Marketing strategies of family owned bakeries in Bacoor, Cavite
Type
Thesis
Authors
Category
Thesis-BSBM
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Publication Year
2012
Subject
Marketing management.
Abstract
The study was conducted to identify the marketing strategies used by bakery shops at Bacoor, Cavite. Specifically, it aimed to describe the socio-economic characteristics of the bakery shop owner; describe the business characteristics of bakery shops; identify the marketing strategies used in terms of product, price, promotion and place and identify the problems encountered by the bakery shops.
The study was conducted from December 2011 to February 2012 in 36 bakery shops in Bacoor, Cavite.
Data were gathered through distribution of questionnaires to bakery shops owner and analyzed using descriptive statistical test, such as percentage, frequency count, mean and ranking to determine the socio-economic characteristic of the bakery shop owner, to describe the business characteristics of bakery shops, identify the marketing strategies used in terms of product, price, promotion and place, and no identify the problem encountered- by the bakery shops. Most of them (36.11%) were college undergraduate and has an estimated annual income of less than P100,000.00.
Majority of the bakery shops (63.89) were found in residential area and operating from one to five years. Majority (69.44%) offered bread and cola products. Morning is the preferred time where more buyers come, and they bake their breads daily. The delicious smell created from baking became their strategy in order to attract their customer.
Most of the bakery shop (66.67%) also used cost0based pricing method. The lowest price offered is P2.00 and the highest price range is P11.00 to P15.00.
Majority of the bakery shops (63.89%) stated that word of mouth is the best strategy used by bakery shops. Seldom were using internet advertising. The bakery shops also offered other service such as free delivery.
The tough competition was the major problem by the owners of bakeries in Bacoor, Cavite.
The study was conducted from December 2011 to February 2012 in 36 bakery shops in Bacoor, Cavite.
Data were gathered through distribution of questionnaires to bakery shops owner and analyzed using descriptive statistical test, such as percentage, frequency count, mean and ranking to determine the socio-economic characteristic of the bakery shop owner, to describe the business characteristics of bakery shops, identify the marketing strategies used in terms of product, price, promotion and place, and no identify the problem encountered- by the bakery shops. Most of them (36.11%) were college undergraduate and has an estimated annual income of less than P100,000.00.
Majority of the bakery shops (63.89) were found in residential area and operating from one to five years. Majority (69.44%) offered bread and cola products. Morning is the preferred time where more buyers come, and they bake their breads daily. The delicious smell created from baking became their strategy in order to attract their customer.
Most of the bakery shop (66.67%) also used cost0based pricing method. The lowest price offered is P2.00 and the highest price range is P11.00 to P15.00.
Majority of the bakery shops (63.89%) stated that word of mouth is the best strategy used by bakery shops. Seldom were using internet advertising. The bakery shops also offered other service such as free delivery.
The tough competition was the major problem by the owners of bakeries in Bacoor, Cavite.
Description
Undergraduate thesis.
xii, 32p.; 28cm.
xii, 32p.; 28cm.
Biblio Notes
Includes references and appendices.
GARCIA, JONATHAN CROMWELL HERMOSO. Marketing Strategies of Family-Owned Bakeries in Bacoor, Cavite. B.S. Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University Bacoor Campus. April 2012. Adviser; Mr. Zandro M. Catacutan.
GARCIA, JONATHAN CROMWELL HERMOSO. Marketing Strategies of Family-Owned Bakeries in Bacoor, Cavite. B.S. Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University Bacoor Campus. April 2012. Adviser; Mr. Zandro M. Catacutan.
Number of Copies
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