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Comparing the effectiveness of on-grounds and online promotions: a customer perception study on Blackpig in Sampaloc, Manila.

By: Borela, Roselyn May, Castillo, Rica Mae Joy G., Chua, Margaret Cecille D., De Guzman, Joseph Carlo T., Flores, Kate C., Honorio, Cassandra Marie E., Lugame, Vallerie Jane S., Pabalan, Patricia Anne T., Panganiban, Ericka Charlize B., Torres, Zeus P

Publisher: 2024Description: Undergraduate Thesis: (BS in Hospitality Management) - Pamantasan ng Lungsod ng Maynila, 2024Content type: Text Media type: Unmediated Carrier type: VolumeLOC classification: TX 911.3 B67 2024

Contents:

This study, titled "Comparing the Effectiveness of On-Grounds and Online Promotions: A Customer Perception Study on BlackPig in Sampaloc, Manila," examines the comparative effectiveness of traditional on-ground and digital online promotional strategies within the restaurant industry. Specifically, it evaluates how these promotional approaches influence customer perception, engagement, and loyalty at BlackPig, a Korean grill restaurant. With increasing reliance on social media and digital platforms for marketing, the study investigates the preferences of a diverse demographic in the busy locale of Sampaloc, Manila, where on-ground promotions such as flyers and banners still hold significant value. Employing a descriptive research design, data were gathered from 35 respondents through structured surveys using a 4-point Likert scale. The analysis reveals insights into customer behavior and their perceived effectiveness of both promotional methods. On-ground promotions were found to enhance immediate interaction and trust, while online strategies offered broader reach and ease of access. Findings suggest that a hybrid approach, combining on-ground and online promotions, can optimize BlackPig's marketing efforts by aligning with customer preferences and behaviors. The research provides actionable recommendations for business owners, marketing professionals, and future researchers aiming to enhance promotional strategies in a competitive urban market.

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Item type	Current location	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Thesis	PLM	PLM Filipiniana Section	Filipiniana-Thesis	TX911.3 B67 2024 (Browse shelf)	Available		FT8992

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This study, titled "Comparing the Effectiveness of On-Grounds and Online Promotions: A Customer Perception Study on BlackPig in Sampaloc, Manila," examines the comparative effectiveness of traditional on-ground and digital online promotional strategies within the restaurant industry. Specifically, it evaluates how these promotional approaches influence customer perception, engagement, and loyalty at BlackPig, a Korean grill restaurant. With increasing reliance on social media and digital platforms for marketing, the study investigates the preferences of a diverse demographic in the busy locale of Sampaloc, Manila, where on-ground promotions such as flyers and banners still hold significant value.

Employing a descriptive research design, data were gathered from 35 respondents through structured surveys using a 4-point Likert scale. The analysis reveals insights into customer behavior and their perceived effectiveness of both promotional methods. On-ground promotions were found to enhance immediate interaction and trust, while online strategies offered broader reach and ease of access.

Findings suggest that a hybrid approach, combining on-ground and online promotions, can optimize BlackPig's marketing efforts by aligning with customer preferences and behaviors. The research provides actionable recommendations for business owners, marketing professionals, and future researchers aiming to enhance promotional strategies in a competitive urban market.

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