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AN ASSESSMENT OF MARKETING STRATEGIES OF MORALS AND

MALICE: BASIS FOR IMPROVEMENT
_________________________________________

A Thesis

Presented to the

Faculty of the School of Business & Economics

University of San Carlos

Cebu City, Philippines

In Partial Fulfillment

of the Requirements for the Degree of

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

By:

Cabral, Cary Michael

Calamba, Mikeala
Casas, Liana
Dyenghong, Ralph Jarel
Gandionco, Jose Mari
Ouano, Monica
May 2019

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ABSTRACT

Academic literature in marketing strategies is still debatable. This study

empirically attempts to discuss this particular issue by assessing the marketing strategies
of Morals and Malice Bar and Lounge. The data were collected from customers of
Morals and Malice within the bar and lounge. Descriptive statistics was used to tabulate
the findings gathered from the data collection. The results revealed positive figures with
how the customers of Morals and Malice perceives the brand (psychographic), as well as
the consumer behavior buying (behavioral) and the (demographic) of the consumers. In
addition, the marketing strategies of Morals and Malice is existent in different facets of
7P’s marketing and STP process. This paper has discussed the results as well as
introducing recommendations for the brand Morals and Malice bar and lounge.
Keywords: marketing strategies, psychographic, behavioral, demographic, 7P’s
marketing, STP process.

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Acknowledgement

This thesis would not have been done successfully without the help of the

following people that will be mentioned. The researchers would like to extend their

gratitude to them.

Foremost, we offer this thesis to GOD Almighty for showering us with blessings,

and with strength and wisdom to be able to conduct this research.

To our families, for the support and encouragement all throughout the process.

Thank you to the present Co-Owner and Operations Manager of Morals and

Malice, Mr. Joseph Michael Yu, for allowing the researchers to conduct a survey and

interview them about their company, not only has he continued to grow the company,

he was able to help the 6 students from the University of San Carlos pursue with his

business as their thesis study.

To our thesis adviser, Mrs. Angelita Valles, for guiding us and for constantly

setting deadlines on the outputs needed to complete this research study.

To the distinguished members of the panel, for the approval of our research, for

seeing a potential in our group, and for encouraging us to work hard.

To each other, us researchers, for cooperation and punctuality with group

meetings and hard work.

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Table of Contents

COVER PAGE i

APPROVAL SHEET ii

ABSTRACT iii

TABLE OF CONTENTS iv

LIST OF TABLES v

LIST OF FIGURES vi

Chapters Page

1 INTRODUCTION

Rationale of the Study 1

THE PROBLEM

Statement of the Problem 5

Statement of Assumption 7

Statement of the Hypothesis 7

Significance of the Study 7

Scope and Limitations of the Study 9

DEFINITION OF TERMS 10

2 THEORETICAL BACKGROUND

Review of Related Literature 13

Theoretical Framework 24

Figure 1 4 P’s Marketing Mix 24

Figure 2 STP Process 26

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Figure 3 7 P’s Marketing Mix 27

Figure 4 Conceptual Framework 30

Figure 5 Location of Morals and Malice 33

3 RESEARCH METHODOLOGY

Research Design 32

Research Environment 32

Figure 5 Location of Morals and Malice 33

Research Respondents 33

Research Instruments 34

Research Procedures 35

Treatment of Data 36

4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Morals and Malice Profile 38

Customer Profile 42

Demographic 42

Psychographic 43

Behavioral 47

Marketing Strategy Customer Perception 48

Proposal 55

5 SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary 57

Findings 58

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Conclusion 61

Recommendation 62

BIBLIOGRAPHY 64

APPENDICES

Transmittal Letter 70

Company Questionnaire 71

Customer Questionnaire 73

Timetable of Activities 78

Curriculum Vitae 83

Clearance from Plagiarism 95

Originality Report 96

Compliance Matrix 97

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LIST OF FIGURES

Figure Page

1 4 P’s of Marketing Mix 24

2 STP Process 26

3 7 P’s of Marketing Mix 27

4 Conceptual Framework 30

5 Location of Morals and Malice 33

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LIST OF TABLES

Table Page

1 Case Processing Summary 35

2 Reliability Statistics 35

3 Summary Item Statistics 35

4 4 Point Likert Scale 36

5 Demographic Profile of the Customer 42

6 Psychographic Profile of the Customers 43

7 Psychographic Profile (Values and Attitudes) 45

8 Psychographic Profile (Interests and Lifestyle) 46

9 Behavioral Profile of the Customers 47

10 Price 48

11 Promotion 49

12 Physical Evidence 50

13 People 51

14 Product 52

15 Process 53

16 Place 54

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CHAPTER I
INTRODUCTION

Rationale of the study

Globally the bar and nightclub industry has been growing in terms of popularity

and trend. The global statistics of the industry in the world has risen by 1.4% in terms of

Industry Sales. The alcohol consumed by consumers globally has a sales share of 27.5%.

The Bar and Nightclub industry is a large contributor to the global economy with a

Revenue in the Alcoholic Drinks Market amounts to US$2.6 trillion in 2018. The forecast

of the market is expected to grow annually by 4.8% from (2018-2021). Nationally

speaking, the nightclub industry remains upbeat with a rise of 5.3%(2014-2015) in

market share in the Philippines and should inspire major alcohol producers to escalate

their volume. The introduction of new bars in the Philippines also permits direct and

indirect promotions of alcoholic brands. This is shown by the ever-growing nightlife in

Cebu with bars, nightclubs, and even KTVs showing up in almost every plaza or street

you pass through. Locally, the nightlife business is ruled in popularity by bars such as

Craft, Rumour, Trademark, Distillery and Morals & Malice.

A marketing plan is key to developing a promotional strategy, because it helps your

company identify its target markets and set measurable objectives (Jeremy Bradley,

2018). The promotion strategy is, when defined, the choice of a target market and the

formulation of the most appropriate promotion mix to influence it

(BusinessDictionary.com, 2018). Without promotion, your fabulous products and

services cannot attract the attention of worried and moving customers. (Neil Kokemuller,

2018).

The marketing mix is a key tool used to develop the strategic section of the marketing

plan of a company (Jeremy Bradley, 2018). A marketing mix mainly relates to the 4P

marketing, the 7P service marketing and the theories of 4 Cs developed in the 1990s

(Mark Acutt, 2018). The 4P’s of marketing goes as is: Promotion, Place, Price, Product;

these 4P’s are essential to the success of the marketing of the company as it is, as

previously mentioned, the central tool in the marketing strategy of the company. A

marketing mix for Morals & Malice will be important in discerning the Bar & Lounge’s

marketing problems and how they can adjust to increasing their consumer base.

Social media is a very important tool in boosting Morals & Malice’s marketing strength.

The annual report on social media marketing provides information on social media

marketing. The latest report showed that 90% of marketers believe that social media is

important for their marketing initiatives (Tuten & Solomon, 2017). Social Media will

play a big part in improving Morals & Malice’s brand image as it is the largest platform

for communication today; with most of humanity using social media, the marketing

potential is endless.

Morals and Malice’s target market mostly consist of Class A, B, and C consumers.

According to Emily Wilson, the main problem of Morals and Malice is the brand image.

The business lacks the ability to create a strategic campaign suitable for different markets

and classes of customers in Metro Cebu area accompanied by the rising cost of alcohol

due to sin tax has hindered the potential of rapid growth for the bars and lounges.

Currently, the company is looking at a steady at a steady growth rate with a good market

share in Cebu. The biggest endeavor the company is undertaking is breaking into the

market of Cebu which also has big names in the bar and lounge industry.

In an interview with Emily Wilson (Manager), Morals and Malice’s goal are expected to

grow more and more better each year. By the end of 2018, it will have achieved its goal

of catering to more classes and generate more consumers for the bar and nightclub

industry. In the same year, Morals and Malice aims to release more signature cocktails

and hold more events that cater to class A, B, and C market to build up better branding

for the succeeding years.

By the end of the study, the authors expect to fix Morals and Malice’s problems with

solutions formulated by gathering information from customers and the management team

of Morals and Malice.

Branding, by definition, is the process in creating a unique name and brand image

towards the consumers. The aim being to establish uniqueness in the market to attract

new consumers and retain loyal consumers. Morals and Malice has entered the market

with an eccentric approach to Cebu, offering premium cocktails and a unique layout of

the bar, being the first of its business design in Cebu city, with their tagline “Where Art

Meets Alcohol” positioning themselves as a high-end bar and lounge.

Morals and Malice definitely has the looks and the drinks to be one of the most exciting

bars in Cebu; and yet, Morals and Malice is still one of the less populated bars in Cebu in

comparison to bars like Craft, Complex, and etc. Morals and Malice needs a new

approach to their marketing strategies and branding in hopes to increase their customers’

loyalty towards their brand and maybe even an increase to their market share in the

Nightlife Industry.

THE PROBLEM

Statement of the Problem

The study aims to assess the marketing strategies of Morals and Malice in Cebu City in

order to propose new marketing strategies.

Specifically, the study aims to determine the following:

1. To determine the profile of the company in terms of:

No. of employees

Average Customers last year

Average annual income

Initial capital

Marketing strategies (STP & 7Ps)

Segmentation

Targeting

Positioning

2. To determine the customer profile in terms of:

Demographic profile

Age

Gender

Nationality

Occupation

Estimated monthly income

Psychographic Profile

Personality

Values

Attitudes

Interests

Lifestyles

Behavioral Profile

Reasons of visit

Frequency of visit

Products or services availed

Budget allotted per visit

3. To determine the effectiveness of Morals and Malice’s marketing strategies:

7P’s

Price

Promotion

Physical Evidence

People

Product

Process

Place

4.What are the challenges faced by Morals and Malice with their current marketing

strategies?

5.Based on the findings of the study, propose new marketing strategies for Morals and

Malice.

Statement of Assumption

There has been a raise of a mix Foreign-Filipino in the country; however, the

negligence to have a good promotional strategy would have a negative effect on a

company despite its opportunity to grow. The researchers assume that by presenting more

promotional strategies to Morals and Malice, the company is capable of getting more

customers and earning more to increase its sales. Morals and Malice is currently has been

promoting through social network sites and we the researchers would like to introduce

more promotional strategies.

Statement of Hypothesis

H01: There is no effect in using marketing strategies.

Significance of the Study

The following groups of people are benefitted by the findings in this study:

Morals and Malice - The findings in this study can help the Bar and Lounge company as

well as the Marketers of Morals and Malice to maximize their marketing strategies as it

will benefit them in increasing their customers, branding, advertisements and profit. The

company may also find out which type of marketing tool and techniques to use to gain

more customers. In addition, this research may also help them distinguish themselves and

position themselves from their competitors even better and use each of their distinctions

to their competitive advantage as well and to make use of their opportunities being

presented.

The consumers - The findings in this study can benefit Morals and Malice customers as

this study can offer recommendations to Morals and Malice to make them the bar and

lounge of choice when spending a night out. upon assessment of the marketing strategies

currently being used the results of the marketing strategies, with basis of improvements

that will be carried out.

Investors - The findings of this study provided useful information to investors that are

looking to invest in the Cocktail culture of the Bar and Lounge/Night establishment

industry. Investors may use the information gathered in this study to better assess the

effectiveness of promotional strategies.

Other existing night establishment industries - The findings of this study will provide

useful information regarding the established company’s strategy in promotional strategies

and may use this information to their advantage whether they replicate or differentiate

from it.

The Researchers - The findings of this study provided the researchers with useful

information about the company and the popularity they have earned for years in the Bar

and Lounge/ Nightlife industry. Additionally, through respondent feedback, the

researchers are also able to better understand the effectiveness of marketing promotional

strategies.

Future Researchers - The findings of this study will help future researchers that are

looking to research in a similar topic by providing them with useful information as well

as secondary data regarding the effectiveness of Morals and Malice’s current marketing

strategies.

Scope and Limitations of the Study

The reason for this study is it to establish Morals & Malice’s branding and promotional

strategies and how it is influencing the bar/nightclub industry in the Cebu region; and

then, improving upon them. The information gained from studying Morals & Malice’s

branding and promotional strategies will possibly be used to increase Morals & Malice’s

popularity and influence in Cebu. Consumer perception and behavior will be described

through survey questionnaires.

This research study is limited to Morals & Malice focusing on their establishment in

Cebu; therefore, the result is not applicable for any other company. The results and

findings can be applied as basis to similar start-up companies who want to seek and

expand their business ventures among potential markets through the use of effective

branding and promotional strategies.

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DEFINITION OF TERMS

Age – how old or young a particular person is/was.

Average Annual Income – The Company’s yearly revenue.

Average Total Company of Previous Year - The total number of customer the company

has catered.

Attitudes - a favorable or unfavorable evaluative reaction toward something or someone,

exhibited in ones beliefs, feelings, or intended behavior.

