Effectiveness of Marketing Strategies in Sit and Zip Garden Café

– Bacoor City, Cavite

A Practical Research Paper

Submitted to the faculty of the
Victorious Christian Montessori College-Bacoor, Inc.
Blk 3 Lot 1 Silver Homes Classic, Perpetual Village VII
Mambog I, Bacoor City Cavite.

In partial fulfillment
of the Requirements for the subject
Practical Research I

Calimba, John Lloyd G.

Lasco, Francis Quielle M.
Camila, Cristal A.
Dalora, Karen Joy B
Marte, Tiffany Anne B.
Nava, Azeleah M.
Ng, Aubrey Ann
Quina, Mary Jane C.

October 2019

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 APPROVAL FORM
(Senior High School Department)

Research Title :

Effectiveness of Marketing Strategies

in Sit and Zip Garden Café – Bacoor City, Cavite

Researchers:
Lasco, Francis Quielle
Calimba, John Lloyd
Cristal Camila
Dalora, Karen Joy
Marte, Tiffany Anne
Nava, Azeleah
Ng, Aubrey Ann
Quina, Mary Jane

APPROVED BY :

DIR. BEMONT DELAS ALAS VICTA ENGR. LEONEL C. BAUTISTA

Research Adviser Deputy Principal – In Charged SHS

DIR. ANECITO T. SABONG DIR. JANET G. ANASTACIO

School Principal Vice President for Finance

DR. DANILO T. ANASTACIO

School President/ CLO

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 BIOGRAPHICAL DATA

The Researcher was born in Bacoor City, Cavite on the 2nd of May 2000. He was the

only child of Mr. Henry Calimba and Ms. Adelaida Geronimo. He has one sister on his mother

side named Dorina Mae G. Fojas. He is considered to be a sports-oriented person for he is

engaged in cycling sports league. He spent his four (4) years of Secondary Education at

Victorious Christian Montessori College-Bacoor and currently studying as a Grade 12 student of

the said school.

John Lloyd G. Calimba

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 The Researcher was born at May 13, 2002 and now his 17 years old. He was ABM

student and player of basketball in Victorious Christian Montessori College Bacoor. He lived in

Barcelona Phase 4, Buhay na Tubig, Imus City, Cavite. He have an eldest sister, named Allaine

Frances M. Lasco and a brother, named Bennette Paul M. Lasco. Also, have a kind and hard-

working Father, named Francis C. Lasco and Mother who are in heaven now, named Allis M.

Lasco. Aside from Basketball, He loves playing all kinds of sport and He wants to be a

Basketball Player someday and also a mechanical engineer.

Francis Quielle M. Lasco

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 The researcher was born in Camarines Sur in the 3rd day of October 2001, She was a

second child of Benjamin A. Camila and Cristina M. Andaya. She has three brothers named Tj,

jierist A. Camila, Benjamin A. Camila jr., Brian Kyle A. Camila and sister named Czaniah

Jewelle A. Camila. Finished Elementary school in Ligas II Elementary School and continued her

junior high in Bacoor National High School (Molino Main). Also, currently took an Academic

Track and Accountancy, Business and Management Strand in Victorious Christian Montessori

College in Bacoor City. She loves dancing and also singing. She wants to be a successful Flight

Attendant someday.

Cristal A. Camila

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 The researcher was born in Guiuan Eastern Samar on the first day of November 2001. She

is currently living in Imus City Cavite. She is a consistent honor since Elementary until Senior

High School. Also, she took a responsibility in journalist for being an Editor-in-chief of their

school publication when she was a junior High school student and currently a sports writer in

their school now. She spent her 4 years of High School in Sulangan National High School then,

transferred to Victorious Christian Montessori College Bacoor Inc. in her Senior High School.

Karen Joy B. Dalora

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 The Researcher was a Grade 12 student with the strand of ABM at Victorious Christian

Montessori. She was born on March 28, 2001 in Bataan and currently living now here in Bacoor,

Cavite. Her hobby is reading books; novels, romance and non-fictions. During her junior high

school life, she received awards and achievements. Attend in different Seminars and

organizations all throughout both academics and extra-curricular. Being a feature writer back

then is one of the roles that she is very proud of.

