Alisla, Ashley Nicole T.; Fuentes, Cherry Ann T.; Mahilum, Maica Beh I.; Prado, Czarinah Mae L.; Quibrantos, Angela Mikka G.; Quibrantos, Angela Mila G. 4 0
The Effectiveness of marketing strategies in determining student's choice of coffee shop 6 6 Alisla, Ashley Nicole T.; Fuentes, Cherry Ann T.; Mahilum, Maica Beh I.; Prado, Czarinah Mae L.; Quibrantos, Angela Mikka G.; Quibrantos, Angela Mila G. - - - 132 pages - - - - - . - . - 0 . - . - 0 .
Research Paper: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023
5
ABSTRACT: This study aimed to investigate the effectiveness of marketing strategies in determining students choice of coffee shop. Researchers conducted a non-experimental, quantitative study using a descriptive research design, collecting data from 234 marketing students at Pamantasan ng Lungsod ng Maynila through convenience sampling. To measure the perceived effectiveness of marketing strategies, the researchers developed a self-constructed questionnaire that focused on factors influencing students coffee shop choices. The findings highlighted the importance of comment cards, word-of-mouth, social media, loyalty programs, and guest ratings and reviews in shaping consumer decisions. By employing statistical analysis, including ANOVA and thematic analysis, the researchers gained a comprehensive understanding of the data. The results indicated that the perceived effectiveness of marketing strategies did not significantly differ based on age and sex, but age did influence the effectiveness of loyalty programs, while allowance influenced the effectiveness of social media, word-of-mouth, and guest ratings and reviews. The study offers valuable insights for coffee shop owners and marketers, suggesting recommendations such as providing WiFi and power outlets, offering special promotions, utilizing social media, implementing loyalty programs, and enhancing seating options based on respondents suggestions. Marketing strategies in the Philippine coffee shop industry significantly impact consumer preferences, enabling coffee shop owners to excel, attract and retain customers, and provide exceptional experiences.
5
2 = =
2
2 --0------
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The Effectiveness of marketing strategies in determining student's choice of coffee shop 6 6 Alisla, Ashley Nicole T.; Fuentes, Cherry Ann T.; Mahilum, Maica Beh I.; Prado, Czarinah Mae L.; Quibrantos, Angela Mikka G.; Quibrantos, Angela Mila G. - - - 132 pages - - - - - . - . - 0 . - . - 0 .
Research Paper: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023
5
ABSTRACT: This study aimed to investigate the effectiveness of marketing strategies in determining students choice of coffee shop. Researchers conducted a non-experimental, quantitative study using a descriptive research design, collecting data from 234 marketing students at Pamantasan ng Lungsod ng Maynila through convenience sampling. To measure the perceived effectiveness of marketing strategies, the researchers developed a self-constructed questionnaire that focused on factors influencing students coffee shop choices. The findings highlighted the importance of comment cards, word-of-mouth, social media, loyalty programs, and guest ratings and reviews in shaping consumer decisions. By employing statistical analysis, including ANOVA and thematic analysis, the researchers gained a comprehensive understanding of the data. The results indicated that the perceived effectiveness of marketing strategies did not significantly differ based on age and sex, but age did influence the effectiveness of loyalty programs, while allowance influenced the effectiveness of social media, word-of-mouth, and guest ratings and reviews. The study offers valuable insights for coffee shop owners and marketers, suggesting recommendations such as providing WiFi and power outlets, offering special promotions, utilizing social media, implementing loyalty programs, and enhancing seating options based on respondents suggestions. Marketing strategies in the Philippine coffee shop industry significantly impact consumer preferences, enabling coffee shop owners to excel, attract and retain customers, and provide exceptional experiences.
5
2 = =
2
2 --0------
6 --0-- 2 --------
0 2 --
--20------
--------20--
--------20--
----2
/ 2
/ 2
/
/