APPROVAL SHEET

This thesis entitled “THE RELARIONSHIP BETWEEN MARKETING MIX AND

CUSTOMER SATISFACTION”, prepared and submitted by MA. CATHERINE AVILA
and JOSWA JAYME in partial fulfillment of the requirements for the Practical Research
2 subject has been recommended for acceptance and approval for Oral Defense.

THE THESIS COMMITTEE

REY C. ILLUSTRISIMO, Ea. D.

Chairman/ SHS Research Coordinator

AIRYN D. IMPERIAL LYRA B. MALOLOY-ON

Adviser Member

CHERRY CLAIRE P. MEDALLE EDNA A. CABILLO

Member Member

___________________________________________

PANEL OF EXAMINERS

Approve by the committee on Oral Examination with a grade of _________

REY C. ILLUSTRISIMO, Ea. D.

Chairman/ SHS Research Coordinator

AIRYN D. IMPERIAL LYRA B. MALOLOY-ON

Adviser Member

CHERRY CLAIRE P. MEDALLE EDNA A. CABILLO

Member Member

Accepted and approved in partial fulfillment of the requirements for the subject
Practical Research 2.
AGAPITO B. DEGOLLACION

Principal I- SHS

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 ACKNOWLEDGEMENT

It is a genuine pleasure to express our deep sense of gratitude to the valuable

individuals that help the accomplishment of the study with their unconditional support

and love. We, the researchers would like to extend our sincere thanks to all of them.

First and Foremost, the researchers want to offer this endeavor to the Almighty

God, for the wisdom he bestowed upon us, the strength, peace of mind and good health

that helps us to finish the study.

We owe a deep sense of gratitude to our mentor and guide Ms. Airyn Imperial,

Teacher III of Bankal National High School and Dr. Rey Illustrisimo to their dedication

and keen interest to their overwhelming attitude to help their students, who had been

solely and mainly responsible for completing the study. Their timely advice, meticulous

scrutiny, scholarly advice, scientific approach, enthusiasm and dynamism have been a

great helped to us, the researchers to accomplish the study.

It is our privilege to thanks our School Principal Mr. Agapito B. Degollacion, the

Senior High School Principal I of Bankal National High School. As well as to our

barangay captain to conduct a study.

The panel members: Mrs. Lyra B. Maloloy-on, Mrs, Cherry Claire P. Medalle,

and Mrs. Edna Cabillo, for their relevant suggestions and guidance to finish this study.

Finally, our extremely thankful to our parents for their undying support on the

fulfillment of our study, for the encouragement which helped us to survive all the stress

and problems we've encountered during the conduct of the study and for their nonstop

care and loved which helped the completion of the study. Also, to the respondents who

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actively participate the study, they have play a big role to the accomplishment and

success of the study.

All these valuable individuals became the source of our strength to conduct and

to finish the study. We will be forever grateful to their effort, support and guidance that

they showed and shared to us that served as an instrument that helps the completion of

the study to become successful.

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 ABSTRACT

Title : Marketing Mix and Sari-Sari Store

Customer Satisfaction: A Correlational

Research

Researchers : Ma. Catherine Avila

Joswa Jayme

School and Address : Bankal National High School

Bankal, Lapu-Lapu City

Adviser : Ms. Airyn Imperial

Date Completed : March 2021

The study aims to determine the relationship of the different variables of

marketing mix which are product, price, place and people on the customer satisfaction
experienced by the sari-sari store during their business operations in Saac 1 Buaya,
Lapu- Lapu City, Zone 3. The study uses three theories: S-O-R Theory, Disconfirmation
Paradigm Theory and Expectancy Value Theory as the baseline theory of the study. The
data has been collected from the respondents which are the active customers of the
sari-sari store in the selected area of the study by using adapted survey questionnaires.
A total of 75 questionnaires was being distributed to the respondents and then obtained
by the researchers. The data gathered by the researchers have been analyzed and
interpreted by the use of regression analysis and percentage and frequency distribution.
The result shows that the demographic profiles of the respondents does not affect the
relationship of customer satisfaction and marketing mix. It also shows that the different
variables of marketing mix significantly and positively affect customer satisfaction by
having a B- Coefficient higher than 0.90 and it also shows that the relationship of
marketing mix and customer satisfaction significantly affects the overall growth of the
store. Based on the results, the researchers concluded that the different variables of
marketing mix will not only significantly affect customer satisfaction but will also became

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the best method for the growth and development of the sari-sari store. Therefore, it is
recommended that the sari-sari store owners must consider the different variables of
marketing mix which are product, price, place and people during their business
operation, in order to satisfy their customers and to develop their business smoothly and
successfully.
Keywords: Correlational Research Design, Marketing Mix, Customer Satisfaction, Sari-
Sari Stores, Saac 1, Buaya, Lapu-Lapu City.

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