YOUNG ACHIEVERS’ SCHOOL OF CALOOCAN, INC.

#7 Ramos Compound, Bagumbong, Caloocan City

Senior High School Department
School Year 2024 – 2025
Evaluating Business Performance: The Influence of Marketing

Strategies on Sales of Selected Coffee Shops in

Brgy. 171 Bagumbong, Caloocan city

A Quantitative Research
Presented to the Senior High School Faculty of
Young Achievers’ School of Caloocan, Inc.
#7 Ramos Compound, Bagumbong, Caloocan City

In Partial Fulfillment of the Requirements in the Subject

PRACTICAL RESEARCH 2

Bauat, Francis Lexie C.

Esparagerra, Alyssa M.

Garma, Angeline G.

Jimenez, Althea Grace P.

Macaraeg, Johnron S.

Paragas, Shathlaine Nicole S.

Sorrosa, Lyca Micah T.

Umapas, King John Darius F.

GRADE 12 – ABM 1
 CHAPTER I
THE PROBLEM AND ITS BACKGROUND
This chapter presents the introduction, statement of the problem,

significance of the study, scope and delimitation, hypothesis, and

definition of terms.

Introduction

Coffee shops are a trend these days, resulting in many start-up

entrepreneurs choosing this as their business. However, competition in

this business is increasing in the industry. Therefore, it is crucial for

coffee shop owners to understand how marketing strategies can affect

their number of sales and their business performance. Business

strategy, especially marketing strategy, is an important thing that must

be pursued and realized by every company that wants to increase its

revenue. Various traditional marketing strategies have been

implemented throughout the years, but with current trends in technology

and consumer behavior, new ways of persuading people have taken

their marketing strategies on to another level (Isma et al., 2020).

The researchers chose to conduct this study because they want

to find out what marketing strategies coffee shops use to stand out from

other competitors. As researchers, coffee shops have been common

these past years. Being competitive in the industry is necessary for the

shop and business to be relevant.

 This study aims to analyze the influence of various marketing

strategies on sales performance of selected coffee shops in Brgy. 171.

This aims to assess which marketing strategy is most effective to

contribute to their sales. It will also provide an understanding of the

effectiveness of marketing strategies, helping coffee shop owners make

informed decisions to improve their marketing skills leading to the

growth of their revenue. It will give insights to the owners to enhance

their competitive edge in the market.

Statement of The Problem

This aims to examine the effectiveness of marketing strategies

of selected coffee shops at Brgy. 171 to their sales.

Specifically, it seeks to answer the following questions:

1. How may the respondents be described as to:

1.1 age; and

1.2 gender

2. How are marketing strategies of coffee shops evaluated by the

respondents in terms of:

2.1 trends;

2.2 competitors;

2.3 customers’ preference; and,

 2.4 location?

3. What marketing strategies are most effective in increasing sales?

3.1 online advertising;

3.2 sales promotion;

3.3 discounts; and,

3.4 affiliate marketing?

4. Is there a significant relationship between marketing strategies as

evaluated by the respondents on their sales?

5. What recommendations can be made to coffee shop owners to

improve their marketing strategies?

6. How may the findings of the study be used in formulating a guide to

enhance marketing strategies on sales?

Hypothesis

There is a significant relationship between marketing strategies

on the sales of coffee shops as will be assessed by the respondents.

Significance of The Study

study is significant as it aims to explore the impact of various

marketing strategies on the sales performance of selected coffee shops

at Bagumbong, Caloocan City.

The research will benefit these several groups:

 Coffee Shop Owners/Managers. This study will be relevant to

the owners and managers of coffee shops in Brgy. 171 including

revealing to them which promotional campaigns are most successful in

generating sales, thus enabling them to direct their promotional

endeavors where they are likely to yield the largest returns.

Customers. The study on the influence of marketing strategies

on coffee shop sales in Brgy. 171. Such research can cause

improvements in the product portfolios and the overall quality, as the

strategies of coffee shops are adapted to consumers’ preferences and

other tendencies.

Potential Investors. They can use the findings to assess if

investing in such coffee shops is profitable.

Future Researchers. This study can be a reference or even a

foundation for future studies that will explore marketing strategies. This

will give data and insights that future researchers can compare with their

own results.

Scope and Delimitation

This study is entitled “Evaluating Business Performance: The

Influence of Marketing Strategies on Sales of Selected Coffee Shops in

Brgy. 171.” The researchers will need 40 respondents to answer a

survey about this topic and it will be done in the year 2024. This study
aims to analyze the marketing strategies in terms of trends, competitors,

customer preferences, and location, as well as to classify the most

effective strategies for boosting sales, including online advertising,

sales promotion, discounts, and affiliate marketing.

Definition of Terms

Business Competition. The effort of two or more parties acting

independently to secure the business of a third party by offering the

most favorable terms. The contest between coffee shops that provide

related products or services or that target the same audience of

consumers.

Entrepreneur. A person who starts a business and is willing to

risk loss to make money. In this study, they can be measured by

handling their own business, especially when this involves seeing a new

opportunity.

Influence Implies a force that brings about a change (as in

nature or behavior). The power that refers to how marketing strategies

affect or modify the sales and overall business performance.

Marketing Strategies. Is a company’s overarching plan for

expanding its clientele for the goods or services it offers. Any technique

or set of practices that companies use to collect information to

understand their target market better.

 Market Trends. Applies to the general direction maintained by a

winding or irregular course. Look at how your industry started in the

market, how it has grown, and where it is expected to go.

Sales Performance. The overall effectiveness of an

organization's sales team. The measurement of how effectively a

business generates revenue from its sales.

 CHAPTER II
REVIEW OF RELATED LITERATURE
LOCAL LITERATURE

By authors isleta et.al. 2023 discussed that the Assessment of

Marketing Strategy among Local Coffee Shops of Kapeng Barako in

Lipa City, Batangas, Coffee Shop, for instance, it requires an

appropriate market mix of product, price, place, and promotion for it to

be effective in business, as quickly found by the researchers. Marketing

is essential as it will help you expand your business through interaction

as well as access the target clientele by applying the strategies of

marketing in a successful manner, especially in areas of the marketing

mix in which change is believed to be essential. When the researchers

coded the data under Product, People, Place, and Physical Evidence

by age profiles, it was found that the marketing of Kapeng Barako in

Lipa City was different from the marketing of Kapeng Barako in Lipa.

