THESIS ABSTRACT

Title: THE EFFECTS OF HYPEREFFICENCY AS BEHAVIORAL

TREND OF Y AND Z GENERATIONS TOWARDS THE 8Ps OF
MARKETING AND ITS IMPLICATIONS TO MARKET
COMPETITION
Researchers: DAISY ABENDANIO
JHULLIAN ROY B. BIYO
PAULO ANDREI A. DUNGO
FRANCES ALLIAH LOIS F. GALON
ANTHONY P. RAQUID
VANESSA MAE C TENIOZO

Grade and Section: Grade 12 - Justice (ABM Strand)

Course: Inquiries, Investigations and Immersion & Capstone Project

School: Good Shepherd Cathedral School

Adviser: Mrs. Anne Patricia G. Tresmaria

Thesis Defended: March 07, 2020

Statement of the Problem

The study sought to explain the effects of hyperefficiency behavior of Generation

Y and Z consumers to the 8Ps of marketing mix and its implications to market

competition.

Specifically, the study tried to answer the following questions:

1) How hyperefficiency behavior is manifested by Generation Y and Z

consumers?

2) What are the effects of the hyperefficiency behavior of Generation Y and Z

consumers towards the 8Ps of marketing mix?

3) What are the implications of hyperefficiency behavior to market competition?

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Methodology

The descriptive method of research was utilized by the researchers in

conducting this study. Respondents are composed of twenty (21) employees from

TELSTRA PH with ages twenty-two (22) to thirty-seven (37) years old to represent

Generation Y and respondents of twenty (22) students from Good Shepherd Cathedral

School, Far Eastern University- NMRF and National College of Business and Arts with

ages fifteen (15) to twenty-one (21) years old to represent Generation Z. The random

and purposive sampling techniques were specifically used to determine the respondents

to constitute the participants of the study. On the other hand, eight (8)

marketing/business practitioners from different companies were interviewed.

A survey questionnaire with thirty (30) items and an interview guide was

designed to gather the data needed for the study. Instrument was face validated by the

researchers with the assistance of the research adviser, technical adviser and a

marketing/business expert.

Results of the Study

1) How hyperefficiency is behavior manifested by Generation Y and Z

consumers?

 Generation Y and Z consumers tend to compare two or more products before

making a final purchasing decision. On the other hand, Generation Z consumers

are known to search the product’s information online.

 Both generations are critical in terms of price and quality. In the case of

Generation Y consumers, they are still looking for a cheaper cost.

 In terms of the place, Generation Y and Z consumers still prefer to visit the

products’ physical outlets. Generation Y consumers are concluded to be the

prominent in terms of online shopping.

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 Both generations prefer products that are practical, can serve many purposes,

can minimize ones work and can solve age-old issues.

 In terms of promotions, both generations prefer a brand that has a good image

and claimed that they also being influenced by infomediaries in social media.

 Both generations give importance to the ambiance of brands’ setting or store,

and moreover aesthetically pleasing visual cues. It was also concluded that

Generation Z consumers tend to look for a place or setting with Wi-Fi and air

condition.

 In terms of productivity, process and people, both generations seek for a faster

and good customer service. Generation Z claimed that they are being influenced

by the good character of the employees.

 Both generations, are easily influenced by feedbacks towards a product,

additionally they tend to post either positive or negative feedbacks.

2) What are the effects of the hyperefficiency behavior of Generation Y and Z

consumers towards the 8Ps of marketing mix?

 Product management needs to make the price a promotional strategy to cater the

classes of Broad C and D.

 In terms of place, having physical outlets is not enough to make the brand

accessible. Marketing needs to compete in terms of reviews.

 Business industries today make effort to provide innovative products that can

satisfy the needs of the consumers based from their behavior.

 Businesses need to be careful from the technicality of their product in order to

garner positive reviews and promotions.

 It is a need for companies, especially for the marketing creatives to become

competent visually in order to gain attention from the consumers.

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  The service must be presented with a good image since it is part of a product’s

branding strategy. Employees, especially from sales and marketing must be

trained to satisfy the consumers in order to gain loyalty and good branding.

3) What are the implications of hyperefficiency behavior to market

competition?

