Effectiveness of marketing strategies of body massage establishments in Imus, Cavite / by Shiela S. Pampilon.

Thesis (BSBM--Marketing) Cavite State University

Includes bibliographical references.

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

PAMPILON, SHIELA S. Effectiveness of Marketing Strategies of Body Massage Establishments in Imus, Cavite. Bachelor of Science in Business Managements Major in Marketing, Cavite State University- College of Business and Entrepreneurship Imus, Cavite March 2009. Adviser: Mr. Romano Angelico T. Ebron.
A study was conducted to determine the marketing strategies of body massage establishments in Imus, Cavite. Specifically, it aimed to: 1) determine the profile of the body massage establishments in Imus, Cavite; 2) identify the different marketing strategies of body massage establishments in Imus, Cavite; 3) identify the problems encountered' by body massage establishments in implementing their different marketing strategies; and 4) evaluate the effectiveness of this marketing strategy in terms of awareness. This study was limited only to the selected body massage establishments in Imus, Cavite. Some freelance, blind reflexologies, and salons having a massage services were excluded in the study. It focused on the marketing mix 4P's of body massage establishments. Primary data were collected from a sample of 200 customer respondents and eight owner respondents of body massage establishments in Imus, Cavite. A survey questionnaire was used to obtain the necessary information. Frequency distribution tables and percentage were used to describe and determine the profile, marketing strategy, and problems encountered by body massage establishments in implementing these marketing strategies. Liken scale and weighted mean were utilized to evaluate the effectiveness of marketing strategies.
It was revealed that 50% of the body massage establishments in Innis, Cavite have been operating for less than a year. Most of the body massage establishments are a sole proprietor type of ownership. Majority of the body massage establishments hired one to five employees .Most of the body massage establishments in Imus, Cavite started with a capital of Php 1, 000,000. On the average, body massages establishments are earning a weekly sale of about Php 35, 000 and can accommodate about 72 customers a week. The marketing strategies of body massage establishments in Imus, Cavite were quality of service, package services, and home services in terms of services and fixed pricing in terms of price. Discounts, transit advertising, internets, and giving leaflets and banners were the marketing strategies under promotion and accessibility and good ambiance and clean environment in terms of place. Problems encountered in implementing the marketing strategies of body massage establishments in Imus, Cavite in terms of services were length of services and late reservations. In terms of promotion, ambiguous information, lack of advertisements, and do not reach all the potential customers were the common problems of body massage establishments. In terms of the price, cannot lower the price due to expense like rent was the only problem identified. And in terms of the location or place, the establishments cannot accommodate large number of customers because of the limited parking space and store hour. The problems encountered came from the observations of the owner from the complaints of the customers.
Price obtained a mean of 4.26 which was interpreted as effective. Place got a mean of 4.12 which was interpreted a effective. Promotions and services obtained a mean of 3.90 and 4.12 respectfully which were both interpreted as affective. Generally, marketing strategies employed by body massage establishments were evaluated effective. It is generally suggested that owners of body massage establishments should focus their services on the wants and demands of their customers. Body massage establishments should also strengthen their promotional activities to attract more clients. For future researchers, it is advisable to conduct similar study in other municipalities in Cavite to further analyze the effectiveness of marketing strategies employed by body massage establishment.

Submitted to the University Library 05/25/2009 T-4005