CHAPTER 1

INTRODUCTION

Due to changes in people's lifestyles, there has been a significant interest in fast

food and snack food production for some years. Consumers often seek out quick-to-

prepare foods, such as snacks, which are characterized as an alternative to quick meals

with or without significant nutritional content. According to Bower and Whitten, a

variety of products are categorized as snacks, including mini-pizza, cakes, popcorn,

cereals, and cereal-based bars.

One of the benefits of using social media or any other online platform to promote

a business is that it is a broad community with a rapidly expanding client base.

Entrepreneurs can adjust to the limitations of outdoor pursuits like advertising by

employing social media. Customers can also provide direct feedback to business owners

via an online feedback system. Business owners can take advantage of the rapid

dissemination of information on social media to boost their marketing and brand

recognition while also expanding their reach. Businesses can utilize social media

marketing to engage with current consumers and reach out to new ones while also

advertising their intended culture, mission, or tone.

According to Nathaniel B. Bermoy et.al (2021). The present has brought about

many marvels that have assisted our society's growth and prosperity. For many people,

technology has made everything more accessible and convenient. One of the benefits of

technology is the advent of social media and how it can aid in the promotion of a variety
 2

of things, including food-related items. During the COVID-19 outbreak, some people

were placed on lockdown or quarantine to avoid engagement with other people. As a

result, many firms have shut down or shifted to other platforms, such as social media.

Advertisers are eager to include social media into their digital engagement strategy. The

development of social media has prompted many firms to raise their social media

advertising spending. All restaurants and snack businesses lost their ability to sell and

attract additional guests when the virus struck. As a result of the pandemic, more people

are using social media. As a result, businesses began to offer and sell their products and

services via social media.

Background of the Study

The researcher come-up to this study to determine the social media marketing

strategies of snack bars and impact of social media marketing strategies on snack bars.

The researcher's interest and curiosity in Snack Bars led to this study. Because the

number of snack bars in Tagkawayan, Quezon, is growing. But then because of the

Pandemic, Snack Bars are now involved in online selling to advertise their product and

services, because pandemic affect their opportunity to gain more customer and gain more

sales. That’s why snack bars are using social media to keep their customers stay and up to

date on their business. But snack bars only once posted about their product and services

on social media, so they should adopt or should be more active on social media to gain

more customers to dine-in to their snack bars. Being a marketing management student,
 3

this study can be a basis of improving and developing the marketing strategy of the snack

bars for them to make their customer aware, loyal and retain to their business.

Objectives of the Study

The goal of this research was to discover the "Social Media Marketing Strategies

of Snack Bars in Tagkawayan, Quezon."

Specifically, it aimed to answer the following objectives:

1. Determine the Profile of the Respondents in terms of:

1.1 Age

1.2 Gender

1.3 Civil Status

1.4 Occupation

1.5 Monthly Income

1.6 What social media platform you usually use.

1.7 Use of social media to you.

1.8 Do you follow webpage of the following snack bars.

1.9 How often do you see the post of the snack bars.

2. Determine the Social Media Marketing Strategies of Snack Bars in Tagkawayan,

Quezon.
 4

3. Determine the Impact of Social Media Marketing Strategies on Snack Bars in

Tagkawayan, Quezon in terms of:

3.1 Brand Awareness

3.2 Brand Loyalty

3.3. Customer Retention/Acquisition

4. Determine the significant relationship between Social Media Marketing Strategies of

Snack Bars and its impact on Snack Bars.

Significance of the Study

This study has various significance which is beneficial to the following:

Business Owners. It will help them determine whether they have been able to

give satisfaction to the customer. The study will serve as guide in giving them additional

information on how to improve their marketing strategy while using social media as a

marketing online platform for them to be successful.

Customer. This research will help the customer to have brief information on how

Snack Bars performing inside Tagkawayan, Quezon.

Employees. This will benefit the employees because it will serve as their

reflection on how they are doing their job on how to promote their product to their

customers through social media.

 5

Future Researchers. Who will be undertaking the same study, this will provide

as an additional source of knowledge because they will be able to compare their research

approach and presentation to how this research work is presented.

Researcher. They will be able to use what they have learned in research and in

their associated subjects. This will also provide them practice dealing with all types of

people. This research broadens the researchers' understanding and awareness of the

current state of this type of firm.

Scope and Limitation

The research study entitled “Social Media Marketing Strategies of Snack Bars in

Tagkawayan, Quezon”, focused on the profile of the respondents. Next was to determine

the social media marketing strategies of snack bars. The next was determine the impact of

social media marketing strategies on snack bars. The last was the significant relationship

between social media marketing strategies of snack bars and impact of social media

marketing strategies on snack bars in Tagkawayan, Quezon. The data and information is

facilitated through survey questionnaire. The overall number of respondents in the study

was 275, with stratified sampling utilized to determine the total number of respondents.

Descriptive, evaluative and correlational type of research was used by the researcher

using self-made questionnaire with a scale of always, sometime and never for the

Marketing Tactics on Social Media while for the impact of social media marketing

strategies, the researcher used the scale of strongly agree, agree and disagree. On the
 6

analysis of the data, the researcher used the Weighted Mean for the Marketing Tactics on

Social Media and its Impact on Snack Bars and Pearson r was used in determining the

relationship of two variables.

Definition of Terms

The terms encountered in conducting this study were operationally defined accordingly.

Brand Awareness. This refers to the likelihood that customers are aware of the

company's product and services' existence and availability.

Brand Loyalty. This refers to a pattern of consumer behavior where consumer

become committed to business.

Business Owner. It refers to an individual or group that owns the assets of a firm

and profits from them.

Customer. This refers to the ones who engage the service and product offer by

the Snack Bar.

Customer Retention/ Acquisition. This refers to the ability of the Snack Bar to

retain its customer.

Snack Bar. It refers to a low-cost food stand which is part of a indefinite structure

that sells snacks and light fare.

 7

Social Media. This refers to the use of social media platforms and sites to

promote Snack Bars' products and services.

Social Media Marketing Strategies. This refers to the used media by the Snack

Bars to advertise their product and services.