The products would be suitable for any age, although the emphasis

should be placed on the millennials and Gen Z population. While there

is people and price, most customers who attempt to go to these close-

by coffee shops are female for the sex. The price is grouped according

to the nature of the civil status. In order, the researchers concluded that

people who are single, married, or in a relationship are concerned about

the cost. The researchers saw that there is no variation in the marketing

mix as per the employment location of customers.

 According to A Case Study of the Marketing Tools Coffee Shop

Owners Use to Sustain Businesses by Adeleke, A. (2020b) A company

owner who wants to sell a good or service may employ a variety of

pricing techniques. The ability of a business owner to combine

resources in order to control the optimal price for maximum profit and

sustain competitive advantage is known as pricing strategy. I

questioned the SBs about their pricing strategy throughout their first five

years of firm ownership. Table 5 contains the Evidentiary Statements for

Theme 5—Competitive Pricing plan. Each SB suggests a competitive

pricing plan to attract new clients and keep hold of current ones. The

SBs' answers support the assertion made in [67]. A business owner

needs to focus on price in order to expand their clientele and gain a

competitive edge in the coffee shop industry.

As Surachman, Sinaga, Bainus, and Sumadinata 2020 stated,

issues regarding strengthening competitiveness of local industries in

era of the ASEAN Economic Community (AEC), are incredibly

significant in strengthening integration of economy in ASEAN region.

The Philippines as one of the countries in ASEAN region, currently

continues to strive to increase economic growth in an effort to

strengthen economy of ASEAN region. Increased industrial

competitiveness is done through increasing competitiveness of local

Philippine leading industries which have become a trade priority sector

to respond to the MEA era, this is done with the consideration that
increasing competitiveness is in accordance with Philippines potential

with its superior products, both food and non-food and sectors or types

of commodities that are the priority of trade in the ASEAN region going

forward. In the perspective of industry and trade, the role and existence

of Department of Trade and Industry (DTI), the main body tasked with

implementing Philippine participation in the AEC, states that the stable

economic performance in the country, along with various reforms that

have been implemented have putting Philippines in a good position to

benefit from economic integration. DTI is carrying out a variety of policy

packages taken by the government, specifically regarding the Philippine

Government's development policies in dealing with the ASEAN

Economic Community.

According to Mona and Audini 2023, stated, in the covid-19

global pandemic era, many countries apply restriction for many offline

activities to prevent virus spread. This affected many businesses and

forced them to go online. Every business has to adapt and adopt

technology within this pandemic situation. One of the businesses whose

product demand is increasing is a medical supplier company. But this

increase not only in the matter of demand, but also competitor and

product variation. Existing companies should run digital transformation

to secure and expand their position on the market. This paper explains

digital marketing communication strategies which were conducted by

medical supplier company in covid-19 pandemic era. The company

makes use of some platforms for the initial digital marketing strategy,

such as social media activation, company website, and e-commerce.

The result shows that digital marketing plays an important role in

product sales escalation. Companies can promote their business and

establish customer relationships through various digital channels.

However, e-commerce strategy seems more challenging for medical

supplier companies. This paper could help other businesses to

determine their suitable digital marketing communication strategy.

LOCAL STUDY

Based on Abi Adeleke (2019) Failure is an issue with small

businesses globally; some owners of small businesses lack the

knowledge of business administration and marketing strategies

necessary to help ensure success. The purpose of this multiple case

study was to explore what marketing strategies some coffee shop

owners use to sustain business operations during the first 5 years of

operation. The targeted population consisted of 5 coffee shop owners

in Arkansas who successfully implemented marketing strategies to

sustain business operations during the first 5 years of operation.

Goldsmith’s 8Ps of marketing mix was the conceptual framework used

in the study. Data were collected from semi structured interviews and a

review of publicly available data and company websites. Data were

analyzed using the principles of the content analysis method, which

included identifying codes and themes. Findings indicated owners of

successful coffee shops were actively engaged in the day-to-day

business operations and in the community; provided premium products;

used social media for marketing, promotion, and branding; used

competitive pricing; were precise about the location; provided

exceptional customer service and personalization, and had points of

marketing differentiation to promote their brand. The implications of this

study for positive social change include the potential to support the

welfare of the citizens of Arkansas, and owners of coffee shops across

the United States that could provide independent coffee shop owners

with marketing strategies necessary to sustain business operations,

contribute to new job creation and regional economic sustainability.

As explained by Yijia Huang (2017) For the small business such

as coffee shop, identify successful marketing strategies to improve their

customer satisfaction when developing effectiveness promotion

activities, developing competitive pricing strategies, improving customer

service quality and product quality control can be crucial for the start-up

business. This research aims that seeking appropriate marketing

strategies for Impresso Café Eatery Catering to develop customer

loyalty programs. In order to collect accurate data from the research, it

was looking at literature studies of customer loyalty programs from other

businesses. This research aims that seeking appropriate marketing

strategies for Impresso Café Eatery Catering to develop customer

loyalty programs. In order to collect accurate data from the research, it

was looking at literature studies of customer loyalty programs from other

businesses. Also, using questionnaire research as primary information

to collect customer personal feelings with the products quality, service

quality, promotion activities and price provided by Impresso Café Eatery

Catering. As questionnaire research, it has completed by random 50

customers in Impresso café. From the result of the questionnaire, there

are over 80 percent have high expectation on the service and product

quality, and they also claimed that appearance and attitude of staff when

they require assistance are significant elements that can influence their

purchase decisions. And the research result shows that the younger

customers tend to pay the proper price and do not quite care about the

service quality. This research clarifies the relationship between

customer loyalty and successful marketing strategies. Also, all of the

findings from this research will be used for help Impresso Café Eatery

Catering plan and control their future marketing strategies performance.

