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Impacts of the Marketing Mix to the Return Intent of College Students going to Restobars in Sampaloc, Manila

©2015 Bachelor Thesis 37 Pages

Summary

A proper marketing strategy is the main reason why a certain establishment still stands to this day. A specific strategy can make or break a business enterprise. Some may underestimate this variable and focus on needless investments on making their business better but without further benefit.
When the term “Marketing strategy” comes to play it relates to the goal of achieving a sustainable competitive advantage. In some way these businesses had made their way into the industry’s fast lane and sustain a place on their own. In the bar industry there are a ton of factors at work that can affect the establishment’s standing reputation and sustainability. According to the Department of Trade and Industry these enterprises are seen to incorporate a great percentage on the Philippine economy. Together with their growth and expansions in the recent years they pose as a great factor in our industry worth studying.
Consumer behavior plays a huge role on the decision making process of the customers and their intention to return to the establishments. It is important to know the proper procedure, challenges and marketing practices expected by the customers so the researchers can further improve business strategies in the future, sustain our establishments and avoid probable liabilities that may come our way.
This study aims to determine significant impacts on the return intentions of the customers based on the 4P’s of marketing namely Product, Price, Place and Promotion.

Excerpt

Table Of Contents


Anchor Academic Publishing
disseminate knowledge
Impacts of the Marketing Mix to the
Return Intent of College Students
going to Restobars in Sampaloc, Manila
Andrea Merida

Merida, Andrea: Impacts of the Marketing Mix to the Return Intent of College Students
going to Restobars in Sampaloc, Manila, Hamburg, Anchor Academic Publishing 2015
PDF-eBook-ISBN: 978-3-95489-929-6
Druck/Herstellung: Anchor Academic Publishing, Hamburg, 2015
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Printed in Germany

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CHAPTER 1
THE PROBLEM RATIONALE
1.1 Rationale
A proper marketing strategy is the main reason why a certain
establishment still stands to this day. A specific strategy can make or break a
business enterprise. Some may underestimate this variable and focus on
needless investments on making their business better but without further
benefit.
When the term "Marketing strategy" comes to play it relates to the goal of
achieving a sustainable competitive advantage. In some way these businesses
had made their way into the industry's fast lane and sustain a place on their
own. In the bar industry there are a ton of factors at work that can affect the
establishment's standing reputation and sustainability. According to the
Department of Trade and Industry these enterprises are seen to incorporate a
great percentage on the Philippine economy. Together with their growth and
expansions in the recent years they pose as a great factor in our industry worth
studying.
Consumer behavior plays a huge role on the decision making process of
the customers and their intention to return to the establishments. It is
important to know the proper procedure, challenges and marketing practices
expected by the customers so the researchers can further improve business

COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT PAGE
2
strategies in the future, sustain our establishments and avoid probable
liabilities that may come our way.
This study aims to determine significant impacts on the return intentions
of the customers based on the 4P's of marketing namely Product, Price, Place
and Promotion.
1.2 Research Impediments
The main focus of this survey type study is achieved in determining the
impact of the marketing mix in terms of product, price, place and promotion to the
return intention of the respondents and provided recommendations for an
enhancement program that can be used to supplement the professional
development program of bar companies in terms of marketing strategies.
The boundaries of this study in terms of time are two weeks gathered data
and two months conducted the study. In terms of the respondents, the researchers
chose college students studying in Sampaloc, Manila area as the basis of the study
because the average age of these students fall under 18-22 which is a legal age to
visit a restobar.
The period of study is from January ­ March 2015.

