constraint so more time could not be devoted to individual
respondents.
Convenient sampling was used to collect data thus the sample may not be
representative of the actual population. The further research may be conducted to know
what are the promotional strategies of the sundry stores may use to retain its
customers.
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CHAPTER II
Review of Related Literature
I. Local Literature
Sari-Sari Stores would appear to have been around forever, well maybe not quite
forever but their existence has been traced back prior to the arrival of the Spaniards in
the 1500's. There’s an estimated 700,000 sari-sari stores throughout the Philippines.
That’s roughly 1 sari-sari store for every 130 Filipinos. It says, the more sari-sari stores
in an area, the poorer the population. The rules of the game almost ensure that the sari-
sari store remains small. Its market – the immediate neighborhoods – is generally static.
The population within the vicinity may grow, but when a sari-sari store in a
neighborhood becomes successful, another pops up because of the relative ease in
setting it up. The new store eats into the profits of the rest, effectively negating any
increase in the market size. Bigger purchases are made somewhere else, perhaps in a
supermarket or a “bagsakan”, where the sari-sari store themselves buy their products.
The “bagsakan” is the middleman, where suppliers deliver the products in bulk – with
the standard discount and the bulk discount. Considering the Hapinoy concept as an
innovation. Hapinoy is envisioned to be the Philippines’ first and largest sari-sari store
chain. The program provides a package of benefits (micro financing, additional income
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through best price and new businesses) aimed at empowering micro entrepreneurs and
helping them grow their business. It’s important to instill business/fiscal discipline and
create an entrepreneurial attitude among existing sari-sari store owners. With those
attitudes in place, it won’t be as hard to expand into other businesses. Even if the sari-
sari store will eventually be wiped out, there’s still an opportunity with projects such as
the Hapinoy. If we assume that a sari-sari store is “managed” by at least one person,
then that would translate to 700,000 self-employed business persons. That base figure
is a great way to start the entrepreneurial revolution (Ngeo & Mateo, 2016).
This occasional customer will patronize multiple vendors, with three objectives:
high quality; lowest price; and, convenience. The customer may quickly scan the items
for quality, inquire about the price and if both meet expectations, the customer will
proceed to make a selection for purchase. There is also the customer who will sacrifice
one of the three motivations above and consistently patronizes one vendor. The suki
(su-key), or regular customer, has built a relationship with the vendor for several
reasons. Sometimes it is the best price or quality which introduces the customer to the
vendor. Some know each other through mutual friends or from outside the market and
feel it is a social obligation to patronize that vendor. Whatever the reason may be,
economic or social, they have developed fictive kin ties. The evolution of the suki
relationship mirrors how other relationships develop. With time, attention and trust, the
customer may begin to go out of his or her way to patronize the familiar face. (Rich,
2017)
Retaining customers is the ultimate goal for any business. But some businesses
often overlook this area given that they are too focus on acquiring new ones, when in
fact, of all the shoppers, nearly 15-percent are returning customers, and are most likely
to spend three-times more than the one-time shoppers. This means that loyal
customers are high contributors to the success of your business. That being said,
customer retention strategies play a vital role in order for you to keep your customers
loyal to your brand and secure the success of your business. Identify your customers
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and take time to understand them, connect with your customers and keep the fire
burning, recognize them thru giving them relevant perks and rewards (Sodexo, 2018)
Retailers delivering higher service quality than their competition should have
more customers that are loyal. It also has implications for retail managers in making
sure marketers understand service quality parameters of importance to customers and
that training programs emphasize service quality deliverance. Fatalism may be an
indicator variable for other changes going on slowly within a culture and deserves
consideration in global retail strategies. Performance benchmarks and service
measurements need to align with the prevailing business landscape and be continually
adjusted to changes in industry and consumer dynamics. A one-size-fits-all global
management approach could be a prelude business disaster. (Munoz, 2015)
This is highly imperative in establishing common ground and connection

especially if you want to motivate your workers into achieving a collective growth more
than personal ones. Sari-sari store though so small can gradually become a robust
company. This is like a basic cell of retail business, meaning it can reach a point of
evolution from a simple small scale business to a large scale retail store that can
dominate the market. (Bedan, 2018)
The lifeblood of Philippine Retailing is the huge network of small mom and pop
stores known as sari-sari stores. Sari-sari stores make up 90% of the retail outlets.
These traditional-trade stores dominate in rural places of the Philippines. A sari-sari
store is mainly a retail operation. Thus, owners develop retail techniques that will cater
the needs of their consumers. In a low income community, basic necessities are sold in
single-use packets (tingi), allowing everyone to purchase the goods they need at an
affordable price. This allows the members of the community easy access to basic
commodities at low costs. (Janice, 2016)
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Before convenience stores sprouted all over the country, one only had to walk a
few blocks from home to buy soap and shampoo from the nearest sari-sari store. These
neighborhood variety stores, opening in early morning and closing late at night just to
keep their “suki” happy, had been living by the word “convenience” for consumers even
before big business used the word to describe their stores. (Canibel, 2017)
Since sari-sari stores don’t have much difference with each other and they don’t
have differentiating power, it is very important for marketing practitioners to help in this
regard. Given how a sari-sari store works, these retail stores are patronized by people
since it provides convenience to all, and in today’s generation, a sari-sari store is almost
in every corner of the community. Products can be easily substituted because a single
sari-sari store may also have similar products with the others because those may be in
demand, and customer loyalty is low because other may choose those that are more
convenient to them. Marketing for small scale businesses like sari-sari stores is
important because low businesses like these are generic, which need to be known for
people to patronize and gain sales. The success of these businesses depends on the
marketing ability of the owners and marketing efforts to keep the business in the
competition. (Alusen,2020)
The tingi retail modality became a survival strategy for Filipinos during the time of
scarcity in the period immediately after World War II, when they were struggling to get
back on their feet amidst physical, emotional, and ﬁnancial ruin. Somehow, even
decades later, piecemeal purchases continue to be a consumer habit among Filipinos,
often to try out something new (tikim or to taste) or to have a little of a variety of things
(patingi-tingi). (Changco & Pornpitakpan, Singh & Bonilla, 2018)
According to pinoynegosyo.net (2019), there are 9 keys to a sari-sari store’s

business success. (1) Treat the store as if it’s not yours; (2) Start selling with basic
needs of neighborhood; (3) Take only profits of the day; (4) It’s “Out of stock,” not “We
don’t sell them”; (5) Pack certain products in smaller quantities/portions; (6) Ensure sari-
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sari store product quality; (7) Take note of seasonal items and upsell; (8) No credits.
Period; and (9) Be friendly to your customers. No matter the size of your sari-sari store
business, there are always challenges — competing shops nearby, lack of inventory
skills, neighbors who want credits, and of course, inflation. But the above tips should
help to guide you to grow your business, despite these challenges.
II. Foreign Literatures
Customer retention is important to any growing company because it measures

not only how successful they are at acquiring new customers, but how successful they
are at satisfying existing customers. It's also easier and more cost-effective to retain
customers than to acquire new ones, returning customers spend more and buy more
often, and refer friends and family. Only a 5% increase in customer retention can
increase company revenue by 25-95%. The numbers don't lie, retaining customers
brings companies a ton of ROI. There are a few reasons why customer retention is
critical to company growth and success and these are (1) Affordability: it's 5-25X more
expensive to acquire a new customer than it is to retain an existing customer; (2) ROI: a
5% increase in customer retention can increase company revenue by 25-95 percent; (3)
Loyalty: retained customers buy more often and spend more than newer customers.
They've learned the value of a product or service and keep coming back, again and
again. And lastly (4) Referrals: satisfied, loyal customers are more likely to sing a
company's praises and refer their friends and family bringing in new customers, free of
charge. It might seem obvious of course, companies should want to retain customers
but when companies start growing quickly and struggle to implement a solid customer
support program, proactive customer support for existing customers can slip through the
cracks. (Bernazzani,2020)
Customer retention is important to any growing company because it measures

