Impact of Marketing Mix Towards Customer Retention

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 1
Chapter 1
THE PROBLEM AND ITS SETTING
This chapter entails introduction, setting of the study, statement of the
problem, hypothesis, scope and limitation of the study, significance of the
study and definition of terms.
Introduction
Recently, the food business has become popular business and had
increased ratein business sector. A study of marketing mix of Mang Boy
Lugawan has been designed as a research by researchers who are
related in the same field. The main objective of this research is asses the
satisfaction of local and foreign customers of Mang Boy Lugawan at
RockVille Novaliches Quezon City.
Marketing mix is a set of controllable, tactical marketing tool that work
together to achieve company's objectives. The four P's are place, product,
price and promotion. These factors will contribute on the growth of the
establishment. Marketing mix is one of the most popular theoretical
frameworks in marketing that has been used by companies in order to
make marketing and other decisions in a more efficient manner.
Companies have concentrated on various elements of marketing mix as a

source of competitive edge according to the strategy adopted by senior
level management in order to achieve long-term aims and objectives.
The potential contribution of marketing in terms of obtaining competitive
edge has been realized by management of many successful businesses
therefore, the attention to this specific area of business practice has
become greater than ever before. That’s way this study came up with the
curiosity of the researchers to examine the marketing mix of Mang Boy
Lugawan and analyze its impact on customer retention.
Setting of the Study
Figure 1. Mang Boy Lugawan
It is located at 1 Emerald Street, Rockville Avenue, San Bartolome,
Novaliches, Quezon City Be side of Jhun Barber shop

Statement of the Problem
This study determines the problem of Mang Boy Lugawan
Specifically, this study seeks to answer the following questions:
1. How does Mang Boy Lugawan at Rockville Novaliches Quezon City
maintain the customers retention in terms of:
1.1 taste,
1.2 affordability,
1.3 service and
1.4 menu?
2. How Marketing mix can affect to customer retention of Mang Boy
Lugawan in terms of:
2.1 product,
2.2 place,
2.3 price and
2.4 promotion?
3. Based on the findings of the study, what recommendations can be
proposed in order to maintain the customer retention in Mang Boy
Lugawan
Assumptions
This study assumed the following:
1. The Mang Boy Lugawan are highly maintain the customer retention
in terms of taste, affordability, service and menu
2. The Marketing mix of Mang Boy Lugawan are have a good effect to
customer retention in terms of product, place, price and promotion.
3. They highly recommend that they must have a good service,
marketing mix and satisfaction of the customer to maintain the
customer retention of Mang Boy Lugawan
Scope and Limitation of the Study
This study is limited to 15 potential customers and 44 regular
customer of the Mang Boy Lugawan. This study is to examine the
marketing mix retention in Mang Boy lugawan in terms of Taste,
Affordability, Services, and Menu.
Significance of the Study
This study will be beneficial to the following group of persons:
Students This study is to make students be knowledgeable and now
the important information about Marketing Mix

Parents/Guardian They may use this study for them to know the
essence of customer and it will gain some knowledge
Future Researchers This study may serve as guidelines to have
basis on research about Marketing Mix
Workers/Employees This study it also beneficial to them to the
impact of their attitude in their workplace organization
Others this study can give other business different form of reference
relating customer preference
Definition of Terms
For better understanding of this study, the terminologies used are
define either theoretically or operationally.
Affordability - The cost or price that the customer is able to pay of
Mang Boy lugawan
Customer Retention - The process of engaging existing customers
to continue buying products or services from business
Marketing Mix- The set of actions or tactics that a company uses to
promote its brand or product in the market.
Menu - A list of dishes available in Mang Boy lugawan

Place - A location where the researchers conducted the study.
Price – A price of products that sell in Mang Boy lugawan
Product - A product is anything that offered in Mang Boy lugawan
that might satisfy the customers
Promotion - A promotion is that attempts to influence the people to
buy the product
Service - In a transaction in which no physical goods are transferred
from the seller to the buyer offered by the employees of Mang Boy
lugawan
Taste - Perceive or experience the flavor of the food in Mang Boy
lugawan
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the related literature and studies both local and
foreign, synthesis of related literature and studies, theoretical framework
and conceptual framework.
Local Literature
Resurreccion (2016), the action research will identify the target
market, propose a marketing strategy, investigate its effectiveness, and
evaluate how its implementation affects sales performance. By knowing
one’s target market, the company can focus its activities that appeals to
them thereby limiting its research and budget to those who are likely to
become its clients.
Tenorio (2016), mentioned on her journal feature Analysis "An
integrated marketing communication campaign for Uptown Mall Bonifacio"
With significant endeavor to assess the business and marketing strategy
in gauging the consumer behavior in positioning the newly opened
Uptown Mall, it evaluates the omni-channel model, which allows the
mallgoers to switch seamlessly between retail brands in a number of
different ways. It will solidify the mall concept aligning it to the target
market, which is the existing tenant mix and cogitating the recommended
list of personal services, mall activities and brand experiential campaign to
propose to the target retail partners or tenants.
Foreign Literature
Ngobo (2016), mentioned on his journal feature Analysis of "The
trajectory of customer loyalty: an empirical test of Dick and Basu's loyalty
framework". The classic model of loyalty proposed by Dick and Basu
assumes that customers can be naturally classified in four loyalty
conditions. This model has been tested with cross-sectional data and
measures of recalled or retrospective consumer loyalty. Therefore, these
studies could not examine whether and why customers move across
different loyalty conditions over time and offer guidance to managers on
how to shift customers to the more desirable loyalty conditions. However,
they find that marketing actions, private label policy, feature advertising,
end-of-aisle product display, and store pricing policy, influence customer
transition across loyalty conditions.
Hanaysha (2018), the purpose of this paper is twofold: to examine the
effect of corporate social responsibility, social media marketing, sales
promotion, and store environment on the perceived value and customer
retention in the retail industry; and to provide a significant contribution to