Budget Allotted per Visit – It is the client’s budget of purchasing the product per visit

Company Profile – the data of a company’s background that consist of No. of employees,

Average customers last year, Average Annual income, Initial capital.

Customers Profile - consist of the background on the customers of Morals and Malice in

Cebu in terms of demographic, psychographic and behavioral profile.

Frequency of visit – the rate at which something occurs or repeats over a certain time or

sample.

Interests – The state of wanting to learn or know about something or someone.

Lifestyles – A way of living of individuals, families and societies, which they manifest in

coping with their physical, psychological, social, and economic environments on a day-

to-day basis.

Products- A commodity, merchandise or output that is completed and manufactured for

the purpose of selling.

Service- The act or achievement of doing or assisting work for someone.

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Product – A good idea, method, information, object or service created by a process that

satisfies a need or a need.

Personality – refers to individual differences in characteristic patterns of thinking, feeling

and behaving.

Place – Decisions describe where a company sells a product and how the product is

delivered on the market.

Positioning – to boost a company, a product, or a service within the confines of a specific

portion of a market.

Price – is the cost consumers pay for a product.

People – companies depend on people to operate the business all the way from frontline

sales personnel to the executive board.

Physical Evidence – majority of services include physical components, although the

magnitude of what the customer pays for is immaterial.

Process – the conveyance of a service is generally made with a current customer;

therefore, the conveyance of a service is part of what the customer pays for.

Promotion - Shows consumers why the product or service is needed and why they should

pay a certain price for it.

Segmentation – the method of establishing and dividing a big, homogeneous market into

distinguishable compartments with identical demand characteristics or requirements.

Targeting – The choice of potential customers for whom a company wants to sell

products or services. Involves market segmentation.

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Values – The principles or standards of conduct of a person; one's assessment of what is

important in life.

CHAPTER 2

THEORETICAL BACKGROUND

Review of the Related Literature

The bars, pubs and clubs of the business sector have their main business function

being a seller of alcoholic beverages, while using music and entertainment to entice

possible customers into visiting and patronizing their establishment. The three types of

nightlife establishments vary in terms of; venue size, primetime days of the week,

location, primetime for the year, building structure and layout, and legal regulations

(Stuart Moss, 2010).

For many years, people have enjoyed consuming alcoholic beverages as part of

social gatherings. Bars, pubs, and clubs give both a leisurely and entertaining experience

in a socially active environment where people can relax while eating, drinking, partying

or lounging, and chatting with their buddies. The consumption of alcoholic beverages is,

in most cultures, a normal aspect of socializing, or for some specific occasions where a

different type of alcohol may be consumed, like when people choose to drink stronger

alcoholic beverages for more intense parties, celebrations, or even to compensate for

sadness (Stuart Moss, 2010).

Bars and pubs

Sometimes called inns and taverns, they are usually small to medium-sized

establishments that provide tables and seats to allow customers to socialize while

drinking or eating (Stuart Moss, 2010). The core function of bars and pubs are the more

relaxed and social ambience supported by special drinks and delicious foods. One type of

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pub is a Gastropub wherein the main focus of this type of pub would be having

high-end drinks and high-end food. Bars and pubs can still have entertainment produced

by a DJ, but normally also have live-band performances as well to relate to the calmer

atmosphere. Bars and pubs are treated more like nightlife restaurants, with people just

chatting, drinking, and eating; but, bars and pubs can also become just as wild as a

nightclub can if the occasion calls for it (usually during the weekends). In Cebu, bars and

pubs are the more popular type of nightlife establishment and so most of the places to be

at night in Cebu are bars and pubs like Rumour Gastropub, Craft Cafebar, The Distillery,

Trademark Bar and Lounge, and many more.

Clubs

There are many types of clubs but the type of club most popular in Cebu is the

Nightclub. This is a versatile space that can be decorated with certain themes pertaining

to the trend, or occasion of the time. The core function of a nightclub is the intense

entertainment provided with the drinks and food. The entertainment is usually offered by

the bright strobe lights all around the club and the music produced by the DJ (or ‘Disc

Jockey’). Customers of a club usually have to pay a charge to enter, an example of

Cebu’s being the LIV Super Club having a variable entrance fee depending on the

magnitude of their current event or the popularity of the DJ currently playing inside.

The customers will normally be taking part in social activities, the most popular

activity being dancing; but finding potential ‘partners’ is also high on many people’s

agendas within a nightclub. As such, a nightclub is, most of the time, viewed as

possessing a ‘sexier’ vibe than bars and pubs. The main market for nightclubs is usually a

younger audience and are actively seeking partners (Stuart Moss, 2010).

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Situation of Bars, Pubs, and Nightclubs in Cebu

From 2010 to now, a large growth on the popularity of the nightlife beginning

with bars such as Penthouse, Vudu, Sunflower City and now bars and nightclubs such as

LIV Super Club, Morals and Malice, Craft, Distillery, Rumour, and Complex; has created

a trend of a weekly party schedule for most people in Cebu. This growth has allowed

many bars and nightclubs to surface in Cebu and even popularize local DJ’s including

Victor Jao, Joachim Go, Jabbie Azanza, NixDamnP, CRWN, and Gino V. With the

change of pop culture becoming more “hip-hop” in the Philippines and more specifically,

in Cebu; the local Cebuano nightlife has become an exciting and popular scene with bars,

pubs, and nightclubs teeming with people enjoying the entertainment and drinks the

nightlife establishments have to offer.

Economic Environment

Formation of businesses at country rates and regional rates have gained a

considerable amount of studies (Kirchhoff & Acs, 1997), but what hasn’t obtained a

comparable amount of attention is the politico-economic elements that govern the appeal

of building a business. With lack of an all-embracing theoretical framework, there has not

been any set of elements that has neither been accepted nor transpired. (Bruno & Tyebjee,

1982; Van de Ven, 1993; Birley & Westhead, 1993; Kolvereid & Obloj, 1994; Gnyawali

& Fogel, 1994; and Kouriloff, 2000). Although unprejudiced environmental impacts give

the impression of being largely pertinent in terms of looking into macro-level rates of

newly established businesses, comprehension is viewed as a process that filters the

influence of unprejudiced settings on separate-level processes.

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Laws in promoting bars and nightclubs

Historically, the ‘night time economy’ or ‘nightlife’ has been categorized as a

social problem to be restrained by policing, licensing and the management of supply (D.

Talbot,, 2006). It portrays a regular adjustment and debasement of principles, laws and

approach. Nightlife especially in big cities has been liable to be subjected to lawful and

ethical regulation for its lifelong association with disorder and crime (N. Dom, 1983).

Entertainment and leisure during the twentieth century was conditioned to widespread

coordination which has been planned through larger state licensing, entanglement,

restriction and aiming a more formalised policing. (P. Cohen, 1997) Hence, it is

important to acknowledge that the nightlife industry has a number of basis — legal

(legislation and laws), economic (door entry and drinks prices), technical (radio nets and

CCTVs) and finally, socio-cultural (dress codes, cultural youth styles and music taste) (L.

Lees, 1999). Considerably, nightlife vary within national setting such as cultural norms,

habits and traditions (F. Beccaria and A. Sande, 2002). For the legal part of establishing a

business consists of a systematic process, effort, expenses, time and payment for the

minimum capital that is necessary for an entrepreneur to set up and formally manage a

business. There are laws and regulations especially made to govern business registration,

operation up to discontinuation. This is why it is necessary for entrepreneurs and business

owners know what specific business laws are applicable to their type of business and

enterprise. To dodge punishment, forfeiture and charges from the government, these laws

and rules must be followed. The Department of Trade and Industry (DTI) recently

released a new guide with shortened transactions from 16 to 10 easy steps on how to

register start-up businesses. First, authentication of business name online: SEC

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certification and credential requirements must be submitted. Second, articles of inclusion

and financial officer’s affidavit are to be authenticated. Third, payment and claiming of

certificate of SEC registration. Fourth, present required documents for business permit

utilization at an all-in-one shop government office. Fifth, payment of taxes, fees and

charges; claiming of business permits after. Sixth, submission of appliance and

certificates; settle taxes, costs and charges at the Bureau of Internal Revenue (BIR)

office. Seventh, print receipts and invoices from BIR. Under Republic Act 1161 for the

last remaining steps, it is compulsory for business owners must register new employees in

Social Security Agencies namely Social Security System (SSS), PAG-IBIG and

PhilHealth (Republic Act 11032).

Urban nightlife includes a number of conflicting tendencies towards both

entertainment and chaos (J. Bannister and N. Fyfe, 2001). Environmental changes and

demands from the society required the local government to not only provide service but

also enable authority which delivers the appropriate kind of environment to facilitate

economic progress of the community (P. Legaspi, 2006). Within the urban economy now,

seeking pleasure and choosing from a wide range of nightlife activities is lawful which

has constructed the demand for further complex and distinctive kinds of administration

(P. Chatterton, 2002).

Tourism

Tourism is one of the world’s largest and fastest growing industries today. In

2000 alone, it accounted 10.6% of the workforce and 10% of economic production

globally. In Asia-Pacific alone, tourism generated $2.5 trillion of the total APEC demand

and its supports 8.1% of the jobs in the region. Aside from contributing to the growth of

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the economy, tourism can be used in making sustainable development for the future. It

deals with many aspects of life – physical, cultural, social and economic. Tourism

development should address to the present needs and wants of the consumers without

ruining the needs of the future generation.

Tourism aims to create employment for people and income creation. Tourism can

be one of the most important sources of income for many countries. The economy can

benefit from tourism depending on its ability to supply the wants and needs of tourists

and the development of necessary infrastructure to cater to tourism. (Xhiliola Agaraj &

Merita Murati, 2009) Because of the economic benefits of tourism, such as increases in

foreign currency exchange, taxes, and employment most governments(Archer, 1995,

Balaguer and Cantavella-Jorda, 2002, Dritsakis, 2004, Durbarry, 2002) most

governments have started in tourism development for promoting economic growth (Sahli

and Nowak, 2007).

In the Philippines tourism is one of the most successful and important industries.

Having contributed to 10.6% of the country’s total GDP. The Philippines as we know has

7,641 islands with 82 provinces that are divided into 17 regions. The country is popular

for its rich natural biodiversity due to the tropical climate. The most popular tourist

destinations are mostly beaches, islands, rainforests, and dive spots. In 2015, 5 million

Filipinos were employed in the tourism industry, and attracted over 5 million tourists.

The government collected over P227.62 billion pesos coming from tourist alone which ¼

came from Boracay island, and in 2017, welcomed the most tourist in Philippine’s history

which peaked at 6.6 million tourists.

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Nightlife Establishments: As a sustainable form of tourism

The urban nightlife defines as the field of study as social activities during the

night accompanied by consumption practices in nightlife establishments, which include

bars, pubs, restaurant & bar, karaoke-television (KTV), and nightclubs. (Brands,

Schwanen and Aalst, 2014; Chatterton and Hollands, 2002), where people both foreign

and local can enjoy their evenings spent in the nightlife informally among peers and

strangers. Expansion of the nightlife industry is an important common strategy used for

stimulating the local economy. Urban nightlife plays an important role in the benefits

commercially and politically of cities. (Chatterton and Hollands, 2003; Pratt, 2009;

Roberts and Eldridge, 2009a), and with the promotion of the global cities as prime

getaway destinations for tourism which would be a potential investment such as Shanghai

promoting its image as a cosmopolitan metropolis for its nightlife development.

(Hibbard, 2007; Ren 2008; Farrer, 2008).

What goes about in the nightlife is about meeting new people through socializing,

creating social identities and having a good time; it isn’t only on the economy. And with

the urban nightlife it has sociological importance. (Liempt et al., 2015), The nightlife

economy gives a lot of social benefits, urban nightlife has the potential to allow to create

social identities and create meaningful memories. (Anderson, 2009; Bennett and

Peterson, 2004; Epstein, 1998; Irwin, 1997).

Despite all the potential social benefits the urban nightlife has to offer, there is a

growing concern towards the social exclusion in urban nightlife has focused primarily on

comprehensive difference of class (Bromley et al., 2003; Chatterson and Hollands, 2003)

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Racial divisions, gender inequalities. (Bromley et al., 2003; Grazian, 2009 Schawen et

al., 2012), And social status are present. The nightlife scene has order with its

exclusivity which argues that the nightlife scene would efficiently generate bonding than

actually bridge the social capital, consisting of students, young professionals and middle

aged adults. Chatterson and Hollands (2003).

Some studies have found nightlife alternatives with bars and nightclubs which

target youth cultures that are non-mainstream found in the cities of the United Kingdom.

