Advisers

Jennylene A. Abalos

Discipline

Marketing

Abstract

Marketing strategies plays a vital role in the sustainability and growth of small food businesses in competitive environments. In areas such as Maligaya, Quezon City, the increasing number of food establishments has intensified competition, requiring businesses to develop effective strategies to attract and retain customers. The 4Ps of marketing serve as essential tools in influencing customer perception, satisfaction, purchase behavior, and long-term loyalty. This study aimed to evaluate the effectiveness of the marketing strategies implemented by The Hungry Bar in Maligaya, Quezon City. This study employed a quantitative descriptive-correlational research design. Data were collected using a survey questionnaire. Frequency, percentage, and weighted mean were used to summarize respondents’ assessments, Pearson correlation coefficient was applied to determine the significant relationship between marketing strategies and sales performance. The findings of the study reveal that respondents generally hold a positive assessment of The Hungry Bar’s marketing strategies and sales performance. The profile of respondents indicates that most customers belong to the younger adult age group, with females comprising the majority, and many visiting the establishment regularly, suggesting sustained customer engagement. On the management side, respondents were mostly young adults with relatively short lengths of service, reflecting a dynamic and operationally involved management structure. The results of the study indicate that marketing strategies play a significant role in influencing the sales performance of The Hungry Bar. The positive and strong relationship between marketing strategy and sales performance suggests that effective implementation of the 4Ps product, price, place, and promotion contributes directly to improved brand perception, customer satisfaction, purchase frequency, and customer loyalty.

Keywords

sales performance, marketing strategy