EFFECTS OF NEW NORMAL ON URBAN FARM BUSINESS IN CALOOCAN CITY: A COMPARATIVE STUDY TOWARDS CUSTOMER RETENTION

Abstract

FarmJoe, established by Mrs. Kimberly Llobera on October 31, 2020, at the Saint Mary Ann Administration Site in Tala, Caloocan City, promotes a passion for gardening through the sale of quality vegetables and herbs in convenient grow kits. During the COVID-19 pandemic, the business faced both challenges and opportunities. Despite early difficulties, FarmJoe saw a rise in customer retention, which contributed to its profitability. Sales reached over P800,225 in 2020-2021, but by 2023, they declined to approximately P616,479. This study will use a quantitative, comparative approach to examine the relationships between variables in a non-experimental context. The researcher will purposively select thirty (30) plant enthusiasts who purchased growing kits online during the pandemic and the new normal. These participants will be surveyed using a questionnaire distributed via Google Forms, known for its efficiency and versatility. The Weighted Mean will be used to assess the significance of specific data points, with higher-weighted elements being more influential. Additionally, a T-test will be applied to identify any significant differences in customer retention between the new normal and urban farm businesses. After analyzing the collected data, the researcher identified a significant difference in sales between the pandemic period and the new normal. The survey results revealed varying levels of satisfaction with FarmJoe's offerings during both phases, underscoring the importance of adapting strategies to meet the evolving needs and preferences of customers in a constantly changing market. To boost sales, several actionable strategies and recommendations were proposed. FarmJoe could introduce new plant varieties based on customer preferences and current market trends. Additionally, collaborating with online influencers and participating in events with local businesses or organizations could help promote products, engage with customers, and create buzz around the brand. FarmJoe should maintain regular updates on their social media platforms and introduce a loyalty program to reward returning customers. By implementing these strategies, FarmJoe can adapt to the challenges brought about by the pandemic and continue to succeed in the evolving market.