The Marketing Mix Strategies of Micro-Food Franchisees in Shopping Malls in Mandaluyong

Abstract

This study aimed to assess the effectiveness of the marketing mix strategies of micro food franchisees in shopping malls in Mandaluyong City. The descriptive survey method of research was used in this study. A researcher-made questionnaire was designed to gather the pertinent data for this research. The respondents of the study were customers of registered franchised food businesses in (cart andor stalls such as siomai, waffles, fries, shawarma, and empanada) in shopping malls in Mandaluyong City, namely Star Mall, SM Megamall, Edsa Shangri-La, SM Light Mall, Robinsons Forum, Edsa Central Pavillion, and Shaw Center Mall. In terms of age, 174 or 43.50% of the respondents belong to the 21-30 years old age group, and 23 or 5.70% are above 50 years old. In terms of sex, the majority of the respondents are females (209 or 52.20%; the males are 191 or 47.80%). In terms of civil status, 253 or 61.20%are single, and 12 or 3.00% are widow/ers. In terms of the number of highest educational attainment, 288 or 72.00% are bachelor’s degree holders, and 27 or 6.70% are master’s/doctorate holders. In terms of occupation, “Others” (occupation were not provided in the choices) tallied 91 or 22.70%, and drivers totaled 11 or 2.80%. The level of effectiveness of marketing strategies of micro food franchisees in shopping malls in Mandaluyong City was perceived “effective” in all variables cited in this study. Further studies and deeper insights in the evaluations were made in terms of the 4Ps to enhance or refine the marketing strategies. Other marketing aspects should be considered as well to achieve better performance in the business industry. The marketing advisors of the micro food franchising business should always focus on the safety and betterment of the franchisors and franchisees. Creating exceptional marketing mix strategies is always recommended. Finally, micro food franchisees in shopping malls in Mandaluyong City should not be only satisfied with getting an “Effective” rate from their valued customers. They have to excel more to reach the “The Very Effective” rate.