MARKETING STRATEGIES AND CUSTOMER ACQUISITION: A CORRELATIONAL ANALYSIS IN BEAUTY’EN’JOY PERFUME COLLECTION IN CALOOCAN CITY

Abstract

The perfume market is highly competitive, with numerous brands vying for customers’ attention. This study investigates the marketing strategies implemented by Beauty’En’Joy perfume Collection in Caloocan City to understand their effectiveness in attracting and retaining customers. The analysis focuses on identifying the relationship between various marketing strategies and the number of new customers acquired within this competitive market. This study utilized a survey questionnaire to gather detailed information from customers in the perfume industry. Data was collected from the 100 respondents, including both regular and potential customers of Beauty’En’Joy Perfume Collection in Caloocan City. The survey covered various aspects of the customer experience, including product quality, pricing, accessibility, promotion, customer relationships, customer satisfaction, and marketing efforts. The study revealed that Beauty’En’Joy Perfume Collection had a strong female customer base, particularly among young adults aged 21–25 years old. Customers were highly satisfied with the quality and variety of fragrances, competitive pricing, and convenient accessibility through various channels. The brand's social media presence and targeted promotions effectively attracted interest and influenced purchase decisions. A significant positive correlation was found between marketing strategies and customer acquisition, indicating that effective marketing strategies have a crucial role in attracting and retaining customers. However, the research also identified several challenges faced by Beauty’En’Joy Perfume Collection, including customers feeling overwhelmed by the variety of choices, lack of promotions, low product visibility, and negative perceptions of advertising practices. The study concluded that Beauty’En’Joy Perfume Collection effectively utilizes marketing strategies to attract and retain customers. However, the research also highlighted the need for continuous improvement in addressing customers' concerns regarding overwhelming choices, lack of promotion, and negative perceptions of advertising practices. By focusing on these areas, Beauty’En’Joy Perfume Collection can further enhance its marketing strategies and achieve greater success in the competitive perfume industry.