MARKETING STRATEGY ON CUSTOMER’S

SATISFACTION BY NIGHT TIME SMALL

BUSINESS VENDORS IN POBLACION
MATI CITY
 CHAPTER 1
BACKGROUND OF THE STUDY
 Background of the Study
 An organization’s marketing strategy describes how the firm will fulfill the needs
and wants of its customers. It can also include activities associated with
maintaining relationships with other stakeholders, such as employees,
shareholders, or supply chain partners.
 Stated another way, marketing strategy is a plan for how the organization will
use its strengths and capabilities to match the needs and requirements of the
market.
 Customer satisfaction continues to play a significant role in the success of every
business whether it providing products or services. A company works at
retaining its already existing customers and also expands its client base through
sustained customer satisfaction.
 Firms eager to sustain long-term growth and overall success must develop and
implement solid competitive strategies to deal with increasing uncertainty and a
dynamic business environment. These competitive strategies are aimed at
giving the firm an understanding of the changes in the environment; a clear view
of the opportunities available to the firm and a quick response to any barriers
 Theoretical Framework

INPUT PROCESS OUTPUT

Figure 1: The Theoretical Framework of the Study

Is justified by the theory of Sadowski 1999, p 19, A System and Its Environment

The General System Theory

Conceptual Framework
Marketing Strategy Customer’s Satisfaction
 Sales  Effective Response

 Price  Fulfilling Needs

 Product  Evaluation

Respondent Profile
 Age

 Sex

 Tribe

 Religion

Figure1.2: Conceptual Framework of the Study

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

1.1 Age,

1.2 Gender,

1.3 Religion; and

1.4 Tribe

2. What is the extent of marketing strategy in terms of:

1.1 Sales,

1.2 Price; and

1.3 Product

3. What is the extent of customer satisfaction in terms of:

1.1 Effective response,

1.2 Fulfilling needs; and

1.3 Evaluation

4. Is there a significant relationship between marketing strategy and customer

satisfaction in businesses that operate at night in Publacion Mati City?

 Research Hypothesis
H0. There is a significant relationship between marketing strategy and Customer

Satisfaction in Poblacion Mati City.

 Scope and Delimitation
This study was conducted to determine the marketing strategies and customer
satisfaction of small vendor business that operates at night specifically in Poblacion
Mati City.

 The coverage of this study is to identify if the marketing strategy is helpful and
important in their businesses and know customer satisfaction. Simple size is
limited to convenient sampling.
 Limitations are funding on time, issues of giving information to someone, and a
limited number of questionnaires. However, these constraints limited the depth
of this research.
 Significance of the Study

 The significance of this study is to help small vendor business that

operates at night or night markets in formulating marketing strategies
and use the most effective advertising channel to enhance customer
satisfaction.
 CHAPTER 2
RESEARCH METHODOLOGY
 Research Design
 This study adopted a descriptive design sort to investigate the marketing strategies and

customer satisfaction and their effect on businesses, specifically within the Poblacion area in

Mati City. The design was appropriate for this study as it answered the questions; of how which,

and what customer satisfaction based on the research questions. In addition, the study utilized

mixed methods incorporating quantitative.

 Quantitative research is use and it is the process of collecting and analyzing numerical data. It

can be used to find patterns and averages, make predictions, test causal relationships, and

generalize results to wider populations.

 The survey method was appropriate for this study as it facilitated the collection of data from a

large population. It also makes it easier for the researcher to develop a questionnaire that will

allow for the generalization of the findings.

 Research Locale
• Our research is conducted at Poblacion Mati City, which has a lot of businesses being
built and some business operates at night or commonly known as the night market, we
can gather more information and studies about marketing strategy and knowing
customer satisfaction.

• The area we have chosen is where the researcher is assigned in our field study
located at Barangay Central, Mati City. Our research is headed by our team composed
of 5 members assigned to different areas of Poblacion Mati City.
 Location Map

Figure 1.4: Location Map

Figure 1.3: Top View of Poblacion Mati City
 Research Respondents
• As our research focus on marketing strategies and knowing customer
satisfaction, our respondents are persons who are involved in the business
industry and also small business owners that operate at night; food house,
coffee shop, street food vendors, fruit and vegetable vendors, balot vendors,
mini sari-sari store, etc. Over 20 respondents will be conducted in our survey.
 Data Collection
• A questionnaire was the main tool for data collection in this research. In business and
management research, the questionnaire is used greatly for surveys.
• Further, a self-administered questionnaire assists to enhance the self-reporting of the
sample’s opinions, attitudes, beliefs, and;
• Questionnaires are defined as all the methods used in data collection, where each
person or respondent is asked to answer the same set of questions that are put in the
same predetermined format.
• However, creating a good questionnaire is not easy and care should be taken to ensure
that it would collect the precise data that is required to answer the stated research
questions
 Research Instrument
• In this study, the researcher will be using a questionnaire. The questionnaire is a
set of orderly arranged questions carefully prepared to answer by a group of
people designed to collect facts and information. The first part of the
questionnaire is about using the respondent’s profile. The second part is the
questions to be answered by the respondents.
 Research Procedure
• A letter of approval is provided by a superior body or regulatory authority to
proceed with an activity requested by the group of researcher. Hence, it serves
as a certificate of registration. An approval letter means that you validate a claim
or give a consult to an act before it happens and follows;
1. We choose a topic that has an interest in our subject matter, not a controversial
topic and has the availability of information about the topic that we chose. And
since the type of research we are in is a quantitative type of research, it must
contain objective data or things that are observable.
2. After choosing a quantitative and non-controversial topic, we’ve searched for
information, citation, facts and personal opinions that is related to our topic which
is, Marketing Strategy and Customer’s Satisfaction By Night Time Small Business
Vendors In Poblacion Mati City.
3. Know your target respondents, the location where your respondents are before
conducting a survey.
4. We conducted a survey at the Poblacion Mati City with the survey questionnaire
 Statistical Treatment
To interpret the data effectively, the researcher will employ the following statistical
treatment. Slovin’s Formula, Percentage, Likert Scale, and lastly Mean.

The researchers will use Slovin’s Formula. The sample size of the participants in

this study will be calculated using Slovin’s formula wherein is the sample size, N is

the population size, and e is the desired margin of error.

Next is the Simple Percentage. The demographic profile variables of the

respondents will be analyzed using the simple percentage with the following

formula wherein P = Percentage, F = Frequency for each category, N = the Total

number of respondents, and 100 = Constant multiplier.

Then, followed by Likert Scale. The following Likert Scale will serve as the guide

for interpreting the data gathered wherein 4 – Strongly Disagrees, 3 – Disagrees,

2 – Agrees, and 1 – Strongly Agrees.

Lastly, the researchers will use Mean. The average numbers of the data gathered

data will be calculated with the use of the Mean Formula wherein is the mean,

is the sum of the score, and N is the number of respondents.