Thesis Sample

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 1
MARKETING MIX STRATEGIES

OF FOOD PARK IN MAGINHAWA
A Thesis
Presented to the Faculty of the Graduate School
Polytechnic University of the Philippines
Sta. Mesa, Manila
In Partial Fulfillment of the Requirements for the Degree

Master in Business Administration
By
July 2020
CHAPTER 1
THE PROBLEM AND ITS SETTINGS
INTRODUCTION
Food park craze just keeps getting noticeable in Manila since 2015. Food
park can be defined as a compound, usually an open area surrounded by a number
of stores that solely sell food and beverage of various kinds. They offer unique and
affordable meal for market across ages. The concept promotes innovation in
entrepreneurship and creation of job opportunities was its consequence.
Filipinos love food, it is evident from the dishes served at town fiestas to the
numerous restaurants and food chains across the city. And because Filipino loves
to eat, food is always a great business idea when it comes to small and medium
entrepreneurs.
For food enthusiast who want to feast on a wide selection of food, Maginhawa
street is the right place to be, the road offers a long lane of delightful food stores
and a wide array of meals. Situated near UP Diliman campus in Quezon City. What
used to be a residential area, it has transformed into a place for refreshment and
relaxation and at times called as the “melting pot” street of cuisines.
According to the barangay officials of Teacher’s Village, Maginhawa street is
approximately three kilometer in distance. The street was named after an
affirmative Filipino characteristic which could either mean “convenient” or
“refreshing.” (History of Maginhawa street, n.d.)

So, what’s in it for the food park business nowadays?
Food park business is an effective way of attracting customers so that the food
industry will continue to grow and become profitable. Food lovers trying to look for
unique food and services who at the same time wants to bond with their family,
friends and loved once appreciates the surroundings and the assortment presented
by the food park concept. On the other hand, rookie businessmen and women
enjoy the compact set-up of the food parks, offering their own original food idea with
a low start-up capital.
In 2017, the ever-outspoken millennials have made it clear they would rather
fill their bellies with food that is “unique, exciting and extraordinary,” rather than tried
and tested flavors from the big-name chains and established restaurants of
commercial destinations (The Sunday times 2017).
Although this type of new offering to the market appeals to many food
enthusiasts, food park operators must be compelled to formulate appropriate
marketing strategies that would attract loyal customer and induce repeat order and
consumption.
Food park operators and their tenants should not only depend on the craze
that was created by the surge of innovative food parks in Metro Manila. Originality
and creativity are not enough to sustain customer satisfaction, if the owners rely on
these, they are putting their business at risk. As one saying goes, “the faster you
rise, the harder you fall”.

They will need an appropriate marketing strategy that plots the course of the
marketing actions that will make or break the owner’s vision. It’s one thing to know
that a large target market exists for a product or service. It’s another to be able to
explain why customers will buy that product or service from you (Moore, et al.
2012).
Going in the food business needs a lot of preparation. Food can affect the
mood and health of consumers. Thus, it is the responsibility of the owners to
maintain the cleanliness of the food served as well as the place where food is
prepared and consumed. This includes quantity cooking, menu planning, food
pricing, sanitation of work area, processes of food preparation, enticing promotional
offers and health care of customers.
The study aims to assess the effectiveness of the marketing mix strategies of
Maginhawa food parks in terms of 4Ps of marketing, Product, Price, Promotion,
Place.
THEORETICAL FRAMEWORK
The process of structuring a ‘network’ of theories that directly or indirectly
has bearing on a research topic is called the theoretical framework. This provides
the researcher with a guide as he or she reads (Kumar 2011).

The Four “Ps” make up a marketing mix
It is useful to reduce all the variables in the marketing mix to four basic ones:
Product – the right one for the target
The product area is concerned with developing the right “product” for the
target market. This offering may involve a physical good, a service, or a blend of
both. Keep in mind that Product is not limited to “physical goods”. The important
thing to remember is that your good and/or service should satisfy some customers’
needs (McCarthy and Perreault Jr., 1990).
Product strategy decision areas are physical goods, service, features, quality
level, accessories, installation, warranty, product lines, packaging and branding.
Place – reaching the target
Place is concerned with getting the “right” product to the target
market’s Place. A product isn’t much good to a customer if it isn’t available when
and where it’s wanted (McCarthy and Perreault Jr., 1990).
A product reaches customers through a channel of distribution. A channel of
distribution is any series of firms (or individuals) from producer to final user or
consumer.
Sometimes a channel system is quite short. It may run directly from a
producer to a final user or consumer. Often it is more complex – involving many
different kinds of middleman and specialists. And if a marketing manager has
several different target markets, several channels of distribution might be needed.
Place strategy decision areas are channel type, market exposure, kinds of
middlemen, kinds and location of stores, how to handle transporting and storing,
service levels, recruiting middlemen and managing channels.
Promotion – telling and selling the customer
The third P – Promotion – is concerned with telling the target market about
the “right” product. Promotion includes personal selling, mass selling, and sales
promotion. It is the marketing manager’s job to blend these methods (McCarthy and
Perreault Jr., 1990).
Personal selling involves direct communication between sellers and
potential customers. Personal selling is usually face-to-face, but sometimes the
communication is over the phone. Personal selling lets the salesperson adapt the
firm’s marketing mix to each potential customer. But this individual attention comes
at a price. Personal selling can be very expensive. Often this personal effort has to
be blended with mass selling and sales promotion.
Mass selling is communicating with large numbers of customers at the same
time. The main form of mass selling is Advertising – any paid form of non-personal
presentation of ideas, goods, or services by an identified sponsor. Publicity – any
unpaid form of nonpersonal presentation of ideas, goods, or services – is another
important form of mass selling.
Sales promotion refers to those promotion activities – other than advertising,
publicity, and personal selling – that stimulate interest, trial, or purchase by final
customers or others in the channel. This can involve use of coupons, point-of
-purchase materials, samples, signs, catalogs, novelties, and circulars. Sales

promotion specialists try to help the personal selling and mass selling people.
Promotion strategy decision areas are promotion blend, sales people (kind,
number, selection, training, motivation), advertising (targets, kinds of ads, media
type), sales promotion and publicity.
Price – making it right
In addition to developing the right Product, Place, and Promotion, marketing
managers must also decide the right Price. In setting a price, they must consider the
kind of competition in the target market – and the cost of the whole marketing mix.
They must also try to estimate customer reaction to possible prices. Besides this,
they also must know current practices as to mark ups, discounts, and other terms of
sale. Further, they must be aware of legal restrictions on pricing (McCarthy and
Perreault Jr., 1990).
If customer won’t accept the Price, all of the planning effort will be wasted. So
you can see that Price is an important area for a marketing manager.
Price strategy decision areas are flexibility, level over product life cycle,
geographic terms, discounts and allowances.
All four Ps are needed in a marketing mix. In fact, they should all be tied
together. But is any one more important than the others? Generally speaking, the
answer is no – all contribute to one whole. When a marketing mix is being
developed, all (final) decisions about the Ps should be made at the same time.
That’s why the four Ps are arranged around the customer © in a circle – to show
that they are all equally important (McCarthy and Perreault Jr., 1990).
Figure 1. Four Ps Logo
CONCEPTUAL FRAMEWORK
The Conceptual Framework is defined as the basis of the research problem.
It stems from the theoretical framework and usually focuses on the section(s) which
become the basis of the study. Input-Process-Output Model is a research paradigm
that will serve as a guide to the study. This model is composed of flows of
information, materials and energy that enter the procedure from the environment as
inputs. These undergo transformation processes and then exit the system as
output. A feedback mechanism is installed and considered key to system controls
(Kumar 2011).
Figure 2. Conceptual Framework
INPUT PROCESS OUTPUT

1. Profile of the • Creating a manual
Respondents Presentation, analysis for Maginhawa st.
a. Age food park
b. Gender and interpretation of operators and/ or
c. Average Monthly for other potential
income/ allowance data gathered through food park
d. Civil status entrepreneurs.
e. Highest Educational survey questionnaire • Creating rules and
Attaintment regulations and
f. Frequency of dining recommendations
g. Average amount spent for the food park
per dining operators in
2. Respondents Maginhawa street
assessment on the Q.C and/or for
effectiveness of the other potential
marketing mix strategies food park
of the food park in the entrepreneurs.
following aspects:
a. Product
b. Price
c. Place
d. Promotion
FEEDBACK
The conceptual framework of the study is shown on Figure 2. Data were
assessed as input from the respondents that are the consumers of Maginhawa Food
park. The input box specifically reflects the respondents’ profile such as age, gender,
average monthly income, civil status, highest educational attainment, frequency of
dining and average amount spent to assess the effectiveness of marketing mix
strategies of the Maginhawa food park. The process box shows that through the
assessment of the respondents, data and information will be gathered, presented
and interpreted. Finally, the output box illustrates the result of the progression from
the input to the process box.
STATEMENT OF THE PROBLEM
This study aims to assess the effectiveness of the marketing mix strategies of
the food park in Maginhawa street.
Specifically, it seeks answers to the following questions.
1. What is the demographic profile of the respondents in terms of:
a. Age
b. Gender
c. Average monthly income
d. Civil Status
e. Highest educational attainment
f. Frequency of dining
g. Average amount spent per dining

2. How do the respondents assess the level of effectiveness of the marketing
mix strategies of food parks in terms of the following aspects:
a. Product
b. Price
c. Place
d. Promotion
3. Is there a significant difference on the respondents’ assessment of the
level of effectiveness of the marketing mix strategies of a food park when
they are grouped according to profile?
HYPOTHESIS
There is no significant difference in the respondents’ assessment of the
effectiveness of the marketing mix strategies of the food park when they are
grouped according to profile.
SCOPE AND LIMITATIONS OF THE STUDY
The study sought different perceptions of selected respondents towards the
marketing mix strategies of the food park in Maginhawa street. This research
included the profile of the respondents and their perceptions and assessment on
the different aspects of marketing mix Four Ps.
The study covers respondents who were customers of food parks at
Maginhawa st. Q.C. In other words, the researcher distributed questionnaires to
385 customers of Maginhawa st. food park through online and traditional way .
The findings of the research was limited to the information given by the
respondents gathered through the questionnaire prepared by the researcher.
Figure 3. Maginhawa Street map
SIGNIFICANCE OF THE STUDY
The result of this study will be significant to the following stakeholders:
Food park owners and soon to be entrepreneurs who would like to assess their
marketing mix strategies and execute more adequate marketing mix to sustain the
business and increase profitability;
University administrative offices that will be provided with acceptable base of
policy recommendation regarding product, price, place, promotion of food park
within the university;

The academe that will gain from this study by adopting the paper as one of the
references in their research with respect to marketing strategies of food businesses;
Other researchers will gain from this study as the informative data and
recommendations that will deliver understanding full of value to their future
researches.
Lastly, in the field of MBA, the findings brought by the research may fit to the
existing body of knowledge in the area of marketing management.
DEFINITION OF TERMS
Food park is a compound, usually an open area surrounded by a number of stores
that solely sell food and beverage of various kinds.
Marketing mix is the controllable variables that the company puts together to
satisfy a target group.
Marketing strategy refers to a business's overall game plan for reaching
prospective consumers and turning them into customers of the products or
services the business provides.
Place is concerned with getting the “right” product to the target market’s Place.
Price must consider the kind of competition in the target market – and the cost of
the whole marketing mix.
Promotion is concerned with telling the target market about
the “right” product. Promotion includes personal selling, mass selling, and sales
promotion.
Product is concerned with developing the right “product” for the target market.
Chapter 2
REVIEW OF LITERATURE AND STUDIES
This section presents reviews of literature and studies which are
related to the research. It discusses several related foreign and local
literature and studies which equip the research with important understanding
on the effectiveness of marketing mix strategies of food parks in Maginhawa.
Also, it tackles some important facets and questions that needs to be
answered.
According to Moore (2012), Marketing strategy plots the course of the
marketing actions that will make or break the owner’s vision.
A more profound definition of marketing strategy refers to a
business's overall game plan for reaching prospective consumers and turning
them into customers of the products or services the business provides. A
marketing strategy contains the company’s value proposition which is the total
benefit and value that is intended to be delivered to targeted customers to satisfy
their needs, key brand messaging, data on target customer demographics,
and other high-level element (Barone, A. 2019).
Marketing strategies are very important to business leaders because it helps
them to identify the needs of the target market which is vital in attaining the main
objectives in the business. And that is, to increase the market share and
shareholder value (Jemaiyo 2013).

