PR2 G4 Final Output Obedience 2 - 072130

Republic of the Philippines
Department of Education
Region II – Cagayan Valley
Schools Division Office of Cagayan
Tuao West District
Itawes National High School
Effectiveness of Marketing Strategies to the Sales of
Milk Tea Business Owners at Tuao West
A research Paper Presented to the Faculty of the Itawes National Highschool
In Partial Fulfillment of the Requirements for the Subject
Practical Research 2
Member/s:
Bulan, Ryan Vince
Ardiles, Mhaj Caira
Basiwang, Shaina
Castillejo, Nicole
Flojo, Rosa Mae
Llanto, Richel
Malobag, Richell
Villa, Pauline
MARY ROSE P. MARAMAG
Research Adviser
S.Y. 2023-2024
Address: Alabug, Tuao, Cagayan

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Itawes National High School – SDO Cagayan 300467@deped.gov.ph

https://sites.google.com/deped.gov.ph/itawesnhs
Tuao West District
ACKNOWLEDGEMENT
This study was made successful through the aid of significant persons
who guided and help us throughout the completion of this study. Our
immeasurable appreciation and deepest gratitude are given to the following
individual who helped us broaden our perspective as we go through this
study.
Our parents, who patiently supported us financially, morally, and
spiritually from the time we started conducting this study until its
completion. Those support and love from them boosted us in finishing what
we started. And for their endless understanding and tireless support.
To our research teacher, Ms. Mary Rose Maramag, who guided us
through and help us a lot in drawing out our ideas and improving our skills
in language and writing. And for the giving us good guidelines throughout
numerous consultations, for sharing her knowledge and expertise, and for
supervising us in writing this research.
To our subject teachers who supported, motivate, encourage and gave
us advices to finish our research successfully.
To our respondents, who willingly helped with their full cooperation
which has made this research study achieve its smooth completion.

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To every researcher, for the efforts, patience, ideas, and memories that
we created together throughout the time of making this study. With every
one of us, the completion of this requirement was less hard and more fun.
Last and foremost, to our GOD ALMIGHTY, who was always there by
our side. For his grace, guidance, protection and blessings he bestowed us
throughout the completion of this study.

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DEDICATION
This research paper is sincerely dedicated to Almighty God, who made
it possible for us to complete this research regardless of the many obstacles
during the research journey. Also, we dedicate this study to our amazing
and supportive family who encouraged us and inspired us in conducting
this study.
Moreover, we dedicate this research paper to our subject teacher, Ms.
Mary Rose Maramag, who constantly guiding and teaching us to make this
study even better. To our family for cheering up for us, and to our friends
who have help us finishing this research study. We really appreciate your
words of advice and in continuously giving us moral, emotional, and
financial support.

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CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Marketing strategy is a long-term plan for achieving a company’s goal
by understanding the need of customers and creating distinct and
sustainable competitive advantage. Marketing strategies involve the
planning and execution of activities aimed at promoting and selling products
or services, attracting customers, and building brand awareness. In every
line of business, strategy is important because it is a series of decisions and
actions directed at achieving company goals Sutaguna et.al., (2023). Every
business has a goal and not every goal is achieved, thus, executing effective
marketing strategies can lead a business to its greatest success. Marketing
strategy plays a crucial role for business owners seeking to achieve
competitive advantage and sustainable growth in today’s dynamic market
place. According to the study of Ferell et.al., (2021) learn how to think and
act like an effective marketer and forward-focused disruptor in today’s
dynamic and fast-paced business environment. An entrepreneur needs to
consider changes in the economy to plan and evaluate effective marketing
strategies. Especially in this generation where evolution is constant and

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business industry is becoming more competitive and consumer’s preference
is constantly shifting.
Taking advantage of technological advancements, examining today’s trend,
from strategic digital marketing tools and integrated marketing
communication to new marketing models can contribute to an effective
marketing strategy. The significant effects of marketing strategies to milk tea
business owners are that it helps uncover numerous opportunities for
developing important and highly relevant new marketing strategy
knowledge. This can also help entrepreneurs to oversee situations that may
affect the business’ success. According to the study of Olson et.al, (2021),
there are dozens of different types of strategies (e.g., corporate, business,
financial, marketing, operations, product/market, pricing, promotion,
distribution). As such, marketing strategies itself encompasses a wide
variety of plans and activities form market research and segmentation to
product development, pricing, promotion, and distribution. A well-defined
marketing strategy leads a business into its ultimate break through. By
creating the right marketing strategy, entrepreneurs can identify its strength
and weaknesses and be able to formulate an efficient strategy that gears
towards increasing business performance improvement but may also
contribute to economic growth and development (e.g., higher sales, job
opportunities, and increase tax revenue).

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The effectiveness of marketing strategies for business owners is a critical
area of concern in today’s dynamic and competitive business environment, it
has significantly contributed to the overall performance of a business and
has been the reason of a business success. In relation to this research of an
in-depth study is to investigate and analyse the effectiveness of diverse
marketing strategies employed by business of varying sizes and industries.
This study will tackle the impact of these strategies on key performance
indicators such as revenue, customer acquisition, and brand perception and
how do the respondents employ these strategies to improve business
performance. However, it remains unclear whether traditional marketing
approaches or innovative digital strategies are more effective for this
demographic. This research seeks to address effectiveness of different
marketing strategies employed by senior high school business owners in
achieving their business goals, the strategies adapt the unique challenges
they face, such as limited resources and market competition. The
researchers are aiming to be a successful entrepreneur someday and thus,
conducting this study will provide evidence-based recommendations to
empower entrepreneurs with the knowledge and tools necessary to thrive in
their ventures.