the existing literature by examining the mediating effect of the perceived
value between the stated factors and customer retention.
Local Studies
Wugayan (2019) the purpose of this paper is to investigate the extent
to which customer experience and relationship marketing , as two widely
used service management approaches, can effectively determine
satisfaction and commitment as two relational quality constructs, and their
impact on loyalty and word-of-mouth as relational outcomes for retail
bank services. Practical implications Retail banks’ marketing strategy
should simultaneously address customer relationships and customer
experience to reduce attrition and enhance customer life-time value.
Originality/value Effects of service experience and relationship marketing
are examined in a Middle Eastern market, where internationalization of
banks has created strong competition, leading customers to view bank
services as less differentiated. Caution and examination of service quality
measures are needed before using them as metrics in annual reports and
performance reviews.
Chakiso (2015) suggests that businesses who want to retain and
develop customer loyalty must gain the trust of customers since trust is
essential in customer loyalty. On the other hand, just like trust,

commitment is constantly used in most customer relationship studies and
discuss that this dimension is essential in building long-term relationships
between customer and an important indicator of relationship performance
Foreign Studies
Jalal (2018) the purpose of this paper is twofold: to examine the effect
of corporate social responsibility, social media marketing, sales
promotion, and store environment on the perceived value and customer
retention in the retail industry; and to provide a significant contribution to
the existing literature by examining the mediating effect of the perceived
value between the stated factors and customer retention.
Design/methodology/approach A quantitative research approach was
utilized, collecting data from customers of department stores in the east
coast of Malaysia.
Bernazzani (2020) Once you've created a killer product and have
identified your target market, company growth can take off and it's
important to dedicate just as many resources to retaining existing
customers as to selling to new customers. And that's what your customer
success team is for to help customers see value and achieve goals using
your product or service. But there's more to it than just answering their
phone calls and helping them onboard with your software it's about
creating a process from the very beginning that fosters communication,
trust, and mutual growth.
Synthesis of Related Literature and Studies
The local literature written by Resurreccion, (2016) and Tenerio (2016)
pointed out that there are factors consider in maintaining customer loyalty.
According to them marketing mix in customer retention will greatly affect
customer loyalty. In additional by determine the target market proposed
market strategies, integrated marketing, implement affects sales
performance to customer retention.
The foreign literature written by Ngobo, (2016) and Hanasya (2018)
signified that product must be reviewed and evaluated considering by the
innovative product of the prospective customer. According to study, sales
promotion, store environment, and they should give the customer desire
especially the quality of their food to customer loyalty
The local studies conducted by Wugayan (2019) and Chasiko (2015)
found that customer satisfaction is important in the restaurant. According
to them the customer maintains their loyalty as they provide comfort and
satisfaction to quest without compromising the operational efficiency of
the business aimed to determine the operational efficiency and customer

satisfaction of restaurants as a basis for business operation
enhancement.
The foreign studies cited by Jalal (2018) and Bernazzani(2020)
conclude that customer satisfaction to become customer loyalty.
According to them by develop company in order to increase the customer
satisfaction and improve customer retention in the future, be able to grow
your customer relationships.
Theoretical Framework
Theory of Customer retention by Kotler &Keller (2010) defined
loyalty as “a commitment deeply held by the customer, to re-buy or to re-
patronize a preferred product or service in the future, thereby causing
repetitive same-brand or same brand-set purchasing.” In his book of
Marketing Management, Kotler & keller (2010) have 4 indicators to
measure `customer loyalty, which are: The customer’s intention to keep
buying a particular product/service, the customer’s intention to do cross-
selling, the willingness of the customer to spread positive word-of-mouth
about the product/service, the customer’s intention to offer ideas to the
company regarding the development of the product/service. According to
Customer Loyalty Index as a tool to measure customer loyalty, it lies in
the expression of the highest form of customer emotional adherence to
the brand and business.