The Marketing Mix
Customer is not part of the marketing mix. Customers are at the center of
every organization’s business and should be the target of all marketing efforts. The
organization’s goal is to create value for those customers and to build profitable
relationships with them. Through the marketing strategy, company hopes to create
this customer value and achieve these profitable relationships. The company
implements segmentation and targeting wherein it decides which customers it will
serve and how to serve them best by differentiation and positioning. It identifies the
total market, then divides it into smaller segments, selects the most promising
segments, and focuses on serving and satisfying the customers in these segments
(McCarthy and Perreault Jr., 1990).
The essence of the marketing mix concept is, therefore, the idea of a set of
controllable variables or a “tool kit” (Shapiro, 1985) at the disposal of marketing
management which can be used to influence customers.
Next to its significance as a marketing toolkit, the Marketing Mix has played
also an important role in the evolution of the marketing management science as a
fundamental concept of the commercial philosophy (Rafiq and Ahmed 1995), with
theoretical foundations in the optimization theory (Kotler 1967; Webster 1992).
The theoretical value of the Mix is also underlined by the widely held view that
the framework constitutes one of the pillars of the influential Managerial School of
Marketing along with the concepts of “Marketing Myopia”, “Market Segmentation”,
“Product Positioning” and “Marketing Concept” (Kotler 1967; Sheth et al. 1988).
Guided by marketing strategy, the company designs an integrated
marketing mix made up of factors under its control—product, price, place, and
promotion (the four Ps). To find the best marketing strategy and mix, the company
engages in marketing analysis, planning, implementation, and control. Through
these activities, the company watches and adapts to the actors and forces in the
marketing environment (Armstrong et al. 2017).
Neil Borden (1964) identified twelve controllable marketing elements that
would result to a profitable business operation if properly managed. The 12
elements were namely: product planning, pricing, branding, channels of distribution,
personal selling, advertising; promotions, packaging, display, servicing, physical
handling; and fact finding and analysis.
Jerome McCarthy (1964) defined the marketing mix as a combination of all
the factors at marketing manager’s command to satisfy the target market and
reduced Borden’s factors to a simple four-element framework: Product, Price,
Promotion and Place. More recently McCarthy and Perreault (1990) have defined
the marketing mix as the controllable variables that an organization can coordinate
to satisfy its target market.
According to Mohammed and Ahmed (1995), the marketing mix concept is
one of the core concepts of marketing theory. However, in recent years, the popular
version of this concept McCarthy’s (1964) 4Ps (product, price, promotion and place)
has increasingly come under attack with the result that different marketing mixes
have been put forward for different marketing contexts. Kent (1986), for example,
argues that the 4Ps framework is too simplistic and misleading. Various other
authors have found the 4Ps framework wanting and have suggested their own
changes. For instance, Nickels and Jolson (1976) suggest the addition of packaging
as the fifth P in the marketing mix. Mindak and Fine (1981) suggested the inclusion
of public relations as the fifth P. Kotler (1986) suggests the addition of Power as
well as public relations in the context of “megamarketing” . Payne, and Ballantyne
(1991) suggest the addition of people, processes, and customer service for
relationship marketing. Judd (1987) suggests the addition of people as a method of
differentiation in industrial marketing. While numerous modifications to the 4Ps
framework have been proposed the most concerted criticism has come from the
services marketing area. In particular Booms and Bitner’s (1981) extension of the
4Ps framework to include process, physical evidence and participants, has gained
widespread acceptance in the services marketing literature.
According to Moller (2006), a key factor distinguishing the services
marketing from marketing of physical products is the human element, often
included as new parameter in the services marketing mix. The human factor
underlines the personal nature of the services marketing; service providers play a
double role in the marketing process as service delivering factors: the personnel is
a powerful element tool of customer persuasion and a major parameter affecting
the customer’s perception on the delivered service quality (Booms and Bitner
1981; Cowell 1984; Heuvel 1993; Melewar and Saunders 2000; Grove et al. 2000).
Interaction and quality are often identified as two issues missing in the 4P
framework yet requiring special attention in services marketing. Furthermore the
personal character of services makes the quality standardization a difficult and
challenging task. (Rushton and Carson 1989; Fryar 1991; Beckwith 2001). The
criticism levelled at the 4Ps by the interaction/network approach is that personal
contacts are rarely discussed and even then only in the context of salesperson-
consumer interaction, where the mass marketing approach is insufficient. Long-term
relationships are more important than obtaining immediate sales, as personal
relationships can be longer lasting than product or brand loyalties (Gummesson,
1987).
One-to-One communication and relationship building are also fundamental
elements of the services marketing not adequately addressed by the 4Ps (Doyle
1994, English 2000).
There is a growing consensus in the services marketing literature that
services marketing is different because of the nature of services. That is, because
of their inherent intangibility, perishability, heterogeneity and inseparability (Berry
1984; Lovelock 1979; Shostack 1977) services require a different type of
marketing and a different marketing mix (Booms and Bitner 1981). The original
marketing mix as developed by Borden, it is argued, does not incorporate the
characteristics of services, as it was derived from research on manufacturing
companies (Cowell 1984; Shostack 1977), and it is also argued that there is
evidence that 4Ps formulation is inadequate for services marketing (Shostack
1977).
In Booms and Bitner’s framework participants are all human actors who play
a part in service delivery, namely the firm’s personnel and other customers. In
services (especially, “high contact” services such as restaurants and airlines)
because of the simultaneity of production and consumption, the firm’s personnel
occupy a key position in influencing customer perceptions of product quality. In fact,
they are part of the product and hence product quality is inseparable from the
quality of the service provider (Berry 1984). It is important, therefore, to pay
particular attention to the quality of employees and to monitor their performance.
This is especially important in services because employees tend to be variable in
their performance, which can lead to variable quality.
The participants’ concept also includes the customer who buys the service
and other customers in the service environment. Marketing managers therefore
need to manage not only the service provider-customer interface but also the
actions of other customers.
Physical evidence in the Booms and Bitner framework refers to the
environment in which the service is delivered and any tangible goods that facilitate
the performance and communication of the service. Physical evidence is important
because customers use tangible clues to assess the quality of service provided.
Thus, the more intangible-dominant a service is, the greater the need to make the
service tangible (Shostack 1977). The physical environment itself (i.e. the buildings,
decor, furnishings, layout, etc.) is instrumental in customers’ assessment of the
quality and level of service they can expect, for example in restaurants, hotels,
retailing and many other services. In fact, the physical environment is part of the
product itself.
The procedures, mechanisms and flow of activities by which the service is
acquired are referred to as process in Booms and Bitner’s 7Ps framework. The
process of obtaining a meal at a self-service, fast-food outlet such as Burger King,
is clearly different from that at a full-service restaurant.
However, supporters of the 4Ps argue that there is no need to amend or
extend the 4Ps, as the extensions suggested by Booms and Bitner can be
incorporated into the existing framework. The argument is that consumers
experience a bundle of satisfactions and dissatisfactions that derive from all
dimensions of the product whether tangible or intangible. Buttle (1989) for example,
argues that the product and/or promotion elements may incorporate participants (in
the Booms and Bitner framework) and that physical evidence and processes may
be thought of as being part of the product.
While empirical evidence on the exact role and contribution of the Mix to the
success of commercial organizations is very limited, several studies confirm that the
4Ps Mix is indeed the trusted conceptual platform of practitioners dealing with
tactical/operational marketing issues (Sriram and Sapienza 1991; Romano and
Ratnatunga 1995; Coviello et al. 2000).
An additional strong asset of the mix is the fact that it is a concept easy to
memorize and apply. In the words of David Jobber (2001): “The strength of the 4Ps
approach is that it represents a memorable and practical framework for marketing

decision-making and has proved useful for case study analysis in business schools
for many years”.
Enjoying large-scale endorsement, it is hardly surprising that the 4Ps became
even synonymous to the very term Marketing, as this was formulated by the
American Marketing Association (Bennet 1995).
Jerome McCarthy’s 4Ps marketing model is the world’s most famous
product marketing model. It gives a picture of a productive/ price mix of an
organization, in combination with a promotion plan so it can approach and serve
customers on the basis of well-considered distribution and customer contact
channels. Jerome McCarthy’s 4Ps marketing model offer marketing managers
focus areas with respect to objectives and the resources to achieve those
objectives.
Product is a specific combination of goods, services, or ideas that a firm
offers to consumers. Products can also take the form of services, such as those
provided by an attorney or electrician, or ideas, like those offered by a consultant
(Hunt, C.S 2015).
The product is at the heart of the marketing exchange. If the product fails to
deliver customer expectations, then all has been in vain. A product is a complex
entity consisting of a number of overlapping layers. The basic anatomy of a product
may be represented as a series of four bands representing the core product, the
tangible product, the augmented product and the potential product (Stone and
Desmond, 2007).
Van Viet (2011) defines product as an object or service the organization
produces on a large scale in a specific volume of units.
Product which stands for the firm’s tangible/intangible offer to the market
which includes the property quality, design, features, branding and packaging. It
also provides various services, such as delivery, repair and training (Soliven 2002).
Products and services have to reach their customers to be consumed. In the
early stages of trade, it is possible for producers and their customers to meet face-
to-face to exchange goods and services as in the situation where the farmer takes
the produce to the local market. However, when trade becomes more sophisticated,
the services of various intermediaries along the supply chain may need to be used
to ensure that the goods or services reach the consumer in the right manner at the
right place, time and price. It is the process of moving goods and services through
these intermediaries to reach the end user.
Price is the amount of something, (money, time, or effort) that a buyer
exchanges with a seller to obtain a product. Setting a price is one of the most
important strategic decisions a firm faces because it relates to the value consumers
place on the product. Pricing is typically the easiest marketing mix element to
change, making it a powerful tool for firms looking to quickly adjust their market
share or revenue (Hunt, C.S 2015).
The price of a product or service will determine how consumers perceive it,
reflect on its brand positioning, influence the choice of marketing channel, affect
how it is promoted, and have an impact on the level of customer service expected
by target customers. The concept of pricing is complex and of fundamental
importance to the successful implementation of a marketing strategy. Pricing is one
of the most important elements of the marketing mix, as it affects profit, volume,
and share of the market and consumer perceptions (Stone and Desmond, 2007).
According to Van Viet (2011), the price is the most important factor for
marketing. The price of a product or service is determined by all factors that an
organization invests during the preparation of the product.
Price is the amount of money that customers have to pay for the product. Its
price should commensurate with the perceived value of the offer or buyers will
return to competitors in choosing their products (Soliven, 2002).
Place is one of the most remarkable parts of marketing. Place includes the
activities a firm undertakes to make its product available to potential consumers.
Companies must be able to distribute products to customers where they can buy
and consume them without difficulty. Even if you have the right product at the right
price, if customers cannot easily purchase the product, they will likely find a
substitute. Place decisions relate to locations, transportation, logistics, and
managing the supply chain (Hunt, C.S, 2015).
This element represents the location where the product is available for the
customers. It is possible that the product is not available in all locations but only in a
certain selected location (Van Viet, V.,2011).

