Marketing strategies of Emilio S. Lim in Binangonan, Rizal Rosalie C. Porras, Princess Ann G. San Juan, Dalisay C. Santos, Julie Ann S. Sasutona

Thesis BSBA-MM University of Rizal System, Binangonan 2017

includes bibliographical references

This study aimed to determine the Marketing Strategies of Emilio S. Lim Appliances in Binangonan, Rizal. The researchers used the descriptive method and it underwent gathering of information, recording, analysing and giving accurate interpretation on the data to determine the objectives of the research. Through the use of this method, researchers were able to describe the perception of the respondents towards the Marketing Strategies of Emilio S. Lim Appliances. The questionnaire check-list was the major instrument used in gathering data. The data were treated using frequency, percentage, rank distribution, weighted mean and One-way ANOVA. Based on the presentation, analysis and interpretation made by the researchers, the following findings were presented: With respect to the profile of the respondents, in terms of age, majority of them were aged thirty-one to forty Years old. In terms of sex, most of them were female. In terms of Civil Status most of them were married. In terms of educational attainment majority of them were college graduates. In terms of monthly income, most of the respondents had an income of eighteen thousand one pesos and above. In terms of type of customer, most of them were walk in customer. With respect to the respondents' perception to the marketing strategies of ESLA in Binangonan, Rizal, top in ranked was the place, wherein they provide enough facilities for the customer's safety. In terms of price, ESLA offers an affordable/lowest price. In terms of product, it is indicated that products were always been available in their stores. In terms of promotion, the most effective strategies, indicates that stores gave discounts, freebies, or raffle promo. In terms of People, it indicates that every store assists customers during transaction. In terms of process, based on customer's perception, fast delivery of purchased products was their most effective strategy. With respect to the Age, Sex, Civil Status, Monthly Income and Type of Customer, Product, Price, Place, Promotion, People and Process, there is no significant difference on the perception of the respondents in terms of their personal profile and marketing strategies of Emilio S. Lim Appliances in Binangonan, Rizal. While with respect to the Educational Attainment, there is a significant difference on the perception of the respondents in terms of their personal profile which the researcher found it that the higher the education level; the greater the impact on consumer's purchasing decision. Among the marketing strategies, Promotion ranked first and verbally interpreted as always which implied that ESLA's promotional strategy was the most effective one as perceived by the respondents. It further implied that Emilio S. Lim Appliances catch the attention of their customers by simply giving some incentives for their customers' loyalty. It promotes their business and helped them gain sales in a way that they can lessen the cost of promotion compared to their competitors who spent more money to advertise their products. Based on the result of study, researchers concluded that in terms of their product strategy, the best one were "products are always available" and the poor strategy was "replaces defective product". Management of each store should make sure that defective products were replaces by a new one with a good condition. It is for them to retain a good image in the eyes of their target market. They should also improve their quality assurance in order to lessen or prevent defects on the products. Researchers also concluded that there were no significant difference on the perception of the respondents on the Marketing Strategies of Emilio S. Lim Appliances in terms of Place, Product, Price, Place, Promotion, People and Process. Researchers have sought that security of the store increase value to the customers; the respondents buy stuff from ESLA because the price of the product closely matches their perceived value of the product. Also, the store is far from the "out-of-stock" problem that satisfies the respondents since they can provide the product that they're looking for inside the store. ESLA employees are good in assisting their customers during the transaction, the knowledge needed by the customer are delivered in good ways that makes them build their loyalty in the appliance stores. Customers are satisfied in their ways of providing services/their immediate response to the needs of their customers. In that way, they can manage to have a good relationship between them and their clients. The faster the application process, the more it can attract customers to purchase products on the appliance store. Therefore the researchers recommend that ESLA should continue to improve their marketing strategies so that people would be continuously patronizing their product and services. For the next generation of researchers, we recommend them to add another variable which were not included from the extended marketing mix to further broaden the scope of the study.