Effectiveness of Marketing Mix on the Business Performance of Selected Laundry Shop in Bagong Silang, Caloocan City

Vol.4, No.1

Abstract

Since almost everyone has a hectic schedule due to many activities that need to be fulfilled,
there is only limited time to consume, and doing laundry is often left ignored. Businesses like
the selected laundry shop see an opportunity to let people (especially working ones) feel less
tired and stressed doing laundry by offering laundry services such as cleaning, washing, and
drying clothes. The purpose of this study is to determine the effectiveness of the marketing
mix in the business performance of selected laundry shops in Bagong Silang, Caloocan City,
in terms of age, gender, civil status, number of household members, socioeconomic status,
place, price, product, and promotion.

The results of the study reveal that the majority of the respondents are female, and ages 21 to
30 are the most active age group availing of the services in laundry shops. Most respondents
are single, and in addition, most respondents are in the middle class. The assessment of the
effectiveness of the marketing mix on the business performance of selected laundry shops in
terms of product, price, place, and promotion is "highly effective." There is no significant
relationship between the effectiveness of the marketing mix and the business performance of
selected laundry shops when the profile is considered. The problems encountered by the
respondents are overpricing, availability of laundry detergents, damaged or discolored
clothes, and cleanliness of the clothes.

Based on the results of the study, the researchers recommend enhancing the effectiveness of
the marketing mix on the business performance of selected laundry shops by formulating a
marketing strategy that will deal with the 4Ps (place, price, product, and promotion) as well as
the problem(s) encountered by most respondents.