not only how successful they are at acquiring new customers, but how successful they
are at satisfying existing customers. It's also easier and more cost-effective to retain
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customers than to acquire new ones, returning customers spend more and buy more
often, and refer friends and family. Only a 5% increase in customer retention can
increase company revenue by 25-95%. The numbers don't lie, retaining customers
brings companies a ton of ROI. There are a few reasons why customer retention is
critical to company growth and success and these are (1) Affordability: it's 5-25X more
expensive to acquire a new customer than it is to retain an existing customer; (2)
ROI: a 5% increase in customer retention can increase company revenue by 25-95
percent; (3) Loyalty: retained customers buy more often and spend more than newer
customers. They've learned the value of a product or service and keep coming back,
again and again. And lastly (4) Referrals: satisfied, loyal customers are more likely to
sing a company's praises and refer their friends and family bringing in new customers,
free of charge. It might seem obvious of course, companies should want to retain
customers but when companies start growing quickly and struggle to implement a solid
customer support program, proactive customer support for existing customers can slip
through the cracks. (Bernazzani,2020)
(McEachern,2020) outline some tangible ideas a business can apply to improve

customer retention. And these are (1) Use customer accounts, (2) Improve your
customer service, (3) Start a customer loyalty program, (4) Send engaging emails to
customers and (5) Offer a discount or credit to return. All of these are strategies to boost
customer retention. The author also points out to keep customers to grow your
business. A current customer base is the best asset a store can gave. Customers
already know the brand, they know the products, and they appreciate the service.
Focusing the time and energy on improving the experience for this group as oppose to
always trying to find new customers can be a powerful way to supercharge revenues for
a store.
Keeping customers for longer can have a meaningful impact on your top line.
The benefits, as shown in the chart above, are not realized immediately. I emphasize
this because it will take fortitude as a founder to explain why so much of your team’s
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time is being focused on keeping existing customers, which means that your “new
customer” number will take a slight hit. But this is ok! Stick with it, as you’re likely to see
a payoff in the 12-24-month period, which may seem far away but really isn’t if one
considers the average lifetime of a company. These findings are borne out in various
studies and real-life examples. In a recent report by Sailthru, which was inspired by a
global study of 300 CEOs and media and retail executives, one of the biggest findings
was that “Retailers and publishers that increased their spending on retention in the last
1-3 years had a near 200% higher likelihood of increasing their market share in the last
year over those spending more on acquisition [of new customers].” The reasons why
focusing on customer retention improves your long-term revenue prospects are several,
but are primarily down to three phenomena: (1) Focusing on retention decreases churn,
which means you need fewer new customers to still increase your customer base; (2)
Loyal customers spend more per order; (3) Loyal customers have a much greater
customer lifetime value. (Chapman, 2020)
There are endless ways to scare away a customer, but limited ways to keep one.
Today, without much effort, you could make 20, 2,000, or 2 million of your customers
disappear; it's much more likely, though, that you're losing customers one conversation
at a time. In the tech industry especially, people don't contact Customer Service
because they're abounding in joy. Interactions usually begin with a frustrated,
distressed, and stymied customer. When service leaders talk about "delighting"
customers, I call BS—unless they plan to give away product. More realistically, you're
dealing with a human powder keg and trying to prevent it from igniting. Sometimes,
people pre-ignite on social media, and there's nothing you can do other than damage
control. Online and over the phone, a customer service interaction is an unwanted,
unexpected dialog that occurs on a spectrum from severely disappointing to pretty
good. Exceptions occur when a company does something unwarranted and extremely
generous. So, the goal is to retain frustrated customers because acquiring new
customers can be 5-25 times costlier. To achieve high retention levels, we need to
name the challenges of remote service. When you imagine a service interaction in a
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department store, it probably illustrates time equality. You find a store staffer in a few
seconds. Together, you return an ill-fitting shirt, make an exchange, or solve whatever
other problem you may have. You both expend equal amounts of time. Time inequality
occurs when one party—the company's rep or the customer—spends more time on the
problem than the other. In a good service interaction, the rep expends more time than
the customer. A company that offers better time inequality and narrative accumulation
relative to its competitors creates better impressions, retains more customers, and
therefore has an edge in marketing. The edge may come in the form of word-of-mouth,
lowered acquisition costs, reputation, and other benefits that are harder to measure.
(Hartert, 2018)
Your new and improved email campaigns should, of course, eventually target all
your customers. But before you discard your former email strategy, test and assess
your new email campaigns to make sure they produce results as expected. The best
way to do that is to aim for a fresh start: that is, target new campaigns at new customers
who haven't yet formed an opinion about your product. That way, you'll be able to
analyze customer responses solely in relation to the new campaign, and your analysis
won't become convoluted by a mix of campaigns. When you deploy your new
campaigns to these new customers, compare their effects to the effects of your old
campaigns on other customers, and check for improvements in conversion. When
you've determined what makes your campaigns most effective, gradually start
implementing those new campaigns across more and more customers, including long-
time customers, and phasing out older campaigns and blast emails. Your new
campaigns and messages should be personalized and tailored to each customer type.
Platforms such as Optimove let your hyper-target your customers, sorting them into
segments based on real-time customer data. Different customer types should receive
different emails based on their specific needs and their customer status. For example,
you might have one email directed at businesswomen age 30-40 who have abandoned
their cart, and a different email directed at businesswomen age 30-40 who have only
browsed the site. Though 37% of marketers say list segmentation is the most
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challenging email marketing strategy, you can strategically craft your emails based on
your detailed customer segments. (Vilner, 2018)
Marketers are familiar with customer acquisition and customer retention. Both are
necessary for businesses, but the latter generally costs less and increases revenue. For
those reasons, marketers should be exploring their options for retaining customers. And
social media is a good channel to consider to help you keep customers coming back,
according to an infographic by digital marketing and Web design agency Branex. The
infographic highlights seven ways social media can help marketers increase customer
retention. For example, rewarding brand advocates on social media can strengthen
bonds with some of your most vocal customers, the infographic suggests. Also, since
actions taken on social media are often public, others will see your relationships with
customers and gain a positive sense of your brand. Simply listening to what your
customers are saying on social can give you a better sense of how to satisfy them, the
graphic suggests. (Forer, 2018)
Contests are a frequently used promotional strategy. Many contests don't even
require a purchase. The idea is to promote your brand and put your logo and name in
front of the public rather than make money through a hard-sell campaign. People like to
win prizes. Sponsoring contests can bring attention to your product without company
overtness. Social media websites such as Facebook and Google+ offer companies a
way to promote products and services in a more relaxed environment. This is direct
marketing at its best. Social networks connect with a world of potential customers that
can view your company from a different perspective. Product giveaways and allowing
potential customers to sample a product are methods used often by companies to
introduce new food and household products. Point-of-sale and end-cap marketing are
ways of selling product and promoting items in stores. The idea behind this promotional
strategy is convenience and impulse. The end cap, which sits at the end of aisles in
grocery stores, features products a store wants to promote or move quickly. This
product is positioned so it is easily accessible to the customer. Point-of-sale is a way to
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promote new products or products a store needs to move. These items are placed near
the checkout in the store and are often purchased by consumers on impulse as they
wait to be checked out. The customer referral incentive program is a way to encourage
current customers to refer new customers to your store. Free products, big discounts
and cash rewards are some of the incentives you can use. This is a promotional
strategy that leverages your customer base as a sales force. (Hose, 2019)
The most common pitfall for businesses around the world is that they think that if
they have a great product or service, then customer retention will follow naturally.. An
even harsher truth is that, sooner or later, your customers may just … leave! Because if
you stop trying, your customers start feeling that you no longer care about them. Every
business needs new customers. Yet, the easiest and most predictable source of new
revenue is right under your nose: it comes from the existing customers who already
know your company and have already bought from you. Existing customers have
already bought from you, so unless they had a disappointing experience, they will buy
from you again. You’ve already established trust, inspired confidence in your product,
and even know something about them, which makes it easier to identify their needs and
predict their moves. You’ll spend less time and effort finding new customers and
convincing them that you are the one they should buy from, which means – less
expenses. To build a long-term business relationship with a new customer costs 16
times more, than to maintain an existing customer. You have a golden opportunity to
improve your offering and customer satisfaction rates just by listening to your
customers’ feedback. Was your customer service good enough? Did your product meet
their expectations? Was it a good value for money? Just ask, listen and improve. Selling
to existing customers is less focused on price, as opposed to selling to new customers.
And since your existing customers trust you already, it gets easier to convince them to
become interested in even more of your products or services through up-selling and
cross-selling. In fact, Gartner Group statistics tell us that 80% of your company’s future
revenue will come from just 20% of your existing customers. It’s going to save you a lot
of money! According to Bain and Company, attracting new customers will cost your
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company 5-25 times more than keeping an existing customer; while, a mere 5%
increase in customer retention can increase a company’s profitability by 75%! (Kulbyte,
2020)
Customer retention is something that you’ll want to aim a lot of attention towards
if you want your business to succeed in the long term. Once you get customer lifetime
loyalty, you have hit the jackpot. Failure to work on your customer loyalty and improve
customer retention plans will mean that your business is on a treadmill, trying to
constantly win new customers. Losing so many existing clients can become quite
expensive. After all, it costs 5 times more to acquire a new customer than it does to
keep your existing customer base. If you want to improve customer retention, it’s a good
idea to take a step back and figure out what is affecting your customer retention rate in
the first place and why people are leaving. If you know the reasons that lead to dips in
your customer retention rate, you can take steps to tackle those reasons and to improve
your customers experience of your brand. And if fewer people are leaving, you’ll not
only be improving customer retention rate but also customer satisfaction and brand
loyalty. So, what can you do to figure out why people are leaving? One strategy you can
adopt is to obtain customer feedback from those who have decided to no longer be
customers. As soon as a customer decides to terminate their account, you can send
them a personal email to ask them why they decided to end the relationship. Asking for
customer feedback is a great way to ascertain if there are any customer complaints, and
if there are, you can work on improving customer satisfaction to encourage repeat
purchases and to improve customer retention rates. (Patel, 2020)
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CHAPTER 3
METHODOLGY
RESEARCH DESIGN
This study is the application of quantitative approach to explain data in form of