Tiffany Ann B. Marte

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 The Researcher was born in Capas, Tarlac on September 09, 2002. She is the youngest

among the two children of Alejandro Nava and Azenith Nava. She took her primary education

from Tanzang Luma Elementary School in Tanzang Luma V, Imus City on March 2008 and as

well, her junior high school education from General Emilio Aguinaldo National High School in

Palico IV, Imus City on June 2018. In June 2019, she continued her senior high school education

at Victorious Christian Montessori College at Bacoor City. Her dream is to take a Bachelor of

Science in Accountancy course when she went to college for her to become an accountant.

Azeleah M. Nava

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 The Researcher was born in Ospital Ng Maynila on the 1st day of April. She is the Eldest

daughter of Olivia Kathrine B. Santiago and Rolando Ng Jr. and also had younger brother

Audrey Kenshin S. Ng. She is currently living with her grandparents. She is God fearing and

family oriented. She’s also good at socializing and communicating. He spent his Junior high

school years at Bacoor National Highschool (Gawaran Annex) and now finishing her Senior high

school years at Victorious Christian Montessori.

Aubrey Anne S. Ng

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 The Researcher was 18 years old and ABM student in Victorious Christian Montessori

College Bacoor. She lived in Molino 5 Phase 5 Bahayang PagAsa Subdivision, Bacoor City,

Cavite. She have Three sisters, Mary Joy Carpeso , Jennifer Carpeso and Elizabeth Carpeso and

have a brother , Jomarie Carpeso. She lived in with her parent's; Josephine Carpeso and Larry

Quina. Also, likes playing volleyball and badminton. Someday she wanted a successful flight

attendant.

Mary jane C. Quina

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 ACKNOWLEDGMENT

This Research will not be possible without the help of the kind, wise and intelligent

people that we look up to. They shared us a lot of wisdom and encourage us to never lose hope.

We want to express our deepest gratitude to them for the overflowing contribution to

finish our study.

To Ms. Roselyn Glovo, our Teacher in Practical Research II and also our class parent,

for her full support, effort, opinions, ideas, patience, to guide and finished our research paper.

To Dr. Danilo T. Anastacio, our School Principal and our former Teacher in Practical

Research I, for the lessons he taught us to accommodate in doing this research.

To ENGR. Leonel C. Bautista, our Deputy School principal for SHS, who guided us in

making up permission letter, it is an honor to have you, for those wise words you discussed to us.

. To all our subject teachers or the VCMC Faculty and our Staff who signed in our

permission letters and to support us.

To our Parents, who gave us unconditional love and supported us all the way.

To our Schoolmates & Friends who motivated and cheered us up every step of the

way.

To Sit & Zip staffs and the Business Owner , who accompanied us during our

interview.

And of course, To Almighty God who gave us the strength, knowledge and hope.

THE RESEARCHERS

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 Chapter 1

THE PROBLEM AND ITS SETTING

1.1 INTRODUCTION

In this era, Filipino people wanted to visit different types of restaurants to discover

something new and experience different restaurant innovations. There are a lot of restaurants that

can be found on different sides of the area here in the Philippines, and there is a possibility that

they have competitor and decrease the number of their customer. Customers always tend to

choose a restaurant that will utilize their benefits, but how they will attract customers and what

strategy they will use over other business innovations. There are various types of marketing

strategy that will also help the Café Business improve their marketing planning process, target

customers as well as their goal of making the Café Business successful. Strong marketing

strategies are clearly important for the effectiveness of the organization and the efficiency of the

marketing strategy processes is important for the academics and practitioners.

The Café Business will face a variety of challenges, such as changing demographics of

consumers, the marketing planning process and increasing the level of competitiveness. Café

Business experience when there’s no Christmas or Holiday Season, there is a possibility that

their customers will be lower, but how the business will maintain and reach their quota even

though there were no special events in those days and hours. Also, because of the large number

of restaurants invented by the Filipinos, they will also be more competitive when it comes to

dining and a good atmosphere. Furthermore, if the customer finds something in the restaurant

that looks different from them then it will attract them and try to experience something new. The

location of the Cafe Business may also be affected by the fact that it will face competition from

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other businesses and its convenience for customers who stay at their place of business. This

requires a great deal of thought in planning and understanding the problem faced by businesses

that will result in a successful business due to the creativity of a business plan. The process in

their business plan will help them to sort things out and intelligently think about complicated

things. From the knowledge of others, having a marketing strategy, or what we call a long-term

planning decision, is extremely important to every entrepreneur, because it will help them to

identify what problems they need to solve and also identify what customers really need. There

are many processes that need to be taken before doing something that can be done effectively to

help the business develop in order to maintain the customer volume and, in particular, the sales

of their product. This can now be used and will continue in the future. Decision making process

is very important in making a business or marketing strategy plan to know what steps you are

going to take from the situation and achieve the goal of giving time.

