Abstract

Marketing strategies are associated with customer perception and purchasing behavior, especially for small food businesses operating in competitive local markets. This study examined the customer perception of the marketing style of B2D Takoyaki. It focuses on identifying how customers evaluate the business in terms of awareness, interest, desire, and action based on the AIDA marketing model. This study also explores how factors such as product quality, service quality, price or value for money, and promotional activities relate to overall customer perception and purchasing decisions. The study employed a descriptive–correlational research design to analyze the relationship between the marketing style of B2D Takoyaki and the perception of its customers. Data were gathered from fifty (50) respondents consisting of customers and residents of Mapulang Lupa. The primary instrument used for data collection was a structured survey questionnaire designed to measure both marketing style and customer perception. The data gathered were analyzed using frequency counting, percentage, weighted mean, and Pearson Product–Moment Correlation Coefficient was used to determine the relationship between the marketing style and customer perception. The findings show that most respondents belong to the younger age group, indicating that young consumers are the primary customers of B2D Takoyaki. The marketing style of the business received generally positive evaluations across the AIDA dimensions. Customers expressed favorable perceptions regarding product quality, service quality, and affordability of the products. However, promotional activities and online engagement were rated lower compared to other marketing aspects. Statistical analysis revealed a significant relationship between marketing style and customer perception. The results indicate that effective marketing strategies are associated with positive customer perceptions and purchasing behavior. B2D Takoyaki benefits from strong product quality, reasonable pricing, and satisfactory customer service. However, limited promotional efforts and online marketing activities remain challenges for the business. Strengthening digital marketing strategies and maintaining consistent promotional campaigns could improve brand awareness and customer reach. Implementing these improvements may help the business increase customer loyalty and enhance its competitiveness in the local street food market.