(Chatterton and Hollands, 2003; Boogaarts, 2011; Gallan, 2015). Due to differences on

social/ethnic groups the decision making of these minorities are made through various

considerations. Some youth ethnic groups have constraints with their nightlife

establishment choices. (Boogaarts, 2011). As for the Asian group, partying with friends

and co-ethnics may persuade them to consider going to an Asian dominated party scene,

because they feel more relaxed with their friends with less of the social anxiety compared

to a nightclub dominated by non-Asians.

Geographical location and the kind of nightlife establishment differ depending on

the type of consumer these factors of consumer practices in going to these establishments

are where, when, who is going to be there, what, and why, the hour upon arrival to the

geographical location and nightlife establishment, the departure, the peers and the

beverages and snacks being consumed, and their general patterns of going to the nightlife

scene and how frequent the visits are when going to these establishments. (Oldenburg,

1989). Nightlife establishments have differences amongst themselves with unique

characteristics in terms of general atmosphere of the establishment, exclusivity,

geographic location, etc.

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Marketing

Marketing is an organizational function and a set of operations with the

purpose of creating, communicating, and bringing value to customers as well as

managing customer relationships in ways that help the organization and its members.

(Robert D. Reid, David C. Bojanic, 2009) It is basically about the organization

meeting customer’s needs as a means of achieving the organizations’ target goals.

(Andrian Palmer, 2012) The main role of marketing can be defined as the

management of consumer demand and the utilizing of such demand into sales

revenue. (Michael J. Thomas, 1984).

In the competitive world of the nightlife industry today, customers flock to the

nightclubs or bars considered most popular and trendy and will endure long queues just to

bask in the places considered to represent the current and contemporary hotspots of the

moment. (David Grazian, 2008)

In order to increase popularity and generate more profit, all nightclubs or bars,

should research and create a good marketing strategy with the intent of identifying

oppurtunities and achieving the goals of the company. A great in-depth analysis and

examination of the industry and its movements is of extreme importance for constructing

the organization structure. Likewise, analyzing the target market, choosing the right

approach to competitors, creating a schedule for events or campaigns, and preparing

financially. (Robert Smith, 2001)

The nightclub business is highly monitored and has a high risk of failure. (Liana

Cassavoy, 2013) So, choosing and establishing the right marketing plan will increase the

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probability of success and can set in motion any atmosphere one desires to create. Soon

after, any company will begin to build a constant clientele base that would be loyal for

time, and continuously receive new clients who’ll come regularly. (Robert Smith, 2001)

One marketing strategy used is by highlighting a host of special events that will

vary from week to week during the evening. Many popular college level events shall also

be carried out to entertain the customers. Various drink specials and promotional nights

through social media will also be used to encourage customer traffic. (Robert Smith,

2001)

Attachment Theory

The Attachment theory suggests that to produce a strong consumer-brand

attachment greater familiarity and responsiveness is required. This theory explains how a

bond between mother and infant is made based on the availability of the mother towards

its infant. Through constant interactions the infant in turn learns to adjust feelings,

thoughts and behaviors towards the mother. (Patwardhan, H., & Balasubramanian, S. K.

(2011). Brand romance: a complementary approach to explain emotional attachment

toward brands. Journal of Product & Brand Management, 20(4), 297-308).

Marketing Mix

The marketing mix is a formula developed in order for marketing operations to

become more profitable. (Borden, N. H. 1964) It is the mix of the components of

marketing and determines the role of each component in terms of promoting products and

services and delivering those to the customers. This profitable code must be learned and

understood by marketers in order to become successful. (Borden, N. H. 1964).

 23

1) Product:

This is a mix of substantial and insubstantial features of the products and services

that are presented to the consumers by the manufacturers. Planning the product is a vital

step in the marketing mix and includes practices and methods that relate to offered

product lines such as, design and quality; and what, where, when, how many, and to

whom to sell to. (Borden, N. H. 1964).

2) Price:

This is the pecuniary value of the product. It is the amount that the consumer pays

for the product or service. Price levels may vary and need to be adopted, and must

include price policies such as, price maintenance, one-price, etc. (Borden, N. H. 1964)

After examining multiple factors including market share, competition, material cost,

product identity etc., the product or service is then fixed. It may be troublesome to come

to the breakeven point if it is fixed very low and it may affect sales if it is fixed very high.

This decision is very sensitive and must be taken seriously.

3) Promotion

Promotional procedures relate to placing special selling plans that are directed at

consumers for consumer promotions. (Borden, N. H. 1964) Products, services, and of

course, the business, require promotion. Promotion includes all the communication used

to capture the market’s attention and direct it to the product or services being marketed,

in order to create awareness and to convince the customer to buy the product in the

future.

 24

4) Place

It is the location where the product or service is made available to the consumers

to purchase or avail. This term is used for distribution channel. Place totally depends on

the consumer’s perception as it is nothing but where the product or service takes place.

Theoretical Framework

Figure 1: The 4P’s in Marketing Mix (Edmund Jerome McCarthy, 1960)

The marketing mix is a crucial tool to help understand what the product or service can

offer and how to plan for a successful product offering. The marketing mix is most

commonly executed through the 7 P's of marketing: Price, Product, Promotion, Place.

4 P’s

Product – it is an item that is offered to the consumers to satisfy their wants and

needs. It can be anything tangible or intangible presented to the market for use and

 25

consumption of the needs and wants of the consumers. Product can also include service.

(Kotler and Armstrong, 2013)

Price - is an amount that a consumer has to pay for a certain item or service that

the consumer wants or needs. Price is a vital component of the marketing mix because it

establishes profit and survival. Price is a sensitive area in marketing because if a new

company doesn’t have the brand recognition like others do, the market will not want to

pay a high price for the product or service. Pricing helps in shaping perception from the

consumers about your product. If product has a high price, consumers may see the costs

rather than the benefits of the item.

Place – is a vital part of the product mix where the business has to position itself

in the market so that you can easily distribute your product to consumers. Place can

identify the best position and distribute channels for your consumers.

Promotion - a vital part of marketing because it will help in increasing brand

recognition. It has 4 various elements such as sales organization, public relations,

advertising, and sales promotion. Advertising covers paid advertisements like televisions

ads and internet ads due to the shift in to the digital age. Promotion also relies on the

company’s budget to go about the strategies that they should communicate to the target

market.

The STP Process

Segmentation is done through isolation of a market into segments with distinct

needs or wants, qualities, or behavior of the consumers in that market that may require

 26

different marketing mixes and or techniques to penetrate these segments efficiently.

(Philip Kotler, 2013).

Targeting is to choose a segment of the market that the company wants to serve,

in which each marketing segment is evaluated by determining the unmet needs or wants

of a that segment or segments (Michael Lynn, 2011).

Positioning is how a company creates a a mental shelf space which a company

and its product/service would be retained in the minds of the prospect (Berry Wilson,

2000). Positioning is all about the consumer's brand and product perception, which can be

determined by the quality and the various characteristics that make it stand out. The

visual plays a big role in how a consumer perceives a brand or product, which is more

noticeably distinct as compared to the service industry.

Figure 2 : Segmentation, Targeting, Positioning (STP)

Using the STP model can be very useful to enhance marketers in prioritizing

propositions and then grow and deliver personalized and applicable messages in

constructing a marketing communication plan. By this, capture with different consumers

will enhance in focusing more in communicating and delivering more applicable

messages to consumers rather than focusing on the product alone. (Best, R. 2013).

 27

STP (Segmentation, Targeting and Positioning)

One of the popular marketing models for data collectors is the three main steps in

segmentation, targeting and positioning. The approach accesses the mass market which is

composed of a number of relatively homogeneous groups, with each group having

distinct wants and needs. Marketers objectives here is to identify the market segments, to

direct their marketing programs at these segments which the marketers believe that they

can gain the favor of their target consumer over their competition. And to position their

products to be attractive to the targeted segments (Michael Lynn, Cornell University,

2011).

7P’s of Marketing Mix

Figure 3: The 7P’s in Marketing Mix (Edmund Jerome McCarthy, 1960)

The marketing mix is a crucial tool to help understand what the product or service

can offer and how to plan for a successful product offering. The marketing mix is most

commonly executed through the 7 P's of marketing: Price, Product, Promotion, Place,

 28

People, Process and Physical Environment. Nitin, et al (2016) conducted an empirical

study on the marketing mix strategies using the 7Ps on health care services of a tertiary

hospital in India.

Product: Product offered by healthcare organization are intangible in nature

(Kotler, 2005), hence product mix becomes very important for marketers. In order to

provide effective and reliable services the hospital is fully equipped with various facilities

rendering services in form of intangibility. i.e., Emergency services, Ambulance services,

Diagnostics services, Pharmacy services.

Price: Pricing is the most important factor and element in marketing mix (Gupta,

2006) in deciding for a particular treatment in a hospital. in case of general diseases it

may not be required element since treatment is easily available, but when it comes to

treatment of complex diseases people often opt for good hospitals irrespective of how

much it costs. i.e, it depends complexity and availability of services.

Place: Distribution of medicate services and location of the hospital plays a

crucial role (Kumar, 2003), this focuses on services available to patients. It is an element

which is associated with channels of distribution by services which can be delivered. i.e,

adequate transport and communication facilities, pollution free place, Prime location

Promotion: Hospital for promotion use either advertisement or PR or both after

taking into consideration the target customers, media type, channels used and sales

promotion. i.e, Personal and Impersonal, word of mouth, TV.

People: Under marketing mix variable people includes all the different people

involved in service providing process which includes all medical, nursing and supporting

 29

staff who are involved directly or indirectly in service delivery process. Physical

evidence:

Physical evidence plays an important role in healthcare services, as a core benefit

patient seeks proper diagnosis and cure of the problem. It is the evidence of environment

in which the service is delivered with physical or tangible commodities, where hospital

and patients interacts.

Process: Process generally forms the different tasks that are performed by the

hospital, the process factor is mainly dependent on the size of the hospital and kind of

service it is offering. i.e, Out patient and inpatient.(Kapoor al.,2011).

The only difference between Nitin, et al (2016) study with the current

investigation is that Nitin et al (2016) study investigated the marketing mix 7Ps in a

hospital setting while this present study was conducted in a bar specifically Morals and

Malice making use also of the 7Ps.

 30

CONCEPTUAL FRAMEWORK

MORALS AND MALICE

COMPANY PROFILE

No. of Employees

Avg. customer last year

Avg. Annual Income

Initial capital

The challenges
STP

Segmentation
Targeting Proposed
Positioning Improvements of
CUSTOMER
7Ps Marketing
Product Price Strategies
PROFILE
Place
Demographic profile Promotion People
Process Physical
Psychographic profile Evidence

Behavioral profile

Reasons of visit

Frequency of visit

Products or
services availed

Budget Allotted
per visit

Figure 4: Conceptual Framework Adopted from Nitin, et al (2016)

The conceptual framework of the study was adopted from Nitin, et al (2016). The
study determined first the company profile and the customer profile of Morals and Malice
in Cebu City. Then an assessment of the marketing strategies employed by Morals and
Malice as perceived by its customers was measured to propose improvement based of the
findings of the study.

 31

Conceptual frame work mainly consists of STP process and 7P’s of marketing

mix used for marketing mix strategy for sustainability. The researcher will use the input-

process-output that signifies the company’s profile in terms of the data of a company’s

background that consist of No. of employees, Average customers last year, Average

Annual income, Initial capital. It will also signify the different demographic factors under

customer’s profile in terms of age, gender, nationality, occupation, estimated monthly

income. The psychographic profile of the customer’s personality, values, attitudes,

interests, lifestyles. And behavior profile of the customers in terms of reasons of visit,

frequency of visit, products or services availed and budget allotted per visit.

 14

CHAPTER 3

RESEARCH METHODOLOGY

The researchers conducted a qualitative approach and also a quantitative approach

to assess Morals and Malice marketing strategies as a brand. Qualitative approach was

used to focus on studies and research questions that included gathering and analyzing

data, while the quantitative approach used statistical, computational and mathematical

methods. (Coopers and Schindler, 2008) The basis for employing both quantitative and

qualitative designs is to broaden the capacity of the research to cancel out any

weaknesses of the two approaches. (Blake 1989). By reaching the study’s conclusion, this

research will help improve Morals and Malice’s marketing strategies in increasing brand

loyalty.

Research Design

The study is designed to be descriptive. This is because the study aims to identify

the frequencies of the A, B and C socio-economic class’s profile and tendencies on the

respondents, using marketing models such as, STP, 4P’s and 7Ps in assessing their

marketing strategies.

Research Environment

The research is based upon the Cebuano market, so the research is conducted in

Morals and Malice, Cebu city. Cebu City is a strongly developing city among its

neighbors in Visayas and even against other cities in the entire Philippines. It is the fourth

richest city in the Philippines in terms of assets. The city has a welcoming community

with much to offer in terms of leisure; most especially, for the night life goers; boasting

 33

numerous and unique bars and nightclubs to keep the night fun and creative.