Recommend a product or service to others or a positive word-of
mouth. In shopping center context, if customers recommend a shopping
center to others it means the customers have extraordinary confidence in
the value of the shopping center they recommend, a degree of customer
retention. Customer retention according to business dictionary are
“typically expressed as a percentage of long-term clients, and they are
very important to a business
Conceptual Framework
This study utilized the INPUT-PROCESS-OUTPUT in conducting the
research
Figure 1 shows the input of the study consist 55 regular customers:
collection of related literatures and studies, potential customer guided with
the theory of Kotler &Keller and construction of the questionnaire.
The process of the study includes marketing mix towards customer
retention in terms of taste, affordability, service, and menu. The output of
the study includes the improvement of marketing mix towards customer
retention of Mang Boy Lugawan at Rockville Novaliches Quezon City.

INPUT PROCESS OUTPUT
55 regular
Potential
customers Impact of marketing mix towards Recommendation
the Customers retention of Mang to marketing mix
Related Boy Lugawan at Rockville towards customer
Literature Novaliches Quezon City retention
and Studies
1. Taste
Theory of 2. Affordability
Kotler 3. Service
&Keller 4. Menu
(2010)
Administration of Questionnaire
Questionnaire
Feedback
Figure 2. conceptual method of the study

Chapter 3
METHODS OF RESEARCH
This chapter entails research design, respondents of the study,
sampling technique, instrument used in the study, validation of the
instrument, data gathering procedures and statistical treatment of data.
Research Design
This study utilized descriptive method or research design.
This descriptive research defined as a purpose process of gathering,
analysis, classifying, and tabulating data about prevailing conditions.
Descriptive research answers the question who, what, where, when, and
how. According to Hossein (2015) we need to not only examine how
learning takes place in general or what factors affect it, but also provide
more in-depth examination and understanding of individual learners and
their behaviors and experiences.
The researchers used the descriptive method to impact of marketing
mix towards to customer retention of Mang Boy Lugawan at Rockville
Novaliches, Quezon City.

Respondents of the Study
The sample of this study was taken from asking 44 regular customers
and 15 potential customers in Mang Boy Lugawan at Rockville Nova,
Quezon City. This study will be taken outside an inside of the store. The
respondents voluntarily accepted the request of the researchers to gather
information and answer the questions prepared for them.
Sampling Technique
According to Foley (2018) the researcher used the purposive
sampling technique is a non-probability sample that is selected based on
characteristics of a population and object the study. The sample
intendedly used to approach the 44 regular customers and 15 potential
customers purposively
Instrument Used in the Study
This study utilized survey questionnaire as an instrument in the study
conducted.
Questionnaire. Part 1 of the questionnaire includes maintain the
customers retentions in terms of taste, affordability, service and menu.
Part 2 includes the affects to customer retention of product, place, price

and promotion. Part 3 includes what recommendations can be proposed
in order to maintain the customer retentions.
Validation of the Instrument
The instrument used in conducting the research was validated by the
research adviser and grammarian. After the revisions made, the
questionnaire is ready to use as an instrument of the study.
Data Gathering Procedures
To gather the needed data and information the following steps are
undertaken by the researchers.
1. Construction of the survey questionnaire according to the specific
problem of the studies.
2. Request permission to administer questionnaire and conducting
the studies by permission of owners.
3. Presentation of data tabulated and incorporation of analysis of
presenting data.
4. Encoding the data gathered and used appropriate statistical tool.
5. Organization of collected data.
6. Draw findings, conclusion and recommendations.
7. Defend the final to the panel.

Statistical Treatment of Data
This study utilized the following statistical tools:
1. Frequency and Percentage. A frequency and percentage is it was
used to determine the customers retention and to maintain the
loyalty of customers to mang boy lugawan
F
P(% )= x 100
N
Where:
P (%) = percentage
F = frequency
N = number of respondents
2. Weighted Mean. It was determining the effect to customer retention
in terms of taste, affordability, service and menu and product,
place, price and promotion.
Ʃfx
x=
N
Where:
x = weighted mean
Σ Fx = total frequency and response
N = total number of respondents
This mean was interpreted to the marketing mix towards customer
retention using the following Likert Scale.
Scale Mean Verbal Interpretation
5 4.50-5.00 Very Strongly Effect (VSE)
4 3.50-4.49 Strongly Effect (E)
3 2.50-3.49 Effect (E)
2 1.50-2.49 Moderately Effect (ME)
1 1.00-1.49 Least Effect (LE)

