ANALYZING THE IMPACT OF PROMOTIONAL STRATEGIES ON BRAND AWARENESS FOR THE HE-BREW CAFÉ AT BRGY. NOVALICHES PROPER, QUEZON CITY

Abstract

The growth of the coffee industry indicates an increasing consumer affinity for coffee, leading to intensified competition among local establishments. He-Brew Café, a newly established coffee shop in Novaliches, Quezon City, offers not only high-quality coffee but also a diverse menu. Despite its strong product offerings and active use of Facebook for promotional purposes, the café continues to struggle with building significant brand awareness within its target market. This research utilizes a quantitative design to examine the impact of promotional strategies on the brand awareness of He-Brew Café. The study focuses on advertising, personal selling, sales promotion, direct marketing, and public relations to identify the most effective strategy for enhancing brand awareness. Correlation analysis is employed to explore the relationship between these promotional approaches and brand awareness. Data were gathered through a survey questionnaire distributed to 99 respondents selected via simple random sampling. Analytical tools include percentage distribution, weighted mean, Likert scale interpretation, and Pearson’s correlation coefficient to evaluate the strength and significance of the relationships. The results reveal that the overall weighted mean for promotional strategies was 3.31, indicating a “strongly agree” perception, with advertising receiving the highest rating at 3.54. This was followed by sales promotion (3.44), direct marketing (3.37), and public relations (3.27), all similarly interpreted as “strongly agree.” Personal selling scored a weighted mean of 2.94, corresponding to “agree.” In contrast, the weighted mean for the effectiveness of the promotional techniques currently employed by He-Brew Café was 2.28, interpreted as “disagree.” Among these, personal selling ranked highest at 2.36, followed by direct marketing (2.29), public relations (2.27), sales promotion (2.25), and advertising (2.24), all falling within the “disagree” range. These findings suggest a disconnect between the perceived importance of promotional strategies and the actual effectiveness of the café’s current promotional efforts in engaging its target audience. He-Brew Café should enhance its promotional strategies to effectively build brand awareness and foster greater customer engagement. This can be achieved by developing more compelling digital advertisements, strengthening personal selling efforts, implementing targeted loyalty programs, leveraging direct marketing, and designing promotions that resonate with the young and trend-conscious market. By addressing these areas, He-Brew Café can overcome current challenges and improve its competitive standing in the industry.