ASSESSING THE MARKETING MIX OF SELECTED FOOD STALL AT KIKO, CAMARIN, CALOOCAN CITY

Abstract

This study investigates the challenges encountered by a proprietor operating a fruit shake business in Camarin, Caloocan City. The aim is to provide insights into the specific issues faced by small-scale entrepreneurs in this locality, contributing to a deeper understanding of the dynamics of the local business environment. The methods used to gather data include descriptive quantitative research through surveys and questionnaires. This approach allows for collecting numerical data, facilitating the assessment and measurement of these entrepreneurs' challenges. Results highlight key findings, including the frequency of the assessments of the business that the proprietor commonly uses in service quality. (2.46: "The staff maintains a positive and cheerful attitude, creating a friendly and inviting atmosphere.") Assessment of the business that the proprietor commonly uses in price. (2.9: "Price some products below the cost of production to attract customers in certain seasons.") Assessment of the business that the proprietor commonly uses in product. (2.58: "Consistency in the taste and quality of the fruit shake.") Recommendations emphasize enhancing service quality, price, and product, which are proposed to meet customer expectations effectively. In conclusion, the study underscores that these challenges likely include issues with enhancing service quality, hygiene standards, product quality, ensuring convenient access to the business, and implementing strategies to stay competitive in the market.