Operations of photo shops in selected towns of Cavite / by Annivie D. Ersando.

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

Includes bibliographical references.

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

ERSANDO, ANNIVIE DIMAANO, Operations of Photo Shops in Selected Towns of Cavite. B.S. Thesis Bachelor of Science in Business Management, major in Marketing. Cavite State University, Indang, Cavite. April 2004. Adviser: Dr. Luzviminda A. Rodrin.
This study was undertaken to describe the socio-economic characteristics of photo shop operators; describe the business characteristics of each photo shops; identify the promotional strategies employed by photo shop's operators; and ascertain the factors affecting the photo shop operator's monthly net income. A total of 50 photo shop operators were interviewed using the prepared questionnaire. The age of photo shop operators ranged from 24 to 53 years. Eighty-six percent were male and the remaining 14 percent were female. Majority of the respondents were married while only 10 percent were single. In addition, about 70 percent of the respondents finished college; 16 percent reached college level while only 14 percent were high school graduates. The monthly net income of the respondents from photo business ranged from P10,000 to P22,500 for photo studio and P35,500 to P75,000 for photo laboratory. Half of the respondents reported that operating photo shops serves as an additional source of their family and the other half reported that it is their only source of income. The business characteristics of photo shop operators include the form of ownership, years in operation, types of employees, services offered, classification of photo shops, locations of photo shops, value of sales, prices of photo services and the costs of photo services. The forms of ownership of photo shop were sole proprietorship, partnership and corporation. Photo shops were classified as photo studio or photo laboratory. The respondents were categorized into three: those photo shop operators rendering printing/developing services, those photo shop operators rendering pictorial services and those operators operating both services. Photo shops were located in town plaza, barangays, malls and supermarkets. The value of sales of the respondents ranged from P14,500 to P30,000 for photo studio and P85,500 to P150,000 for photo laboratory. The most common promotional strategies employed by photo shop operators were sales promotion, followed by advertising, public relation and last personal selling. Sales promotion includes free enlarging, free photo frame, free photo album, discounts, bonus shots, free film and others. The budget for promotion ranged from P800 to P20,000 with an average of P6,169.21. The photo shop operator's income was positively affected by the price of photo enlarging, special occasion coverage, value of sales and promotions. The T-computed was 5.74 implying that the variables were linearly related and dependent variable can be used to predict the value of independent variables using the regression equation Y= 14,928.91 + 2,185.76x. It is recommended that the photo shop operators may choose to render photo enlarging and special occasion coverage and give more attention on improving their value of sales and promotions. However, the photo shop operators should not focus more on the price of their services because what matters most is the value of sales they can make.
Lastly, it is recommended that related studies maybe conducted in order to further improve the study by using other variables that may affect the photo shop operator's monthly net income.

Submitted to the University Library 07/18/2007 T-2921