Marketing Mix Strategy of the Shoe Industry

Abstract

This study determines the level of effectiveness of the marketing mix strategy on the shoe industry in the City of Marikina. It concentrates on the 4P's of marketing namely, Product, Price, Place and Promotion. This study made use of the descriptive research method with the survey questionnaire as its instrument. The researcher distributed 420 questionnaires to different consumers who bought Marikina made shoes, but only 400 were retrieved in a span of two weeks. The respondents’ assessment on the level of effectiveness of the marketing mix strategy of the shoe industry in the city of Marikina revealed that ‘Product’, ‘Price’, Place, Sales Promotion, Public Relation and Online Marketing attained “Effective” remarks from the respondents, while Advertising, Personal Selling, and Direct Marketing attained “Somewhat Effective”. There is no significant difference on the effectiveness on the marketing mix strategy of the shoe industry in the City of Marikina when the respondents were grouped according to the number of pairs of shoes bought in 5 years since their p-values were greater than the level of significance hence null hypothesis was accepted. However, there was no significant difference when they are grouped according to sex, age, civil status and frequency of visit to the store since their p-values were less than the level of significant 0.05. Therefore, the null hypothesis was rejected.