numbers and make sure that information is not based on opinions and such but base on
a quantifiable or countable information and this will create data that is highly credible
and to avoid bias, this will help understand necessary actions for Sundry Store.
According to Bobbie (2016), Quantitative research focuses on gathering numerical data
and generalizing it across groups of people or to explain a particular phenomenon. This
will also help others understand, predict future outcomes, improve future research and
practices, and raise new questions to research.
Ritchie et al. (2017) opined that by using the descriptive method the researcher
will be able to observe a large mass of target population and make required conclusions
about the variables. The researcher aims to know the promotional strategies of a sundry
store business towards retention of its customers.
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Basic research is conducted to develop or refine theory, not just to solve practical
problems immediate but to create an alternative ways and effective solution for future
findings.
STUDY POPULATION
A total of 50 random individuals from Almanza Uno will be asked to answer the
research questionnaire through googles forms. In this way, the researchers and the
respondents can conduct and answer the questionnaire conveniently.
SAMPLING METHOD
Random and convenient sampling method is used to collect data thus the sample
may not be a representative of the actual population. Further research may be
conducted to know what are the promotional strategies of the sundry stores may use to
retain its customers.
DATA COLLECTION METHODS AND TOOLS
Since the study is a quantitative research, the researchers will be using a survey
questionnaire as the data gathering tool. Quantitative survey questions are defined as
objective questions used to gain detailed insights from respondents about a survey
research topic. The answers received for these quantitative survey questions are
analyzed and a research report is generated on the basis of this quantitative data.
These questions form the core of a survey and are used to gather numerical data to
determine statistical results (questionpro.com)
The survey questions are composed of Likert scale which consists of 4 mutually-
exclusive categories for the respondent to have a single answer. Likert scale, rating
system, used in questionnaires, that is designed to measure people’s attitudes,
opinions, or perceptions. Subjects choose from a range of possible responses to a
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specific question or statement; responses typically include “strongly agree,” “agree,”

“neutral,” “disagree,” and “strongly disagree” (britannica.com).
The researchers will be conducting an online survey and will be using a google
form as an instrument in order to collect the datum of the respondents. For it is the most
convenient way to gather datum since the researchers are locked up in their homes by
this pandemic. According to Google, Google Forms is a survey administration software
included as part of the free, web-based Google Docs Editors suite offered by them.
VALIDITY PROCESSING & DATA PROCESSING
The researchers aim to know the promotional strategies of a sundry store

business towards retention of its customers.
The researchers will be making a survey questionnaire as the data gathering
tool. After that, the researchers will randomly select respondents within Almanza Uno
with the help of Facebook messenger. The questionnaires will be having face validity; it
will not be based on any scientific approach.
The researchers will be messaging at least (50) potential respondents if they are
living within Almanza Uno. And if yes, the researchers will ask if it is okay to them to
answer a 5-minutes online survey questionnaire. The researchers will also tell the
selected respondents that they have the right to withdraw if any offensive situation occur
or any incident that might cause harm in their personality exist. If a possible respondent
will withdraw our request, the researchers would just look for a replacement.
Next, the researchers will send the link of the online survey questionnaire that is
made in google form. And will wait for the respondent to complete it, once completed,
the researchers would give a simple token of appreciation.
DATA ANALYSIS
The researcher will use a descriptive research, hence, the researchers will be
using descriptive statistics for the analysis of the data gathered. According to Wilson
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(2010), descriptive statistics implies a simple quantitative summary of a data set that
has been collected. The measures of central tendency like mean, median, mode all
come under this category.
The researchers will be using graphs to describe the results of the survey
questionnaire. These graphs will summarize the results of the data gathered. The
researched will be using the central tendencies –mean to get the average of the data
gathered.
LIMITATIONS/DELIMITATIONS
The study has limitations within our findings need to be interpreted carefully.
Some limitations of this study should be mentioned. First, as in most empirical studies,
the research presented here was limited by the measure used, because the chosen
samples may have composed of numerous uncorrelated facets. Second, Only the
residents within the Almanza Uno, Las Piñas City were considered as respondents.
Third, the time was a big constraint so more time could not be devoted to individual
respondents.
ETHICAL CONSIDERATIONS
According to Bryman and Bell (2007) some of the following points below represent the
most important principles related to ethical considerations in dissertation.
The following ethical guidelines were put into place for the research period:
The researchers made sure that all of the respondents and students involved
during the research period are well and safe, as well as their dignity and wellbeing. The
research data gathered by the researchers from the respondents will remain confidential
as to protect them from any kinds of harm. All the respondents have the rights to
withdraw from the study at any stage if they wish to do so. The researchers made sure
that that all offensive, discriminatory, or any other unacceptable language are avoided
and are not included in any parts of the research. All information, data, articles, or any
other works of different authors are cited properly in this research and the researchers
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made sure that proper citation is observed. In this research, the researchers made sure
that all information, articles, data, and works of other authors that represent biased
works are avoided.
CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the data gathered, the results of the questionnaires done
and interpretation of the findings. These are presented in tables and graphs following
the sequence of the specific research problem regarding The Promotional Strategies of
a Sundry Business Towards Retention of its Customers in Almanza Uno.
Age f %
12-22 years old 26 52
23-33 years old 12 24
33-43 years old 7 14
44 and up years old 5 10
TOTAL 50 100
Frequency and Percentage Distribution of Age of the Respondents
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Gender
Age
10%
Male
12-22 YEARS OLD
14% Female
23-33 YEARS OLD
33-43 YEARS OLD
48% 44 AND UP YEARS OLD
52% 52%
24%
The figure presents the age of the respondents who responded to the given
questionnaire. Out of 50, with the highest frequency, is within the range of 12–22 years
old with 50%. The next is 23-33 years old with 25%. 33-43 years old with 15%. And
lastly 44 years old and above with 10%.
Gender f %
Male 24 48
Female 26 52
TOTAL 50 100
Frequency and Percentage Distribution of Gender of the Respondents
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There are a total number of 50 respondents for this research. There are 52% (26
respondents) female who answered, and the remaining 48% (24 respondents) are male.
Location f %
GM HOMES 19 38
MANILA DOCTORS 3 6
DOÑA JOSEFA 17 34
GOOD YEAR PARK 3 6
GONZALES COMPOUND 1 2
RAINBOW VILLAGE 1 2
ST. MARY 1 2
SOLDIER HILLS 1 2
SAMATERIA 1 2
SAN FRANCISCO 1 2
VERAVILLE 1 2
SAN ISIDRO 1 2
TOTAL 50 100
Frequency and Percentage Distribution of Location of the Respondents
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1.1 Advertising: Advertising