Chapter 4
PRESENTATION, ANALYSIS AND INTERPRETATION
OF DATA
This chapter presents the analysis and interpretation of data gathered
through survey questionnaire as an instrument used in this study. Every
data collected should be analyzed and interpreted to inform the
researchers about the findings.
Sub Problem 1. How does Mang boy Lugawan at Rockville
Novaliches Quezon City the customer retention in terms of:
1.1 taste
TABLE 1
Customer retention as to Taste
Category F % Rank
Freshness of the 29 58% 1
food
Flavor of food 12 24% 2
The temperature 2 4% 4
of the food
Comfort of food 7 14% 3
taste at home
OVERALL 50 100%
Indicated in Table 1 are the frequency and percentage distribution of the
respondents as to taste. The freshness of the food they got 29 or 58% as
Rank 1 while the flavor of food they got 12 or 24% as rank 2 and the
temperature of the food they got 2 or 4% as rank 4 and lastly the comfort
of food taste at home they got 7 or 14% as rank 3. It is an indication of
most respondents of the taste.
According to Hardikar et al. (2017) low salt, sweet, and fat taste
sensitivity is associated with adverse eating habits and
overweight/obesity. Although studies that link taste perception to diet and
BMI are important to establish the fundamental role of taste in health,
findings are not consistent across studies and more detailed analyses are
needed to understand how differences in taste perception lead to changes
in food selection. A taste has been shown to play a fundamental role in
food selection.
1.2 affordability
TABLE 2
Customer retention as to Affordability
Category F % Rank
Value for money 20 40% 2
availability
Cheap price 8 16% 3
Budget friendly 22 44% 1
OVERALL 50 100%
Indicated in Table 2 are the frequency and percentage distribution ofthe
respondents as to affordability. The category of the value of money
availability they got 20 or 40% as Rank 2 while the cheap price they got 8
or 16% as rank 3 and lastly the budget friendly they got 22 or 44% as rank
1. It is an indication of most respondents of the affordability.
According to Mahmud, et al (2015) prices have a significant influence
on customer loyalty with a positive relationship. Price is a variable that
can be controlled and determine whether a product is accepted by
consumers, to gain customer loyalty need to understand customer wants
and needs.
1.3 service
TABLE 3
Customer retention as to Service
Category F % Rank
Staff was 17 34% 1
courteous and
helpful
Staff gives 8 16% 4
complete, accurate
info to you
Food are quickly 9 18% 3
served
Staff’s good 16 32% 2
hospitality
OVERALL 50 100%
Indicated in Table 3 are the frequency and percentage distribution of the
respondents as to service. The category of the Staff was courteous and
helpful they got 17 or 34% as Rank 1 while the Staff gives complete,
accurate info to you they got 8 or 16% as rank 4 and The Food are quickly
served they got 9 or 18% as rank 3 lastly the Staff’s good hospitality they
got 16 or 32% as rank 2. It is an indication of most respondents of the
service.
According to Weng-Kun Liu (2017) The purpose of this study was to
use customers’ perspectives to develop a conceptual model for improving
service quality and enhancing customer satisfaction and loyalty. The
research results indicate that service quality positively influences
customer satisfaction and customer loyalty. Service quality positively
influences customer loyalty through customer satisfaction. The research
findings indicate that managers need to ensure they have efficient service
quality to enhance customer satisfaction and customer loyalty levels.
1.4 menu
TABLE 4
Customer retention as to Menu
Category F % Rank
The visual 14 28% 2
arrangement of
food
Quality of 23 46% 1
information given
in the menu
Variation of food 13 26% 3
provided
OVERALL 50 100%
Indicated in Table 4 are the frequency and percentage distribution ofthe
respondents as to menu. The category of the visual arrangement of food
they got 14 or 28% as rank 2 while the quality of information given in the
menu, they got 23 or 46% as rank 1 and lastly the Variation of food
provided, they got 1 or 26% as rank 3. It is an indication of most
respondents of the menu.
According to Pavesic (2019), the menu is the most important internal
marketing and sales tool a restaurant must market its food and beverage
to customers. Once placed in the guest's hand, it can directly influence
not only what they will order, but ultimately how much they will spend.
Menu design directly influences sales revenue. Management is constantly
forecasting business volume to estimate how much to buy, keep in
inventory, and prepare. A properly designed menu makes these kinds of
decisions easier and more accurate.

Sub Problem 2. How Marketing mix can affect to customer retention
of Mang Boy Lugawan in terms of:
2.1 product
TABLE 5
Effect to Product
Indicators x V.I Rank
The satisfaction to the product
based on your purchase 4.08 SE 4
experience
The quality of the food 4.40 SE 3
The product are valuable 4.46 SE 1
Expectations to the products. 4.00 SE 5
The food is served hot and fresh 4.38 SE 2
Weighted Mean 4.26 SE
Legend:
Scale Mean Verbal Interpretation

