Marketing Strategies of Tutorial Services in the Province of Cavite

Abstract

The research sought to assess the effectiveness of marketing strategies of tutorial services in the Province of Cavite which were used to meet the challenges, find opportunities, and be a globally competitive through finding out what areas needed improvements so the necessary adjustments can be made in the near future. Specifically, it sought to find out the demographic profile of the parent and student-respondents in terms of civil status, sex, monthly average family income, number of children/number of siblings, number of children attending the same tutorial service within the school year, number of siblings attending the same tutorial service within the school year, type of school the student enrolled in, and proximity to the tutorial service. In addition, it sought to find out the parent and student –respondents on how they assess the effectiveness of marketing strategies of tutorial services in terms of (1) product;(2) price;(3) place; and (4) promotion aspects. Finally, this study also sought to discover whether there is a significant difference in the respondents’ assessment of the effectiveness of the marketing strategies of the tutorial services when grouped by profile. The research made use of the descriptive research method and it was distributed to 353 respondents using a simple-random sampling technique. Standardized and researcher-made instruments and appropriate statistical tools such as Percentage, Frequency Distributions for establishing profile of the respondents, Weighted Mean in defining the average responses of different options provided in the various parts of the survey questionnaire and Analysis of Variance in testing the significant difference among variables. It revealed that among the parent and student-respondents, 241 or 68.27 present were parents and 112 or 31.73 percent were students, 190 or 53.82 percent were female and 163 or 46.18 were male,164 or 68 percent were married, 124 or 51.45 percent were from 10,000 –20,000 monthly average family income bracket, 85 or 35.82 percent had one child and 55 or 49.10 percent had one sibling, 202 or 83.82 percent were the children attending the same tutorial service within the school year, 65 or 58.04 percent had 2 siblings, 280 or 79.32 percent were students enrolled in private school, and 256 or 72.52 percent were lived near in the tutorial service. The respondents assessed all the aspects of marketing strategies “Less Effective”. The parent-respondents’ perceptions reflected a disagreement in terms of product and price when they were grouped by civil status. The parents and student-respondents’ perceptions also reflected a disagreement in terms of product, price, and place when grouped by sex. The student-respondents’ perceptions were different in terms of product, price, place, and promotion when grouped by type of school and by proximity to school. However, the parents’ perception agreed in terms of products, price, place, and promotion when grouped by monthly average family income, type of school, proximity to tutorial service, number of children, and number of children enrolled in the same tutorial services. The researcher suggested recommendations which emphasized the need to further strengthen the committed teachers in teaching the subjects, review the tuition fees, give emphasize to proximity and accessibility of the tutorial service, and focus on the promotion with the use of radio, payment scheme, sports involvement, and landline calls obtained the highest mean of marketing activities.