ASSESSING THE COMPETITIVE LANDSCAPE OF TAH-MEE: UNDERSTAND CUSTOMER PREFERENCES IN IDENTIFYING AREAS FOR IMPROVEMENT

Abstract

Tah-Mee Yogurt is a premium dessert shop located in Vertis North Ayala, targeting health-conscious consumers with its high-quality yogurt offerings. Situated in a vibrant commercial hub, the shop benefits from steady foot traffic, especially from cinema-goers. However, it faces notable challenges such as low sales during off-peak hours, overreliance on cinema-driven customer flow, and a prevailing perception of high prices. These issues limit its ability to attract a more diverse customer base and maintain stable, long-term profitability. The study utilized a quantitative method with a descriptive-comparative research design. Data were collected from 50 randomly selected customers at Vertis North Ayala using convenience sampling. The survey results indicate that the majority of Tah-Mee Yogurt’s customers are young adults aged 18–25 (43.33%), predominantly female (73.33%), and have a monthly income below ₱10,000 (53.33%). This demographic profile suggests that the brand currently appeals to young, budget-conscious female consumers. Nevertheless, there is a clear opportunity to broaden the customer base by developing strategies that attract male patrons and higher-income groups. To strengthen its market position, Tah-Mee Yogurt should prioritize aligning its offerings with customer preferences by introducing a wider variety of flavors and customizable options. Adjusting its pricing strategy—such as offering value deals or tiered pricing—can help attract cost-conscious consumers without compromising quality. Establishing a strong customer loyalty program will encourage repeat visits and foster brand loyalty. Moreover, enhancing the overall customer experience through improved service, comfortable store ambiance, and engaging promotions will play a vital role in attracting and retaining a broader customer base.