Effects of New Normal on Urban Farm Business in Caloocan City: A Comparative Study Towards Customer Retention

Abstract

FarmJoe, founded on October 31, 2020, by Mrs. Kimberly Llobera at the Saint Mary Ann Administration Site in Tala, Caloocan City, cultivates a love for gardening, offering quality vegetables and herbs in convenient grow kits. During the COVID-19 pandemic, FarmJoe faced challenges and opportunities. Despite initial struggles, increased customer retention led to profitability. Sales surged in 2020-2021, exceeding P800,225, but declined in 2023 to approximately P616,479.

This study will utilize a quantitative, comparative approach to investigate the relationships between variables in a non-experimental context. Through purposive sampling, the researcher selected thirty (30) dedicated plant enthusiasts who bought growing kits online during the pandemic and new normal and participated in surveys. The study relies on a survey questionnaire through Google Forms, known for its efficiency and versatility in data collection. Weighted Mean will be used to assess the significance of specific data values, with higher-weighted elements being more influential in research, and the T-test will be used to determine the significant difference between the new normal and customer retention in urban farm businesses.

After reviewing the gathered data, the researcher identified a significant difference between sales during the pandemic and in the new normal. The results from the survey reveal differing levels of satisfaction across various aspects of FarmJoe's offerings during both the pandemic and the new normal. This emphasizes the necessity of adjusting strategies to cater to the evolving needs and preferences of customers in the constantly changing market environment. To boost FarmJoe's sales, actionable strategies and recommendations have been identified. Firstly, FarmJoe can introduce new plant varieties based on consumer preferences and market trends. Additionally, they can collaborate with online influencers and participate in events with local businesses or organizations to showcase products, engage with customers, and generate buzz around the brand.

Lastly, FarmJoe should regularly update their social media channels and implement a loyalty program to reward repeat customers. By implementing these strategies, FarmJoe can overcome the challenges brought about by the pandemic and continue to thrive in the ever-evolving market.