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A business is more than just a simple occupation, it is one of the factors
that drive economic growth. It satisfies humankind’s insatiable needs and
wants. Business is also a major employer, offering jobs to individuals across
various skill levels and industries, reducing unemployment and improving
people’s livelihood. In this era characterized by continuous innovation,
business provides valuable benefits in every aspect of the community and it
is what makes human’s primary needs and wants available anytime.
Marketing strategy is the backbone of a business and what enables it to
continue operating. Moreover, it provides valuable information upon how to
best deliver their business in order to satisfy consumers wants and needs.
Marketing strategies don’t just exist for entrepreneurs to increase sales and
profits but also to identify various techniques that will best benefit the
consumers and the economy.

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Statement of the Problem
1.) What are the marketing strategies used by milk tea business owners in
terms;
a. Relationship Marketing
b. Social Media Marketing
c. Product Marketing
2.) How effective are the different marketing strategies to the sales of milk
tea business owners?
3.) Is there a significant relationship between marketing strategies to the
sales of the milk tea business owners?
Conceptual Framework
INDEPENDENT VARIABLE DEPENDENT VARIABLE
MARKETING STRATEGY MILKTEA BUSINESS

A. RELATIONSHIP
OWNERS
MARKETING
B. SOCIAL MEDIA A. SALES
PRESENCE
C. PRODUCT
MARKETING
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SIGNIFICANCE OF THE STUDY
Milk Tea Business Owners: This study could help the milk tea business
owner choose the most efficient marketing strategies within their field. The
study would give them the idea on solving their challenges and they could
adjust their strategies regarding the crisis that they might encounter.
Students: The study will give them an insight on what are the different
strategies they could use whenever they plan to start a business.
Researchers: In alignment to our strand, the researchers could gain insight
for future use.
Future Researchers: The finding and the results of this study could provide
additional concept and can also be a guide for the future researcher/s to
conduct follow-up study
Scope and Limitations

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The study focused on marketing strategies used the by milk tea business
owners. The study was conducted at Tuao West and limited to the
marketing strategies on how these marketing strategies helped the milk tea
business owners to increase their sales. The chosen respondents of this
study are the business owners who have their own license, business
permits, and the business is acknowledged by Department of Trade and
Industry.
Definition of Terms
Relationship Marketing- marketing strategy used by the milk tea business
owners by building strong relationship with customers acquire new
customers and retain existing ones.
Social Media Marketing- a strategy by using social media platforms such
as Facebook to promote product.
Product Marketing- using product to attract customers.
Sales- to determine if the business is gaining profit by using the different
marketing strategies.

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CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
Marketing Strategies
According to Tabuena A.., et.al. (2022), the primary objective of the
literature review is the examine the digital marketing used by online
business sellers amidst the Covid-19 pandemic. In this case, effective
marketing enables the collection of data to understand more about targeted
consumers, allowing advertising and other strategies to be more directed. In
addition, this was initiated to deeply understand how the digital marketing
strategies of online business sellers work. Based on the literature review, the
researchers identified the following themes: digitalization and digital
marketing, social media as a digital marketing strategy, information
technologies as marketing tactics, e-commerce during the COVID-19
pandemic, understanding online, internet, mobile, digital marketing,
preferences, and future research directions, and implications. In
conclusions, digital marketing has surpassed traditional marketing. These

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elements affect the digital marketing skills gap. Internet ads are getting
more wide spread. Firms’ perceptions of the value of digital marketing can
be classified. An integrated approach is required to meet client needs using
digital marketing channels. To succeed in this new market, businesses must
first understand their clients’ lifestyle. Digital Marketing has evolved into an
internet advertising platform for small business owners, despite a lack of
funds to update technology and harness internet development. Advertising
on social media is attracting the attention of digital marketers. Because of
the potential market share gains that social media marketing would give for
internet marketers, it is expected that social advertising spending will
continue to grow in the coming years.
According to Magboo J.., et al., (2019), this study is aimed at to assess
the creative marketing strategy of food park businesses in Batangas,
Philippines. It utilized the descriptive method of research. A total of
53(100%) business owners/managers of food parks in Lipa City and
Batangas City that are selling food and beverages are the participants of the
study. Most of the stalls in Lipa City are already closed, because they are
the first to establish food parks and some of them faced business
bankruptcy compared to Batangas City food parks. Based on the findings of
the study, most of the owners who are using creative marketing strategies
have survived more than a year in business. The marketing strategies used
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by the business owners are effective enough to attract customers. Food
parks with an average customer of 31 and above have creative marketing
strategies on branding while businesses in Lipa City have higher creativity
on customers experience and visual merchandising.
According to Morgan N.., et.al. (2019), Marketing strategy is a
construct that lies at the conceptual heart of the field of strategic marketing
and is central to the practice of marketing. It also the area within which
many of the most pressing current challenges identified by marketers and
CMOs arise. We develop a new conceptualization of the domain and sub-
domains of marketing strategy and use this lens to assess the current state
of marketing strategy research by examining the papers in the sox most
influential marketing journals over the period 1999 through 2017. We
uncover important challenges to marketing strategy research – not least the
increasingly limited number and focus of studies, and the declining use of
both theory and primary research designs. However, we also uncover
numerous opportunities for developing important and highly relevant new
marketing strategy knowledge – the number and importance of unanswered
marketing strategy questions and opportunities to impact practice has
arguably never been greater. To guide such research, we develop a new
research agenda that provides opportunities for researchers to develop new
theory, establish clear relevance, and contribute to improving practice.