Thousands flock to this highly-urbanized city for its exciting nightlife events like

Sinulog, Spectrum, Plus63, and many more. Cebu itself is also a great spot for tourists

with many beautiful waterfalls and beaches to wonderfully spend their time in. Cebu is

the number one place in the Philippines to taste a perfect balance between the urban and

rural life of the Philippines.

Figure 5: Location of Morals and Malice

Morals and Malice is located at 2nd floor of the Tinderbox, Governor M. Cuenco

Avenue Corner Bauhinia Drive, Banilad, Cebu City, Philippines 6000.

Research Respondents

There were two types of research respondents: the company respondents,

composed of the higher positions such as the company’s managers and the owners; and

 34

the customers. The survey involved customers who have experienced Morals and Malice

during a night out for a more legitimate sample of respondents.

For the number of customers that were involved in this study, a total of 60 were

conveniently chosen. According to Ronald Walpole (1973), that the sample size is

considered large in the number of sample is at least 30.

Research Instruments

The two instruments that were used by the researchers are an interview guide for

the company, gaining facts and opinions from the company’s managers and/or owners

and the survey questionnaire, presenting a standard set of questions and response options

based on the statement of the problem of the thesis. The survey questionnaire was

subjected to pre testing in order to know if the questionnaire is viable for the use of the

study’s actual respondents. This survey questionnaire will be formulated from the

researcher’s reading and literatures related to the study. To ensure the efficiency of the

whole questionnaire, the researchers will prepare Likert-Scale type questions as well as

open-ended questions. These features of the questionnaire will ensure the most accurate

way of obtaining valid answers from the respondents needed to provide more insights for

the study. Due to the nature of the instrument, it is a more affordable approach. To

provide a liberated form of answering the survey as well as keeping the confidentiality of

the respondents. The research instrument will be examined by our thesis adviser pending

approval to ensure the validity of the research instruments. The questionnaire was

pretested to 12 customers and results revealed a reliability coefficient of 0.804, which is

interpreted as instrument with very high reliability. See reliability testing results below.

 35

Table 1. Case Processing Summary

Cases N %
Valid 12 100
Excluded 0 0
Total 12 100

Table 2. Reliability Statistics

Cronbach’s Alpha Cronbach’s Alpha Based N of Items
on Standardized Items
.804 .803 41

Table 3. Summary Item Statistics

Mean Minimum Maximum Variance N of Items
Item Means 3 2 4 .120 41

Research Procedures

Primary data was gathered from the self-administered questionnaire answered by

consumers and the information collected through the interview guide as to the manager of

Morals and Malice. There was a direct communication between the researchers and the

customers of Morals and Malice in order to gather the data needed to complete the study.

In case the customer forgot to fill in a particular question, the researchers will approach

and ask them politely to fill in their answer. Secondary data will be gathered from

secondary sources such as books, journals, and other internet sources. The Measuring

instrument to be used in this research study will be in the form of a questionnaire

 36

Table 4. 4 Point Likert Scale

Circle the Strongly Disagree Agree Strongly
number that Disagree Agree
most closely
matches your
opinion
(Statement) 1 2 3 4

Treatment of data

Frequency distribution was used to analyze the customer profile in terms of

demographics, social and traditional media, and by behavior of customers of Morals and

Malice. The researchers used regression and correlation analysis to have assessed the

marketing strategies and proposed improvements of the marketing strategies and

development of the branding model of Morals and Malice. This will be deployed to

determine the frequency counts and percentage distribution of personal-related variables

of the respondents.

1. Frequency and Percentage Distribution

Mean: This will be used to determine the average

Formula:

Where:

% = Percent

f = Frequency

n = Sample Size

 37

100 = Constant Value

Mode: Most frequent occurring response

The researchers will also incorporate the use of the Likert scale for the consumer

survey. It is an effective way of collecting data expressed by respondents. The scale to be

used in the study will use a 4- point design where respondents may choose from four pre-

coded responses. These responses will be quantified and treated statistically to provide

accurate data needed by the researchers. The four points of the scale will be rated from 1

– 4 where point 1 interpreted as strongly disagree to 4 which is interpreted as strongly

agree.

2. Data Interpretation

Strongly Disagree: 1.00 – 1.74

Disagree: 1.75 – 2.49

Agree: 2.50 – 3.24

Strongly Agree: 3.25 – 4.00

 33

CHAPTER 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presented the data that were collected from the responses of the
participants of the study to the questionnaires as well as the results of the interview that
was conducted to the management of Morals and Malice (M & M) in Banilad in Cebu
City. The presentations of the responses of the customers of M & M were made using
tables and graphs where appropriate, while the results of interview the conducted to the
management of M & M were presented qualitatively.

The presentation is organized according to the following topics based on the

specific objectives of the study. These are:
The Profile of Morals and Malice
Customer Profile of Morals and Malice
Marketing Mix of Morals and Malice as Perceived by the Customers
Challenges Faced by Morals and Malice

The Profile of Morals and Malice

Company Profile

Morals and Malice is a resto bar located at Banilad, Cebu City. Its mission is to
introduce craft cocktail culture to the Cebuano population. “Craft cocktails” are
cocktails where every element is handmade or tailored specifically to the drink. Drinks
served in custom glassware, poured over custom ice cubes, mixed with syrups and
finished with a dash of small-batch bitters. Cocktails are prepared using traditional spirits
and unexpected barrel-aged liquors that are prepared by bartenders and other unusual
flavor combinations. Whether simple or complex, the results are cocktails that are made
with a lot more care than the usual mixed drinks and deliver a much more satisfying
experience. The process of making craft cocktails is a lot like that of the artisan food
movement, focusing on flavour, high quality ingredients and taking time in order to do
those ingredients justice (Sharp, 2013).

 39

Established in 2016, Morals and Malice is a neophyte in the business community

since it has been operational for only about 3 years. It does not have specific vision but its
organizational structure and set up have contributed to institutional success through
constant management meetings to assess the progress of the business based on
performance and sales. Each board member is assigned a specific project and event to
boast sales. The management makes it a habit to conduct weekly meetings with the
services staff to assess problems during operations.

At present, the Morals and Malice has 7 employees. These are the two (2)
bartenders, one (1) cashier, one (1) server, one (1) administrative staff, and one (1) bar
manager. M & M has an average weekly customer of 225 who spent an average of Php650
per visit per customer.

Based on the interview with the bar manager, the estimated initial capital of
Php1.5M as start-up capital to be able to operate the business. They target customers who
are 24 to 55 years of age of both sexes. They may be working professionals, college
students, celebrities, public figures, dignitaries and business owners, and belonged to class
A, B and C statuses. M & M uses social media, word of mouth, and occasional radio ads
to be able to target its markets.

The owners of M & M believed that Morals and Malice is a high class craft
cocktail bar with a signature design to its Interior created by Mr. Kenneth Cobonpue. In
terms of the products, the bar sees to it that the customers are comfortable every time they
come to the place because of the ambiance and VIP treatment and signature cocktails
accorded to them. M & M offers foods, drinks, and at times, live entertainment such as
mini concerts and the like.

Segmentation. Morals and Malice uses the marketing professionals approach to

segment customers differently, after fully understanding the needs,
lifestyles, demographics and personality of the target consumer. They consider the age,
income bracket, social class, buying behavior of their customers.

 40

Targeting. Morals and Malice hopes to capture the heart of the A B, and C market
which includes young millennial professionals, businessmen and women, celebrities,
public figures, politicians, and other dignitaries who are usually known in the community

Positioning. Morals and Malice aims to introduce craft cocktail culture to the
Cebuano population. It is mild social drinking to customers who are financially stable.
“Craft cocktails” are cocktails where every element is handmade or tailored specifically
to the drink. Drinks served in custom glassware, poured over custom ice cubes, mixed
with syrups and finished with a dash of small-batch bitters.

Price. Prices of M & M products are affordable to customers who belong to the
Class A, B, and C social status. The owners see to it that it is competitive compared to
businesses who offer similar products and services.

Promotion. Morals and Malice is situated in Banilad, Cebu City. The bar was
previously owned by a businessman who decided to sell it to Kenneth Cobonpue, who
designed the bar and eventually bought the place and re-branded it, and is currently one
of the owners of the bar. In order to promote the place and the bar, Morals and Malice
made use of social media as a channel of marketing as well as radio for specific special
events only. It also relies on the word of mouth of those who have experienced the
ambiance and the quality of services and products of Morals and Malice. Morals and
Malice considered a great challenge their not getting sufficient audience engagement with
social media posts. They do not constantly engage with our target audience through social
media. They are trying to branch out and target class C market but they failed because
most people or customers perceive Morals and Malice as an exclusive luxury bar for the
rich or the elite.

People. In terms of people, as previously mentioned, Morals and Malice is

manned by seven (7) employees, who served as bartenders (2), cashier (1), server (1),
administrative staff (1), and a manager.

Place. Morals and Malice is located at the 2nd floor of the Tinderbox Building
along Banilad, Cebu City. It has 2 separate rooms that represented the two (2) themes:
The Morals side and the Malice side. The place is not so spacious but it has good audio

 41

system and clean comfort rooms. The parking space is just adequate. However, additional
or extended parking area is available across the street with free valet parking.

Process. In terms of processes, the management of M & M makes sure that the
customers’ orders are served within 3 minutes upon ordering. Each customer is treated as
a VIP guest and employees make it a habit to make friends with the guests. The people
who manned M & M always provide quick service and attention to detail with products
and services. They also try to go the extra mile for the customer. M & M calls this as
“butler” treatment.

Products. For its products and services, most of them are drinks served in a
variety of mixtures depending on the availability of drinks and upon request of the
customers. Classy finger foods are also available to the delight of the clients. Morals and
Malice would like its customers to experience buying with fun, chill, upbeat, classy, and
safe. At times, they invite DJs for those who wanted to listen to music while engaging to
conversation with their friends on various topics – political, social, entertainment, etc.
Morals and Malice attracts customers to their products and services by making them feel
VIP or special and well taken care of with the bottle service or personal butler where the
bottle brought and poured for the clients.

 42

The Profile of the Customers of Morals and Malice

Table 5. Demographic Profile of the Customers

Characteristics Frequency Percent

Age
Less than 20 years old 10 16.7
20 - 30 31 51.7
30 - 40 14 23.3
More than 40 years old 5 8.3

Gender
Male 35 58.3
Female 25 41.7

Nationality
Filipino 43 71.7
Chinese 2 3.3
Korean 6 10.0
American 5 8.3
European 4 6.7

Occupation
Company Employee 27 45.0
Business Owner 14 23.3
Government Officer 3 5.0
Student 15 25.0
Others 1 1.7

Monthly Income
Less than Php20,000 4 6.7
20,000 - 30,000 15 25.0
30,000 - 50,000 13 21.7
More than Php50,000 16 26.7
No Income 12 20.0
n = 60

Presented in Table 5 is the distribution of the customers of Morals and Malice in

terms of their ages, gender, nationality, occupation, and monthly income.

As shown in the table, a little more than 50% of the customers of M & M
belonged to the 20 – 30 age brackets. These customers are considered millennials of this
generation. Only 17% are below 20 years of age, about 23% are between 30 to 40, and
8% are more than 40 years old. This result indicated that Morals and Malice are
patronized by young professionals and the millennials.

 43

In terms of the customer’s gender, the figures indicated that there are more male
customers (58%) who patronized Morals and Malice compared to their female
counterpart (42%). It is understandable that majority (72%) of the customers of M & M
are Filipinos while only 28% non-Filipinos. These are foreigners from China, Korea,
America and Europe.

Moreover, data in terms of the working status of the customers, it is observed that
greater proportion (45%) are employees from different companies and this is followed by
students (25%) who usually have time to go bar hopping during weekends. It is also
surprising to note that most of the customers surveyed (27%) received a monthly income
of more than Php50,000. They usually represent those customers who are either business
owners or working in a company who provides higher compensations for their
employees.

Table 6. Psychographic Profile of the Customers of Morals and Malice

Personality
Frequency Percent
Choices that describe the consumer the best.
I make friends easily 26 43.3
I love large parties 13 21.7
I trust others 3 5.0
I'm shy 2 3.3
I like chill parties 16 26.7
Aspects of the bar enjoyed by the consumer the most.
The music 15 25.0
The people 19 31.7
The drinking 14 23.3
The culture of the bar 12 20.0
n = 60

Presented in Table 6 is the psychographic profile of the customers in terms of

their personality. When they are asked about how the customers of M & M described
themselves, higher proportion of customers (43%) said they make friends easily. This
response indicated that the customers are extrovert in terms of their personality since they
can easily relate to people and takes the initiative to meet people and make friends with

 44

them. The responses of the customers also indicate that they like chill parties (27%). The
two responses are in agreement to each other because chill parties usually involved
people who would like a relaxed party or an easy going party. In addition, the table also
disclosed that 22% of the customers of M & M loved large parties. The above table also
showed that customers of M & M enjoy the most the people in the bar (32%). This
followed by the music (25%), and the drinking (23%).