 Businesses today are more aggressive and competitive in terms of giving

customer satisfaction, exposure and product management.

 Marketing/business must adapt to the fast phase lifestyle of the modern

consumers.

 They must also be efficient in terms of operational and technical procedures that

involve innovation.

 As hyperefficiency occurs, productivity of the business must be observed with

standard and awareness.

4) In what ways can be the results of the study can be used in improving and

enhancing marketing strategies?

 A marketing checklist will be the action plan of the research that must include

adjustments towards the hyperefficiency behavior of the consumers.

Conclusions

1) Generation Y and Z consumers demand for a more efficient ways and faster

methods using technology. Consumers tend to be critical and technical in terms

of what they purchase. They are aware of what products or services could benefit

them and thus, are very specific from what they need and desire. Consumers are

very practical and knowledgeable in terms of purchasing decisions.

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 2) Marketing adapt from being efficient of the consumers by also relying on

technology, shifting to a fast phase of lifestyle and exhibiting innovation from their

implemented strategies and product conceptualization.

3) It makes the industry increase its standards in terms of branding, and thus

becoming more competitive. Businesses nowadays must exhibit extraordinary

features or unique marketing strategies in order to catch the consumer’s

attention. The industry are now shifting to the use of technology and more

efficient methods in order to adapt fast phase of lifestyle and produce innovative

product concept. Businesses must be also critical and technical in terms of

operational and promotional activities.

4) The method for improvement and enhancement of marketing strategies is

through a marketing plan or checklist that will comply with the results and

statements from the data gathered of the research.

Recommendations

1) Marketing/business practitioners must create a more aggressive and suitable

marketing strategies that will cater to the hyperefficiency behavior of consumers

in order to adjust with their current needs.

2) The marketing plan and checklist provided in this study is strongly being

suggested to be considered by business firms in formulating their respective

marketing strategies.

3) For future researchers, it is suggested to gather more respondents in conducting

the survey in order to gather deeper information from both generations of

different classes.

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 ACKNOWLEDGEMENT

This thesis would not have been possible without the guidance and help of

several individuals who in one way or another contributed and extended their valuable

assistance in the preparation and completion of this study.

First and foremost, our utmost gratitude to our Research Adviser, Mrs. Anne

Patricia G. Tresmaria, who assisted us all throughout in making our thesis. We are

thankful to her for believing in our abilities in doing the study, for sharing her expertise,

guidance and motivation until the final defense. We would like to express our gratitude

for her quality critique and support that made the study successful.

To our Technical Adviser, Mr. Marco Paolo M. Lovendino, FSGP, for his patience

in evaluating our research papers and his immense hard work, leadership and

determination in bringing out the competence of the GSCS students through the subject

Inquiries, Investigations and Immersion.

To our proofreader, Ms. Angela C. Pineda, for checking the content and

grammar of our research paper, and to Ms. Salvacion F. Galon, for assisting us in

acquiring interview data from marketing/business practitioners from different companies

that made our study accurate and reliable.

We would like also to express our acknowledgement to our respondents from

Good Shepherd Cathedral School, Far Eastern University – NMRF and National College

of Business and Arts, most especially to the eight marketing/business experts we

interviewed for giving us time despite of work and busy schedule.

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 To Good Shepherd Cathedral School personnel for providing us essential

facilities while doing the research and to the teachers for giving us the patience and

understanding we need during the completion of the task. We would like also to express

our profound gratitude to our parents and friends for their unfailing support and

unceasing encouragement. This accomplishment would not have been possible without

them and to all the people who have been with us throughout this research - thank you!

And last but not the least, we give thanks to our Lord Jesus, for giving us life,

strength and confidence, because without him we will not be able to fulfill our tasks

particularly this research.

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 DEDICATION

To our fellow students,

Who are in the next line of being the hope of our society:

To the parents and teachers,

Who are behind to every youth’s success and inspiration:

For the people who strive hard for literacy and education,

Particularly those who need education the most:

And most especially to God Almighty our Creator,

Who gave us life and awareness,

This research is dedicated to you.

D. A.

J. R. B. B.

P. A. A. D.

F. A. L. F. G.

A. P. R.

V. M. C T.

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