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INTRODUCTION
As early as 14th century, a grocer was a dealer in comestible dry goods such as spices,
peppers, sugar and (later) cocoa, tea and coffee. These items were bought in bulk, hence the term
Grocer from the French “grosser” meaning wholesaler. Today, the grocer deals in a wide range
of staple food-stuff including such perishables as meats and dairy products. Such goods are,
hence, groceries. The key process of the grocery and its concept involves simple production and
Business is everywhere and everyone is connected with, or engulfed by the business. The
food we eat, the cloth we wear, the car we ride, the television we watch are produced,
distributed, and sold by the business. To be able to acquire these things, we earn money working
goods and rendering services to make realized economic return for the business known as profit
or income.
about 78% of small business start-ups survive the first year and about half of all employer
establishments survive at least five years. A third survives ten years or more. This is a far cry
from the previous long-held belief that 50 percent of businesses fail in the first year and 95
percent fail within five years. Better success rates notwithstanding, a significant percentage of
new businesses do fail. Expert opinions abound about what a business owner should and
The reason businesses are important is that they are a vehicle for the exchange of goods
products in order to generate profit or income and acquire health. Businesses are very important
part of the circular flow of any market. They buy resources from households in the resource
market and sell to households in the product market. This makes them indispensable to the
economy. It helps economy grow through innovation of various sorts considering the application
of business strategy.
Thus, the performance of the mini grocery is also dependent on its business strategy and
how effectively the strategy is implemented by the business owner. Business strategy plays a
vital role for the success of the business. This gives direction for the achieving business goals
and objectives and has a great effect on its performance. Business owners use various types of
employees to understand information priority, the flow of information in and out of the business
and how information is disseminated internally. Considering the use of different types of
business strategies, the researcher embarked this study so as to see the significant effect of this
It needs also to be emphasized that, when it comes to strategy formulation, the business
owner or manager plays an important role. The business owner or manager’s competitive
development and personal goals therefore can help determine the understanding and use of
strategic management and planning. As a result, when a company develops and implements
effective long-term strategies, it could impact on the competitive positioning of that company on
the market. Considering the different types of business strategies such as growth strategy,
acquisition strategy, price strategy and product strategy have an effect to the success of the
business.
Strategy is a set of guidelines created to reach the set goals and objectives of the mini
grocery. Strategies can range from annual budget to individual marketing strategies for the
release of new products. Without coherent strategy, mini grocery has no road to follow when
pursuing opportunities and running daily operation. The consequences of not having
strategy” as adopted and implemented by (Kotey and Meredith, 1997). Findings by a number of
researchers have also established relationships between business strategy and organizational
performance by (Covin and Slevin, 1986);( Delmar, Davidsson, and Gartner, 2003) and
(Yasuda, 2005). (Miller and Friesen, 1983) contend that the most performing organizations are
those whose strategies tend to initiate action through innovation in areas such as product
development and customer service, instead of imitating what other organizations are already
In this study, the researchers consider the different business strategies which they believe
that this can give significance for the mini groceries. As such, this study adopted the four
business strategies which include growth strategies, acquisition strategy, price strategy and
The researchers, however, believe that other factors could intervene along the way. It is
assumed that even if the owners of the mini grocery adopt the business strategies, there may be
other considerations that impinge on the relationship between the business strategies and the
Conceptual Framework
Another factor could be the profile of the business owners. Those owners of the mini groceries
who have been long in the service, which have more training and with higher level of education
could be a greater advantage than those who have limited experience and lower education
attainment.
This study aimed to determine and identify the business strategies practiced by the business
owners of mini groceries in Centro, Gonzaga, Cagayan and its correlation to business
performance.
Specifically, the study sought to find the answer to the following problems:
A. PERSONAL
a. Age
d. Educational Attainment
__Elementary Undergraduate
__Elementary Graduate
__College Undergraduate
__College Graduate
__M.A. Undergraduate
__M.A. Graduate
__PhD Undergraduate
__PhD Graduate
II. How do business owners assessed business performance with the use of strategies
namely:
a. Growth strategy
b. Acquisition strategy
c. Price strategy
d. Product strategy
III. Is there a significant relationship between the business strategies practiced by the
business owners ?
IV. Is there a correlation between the performance of the business and the profile of the
owner?
Research Hypothesis
2. There is no correlation between the performance of the business and the profile of the
owner.
The study will serve as a basis whether the business will implement to determine how far their
knowledge is and how consistent they are as a future businessman in the future on how to build a
business someday.
For Consumers
The study will serve as their basis whether the reliable intact store will implement the different
service minded- aspects and better source for them to reach or to achieve a better business in the
future.
For Researchers
For them to know how they are going to manage a business someday. That they should also
discover and to be aware of what is happening within the society that has been a big change to
our community. This will also serve as their basis in collaborating problems that will resolve
which were encountered by the different marketing management people which is related to
business.
For Future Researchers
It will be a great help to them in finding more ideas to the different studies. It will also serve as
For Students
Students who want to put a business someday will have an advance knowledge for such
For Community
They are being benefited because this type of research can tell them the innovations that
This research covered the Centro of Gonzaga Cagayan. In the process, the research covered 13
Mini Groceries in the Market of Centro Gonzaga Cagayan. The researchers conducted and
slowly.
COMPASSIONATE- Feeling or showing concern for someone who is sick and poor.
CULTIVATE- To grow or raise something under conditions that you can control.
COMPLIANCE- The act or process of doing what you have been asked or ordered to do.
MINI GROCERY- Is a retail store that primarily sells food. A grocer is a bulk seller of food.
-Often offer non-perishable food that is packaged in bottles, boxes, and cans.
INNOVATION- the process of translating an idea or invention into a good or service that
money, skills, and other resources, and share profit and loss in accordance with terms of the
partnership agreement.
SOLE PROPRIETORSHIP- Is the simplest business from under which one can operate a
business.
BUSINESS- An organization or economics system where goods and services are exchanged for
NET INCOME- is a company total earnings or profit. Net income is calculated by taking
revenues and subtracting the costs of doing business such as depreciation, interest, taxes, and
other expenses.
INCOME- money received, especially on a regular basis, for work or through investments.
CONSUMER- A consumer is a person or organization that uses economic services or
commodities. In economic systems consumers are utilities expressed in the decision to trade or
not.
BUSINESS STRATEGY- Is the art, science, and craft of formulating, implementing and
evaluating cross-functional decisions that will enable an organization to achieve its long-term
objectives.
GROWTH STRATEGY- strategy aimed at winning larger market share, even at the expense of
short-term earnings. Four broad growth strategies are diversification, product development,
ACQUISITION STRATEGY- is a corporate action in which a company buys most, if not all,
PRODUCT STRATEGY- is the foundation of a product life cycle and the execution plan for
further development.
PRICE STRATEGY- a pricing strategy takes into account segments, ability to pay, market
conditions, competitor actions, trade margins and input costs, amongst other.
mathematical, or numerical analysis of data collected through poles, questionnaires, and surveys
disciplines, including in the social sciences and natural sciences, but also in non-academic
methodologies and others. Those that were included in this chapter helps in familiarizing
Related Literature
conditions of performance. Over time approaches of business performance have seen various
valences differentiated both according to the importance given at the moment to the information
needs of different partners in business and according to the modern method which are meant to
demonstrate and validate by using their practical relevance exercise overtime, referring to the
aim this paper is to synthesize the main approaches regarding the business performances,
underlining the modern approaches referring to the perceptions of business performances for
All the stakeholders have their own interests that need to be looked after by the business
owners/managers. It is, thus, felt important about the way the managers must act so that the
interest of the stakeholders is protected and also the interest of the real owners- the shareholder –
is enhanced not by means of “profit maximisation” but by way of “wealth maximisation” (Anand
owner or manager plays an important role (Philipsen and Kemp, 2003). The owner/manager’s
competitive development and personal goals therefore can help determine the understanding and
use of strategic management and planning (Postma and Zwart, 2001). A meta-analysis of
existing studies by (Schwenk and Shrader, 1993) has indicated a positive linkage between
(Porter, 1991) has also observed that strategy leads to superior and sustainable
strategies, it could impact on the competitive positioning of that company on the market.
marketing research to evaluate market needs and prospects and improved screening and
Small companies will often use a product differentiation strategy when they have a
competitive advantage, such as superior quality or service. For example, a small manufacturer or
air purifiers may set themselves apart from competitors with their superior engineering design.
Obviously, companies use a product differentiation strategy to set themselves apart from key
competitors. However, a product differentiation strategy can also help a company build brand
According to the basic economic laws of supply and demand, an increased price can
decrease a demand. However, depending on the elasticity of demand, this can in turn increase or
decrease revenues. (Marn and Rosiello, 1992) make the importance of pricing quite clear in
finding that holding other factors steady, a single percent increase in price can mean an 11.1
percent increase in operating profitability, while a single percent increase in volume will only
marketing, competitive, and financial decisions to maximize the ability to set prices profitably.
For those grocery chains that continue to cater to a more wide variety of costumers, there
are a number of innovations that are currently being used to enhance the retail experience,
Understanding the customer’s preferences and needs are very important whether you are
selling a product or offering a service. This is because customers are the determiners of how
successful a company becomes. You can only satisfy your customer’s need if you get to
understand them to an extent that you can anticipate their needs and deliver beyond their
(Miller and Friesen , 1983) contend that the most performing organizations are those
whose strategies tend to initiate action through innovation in areas such as product development
and customer service, instead of imitating what other organizations are already doing on the
market.
(Zeithmal and Fry, 1984) also specify some of the performance indicators as
improvement in current products to meet changing customer taste, needs and requirements,
product development with emphases on product quality, increase in market and subsequently,
financial performance.
The word strategy has several perspectives to it and therefore does not have a single
definition. In its broad perspective, strategy can be considered as a coordinated plan or outline
for making decisions and carrying out the activities of a firm, using available resources to create
value and to achieve organizational goals, particularly in the long term. (Mintzberg, 1990)
identifies five other perspectives within which strategy has been defined. Reference is made to
(Chandler, 1962) who defines strategy as a plan of action which are taken to realize the long-
term organizational goals. In another vein, strategy deals with the policies and key management
RESEARCH METHODOLOGY
respondents, research instruments, data collection procedures, statistical treatment will be used
by the researchers.
Research Design
Descriptive survey research method was used in the study with the structured interview
as its main tool. As (Polit & Hungler , 1999) define it, this type of research describes what exists
and may help to uncover new facts and meaning. The purpose of descriptive research is to
In this study, the used of the method involves determining the status of the business (mini
grocery) in terms of qualifications/ educational attainments of the business owner, business site
and business income. Likewise it also defines the business strategies practiced by the business
owner that affects the performance of the business in Centro, Gonzaga, Cagayan.
The descriptive method is a study designed to depict the participants in an accurate way.
More simply put, descriptive research is all about describing people who take part in the study.
The two ways a researcher can go about doing a descriptive research project, and they
are:
topic.
The setting of the study was at municipality of Centro, Gonzaga, Cagayan of Mini
Groceries.
As the objective of the study is to assess the status of the business (mini grocery) in terms
of qualifications/ educational attainments of the business owner, business site and business
income and also the different business strategies practiced and used by the business owner are
The respondents of the study would be all the business owners of smini groceries in
Centro, Gonzaga, Cagayan. The researchers consider all business owners of mini groceries in
Centro, Gonzaga, Cagayan comprising of 13 members, male and female. A set of questionnaires
will be given to 13 members selected businessman of mini groceries of Centro, Gonzaga,
Research Instruments
To provide and gather as much informative and relative evaluation descriptive method
will be used. This method includes the use of questionnaires and surveys. The tools will use by
the researchers will be discuss. A questionnaire will use as the main data gathering instrument
for this study. It will be divided into two main sections: the profile and the questionnaire proper,
the profile of the respondents contains characteristics such as age, gender, civil status,
The study will be conducted within the mini groceries of the Municipality of Gonzaga,
Cagayan. Namely the different mini groceries we will be conducting were: Rebodulla Mini
Grocery Store, Angeles Mini Grocery, Sioquin Mini Grocery, Leonador Mini Grocery, Torres
Mini Grocery, Alibania Mini Grocery, Castillo Mini Grocery, Nojadera Mini Grocery, Dancel
Mini Grocery, Saliganan Mini Grocery, Saribay Mini Grocery, and Damasco Mini Grocery.
Data Gathering Procedures
Prior to the conduct of the study, permission was sought from the business owners of the
The questionnaires were personally administered by the researcher to the business owners
of mini groceries in Centro, Gonzaga, Cagayan. They were encouraged to respond to the
questionnaire as it was only 2 (two) pages instrument. Queries on some of the items of the
To further gather and probe data, an informal interview was conducted to the business owners.
Information that was not be captured by the questionnaires surfaced during the sessions.
Analysis of Data
Gathered data was coded based on the nature of the data and the scale to be used to
measure them. Tha data was encoded using the Microsoft Excel software. The data file was
descriptive statistic (frequency count, rank, mean and standard deviation). The weighted mean
was computed to ascertain the mean responses on the scaled statements. The weighted means
1.00-1.66 = Never
1.67-2.33 = Sometimes
2.34-3.00 = Frequently
To compare the assessments of the business strategies practiced by the different business
owners in Centro, Gonzaga, Cagayan, the t- test for independent or uncorrelated groups was
used.
DISCUSSION OF FINDINGS
Teachers’ profile
Age
from the table, 1 or 7.69 percent belong to the ages ranging from 26-30 years, 3 or
23.08 percent belong to the ages ranging 31-35 and 36-40 years and 2 or 15.38 percent
falls from the age bracket of 41-50. It shows also from the table that 2 or 15.08 percent
The mean of the age of the business owner is 40.69, which means that they are
belong in onset of middle age. This implies those business owners of the mini
grocery business is female dominated businessman. This finding means that female are better
calculated risk takers, more ambitious, more likely to take long-term view for the business and
reinvest business profit in order to generate steady and profitable growth for the business.
According to the Centre of Entrepreneurship’s research, women have the edge: 87% see
themselves as financial risk takers, compared to 73% of men while 80% of women say they are
likely to see opportunities where others see risk, compare to 67% of men.
Sex
Civil Status
the business owners of all the mini groceries are married. And because they have gained spots in
the workforce, they used commitment as a tool for economic stability. They attained the ability
to financially support their families which has brought greater social and political freedom.
Elementary Graduate 0 0%
College Graduate 0 0%
M.A. Undergraduate 0 0%
M.A. Graduate 0 0%
PhD Undergraduate 0 0%
PhD Graduate 0 0%
Growth Strategy
The table 5 shows the growth strategy practiced by the business owners of mini groceries.
Business owners frequently consider the needs of customers (3); identify their ideal customers
(2.92); sell new products in the market (2.77) and establish a value proposition and verify
revenue stream (2.46). In totality, business owners frequently employ Growth Strategy with an
This finding implies that business owners consider the use of different marketing
strategies and want to emphasize the satisfactions of customers in terms of the products.
Legend: 1.00-1.66=Never
1.67-2.33=Sometimes
2.34-3.00=Frequently
Product Strategy
Apparent in table 6 revealed that business owners frequently separate products that are
nearly expired (2.77); display products that are rare & unfamiliar in from of the establishment
(2.77). The business owners also frequently consider the needs of diverse customers (2.77);
increase volume of products that are seasonal and based on trends (2.69) and avoid giving goods
as a change to customers (2.54). In totality, business owners frequently employ product strategy
with an overall weighted mean of 2.71. This finding means that business owners consider diverse
of any foods, drug, device or cosmetics that is adulterated or mislabelled and the sale or offering
for sale of any foods, drugs and device beyond its expiration or expiry date are govern and
concern under Republic Act No. 7394 (Consumer Act of the Philippines) under Article 40.
Legend: 1.00-1.66=Never
1.67-2.33=Sometimes
2.34-3.00=Frequently
Price Strategy
The table show that the business owners frequently avoid misleading of prices to
customers (2.85); buy inventories form wholesalers (2.69); encourage customers to buy in bulk
(2.62); offer low price to their customers (2.54) and give discount to their loyal customers (2.38).
In totality, business owners frequently employ price strategy with an overall weighted mean of
2.62.
Legend: 1.00-1.66=Never
1.67-2.33=Sometimes
2.34-3.00=Frequently
Acquisition Strategy
The table shows that the business owners frequently consider the business’ target
performance in buying products (2.77); consider the marketability of products before buying
(2.77); buy inventories based on the purchasing powers of customers (2.69); buy product on cash
basis (2.69) and also the business owners emphasize that the products are procured based on the
list made (2.62). In totality, business owners frequently employ acquisition strategy with an
Legend: 1.00-1.66=Never
1.67-2.33=Sometimes
2.34-3.00=Frequently
Monthly Income
The table revealed that business owners earned monthly income ranging from 15,001 to
20,000 with a percentage of 53.85. It also shows that business owners earned a monthly income
ranging from 10,001 to 15,000 with a percentage of 23.08. Likewise those business owners that
earned a monthly income ranging from 20,001 to 25,000 with a percentage of 23.08.
Chapter 5
Summary
Business is everywhere and everyone is connected with, or engulfed by the business. The
food we eat, the cloth we wear, the car we ride, the television we watch are produced,
distributed, and sold by the business. To be able to acquire these things, we earn money working
goods and rendering services to make realized economic return for the business known as profit
or income.
about 78% of small business start-ups survive the first year and about half of all employer
establishments survive at least five years. A third survives ten years or more. This is a far cry
from the previous long-held belief that 50 percent of businesses fail in the first year and 95
percent fail within five years. Better success rates notwithstanding, a significant percentage of
new businesses do fail. Expert opinions abound about what a business owner should and
The reason
businesses are important is that they are a vehicle for the exchange of goods and services. It is an
generate profit or income and acquire health. Businesses are very important part of the circular
Thus, the
performance of the mini grocery is also dependent on its business strategy and how effectively
the strategy is implemented by the business owner. Business strategy plays a vital role for the
success of the business. This gives direction for the achieving business goals and objectives and
has a great effect on its performance. Business owners use various types of business strategies. A
information priority, the flow of information in and out of the business and how information is
disseminated internally.
Conclusion
In consideration of the foregoing findings, the researchers hereby conclude that female
business owners demonstrate better financial risk takers in terms of business or entrepreneurial
activities. Furthermore, they are more ambitious, more likely to take long-term view for the
In consideration of the foregoing findings and conclusion, the following are recommended: