Theoretical Framework

4 P’s of Marketing Mix

Product Price Place Promotion

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Figure 1. “The Concept of the Marketing Mix” by (Borden, 1964)

This study is anchored on the theory 4 P’s Marketing Mix Theory. This theory is a model in
the area of marketing which stands for Product, Price, Place, and Promotion which is a set of
tools that a company uses to influence consumers into buying its products.
The marketing mix addresses factors such as: understanding the needs or desires of
consumers, identifying the cause of the failure of the current product offering, friendly ways to
solve said problems and chase public perception of the product/service, creating distinguishing
characteristics to increase competitive advantage, and understanding how the product interacts
with consumers and vice versa.
Conceptual Framework

INPUT PROCESS OUTPUT

I. Profile of the Marketing Strategies of

Respondents Water Refilling Stations
 Gender in Bulacan: An
 Age Assessment through:
 Number of years  Assessed marketing
of operation strategies of water
refilling stations in
 Survey Bulacan
 Focus Group
II. Marketing Strategies  Discussion  Action Plan
 Product  Statistical
 Price Analysis
 Place/
Distribution
 Promotion

OUTPUT

Feedback

Figure 2. Research Paradigm of the Study

Figure 2 shows the conceptual model of the study on marketing strategies of water refilling
stations in Bulacan.
The first frame presents the input of the study that includes profile of the respondents such
as gender, age, and the number of years with respect to their marketing strategies in terms of
product, price, place/distribution, and promotion.
The second frame presents the process of the study that involves assessment of the
marketing strategies of water refilling stations in Bulacan through survey, focus group
discussion, and statistical analysis of the quantitative data.
 The third frame presents the output of the study which includes the assessed marketing
strategies and the proposed action plan.
The arrow from the input to the process and the output show the connection and
transformation of the profile and aspects with the action taken into results that are considered as
output.
The arrow from input to output represents feedback which reflects the continuity of the
flow and interconnectedness of the elements.