5 4.50-5.00 Very Strongly Effect (VSE)
4 3.50-4.49 Strongly Effect (SE)
3 2.50-3.49 Effect (E)
2 1.50-2.49 Moderately Effect (ME)
1 1.00-1.49 Least Effect (LE)
Table 5 shows the Product by obtained Weighted Mean 4.26 as
Strongly effect. In terms of the satisfaction to the product based on your
purchase experience they got 4.08 as Strongly effect, the quality of the
food they got 4.40 as Strongly effect, the product are valuable they got
4.46 as Strongly effect, expectation to the products they got 4.00 as
Strongly effect and the food is served hot and fresh they got 4.38 as
Strongly effect.
According to Davin (2016) Product quality, or the usefulness and
reliability of an item or service, can help to achieve success for any
business. The higher the quality of the product being sold, the more likely
that people will purchase it. In fact, many are willing to spend extra for
products that are deemed to be of higher quality because they tend to be
more dependable and last longer. This is because consumers want to
make investments in sturdy products that operate smoothly for years to
come.
2.2 price
TABLE 6
Effect to Price
The product has a good deal
that you were likely to buy
4.06 SE 3.5
The satisfaction with the amount
of money typically pay for the 3.88 SE 5
product
Reachable when it comes to
4.06 SE 3.5
price.
The product is budget friendly 4.14 SE 2
The satisfaction with the pricing 4.18 SE 1
of Mang Boy Lugawan
Table 6 shows the Price by obtained Weighted Mean 4.06 as Strongly
effect. In terms of the product has a good deal that you were likely to buy
they got 4.06 as Strongly effect, the satisfaction with the amount of money
typically pay for the product they got 3.88 as Strongly effect, reachable
when it comes to price they got 4.06 as Strongly effect, the product is
budget friendly they got 4.14 as Strongly effect and the satisfaction with
the pricing of Mang Boy Lugawan they got 4.18 as Strongly effect.
According to Elsivier (2016) Factors affecting price and
competition varied due to different pricing and regulatory policies in effect.
In the US, the market size and revenue of brand-name drugs in the year
before patent expiration was the most important factor determining
generic competition. The length of exclusivity period, authorized generics,
and product extensions also affected brand and generic competition in the
US.
2.3 place
TABLE 7
Effect to Place
Store has good ventilation. 4.08 SE 1
Good store or location 3.94 SE 3
Products in place are well-
3.92 SE 4
organized
Good ambiance of the store. 3.96 SE 2
The design and style inside the 3.84 SE 5
store is visually appealing.

Table 7 shows Place by obtained Weighted Mean 3.95 as Strongly
effect. In terms of store has good ventilation they got 4.08 as Strongly
effect, good store or location they got 3.94 as Strongly effect, products in
place are well-organized they got 3.92 as Strongly effect, good ambiance
of the store they got 3.96 as Strongly effect and the design and style
inside the store is visually appealing they got 3.84 as Strongly effect.
According to Hawkins (2015) Place is a channel used to get the
products to the target customers inside and outside the company, where
target customers usually make the purchase.
2.4 promotion
TABLE 8
Effect to Promotion
Advertising the products make
customer attracted.
4.08 SE 1.5
Advertising the products make
customer attracted.
3.98 SE 3
Catch promotion makes
customer avail the products.
4.08 SE 1.5
Promotion helps the business
growth.
3.84 SE 5
Promotion affects the buying 3.88 SE 4
decision.
Table 8 shows the Promotion by obtained Weighted Mean 3.97 as
Strongly effect. In terms of advertising the products make customer
attracted they got 4.08 as Strongly effect, advertising the product makes
customer attracted they got 3.98 as Strongly effect, catch promotion
makes customer avail the products they got 4.08 as Strongly effect,
promotion helps the business growth they got 3.84 as Strongly effect and
promotion affects the buying decision they got 3.88 as Strongly effect.
According to Ward (2019), business promotion is a business
promotional activity that's communicating with the public to influence them
toward buying your products and/or services. Generally we promote our
businesses, our products, and our services by trying to bring them to the
forefront of our target audience's attention in the hope that they will act as
we want them to (i.e. see our product; want to buy our product). you might
promote your business, product or service in person through direct selling
or in a retail store, via the internet through a website or social media
platform, electronically through email or text messaging (SMS marketing),
just to name a few of the more popular business communication
channels, but it's the intention to influence the consumer that defines
promotion and sets it apart from other communication with customers
and/or clients.
TABLE 9
Summary Table on the: Customer Retention in Mang Boy Lugawan at
Rockville Novaliches Quezon City.
Variables x V.I Rank
Product 4.26 SE 1
Price 4.06 SE 2
Place 3.95 SE 4
Promotion 3.97 SE 3
Overall Weighted
4.06 SE
Mean
Table 9 shows the Summary table on the Impact of marketing mix
towards to customer retention of Mang Boy Lugawan at Rockville
Novaliches Quezon City by obtained Overall Weighted Mean 4.06 as
Strongly effect. In terms of product they got the total of 4.26 as Strongly
effect, price they got the total of 4.06 as Strongly effect, place they got
3.95 as Strongly effect and promotion they got 3.97 interpreted as
Strongly effect.
Sub Problem 3. Recommendation proposed in order to maintain the
customer retention in mang boy lugawan.
1. Must have any social media account to promote and gain more
customers
2. There should be a larger parking area to avoid customer
complaints if any, please specify.

3. The ambiance reflects a homey ambiance with clear catchy
signage and well-lighted place.
4. The store safety, insufficient no. of CCTV
5. Add staff to faster service.

Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS
AND RECOMMENDATIONS
The purpose of this chapter is to summarize the findings that emerged
from the study; what the study suggested, revealed or indicated. This
usually refers to the totality of outcomes, rather than the conclusions or
recommendation drawn from them.
Summary of Findings
From the foregoing analysis and interpretation made, the following
findings drawn presented:
1. Mang boy Lugawan at Rockville Novaliches Quezon City the
customer retention in terms of:
1.1 Taste The freshness of the food they got 29 or 58% as Rank 1 while
the flavor of food they got 12 or 24% as rank 2 and the temperature
of the food they got 2 or 4% as rank 4 and lastly the comfort of food
taste at home they got 7 or 14% as rank 3. It is an indication of most
respondents of the taste.
1.2 Affordability The category of the value of money availability they got
20 or 40% as Rank 2 while the cheap price they got 8 or 16% as

rank 3 and lastly the budget friendly they got 22 or 44% as rank 1. It
is an indication of most respondents of the affordability
1.3 Service The category of the Staff was courteous and helpful they
got 17 or 34% as Rank 1 while the Staff gives complete, accurate
info to you they got 8 or 16% as rank 4 and The Food are quickly
served, they got 9 or 18% as rank 3 lastly the Staff’s good
hospitality they got 16 or 32% as rank 2. It is an indication of most
respondents of the service.
1.4 Menu The category of the visual arrangement of food they got 14 or
28% as rank 2 while the quality of information given in the menu,
they got 23 or 46% as rank 1 and lastly the Variation of food
provided, they got 1 or 26% as rank 3. It is an indication of most
respondents of the menu.
2. Marketing mix can affect to customer retention of Mang Boy
Lugawan in terms of:
2.1 Product by obtained Weighted Mean 4.26 as Strongly effect. In terms of
the satisfaction to the product based on your purchase experience they got
4.08 as Strongly effect, the quality of the food they got 4.40 as Strongly
effect, the product are valuable they got 4.46 as Strongly effect, expectation
to the products they got 4.00 as Strongly effect and the food is served hot
and fresh they got 4.38 as Strongly effect.

2.2 Price by obtained Weighted Mean 4.06 as Strongly effect. In terms
of the product has a good deal that you were likely to buy they got
4.06 as Strongly effect, the satisfaction with the amount of money
typically pays for the product they got 3.88 as Strongly effect,
reachable when it comes to price, they got 4.06 as Strongly effect, the
product is budget friendly they got 4.14 as Strongly effect and the
satisfaction with the pricing of Mang Boy Lugawan they got 4.18 as
Strongly effect.
2.3 Place by obtained Weighted Mean 3.95 as Strongly effect. In
terms of store has good ventilation they got 4.08 as Strongly effect,
good store or location they got 3.94 as Strongly effect, products in
place are well-organized they got 3.92 as Strongly effect, good
ambiance of the store they got 3.96 as Strongly effect and the design
and style inside the store is visually appealing, they got 3.84 as
Strongly effect.
2.4 Promotion by obtained Weighted Mean 3.97 as Strongly effect. In
terms of advertising the products make customer attracted they got
4.08 as Strongly effect, advertising the product makes customer
attracted they got 3.98 as Strongly effect, catch promotion makes
customer avail the products they got 4.08 as Strongly effect,

promotion helps the business growth they got 3.84 as Strongly effect
and promotion affects the buying decision, they got 3.88 as Strongly
effect.
Conclusions
From the summary of findings, the researchers formulated the
following conclusions:
1. The customer Retention of Mang Boy Lugawan at Rockville
Novaliches, Quezon City in terms of taste, affordability, service and
menu. The food serves fresh and budget friendly, their staffs was
courteous and helpful, and they have the quality of information given
in the menu.
2. Marketing mix affects to Customer retention of Mang Boy Lugawan
in terms of product, price, place and promotion. Majority of the
respondents responded "Strongly effect"
3. In order to maintain the customer Retention in Mang Boy Lugawan
this study recommend that they must have any social media accounts
to promote their product and to gain more customers because most of
the people nowadays are using social media. Secondly, they must
enlarge their parking area for the customers who have private
transportations. Third. they're lack of staffs to make the service fast
and easy therefore they must add more staffs to improve their
services and last they must have to add more CCTV cameras to
secure the safety of their staffs and customers inside the store.
Recommendations
Based on the conclusions presented, this study came up with the
following recommendations:
1. Most of the respondents respond to the freshness of food as to
taste, this study recommend that Mang Boy Lugawan must have to
maintain the good taste and the freshness of the food.
2. Majority of the respondents respond as “strongly effect” this study
recommend that they must improve their pricing, product, quality
and promotion.
3. This study recommends having a social media access in order to
promote their product, have a secure and maintain the good
ambiance of the store.