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CHAPTER 2
THE RESEARCH QUESTIONS
This chapter discussed related literature associated with marketing
strategies practiced in the bar and restaurants as well as return intention of
consumers. The researchers considered that the study further improved the
analysis of the two variables in terms of perspective and improved marketing
tactics in line with the bar industry.
2.1 Review of the Literature
Restobars
A location of a restaurant plays a really big role. It will be based on the
number of customer in the area that will be targeted. The business will have more
income if there's a lot of customer in the location. The three vital concepts that
quick service restaurants must show through their marketing and advertising, are
great tasting meals, good value and a satisfying ambiance. This explores the role
of "place" in a restaurant and shows examples of 2008 TV spots that
communicated "place," good-tasting food and good value (Young, 2009)
The main target and the reason of the restaurant to survive are the customers. We
must adjust and give what customer wants. The staff must enforce the
establishment's promises and appeal to the customer's emotions when focusing
on value. Mystery shopping can help with latter effort, while other forms of
research can determine a target market segments definition on value and finding

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out about emotional triggers when dining out (Rydholm & Goon, 2009). In order
to have a successful restaurant, the owner must have standards that will meet
customer's expectation. One must have a target market in which you will base all
decision you will be making. Majority of meals served at full-service restaurant
chains are high in calories, saturated fat, and sodium. "Healthy choice" tags
matter when dealing with weak age groups. (Auchincloss, Leonberg, Glanz,
Bellitz, Ricchezza & Jervis, 2011)
Little thing goes a long way. Every employee must do their own task
based on the standard properly to meet the customer expectations. The keys to
attracting and sustaining patrons are employees and the quality service they
uphold and deliver. Using results from research conducted for a number of quick-
service restaurants shows a significant value for the "little things" such as menu
suggestions, customer greetings and saying "thank you" to the diners of their
business. (Cardador & Hunter, 2009)
Suggesting to customers and adding more sales is the key to a better
restaurant. Up selling is a really big help and will generate a lot of income for the
business. It will also help the customer to try new dish or drink for trial and will
help future sales. The present study sought to evaluate the effects of feedback and
positive social reinforcement on the performance of restaurant drive-thru window
order-takers in asking customers to "upsize" their order at a specific prompt. A
multiple baseline across settings was followed by the introduction of an
intervention of weekly performance feedback and social reinforcement delivered

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by restaurant managers. At the first restaurant, asking to "upsize" increased from
a mean of 65% to 96%. At the second restaurant, asking to "upsize" increased
from a mean of 81% to 93%. Implications of performance feedback for increasing
employee performance and the financial profits of an organization are discussed.
(Wiesman, 2006)
Restaurants are more likely to fail by internal factors rather than external
factors although both of them affect. Managers are a major factor internally, and
should balance the restaurant. He must also have the abilities and skills to run a
restaurant. The owner in the other hand must be able to plan and get ready for
future changes for the business to grow. The restaurant's survival depends upon a
further research focus on the factors affecting it. Internal forces underlying
restaurant viability is also important even though looking at failure rates and
external forces and working with numbers are comforting. (Parsa, Self, Njite &
King, 2005)
Marketing Strategies
The marketing plan is described as `an organized structure to guide the
step by step process of determining the target client for a product or service,
detailing the target market's demands, and then fulfilling these better than the
competition' (Hieging, 2008) because it relates how important a strategy comes
into play especially in the fast lane of the food industry. Businesses today operates
under stiff competition, competing for limited market with varying needs, tastes

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and preferences. To increase their market shares and establish a competitive
advantage in such situations businesses need to choose the right marketing
strategies (Makungu, 2014).
According to Chang, Ting and Lin (2009) in the service environment,
servicecapes affect the feeling of the customer. Characteristics of the environment
which unconsciously affect the customer's emotion, perceptions, attitudes, and
consuming behavior and these refer to the ambient conditions. This statement
relates the first impression of the customers towards an establishment. This raises
a customer's interest in the establishment together with its reputation as well,
further stating the fact of an effective marketing strategy.
The quality of their products, service, pricing, and overall cleanliness of
the business must be fully apprehended by business owners because all these
factors are equally important in increasing monthly profit and could be areas to
consider for future research (Gerhardt, Hazen and Lewis, 2014). All of the aspects
of their business should be studied and analyzed by the management of the
restaurants and try to put their foot on the shoe of the customers in order to know
if the customers are paying for reasonable price in exchange to their service.
Knowing the customers' wants and needs are also included in the factors
affecting marketing strategy because we should always be aware on want our
customers want. Customer satisfaction, quality and retention are global issues that
affect all organizations, be it large or small, profit or non-profit, global or local

