LA SALLE GREEN HILLS

Learning Community 6

Name/s of Students
Betina Dominique M. Felipe
Angelonia A. Francisco
Dinh Kenzi C. Lam
Thomas Jared B. Lim

The Marketability of Sustainable Funeral Services of Eco Eternities to Residents

of Ayala Heights, Commonwealth, Quezon City

Research Adviser:

Mr. Allan Robert T. Mosura, M.A.,Ph.D.

ABM Strand and Research
Senior High School, La Salle Green Hills

Thesis Reader:

Mr. Bryan Joseph Keith B. Alonzo

ABM Strand and Research
Senior High School, La Salle Green Hills

Date of Submission:
February 22, 2024
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APPROVAL SHEET

This research entitled, “The Marketability of Sustainable Funeral Services of Eco

Eternities to Residents of Ayala Heights, Commonwealth, Quezon City” prepared and
submitted by Betina Dominique M. Felipe, Angelonia A. Francisco, Dinh Kenzi C. Lam, and
Thomas Jared B. Lim, in partial fulfillment of the requirements of PRACTICAL RESEARCH or
INQUIRIES, INVESTIGATIONS AND IMMERSION has been examined and hereby
recommended for approval and acceptance.

Date: ___________________

_______________________________
Mr. Allan Robert T. Mosura
Research Adviser

Approved by the ORAL EXAMINATION COMMITTEE:

__________________________________
Mr. Bryan Joseph Keith B. Alonzo
Chair

__________________________________
Mr. Arvin S. Macahiya
Member - Critic

Accepted in partial fulfillment of the requirements of the course, Practical Research 2.

Date: ___________________

_______________________________
Mr. Harold A. Diokno
Research Coordinator
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Philippines (Republic Act No. 8293), especially for teaching, scholarly and
research purposes.

Betina Dominique M. Felipe

Angelonia A. Francisco

Dinh Kenzi C. Lam

Thomas Jared B. Lim

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Disclaimer of No Use of Generative AI tool

No content generated by any artificial intelligence technology has been presented in this
output as my own work.

As a Lasallian, I believe that honor is a way of life in La Salle Green Hills and that my
words and deeds impact the lives of others.

I, therefore, pledge to hold myself to the highest standards of honesty and integrity in all
that I say and do and will actively and consistently uphold the Honor Code and help
others to do so.

I further affirm that I have not given nor received any unauthorized help on this
assessment and that all work is my own.
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ACKNOWLEDGEMENT

We, the researchers, would like to acknowledge and give our warmest thanks to
our research advisors. Our III teacher, Mr. Bryan Alonzo, and our PR2 teacher, Mr. Allan
Mosura, who guided and advised us in making this research possible. We would also
like to give gratitude to ABM Coordinator, Mr. Harold Diokno, and Student Activities
Coordinator, Mr. Mark Gilbert Rehoy for critiquing our research paper during our III
defense.

We would also like to recognize our homeroom and capstone advisor, Ms. Haziel
Basa for keeping the researchers motivated and focused throughout the
research-making process. The 12A class of 2023-2024 has also helped the research
through their unwavering emotional support for the researchers. We are also grateful to
La Salle Green Hills for allowing us to expand our knowledge and showcase our
academic skills in creating this research paper.

We would also like to give appreciation to our parents who have supported the
researchers morally, financially, and spiritually from the start of the Academic Year until
the completion of the research. Lastly, we would like to thank God, who guided us
through all difficulties in life and gave us his presence throughout the making of the
research.

Felipe, BD
Francisco, A
Lam, DK
Lim, TJ
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ABSTRACT

Current environmental concerns posed by traditional funeral practices have

pushed for sustainable initiatives in the funeral industry. This is in response to concerns
regarding soil pollution and waste accumulation contributed by the funeral industry in
the Philippines. Eco Eternities offers eco-friendly alternatives to traditional funeral
practices in Commonwealth, Quezon City. This study investigates the marketability of
sustainable funeral services provided by Eco Eternities in Ayala Heights,
Commonwealth, Quezon City. The research explores the 4Ps marketing mix (product,
price, place, promotion) and its effect on the marketability of Eco Eternities’ funeral
services. The study employs a quantitative causal-comparative research design. Data
will be primarily collected using a questionnaire method where residents of Ayala
Heights will be surveyed through Google Forms. To analyze the data, a one-way
ANOVA test will determine significant differences in marketability among groups.
Moreover, the data presents implications on how the marketability of Eco Eternities can
be enhanced across various demographic segments. The completion of the research
provides critical information on the marketability of sustainable funeral services in an
urban Philippine setting. Thereby, contributing to the development of green practices
within the funeral industry.

KEYWORDS: Funeral, Sustainable, Marketability, Marketing Mix.

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TABLE OF CONTENTS
List of Tables ………………………………………………………………………… 7
List of Figures ………………………………………………………………………. 8
Chapter 1: Introduction ……………………………………………………………. 9
Background of the Study ……………………………………………………. 9
Theoretical Framework ………………………………………………………. 12
Conceptual Framework ………………………………………………………. 14
Research Objectives / Statement of the Problem ………………………… 15
Scope and Delimitation ………………………………………………………. 16
Significance of the Study ………………………………………………………. 17

Chapter 2: Methods …………………………………………………………….…. 20

Research Design ………………………………………………………….……. 20
Population and Sampling ………………………………………………..…… 21
Instrumentation …………………………………………………………………. 22
Statistical Treatment ………………………………………………………… 23
Data Gathering Procedure …………………………………………………… 23