There are numerous reasons why people go to bars to hang out. It is a lot cheaper
to buy beer and alcohol and drink it at home yet people continually go to bars. Here are
some of the top reasons why people go to bars as mentioned by Ernie (2012): (1) Men go
to bars to meet women and even a few women will go hoping to pick up on guys.
Shocking that people would use a bar to meet people of the opposite sex; (2) Many
people go to bars simply for the companionship of the other patrons. It can be nice to
hang out and vent with your friend at the bar. Maybe you need some life advice and feel
your favorite bartender can help you put more than anyone else can. Some people go to
the bar specifically to talk and have male bonding time with other guys. Nobody likes to
be alone and bars provide an excellent haven for finding friends so you are not all alone;
(3) Some bars are wild and others are very calm. Both types of bars attract people who
want to simply relax. Maybe you had a bad week and you just want to sit at a bar and sip
on a pitcher of beer. Relaxing from the real world is a major reason that people go to
bars, and (4) Having fun is one of the primary reasons people go to the bar. If bars were
not fun then people would not go there. People might go to the bar to sing Karaoke,
dance, or even eat. Bars are always coming up with new gimmicks to get people in the
door and they will keep these gimmicks and variations of the gimmicks to keep the
people coming. (http://www.infobarrel.com/Top_Reasons_Why_People_go_to_Bars.)

 45

Table 7. Psychographic Profile of the Customers of Morals and Malice – Values &
Attitude

Values & Attitudes

Frequency Percent
The 6 values below according to which is of most
importance.
Security 11 18.3
Wealth 5 8.3
Fame 4 6.7
Respect 18 30.0
Fun 22 36.7
The kind of atmosphere the customers prefer.
Laid-back (more of a gathering/meeting place) 24 40.0
High Energy (a definite party zone) 27 45.0
Mixed atmosphere 5 8.3
No preference 4 6.7
n = 60

Shown in the Table 7 is psychographic profile of the customers of Morals and

Malice in terms of the customers’ values and attitude. Approximately 37 % of the
respondents said that the most important value is having fun. This is followed by respect
(30%), and security (18%). The responses indicated that customers of M & M considered
fun as the most important value in life. This means that they only wanted to enjoy life and
provided that they are respected by other people and they are already secured in life.

When asked about what kind of atmosphere they prefer, higher percentages (45%) are
observed that they prefer atmosphere with high energy or a definite party zone. This is
somewhat consistent with their responses to the previous questions that they value most
“fun” or enjoyment and this is may be through attending parties with high level of energy
required.

 46

Table 8. Psychographic Profile of the Customers of Morals and Malice – Interests &
Lifestyles

Interests & Lifestyles Frequency Percent

The interests of the consumers when in a bar.
Drinking 24 40.0
Socializing 29 48.3
Dancing 6 10.0
Eating 1 1.7
Conveniences and amenities that interests the
customers most.
Safety/Security 14 23.3
Convenient Parking 12 20.0
Live Entertainment 8 13.3
Special Events 22 36.7
Complimentary Item (Peanuts, water, free drinks) 4 6.7

Reasons to go out at night to these establishments.

Hang out with friends 26 43.3
Meet someone new 20 33.3
Get out of the house 5 8.3
Relieve Stress 9 15.0
Things customers normally do in the weekend.
Go to the bars 38 63.3
Stay at home 13 21.7
Go to the malls 7 11.7
Get out of town 2 3.3
n = 60

Table 8 presented the psychographic profile of Morals and Malice customers in

terms of their interests and lifestyles. When they were asked about what they are most
interested in going to a bar like Morals and Malice, close to 50% of them said that the
“socializing” thing and this followed by drinking (40%). These results showed that
customers to Morals and Malice mainly for socializing and drinking.

In terms of what conveniences and amenities they interest them most in going to
Morals and Malice, 37% said special events while 23% said because of safety and
security. These responses also revealed that customers visit M & M because of special


 47

events and they find the far safe and secured. Moreover, customers mentioned that they
go to a place like Morals and Malice because they would like to hang out with their
friends (43%) and meet someone new (33%). Majority of the customers of M & M (63%)
said that they normally go to the bar during weekends.

Table 9. Behavioral Profile of the Customers of Morals and Malice

Behavioral Factors
Frequency Percent
Reasons of Visit
Convenience of Location 19 31.7
Has good service 21 35.0
A good feeling of security 11 18.3
Reasonable Pricing 9 15.0
Frequency of Visit
Frequency Percent
Once a week 29 48.3
Twice a week 11 18.3
Occasionally 19 31.7
Once a month 1 1.7

Products or Services Availed Frequency Percent

Drinks 31 51.7
Foods 1 1.7
Drinks and Foods 28 46.7
n = 60

Clubbing is an integral part of modern culture. It is an irreplaceable segment of

the entertainment industry. But why did it become such a popular sector and what is it in
a nightclub that draws so many people? It interesting to understand why does the same
night clubs regularly attract the same people for what is essentially the same
experience. Bars are definitely the place where everyone can come and find themselves at
ease. An extrovert is a friendly person who truly enjoys talking to and being around
other people especially inside a bar, like Morals and Malice.

Shown in Table 9 are the reasons provided by the customers of Morals and Malice
for their frequent visit. On top of these reasons is: (1) has a good service (35%); (2)
Convenience of location (32%); and (3) A good feeling of security (18%). People go to

 48

the bar because of the ease of the atmosphere or for convenience. No one cares where
people have been and no one cares about people mistakes, everyone is just looking for the
same thing – a cold drink and a fun story to listen to (www.botyapp.com).

In terms of the frequency of visit of the customers of Morals and Malice, 48%
said they go to the bar once a week, while 32% they go to Morals and Malice
occasionally. This means that most customers of Morals and Malice visit the bar at least
once a week. It becomes already habit for them because as mentioned in the previous
table that wanted to hang out with their friends through conversations entice with their
favorite drinks. Studies have also shown that some people view bars and going out as a
form of escapism from everyday life. A bar is a place where temporal communities are
formed where people can act out fantasies, pretend to be someone they are not and for a
certain period of time essentially escape their everyday lives. People therefore view the
bar experience as a method of enjoying themselves in a form which separate to the rest of
their lives and this is another reason for why people go to the bar.

Table 9 also provided the products and services availed by the customers during
their stay in Morals and Malice. As expected most of the products enjoyed by the
customers are drinks (52%) while 47% said they loved the foods and drinks.

Marketing Strategies of Morals and Malice as Perceived by the Customers

Table 10. Price as Perceived by Morals & Malice Customers
Std.
Price Mean Deviation Interpretation
Has prices suitable to your budget. 3.27 0.71 Strongly Agree
Is economical compared to other
2.95 0.85 Agree
places.
Has reasonable pricing for the
3.10 0.77 Agree
quality of their services.
Have several table rental rates for
2.62 0.80 Agree
choosing.
Has flexible price up to the current
2.78 0.87 Agree
situation.
Price 2.94 0.63 Agree

Presented in Table 10 is the perception of the customers on the price marketing

mix of Morals and Malice. Shown in the above table is that price perception averaged

 49

2.94 with a standard deviation of 0.63, and this interpreted as agree. This means that the
customers perceived the prices of the products of Morals and Malice are reasonable,
economical, and suited to their budget. One item under this category obtained an average
perception of 3.27 with a standard deviation of 0.71. This item was about M & M having
suitable prices for customers’ budget. The rating for this was interpreted as strongly
agrees. This is an indication that the pricing adopted by Morals and Malice are effective
for pricing suits customers’ budget.
Price is important to marketers because it represents marketers’ assessment of the
value customers see in the product or service and are willing to pay for a product or
service. Determining the right price for a product can be tricky. A common strategy for
beginning small businesses is creating a bargain pricing impression by pricing their
product lower than its competitors. Although this may boast initial sales, low price
usually equates to low quality and this may not be what the customers expect of the
products of a company (marketingmix.co.uk). However, in the case of Morals and Malice
this is not true. They wanted that their prices are high and are of high standards and
quality.
Table 11. Promotion as Perceived by Morals & Malice Customers
Promotion Std.
Mean Deviation Interpretation
Has advertisement through Mass
2.78 0.87 Agree
Media.
Has a reputation through words of
2.73 0.76 Agree
mouth.
Has a low seasonal discount. 2.57 0.85 Agree
Has long-term stay discounts. 2.42 0.91 Disagree
Has a complementary service. 2.68 0.77 Agree
Has amazing events. 3.28 0.67 Strongly Agree
Promotion 2.74 0.56 Agree

Table 11 presented the promotional strategies as perceived by Morals and Malice

customers. Shown in the above table that promotion in general was rated with an average
of 2.74 with a standard deviation of 0.56, which is interpreted as agree. This means that
promotional activities or strategies of the bar are somewhat acceptable to its customers.
However, note that except for one, the means for all items are between 2.42 and 2.78,
which are all close to below 2.50, and may have been interpreted as disagree. These
values or ratings indicate that Morals and Malice should improve on their promotional
strategies. In fact, the item on has long-term stay discounts obtained a mean score of

 50

2.42, which is interpreted as disagree. Note also that the items on the use of social media
and word of mouth, the ratings are not satisfactory.

According to Kokemuller (2019), promotion is the aspect of marketing that

involves delivery of company, brand or product messages to target customers. Traditional
methods of promotion, like print and television ads, are nowadays augmented by new
avenues of messaging made possible by digital communications. Several tools are used
by companies to aid the delivery of both paid and unpaid promotional methods. Each tool
contributes a different way to reach customers and achieve communication objectives.
Traditional mass-media advertising remains a prominent promotional tool for marketing.
This includes paid messages designed and presented through television networks, radio
stations, newspapers and magazines. Additionally, companies use support media in
ongoing campaigns, such as billboards, telephone directories, bus station ads, aerial
displays (like those you often see at the beach), in-store and point-of-purchase displays.
Local radio and newspapers tend to be most affordable for smaller companies. Based on
the above discussion, Morals and Malice have to improve on its promotional activities.

Table 12. Physical Evidence as Perceived by Morals & Malice Customers

Physical Evidence Std.
Mean Deviation Interpretation
Has a beautiful building. 3.40 0.69 Strongly Agree
Has beautiful interior design. 3.45 0.65 Strongly Agree
Is settled in a beautiful location. 3.33 0.75 Strongly Agree
Is very clean. 3.32 0.70 Strongly Agree
Has visually pleasing products. 3.37 0.61 Strongly Agree
Is unique to others. 3.37 0.69 Strongly Agree
Physical Evidence 3.37 0.49 Strongly Agree

The figures shown in Table 12 indicated that the physical evidence as perceived
by Morals and Malice are very satisfactory as shown by the average mean rating of 3.37,
which is interpreted as strongly agree. If fact, all of the statements or items under this
marketing mix – physical evidence have average means greater than 3.32, which are all
interpreted as strongly agree. This means that the customers of Morals and Malice
believed that they have beautiful building, beautiful interior designs, beautiful and clean
location, pleasing products and the bar being unique. Physical evidence plays an

 51

important role in the services of a bar like Morals and Malice. It is the evidence of
environment in which the service is delivered with physical or tangible commodities,
where customers and bar employees interact.

Table 13. People as Perceived by Morals & Malice Customers

People Std.
Mean Deviation Interpretation
Staff able to speak English. 3.35 0.58 Strongly Agree
Staff able to speak your national
3.03 1.01 Agree
language.
Staff has good manners with a
3.28 0.76 Strongly Agree
friendly personality.
Staff is able to advise products. 3.10 0.73 Agree
Staff is able to work efficiently. 3.08 0.62 Agree
Staff is able to solve unpredicted
2.85 0.73 Agree
problems.
Staff is ready to serve 4pm – 2am 2.93 0.55 Agree
People 3.09 0.47 Agree

Table 13 showed the perception of the customers of Morals and Malice in terms
of people marketing mix of the bar. Under marketing mix variable people includes all the
different people involved in service providing process which includes all – how
employees interact with customers, the personality, the efficiency and the like of the
supporting staff who are involved directly or indirectly in service delivery process. Based
on the figures shown in the above table, people obtained an average perception rating of
3.09 with a standard deviation of 0.47, and this is interpreted as agree. This means that
the customers are somewhat satisfied with how they are handled by the employees of the
bar. Note that two items under this category, were interpreted as strongly agree. These are
on staff able to communicate in English (3.35) and staff’s good manners and being
friendly (3.28).