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According to the study of Feliciano and Dela Cruz (2023), business
owners regularly develop strategies for the output of their business
operations. These marketing strategies’ effectiveness depends on the
preferences and reachability of their target market, along with the choices of
the owners and managers based on what they choose as more suitable for
their business’s growth. This study aimed to explore the marketing
strategies of selected milk tea shops in Barangay Poblacion, San Isidro,
Nueva Ecija. The descriptive method was used. Using a phenomenological
research approach, the researchers could interpret the respondents’
answers individually and in full detail. Six (6) milk tea shop owners in
Barangay Poblacion, San Isidro, Nueva Ecija responded to an interview
conducted by the researchers. A semi structured interview was conducted,
where the questions were set but still gave the respondents the ability to
give fully expressed answers. This study was done in Poblacion San Isidro,
Nueva Ecija. This study found that the marketing strategies that milk tea
shop owners used are as follows: (1) use of social media marketing for
advertisement and influence since many students use social media like
Facebook and Instagram; (2) promos are used to attract customers so that
the sales and popularity increase (3) having an affordable price of products;
(4) providing good quality products that help them achieve the loyalty of
their customers; and (5) maintaining the attractiveness and safety of the

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shop’ environment which have a good impact on customer behaviour and
sales. the study found out that the marketing strategies used by the
respondents, which are the use of social media marketing, giving promos,
having affordable prices, providing good quality products, and maintaining
the attractiveness and safety of the shops’ environment, all lead to a high
chance of business success, smooth business operation, and their
customer’s satisfaction. The results demonstrate that by implementing these
strategies, businesses could attract new customers, retain existing ones and
ultimately boost their sales.
Relationship Marketing
According to Mamuaya (2023), the purpose of this study was to
determine the role of customer satisfaction in mediating the influence of
customer relationship marketing on customer loyalty at Bank SulutGo
Manado City. The sample of this study was 100 people, the data collection
technique used a questionnaire with a Likert Scale and Path Analysis
techniques for data analysis. The results show that customer relationship
marketing has a significant effect on customer satisfaction, customer
relationship marketing has a significant effect on customer loyalty and
customer satisfaction has a significant effect on customer loyalty. The

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results also show that customer satisfaction mediates effect of customer
relationship marketing on customer loyalty.
According to Braines et.al.., (2023), This chapter tackles services and
relationship marketing. It explains how the service sector represents a very
large component of many countries' gross domestic product (GDP). Services
are primarily characterized by their factors of intangibility, perishability,
variability, inseparability, and a lack of ownership that influence how
marketers design, deliver, and evaluate the marketing of services.
Meanwhile, relationship marketing is based on the premise that retained
customers are more profitable than customers based on transactional
marketing. The chapter defines customer experiences as an emotional
transition and response through interactions with an organization and its
offerings. It then elaborates on the implementation of customer engagement
strategies, referencing how engaged customers can recruit new customers
by influencing their opinions.
According to Wasik et.al.., (2023), the way businesses are structured
has significantly changed as they transition from customer-based to
product-based structures. The development of Customer Relationship
Management, which is supported by the convergence of information systems
and the creation of auxiliary software, is a major force behind this

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transition. It promises to dramatically enhance the application of
relationship marketing principles. The three key issues that can help (or
hurt) the growth of customer relationship management in the service
industry are examined in this paper. These issues are organisational culture
and communication, management metrics, and cross-functional integration,
particularly between marketing and information technology.
Social Media Marketing
According to Fan (2023), Social media marketing strategies contribute
to increasing the brand awareness of businesses. However, they have not
always fully exploited the creativity and innovative capacities of the strategy
due to unawareness of the best tools to utilize in modern technology.
Notably, some organizations also fail to recognize the benefits of social
networks. The internet has exposed numerous opportunities, such as online
marketing that utilizes advertisement mechanisms like the podcast, blogs,
and social media to reach their target audiences. However, the internet
allows users to interact and create communities, facilitating the exchange
and discussion of knowledge. Famous social media networks include
youtube, Facebook, and Twitter. However, the advancing social media

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development has contributed to the emergence of new platforms such as
Tiktok. Analysts measure their popularity based on the level of activities the
platform offers its users. As a result, modern social networks facilitate more
effective than traditional networks since they promote global interactions by
overcoming geographical barriers. Currently, only a few organizations use
social networking in various sectors, but this literature identifies numerous
strategies that every organization should utilize to promote its brand. This
article intends to discuss the best social media marketing strategies, their
benefits, and challenges and provide insights about the emerging trends and
application of modern technology such as Artificial Intelligence (AI) and
chatbots in marketing. The first part of the review introduces the topic,
while the subsequent sections address the marketing strategies such as
image appeal and content. The challenges section addresses the problems
that accompany the strategies. The emerging technology and trends cover
the modern aspects that dominate online marketing, such as chatbots,
artificial intelligence, and short videos. The discussion relies on numerous
relevant literature articles exploring the aforementioned social media
marketing issues.
According to Zhang (2023), Social media, an essential part of social
connection, is becoming an inevitable global communication tool. The
popularity and availability of mobile phones have further fueled the

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importance of social media. Social media marketing activities carried out by
enterprises helps to attract more comprehensive customers and influence
customers' purchase behavior. However, with the increasing investment of
significant brands in marketing activities on social media platforms,
marketing on social media is becoming increasingly competitive in building
consumers' awareness about a particular product, customers' purchase
behaviour, and purchase decisions. Marketing research has focused on
using social media to motivate consumers' purchase intentions and
maintain consumer loyalty. The previous studies have shed some light on
the significant impacts of social media on consumers' behaviours. However,
few focus on consumers' purchase intentions and decisions. Through a
literature review, this paper studies how consumer behaviour changes due
to social media. This paper explores how social media can ultimately market
consumer behaviour by influencing consumer psychology, attitude, and
internal motivation for consumption through a literature review. Hopefully,
this paper also can provide some ideas for enterprises to better their
strategy formulation, optimize marketing plans, and improve brand benefits
and corporate earnings in the increasingly fierce social media marketing
competition.
Product Marketing