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(Yap and Kew, 2007). They are our biggest ally in making our establishment a
popular and successful establishment.
The rapidly evolving phenomenon of the World Wide Web and the
creation of a new international arena for electronic commerce have expanded the
possibilities for the marketing of products and services. (Lu and Chuan-Chuan
Lin, 2002) Ranaweera, McDougall and Bansal (2007) also stated that recent
research shows that observations based on overall online consumer behavior can
lead to erroneous conclusions since behavior can be substantially different among
groups of individuals. In our society today the Internet plays a huge part in our
everyday lives, using the Internet can change the way we look and see things. The
internet is one of the factors why consumers change their minds, when they see
something they like more than your product they will suddenly go for the product
instead of yours. It can also help your establishment with popularity and
promotions.
Social media platforms like Facebook allow small startup businesses to be
discovered in local circles (Khan & Boehmer, 2013). As stated in their research
social media is also a way of promoting a small business and the fact that
promoting in social medias such as facebook and instagram are free and effective
because of the increasing number of social media users around the world.
The better they understand the factors underlying the consumer behavior,
the better able they are to develop effective marketing strategies to meet consumer
needs (Priyadharsini, 2014). In determining what kind of marketing strategies that

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the management should apply, first they must know the needs and wants of the
customers and it falls under choosing the suitable products to offer for the
compatible market.
Return Intention
According to Yen Nee Ng (2005), the food quality has the most critical
impact in concluding the satisfaction of the consumers. From the taste of the food,
the freshness and the appearance of the products is the key to satisfy the
consumers. Furthermore, food service operators should also meet the expectation
of the consumers by improving or maintaining a fast and efficient service.
In recent years, beverage establishments have grown in popularity among
millions of people seeking leisure activities, nightlife attractions and
entertainment venues (Gluhak, Bandara, Presser, Moessner & Morikawa,
2006). In the consumer marketing community, customer loyalty has long been
regarded as an important goal (Reichheld & Schefter, 2000). The bar is now a
growing industry and one of the factors why they return to the establishment is
customer patronage, an indicator of customer loyalty (Gutek, Cherry, Bhappu,
Schneider & Woolf, 2000), is often measured as the frequency of a customer's
visits to a service provider. Customer loyalty is one of the reasons why customers
return to a establishment it also helps in the promotion of the establishment since
they are happy with what the bar has to offer.

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Customer satisfaction is also a factor for the customers to return to an
establishment. This notion of satisfaction is mainly attributed to the quality of
service. (Shaikh & Khan, 2011) Service quality is vital and is a fundamental
component in the service industry. (Singh & Shih, 2011) The staff should not only
have the knowledge but also the skills so the customers will not be disappointed.
Product quality is also a factor, if a product fulfils the customer's expectations,
the customer will be pleased and consider that the product is of acceptable or even
high quality. (Jahanshahi, Gashti, Mirdamadi, Nawaser & Khaksar, 2011) If a
customer is satisfied it is clear that they will return to the bar and that will mean
that the establishment will be more successful. There is also an effect if there is a
low pricing product with the product quality plays the same result of low price
products produces low quality product and vice-versa. ( Jakpar, Na, Johari &
Myint, 2012)
According to Foxall, Olviera-Castro, James, Yani-de-Soriano and
Sigurdsson (2006), consumer behavior occurs at the intersection of a consumer-
behavior setting and an individual's learning history of consumption. Marketing is
one of the factors that affect the consumer behavior. It depends whether the
consumer likes the way you produce and promote your products.
Knowledge of green consumer behavior is important for environmental
and business reasons. (Jansson, Marell and Nordlund, 2010) Green consumer
behavior is also a factor that affects consumer behavior. This type of consumer
behavior focuses on what is good for the environment. They also stated that

