Customer-driven marketing strategies of coffee shops in selected areas of Cavite / by Samantha F. Cimafranca.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Indang, Cavite : 2016. Cavite State University - Main CampusDescription: ii, 64 pages : 28 cm. illustrationsContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 647.95  C49 2016
Online resources: Production credits:
  • College of Economics, Management, and Development Studies (CEMDS)
Abstract: CIMAFRANCA. SAMANTHA F., MARAVILLAS, MARVIN V. and VARIAS, PICMCESS ANN V. Customer- driven Marketing Strategy of selected Coffee Shops Cast. Un&rgraduate Thesis. Bachelor of Science in Business Management major in '=mg Management. Cavite State University, Indang, Cavite. April 2016. Adviser: Ms YolandaR Ubusan. A study was conducted to determine the customer- driven marketing strategy of stied coffee shops in Cavite. Specifically, the study aimed to determine their business donaenqics of the coffee shops; socio-demographic characteristics of the managers of the coffee shops; determinants of their target market, market position and market posilioning; the marketing strategies of the coffee shops implemented; needs and wants of the customers; the relationship between the attributes of the coffee shops to the aisfaction of the customers; and the problems encountered by the coffee shops. The study was conducted in the seven towns of Cavite, namely: Silang, Amadeo, DaRnarifias, Cavite City, Imus, Bacoor and Tagaytay City where coffee shops are located. Data was collected through personal interview with the 27 coffee shops and 100 customers as participants with the aid of the prepared questionnaires. The study revealed that most of the shops from nine towns of Cavite have one branch that operates for more than a year. Most of the coffee shops have the same marketing strategies. Specifically, on their common marketing promotions, ways of getting customer complaints and suggestions, determining their target market, market offerings and positioning. The same as other line of businesses, coffee shops most common problems encountered was high competition. The study revealed that most helpful information for the customers in making their purchase includes price and in store prunotions. It also revealed that customers preferred coffee shops that are closer to their home that varies most of the coffee shops marketing strategy. With the aid of Likert, customers revealed that attributes of coffee shops are very important for the respondents. It also revealed that respondents are highly satisfied with what the coffee shops are offering that shows coffee shops marketing strategy, positioning and offering are effective.
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Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library Theses Section Non-fiction 647.95 C49 2016 (Browse shelf(Opens below)) Link to resource Room use only T-6492 00011096

Thesis (BS Business Management--Marketing Management) Cavite State University

Includes bibliographical references.

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

CIMAFRANCA. SAMANTHA F., MARAVILLAS, MARVIN V. and VARIAS, PICMCESS ANN V. Customer- driven Marketing Strategy of selected Coffee Shops Cast. Un&rgraduate Thesis. Bachelor of Science in Business Management major in '=mg Management. Cavite State University, Indang, Cavite. April 2016. Adviser: Ms YolandaR Ubusan.
A study was conducted to determine the customer- driven marketing strategy of stied coffee shops in Cavite. Specifically, the study aimed to determine their business donaenqics of the coffee shops; socio-demographic characteristics of the managers of the coffee shops; determinants of their target market, market position and market posilioning; the marketing strategies of the coffee shops implemented; needs and wants of the customers; the relationship between the attributes of the coffee shops to the aisfaction of the customers; and the problems encountered by the coffee shops. The study was conducted in the seven towns of Cavite, namely: Silang, Amadeo, DaRnarifias, Cavite City, Imus, Bacoor and Tagaytay City where coffee shops are located. Data was collected through personal interview with the 27 coffee shops and 100 customers as participants with the aid of the prepared questionnaires. The study revealed that most of the shops from nine towns of Cavite have one branch that operates for more than a year. Most of the coffee shops have the same marketing strategies. Specifically, on their common marketing promotions, ways of getting customer complaints and suggestions, determining their target market, market offerings and positioning. The same as other line of businesses, coffee shops most common problems encountered was high competition. The study revealed that most helpful information for the customers in making their purchase includes price and in store prunotions. It also revealed that customers preferred coffee shops that are closer to their home that varies most of the coffee shops marketing strategy. With the aid of Likert, customers revealed that attributes of coffee shops are very important for the respondents. It also revealed that respondents are highly satisfied with what the coffee shops are offering that shows coffee shops marketing strategy, positioning and offering are effective.

Submitted to the University Library 02/14/2017 T-6492

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