Place, another key of marketing mix tools, stands for various activities the
company undertakes to make the product accessible and available to target
customers. It must identify, recruit and link various middlemen and marketing
facilitators so that its products and services are efficiently supplied to the target
market. It must understand the various types of retailers, wholesalers and physical
distribution firms and how they make their decisions (Soliven 2002).
The channels of distribution used within the marketplace have evolved to
match the needs of the users of these services and they continue to be adapted to
meet those needs. The objective is to move the goods or services efficiently with
the lowest possible number of intermediaries between the producers and the end
users. Ideally the producer aims to exchange products directly with the consumer.
However, as the physical distance between the two parties and the volume of
goods to be exchanged increases, it becomes necessary for producers to use the
help of others to complete the movement of the goods associated with the
transaction (Stone and Desmond, 2007).
The promotion element of the marketing mix is what most people think of
when asked what marketing is. Promotion is all the activities that communicate the
value of a product and persuade customers to buy it. Promotion includes
advertising, public relations, personal selling, and sales promotion. As is the case
with every element of the marketing mix, successful promotion involves the firm’s
ability to integrate these activities in a way that maximizes the value of each (Hunt,
C.S 2015).
In the same manner, Stone and Desmond (2007) defined promotion is an
important ingredient of marketing mix as it refers to a process of informing,
persuading and influencing a consumer to make a choice of the product to be
brought. It is done through means of personal selling, advertising, publicity and
sales promotion. It is done mainly with a view to provide information to prospective
consumers about the availability, characteristics and uses of a product. It arouses
potential consumers’ interest in the product, compare it with competitors’ product
and make his choice. The proliferation of print and electronic media has immensely
helped the process of promotion.
Consistently, according to Soliven (2002), promotion stand for various
activities the company undertakes to communicate and promote its products to the
target market. The company must also hire, train and motivate salespeople. It has
to set up communication and promotion programs consisting of advertising, direct
marketing, sales promotion and public relations (Soliven 2002).
Consumer Behavior
According to I Love Philippines (2017). Sharing a meal with family is always
sacred in the Filipino home. The Philippines is a predominantly Christian country that
holds strict religious views and practices. Thus, it is always stressed by elders never
to let food sit in the cold because it does not only make the food less appetizing to
eat, but it also shows disrespect towards the blessings graced upon the family by
God.
Hsu, Hung, and Tang (2012) conduct in-depth interviews with restaurant
managers to identify marketing strategies and activities for building brand equity
about managerial strategies such as: production development, customer service,
ambiance, and integrated marketing communication. From the 20 interviews and
found customers age 21-30 years old place value on perceptions of looking,
hearing, smelling, and testing, and physical evidence such as meals, uniform
design of staffs, tableware design, and decorations of a restaurant. Customers age
31-40 value symbolic benefits and service attitudes because they want to feel
relaxed while dining and want to experience a friendly, enthusiastic, and cheerful
attitude from restaurant staff.
Fortunately, most of the findings align with what retailers and brands have
long thought about this younger shopper generation. Millennials want fresh, healthy
and natural food and beverages. They care about the environment and expect
companies they deal with to be transparent. Soda and other sugary drinks are out,
while better-for-you beverages — like sparkling water, kombucha and plant-based
milks — are in. They favor the likes of Trader Joe’s and Whole Foods over Walmart
and other conventional grocers (Skrovan, S. 2017).
According to Howey, etal (1992), the type of goods and services people buy
change during their lifetimes. Preferences for leisure activities, travel destinations,
food, and entertainment are often age related.
According to Philip Kotler (2010), today women represent a very important
market segment. Hotel corporations now take women into considerations in

designing their hotel rooms. Design changes include lobby bars, fitness facilities,
and room decorated in lighter colors. Although these changes are attractive to
women, many are also attractive to men.
According to Hellmich (2004), young unmarried persons usually have few
financial burdens, and they spend a good portion of their money for entertainment.
Young married people without children have high discretionary incomes and dine
out frequently. Once they have children, their purchases from restaurants can
change to more delivery and carryout.
Researcher at the University of Guelph reported another difference in
consumer behavior on gender. They discovered single women living in the city are
more likely than single men or married couples to increase their spending on
restaurants when they receive a salary increase (Who’s dining Out?, 1985).
According to Philip Kotler (2010), a person’s economy situation greatly affects
product choice and the decision to purchase a particular product. Consumers cut
back on restaurant meals, entertainment and vacations during recessions. They
trade down in their choice of restaurant and/ or menu items and eat less frequently,
looking for a coupon or deal when they go out.
According to Pratap, Abhijeet (2019), education affects how people view
things around them. It affects the level of discretion they employ while making
purchases. The more educated a person is, the higher the level of discretion he will
employ in making purchases. People’s preferences can change with education.
Every customer is well informed in this era. However, the more educated ones take
more time before deciding a purchase. If observed carefully, education’s effect can
easily be seen on consumer behavior. An educated customer would weigh his
options carefully before going for a purchase.
Once the decision to visit a particular restaurant is made, the overall value of
the experience may also be created or judged using a combination of tangible and
intangible factors. In this regard, Hansen (2005) found that the element of harmony
during dining experiences was achieved through a balanced physical appearance in
the meal, such as food and wine in combination with the interior of the restaurant,
physical structure and artefacts.
According to Philip Kotler (2010), customers perceive price cut in many ways.
What would a customer think when he or she see a restaurant advertising a buy-
one-meal-get-one-free special? If he or she know the restaurant and have a positive
feeling, he or she might be attracted. Someone who doesn’t know the restaurant
may feel it is having trouble attracting customers or something is wrong with the food
or service. Or they might wonder if portion size has been reduced or inferior-quality
food was being served. Remember, buyers often associate price with quality when
evaluating hospitality products they have not experienced directly.
Food Park Trends
Food is any nutritious substance that people eat or drink in order to maintain
life and growth. Food is a big part of the Filipino culture. Diverse cuisine to distinct
regions. Filipinos, rich or poor, absolutely loves to devour. Furthermore, Food Park
is a compound, usually an open area surrounded by a number of stores that solely
sell food and beverage of various kinds.
Food Park is very suitable for food trip destinations of families, friends and
individuals. People usually bond and tell stories over the delicious snack or meal.
Food park is an excellent place to hang out especially for young adults.
Food is also considered as a good destresser. Food parks are believed to
provide the primary needs of any individual as well as providing them an echo-
friendly environment (Feasibility study of Food Park Research paper, 2017).
Jose (2017) on her article on Looloo insights, tracks down the emergence of
the food park concept in Metro Manila and how it affects the purchasing power of
the millennials. On the year 2011, Mercato central and Midnight Mercato of BGC
Taguig were established. The place was nice, people could walk around, choose
different kinds of foods and occupy tables and chairs to consume what they bought
along the park.
Banchetto in Ortigas was also established the same year. It was known as
the overnight street food fiesta because Banchetto opens every Friday night until
the early hours of Saturday. The streets were closed for the food stalls to set up
and for the night shift employees at the Ortigas center to pick on items such as
burgers and desserts.
Food truck concept was introduced in 2012 also at Mercato central, were the
idea made it into reality, serving burrito bowls. Later on, food trucks spawned in the
Makati area named “Cucina Andare”. It offered finger foods like shawarma, hot
dogs, chicken wings and the likes.
Located on Malingap Street in Quezon City–perpendicular to the more
popular Maginhawa–The Zone Compound (aka ‘The Z’), established in 2013, used
to be the garden area and driveway of an old house. After opening up the space to
several small-time food tenants, the space now plays host to 13 medium-scale
restaurants and has become the perfect place to spend an evening downing a few
bottles of beer while sampling the many food options from each stall.
The landowner, Eric Cadavillo, decided to lease the place for five years upon
his discovery that Malingap Street was fast becoming a food haven. From
Japanese to Filipino cuisine, barbecue to ice cream, one night may not be enough
to sample everything. But one can certainly try. Each food stall has its own
operating hours, but the best time to visit would be on a cool Saturday evening
when everything is guaranteed to be open (Eats Now or Never 2014).
The food park immediately caught the attention of the students, professional
and the residents because of the unique concept of the place and food
presentation. According to Cadavillo, each stall has their own style and specialty to
prevent unhealthy sales competition (Balita.net 2017).
StrEAT, is one of the more popular food parks in the area. The most popular
stalls here include The Lost Bread (dessert), Black Sugar (tea), Above Sea level by
Baypoint (seafoods), Epicure (drinks), Rocco’s pizza, Taste 360 (Asian food), Mang
Larry’s isawan, Random Tea, Adobo house (Filipino food), Schmidt’s Gourmet
(American), Filipino Kuxina, Samgyustyle Korean, Tang’ na Grill, Fuji Mana
(Japanese food) and Sea Buddy. StrEAT is located at Maginhawa Food Park. 91
Maginhawa St., UP Village, Quezon City.
150 Maginhawa Food Park is one of the newer food parks in the area serving
trendy eats like poutine fries, ice cream buns and deep fried churros ala mode.
Stalls here include The Piggery (pork comfort food), Wings Gone Wild (buffalo
wings), Molcajete Mexican Cantina, Canadian Snack Shack (poutine), Streets of
Saigon (Vietnamese), Ahlee’s (BBQ & steak) and Xurreria Cafe (churros) to name a
few. The food park is located at 150 Maginhawa St., Teacher’s Village, Quezon
City (Santos 2016).
According to Prime Philippines, the real-estate services firm, Micro, small and
medium enterprises (MSMEs) in the food-and-beverage (F&B) sector should not be
left behind locating in food parks, which is the fad in the retail- space sector.
Prime Philippines Managing Director Jet Yu highlighted at a recent forum that,
“Food parks are usually set up in an open area or vacant land. It’s like a food court in
a mall but outdoors, where there are affordable and unique food selections you don’t
normally find in malls”.
“The food-park concept solves the biggest problems for micro and small
business owners in food and beverage. The setting up is fast, affordable and
flexible compared to setting up in malls, where the lease contracts are long and
non-flexible, not to mention the initial cost in designing your store or kiosk,” Yu
added (Pillas 2016).

