Chapter 4 To 5

Diocese of San Jose de Nueva Ecija
Apo Jose Catholic Educational System Foundation
Holy Family Academy of Quezon, Nueva Ecija, Inc

Tomas Joson Ave. Brgy.II, Quezon, Nueva Ecija
Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter enfolds the presentation, analysis and discussion of the data gathered by the
researchers from the co-researchers of the study based on the sequence of the statement of the
purpose of the research.
In order to gather the necessary information for the research study, permission was requested
from the owner of the restaurant. The survey questionnaires checklist was used as the main
instrument for the data gathering. It consists of items in the marketing practices pertaining to the
product offering, price and promotion of the business. The questionnaires were personally
distributed, administered and retrieved by the researchers of the study from the respondents.
In accordance with the questionnaire form completed by the manager, Pizza Avenue is owned
by the sole proprietor, Victor E. Bernardo. It started to open last October 11, 2019. It is located at
123 Tomas Joson, Dulong Bayan, Quezon, Nueva Ecija.. The owners of the business are using
different marketing methods including product offering, price and promotion. It has an average
number of 4 employee working for the business including and an average number of 350 - 450
customers per month.
The result of the data analysis was limited to the use of the following statistical tools:
frequencies and percentages mean and the Simple Linear Correlation Analysis.

Questionnaire for the owners:
Graph 1: Do you apply 4P’s marketing mix and model in the business?
100%
Yes No
Graph 1 presents the number and percentage of owners if they apply 4P’s marketing mix and
model in pizza avenue. The results show that 100% of the owner answered yes.
Graph 2: As an owner or worker, did you used different marketing method?
100%
Yes No
Graph 2 presents the number and percentage of owners if they used different marketing
method. The results show that 100% of the owner answered yes.

Graph 3: Is this business is better to be proprietorship?
100%
Yes No
Graph 3 presents the number and percentage of owners if it is better if this business is to be
proprietorship. The results show that 100% of the owner answered yes.
Graph 4: Are you satisfied to run or work this kind of business?
100%
Yes No
Graph 4 presents the number and percentage of owners if they are satisfied and contented to
run and work in this kind of business. The results show that 100% of the owner answered yes.

Graph 5: As an owner, do you want this business to make it bigger?
100%
Yes No
Graph 5 presents the number and percentage of owners if they want their business make it
bigger. The results show that 100% of the owner answered yes.
Survey Questionnaire for customers:
Graph 1: Do promotional activities influence you to come in Pizza Avenue?

8%
Yes No
92%
Graph 1 presents the number and percentage of respondents if promotional activities
influence them to come in Pizza Avenue. The results show that 92% of the respondents answered
yes, while the 8% answered no.

Graph 2: Are you 8%

satisfied on their services?
Yes No
92%
Graph 2 presents the number and percentage of respondents if they are satisfied on the
services of Pizza Avenue. The results show that 92% of the respondents answered yes, while the
8% answered no.
Graph 3: The venue or place are good in occasions?
16%
Yes No
84%
Graph 3 presents the number and percentage of respondents if the venue of Pizza Avenue are
good in occasions. The results show that 84% of the respondents answered yes, while the 16%
answered no.

Graph 4: Is it good to you even the venue or place of Pizza Avenue is near at the road?
24%
Yes No
76%
Graph 4 presents the number and percentage of respondents if it is good even the venue or
place of Pizza Avenue is near at the road. The results show that 76% of the respondents
answered yes, while the 24% answered no.
Graph 5: Is it good to you even the venue or place of Pizza Avenue is near at the road?
4%
Yes No
96%
Graph 5 presents the number and percentage of respondents if they consider the venue or
place of Pizza Avenue as a trend. The results show that 96% of the respondents answered yes,
while the 4% answered no.