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beliefs, norms and habit strengths determine a customer's willingness to adapt
eco-innovation.
According to Yoo (2012) cleanliness of a restaurant affects the cognitive
sense of the customers. Proper hygiene of the staffs/crew of the restaurant also
affects the restaurant quality evaluation of the customers.
All guests demand for receiving good quality service and value for their money
while using the facilities of employee service provider. (AbuKhalifeh & Som,
2012) consumers are always expecting what their money's worth in the service
and products provided by any establishment they enter. Of course the location and
man-power will also be judged in the process. People generally expect to pay
more for a given dish and to pay incrementally more for variations to the dish. In
a fine-dining scenario, basic offerings are also generally less favored than they are
in a casual dining context. (Remaud, Danenberg and Peters, 2010)
to Parsa, Self, Gregory and Dutta (2012) food, service quality and overall
restaurant environment are the common factors affecting restaurant guests in
decision making according to research. Another factor affecting the customer's
decision making process is the fact that customer greetings are of boosting an
establishment's hospitality image. It also serves as an alert that the customer is
there in the establishment. . (Therrien, Wilder, Rodriguez & Wine 2005)

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2.2 Theoretical Framework
The study revolved around the McCarthy's 4p's of marketing. This
represents the main aspects that make-up the very roots of marketing that the
business attends to. The Marketing mix can be used to test the current strategy of
the establishment as well as decide how to take a new offer to market. These
include: Product, Place, Promotion and Price.
Product is considered to be the main reason why a customer comes
through the doors of an establishment and the main asset of the business as well.
And is anything that can be offered to a market that might satisfy a want or need.
The Product can be classified as tangible or intangible. Services can be classified
as a product under intangible products which can be durable or non durable.
Price affects the consumer's behavior in a way where he/she meticulously
rates an establishment based on the price of their services and products. This
somehow becomes the customer's perception on the value of the item on sale.
Price also creates sales revenue all the others are costs. It's also an important
factor of the value of sales made.
Place refers to the location where the establishment stands, this affects the
marketing strategy of business in such a way where the company studies and
adapts to the market of the vicinity. It is also reflects on the various methods of
transporting and storing goods to making them available to the customers.
Promotion relates to the various ways and options of advertising the
product of the business, this is where the business gets a boost in the frequency of

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customer visit and income. It's also known as the business of communication with
customers.
The study then relates to the customer's initial attitude towards the steps in
planning as well as the research environment of the bar industry. Although
McCarthy's mix is used for strategies, it somehow connects to behavioral
intentions through the 4p's presented. This shall then reflect on the facts presented
by the respondents of the research.
2.3 Research Questions
The study aimed to determine any significance to the attitude presented by
the respondents in terms of the marketing mix; specifically it aims to answer the
following questions.
1. What is the profile of the respondents in terms of:
1.1 Age
1.2 Gender
1.3 Allowance/Income
1.4 University
1.5 Course
1.6 Frequency in going to restobars

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2. What is the level of impact affecting the respondents in the market mix
factors in terms of:
2.1 Product ­ level of impact towards the attributes on the product
2.2 Price ­ level of impact towards the value of the price
2.3 Place­ level of impact on the characteristics of the place
2.4 Promotion ­ level of impact on the persuasiveness of the promotion
2.4 Research Paradigm
Figure 1 indicates the Demographic profile of the respondents such as Age,
Gender, Allowance/Budget, Frequency of visit, etc. which is linked to the return
intent based on the marketing mix factors that affected the return intent of the
customers.
Recommendations to
Restobar owners
Marketing mix factors
· Product ­ Attributes
· Price - Value
· Place - Characteristics
· Promotion - Persuasiveness
Demographic Profile
· Age
· Gender
· Allowance
· University
· Course
· Frequency of
visitation

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Chapter 3
Research Methods
This chapter deals with how the research will be conducted. It also showed
the unique purpose of the research design used.
3.1 Research Design: Descriptive Status - Survey
The researcher used the descriptive method by means of a survey
questionnaire and measured the level of impact towards the marketing mix
factors, according to McCarthy, at work in their restobar of choosing. This
method is appropriate for the research since information regarding the current
study was not only gathered but also interpreted by the researchers.
.
3.2 Meaning
The research began with the facts that are present in the consumer
behavior which is the return intention of restobar goers and the 4P's of marketing
(Product, Price, Place and Promotion). The researchers made use of the
descriptive survey wherein this method relates and describes the elements of the
behavioral conduct of the designated demographic profile. The main goal of the
research instrument gathered and extracted the data being analyzed. The study
tackled statistical calculations on the latter part of the research. Convenient
sampling was used by the researchers for the accessibility and proximity of the
respondents.