Location isWithin
being practiced
Almanza by sundry
Uno stores (sari-sari
stores).
GM HOMES
MANILA DOCTORS
DOÑA JOSEFA
2%
2% 2% GOOD YEAR PARKAgree
2%
2% 4%2% Strongly
2%
2% 19% GONZALES COMPOUND
2% Agree
RAINBOW VILLAGE
Neutral
6% 38%
ST. MARYDisagree
38% SOLDIERStrongly
HILLS Disagree
SAMATERIA
SAN FRANCISCO
36% VERAVILLE
34% 6% SAN ISIDRO
The respondents that were chosen are all living within Barangay Almanza Uno.
With 38% of the respondents coming from GM Homes. 34% from Doña Josefa. 6% from
both Good Year Park and Manila Doctors. And the remaining areas which are Gonzales
Compound, Rainbow Village, St. Mary, Soldier Hills, Samateria, San Francisco, and
Veraville each has 2% of the respondents.
Table 1.1
f %
Strongly Agree 9 19
Agree 17 36
Neutral 18 39
Disagree 2 4
Strongly Disagree 1 2
TOTAL 50 100
Frequency and Percentage Distribution of Advertising as being practiced by
Sundry Stores
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1.2 Advertising: Traditional Advertisements (brochures, flyers, posters) is effective for

sundry stores (sari-sari stores).
Strongly Agree
Agree
10% Neutral
20%
10% Disagree
Strongly Disagree
26%
34%
Figure 1.1 shows that 39% (18 respondents) of the respondents answered
neutral about sundry stores practicing advertising. 36% (17 respondents) agreed to this
idea, 19%(9 respondents) strongly agreed, 4% (5 respondents) disagreed, and 2% (1
respondent) strongly disagreed.
According to a Janice (2016), when it comes to sundry stores practicing
advertisement, many of them don't practice it. They think it is just a waste of time and
money but little did the sundry stores owners knows that doing advertisements could
boost their sales and increase their popularity.
Table 1.2
f %
Strongly Agree 10 20
Agree 17 34
Neutral 13 26
Disagree 5 10
TOTAL 50 100
Frequency and Percentage Distribution of Traditional Advertisements as being
effective for Sundry Stores
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Figure 1.2 shows that 34% (17 respondents) of the respondents agreed about
traditional advertisement being effective for sundry stores. 26% (13 respondents) is
neutral, 20% (10 respondents) strongly agreed, 10% (5 respondents) strongly
disagreed, and 10% (5 respondents) disagreed.
According to Davis & Zerdin (2019), traditional, as well as new media, present
distinctive advantages to advertisers and marketers, such as definite delivery,
completeness, accuracy, frequency, speed, timing, selectivity and economy. It is
essential for advertisers to know which medium to use to reach a specific target
audience. This choice has become more difficult due to audience fragmentation.
Table 1.3
f %
Agree 17 34
Neutral 3 6
Disagree 3 6
TOTAL 50 100
Frequency and Percentage Distribution of Digital Advertisements as being the
most effective way of advertising nowadays even for Sundry Stores
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1.3 Advertising: Digital Advertisement (Facebook, Instagram, Youtube) is the most effective
way of advertising nowadays even for sundry stores (sari-sari stores).
6% 4% Strongly Agree
6% Agree
Neutral
Disagree
50% Strongly Disagree
34%
Figure 1.3 shows that 50% (25 respondents) of the respondents strongly agreed
about digital advertisement as being the most effective way of advertising nowadays
even for sundry stores. 34% (17 respondents) agreed, 6% (3 respondents) is neutral,
6% (3 respondents) disagreed, and 4% (2 respondents) strongly disagreed.
According to Canibel (2017), advertisement such as posting on Facebook is of

great help to convey customers. Doing digital advertisement and posting them on
different social media platforms like Facebook, Instagram, and YouTube could attract
many potential buyers and prospects to your business which means that this is very
effective.
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Table 1.4
1.4 Advertising: Word of mouth helps sundry stores (sari-sari stores) to be
known/become popular.
f %
Agree 21 42
Neutral 8% 2% 4 Strongly Agree8
Agree
Disagree 1 Neutral 2
Strongly Disagree 048% Disagree 0
Strongly Disagree
TOTAL 42%
50 100
Frequency
and
Percentage
Distribution of Word of Mouth helps Sundry Store to be known / become popular
about word of mouth as a help for sundry stores to be known or become popular. 42%
(21 respondents) agreed, 8% (4 respondents) is neutral, and 2% (1 respondent)
disagreed.
According to Nielsen (2018), 92% of people trust recommendations from friends

and family over any other type of advertising. This means that the word of mouth really
helps sundry stores become known and popular in their area.
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Table 2.1
f %
Agree 18 36
Neutral 4 8
Disagree 0 0
TOTAL 50 100
Frequency and Percentage Distribution of Respondents choosing to buy from a
Sundry Store that offers a good service
2.1 Personal Selling: I choose to buy from a sundry stores (sari-sari stores) that
offers me good service.
8% Strongly Agree
Agree
Neutral
Disagree
56%
Figure 2.1 shows that out of 50 respondents, 56% (28 respondents) were
strongly agreed to choose to buy from a sundry store that offers good service and 36%
(18 respondents) agreed and the other 8% (4 respondents) answered neutral.
Good service towards customer helps the sundry stores to retain customers.
Customers are According to Bristol (2019), "Give great service. Customer retention is
fickle when customer service is lacking. Make sure the customer is dealt with promptly,
courteously and efficiently. Listen to their needs and meet them as efficiently as
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possible. Customers will remember this, but they will remember bad service even
more."
Table 2.2
f %
Agree 17 34
Neutral 5 10
Disagree 1 2
TOTAL 50 100
Frequency and Percentage Distribution of Respondents that usually buy from
Sundry Stores that is near them
2.2 Personal Selling: I usually buy from a sundry stores (sari-

sari stores) that is near me.
Strongly Agree
10% 2% Agree
Neutral
Disagree
Strongly Disagree
54%
34%
in buying from a sundry store that is near to their houses, 34% (17 respondents)
Agreed, 10% (5 respondents) were neutral, and the other 2% (1 respondent) disagreed.
According to Bernazzani (2020), "Empower customers with convenience." This