Chapter 3: Results …………………………………………………………….…. 25

Demographic Profile ……………………………………………………………. 25
Marketability of Eco Eternities …………………………………………..…… 27
Marketability based on Gender ………………………………………………. 28
Marketability based on Age …………………………………………………… 29
Marketability based on Civil Status …………………………………………… 31
Marketability based on Monthly Household Income …………………………. 33

Chapter 4: Discussion …………………………………………………………….…. 36

Appendices ………………………………………………………………………….. 39
References …………………………………………………………………………… 55
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LIST OF TABLES

Table 1 Table of specification …….. …………………………………………… 22

Table 2 Gender distribution of survey respondents ………………….….…. 25
Table 3 Age distribution of survey respondents ………………….….…..…. 25
Table 4 Civil Status of survey respondents ………………….….…..…..…. 26
Table 5 Monthly Household Income of survey respondents ………….….…. 26
Table 6 Perceived appeal towards Eco Eternities among respondents ……. 27
Table 7 One-way ANOVA test for Gender ………………….….….….….…. 28
Table 8 Group Descriptives for Gender ………………………………….…. 28
Table 9 One-way ANOVA test for Age ………………………………….….…. 29
Table 10 Group Descriptives for Age ………………………………….….….…. 30
Table 11 One-way ANOVA test for Civil Status ………………………………. 31
Table 12 Group Descriptives for Civil Status …………………………………. 32
Table 13 One-way ANOVA test for Monthly Household Income ……………… 33
Table 14 Group Descriptives for Monthly Household Income ……………….… 34
Table 15 Interview Questions ……………………………….….….…..….….…… 46
Table 16 Normality and Homogeneity Test (One-way ANOVA for Gender) ...... 47
Table 17 Normality and Homogeneity Test (One-way ANOVA for Age) .......... 48
Table 18 Normality and Homogeneity Test (One-way ANOVA for Civil Status)..48
Table 19 Normality and Homogeneity Test (One-way ANOVA for Monthly
Household Income……………………………………………………… 48
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LIST OF FIGURES

Figure 1 Conceptual Framework ……………………………………………. 14

Figure 2 Letter to Validators (1st validator) ………..……………..…..…..….. 42
Figure 3 Letter to Validators (2nd validator) ………..……………..…..…..….. 43
Figure 4 Certificate of Validation ………..……………………..…..…..….. 44
Figure 5 Request for Data Gathering ………..……………………..…..…..….. 45
Figure 6 Sub-Indicators of each variable ……………….………..…..…..….. 47
Figure 7 Google Forms survey (screenshots) ……………………..…..…..….. 49
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INTRODUCTION

In recent years, the funeral industry has witnessed a multitude of innovations

pushing sustainable initiatives. The National Funeral Directors Association or NFDA

(2020, as cited in Slominski, 2020) highlights six key trends that are currently

transforming the funeral industry. (1) more unique and memorable funerals with

emphasis on personalization; (2) more on initial planning, enabling clients to make

well-informed decisions; (3) Cremations seeing an increase among preferences; (4) the

planning of funeral ceremonies digitally; (5) A more inclusive workforce; and (6) the

development of sustainable funerals or green funerals.

Innovative funeral technologies have been developed in response to several

environmental challenges that the funeral industry faces. Conventional urns are often

made from non-biodegradable materials such as porcelain, marble, metal, or ceramic

which is unsustainable. These materials require considerable time to degrade, ranging

from years to centuries. Because of the prolonged timeframe it takes for these urns to

degrade, they can contribute to the high volumes of non-biodegradable waste in landfills

(Slominski, 2020).

Other funeral practices that contribute to the degradation of the natural

environment include embalming, flame cremations, and casket burials. Formaldehyde, a

chemical used during the embalming process to preserve bodies, is among the issues

present in the funeral industry. According to Health Canada (2022), formaldehyde poses

significant risks to both the environment and the health of embalmers. Flame cremation
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is an eco-friendly alternative to traditional burial practices, but it cannot be done without

its environmental drawbacks. Flame cremation releases pollutants into the air,

contributing to climate change and air pollution (Hauke, 2020). Caskets are typically

made of materials such as hardwoods and metals which take long amounts of time to

break down (Slominski, 2020). Furthermore, these caskets contribute to the

contamination of soils and groundwater. Da Cruz et al. (2017) stated that the source of

the contaminants in the soil is from the varnish of wooden caskets and the release of

lead, zinc, copper, chromium, nickel, and iron from metal caskets.

Navarrete et al. (2017) studied the concentrations of heavy metals present in

soils in urban communities of Quezon City. Their study revealed that the amount of

heavy metals present in soils was significant enough that the produced contaminants

would pose risks to both human health and the ecosystem. They emphasized that

heavy metal pollutants endanger crops and disrupt the normal functioning of

ecosystems. Moreover, when compared to urban soils of other cities such as Manila

City, London, and Bangkok, their study reported a higher amount of metal contamination

present in Quezon City. Moreover, their study revealed that heavy metal pollution is

attributed to anthropogenic activities such as mining, urbanization, and waste disposal.

The rapid development of Commonwealth, Quezon City has brought economic

opportunities, often at the expense of environmental challenges (Octavious & Macusi,

2014). The area is highly urbanized, with widespread anthropogenic activities. Waste

disposal, construction, and vehicular emissions are often responsible for environmental
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challenges. These include air pollution, waste accumulation, and the dispersion of

heavy metals in the environment. The emergence of sustainable funeral services will

help reduce the various environmental issues posed by traditional funeral practices. In

particular, it tackles the issue of waste accumulation and the use of non-biodegradable

materials such as metals, which stem from mining.

