ASSESSMENT OF PROMOTIONAL ACTIVITIES USED BY BIG BREW MILKTEA SHOP IN OLD CAPITOL SITE QUEZON CITY BRANCH: TOWARDS A GUIDE

Abstract

Big Brew Milktea Shop capitalizes on social media platforms as a key avenue for promoting its brand and products. Through visually appealing posts and stories, they showcase their diverse range of milk tea flavors, toppings, and specialty beverages, enticing followers with tantalizing images and videos. The study used a descriptive research method. The participants of the study were 50 customers at Big Brew Milk Tea Shop in the Old Capitol Site, Q.C. branch. From the results of the study, it was revealed that the majority of respondents, based on their demographic profile, were female, with an average percentage of 44%, and between the ages of 21–30 years old, with an average of 54%. The customers’ preferred time for buying at Big Brew was in the afternoon, with an average percentage of 50%. Recommendations may be proposed to Big Brew by understanding promotional activities through surveys and demographic analysis.

The grand weighted mean was 3.65; therefore, the results according to the demographic profile were not significant. Based on the promotional activities used by Big Brew in terms of product, price, place, and promotion, the overall weighted mean shown in Table 1.4 was 3.76; therefore, the respondents’ feedback on products was not significant. The overall weighted mean shown in Table 1.5 was 3.65; therefore, the respondents’ feedback on price was not significant. The overall weighted mean shown in Table 1.6 was 3.63; therefore, the respondents’ feedback on place was not significant. The overall weighted mean shown in Table 1.7 was 3.60; therefore, the respondents’ feedback on promotion was not significant. The study determined that Big Brew in Old Capitol Site, Q.C., has remained stable in terms of its promotional activities. While some problems were encountered in relation to the variables, they did not significantly affect the branch.

Recommendations were provided based on the identified issues. First, in terms of the product, it is suggested to offer sugar level options when ordering milk tea, encouraging customers to choose lower-sugar options. In terms of price, the pricing strategy should be integrated across all sectors of the organization. In terms of place, it is recommended to create a designated parking space and provide the exact pin location of the store. Lastly, in terms of promotion, businesses should motivate users to share information about the product or service by offering incentives. For instance, providing promotional codes for discounts as rewards can encourage customer engagement.