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According to Padubidri (2023), the effect of branding on product
marketing is a crucial aspect of any successful marketing strategy. Branding
refers to the process of creating a unique identity and perception for a
product or company in the minds of consumers. Effective branding can have
a strong and effective impact on product marketing by helping to
differentiate a product from competitors, building brand recognition and
awareness, increasing perceived value, and fostering emotional connections
with customers. Branding goes beyond creating a logo or a name for a
product; it encompasses the overall perception, image, and reputation of a
company and its products in the minds of consumers. In today's cutthroat
business environment, effective branding plays a vital role in influencing
consumer behaviour and driving product sales. This research project aims
to investigate the impact of branding on product marketing and its effects on
consumer perceptions and purchase decisions. The brand is an essential
element of any product marketing strategy as it serves to build an individual
identity and perception in the eyes of customers. The primary focus of this
research project is to analyze the effect of branding on product marketing,
particularly with regard to consumer insights, behaviors.
According to Siahaan et.al.., (2023), The purpose of this study is to
determine whether there is a simultaneous relationship between digital
marketing, brand image, and product understanding on the decision to

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become a customer. In this study, the population consists of all Sharia bank
customers. With a total of 100 respondents, this study used a non-
probability sampling strategy. This study employs a quantitative
methodology and a causal research design, gathering information with a
questionnaire. The decision to become a customer was found to be
significantly influenced in a good way by digital marketing, according to the
research findings. This indicates that the decision to become a customer can
be influenced by digital marketing. The more effectively digital marketing is
implemented, the more it will persuade consumers to become clients. The
decision to become a customer is positively and significantly influenced by
brand image. This implies that the decision to become a customer may be
influenced by brand image. Making the choice to become a customer will be
simpler the more positively the brand is portrayed. The decision to become a
customer is positively and significantly impacted by product knowledge. This
implies that product expertise can affect a potential customer's choice to
buy.
According to Eneanya & Nduka (2023), This research investigated the
application of the Product Value Proposition Framework, Agile techniques,
and marketing to increase product-market fit and promote successful
product adoption. The PVP Framework presented a methodical approach to
building compelling value propositions that matched product attributes with

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customer wants. Agile methodologies enabled customer-centric product
evolution through flexibility and iterative development. This study clarified
the literature's opinions on the concept. It gave insight into achieving
optimal product-market fit. This was accomplished in this study by
investigating the synergy of these ideas and their applications in product
management and marketing. A thorough review of the literature and study
of business value proposition models from previous studies in the literature
aided in gaining a thorough understanding of this topic.
Milk tea Business Owners
According to Bastasa et.al.., (2020), Milk tea became so popular that
numerous entrepreneurs tried to venture into this business. The Philippines
is dubbed the second-most populous country in Southeast Asia regarding
bubble tea users. Though the Philippines was dubbed as such, it was not
until late 2019 that Pearl Milk Tea exploded its popularity in the country. It
paved the way for the tea-enthusiast to venture into the business by
experimenting with various creamers, flavors, and sweeteners. In
Minglanilla, Cebu, Philippines, there is also a growing Milk tea shop on
every corner of the street; however, before the boom reached a year, a
pandemic halted every operation on every establishment. Through a
phenomenological approach, the researchers of this study interviewed the

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owners and management of milk tea businesses in this new level of
difficulty. The study's significant findings merged the theme scope, including
Covid-19 Business Impact, Digital Marketing, Adapt Delivery Services,
Safety and Security Protocols, and Menu Engineering. Furthermore, findings
suggest that Covid-19 negatively impacted business establishments.
Nevertheless, the management and entrepreneurs still push through and
invest more in their business, with a clear perspective of success and
execute modern alternatives that keep the business operating.
According to Engsangkul & Nuangjamnong (2022), the purpose of this
study is to examine the factors that influence customer satisfaction and
repurchase intent using Bubble Tea as a case study in Bangkok, Thailand.
The following are the objectives of this research, which include each
variable: (1) Identify the effect utilitarian value has on customer satisfaction.
(2) To examine the relationship between perceived value and customer
satisfaction. (3) To determine how product quality affects customer
satisfaction.(4) To examine the relationship between hedonic value and
customer satisfaction.(5) To ascertain the effect of knowledge of customer
satisfaction on repurchase intent. (6) To ascertain the effect of utilitarian
value on the intention to repurchase. (7) To ascertain the effect of knowledge
of hedonic value on repurchase intention. The sample (402 respondents)
was collected from online questionnaires by using convenience sampling

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technique. The data were analyzed by using multiple linear regression to
confirm the hypotheses testing. The results revealed perceived value,
product quality, hedonic value has significant effect on customer
satisfaction while utilitarian value has non- significant effect on customer
satisfaction. For repurchase intention, the findings revealed that utilitarian
value and hedonic value have significantly effect on repurchase intention in
bubble tea.
According to De Guzman M.., et al., (2020), milk tea business is
affluent in the town specifically in Malolos. As this business booms in the
market, one problem that owners may encounter is the multiplying number
of competitors. Setting up a strong trademark based on the target market
support the longevity of the business. A variety of gimmick also helps the
business to be more favored by the people. The study aims to find out the
marketing strategies and which of these strategies influence the preference
of the consumers. A quantitative research method with a descriptive
approach was utilized in the study. In depth analysis was employed to
identify which of the marketing strategies influence the preference of the
consumers. The findings show that the consumers consider the location,
price, and marketing strategies of a milk tea shops. As a conclusion, both
respondents find branding the most appealing marketing strategy.

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Sales
According to Ali et.al (2023) The marketing strategies (7Ps) are the
cornerstone of any enterprise. Therefore, the current research was designed
to investigate the impact of marketing strategies on the sales performance of
small and micro-scale enterprises in Duhok Province. In this regard, the
research aims to test the impact of relationship marketing strategies
(product, price, place, promotion, process, people, and physical evidence) on
sales performance, as well as how they can be implemented and managed.
Undoubtedly, the current research relied on descriptive and analytical
method to conduct this research. For this purpose, the data collection
technique included a central and secondary source in order to provide a
theoretical framework. As for data analysis tools consist of validity and
reliability tests, descriptive statistics of participants and variables,
correlation analysis, and impact factor analysis via using the most recent
version of Statistical Package for Social Sciences (SPSS V. 28). Nevertheless,
the present research employed a random sampling that consists of business
owners of micro and small scale businesses in Iraq-Kurdistan region, which
this research just selected Duhok governorate out of 4 cities. In contrast,

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the questionnaire survey is the key tool of this research, which was
distributed to (150) business leaders (130) questionnaires were gathered,
(123) surveys were validated and ready for data analysis and research tests
with a response rate valued (82%) of the targeted sample, and reliability
factor was (0.928). As a result, several conclusions and suggestions were
deduced from this research with an enormous majority of respondents of
agreement scales valued (74%). Furthermore, the research concluded that
there is a positive significant relationship and impact between marketing
strategies (MS) and sales performance (SP) it infers this link is critical to
expand profitability, productivity, and growth rates of micro and small
areas.
According to Baidya & Maity (2023), The structural vector auto-
regressive model and the vector error correction model were fitted to the
data. Findings The results show that marketing expenses and sales are
related bidirectionally in a sequential way. Furthermore, sales drive the
long-term equilibrium relationship to a greater extent than marketing
expenditures. Practical implications The findings of this study should assist
managers in predicting sales and marketing budgets simultaneously and
devising precise marketing strategies and tactics. Originality/value Using
econometric models in data-driven research is not a frequent practice in
marketing. This study adds value to the body of marketing literature by

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advancing the theory of the relationship between sales and marketing
spending using real-world data and econometric models in the Business-to-
Business sector.
CHAPTER 3
RESEARCH METHODS AND PROCEDURE
Research Methodology
This chapter of the study includes the discussion of the research
design, locale of the study, respondents, sampling procedure, research
instrument, data gathering procedure, statistical tool and data analysis.
Research Design

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The research study used the descriptive-correlational design to
determine the significant relationship between the marketing strategies and
the milk tea business owners.
Locale of the Study
The study was conducted at Tuao West. The researchers picked the
place of implementation because it will give them the needed data vital for
the completion of the study.
Respondents of the Study
The respondents of the study are the selected milk tea shop in Tuao
West.
Sampling Procedure
The researchers employed purposive sampling technique under the
non-probability in gathering the respondents that will be survey to
determine the marketing strategies employed by the milk tea business
owners.
Research Instrument

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A survey questionnaire based on the marketing strategies of milk tea
shops was used as the instruments to collect the data. The survey
questionnaires have 5 questions each that have relevance in the study.
Data Gathering Procedure
The researchers have sought approval to the principal, senior high
school coordinator and grade level chair upon gathering the data. After the
approval, the researchers administered the questionnaire to the
respondents. The data gathered from the selected milk tea business owners.
The researcher used a face to face platform to collect data from the
respondents to make sure that the data is organized, analysed and under-go
statistical analysis and interpretation. The finalization of this study is
carried out at Itawes National High School, Alabug, Tuao, Cagayan.
Statistical Tool
The researchers used Mean and Pearson’s R. Mean to help the
researchers to interpret the data that they gathered. The Pearson’s R also
helped the researchers determine if there is a significant relationship
between the marketing strategies and milk tea shops.
Interpolation of the 4-point Likert scale:

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Mean Descriptive Value
3.26-4.00------------- Strongly Agree
2.51-3.25------------- Agree
1.76-2.50------------- Disagree
1-1.75---------------- Strongly Disagree
The Pearson’s r used to determine if there is a significant relationship
between marketing strategies and sales of milk tea business owners. The
data that was computed by the researchers was interpreted using the
following:
Value of r Strengths of Value of r Strengths of

correlation correlation
+1 Perfect Positive -0.01 to -0.30 Negligible
correlation Negative
correlation
+0.71 to +0.99 Strong Positive -0.31 to -0.50 Weak Negative
+0.31 to +0.50 Moderately -0.51 to -0.70 Moderately
Positive Negative
+0.01 to +0.30 Negligible Positive -0.71 to -0.99 Strong Negative
Correlation correlation
0 No correlation -1 Perfect Negative
correlation
Data Analysis

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The following methods must be observed as part of the data analysis
in order to arrive at the conclusion or outcome of the study about the
relationship between marketing strategies to milk tea shops. The numerical
data to be summarized. This is accomplished through tally based on the
respondent’s specific response to the survey questionnaire using the
computation of mean, frequency, percentage, and R-value.
CHAPTER 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents the results, the analysis, and interpretation of
data gathered from the answers to the questionnaires distributed to the
field. The said data were presented in tabular form in accordance with the
specific questions posted on the statement of the problem.

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Table 1.1 The Marketing Strategies used by the Milk Tea Business
Owners is Relationship Marketing
Relationship Mean Descriptive Value

Marketing
1. The milk tea shop 4 Strongly Agree
maintains good
communication with its
customer.
provides excellent
customer service.
creates a positive and
friendly atmosphere for
customer.
values customer
feedback and
suggestions.
remembers customer
preferences and orders.
OVERALL MEAN 4 Strongly Agree
All the items that have been evaluated in Table 1 got the highest
weighted mean (WM) of 4 with a descriptive value of strongly agree. The
overall weighted mean of the relationship marketing is 4 with a descriptive
value of strongly agree.
According to Mamuaya (2023) customer relationship marketing has a
significant effect on customer satisfaction, customer relationship marketing

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has a significant effect on customer loyalty and customer satisfaction has a
significant effect on customer loyalty. The results also show that customer
satisfaction mediates effect of customer relationship marketing on customer
loyalty.
Table 1.2 The Marketing Strategies used by the Milk Tea Business
Owners is Social Media Marketing
Social Media Mean Descriptive Value

Marketing
1. The milk tea shop 3.89 Strongly Agree
social media posts are
informative and provide
useful information
about their beverages.
utilizes various social
media platforms like
Facebook to reach and
engage with wider
audience.
social media accounts
regularly feature user-
generated content such
as customer reviews
and photos.
responds promptly to
customer inquiries and
comments on social
media platforms.
5. The milk tea shops 3.89 Strongly Agree
consistently maintains
a consistent and
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appealing visual
aesthetic across its
social media accounts.
OVERALL MEAN 3.91 Strongly Agree
Among all the items that have been evaluated in Table 1.2, ‘The milk
tea shop responds promptly to customer inquiries and comments on social
media platforms’ got the highest weighted mean of 4 with a descriptive value
of strongly agree, while the rest got 3.89 weighted mean with a descriptive
value of strongly agree. The overall weighted mean of social media marketing
is 3.91 with a descriptive value of strongly agree.
As stated by Fan (2023), social media marketing strategies contribute
to increasing the brand awareness of businesses.
This means that social media plays a crucial role for a business to be
known by many people. News circulates very fast on social media platforms
because it has a wide population that’s why businesses who use it becomes
a trend. Businesses also need to find convenient ways to promote their
business in order to gain more profits.
Table 1.3 The marketing strategies used by the milk tea business
owners is Product Marketing
Product Marketing Mean Descriptive Value

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1. The milk tea shop 3.89 Strongly agree

effectively
communicates the
unique flavors and
ingredients of its
beverages.
presents its product in
an appealing and
visually attractive
manner.
3. The milk tea shop 4 Strongly agree
offers various and
unique flavors.
hires influencers to
endorse product.
offers affordable prices.
Overall mean 3.8 Strongly agree
In table 1.3, ‘the milk tea shop offers various and unique flavors’ got
the highest weighted mean of 4 with a descriptive value of strongly agree,
while ‘the milk tea shop hires influencers to endorse product’ got the lowest
weighted mean of 3.44 with a descriptive value of strongly agree. The overall
weighted of the Product Marketing is 3.8 with a descriptive value of strongly
agree.
The decision to become a customer is positively and significantly
impacted by product knowledge. This implies that product expertise can
affect a potential customer's choice to buy. (Siahaan et al., 2023). Therefore,
a customer has different choice of flavors in selecting their beverages that’s

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why businesses also offers unique and variety of flavors to meet different
customer preferences. Satisfying customers is a must so a unique and
different flavors is also a must in owning a milk tea shop.
Table 2. Effectiveness of the different Marketing Strategies to the
sales of milk tea shop business owners.
Statement Mean Descriptive Value
Relationship Marketing
1. The milk tea shop maintains good 4 Strongly Agree

communication with its customer.
2. The milk tea shops provide excellent 4 Strongly Agree
customer service.
3. The milk tea shop creates a positive and 4 Strongly Agree
friendly atmosphere for customer.
4. The milk tea shop values customer 4 Strongly Agree
feedback and suggestions.
5. The milk tea shop remembers customer 4 Strongly Agree
preferences and orders.
Social Media Marketing
1. The milk tea shop social media posts are 3.89 Strongly Agree
informative and provide useful information
about their beverages.
2. The milk tea shop utilizes various social 3.89 Strongly Agree
media platforms like Facebook to reach and
engage with wider audience.
3. The milk tea shop social media accounts 3.89 Strongly Agree
regularly feature user-generated content
such as customer reviews and photos.
4. The milk tea shop responds promptly to 4 Strongly Agree
customer inquiries and comments social
media platforms.
5. The milk tea shop consistently maintains 3.89 Strongly Agree
a consistent and appealing visuals aesthetic
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across its social media accounts.

Product Marketing
1. The milk tea shop effectively 3.89 Strongly Agree

communicates the unique flavours and
ingredients of its beverages.
2. The milk tea shop presents its products in 3.89 Strongly Agree
an appealing and visually attractive manner.
3. The milk tea shop offers various and 4 Strongly Agree
unique flavours.
4. The milk tea shop hires influencers to 3.44 Strongly Agree
endorse the product.
5. The milk tea shop offers affordable prices. 3.78 Strongly Agree
OVERALL MEAN 3.90 STRONGLY AGREE
Based on the data gathered by the researchers, it is proven that the
different marketing strategies used by the milk tea business owners
mentioned are effective in increasing sales of the milk tea business owners.
According to the study of Feliciano and Dela Cruz (2023), the study
found out that the marketing strategies used by the respondents, which are
the use of social media marketing, giving promos, having affordable prices,
providing good quality products, and maintaining the attractiveness and
safety of the shops’ environment, all lead to a high chance of business
success, smooth business operation, and their customer’s satisfaction. The
results demonstrate that by implementing these strategies, businesses could
attract new customers, retain existing ones and ultimately boost their sales.

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Table 3. Significant relationship between Marketing Strategies
and the Sales of the Milk Tea Business Owners
Variables f-value p-value Remarks
Marketing 7.14 0.0316 Significant

Strategies
Sales
α=0.05
The Table 3 shows the relationship between the Marketing Strategies
and the Sales of the Milk Tea shop business owners where the f-value is
7.14 and the p-value is 0.0319. The p-value 0.0319 is lower than 0.05
hence, we accepted the alternative hypothesis and rejected the null
hypothesis.
Variables r-value Remarks
Marketing 0.7106 Strong positive correlation

Strategies
Sales

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Tuao West District
The table shows that Marketing Strategies and the Sales of Milk Tea
business owners have a strong positive correlational with the r-value of
0.7106. The higher the positive value of the r-value the stronger the
relationship of a two variable therefore, the two variables shows a strong
positive relation with each other.
According to Ali et.al (2023) As a result, several conclusions and
suggestions were deduced from this research with an enormous majority of
respondents of agreement scales valued (74%). Furthermore, the research
concluded that there is a positive significant relationship and impact
between marketing strategies (MS) and sales performance (SP) it infers this
link is critical to expand profitability, productivity, and growth rates of micro
and small areas.
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATION
Summary of findings

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Tuao West District
The study aimed to evaluate the Effectiveness of Marketing Strategies
to the Sales of Milk Tea Business Owners. Specifically, it seeks to answer
the following question (1) What are the marketing strategies used by milk
tea business owners: (a) Relationship Marketing (b) Social Media Marketing
(c) Product Marketing. (2) How effective are the different marketing strategies
to the sales of milk tea business owners? (3) Is there a significant
relationship between marketing strategies to the sales of the milk tea
business owners?
The summary of study was the following:
 The marketing strategies in terms of relationship marketing, social
media marketing and product marketing majority of the milk tea
business owners answered strongly agree.
 The relationship between marketing strategies such as relationship
marketing, social media marketing and product marketing and the
milk tea business owners with the p-value of 0.0319 shows that there
is significant relationship between the variables.
CONCLUSION
Based on the findings, the researchers conclude that the marketing
strategies; relationship marketing, social media marketing and product
marketing are used by milk tea business owners to increase their sales. The
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majority of results show that relationship marketing is one of the most
effective marketing strategies used by the milk tea business owners.
RECOMMENDATION
After finding the results of the study, the researchers recommend that:
 Milk tea business owners should implement loyalty programs to
reward repeat customers.
 Researchers recommended to current and future milk tea business
owners to use social media platforms to engage with customers, share
updates, and respond to feedback.
 The shop should provide a comfortable and cozy seating area for
customers to enjoy their milk tea.
 Researchers recommend to offer a variety of flavors to attract a wider
customer base.
 Researchers recommended to current and future milk tea business
owners to offer delivery or online ordering options to reach customers
who prefer convenience.
 Milk tea business should provide excellent customer service to create
a positive and memorable experience for customer.
 Researchers’ recommendation to gather feedback from customers to
make improvements and show that their opinions are valued.

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Tuao West District
Effectiveness of Marketing Strategies to the Sales of Milk Tea Business

Owners
This survey-questionnaire will serve just for this research study only. All
pieces of information provided will be kept confidential and off record to the
public. Checklist is use to gather data in this study.

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Tuao West District
Instructions: Please respond to the following questions by placing a

checkmark in the given box per topic that corresponds to your response, if
other answer is needed, please specify.
4 – Strongly agree 2 – disagree
3 – Agree 1 – strongly disagree
Strongl Agree Disagree Strongly

Relationship Marketing y agree Disagree
(4) (3) (2) (1)
1. The milk tea shop maintains
good communication with its
costumer.
2 .The milk tea shops provide
excellent customer service.
3. The milk tea shop creates a
positive and friendly atmosphere for
costumer.
4. The milk tea shop values
customer feedback and suggestions.
5. The milk tea shop remembers
customer preferences and orders.
Strongly Agre Disagree Strongly

Social Media Marketing agree e disagree
(4) (2) (1)
(3)
1. The milk tea shop social media
posts are informative and provide
useful information about their
beverages.
2. The milk tea shop utilizes various
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Tuao West District
social media platforms like

Facebook to reach and engage with
wider audience.
3 The milk tea shop social media
accounts regularly feature user-
generated content such as customer
reviews and photos.
4. The milk tea shop responds
promptly to customer inquiries and
comments social media platforms.
5. The milk tea shop consistently
maintains a consistently maintains
a consistent and appealing visual
aesthetic across its social media
accounts.
Strongly Agre Disagree Strongly

Product Marketing agree e disagree
(4) (2) (1)
(3)
1. The milk tea shop effectively
communicates the unique flavours
and ingredients of its beverages.
2. The milk tea shop presents its
products in an appealing and
visually attractive manner.
3. The milk tea shop offers various
and unique flavours.
4. The milk tea shop hires
influencers to endorse product.
5. The milk tea shop offers
affordable prices.
Strongl Agree Disagree Strongly

Sales y agree Disagree
(4) (3) (2) (1)
1. The business gains more
customers ever since the utilization

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of the marketing strategy.

2. The business gains more profit
by promoting on social media.
3. The marketing strategy greatly
contributes to an increase in the
overall sales of your milk tea shop.
4. The marketing strategy is
adoptable to changing market
conditions and contributes to the
shop’s sales performance.
5. The marketing strategy is very
successful in terms of customer
acquisition and greatly impact the
growth of your milk tea shop’s
sales.
February 5, 2024
DARWIN A. TAGUIAM, PhD

Principal II

CP No.: 0917 1246 465

Tuao West District
Alabug, Tuao, Cagayan
SIR:
Greetings of Peace!
The undersigned, Accountancy and Business Management (ABM) students are
currently conducting research titled, “Effectiveness of Marketing Strategies to
the Sales of Milk Tea Business Owners at Tuao West”
In connection with this, we would like to ask your good office to allow us to conduct
our research study in your vicinity. Rest assured that the data we will gather will
remain absolutely confidential and be used for academic purposes only.
We believe that you are with us in enthusiasm to finish the requirement as
compliance for our subject and to develop our well-being. We hope for your positive
response on this humble matter. Your approval to conduct this study will be greatly
appreciated.
Very respectfully yours,
Ryan Vince Bulan Pauline Villa

Mhaj Caira Ardiles Richell Malobag
Shaina Basiwang Rosa Mae Flojo
Nicole Castillejo Richel Llanto
Noted by: Approved by:
MARYROSE MARAMAG, LPT, MST DARWIN A. TAGUIAM, PhD

Teacher, Practical Research 2 School Principal II
APPROVAL SHEET

CP No.: 0917 1246 465

Tuao West District
This research entitled “Effectiveness of Marketing Strategies to the

Sales of Milk Tea Business Owners at Tuao West” prepared and
submitted by Nicole Castillejo’s group in partial fulfillment of the
requirements for the subject Practical Research 2 is hereby recommended
for approval and implementation.
MARY ROSE P. MARAMAG

Research Adviser
Approved by the Tribunal on Oral Examination.
CATHERINE D. PITPIT REGINE S. BENITO

Lead Evaluator Content Evaluator
MERLITA S. CABASAG
Statistician Evaluator
MERLITA S. CABASAG
SHS Coordinator/ Consultant
DARWIN A. TAGUIAM, PhD

School Principal II

CP No.: 0917 1246 465

Tuao West District

CP No.: 0917 1246 465


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Republic of the Philippines

Effectiveness of Marketing Strategies to the Sales of

Milk Tea Business Owners at Tuao West

A research Paper Presented to the Faculty of the Itawes National Highschool

In Partial Fulfillment of the Requirements for the Subject

Bulan, Ryan Vince

Ardiles, Mhaj Caira

Flojo, Rosa Mae

MARY ROSE P. MARAMAG

Address: Alabug, Tuao, Cagayan

Itawes National High School – SDO Cagayan 300467@deped.gov.ph

immeasurable appreciation and deepest gratitude are given to the following

individual who helped us broaden our perspective as we go through this

Our parents, who patiently supported us financially, morally, and

we started. And for their endless understanding and tireless support.

To our research teacher, Ms. Mary Rose Maramag, who guided us

supervising us in writing this research.

To our subject teachers who supported, motivate, encourage and gave

us advices to finish our research successfully.

To our respondents, who willingly helped with their full cooperation

Address: Alabug, Tuao, Cagayan

Itawes National High School – SDO Cagayan 300467@deped.gov.ph

throughout the completion of this study.

Address: Alabug, Tuao, Cagayan

Itawes National High School – SDO Cagayan 300467@deped.gov.ph

This research paper is sincerely dedicated to Almighty God, who made

it possible for us to complete this research regardless of the many obstacles

and supportive family who encouraged us and inspired us in conducting

Moreover, we dedicate this research paper to our subject teacher, Ms.

words of advice and in continuously giving us moral, emotional, and

Address: Alabug, Tuao, Cagayan

Itawes National High School – SDO Cagayan 300467@deped.gov.ph

THE PROBLEM AND ITS BACKGROUND

Marketing strategy is a long-term plan for achieving a company’s goal

by understanding the need of customers and creating distinct and

sustainable competitive advantage. Marketing strategies involve the

planning and execution of activities aimed at promoting and selling products

or services, attracting customers, and building brand awareness. In every

line of business, strategy is important because it is a series of decisions and

actions directed at achieving company goals Sutaguna et.al., (2023). Every

marketing strategies can lead a business to its greatest success. Marketing

strategy plays a crucial role for business owners seeking to achieve

competitive advantage and sustainable growth in today’s dynamic market

act like an effective marketer and forward-focused disruptor in today’s

dynamic and fast-paced business environment. An entrepreneur needs to

consider changes in the economy to plan and evaluate effective marketing

strategies. Especially in this generation where evolution is constant and

Address: Alabug, Tuao, Cagayan

Itawes National High School – SDO Cagayan 300467@deped.gov.ph

business industry is becoming more competitive and consumer’s preference

Taking advantage of technological advancements, examining today’s trend,

from strategic digital marketing tools and integrated marketing

communication to new marketing models can contribute to an effective

marketing strategy. The significant effects of marketing strategies to milk tea

business owners are that it helps uncover numerous opportunities for

developing important and highly relevant new marketing strategy

there are dozens of different types of strategies (e.g., corporate, business,

financial, marketing, operations, product/market, pricing, promotion,

distribution). As such, marketing strategies itself encompasses a wide

variety of plans and activities form market research and segmentation to

product development, pricing, promotion, and distribution. A well-defined

marketing strategy leads a business into its ultimate break through. By