BIBLIOGRAPHY
A. Books
B. Articles/Journals
Tenorio (2016)
Ngobo (2016)
Jalai (2018)
Resurreccion (2016)
C. Thesis/Dissertation
D. Online Sources
https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/603
https://www.google.com/amp/s/neilpatel.com/blog/how-to-improve-customer-
retention/amp/
APPENDIX A
Survey Questionnaire
1.1 Taste
1.1.1. Freshness of the food
1.1.2 Flavorful food
1.1.3 The temperature of the food
1.1.4 Comport food taste of home
1.2. Affordability
1.2.1 Value for money availability
1.2.2 Cheap price
1.2.3 Budget friendly
1.3 Service
1.3.1 Staff was courteous and helpful
1.3.2 Staff gives complete, accurate info to you
1.3.3 Food are quickly served
1.3.4 Staff’s good hospitality
1.4 Menu
1.4.1. The visual arrangement of food
1.4.2. Quality of information given in the menu
1.4.3 Variation of food provided

Part 2: Customer Retention in Mang Boy Lugawan at Rockville Novaliches Quezon

City.
Directions: Please a put check (✔️) on appropriate number on the Likert scale.
Rating Verbal Interpretation Symbol
1 Very Strong Effect VSE
2 Very Effect VE
3 Effect E
4 Moderately Effect ME
5 Least Effect LE
2.1 Product
Indicator 5 4 3 2 1
2.1.1 The satisfaction to the product based on your

purchase experience
2.1.2. The quality of the food
2.1.3. The product is valuable
2.1.4. Expectations to the products.
2.1.5. The food is served hot and fresh
2.2 Price
Indicator 5 4 3 2 1
2.2.1 The product has a good deal that you were likely
to buy
2.2.2 The satisfaction with the amount of money

typically pay for the product
2.2.3 Reachable when it comes to price.

2.2.4 The product is budget friendly.
2.2.5 The satisfaction with the pricing of Mang Boy

Lugawan
2.3 Place
Criteria 5 4 3 2 1
2.3.1. Store has good ventilation.
2.3.2 Good store or location.
2.3.3 Products in place are well-organized.
2.3.4 Good ambiance of the store.
2.3.5 The design and style inside the store is visually

appealing.
2.4 Promotion
Criteria 5 4 3 2 1
2.4.1. Advertising the products make customer

attracted.
2.4.2 Public promotion makes the business known to

the market.
2.4.3 Catch promotion makes customer avail the

products.
2.4.4. Promotion helps the business growth.
2.4.5 Promotion affects the buying decision.

Part 3: Recommendation to Mang Boy Lugawan at Rockville Novaliches, Quezon

City.
Must have any social media account to promote and gain more customers
There should be a larger parking area to avoid customer complaints if any, please
specify.
The ambiance reflects a homey ambiance with clear catchy signage and well-lighted
place.
The store safety, insufficient no. of CCTV
Add staff to faster service.

APPENDIX B
Pictures/Documentation
APPENDIX C
Certificate of English Editing
This is to certify that the MARKETING RESEARCH STUDY entitled
IMPACT OF MARKETING MIX TOWARDS TO CUSTOMER
RETENTION OF MANG BOY LUGAWAN AT ROCKVILLE
NOVALICHES QUEZON CITY
submitted by its authors

Tyrone Kelvin P. Dimas
Gerome M. Maceren
Gian Paulo Y. Peralta
John Eric S. Piquit
Roland H. Plumares Jr
has been edited for proper English language, grammar, punctuation,

spelling and overall style. Neither the research contents nor the
authors’ were altered during the editing process.
Editor
Date:
NAME: MACEREN GEROME M
ADDRESS:28 G MOLINA ST CANUMAY EAST VALENZUELA CITY
GMAIL: Jheromemaceren@gmail.com
CP NO. 09758121780
CAREER OBJECTIVES: I want to succeed in a stimulating and challenging environment

that will provide me with advancement opportunities.
EDUCATIONAL ATTAINMENT:
TERTIARY: (BESTLINK COLLEGE OF THE PHILIPPINES (PRESENT) (QUEZON

CITY)
SECONDARY: (CANUMAY EAST NATIONAL HIGH SCHOOL) (2012-2016)

(VALENZUELA CITY)
PRIMARY: (STA CRUZ ELEMENTARY SCHOOL) (2006-2012) (PAMPANGA)
SEMINAR & TRAINING:
PERSONAL BACKGROUND:
Date of Birth: November 12, 1999
Place of Birth: Lubao Pampanga
Age: 21
Gender: Male
Civil Status: Single
Citizenship: Filipino
NAME: Tyrone Kelvin P. Dimas
ADDRESS: A-15 Don Julio Gregorio St. Bagbag Novaliches Quezon City
GMAIL: tyronekelvind@gmail.com
CP NO.: 09105574737
CAREER OBJECTIVES: To gain more knowledge and to obtain a position that would
enhance my skills about to be an effective individual that can contribute skills for the
company’s progress.
TERTIARY: Bestlink College of the Philippines Quezon City
Bachelor of Science in Business Administration Major in Marketing Management
SY:2018-2022
SECONDARY: Ernesto Rondon High School SY: 2012-2016
College of St Catherine Quezon City SY: 2016-2018
PRIMARY: Bagbag Elementary School SY: 2006-2012
SEMINAR & TRAINING: "Business People, business purpose and business passion:
The pathway to success"
Date of Birth: July 3, 1999 Gender: Male
Place of Birth: Manila City Civil Status: Single
Age: 21 Citizenship: Filipino