When Impreso café improve their customer service quality and develop

promotional activities, the questionnaire results from customers need to

be considered for enhancing their competitive advantage in the market.

Furthermore, this research provides recommendations for Impresso

café further development.

As per Costales 2023, stated there are several aspects that

influence the outcomes of buying decisions, some of these specifically

happen in an exact situation and occasion determined by social status,

preferences, disposition, and economic position of the customers or

consumers. Most likely Entrepreneurs consider consumer’s interest and

like leading them to create new brands that fit to their taste and

affordable to their budget. Recently, consumers are well informed and

influenced by social media in considering appearance, price, and

availability and location of the product. The globalization process

continues across the world, and also brought some problems with it.

The leading problem is our environmental issues that affect all living

beings negatively. These aforementioned environmental problems have

started to come to the agenda over the years and people have started

to talk about these negativities. Consumers now have concerns about

the future of the world and as a result of this mostly prefer

environmentally friendly products. In return to these attitudes of the

consumers, companies have started to form their marketing strategies

so as to appeal to increasing apprehension of this environment-

friendliness. These marketing strategies, named green marketing, have

caused companies to adopt green policies in their pricing, promotion,

product features and distribution activities. On the other hand, global

warming has reached everyone's mind and there are lots of campaigns

on the green environment and making us advocate to preserve Mother

Earth. The ideas have been relevant to plan creating ways in how to

promote a greener environment, thus a long-term planning must be

executed to recycle post-consumer products for the packaging of the

products. Consequently, green marketing must exhibit eco-friendly

goods and services. Besides, the opposite of this idea is disastrous to

the environment. Most likely air pollution, etc. will destroy surroundings,

habitat, and nature as a whole. Presently we are experiencing trying

times on the pandemic, world economics shut down and manufacturing

ceased for a time. However, new products come out like new face

masks, new brands of alcohol, soap, vitamins, etc. Manufacturing starts

to redesign their venue and sites to fit on health protocols, hence site

expansion and work schedule shifting happened to promote social

distancing to maintaining the operations.

The green consumer is generally defined as one who adopts

environmentally friendly behaviors and/or who purchases green

products over the standard alternatives. Green consumers are more

internally controlled as they believe that an individual consumer can be

effective in environmental protection. Thus, they feel that the job of

environmental protection should not be left to the government,

business, environmentalists and scientists only; they as consumers can

also play a part. They are also less dogmatic and more open-minded or

tolerant toward new products and ideas. Their open-mindedness helps

them to accept green products and behaviors.

As maintained by Ersoy Ayse Begum, Keceli Yavuz and Kwiatek

Piotr (2020) Retail coffee business has been growing fast in the Middle

East countries particularly during the last decade. High penetration

rates of mobile communication devices such as smart phones and high

usage of social media make the coffee retails in the region with Fee

WIFI access, very attractive off-line and on-line social venues. The

growth of internet in Arab countries is continuous and offers many e-

commerce opportunities for retail businesses to penetrate, grow and

achieve loyalty. This article aims to test how coffee retail businesses can

optimize social media usage in order to increase their customer base,

reach a higher level of customer satisfaction and hence increase the

rate of customer loyalty in the long run. The literature review focuses on

social media engagement and use of businesses, small businesses and

retailers in the world and in the middle east, coffee shop industry and

coffee shop service expectations of customers. The primary data

collection is targeted to test the constructs identified in the secondary

data for coffee retail business as well as social media engagement of

subjects who frequent coffee shops. The proposed conceptual model

suggests that social media engagement of coffee shops customers

through retailers’ social media and internet presence will lead to higher

satisfaction about the shop and consequently transform them into loyal

customers. Therefore, finally the model suggests that coffee shops

should continuously seek to optimize their social media enabled

marketing activities in order to achieve their business objectives.

As per Alvarez 2020, the importance of food service in the

industry plays a vital role in our society. This study would like to find out
the implications of the marketing strategies focusing on the marketing

variable mix, and the importance of other factors like training, benefits

of the manager, sales force and customer service in the realization of

the companies’ goals and objectives and the problems involved in the

operation of franchise food service establishments. This study chose

the five giant food services in the Province of Isabela. There are

enumerated indicators of marketing strategies as identified by the

managers during the survey and these were the basis of analysis as it

tries to evaluate the effectiveness of marketing strategies used by the

food service as perceived by the managers and customers and to find

out its impact to the present market status. To further evaluate the

hypotheses posed in the study, Analysis of Variance (ANOVA) and F-

test were used to test the differences of the five-food service industries.

Based on the results of the study, marketing strategies with respect to

products and services, prices, place of distribution and sales promotion

proved to be the main concern of the food service. Also, all food service

establishments observed the importance of training to improve sales

force and work efficiency, benefits, as driving forces to motivate the

employee and crew to do exemplary work and the significance of

achieving customer satisfaction in the overall performance of the food

service store.

Based on Yamagishi, Ocampo, et.al. 2021 stated, the current

literature has espoused the role of social media platforms in promoting

tourism destinations. Despite such advances, limited works are reported

on how social media foster the sustainability of tourist destinations. This

work builds upon the argument that sustainable tourism (ST) agenda

and initiatives can be integrated alongside the traditional competitive

mission of social media marketing as a communications strategy of

tourism stakeholders. With such an argument and the scarce literature

on the topic, this paper analyzes the impact of social media strategies

on marketing indicators contextualized within ST. In addressing this

objective, a fuzzy cognitive mapping technique is adopted to examine

the changes in marketing performance indicators given an initial set of

activation values of social media marketing strategies. A case study in

Kalanggaman Island (Philippines), an emerging tourist destination, is

carried out to demonstrate the evaluation process. Three policy

scenarios with interrelated social media marketing strategies are

examined: minimal effort, moving visuals, and collaborative strategies.

The minimal effort scenario increases counting metrics, comments, and

Web traffic, while the moving visuals scenario yields increases in reach,

counting metrics, comments, and Web traffic. Finally, the collaborative

strategies scenario enhances indicators on awareness, the share of

voice, counting metrics, comments, and lead. The findings generated

from the proposed framework provide policy- and decision-makers a

platform for analyzing possible social media policies in disseminating

the ST agenda.
FOREIGN LITERATURE

According to Rutz and Watson (2019) Endogeneity in empirical

marketing research is an increasingly discussed topic in academic

research. Mentions of endogeneity and related procedures to correct for

it have risen 5x across the field’s top journals in the past 20 years but

represent an overall small portion of extant research. Yet there is often

substantial difficulty in reconciling issues of endogeneity with many of

the substantive questions of interest to marketing strategy for both

theoretical and/or practical reasons. This paper provides an overview of

main causes of endogeneity, approaches to addressing it, and guidance

to marketing strategy researchers to balance these issues as the field

continues to move towards more methodological sophistication,

potentially at the expense of managerial tractability.

As Morgan, Whitler, Feng, And Chari (2019) stated, marketing

strategy is a construct that lies at the conceptual heart of the field of

strategic marketing and is central to the practice of marketing. It is also

the area within which many of the most pressing current challenges

identified by marketers and CMOs arise. We develop a new

conceptualization of the domain and sub-domains of marketing strategy

and use this lens to assess the current state of marketing strategy

research by examining the papers in the six most influential marketing

journals over the period 1999 through 2017. We uncover important

challenges to marketing strategy research—not least the increasingly

limited number and focus of studies, and the declining use of both theory

and primary research designs. However, we also uncover numerous

opportunities for developing important and highly relevant current

marketing strategy knowledge—the number and importance of

unanswered marketing strategy questions and opportunities to impact

practice has never been greater. To guide such research, we develop a

new research agenda that provides opportunities for researchers to

develop new theories, establish clear relevance, and contribute to

improving practice.

According to Rosário & Raimundo (2021) stated, e-commerce is

deemed as the sale and purchase of goods and services through the

internet in exchange for money and data transfer to complete the

transactions. E-commerce is at the forefront of transforming marketing

strategies, based on modern technologies, and facilitates product

information and improved decision-making. In this way, marketing

strategy increasingly requires substantial amounts of information to

better understand client needs, which raises the question of choosing

the right marketing strategy to better fit consumer expectations. This

literature review aims to shed light on both the recent growth of e-

commerce literature and its interplay with consumer marketing strategy.

Extant research has examined this change in human interaction due to

social network building, mostly through the themes of online marketing

and social media marketing, also comprehending issues such as cost

efficiency, information quality and trust development towards online

shopping. Nevertheless, existing research has not shown in full all the

research streams, how they interact with each other and its potential

knowledge development. Thus, a literature review on consumer

marketing strategy for e-commerce in the last decade is opportune. This

paper aims to identify research trends in the field through a Systematic

Bibliometric Literature Review (LRSB) of research on marketing

strategy for e-commerce. The review includes 66 articles published in

the Scopus® database, presenting up-to-date knowledge on the topic.

The LRSB results were synthesized across current research

subthemes. The following findings are presented: Amidst the current

competitive global business environment, companies tend to respond

with strategies for e-commerce and online businesses that resort to e-

commerce platforms and social networking to better understand

consumer needs, facilitate consumer marketing strategy and share

innovative information. The originality of the paper relies on its LRSB

method, together with extant review of articles that have not been

categorized so far.

According to Tom Gates (2024), many small business owners of

US coffee shops lack effective strategies to sustain their business

beyond the first 5 years. Small business owners are concerned that the
use of ineffective strategies can negatively impact the coffee shop’s

profitability and competitiveness. The purpose of the qualitative multiple

case study was to explore what type of skills, business acumen, and

strategies small business owners of coffee shops use to be successful

within the first 5 years of operation. The conceptual framework that

grounded this study was von Bertalanffy’s general systems theory. The

participants were five small business coffee shop owners in the eastern

region of the United States who successful sustained their business

within 5 years of operation. Data were collected from semi-structured

interviews using open-ended questions and review of public social

media and business websites. The data were analyzed using Yin’s

process methodology. Business sustainability strategies were explored

through semi-structured interviews, in which four themes emerged:

diversified business practices, community and good customer service,

quality leadership, and quality products and services. A key

recommendation is for small business owners of coffee shops to

implement strategies such as employee mentoring, offer growth

opportunities, and create a referral rewards program. The implications

of this study for positive social change include the potential for small

business owners of coffee shops to experience greater success and

contribute to the local economy by creating new job opportunities.

According to JH McAdooo (2020), the coffee industry has a

yearly economic impact of $225 billion on the US. Understanding the

decisions made by small, independent coffee shop operators in order to

gain a competitive edge is essential to understanding this business.

Customer loyalty, or the capacity to attract and retain consumers who

make repeat purchases, is a core value for coffee shop operators. The

issue was that after five years, almost 50% of small enterprises

collapsed. This qualitative multiple case research evaluated the

strategies used by profitable coffee shop owners to gain a competitive

edge. Spending time with specific business owners who fit the study

criteria was the most effective strategy to get at this insight.

FOREIGN STUDY

According to Ali & Anwar (2021) stated, the current study aimed

to examine pricing strategies as a determining factor in influencing

consumer behavior. The present research applied quantitative research

method via adapting questionnaire from academic sources. The sample

size for the current study is 162 which was gathered via random

sampling method. The results show that Penetration Pricing has a

significant positive influence on consumer behavior at 5% level. The

results show that Price Skimming has significant positive influence on

consumer behavior at 5% level. The results show that marketing sharing

sites have significant positive influence on consumer behavior at 5%

level. The results show that blogs have significant positive influence on

consumer behavior at 5% level. The results show that Competitive

Pricing has a significant positive influence on consumer behavior at the

5% level. Moreover, all beta values are higher than. 001. All models

have very high adjusted R2 indicating the ability of the models

explaining the variation of consumer behavior due to variation of

independent variables is very high. The F-value shows that the

explanatory variables are jointly statistically significant in the model and

the Durbin-Watson (DW) statistics reveal that there is autocorrelation in

the models.

On the authority of Doleman. John P. (2017., pp. 86), small

businesses created marketing strategies and used mobile marketing to

make their brand awareness higher and increase their sales. Stated by

Smutkupt et al., n.d), the research problem was small business were

losing profits when they were not using mobile marketing strategies

because they lack learnings in developing mobile marketing strategies

to increase sales. This study focused on understanding how small

businesses develop these strategies and how they integrate them into

their marketing efforts. It also examines how these affect consumers

and sales. The findings of this study showed that small businesses used

mobile marketing to make the chances of customers making a purchase

and establishing brand awareness higher. Marketers used mobile

marketing in innovative ways to change the customer’s behavior so they

would engage with the small business. The findings have potential to

provide insight into planning and operating marketing communication

strategies that make consumers willing to engage with small businesses

in the use of mobile channels.

E-commerce platforms always implement effective marketing

strategies, such as popular affiliate programs, to increase user

engagement and drive traffic to their sites, which in turn increases their

revenue per sale (Erislan, 2024). Digital marketing plays a crucial role

in sales promotion, with social media being a common tool for both

marketers and online businesses.

In digital marketing, companies must implement diverse strategies to

attract potential consumers and spark interest in their products.

Creativity is key to capturing consumer attention through promotional

activities, ultimately guiding them toward making a purchase decision

(Kerin & Musadad, 2022). Consumers must make purchasing decisions

by evaluating different product options based on the information

available to them (Wardhana et al., 2020). The effectiveness of a

company's influence on consumer decisions is often enhanced by its

promotional efforts, including the strategic use of social media.

Based on multiple regression analysis and multiple correlations

by Ni Luh Putu Wahyutari, I. Gusti Putu Sutarma, Dewa Made Suria

Antara, the room sales are positively correlated with the marketing mix

carried out by the hotel. The regression equation states that the

additional costs for marketing mix activities, each unit of cost

simultaneously affects the increase in room sales. The strategy of each

marketing mix variable carried out by the hotel will affect the increase in

hotel room sales. The strategy implemented by the hotel. The results of

this study answer the dominant variables that affect room sales, is

product strategy. The product strategy that is carried out is through

product development in accordance with current business trends,

namely meeting packages, wedding trends, namely wedding packages

and Tailor-made products. Tailor made a product that is a packaging

product package where guests can request the type of room and or

other needs outside the packages offered.

As indicated on the determination test, it was found that the marketing

mix affected70.7% of the increase in sales of the hotel rooms, this

provided an opportunity for further researchers to conduct research at

the hotel because the remaining 29.3% were there is no effect on the

increase of the hotel room sales. It is estimated that the figure of 29.3%

is influenced by other factors from external companies that are not

examined, such as competitor analysis, travel warning, etc., because

the marketing mix includes the company’s internal strategy.

On the behalf of N.Z. Nizam and J.A. Jaafar, there is a crucial

relationship between attitude towards online advertising and purchase

decisions. Attitudes are fundamentally based on cognitions or beliefs

which means attitudes can be constructed based on the thoughts we

have about the information we received. Meaning, consumers who

believe in the information established about the product or services will

result in having favorable attitude and having the intentions to purchase.

When a person wants to buy a product or service, they will make a

choice based on the available information and also based on the belief

of the individual towards the product or service.

Relevant Theories

The Theory of Buyer Behavior. John A. Howard and Jagdish

N. Sheth, (New York: Wiley, 1969). Consumer behavior theory is a study

of how people make purchasing decisions, helping businesses and

marketers predict and manipulate these decisions. Key factors

influencing consumer behavior include psychological factors like

attitude, perceptions, and motivations, as well as personal

characteristics like age, gender, and location. Social influences include

friends, family, community, and education, which can influence a

person's purchasing habits. Strategies to proactively manipulate

behavior can help businesses capitalize on these behaviors and

maximize profits.

CRM or Customer Relationship Management. A crucial aspect

of modern business management was popularized in 1997 by Siebel,

Gartner, and IBM. It focuses on the relationship between an

organization and its customers, which can vary greatly depending on

the size and scope of the organization. Successful organizations use

three steps to build customer relationships: determining mutually

satisfying goals, establishing and maintaining customer rapport, and

producing positive feelings. Good CRM can influence both parties'

conditions.

Conceptual Framework

This framework represents the relationship of marketing

strategies and sales performance of coffee shops, emphasizing the

major factors that impact this interaction.

INPUT PROCESS OUTPUT

1. How may the Distribution and Improve the sales

respondents be Administration of performance of

described as to: the survey coffee shops

1.1 age; and questionnaire

1.2 gender Level up customer

2. How are marketing Statistical interaction and

strategies of coffee treatment of data satisfaction

shops evaluated by the

respondents in terms of: Interpretation and Increase

2.1 trends; analysis of data the competitive

2.2 competitors;
 2.3 customer's standing of coffee

preference; and, shops in the market

2.4 location?

3. What marketing

strategies are most

effective in increasing

sales?

3.1 online

advertising;

3.2 sales promotion;

3.3 discounts; and,

3.4 affiliate

marketing?

4. Is there a significant

relationship between

marketing strategies as

evaluated by the

respondents on their

sales?
 CHAPTER III
RESEARCH METHODOLOGY

This chapter contains the research design, population and

sampling of the study, research instruments, data gathering procedures,

and the data processing and statistical treatment.

Research Design

This study is a descriptive quantitative research design that

emphasizes the influence of marketing strategies on the sales

performance of coffee shops. 40 participants will be selected in Brgy

171, to answer a standardized survey questionnaire. The data

collected from the survey will be statistically analyzed to draw a

meaningful research conclusion.

Population and Sampling of The Study

The researcher chose quota sampling to easily gather the data

needed in selected forty (40) respondents from coffee shops in

Barangay 171., Caloocan City, to get their insights that are crucial to

evaluating the business performance of coffee shops, focusing on the

most effective marketing strategies that will increase their sales.

Research Instruments
 The research instrument used in this study is the Likert scale

via survey questionnaire. This type of scale consists of 5 pages. The

first page is the collection of their demographic profile. After this, in

every question respondent will state their Marketing Strategies of most

effectiveness about the statement by placing a checkmark in the box

provided about their level of Sales performance with Marketing

Strategies. This structured approach facilitates a comprehensive

analysis of how different marketing tactics impact sales performance in

the coffee shop sector.

Data Gathering Procedure

The collection of data towards the assessment of business

performance will be initiated through the administration of survey

questionnaires developed using a 4-Point Likert Scale which will

include the options of 4 - Strongly Agree, 3 - Agree, 2 - Disagree, and

1 - Strongly Disagree. In this study, researchers will administer the

hard copies of the questionnaire to the respondents composed of fifty

participants wherein they are the customers of selected coffee shops

in Brgy. 171. This is the reason why it is necessary to conduct the

survey and identify how the marketing activities influence the

revenues.

Data Processing and Statistical Treatment

n = total number of respondents

∑x = sum of x variables

∑y = sum of y variables

∑xy = sum of the x and y variables

∑x2 = sum of squares of 1st variables

∑y2 = sum of squares of 2nd variables

 CHAPTER IV
DATA INTERPRETATION

This chapter presents the analysis and interpretation of the data

collected from the selected coffee shop owners and managers. The

results are discussed and interpreted in alignment with the statement of

the problem.

Table 1

Age of the Respondents

Age Frequency Percentage Ranking

18 - 24 24 60% 1

25 - 34 9 22.5% 2

35 - 44 6 15% 3

45 - 54 1 2.5% 4

Total 40 100%

Table 1 presents the frequency, percentage, and the ranking of

the respondents’ age. The table shows that 22 (60%) of the respondents

are at the ages of 18-24 years, rank 1. Following this, 9 respondents

(22.5%) rank 2, fall within the ages 25 – 34 years. Rank 3 is 6

respondents (15%) aged 35-44 years, while the 45-54 years age group

ranks 4 with 1 respondent (2.5%). These results indicate that the

 majority of the respondents are from the youngest age group (18 to 24

years).

Table 2

Gender of the Respondents

The table presents the gender distribution of the respondents.

Gender Frequency Percentage Ranking

Male 13 32.5% 2

Female 27 67.5% 1

Total 40 100%

Out of 40, there are 27 female respondents making up 67.5% of the

total and ranks 1. Meanwhile, male respondents are at the frequency of

13, making up 32.5% of the total and ranks 2. This indicates that there

are more female respondents, and this suggests that women are more

associated as owners or managers of coffee shops that we surveyed.

Table 3

Marketing strategies assessed by the respondents in terms of:

Trends

Indicators Weighted Mean Verbal Ranking

Interpretation

I always update my coffee 3.52 Strongly Agree 3

shop’s offerings to follow

current industry trends.

Introducing trendy products 3.60 Strongly Agree 1

plays an important role in

my coffee shop’s sales

performance.

Following coffee industry 3.55 Strongly Agree 2

trends attracts more

customers to my shop

I make sure that my coffee 3.47 Strongly Agree 4

shop stays up to date with

the latest trends in the

coffee industry.

Composite Mean 3.54 Strongly Agree

This table shows the marketing strategies evaluated by the

respondents in terms of trends. The highest rank with a weighted

mean of 3.60 (Strongly Agree), points out that introducing trendy

products plays a key role in sales performance. Next to this is a mean

of 3.55, this indicates that adapting to industry trends attracts more

customers. Also, respondents update offerings to align with trends

(3.52) and ensure their shops stay-up to date (3.47). These results

suggest that staying trendy is important for boosting sales and

customer interactions.
 Table 4

Marketing strategies assessed by the respondents in terms of:

Competitors

Indicators Weighted Mean Verbal Ranking

Interpretation

I regularly assess the level of 3.05 Agree 3

competition among coffee

shops.

I differentiate my coffee 3.27 Strongly Agree 1

shop’s marketing strategies

from those of competitors in

the area.

I frequently monitor the 3.02 Agree 4

marketing strategies of my

competitors in order to

establish better ones.

Competitive pricing is 3.12 Agree 2

effective in attracting more

customers.

Composite Mean 3.12 Agree

The table presents respondents value differentiating their coffee

shop’s marketing strategies from their competitors the most, with a

 mean of 3.7 (Strongly Agree). Following, competitive pricing with a

mean of 3.12 (Agree), this indicates that it is moderately effective.

Assessing the level of competition falls on rank 3, with a weighted mean

of 3.05 (Agree). Lastly, rank 4 is monitoring competitors’ strategies with

a mean of 3.02 (Agree). Overall, the composite mean of competitor-

based strategies is 3.12 and suggests that this strategy is relevant but

not the main focus if differentiated from the most emphasized strategy.

Table 5

Marketing strategies assessed by the respondents in terms of:

Customer’s Preference

Indicators Weighted Mean Verbal Ranking

Interpretation

I regularly gather feedback 1.85 Disagree 1

from my customers to

adjust my marketing

strategies.

I align my marketing 1.57 Strongly Disagree 3

approach with the changing

preferences of my

customers.
Catering to customer 1.65 Strongly Disagree 2.5

preferences has a positive

effect on my sales.

My current marketing 1.65 Strongly Disagree 2.5

strategies meet the

preferences of my target

customers.

Composite Mean 1.68 Strongly Disagree

Table 5 shows that the respondents do not align their marketing

strategies with their customers’ preferences. The highest-ranked

indicator, “I regularly gather feedback from customers,” only resulted in

a 1.85 mean (Disagree). Following this, both catering to the customers’

preferences and coordination of current strategies to the preferences of

target customers weighted a mean of 1.65 (Strongly Disagree). Lastly,

the alignment of their marketing approach to the customers’

preferences falls on rank 3 with a mean of 1.57 (Strongly Disagree). In

general, meeting their customers’ preferences as a strategy is not their

focus and only resulted in a composite mean of 1.68 (Strongly

Disagree).

Table 6

Marketing strategies assessed by the respondents in terms of:

Location
 Indicators Weighted Mean Verbal Ranking
Interpretation

My coffee shop’s location is 3.92 Strongly Agree 1

important in attracting

customers.

My shop’s location affects 3.50 Strongly Agree 2.5

the marketing strategies I

use.

Being located near 2.27 Disagree 3

landmarks like malls and

markets leads to higher foot

traffic.

My shop is visible and 3.50 Strongly Agree 2.5

accessible to potential

customers.

Composite Mean 3.29 Strongly Agree

On the basis of data presented of table 6, Rank (1) is Coffee

shop’s location is important in attracting customers and interpreted

as strongly agree with a weighted mean of 3.92. Rank (2.5), location

affects marketing strategies and interpreted as strongly agree with

weighted 3.50. For the rank (2.5), my shop is visible and accessible

to potential costumers weighed mean of 3.50 strongly agree. Lastly,

 for rank (3) Being located near landmarks like malls and markets

leads to a higher foot traffic interpreted as disagree with a weighted

mean 2.27. Therefore, the result of this table indicates that choosing

location appropriately engage costumers.

Table 7

The Marketing strategies that are effective in increasing sales in

terms of:
Online Advertising

Indicators Weighted Mean Verbal Ranking

Interpretation

I always utilize online 3.65 Strongly Agree 3

advertising to promote my

coffee shop.

Online advertising drives 3.60 Strongly Agree 4

sales for my coffee shop.

Using platforms for online 3.90 Strongly Agree 1

advertising such as

Facebook, TikTok, and

Instagram is effective to

reach my target customers.

Online content about my 3.70 Strongly Agree 2

product attracts more

buyers.

Composite Mean 3.71 Strongly Agree

This table presents online advertising as a marketing strategy

assessed by the respondents. Using online platforms falls on the

highest rank with a weighted mean of 3.90 (Strongly Agree), followed

by creating online contents with a mean of 3.70 (Strongly Agree).

Meanwhile, utilizing online advertising goes on 3rd rank and weighted a

mean of 3.65 (Strongly Agree), and the lowest-ranked indicator, “Online

advertising drives sales for my coffee shop,” weighted a mean of 3.60

(Strongly Agree). These results highlight that online advertising has

been the primary focus of majority of the respondents as their marketing

strategy and suggests that this has been effective for them to boost their

sales.

Table 8

The Marketing strategies that are effective in increasing sales in

terms of:
Sales Promotion

Indicators Weighted Mean Verbal Ranking

Interpretation
I frequently implement 3.35 Strongly Agree 2.5

sales promotions (e.g., “buy

one, get one”, loyalty

programs) to boost sales.

Sales promotions have 3.37 Strongly Agree 1

been successful in

increasing my coffee shop’s

sales.

Sales promotions are 3.35 Strongly Agree 2.5

effective in attracting new

customers to my coffee

shop.

I strategically design sales 3.10 Agree 3

promotions to make sure

that they remain profitable.

Composite Mean 3.29 Strongly Agree

Based on data presented in Table 8. Rank (2.5) is implementing

sales promotions and interpreted as strongly agree with a weighted

mean of 3.35. Rank (1), sales promotion increasing coffee shop's sales

and interpreted as strongly agree with weighted mean 3.37. Rank (2.5),

sales promotions attracting new customers on coffee shops weighed

mean of 3.35 strongly agree. Lastly, for rank (3), strategically design
 sales promotions that remain profitable interpreted as agree with a

weighted mean 3.10. Therefore, the result of table indicates that sales

promotions can engage customers.

Table 9

The Marketing strategies that are effective in increasing sales in

terms of:
Discounts

Indicators Weighted Mean Verbal Ranking

Interpretation

Offering discounts has a 3.50 Strongly Agree 1

positive impact on my sales

performance.

Discounts help in 3.40 Strongly Agree 2

maintaining customers and

attracting new ones.

I strategically decided when 3.30 Strongly Agree 3

to provide discounts.

I establish discount 3.25 Strongly Agree 4

campaigns based on their

effect on sales.

Composite Mean 3.37 Strongly Agree

 Based on the table above, establishing discounts on the

respondents’ coffee shops has a significant influence when it comes to

boosting their sales and resulted in a composite mean of 3.37 (Strongly

Agree). The highest-ranked indicator, “Offering discounts has a positive

impact on my sales performance,” weighed a mean of 3.50 (Strongly

Agree), followed by utilizing discounts to maintain and attract customers

with a weighted mean of 3.40 (Strongly Agree). On rank 3rd, strategically

deciding when to give discounts falls with a mean of 3.30 (Strongly

Agree) and followed last by establishing discount campaigns based on

the effect on their sales with a mean of 3.25 (Strongly Agree).

Table 10

The Marketing strategies that are effective in increasing sales in

terms of:
Affiliate Marketing

Indicators Weighted Mean Verbal Ranking

Interpretation

I collaborate with other 2.90 Agree 1

businesses or people to

promote my coffee shop.

My coffee shop benefits 2.05 Disagree 3

from promotions done by

other people or by other

businesses.

Working with partners or 2.07 Disagree 2.5

influencers significantly

benefits the sales

performance of my shop.

Partnering with others has 2.07 Disagree 2.5

brought more customers to

my shop.

Composite Mean 2.28 Disagree

According to the data from Table 10, collaborating with other

businesses or people to promote their shop ranks first, with a weighted

mean of 2.90, indicating agreement. In benefits from promotions done

by other people or by other businesses, others rank third (3), with a

weighted mean of 2.05, interpreted as disagree. Also, there is a

difference in rank 2.5, both “Working with partners or influencers

significantly benefits the sales performance of my shop” and “Partners

with others has brought more customers to my shop” have a mean of

2.07 and disagree. In general, collaboration is viewed as beneficial

while the effectiveness of partners and promotions provided by others

are negatively perceived.

 CHAPTER V
SUMMARY OF THE FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS

This chapter presents a summary of the findings, conclusions,

and recommendations

Summary of Findings

The findings of the study are presented and discussed below.

1. Demographic Profile of the Respondents.

1.1 As to age.

Many of the respondents were from the youngest age group

(18 to 24 years) with a frequency of 24, making up 32.5% of the

total.

1.2 As to gender.

Out of 40 respondents, most of them were female with a

frequency of 27 and a percentage of 67.5%.

2. Marketing Strategies Evaluated by the Respondents

2.1 Trends

Based on the findings of the assessment of marketing

strategies by the respondents when it comes to trends, it has an

overall composite mean of 3.54 and is interpreted as Strongly

Agree.

2.2 Competitors
 Based on the results of the evaluation of marketing strategies

by the respondents in terms of competitors, it has an overall

mean of 3.12 and is interpreted as Agree.

2.3 Customers’ Preference

Most of the respondents strongly disagreed with their

customers' preference as the basis of their marketing strategies

and computed a 1.68 mean.

2.4 Location

As per the results of the assessments, the coffee shop’s

location is important in attracting customers. It has a weighted

mean of three-point ninety-two (3.92) and is interpreted as

Strongly Agree

3. Effective Marketing Strategies

3.1 Online Advertising

According to the results of the assessment by the

respondents of effective marketing strategies, online advertising

is their primary focus, and by far effective, it gained a 3.71 overall

mean and was interpreted as strongly agree.

3.2 Sales Promotion

In regard to the findings, sales promotion is found effective as

a marketing strategy with a composite mean of 3.39 and was

interpreted as Strongly Agree.

 3.3 Discounts

The respondents' evaluation of the marketing methods

pertaining to discounts produced an overall composite mean of

3.29, which is interpreted as Strongly Agree.

3.4 Affiliate Marketing

Regarding the results of the evaluation of marketing

strategies by the respondents on affiliate marketing, it obtained a

total composite mean of 2.58 which stands for Disagree.

CONCLUSION

1. There are more female respondents in this research paper which has

a total of 27 out of 40 females. This indicates that there are more women

respondents, and this suggests that they are more associated as

owners or managers of coffee shops that we surveyed. While there are

more respondents in the age range 18-24 this research paper has a

total of 24 out of 40. This indicates that there are more respondents

aged 18-24, and this suggests that 18-24 years old are more associated

with owners or managers of coffee shops that we surveyed.

2. Based on the findings, online advertising is the most agreed-upon

marketing strategy as assessed by the respondents. They have the

most experience with the statement, “Using platforms for online

advertising such as Facebook, TikTok, and Instagram is effective to

reach my target customers.” This suggests that online advertising is

recognized as a valuable instrument to connect with their customers

and bring awareness of their coffee shops to potential customers.

3.

4. There is a significant relationship between marketing strategies and

the sales of coffee shops.

5.

RECOMMENDATIONS

For Coffee Shop Owners. Offer special offers through

social media sites and create use of a loyalty programmer to

increase the awareness of the drinks and increase the number

of sales. Always evaluate the efficiency of these approaches to

improve them.

For future Researchers. More research should be

undertaken to ascertain the other long-run effects of different

marketing techniques on sales volume. It may have been

beneficial to complete cross-sectional comparisons of other

coffee shops.

For Customers. It means building a good relationship

with coffee shops by giving suggestions for their marketing and

products or services so that they may enhance their services that

cater to the needs of the customers

GUIDELINES

A. For Coffee Shop Owners/Managers

1. Be relevant to the customers and consumers to improve your sales.

2. Be reliable on your work and make satisfied of every customer on

quality.

3. Be responsible and have time management in their customers to

manage their sales.

B. For Customer

1. Be able to choose from the coffee shops' marketing strategy to be

satisfied.

2. Always check the promotion of coffee shops to less your payment.

3. Check the product portfolios, overall quality, and the preference or

feedback.

C. For Potential Investors

1. Research thoroughly the company and asset before investing

2. Explain your financial health

3. Introduce the team and each of their expertise

D. For Future Researchers

1. Consistently monitor the emerging trends to keep the research

relevant

2. Consider using different perspectives to help you see how strategies

impact consumer decisions.

3. Study how social media shapes people's choice

 REFERENCES

A Adeleke - 2019 - search.proquest.com

AB Surachman, O Sinaga, A Bainus… - Systematic Reviews …, 2020 -

search.ebscohost.com

A Adeleke - Open Journal of Business and Management, 2020 -

scirp.org

A Rosário, R Raimundo - Journal of theoretical and applied electronic

…, 2021 - mdpi.com

BJ Ali, G Anwar - Ali, BJ, & Anwar, G.(2021). Marketing Strategy …,

2021 - papers.ssrn.com

EA Begum, K Yavuz, K Piotr - Journal of Business and …, 2020 -

pdfs.semanticscholar.org

E Erislan - Return: Study of Management …, 2024 -

return.publikasikupublisher.com

JP Doleman - 2017 - search.proquest.com

JH McAdoo - 2020 - search.proquest.com

K Yamagishi, L Ocampo, DP Abellana… - Environment …, 2021 -

Springer

MJL Costales - Marketing Science & Inspirations, 2023 -

search.ebscohost.com

MTS Alvarez - Test Engineering and Management, 2020 -

researchgate.net
N Mona, Y Audini - International Journal of Multidisciplinary …, 2023 -

ijmaberjournal.org

NA Morgan, KA Whitler, H Feng, S Chari - … of the Academy of

Marketing …, 2019 - Springer

NLP Wahyuntari, IGP Sutarma… - Jurnal Bali Membangun …, 2020 -

core.ac.uk

NZ Nizam, JA Jaafar - International Journal of Human and …, 2018 -

journal.utem.edu.my

OJ Rutz, GF Watson - Journal of the Academy of Marketing Science,

2019 - Springer

TB Isleta, ICB Mercado, RAB Panza… - International Journal on …,

2023 - ijhtr.com

T Gates - 2024 - search.proquest.com

Y Huang, B Wood - 2017 - researcharchive.wintec.ac.nz

 APPENDICES

LETTER OF PERMISSION TO GATHER DATA

LETTER REQUESTING FOR VALIDATION OF RESEARCH

INSTRUMENT

LETTER TO THE RESPONDENTS