mean that accessible location or setting up your business near your customers is a
great strategy. Retail store location is also an important factor for the marketing team to
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consider while setting retail marketing strategy. Business location is a unique factor
which the competitors cannot imitate. Hence, it can give a strong competitive
advantage. Good location is the key element for attracting customers to the outlet
(Tutorials Point).
Table 2.3
f %
Agree 16 32
Neutral 3 6
Disagree 0 0
TOTAL 50 100
Frequency and Percentage Distribution of Respondents that usually buy from
Sundry Stores that has a friendly salesperson
2.3 Personal Selling: I buy from a sundry stores (sari-sari stores) that has a
friendly salesperson.
6% Strongly Agree
Agree
Neutral
32% Disagree
Strongly Disagree
62%
Figure 2.3 shows that 62% (31 respondents) strongly agreed that they prefer
buying from a sundry store that has a friendly salesperson, 32% (16 respondents)
answered that they agreed, and the 6% (3 respondents) were neutral.
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This implies that attitude really matters towards customer retention. According to
Santeralli (2020), "Empathy is the ability to understand and share the feelings of another
person. Empathy should not be confused with sympathy, which is the taking on of
another’s emotions. Empathy helps customer service reps: Create and strengthen
relationships, Build trust, make customers feel comfortable and cared for, connect with
customers like a friend and make customers feel valued.
Table 2.4
f %
Agree 8 16
Neutral 22 44
Disagree 6 12
TOTAL 50 100
Frequency and Percentage Distribution of Respondents that prefers buying from
a Sundry Store online rather than face to face
2.4 Personal Selling: I prefer buying from a sundry stores (sari-sari

stores) online than face to face.
8% Strongly Agree
20% Agree
12%
Neutral
Disagree
Strongly Disagree
16%
44%
Figure 2.4 shows that out of 50 respondents, 44% (22 respondents) are neutral
when using the online platform to buy from a sundry store rather than face to face, 20%
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(10 respondents) strongly agreed, 16% (8 respondents) Agreed, 12% (6 respondents)

disagreed and 8% (4 respondents) strongly disagreed.
This implies that most of the respondents are not sure whether they use online
platform on buying from a sundry store. There are advantages and disadvantages of
buying from online platform and buying from sundry stores physically. Buying from
online shops lessens the hassle and effort you exert if the store is far from you. It also
saves you time and gives the benefit to avoid traffic (Roggio,2016).
Table 3.1
f %
Agree 15 30
Neutral 6 12
Disagree 0 0
TOTAL 50 100
Frequency and Percentage Distribution of Respondents that are interested to buy
from a Sundry Store that offers promos
3.1 Sales Promotion: I am interested to buy from a sundry stores (sari-sari

stores) that offers promos.
12% Strongly Agree

Agree
Neutral
Disagree
Strongly Disagree
30%
58%
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Figure 3.1 shows that 66% (29 respondents) out of the 50 respondents answered
that they agreed in buying from sundry stores that offer promos, and the remaining 34%
(15 respondents) agreed.
According to Berkey (2019), sales promotions are a great way for your
organization to encourage potential customers to buy your product or sign up for your
service. Done well, they boost short-term sales but also attract new customers, prompt
positive online reviews, and lead to repeat purchases.
Table 3.2
f %
Agree 15 30
Neutral 2 4
Disagree 0 0
TOTAL 50 100
Frequency and Percentage Distribution of Respondents that prefers to buy from a
Sundry Store that offers discounts
3.2 Sales Promotion: I prefer buying from a sundry store (sari-sari stores) that
offers discounts.
4% Strongly Agree
Agree
Neutral
30%
Disagree
Strongly Disagree
66%
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Figure 3.2 shows that out of 50 respondents 66% (33 respondents) strongly
agreed in buying from sundry stores which offers discounts.30% (15 respondents)
agreed, and 4% (2 respondents) answered neutral.
According to Reilly (2018), giving discount is significant since discounts can

easily attract customers since they don’t want to overpay, instead sellers can assure
that the customers are receiving the best deals possible. Offering a discount is a tried-
and-true way to win over customers, boost sales, and move stock. Not only do most of
the shoppers say discounts can influence where they shop, almost all of them admit a
discount has sped up a purchasing decision. Discounts can be limited to a specific point
in the customer journey (Berkey,2019).
Table 3.3
f %
Agree 20 40
Neutral 3 6
Disagree 0 0
TOTAL 50 100
Frequency and Percentage Distribution of Respondents that prefers Sundry
Stores that offers free delivery
3.3 Sales Promotion: I prefer sundry stores (sari-sari stores) that offers free
delivery.
6% Strongly Agree
Agree
Neutral
Disagree
54%
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Figure 3.3 shows that 54% (27 respondents) strongly agreed that they prefer
sundry stores that offers free delivery. 40% (20 respondents) agreed, and 6% (3
respondents) were neutral.
According to Fair (2018), most consumers now expect free delivery for their
everyday purchases, getting this right can give store owners a competitive advantage.
Delivery loyalty programs, new delivery options and environmentally friendly delivery
choices are proving to hold strong consumer appeal.
Table 3.4
f %
Agree 17 34
Neutral 3 6
Disagree 0 0
TOTAL 50 100
a Sundry Stores that offers freebies
3.4 Sales Promotion: I prefer buying from sundry stores (sari-sari stores) that
offers freebies.
6% Strongly Agree
Agree
Neutral
Disagree
34%
Strongly Disagree
60%
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Figure 3.4 shows that out of 50 respondents, 60% (30 respondents) strongly
agreed that they prefer buying from sundry stores that offers freebies. 34% (17
respondents) agreed, and 6% (3 respondents) were neutral.
According to Urutia (2021), freebies can be an incredibly powerful tool in

attracting new customers and building customer loyalty. In fact, more than 80 percent of
consumers say that branded freebies positively impact their overall impression of a
brand. The reason is simple: people love to get things for free. Whether it’s free
samples at the grocery store, trinkets at a tradeshow or a high-quality item won in a
contest, people love the power of paying for nothing.
Table 4.1
f %
Agree 12 24
Neutral 5 10
Disagree 0 0
TOTAL 50 100
a Sundry Store who is eco-friendly
4.1 Public Relations: I prefer buying from a sundry store (sari-sari store) who
is eco-friendly.
10% Strongly Agree

Agree
Neutral
24% Disagree
Strongly Disagree
66%
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Figure 4.1 shows that 66% (33 respondents) strongly agreed in buying from a
sundry stores whose eco-friendly, 24% (12 respondents) agreed and 10% (5
According to Djanogly (2018), becoming eco-friendly business cuts costs,

preserves the environment, and catches the customers attention. Customers are
starting to notice which businesses are making the effort and leading the change, and
those that are maintaining their wasteful practices. In fact, according to a Nielsen study
the “greener generation” are 13% more likely to choose a more expensive but
environmentally-friendly product or service over standard industry goods and services.
Table 4.2
f %
Agree 16 32
Neutral 2 4
Disagree 0 0
TOTAL 50 100
a Sundry Store that offers healthy products
4.2 Public Relations: I am interested to buy from a sundry store (sari-sari

store) that offers healthy products.
4% Strongly Agree
Agree
Neutral
32% Disagree
Strongly Disagree
64%
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and are interested to buy from a sundry store that offers healthy products, 32% (16
respondents) agreed and 4% (2 respondents) were neutral. This implies that healthy
products are more interesting than the unhealthy products.
According to Lil Drug Store (2018), more people are looking for healthy snacks. A
July 2015 study from Brandware showed that 72% of consumers prefer to buy healthier
snacks. Nowadays, shoppers have more options to choose from, including freshly
prepared hummus and veggie cups, fruit cups and grab-and-go yogurt. Some
consumers still think that c-stores don’t offer enough healthy snacks, though.
Table 4.3
f %
Agree 17 34
Neutral 3 6
Disagree 0 0
TOTAL 50 100
a Sundry Store that has good practices towards its environment.
4.3 Public Relations: I like buying from sundry store (sari-sari store) that has
good practices towards their environment.
6% Strongly Agree
Agree
Neutral
Disagree
34%
Strongly Disagree
60%
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Figure 4.3 shows that out of 50 respondents, 60% (30 respondents) strongly
agreed in buying from a sundry store that has good practices towards their environment,
34% (17 respondents) just answered agreed and 6% (3 respondents) were neutral.
According to Djanogly (2018), "Let’s be honest, creating and maintaining an eco-

