he Marketing Mix Strategies of Coffee Shops

Authors

  • Bon Joven C. Quintana

Keywords:

marketing mix strategies, marketing strategies of coffee shops, coffee, coffee shops, specialty coffee shops

Abstract

The objective of this study was to assess the effectiveness of Marketing Mix Strategies of Coffee Shops in Makati City. The researcher used a descriptive design wherein a researcher-made questionnaire was employed. Frequency and Percentage Distribution, Weighted Mean, ANOVA, t-Test, and f-Ratio were utilized as statistical tools. The assessment of the respondents’ to the effectiveness of Marketing Strategies of Coffee Shops in Makati City was Effective in terms of product, price and promotion strategy, while Somewhat Effective in Pricing Strategy. There was no significant difference in the respondents’ profile to the Marketing Mix Strategies of Coffee Shops in Makati City. When grouped by age, gender, civil status, highest educational attainment (Price and Promotion), average monthly income (Price and Promotion), employment, frequently visited (Product, Place, and Promotion), frequently product purchased, coffee shops most frequently visited (Price). On the other hand, there were significant differences in the respondents’ profile to the Marketing Mix Strategies of Coffee Shops in Makati City when they grouped by highest educational attainment (Product and Place), average monthly income (Product and Place), frequently visited (Price), and coffee shops most frequently visited (Product, Place, and Promotion). Coffee shops need to remember the quality of the product (innovation) and services offering through investing in high-end equipment, renovation, and connectivity such as Wi-Fi. Focus on well-effective marketing materials like flyers, brochures, and magazines. Next is to use mobile applications that can put promotions like discounts, rebates, coupons, and sampling. Lastly is to maximize the use of a database to reach customers strategically.

Published

2019-11-18