Chapter 5

SUMMARY, CONCLUSION AND RECOMMENDATIONS

Introduction

This chapter presents the summary, conclusion and recommendations of the

study. This study was focused on marketing strategies used by selected Gasoline

Station in Urdaneta City, Pangasinan.

Specifically, it tries to answer the following questions. First, what is the profile of the

respondents in terms of Capitalization, Type of business, Years in business operation,

and Number of employees. Second, what are the different marketing strategies used by

the gasoline stations? And third, what is the level of effectiveness by these marketing

strategies in the business.

Summary of Findings

The salient findings of the study are as follows:

1. Profile of the respondents in terms of;

a. Capital

The largest group of capitalization is 2 million to 3 million with a frequency

of 4. Or a percentage of 44.44%.

b. Type of business
 Most of the respondents are sole proprietors with a frequency of 5

respondents or a percentage of 55.55%.

c. Years in business operation

In terms of years in their business operation, the largest group was 5

years and below with a frequency of 7 out of 9. Or a percentage of 77.77%

a. Number of employees

When it comes to their employees, 7 of them responded that their

employees are composed of below 5 employees, with a frequency of 7 or a

percentage of 77.77%

2. Different Marketing Strategies used

The different marketing strategies used, In terms of promoting their sales,

Banners got the highest percentage (46.15%) It could be that they have the

sense that will help their customers to be informed about their products or

services While Customer Loyalty Program got the second percentage (30.77%)

Stickers got (15.38%) and Discounts got (7.69%) percentage.

3. Effectiveness

Researchers computed the average weighted mean of the effectiveness of

this marketing strategies, it says that it promotes the business. Six of them

responded strongly agree, with average weighted mean 4.21 and transmuted

rating of very effective.

Conclusions

Gasoline Station are one of the fast growing industry in the market, but in terms

of prices, amenities, products, and even architecture are quite similar for a majority of

Gasoline Station in the country, because of this, Gasoline Station owners must look for

a creative marketing strategy that fits their business and can bring out the best

opportunities which can further pursue business goals. Marketing Strategies contribute

directly and indirectly to financial performance of the business. Determining and

understanding the right strategies greatly lead to good performance and higher profits.

The purpose of this marketing research was to identify the marketing strategies that

Gasoline Station in Urdaneta City, Pangasinan implement in order to enhance the

profitability of their business. Based on the analysed data that the researchers have

gathered as shown in the previous chapters.

It can be concluded that, the most used and implemented marketing strategy of

gasoline stations with the highest percentage is using banners. One of the reason is

that banners act as their identity and contain all the necessary informations about the

business like the name of the establishment, prices of products as well as offer to the

market. Moreover, banners are frequently posted in front of their buildings and usually

make it visible to the customers and be easily promoted. In addition, it can also be

concluded that Customer Loyalty Program is also a nice marketing strategy based on

the study ranked as the second most used and implemented marketing strategy

because it builds a strong mutual relationship with the business and to its customers.
With this marketing strategy as customers make frequent purchases it can benefit the

gasoline station by giving them rewards or freebies in return of the increasing profit of

the business. Additionally, it also maintains a long term relationship because customers

engaged in the customer loyalty program will always want to purchase or their services.

Lastly, it can be concluded that gasoline station didn’t choose advertisements in radio

stations, television ads, or published in a newspaper, etc. because its costly for most

gasoline station as well as those with low capital. Not all gasoline stations can afford

the expenses for Advertisements, maybe for some they can usually do that. In the city

of Urdaneta. Only some Gasoline Stations accepted to be surveyed and interviewed and

most of them are Sole Proprietor and some are having Partnerships with other

companies but Gasoline Stations owned by big companies who belong to corporations

refused to give details because they want their identity and marketing strategies to be

private for their own.

Recommendations

The following recommendations are then forwarded taking into account the

findings and conclusions of this study:

The business owners should be aware and knowledgeable enough on how to

proper handle and manage the working capital business.

More capital so that you can use more marketing strategies to promote the

business. Promote gas station online via official website and all available social media

platforms. Have a unique selling proposition that have various complementary service
offerings such as convenience store, snacks bar, vulcanizing services, wheel balancing,

wheel alignment, carwash and automobile repairs and maintenance services.