business is perceived as a huge headache – with most people think going green is
highly inconvenient and costly. However, don’t be fooled so easily as there are mostly
benefits from taking this step. Becoming eco-friendly business cuts costs, preserves the
environment, and catches the customer’s attention. Customers are starting to notice
which businesses are making the effort and leading the change, and those that are
maintaining their wasteful practices.
Table 4.4
f %
Agree 20 40
Neutral 2 4
Disagree 0 0
TOTAL 50 100
a Sundry Store that is their Suki
4.4 Public Relations: I love buying from my suki strores.
4%
Strongly Agree
Agree
Neutral
40% Disagree
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The Figure 4.4 shows that out of 50 respondents, 56% (28 respondents) strongly
agreed and 40% (20 respondents) agreed in buying from their suki stores and 4% (2
According to Veldwijk (2020), "According to a 2020 survey, customers are most

likely to return to a brand for the product’s quality, but sustainable business practices
come a close second. In fact, 68% of consumers say they’re motivated to be loyal to a
brand by knowing that they share the same values."
Table 5.1
f %
Agree 21 42
Neutral 3 6
Disagree 0 0
TOTAL 50 100
Frequency and Percentage Distribution of Promotional Strategies captures
attention of buyers
5.1 Promotional Strategies: Promotional Strategies captures the attention of

buyers.
6% Strongly Agree
Agree
Neutral
Disagree
42%
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Figure 5.1 shows that 52% (26 respondents) strongly agreed to the idea that
promotional strategies capture the attention of buyers. 42% (21 respondents) agreed,
and the remaining 6% (3 respondents) answered neutral.
According to Leonard (2021), Every business needs to "acquire, retain and

grow" relationships with its target consumer, according to All Business. This need is
irrelevant to the type of product or service your company may offer. Customer value
strategies present products and services in a way that consumers realize they are
immediately saving money or will be saving money in the long-term by working with
your company.
Table 5.2
f %
Agree 25 50
Neutral 8 16
Disagree 1 2
TOTAL 50 100
Frequency and Percentage Distribution of Promotional Strategies are needed by
sundry
stores to 5.2 Promotional Strategies: Promotional Strategies are needed by sundry
stores (sari-sari stores) to gain customers.
gain
customers
2% Strongly Agree
16% Agree
32% Neutral
Disagree
Strongly Disagree
47
50%
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agreed that the Promotional strategies are needed by sundry stores (sari sari stores) to
gain customers, 32% (16 respondents) answered that they strongly agreed, 16% (8
respondents) were neutral and the 2% (1 respondent) Disagreed
According to Celentano D, (2019) Developing winning in-store promotions starts

with a good relationship with retail buyers for stores. If you ask them what you can do to
support them and their merchandising programs, you're more likely to get more
shoppers near your product.
Table 5.3
f %
Agree 22 44
Neutral 4 8
Disagree 0 0
TOTAL 50 100
Frequency and Percentage Distribution of Promotional Strategies is the key for
Customer Retention
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5.3 Promotional Strategies: Promotional Strategies is the key

for customer retention.
Strongly Agree
8%
Agree
Neutral
Disagree
44%
strongly agreed that the Promotional strategies is the key for customer retention, 44%
(22 respondents) answered that they agreed, and the 8% (4 respondents) were neutral.
According to Reichheld, (2016) from his books “The loyalty Effect” Studies show
that it costs ten times more to generate a new customer than to maintain an existing
one. If you have a small number of customers, losing a few could cripple your company.
Even if you have a large number of customers, a small increase in your customer
retention rate should dramatically increase your profits. He writes that “a 5%
improvement in customer retention rates will yield between a 25 to 100% increase in
profits across a wide range of industries.”
Table 5.4
f %
Agree 23 46
Neutral 4 8
Disagree 1 2
TOTAL 50 100
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Frequency and Percentage Distribution of Promotional Strategies could have a

great impact on Sundry Stores
5.4 Promotional Strategies: Promotional Strategies could have a great impact

on sundry stores (sari-sari stores).
8% 2% Strongly Agree
Agree
Neutral
44% Disagree
Strongly Disagree
46%
agreed that the Promotional strategies could have a great impact to sundry stores (sari
sari stores), 44% (22 respondents) answered that they strongly agreed, 8% (4
respondents) neutral and the 2% (1 respondent) disagreed.
According to May G. (2017) that you can use promotion to achieve three basic
goals: to inform, to persuade, and to remind. Informing is the first promotional priority,
because people cannot buy something until they are aware of it and know what it can
do for them. Potential customers need to know where the item can be purchased, how
much it costs, and how to use it. Persuading is also an important priority, because most
people need to be encouraged to purchase something new or to switch brands.
CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS
The following chapter concludes this report. A summary of the research is

presented, and findings of the study are discussed and interpreted. The significance of
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this research in the immediate context of this research, applied to other situations, these
conclusions may yield incorrect assumptions. Still, these conclusions are relevant to the
process of dwelling evolution in progressive development projects. Recommendations
for further research end the chapter.
CONCLUSION
Based from the results, the age of our respondents in the research questionnaire varies
from 12 - 55 years old. This study concludes that most of the respondents think that
digital advertisement is the most effective way of advertising nowadays for sundry
stores and they strongly agree that the word of mouth helps sundry stores to become
popular in the area. Positive word of mouth is the only customer relationship marketing
tool that requires no financial investment to attract new customers or retain existing
ones. Positive customer feedback for a product or retail store starts by positive word of
mouth transferred by a customer to close family members and friends. Any positive, or
negative, feedback runs throughout the specific community (Wishah & Sumadi, 2019).
Almost half of our respondents says that advertising is being practiced by sundry stores
and traditional advertisements like brochures, flyers, and posters is effective for sundry
stores. Around 27 – 31 out of 50 respondents prefers buying from sundry stores that
offers them a friendly and great services and they usually buy from stores near them.
Sundry stores use a variety of marketing tools to gain short-term competitive
advantages and these tactics include better services at the store, better shopping
ambience, newspaper and television advertising. (Matutes, 2015). Half of them is not
sure if they want or prefer to buy from sundry stores online than face to face interaction.
Almost all of them are interested and would prefer to patronize and buy from sundry
stores that offers and give promos, discounts, freebies and does free delivery. With a
promotional offer, you can tailor your organic and paid content to communicate the
message. Promotional offers give your business an opportunity to create engaging
marketing content that speaks to your brand. Consumers love being rewarded. So,
when you offer exclusive discounts or promotions to your customer base — they’ll feel
both excited and valued (Estay, 2020). Majority of the 50 respondents’ likes buying to
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sundry stores who is eco-friendly and offers healthy products. More and more,
customers are becoming increasingly aware of the human impact on the environment
and the sustainability issues we face. This growing consciousness is leading to the rise
of many trends from waste-free living to eliminating plastic use (Djanogly, 2018). Lastly,
many strongly agrees that promotional strategies capture the attention of buyers and
thinks that it could have a great impact also in terms of customer retention and a way to
gain more customers. According to Mishra 2015, Small and medium-sized businesses
really need to understand the importance of promotional and marketing strategies.
Business promoting is an active process which needs to be very closely scrutinized for
obtaining the best results. You can utilize the manpower that you have to the fullest and
come up with strategies to promote your business and let it flourish. Promotional
strategies and marketing go hand in hand. Marketing your brand or product will include
different aspects of manufacturing, promoting and selling products to the customers.
Promotion is a key element in putting across the benefits of your product or service to
the customers. Well-designed marketing and promotional strategies ensure long-term
success, bring in more customers and ensure profitability for businesses. The
researchers proved that these promotional strategies can possibly help the sundry
stores to retain their customers.
In relation to sales, the product variety due to different market creates a

