The Marketing Strategies of Food Parks in Malabon and Navotas

Abstract

The objective of the study aimed to assess the level of effectiveness of the 7Ps of food parks in Malabon and Navotas. Descriptive method was utilized to assess the respondents from the study that went to a total of 350 who dined and who have tried dining in any food park in Malabon and Navotas. Frequency and percentage, Weighted-mean, T-test, and Analysis of Variance (ANOVA) were accommodated for the statistical treatment of the data gathered, tallied, and tabulated. Even though in the survey, Females are marginally larger than the males in participating in the study, it may still be implied that the two sexes show active attitude in dining out and exploring foodparks in Malabon and Navotas. The age group 15-25 years old is the largest market group in terms of Age that food parks in Malabon and Navotas need to target. Despite being the lowest income group, P10,000-P15,000, still, it was the group that ranked the highest in terms of frequency by holding 158 out of 350 sampled respondents which is 45.1% of it. From the study, it may be concluded that Private Employees are the most active consumers of food parks in Malabon and Navotas. Also, in terms of Civil Status, Single group of respondents from the study reigned as more dominating than the Married group of respondents by achieving frequency of 228 out of the total 350. The research concludes that not only the high cities may have popular or quality dining places, but Navotas and Malabon as well. Food parks may not be a new phenomenon in developing cities or provinces, but the introduction of food parks has changed the market place, bringing intense competition against Quick Service Restaurants, or Fine Dining Restaurants. From the survey, the only P that is described “effective” according to the results is the Product of foodparks in Malabon and Navotas, Other Ps such as Place, Price, Promotion, Physical Evidence, People, and Process are only “somewhat effective.” This finding suggests a huge area of improvement demanding to be tapped by the owners of food parks. And in Product itself, only three of the attributes are evaluated “effective” by the survey, which are Food Taste, Food Preparation Quality, and Food Ingredients. Statistical tables demonstrate that when the effectiveness of marketing strategies are evaluated according to Occupation and Residence, their evaluation is not based on chance as their results imply a significant difference between them.