Table 1: Implementation of Marketing Practices of Pizza Avenue:
Product Offering
Product Offering Mean DR
Sanitation and cleanliness of Pizza Avenue and their 4.40 Always

surroundings
Availability of parking space 2.33 Rarely
Food and beverages 4.20 Oftentimes
Good and proper ventilation 3.73 Oftentimes
Customer information service 4.14 Oftentimes
Prompt courteous service 4.08 Oftentimes
Proper arrangement of dining facilities 4.33 Always
OVERALL 3.88 Oftentimes

Norms Marketing Practices
4.21 – 5.00 Always Very High
3.41 – 4.20 Oftentimes High
2.61 – 3.40 Sometimes Fair
1.81 – 2.60 Rarely Low
1.00 – 1.80 Never Very Low
Table 1 displays the level of implementation of the marketing practices of Pizza Avenue in
terms of product offering. The results show that the restaurant has a “High” (X=3.88) level of
marketing practices in their product offerings. They consider the sanitation and cleanliness of
Pizza Avenue and its surroundings as “Very High” (X=4.40), availability of parking space as
“Low” (X=2.33), food and beverages as “High” (X=4.20), good and proper ventilation as “High”
(X=3.73), customer information service as “High” (X=4.14), prompt courteous service as “High”
(X=4.08) and the proper arrangement of dining facilities as “Very High” (X=4.33).

Price Mean DR
Price of foods they offer 4.20 Oftentimes
The prices vary according to quality 4.26 Always
The prices vary according to the target market 4.15 Oftentimes

Pricing
terms of pricing. The results show that the restaurant has a “High” (X=4.20) level of marketing
practices in their pricing. They consider the price of foods that Pizza Avenue offer as “High”
(X=4.20), the prices vary according to quality as “Very High” (X=4.26), and the prices vary
according to the target market as “ High” (X=4.15).


Promotion
Promotion Mean DR
Factor observed to capture and maintain customers’ loyalty
a. Giving customers’ discount 3.58 Oftentimes
b. Providing additional amenities such as maid service and 4.19 Oftentimes

radio.
c. Greeting customers and being friendly 4.38 Always
d. Providing customers with clean and ventilated areas 4.07 Oftentimes
Ways of advertising the Pizza Avenue
a. Social Media 4.37 Always
b. Tarpaulin 3.80 Oftentimes

terms of promotion. The results show that the restaurant has a “High” (X=4.07) level of
marketing practices in their promotion. They observe different factors to capture and maintain
customers’ loyalty just like giving customers’ discount as “High” (X=3.58), providing additional
amenities such as maid service and radio as “High” (X=4,19), greeting customers and being
friendly as “Very High” (X=4.38), providing customers with clean and ventilated areas as
“High” (X=4.07) They also follow various ways of advertising the Pizza Avenue to a specific
population or a targeted client in order to lead to a higher level of success for the operation just
like using social media as “Very High” (X=4.37), and tarpaulin as “High” (X=3.80).
Table 4: Customers’ Satisfaction and Marketing Practices:


Product Offering, Pricing and Promotion
Attribute Mean DR
On product offering
Variety of products 4.08 Much Satisfied
Quality of Service 4.10 Much Satisfied
Quality of foods 4.30 Very Much Satisfied
Physical condition 3.71 Much Satisfied
OVERALL 4.05 Much Satisfied
Pricing Much Satisfied
Price of foods 4.14 Much Satisfied
Promotion Much Satisfied
Marketing information 3.59 Much Satisfied
The use of advertising Much Satisfied
The use of discounts as a promotion 3.61 Much Satisfied
strategy
The use of social media 4.09 Much Satisfied
The use of tarpaulin 3.63 Much Satisfied
General Mean 3.92 Much Satisfied
4.21 – 5.00 Very Much Satisfied Very High
3.41 – 4.20 Much Satisfied High
2.61 – 3.40 Satisfied Fair
1.81 – 2.60 Moderately Satisfied Low
1.00 – 1.80 Not Satisfied Very Low
The Table 4 displays the level of customers satisfaction derived from the marketing practices
of Pizza Avenue in terms of product offering, pricing and promotion. As presented, the data
reveals that the customers are “Much Satisfied” (X=3.92) with the product offering, pricing and
promotion.

It can be seen from the data that the customers are “Much Satisfied” (X=4.05) with the
products offered by the restaurant. Likewise they are “Much Satisfied” (X=4.08) with the variety
of products, quality of service as “Much Satisfied” (X=4.10), quality of food as “Very Much
Satisfied” (X=4.30), and physical condition as “Much Satisfied” (X=3.71).
It can be seen from the data that the customers are “Much Satisfied” (X=4.14) with the
pricing of the restaurant. In particular, they are “Much Satisfied” (X=4.14) with the prices of
foods.
The customers are “Much Satisfied” (X=3.73) with the promotion of the restaurant operation.
Moreover, they are “Much Satisfied” (X=3.59) with the marketing information, “Much
Satisfied” (X=3.61) with the use of discounts as a promotion strategy, “Much Satisfied”
(X=4.09) with the use of social media and “Much Satisfied” (X=3.63) with the use of tarpaulin.
Table 5: Implementation of Marketing Practices and Customers’ Satisfaction on
Product Offering
Product Offering
Research Sample Implementation of Customer’s Satisfaction
Marketing Practices
Sample 1 4.57 5
Sample 2 4.57 4.50
Sample 3 4.71 4.50
Sample 4 4.86 4.50
Sample 5 4.43 4.75
Sample 6 4.57 4.75
Sample 7 4.23 5
Sample 8 4 4.75
Sample 9 4.43 4.75
Sample 10 4.14 4.75
Sample 11 4 4.50
Sample 12 4.23 4.75
Sample 13 4.71 4.75
Sample 14 4.23 4.50

Sample 15 4.71 4.50

Sample 16 4.43 3.75
Sample 17 4 3.75
Sample 18 4.43 3.75
Sample 19 4.71 4.50
Sample 20 4.57 3.75
Sample 21 5 5
Sample 22 4.50 4.75
Sample 23 4.14 5
Sample 24 4.23 4.50
Sample 25 4.23 4.75
Table 5 presents the level of implementation of marketing practices and the level of
customers' satisfaction of Pizza Avenue in terms of product offering.
Table 6: Correlation Coefficients
r value Correspondence
0.50 Strong positive relationship
Table 6 presents the correlation coefficient between the level of implementation of marketing
practices and the level of customers’ satisfaction on product offering using the Pearson Product
Moment Correlation.
The Pearson Product Moment Correlation presents the relationship between the two sets of
data gathered from the respondents of the study. It also attempts to draw a line of best fit through
the data of two different variables, and the pearson correlation coefficient, r, indicates how far
away all these data points are from the line of best fit (Lund Research Ltd, 2018).
It can be gleaned that the data from the level of implementation of marketing practices and
level of customers’ satisfaction on product offering has a “Strong positive relationship” which
presents a 0.50 r value.
Table 7: Significance Test


Degrees of Significance Critical Value Regression Decision

Freedom Level (t)
23 5% or 0.05 1.711 2.41 Reject HO
Table 7 presents the strength of the relationship of the two variables in the research study. The
data shows that the level of implementation of marketing practices and the level of customers’
satisfaction in terms of product offering have successfully surpassed the r required at 0.05
probability level which is 1.711 with a regression of 2.41. Therefore, the null hypothesis which
states that there is no significant relationship between the level of satisfaction of the customers
and the level of implementation of the marketing practices of Pizza Avenue is rejected.
Pricing
Pricing
Marketing Practices
Sample 1 5 5
Sample 2 5 5
Sample 3 5 5
Sample 4 5 5
Sample 5 5 5
Sample 6 4.33 5
Sample 7 5 5
Sample 8 4 4
Sample 9 4.67 5
Sample 10 4.33 5
Sample 11 4.33 5
Sample 12 4.33 5
Sample 13 4.67 5
Sample 14 4.67 5
Sample 15 5 5
Sample 16 4.33 3
Sample 17 4 2
Sample 18 4.33 5

Sample 19 4.33 3
Sample 20 4.33 3
Sample 21 5 5
Sample 22 5 5
Sample 23 5 5
Sample 24 5 4
Sample 25 5 4
customers' satisfaction of Pizza Avenue in terms of pricing.
practices and the level of customers’ satisfaction on pricing using the Pearson Product Moment
Correlation.
level of customers’ satisfaction on pricing has a “Strong Positive Relationship” which presents a
0.50 r value.

Freedom Level (t)
23 5% or 0.05 1.711 2.41 Reject HO

Table 10 presents the strength of the relationship of the two variables in the research study.
The data shows that the level of implementation of marketing practices and the level of
customers’ satisfaction in terms of pricing have successfully surpassed the r required at 0.05
Promotion
Promotion
Marketing Practices
Sample 1 4.50 4.75
Sample 2 4.83 4
Sample 3 4.83 4.25
Sample 4 4.67 4.50
Sample 5 4.83 4.75
Sample 6 4.67 4
Sample 7 4.50 4
Sample 8 4.67 3.75
Sample 9 4.50 4
Sample 10 4.50 4
Sample 11 4.50 4.25
Sample 12 4.50 4.25
Sample 13 4.50 4.25
Sample 14 4.50 4.25
Sample 15 4.83 5
Sample 16 3.83 4
Sample 17 4.50 3.50
Sample 18 4.50 4
Sample 19 4.67 3.50
Sample 20 3.33 2.25
Sample 21 5 5
Sample 22 4.50 5
Sample 23 4.50 3.75

Sample 24 4.67 4
Sample 25 4 3.50
customers' satisfaction of Pizza Avenue in terms of promotion.
practices and the level of customers’ satisfaction on promotion using the Pearson Product
Moment Correlation.
level of customers’ satisfaction on promotion has a “Strong Positive Relationship” which
presents a 0.51 r value.

Freedom Level (t)
23 5% or 0.05 1.711 2.47 Reject HO
Table 13 presents the strength of the relationship of the two variables in the research study.
The data shows that the level of implementation of marketing practices and the level of
customers’ satisfaction in terms of promotion have successfully surpassed the r required at 0.05


Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
This chapter contains a summary of the research study. It consists of significant findings,
derived conclusions, and proposed recommendations.
Summary of Findings
This quantitative study entitled, Standard Marketing Elements of Pizza Avenue: A

Performance and Impact Analysis aims to determine the relationship between the level of
implementation of the marketing practices and the level of customers’ satisfaction.
Among the prominent findings of the study includes that Pizza Avenue is a sole
proprietorship in nature. It has been operating since October 11, 2019 and is located at 123
Tomas Joson, Dulong Bayan, Quezon, Nueva Ecija. The restaurant follows different marketing
practices in product offering, pricing and promotion.
A. Product Offering
In terms of product offering, they considered foremost the marketing implementation when it
comes to providing a sanitation and cleanliness of Pizza Avenue and the proper arrangement of
dining facilities which revealed a “Very High” result. The restaurant also considers the food and
beverages, good and proper ventilation, customer information service and prompt courteous
service which revealed a “High” result. While the availability of parking space revealed a “Low”
result. According to Underhill (2009), the parking lot is the first touch point with the customer. A
bad impression can set a negative mood that might continue inside the store.
The restaurant provides good quality products, quality of service, quality of food and
beverages, physical condition. Customers’ satisfaction is least met on the variety of products
offered to customers in order to meet their contentment with a result of “High”.

There was “Strong positive relationship” on the level of implementation of marketing

practices and the level of customers' satisfaction of Pizza Avenue in terms of product offering.
Furthermore, the data revealed a significant relationship between the two variables presenting a
2.41 regression rejecting the null hypothesis of the study.
B. Pricing
In terms of pricing, they considered foremost the marketing implementation when it comes to
the varying prices according to the quality which showcased a “Very High” result. While the
price of foods and the varying prices according to the target market showed a “High” result.
According to River and Hall (2009), the pricing strategy should be related to a company’s
decision to where it wants to position its products.
The restaurant also provides satisfaction on the prices of foods which revealed a “High”
result.
There was a “Strong Positive Relationship” on the level of implementation of marketing

practices and the level of customers' satisfaction of Pizza Avenue in terms of pricing.
C. Promotion
In terms of promotion, they considered the marketing implementation when it comes to the
use of social media as the most way of advertising the business which presented a “Very High”
result. According to Lambert (2019), businesses use social media to demonstrate their expertise
on a larger scale in real time with little cost. While the tarpaulin showed least on the level of
implementation of the marketing practices which showcased a “High” data result.
Ensuring customers’ satisfaction is the most determined on the use of social media with a data
result of “Very High”. The restaurant also provides satisfaction on the marketing information,
the business tarpaulin which revealed a “High” result.

There was a “Strong Positive Relationship” on the level of implementation of marketing

practices and the level of customers' satisfaction of Pizza Avenue in terms of promotion.
Conclusions
This study was conducted to determine the relationship between the level of implementation
of marketing practices and the level of customers’ satisfaction of Pizza Avenue in terms of
product offering, pricing and promotion. The respondents included 25 guests who are available
during the data gathering period and 5 owners or employees.
The implementation of marketing practices of Pizza Avenue showed a “High” level in terms
of product offering. Next, the data revealed “High” results in the level of implementation of the
marketing practices when it comes to pricing. While the restaurant marketing practice using
promotion appeared to have “High” level of implementation.
The product offering revealed a “High” level of customers’ satisfaction. Moreover, the
pricing appeared to have a “High” level of satisfaction from customers. A “High” level of
customers’ satisfaction was also shown in terms of promotions. The satisfaction of customers of
the different marketing practices showed an overall level of “High”.
The level of implementation of the marketing practices is significantly related to the level of
customers’ satisfaction in terms of product offering, pricing and promotion. The study showed a
“Strong Positive Relationship” on product offering, “Strong Positive Relationship” on pricing
and “Strong Positive Relationship” on promotion which indicates that as the level of
implementation of marketing practices simultaneously increases with the level of customers’
satisfaction.

Recommendations
The recommendations were based on the summary of findings and the conclusions of the
study.
In starting-up a business, different marketing practices should always be a primary

consideration. It is important to know the needs and wants of the customers in order to determine
how to best satisfy them. Next, pricing a product can be calculated from the cost of the
operations of the business. Ensure that there is a fair and reasonable set of prices that is
affordable for the customers. Moreover, advertising a product with the use of different media and
techniques to make the product known in the minds of the existing and prospective customers is
vitally important.
We also recommend to enlarge the parking space of the Pizza Avenue, it’s much better if they
also enlarge the venue or place of Pizza Avenue then add some tables and chairs, and most of all
we recommend to improve the ventilation of the restaurant.
Furthermore, A more specific and detailed study of the operations of the business in a year is
recommended. A qualitative study with regards to the implementation of marketing practices and
customers’ satisfaction would yield a better understanding of the non-numerical data just like the
behaviour’s and characteristics of customers.

References
Courtney K. Taylor (February 01, 2019): Calculating The Correlation Coefficient

https://www.thoughtco.com/how-to-calculate-the-correlation-coefficient-3126228
(10/15/19): Customer Satisfaction (CSAT) Surveys: Examples, Definition & Template

https://www.qualtrics.com/experience-management/customer/satisfaction-surveys/
(10/15/19):Simple Linear Correlation
https://www.ndsu.edu/faculty/horsley/Correlation_(HZAU).pdf
Lisa Sullivan, PhD: Correlation and Linear Regression
http://sphweb.bumc.bu.edu/otlt/MPH-Modules/BS/BS704_Correlation-Regression/BS70 4_
Siddharth kalla: Correlational Study https://explorable.com/correlational-study
Mosayyeb Samanian, Akram Khosropanah: A study of the application of marketing practices in

the provision of information services based on 4Ps marketing mix model. Case study: academic
libraries in North Khorasan Province ‘
http://www.qqml.net/papers/December_2016_Issue/541QQML_Journal_2016_Samanian _755-
775.pdf
Sarah Mae Sincero: Questionnaire Checklist https://explorable.com/questionnaire-checklist
Marilia Spindler: 10 benefits of market research https://happy-creative.co.uk/10-benefits-of-

market-research/

Nashwan Mohammed Abdullah Saif , Wang Aimin: Exploring the Value and Process of
Marketing Strategy: a Review of Literature https://researchleap.com/exploring-the-value-and-
process-of-marketing-strategy-review-o f-literature/
Oscar Kimanuka (December 12, 2014): Why customer service in the hospitality industry is
everything? https://www.newtimes.co.rw/section/read/183956
Agim Zazuku (January 2015): The significance of market research to businesses

https://www.researchgate.net/publication/279537078_The_significance_of_market_research_to_
businesses
Nashwan Mohammed Abdullah Saif , Wang Aimin: Exploring the value and the process of
marketing strategy: a Review of Literature https://researchleap.com/exploring-the-value-and-
process-of-marketing-strategy-review-o f-literature/
Ariola M. (2006): Slovin’s Formula: What is it and When do I use it?