significant relationship with the sales of the sari- sari stores, since it attracts customers
to buy knowing that they will not waste time asking for what they want since they are
already aware that the store is selling the kind of product, they are looking for.
RECOMMENDATIONS
The proponents of this research recommend making the sundry store owners
more knowledgeable of the factors which customers take into considerations before
buying at a local sundry store. Base on the answers of the respondents, the researchers
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recommend the following: Sundry store owners need to make sure that the products
which they are selling has a wide variety, and are cheap in price but still has great
quality in order to be continuously patronized by the customers. Promos can also help
not only for the buyers in order for them to save money, but also for the business itself,
since it will be known for having product with lower prices. In order for the owners to
reach their goals, they should always take into consideration the benefits of the
customers. Always make sure to be friendly and honest, in order to build a customer-
seller relationship which can help the business in the long-run. Having online
advertisements can be of help in order to convey more customers. The proponents also
recommend that the owners of the stores to be fully aware about the basic marketing
concepts especially the 4P’s for them to be able to practice it within their stores and
have a higher chance to increase sales and customer retention.
To sundry store owners and those who want to put up one can use this research
as basis, guide, and a source of idea on how to improve customer retention and also on
how to gain new customers. Adopting the said promotional strategies from this
research, doing advertisements online and or providing and giving flyers brochures in
the area, and gaining popularity can help small-scale businesses such as sundry stores
to gain and retain their current customers.
For future researchers, they may conduct a wider scope of this research in a
longer span of time to further analyze more factors that affects customer retention
and more ways to gain new customers. They may include SWOT AND PESTLE
analysis to determine if there are external factors that can affect and also increase
the number of respondents to better identify what other promotional strategies the
sundry store could use to retain and gain more customers. Community interviews are
also important which could help heighten the conclusive integrity of the research.
Further studies would reveal new insights into the function of sundry stores in the
society. This would be essential especially if any kind of initial aid is to be provided.
DEFINITION OF TERMS
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Affluent - (especially of a group or area) having a great deal of money; wealthy.

Breaking Even- the point of balance making neither a profit nor a loss.
Competitive Advantage- factors that allow a company to produce goods or services
better or more cheaply than its rivals.
Market Share- represents the percentage of an industry, or a market's total sales, that
is earned by a particular company over a specified time period.
Pandemic - (of a disease) prevalent over a whole country or the world.
Parcel - a quantity or amount of something, especially as dealt with in one commercial
transaction.
Sundry Store- other term for sari-sari store.
Socioeconomic Institution- refers to society related economic factors. These factors
relate to and influence one another.
Squatter - a person who unlawfully occupies an uninhabited building or unused land.
Retain - continue to have (something); keep possession of.
APPENDIX A
BIBLIOGRAPHY
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9 Keys To Your Sari Sari Store Business Success. (2019, November 10). Pinoy
Negosyo. Retrieved from https://www.pinoynegosyo.net/business/9-keys-on
-how-to-succeed-in-your-sari-sari-store-business-293.html
Alusen, L. (2018). Marketing Practices of Selected Sari-Sari Stores in

BarangayMakiling: Basis for Community Extension Project. Retrieved from
https://lpulaguna.edu.ph/wp-content/uploads/2019/01/3.-Marketing-Practices-of
Selected-Sari-Sari-Stores-in-Barangay-Makiling-Basis-for-Community-Extension
Project.pdf
Bedanstrategist (2015). Making Sari-Sari Store Successful. Retrieved from

https://www.google.com/amp/s/thebedanstrategist.wordpress.com/2014/03/06/i
e18-4blm-january29_2014/amp/
Berkey, A. (July, 2019). 6 Sales Promotion Tips for Marketing Success. Retrieved from
https://www.salesforce.com/blog/5-key-elements-successful-sales-promotion/
Bernazzani, S. (2020). Here’s Why Customer Retention is So Important for ROI,
Customer Loyalty, and Business Growth. Retrieved from
https://blog.hubspot.com/service/customer-retention
Canibel, R. (2017). Sari-Sari Stores Gear Up For Greater Competition. Retrieved from
https://business.inquirer.net/236575/sari-sari-stores-gear-greater
competition/amp
Celentano, D. (2019, May). Tips and Ideas for Effective Marketing in Grocery Stores.
Retrieved from https://www.thebalancesmb.com/effective-supermarket
-promotional-ideas-1326141
Changco, et al. (2015). Managerial Insights into Sachet Marketing Strategies And
Popularity In The Philippines. Retrieved from
https://www.researchgate.net/publication/235262094Managerialinsightsinto
sachetmarketingstrategiesandpopularityinthePhilippines
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Chapman, J. (2020). The Importance of Customer Retention — An Empirical Study.

Retrieved from https://www.toptal.com/finance/venture-capital-consultants/the
-importance-of-customer-retention-an-empirical - study#:~:text=Focusing
%20on%20customer%20retention%20can,total%20cust omers%20by%201.5x.
Djanogly, H. (2018, October). Why Going Green Can Have a Positive Impact on
Attracting Customers. Retrieved from https://customerthink.com/why-going
-green-can-have-a-positive-impact-on-attracting-customers/
Doyne, N. (2020). 3 Types of Effective Retention Marketing Strategies.

Retrieved from https://www.retentionscience.com/blog/retention-marketing
-strategies/
Estay, B. (2020). Boost Your Promotional Strategy (+ Online Sales) With Customer
Discounts and Free Shipping. Retrieved from
https://www.bigcommerce.com/blog/customer-discount/
Forer, L. (March, 2018). Seven Simple Ways to Increase Customer Retention Using
Social Media. Retrieved from
https://www.marketingprofs.com/chirp/2018/33652/sevensimpleways-toincrease
customer-retention-using-social-media-infographic
Hartert, S. (August, 2018). The No-BS Formula for Customer Service That Doubles as
Marketing. Retrieved from
https://www.marketingprofs.com/articles/2018/39642/the-no-bs-formula-for
customer-service-that-doubles-as-marketing
Hose, C. (2019, February). Top Ten Promotional Strategies. Retrieved from

https://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html
Janice, T. (2016). The Role of Sari-Sari Store and its Retail Technique in Philippine
Culture. Retrieved from https://studymoose.com/the-role-of-sari-sari-store-and
-its-retail-technique-in-philippine-culture-essay
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Kulbyte, T. (2020, December). 5 Unique Ways To Increase Customer Retention And

Increase Profits. Retrieved from https://www.superoffice.com/blog/customer
retention-tips-with-crm-software/
Leonard, K. (2020). Customer Value Strategies. Retrieved from

https://smallbusiness.chron.com/customer-value-strategies-5099.html
Lil Drug Store. (August, 2017) Healthy Snacks Attract New Sales. Retrieved from
https://www.cspdailynews.com/snacks-candy/healthy-snacks-attract-new-sales
May, G. (2016). Promotional Strategies. Retrieved from
https://slideplayer.com/slide/5866707/
McEachern, A. (July, 2020). Customer Retention 101: Grow Your Business by Selling
More to Current Customers. Retrieved from
https://www.shopify.com/blog/customer-retention-strategies
Munoz, J.M. (2015). An Exploratory Study Or Retail Service Management In The

Philippines. Retrieved fromhttps://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.616.663&rep=rep1&t ype=pdf
Ngeo, J & Mateo, L. (2015). Advertising Campaign Of A Selected Sari-Sari. Retrieved

from https://www.termpaperwarehouse.com/essay-on/AdvertisingCampaign-Of-
A-Selected-Sari-Sari/87513
Patel, N. (2020). How to Improve Customer Retention. Retrieved from

https://neilpatel.com/blog/how-to-improve-customer-retention/
Reichheld, F. (2016). Customer Retention Strategy. Retrieved from

http://www.marketingmo.com/strategic-planning/customer-retention-strategy/
Rich, B. (2017). An Ethnography of the Old Market in Puerto Princesa, Palawan,