Sit and Zip Garden Café are driven mainly by people, especially millennials, who love to

take a picture of the atmosphere of Café Business. Although social media is so popular today,

because of their interest, many Filipinos wanted to go to the places they want to know about their

places and the food they want to taste. Since most Filipinos are using technology today, they may

be able to use it as an innovation for business growth and also to promote their popularity

because of the new innovation that they have invented. There may be many possible inventions

of others that are strange to people, it may be a matter of time before it is done, but it is worth it,

because so many customers will come to them. Use strategic thinking and be creative when

planning business considerations to serve the best customer needs and to achieve your business

objectives.

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 In growing a successful business, there are many ways or processes to achieve this, which

is why it will have to analyze first what to do and plan an alternative marketing strategy to

achieve the business goal. “By focusing on a specific audience’s needs, interests and desires,

marketers can be most effective in achieving their objectives” Lin Grensing-Pophal (2005) stated

that it is very necessary to focus on the customer's situations and view them from their

perspective because it helps us to better understand the customer's wishes, to find a solution for

them if there is a problem and especially to have good customer relationships.

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1.2 STATEMENT OF THE PROBLEM

This study will determine customer satisfaction of the Garden Café which will support a

more creative business plan and achieve a high level of customer satisfaction. The research paper

conducted through research questionnaire and responded by the customer at Sit and Zip Garden

Café Bacoor, Cavite.

It is intended to address the following problem:

1. Who are the most frequent visitors to the Garden Cafe?

1.1 Students

1.2 Workers

2. How will the factors of Customer Satisfaction affect the Garden Café?

2.1 Product

2.2 Price

2.3 Ambiance

2.4 Service

3. What can be recommended to improve the Garden Café?

4. What is the importance of having an effective marketing strategy?

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1.3 ASSUMPTIONS AND HYPOTHESIS

One of the objectives of this study is to determine the Customer satisfaction that will

help to improve the Café Business. Filipinos are attracted to the unique inventions of our fellow

Filipinos that they compare in other country. The inventions and their strategic planning may

give the business a technique for their improvement.

The following Hypothesis were put into test:

H₀: No new technology-related business innovation

H₁: Have a new technology-related business innovation.

H₀: The customer is not satisfied with the services provided by the Sit and zip Garden Cafe in
Bacoor, Cavite.
H₁: The customer is more satisfied with the services provided by the Sit and zip Garden Cafe in
Bacoor, Cavite.

H₀: If business processes are not carried out, then there can be no improvement.
H₁: There is an improvement that can occur if business processes are carried out.

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1.4 IMPORTANCE OR SIGNIFICANCE OF THE STUDY

This study includes business requirements that determine customer preferences and what

else they can effectively add to their marketing strategy. Particularly, it focuses on business

improvement through the knowledge of customer satisfaction, the contribution of some

knowledge of the situation, the beneficiaries of the customer, the owner/businessman and also

the knowledge of researchers who want to build a business in the future. Finally, the implication

of this study and possible outcome for the effective marketing strategy to the business who

handling some kind of situation about the customer.

Customer satisfaction plays an important role in the business. Feedback will determine

the Customer Satisfaction whether it is a negative or positive response to their expectations in the

business. It cares about the goods and services provided by the business, the customer will share

their thoughts on what they have experienced to help the business improve and know how to get

the customer's heart.

Creativity is a successful business. Creativity generates a lot more ideas, offers a lot of

business opportunities, solves a problem, and thinks about unique ways to do things. Business

people who have creative thinking are those who often come up with unique solutions that will

satisfy their customers, and when they use them in a business, the result will be a successful

business.

The customer is the first who will benefit in this study, to provide them what their needs

and also their expectations. For the owner or the businessman, to understand the customer

complaints and know how will they operate the situation. Also for the researchers, as an ABM

student, if they continue their course in college then they’ll have an advantage to know how they

will operate this kind of problem in the business.

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 The impact of the study achieves a business goal that can satisfy the customer and

impress them with the innovation of their business. The business can now handle any situation if

it faces some customer issues again and understands the flow of the business. Therefore,

improves the business of having an effective marketing strategy and for the future businessman

who have the same situation of the study.