The market for sustainable funeral products and services in the Philippines is an

emerging market as it is relatively new. Moreover, the sustainable funeral industry

encounters hurdles in terms of limited consumer awareness, high initial investment

costs, and the prevalence of traditional funeral practices (Slominski, 2020). Eco

Eternities’ funeral services serve as an alternative to traditional practices that can harm

the environment. Eco Eternities also offers various seedlings that come with the

biodegradable urn and funeral services which could then be planted in remembrance of

the passed loved one. Eco Eternities give various options for the seedlings namely:

Narra (Pterocarpus indicus), Acacia (Samanea saman), Molave (Vitex parviflora),

Kamagong (Diospyros blancoi), Mahogany (Swietenia macrophylla), Balete (Ficus

spp.), Ipil (Intsia bijuga), Tindalo (Afzelia rhomboidea), Banaba (Lagerstroemia

speciosa), Gmelina (Gmelina arborea), Philippine Teak (Tectona philippinensis), Yakal

(Shorea astylosa), Apitong (Dipterocarpus grandiflorus), Mangkono (Xanthostemon

verdugonianus), Narra-puti (Albizia procera), Lauan (Shorea spp.), Rattan (Calamus

spp.), Agoho (Casuarina equisetifolia), Katmon (Dillenia philippinensis), and Bagtikan

(Parashorea malaanonan). Sustainable funeral services are not widely available in the
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Philippines. Therefore, there is limited knowledge regarding the marketability of

sustainable funeral products and services.

The present research aims to analyze the cause-and-effect relationship between

different aspects of Eco Eternities’ funeral services and their marketability. Hence, the

research seeks to gain an understanding of the marketability of sustainable funeral

services of Eco Eternities to residents of Ayala Heights, Commonwealth, Quezon City.

Theoretical Framework

The Marketing mix, first introduced by Jerome McCarthy in 1960, originally

comprised the 4Ps: Product, Price, Promotion, and Place (Khan, 2014). However, the

framework has evolved as scholars, including Goldsmith, Booms, and Bitner, extended

the process to include the 7Ps and 8Ps. The 4Ps Marketing mix is a combination of

factors that help businesses determine how to connect with their target audience. These

factors enable businesses to identify the marketing strategies needed to effectively

communicate with their target market, thereby enhancing their chances of success.

Khan (2014) described the product as “the core of the marketing mix.” It is

defined by facets such as quality, design, and features. In the context of services, the

product can be understood through its core service, which provides the primary benefit,

and secondary services, which include both tangible and augmented aspects of the

product (Khan, 2014). Research on consumer behavior consistently reveals that price is

a crucial factor in shaping consumer decisions. A product or service's price influences

consumer perceptions of its value and their willingness to buy it. As a result, businesses
 13

must carefully weigh factors such as production costs, market competition, strategic

goals, price positioning, and consumer demographics when pricing their products

(Khan, 2014). Place involves the distribution channels that deliver products or services

to customers (Luo et al., 2015). The company’s offerings must be available through

convenient and accessible channels, keeping in mind the target consumers when

deciding on the place. Promotion involves the company’s main form of communication

to convey the value of its products or services to the target audience (Luo et al., 2015).

This entails marketing strategies such as advertising, public relations, sales promotions,

social media marketing, and market research.

Marketability as introduced by Lo (2010) suggests that it reflects the

value-creation of the business. It focuses on how appealing the product or service is to

the target market. Moreover, marketability examines factors such as pricing, quality,

customer needs, and customer service to determine the product and service appeal (Lo,

2010). Product Marketability refers to its ability to be sold or marketed (Knotts et al.,

2009). The researchers add that innovation is a key determinant of the effectiveness of

a product to be marketed. Thwalla and Slabbert (2018) relate marketing effectiveness to

the marketing mix. They mention that it is important to determine the relationship of

marketing effectiveness to marketing mix as it is linked to key attributes of the product or

service. Moreover, effective use of the marketing mix translates into the effectiveness of

a commodity to be marketed.

The 4Ps Marketing Mix will be employed in the study as the independent

variable. It serves as a framework for the researchers to analyze various aspects of Eco

Eternities’ funeral services. The product, price, place, and promotion aspects of Eco
 14

Eternities’ funeral services will each be assessed in terms of marketability. The

dependent variable, marketability, influences product attractiveness and value creation,

which would position Eco Eternities’ funeral services as more appealing to consumers

over competing brands.

Conceptual Framework

Figure 1. Conceptual Framework

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Research Objectives/Statement of the Problem

According to Little (2019), cremation is marketed as an environmentally friendlier

option than traditional embalming and casket burial which is why more people are

reverting to cremation to honor the deceased. But, the hidden truth about cremation is

that cremation requires a lot of fuel to cremate the dead, which results in millions of tons

of carbon dioxide emissions being released into the atmosphere per year. Another

factor for people resorting to traditional funeral practices is the limited available

knowledge in terms of sustainable funeral products and services. Ayala Heights,

Commonwealth, Quezon City is a highly urbanized area that can be vulnerable to

various sources of pollution. It presents a suitable setting to study the reception of

sustainable funeral services. Therefore, the research seeks to gain an understanding of

the marketability of sustainable funeral services of Eco Eternities to residents of Ayala

Heights, Commonwealth, Quezon City.

Outlined below are specific questions that align with the objectives of the

research. The present research asks how employing the 4Ps marketing mix would affect

the marketability of Eco Eternities’ Funeral services. Hence, the research aims to

address the following questions:

1. What is the demographic profile of the respondents in terms of gender, age, civil

status, and monthly household income?

2. What is the marketability in terms of appeal towards Eco Eternities when

assessed as to:

a. Product
 16

b. Price

c. Place

d. Promotion

3. Are there significant differences among groups in different demographics

(gender, age, civil status, monthly income) in terms of appeal towards Eco

Eternities’ 4Ps Marketing Mix?

The null hypothesis is based on the assumption that demographic factors like

gender, age, civil status, and monthly household income have no significant differences

among groups in terms of appeal towards Eco Eternities’ 4Ps Marketing Mix.

Scope and Delimitation

The scope of the research is crucial to how the marketability study of sustainable

funeral services of Eco Eternities is conducted. The research focuses on the 4Ps of the

marketing mix. This indicates that the parameters of the research are within the place,

product, price, and promotion aspects of the sustainable funeral services of Eco

Eternities.

Several variables cannot be controlled by the researchers which could impact the

results of the research paper and these variables are the following. First is the

geographical location, demographic characteristics, and environmental conditions of the

target location of the research. Second, the researchers will only investigate the 4Ps

marketing mix of the sustainable funeral service of Eco Eternities which will disregard

the other 3Ps included in the 7Ps of the marketing mix namely: people, process, and
 17

physical evidence. Third, the research will only be conducted during the academic

school year 2023-2024. Lastly, the sample size will only represent 70 residents of the

chosen village in Commonwealth, Quezon City. The findings of the paper will not be

generalized by the researchers with other funeral services within other regions in the

Philippines. Additionally, The marketability of funeral services remains mostly

unexplored and warrants further research.

Significance of the Study

The findings of the study will benefit both funeral service providers and

consumers alike, given that the researchers are exploring the marketability of

sustainable funeral services. As businesses take steps to make choices more

sustainable and eco-friendly, the funeral industry is not falling behind in this initiative.

Society's heightened environmental awareness is prompting traditional sectors, such as

the funeral industry, to investigate sustainable practices. In the Philippines, the

availability of sustainable funeral options is limited, leading to a lack of understanding

about their marketability. The research aims to evaluate the marketability of sustainable

funeral services in response to the growing interest in environmentally friendly funeral

practices among both consumers and the funeral industry. The business idea overall

represents a strong commitment to reducing the environmental impact of traditional

funeral practices, reshaping how consumers think about end-of-life rituals, and

promoting a more sustainable future for both the industry and the planet.

The research contributes to the existing body of knowledge on the marketability

of sustainable funeral services. Marketability has not been fully explored yet in previous
 18

research papers, as there is limited information and knowledge regarding this concept.

Therefore, this study aims to determine the marketability of sustainable funeral services.

The study employs the 4Ps marketing mix framework, emphasizing product, price,

place, and promotion to underscore their critical roles in shaping the success of

sustainable funeral services. Moreover, the research contributes knowledge about

market research of funeral services in Commonwealth, Quezon City, providing insights

that can be representative of the broader Filipino context. It highlights the marketability

of sustainable funeral services to Filipino consumers, a topic unexplored by current

studies.

Furthermore, if sustainable funeral services are not explored, the funeral industry

may grow stagnant, continuing to contribute to environmental degradation at a steady

rate. Additionally, limited access to sustainable funeral services would persist if the

existing body of knowledge is not further investigated. The development of a

sustainable funeral industry in Commonwealth, Quezon City could lead to a

transformative shift in how funeral services are perceived, fostering a greater sense of

responsibility toward the environment and future generations. By embracing eco-friendly

alternatives, individuals have a meaningful way to leave a positive legacy, nurturing a

deeper connection between end-of-life rituals and their environmental impact.

Therefore, the study is conducted to benefit the following:

1. Consumers - They can benefit from the study through the development of

sustainable funeral options, allowing consumers to further contribute to the

preservation of the environment.

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2. Aeternitas and other funeral service providers - The study builds upon the

knowledge of eco-friendly funeral options, allowing them to develop and promote

more sustainable funeral practices.

3. Local communities – They can benefit from the research as sustainable funeral

services are developed and studied, thereby reducing the environmental impact

of funeral services.

4. Environmental organizations – The study provides information on sustainable

funeral practices as well as insights into the funeral industry, which they can use

to advocate for a green movement in the funeral industry.

5. Future researchers - The research on the marketability of sustainable funeral

services can be used as a reference for future researchers looking to add to the

existing knowledge of the sustainable funeral industry.

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METHODS

Research Design

The researchers aimed to investigate the marketability of Eco Eternities’ funeral

products to residents within Ayala Heights, Commonwealth, Quezon City. The research

aimed to answer three research questions: (1) What is the perceived appeal

respondents have towards each aspect of the 4Ps marketing mix of Eco Eternities? (2)

Which demographic groups demonstrate the highest level of appeal towards each

aspect of the 4Ps marketing mix of Eco Eternities? (3) Are there significant differences

among groups in different demographics (gender, age, civil status, monthly income) in

terms of appeal towards Eco Eternities’ 4Ps Marketing Mix?

The study employed a quantitative causal-comparative research design to

answer the aforementioned research questions. According to Uy et al. (2019), a

quantitative research method is beneficial for market research. These types of research

can be indicative of customer satisfaction. Moreover, it can be applied to other products

and services to determine customer preference and product marketability. According to

Maheshwari (2018), a causal-comparative research design is an attempt to identify a

causative relationship between an independent variable and a dependent variable. By

comparing the marketability of Eco Eternities between groups, cause-effect

relationships can be established between the independent variable (gender, age, civil

status, monthly income) and the dependent variable (marketability).

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Population and Sampling

The collection of data was done through a survey of residents within Ayala

Heights, Commonwealth, Quezon City. To identify the marketability of Eco Eternities’

services, the prospective consumers must be the respondents of the study. The

residents of Ayala Heights, Commonwealth, Quezon City meet the target market of Eco

Eternities. The researchers obtained a list of the residents in Ayala Heights based on an

online group. The list showed that there are 1024 adults in the online group, which will

act as a basis for the population of the study. With a population size of 1024, a 95%

level of confidence, and a 0.05 margin of error, an ideal sample size of 278 was

determined using a sample size table. However, due to practical considerations such as

time constraints, the researchers settled on taking 25% of the ideal sample size,

ensuring attainability. Therefore, the sample size for the research is 70 respondents.

Memon et al. (2020) explained that researchers can consider budget, time,

resources, and other restrictions as factors that may affect selecting a sample size. In

doing so, researchers must consider estimating the percentage of respondents they are

able to reach or respondents who are willing to participate (Mooi et al., 2018, as cited in

Memon et al., 2020). The participants of the study were selected using voluntary

response sampling. The respondents of the study are made up of self-selected

participants who have volunteered themselves to take part in the research. The survey

was conducted using Google Forms where survey participants were given a

questionnaire.
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Instrumentation
An interview guide was developed anchored on the conceptual framework of the

study, which will allow the researchers to gauge the marketability of each aspect of the

4Ps marketing mix of Eco Eternities in terms of various demographics.

Each question was grouped into varying topics, each with corresponding

question numbers and research objectives:

Table 1

Table of Specifications for survey questionnaire

Q# Topic Variable Type

1 Funeral Service Product Closed, likert scale

2 Biodegradable Urns Product Closed, likert scale

3 Biodegradable Urns Product Closed, likert scale

4 Life Plan Product Closed, likert scale

5 Pricing of Packages Price Closed, likert scale

6 Discounts Price Closed, likert scale

7 Physical location Place Closed, likert scale

8 Online and Physical Channels Place Closed, likert scale

9 Promotional Posters Promotion Closed, likert scale

10 Promotional Video Promotion Closed, likert scale

There are 10 questions in total, each of which are closed-ended questions,

requiring participants to answer based on a four-point Likert scale in terms of appeal (1-

Not at all appealing, 2- Slightly appealing, 3- Moderately appealing, 4- Very appealing).

Overall, surveys lasted approximately 10-15 minutes to complete. The questions are

designed for the researchers to assess multiple aspects of Eco Eternities based on the
 23

4ps marketing mix from the perspective of different consumer demographics. The

demographics are observed based on Gender (male and female), Age groups (18-34,

35-54, 55-64, and 65 or over), Civil Status (Married, Unmarried, Widowed), and Monthly

Household income (Less than ₱9 100, ₱9 101 - ₱18 200, ₱18 201 - ₱63 700, ₱63 701 -

₱182 200, Above ₱182 201). The income brackets for Monthly Household Income is

based on how PSA (Philippine Statistics Authority) segregates income classes (Divina,

2023).

Statistical Treatment

A one-way ANOVA test was conducted to compare the mean marketability of

different demographic groups in terms of gender, age, civil status, and monthly income.

This allows the researchers to determine if there are significant differences in appeal

towards each aspect of the marketing mix across different demographic groups.

Moreover, the statistical test can determine whether different demographic groups

correspond to a higher marketability based on the 4Ps marketing mix. The analysis can

suggest causal relationships between specific aspects of the marketing mix and the

various demographic groups.

Data gathering procedure

To be able to get all the necessary interpretation needed for this study, the

following steps were taken:

Participation in the Eco Eternities research study involved a structured data

gathering procedure to understand preferences and opinions regarding eco-friendly

 24

funeral services. First, the researchers constructed a survey questionnaire. Prior to

participation, informed consent was obtained, ensuring participants' understanding of

the study's purpose and procedures. Participants were then invited to complete a

Google Forms survey covering various aspects, including funeral arrangements,

memorial services, pricing, communication channels, marketing strategies, and urn

designs. The collected data was treated confidentially, with secure storage, and

subsequently analyzed by the research team to draw meaningful insights. The results

were compiled into a comprehensive report, contributing to the broader understanding

of eco-friendly funeral services. The researchers then analyzed the data collected and

how it impacts the marketability study of Eco Eternities.

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RESULTS

Demographic Profile

Table 2
Gender distribution of survey respondents

Out of 72 respondents, the majority were female, with 38 responses, amounting

to 52.8% of the total sample. Male respondents represented 47.2% of the sample with

34 responses.

Table 3
Age distribution of survey respondents

The age distribution out of the 72 respondents, as seen in Table 3 is 28 (38.9%)

of the respondents being aged 18 to 34, the majority group. 22 of the respondents

(30.6%) are aged 35 to 54. 14 respondents (19.4%) belong to ages 55 to 64. Lastly, the

minority consists of 8 respondents (11.1%) who are aged 65 and over.

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Table 4
Civil Status of survey respondents

Table 4 shows that the civil status of the 72 respondents indicates that 37

respondents (51.4%)—the largest group—answered that they are unmarried, 28

respondents (38.9%) are married, and the minority are widowed, consisting of 7

respondents (9.7%).

Table 5
Monthly Household Income of survey respondents

Table 5 shows the monthly household income of the respondents. 23

respondents make up the majority (31.9%) who earn ₱18,201 to ₱63,700 monthly

(Lower-middle income), 19 respondents (26.4%) who earn ₱63,701 to ₱182,200

monthly (Middle-upper income), 16 respondents (22.2%) who earn above ₱182,201

monthly (Rich), 8 respondents (11.1%) who earn ₱9,101 to ₱18,200 monthly (Lower
 27

income). Lastly, the minority comprises 6 respondents (8.3%) who earn less than

₱9,100 monthly (Poor).