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3.3 Subjects and Study Site
This research conducted used survey questionnaires which were
distributed to the respondents. This study generated a sample size (100
respondents) based on the total estimated population of bar goers of the college
community, in Sampaloc area.
Universities
Frequency
Percentage
University of Santo
Tomas
85 85.0
Far Eastern University 13
13.0
San Beda
2
2
100 100
Table 2: Universities of the respondents
3.4 Research Instrument
3.4.1 Demographic Profile of the Respondents
The first part of the questionnaire dealt with the gathering of data about
the respondent's age, gender, allowance/income, university, course and as well as
frequency of bar visits.
3.4.2 Factors of the Marketing Mix in regards to the return intention
This part of the researcher's survey tackles the wants and needs of the
consumer which is measured through the level of impact. The respondents were
then asked to rate the variables using a four-point Likert scale.

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Impact Measure (Likert Scale)
Unit Weight
Weighted Mean
Verbal
Interpretation
4
3.26-4.00
Very Strong Impact
3 2.51-3.25
Strong
Impact
2 1.76-2.50
Moderate
Impact
1 1.00-1.75
Slight
Impact
Scale: ALL VARIABLES
Case Processing Summary
N
%
Cases
Valid
30
100.0
Excluded
a
0
.0
Total
30
100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics
Cronbach's
Alpha
N of
Items
.871
22

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3.5 Data Gathering Procedure
3.5.1
Questionnaire
Distribution
The researchers distributed the questionnaires to college students in
Sampaloc, Manila. The researchers then informed the students involved about the
nature and relevance of the study in which the students are vital.
The central distribution of the questionnaires were administered on
February 2015- March 2015
3.6 Ethical Considerations
This research not only aimed to contribute a better understanding in the
consumer perspective but also promoted goodwill and welfare of the respondents.
The research will likewise respect the respondents and did not stray away from its
goals.
The researchers ensured that the participants were not harmed in any form
as well as unfair participation that may burden them. Privacy and confidentiality
has been observed.
3.7 Statistical Analysis
Analyzed and interpreted the data gathered, descriptive and
inferential statistics were used in the study. Frequencies tables had been
formulated and collected, tabulated, analyzed and presented the data in a more
systematic ways.

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For a quantitative interpretation, the gathered dated had been tabulated and
utilized the statistical formula. A four- point Likert Scale was used for qualitative
ranking and serves as the basis for the quantitative interpretations. The answers
were added together and divided into total number of items to obtain the mean,
from 1-4.
The following statistical formulas for treatment of the gathered data were
used:
Percentage analysis had been used in determining the distribution of the
respondents' profile in terms of age, gender, university, course, allowance, and
their frequency in going to restobars.
Formula:
*100
f
P
N
=
Weighted Mean and Standard Deviation had been used in determining a
concrete analysis on the data presented by the researchers. It also helped in the
statistical issues related to the population of the respondents and their sample size.
Formula: Mean
Where:
= the response
= the weight

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Formula: Standard Deviation
=
Where: = the response
=theweight
n = total sample size

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Chapter IV
Results and Discussions
This chapter shows the results gathered and interpreted by the researchers
with the help of the statistician. Descriptive interpretations are discussed
according to the same order of the survey questionnaire used by the researchers.
1. What is the profile of the respondents in terms of:
a. Age
b. Gender
c. University
d. Course
e. Allowance/ Income
f. Frequency in going bars
Age Frequency
Percentage
18 19 19.0
19 28 28.0
20 42 42
21 and above
11
11.0
100 100
Table 1: Age of the respondents

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Table 4.1.1 presents the demographic profile of the respondents in
terms of the age. It shows that 42% of the respondents are 20 years of
age followed by a 28% of college students with 19 years of age. 19%
is then represented by students of 18 years of age. The remaining 11%
are respondents of ages 21 and above.
Universities Frequency Percentage
University of Santo
Tomas
85 85.0
Far Eastern University
13
13.0
San Beda
2
2
100 100
Table 2: Universities of the respondents
Table 4.1.2 presents the demographic profile in terms of universities.
3 schools were included in the sampling of the study which includes,
University of Santo Tomas, Far Eastern University and San Beda
College. 85% of the respondents belong to the University of Santo
Tomas, while the 13% percent of the population of the respondents
belong to the Far Eastern University, and the remaining 3% of the
respondents are from the San Beda College.

