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Marketing strategies of souvenir shops in selected areas of Cavite / by Lorgina E. Agrimano.

By:

Agrimano, Lorgina E [author]

Contributor(s):

Nolasco, Myrachael S [adviser]

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : 2006. Cavite State University- Main Campus,Description: xi, 44 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

658.5 Ag8 2006

Online resources:

Click here to view thesis abstract and table of contents

Production credits:

College of Economics, Management, and Development Studies (CEMDS)

Abstract: AGRIMANO, LORGINA ESTERON. Marketing Strategies of Souvenir Shops in Selected Areas of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University, Indang, Cavite. April 2006. Adviser: Myrachael S. Nolasco. The study was conducted to describe the socio-economic characteristics of souvenir shop owners and/or manager; describe the business characteristics of souvenir shops; determine the marketing strategies employed by souvenir shop owners and/or managers, and identify the problems encountered by souvenir shop owners and/or managers. The study was conducted in 12 selected areas of Cavite, namely: Alfonso, Bacoor, Cavite City, Dasmariiias, Imus, Indang, Kawit, Naic, Rosario, Silang, Tagaytay City, and Ternate. One hundred souvenir shop owners and/or managers were included in the study. The data were collected through personal interviews with the respondents with the aid of a prepared interview schedule. The average age of the souvenir shop owners and/or managers was 36 years old. Majority of the respondents were female and married. Most of the souvenir shop owners and/or managers were high school graduates. Generally, the souvenir shops were managed under sole proprietorship. The average years in operation of the souvenir shops was five years. Most of the souvenir shop owners and/or managers were renting the space of their shop. The average number of hired employees was three workers. The average amount of capitalization to start the operation of their souvenir shops was PhP58,535 and the average current operating capital was Php187,062.60. The common kinds of souvenir items sold at the store were accessories, apparel, handicrafts, caps, hats, and visor, towels and handkerchief, and ceramic products. The souvenir items usually purchased by the customers were accessories, apparel, caps, hats, and visor, handicrafts, household decors. Majority of the souvenir items were acquired from suppliers and their top three suppliers were Region 4, Metro Manila and Region 1. The most common used pricing strategies of souvenir shops were mark-up pricing and discount pricing. Two promotional tools were commonly implemented such as personal selling and sales promotion and personal selling and advertising. The average cost of advertising the souvenir shop owners and/or managers spent was Php2,845.07. Nearness to tourist spot and commercial areas were the major basis of the respondents in choosing the location of their of the souvenir shop owners and/or managers. The most common factors affecting the marketing strategies of souvenir shops were the competitor's price, lack of capital, and customers attitude. The most frequently cited problem encountered in the marketing operation of their business were the unruly customer and shoplifting, low profit and low sales during bad weather.

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Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	658.5 Ag8 2006 (Browse shelf(Opens below))		Link to resource	Room use only	T-3392		00006680

Thesis (B.S.B.M.--Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

AGRIMANO, LORGINA ESTERON. Marketing Strategies of Souvenir Shops in Selected Areas of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University, Indang, Cavite. April 2006. Adviser: Myrachael S. Nolasco.
The study was conducted to describe the socio-economic characteristics of souvenir shop owners and/or manager; describe the business characteristics of souvenir shops; determine the marketing strategies employed by souvenir shop owners and/or managers, and identify the problems encountered by souvenir shop owners and/or managers. The study was conducted in 12 selected areas of Cavite, namely: Alfonso, Bacoor, Cavite City, Dasmariiias, Imus, Indang, Kawit, Naic, Rosario, Silang, Tagaytay City, and Ternate. One hundred souvenir shop owners and/or managers were included in the study. The data were collected through personal interviews with the respondents with the aid of a prepared interview schedule. The average age of the souvenir shop owners and/or managers was 36 years old. Majority of the respondents were female and married. Most of the souvenir shop owners and/or managers were high school graduates. Generally, the souvenir shops were managed under sole proprietorship. The average years in operation of the souvenir shops was five years. Most of the souvenir shop owners and/or managers were renting the space of their shop. The average number of hired employees was three workers. The average amount of capitalization to start the operation of their souvenir shops was PhP58,535 and the average current operating capital was Php187,062.60.
The common kinds of souvenir items sold at the store were accessories, apparel, handicrafts, caps, hats, and visor, towels and handkerchief, and ceramic products. The souvenir items usually purchased by the customers were accessories, apparel, caps, hats, and visor, handicrafts, household decors. Majority of the souvenir items were acquired from suppliers and their top three suppliers were Region 4, Metro Manila and Region 1. The most common used pricing strategies of souvenir shops were mark-up pricing and discount pricing. Two promotional tools were commonly implemented such as personal selling and sales promotion and personal selling and advertising. The average cost of advertising the souvenir shop owners and/or managers spent was Php2,845.07. Nearness to tourist spot and commercial areas were the major basis of the respondents in choosing the location of their of the souvenir shop owners and/or managers. The most common factors affecting the marketing strategies of souvenir shops were the competitor's price, lack of capital, and customers attitude. The most frequently cited problem encountered in the marketing operation of their business were the unruly customer and shoplifting, low profit and low sales during bad weather.

Submitted to the University Library 07/18/2007 T-3392