Marketability of Eco Eternities

Table 6
Perceived appeal towards Eco Eternities among respondents

The respondents rated different aspects of Eco Eternities in terms of levels of

appeal. The place aspect garnered the highest average rating with a mean score of

3.51 with a standard deviation (SD) of 0.739, indicating that they find it “moderately

appealing”. This is followed by the price aspect with a mean score of 3.44 and an SD of

0.644 or “moderately appealing”. The promotion aspect was rated slightly lower, with a

mean score of 3.29 and an SD of 0.808 or “moderately appealing” The product aspect

received the lowest rating with a mean score of 3.28 and an SD of 0.690, indicating

respondents found it “moderately appealing”. Overall, the appeal for all aspects of Eco

Eternities indicated an average mean of 3.38 or “moderately appealing” and average

standard deviation of 0.720.

 28

Marketability based on Gender

Table 7
One-way ANOVA test for Gender

Table 8
Group Descriptives for Gender

As shown in Tables 7 and 8, the results show the respondents' appeal towards

different aspects of Eco Eternities with regards to gender. In terms of the product

aspect, (f(1,67.0) = 1.58219, p = 0.213) there is no significant difference between males

 29

(x = 3.18, sd = 0.722 and females (x = 3.38, sd = 0.654). Similarly, the appeal for the

price aspect, (f(1,67.8) = 0.00205, p = 0.964) show no significant difference among

males (x = 3.44, sd = 0.672) and females (x = 3.43, sd = 0.628). The respondents’

appeal towards the place aspect (f(1,70.0) = 0.16363, p = 0.687) showed no significant

difference among males (x = 3.54, sd = 0.689) and females (x = 3.47, sd = 0.788).

Lastly, for the promotion aspect, (f(1,57.2) = 1.61176, p = 0.209) there is no significant

difference among males (x = 3.16, sd = 0.951) and females (x = 3.41, sd = 0.646).

Overall, all aspects of Eco Eternities are not affected by gender in terms of respondents’

appeal. Therefore, the marketing strategy for all aspects of Eco Eternities are applicable

for all respondents considering their gender.

Marketability based on Age

Table 9
One-way ANOVA test for Age
 30

Table 10
Group Descriptives for Age

As shown in Tables 9 and 10, the results show the respondents’ appeal towards

different aspects of Eco Eternities regarding age. In terms of the product aspect,

(f(3,26.3) = 1.195, p = 0.331) there is no significant difference between respondents

aged 18-34 (x = 3.44, sd = 0.576), aged 35-54 (x = 3.03, sd = 0.832), aged 55-64 (x =

3.34, sd = 0.711), and aged 65 over (x = 3.34, sd = 0.481). Therefore, the product

strategy could apply to all respondents. Similarly, the appeal for the price aspect

(f(3,29.3) = 0.957, p = 0.426) shows no significant difference among respondents aged

18-34 (x = 3.52, sd = 0.631), aged 35-54 (x = 3.32, sd = 0.716), aged 55-64 (x = 3.36,
 31

sd = 0.691), and aged 65 over (x = 3.63, sd = 0.354). Therefore, the pricing strategy

could be applicable for all respondents.

A significant difference (f(3,33.8) = 4.213, p = 0.012) among respondents aged

18-34 (x = 3.59, sd = 0.681), aged 35-54 (x = 3.16, sd = 0.920), aged 55-64 (x = 3.68,

sd = 0.575), and aged 65 over (x = 3.88, sd = 0.231) was observed for the place aspect.

The age groups of ‘55 to 64’ and ‘65 or over’ rated the place aspect as “very appealing”

compared to the rest which showcased “moderately appealing”. Similarly, the appeal for

the promotion aspect (f(3,24.3) = 3.562, p = 0.029) show a significant difference among

respondents aged 18-34 (x = 3.64, sd = 0.606), aged 35-54 (x = 2.98, sd = 0.932), aged

55-64 (x = 3.18, sd = 0.823), and aged 65 over (x = 3.13, sd = 0.694). The age group of

‘18 to 34’ rated the promotion aspect as “very appealing” compared to the rest which

showcased “moderately appealing”.

Marketability based on Civil Status

Table 11
One-way ANOVA test for Civil Status
 32

Table 12
Group Descriptives for Civil Status

As shown in Tables 11 and 12, the results show the respondents’ appeal towards

different aspects of Eco Eternities with regards to civil status. In terms of the product

aspect, (f(2,17.1) = 0.748, p = 0.488) there is no significant difference between those

who are married (x = 3.40, sd = 0.558), unmarried (x = 3.22, sd = 0.782), and widowed

(x = 3.18, sd = 0.673). Similarly, the appeal for the price aspect (f(2,21.0) = 0.124, p =

0.884) show no significant difference among those who are married (x = 3.46, sd =

0.560), unmarried (x = 3.41, sd = 0.744), and widowed (x = 3.50, sd = 0.408). The

respondents’ appeal towards the place aspect (f(2,23.7) = 2.662, p = 0.091) showed no

significant difference among those who are married (x = 3.57, sd = 0.604), unmarried (x
 33

= 3.39, sd = 0.859), and widowed (x = 3.86, sd = 0.378). Lastly, for the promotion

aspect, (f(2,19.2) = 0.215, p = 0.808) there is no significant difference among those who

are married (x = 3.25, sd = 0.726), unmarried (x = 3.30, sd = 0.909), and widowed (x =

3.43, sd = 0.607). Overall, civil status does not significantly affect the respondents’

appeal towards all aspects of Eco Eternities. Overall, all aspects of Eco Eternities are

not affected by civil status regarding respondents’ appeal. Therefore, the marketing

strategy for all aspects of Eco Eternities is applicable for all respondents considering

their civil status.