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Gender Frequency
Percentage
Male 44 44.0
Female 56 56.0
100 100
Table 3: Gender of the respondents
Table 4.1.3 presents the demographic profile in terms of gender. It
shows that there are 44% of Male and 56% of Female respondents in
the study.
Course Frequency
Percentage
History 5 5.0
Hotel and Restaurant
Management
43 43.0
Tourism 18 18.0
Pharmacy 2
2.0
Architecture 4
4.0
Computer Science
5
5.0
Nursing 4 4.0
Civil Engineering
2
2.0
Medical Technology
5
5.0
Commerce 6
6.0
Political Science
6
6.0
100 100
Table 4: Course of the respondents

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Table 4.1.4 presents the demographic profile in terms of course. The
table represents the percent of respondents according to their courses.
With 43% Hotel and Restaurant management, 18% Tourism, 6% Political
Science, 6% Commerce, 5% Medical Technology, 5% Computer
Science, 5% History, 4% Architecture, 4% Nursing, 2% Civil
Engineering, and 2% Pharmacy with the total of 100%.
Frequency Frequency
Percentage
Very Frequently (once a
week)
5 5.0
Frequently (once every 2
weeks)
17 17
Occasionally 37 37.0
Rarely 41 41.0
100 100
Table 5: Frequency of visiting restobars of the respondents
Table 4.1.5 presents the demographic profile according to the
frequency of visiting restobars. It represents in the data that 41% of the
respondents rarely go to restobars, followed by 37% respondents who
occasionally visits restobars, 17% respondents frequently goes to
restobars (2 or more times a month), While 5% of the respondents
goes to restobars very frequently pertaining to once or more a week

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Allowance per month
Frequency
Percent
P100-2000 12 12.0
P2001-4000 15 15.0
P4001- 6000
35
35.0
P6001 and above
38
38.0
100 100
Table 6:Allowance of the respondents per month
Table 4.1.6 presents the demographic profile according to the
allowances of the respondents. It shows in the table that 38% of the
respondents have P6,001 and above allowance per month, 35% of the
respondents on the other hand have P4,001-P6,000 allowance per
month, 15% shows the respondents with P2,001-P4,000 allowance per
month, lastly the remaining 12% are having an allowance of P100-
P2,000 per month.

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Attributes Mean
Standard
Deviation
Verbal
Interpretation
1. Quality of the
Products and Services
Provided
3.19 .631
Strong
Impact
2. Product Variety
3.07
.728
Strong Impact
3.Presentation of the
Product
3.02 .738
Strong
Impact
4. Security on the area
3.23
.790
Strong Impact
5. Ventilation on the
area
3.02 .921
Strong
Impact
Product
3.106 .5724
Strong
Impact
Table 2.1:Rating of the respondents according to the attributes of the product
Table 4.2.1 Shows the impact of marketing mix in terms of products to the
respondents. The statistical result shows that the products greatly impact the
customer's return intention with an average mean of 3.106. The product
attribute that impacts the customer highly, relates to the "Security of the area"
with the mean of 3.23. Followed by the "quality of the products and services
provided", "Product variety", and finally followed by both "the presentation
of the products" and "Ventilation of the area".
Results show that the respondents truly care for their security with regards
to going to establishments like restobars because we can never be sure if
danger comes. One will make sure he/she is safe when it comes to having a
good time. Of course what is an establishment when its products and services
wouldn't be counted as part of the impacts affecting ones return intent? People
tend know or research an establishment's menu and services before entering.
Although variety and presentation of the menu items as well as ventilation of