NAME: Gian Paulo Y. Peralta
ADDRESS: 25 Creekside drive real village Brgy. Tandang Sora Quezon City
GMAIL: peraltagian94@gmail.com
CP NO. 09758121780
CAREER OBJECTIVES: I want to succeed in a stimulating and challenging environment

that will provide me with advancement opportunities.
TERTIARY: (BESTLINK COLLEGE OF THE PHILIPPINES (PRESENT) (QUEZON

CITY)
SECONDARY: (ISMAEL MATHAY SR. HIGH SCHOOL) (2011-2015) (QUEZON CITY)
PRIMARY: (GSIS VILLAGE ELEMENTARY SCHOOL) (2006-2011) (QUEZON CITY)
Date of Birth: August 31, 1998 Gender: Male
Place of Birth: Caloocan Civil Status: Single

NAME: John Eric S. Piquit
ADDRESS: 135 Sauyo Road Novaliches Quezon City
GMAIL: piquitjohneric@gmail.com
CP NO.: 09128979817
TERTIARY: BestLink College of the Philippines Quezon City
SY:2018-2022
SECONDARY: Sauyo High School SY: 2012-2016
College of St Catherine Quezon City SY: 2016-2018
PRIMARY: Bagbag Elementary School SY: 2006-2012
Date of Birth: September 9,1999 Gender: Male
Place of Birth: Manila City Civil Status: Single

NAME: Rolando H. Plumares Jr.
ADDRESS: Blk 1 lot 1 Goldenville Llano Caloocan City
GMAIL: jheplumares07@gmail.com
CP NO.: 09501515514
TERTIARY: BestLink College of the Philippines Quezon City
SY:2018-2022
SECONDARY: Llano High School SY: 2012-2018
PRIMARY: Llano Elementary School SY: 2006-2012
Date of Birth: August 07,1999 Gender: Male
Place of Birth: Valenzuela City Civil Status: Single


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BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 1

THE PROBLEM AND ITS SETTING

This chapter entails introduction, setting of the study, statement of the

problem, hypothesis, scope and limitation of the study, significance of the

study and definition of terms.

increased ratein business sector. A study of marketing mix of Mang Boy

Lugawan has been designed as a research by researchers who are

satisfaction of local and foreign customers of Mang Boy Lugawan at

RockVille Novaliches Quezon City.

Marketing mix is a set of controllable, tactical marketing tool that work

establishment. Marketing mix is one of the most popular theoretical

frameworks in marketing that has been used by companies in order to

make marketing and other decisions in a more efficient manner.

Companies have concentrated on various elements of marketing mix as a

source of competitive edge according to the strategy adopted by senior

level management in order to achieve long-term aims and objectives.

The potential contribution of marketing in terms of obtaining competitive

edge has been realized by management of many successful businesses

therefore, the attention to this specific area of business practice has

curiosity of the researchers to examine the marketing mix of Mang Boy

Lugawan and analyze its impact on customer retention.

Setting of the Study

Figure 1. Mang Boy Lugawan

It is located at 1 Emerald Street, Rockville Avenue, San Bartolome,

Novaliches, Quezon City Be side of Jhun Barber shop

Statement of the Problem

This study determines the problem of Mang Boy Lugawan

Specifically, this study seeks to answer the following questions:

1. How does Mang Boy Lugawan at Rockville Novaliches Quezon City

maintain the customers retention in terms of:

1.3 service and

2. How Marketing mix can affect to customer retention of Mang Boy

Lugawan in terms of:

2.3 price and

3. Based on the findings of the study, what recommendations can be

proposed in order to maintain the customer retention in Mang Boy

This study assumed the following:

in terms of taste, affordability, service and menu

customer retention in terms of product, place, price and promotion.

3. They highly recommend that they must have a good service,

marketing mix and satisfaction of the customer to maintain the

customer retention of Mang Boy Lugawan

Scope and Limitation of the Study

This study is limited to 15 potential customers and 44 regular

customer of the Mang Boy Lugawan. This study is to examine the

marketing mix retention in Mang Boy lugawan in terms of Taste,

Affordability, Services, and Menu.

Significance of the Study

This study will be beneficial to the following group of persons:

Students This study is to make students be knowledgeable and now

the important information about Marketing Mix

essence of customer and it will gain some knowledge

Future Researchers This study may serve as guidelines to have

basis on research about Marketing Mix

Workers/Employees This study it also beneficial to them to the

impact of their attitude in their workplace organization

relating customer preference

For better understanding of this study, the terminologies used are

define either theoretically or operationally.

Affordability - The cost or price that the customer is able to pay of

Mang Boy lugawan

Customer Retention - The process of engaging existing customers

to continue buying products or services from business