Marketability based on Monthly Household Income

Table 13
One-way ANOVA test for Monthly Household Income
 34

Table 14
Group Descriptives for Monthly Household Income

As shown in Tables 13 and 14, the results show the respondents' appeal towards

different aspects of Eco Eternities with regards to Monthly Household Income. In terms

of the product aspect, (f(4,27.7) = 15.66, p = < 0.001) there is a significant difference

between respondents who are rich (x = 3.48, sd = 0.478), middle-upper class (x = 3.12,
 35

sd = 0.910), lower-middle class (x = 3.11, sd = 0.634), lower class (x = 3.28, sd =

0.525), and poor (x = 3.96, sd = 0.102). Respondents who belong to the poor income

class rated the product aspect as “very appealing” compared to the remaining which

showcased “moderately appealing”. Similarly, the appeal for the price aspect (f(4,27.2) =

4.74, p = 0.005) show a significant difference among respondents who are rich (x =

3.47, sd = 0.562), middle-upper class (x = 3.37, sd = 0.779), lower-middle class (x =

3.35, sd = 0.681), lower class (x = 3.44, sd = 0.496), and poor (x = 3.92, sd = 0.204).

The income group belonging to the poor rated the price aspect as “very appealing”

compared to the rest which showcased “moderately appealing”. The respondents’

appeal towards the place aspect (f(4,27.2) = 2.93, p = 0.039) showed a significant

difference among respondents who are rich (x = 3.41, sd = 0.779), middle-upper class

(x = 3.53, sd = 0.697), lower-middle class (x = 3.46, sd = 0.838), lower class (x = 3.50,

sd = 0.756), and poor (x = 3.92, sd = 0.204). Respondents who belong to the poor

income class rated the product aspect as “very appealing” compared to the remaining

which showcased “moderately appealing”. For the promotion aspect, (f(4,28.7) = 7.40, p

= < 0.001) there is a significant difference among respondents who are rich (x = 3.06, sd

= 0.750), middle-upper class (x = 3.03, sd = 1.007), lower-middle class (x = 3.35, sd =

0.745), lower class (x = 3.75, sd = 0.378), and poor (x = 3.92, sd = 0.204). Respondents

who belong to both poor and lower income classes rated the promotional video as “very

appealing” compared to the remaining which showcased “moderately appealing”.

 36

DISCUSSION

The present study presents insightful data with implications in terms of enhancing

the marketability of Eco Eternities across various demographic segments. The research

aligns with the study of Saleem et al. (2018) who highlighted socio-demographic

characteristics to have significant implications for profiling green consumers and

evolving marketing strategies for sustainable products. Overall, the respondents found

all aspects (product, price, place, promotion) of Eco Eternities to be “moderately

appealing”. The place aspect displayed the highest rating in terms of appeal. Therefore,

the marketing strategy of Eco Eternities in terms of the place aspect is effective.

Across both genders, the product, price, place, and promotion aspects of Eco

Eternities are equally appealing. The lack of gender disparities in the appeal towards

Eco Eternities is consistent with Chan’s (2000) study, which found gender to not

significantly impact the likelihood of being attracted to a sustainable product. Whereas

past researchers (Shahsavar et al., 2020) have found civil status to significantly

influence willingness to pay for sustainable products, the present study has shown civil

status to not significantly affect the appeal for Eco Eternities. This indicates that for the

case of Eco Eternities, the appeal is not confined to any particular civil status group.

The findings indicate age plays a significant factor in terms of appeal towards Eco

Eternities, particularly in the place and promotion aspects. Younger respondents (aged

18-34) found the promotion aspect to be more appealing compared to older age groups.

Kanchanapibul et al.’s (2014) study indicated how age affects consumer behavior

towards sustainable products. In terms of older age groups (aged 55-64 and aged 65
 37

over), they found the place aspect to be more appealing compared to younger age

groups. Monthly household income was found to significantly influence the appeal for all

aspects of Eco Eternities. Respondents belonging to poor-income households found all

aspects to be more appealing compared to those from higher-income households. More

specifically, the promotion strategy was effective for both poor and lower-income

households. The results are consistent with the claim that household monthly income is

among the demographic characteristics to significantly influence consumer behavior in

terms of “green marketing” (Awad, 2011).

The findings of the present study provides recommendations for the marketing

strategy of Eco Eternities. The place aspect was found to be the primary reason why

customers would find Eco Eternities appealing. Therefore, the physical and online

channels of Eco Eternities could play a significant role in attracting customers.

Moreover, the findings suggest that targeted marketing efforts could involve

emphasizing place features for older consumers. Marketing materials can showcase the

close proximity of funeral facilities to emphasize convenience and accessibility.

Furthermore, it can spotlight the well-maintained and visually appealing nature of private

funeral rooms and memorial park spaces. Furthermore, targeted marketing efforts for

younger consumers would involve emphasizing the promotion aspect of Eco Eternities.

The current marketing strategy, which emphasizes eco-friendliness can be maintained

to resonate with environmental values. Similarly, Kanchanapibul et al. 's (2014) study

mentions that younger age groups (aged 18-30) are more influenced by their

understanding and emotional response towards green purchases. Additionally, The

 38

current marketing approach, which leverages social media, is proven effective and

could continue to be a primary channel to engage with younger consumers. They can

be enticed specifically through life plans and sales promotions. Moreover, besides social

media, Eco Eternities may explore other marketing strategies to effectively reach older

demographics. The results also imply that Eco Eternities could be more effectively

marketed to individuals belonging to lower-income groups. An effective marketing

strategy for Eco Eternities could be to place a greater emphasis on the

cost-effectiveness of their less premium packages. Marketing campaigns could highlight

flexible payment plans and the inclusion of essential services at a low cost. Moreover,

the moderate appeal towards higher income groups could indicate a need for more

premium features.