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26
the area is essential in maintaining profit security and quality satisfaction
comes first
Table 2.2:Rating of the respondents according to the value of the price
Table 4.2.2 Shows the impacts of marketing mix in terms of the price to the
respondents. The statistical result shows that the price also impacts the
return intention of the customers with an average mean of 3.086. the price
attribute that highly impacts the respondents is the "Value of prices of the
drinks" with the mean of 3.15 followed by the "value of price range that fits
the respondents budget", "value of prices for food", "value of service being
offered" and finally " the value of promos offered".
Results show that the respondents are in fact wary on value of
prices of the drinks with regards to going to establishments like restobars.
They tend to go to where the value of prices are lower but selling the same
Value Mean
Standard
Deviation
Verbal
Interpretation
1.Value of Prices
for food
3.11 .737
Strong
Impact
2. Value of Prices
for drinks
3.15 .770
Strong
Impact
3.Value of Service
being offered
3.06 .802
Strong
Impact
4. Value of Promos
offered
2.99 .785
Strong
Impact
5. Value of the
price range fit for
your usual budget
3.12 .686
Strong
Impact
Price
3.086 .6415
Strong
Impact

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27
product. Since the respondents are students they are looking for cheaper
drinks but with great quality.
Table 2.3:Rating of the respondents according to the characteristics of the place
Table 4.2.3 Presents the impact of marketing mix in terms of place to
the respondents. The results shows that the place of the establishment also
gives of a high impact on the return intention with an average mean of
3.032. The factor that impacts the respondents regarding the place is
"Availability of transportation" with the mean of 3.10, followed by both the
"length of time travelling" and "Road conditions on the way" and next is the
"Proximity and Accessibility" and last "Provision in the parking area"
The results indicate that the respondents are very well concerned on how
to get to the location and how to get back home with the availability of
transportation choices. We can assume that the respondents may or may not
Characteristics Mean
Standard
Deviation
Verbal
Interpretation
1. Proximity and
Accessibility
3.06 .851
Strong
Impact
2. Length of time
traveling
3.07 .856
Strong
Impact
3.Road condition on
the way
3.07 .832
Strong
Impact
4.Provisions in
parking area
2.86 .954
Strong
Impact
5. Availability of
transportation
3.10 .847
Strong
Impact
Place
3.032 .6785
Strong
Impact

COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT PAGE
28
have their own personal transportation, it will surely affect on how they
would handle the agenda of going to the establishment with a less stressful
option. Are you going to a restobar to have a good time but would have a
bad time getting there?
Table 2.1:Rating of the respondents according to the persuasiveness of the promotions
Table
4.2.4 Displays the impacts of marketing mix with regards to promotion to
the return intention of the respondents. The statistical result shows that the
promotion also gives a high point impact with an average mean of 2.928. The
promotional attribute that highly impact the return intention of the customers is
the "Popularity of the Restobar" with the mean of 3.27. Followed by the "Branded
giveaways and gifts offered" next is "Promos offered on selected dates", "Quality
of promotional materials" and lastly "Special promo bundles".
Persuasiveness Mean
Standard
Deviation
Verbal
Interpretation
1. Quality of
promotional
materials such as
(Flyers, Posters,
Online and other
Advertisements)
2.73 .723
Strong
Impact
2. Promos offered on
selected dates
2.89 .751
Strong
Impact
3 Branded giveaways
and gifts offered
3.04 .777
Strong
Impact
4. Special promo
bundles
2.71 .844
Strong
Impact
5. Popularity of the
restobar
3.27 .802
Very
Strong
Impact
Promotion
2.928 .5668
Strong
Impact

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29
The results indicate that promotions play a decisive role in regards to impacting
the return intent of a consumer. As the researchers see it popularity and making a
name for the establishment is of the essence. Positive feedback from previous
customers as well as hearing the popularity and quality of the establishment will
promote the business all by itself. Advertisements online or not, they affect in
promoting their popularity as well. As for giveaways and freebies, they come as
inviting materials. For people nowadays look for something extra in return for
their patronage in the bar.

