ASSESSMENT OF MARKETING PRACTICES OF SARI-SARI STORES IN

BARANGAY DALAPITAN, MATALAM, NORTH COTABATO

Objectives of the study:

The general objective of the study is to assess the Marketing practices of sari-

sari stores in Dalapitan, Matalam, North Cotabato.

Specific, this study aims to:

 Determine the socio-demographic profile of the sari-sari stores owners in terms

of age, sex, civil status, and educational attainment,

 To assess the level of market needs of s ari-sari stores in terms of strategies in

marketing mix and other strategies,

 To determine if there is a significant relationship between the marketing mix and

the sales of the sari- sari store,

 And to determine if there is significant difference on the sales and level of

marketing mix of the sari-sari stores when the respondents are grouped

according to demographic profile.

Conceptual framework

Independent variable Dependent variable

Demographic profile of owners and customers

Marketing mix (7ps) Marketing
Practice of sari-sari stores
 Marketing practices are important in establishing and maintaining contacts

between a business establishment and its markets. In a highly competitive and volatile

market, a business establishment must compete. According to Arroyo (2020),

Marketing and marketing practice are the lifeblood of every business and an essential

component of creating a fit business that thrives in the face of competition and

adversity.

This study was primarily anchored on the concept of 7 P’s Marketing Mix

derived from the 4 P's Marketing Mix (Product, Price, Place, and Promotion) of

McCarthy (1960) and the extended 3 P’s of Service Mix (Participants, Physical

Evidence and Process) by Booms & Pitner (1981). The marketing mix combines

market activities for specific goods or services over time and in a specific market.

Marketing strategy is concerned with developing a marketing mix that will allow a

company to achieve its goals in the targeted market. As consumer behavior evolves, the

marketing mix is no longer only concerned with 4P but has also evolved into 7P.

(Harrington, Ottenbacher & Fauser, 2017). Some regard the marketing mix as a critical

foundation upon which marketing practices, strategies, and business activities are built.

It is essential to the success of businesses of all sizes because it addresses the most

important market factors. Recognizing the competitive marketplace and ensuring you

can capitalize on significant trends, as well as reaching buyers with the right product at

the right price, place, and time are all critical (Anjani, Irham & Waluyati, 2018).
 RESEARCH QUESTIONNAIRE

REFERENCE: http://lpulaguna.edu.ph/wp-content/uploads/2019/01/3.-Marketing-
Practices-of-Selected-Sari-Sari-Stores-in-Barangay-Makiling-Basis-for-
Community-Extension-Project.pdf

ASSESSMENT OF MARKETING PRACTICES OF SARI-SARI STORE IN

BARANGAY DALAPITAN, MATLAM, COTABATO

Respondent’s number:

Direction: Please put a check () and please fill in the following blanks truthfully to specify your
answer on the space provided on the following statement. The information provided by
you will be kept confident and will be used for academic purposes only.

Part I: Demographic profile of the respondents

Name (optional) :
Gender: male female Age:
Civil status: single married widow
Educational level: college High school Elementary
Number of years of business operation:
Number of employee/s:
Part II. Participant’s knowledge about marketing
Direction: Indicate the scale from 1-5 to represent your answer that most corresponds to your
opinion. In each item, please put a check () on the space provided per item which
corresponds to your answer. Please refer to the codes below.

Numerical Rating Descriptive Rating

5 Strongly agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree

Descriptive Rating
Knowledge about marketing
5 4 3 2 1
Pagbebenta
Promosyon
 Inaalam ang pangangailangan ng
customer
Inaalam ang gusto ng customer

Pagkilala ng customer

Pagpapatibay ng relasyon sa mga

customer
Pagbibigay kasiyahan sa customer
Pagpapakilala ng produkto sa
customer
Trabaho lamang ito sa opisina

Part III. Participants’ assessment of their practices in product strategies

Direction: Indicate the scale from 1-5 to represent your answer that most corresponds to your
opinion. In each item, please put a check () on the space provided per item which
corresponds to your answer. Please refer to the codes below.

Numerical Rating Descriptive Rating

5 Strongly agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree

Descriptive Rating
Product strategies
5 4 3 2 1
Mayroong mga produkto para sa
pangangailangan at gusto ng
nakararami
Maraming produkto na pagpipilian
(mga pagkain, school supplies, load,
pampersonal na kalinisan, panlinis
sa bahay, atbp)
Nagtitinda ng mga bagong produkto
dahil sa uso o nalamang gusto ng
customer
 Mayroong produkto na wala sa
ibang tindahan
May mga prdukto para sa iba’t ibang
uri ng customer (halimbawa:
estudyante-school supplies)

Part IV. Participants’ assessment of their practices in pricing strategies

Direction: Indicate the scale from 1-5 to represent your answer that most corresponds to your
opinion. In each item, please put a check () on the space provided per item which
corresponds to your answer. Please refer to the codes below.

Numerical Rating Descriptive Rating

5 Strongly agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree

Descriptive Rating
Pricing strategies
5 4 3 2 1
Base sa Suggested Retail Price ang
presyo ng mga produkto ko
Base sa nagastos (cost) ang presyo ng
mga produkto ko
Base sa presyo ng mga kalabang
tindahan ang presyo ng mga produkto
ko
Mataas na presyo sa mga produktong
mataas ang demand
Nagbibigay ako ng discount sa mga
bilihin

Part V. Participants’ assessment of their practices in place strategies

Direction: Indicate the scale from 1-5 to represent your answer that most corresponds to your
opinion. In each item, please put a check () on the space provided per item
which corresponds to your answer. Please refer to the codes below.
Numerical Rating Descriptive Rating
5 Strongly agree
4 Agree
3 Neutral
 2 Disagree
1 Strongly Disagree

Descriptive Rating
Place strategies
5 4 3 2 1
Malapit sa mga tahanan
Madalas na naibibigay ng tindahan ang
hinahanap na kailangan at gusto ng
customer (convenience)
Convenient operating hours
Malapit sa mga establisyimento ang aking
tindahan (sa paaralan, opisina, simbahan)
Hindi nauubusan ng stock ang tindahan
(Availability)

Part VI. Participants’ assessment of their practices in other strategies

Direction: Indicate the scale from 1-5 to represent your answer that most corresponds to your
opinion. In each item, please put a check () on the space provided per item
which corresponds to your answer. Please refer to the codes below.
Numerical Rating Descriptive Rating
5 Strongly agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree

Descriptive Rating
Place strategies
5 4 3 2 1
Kinukumusta ang mga customer upang mas
makilala (relationship marketing)
Maaliwalas ang tindahan (itsura,
malawak,maliwanag, malinis)
Nakikita nang maayos ang lahat ng paninda
mula sa labas ng tindahan (Visual
Merchandising)
May mga produktong mas iniaalok sa
customer dahil may insentibong nakukuha
sa supplier (freebies from distributors)