People are the most important element of any service or experience. Services tend
to be produced and consumed at the same moment, and aspects of the customer
experience are altered to meet the individual needs of the person consuming it. Most of us
can think of a situation where the personal service offered by individuals has made or
tainted a tour, vacation or restaurant meal. Note that people buy from people that they

 52

like, so the attitude, skills and appearance of all staff need to be first class. People have an
important role in service delivery, they are relied upon to deliver and maintain
transactional marketing and people play an important part in the customer relationship
(marketingteacher.com).

Table 14. Product as Perceived by Morals & Malice Customers

Product Std.
Mean Deviation Interpretation
Easy and safe to go to the Morals
3.47 0.62 Strongly Agree
and Malice conveniently.
Is well known and recommended. 3.27 0.63 Strongly Agree
Has a safety for belongings and life. 2.93 0.84 Agree
Is well-furnished / with full
3.23 0.77 Agree
facilities.
Has a regular standard service such
3.10 0.75 Agree
as foods, drinks, entertainment, etc.
Has customized services to each
2.78 0.85 Agree
customer’s needs.
Has complementary services such as
2.65 0.73 Agree
welcoming drinks, free pica-pica.
Has a recommendation from the
2.75 0.82 Agree
other people/previous customers.
Product 3.03 0.47 Agree

Shown in Table 14 is the perception of the customers with regard to the product
marketing mix variable of Morals and Malice. The perception rating averaged 3.03 with a
standard deviation of 0.47. This is interpreted as agree which is also an indication that
customers of Morals and Malice are satisfied with the product as marketing mix of the
bar. Note also that two items were rated and interpreted as strongly agree and the others
are agree. This means that in terms of products – foods, drinks, entertainment, and other
services such as complementary services, customized service, security and safeness, the
customers are satisfied.

Products come in several forms. Consumer products can be categorized

as convenience goods, for which consumers are willing to invest very limited shopping
efforts. Thus, it is essential to have these products readily available and have the brand

 53

name well known. Products may be differentiated in several ways. Some may be
represented as being of superior quality, or they may differ in more arbitrary ways in
terms of styles—some people like one style better than another, while there is no real
consensus on which one is the superior one. Finally, products can be differentiated in
terms of offering different levels of service—for example, Volvo offers a guarantee of
free, reliable towing anywhere should the vehicle break down (Perner, 2018). Consumers
may focus on the specification quality of a product/service, or how it compares to
competitors in the marketplace. Producers might measure the conformance quality, or
degree to which the product/service was produced correctly. According to Martin (2014),
a product is an item that satisfies a need or a desire. This can be a physical item, a service
or a virtual offering. It is produced at a cost and is subsequently made available to the
right audience at a price. Whatever the nature of the product, it will follow a lifecycle and
through reasonable predictions of this lifecycle, a company can increase its competitive
edge. A brand can be revamped or re-launched to remain relevant in a changing market or
at the end of its lifecycle.

Table 15. Process as Perceived by Morals & Malice Customers

Process Std.
Mean Deviation Interpretation
Is convenient in making reservation. 2.88 0.76 Agree
Is convenient in paying procedure. 2.97 0.76 Agree
Has a international standard service. 3.10 0.66 Agree
Staff has good problem-solving
2.83 0.78 Agree
processes.
Having a fast service procedure. 2.88 0.83 Agree
Process 2.93 0.60 Agree

Table 15 showed that processes in Morals and Malice are fine or okay as
indicated in the average rating of 2.93, which is interpreted as agree. The customers are
satisfied with how the bar is run such as convenience in making reservation (2.88),
convenience in payment system (2.97), adopts an international standard service (3.10),
staff’s analytical skills (2.83), and fast service procedure. According to Nitin, et al
(2016), process generally forms the different tasks that are performed by the bar, the
process factor is mainly dependent on the size of the bar and kind of service it is offering.

 54

Table 16. Place as Perceived by Morals & Malice Customers

Place Std.
Mean Deviation Interpretation
Can contact through
2.72 0.78 Agree
website/Internet.
Can contact through agency. 2.23 0.70 Disagree
Can contact by phone. 2.97 0.86 Agree
Can contact by walk in inquiry. 3.08 0.62 Agree
Place 2.75 0.48 Agree

Shown in Table 16 is the perception of the customers of Morals and Malice on the
place as marketing mix of the company or bar. The perception rating in this particular
strategy averaged 2.75 with a standard deviation of 0.48, and this is interpreted as agree.
This means that customers are satisfied with the place as marketing mix variable of
Morals and Malice. Richa (2014) mentioned that to be able to maximize sales and reach
out to larger audiences, it is very important for a business to be “visible” to potential
customers. The place of business, distribution channels and logistics plays a crucial role
in the success of a marketing strategy. While product, pricing and promotions go hand
in hand with the place factor, if business location is not appropriately chosen, efforts
would hardly get noticed. Hence, to get the marketing mix right, select the place where
one would set up bar or shop very carefully, choose the channel partners and
distributors wisely and then get on with the marketing efforts in an integrated way.

Except for one item listed in the above table, Morals and Malice can be
contacted through their websites and the Internet, by phone, and by walk in for
inquiries.

Challenges Faced by Morals and Malice in their Current Marketing Strategies

Results from the interview with the manager of the bar revealed that the main
problem of Morals and Malice is that they are not getting sufficient audience engagement
with social media posts. They do not constantly engage with their target audience through
social media. The main reason for this is that they don’t have IT personnel to monitor and
maintain activities of their websites.

Another problem that they encounter is that they tried to branch out and target

 55

class C market but failed because the management believes that customer brand
perception still perceives Morals and Malice as an exclusive luxury bar for the Rich.

Proposal

Based on the findings and conclusion of the study, the following proposals are made:

1. Targeting - In order for Morals and Malice to gain more customers, they should
also target people belonging to other statuses since their prices are reasonable and
affordable they should focus their promotional strategies to target class C ages 20
– 30 years old which morals and malice will attempt to catch a wider net of class
C.

2. The identified marketing mix that needs improvement can be improved using the
following strategy:

Promotion– Even though most of the customers said that the prices of the
products and services of Morals and Malice are affordable and reasonable,
they can still improve by offering discounts during happy hours such as
discounted prices before 8PM or 9PM since most customers go to the bar
between 9PM and 3AM. They can also offer three (3) drinks for a price of two
(2), and the like.

Create a strong social media presence by being more active and creating
content that peaks the interest of existing consumers and potentially new ones.
They could also advertise through billboards are found near its locations
especially the flyover in the intersection of Mabolo and Lahug Streets.

Promotions should also be in print ads such as Sundays newspapers in the

city, indicating the location and if possible provide sample map.

It is already mentioned above that they have to use other promotional

strategy such other social media platforms, print ads, and billboards, they can

 56

also tell their regular or loyal customers to bring a friend and their drinks will
be 25-50% off at the time they brought new customers.

Promotional activities especially to customers celebrating occasions and

have chosen Morals and Malice. They should offer fixed discounts for a
minimum number of customers.
Price – since customer perception of Morals and Malice pricing is
reasonable and affordable to their budget they have the opportunity to increase
prices slightly taking in consideration that the target market is class A, B and
C.

People – To improve processes within Morals and Malice, they should

hire 1 or 2 more servers despite the fact that the respondents are satisfied with
the service since only having on server can cause issues during busy nights. If
this is not possible, then develop a system such that 2 or 3 staff are receiving
orders from customers especially during peak days or hours.
Physical Evidence – For Morals and Malice to include amenities such
billiards, darts, chess, and other classy sports activities such that customers
can engage in these while consuming some drinks.

Process - Connect the bar to a tourist agency to gain the peak of interest of
foreign tourists to be a must experience destination of Cebu city.

 39

CHAPTER 5

SUMMARY, FINDINGS, CONCLUSION, AND RECOMMENDATIONS

SUMMARY

The original marketing mix or 4Ps were designed at a time where businesses were
more likely to sell products, rather than services and the role of customer service in
helping brand development wasn't so well known. Over time, Booms and Pitner added
three extended ‘service mix P’s': People, Physical evidence and Processes, and later
Participants was renamed People. Today, it's recommended that the full 7Ps of the
marketing mix are considered when reviewing competitive strategies. he 7Ps helps
companies to review and define key issues that affect the marketing of its products and
services and is often now referred to as the 7Ps framework for the digital marketing mix.

This study was conducted to assess the marketing strategies of Morals and Malice

in Cebu City in order to propose new marketing strategies. This research made use of the

descriptive research method employing the questionnaire as the main tool for data

gathering, and also the interview method was used to collect information from the

management of the Morals and Malice. A total of 60 customers were chosen using

purposive sampling to answer the researcher-made instrument. Prior to the selection of

the respondents of the study, the questionnaire was pretested to 12 customers and the

researcher-made instrument produced a reliability coefficient using Cronbach Alpha of

0.804, which means that it is an instrument with a very high reliability and is ready to use

for investigation or research purposes.

During data collection an interview schedule was also used to obtain information

about the company. Using the interview guide, a series of questions were asked to the

manager of Morals and Malice pertaining to the history, mission and vision, as well as

 58

the marketing strategies of the company. Moreover, the researcher –made

instrument was given to the customers of Morals and Malice which pertain to their

perceptions of the marketing strategies and branding of the company.

FINDINGS

Morals and Malice is a resto bar located at Banilad, Cebu City and began its

operations in 2016. The company as a bar, introduces craft cocktails. This is a type of

handmade cocktail tailored specifically to the drink upon the requests of the customers.

The process of making craft cocktails is a lot like that of the artisan food movement,

focusing on flavor, high quality ingredients and taking time in order to do those

ingredients justice. The company does not have a vision but considered its organizational

structure and set up to be strong which contributed to institutional success. The company

has a board of directors which consist of owners of the bars aside from the fact that they

are influential people in the community.

At present, the Morals and Malice has 7 employees. These are the two (2)
bartenders, one (1) cashier, one (1) server, one (1) administrative staff, and one (1) bar
manager. M & M has an average weekly customer of 225 who spent an average of Php650
per visit per customer. With average weekly sales of Php146,250 and an average monthly
sales of Php585,000.

Morals and Malice has an estimated initial capital of Php1.5M as start-up capital to
operate the business. They target customers who are 24 to 55 years of age of both sexes.
They may be working professionals, college students, celebrities, public figures,
dignitaries and business owners, and belonged to class A, B and C statuses.

Segmentation. Morals and Malice uses the marketing professionals approach to

segment customers differently, after fully understanding the needs,

 59

lifestyles, demographics and personality of the target consumer. They consider the age,
income bracket, social class, buying behaviour of their customers.

Targeting. Morals and Malice targets the A and B market which includes young
millennial professionals, businessmen and women, celebrities, public figures, politicians,
and other dignitaries.

Positioning. Morals and Malice aims to introduce craft cocktail culture to the
Cebuano population. It is mild social drinking to customers who are financially stable.
“Craft cocktails” are cocktails where every element is handmade or tailored specifically
to the drink.

Price. Prices of M & M products are affordable to customers who belong to the
Class A, B, and C social status. The owners see to it that it is competitive compared to
businesses who offer similar products and services.

Promotion. In order to promote the place and the bar, Morals and Malice made
use of social media as a channel of marketing as well as radio for specific special events
only. It also relies on the word of mouth of those who have experienced the ambiance and
the quality of services and products of Morals and Malice.

People. In terms of people, as previously mentioned, Morals and Malice is

manned by seven (7) employees, who served as bartenders (2), cashier (1), server (1),
administrative staff (1), and a manager.

Place. Morals and Malice is located at the 2nd floor of the Tinderbox Building
along Banilad, Cebu City.. It has 2 separate rooms that represented the two (2) themes:
The Morals side and the Malice side. The place is not so spacious but it has good audio
system and clean comfort rooms.

Process. In terms of processes, the management of M & M makes sure that the
customers’ orders are served within 3 minutes upon ordering. Each customer is treated as
a VIP guest and employees make it a habit to make friends with the guests.

Products. For its products and services, most of them are drinks served in a
variety of mixtures depending on the availability of drinks and upon request of the

 60

customers. At times, they invite DJs for those who wanted to listen to music while
engaging to conversation with their friends.

Customers of M & M mostly Filipinos who belonged 20 – 40 age brackets and are
mostly millennials. There are many male customers who patronized Morals and Malice
compared to their female counterpart. Information from the customers revealed that
greater proportion of them are employed from various companies in Cebu City who
earned more than Php50,000 monthly and who loved to go bar hopping during weekends

Customers of M & M described themselves as people who can easily make

friends in a bar like Morals and Malice. They are extrovert individuals who loved chill
parties surrounded by a lot of people drinking and enjoy the music inside a bar. The
customers preferred atmosphere with high energy or a definite party zone for socializing
and drinking. However, they would like to go to a bar that safe and they felt secured. The
customers of Morals and Malice mentioned that the reasons for their frequent visit to the
bar are: good service, convenience of location, and feeling of security. Most of them visit
Morals and Malice once a week because of the foods and drinks as well as the people
inside the bar.

