FACTORS INFLUENCING SALES PERFORMANCE OF SELECTED BIG BREW BRANCH IN NOVALICHES, QUEZON CITY

Abstract

This study aims to determine the factors influencing sales performance at a selected Big Brew branch in Novaliches, Quezon City, focusing on consumer's age, gender, and frequency of purchases. Established in 2019, Big Brew is a Filipino-founded company dedicated to offering high-quality, budget-friendly beverages such as coffee, tea, and snacks. The brand is known for its diverse flavors and toppings, ensuring customer satisfaction through excellent service, superior product quality, and a welcoming, hygienic environment. By understanding the factors that affect sales, businesses can develop strategies to enhance customer engagement, drive revenue, and ensure long-term success. Despite the challenges in maintaining sales performance, identifying key influences can help the company sustain growth and improve its overall market position. This study employed a purposive sampling technique. The respondents consisted of customers from five (5) selected Big Brew branches in Novaliches, Quezon City. The majority of respondents were female and belonged to the 21-25 age group. The study found that the identified factors significantly influence the sales performance of the selected Big Brew branch in Novaliches, Quezon City. Respondents also encountered several challenges affecting sales, such as inadequate service quality, decreased sales volume, and declining customer satisfaction and loyalty. If these challenges are not properly addressed, they may lead to negative business impacts. To enhance sales performance, the study recommends strengthening supplier relationships to ensure timely deliveries, leveraging social media for accurate product promotion, maintaining high product quality standards, and continuously assessing customer experiences. Publishing customer feedback and photos on social media can also serve as an effective marketing strategy to inspire others to purchase Big Brew products.