Effectiveness of Marketing Strategies of Micro and Neighborhood Coffee Shops in Santo Niño, Parañaque and Their Impact on Marketability and Income Generation

Abstract

This study focused on the Effectiveness Marketing Strategies Micro and Neighborhood Coffee Shops in Santo Niño, Parañaque City. In particular the study focused on product, price and promotion strategy to determine their impact on marketability, attracting customers and retaining them as well as income generation. A quantitative descriptive-correlational research design where 100 respondents were gathered, which are customers of different gender, age and occupation were used in this study. Data were obtained through a Google Forms researcher-made questionnaire. Statistical tools like frequency and the data gathered were analyzed using percentage distribution, weighted mean, mean and standard deviation, Pearson Product-Moment Correlation Coefficient and Kruskal-Wallis H Test. The result discovered that the majority of the respondents really agreed with praise on the shop as an efficient manner to use in marketing, especially social media promotion, promotional discounts, competitive price, and advertising methods. Results also indicate that such strategies have a positive impact on customer awareness, consumer loyalty and business revenues. In addition, correlation analysis showed that marketing strategies have a positive significant relationship with marketability, customer attraction and retention, and income generation findings in the study concluded that some strategies of marketing as well as better performance and sustainability are essential in making micro & neighborhood coffee shops more effective. The researchers recommend that coffee shop owners continue strengthening their promotional activities and develop innovative marketing approaches to maintain customer engagement and business growth.