Millennial-driven food parks are expected to expand this year, according to
Prime Philippines managing director Jet Yu thru an email to The Manila Times. The
demand for spaces for food parks grew by more than 10 times in Metro Manila last
year. Also, creation of food parks have great advantages for the Micro, Small and
Medium Enterprise (MSME) market.
“With its surge in popularity, more and more vacant lots will be obtained or
leased out for the purpose of food parks. We may project this trend similar to the
trend of food markets like Mercato, which had a boom in 2011 in terms of new food
markets established and set up,” the director said.
Mr. Yu mentioned that, “2016 saw the rise in popularity of food parks
stemming from establishments such as StrEat Maginhawa, which was followed by
multiple food parks along the area and in other cities”.
“Food parks give small scale businesses the venue to thrive and profit from a
captive market setup with relatively lower costs compared to taking out a lease at
bigger establishments. Yu explained. ”This is timely as business registration of both
old and new businesses continue to increase,” Yu explained (Talavera 2017).
However, the sector also needs to think about how COVID-19 will change the
behavior of the consumers. Consumers will shy away from sharing appetizers and
beverages at restaurants for the foreseeable future. Operators are rethinking menu
strategies in an environment radically altered by reduced socializing and spending.
Safety and value will be key for driving on-premise sales throughout the pandemic
and resulting economic downturn. The industry is entering the golden age of single
serve. There will be a long, slow decline of buffets and eat all you can servings. A
return to the “wow factor” in restaurant dishes will be foreseen. Instagram-ready
concoctions will help lure consumers back to restaurants (Food Business News
2020).
The Role of Micro, Small and Medium Enterprises and its Business share.
Micro, small and medium enterprises (MSMEs) have a very important role in
developing the Philippine economy. They help reduce poverty by creating jobs for
the country’s growing labor force. They stimulate economic development in rural
and far-flung areas. They serve as valuable partners to large enterprises as
suppliers and providers of support services. They serve as breeding ground for new
entrepreneurs and large corporations. A vibrant MSME sector is thus an indication
of a thriving and growing economy. Despite policies that aim to provide an enabling
environment for MSME development, the sector still faces various constraints that
prevent it from realizing its full growth and potential.
An MSME in the Philippines is defined as any business activity or enterprise
engaged in industry, agri-business and/or services that has: (1) an asset size (less
land) of up to PhP100 million; and (2) an employment size with less than 200
employees. Based on these categories, it is classified as micro, small or medium
(Table 1) regardless of the type of business ownership (i.e., single proprietorship,
cooperative, partnership or corporation) (The MSME Sector at a Glance 2012).

Small, independent restaurant executives should implement effective
marketing strategies that align with the business strategy, which includes defining
successful engagement of customers, prospects, and competitors in the market
arena (Jemaiyo 2013).
Small, independent food establishment owners should implement Customer
Relationship Management (CRM) and lead maturation to attain new customers for
targeted growth. Small business executives should apply relationship marketing to
maintain and improve competitive position in the market (Borisavljevic, 2013).
The 2018 List of Establishments of the Philippine Statistics Authority (PSA)
recorded a total of 1,003,111 business enterprises operating in the country. Of
these, 998,342 (99.52%) are MSMEs and 4,769 (0.48%) are large enterprises.
Micro enterprises constitute 88.45% (887,272) of total MSME establishments,
followed by small enterprises at 10.58% (106,175) and medium enterprises at
0.49% (4,895).
The top five (5) industry sectors according to the number of MSMEs in 2018
were: (1) Wholesale and Retail Trade; Repair of Motor Vehicles and Motorcycles
(461,765); (2) Accommodation and Food Service Activities (144,535); (3)

Manufacturing (116,335); (4) Other Service Activities (66,162); and (5) Financial
and Insurance Activities (46,033). These industries accounted for about 83.62% of
the total number of MSME establishments.
Majority of the MSMEs can be found in the National Capital Region (NCR)
with 203,312 (20.36%) business establishments, Region 4-A (CALABARZON) with
148,196 (14.84%), Region 3 (Central Luzon) with 116,073 (11.63%), Region 7
(Central Visayas) with 70,395 (7.05%), and Region 6 (Western Visayas) with
61,590 (6.17%). These top five (5) locations accounted for about 60.05% of the
total number of MSME establishments in the country. Regional concentration of
MSMEs is largely associated with economic activity and population size.
Together, these MSMEs generated a total of 5,714,262 jobs or 63.19% of the
country’s total employment. The micro enterprises produced the biggest share
(28.86%) closely followed by small enterprises (27.04%) while medium enterprises
were far behind at 7.29%. Meanwhile, large enterprises generated a total of
3,328,801 jobs or 36.81% of the country’s overall employment (MSME
STATISTICS, 2018).
The type of ownership for food park business
The sole proprietorship is a type of business entity owned and operated by a
single person. The big percentage of businesses owned by sole proprietors
indicates the popularity of this ownership type. This is so because of certain
advantages unique to sole proprietorships.

Among the three ownership forms, the sole proprietorship is the easiest and
least costly to organize. Because only one person makes the decisions in the actual
formation of the business. Moreover, the cost involved is lesser because
documentary requirements are not as extensive as those of the other forms of
ownership.
In terms of distribution and use of profits, the sole proprietor is the sole
beneficiary and does not have to share these with anyone. The owner is also
vested with the power to solely control solely the business and sole authority is very
important especially under critical competitive situations.
Sole proprietorship is required by the government to submit fewer reports and
spared from charter restrictions on operations. In terms of net income of the sole
proprietorship is treated as the personal income of the sole owner and is taxed
accordingly. Lastly, Sole proprietors can be dissolved by the owners at will (Medina,
R.G. 2015).
Problems affecting food park in Manila
Why do some food parks fail in Manila? ABS-CBN interviewed industry expert
to give their insights on the matter. Bad location is one of the reasons of failure.
Success of food park depends largely on the location. Some of the food parks in
Metro Manila are idle lands which were converted into unique eating place full of
mystique. However, according to Mr. RJ Ledesma, the mystique fades after the
experience and customers which were mostly millennials just never comes back
after the first visit.

Lack of parking space is also a cause. Having not enough parking space can
easily discourage customers. “A food park may only have the whole space for the
food stalls and the dining area. Not anticipating the number of customers who come
in their own vehicles, some people become discouraged because they do not have
a place to park their cars,” GMB Franchise Developers president and founder
Armando Bartolome said.
Food curation is a main concern. Mr. RJ Ledesma said,: “The selection of the
food is key. Sometimes, it looks good on Instagram but there’s nothing that really
excels, nothing stands out… You’re just filling in the gap. For many of the food
parks, the curation was not quite there.”
Spirit is also important for the success of the food park business. Spirit is
something that customers keep coming back for, as spoken by Mr. Ledesma.
Often overlooked by business owners are limited facilities which could lead to
failure. Such facilities are poor ventilation and shelter, security and ample space for
cooking and preparation. “Since there is just a small space provided for each
merchant, the ability to provide more unique types of food becomes a problem. A
food business may just be limited to use a stove, microwave, and a refrigerator,”
Bartolome said (ABS-CBN NEWS 2018).
With food establishments closed in the middle of March 2020 due to the
COVID 19 outbreak, can restaurants and food parks survive the economic setback
brought by the deadly virus?

Drastic changes on human traffic took effect as patrons were restricted by the
quarantine protocols implementation. Customers remained fearful and cautious on
going to crowded places. Delivery services played an important role with respect to
this problem. For food establishments who have no delivery service, third party food
delivery apps such as Grab, FoodPanda, and Lalamove are for them to rely on.
How to sustain the livelihood of their employees was an obstacle for the food
establishment owners during the Enhanced Community Quarantine (ECQ).
Travelling to work proves so difficult to most of the workers with the suspension of
public transportation. The burden of monthly rentals due to commercial locations
and other prime venues was also a major hurdle that owners faced during the
pandemic.
It’s still difficult to imagine a post-COVID world, as the entire planet is still
battling the pandemic. The future looks bleak and industries might crumble,
particularly food and beverage. Although some continue to operate via delivery and
take-outs, majority of the micro, small, and medium enterprises (MSMEs) are
finding it difficult to compete with household names and big restaurant groups.
(Nuestro E 2020).
Synthesis of the Reviewed Literature and Studies
Highlighted in this review are various literature, marketing theories and
principles as well as different studies. All the pieces of evidences cited above
emphasized the implementation of effective marketing mix strategies of food
establishments that help small business leaders improve business practices, as

well as identify and determine factors that support innovative approaches to
improve revenue, profitability, and market share.
Moreover, all the previous literature and studies have presented the ideas
relevant to the research on the assessment of effectiveness of marketing strategies
in terms of product, price, place, promotion. It shows that the 4Ps of marketing mix
is widely used in the food industry as this relates to the food offering, affordable
amount of food, obtainable location of the food park, attractive sales promotion of
the food outlets, training and motivation of employees to serve the consumers well,
activities, procedures and protocol of services delivered to consumers and the
physical attributes of the service marketer’s offer.
The review presented the history of food park business in the country,
acknowledging the facts that the industry is so young. The Magna Carta for Small
Enterprises R.A. 8289 defined the role of the private sector in the SMEs. The
Philippines Statistics Authority report on 2018 List of Establishment of the and the
top 5 industry sectors were cited in the chapter to give emphasis on the food
industry’s share in the national economy. Common reasons why some food parks
fail in Metro Manila including the impact of the COVID 19 pandemic on the Food
industry. And finally, the relationship between Sole proprietorship and food park
business were also presented by the researcher to provide additional insights.

Chapter 3
RESEARCH METHOLOGY
This chapter indicates all the details of the strategy that was employed by the
researcher: the research methods and techniques, the reason for the choice of the
subject of the study, the manner of determining the sample size, the instrument that
was used including its validation, and the data analysis scheme that includes the
application of statistical tools for the treatment of data in the study.
Method of Research
Most of the research in the social science is applied. In other words, the
research techniques, procedures and methods that form the body of research
methodology are applied to the collection of information about various aspects of a
situation, issue, problem or phenomenon so that the information gathered can be
used in other ways, such as for policy formulation, administration and the
enhancement of understanding of a phenomenon (Kumar 2011).
The study adopted the descriptive method of research. In the application of
the descriptive method of research, a questionnaire was used to gather the
necessary information and data that were later analyzed and interpreted.
The descriptive study attempts to describe systematically a situation,
problem, phenomenon, service or programme, or provides information about the
living condition of the community, or describe attitude towards an issue (Kumar

2011). Through the use of descriptive survey method, the data needed to realize
the objectives of this study was satisfactorily obtained.
Population, Sample Size, and Sampling Technique
The population of the study is composed of the Maginhawa food park
consumers. The sample size of the respondents was obtained using Cochran’s
Formula. The following formula was used:
= (((1.96)*1.96)*(0.5)*(0.5))/((0.05)*0.05)
= 385
= 380.32/ 381
Applying Cochran’s Formula, sample respondents were derived.
Description of the Respondents
The respondents were selected from my Face Book friends and nearby
dwellers at Maginhawa st. and employees of PNP Camp Caringal Q.C. who used to
dine at the Food park at Maginhawa street Q.C. The participants qualified for
sample selection must be a customer of the food park at Maginhawa street. This
qualification will ensure that the participants understand the nature of the
questionnaire, making the survey items easy for them to accomplish.
Research Instrument
A survey questionnaire was used as the main data-gathering instrument for
this study (See Appendix). The questionnaire was divided into two main sections:
the respondents’ profile and the survey proper. The respondents’ profile contains
demographic characteristics of the respondents such as age, gender, average
monthly income, civil status, highest educational attainment, frequency of dining
and average amount spent per dining. The survey proper explored the different
aspects considered to assess the effectiveness of marketing strategies used by
food park at Maginhawa.
The questions were structured using the Likert format. The choices represent
the degree of effectiveness each respondent perceive of the given question. The
scale below was used to interpret the total responses of all the respondents for
every survey question by computing the weighted mean:

Table 2
Weighted Mean Scale for Interpretation
Range Interpretation
4.21 - 5.00 Very Effective
3.41 - 4.20 Effective
2.61 - 3.40 Somewhat Effective
1.81 - 2.60 Less Effective
1.00 - 1.80 Not Effective
The likert survey was the selected response type as this enabled the
respondents to answer the survey easily. In addition, this research instrument
allowed the researcher to carry out the quantitative approach effectively with the
use of statistics for data interpretation. In order to test the validity and reliability of
the questionnaire used for the study, the researcher tested the questionnaire to
thirty (30) respondents who are not part of the actual study process. After the
questions have been answered, the researcher also asked the respondents for any
suggestions or any necessary corrections to ensure further improvement and
validity of the instrument.
Data-Gathering Procedure
The researcher has no definite number of consumers of the food park at
Maginhawa street. The questionnaires were delivered to the respondents through
online and traditional paper questionnaires were distributed to the nearby dwellers
of Maginhawa Food Park and employees of Camp Caringal Quezon City in the
traditional manner. Distribution of online questionnaires started May 2, 2020 until
June 20, 2020 with 247 responses. There were 51 responses from my FB friends
that they haven’t tried dining at Maginhawa Food Park. Traditional distribution of
questionnaires started June 15, 2020 until June 24, 2020 with 150 responses. After
gathering all the completed questionnaires from the respondents, the total
responses for each item were collated and tabulated.
Statistical Treatment of Data
The following statistical tools were employed:
Frequency and percentage. The frequency and percentage distribution was used to
determine the profile of the respondents. It is defined by the formula:
Where:
P = percentage
N = number of cases or total sample
F = frequency x
100 = constant
Weighted mean. This was used to determine the average responses of the
respondents. It is defined by the formula:
Where:
= weighted mean
= the sum of all the products of f and x, f being the frequency of each weight as
the weight of each operation.

= total number of respondents
The Kruskal Wallis test is the non parametric alternative to the One
Way ANOVA. Non parametric means that the test doesn’t assume your data comes
from a particular distribution. The H test is used when the assumptions for ANOVA
aren’t met (like the assumption of normality). It is sometimes called the one-way
ANOVA on ranks, as the ranks of the data values are used in the test rather than
the actual data points.
Where:
n = sum of sample sizes for all samples,
c = number of samples,
= sum of ranks in the jth sample,
= size of the jth sample.
The Mann-Whitney U test is the nonparametric equivalent of the two sample t-test.
While the t-test makes an assumption about the distribution of a population (i.e. that
the sample came from a t-distributed population), the Mann Whitney U Test makes
no such assumption. The test compares two populations.

Either of these two formulas are valid for the Mann Whitney U Test.
Where:
R is the sum of ranks in the sample
n is the number of items in the sample
The statistics being used based on ranks or position is the Spearman Rank
Correlation represented here by . It is a measure of relationship between two
variables by ranking the items or individuals under study according to their position.
It represents the extent to which the same individuals or events occupy the same
relative position on two variables.
The formula used is:

Where:
= Spearman rank correlation coefficient

6 𝐷2 D = difference between the two ranks of an
𝑟𝑠 = 1 −
𝑛 𝑛2 − 1 individual in the variables studied
n = number of individuals
2
𝐷6
−1 = 𝑟
1 − 2𝑛 𝑠
Chapter 4
RESULTS AND DISCUSSION
This chapter presents the study, its analysis and interpretation of the data.
For the purpose of acquiring the answer on the problem stated on the previous
chapters.
1. Profile of the Respondents According to Age, Gender, Average Monthly

Income, Civil Status, Frequency of Dining, and Average Amount Spent
Per Dining
Table 3
Frequency and Percentage Distribution of the Respondents
in terms of Age Group
Age Group Frequency Percentage (%)
12 - 20 yrs old 38 9.9
21 - 30 yrs old 97 25.2
31 -40 yrs old 93 24.2
41 - 50 yrs old 106 27.5
51 - 60 yrs old 21 5.5
61 - above 30 7.8
Total 385 100.0
Table 3 presents that the respondents were within the age bracket of 41-50
years old with 106 respondents or 27.5%; followed by 21-30 years old with 97
respondents or 25.2%; 31-40 years old with 93 respondents or 24.2%; 12-20 years
old with 38 respondents or 9.9%; 61 years old and above with 30 respondents or
7.8% and finally 51-60 years old with 21 respondents or 5.5% over all.
According to Johnstone (2018), it is between the ages of 40-50 that adults
should change their behaviour as their health dictates, but symptoms of illness are
often invisible – for example high blood pressure or cholesterol – and so many fail
to act. We want to eat what we want without changing our lifestyle, and still have a
healthy body and mind.
The researcher observed that most of the respondents came from the early
adulthood (20-40 years old) to middle adulthood (40-50 years old) age bracket with
a total number of 296 respondents. Generally, professionals that have the capacity
to pay more for their meal belong on this age bracket.
Table 4
Frequency and Percentage Distribution of the

Respondents in terms of Gender
Gender Frequency Percentage (%)

Male 177 46.0
Female 179 46.5
LGBT 29 7.5
Total 385 100.0
Table 4 shows that there were 179 or 46.5% female respondents, 177 or 46%
male respondents and 29 or 7.5% LGBT respondents. Respondent’s gender was so
close between the male and female. It shows that both were balanced patrons of
Maginhawa st. food park. While respondent from LGBT has its own fair share.
Sharing a meal with family is always sacred in the Filipino home. The
Philippines is a predominantly Christian country that holds strict religious views and
practices (I Love Philippines 2017). This could explain why the number of female
and male respondents were almost equal.

According to American Society for Microbiology, as quoted by ScienceDaily
(2008), women were more likely to consume fresh hamburgers as opposed to
frozen, which the men preferred. At Maginhawa food park, the researcher observed
that most of the food served were freshly cooked meals for the customers. Foods
are prepared depending on the order of the patrons.
Table 5

in terms of Average Monthly Income
Average Monthly
Frequency Percentage (%)
Income (PhP)
10,000 - below 58 15.1
10,001 - 20,000 69 17.9
20,001 - 30,000 99 25.7
30,001 - 40,000 75 19.5
40,001 - above 84 21.8
Total 385 100.0
Table 5 shows that the majority of the respondents earned 20,001-30,000
with 99 respondents or 25.7%; 84 or 21.8% of the respondents earned 40,001 and
above; 75 or 19.5% of the respondents earned 30,001-40,000; 69 or 17.9% earned
10,001-20,000 and 58 or 15.1% earned 10,000 and below.
Those who earn 10,000 and below are assumed by the researcher as
nonprofessionals or minority aged respondents who received allowances from their
parents or guardians. Whereas 327 or 84.9% of the respondents are from the group
of regular income earner who earns 10,001 and above.

According to Laraia, etal(2016), low-income individuals and families face a
number of challenges to acquiring enough nutritious foods for a healthy and active
life. High costs for nutritious foods are hypothesized as the most compelling
challenge to acquiring high diet quality.
Table 6

in terms of Civil Status
Civil Status Frequency Percentage (%)

Married 218 56.6
Single 167 43.4
Total 385 100.0
Table 6 shows that married respondents frequent the place more as
compared with single status respondents. 218 married respondents or 56.6%
against 167 single status respondents or 43.4%.
The researcher observed that married people realizes that, focusing on the
bad things builds resentment. Instead, focus on the good things. Look for the good
and let that be your focus. You’ll appreciate your partner much more and find more
joy in your relationship. Treating themselves in a food park with delightful food is a
positive thing.
On the other hand, according to Gonzalez, M. (2019). Researchers at the
University of Delaware and Ohio State University College of Medicine found that
hostile marital arguments caused a surge in ghrelin — the “I’m hungry” hormone.
Based on this study, the researcher assumed that married couples visit maginhawa
food park to have good food as they settle their marital differences.
Table 7 below shows that 272 or 70.6% of the total respondents are with
Bachelor’s Degree; with Senior High School level are 49 or 12.7%; with Master’s
Degree are 39 or 10.1%; 21 or 5.5% are with High School level and 1% or 4
respondents are with Doctorate Degree.
Table 7

in terms of Highest Educational Statement
Highest
Educational Frequency Percentage (%)
Attainment
High School 21 5.5
Senior High School 49 12.7
Bachelor's Degree 272 70.6
Master's Degree 39 10.1
Doctorate Degree 4 1.0
Total 385 100.0
The researcher recognizes that the numbers shown in table 7 are very much
convincing, customers with bachelor’s degree or the professionals frequent the
place more.
According to Pratap, Abhijeet (2019), education affects how people view
things around them. It affects the level of discretion they employ while making
purchases. The more educated a person is, the higher the level of discretion he will
employ in making purchases.

Table 8 shows that 106 or 27.5% of the total respondents dine at the venue
Once a Month: 97 or 25.2% of the respondents dine More than Once per Month;
89 or 23.1 dine Once a week; 67 or 17.4% dine More than once per week; and the
lowest frequency of dining was everyday with 26 respondents or 6.8%.
Table 8

in terms of Frequency of Dining
Frequency of Dining Frequency Percentage (%)

Everyday 26 6.8
Once a week 89 23.1
More than once per week 67 17.4
Once a month 106 27.5
More than once per month 97 25.2
Total 385 100.0
The researcher observed from table 8 that once the dining becomes frequent, the
percentage of the respondents decreases. Economy can be a factor on this trend.
27.5 % of the respondents may have dined at the place because of curiosity and
just to experience the fad.
According to Saghaian and Mohammadi (2018), consumer awareness about the
composition of fast food has a negative effect on the frequency of consumption.
According to Skrovan, S. (2017), millennials want fresh, healthy and natural food
and beverages. They care about the environment and expect companies they deal
with to be transparent.
Table 9 shows that 200 or 51.9% of the total respondents spend 551 and
above per dining; 76 or 19.7% of the respondents spend ₱401-₱550 per dining; 66
or 17.1% spend ₱251-₱400 per dining; 28 or 7.3% spend ₱101-₱250 per dining
and 15 or 3.9% of the respondents spend ₱100 and below per dining.
Table 9

in terms of Average Amount Spent per Dining
Amount Spent (₱) Frequency Percentage (%)

100 - below 15 3.9
101 - 250 28 7.3
251 - 400 66 17.1
401 - 550 76 19.7
551 - above 200 51.9
Total 385 100.0
Based on the spending habits of previous travelers, when dining out,
an average meal in the Philippines should cost around ₱242 per person
(Google.com).
The researcher observed that more than half of the respondents pay more
than 551 per dining. The dining experience at the venue is assumed to be priceless
for the majority of the respondents.
2. Assessment of the level of effectiveness of the marketing mix strategies

of food parks in terms of Product Strategy, Price Strategy, Place
Strategy, and Promotion Strategy
Table 10 presents that the level of effectiveness of marketing mix strategies in
terms of product strategy was rated “Effective” with 3.99 General Weighted Mean.
”Food sold are of the highest quality” got the highest weighted mean of 4.22 and
“Service staff wear attractive uniform” had the lowest with 3.61. “Service staff are
approachable” with 4.12, “Good selection of food were available” with 4.11, “Food
sold are well presented” with 4.09, “Original selection of food were served” with
4.03, “Serving staff are neat looking” with 4.01, “Food packaging are
environmentally safe” with 3.99, “Food products have unique and catchy name” with
3.94, “Food packaging are creative” with 3.87, and “Service staff wearing attractive
uniform” with 3.61 weighted mean.
The table implies that the respondents gave more appreciation on the highest
quality of food sold at the place. On the contrary, coining unique and catchy product
names, creativity on food packaging and staff wearing attractive uniforms were less
realized by the respondents.
Table 10
Respondent’s Assessment on the Level of Effectiveness of the

Marketing Mix Strategies of Food Parks in Terms in Product
PRODUCT MEAN INTERPRETATION RANKING

Food sold are of the highest
quality (taste, freshness, smell, 4.22 Effective 1
texture and health effect).
Food sold are well presented. 4.09 Effective 4
Good selection of food were 3
4.11 Effective
available.
Original selection of food were 5
4.03 Effective
served.
Food packaging are creative. 3.87 Effective 9
Food packaging are 7
3.99 Effective
environmentally safe.
Service staff are approachable. 4.12 Effective 2
Service staff are neat looking. 4.01 Effective 6
Service staff wear attractive 10
3.61 Effective
uniform
Food products have unique and 8

3.94 Effective
catchy name.
Grand Mean 3.9979 Effective
Table 11 below shows that the level of effectiveness of marketing mix
strategies in terms of price strategy was rated “Effective” with a General Weighted
Mean of 3.98. “Senior citizen discounts are immediately recognized” and “PWD
discounts are immediately recognized” acquired the highest weighted mean of 4.30,
Table 11

Marketing Mix Strategies of Food Parks in Terms in Price
PRICE MEAN INTERPRETATION RANKING

Food sold are a good value for the 3
4.23 Effective
money.
Store has the lowest price in the 10
3.65 Effective
area.
Senior citizen discounts are 1.5
4.30 Effective
immediately recognized.
PWD discounts are immediately 1.5
4.30 Effective
recognized.
Special price are available for 7
3.81 Effective
students.
Price lists are visible at the store. 4.11 Effective 5
Prices are uploaded through online 8
3.75 Effective
and social media.
Special discounts are offered to 6
3.85 Effective
party packages.
Combo meal prices are 4
4.13 Effective
appropriate.
Birthday discounted prices are 9
3.74 Effective
provided.
while, the lowest ranker was “Store has the lowest price in the area” with 3.65
weighted mean. “Food sold are a good value for the money” with 4.23, “Combo meal
prices are appropriate” with 4.13, “Price lists are visible at the store” with 4.11,
“Special discounts are offered to party packages” with 3.85, “Special price are
available for students” with 3.81, “Prices are uploaded through online and social
media” with 3.75, “Birthday discounted prices are provided” with 3.74 Weighted
mean.
The table infers that the respondents gave more credit on how effective
Maginhawa St. food park on ensuring Senior Citizen and PWD discounts are
immediately recognized. Also, the foods sold in the place are of good value for the
customer’s money.
Table 12

Marketing Mix Strategies of Food Parks in Terms in Place
PLACE MEAN INTERPRETATION RANKING

Store is accessibly located. 4.37 Effective 1
Store hours are convenient for 4
4.24 Effective
consumers.
Store atmosphere and décor are 6
4.14 Effective
appealing.
Food arrangement are planned. 4.02 Effective 7
Appropriate store lay-out is 8
3.92 Effective
implemented.
Dining area is well lighted and 3
4.29 Effective
ventilated.
Eating utensils and furniture are 2
4.31 Effective
clean and sanitized.
Food establishment accepts food
delivery through online and 3.88 Effective 10
mobile phone.
Carpark are available for 9
3.90 Effective
consumers.
Food place is safe and well 5
4.22 Effective
secured.
Table 12 exhibits that the level of effectiveness of marketing mix strategies in
terms of place strategy was rated “Effective” with General Weighted Mean of 4.12.
The highest weighted mean is 4.37 received by the statement “Store is accessibly
located”, while the lowest ranker was “Food establishment accepts food delivery
through online and mobile phone” with 3.88 weighted mean. “Eating utensils and
furniture are clean and sanitized” with 4.31, “Dining area is well lighted and
ventilated” with 4.29, “Store hours are convenient for consumers” with 4.24, “Food
place is safe and well secured” with 4.22, “Store atmosphere and décor are
appealing” with 4.14, “Food arrangement are planned” with 4.02, “Appropriate store
lay-out is implemented” with 3.92, “Carpark are available for consumers” with 3.90
weighted mean.
The table implies that majority of the respondents recognized the good store
location of Maginhawa st. food park, its accessibility, cleanliness, proper lighting
and ventilations. On the other hand, the availability of parking space and online
delivery system were less realized by the respondents.
Table 13 below shows that the level of effectiveness of marketing mix
strategies in terms of promotion strategy was rated “Effective” with General
Weighted Mean of 3.83. The highest weighted mean was attained by the statement
“Advertised food are available” with 4.20 weighted mean while the lowest ranker
was “Leaflet and fliers are distributed inside the store” with 3.45 weighted mean.
“Store signages are visible to consumers” with 4.10, “Promo items are clearly and
repeatedly suggested by sales staff” with 3.94, “Display of promo mechanics are
visible at the store (standees, tissue holder, tarpaulin)” with 3.89, “Promo food
combo are offered during slack hours (lunch time, week days)” with 3.84,
“Advertisements are uploaded through social media (Face book and Instagram)”
Table 13

Marketing Mix Strategies of Food Parks in Terms in Promotion
PROMOTION MEAN INTERPRETATION RANKING

Advertised food are available. 4.20 Effective 1
Promo items are clearly and 3
repeatedly suggested by sales staff. 3.94 Effective
Leaflet and fliers are distributed 10

3.45 Somehow Effective
inside the store.
Advertisements are uploaded 6
through social media (Face book 3.81 Effective
and Instagram).
Display of promo mechanics are 4
visible at the store (standees, tissue 3.89 Effective
holder, tarpaulin).
Store signages are visible to 2
4.10 Effective
consumers.
Special day promotions are 7
3.79 Effective
recognized (anniversaries).
Promo boys/ girls are visible during 9
special occasion (product 3.62 Effective
launching).
Freebies are provided for special 8
customer (with birthday, 3.72 Effective
anniversary, or graduation).
Promo food combo are offered 5
during slack hours (lunch time, 3.84 Effective
week days).
with 3.81, “Special day promotions are recognized (anniversaries)” with 3.79.
“Freebies are provided for special customer (with birthday, anniversary, or

graduation)” with 3.72, and “Promo boys/ girls are visible during special occasion
(product launching)” with 3.62 weighted mean.
This table explains that respondents found sales promotion activities offered
by Maginhawa st. food park are recognizable and appropriate. Except for the lowest
ranked statement which seemed to be inappropriate for the respondents that yielded
a “Somehow Effective” interpretation.
Table 14
Summary of Level of Effectiveness of Marketing Mix Strategies of

Maginhawa st. Food Park.
Elements of Marketing Mix Weighted Mean Verbal Interpretation

Strategies
Product Strategy 3.99 Effective
Price Strategy 3.98 Effective
Place Strategy 4.12 Effective
Promotion Strategy 3.83 Effective
Table 14 shows that Place Strategy got the highest rank with 4.12 followed by
Product Strategy with 3.99, Price Strategy with 3.98 and lastly Promotion Strategy
with 3.83 weighted mean. All were rated as “Effective” by the respondents.
3. Difference on the respondents’ assessment of the level of effectiveness

of the Marketing Mix Strategies of food park when they are grouped
according to profile.
Table 15 shows that the p-value of Product is 0.541/ Failed to Reject Ho, the p-
value of Price is 0.494/ Failed to Reject Ho, the p-value of Place is 0.824/ Failed to
Reject Ho, and the p-value of Promotion is 0.368/ Failed to Reject Ho.
Table 15
Respondents’ Assessment of the Level of Effectiveness of the

Marketing Mix Strategies of a Food Park when
they are Grouped According to Age
Mean
Indicators Age Group Rank p-value Decision Remarks
12 - 20 yrs old 192.46
21 - 30 yrs old 190.98
31 -40 yrs old 207.19 Failed to Not
Product 0.541
41 - 50 yrs old 190.84 Reject Ho Significant
51 - 60 yrs old 191.24
61 - above 165.07
12 - 20 yrs old 189.74
21 - 30 yrs old 179.29
Price 0.494
51 - 60 yrs old 174.57
61 - above 186.58
12 - 20 yrs old 204.07
21 - 30 yrs old 185.81
Place 0.824
51 - 60 yrs old 170.57
61 - above 190.18
12 - 20 yrs old 200.99
21 - 30 yrs old 200.42
Promotion 0.368
51 - 60 yrs old 149.55
61 - above 177.72
Hence, there are no significant of difference on the assessment of the
respondents on the level of effectiveness of the Marketing Mix Strategies of Food
Park when they are grouped according to their age group.
According to Howey, R.M. etal (1992), the type of goods and services people
buy change during their lifetime. On the other hand, at Maginhawa st. Food park,
foods and services are appreciated by the respondents regardless of their age
bracket.
Table 16

they are Grouped According to Gender
Mean
Indicators Gender Rank p-value Decision Remarks
Male 203.56 Failed to
Not
Product Female 182.95 .167 Reject
Significant
LGBT 190.59 Ho
Not
Price Female 182.82 .149 Reject
Significant
LGBT 186.95 Ho
Male 208.59
Reject
Place Female 179.76 .028 Significant
Ho
LGBT 179.59
Not
Promotion Female 184.90 .355 Reject
Significant
LGBT 193.47 Ho
The table shows that the p-value of Product is .167/ Failed to Reject Ho, the
p-value of Price is .149/ Failed to Reject Ho, and the p-value of Promotion is .355/
Failed to Reject Ho.

Place obtained a p-value of .028/ Reject Ho, which means that, when
respondents are grouped according to gender, their assessment on the
effectiveness of price as a marketing mix strategy differ significantly.
It validates the study of Kotler (2010), that gender segmentation is now used
in the hospitality industry. The industry take women into consideration in the design
and appearance of their venues, rooms and restaurant. Although these changes
are attractive to women, many are also attractive to men. In respect to this study,
the researcher observed that Maginhawa st. Food park highly capitalized on
aesthetics aspect of the business.
Table 17 shows that the p-value of Products is .041/ Reject Ho, the p-value
of Price is .048/ Reject Ho, the p-value of Place is .809/ Failed to Reject Ho, and
the p-value of Promotion is .002/ Reject Ho.
Hence, there are significant difference on the assessment of the respondents
on the level of effectiveness of the Marketing Mix Strategies of Food Park in terms
of Product, Price and Promotion when they are grouped according to their Monthly
Income group.
It validates the study of Kotler (2010), that a person’s economic situation
greatly affects product choice and the decision to purchase a particular product.
Consumers cut back on restaurant meals, entertainment and vacations during
recessions. They trade down in their choice of restaurant and/ or menu items and
eat less frequently, looking for a coupon or deal when they go out.
Table 17

Marketing Mix Strategies of a Food Park when they
are Grouped According to Monthly Income
Monthly
Indicators Income Mean Rank p-value Decision Remarks
10,000 - below 196.78
10,001 - 20,000 199.98
Product 20,001 - 30,000 209.48 .041 Reject Ho Significant
30,001 - 40,000 161.39
40,001 - above 193.46
10,000 - below 186.95
10,001 - 20,000 198.03
Price 20,001 - 30,000 216.07 .048 Reject Ho Significant
30,001 - 40,000 167.75
40,001 - above 188.41
10,000 - below 182.72
10,001 - 20,000 191.38
Failed To Not
Place 20,001 - 30,000 194.54 .809
Reject Ho Significant
30,001 - 40,000 188.35
40,001 - above 203.77
10,000 - below 204.53
10,001 - 20,000 196.55
Promotion 20,001 - 30,000 212.94 .002 Reject Ho Significant
30,001 - 40,000 148.61
40,001 - above 198.25
Table 18 shows that the p-value of Product is .770/ Failed to Reject Ho, the p-
value of Price is .719/ Failed to Reject Ho, the p-value of Place is .356/ Failed to
Reject Ho, and the p-value of Promotion is .228/ Failed to Reject Ho.
Park when they are grouped according to their civil status group.
Table 18

they are Grouped According to Civil Status
Mean
Indicators Civil Status p-value Decision Remarks
Rank
Married 194.34 Failed To Not
Product .770
Single 191.25 Reject Ho Significant
Price .719
Place .356
Promotion .228
As opposed to Hellmich (2004) concept, that young married people without
children dine out frequently. The researchers at the University of Guelph discovered
that, single women are more likely than single men or married couples to increase
their spending on restaurants.
Table 19 shows that the p-value for Product is .939/ Fail to Reject Ho, the p-
value for Price is .597/ Failed to Reject Ho, the p-value for Place is .342/ Failed to
Reject Ho, and the p-value for Promotion is .634/ Failed to Reject Ho.
Park when they are grouped according to their Highest Educational Attainment
group.
According to Pratap (2019), Education affects how people view things around
them. It affects the level of discretion they employ while making purchases. The
more educated a person is, the higher the level of discretion he will employ in
making purchases. People’s preferences can change with education. Every
customer is well informed in this era.
Table 19

Marketing Mix Strategies of a Food Park when they are
Grouped According to Highest Educational Attainment
Highest
Educational
Indicators Attainment Mean Rank p-value Decision Remarks
High School 183.07
Senior High
195.11 Failed To
School Not
Product .939 Reject
Bachelor's Degree 193.96 Significant
Ho
Master's Degree 185.81
Doctorate Degree 224.38
High School 183.43
Senior High
189.13 Failed To
School Not
Price .597 Reject
Ho
High School 158.90
Senior High
210.14 Failed To
School Not
Place .342 Reject
Ho
High School 197.12
Senior High
207.62 Failed To
School Not
Promotion .634 Reject
Ho
Table 20

are Grouped According to Frequency of Dining
Frequency of
Indicators Mean Rank p-value Decision Remarks
Dining
Everyday 232.56
Once a week 189.93
More than once
180.02 Failed To
Product per week .231 Not Significant
Reject Ho
Once a month 199.04
More than once
187.58
per month
Everyday 224.65
Once a week 203.77
More than once
194.78 Failed To
Price per week .241 Not Significant
Reject Ho
Once a month 178.32
More than once
189.44
per month
Everyday 207.65
Once a week 184.53
More than once Failed To
212.54
Place per week .093 Not Significant
Reject Ho
Once a month 173.79
More than once
204.35
per month
Everyday 237.83
Once a week 185.37
More than once
189.75 Failed To
Promotion per week .132 Not Significant
Reject Ho
Once a month 201.55
More than once
180.89
per month
Table 20 shows that the p-value of Product is .231/ Failed to Reject Ho, the p-
value of Price is .241/ Failed to Reject Ho, the p-value of Place is .093/ Failed to
Reject Ho, and the p-value of Promotion is .132/ Failed to Reject Ho.
Park when they are grouped according to their Frequency of Dining.
Once the decision to visit a particular restaurant is made, the overall value of
the experience may also be created or judged using a combination of tangible and
intangible factors. In this regard, Hansen (2005) found that the element of harmony
during dining experiences was achieved through a balanced physical appearance in
the meal, such as food and wine in combination with the interior of the restaurant,
physical structure and artefacts.
Table 21 shows that the p-value of product is .028/ Reject Ho, the p-value of
Price is .673/ Failed to Reject Ho, the p-value of Place is .116/ Failed to Reject Ho,
and the p-value of Promotion is .011/ Reject Ho.
Hence, there are significant difference on the assessment of the respondents
on the level of effectiveness of the Marketing Mix Strategies of Food Park in terms
of Product and Promotion when they are grouped according to Average amount
spent.
Table 21

are Grouped According to Amount Spent
Amount
Indicators Mean Rank p-value Decision Remarks
Spend
100 - below 181.60
101 - 250 188.39
251 - 400 164.23
Product .028 Reject Ho Significant
401 - 550 181.29
551 - above 208.45
100 - below 212.57
101 - 250 211.64
251 - 400 180.94 Failed To Not
Price .673
401 - 550 190.11
551 - above 194.00
100 - below 169.43

101 - 250 177.95
251 - 400 189.00 Failed To Not
Place .116
401 - 550 221.30
551 - above 187.44
100 - below 217.60
101 - 250 197.07
251 - 400 160.48
Promotion .011 Reject Ho Significant
401 - 550 175.59
551 - above 207.93
According to Kotler (2010), customers perceive price cut in many ways. What
would a customer think when he or she see a restaurant advertising a buy-one-
meal-get-one-free special? If he or she know the restaurant and have a positive
feeling, he or she might be attracted. Someone who doesn’t know the restaurant
may feel it is having trouble attracting customers or something is wrong with the
food or service. Or they might wonder if portion size has been reduced or inferior-
quality food was being served. Remember, buyers often associate price with quality
when evaluating hospitality product they have not experienced directly.
According to Spoon University (2017), Eating out is a culprit why people
spend to much money on food. Time Money reports that “the price gap between
cooking and dining out is growing larger.”

Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
This chapter demonstrates the highlights of the whole study inclusive of the
conclusion and suggestions that the researcher made after thorough investigation.
Summary of Findings
This study determined the level of effectiveness of the marketing mix strategy
of Maginhawa st. Food park in Quezon City. It concentrated on the 4P’s of
marketing namely: Product, Price, Place and Promotion.
Based on the problem presented and the data gathered, the following findings
are obtained:
1. Profile of the Respondents. Respondents consisted of 27.5% belonged to aged
41-50 years old bracket, 46.5% were female, 25.7% have an average monthly
Income of Php20,001 – 30,000 bracket, 56.6% were married, 70.6% obtained a
Bachelor’s Degree, 27.5% dine at the place once a month, and 51.9% spend
Php551 and above per dining.
2. Marketing Mix Strategies adopted by Maginhawa st. Food Park in terms of
the indicators: Product, Price, Place and Promotion. Effectiveness of the
Marketing Mix Strategies adopted by Maginhawa st. Food Park according to
Product had a grand mean of 3.99. “Food sold are of the highest quality (taste,
freshness, smell, texture and health effect)” obtained the highest mean of 4.22
which was effective. As to “Service staff wear attractive uniform” got the lowest
mean of 3.61.
As to the Marketing Mix Strategies of Maginhawa st. Food Park in terms of
Price obtained a grand mean of 3.98. “Senior citizen discounts are immediately
recognized” and “PWD discounts are immediately recognized” both got the
highest mean of 4.30 which was interpreted Effective. “Store has the lowest price
in the area” got the lowest mean of 3.65.
Place obtained a grand mean of 4.12 which was interpreted Effective. “Store is
accessibly located” obtained the highest mean of 4.37 which is interpreted
Effective. ”Food establishment accepts food delivery through online and mobile
phone” got the lowest mean of 3.88.
Promotion obtained a grand mean of 3.83 which was interpreted Effective.
“Advertised food are available” obtained the highest mean of 4.20 which was
interpreted as Effective. While “Leaflet and fliers are distributed inside the store”
got the lowest mean of 3.45.
3. Significant Difference on the Respondents’ Assessments on the
Effectiveness of the Marketing Mix Strategies Adopted by Maginhawa St.
Food Park by Profile.
When grouped according to Age, there were no significant difference on the
assessment of the respondents on the level of effectiveness of the Marketing Mix

Strategies of Food Park. When grouped according to Gender, the indicator Place
obtained a p-value of .028 which rejected the null hypothesis. When grouped
according to Monthly Income, the indicators Product, Price and Promotion
obtained the p-values .041, .048, and .002 respectively. All rejected null
hypothesis. When grouped according to Civil Status, there were no significant
difference on the assessment of the respondents on the level of effectiveness.
When grouped according to Highest Educational Attainment, there were no
significant difference on the assessment of the respondents on the level of
effectiveness of the Marketing Mix Strategies of Food Park. When grouped
according to Frequency of Dining, there were no significant difference on the
assessment of the respondents on the level of effectiveness of the Marketing Mix
Strategies of Food Park. When grouped according to Amount Spend, indicators
Product and Promotion obtained the p-values .028 and .011 respectively. Both
rejected null hypothesis.
Conclusion
Based on the findings of the study, the following conclusions were drawn:
1. Majority of the respondent were female, aged 41-50, married, with Bachelor’s
degree, with an average monthly income of Php20,001 to 30,000, dines at the
place once a month and spends Php551 and above per dining.
2. Effectiveness Level of the Marketing Mix Strategies at Maginhawa st. Food
Park as to Product, Price, Place and Promotion were interpreted Effective.

3. There were significant difference in the effectiveness of the Marketing Mix
Strategies of Maginhawa st. Food Park by profile. When grouped according to
Gender, Place was significant which made the null hypothesis rejected. When
grouped according to Monthly Income, Product, Price and Promotion were
significant which made the null hypothesis rejected. When grouped according
to Amount Spent, Product and Promotion were significant which made the
null hypothesis rejected. There were no significant difference in the
effectiveness of the Marketing Mix Strategies of Maginhawa St. Food Park
when grouped into Age, Civil Status, Highest Educational Attainment and
Frequency of Dining.
Recommendations
Based on the conclusions, below are suggested recommendations:
1. Service staff of Food park should wear trendy and attractive restaurant
uniform so that the costumer can identify working staff. It also promotes a
productive working environment and protect restaurant image.
2. Creative food packaging can make a good thing even better. The creative
food packaging ranges from artistic designs to eco innovations that let you
reuse packaging for other purposes. Packaging for a product can be very
important, as it represents the brand and helps it stand out.
3. Implement a Price Spread strategy which applies the rule of thumb of the
highest price entrée should be no more than 2.5 times as expensive as the
lowest one. The reason is that if the price span is too extreme, customers
would choose the low-price items, which probably carry the lowest margins.
4. Give free food or special deals on a customer’s birthday. Offer the deal
throughout the whole month and not just on the day of his or her birthday to
make it even more special.
5. Build up a better food delivery system. Either by having your own fleet of
deliverymen. Or lay the burden on third party food delivery apps such as
Grab, FoodPanda, and Lalamove to ensure quality in service as well as
maintaining the health of their riders. This is very important to all food
establishments, adjustments have to be made such us putting much focus on
takeout and delivery services to address the new normal way of doing
business.
6. Build up a convenient and accessible car park for customers. Parking can be
crucial if you’re a family-friendly restaurant. Families travel in large groups on
a SUV or a minivan. Mom or dad will need to unload the children in front of
entrance. By providing plenty of parking, it may be your key to success.
7. Implement flyers and pamphlets distribution inside and outside the store.
Flyers and Pamphlets marketing is one of the most cost-effective methods to
attract customers. There are still customers who have no access to internet
and does not own a smart phone. Many people keep flyers and pamphlets in
their cars and use it on the go, while some use them as a ready menu cum
calling card in their house.
8. Use freebies to win over restaurant customers. Freebies evade a customer’s
awareness of price. Most people celebrate their birthdays with friends, family
members and co-workers. If you offer a valuable free birthday incentive, the
recipients might bring enough guests to fill a large table or the entire
restaurant.
SAMPLE QUESTIONNAIRE
Questionnaire
Marketing Sustainability Strategies of the Food Hub in the PUP main campus.
Dear Respondents,
The study entitled “Marketing Sustainability Strategies of the Food Hub in the PUP
main Campus” is a partial requirement for the Degree, Master’s in Business
Administration specializing in Marketing Management.
Kindly answer the questions in this questionnaire. Please be assured that your
answer will be kept with utmost confidentiality.
Thank you for your cooperation!
The Researcher
Part I. Profile of the Respondent

Instruction: Please put check on the provided in each choice and/or write the
appropriate answer if asked.
1. Customer
1.1 Age
_____ 12-20 years old
_____ 21-30 years old
_____ 31-40 years old
_____ 41-50 years old
_____ 51-60 years old
_____ 60-above years old
1.2 Gender
_____ Male
_____ Female
_____ LGBT
1.3 Average Monthly Income/ Allowance (Php)

_____ 10,000 – below
_____ 10,001 – 20,000
_____ 20,001 – 30,000
_____ 30,001 – 40,000
_____ 40,001 – Above
1.4 Civil Status

_____ Married
_____ Single
1.5 Highest Educational Attainment

_____ High School
_____ Senior High School
_____ Bachelor’s Degree
_____ With Master’s Degree
_____ With Doctorate Degree
1.6 Frequency of Dining

_____ Everyday
_____ Once a week
_____ More than once per week
_____ Once a month
_____ More than once per month
1.7 Average amount spent per Dining

_____ Php 100 – Below
_____ Php 101 – 150
_____ Php 151 – 200
_____ Php 201 – 250
_____ Php 251 – Above
Part II Assessment of Effectiveness of Marketing Sustainability Strategies of

the Food Park in the PUP Main campus.
Instruction: Please check the box that corresponds to your answer by rating the
degree of effectiveness of each statement.
Indicator: Very Effective (5)

Effective (4)
Somehow Effective (3)
Less Effective (2)
Not Effective (1)
2. Aspects of Marketing Mix Strategies LEVEL OF
EFFECTIVENESS
2.1 PRODUCT 5 4 3 2 1
2.1.1 Food sold are of the highest quality (taste,
freshness, smell, texture and health effect).
2.1.2 Food sold are well presented.
2.1.3 Good selection of food were available.
2.1.4 Original selection of food were served.
2.1.5 Food packaging are creative.
2.1.6 Food packaging are environmentally safe.
2.1.7 Service staff are approachable.
2.1.8 Service staff are neat looking.
2.1.9 Service staff wear attractive uniform
2.1.10 Food products have unique and catchy
name.
2.2 PRICE 5 4 3 2 1
2.2.1 Food sold are a good value for the money.
2.2.2 Store has the lowest price in the area.
2.2.3 Senior citizen discounts are immediately
recognized.
2.2.4 PWD discounts are immediately recognized.
2.2.5 Special price are available for students.
2.2.6 Price lists are visible at the store.
2.2.7 Prices are uploaded through online and
social media.
2.2.8 Special discounts are offered to party
packages.
2.2.9. Combo meal prices are appropriate.
2.2.10 Birthday discounted prices are provided.
2.3 PLACE 5 4 3 2 1
2.3.1 Store is accessibly located.
2.3.2 Store hours are convenient for consumers.
2.3.3 Store atmosphere and décor are appealing.
2.3.4 Food arrangement are planned.
2.3.5 Appropriate store lay-out is implemented.
2.3.6 Dining area is well lighted and ventilated.
2.3.7 Eating utensils and furniture are clean and
sanitized.
2.3.8 Food establishment accepts food delivery
through online and mobile phone.
2.3.9 Carpark are available for consumers.
2.3.10 Food place is safe and well secured.
2.4 PROMOTION 5 4 3 2 1
2.4.1 Advertised food are available.
2.4.2 Promo items are clearly and repeatedly
suggested by sales staff.
2.4.3 Leaflet and fliers are distributed inside the
store.
2.4.4 Advertisements are uploaded through social
media (Face book and Instagram).
2.4.5 Display of promo mechanics are visible at
the store (standees, tissue holder, tarpaulin).
2.4.6 Store signages are visible to consumers.
2.4.7 Special day promotions are recognized
(anniversaries).
2.4.8 Promo boys/ girls are visible during special
occasion (product launching).
2.4.9 Freebies are provided for special customer
(with birthday, anniversary, or graduation).
2.4.10 Promo food combo are offered during slack
hours (lunch time, week days).
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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 1

MARKETING MIX STRATEGIES

In Partial Fulfillment of the Requirements for the Degree

park can be defined as a compound, usually an open area surrounded by a number

entrepreneurship and creation of job opportunities was its consequence.

relaxation and at times called as the “melting pot” street of cuisines.

According to the barangay officials of Teacher’s Village, Maginhawa street is

approximately three kilometer in distance. The street was named after an

affirmative Filipino characteristic which could either mean “convenient” or

“refreshing.” (History of Maginhawa street, n.d.)

So, what’s in it for the food park business nowadays?

a low start-up capital.

commercial destinations (The Sunday times 2017).

enthusiasts, food park operators must be compelled to formulate appropriate

rise, the harder you fall”.

mood and health of consumers. Thus, it is the responsibility of the owners to

pricing, sanitation of work area, processes of food preparation, enticing promotional

offers and health care of customers.

Maginhawa food parks in terms of 4Ps of marketing, Product, Price, Promotion,

The process of structuring a ‘network’ of theories that directly or indirectly

the researcher with a guide as he or she reads (Kumar 2011).

The Four “Ps” make up a marketing mix

Product – the right one for the target

needs (McCarthy and Perreault Jr., 1990).

level, accessories, installation, warranty, product lines, packaging and branding.

Place – reaching the target

Place is concerned with getting the “right” product to the target

and where it’s wanted (McCarthy and Perreault Jr., 1990).

A product reaches customers through a channel of distribution. A channel of

Sometimes a channel system is quite short. It may run directly from a

producer to a final user or consumer. Often it is more complex – involving many

different kinds of middleman and specialists. And if a marketing manager has

several different target markets, several channels of distribution might be needed.

service levels, recruiting middlemen and managing channels.

Promotion – telling and selling the customer

Perreault Jr., 1990).

Personal selling involves direct communication between sellers and

potential customers. Personal selling is usually face-to-face, but sometimes the

be blended with mass selling and sales promotion.

Mass selling is communicating with large numbers of customers at the same

presentation of ideas, goods, or services by an identified sponsor. Publicity – any

unpaid form of nonpersonal presentation of ideas, goods, or services – is another

important form of mass selling.

Sales promotion refers to those promotion activities – other than advertising,

-purchase materials, samples, signs, catalogs, novelties, and circulars. Sales

number, selection, training, motivation), advertising (targets, kinds of ads, media

type), sales promotion and publicity.

Price – making it right

In addition to developing the right Product, Place, and Promotion, marketing

Perreault Jr., 1990).

geographic terms, discounts and allowances.

answer is no – all contribute to one whole. When a marketing mix is being

Figure 1. Four Ps Logo

The Conceptual Framework is defined as the basis of the research problem.

become the basis of the study. Input-Process-Output Model is a research paradigm

output. A feedback mechanism is installed and considered key to system controls

Figure 2. Conceptual Framework

INPUT PROCESS OUTPUT

The conceptual framework of the study is shown on Figure 2. Data were

average monthly income, civil status, highest educational attainment, frequency of

assessment of the respondents, data and information will be gathered, presented

the input to the process box.

STATEMENT OF THE PROBLEM

the food park in Maginhawa street.