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Chapter 5
CONCLUSION, RECOMMENDATIONS AND DIRECTIONS FOR
FUTURE RESEARCH
This chapter presents the summary of findings on the results of the
investigation and researched. It also includes conclusions and recommendations
based on the findings of the study.
5.1 Summary of Findings
The following are the results yielded in the research study.
1. Based on the researchers findings most of our respondents are female with
56% out of the 100 respondents while remaining 44 % consists of male
respondents, and in terms of age, 20 yr old respondents has the largest
population with a 42% rating. This may be the age group of college
students who usually goes to bars, and with the right age to party and
patronize these establishments.
2. The respondents with a monthly allowance of 6001php and above have the
highest percentage of 38%. To add, 41% of the respondents rarely go to
restobars with a probable intention to go back and repurchase the product
as well as revisiting the establishment.
Then 41% of the respondents "rarely" visits a bar and next to that is 37%
of respondents who "occasionally" visits a restobar.

COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT PAGE
31
3. Respondents' level of impact in terms of the product to the return
intentions of the customers is "strong". They are ranked as follows:
Presentation of the products (3.02), Ventilation on the area (3.02),
Product Variety (3.07), Quality of the Products and Services provided
(3.19), and Security on the area (3.23)
4. Respondents' level of impact in terms of the price to the return intentions
of the customers is "strong". They are ranked as follows: Value of promos
offered (2.99), Value of service being offered (3.06), Value of prices for
food (3.11), Value of the price range fit for your usual budget (3.12) and
Value of prices for drink (3.15)
5. Respondents' level of impact in terms of the place to the return intentions
of the customers is "strong". They are ranked as follows: Provisions in the
parking area (2.86), Proximity and accessibility (3.06), Length of the time
travelling and the road condition on the way tied with (3.07), and
Availability of transportation (3.10)
6. Respondents' level of impact in terms of the promotion to the return
intentions of the customers is "strong". They are ranked as follows:
Special promo bundles (2.71), Promotional Material (2.73), Promos
offered on selected dates (2.89), Branded giveaways and gifts offered
(3.04) and Popularity of the restobar (3.27)

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32
5.2 Conclusions
Based on our study we can conclude that:
· The "Security on the area" is the most important factor that affects the
return intention of the customers in terms of product. While the
"Presentation of the products" and the "Ventilation on the area" is the least
important factors. Overall, the product has an impact on the return
intention of the customers to the restobar.
· The "Value of prices for drinks" is the most important aspect that affects
the return intention of the customers in terms of price. While the "Value of
promos offered" is the least important aspect. Overall, the price has an
impact on the return intention of the customers to the restobar.
· The "Availability of transportation" is the most important feature that
affects the return intention of the customers in terms of place. While the
"Provisions in the parking area" is the least important feature. Overall, the
place has an impact on the return intention of the customers to the
restobar.
· The "Popularity of the restobar" is the most important factor that affects
the return intention of the customers in terms of promotion. While the
"Special promo bundles offered" is the least important factor in terms of
promotion. Overall, the promotion has an impact on the return intention of
the customers to the restobar.

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33
5.3 Recommendations
Based on the findings and conclusions of the study, the following
recommendations are set forth:
The study showed that all of the respondents have a strong impact in
every aspects of the marketing mix to their return intentions. Therefore the
researchers suggest the following:
· The management or owners of the restobars should prioritize the security
of their customers, especially prepared from fortuitous event that may
occur.
· The drinks being the most important product of restobars. Therefore the
prices of the drinks should be worth the product value and should meet the
expectations and standards of the customers.
· The potential entrepreneurs who are planning to have their own restobars
should be mindful of their location to have an easy access in terms of
transportation as well as potential market.
· Restobar managements must know how to properly invest in their
promotional strategies in order to make the establishment popular and
known to their customers.

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34
5.4 Direction for Future Use
After the results and discussions of the study have been drawn, the
following recommendations are offered.
Findings show that product, price, place and promotion have a
strong impact to the return intention of the customer. Future research should find
the correlation between the impacts of the marketing mix to the return intention of
the customers or preferably to the consumer's behavior.
Other researchers may also conduct a study about the factors that
were not covered in this study and use it as a reference for their future study.

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Details

Pages
Type of Edition
Originalausgabe
Year
2015
ISBN (PDF)
9783954899296
File size
389 KB
Language
English
Publication date
2015 (May)
Keywords
Marketing Manila Restaurant Strategy
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Title: Impacts of the Marketing Mix to the Return Intent of College Students going to Restobars in Sampaloc, Manila
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