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1.5 DEFINITION OF TERMS

1. Affordable – It is a cost that is not too high.

2. Ambiance – Is a feeling when you’re with a particular place.

3. Business – A capability of selling a good and services service in exchange for money.

4. Café Business – It is a business where various dishes, drinks and snacks are prepared

here in the great place they can visit.

5. Customer – A person who buys goods or services from a business.

6. Customer’s Preferences – Expectations of the customer and the complement customer

needs in explaining customer behavior.

7. Demographics – A population and particular groups within it.

8. Entrepreneurs – A person who starts a business and it’s willing to take the risk in order

to make money.

9. Income – A receive money that is earned from work, investment, business, etc.

10. Innovative – A new ideas about how something can be done.

11. Marketing – Is an activity that people are aware of a company’s product and making

sure that their products are available to be bought.

12. Marketing Strategy – It is the way for long-term planning with the fundamental goal of

achieving with competitive advantage.

13. Prices – The amount of money to be expected.

14. Product – Something that is produced to be sold or used.

15. Service – It’s the work perform by one who serves.

16. Style – A particular form or design of something.

17. Techniques – The way of doing something basic physical movements or skills.

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 1.6 SCOPE AND DELIMINATION OF THE STUDY

The aim of this study is to determine the status of marketing strategies by attracting target

customers to the business establishment to be known. It allows the owner or researcher to justify

the reason for the specific actions and behavior of the customer. This research sample consists

of 50 students or workers at the Sit and Zip Garden Café to answer the survey questionnaire. It

takes a month for this data to be collected, including an analysis using coding and tally. The data

collected in this research have been compiled with the help of different studies by different

authors.

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1.7 CONCEPTUAL FRAMEWORK

MARKETING PLANNING PROCESS

Product Service Price Ambiance

 Quality  Approachable  Affordable  Cleanliness

 Style and Design  Polite  Handling Charges  Comfortable

 Packing  Helpful  Unique Style

 Features  On time

Customer
Satisfaction

Repeat Increase
Loyalty Feedback
Buying Income

SUCCESS IN MARKETING STRATEGY

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 Chapter 2

RELATED LITERATURE AND STUDIES

This chapter deals with the collected data for related literature by surfing the internet,

browsing different information through websites.

2.1 FOREIGN RELATED LITERATURE

Effective marketing has always been an important factor in business success. Without the

ability to identify customers and convince them to purchase the product or service being offered,

businesses would not survive. Recent advancements in technology have given rise to new

opportunities to engage customers through the use of electronic marketing (e-marketing).E-

marketing draws from traditional marketing principles, while also expanding the types of

strategies available to companies. Websites, social media, and online marketplaces are just some

examples of how businesses are leveraging e-marketing approaches to connect with potential

customers. In formulating sound e-marketing strategies, it is important for businesses to consider

a number of factors, including methods for identifying and attracting the target market

population, engaging customers, making the case to bring them to the point of sale, and tracking

metrics that indicate which approaches are making the most significant financial and non-

financial impacts on return of investment. As a relatively new branch in the marketing field,

there is more to research and discover when it comes to effective e-marketing strategies.

However, businesses that are willing to invest resources in these e-marketing strategies can build

their customer base and increase return on their investment.

Regardless of how the consumer is engaged, the purpose of developing a marketing

strategy is to detail how a company will enter a market, attract new customers, and create

consumer interest that later translates into sales (Laudon & Traver, 2015). The success or

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effectiveness of the marketing strategy, therefore, is measured by how much it can engage a

consumer’s decision to purchase the Company’s products and services. Laudon and Traver

emphasized, “The best business concept, or idea, will fail if it is not properly marketed to

potential customers” (Laudon & Traver, 2015). Many factors are involved in measuring the

effectiveness of e-marketing, including both financial and non-financial data. Companies that

can adapt their marketing strategies to meet the needs of their customers will have a competitive

advantage over companies that continue to utilize traditional marketing methods only. In order to

quantify the e-marketing results, companies must set specific, measurable goals that align with

business objectives. This will set the stage for managing according to those measurements and

provide a roadmap for future investments. The effectiveness of multi-channel marketing,

whether online or offline should be analyzed to the point of sale and beyond. Although there are

no widely accepted standards for benchmarking and measuring e-marketing effectiveness,

indicators such as click-through rates, conversion rates and repeat customers provide insights and

insights from data that are relevant to managers and ultimately the e-marketing return on

investment.

