Group 6

Hernandez Shyra Joy V.

Laxamana, Mary Emmanuelyn T.
Malicad Aviel
Perez, Marisol

Nata De Coco Products: Turning Customer Feedback into Product

Improvement in Malvar, Batangas

Research Gap:
1. Child's Style Influence on Parents Buying Decision Process at Nata De Coco
Beverages Product in Bandung City
Findings: the result show that child's style have positive effect to parents’ decision making with
coefficient of determination equal to 35,40 percent. Based on the results of this research, the
dimension of willingness to buy more nata de coco drink has the highest value reaches 95
(Agree) means that respondents have the desire to buy more nata de coco drink products when
their children doing seven child's styles. SMEs can also incorporate marketing strategies by
targeting parents as buyers and children as consumers with other marketing strategies such as
using a marketing mix to ensure that their marketing efforts can achieve their marketing targets
to attract customer purchases. The order of child's style that can influence the parents in deciding
to buy nata de coco drink products from highest to lowest is Pleading style, Pity style, Forceful
style, Demonstrative style, and Sugar-Coated style. Child's style can also be successful when
collaborated and synergy with five decision making process.
Reference: https://download.garuda.kemdikbud.go.id/article.php?
article=911256&val=12296&title=Child%27s%20Style%20Influence%20on%20Parents
%20Buying%20Decision%20Process%20at%20Nata%20De%20Coco%20Beverages
%20Product%20in%20Bandung%20City
2. Re-Branding Fast Moving Consumer Goods in an International Company in South
Africa
Findings: This paper reports on an exploratory qualitative study of the re-branding ‘process’ at
one of the largest Fast Moving Consumer Goods (FMCG) company in the world, by shedding
light on the decisions and processes which precede and follow, a re-branding exercise. The
primary reason for re-branding is to ‘innovate’ and meet consumer expectations, and the
marketing team especially the brand managers, are solely responsible for initiating changes to the
package design.
Research Gap: Furthermore, marketing research is not necessarily conducted before, during or
after re-branding, and no attempts are made to assess the impact of re-branding on turnover. The
implication of the findings for marketers of FMCGs is that they need to pay close attention to the
consumer purchasing behavior post re-branding, by making use of inter-alia, social media and
also to integrate re-branding with any package design changes required to comply with
legislation.
Reference: David, E. M., & Govender, K. (2014). Re-Branding fast moving consumer goods in
an international company in South Africa. Journal of Economics, 5(2), 153–164.
https://doi.org/10.1080/09765239.2014.11884992

3. (Re)layout as a Strategy for Implementing Cleaner Production: Proposal for a Furniture

Industry Company
Findings: The (re)layout project led to an increase of the administrative area by 25.18%, having
had a positive impact on the management areas, aiming towards the integration of
Environmental Management, ecodesign, Production Planning and Control sectors. The
project led to a decrease of the total stock area of raw materials/storage by 70.01 m2,
representing a reduction of 25.59% when compared to the previous area. The project
resulted in an increase of the plant production capacity, increasing the production area by
33.33%, thus optimizing areas and sectors, combining those which are inter-related. The
byproducts also stood out in the layout mapping, with the areas allocated to byproducts
being reduced by 51.69%. Therefore, the Sustainable Development Goals (SDG) were
fulfilled. The removal of physical waste and production losses can be achieved from a
(re)layout project integrated with CP by optimizing, areas, sectors, flows and processes.

Reference: Lins, P. S., Kiperstok, A., Cunha, R. D. A., Rapôso, Á. L. Q. R. E. S., Merino, E. a.
D., & César, S. F. (2021). (Re)layout as a Strategy for Implementing Cleaner Production:
Proposal for a Furniture Industry Company. Sustainability, 13(23), 13109.
https://doi.org/10.3390/su132313109

4. SECURING COCONUT AVAILABILITY IN INDONESIA

Findings: The result shows that the S/D ratio will fall below 1 by 2023, indicating that the supply
will no longer meet the demands. The model suggests that the most effective policy is doubling
the coconut plantations areas and increasing the yield up to 2 tons/ha of copra.
Research Gap: With the SD approach, future studies can focus on potential strategies to ensure
the sustainability of coconut supply in Indonesia and determine which one is the most promising.
Reference: Gunawan, I. (2022). Securing coconut availability in Indonesia. Gunawan |
International Journal on Food System Dynamics. https://doi.org/10.18461/ijfsd.v13i3.C4

5. Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies

Findings: We find that when Craigslist enters a newspaper’s market, the newspaper repositions
itself away from other newspapers by changing its content. This results in greater differentiation
between newspapers in a market, but occurs primarily in markets in which reader preferences are
heterogeneous. When reader preferences are homogeneous, newspapers are more likely to
engage in cost-cutting. Both responses are more pronounced for newspaper firms whose sister
firms have already experienced Craigslist’s entry. We also find that failure to design the right
response harms competitive viability. These findings offer important implications for many
platform firms operating in today’s digital economy.
Research Gap: These firms often need to design different strategies on each side of their
markets, yet these strategies are interdependent. How firms select and coordinate multiple
strategies will therefore be an important and fruitful research area.
Reference: Seamans, R., & Zhu, F. (2017). Repositioning and Cost-Cutting: The impact of
competition on platform strategies. Strategy Science, 2(2), 83–99.
https://doi.org/10.1287/stsc.2017.0027

6. Integrating Consumer Feedback into Business Marketing Strategies

Findings: Based on the findings, the successful businesses focused on building relationships with
consumers, and the business leaders prepared responses to reviews to ensure appropriateness.
Other marketing managers can review the findings’ relevance to create or enhance successful
marketing strategies, which could help to increase profitability. The implication for social change
is that jobs would be created for enhancing the local economy and residents’ standards of living.
Research Gap: In this study, I provide further insights into consumer reviews and how analyzing
them can improve marketing results and thus improve corporate growth and profit generation.
Relationships with consumers are essential for businesses that desire to improve sales and create
or maintain a positive brand reputation (Dwesar & Rao, 2014).
The findings and recommendations from this study could contribute to social change by
identifying potential opportunities or problem areas and help businesses and consumers build
better relationships. The findings of this study can also contribute to social change by
demonstrating the need for marketing agencies to identify and address marketing trends and
technology for improving the methods by which consumers communicate with businesses and
followers
Reference: Integrating consumer feedback into business Marketing Strategies - ProQuest. (n.d.).
https://www.proquest.com/openview/bb1c2c95e110f70eb37d27b061d89cf1/1?pq-
origsite=gscholar&cbl=18750

7. Too much of a good thing? Consumer response to strategic changes in brand image
Findings: The results show that consumers with a high degree of self–brand connection respond
more negatively than others do to changes that dampen brand associations. Counterintuitively,
changes augmenting brand associations can also lead to unfavorable consumer sentiments in
certain instances. When brand connection was linked to an ideal self-identity (i.e., self-
enhancement motives), changes that augmented the brand image increased the brand's ability to
signal an ideal identity. Conversely, when brand connection was linked to the actual self-identity
(i.e., self-verification motives), augmenting brand image reduced the perceived similarity
between the self and the brand, thus causing brand identification to deteriorate.
Research Gap: All studies reported in the current paper employed changes in brand image caused
by either a brand acquisition, changes in brand architecture, or repositioning. The basic
mechanisms and consequences identified in these studies are likely to apply to consumer
responses to all actions that alter brand image (e.g., strategic alliance, brand extension, and
product deletion). However, the contexts and specific scenarios used in the current research have
specific characteristics that may not apply to …
Reference: Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2019). Too much of
a good thing? Consumer response to strategic changes in brand image. International
Journal of Research in Marketing, 36(2), 264–280.
https://doi.org/10.1016/j.ijresmar.2019.01.001

8. Study of product repositioning for the Marsala Vergine DOC wine

Findings: Italian production of wine is very diversified and Sicily is one of the major regions
with regards to quality and quantity of wine. The Marsala is the oldest fortified Sicilian wine,
which is very valuable because of its organoleptic qualities and its production process. Marsala
wine has been gaining for over a century in the Italian and foreign market, but, after a century of
fame, it entered a long phase of decline because of inappropriate producers' decisions and new
competitors. The objective of this study is to investigate strengths, weaknesses, opportunities and
treats of Marsala Vergine DOC wine for repositioning the product in the market. The focus
group and factor analysis were carried out. Results highlighted the key-factors producers need to
focus on, in order to reposition the wine in the market and meet preferences of a distinctive target
consumer. Integrated strategies may be developed with stakeholders basing on results.