https://www.statisticshowto.datasciencecentral.com/how-to-use-slovins-formula/
Victor E. Bernardo (2021): A Background of Pizza Avenue

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Diocese of San Jose de Nueva Ecija

Apo Jose Catholic Educational System Foundation

Holy Family Academy of Quezon, Nueva Ecija, Inc

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Holy Family Academy of Quezon, Nueva Ecija, Inc

Questionnaire for the owners:

Graph 2: As an owner or worker, did you used different marketing method?

Holy Family Academy of Quezon, Nueva Ecija, Inc

Graph 3: Is this business is better to be proprietorship?

Graph 4: Are you satisfied to run or work this kind of business?

Holy Family Academy of Quezon, Nueva Ecija, Inc

Graph 5: As an owner, do you want this business to make it bigger?

Survey Questionnaire for customers:

Graph 1: Do promotional activities influence you to come in Pizza Avenue?

Holy Family Academy of Quezon, Nueva Ecija, Inc

Graph 2: Are you 8%

Graph 3: The venue or place are good in occasions?

Holy Family Academy of Quezon, Nueva Ecija, Inc

Holy Family Academy of Quezon, Nueva Ecija, Inc

Table 1: Implementation of Marketing Practices of Pizza Avenue:

Product Offering Mean DR

Sanitation and cleanliness of Pizza Avenue and their 4.40 Always

Availability of parking space 2.33 Rarely

Food and beverages 4.20 Oftentimes

Good and proper ventilation 3.73 Oftentimes

Customer information service 4.14 Oftentimes

Prompt courteous service 4.08 Oftentimes

Proper arrangement of dining facilities 4.33 Always

OVERALL 3.88 Oftentimes

Holy Family Academy of Quezon, Nueva Ecija, Inc

Table 2: Implementation of Marketing Practices of Pizza Avenue:

Price of foods they offer 4.20 Oftentimes

The prices vary according to quality 4.26 Always

The prices vary according to the target market 4.15 Oftentimes

OVERALL 4.20 Oftentimes

Table 3: Implementation of Marketing Practices of Pizza Avenue:

Holy Family Academy of Quezon, Nueva Ecija, Inc

Factor observed to capture and maintain customers’ loyalty

a. Giving customers’ discount 3.58 Oftentimes

b. Providing additional amenities such as maid service and 4.19 Oftentimes

d. Providing customers with clean and ventilated areas 4.07 Oftentimes

Ways of advertising the Pizza Avenue

a. Social Media 4.37 Always

b. Tarpaulin 3.80 Oftentimes

OVERALL 4.07 Oftentimes

Table 4: Customers’ Satisfaction and Marketing Practices:

Holy Family Academy of Quezon, Nueva Ecija, Inc

Product Offering, Pricing and Promotion

Holy Family Academy of Quezon, Nueva Ecija, Inc

Table 5: Implementation of Marketing Practices and Customers’ Satisfaction on

Holy Family Academy of Quezon, Nueva Ecija, Inc

Sample 15 4.71 4.50

Table 6: Correlation Coefficients

Table 7: Significance Test

Holy Family Academy of Quezon, Nueva Ecija, Inc

Degrees of Significance Critical Value Regression Decision

Table 8: Implementation of Marketing Practices and Customers’ Satisfaction on

Holy Family Academy of Quezon, Nueva Ecija, Inc

Table 9: Correlation Coefficients

Table 10: Significance Test

Degrees of Significance Critical Value Regression Decision

Holy Family Academy of Quezon, Nueva Ecija, Inc