ASSESSING THE MARKETING STRATEGY OF PULUTAN NI ISKO TOWARDS ON CUSTOMER SATISFACTION

Abstract

This study explores the marketing strategy of Pulutan ni Isko and its impact on customer satisfaction. As a micro business specializing in made-to-order items for special occasions, Pulutan ni Isko faces competition from both direct and indirect market players that influence consumer purchasing behavior. With the rapid evolution of technology reshaping marketing dynamics and buyer preferences, the business must continuously adapt its strategies to stay competitive. This research applies the Marketing Mix 5Ps framework—Product, Price, Place, Promotion, and People—to assess how effectively Pulutan ni Isko meets the needs and expectations of its target market. By analyzing its current marketing approach, this study aims to identify areas for improvement, enhance customer engagement, and provide strategic recommendations to strengthen the business’s market position and long-term sustainability. In this study, the researcher employs a correlational research design to determine whether Pulutan ni Isko’s marketing strategy has a significant relationship with customer satisfaction. Convenience sampling is used to collect the necessary data for the study. The findings emphasize the crucial role of pricing strategies—such as affordability, bundle offers, and competitive pricing—in attracting and retaining customers. Moreover, the study reveals that store aesthetics and employee efficiency significantly influence customer satisfaction, highlighting their direct impact on the overall consumer experience. The study recommends that Pulutan ni Isko enhance its store ambiance and optimize staff efficiency to elevate customer satisfaction. Key strategies include redesigning the store’s interior to create a more inviting atmosphere, investing in staff training to improve service quality, and streamlining operations to allow employees to focus more on customer engagement. By adopting a customer-centric approach, these improvements aim to enhance the overall shopping experience, increase sales, and foster long-term customer loyalty.

The research holds valuable implications for students, future researchers, educators, business owners, managers, and entrepreneurs. It provides a strategic framework for understanding and improving customer satisfaction through effective marketing and service quality, contributing to the broader field of business marketing and customer relationship management.

Grounded in the principles of the Marketing Mix 5Ps and the SERVQUAL model, the study underscores the strong connection between marketing strategies and customer satisfaction. By leveraging these insights, Pulutan ni Isko can identify growth opportunities, strengthen its competitive edge, and ensure long-term business success.