Leon Guinto Memorial College, Inc.

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Senior High School Department

Marketing Strategies Of Selected Grocery Stores In Atimonan Quezon

A Research Paper

Presented to the Senior High School Department

General Academic Strand

Leon Guinto Memorial College

Atimonan, Quezon

In Partial Fulfillment for Practical Research II

Amora, Precious Claire A.

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Lusterio, Criscelle Ann G.

Ferwelo, Jan Leigh S.

Chapter I

THE PROBLEM AND ITS SETTING

INTRODUCTION

Business plays a major role within the society. Almost half of the population of

the country entered the world of business. As business improved the quality of life for

people and create a higher standard of living. It is a way for individuals to provide goods

and services to consumers at the same time make a profit. However, the business that

makes the most do not focus on the profits alone. It is also considered the quality of the

products and services that may offer to the consumer. It will be an aspect to increase the

expectation of the consumers.

Quality is an important factor when it comes to any product or service, with the

high market competition, quality has become the market differentiator for almost all

products and services. Providing high quality also helps businesses build positive

reputation and enhance profitability in the long run.

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Furthermore, Grocery store become popular because this is a self-service shop

offering a variety of food, beverages and household products, organized into sections.

Grocery store in general are needed as easy, affordable, free options resulting in people

having more time being together.

Background of the Study

Pag Asa is considered as one of the main popular Grocery stores in Atimonan,

Quezon. It has made a mark in the industry by serving fast and good that satisfy every

customer. The business system is made simple and easy to operate.

Through the franchise package is cost friendly and affordable, system

compliance is a must. Pag Asa is also one of the popular or main groceries in

Atimonan that most of our parents mainly buying groceries. People especially the

oldest one is fond of having grocery because the price is very affordable even though

there are so many customers that are in line when cash out those items that they

bought.

This grocery is strategically located in Manuel L. Quezon St. Atimonan,

Quezon it stands in street corners to make them more accessible to those looking for a

quick but inexpensive grocery. Their product is very affordable they are not too
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expensive, so anyone can buy a grocery into a small amount of money, this grocery is

hugely popular among the town because of its value for money.

Caparros Mart is also one of the grocery store in Atimonan, Quezon that most

with proper service, this is located on Zone IV Atimonan, Quezon. It is also one of the

famous grocery stores here in Atimonan because it has more space and also provides

good service to all customers. Apart from the ordinary goods of other grocery stores,

this grocery store also sells a few school supplies that other groceries do not have.

Another beauty of this grocery is that because it has a large space it makes consumers

feel comfortable because they are not crowded and its prices are also affordable.

Micos is also a grocery store here in Atimonan, Quezon with small space because

it is simple and not large unlike other grocery store here in Atimonan but it also has

good service and the prices is also affordable. What most shoppers like here is a quick

payment process because you don’t have to wait long to be able to pay for your

purchases because there is always a small queue because most shoppers here have

very few purchases so you can finish immediately. This is also located in Zone IV it is

opposite the Atimonan market so consumers can see this grocery store immediately.
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The aspiration of this study is to know if the selected grocery store offers a good

quality of product and service through comparative assessment. By that researcher can

know if the worth of the product and service equal to the money that the customers about

to change. 

Statement of the Problem 

This study primarily aimed to answer the following questions:

1.What is the Demographic profile of the respondents in terms of:

1.1 Age 

  1.2 Sex  

1.3 Frequency of Going    

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1.4 Commonly Bought Items 

2. What is the perception of the consumer on the quality of the product and

service of Pag Asa, Caparros and Micos in terms of 7P’s of marketing:  

2.1 Product 

2.2 Price  

2.3 Place 

2.4 Promotion 

2.5 People 

2.6 Process 

2.7 Packaging 

Significance of the Study

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The results of the study will be a great contribution to the following: 

Business Owner/s 

The result of this study will be beneficial in a way that they can gain

information about the quality of product and service customers perceived at. It will be

their reference in improving their quality system if needed. 

Employees 

The employees will be aware on the standards of rendering their services and

products to the customers, in that the customers will be satisfied with their services.  

Consumers  

This study can help them to know the accurate quality of product and service

that will rendered to them. The consumers will know more about the stall through the

findings of this study. 