Reference: Chironi, S., Bacarella, S., Altamore, L., Columba, P., & Ingrassia, M. (2017). Study
of product repositioning for the Marsala Vergine DOC wine. International Journal of
Entrepreneurship and Small Business, 32(1/2), 118.
https://doi.org/10.1504/ijesb.2017.085982

9. Marketing public relations: A consumer-focused strategic perspective

Findings: The empirical results show that advertising is losing ground to its old 'rival', public
relations, within an advertising industry that shrank by 25% in value within a year, and with print
media being the biggest loser. Looking for cheaper and more trustworthy (consumer convincing)
alternatives to traditional media, advertisers and their clients increasingly turn to MPR, though
professionals in the field appear hesitant to fully apply MPR, apparently due to conservatism, but
also some lack of knowledge and experience.
Reference: Papasolomou, I., Thrassou, A., Vrontis, D., & Sabova, M. (2014). Marketing public
relations: A consumer-focused strategic perspective. Journal of Customer Behaviour,
13(1), 5–24. https://doi.org/10.1362/147539214x14024779343631

10. A Study on the Impact and Influence of Brand Repositioning Strategies on Media
Branding with Reference to Media Industry in Karnataka
Findings: The study deals with repositioning strategies with respect to Kasturi Medias Pvt Ltd.
Repositioning is one of the important strategies which is been practice in media industry. The
survival of media industry depends on the repositioning strategies. From the study it can be
concluded that the Kasturi is a Successful channel with huge viewer base in Karnataka. Celebrity
Endorsement evoke the interest of watching the programs and the concept of reality shows
influence the TRP for Kasturi Medias with the comparative study between Kasturi and its
competitors, Concludes that The Kasturi with the existing competitor base and redesigning of the
repositioning will help Kasturi Channel to retain the existing viewer base and this also helps to
gain more viewer base.
Gap: - Reality shows with more attractive concepts have to be included in the programs
 Serials with good scripts have to be telecasted
 Performance of artists have to be improvised
 Telemarketing slots have to be reduced
 Long term advertisements between the programs have to be cut down
 Visual and Audio quality of the channel have to be improved
 Since most of the audiences watch TV programs for recreation many recreational programs
have to be telecasted
 Nata De Coco Products: Turning Customer Feedback into Product Improvement in

Malvar, Batangas

Theoretical Framework

Figure 1. Turning Customer Feedback into Product Improvement

The researcher reviewed course reading and pertinent research studies for theories and
analytic models that relevant to the present research problem investigated. This section analyze
theory of Customer Feedback to fulfill Product Improvement.

This section discusses the theory of turning the customer feedback into a product
improvement.

Product improvement is a continuous process for survival and growth of all industries. But
developing newer products frequently is very challenging and difficult task. So, continuous
improvement in existing product is important for quality improvement, refreshment of product
and customer satisfaction. This is because revised products attract the customer and results like
marketing refreshment. The product development leads to newer and improved products which
satisfy customers' requirements.
 Customer feedbacks about the performance of the product are very important as they lead to
direction of research. Industry collects the feedback while selling the product to the customers;
however, they fail to implement the suggestions given by the customers. Many times feedback
opinions are not correct because they are not taken from the actual users of the product.

The researcher strongly believed that this theory are much related to the study. This research
will study the implementation of customer feedback to improve the existing product. The
customer feedback data can be utilized for product improvement process.

Statement of the Problem

The main objectives of this study was to identify the customer feedback of nata de coco into
product improvement in Malvar, Batangas. Specifically, it answered the following questions:

1. What is the profile of the respondents in terms of:

1.1 Age

1.2 Sex

1.3 Estimated Household Monthly Income

1.4 Frequency Purchase

2. To what extent do the respondents identify the customer feedback into product improvement,
in terms of:

2.1 Quality Management

2.2 Knowledge Management

2.3 Customer feedback

2.4 Complaint Management

3. Is there is a significant relationship in customer feedback when grouped according to profile?

Reference: Papasolomou, I., Thrassou, A., Vrontis, D., & Sabova, M. (2014). Marketing public
relations: A consumer-focused strategic perspective. Journal of Customer Behaviour,
13(1), 5–24. https://doi.org/10.1362/147539214x14024779343631