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_aAngeles, Tricia Mae V., Geronimo, Azaleah Marie B., Isles, Alexandra Rose., Ongjoco, Maria Conception A., Rojo, Rexie C.
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_aEffective marketing strategy of coffee shop owners in Sampaloc, Manila towards cost changes
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_a48 pages
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_aBusiness Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023
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_aAbstract This study aimed to provide an in-depth discussion about the effective marketing strategy of coffee shop owners in Sampaloc, Manila, towards the changing cost of production. The study gathered information from 83 respondents and analyzed the results using Frequency Distribution, Weighted Mean, and Analysis of Variance. Based on the survey findings, the researchers concluded that the resources affected by the changing costs of production include ingredients, utilities, equipment, appliances, and office supplies. Regarding the effect of changing production costs on resources, ingredients were the most affected by production cost changes, followed by utilities. Most coffee shop owners utilized all marketing mix Ps. The results of the study indicated that the strategies related to product, price, and place did not show any significant relationship with the changes in costs. Single-Factor Analysis of Variance (ANOVA) results proved the significant relationship between promotions strategies and cost changes. Therefore, the researchers rejected the null research hypothesis. The researchers recommend that coffee shop owners use this study's findings to choose marketing strategies to help their businesses achieve growth in the industry. Since marketing is essential for any firm, the researchers recommend businesses use the research findings and data to improve their marketing tactics.
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