Future Researchers 

This study can be used as a source of information that is similar to their study; it

will be their guide.   

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Scope and Limitations

This research focuses on the comparative analysis of the quality of the product

and  service being rendered by Pag Asa Smart Grocery Store, Caparros Mart and Micos.

The respondents of this study are the selected Ordinary Consumers that are buying

groceries in Pag Asa, Caparros and Micos. The researchers will select only those ordinary

consumers who are already experienced the product as well as the service given by the

chosen grocery. The respondents are 20 consumers in each grocery store.

Definition of Terms

To ensure better understanding to the research work, certain terms used by the

researchers were denotationally and operationally defined as follows: 

Marketing Strategy Refers to a business's overall game plan for reaching prospective

consumers and turning them into customers of their products or services. A marketing

strategy contains the company's value proposition, key brand messaging, data on target

customer demographics, and other high-level elements.

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Consumer Marketing Strategy Is a kind of plan that businesses pursue to try to

maximize profit by matching their products products with the individuals who are most

likely to buy or use then.

Product Quality  refers to the collection of features and characteristics of a product

that contribute to its ability to meet given requirements. In this study the term was used as

the features that meet customer’s needs

Service Quality Refers to a customer’s comparison of service expectation as it relates

to a company’s performance. It is done by the employees of the selected grocery store

and it is a feature that firms the perception of the respondents.   

Consumers Refer to a person those who already have experience shopping at selected

grocery stores. They are the selected consumers who will serve as the respondents of the

study. 
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Chapter II

REVIEW OF RELATED STUDIES AND LITERATURE

This chapter contains the reviews of related literature and studies which the

researchers have acquired in order to shed life on the study being conducted.

Business

Many think of the word business as making money or the activity of buying

and selling goods and services. Business is a broad, all inclusive term that can be

applied to many kinds of enterprises. Business provide employment opportunities, as

well as the products and services that people enjoy.

Business consists of all profit-seeking activities and enterprises that provide

goods and services necessary to an economic system. Business drives the economic

pulse of a nation. It provides the means through which it’s citizens’ standard of living

improves. At the heart of every business endeavor is an exchange between a buyer and

a seller.

In any organized society, several institutions exist to serve the needs of the people in

that society. Business operates in all kinds of areas, such as manufacturing industries,

retailing, banking and other financial services, transport, media and entertainment.
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Government creates several institutions to enable it carry out its function of providing

law and order, security of life and property, regulation and control of the activities of

individuals and groups in the society, development of infrastructure and promotion of

the economic, social and cultural welfare of the nation. Institutions are also established

to serve the needs of the people for goods and services. Such institutions engages in

theseactivities of providing these goods and services to people with the aim of

generating income, making profit for their owners and to finance future operations.

These institutions are non-governmental in many societies, but there are quite a

number of societies where government also engage in providing these goods and

services.

7ps of Marketing Mix

The 7ps are a set of recognised marketing tactics, which you can use in any

combination to satisfy customers in your target market. The 7ps are controllable, but

subject to your internal and external marketing environments. Combining these

different marketing tactics to meet your customers’ needs and wants is known as using

a ‘tactical marketing mix’.

ProductProduct refers to what you are selling, including all of the features,

advantages and benefits that your customers can enjoy from buying your

goods or services. When marketing your product, you need to think about
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the key features and benefits your customers want or need, including (but

not limited to) styling, quality, repairs, and accessories.

Price

This refers to your pricing strategy for your products and services and how it

will affect your customers. You should identify how much your customers are

prepared to pay, how much mark-up you need to cater for overheads, your profit

margins and payment methods, and other costs. To attract customers and retain your

competitive advantage, you may also wish to consider the possibility of discounts and

seasonal pricing.

Promotion

These are the promotional activities you use to make your customers aware of

your products and services, including advertising, sales tactics, promotions and direct

marketing. Generally these are referred to as marketing tactics.

Place

Place is where your products and services are seen, made, sold or distributed.

Access for customers to your products is key and it is important to ensure that

customers can find you.You can set yourself apart from your competition through the
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design of your retail space and by using effective visual merchandising techniques. If

you are not a retail business, place is still an important part of your marketing. Your

customers may need a quick delivery turnaround, or want to buy locally manufactured

products.If you are starting a new business, finding the right business location will be a

key marketing tactic.

