MARKETING STRATEGIES EMPLOYED BY THE SELECTED COFFEE SHOPS IN SAN ISIDRO, CABIAO, AND GAPAN CITY, NUEVA ECIJA

Abstract

Every business requires appropriate and effective marketing strategies to sustain its operations. Although coffee shops have been steadily growing in provincial areas of the Philippines, some still fail and close within a year of operation. In this context, this research focused on identifying the marketing strategies employed by coffee shops and examining their impact on business sustainability. Specifically, the study aimed to determine the marketing strategies used by coffee shops to sustain their operations and assess their effects on the respective businesses. The study employed a descriptive research design using a qualitative approach. A total of eleven (11) coffee shops in San Isidro, Cabiao, and Gapan City, Nueva Ecija were selected through purposive sampling. Data were collected using semi-structured interviews, supported by audio recordings and note-taking. Based on the participants’ profiles, most of the coffee shops had been operating for one to two years. The findings revealed that the most commonly employed marketing strategies included: (1) offering good-quality products, (2) utilizing social media marketing, (3) conducting promotional activities, (4) maintaining affordable pricing, (5) choosing strategic locations, and (6) creating an inviting ambiance. These strategies were reported to have a positive impact on the coffee shops’ operations. The results indicated that the length of time the coffee shops had been operating did not influence the marketing strategies they implemented. Moreover, the marketing strategies employed contributed positively to business performance by attracting new customers and fostering customer loyalty.