Each company must determine which marketing strategies are best suited to its values

and goals and define which metrics are most beneficial in evaluating the effectiveness of its

advertising. What is effective for one company may not produce the same results for another

company. Therefore, managers need to consider the nature of their specific business as well as

the context in which they are making decisions about their marketing strategies. Oftentimes, a

single marketing strategy is limited in its reach; therefore, marketing managers should consider a

combination of marketing approaches and how they work together collectively. As Laudon &

Traver explained, a study of the comparative impacts of offline and online marketing concluded

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that the most powerful marketing campaigns used multiple channels including both traditional

and e-business marketing solutions.

Nowadays, competition conditions, which factors cause customer satisfaction, which

variables change customer satisfaction in which ways and how these variables can be managed,

for which segments which activities can be designed are the main questions that marketing

managers must consider. Especially, if it is considered that gaining new customers create four

times more costs than protecting existing customers from leaving, it can be seen that answers to

these questions carry great importance for the firms (Gronroos, 1996). Marketing planning is

also important, both internal and external, and its impact on the development and implementation

of marketing planning is crucial and should be highly regarded by any organization wishing to be

profitable in an increasingly competitive international marketing arena. Multinational companies

that want to prosper should develop a coherent international marketing plan with an

environmental analysis as a starting point. On this basis, the objectives, strategies and tactics of

the company are drawn up, with the aim of achieving organizational success and profitability. .

Multinational companies should have in mind that effective marketing strategies could not be

developed without firstly analyzing the external and internal environment in which the company

operates

The best way to protect brand equity when implementing social media marketing is to

carefully control the way social media is used and the content strategies deployed across the

different social media platforms. This is important considering the “user-generated contents”

nature of social media that resulting in social media environment that is largely consumer –not

marketer– controlled. Hence, brand image is not only created by marketers, but is increasingly

influenced by customers. Marketers or brands who fail to 15 understand, do so at their perils

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(Hoffman and Fodor, 2010). Just as luxury brands have their high craftmanship skills and

artisanal works, they should understand how to better craft their social media platforms’ contents

use social media to engage customers and clients in dialogue and recognize their needs. Through

these networking sites, hotel industry can interact with consumers before, during, and after the

vacation experience. Social media is relatively new and the advantages are abundance such as it

is affordable, it is viral and has the potential to spread brand awareness quickly and far and it is

said to be able to develop link baits, attention and massive amounts of traffic. Social media is

relatively new and the advantages are abundance such as it is affordable, it is viral and has the

potential to spread brand awareness quickly and far and it is said to be able to develop link baits,

attention and massive amounts of traffic.

The purpose of this study was to investigate benefit factors of member participation and

the relationships between community participation and brand commitment in hotel online

communities. The present study identified five benefit factors (functional, hedonic, monetary,

and social and psychological benefits) as the predictors of member participation in hotel

Facebook fan pages. Structural Equation Modeling (SEM) was used to test the conceptual model.

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2.2 LOCAL RELATED LITERATURE

Apart from logistics and other things you need to monitor closely to ensure the stability

of the business, a business should always keep up with the advances and trends of today in order

to sustain their growth and to patronize their regular customers continuously. One of the pillars

of a strong and well-profited organization is marketing strategies. Overtime strategies differ so

businesses keep up and meet their customers and prospects customers ' expectations

continuously. It is also necessary to incorporate this into the marketing strategies to be created

with the rise of advancement in the field of technology.

The "-ber months," from September to December, are the most anticipated times of the

year for consumers and businesses alike. It's a symbiotic relationship – consumers are eager to

spend their bonuses, so they get sales and promotions from brands that increase revenue for their

businesses in return. Although most Filipinos buy offline or in-store, there will still be a large

majority performing initial online research before continuing with actual purchase. Because of

this, it's important to make sure your product or service has enough helpful resources that can be

easily found online. Whether you have an online or mobile marketing strategy in place or not, it

is always best to take advantage of all the opportunities for improvement that are open to you. It

is also important to know that not only during the Christmas season, but also during other

holidays or festivities during other months of the year, these techniques can be implemented. As

a whole, once you keep these practices and strategies in mind, you will have a stronger and more

effective seasonal campaign (P.M. Lim 2017).

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 The company can also place its pricing in the marketing mix to improve its marketing

campaign. For example, they can offer discounts to attract more customers and increase sales.

