Advisers

Riva R. Manalo

Discipline

Marketing

Abstract

This study analyzed the marketing strategies of a retail store in Llano, Caloocan City, focusing on product, price, place, and promotion, along with customer profiles and the problems they encountered. A descriptive research design was employed, and data were gathered from 30 respondents through a structured questionnaire. The profile of the respondents showed that most of the store's customers were young adults, mostly women, and regulars who came in and bought products every day. These results show that customers depend on the store a lot for their daily needs. The results showed that the store did very well with both the products and the location. People who answered the survey were very happy with the variety of products, their quality, the availability of small-pack items, and the convenience-oriented options. Also, the store's cleanliness, easy access, and well-organized layout made the shopping experience better. These things make customers come back often and help keep them happy and loyal. The results showed that customers generally thought that prices were fair, reasonable, and competitive with those of nearby stores. People also thought the store was a good deal and had flexible ways to pay. But respondents said that discounts and special price offers were few and far between, which means that there is room for improvement in pricing-related incentives. Promotion turned out to be the weakest part of the marketing mix. People said they didn't use flyers, signs, social media, loyalty programs, referral incentives, or community activities very much. This means that customers aren't seeing enough of the store's advertising, which could make it harder for the store to get new customers and keep good relationships with current ones. Customers said that the biggest problems were strong price competition from nearby sari-sari stores and supermarkets, delivery or service limitations that made things less convenient, and unclear price tags on some items. These problems show where the store can make things run more smoothly and talk to customers better. In general, the results show that the store does a good job of meeting customers' needs with a wide range of products and a good location. However, to make customers even happier, the store needs to improve its marketing, pricing, and service. This will help the store stay competitive and last a long time.

Keywords

price, marketing strategies, competitive advantage, promotion, product, retail store, customer profile, place, marketing plan