Marketing practices of mortuaries in Cavite / by Anna Parice Victoria G. Jebulan.

Thesis (BSBM--Marketing) Cavite State University

Includes bibliographical references.

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

JEBULAN ANNA PATRICE VICTORIA G., Marketing Practices of Mortuaries in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in marketing. Cavite State University, Imus, Cavite. March 2009. Adviser: Mrs. Alfe M. Solina.
The study was conducted primarily to know the marketing practice of mortuaries in the province of Cavite. Specifically, this study aims to: (1) know the profile of the selected mortuaries in in Cavite as to a.) manpower b.) money c.) machine d.) materials and e.)methods, (2) determine the marketing mix strategies employed by the selected mortuaries in terms of a.) product b.) promotion c.)price; d. )place e. )presentation f.) personnel and g.) procedure; and (3) gauge the effectiveness of the marketing mix strategies employed by mortuaries based on observers' rating. The results of the study revealed that majority of mortuary respondents have been established between the 11-15 years with 38.10% and the 21-25 years bracket got the least number of respondents with 4.76%. Furthermore, 95.24% can considered to small-scale enterprises and 80.95% of the mortuary respondents are solely owned. Mortuaries have an average estimated annual net sale of the mortuary respondents is Php 3, 014, 285.71.
The data gathered revealed that the mortuaries' manpower is composed of office staff, funeral directors, embalmers, drivers, and helpers. Machines and equipment used on its operations are hearses, trucks, hydro aspirators, computers, embalming tables and sets. Furthermore, cavity embalming is the method used by all mortuary respondents. Materials used primarily on its operations are formalin and wake decorations. Formalin is locally sourced and 95.24% of the respondents said that the decorations are also bought from local suppliers. Ninety five point twenty four (95.24%) of the respondents purchase caskets either from Bulacan or Pampanga manufacturers. Only I mortuary in the province is manufacturing its own caskets. Furthermore, mortuary respondents rely greatly on word of mouth and to its affiliations to related businesses to promote its products and services. In addition, products and services are offered in packages where price depends on the type of casket. Prices range between Php 30 000 to 700 000. Moreover, 42.86% of the respondents are located within the town proper while 57.43% are situated outside the town proper. Personnel are only trained upon employment and only 71.43% of the respondents are hiring licensed embalmers. In addition, aside from embalming, 66.67% of the respondents are also taking care of legal documentations for the customer. As per customer respondents' evaluation, the 7 components of the marketing mix strategies employed by mortuaries are acceptable. The over all ratings are as follows: a.) product: 3.80, b.) promotion: 3.68, c.) prices: 3.62, d.) place: 3.91, e.) presentation: 3.80, f.) personnel: 3.78, and g.) procedure: 3.70. None of the aspects reaped a higher or lower rating. The mortuaries The profile of the mortuaries and the marketing mix strategies it employs is just enough to satisfy the needs of the mortuaries. The techniques and procedures of the mortuaries are producing satisfactory results.

Submitted to the University Library 05/25/2009 T-3994