ANALYZING THE PREFERRED CONTEMPORARY MARKETING APPROACH OF SENIOR HIGH SCHOOL STUDENTS ON FOOD PRODUCTS

Abstract

Marketing strategies have evolved into various forms, and businesses—particularly those in the food industry—must adapt to these approaches to effectively attract consumers and meet their needs through products and services. However, understanding what truly captures consumers’ attention remains a challenge, especially in an age where individuals are constantly exposed to vast amounts of information. This study aims to analyze the preferred contemporary marketing strategies of senior high school students at St. Mary’s College Inc. in relation to food products. The strategies examined include Social Media Marketing, Influencer Marketing, Content Marketing, Mobile Marketing, Experiential Marketing, Guerrilla Marketing, and Interactive Marketing. This study employed a quantitative research design using a survey distributed to 101 senior high school students. The survey aimed to identify students' preferences among various marketing approaches, determine the most influential factors in shaping their consumer profiles, and assess the key elements of the 7P’s marketing mix that influence their purchasing decisions. The collected data was analyzed to determine the most and least effective marketing strategies for food products based on the students’ responses. The findings indicate that Social Media Marketing is the most preferred approach among students, largely due to its visual appeal and interactive nature, which effectively captures their attention and engagement. In contrast, Mobile Marketing was the least favored, primarily because it is perceived as lacking authenticity and compelling content. Furthermore, psychological factors and physical evidence emerged as the most influential elements of the 7P’s marketing mix in shaping students’ marketing preferences. The results of this study underscore the importance of utilizing visually appealing and engaging marketing strategies—particularly Social Media Marketing—to effectively capture the interest of senior high school students. These findings are consistent with previous research that highlights the increasing influence of digital platforms on consumer decision-making. However, limitations such as the relatively small sample size and the specific demographic focus may affect the generalizability of the results. Future research should consider a more diverse audience and explore additional variables that may impact marketing effectiveness. These insights can guide food businesses and entrepreneurial students in optimizing their marketing strategies to better connect with younger consumers, ultimately improving business outcomes.