People

People refer to the staff and salespeople who work for your business, including

yourself.When you provide excellent customer service, you create a positive

experience for your customers, and in doing so market your brandto them. In turn,

existing customers may spread the word about your excellent service and you can win

referrals.Give your business a competitive advantage by recruiting the right people,

training your staffto develop their skills, and retaining good staff

Process

Process refers to the processes involved in delivering your products and services

to the customer. It is also about being 'easy to do business with'.Having good process

in place ensures that yourepeatedly deliver the same standard of service to your

customers and save time and money by increasing efficiency.

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Physical evidence

Physical evidence refers to everything your customers see when interacting with

your business. This includes:

 the physical environment where you provide the product or service

 the layout or interior design

 your packaging

 your branding.

Physical evidence can also refer to your staff and how they dress and act.

Consider how your store's layout, fixtures and signage can build your brand and

increase your sales.

Marketing Strategies

A marketing strategy is a business’s overall approach to how it will reach its

desired new customers.

That being said, having an effective marketing strategy in place is hands down

one of the best marketing tools you can use.

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There are many different types of marketing strategies. But how many of them

will actually work for your business?

What types of marketing strategies should you choose to pursue and why?

First, let’s narrow down the number of marketing tactics.

We’re going to focus on the most effective types of marketing strategies for

small businesses like yours. And these all center around digital marketing.

The main types of marketing strategies for the online world are: social media

marketing, SEO, PPC, email marketing, and content marketing.

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Research Paradigm

INPUT PROCESS OUTPUT

 .Respondent’s
profile  Data gathering  Written
recommendatio
 Current marketing n for grocery
strategies used by  Analysis store traders to
selected grocery
stores keeptheir
 Significant business
 Application of
differences productive.
Statistical
between the
Treatment
marketing
strategies
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Chapter III

METHODOLOGY

This chapter covers the various methods that help and guide researcher in the

development of the study. Research Locale The study was conducted in Brgy. Rizal

located on Atimonan, Quezon since the chosen respondents are consumers of the said

barangay.

Respondents

The respondents of this study are the selected Consumers in Atimonan Quezon.

The researchers took 20 customers of Pag Asa, 20 customers of Caparros and 20

customers of Micos for the study. The researchers chose the snowball sampling

method in which the researchers picks the first few samples and either recruits them or

asks them to recommend other consumers who became the customer of the Pag Asa,

Caparros and Micos whom is believed to give an exact information regarding to the

study.

Research Design

This study utilized a quantitative approach that measures the number of the

respondent’s population and the result of the survey. Researchers also utilized a

descriptive research design which involved observing and describing the behaviour of
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the subject while comparative method essentially compares two groups in an attempt to

draw a conclusion about them. 

Data Gathering

The researchers secured a survey permit approved by the principal and the

research adviser to allow the researchers to conduct the study. Due to the pandemic the

researchers are not able to go from one section to another on collecting the

accomplished questionnaire, instead of that researchers used an online platform to

gather information regarding to the study. After the questionnaires have been

accomplished the results were be tallied and tabulated. These data become the basis of

analysis and interpretation.

Instrumentation

A survey questionnaire was used as data gathering instruments to be able to get

all the information needed in the survey. The questionnaire include the Likert scale of

Strongly Agree(SA), Agree(A), Disagree(D), and Strongly Disagree(SD), it is also

divided into two parts. The first part is about the Demographic Profile of the
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respondents such as age, gender and grade level. The second part is all about the

quality factors which are the 7P’s of marketing 

Table 1

Likert Scale

  

Statistical Treatment

The data from the respondents will be gathered, tallied, tabulated and analyzed
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by the researchers. The following formula was used to obtain the needed data.

1.Percentage

Percentage formula was used to present the percentage of the demographic

profile of the respondents in terms of age, sex, grade level and social status.

P=

Where: P is the percentage

f = frequency

N= Total number of respondents

100 = constant

1. Weighted Mean
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Weighted mean formula was used to know the perception of the customer on the

quality of the product and service of the selected burger stall in terms of 7P’s of

Marketing.

WM = 4

Where: WM is the weighted mean

f = frequency

N = total number of respondents