In terms of the perception and assessment of the customers on the marketing mix
7Ps of Morals and Malice, all the 7Ps are considerably satisfactory having perceived with
a rating between 2.25 and 4.00, which are interpreted as agree to strongly agree by the
respondents of the study. However, there are marketing mix that should be improved
especially to those who ratings do not reach an average of at least 3.00. These Price
(2.94), Promotion (2.74), Process (2.93), and Place (2.75). However, for the other Ps:
Product, Physical Evidence, and People, these should be maintained in order for Morals
and Malice also maintain their regular or loyal customers.

 61

CONCLUSIONS

Based on the results and findings of the study, the following conclusions are
made:

1. Morals and Malice is a neophyte establishment in Cebu City that offers craft
cocktails to the Cebuano population. Their line of products is limited to mostly
drink since it is a bar that is exclusive to the elite.
2. Morals and Malice employs social media and the word of mouth as their
promotional strategies. However, no IT personnel to manage or monitor social
media accounts. They lack other promotional strategy to advertise their business
and company.
3. Morals and Malice considered the social status as its target clients. They are
usually prominent people in the community. They consider the prices of their
products as reasonable and affordable.
4. The customers of Morals and Malice are satisfied with the quality of the products
of the bar as well as the uniqueness of the branding of company.
5. Of the 7Ps, Morals and Malice have to improve on the following marketing mix:
Price, Promotion, Process, and People.
6. Of the STP process, Morals and Malice have to improve on Targeting.

 62

RECOMMENDATIONS

Based on the findings and conclusion of the study, the following

recommendations are made:

1. The identified STP process that needs improvement and can be improved using
the following strategy:

Targeting - In order for Morals and Malice to gain more customers, they
should also target people belonging to other statuses since their prices are
reasonable and affordable they should focus their promotional strategies to target
class C ages 20 – 30 years old which morals and malice will attempt to catch a
wider net of class C.
Segmentation - For Morals and Malice to include amenities such billiards,
darts, chess, and other classy sports activities such that customers can engage in
these while consuming some drinks which will grab the interest of the specific
consumer segment of Class C ages 20-30 who are interested in playing drinking
sport activities.

2. The identified marketing mix that needs improvement and can be improved using
the following strategy:

Promotion– Even though most of the customers said that the prices of the
products and services of Morals and Malice are affordable and reasonable,
they can still improve by offering discounts during happy hours such as
discounted prices before 8PM or 9PM since most customers go to the bar
between 9PM and 3AM. They can also offer three (3) drinks for a price of two
(2), and the like.

Create a strong social media presence by being more active and creating
content that peaks the interest of existing consumers and potentially new ones.
They could also advertise through billboards are found near its locations
especially the flyover in the intersection of Mabolo and Lahug Streets.

 63

It is already mentioned above that they have to use other promotional

strategy such other social media platforms, print ads, and billboards, they can
also tell their regular or loyal customers to bring a friend and their drinks will
be 25-50% off at the time they brought new customers.

Promotional activities especially to customers celebrating occasions and

have chosen Morals and Malice. They should offer fixed discounts for a
minimum number of customers.
Price – since customer perception of Morals and Malice pricing is
reasonable and affordable to their budget they have the opportunity to increase
prices slightly taking in consideration that the target market is class A, B and
C.

People – To improve processes within Morals and Malice, they should

hire 1 or 2 more servers despite the fact that the respondents are satisfied with
the service since only having on server can cause issues during busy nights. If
this is not possible, then develop a system such that 2 or 3 staff are receiving
orders from customers especially during peak days or hours.
Physical Evidence – For Morals and Malice to include amenities such
billiards, darts, chess, and other classy sports activities such that customers
can engage in these while consuming some drinks.

Process - Connect the bar to a tourist agency to gain the peak of interest of
foreign tourists to be a must experience destination of Cebu city.

 64

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 65

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 71

APPENDIX B1

University of San Carlos

School of Business and Economics

Department of Business Administration

Good day!
As part of our thesis requirement we, business students of the university of San Carlos would like
to have the opportunity to conduct a interview guide with you regarding the effectiveness of
current Marketing Strategies of Morals and Malice Bar and Lounge. Thanks for your time and
effort!

Profile of the Company

1.) How many employees do you have?

2.) How many customers do you have weekly?

3.) What is the average amount spent per customer in Morals and Malice?

4.) What was your estimated initial capital?

5.) How do you segment your market?

6.) How do you target your market?

7.) What is the position of Morals and Malice in the market?

8.) Products: What do you think are the benefits of these buyers when they buy your
products? What is your basis of pricing? Based on competitors

 72

9.) What is your basis of pricing?

10.) Place: Why of all locations did you choose here?

11.) Promotion: Do you use social media? Have you tried using TV, newspaper
or radio for ads?

12.) People: (Observe how many people in the service are present) How many
people are part of your service? Service crew?

13.) Physical evidence: (just observe or take photos of evidences of services

eg. Parking, people, spacious area, speakers, comfort room, etc)

14.) Process: What is the process in order for you to deliver quality products
and service?

15.) What are the challenges you are facing in terms of marketing strategies?

 73

APPENDIX B2

University of San Carlos

School of Business and Economics
Department of Business Administration
University of San Carlos
School of Business and Economics
Department of Business Administration
Good day!
As part of our thesis requirement we, business students of the university of San Carlos would like
to have the opportunity to conduct a survey with you regarding the effectiveness of current
Marketing Strategies of nightlife establishments towards its consumers. Thanks for your time and
effort!

2. Customer Profile
2.1 Demographic Profile
Name (optional):
2.1.1 Age:

o Less than 20 years old

o 20 – 30 years old
o 30 – 40 years old
o More than 40 years old
2.1.2 Gender:
o Male
o Female
2.1.3 Nationality
o Filipino
o Chinese
o Korean
o American
o European
o Others
2.1.4 Occupation

o Company Employee

 74

o Business Owner
o Government Officer
o Student
o Housewife/Retired
o Unemployed
o Others
2.1.5 Estimated Monthly Income

o Less than PHP20,000

o 20,000 – 30,000
o 30,000 – 50,000
o More than 50,000

2.2 Psychographic
2.2.1 Personality
Which of these choices describes you best?
o I make friends easily
o I love large parties
o I trust others
o I’m shy
o I like chill parties
o I am distrustful towards other people
When you are in a bar, what aspects do you enjoy the most?

o The music
o The people
o The drinking
o The culture of the bar
2.2.2 Values

Of our 6 values below which is of most importance to you?

o Security
o Wealth
o Fame
o Respect
o Fun
o Religion
2.2.3 Attitudes
What kind of atmosphere would you prefer?

o Laid-back (more of a gathering/meeting place)

o High Energy (a definite party zone)
o Mixed atmosphere
o No preference
2.2.4 Interest
1.) What are you most interested in when in a bar?
o Drinking
o Socializing
o Dancing
o Eating

 75

2.) Which conveniences and amenities interest you the most?

o Safety/Security
o Convenient Parking
o Live Entertainment
o Special Events
o Complementary items (peanuts, water, free drinks)
3.) Why do you go out at night to these establishments?
o hangout with friends
o meet someone new
o get out of the house
o relieve stress
o Others
2.2.5 Lifestyles
What do you normally do in the weekend?

o Go to bars
o Stay at home
o Go to malls
o Go out of town
o Others
2.3 Behavioral
2.3.1 Reasons of Visit
o Convenience of Location
o Has good service
o A good feeling of security
o Reasonable Pricing
2.3.2 Frequency of Visit

o Once a week
o Twice a week
o Occasionally
o Once a month
2.3.3 Products or Services Availed
o Drinks
o Food
o Drinks and Food

 76

3 Effectiveness of Morals and Malice’s Marketing Strategies

3.1 7P’s
Instructions: Please encircle the number that reflects your opinion to the questions addressed to
Morals and Malice with the 4 point likert scale.

Price Strongly Agree Agree Disagree Strongly Disagree

Has prices suitable to your budget. 4 3 2 1

Is economical compared to other places. 4 3 2 1

Has reasonable pricing for the quality of

4 3 2 1
their services.
Have several table rental rates for
4 3 2 1
choosing.
Has flexible price up to the current
4 3 2 1
situation.
Marketing Promotion Strongly Agree Agree Disagree Strongly Disagree

Has advertisement through Mass Media. 4 3 2 1

Has a reputation through words of mouth. 4 3 2 1

Has low seasonal discounts. 4 3 2 1

Has long-term stay discounts. 4 3 2 1

Has complementary services. 4 3 2 1

Has amazing events. 4 3 2

Physical Evidence Strongly Agree Agree Disagree Strongly Disagree

Has a beautiful building. 4 3 2 1

Has a beautiful interior designs. 4 3 2 1

Is settled in a beautiful location. 4 3 2 1

Is be very clean. 4 3 2 1

Has visually pleasing products. 4 3 2 1

Is unique to others. 4 3 2 1

People / Characteristics of service

Strongly Agree Agree Disagree Strongly Disagree
personnel
Staff able to speak English. 4 3 2 1

Staff able to speak your national language. 4 3 2 1

Staff has good manners with a friendly

personality. 4 3 2 1

Staff is able to advise products. 4 3 2 1

 77

Staff is able to work efficiently. 4 3 2 1

Staff is able to solve unpredicted problems. 4 3 2 1

Staff is ready to serve 4pm – 2am 4 3 2 1

Product / Characteristics of the products Strongly Agree Agree Disagree Strongly Disagree

Easy to go to the Morals and Malice

conveniently. 4 3 2 1

Is well known and recommended. 4 3 2 1

Has a safety for belongings and life. 4 3 2 1

Is well-furnished / with full facilities. 4 3 2 1

Has a regular standard service. 4 3 2 1

Has customized services to each customer’s

needs. 4 3 2 1

Has complementary services such as

welcoming drinks, free pica-pica. 4 3 2 1

Has a recommendation from the tourist

institution. 4 3 2 1

Process / Servicing Process Strongly Agree Agree Disagree Strongly Disagree

Is convenient in making reservation. 4 3 2 1

Is convenient in paying procedure. 4 3 2 1

Has a international standard service. 4 3 2 1

Staff has good problem-solving processes. 4 3 2 1

Having a fast service procedure. 4 3 2 1

Place / Channels to Contact Strongly Agree Agree Disagree Strongly Disagree

Can contact through website/Internet. 4 3 2 1

Can contact through agency. 4 3 2 1

Can contact by phone. 4 3 2 1

Can contact by walk in inquiry. 4 3 2 1

 78

APPENDIX C
TIMETABLE OF ACTIVITIES

Work Plan

2nd Semester 2018- 2019

Data Collection 1st – 3rd Week

Chapter 4 Preparation 4th Week – 6th Week

Chapter 5 Preparation 7th Week – 9th Week

Mock Defense 10th Week

Oral Defense 11th Week

Revisions and Submissions 12th – 13th Week

 79

Morals and Malice with respondents

 80

Morals and Malice with their administrative staff

 81

Morals and Malice with respondents

Morals and Malice with respondents

 82

Morals and Malice with manager

 83

APPENDIX D
CURRICULUM VITAE

Cary Michael M. Cabral

Mobile : +63956-147-7060
Email : cary.cabral27@gmail.com

Present City Address :

947-A Englis, V. Rama Ave.
Brgy. Guadalupe, Cebu City
Philippines

PROFESSIONAL SUMMARY : A responsible Marketing Student of USC who

excels in market analysis and decision-making. A motivated and enthusiastic marketer with a
strong desire to grow my career and country. Specializes in developing, planning and
implementing marketing initiatives and customer or employee communication; but also displays
exemplary leadership skills. Fluent in English; and computer literate.
PERSONAL INFORMATION :
Date of Birth : March 27, 1998
Place of Birth : Cebu City
Citizenship : Filipino
Civil Status : Single

EDUCATION :

2015 – Present Bachelor of Science in Business Administration

Major in Marketing
University of San Carlos
P. del Rosario St., Cebu City

Secondary: Elementary:
Childlink Learning Center Childlink Learning Center
V. Rama Ave., Cebu City V. Rama Ave., Cebu City
Graduated March 2015 Graduated March 2011

 84

Pre-School:
Childlink Learning Center
V. Rama Ave., Cebu City
Graduated 2005

WORK EXPERIENCE :

2015 – 2016 Call Center Agent

Teleperformance Cebu
Cebu City

QUALIFICATIONS :
- Proficient in English Language
- Good PR skills
- Leadership skills
- Market Analysis
- Computer Literate

 85

Mikaela A. Calamba
Mobile : +63-995-394-0170
Email : mikaela_calamba@yahoo.com

Present City Address :

Soong II Mactan, Lapu-Lapu City
Padlegoers Village, Cebu
Philippines

PROFESSIONAL SUMMARY : An enthusiastic and goal-oriented Marketing

Student of USC who excels in motivating others to achieve the end goal while accomplishing
day-to-day tasks. A creative and driven marketer with problem-solving and time management
abilities. Specializes in preparing, planning and developing vision, analysis, research and action
plan necessary. Good interpersonal communication skills and team player.

PERSONAL INFORMATION :

Date of Birth : July 7, 1997

Place of Birth : Cebu City
Citizenship : Filipino
Civil Status : Single

EDUCATION :

2014 – 2015 Bachelor of Science in Business Administration

Major in Entrepreneurship
University of San Carlos
P. del Rosario St., Cebu City

2015 – Present Bachelor of Science in Business Administration

Major in Marketing
University of San Carlos
P. del Rosario St., Cebu City

Secondary: Elementary:
University of San Carlos-North Campus Science and Technology Education
Center
General Maxilom Ave., Cebu City Basak, Lapu-Lapu City
Graduated March 2014 Graduated March 2010

 86

WORK EXPERIENCE :

2012 – 2015 Athlete

Philippine Sports Commission
Philippine Sports Commission Administration Building RMSC, Pablo Ocampo Sr. St., Malate
1004

2016 – Present Brand Ambassadress

Sun Cellular, Globe, Ginebra, Emperador, Tanduay
Cebu City

QUALIFICATIONS :
- Ability to organize, prioritize and work
under extreme work pressure, heavy work
load and deadlines.
- Strong personal communications skills
- Accuracy and attention to details.
- Organization and prioritization skills.
- Problem analysis, use of judgment and
ability to solve problems efficiently.

 87

Liana Cristi R. Casas

Mobile : +63-905-488-3086
Email : lianacristic@gmail.com

Present City Address :

54 FC Cabantan St., Cebu City
Philippines

PROFESSIONAL SUMMARY : A driven Marketing Student of USC who excels

in motivating others to see the end goal while completing day-to-day tasks. A creative and open-
minded marketer with strong organizational and planning abilities. Specializes in preparing,
planning and project managing the publication of all publicity material to maximise brand
promotion. Good interpersonal communication skills and can easily adapt to different situations.

PERSONAL INFORMATION :
Date of Birth : May 29, 1998
Place of Birth : Cebu City
Citizenship : Filipino
Civil Status : Single

EDUCATION :

2014 – 2016 Bachelor of Arts in Communication Major

in Corporate Communication
University of San Carlos
Gov. M. Cuenco Ave, Cebu City

2016 – Present Bachelor of Science in Business Administration

Major in Marketing
University of San Carlos
P. del Rosario St., Cebu City

Secondary: Elementary:
University of Cebu –Main Campus Mabolo Elementary School
155A Sanciangko St., Cebu City Mabolo, Cebu City
Graduated March 2014 Graduated March 2010

 88

WORK EXPERIENCE :

November 2017 – March 2018 Bookkeeper

16 Degrees Installation Services
Cebu City

September 2018 – Present Administrative Assistant

Bonita’s Dress Shop
Cebu City

QUALIFICATIONS :
- Fluent in the English language
- Good verbal and personal communication skills
- A good team player
- Tolerant and flexible, can easily adjust to
different situations
- Computer literate

 89

Ralph Jarel M. Dyenghong

Mobile : +63917-7904-222
Email : ralphyenghong@gmail.com

Present City Address :

#7 President Roxas St.
Mabolo, Cebu City
Philippines

OBJECTIVE : To be employed as a part-time marketing assistant in an organization

where I can fully utilized my acquired skills and knowledge.

PERSONAL INFORMATION :
Date of Birth : March 21, 1995
Place of Birth : Cebu City
Citizenship : Filipino
Civil Status : Single

EDUCATION :

June 2016 – Present Bachelor of Science in Business Administration

major in Marketing
University of San Carlos
P. del Rosario St., Cebu City

June 2012 – March 2016 Bachelor of Science in Civil Engineering

University of San Carlos
P. del Rosario St., Cebu City
Graduated March 2016

Secondary: Elementary:
Sacred Heart School – Ateneo de Cebu Centre for International Education
Canduman, Mandaue City Panagdait, Cebu City
Graduated March 2012 Graduated March 2009

Pre-School:
Child Development Centre Cebu
Mabolo, Cebu City
Graduated 2002

 90

WORK EXPERIENCE :

November 2017 – Present Assistant Marketing Manager

Part – Time
Golden Dragon Foods Inc.
Del Pilar St., Guizo, Mandaue City

SKILLS :
- Proficient in English language
- Good work ethic
- Computer Literate (Microsoft office)
- Good marketing skills

Trainings and Seminars

September 2017 IMAGE BOOST 2017

September 30 2017
Ayala Center Cebu

References:

Mr. Ruben T Dy Mrs. Jocelyn M. Dy

CEO, Golden Dragon Foods INC. VP of Finance, Majestic Home Legacy Development
Mandaue City Cebu City
+639173210324 +639176260224

Mr. Johnson Dy
CEO, DEH Packaging Corporation
Mandaue City
+639175455658

 91

Jose Mari D. Gandionco

Mobile : +63917-777-2873
Email : mari_gandionco412@yahoo.com

Present City Address :

#19 Paseo Lucy St. Maria
Luisa, Banilad, Cebu City
Philippines

PROFESSIONAL SUMMARY : Motivated, enthusiastic marketer with a

strong desire to grow my career and learn through experience in
marketing events, advertising and digital marketing. Well versed with
English.

PERSONAL INFORMATION :
Date of Birth : October 06, 1994
Place of Birth : Cebu City
Citizenship : Filipino
Civil Status : Single

EDUCATION :

June 2016 – Present Bachelor of Science in Business Administration

major in Marketing
University of San Carlos
P. del Rosario St., Cebu City

June 2013 – March 2016 Bachelor of Science in Economics

University of San Carlos
P. del Rosario St., Cebu City

June 2012 – March 2013 Bachelor of Science in Entrepreneurship

Enderun Colleges
1100 Campus Avenue, Mckinley Hill,
Fort Bonifacio, Taguig

 92

Secondary: Elementary:
Centre for International Education Centre for International Education
Panagdait, Cebu City Panagdait, Cebu City
Graduated March 2012 Graduated March 2009

QUALIFICATIONS :
- Proficient in English Language
- Good PR skills
- Works well with People
- Marketing Management
- Digital Marketing
- Event management

 93

Monica Isabella P. Ouano

Mobile : +63 927-151-7223
Email : ouano.monica@gmail.com

Present City Address :

400 Siesta Lane
Banilad, Cebu City
Philippines

OBJECTIVE : A focused Marketing Student of USC who excels in market analysis and
decision-making. A motivated and enthusiastic marketer with a strong desire to hone my skills
and further my knowledge. Specializes in developing, planning, and implementing marketing
initiatives and customer or employee communication; but also displays exemplary leadership
skills. Strong verbal and personal communication skills and can easily adjust to different
situations.

PERSONAL INFORMATION :
Date of Birth : January 2, 1998
Place of Birth : Cebu City
Citizenship : Filipino
Civil Status : Single

EDUCATION :

June 2015 – Present Bachelor of Science in Business Administration

major in Marketing
University of San Carlos
P. del Rosario St., Cebu City

Secondary: Elementary:
Sacred Heart School – Ateneo de Cebu Centre for International Education
Canduman, Mandaue City Panagdait, Cebu City
Graduated March 2015 Graduated March 2011

Pre-School:
Child Development Centre Cebu
Mabolo, Cebu City
Graduated 2005

 94

WORK EXPERIENCE :

2016 – 2017 Private Tutor

Cebu City

June 2018 – July 2018 Promoter

Kuma
Cebu City

August 2018 – September 2018 ESL Tutor

MV Academy
Cebu City

September 2018 – Present Marketing Officer

OG Tech
Cebu City

SKILLS :
- Proficient in the English language
- Strong verbal and personal communication
- Good leadership skills and a good team player
- Tolerant and flexible, can easily adjust to
different situations
- Computer literate

 95

DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND ECONOMICS
UNIVERSITY OF SAN CARLOS

CLEARANCE FROM PLAGIARISM

This is to CERTIFY that the thesis entitled “AN ASSESSMENT OF
MARKETING STRATEGIES OF MORALS AND MALICE: BASIS FOR
IMPROVEMENT” of the following students CABRAL, CARY MICHAEL;
CALAMBA, MIKEALA; CASAS, LIANA; DYENGHONG, RALPH JAREL;
GANDIONCO, JOSE MARI; AND OUANO, MONICA has a Turnitin Similarity
Report of 11% for the final thesis. Since the university cut off is at most
15%, then the paper is acceptable.
This CERTIFICATION, dated June 11, 2019, is being issued as one of
the requirements before having the hardbound copies of the thesis.
Attached is the Turnitin Originality Report.
Prepared by:

MARIA ANGELITA RAMONA L. VALLES, ExMBA
Faculty, Department of Business Administration

 96

 97

University of San Carlos

School of Business and Economics

THESIS COMMITTEE RECOMMENDATIONS COMPLIANCE MATRIX

(Final Report)

Name of Candidate/s: Cary Cabral, Mikeala Calamba, Liana Casas, Ralph Dyenghong,

Jose Mari Gandionco, Monica Ouano

Degree Program: Bachelor of Science in Business Administration Major in Marketing

Date Required: April 25, 2019

Date Submitted: April 25, 2019

COMPLIED WITH
SUGGESTIONS NOT APPLICABLE YES NO
Page No. Reason/s
1. Title i
• Change to:
“Assessment of the
Marketing Strategies
of Morals & Malice
in Cebu City”
• Double spaced
• Uppercase
• Bold letters
2. Introduction

2.1 Rationale of the

Study
No
2.2 Theoretical changes
Framework
• Change 4P’s to 7P’s 26

2.3 Conceptual
Framework
• Improve conceptual
framework
30

3. Problem

 98

3.1 Main Problem

• Change statement of
the problem to: “The 4
study aims to assess
the marketing
strategies of Morals
and Malice in Cebu
City in order to
propose new
marketing strategies.”
• Definition of the
problem should be
found in the SOP

3.2 Sub-Problems
• Remove Mission,
Vision, and
Organizational
Structure from
Company Profile 4-6
• Remove Years of
Operation from
Company Profile
• Add annual income
to Company Profile
• Remove marital
status from Customer
Profile
• Change
psychographics under
Customer Profile to:
Personality, Values,
Attitudes, Interests,
and Lifestyle
• Add income range to
Customer Profile
• Change #4 to: “What
are the challenges
encountered by
Morals and Malice?”
• Change #5 to: “Based
on the findings of the
study, propose new
marketing strategies
for Morals and
Malice.”

3.3 Assumptions

3.4 Hypotheses

 99

• Update Statement of
Hypotheses

4. Significance of the
Study

4.1 Scope and 9

Limitations
• Update Scope and
Limitations

4.2 Scope ü

4.3 Limitations
ü

5. Methodology

5.1 Research
Environment
No
5.2 Research Subjects Changes

5.3 Research
Instrument(s) No
• Change entire Changes
39
questionnaire to
answer questions of
SOP
• Not Likert scale
• Only the company
should be asked
about STP, not

 100

customers

5.4 Data Gathering

Procedure

5.5 Treatment of Data

• Remove correlation
and regression
analysis

41
No
changes
6. Definition of Terms 10
• Must be (specific)
operational
definition, not
general
• Must be alphabetized

7. Presentation, Analysis 45
and Interpretation of
Data
• Change the whole
chapter 4 and base it
on the data from the
new questionnaires

8. Summary, Findings, 78
Conclusions and
Recommendations
• Change everything
• Recommendations
must be feasible for
the company

 101

9. Mechanics

9.1 Footnotes/Endnotes
• Hidden page numbers
on pages with chapters
and on title page i-iii, 1, 4, 10, 14, 36,
45, 78, 85, 91, 101,
9.2 Documentation 108

9.3 Bibliography
• Follow APA format ü

9.4 Headings
• Add prefatory statement
under headings 85
• Chapter headings must
not be in all caps
• Headings must be
centered
9.5 Tables 1, 4, 10, 14, 36, 45,
• Minimize lines in tables 78
to 3 lines
• Table title must be 1, 4, 10, 14, 36, 45,
italicized 78, 85, 91, 101, 108
• Table annotations must
be at the bottom of the
table
• Add list of tables to the
table of contents

9.6 Graphs 48 - 73
• Figure number must be
italicized
• Figure title and figure
number must be inline
26, 28, 29, 34, 37
9.7 Others: Abstract
and Margins
• Make abstract:
Executive Summary
(must include: problem,
study/analysis,

 102