Philippines. Retrieved fromhttps://www.scirp.org/journal/paperinformation.aspx?
paperid=76947
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Roggio, A. (October, 2015). The (Many) Benefits of Offering Free Shipping. Retrieved
from https://www.practicalecommerce.com/The-Many-Benefits-of-Offering-Free
-Shipping
Sodexo (2018). Effective Customer Retention Techniques. Retrieved from
https://www.sodexo.ph/blogs/effective-customer-retention-techniques/
ThriveHive (2016). 5 Ways To Attract Customers. Retrieved from
https://thrivehive.com/5-ways-to-attract-customers/
TutorialsPoint (2017). Retail Business Location. Retrieved from
https://www.tutorialspoint.com/retail_management/retail_business_location.htm
Urrutia, K. (January, 2021). How to Win New Customers with Freebies. Retrieved from
https://voymedia.com/how-to-win-new-customers-with-freebies/
Vilner, Y. (April, 2018). Seven Tips for Using Email to Build Customer Loyalty.
Retrieved from https://www.marketingprofs.com/articles/2018/33918/seven-
tipsfor-using-email-to-build-customer-loyalty
COPY OF QUESTIONNAIRE
Dear Respondents,
Good day! We are students of DFCAMCLP taking up BSBA Marketing
Management. We are conducting a research about “The Promotional Strategies of a
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Sundry Store Business Towards Retention of its Customers”, and we would like to take
a few minutes of your time to answer this survey questionnaire.
This will be a big help for us, we hope that you will be able to answer the
following questions accurately and sincerely. We assure you that all the data that is
gathered will be confidential.
Thank You and God bless!
Name: _________________________________________________Age: ___________
Address: _______________________________________________Gender: ________
1.
2. 1
Advertising Strongly Agree Neutral Disagree Strongly

Agree (5) (4) (3) (2) Disagree (1)
1.) Advertising is being
practiced by sundry stores
(sari-sari stores)
2.) Traditional Advertisements
(brochures, flyers, posters)
is effective for sundry stores
(sari-sari stores).
3.) Digital Advertisement
(Facebook, Instagram,
YouTube) is the most
effective way of advertising
nowadays even for sundry
stores (sari-sari stores).
4.) Word of mouth helps sundry
stores (sari-sari stores) to
be known/become popular.
Personal Selling Strongly Agree Neutral Disagree Strongly

Agree (5) (4) (3) (2) Disagree (1)
1.) I choose to buy from a
sundry stores (sari-sari
stores) that offers me good
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service.
2.) I usually buy from a sundry
stores (sari-sari stores) that
is near me.
3.) I buy from a sundry stores
(sari-sari stores) that has a
friendly salesperson.
4.) I prefer buying from a
stores) online than face to
face.
Sales Promotion Strongly Agree Neutral Disagree Strongly

Agree (5) (4) (3) (2) Disagree (1)
1.) I am interested to buy from
a sundry stores (sari-sari
stores) that offers promos.
stores) that offers
discounts.
3.) I prefer sundry stores (sari-
sari stores) that offers free
delivery.
4.) I prefer buying from sundry
stores (sari-sari stores) that
offers freebies.
Public Relations Strongly Agree Neutral Disagree Strongly

Agree (5) (4) (3) (2) Disagree (1)
sundry store (sari-sari store)
who is eco-friendly.
2.) I am interested to buy from
a sundry store (sari-sari
store) that offers healthy
products.
3.) I like buying from store
(sari-sari store) that has
good practices towards their
environment.
4.) I love buying from my suki
stores.
Strongly Agree Neutral Disagree Strongly

Agree (5) (4) (3) (2) Disagree (1)
1.) Promotional strategies
captures the attention of
buyers
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2.) Promotional strategies are

needed by sundry stores
(sari-sari stores) to gain
customers.
3.) Promotional strategies is
the key for customer
retention.
4.) Promotional strategies
could have a great impact
to sundry stores (sari-sari
stores).
Recommendations/Comments/Suggestions:
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
__________________________________________________________________________
GOOGLE FORM QUESTIONNAIRE
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RAW DATA
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65
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Promotional Strategies for Sundry Store Customer Retention

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Promotional Strategies for Sundry Store Customer Retention

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DR. FILEMON C.

AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS

BACKGROUND OF THE STUDY

customer and continues throughout the entire lifetime of a relationship. A company’s

The researchers limited the study to 50 randomly selected customers; each

STATEMENT OF THE PROBLEM

This research will identify The Promotional Strategies of a Sundry Business

1. What is the demographic profile of the respondents?

2. What promotional strategies could be effective to the customers of Almanza

Figure 1. Relationship Marketing Theory

Relationship Marketing (RM) is known as an emerging subfield of the marketing

Services researchers argued that consumer’s quality experiences and

Technology is transforming industries, challenging traditional marketing

Figure 2. Leaky Bucket Theory

With customer relationship management, the business owners are

The Leaky Bucket Theory can be related to Customer Lifetime Value.

ASSUMPTION AND HYPOTHESIS

SOP 2: the more satisfactory promotional strategies;

H1: A promotional strategy has no effect on customer retention.

SOP 3: Promotional strategies which can lead to customer retention;

SCOPE AND DELIMITATIONS OF THE STUDY

The study focuses on the promotional strategies of a sundry business towards

This research is designed to have a thorough knowledge of problems of sundry

LIMITATIONS OF THE STUDY

The study has limitations within our findings need to be interpreted

Review of Related Literature

This is highly imperative in establishing common ground and connection

According to pinoynegosyo.net (2019), there are 9 keys to a sari-sari store’s

II. Foreign Literatures

Customer retention is important to any growing company because it measures

Customer retention is important to any growing company because it measures

(McEachern,2020) outline some tangible ideas a business can apply to improve

This study is the application of quantitative approach to explain data in form of

DATA COLLECTION METHODS AND TOOLS

specific question or statement; responses typically include “strongly agree,” “agree,”

VALIDITY PROCESSING & DATA PROCESSING

The researchers aim to know the promotional strategies of a sundry store

1.1 Advertising: Advertising

1.2 Advertising: Traditional Advertisements (brochures, flyers, posters) is effective for

According to Canibel (2017), advertisement such as posting on Facebook is of

Distribution of Word of Mouth helps Sundry Store to be known / become popular

According to Nielsen (2018), 92% of people trust recommendations from friends

2.2 Personal Selling: I usually buy from a sundry stores (sari-

According to Bernazzani (2020), "Empower customers with convenience." This

2.4 Personal Selling: I prefer buying from a sundry stores (sari-sari

(10 respondents) strongly agreed, 16% (8 respondents) Agreed, 12% (6 respondents)

3.1 Sales Promotion: I am interested to buy from a sundry stores (sari-sari

12% Strongly Agree

According to Reilly (2018), giving discount is significant since discounts can

According to Urutia (2021), freebies can be an incredibly powerful tool in

10% Strongly Agree

According to Djanogly (2018), becoming eco-friendly business cuts costs,

4.2 Public Relations: I am interested to buy from a sundry store (sari-sari

According to Djanogly (2018), "Let’s be honest, creating and maintaining an eco-

4.4 Public Relations: I love buying from my suki strores.

According to Veldwijk (2020), "According to a 2020 survey, customers are most

5.1 Promotional Strategies: Promotional Strategies captures the attention of

According to Leonard (2021), Every business needs to "acquire, retain and

According to Celentano D, (2019) Developing winning in-store promotions starts

5.3 Promotional Strategies: Promotional Strategies is the key

Frequency and Percentage Distribution of Promotional Strategies could have a

5.4 Promotional Strategies: Promotional Strategies could have a great impact

Name: _______________________________________Age: _

Address: _______________________________________Gender: