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Chapter I
Introduction and Its Background
The fast-food sector is now more global than ever and international fast-food
continuous to increase in popularity. Costumers usually form perceptions of fast-food
outlets. These perceptions may be formed by word-of-mouth communication, exposure
to promotion from fast-food restaurants, past personal experience and other sources.
Some perceptions may even be incorrect; they may differ from country to country.
Market competition helps business firms in improving the quality of its products
and services. Those two cannot with the competition and quality fails in the end.
However the bottom line is customer services. Food companies have been growing
rapidly for many years and have increased the breadth depth of services provided.
What is marketing? Marketing is the process of planning and executing the
conception of pricing, promotion, and distribution of, ideas of goals and services to
create exchange that satisfy the needs of individual and organizations goals and
objectives. The definition views marketing as an exchange process or discipline that
involves strategies, activities, positions, and institutions. The strategies are the means
to achieve it. For strategies to succeed the firm must have business system to exploit
these strategies.
Marketing are activities of a company associated with buying and selling a
product or service. It includes advertising, selling and delivering products to people.
People who work in marketing departments of companies try to get the attention of
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target audiences by using slogans, packaging design, celebrity endorsements and
general media exposure.
Today, in the modern world, many people are busy, some people travel to
faraway places for work, others are tired from long hours of work and some have to
wake up early for their visual morning jobs. The task of preparing breakfast, lunch or
dinner usually consumes most of their time. For these reasons, they themselves choose
to eat or buy meals from fast-food outlets. These outlets cater breakfast meal like
hotdog, fried egg, corned beef, rice and others. They also cater snack, lunch or dinner
like fried chicken, hamburgers, spaghetti, French fries. These foods can be
ordered/served in packaged according to customers choice.
Fast foods business understand how and why customers make purchase
choices, they are better able to address the needs and wants of customers make
purchase choices, they are better able to address the needs and wants of customers
and to generate greater customer satisfaction. Customers themselves often benefit from
a better understanding of what they make purchase.
Background of the study
Fast-food came around after the Second World War and has come a long way
since then. In the past it was a mere convenience provider and time saver, the easiest
and fastest way to fill appetites, as the name suggests. It has now evolved into a
premium luxury item. It is now very popular amongst all ages of people, especially
children.
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Fast-food Marketing is a necessity for fast-food brands these days. Fast-food
despite being a treat to the taste buds is hazardous to health and comes bearing a
plethora of ailments. Therefore, it must essentially be advertised and marketed in order
for businesses to make sales and be profitable. Fast-food sales are increasing at a
rapid pace mainly due to effective marketing strategy. Edwin Land rightfully said
Marketing is what you do when your product is no good which holds true in this case.
Marketing camouflages the dangerous truth and sways the consumer into thinking that
the temporary taste is worth more than life-long disease.
Fast-food industry began several years ago. McDonald and Jollibee were the
known hamburger chains in our country. The success of these fast foods became
uncontrollable and popular. This conquered millions of Filipinos taste and preferences
with regards to food, the basic needs for human sustenance.
Jollibee, one of the considered successful food chains in the country, catered the
millions of people favorites. The savoring aroma of hamburgers, the crispy fried chicken,
the enjoying taste of spaghetti and French fries are served in package satisfied and
captured the hearts of customers.
Fast foods manager continually review and improve the products and
environment to sustain the customer excitement. The innovative marketing and
advertising program of their products are upgraded for perpetual public consciousness
this is through television, radio, print, cinema advertisement and billboards. They offer
premium items and toys to keep the stronghold on the children. Through these, the fast
foods become the favorite hang-out of the young. It is the family place for snack, lunch,
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and even dinner during weekdays and weekends. Many use the venue for special
celebrations and gatherings. These are some reasons why businessmen choose food
as business.
Despite of economic crisis and devaluation of peso, the fast foods become
dominant contributors of countrys revenues. Most of the fast foods has maintained their
net growth profit of more than 18%. The expansion has enabled the fast foods to be
present in major Philippine cites and municipalities and now emerging even outside the
country.
Different fast foods in San Joaquin have different concepts and markets but
despite of these differences, the various fast foods have common philosophy that
accounts for their success these are the efficient production of high-quality foods
products, cleanliness and quick service that have broad consumers acceptance
supported by advertising and promotions. Their innovative marketing campaigns and
strategies have contributed tremendously to their growth and improvement.
An important study highlights ten key determinants of perceived service quality.
Access (is the service easy to get access to and delivered on time?); credibility (is the
company credible and trustworthy?)! knowledge (does the service provider really
understand customers' needs?}; reliability (how dependable and consistent is the
service?); security (is the service low-risk and free from danger?); competence (are staff
knowledgeable and in possession of the skills required to delivery good service?);
communication (how well has the company explained its service?); courtesy (are staff
polite, considerate and sensitive to customers?); responsiveness (are staff willing and
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quick to deliver the service?); and tangibles (does the appearance of staff, the physical
environment and other tangible representations of the service reflect high quality?). The
first five are concerned with the quality of the outcome of service provided, while the last
five are related to the quality of the delivery process. By focusing on the dimensions that
are important to customers, the service firm can ensure that customers' expectations
are met.
To a large extent, aspects such as good understanding of customers' needs and
the ability to provide consistent and dependable service are achieved through internal
marketing and continual investment in employee quality and performance. The
reputation and credibility of the service provider and customers' perceived risk arc
interrelated. If the consumer trusts the service provider, he or she expects that the
service is free from danger or perceives little risk in using the service. Credibility can be
improved through effective communication of service quality through advertising find/or
satisfied customers. Access can be improved by having multisite locations (e.g. Pizza
lint, McDonald's, Benetton), and waiting times can be reduced through synchronizing
supply and demand and/or tackling staff productivity problems.
Statement of the Problem
This study aims to find the evidence of the marketing strategies of Jollibee
Conception Avenue Pasig Prodynamic Incorporated, 2017: More specifically it seeks
answers to the following questions.
1. What is the profile of the respondents with respect to:
1.1 gender
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1.2 age
1.3 occupation
2. What marketing strategies are employed by the fast foods as perceived by the
customers along the following areas?
2.1 Product
2.2 Promotion/Advertisement
2.3 Service
2.4 Facilities
3. What are the factors that influence the choice of fast foods?
4. How effective are the aforementioned strategies as perceived by the respondents?
Hypotheses of the Study
1. There is no significant relationship between the age and marketing strategies for
product.
promotion/advertisement.
service.
facilities.
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5. There is no significant relationship between the gender and marketing strategies
for product.
for promotion/advertisement.
for service.
for facilities.
9. There is no significant relationship between the occupation and marketing
strategies for product.
strategies for promotion/advertisement.
strategies for service.
strategies for facilities.
Assumptions of the Study
The recommendation of the respondents is pertinent to the depth study of the
marketing strategies of Marketing Strategies Of Jollibee Concepcion Avenue Pasig
Prodynamic Incorporated, 2017.

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Objectives of the Study
1. To produce a research-based data towards the Marketing Strategies Of Jollibee
Concepcion Avenue Pasig Prodynamic Incorporated, 2017.
2. To recommend policy measures/programs designed towards the Marketing
Strategies Of Jollibee Concepcion Avenue Pasig Prodynamic Incorporated,
2017.
Significance of the Study
The most significant contribution of the study is to the field of business
administration, both as an academic discipline and as a practice. Moreover the following
are specific of the benefit of the study:
a. Proponents, for them to gain deeper understanding about marketing strategies
and the differences of strategies applied on different fast foods.
b. Respondents/Customers - for them to become more concern of the quality of
the products they buy and to appreciate, enjoy and benefited from what the fast foods
can offer them.
c. Industry for them to have more sources of funds through revenues from the
fast foods.
d. Fast foods Managers - for them to continue the strategies of the fast foods that
are effective to the customers and to improve the concepts on setting the products that
may strengthen further their business.
e. Business Managers - for them to get comparative concepts and adopts the
marketing strategies that will improve their business.

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f. Employees - for them to satisfied more customers consequently earn more.
g. New Entrepreneur - for them to adopted the effective strategies to attract
customers and come up with better income.
h. Government -for them have more sources of funds through revenues from the
fast foods.
i. Future Researchers -serve as their references that may contribute for the
enhancement of the study similar to this contribution.

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Theoretical Framework
Figure 1
Mission statements exist not only at the corporate level, but also at the level of
every strategic business unit (SBU) within the firm. An SBU is a unit of business that
serves clearly defined product-market segment with its own strategy, but in a manner
consistent with the overall corporate strategy, its own mission, and its own identifiable
competitors.
Strategic planning occurs at every level where a strategic business unit exists. A
firms (or SBUs) objectives may include growth, return on investment, profit, leadership,
industry position, or other factors. These are included in the mission statement. Thus,
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developing the mission statement is a crucial assignment. Because the mission
statement indicates the purpose of the business and is a statement of why the business
exists, it drives all subsets of the business. Most important, mission statements must be
realistic. For a mission statement to say, as some do, We will be known as the leader
in the industry when such a possibility is not realistic or meaningful only leads to
confusion at lower levels of the organization.
The mission statement should be something in which all employees can believe.
It set goals and it urges everyone in the organization to meet those goals. Properly, iy is
communicated throughout the organization for all to follow. That, in fact, is one of its
purposes---to unify the organization. When the response at lower level is, Who are they
kidding? the entire effort becomes a meaningless and self-defeating endeavor.
Although some mission statement which is nothing less than an overall strategy
statement, should fulfill the criteria shown in Exhibit 6-2, either implicitly or explicitly.
It is important to note that three entities should be equally represented in the
mission statement: employees, customers, and shareholders. Too often, mission
statements reflect the needs of the owners: more profits. Profits can only be achieved
with satisfied customers and employees. Conversely, if customers enjoy prices that are
too low and employees are paid too much, the owners will not be satisfied. All three
entities must be represented in any successful mission statement.

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Conceptual Framework
INPUT PROCESS OUTPUT
Demographic Marketing Strategies Products

Profile: of Jollibee Concepcion Promotions/Ad
Avenue Pasig vertisements
Gender Prodynamic Services
Age Incorporated, 2017 Facilities
Occupation
Figure 2
The framework presents conceived paradigm for this study. The framework
focuses on the demographic profile as the input which establishes the opinions of
respondents towards the title as the process: Marketing Strategies of Jollibee
Concepcion Avenue Prodynamic Incorporated, 2017, thus the output of the study
maybe the evaluated product, promotion/advertisement, services and facilities the
organization under investigation.

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Scope and Delimitations of the Study
The study covers the marketing strategies of Jollibee Conception Avenue Pasig
The study has the 108 as respondents; Quota and Expert sampling to interview
aimed at establishing the Marketing Strategies of Jollibee Concepcion Avenue
The time frame for the survey is from August 2-4, 2017.
The scope of the study is reflected in the variables enumerated in the problem
and sub-problems.
The questionnaire used is a guided-questionnaire customized to answer the sub-
problems.
This study maybe critiqued and replicated in future studies of similar nature.
Operational Definitions of the Study
The terms used in this study can give clearer understanding through the
definition stated:
Advertisement. It refers to a public information or announcement to offer goods
or services for sale.
Competition. It implies to some measures of success against which to assess
relative performance vis a vis rivals.

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Customer. It refers to a person who wishes to make purchase on a product from
a store or firm.
Customer Satisfaction. This is a marketing aims where the customers find that
the product or services meet their needs and represent value of money.
Customer Behavior. These are the actions and decision processes individuals
and organizations involved in discovering, evaluating, acquiring, consuming, and
disposing of products and services.
Effectiveness. It refers to the measures of whether a person or product fulfills its
stated purpose and meets the needs of those affected by it.
Fast foods. This refers to the chains that specialized in serving the prepared
food like hamburger, French fries, fried chicken, etc
Marketing Strategy. It is a strategy of an organization to seek and meet its
market goals and objectives.
Marketing Mix. This is better known as the 4 Ps (Product, Price, Place, and
Promotion). Each has its own responsibility in contributing to the successful
implementation of marketing strategy.
Place. It is a vital ingredient of the total marketing mix that ensures the products
availability to the right target markets, at the right quantity, at the right condition, at the
right cost, at the right time, anytime and all the time.
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Place Strategy. This refers to strategies concerned with making the products/
services available to the customers. In service marketing, this may refer to the
geographical location of the business, the ambiance and the interior of the place.
Price. It is amount of money, goods, and services that must be given to acquire
ownership or use of a product (goods or services).
Price Strategies. It refers to the different activities to provide adequate return on
investment. It presupposes knowledge of competitors cost structures.
Product. It may come in form of an object, services or an idea that firm offers in
exchange for money, patronage, moral support and the like.
Product Improvement. It involves the changing of the features, quality or style
of a product to give a better fit to the demands of the market or market segment.
Product Strategy. This is a decision, which serves as a meaningful guideline
throughout the step-by step development process for each new product.
Promotion. It refers to all the ways a business persuades people to buy its
product and service.
Promotion Strategy. It is planning, implementing, and controlling the
communications of an organization with its customers and other target audience.
Proponents. Something who argues for or supports something
Respondents. A person who gives a response or answer to a question that is
asked specially as part of a survey.

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Chapter II
Review of Related Literature
A. Other Thesis and Dissertations
1. MARKETING STRATEGIES OF SELECTED FAST FOODS IN NOVALICHES
AS PERCEIVED BY CUSTOMERS, Analita C. Bello (2001)
Introduction
Marketing is the process of planning, and executing the conception of pricing,
promotion and distribution of ideas of goods and services to create exchange that
satisfies the needs of individual and organization's goals and objectives. The strategies
are the means to achieve it. For strategies to succeed, the firm must have business
system to exploit these strategies.
Marketing strategies should begin with thorough analysis and constant study on
products, prices, channels and promotion. Making the study can lead to innovation,
competitiveness, effectiveness and value to customers.
The success of business depends on how much they know the potential
customers not just, who they are, but how, when, where, and why they consumes.
Running a fast-food business is no different from any other business. It involves
customers' behaviors and their preferences. Managers adopt and employ strategies to
make the business successful. It is in this regard that this study is prepared.
Research Design
In giving meaning and significance to the study, the Descriptive method was
utilized by the researcher. It is aided with questionnaire, in gathering valuable data, to

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further analyze, interpret and summarize the facts and information. To assess the
results, the researcher used some statistical techniques like frequency, percentage
distribution, ranking and weighted mean. These techniques and method was a helped in
determining the marketing strategies of selected fast foods in Novaliches as perceived
by the customers.
Respondents
The respondents were the one hundred residents of Cristina Homes, a
subdivision, 2.5 kilometers away from the fast foods. This is about ten percent (10%) of
the nine hundred eighty six total populations. Their age ranges from twenty one (21)
and above.
This study aims to analyze the effectiveness of the marketing strategies of the
fast foods and how effective these strategies are perceived by their customers. It also
wishes to find out or to identify the factors that the fast foods can contribute for the
welfare of benefits of the customers.
This study sought to answer the following questions:
1. What is the profile of the respondents with respect to:
1.1 gender
1.2 age
1.3 civil status
1.4 educational attainment
1.5 occupation
1.6 family income

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2. What are the factors that influence the choice of fast foods?
customers along the following areas:
3.1 Product
3.2 Promotion/Advertisement
3.3 Service
3.4 Facilities.
4. How effective are the aforementioned strategies as perceived by the
respondents?
Summary of the Findings
Based from the data gathered, the following findings are hereby summarized:
1. Profile of the Respondents
1.1 Gender. Sixty four (64) or 64% of the respondents are female, while thirty six
(36) or 36 are male.
1.2 Age. Majority of the respondents belong to the brackets of 31-35, 17% of the
total respondents; 36-40, 22% of the total respondents and 41-45, 20% of the
total respondents.
1.3 Civil Status. Majority of the respondents were married. They represent 71%
of the total respondents. One respondent is legally separated.
1.4 Educational Attainment. A high percentage of respondents were college
graduate, which is equivalent to 62%.
1.5 Occupation of Respondents. Majority of the respondents are employed
with 87% of the total respondents. Among the occupations and their equivalent
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percentages are: teacher, 15%; OCW, 11%; Engineer, 10%.
1.6 Monthly Family Income. Of the total number of respondents 27% receive a
salary range between 15-000-19-000, 19% receive 20-000-24,000 and 15%
receive a salary range from 10,000-14,000.
2. Factors Influencing the Choice of Fast foods.
The first 3 factors that influence the choice of fast foods are affordable and
reasonable price with 23%, food taste aroma with 20% and complete and clean facilities
with 19% of the total respondents.
3. Marketing Strategies Employed by the Fast foods
The marketing strategies employed by fast food as perceived by the respondents
are the following:
3.1 Product Strategies. The first 3 product strategies employed by the fast
foods with their corresponding percentages are the following: Affordable and reasonable
prices represent 34% of the total respondents; food good taste and smell, with 28%;
and package meals/menu, with 18%.
3.2 Promotion/Advertisement Strategies. Discounts on products got the
highest percentage, 37%; followed by offer promo-products to attract customers with
29% of the total respondents.
3.3 Service Strategies. The first three indicators on Service Strategies and their
corresponding percentages are: quickness in serving or delivery of products with 26%;
staff/crews friendliness with 15%; and cleanliness of the facilities with 18% of the total
respondents.
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3.4 Facility Strategy. Maintained cleanliness of freezer, storage, and cooking
equipment got the highest percentage, 28% of the total respondents.
4. Effectiveness of the Marketing Strategies as Perceived by the Respondents
4.1 Product Strategies. Out of 7 items, the first 3 in ranks are:
a. Economical Prices of the product with average Wm of 4.83 or Very
Effective verbal interpretation.
b. Product taste and aroma with average Wm of 4.67 or Very
c. Package meal/menu style with average Wm of 4.25 or Effective
verbal interpretation.
4.2 Promotion/Advertisement. Out of 7 items, the first 3 in rank are are:
a. Discount on some products with average Wm of 4.32 or Effective
b. Advertisement showing Filipino values with average Wm of 4.10 or
c. Attractive promo-products with average Wm of 4.03 or Effective
4.3 Service. Out of 7 items, the first 3 rank are:
Out of thirteen factors as choices of respondents, the first 3 in the rank are:
a. Cleanliness of tables, chairs, store area and equipments with
average of Wm of 4.45 or Effective verbal interpretation.
b. Staffs/crew friendly accommodation with average Wm of 4.32 or

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c. Politeness of the crew/staff with average Wm of 4.31 or Effective
4.4 Facilities. Out of 6 items, the first 3 in rank are:
a. Cleanliness of freezers, storage and cooking equipment with
average Wm of 4.62 or Very Effective verbal interpretation.
b. Modern equipment used to give customers quick service with
average of 4.12 or Effective verbal interpretation.
c. The chairs and tables provided for the customers are enough and
convenient with average Wm of 4.07 or Effective verbal
interpretation.
Conclusions
Based on the summarized findings, the researcher concluded that:
1. Respondents possessed the qualities and requirement that are significantly
necessary in the effective implementation of strategies for productive
entrepreneurship
2. Customers are intelligent and practical. They look for fast foods that offer
favorable prices, who serve products that reveal freshness with nutritious, good
taste and aroma.
3. Fast-food industry anticipating, creating, and satisfying customers need that
leads to success is dependent on response of the customers. Marketing
strategies employed by the fast foods such as on products,
promotion/advertisement, service, and facilities are viewed and perceived by the
customers as very satisfactory and effective.

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4. The marketing strategies resorted by the fast foods such as selling products are
affordable and reasonable prices, giving discounts on products, serving them
quick, and keeping the environment and facilities clean are all effective as
perceived by the customers. These and other unique style and strategies attract
more customers give the organizations greater sales volume.
2. AN ASSESSMENT ON THE EXISTING OPERATIONS OF CEBU CITY JOLLIBEE
FAST-FOOD CHAINS: BASIS FOR A PROPOSED IMPROVEMENT SCHEME,
Angeline E. Bulahan (1996)
Introduction
The fast food industry is probably one of the biggest businesses in the country
today. Industry sales hit nearly P8.5 billion in 1982 (Fabe, 1993:p21). The phenomenal
growth is evidenced by the rapid expansion of fast food chains in key areas in Metro
Manila and the surrounding towns, as well as in emerging urban centers in other parts
of the country, as in Cebu City. The fast food business has grown rapidly because
dining out has become a part of the Filipinos' life style. Many office employees, and
even some employers, also eat in their offices, availing themselves of the take out
delivery service of the fast food chains. Working wives, having less time to cook, often
buy prepared fast food meals.
The foodservice industry, then, specifically the fast food business, is an
employment generating industry which will continue to stay basically due to the demand
for food by the customers. The customers play a vital role in the success or failure of a
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fast food operation. They are the patrons of commercial foodservice restaurants -- the
foodservice operations in business to generate profit for their owners.
Hence this study, the researcher intended to gather customers perceptions to
assess specifically the Jollibee operations so as to come up with a proposal to improve
the management of this particular fast food service.
Research Design
The descriptive research method was used in this study specifically the
normative survey method which sought to inquire into the prevailing Jollibee fast food
business conditions in Cebu City. it involved the main instrument of data collection from
the customers using questionnaires, and supplemental technique of fact-finding was the
interview.
The purpose of this study was to assess the present operations of Cebu City
Jollibee fast-food chains from the perceptions of the customers as a basis for
improvement of the management of the Cebu City Jollibee fast-food chains.
This study was aimed to arrive at the answers to the following questions:
1. Based on the customers perceptions, how effective are the existing
operations of Cebu City Jollibee fast-food outlets in the following areas:
1. Services
2. Quality of the Food
3. Price
4. Facilities
5. Location
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2. What problems emerge in the above areas? And
3. What can be proposed to improve the existing operations of Cebu City
Jollibee Fast-food chains?
Summary
The purpose of this study was to assess the current operations of Cebu
City Jollibee Fast-food chains from the perceptions of the customers as a basis
for improvement of the management of Jollibee Fast-food in its Cebu City
operations.
This research concerned with the following aspects:
1. Based on the customers perceptions, how effective are the existing operations of
Cebu City Jollibee fast-food outlets in the following areas:
1. Services
2. Quality of the Food
3. Price
4. Facilities
5. Location
2. What problems emerge in the above areas? And
3. What can be proposed to improve the existing operations of Cebu City Jollibee
Fast-food chains?
This study would be significant to the Foodservice Industry specifically the
management of Cebu City Jollibee fast-food chains, and Jollibee customers. It is
concerned with the customers assessment on the current operations as well with
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the problems encountered by the customers of Cebu City Jollibee Fast-food
chains.
The study involved seven hundred (700) respondents composed of
Jollibee customers in seven (7) fast food chains in Cebu City operations.
The study used the descriptive research method with the use of a
questionnaire as the main instrument of data collection. The interview is used for
verification purposes.
Findings
The following were on the findings of the study:
1. Based on their customers perceptions, the existing operations
rendered by Jollibee in its Cebu City operations were the following:
1. the service rendered to customers for Dine-in and Take-out, and
Jollibee express delivery services were generally regarded as
VERY GOOD and GOOD respectively:
2. the quality of the food was regarded as VERY GOOD by the
respondents;
3. the Pricing of food was also generally regarded as VERY
GOOD by the respondents;
4. the quality of store facilities rendered to customers were
regarded as VER GOOD; and also,
5. the store location was generally regarded as VERY GOOD by
the respondents.
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2. The problems encountered by the customer respondents with regard to
the operations offered by Jollibee were identified in connection with
dine-in and take-out, and express delivery services, quality of food,
cleanliness, as well as its store location.
1. Serious problems encountered by respondents for dine-in
and take-out services were as follows:
1. the customers were asked to wait for more than the
specified time for their orders to be delivered:
2. the customers were served something different from what
they ordered: and
3. there were some pending orders or services.
2. Serious problems identified by respondents for Jollibee
express delivery service were the following:
1. slow of dictation of orders over the phone;
2. the phone rang at least three times before answering it;
and
3. transcribing dictation of orders inaccurately.
3. Serious problems encountered by respondents with regards
to the quality of food were as follows:
1. half cooked products (e.g., chicken joy with blood, half-
cooked rice) were served;
2. drinks were served with plenty ice on it; and

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3. not freshly cooked products (e.g., warm chicken joy, not
crispy French fries) were served;
4. Serious problems in relation to store cleanliness were as
follows:
1. bread crumbs, bits of food, and stain were left on chairs;
2. dirty tables were not attended by dining crew
immediately;
3. flies, small cockroaches, and or/ termite can be seen
inside the store
4. comfort room as well as dining area with unpleasant
smell.
5. Serious problems identified with regard to store location were
the followings:
1. limited parking space; and
2. no parking space (for some Jollibee outlets).
Conclusion
The operations of Cebu City Jollibee Fast-food chains can stand improvement in
the areas of: Services, Quality of the Food, Price, Facilities, and Location so as to meet
full customer satisfaction regarding the quality of food and service.
It is hereby concluded that Jollibee operations has conformed with the
expectations of its customers; nevertheless, new improvements needed are not very
difficult to implement if the management of Cebu City Jollibee Fast-food chains will take
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into consideration the importance of customers satisfaction for the success of its
business operations.
3. THE MARKETING MIX OF JOLLIBEE FOOD OUTLETS IN THE UNIVERSITY
BELT, Anna Liza P. Lorenzana (2004)
Introduction
Consumers have some inherent interests in the field of marketing. The
assortment of the products and services purchased, the prices and features of these
products and services, and the manner in which they are made available are all results
of marketing decisions. Furthermore, people are bombarded daily with messages about
all these products and services and about the organizations that offer them through
advertising, an essential part of the marketing scene. This is to say that marketing is
already part of mans daily life.
There are many definitions which provide a clear insight into what marketing is all
a about. One of the best describes marketing as the the way in which an organization
matches its human, financial, and physical resources with the wants and needs of its
customers. The reason why every organization makes use of varied marketing
strategies in order to fit into the needs and wants of their consumers. But no matter how
good the product is, interest rates, new laws, fashion, etc. can affect its attractiveness to
customers. In order to make sense of these factors and put them into an
understandable form, they are actually classified as the marketing mix and the
marketing environment.
The marketing mix is the name given to the main demand-influencing variables
that are available to an organization. When a customer makes a purchased or engage,

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what they are responding to is not just the product but the whole range of variables
which constitute the offer. The classic description of the marketing mix, although
something of implication, is the 4Ps. It is usually classified as of the product, price,
promotion or place.
Successful matching depends on customers awareness of the products or
services on offer, funding them available and favorably judging the attractiveness of the
offer in terms of both price and performance. If one of these is missing or wrong from
the customers point of view, a long-term relationship will be difficult to sustain. Effective
marketing management wields these variables into a coordinated whole in the market
place in exactly the right combination for the targeted customers. This is the reason why
every enterprise exerts an extra effort in providing the best marketing program not just
to satisfying their target markets needs and wants but to go beyond their expectations.
The study aims to assess the marketing mix of Jollibee Food Outlets in the
University Belt Area as perceived by its customers. Specifically, it seems to answer the
following questions:
1. What is the profile of Jollibee customers in term of:
1.1 Age
1.2 Gender
1.3 Civil Status
1.4 Occupation
1.5 Educational Attainment
1.6 Monthly Income

30
1.7 Daily Allowance
1.8 Religion
2. How the customer perceived the following marketing mix factors?
2.1 Product
2.1.1 Taste
2.1.2 Appearance/Attractiveness
2.1.3 Packaging
2.1.4 Variation
2.1.5 Product Branding
2.2 Price
2.2.1 List Price
2.2.2 Discounts offered on server products
2.2.3 Product Combination price
2.3 Place
2.3.1 Store Locations
2.3.2 Accessibility
2.3.3 Ventilation
2.3.4 Convenience
2.3.5 Cleanliness
2.4 Promotions
2.4.1 Media Advertisements
2.4.2 Price Quantity Promotion
2.4.3 Sales Promotion

31
2.4.4 Sponsorships
3. How the customers perceived the services of Jollibee?
3.1 Quick Service Time
3.2 Taking of orders
3.3 Complaints Handling
3.4 Staff Accommodation
3.5 Over-all Customer Experience
4. What are some of the problems encountered by the customers with regard to Jollibee
services?
5. How do Jollibee customers perceptions compare when grouped according to
outlets/branch.
This study employed the descriptive method of research. This is the appropriate
method because this is a survey of what is known, thought and felt by the customers if
Jollibee Food Chains located at the University Belt.
The respondents consisted of one hundred (100) persons in each Jollibee outlet,
which were students, parents, faculty members, and other consumers in every Jollibee
Food Chains, situated along Dapitan, Morayta, Mendiola, C.M. Recto Avenue, and
Bustillos Streets, which were randomly selected
From the data gathered, the findings revealed the following:
1. Profile of the Respondents

32
Majority of the respondents of Jollibee belonged to the age bracket of eighteen
years old and below. They were predominantly female, single and College Students
with a daily miscellaneous/allowance between Php 101-150 as for employee-
respondents, most of them earning an income within the range of Php 21,000 and
above. Majority of the respondents religion were Catholic.
2. Assessment of the Customers Perceptions on the Marketing Mix Factors of Jollibee
Food Chain.
The customers rated the Marketing Mix Factors of Jollibee Food Chain along the
university belt as very good. Based on the findings, in terms of Jollibee product,
customers highly perceived product branding among the other product factor. They
were also well-satisfied with its taste, they found it attractive and considered very good
in packaging along with the environmental friendly campaign, as well as the product
variation.
As the regards the food chain's pricing strategies, consumers find it reasonably
priced and practical. The product combination price was highly assessed by the
respondents.
In terms of Jollibee's location, accessibility and location was considered to be the
most important factor as asses by the customers. They perceived the place as
accessible, convenient and well-sanitized place.
When it comes to promotion, Jollibee's promotion gained an excellent rating.
Results shows the respondents are highly satisfied with its social responsibility
programs which give more importance to children, their environmental friendly

33
campaign and the Filipino values and Filipino tradition that Jollibee wants to emphasize
to every consumer.
3. Assessments of Customers Perceptions on Customer Service on Jollibee Food
Chain.
Consumers are also well-satisfied with the food chains customer services.
Result shows the consumers assessed their services as very good. They are satisfied
with the prompt services in providing the needs of customer. From accuracy of taking
their orders to accommodating customers and their proper way of entertaining
customers complaints were highly recognized by the respondents. Customers find
Jollibee Food Chains are pleasant worth revisiting and worth recommending to others.
4. Problems Encountered by Customers with regard to Jollibee Services
Majority of the respondents do not encounter problems in terms of parking services.
However, with regards to inadequacy of chairs and slow service of crew, there were
consumers who experience such problems. This should be given an appropriate
attention in order to provide them better services that will exceed the customers
expectation and achieve an overall success.
5. Comparison of the Perceptions of Customers when Grouped according to
Branches or Outlets
Findings illustrate that there is a very significant difference in the customers
perceptions on the Marketing Mix as well as the services of Jollibee Food Chains when
grouped according to branches or outlets. Different outlets have different assessments
on the over-all food chains marketing strategies and services.

34
Customers of Morayta outlet obtained the highest perception both on the product,
price place, promotion and services of Jollibee. They are highly satisfied customers
among the other branches. This reveals that although customers differ in their
perception, all the five outlets were pleased with regard to the marketing tactics that
Jollibee is providing their target markets.
Conclusions
Based on the findings of the study, the following conclusions were drawn:
The subject Jollibee outlets have maintained certain degree of loyalty among its
customers.
In general, the Jollibee outlets have maintained their standards although some
perceptions may vary among the locations.
Two marketing strategies may still be improved namely price and services.
4. THE COMPARATIVE LEVEL OF SATISFACTION IN RELATION TO
CUSTOMERSERVICE BETWEEN JOLLIBEE AND MCDONALD, Katharina A.
Gadais (2004)
The researcher focuses on the Customer Satisfaction in relation to customer-
service of Jollibee and McDonald's. This includes the following questions:
1. How often do you eat at Jollibee and McDonald's?
2. What is the level of satisfaction of the customers in regard to its customer-
service?
3. What are the common problems encountered with regard to the service
rendered?
35
4. What are their suggestions for improvement of the customer-service?
The descriptive type of research was the appropriate method used in evaluating
the level y satisfaction of the customers of Jollibee and McDonald's in relation to
customer-service. The method used was very much suited in the study because all
information that was given to the researcher were described, measured and analyzed.
The main instrument that was used to gather necessary information in this study were
the survey questionnaires that were distributed to the 100 randomly selected HARM
students at NCBA Fairview who are usually regular customers of both Jollibee and
McDonald's. A set of questionnaire consisting of four parts was prepared and
distributed. The responses for every single item in the questionnaire were tallied and
classified accordingly. Percentage and mean variables were computed, ranked from
highest to lowest and prepared the tables
Summary of Findings
When it comes to the profile of the respondents according to gender, age and year
level, results of the study showed that the most of the respondents were mostly female,
which was fifty-six percent (56%) of the total respondents while there were forty-five
percent (45%) male respondents in the study. When it comes to the distribution of
respondents according to age, twenty-two percent (22%) of the respondents are in the
age of nineteen years old, followed by twenty-one percent (21%) for the age of
seventeen who are mostly first year students, while nineteen percent (19%) are in the
age of twenty years old, seventeen percent (17%), who are in the age of eighteen years
old and twelve percent (12%) are in the age of twenty-two years old and above. All of
36
the respondents in the study are hotel & restaurant management students. When it
comes to the distribution by the year level, most of the respondents are in the 2nd year
level composing of thirty percent (30%) of the whole respondents, twenty nine (29%)
are first year freshmen, followed by twenty-two for the 3rd year level and by the 4th year
level students composing of nineteen percent (19%) of the total respondents in the
study.
The respondents wrote different times of their visits at the two food service
establishment. About the comparison on how often the respondents eat at either of the
two establishment, Jollibee had forty one percent(41%) for a twice a week, thirty five
percent (35%) for once a week, nineteen percent (19%) for thrice a week and five
percent (5%) for everyday while at McDonald's thirty nine percent (39%) for twice a
week, thirty six percent (36%) for once a week, eighteen percent (18%) for thrice a
week and seven percent (7%) for every day. This only shows that Jollibee and
McDonald's are very popular dining place for the HRM students because they
patronized both of the fast food establishments. When it comes to comparison on how
often the respondents eat at either of the two food service establishments the answer
that they gave was very close to each other. Most of the students eat at either of the two
food service establishments at least twice a week. Students usually visit these fast-food
restaurants with their friends and classmates in school, some of them made their
schedules on what day they will eat on the said restaurants and some of them will eat at
either Jollibee or McDonald's alternately. On the comparisons of when do the
respondents usually eat at either of the two establishment it shows that the Jollibee has
fifty six percent (56%) for lunch, thirty-seven percent (37%) for break-time or merienda,
37
four percent (4%) for dinner and only three percent (3%) for breakfast while at
McDonald's fifty-six percent (53%) goes to lunch, forty-three percent (43%) for break-
time, three percent (3%) for breakfast and one percent (1%) for dinner. It only shows
that most of the respondents eat during lunchtime ranked as number 1 to both of the
two Fast-food restaurants. The students usually went out for lunch after their classes on
the morning session and these fast-food restaurants are the most popular dining places
for them. On what made the respondents decide to eat at either the two establishments,
it shows that Jollibee has forty-three percent (53%) result for all of the above, twenty-
four percent (24%) for accessibility, fifteen percent (15%) for good service and eight
percent (8%) for affordability while at McDonald's forty-nine percent (49%) answered all
of the above, twenty-three percent (23%) for accessibility, nineteen percent (19%) for
good service and nine percent (9%) for affordability. Jollibee leads only four percent
(4%) higher than McDonald's when it comes to the category all of the above as
answered by the respondents. For most of the students both of the establishment are
providing affordability, good service and act so almost half of the total respondents are
satisfied with the answer all of the above.
When it comes to the level of satisfaction of the customers in relation to its
customer-service in Jollibee, the respondents are satisfied when it comes to the
customer level of satisfaction with the total weighted mean if 3.73. In McDonald's, it was
found that the respondents are also satisfied with the total weighted mean of 3.65.
Sanitation was ranking number one from both of the two food service establishments
with the weighted mean of 4.12 (satisfied) for Jollibee and 4.09 (satisfied) for
McDonald's. The least ranked was the cleanliness when it comes to tables with the
38
weighted mean of 3.35 (fairly satisfied) for Jollibee and cleanliness when it comes to
comfort with the weighted mean of only 3.26 (fairly satisfied) for McDonald's.
The common problems encountered with regard to the service rendered. By
ranking the answers of the respondents, according to them unclean dining area was the
common problem that they encounter at Jollibee with the lowest weighted mean of 3.86
(not serious).
Suggestions for improvement that would ensure continuous patronage to the
food establishment were also asked. To offer fast and efficient service was ranked as
number one suggestion by the respondents for Jollibee with the weighted mean of 4.50
( very urgent), it was followed by providing more security as second with the weighted
mean of 4.43 (urgent), providing clean and sanitized dining areas ranked as third with
the weighted mean of 4.42 (urgent), fourth was the providing of clean and sanitized
comfort rooms with the weighted mean of 3.79 (urgent), then followed by providing more
service crew with the weighted mean 2.20 (not urgent) ranked as fifth, sixth for providing
good air-conditioning with the weighted mean of 1.93 (not urgent) and lastly by
providing more chairs and tables with the weighted mean of 1.50 (not urgent). In
McDonald's, offering fast and efficient service and providing superior security ranked
are both tie as number one suggestions for the respondents with the weighted mean of
4.55 (very urgent), providing cleaned and sanitized dining areas was ranked as number
three with the weighted mean of 4.53 (very urgent), providing clean and sanitized
comfort rooms was also ranked as fourth, then followed by providing more dining chairs
and tables ranked as fifth with the weighted mean of 2.20 (not urgent), more service
crew was ranked as sixth with the weighted mean of 1.90 (not urgent) and last but not
39
the least was providing good air-conditioning with the weighted mean of 1.87 (not
urgent).
Conclusion
Based on the findings of the study, the researchers conclude that:
Both Jollibee and McDonald's fast-food restaurants are highly patronized by the
hotel and restaurant management students of National College of Business and Arts.
Most of the respondents eat at these fast-food restaurants at least twice a week, mostly
during lunchtime and they decided to eat there because of its accessibility, good service
and affordable price.
Moreover, students are satisfied when it comes to the level of customer
satisfaction in relation to customer-service provided by both of the two establishments
Jollibee and McDonald's. The sanitation or cleanliness was first when it comes to
ranking the level of their satisfaction. Students are more comfortable to go in fast-food
restaurants like Jollibee and McDonald's because they see that these stores are
practicing standardized sanitation procedures that are very important to health.
Unclean dining area and lack of service crew are some of the common problems
encountered by the respondents when dining at Jollibee. Due to many customers dining
at Jollibee, sometimes the number of service crew was not enough to provide fast and
quality service to customers. While at McDonald's or unclean comfort room and
unclean dining area are the common problems. The reason for these was lack of
monitoring to clean the comfort rooms and dining area.
Fast and efficient service, providing superior security and clean dining areas are
the suggestions for improvement that will ensure the continuous patronage of the
40
respondents to both of the food service establishments Jollibee and McDonald's. They
chose Jollibee and McDonald's restaurants not only for its popularity but also because
of its customer service that adapts to every student needs.
5. LEADERSHIP EFFECTIVENESS AND MARKETING STRATEGIES AS
CORRELATES TO STUDENT SATISFACTION AND LOYALTY IN SELECTED
HIGHER EDUCATION INSTITUTIONS IN METRO MANILA, Joel P. Feliciano
(2015)
The purpose of this study is to assess the impact of leadership effectiveness and
marketing strategies of selected higher education institutions in Metro Manila on student
satisfaction and loyalty to provide bases for strategic plan to enhance student
satisfaction and loyalty. This study used descriptive research method with the
questionnaire as the major tool for gathering data. There were four groups of
respondents composed of administrators, faculty members, non-academic personnel,
and students from the selected Higher Education Institutions (HEIs). Frequency and
percentage, weighted mean, one-way analysis of variance, and person-product moment
correlation were used as statistical tools. The findings revealed that students are
generally satisfied with and loyal to the selected HEIs. Leadership effectiveness and the
marketing strategies adopted by selected HEIs are directly correlated to student
satisfaction and loyalty. Therefore, HEIs must improve their marketing program in order
to determine and develop much better marketing strategies.
Introduction
In recent years, competition among providers of higher education has intensified
rapidly in the Philippines. There is an escalation in intensity of competition as the pace

41
of globalization and technological change quickens and as even greater elements of
competition and contestability are introduced in the interests of productivity and
efficiency. To overcome challenges that the rapidly intensifying competition presents,
higher education institutions will have to respond quickly and decisively. According to
De Asis (2003), competition, globalization, changes in the curriculum influenced by
technology and industry, and a more demanding student clientele are but some of the
developments that suggest an urgent need for educational institutions to have a strong
marketing orientation. Moreover, she cited that many schools today may not recognize
the fact that they have come under intense scrutiny from their primary customers that
include the students and the industry, the latter being the natural reservoir of graduate
students. A more demanding student clientele suggest an urgent need for educational
institutions to have a strong marketing orientation. Thus, if schools wish to survive, they
need to do some drastic changes and shun the traditional belief that students and the
business sector will always accept what schools produce.
Universities today operate in an increasingly commercial and competitive
environment (Marginson & Considine, 2000; Nelson, 2003). This in turn has led to a
significant increase in corporatist, market-based behaviors, where students are
increasingly viewed as customers, and higher education as the product being
purchased (Clark, 2001; Gallagher, 2000; Marginson & Considine, 2000).
The old adage, the customer is always right, places the students, the intended
market in the higher education sector, as the focus in all marketing initiatives and in the
alignment of a well- balanced marketing mix against competition. Students and their
42
families are seeking more solid return on their educational investment. Likewise, the
emergence of many schools across the country has given consumers more choices.
With exacting consumers and greater competition, higher education institutions
need to fine- tune their marketing efforts towards gaining the ultimate total customer
satisfaction, for the intended markets to continuously and repeatedly patronize their
products and services in greater quantities and frequencies over those rivals.
According to Lao (2001), a customer-driven marketing strategy holds the key to a
perpetual market leadership and dominance in a highly competitive marketing warfare.
All activities in marketing are carefully designed and addressed to a specific target
customer, his need and wants. Ilano (2001) also noted that the challenge for any
provider of goods and services is to make the customer believe that he will definitely be
better off after buying the providers product. Further, Ablaza (2001) cited that loyalty
results from a customers continuing satisfaction. Therefore, customer satisfaction lies
at the core of business sustainability. Customer satisfaction is achieved whenever the
customer experience meets or exceeds customer expectations. Expectations are
conditioned by customer perceptions of the products price-value and the image created
by marketing communications.
The customer experience is an accumulation of the outcomes from all the
customer interactions with the product/company, sometimes referred to more
romantically as moments of truth or threateningly as points of failure. The terms of
competition are typically defined by customer expectation benchmarks. However,
higher education is not a typical product or service that is somehow `passively
consumed. Rather, it is a product that is actively created by the consumer in

43
conjunction with the provider, with the university also sharing a role as
regulator/standard setter as well as co-producer (Kotze & du Plessis, 2003; Sharrock,
2000). Even within the domain of `services (which by definition requires the customer
to participate in the production of services even as it is being `consumed), higher
education can be seen to be at the highest end of a typology of customer participation
level (Claycomb, Lengnick-Hall & Inks, 2001). As such, higher education is a strange
service outlet that: requires a customer to pass a stringent test to gain entry to the store;
takes (increasingly large) amounts of the customers money for the product in advance;
asks the customer to help in the creation of the product over a period of years; but then
has the potential to refuse to give the customer the product if its standard is judged by
the store to be insufficiently high (Hartley, 1995; Mok, 1999). This study is primarily
anchored on the Eight (8) Ps of Marketing Mix Model of Integrated Service
Management as espoused by Lovelock (2001).
The 8Ps model stands for eight strategic variables, namely: product element
(core service product plus a bundle of supplementary services), place and time (location
of the service factory and the time schedule in creating the service), process (series of
activities in a defined sequence), productivity (conversion of inputs into outputs) and
quality (customers satisfaction), people (the service personnel), promotion and
education (effective communication), physical evidence (buildings, offices, equipment,
and other facilities), and price and other user cost (expenditures incurred in obtaining
the service). A metaphor is used to understand fully this marketing concept. A
metaphor of the 8Ps is the racing eight, a lightweight boat powered by eight rowers
under the direction of the coxswain. Speed comes from the rowers physical strength
44
and it reflects their harmony and cohesion. To attain optimal effectiveness, each of the
eight rowers must pull on his oar in unison with the others, following the direction of the
coxswain, who is seated at the stern. The same synergy and integration between each
of the 8Ps is required for success in any competitive service business (Lovelock, 2001).
The main objective of this study was to assess the impact of leadership
effectiveness and marketing strategies of selected higher education institutions in Metro
Manila on student satisfaction and loyalty to provide bases for a strategic plan to
enhance student satisfaction and loyalty. Specifically, answers to the following
questions were sought. 1. As assessed by the respondent school administrators, faculty
members, non-academic personnel, and students, to what extent do school
administrators demonstrate leadership effectiveness in the following areas:
1.1commitments to culture of performance excellence; 1.2. Support to improvement and
involvement; and 1.3. recognition of peoples efforts and achievements 2. How
significant is the difference in the assessments of the four groups of respondents as to
the extent to which school administrators demonstrate leadership effectiveness? 3. As
assessed by the four groups of respondents, what marketing strategies are adopted by
the selected higher education institutions in terms of the following marketing mix: 3.1.
product; 3.2. price; 3.3. place/location; 3.4. promotion; 3.5. process; 3.6. Productivity
and quality; 3.7. people; and 3.8. physical evidence? 4. How significant is the difference
in the assessments of the four groups of respondents as to the marketing strategies
adopted by the selected higher education institutions? 5. What is the level of satisfaction
with and loyalty to the selected higher education institutions of the respondent students?
45
6. Is there a significant relationship between the following variables: 6.1. leadership
effectiveness and student satisfaction and loyalty; 6.2. marketing strategies and student
satisfaction and loyalty? 7. How significant is the relationship between the variables
cited in problem no. 6? 8. What strategic plan to enhance student satisfaction with and
loyalty to the selected higher education institutions may be developed based on the
findings of the study?
Methodology
This study made use of descriptive research method with the questionnaire as
the major tool for gathering data. There were four groups of respondents for this study
composed of thirty (30) school administrators, forty-five (45) faculty members, forty-five
(45) non-academic personnel, and one hundred eighty (180) students from the three (3)
selected Higher Education Institutions in Metro Manila. Random sampling was used in
selecting the school administrators, faculty members and non-academic personnel
respondents. On the other hand, convenience sampling was employed in selecting the
student respondents from the selected HEIs. The following statistical tools and
techniques were used in this study: frequency and percentage, weighted mean,
one-way analysis of variance, and Pearson-Product Moment Correlation.
Results and Discussions
The results of this study are organized in eight (8) sections according to the
problems stated. Leadership of the school administrators in the selected HEIs is
generally effective. This high appraisal on the leadership effectiveness of school
administrators in the current study are not in consonance with the study of Tsend (2000)
which found that no group of higher education leaders in Mongolia was rated as high in
46
terms of their practices even by their own self-assessment. Although leadership in the
selected HEIs was found generally effective, the lowest ratings of the respondents with
the exception of the respondent school administrators on the recognition of peoples
efforts and achievements suggests the need for school administrators to strengthen
existing relationships as well as forge new kinds of relationships with education
stakeholders and other knowledge producers within and outside higher education,
especially in industry and the private sector.
The null hypothesis of no significant difference in the assessments of the school
administrators, faculty members, non-academic personnel, and students as to the
extent to which school administrators demonstrate leadership effectiveness was
rejected. Among the four groups of respondents, the self-appraisal of school
administrators was significantly higher in all dimensions of leadership effectiveness.
This finding is supported in the study of Tsend (2000) which likewise found out that the
ratings of followers on the practices of their leaders in higher education were
significantly lower than self-ratings of the leaders themselves in a number of areas.
The composite means registered by the respondent school administrators,
faculty members, non-academic personnel and students combining their overall
assessment on the 8Ps of services marketing were all verbally interpreted as agree.
By and large, it can be deduced that the four groups of respondents were satisfied with
the marketing strategies adopted by the selected HEIs in terms of the 8Ps of services
marketing particularly in terms of place/location, process and product. On the other
hand, the lowest ratings on price, people and promotion implies the need to review the
marketing strategies adopted in these areas. The foregoing findings are in consonance
47
with the findings of Simbajon (2007) as to the positive ratings of the respondents on the
marketing strategies employed by the selected HEI. Likewise, this is supported by Yu-
Tings (2007) study with regard to the marketing strategies of higher education
institutions being in the middle level. However, the findings of the current study do not
share the results in the study of Soriano (2004) which found out that marketing
strategies employed by HEIs in Region I are slightly effective. With regard to the
marketing strategies most favorable to students, while the findings of the current study
showed that product strategy was most favorable to the respondent students, this was
not true in the case of Yu-Tings (2007) study which found that place strategy had the
highest approval among students. This is likewise in contrary to the findings of the study
of Robles (2000) which noted the product strategy having received the lowest rating.
The null hypothesis of no significant difference in the assessments of the four
groups of respondents as to the marketing strategies adopted by the selected higher
education institutions in terms of Price, Place/Location, Process, Productivity and
Quality, People, and Physical Evidence was rejected. The respondent school
administrators recorded the highest rating in almost all areas in the marketing mix
except in People, wherein the respondent faculty members posted the highest rating.
The respondent students disclosed the lowest overall rating in all areas. This finding
suggests that among the four groups of respondents, the respondent students tend to
be more critical of the marketing strategies adopted by the selected HEIs in terms of the
8Ps. This is expected since as the direct clientele/customers of these educational
institutions, they have high expectations that excellent educational services and facilities
be provided to them in exchange for the money (tuition fees) spent for their education.
48
On the other hand, the null hypothesis of no significant difference attached to
Product and Promotion was accepted. This indicates congruence in the assessments
of the four groups of respondents as to the marketing strategies adopted in this area.
This finding is corroborated in the study of Simbajon (2007) which also found that the
perception of respondents as to product and promotion did not differ significantly.
The respondent students posted a mean which has a verbal interpretation of
agree, and implies that the respondent students were generally satisfied with the
selected HEIs. This suggests that the selected HEIs have met or exceeded the needs
and expectations of the respondent students as further elucidated in the students
preference in studying in the selected HEIs and even recommending their respective
schools to others as a good place to study and learn. These are similar with the
findings of Simbajons (2007) as to the high level of satisfaction of students with their
respective HEIs.
The results further implies that the more effective are the school administrators in
recognizing peoples efforts and achievements, in promoting a culture of performance
and excellence, and in supporting improvement and involvement, the higher will be the
level of satisfaction and loyalty of students with their respective HEIs. On the other
hand, the more satisfied and loyal are the students with their respective HEIs,the more
motivated will the school administrators be in the effective discharge of their leadership
roles and functions.
There were moderate correlations between student satisfaction and loyalty and
the following Ps of services marketing mix: Process, Physical Evidence, Productivity
and Quality, People, and Place/Location. This finding was supported by the computed
49
Pearson r values of .674, .674, .621, .607 and .494, respectively. A part of the
foregoing findings is similar to the findings in the study of Watson (1998) which also
showed that faculty-student interaction, which is categorized under People in the current
study, is one of two most important variables which influences their level of satisfaction
with the overall campus environment. A low correlation was observed between student
satisfaction and loyalty and their assessment as to the marketing strategies under
Promotion. This was denoted by the computed Pearson r value of .316. On the other
hand, data showed negligible correlation between student satisfaction and loyalty and
their assessment on Product, based on the computed Pearson r value of .168. It can
be deduced from the above findings that the marketing strategies adopted by the
selected HEIs are directly correlated to student satisfaction with and loyalty to the
selected HEIs. This implies that students tend to be more satisfied with and loyal to
their respective schools when marketing strategies offered by these schools met or
exceed their needs and expectations particularly in terms of the different educational
services offered and the effective management of physical plant, not to mention the
availability of qualified, effective and efficient instructors.
Conclusion
Based on the significant findings of the study, the following conclusions were
reached:
The school administrators in the selected HEIs visibly demonstrate their
commitment to a culture of performance excellence, support for improvement efforts
and recognition of peoples efforts and achievements.

50
The assessments of the respondent school administrators, faculty members,
non-academic personnel and students on the leadership effectiveness in the selected
HEIs vary significantly. The ratings of the three groups of respondents are significantly
lower than the self-ratings of the respondent school administrators in all dimensions of
leadership effectiveness.
The four groups of respondents are satisfied with the marketing strategies
adopted by the selected HEIs in terms of the 8Ps of services marketing particularly in
terms of place/location, process and product. However, considering the lowest ratings of
the respondents on price, people and promotion imply the need to review the marketing
strategies adopted in these areas.
The assessments of the four groups of respondents differ significantly as to the
marketing strategies adopted by the selected HEIs in terms of the 8Ps of the marketing
mix except on Product and Promotion. Among the four groups of respondents, the
respondent students tend to be more critical of the marketing strategies adopted by the
selected HEIs.
The respondent students are generally satisfied with and loyal to the selected
HEIs.
The dimensions of leadership effectiveness and the marketing strategies adopted
by the selected HEIs are directly correlated to student satisfaction with and loyalty to the
selected HEIs.
The moderate and low relationships between dimensions of leadership
effectiveness and student satisfaction and loyalty are statistically significant. Likewise,
51
the relationships between the marketing strategies adopted by the selected HEIs and
student satisfaction with and loyalty to the selected HEIs are statistically significant.
A proposed strategic plan to enhance student satisfaction with and loyalty to the
selected HEIs is developed based on the findings of the study.
B. Articles/ Journal
1. Developing a highly effective fast food marketing strategy, By BIGEYE|

April 17, 2015
Its 2017 and fast food restaurants are starting to catch on: green is in and greasy
is out. Weve all seen the Instagram accounts with millions of followers that only post
acai bowls and kale salads. Okay, so what does this mean for fast food restaurants, and
more importantly- what does this mean for their marketing strategy?
Whether the menu is organic, locally sourced, or cage-free, its clear that the fast
casual restaurant model is winning with consumers. The Chipotles and Shake Shacks
of the world have revolutionized consumer expectations of what fast food might actually
include. With healthier consumer mindsets, companies like McDonalds will need to
place a greater emphasis on the food, not just the fast when it comes to effective fast
food marketing strategies. While we still crave the efficiency that comes with a quick
meal, that doesnt mean that we arent compelled to make healthier choices as we take
on the world, either. Well take a pricier burrito bowl over the $1 menu McChicken if it
means feeling good about my eating choices (and sparking jealousy from my followers
on Snap chat).
So what are the fast food giants doing to shake things up? For starters, McDonalds is
shifting its philosophy from billions served to billions heard. Burger King and
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McDonalds have added salads to the menu, and Mickey Ds is now serving antibiotic-
free chicken, milk from cows not treated with growth hormones, as well as egg white
breakfast sandwiches. Not without notice, the company is taking steps to clean up its
act, so to speak.
The misstep here, though, is the threat of brand inconsistency when it comes to
strategic fast food marketing. Is McDonalds attempting to ditch their old image,
replacing it with the notion that theyve evolved into the go-to restaurant for quick and
mindful meals, or are they clamoring to reach millennial by being unapologetically
indulgent? While Im glad McDonalds has added more health-conscious items to the
menu, and I dont believe the chain has to lean one way or another in an effort to remain
successful on the fast food marketing front, the traditional image they have consistently
held is going to be a mighty tough one to shedand one they shouldnt be so quick to
throw away with that crumpled-up sandwich wrapper.
2. Fast Food Marketing Strategies, by Rick Suttle|2012
The fast food industry is highly competitive and dominated by large companies.
Smaller businesses must be savvy in developing marketing strategies that drive
consumer traffic. This entails staying in constant touch with customers. One of the best
ways for smaller fast food companies to stay in touch with their companies is through
marketing research. A small fast food company must know what key customers want
and will buy before developing marketing and advertising strategies.
Fast food companies can drive traffic through collectibles, particularly those that
kids enjoy. Select a movie or popular animated film. Find companies who sell dolls,
glasses or other mementos that are related to the movie. Offer four or six characters or
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glasses. Provide one free item for the purchase a kids' meal. This fast food marketing
strategies entices people to come back until they have all the collectibles. Choose a
popular theme for your collectibles that other fast food companies are not marketing.
Market Segmentation
Small fast food companies often use market segmentation as a marketing tool.
Market segmentation is the process of identifying key buying groups that patronize your
restaurant. This information is largely obtained through market research surveys, asking
people demographic information such as age, income and household size. For
example, the majority of your customers may be 18 to 24 years old and earn less than
$40,000 per year. You could then locate clusters of this demographic group within a 5-
mile radius of your restaurant. Obtain the addresses of these residents and mail
coupons to them. You can also segment your market by various activities, attitudes and
customer usage, according to NetMBA.com.
Loyalty Programs
Frequency card programs are a popular type of loyalty program for fast food
restaurants. Create a display and sign-up forms to promote your frequency card
program. Invite people to fill out an application. Reward people according to the
frequency in which they visit your restaurant. For example, you could offer people a free
drink after their first four visits, then free fries after their next four visits. Ultimately, a
customer could earn a free meal after 12 visits. Keep repeating this cycle for six, eight
or 10 weeks, or whichever time frame you choose.

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Societal Marketing
Societal marketing includes volunteering or collecting money or items for charity.
Societal or social marketing is designed more for getting ideas across than making
sales, according to Lars Perner, assistant professor of clinical marketing at the
University of Southern California. Consequently, consumers who relate to your ideas or
values because of your charitable work may, in turn, patronize your fast food restaurant.
3. Fast Food Marketing Strategies, by Laura Scott|2017
Americans embrace fast food because it fits well with the busy pace of everyday
life, and because it looks and tastes good. But the $184 billion a year fast food industry
also uses a battery of marketing strategies to keep its foothold in the front line of
modern culture. Marketing is continually evolving, but there are some basic strategies
the industry uses to sell fast food.
Volume and Visibility
Consumers don't have to hunt for fast food, its everywhere. Fast food
restaurants often appear in clusters, but individual chains also open multiple restaurants
within short distances. Although it might seem like over-saturation, its a basic element
of fast food marketing. A continual trail of highly visible brand names and logos has
become part of the landscape where people live, work and play. The uninterrupted
access to fast food reinforces brand recognition and underscores the ease and
convenience that are hallmarks of the industry.

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Marketing Strategies for Kids and Teens
The Center for Science in the Public Interest estimates the fast food industry
spends about $10 billion annually on marketing products directly to kids. Ads for kids
meals feature cartoon characters and film stars who tout free toys inspired by popular
movies and television shows. Websites offers kids' clubs with stories, games and
contests that engage children while exposing them to brand names and logos. The fast
food industry targets young teens with product placement in music videos, movies and
video games. Mobile marketing campaigns send out text messages with coupons for
free products, and Web-based rewards programs offer free merchandise and meals.
According to Eric Schlosser, author of Fast Food Nation, the goal is to initiate and
develop a customer relationship with kids and teens that will last through adulthood.
Value and Affordability
Fast food marketing reacts to the moods and needs of customers, and while
emphasizing value and affordability have always been part of the industry's overall
strategy, those product qualities have become even more important in a tight economy.
Free samples, value menus that feature items for $1 and special monthly deals are all
marketing tools aimed at cash-strapped consumers. Two-for-one coupons, combination
meals with free drinks or side orders and senior discounts also bring in customers
concerned with costs. Some companies acknowledge maintaining quality at rock-bottom
prices is a challenge. Still, affordable prices are a potent marketing tool..

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Social Responsibility Marketing
The fast food industry has been criticized for menus that offer processed foods
high in fat, and packaging that generate tons of waste. The industry has responded with
ads featuring whole foods purchased from American farmers, and fresh, low-calorie
menu options geared toward health-conscious consumers. Some companies have also
developed green advertising campaigns to highlight reductions in packaging and the
use of recycled materials. Through marketing, the fast food companies have presented
themselves as socially responsible businesses that share the public's concern about
health and the environment. Social responsibility marketing is aimed at consumers who
try to make purchases that reflect their values. Fast food companies use social
responsibility marketing to convince consumers they can buy their convenient and
affordable products without compromising their values.
4. Fast Food Marketing Strategies, Published May 13, 2013 | By David
As people become busier than ever, eating outside the home has become
extremely popular, and this has led to increased competition in the fast food industry. As
a result, there has been an increase in the number of fast food marketing strategies, as
companies seek to capture the lucrative fast food market.
If fast food marketing is to be successful, then it has to focus on the things that
the consumers are looking for. That includes the convenience of being able to get food
on the go, without having to wait for a long time. In addition, consumers are also looking
for budget-friendly food that is inexpensive, as they often have to make purchases for
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the entire family. Fast food restaurants like have been able to take advantage of the by
providing meals that are affordable, flavorful, and can be picked up on the go.
In order to attract customer fast food marketing strategies tend to focus on:
Kids: A lot of fast food establishments have kids meals. These meals are small and
tasty, and feature foods that kids are sure to enjoy, like chicken nuggets, and fries. More
importantly, many of these kids meals also include toys, usually of movie or cartoon
characters, making them doubly appealing to kids. By including these toys, fast food
restaurants are more attractive to children, and because parents will tend to go with
what their kids want, these fast food restaurants are guaranteed more customers.
Convenience Factor: This is the watchword for the fast food industry, as consumers
are looking for food that is easy to order and pick up. This has led to a growth in the
number of dine-in and drive-thru fast food establishments. In catering to busy
individuals, the drive-thru makes it very easy to get a meal on the go, because you dont
even have to get out of your car. In addition, they have a larger branch network, as
outlets seem to pop up around every corner, making it that much easier to buy a meal.
Giving you more for less: Fast food marketing strategies focus on giving consumers
more of a product, at a lower cost these meal deals often come with add-ons like drinks,
cake, or a toy, and this makes them appear to be very good buys for the budget
conscious family. This is the audience that the fast food restaurants seek to cater to.
They also offer special promotions like 2 for 1 deals, in order to convince consumers to
buy from them.

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Loyalty Programs: Many fast food restaurants also have loyalty programs that reward
those persons that visit the restaurant often. Customers simply have to complete an
application, and they are given a loyalty card which is updated every time they visit.
When the card is full, then the customer is usually entitled to some free offer, or a
discount.
These are just some of the fast food marketing strategies that are used to satisfy
consumer demand for quick and convenient food.
5. Sales and Marketing: Why Fast Foods Are So Successful, by Money
Instructor|2002
Today is the era of fast food chains. These food service chains are everywhere
and earn hundreds of billions of dollars a year. Americans for one, continue to show
their affinity to fast food. According to Lawrence Scholer, a book reviewer from
Darthmouth, Americans gulp down millions of pounds of French fries and hamburgers
daily. Also, each American eats an average of three hamburgers and four orders of
French fries per week. The American love for fast food even led to it being dubbed as
the Fast food Nation. This affinity to fast food, serves true even for the rest of the
world.
How exactly has fast food popularity gained its momentum? Much has to do with
its selling point. Fast food chains sell convenience and taste. The other half of its
success lies on the marketing strategy that fast food companies choose to embark on.
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Fast Food Selling Point
Convenience is a major selling point for fast food chains. Literally, these
companies serve their food over the counter. People choose from the menu, servers
immediately place them on a tray, and off the customer goes. This coinciding with the
faster pace of life in the modern world, places fast food on the regular dining choices for
more and more people. Majority of fast food chains also offer drive-thru services.
Driving to work or school in a hurry? Grabbing food is just as easy as driving thru a strip,
ordering food and voila! Food is served.
Everyone is acquainted with the huge difference between the taste of a platter of
green salad, and a serving of crispy fries. Fast food chains recognize this, and capitalize
on their taste advantage. Yes, burgers, fries and other selections from fast foods are
cooked in fat. This makes their food tastier and more attractive.
Fast Food Marketing
A big part of fast food success is marketing strategy. Ever wondered why fast
food chains have branches practically everywhere? Answer is easy, because this is part
of their marketing strategy. High visibility and global recognition is the ultimate theme of
fast food chains.
According to a New York Times article, there are about three new McDonalds
opening every day. The main goal is not to have any person more than four minutes
away from a branch. Easily, there can be more than one branch in a town. Just as
McDonalds embarks on this marketing strategy, so does other fast food chains. To be
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able to compete with the biggest name in the industry, the competitor must be able to
keep up. Therefore, just as a new McDonalds opens nearby, a competitor is also
opening in the same area or vice versa.
6. Fast Food Restaurant Business Plan, by Fresin Fries|1996
Marketing Programs
We will deploy three different marketing tactics to increase customer awareness
of Fresin Fries. Our most important tactic will be "word-of-mouth" and in-store
marketing. This will be by far the cheapest and most effective of our marketing
programs because of the high traffic in targeted shopping locations.
The second tactic will be local store marketing. These will be low-budget plans
that will provide community support and awareness of our facility. The last marketing
effort will be utilizing local media. Although, this will be the most costly, this tactic will be
used sparingly as a supplement where necessary.
In-Store Marketing
o In-store brochures containing our concept and philosophy.
o Wall posters.
o Design concept.
o In-store viewing of making fries process from cutting to frying.
o Standing signage inside malls lobby/aisle.
o Outdoor signage (if possible).

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o Grand opening promotion.
o Party catering.
o Merchandising items.
Local Store Marketing
o Brochures.
o Free occasional t-shirts at local stores events.
Local Media
o Direct mail piece containing brochures sent to surrounding addresses.
o Web page containing company philosophy, history and news.
o Local magazines that target our core customers, such as Free! Magazine.
o Newspaper campaign placing several large ads throughout the month to
explain our concept to the local area.
Positioning Statement
Our main focus in marketing will be to increase customer awareness in the
surrounding community. We will direct all of our tactics and programs toward the goal of
explaining who we are and what we are all about. We will price our products fairly, keep
our standards high, and execute the concept so that word-of-mouth will be our main
marketing force.
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Sales Strategy
The sales strategy is to build and open new locations in order to increase
revenue. However, this plan will be implemented when the one "market tester" outlet
showed potential growth. As each individual location will continue to build its local
customer base over the first three years of operation, the goal of each store
is S$104,250 in annual sales, with the original flagship store expected to earn almost
S$200,000 per year.
Sales Forecast
We anticipate the highest peak on the months of November and December in our
sales forecast, due to the holiday seasons. In November, there is Ramadan, and for
non-Muslim Malaysians and Indonesians, it means vacation time. Approximately 1.5
million Indonesians visit Singapore each year, mostly for shopping and dining. Then in
December, we anticipate more tourists coming into Singapore; this explains the jumped
of sales in these last two months of the year.
7. Marketing strategies for fastfood restaurants: a customer view by Kara,
A.|1995
In recent years, a major food consumption trend in the USA and Canada is that
more people are eating more meals outside their homes. It is predicted that this trend
will accelerate in the future. As a result, fastfood markets will offer greater growth
opportunities for marketers. Present consumers perceptions of and preferences for
fastfood restaurants in the USA and Canada. The results of this study may have very
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important implications for developing successful marketing strategies for fastfood
restaurants. Findings of the study offer needoriented marketing strategies for both
franchisers and franchisees in the US and Canadian fastfood sectors to enable them to
be more competitive in this fastchanging business environment.
8. Emerging Marketing Strategies of Fast Food Industry in India, by
International Journals|2016
Fast Food is the term given to food that can be prepared and served very quickly.
While any meal with low preparation time can be considered to be fast food, typically
the term refers to food sold in a restaurant or store with low quality preparation and
served to the customer in a from for take out / take away. A big part of fast food
success is marketing strategy. Ever wondered why fast food chains have branches
practically everywhere? Because, this is part of their marketing strategy, High Visibility
and global recognition is the ultimate theme of fast food chains.
According to a New York Times article, there are about three new McDonalds
Opening every day. The main goal is not to have any person more than four minutes
away from a branch. Easily, there can be more than one branch in a town. Just as
McDonalds embarks on this marketing Strategy, so does other fast food chains. To be
able to complete with the biggest name in the industry, the competitor must be able to
keep up, therefore, just as a new McDonalds opens nearby, a competitor is also
opening in the same area.
Fast food began after the Second World War. It has come a long way and has
achieved unmatchable success and popularity. The success of the fast food chains rest
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on its marketing strategy and selling Point. With their large signs, billboards and
advertisements illuminating the city, the fast food chains are definitely here to stay
(Lawerence Scholor) According to Hussain (1991) Conducted a research on recent
marketing strategies in food industry, Hussain research that promotions were what
made McDonalds and Jollibee successful. Hussain discovered that the most frequently
used promotions by these two enterprises were window dressing, free delivery, radio,
TV and flyer advertising played a major role in expanding product market shares.
According to Miranda Brookins (2015) fast food restaurant franchisees and owners use
many advertising techniques to reach customers of all ages. Brand awareness, budgets
and target market play a major role in the techniques a brand decides to use. By
combining online, radio, television and print strategies, they reach customers through
several types of media. According to Melanie Hammond (2015) most people will visit a
fast- food restaurant at least once in their lives. However, other than opening our
pocketbooks to pay, do we ever stop to think about the price of the items on the menu?
What determines how much we pay for a burger and fries? Fast food restaurants utilize
many different pricing tactics, but the most common strategies include value pricing,
penetration pricing, customary pricing and bundle pricing.
9. The Strategy That Could Turn Around McDonald's, KFC and Subway, by
Darren Tristano|July 8,2015
When giant quick-service restaurant brands struggle, as McDonalds and
Subway have recently, its easy to slip into a glib assumption about the industry, that
any fast-food chains troubles start with fast-casual competitors, like Five Guys or
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Jersey Mikes. Its true that fast casual, the foodservice segment synonymous with
Chipotle Mexican Grill, continues to grow faster than quick service. But its not the whole
story. Legacy fast-food brands are also losing market share to smaller chains in a
segment in between fast casual and quick service, which Technomic calls QSR-Plus.
QSR-Plus has clear differences that are resonating with consumers: Menus are
simpler and smaller, and the ingredient quality for core offerings is often higher than that
for typical QSRs. Prices are slightly higher than common fast-food price points, but
justifiably so, given consumers repeated willingness to pay a little bit more for food they
consider fresh, real or premium. Moreover, QSR-Plus prices sit below fast casuals
averages.
Technomic found in this years Top 500 Chain Restaurant Report that a group of
QSR-Plus brandsChick-fil-A, Culvers, El Pollo Loco, and Freddys Frozen Custard &
Steak burgers, In-N-Out Burger, Pita Pit and Potbelly Sandwich Shopincreased 2014
system sales by a collective 9.2%.
The segment is as much affordable fast casual as it is elevated fast food.
Its an important distinction, because pivoting toward QSR-Plus practices might
jump-start sales growth at a brand like McDonalds sooner than mimicking the popular
better burger chains would. The effects might last over a longer haul and provide the
basis for further expansion, as well.
The Golden Arches has made news the past few weeks for trying and testing all
sorts of initiatives to get McDonalds sales (breakfast all day, the Create Your Taste
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customized-burger platform) and share price (closing underperforming
restaurants and selling thousands of units to franchisees) out of the doldrums. But I
would put more stock in the chains announcement last week that its seeking to
improve its Quarter Pounder with a bigger patty and by changing the searing technique
to improve the burgers taste, texture and appearance. Elevating a standard or core
product has served restaurants well time and again, from Dominos reformulated pizza
recipe to Wendys sea salt fries. By contrast, how long did McDonalds Angus Third
Pounder last on its menu?
The same is true beyond burgers. KFC and Subway dont need to look all the
way to fast-casual competitors like Raising Canes or Panera Bread for an idea to break
them out of a rough patch. In the space between, QSR-Plus chains Chick-fil-A and
Potbelly are racing ahead by executing simpler menus well at attractive price points.
10. Marketing strategy Multinational fast food restaurant chain marketing
strategy of Subway, by Thomas December 29,2013
Strategic approach for expansion into developing geographies
This part of the report aims to develop and enhanced or alternative strategy for
improving the market share, profitability, value creation and sustainability of Subway
based on theories and concepts relating to marketing. Although from the first part it is
seen that Subway has positioned itself with a differentiated focus on health
consciousness and nutritious food, in order to expand into the developing nations where
the trend of self-consciousness and nutritious food has not yet caught up with the
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customers lifestyle, it is necessary to develop an alternative strategic approach.
Moreover the social and cultural factors of the developing nations has be considered in
developing innovative products specifically aligned to the customers needs and
requirements in these markets. This part of the report is basically formed with
recommendations about positioning, targeting and the development of innovative
products in the developing countries. Although such recommendations are generated
these are generate in nature. Sufficient care has been taken in order to evaluate the
measurability, achievability, relevance and tangibility. However the specificity of the
recommendations is not defined as they are provided to the company as a generic
recommendation to be implemented in several of the developing nations.
Background
Unlike the developed countries, the Lifestyle and concept of healthier food have
not caught up with the consumers in the developing countries (Harrell, 2008). Moreover
many of the multinational fast food chains such as McDonalds and Kentucky fried
chicken have positioned itself as upscale quick service restaurants offering quality food
with a high level of differentiation from that of the conventional food products available
in these markets. Burgers and sandwiches are not the common food products
consumed in developing nations especially in the Southeast Asian region.
Recommended positioning strategy
Even though in the developed countries such as Europe and United States,
Subway is positioned between that of the quick service and full-service restaurant, in
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the developing countries, due to the price differential, the products of Subway would
need to be positioned at the higher end of the market segment. In other words due to
the pricing of products, Subway has to positioned itself as a niche restaurant rather than
offering quick service and nutritious food. However healthy and nutritious concept is the
main brand philosophy of Subway and hence this needs to be followed on in any of the
markets it enters. The positioning strategy should be based on targeting the young
segment of the population and with higher purchasing power.
Recommended targeting
The targeting strategy of Subway in the expansion mode to the developing
nations should be different from that of the present targeting strategy. The
psychographic segmentation and targeting should be the most appropriate where the
customers social class, lifestyle and personality should be the basic elements of
targeting. The fast food chains such as Subway offering differentiated products can be
developed based on a differentiated focus approach with a target group of higher class
of the society, upscale lifestyle and status of customers. Unlike in the developed
countries, the stores of Subway in developing nations have to be in the upscale areas
rather than distributed in different geographies. The franchisees can be provided to
high-quality individuals and groups who have prior experience in providing and
developing such retail outlets. The stores have to be located in upscale shopping malls
and business areas. The specific target segment of the population would be families
and individuals in the upper social classes.
Recommended innovative products

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Based on the social and cultural parameters of the developing nations, innovative
products have to be developed. Burgers and sandwiches are not the common food
consumed by the customers in the developing nations. Particular stress and focus
should be provided on geographic locations where vegetarianism and halal food
concepts are prevailing. The burgers and sandwiches can be offered as differentiated
products for the customers who would like to have some kind of differentiation. Along
with burgers and sandwiches, Subway can also develop innovative products based on
the social and cultural aspects of the developing nations.
Recommended Marketing mix
Price
The pricing of the product has to be at the upper levels of the spectrum and it should be
based on the unique value proposition to the customers.
Promotion
Advertising through television and billboards should be the main method of promotion. A
brand ambassador can be considered for promoting the organization
Product
Innovative products should be developed based on the social and cultural attributes of
the developing nations. Sandwiches can be offered to the customers as a differentiated
product. The element of nutrition and healthy food should be one of the main elements
of the products
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Place
The location of the stores should be in upscale shopping malls and business areas.
C. Company Profile/ History
Jollibee M. Concepcion was built on May 27, 2016 and this one of the known fast-
food in the world owned by Sir Kenneth. It is his first fast-food restaurant and this 2017,
he also put up a Jollibee restaurant in Binondo. The first restaurant manager of Jollibee
M. Concepcion is Sir Fortunado Zamoranas.Sector.
The executive Leadership is Tony Tan Caktiong of the board, since 2014.
Ernesto Tanmantiong is the Chief Executive Officer Director, since 2014. Ysmael Baysa
is the Chief Finance Officer, Compliance Officer, since 2014. Justo Alano is the
President of Mang I nasal Business Unit, since 2015. Han Du is the President of
Guangxi San Pin Wang Food and Beverage Management Co. Ltd, since 2014.
Jollibee Foods Corporation (JFC) is a Philippines-based company engaged in the
development, operation and franchising of quick-service restaurants (QSR) under the
trade name Jollibee. The Company has a number of subsidiaries, which include FRESH
N' FAMOUS FOODS, INC., which develops, operates and franchises quick-service
restaurants under the trade names Chowking and Greenwich; RED RIBBON
BAKESHOP, INC. (through RRB HOLDINGS, INC.), which develops, operates and
franchises restaurants under the Red Ribbon trade name; MANG INASAL PHILS., INC.,
which develops, operates and franchises restaurants under the Mang I nasal trade
name, and PERF RESTAURANTS INC., which franchises restaurants under the Burger
King trademark in the Philippines. It also has subsidiaries and affiliates, which develop
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and operate its international brands, Yonghe King, Hong Zhuang Yuan, San Pin Wang,
brands under the Super Foods Group (including Highlands Coffee and Pho 24), 12
Hotpot, Sma and Dunkin' Donuts.
Jollibee Foods Corp. is engaged in developing, operating, and franchising fast
food stores under the trade name Jollibee. The company operates through the following
segments: Food Service, Franchising, and Leasing. The Food Service segment
engages in the operations of quick service restaurants and the manufacture of food
products to be sold to Jollibee Group-owned and franchised QSR outlets. The
Franchising segment is involved in the franchising of the Jollibee Group's QSR store
concepts. The Leasing segment leases store sites mainly to the Jollibee Group's
independent franchisees. Jollibee Foods was founded by Tony Tan Caktiong in 1975
and is headquartered in Pasig City, Philippines.
History
In 1975, Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor in
Cubao, Quezon City. In 1978, he and his siblings engaged the services of a
management consultant, Manuel C. Lumba, who shifted the business focus from ice
cream to hot dogs after his studies showed a much larger market waiting to be served.
Lumba was Tan's last business and management mentor.
Jollibee experienced rapid growth. It was able to withstand the entry of
McDonald's in the Philippines in 1981 by focusing on the specific tastes of the Filipino
market, which differed from the American fast food company.
The chain opened successful milestone stores in the following years: its 100th
branch in Davao in 1991; its 200th store in Malolos, Bulacan in 1996; its 300th store in
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Balagtas, Bulacan in 1998; its 400th store in Intramuros, Manila in 2001; its 500th store
in Basilan in 2004; its 600th store in Aparri in 2007; its 700th store in Harrison Road,
Baguio City in 2010; its 800th store in Malaybalay City, Bukidnon on October 18,
2013,[10] its 900th store in Palo, Leyte on September 30, 2015; and its 1000th store in
Triangle Drive, Bonifacio Global City, Taguig on July 4, 2017.
The company acquired 80% of Greenwich Pizza in 1994. From a 50-branch
operation, Greenwich gradually established a strong presence in the food service
industry. In early 2006, Jollibee Foods Corp. bought out the remaining shares of its
partners in Greenwich Pizza Corp., equivalent to a 20% stake, for P384 million in cash.
In 1996, Jollibee became the sole franchisee of Dlifrance for Philippines, staying in
operation in the country until late 2010. In 2000, the company acquired Chowking, a
Chinese fast food restaurant, thus making Jollibee a part of the Asian quick service
restaurant segment.
In 2004, Jollibee acquired Chinese fast food chain Yonghe Dawang for $22.5
million. Jollibee entered into a joint-venture contract with US-based Chow Fun Holdings
LLC, the developer and owner of Jinja Bar Bistro in New Mexico, in which Jollibee
acquired a 12% stake for $950,000. In 2005, Jollibee acquired Red Ribbon, a bakeshop
business in the Philippines. In less than 5 years, Jollibee managed to nurture the
business and transform it into a popular and rapidly growing bakeshop chain. In 2006,
Jollibee purchased 70% of Taipei restaurant Lao Dong in June and Chun Shui Tang tea
house. In 2007, Jollibee Foods Corp. is engaged in developing, operating, and
franchising fast food stores under the trade name Jollibee. The company operates
through the following segments: Food Service, Franchising, and Leasing. The Food
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Service segment engages in the operations of quick service restaurants and the
manufacture of food products to be sold to Jollibee Group-owned and franchised QSR
outlets. The Franchising segment is involved in the franchising of the Jollibee Group's
QSR store concepts. The Leasing segment leases store sites mainly to the Jollibee
Group's independent franchisees. Jollibee Foods was founded by Tony Tan Caktiong in
1975 and is headquartered in Pasig City, Philippines signed a P2.5 billion ($55.5 million)
deal with Beijing-based Hong Zhuang Yuan through its wholly owned subsidiary Jollibee
Worldwide Pte. Ltd. The sale is subject to the approval of China's Ministry of
Commerce. On October 19, 2010, Jollibee acquired 70% share of Mang Inasal Filipino
food chain specializing in barbecued chicken, for P3 billion ($68.8 million).The same
month, Jollibee signed a deal to acquire 55 percent of China's Guangxi San Ping Wang
Food and Beverage Management Co. Ltd., operators of the San Pin Wang beef noodle
business for 30 million RMB. On October 2011, Jollibee acquired a 54% stake in BK
Titans, Inc., the sole franchisee of Burger King in the Philippines.
In 2011, Jollibee opened 260 new stores, of which 167 were in the Philippines led
by Mang Inasal and Jollibee. This brought the company's total number of stores to
2,001 as of the end of December 2011. The same year, Jollibee closed Manong Pepe
food chain in favor of Mang Inasal,and sold Dlifrance to Caf France. Overseas,
Jollibee opened 93 stores, led by Yonghe King in China (70) and Jollibee Vietnam. In
2013, Jollibee opened its first store in Virginia Beach, Virginia, as well as in Houston,
Texas. Both locations were chosen for their strong Filipino presence. A Chicago suburb,
Skokie, Illinois, opened up in July 2016. One year later, Jollibee opened its first Florida
restaurant on March 18, 2017. It is located in Jacksonville, Florida.

74
Its restaurants in mainland China are responsible for about 12% of the company's total
sales.
Canada's Jollibee location was opened on Thursday, December 15, 2016, in
Winnipeg. CBC News (December 15, 2016). "Jollibee's 1st Canadian location opens in
Winnipeg as hundreds wait in line". CBC Manitoba. Retrieved January 10, 2017.The
restaurant plans to expand to Toronto in Canada, Malaysia and Indonesia. It also plans
to expand throughout the Southern United States such as Atlanta, Charlotte, and
Dallas, and Midwestern United States starting with Chicago. Currently, aside from its
flagship brand Jollibee, the groups other brands and acquisitions are Chowking,
Greenwich, Red Ribbon, Mang Inasal, Yonghe King (China) and Hong Zhuang Yuan
(China), as well as a majority stake in the firm that controls the Burger King franchise in
the Philippines.
In October 2015, Jollibee announced that it has acquired a 40-percent stake in
Smash burger in a deal that values the American fast-casual burger chain at $335
million.
In January 2016, the company announced it was participating in a joint venture to
bring 1,400 Dunkin' Donuts stores to China over the next 20 years
In October 2016, Jollibee and Cargill formed a joint venture, C-Joy Poultry Meats
Production, and broke ground on a new poultry processing facility at Santo Tomas,
Batangas in the Philippines. The facility will be expected to process 45 million chickens
per year
75
D. Questionnaire
Instructions:
This questionnaire serves only as a survey in your opinion regarding the study
Marketing Strategies of Jollibee Concepcion Avenue Pasig Prodynamic Incorporated,
2017. It will be of help to the researchers in gathering information needed in the study if
you give your honest answers/opinions to the questions indicated.
Mark check as an answer to your choice. If the question needs more than one
answer, you can make two or more of your choices or make separate sheet if
necessary.
1. PROFILE OF RESPONDENT:
Name (Optional): _______________________
1.1 Gender: ___ Male ___ Female
1.2 Age:
___ 21 25 ___ 41 45
___ 26 30 ___ 46 50
___ 31 35 ___ 51 55
___ 36 40 ___ 56 up
1.3 Occupation
___ Office Clerk ___ Saleslady/Salesman
___ Business woman ___ Manager
___ Lawyer ___ Factory Worker
___ Midwife ___ Auditor
___ Engineer ___ Student
___ Teacher ___ Unemployed
___ Security Guard ___ Others, please specify _____________
customers along the following areas?
2.1 Products
___ Food good taste and smell
___ Affordable and reasonable prices
___ Attractive packaging materials
___ Package meals style menu like value, kiddie meals
___ High quality standard
76
___ Innovation of the products

___ Others, please specify _______________
2.2 Promotions / Advertisements

___ Thefast food give discount on some products
___ They offer promo-products attractive to customers
___ Television and other ads show Filipino values
___ Thefast food grant birthday package discount
___ They entertain customers with mascots and fun games
___ Thefast food sponsors different campaigns/projects
___ The products are endorsed by popular celebrity/movie star
___ Others, please specify
2.3 Services
___ The service staffs/crew are friendly and accommodating
___ They serve or deliver the products quick
___ Thefast food maintained tables, chairs, equipment, store area and
others clean
___ The personnel/staffs are available at any time needed
___ They treat customers with courtesy
___ They offer home delivery service
___ They are opened at 7:00 A.M to offer breakfast
___ Others, please specify
2.4 Facilities
___ Thefast-food provide customers with restroom and lavatory
___ Thefast-food provide kids recreational area to enjoy
___ They provide sufficient water
___ They provide chairs and table enough and convenient to customers
___ The freezers, storage and cooking equipment are maintained clean
___ The modern equipments are used to give customers quick service
___ Playground are built for children to enjoy
___ Others, please specify _______________
3. What are the factors that influence the choice of fast food?
___ New Technology / modern equipment
___ Endorsement of popular celebrity/ movie stars
___ Convenience
___ Affordable and reasonable price
___ Quick Service
___ Quality Service
___ Complete and clean facilities
77
___ Strategic location

___ Food taste and aroma
___ Creative / convincing advertisement
___ Staffs/crew public relations
___ Attractive/useful promo products
___ Provide package meal
___ Others (please specify) ____________
4. How effective are the aforementioned strategies as perceived by the respondents?
Assigned points Verbal Interpretations

5 Very Effective
4 Effective
3 Moderately Effective
2 Ineffective
1 Very Ineffective
5 4 3 2 1
4.1 Products
The products taste and aroma ___ ___ ___ ___ ___
The economical prices of the products ___ ___ ___ ___ ___
The designs and colors of packaging ___ ___ ___ ___ ___
materials
The package meal style menu ___ ___ ___ ___ ___
The process of cooking/preparing ___ ___ ___ ___ ___
the products
The methods to improve the products ___ ___ ___ ___ ___
The quality standard of the products ___ ___ ___ ___ ___
Others, please specify ______________ ___ ___ ___ ___ ___
5 4 3 2 1
4.2 Promotions/Advertisements
The discounts on some products ___ ___ ___ ___ ___
The useful and attractive promo- ___ ___ ___ ___ ___
products
The advertisement/ads showing
Filipino values ___ ___ ___ ___ ___
78
The birthday package discount ___ ___ ___ ___ ___

The mascots and fun games way of
entertainment ___ ___ ___ ___ ___
The sponsorship on campaigns/projects ___ ___ ___ ___ ___
The endorsement by popular celebrity/
movie star ___ ___ ___ ___ ___
Others, please specify ________________ ___ ___ ___ ___ ___
5 4 3 2 1
4.3 Services
The friendly way of communication by
service staffs/crew ___ ___ ___ ___ ___
The quick delivery of orders ___ ___ ___ ___ ___
The keeping the cleanliness of tables,
chairs, store are and equipment ___ ___ ___ ___ ___
The availability of personnel/staff ___ ___ ___ ___ ___
The politeness of crew/staffs ___ ___ ___ ___ ___
The home delivery service ___ ___ ___ ___ ___
They are open at 7:00 A.M to breakfast ___ ___ ___ ___ ___
Others, please specify _____________ ___ ___ ___ ___ ___
5 4 3 2 1
4.4 Facilities
The availability of restroom and lavatories ___ ___ ___ ___ ___
The recreational area built for kids ___ ___ ___ ___ ___
The sufficient water provides for
customers ___ ___ ___ ___ ___
The chairs and tables provided for
customers ___ ___ ___ ___ ___
The freezers, storage, and cooking
equipment are complete and clean ___ ___ ___ ___ ___
Modern equipment used ___ ___ ___ ___ ___
Others, please specify _______________ ___ ___ ___ ___ ___
79
Qualitative Research
1. What are the recommendations of the respondents towards the marketing strategies
of Jollibee Conception Avenue Pasig Prodynamic Incorporated, 2017?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
80
Chapter III
Methodology
With the goal to provide an in-depth knowledge about the level of understanding
and abiding of school policies; the study used a quasi-research method. This chapter
discusses the research methodology to be used in the study. The presents details of the
locale of the study, population and sampling procedure, research design, ethical
considerations, research instrument, respondents of the study, data gathering
procedure, statistical tools and measurement of variables.
Locale of the study
Figure 3
Jollibee Concepcion Avenue Pasig

81
The researchers executed the study in Jollibee M. Concepcion Avenue in San
Joaquin, Pasig. Thus, the study was limited to potential customers in Jollibee M.
Concepcion since the study focuses only about the marketing strategies in the said fast-
food restaurant. The researchers expected a significant amount of data from the
respondents for the study focuses about the marketing strategy of Jollibee M.
Concepcion.
Population and Sampling Procedure
The researcher uses quota and expert sampling technique. The whole
respondents are one hundred eight (108). One hundred is the customer while the
employees (manager and crew) are eight (8).
Research Design
The descriptive design with questionnaire as the major tool was utilized by the
researchers in gathering information to complete the study. The design according to
Calmorin (2:46) are adopted to provide the facts that are valuable to the researcher.
The data gathered are tabulated, analyzed and interpreted. This is logical and should be
employed in the study to give meaning and significance to what is being described
through comparison, interpretation and evaluation that will be gathered (Scheller, 1992)
Ethical Consideration
Ethical issues formed an important component throughout this study. It was vital
for the researcher to give a serious thought to ethical aspects in every stage of this
study. Therefore in this study the researcher duly informed the respondents in the study
that their participation was voluntary and that they were free to omit answers to any
particular questions if they so choose. This was in line with Trochim (2006) who argued
82
that voluntary participation requires that respondents in the study are not coerced into
participating in the research. The researcher also protected their confidentiality and
identity through use of numbers in line with Punch (2003) who alluded that the
participants should remain anonymous throughout the study. The purpose of the study
was fully explained to them in advance. Informed consent was obtained from all the
respondents in answering the questions. The researcher was open and honest in
dealing with them. Those respondents who wanted to withdraw from the study were
allowed to do so to avoid involuntary responses. Last but not least, the researcher
avoided information plagiarism and fraud through acknowledgement of all sources used
in the study.
Research Instrument
The researcher used questionnaires to gather significant data and information.
The intentions of researcher in gathering data were given a chance by the reply of the
respondents on the questionnaire. The questionnaire includes questions on the profile
of the respondents, factors that influence the choice of fast-foods, marketing strategies
adopt by these fast-foods that the respondents perceived, how effective these to them
and their recommendations about the marketing strategy.
The researcher explained the clear purpose of the study after go into them
questionnaire.
Respondents of the Study
The respondents of the study are potential customers, crew and the managers of
Jollibee Concepcion Avenue Pasig Prodynamic Incorporated.

83
Data Gathering Procedure
The company to be surveyed was informed of the purpose of the study through
the informed letter. During the survey, every respondent were given a chance to
withdraw with the said survey and after giving the questionnaire to the respondents,
they were also informed about the purposed of the study. Lastly, the data gathered were
edited, tabulated/encoded, processed and interpreted/analyzed by the researcher.
Statistical Tools
Since the study is quasi research method it is used to the least extent the flowing
descriptive statistical tools:
1. Percentage- was used to determine the ratio of the frequency of responses (f) to
the total number of respondents (N).
2. Ranking- was used to determine the relative important of a particular item.
3. The Likert Scale- was used to describe the relevance of the respondents
answer.
a. Mean-was used to represent the typical value and therefore serves as a
yardstick for all observations.
b. The weighted mean (WM) - is the sum of the product of the frequency and
the unit weight divided by the number of respondent.

84
4. The Chi Square- compare the tallies or counts of categorical responses between
two or more) independent groups. It will be utilized to test the hypothesis,
whether the null hypothesis is accepted or not.
( )
85
Chapter IV
Presentation, Analysis and Interpretation of Data
This chapter presents analysis and interprets the data gathered by the
researcher in relation to the presentation of the study on marketing strategies of Jollibee
Concepcion Avenue Pasig Prodynamic Incorporated. The presentation was primarily
based on the problems and framework of the study.
I. Socio-demographic Profile
Table 1. Gender of the Respondents
Gender F %
Male 43 40%
Female 65 60%
Total 108 100%
Table 1 shows that the respondents consist of forty-three (43) male or 40% of
the total population and sixty-five (65) female or 60% of the total population.
From the table, it reveals that female dominates male with regards the number of
customers of Jollibee Concepcion Avenue in San Joaquin, Pasig.

86
Table 2. Age of the Respondents

Age Group Frequency Percentage
20-below yrs old 31 29%
21-25 yrs old 27 25%
26-30 yrs old 19 18%
31-35 yrs old 10 9%
36-40 yrs old 4 4%
41-45 yrs old 4 4%
46-50 yrs old 5 5%
51-55 yrs old 2 2%
56-up yrs old 6 6%
Total 108 100%
Table 2 shows the corresponding age bracket of the total one hundred eight
(108) respondents. It indicates that there are thirty one (31) or 29% belongs to the age
group 20-below yrs old, twenty seven (27) or 25% belongs to the 21-25 age group,
nineteen (19) or 18% belongs to the 26-30 age group, ten (10) or 9% belongs to the 31-
35 age group, four (4) or 4% belongs to the 36-40 age group, four (4) or 4% belongs to
the 41-45 age group, five (5) or 5% belongs to the 46-50 age group, two (2) or 2%
belongs to the 51-55 age group, and six (6) or 6% belongs to the 56-up age group.
87
Table 3. Occupation of the Respondents

Occupation Frequency Percentage
Office Clerk 3 3%
Businessman/woman 10 9%
OCW 3 3%
Lawyer 0 0%
Midwife 0 0%
Engineer 2 2%
Teacher 18 17%
Security Guard 1 1%
Saleslady/Salesman 4 4%
Manager 4 4%
Factory Worker 0 0%
Auditor 1 1%
Unemployed 13 12%
Others 21 19%
Students 28 26%
Total 108 100%
Table 3 shows the occupation of the respondents. It indicates that sixty-two or
62% the respondents are employed. The 62% employed consists of three
(3) or 3%office clerk, ten(10) or 9% businessman/woman, three(3) or 3% OCW, two(2)
or 2% engineer, eighteen (18) or 17%, one (1) or 1%security guard, four (4) or 4%
saleslady/man, four (4) or 4% manager and twenty-one (21) or 19% others.
This reveals that of the respondents can afford to bring their family in their
favourite or any fast food that attract them.
The thirteen (13) or 12% unemployed respondents are composed of some
married female who stay home and look for the welfare of the family married to
overseas contract worker, and twenty-eight (28) or 26% students.
This indicates that wives who have husbands who earn their living here and
others in abroad and the young respondents or the students have parents who support
88
them and satisfy their wants to their needs therefore if they like to eat in their favourite
fast foods, somebody will pay for them.
II. Marketing Strategies Employed by Fast food
Table 4. Marketing Strategies for Product

Indicators f % Rank
Food good taste and smell 74 27% 2
Affordable and reasonable prices 76 27% 1
Attractive packaging materials 21 8% 6
Package meals style menu like value, kiddie meals 41 15% 4
High quality standard 42 15% 3
Innovation of the products 25 9% 5
Table 4 shows the product strategies employed by the fast foods. It indicates that
seventy six (76) or 27% of the respondents, Rank 1, the affordable and reasonable
prices; seventy four (74) or 27% of the respondents, Rank 2, perceived the food good
taste and smell; forty two (42) or 15% of the respondents, perceived the high quality
standard, Rank 3.
From the choice of the customer-respondents, it shows that they know how to
value their money.
In the table, it also indicates the attractive packaging material doesnt catch the
attention of some customers. Twenty one (21) or 8% of the respondents made this
choice.
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Table 5. Marketing Strategies for Promotions/Advertisements
Indicators f % Rank
The fast food give discount on some product 68 22% 1
They offer promo-products attractive to customers 50 16% 3
Television and other ads show Filipino values 59 19% 2
The fast food grant birthday package discount 31 10% 7
They entertain customers with mascots and fun games 33 11% 6
The fast food sponsors different campaigns/projects 34 11% 5

The products are endorsed by popular celebrity/movie star 36 12% 4
Table 5 show the promotions/advertisements employed by the fast foods. In the
table, sixty eight (68) or 22% of the respondents banked on the discount on products
ranks first; fifty-nine (59) or 19% of the respondents banked on the television and other
ads showing Filipino values, rank second; fifty (50) or 16% of the respondents banked
on the promo-product attractive to customers, rank third; thirty-six (36) or 12% of the
respondents perceived the products are endorsed by popular celebrity/movie star, rank
fourth; thirty-four (34) or 11% of the respondents banked on the fast food sponsors
different campaigns/projects, rank fifth; thirty-three (33) or 11% of the respondents
perceived the entertainment for customers with mascots and fun games, rank sixth and
thirty-one (31) or 10% of the respondents banked the birthday package discount.
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Table 6. Marketing Strategies for Services
Indicators f % Rank
The service staffs/crew are friendly and accommodating 55 18% 5
They serve or deliver the products quick 78 13% 1

The fast food maintained tables, chairs, equipment, store area
and others clean 64 15% 3
The personnel/staffs are available at any time needed 51 12% 6
They treat customers with courtesy 59 14% 4
The offer home delivery service 39 9% 7
They are opened at 7:00 A.M to offer breakfast 76 18% 2
Table 6shows the service strategy employed by the fast foods to attract
customers. It shows that seventy-eight (78) or 13% of the respondents eat in the fast
foods because o its quick delivery or service of the fast food they ordered, Rank 1,
seventy-six or 18% of the respondents perceived the fast food open for 24/7, Rank 2;
sixty-four (64) or 15% of the respondents go and patronize the fast food because fast
foods maintained the tables, chairs, equipment and the store area clean, Rank 3.
Seemingly, most customers are satisfied with the fast foods offer with regards to
service because one of the objectives of the fast food is to give the best service to their
customers.
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Table 7. Marketing Strategies for Facilities

Indicators f % Rank
The fast foods provide customers with restroom and lavatory 108 29% 1.5
The fast foods provide kids recreational area to enjoy 0 0% 5.5
They provide sufficient water 108 29% 1.5

They provide chairs and table enough and convenient to
customers 61 16% 2
The freezers, storage and cooking equipment are maintained
clean 49 13% 4
The modern equipments are used to give customers quick
service 51 14% 3
Playground are built for children to enjoy 0 0% 5.5
Table 7 shows that one hundred eight (108) or 29% of the respondents prefer
the fast foods because fast foods provide them with lavatories and restroom, Rank 1.5
and provide them with sufficient water, Rank 1.5; sixty-one (61) or 6% of the
respondents perceived the enough and convenient chairs and tables, rank 2; fifty-one
(51) or 14% of the respondents banked the modern equipment used to give them quick
service, rank 3.
The customer concerned of their needs and wants are revealed in the table.
Their perception about their welfare and health, are being perceived as they eat at the
fast foods. The customers would choose the fast foods that keep, preserve and cook
the food using the clean materials and equipment.

92
III.Factors Influencing the Choice of Fast Food
Table 8. Factors that influence the choice of fast foods

Indicators f % Rank
New technology/modern equipment 47 7% 6
Endorsement of popular celebrity /movie stars 41 7% 8.5
Convenience 49 8% 5
Affordable and reasonable price 66 10% 1
Quick service 60 10% 3
Quality service 63 10% 2.5
Complete and clean facilities 59 9% 4
Strategic location 46 7% 7
Food taste and aroma 63 10% 2.5
Creative/convincing advertisement 29 5% 11
Staffs/crew public relations 41 7% 8.5
Attractive/useful promo products 33 5% 9
Provide package meal 32 5% 10
Table 8 shows the factors that affect the choice of fast food of the customer-
respondents. Sixty-six (66) or 10% of the respondents perceived the affordable and
reasonable price, Rank1; sixty-three (63) or 10% of the respondents perceived the
quality service and food taste and aroma, both Rank 2; sixty (60) or 10% of the
respondents perceived quick service, Rank 3; fifty-nine (59) or 9% of the respondents
perceived the complete and clean facilities, Rank 4; forty-nine (49) or 8% of the
respondents perceived the, Rank 5; forty-seven (47) or 7% of the respondents
perceived the new technology/modern equipment, Rank 6; forty-six (46) or 7%
perceived the strategic location, Rank 7; forty-one (41) or 7% of the respondents
perceived the endorsement of popular celebrity/movie star and staffs/crew public
relation, both Rank 8; thirty-three or 5% of the respondents perceived the

93
attractive/useful promo products, Rank 9 and thirty-two (32) or 5% of the respondents
perceived the package meal provided by the fast foods.
IV. Effectiveness of the Marketing Strategies
The preceding tables show the perception of the customers-respondents on
marketing strategies employed by the Jollibee Concepcion Avenue Pasig Prodynamic
Incorporated and its effectiveness. The variable consists of indicators such as product
strategies and facility strategies.
Table 9. Products
Table 9 shows that the perceptions of respondents on product strategies of the
fast foods. It is indicated that the product taste and aroma, economic prices of the
product, designs and colors of packaging materials, package meal style menu, process
of cooking/preparing the products and quality standard of the products with a weighted
mean of four (4) is effective. The methods to improve the products with a weighted
mean of three (3) is moderately effective.

94
Table 10. Promotions/Advertisements
Table 10 shows the perceptions of the respondents on promotion/advertisement
strategies. It is indicated in the table that all the marketing strategies under the
promotions/advertisements: the discount on some products, the useful and attractive
promo-product, the advertisements/ads showing Filipino values, the birthday package
discount, the mascots and fun games way of entertainment, the sponsorship of
campaigns/projects and the endorsement by popular celebrity/movie star with a
weighted mean of four (4) is effective.
The fast food managers give discount on some products to attract more
customers and satisfy them. They believe that the customers are often best advertisers.
The fast food management, to maintain their dominance in the fast food industry,
continues to push forward its strategic programs of offering promo-products that are
useful and attractive to the costumers. The creative and unique designs of the products
aim also to attract the children.

95
Table 11. Services
Table 11 shows the perceptions of the respondents on service strategies
employed by the fast food. It is indicated in the table that all the marketing strategies
under the services: the friendly way of communication by service staffs/crew, the quick
delivery of orders, the keeping the cleanliness of tables, chairs, store and equipment,
the availability of personnel/staff, the politeness of crew/staffs, the home delivery
service and open at 7:00 A.M. for breakfast with a weighted mean of four (4) is effective.
In fast food industry , one of the most important objective is the task of giving costumers
a clean materials as well as trained staffs to do this task and objective.
Table 12. Facilities
Table 12 shows the perceptions of the respondents on strategies on facilities
employed by the fast foods. It is indicated in the table that all the marketing strategies
96
under the facilities: the fast food provide kids customers with restroom and lavatory, the
fast food provide kids recreational area to enjoy, they provide sufficient water, thy
provide chairs and table enough and convenient to customers, the freezers, storage,
and cooking equipment are maintained clean, the modern equipments re used to give
customers quick service and playground are built for children to enjoy with a weighted
mean of four (4) is effective.
The recreational area built for kids has no remarks because this strategy is not
employed in Jollibee Concepcion Avenue Pasig Prodynamic Incorporated.
V. Correlations/Chi-square
Table 13. Gender and Marketing Strategies for Product
The correlation between gender and the marketing strategies for products, shows
that the chi-square value is less than the critical value, thus accept the null hypothesis,
there is no significant relationship between gender and the marketing strategies for
products.
97
Table 14. Gender and Marketing Strategies for Promotions/Advertisements
The correlation between gender and the marketing strategies for
promotions/advertisements, shows that the chi-square value is less than the critical
value, thus accept the null hypothesis, there is no significant relationship between
gender and the marketing strategies for promotions/advertisements.
Table 15. Gender and Marketing Strategies for Services

98
The correlation between gender and the marketing strategies for services, shows
there is no significant relationship between gender and the marketing strategies for
services.
Table 16. Gender and Marketing Strategies for Facilities
The correlation between gender and the marketing strategies for facility, shows
that the chi-square value isgreater than the critical value, thus reject the null hypothesis,
there is significant relationship between gender and the marketing strategies for
facilities.
99
Table 17. Age and Marketing Strategies for Products
The correlation between age and the marketing strategies for products shows
that the chi-square value is greater than the critical value, thus reject the null
hypothesis, there is significant relationship between age and the marketing strategies
for products.
100
Table 18. Age and Marketing Strategies for Promotions/Advertisements
The correlation between age and the marketing strategies for
value, thus accept the null hypothesis, there is no significant relationship between age
and the marketing strategies for promotions/advertisements.

101
Table 19. Age and Marketing Strategies for Services
The correlation between age and the marketing strategies for services, shows
there is no significant relationship between age and the marketing strategies for
services.
102
Table 20. Age and Marketing Strategies for Facilities
The correlation between age and the marketing strategies for facilities, shows
there is no significant relationship between age and the marketing strategies for
facilities.
103
Table 21. Occupation and Marketing Strategies for Products
The correlation between occupation and the marketing strategies for products,
shows that the chi-square value is less than the critical value, thus accept the null
hypothesis, there is no significant relationship between occupation and the marketing
strategies for products.

104
Table 22. Occupation and Marketing Strategies for Promotions/Advertisements
The correlation between occupation and the marketing strategies for
105
value, thus accept the null hypothesis, there is no significant relationship between
occupation and the marketing strategies for promotions/advertisements.
Table 23. Occupation and Marketing Strategies for Services

106
The correlation between occupation and the marketing strategies for services,
strategies for services.
Table 24. Occupation and Marketing Strategies for Facilities

107
The correlation between occupation and the marketing strategies for facilities,
strategies for facilities.
VI. Qualitative Research
1. What are the recommendations of the respondents towards the marketing strategies
of Jollibee M Conception branch in San Joaquin, Pasig City?
Respondent 1
- Improvement towards customers relation and accommodation
Respondents 2
- Strategic location and good quality of service ( open 24 hours )
Respondents 3
- Kailangan talaga ng discout or promo kapag may event and kailangan din sa
food is yung satisfied ang mga customers,
Respondents 4
- More promotions of their product.
108
Respondents 5
- For the employees, make sure to provide a jolly service, always smile. For
Jollibee, not just maintain cleanliness of the establishment but make sure to
help clean the area around the establishment.
Respondents6
- Maintain the good service.
Respondents7
- Maintain the good service.
Respondents8
- The Jollibee should prepare a good qualities in terms of the basic needs of
the customers.
Respondents9
- Unli rice- mahal na Extra rice.
Respondents10
- Maintain your good service / performance and facilities and provide television
for entertainment.
Respondents11
- Maintain your good service.
Respondents12
- Keep up the Good work.
Respondents13
- Improvement in terms of cleanliness of utensils that are being used by
customers.
Respondents14
- Give away, mascot; open for Godly fearing approach.
Respondents15
- They should have playground for kids.
109
Respondents16
- Quick service. The personnel/staffs should be available anytime especially
when needed.
Respondents17
- Put some recreational area for the kids.
Respondents18
- Usually at night they tend to let the customer wait; they do not have ready
cooked meals.
Respondents19
- Give more coupun for discounts.
Respondents 20
- Improve facilities.
Respondents21
- More affordable prices.
Respondents22
- I could say that the location /facilities and services are good; and with that
continue to serve better.
Respondents23
- Quantity and Quality! They should consider the quantity and quality of
products to satisfy the customers
Respondents24
- Generate revenue through friendly manner.
Respondents25
- No answer
Respondents26
- No answer
Respondents27
- No answer
110
Respondents28
- No answer
Respondents29
- No answer
Respondents30
- No answer
Respondents31
- No answer
Respondents32
- No answer
Respondents33
- No comment
Respondents34
- No answer
Respondents35
- No answer
Respondents36
- Provide more parking area for the customers
Respondents37
- Big part of chicken and more sauce and Cheese on spaghetti
Respondents38
- Provide playground
Respondents39
- Bigger serving merchandiser or food, cleaner restroom; more ketchup
Respondents40
- Give more discounts. Also it will be better if some staffs especially cashiers
are more friendly. They should be more gravy.
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Free refill for gravy

Unli rice
Faucet
Bigger servings ( also drinks )
Discounts for students who have high grades ( show report card ), so
they will be more encourage tostudy.
Respondents 41
- It will be better if the staff will be more friendly and accommodating to all. I
recommend to provide more tables and chairs for the customers and quick
service.
Respondents42
- Im okay with the marketing strategy of Jollibee Conception Avenue.
Respondents43
- Discounts for students and free meals for students who got a perfect score in
their assesmentor quiz.
Respondents44
- The service should be very quick
- Free gravy and unli rice
- The restroom should have fixed bathroom
Respondents45
- Friendly staffs
Respondents46
- Sponsored ads
Respondents47
- Dagdagan ang pakikitungo sa customer nila. Hindi lahat ng crew customer
oriented parang minsan nakakalimutan nila yung orientation nila about
customer services.
Respondents48
- Para sa akin okay naman po, dahil malinis naman ang kanilang pag assist ng
mga tao, at maasikaso naman nila itp, para saakin dapat palagi lang malinis
para ma improve the para hindi mawalan ng customer. Maging maayos lang
ang pag in hands. At mapanatiling malinis ito, para saakin okay na po.
112
Respondents49
- Para mas ma improve to siguro po yung taste dapat po mas dagdagan tsaka
po sana magkaroon lagi ng other improved na menu na kakasya sa budget
tsaka yung may bago pang putahe na masarap lalo na sa paningin ng mga
bata.
Respondents50
- For the marketing strategies I recommend that the improvement in service
itself will make a great impact to the customers.
Respondents51
- They should to more friendly.
Respondents52
- Less talk, less mistakes.
Respondents53
- Playground for kids.
Respondents54
- Bago naman yung lugar kaya maayos at well maintained pa yung faculty
sana consistent sila. And dapat treat customers right at all times.
Respondents55
- Use disposable plates and cups, so its always clean and new.
Respondents56
- More promo package of foods.
Respondents57
- More new products affordable prices.
Respondents58
- Improve customer services.
Respondents #59
- Friendly
113
Respondents60
- N/C
Respondents61
- Provide more parking area for the customer.
Respondents62
- Big part of chicken.
Respondents63
- The restrooms should be clean and presentable enough.
Respondents64
- N/C
Respondents65
- N/A
Respondents66
- N/A
Respondents67
- N/A
Respondents68
- N/A
Respondents69
- Playground for kids
Respondents70
- Bigger servings, more choices of food. Cleaner restrooms, more ketchup.
Respondents71
- N/A
Respondents72
- N/A
114
Respondents 73
- N/A
Respondents74
- N/A
Respondents75
- It will be better if the staffs will be more friendly and accommodating to all. I
recommend providing more tables and chairs for the customers. And for the
food to come out as a quick us possible.
Respondents76
- N/A
Respondents77
- N/A
Respondents78
- Sana magkaroon ng playground
Respondents79
- N/A
Respondents80
- N/A
Respondents81
- N/A
Respondents82
- N/A
Respondents83
- More new products and affordable prices.
Respondents84
- N/A
115
Respondents85
- Better and quicker service especially when there are many customers/ during
holidays etc.
Respondents86
- I would say the should preserve the quality of products and not to think
always for the inflation of prices. Stick to the original products and prices.
Respondents87
- N/A
Respondents89
- Equipments suppose to be super clean
Respondents90
- Buy 1 take 10
Respondents91
- So far so good
Respondents92
- More seats to be available specially when Sundays
Respondents93
- Playground for those parents who has childrens.
Respondents94
- Improve customer services
Respondents95
- Convenient environment, very good staff.
Respondents96
- Good quality leadership. As always friendly faces, like no one else.
Respondents97
- Their space should look specials inside.
116
Respondents98
- Begin/start accommodations for delivery orders.
Respondents99
- Good services and also making GOLD this store. God is good all time.
Respondents100
- Parking space expansion
Respondents 101
- Improve customer services.
Respondents 102
- To observe the cleanliness of the facilities that concern most ofthe customers.
Respondents 103
- Magdagdag pa ng staffs.
Respondents 104
- N/A
Respondents 105
- My recommendations towards the marketing strategies of Jollibee in San
Joaquin were to focus on 4cs which stand for customer, cost, convenience
and communications.
Respondents 106
- To avail pump of gravy
Respondents 107
- Commonly the staffs are not approachable.
Respondents 108
- Facilities are attractive to customers. Maintain wash area cleanliness.
117
Chapter V
Summary, Conclusion and Recommendation
Based from the data gathered, the following are hereby summarized:
I. Demographic Profile of the Respondents
1. Gender. The respondents consist of forty-three (43) male or 40% of the total
population and sixty-five (65) female or 60% of the total population.
2. Age. Thirty one (31) or 29% belongs to the age group16-20yrs old, twenty
seven (27) or 25% belongs to the 21-25 age group, nineteen (19) or 18% belongs to the
26-30 age group, ten (10) or 9% belongs to the 31-35 age group, four (4) or 4% belongs
to the 36-40 age group, four (4) or 4% belongs to the 41-45 age group, five (5) or 5%
belongs to the 46-50 age group, two (2) or 2% belongs to the 51-55 age group, and six
(6) or 6% belongs to the 56-up age group.
Fast food restaurants are more attractive to children and teens, and because parents
will tend to go with what their kids want, these fast food restaurants are guaranteed
more customers, David (2013).
3. Occupation. Sixty-two or 62% the respondents are employed. The 62% employed
consists of three (3) or 3% office clerk, ten (10) or 9% businessman/woman, three (3) or
3% OCW, two (2) or 2% engineer, eighteen (18) or 17%, one (1) or 1% security guard,
four (4) or 4% saleslady/man, four (4) or 4% manager and twenty-one (21) or 19%
others.
118
The thirteen (13) or 12% unemployed respondents are composed of some
married female who stay home and look for the welfare of the family married to
overseas contract worker, and twenty-eight (28) or 26% students.
"The fast food business has growing rapidly because dining out become part of the
Filipino's lifestyle. Many office employees, and even some employees, also eat in their
offices, availing themselves of the take out delivery service of the fast food chains.
Working wives, having less time to cook, often buy prepared fast food menus", Bulahan
(1996).
II. Marketing Strategies Employed by the Fast Food
1. Product Strategies. The first 3 product strategies employed by the fast foods with
their corresponding percentages are the following: seventy six (76) or 27% of the
respondents, the affordable and reasonable prices; seventy four (74) or 27% of the
respondents, perceived the food good taste and smell; forty two( 42) or 15% of the
respondents, perceived the high quality standard.
"Customer satisfaction is achieved whenever the customer experience meets or
exceeds customer expectations. Expectations are conditioned by customer perceptions
of the product's price-value and the image created by marketing communications",
Ablaza(2001).
2. Promotion/Advertisement Strategies. Sixty eight (68) or 22% of the respondents
banked on the discount on products ranks first; fifty-nine (59) or 19% of the
respondents banked on the television and other ads showing Filipino values, rank
second; fifty (50) or 16% of the respondents banked on the promo-product attractive
to customers, rank third; thirty-six (36) or 12%of the respondents perceived the
119
products are endorsed by popular celebrity/movie star, rank fourth; thirty-four (34) or
11% of the respondents banked on the fast food sponsors different
campaigns/projects, rank fifth; thirty-three (33) or 11% of the respondents perceived
the entertainment for customers with mascots and fun games, rank sixth and thirty-
one (31) or 10% of the respondents banked the birthday package discount.
According to Hussain(1991), "The most frequently used promotions by these two
enterprises were window dressing, free delivery, radio, TV and flyer advertising played a
major role in expanding product market shares".
3. Service Strategies. Seventy eight (78) or 13% of the respondent seat in the fast
foods because of its quick delivery service of the fast food they ordered, Rank1,
seventy- six or 18% of the respondents perceived the fast food open for 24/7,
Rank2; sixty four (64) or 15% of the respondents go and patronize the fast food
because fast foods maintained the tables, chairs, equipment and the store area
clean, Rank3.
"The customers' behaviour of don't keep me waiting is also the concerned of the fast
food management. The management find ways and means to avoid losing of valued
customers and this is by improving more strategies of giving quick service", cited Bello
(2001).
"Consumers are looking for food that is easy to order and pick up. This has led to a
growth in the number of dine-in and drive-thru fast food establishments", David (2013)
4. Facility Strategies. One hundred eight (108) or 29% of the respondents prefer the
fast foods because fast foods provide them with lavatories and restroom, Rank 1.5 and
provide them with sufficient water, Rank 1.5; sixty-one (61) or 6% of the respondents
120
perceived the enough and convenient chairs and tables, rank 2; fifty-one (51) or 14% of
the respondents banked the modern equipment used to give them quick service, rank 3.
"The customers would choose the fast foods that keep, preserve and cook food using
the clean materials and equipment, provide them with lavatories and restroom, and a
sufficient water", Bello (2001).
III. Factors Influencing the Choice of Fast Foods
The first 3 factors that influence the choice of fast foods are affordable and reasonable
price with sixty-six (66) or10%, the quality service, and food taste and aroma with sixty-
three (63) or 10%, the quick service with sixty (60) or 10% of the total respondents.
Fast food marketing reacts to the moods and needs of customers, and while
emphasizing value and affordability have always been part of the industry's overall
strategy, those product qualities have become even more important in a tight economy.
Free samples, value menus that feature items for $1 and special monthly deals are all
marketing tools aimed at cash-strapped consumers, Scott (2017)
IV. Effectiveness of the Marketing Strategies as Perceived by the Respondents
1. Product Strategies. The product taste and aroma, economic prices of the product,
designs and colors of packaging materials, package meal style menu, process of
cooking/preparing the products and quality standard of the products with a weighted
mean of four (4) is effective. The methods to improve the products with a weighted
mean of three (3) is moderately effective.
"Fast food restaurants like very been able to take advantage of the by providing meals
that affordable, flavourful and can be pick on the go with high quality standard", David
(2013).
121
"With healthier consumer mind sets, companies like McDonald's and Jollibee will need
to place greater emphasis on the food", not just the "fast" when it comes to effective
fast food marketing strategies", Big eye (2015)
2. Promotion/Advertisement. The marketing strategies under the
promotions/advertisements: the discount on some products, the useful and attractive
promo-product, the advertisements/ads showing Filipino values, the birthday package
discount, the mascots and fun games way of entertainment, the sponsorship of
campaigns/projects and the endorsement by popular celebrity/ movie star with a
weighted mean of four (4) are all effective.
According to Miranda Brookins (2015), "Fast food restaurant franchisees and owners
use many advertising techniques to reach customers of all ages. Brand awareness,
budgets and target market play a major role in the techniques a brand decides to use.
By combining online, radio, television and print strategies, they reach customers
through several types of media."
3. Service. The marketing strategies under the services: the friendly way of
communication by service staffs /crew, the quick delivery of orders, the keeping the
cleanliness of tables, chairs, store and equipment, the availability of personnel/staff, the
politeness of crew/staffs, the home delivery service and open at 7:00A.M. for breakfast
with a weighted mean of four (4) is effective.
"The greeting with warm smile exudes the deeper meaning of respect and sincere
desire to please the fast food's customers. These are the unique standard and brand of
fast food's management continually consider."It is important to the customers of how

122
they'll be treated in the place where they are and where they feel comfortable. The
politeness of the staffs also make the customers attractive to the place", Bello(2001).
"In the fast food industry, one of the most important objective is the task of giving
customers a clean food and store environment", Bello (2001).
4. Facilities. The marketing strategies under the facilities: the fast food provide
customers with restroom and lavatory, the fast food provide kids recreational area to
enjoy, they provide sufficient water, they provide chairs and table enough and
convenient to customers, the freezers, storage, and cooking equipment are maintained
clean, the modern equipments reused to give customers quick service and play ground
are built for children to enjoy with a weighted mean of four (4) is effective.
"The first comfort that the fast food could give the customers is when the customers
enter the fast food, there are available tables and chairs that could be provided for
them, a lavatories and restroom and sufficient water, although they like to eat at the fast
foods, they decided to transfer to other because of unavailability of the said strategies",
Bello (2001).
V. Correlation/Chi-square
1. Gender and Product Strategies. The correlation between gender and the marketing
strategies for products, shows that the chi-square value is less than the critical value,
thus accept the null hypothesis, there is no significant relationship between gender and
the marketing strategies for products.
2. Gender and Promotion/Advertisement Strategies. The correlation between gender
and the marketing strategies for promotions/advertisements, shows that the chi-square
value is less than the critical value, thus accept the null hypothesis; there is no
123
significant relationship between gender and the marketing strategies for
promotions/advertisements.
3. Gender and Service Strategies.The correlation between gender and the marketing
strategies for services, shows that the chi-square value is less than the critical value,
thus accept the null hypothesis; there is no significant relationship between gender and
the marketing strategies for services.
4. Gender and Facility Strategies. The correlation between gender and the marketing
strategies for facility shows that the chi-square value is greater than the critical value,
thus reject the null hypothesis, there is significant relationship between gender and the
marketing strategies for facilities.
5. Age and Product Strategies. The correlation between age and the marketing
strategies for products shows that the chi-square value is greater than the critical value,
thus reject the null hypothesis, there is significant relationship between age and the
marketing strategies for products.
6. Age and Promotion/Advertisement Strategies. The correlation between age and
the marketing strategies for promotions/advertisements, shows that the chi-square
value is less than the critical value, thus accept the null hypothesis, there is no
significant relationship between age and the marketing strategies for
7. Age and Service Strategies.The correlation between age and the marketing
strategies for services, shows that the chi-square value is less than the critical value,
thus accept the null hypothesis; there is no significant relationship between age and the
marketing strategies for services

124
8. Age and Facility Strategies.The correlation between age and the marketing
strategies for facilities, shows that the chi-square value is less than the critical value,
thus accept the null hypothesis; there is no significant relationship between age and the
marketing strategies for facilities.
9. Occupation and Product Strategies. The correlation between occupation and the
marketing strategies for products, shows that the chi-square value is less than the
critical value, thus accept the null hypothesis, there is no significant relationship
between occupation and the marketing strategies for products.
10. Occupation and Promotion/Advertisement Strategies.The correlation between
occupation and the marketing strategies for promotions/advertisements, shows that the
chi-square value is less than the critical value, thus accept the null hypothesis; there is
no significant relationship between occupation and the marketing strategies for
11. Occupation and Service Strategies. The correlation between occupation and the
marketing strategies for services, shows that the chi-square value is less than the
between occupation and the marketing strategies for services.
12. Occupation and Facility Strategies. The correlation between occupation and the
marketing strategies for facilities, shows that the chi- square value is less than the
between occupation and the marketing strategies for facilities.

125
Conclusions
The following conclusions are based on the key findings of the study and in line
with the major research question.
In this study, it has proven that there is no significant relationship between the
demographic profile and the marketing strategies of product, promotion/advertisement,
service and facilities except the gender and marketing strategies for facilities, age and
marketing strategies for products.
Marketing strategies employed by the fast foods such as on products,
promotion/advertisement, service, and facilities are viewed and perceived by the
customers as effective.
The Jollibee Concepcion Avenue Pasig Prodynamic Incorporated makes sure
that its store and affiliate is conveniently located. In terms of promotions, they distribute
coupons as one of their strategies in product promotions. Through this, customers can
be able to purchase their product in a less cost and efforts. They also establish good
customer service in such way that customers will patronize their and services.
Aside from establishing good service they had tried their very best to maintain the good
quality and never the less improve and create new products.
The customers are intelligent and practical. They look for fast foods that offer
favorable prices, high quality product and good taste and aroma.
Almost all the respondents/customers recommended that the fast food should
build a recreational area or a playground for kids.

126
Recommendations
Based on the summary and conclusion of the study, the following are
recommended:
For the Industry
1. Provide one free item for the purchase a kid's meal. This fast food marketing
strategy entices people to come back until they have all the collectibles. Choose a
popular theme for your collectibles that other fast food companies are not marketing.
2. Provide a television for entertainment.
3. The fast food should provide kids recreational area to enjoy or a playground
built for children to enjoy.
4. Fast foods environmental cleanliness, waste disposal should be strictly
monitored to avoid contamination and possible occurrence of bacteria, virus and insects
that may cause sickness or diseases.
5. To further recommended, the laws and standard should be enforced and
monitored by the company personnel and government staffs, regularly or periodically,
for strict compliance and for the assurance of customers safety and protection.
6. Advertisements should focus on the values that maybe helpful in the
improvement of personality and behavior of individuals, and preserve the culture of the
Filipinos
For the Fast Food Managers/Staffs
1. Initiate and develop a customer relationship with kids and teens that it will last
through adulthood.
127
2. It is recommended that fast food managers should require crew and staffs to
attend more trainings and seminars to enhance their skills and knowledge related to
their works.
3. The managers should also check and review the studies made by the
researcher to know and find more information that are valuable and adaptive to
enhance/improve the system and strategies of the fast foods.
For the Future Researchers
1. Future researcher/s should undertake study similar to the present study to
strengthen the findings and recommendations stated in present study.

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1

Introduction and Its Background

continuous to increase in popularity. Costumers usually form perceptions of fast-food

outlets. These perceptions may be formed by word-of-mouth communication, exposure

What is marketing? Marketing is the process of planning and executing the

objectives. The definition views marketing as an exchange process or discipline that

Marketing are activities of a company associated with buying and selling a

product or service. It includes advertising, selling and delivering products to people.

target audiences by using slogans, packaging design, celebrity endorsements and

general media exposure.

ordered/served in packaged according to customers choice.

a better understanding of what they make purchase.

Background of the study

Fast-food Marketing is a necessity for fast-food brands these days. Fast-food

plethora of ailments. Therefore, it must essentially be advertised and marketed in order

the temporary taste is worth more than life-long disease.

with regards to food, the basic needs for human sustenance.

captured the hearts of customers.

environment to sustain the customer excitement. The innovative marketing and

supported by advertising and promotions. Their innovative marketing campaigns and

strategies have contributed tremendously to their growth and improvement.

An important study highlights ten key determinants of perceived service quality.

understand customers' needs?}; reliability (how dependable and consistent is the

knowledgeable and in possession of the skills required to delivery good service?);

To a large extent, aspects such as good understanding of customers' needs and

marketing and continual investment in employee quality and performance. The

improved through effective communication of service quality through advertising find/or

supply and demand and/or tackling staff productivity problems.

Statement of the Problem

Conception Avenue Pasig Prodynamic Incorporated, 2017: More specifically it seeks

answers to the following questions.

1. What is the profile of the respondents with respect to:

customers along the following areas?

4. How effective are the aforementioned strategies as perceived by the respondents?

Hypotheses of the Study

5. There is no significant relationship between the gender and marketing strategies

6. There is no significant relationship between the gender and marketing strategies

7. There is no significant relationship between the gender and marketing strategies

8. There is no significant relationship between the gender and marketing strategies

9. There is no significant relationship between the occupation and marketing

strategies for product.

10. There is no significant relationship between the occupation and marketing

strategies for promotion/advertisement.

11. There is no significant relationship between the occupation and marketing

strategies for service.

12. There is no significant relationship between the occupation and marketing

strategies for facilities.

Assumptions of the Study

The recommendation of the respondents is pertinent to the depth study of the

marketing strategies of Marketing Strategies Of Jollibee Concepcion Avenue Pasig

Prodynamic Incorporated, 2017.

Objectives of the Study

1. To produce a research-based data towards the Marketing Strategies Of Jollibee

Concepcion Avenue Pasig Prodynamic Incorporated, 2017.

2. To recommend policy measures/programs designed towards the Marketing

Strategies Of Jollibee Concepcion Avenue Pasig Prodynamic Incorporated,

Significance of the Study

The most significant contribution of the study is to the field of business

administration, both as an academic discipline and as a practice. Moreover the following

are specific of the benefit of the study:

a. Proponents, for them to gain deeper understanding about marketing strategies

and the differences of strategies applied on different fast foods.

b. Respondents/Customers - for them to become more concern of the quality of