Overall, the present study enhances the body of knowledge on the relationship

between marketability and consumer demographics within the context of sustainable

funeral services in an urban Philippine setting. Thereby, contributing to the development

of green practices within the funeral industry.

 39

APPENDICES

Appendix A: Ethics statement and informed consent form

The Marketability of Sustainable Funeral Services of Eco Eternities to Residents of Ayala

Heights, Commonwealth, Quezon City

Informed Consent Form

Thomas Jared B. Lim

La Salle Green Hills
Practical Research 2 Capstone Project

PURPOSE OF THE STUDY

You are being invited to take part in a research study. Before you decide to participate in
this study, it is important that you understand why the research is being done and what your
participation will involve. Please read the following information carefully and feel free to ask the
researcher if there is anything that is not clear or if you need more information.

The purpose of this study is to gather information and assess Eco Eternities'
marketability towards different demographics. We want to understand the different elements and
needs of funeral services, biodegradable urns, memorial planting services, and marketing
tactics. We wish to understand the preferences and perspectives of individuals. You have been
selected to participate in this research study on Eco Eternities. Rest assured that your selection
is not personal as it is an acknowledgment of your valuable insights and possible contributions.
Your willingness to take part and assist us in defining the future of environmentally friendly
funeral services would be invaluable.

STUDY PROCEDURES

Participation in the research study on Eco Eternities will involve the following
procedures. Our team wants to ensure your complete understanding before beginning
participation in our research study on eco-friendly funeral services. This brief document confirms
your agreement and enthusiastic willingness to contribute while also outlining important aspects
of our project's focus. Once provided with a clear understanding of what is expected of each
participant, we invite all willing individuals to answer a survey through google forms. Throughout
this survey, data will be collected, ensuring confidentiality and secure storage. After gathering
the necessary data, the researchers will analyze it and make judgments to produce results for
the study.

Participants will be asked questions related to eco-friendly funeral services. These

questions may explore your preferences and opinions regarding various aspects of funeral
 40

arrangements, memorial services, pricing, communication channels, marketing strategies, and

urn designs.

DURATION

If you choose to participate in the interview for Eco Eternities, it will last approximately
10-15 minutes. During this time, you will view different aspects of Eco Eternities' funeral service
and share your opinions about them. Your responses will be gathered as each question from the
google forms survey is answered.

VOLUNTARY PARTICIPATION

Your participation in this study is voluntary. It is up to you whether or not you decide to
participate. After you agree to participate, you are still free to withdraw at any time and without
giving a reason. Withdrawing from this study will not affect the relationship you have, if any, with
the researcher. If you withdraw from the study before data collection is completed, your data will
be destroyed.

RISKS

The study for Eco Eternities should pose no risks. Participants are free to refuse to
answer any or all of the questions and to stop taking part in the survey whenever they choose.

BENEFITS

Participants in the Eco Eternities feasibility study will not receive direct benefits for their
participation but, we will be providing a token of appreciation to each participant. However, their
involvement will contribute to the potential improvement of funeral services and environmentally
friendly practices. By sharing their insights and perspectives, participants will contribute to the
development of a sustainable and convenient funeral service. The knowledge gained from this
study has the potential to benefit the community by offering enhanced funeral experiences and
promoting eco-friendly practices. Additionally, the findings of this research may contribute to
broader societal understanding and advancements in the funeral industry. While there is no
immediate individual benefit, we appreciate the valuable contribution of participants in helping
shape the future of funeral services.

CONFIDENTIALITY

The research team conducting the study is committed to maintaining the confidentiality
of participant data. To ensure confidentiality, the following measures will be implemented:

1. All participants will be assigned unique codes or pseudonyms that will be used in all
research notes and documents, instead of using their real names.
 41

2. All personal identifiers will be securely stored and accessible only to the researchers.

Participants may rest easy knowing that their personal information and anything else
they will disclose will be handled with all due caution and confidentiality. To the best of the
researcher’s ability, the research team is committed to preserving the confidentiality and identity
of participants.

CONTACT INFORMATION

This study was approved by the Research Ethics Review Committee of La Salle Green Hills. If
you have any questions at any time about this study, or if you experience any non-normative
sensations as a result of participation, you may contact the researcher whose contact
information is on the first page. If you have any questions regarding your rights as a research
participant, or if problems arise which you do not feel you can discuss with the Principal
Investigator, please feel free to contact the Director of the Research Ethics Office, Dr. Nelson B.
Arboleda, Jr., at REO@dlsu.edu.ph or by calling (632) 524-4611 local 513.

CONSENT

I have read the provided information, or it has been read to me. I have had the
opportunity to ask questions about it and any questions I have been asked have been
answered to my satisfaction. I understand that I will be given a copy of this form, and the
researcher will keep another copy on file. I consent voluntarily to be a participant in this
study.

Print Name of Participant_______________________

Signature of Participant________________________

Date___________________
Day/month/year

Print Name of Researcher_______________________

Signature of Researcher________________________

Date___________________
Day/month/year
 42

Appendix B: Letters
Figure 2. Letter to Validators (1st validator)
 43

Figure 3. Letter to Validators (2nd validator)

 44

Figure 4. Certificate of Validation

 45

Figure 5. Request for Data Gathering

 46

Appendix C: Technical Documents

Table 15. Interview Questions
 47

Figure 6. Sub-Indicators of each variable

Table 16. Normality and Homogeneity Test (One-way ANOVA test for Gender)
 48

Table 17. Normality and Homogeneity Test (One-way ANOVA test for Age)

Table 18. Normality and Homogeneity Test (One-way ANOVA test for Civil Status)

Table 19. Normality and Homogeneity Test (One-way ANOVA test for Monthly
Household Income)
 49

Figure 7. Google Forms survey (screenshots)

50
51
52
53
54
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