Apart from offering discounts, it is also important to align your prices for the right customers.

Business must price its product on the basis of your target customers. For example, if the target

market for business is the masses, then they should also come up with a price that will be

affordable to the masses.

Promotion is also an important marketing element, because even if you have an excellent

product, a reasonable price and a good placement, if only a few can hear or notice it, your

marketing effort may be lacking. That's why business owners and entrepreneurs spend time and

money to advertise or advertise their products on their target market.

There are many ways to promote your business and your brand. You can promote it

online or offline. There are marketing strategies that would require you to spend money, and

there are strategies that you could do without spending a lot of money.

Growing up a business is not easy in the Philippines. First, a viable idea is needed. From

there, discover a profitable niche, define a demographic target and have something of value to

sell. Whether the company is peddling products, services or information, getting the word out

has become increasingly burdensome. And without the right marketing strategies to boost your

growth, it's virtually impossible to make a profit and stay afloat.

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 Chapter III

METHODS OF RESEARCH AND PROCEDURE

3.1 PROJECT CHARTER

1.0 Project Identification

Name Effectiveness of Marketing Strategies in Sit and Zip Cafe

Description define the status of marketing strategies in luring out target consumers for
business establishment to be known
Sponsor n/a
Project Manager n/a
Project Team n/a
Resources

2.0 BUSINESS REASONS FOR PROJECT

To improve marketing strategies by giving concrete feedbacks regarding their products and service
To define the target market, choose product or service image, position of products and price it
appropriately
Used to study new product ideas, product performance and business location
Used to measure customer service satisfaction

3.0 PROJECT OBJECTIVES (PURPOSE)

To know the buyers
To measure the impact of promotional efforts
To know consumer response and feedbacks
To know market costs and profits
To design and implement marketing control

4.0 PROJECT SCOPE

Research on food quality (food presentation)
Research on frequency distribution of price on the café
Research on ambiance inside the café (music and sounds, furniture, temperature, interior designs)
Research on service quality (staff’s attitude towards customers)

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 5.0 KEY PROJECT DELIVERABLES
Name Description
Framework Overall roadmap outlining key components of different marketing strategies
Project charter
Logic Model Outlines key activities, outcomes and measures
Project background A supplement to the project charter outlining definitions and outcomes
Research summary To include general, jurisdictional and corporate research
Tools and To include templates, guides, sample surveys, tips, etc…
resources
Communication/ Communication of framework, tools resources to stakeholder groups,
Implementation communication plan
plan

Items Major Events / Milestones

1. Develop framework
2. Complete a research summary
3. Framework evaluation, consultations, lessons learned

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3.2 SIPOC ANALYSIS

It is a high-level process by identifying potential supplier gaps and input specifications as

well as customer and output specifications. This will allow all the work process that has been

done from start to finish then identify all the useful measures and customer requirements to be

documented.

SUPLLIER INPUT PROCESS OUTPUT CUSTOMERS

Researchers Observation of Process orders Determine Students/

Data Gathered and payments product sales Workers

of existing client

Researchers Survey/ Distribute to the Gather Students/

Questionnaires respondents information on Workers

their

satisfaction and

what there

feedbacks are

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3.3 PROCESS MAP

ABM students Discovered the Café Find out how many

looking for business and check out their customers eating in
who can help them in place and try the the store per day
the future foods.

Find out how long did Identify how many Know how much time
the customers stay in wants to try their best they prepare their
a day seller foods

Determine how many Numbers of the Numbers of customer

customers are customer who are who are enjoying
satisfied to the food impressed by the their stay at the Café
they ordered service

Total numbers of the

customers who gets
out happy

As a customer, you're always looking for a place where you're comfortable and
affordable. And as a marketer, you want your customers to be satisfied with their food or the
service you have given them.

Researchers often visit Sit and Zip whenever they meet up. Sit and Zip have a great
atmosphere and food is also affordable for the management and crew, so they've decided why
they're not going to use Sit and Zip as a subject of our research. Then they talk to one of the
managers who are very close to them and have permission to do their business research.

At first, they're shy, they're approaching everyone, but they've gained courage. They're
starting to ask and interview everyone. And, of course, the approved management of Sit and Zip
also began to distribute survey forms. They look at how many customers are satisfied with the
quality of their food, how many eat their food on a regular basis, how many enjoy the place and
how many recommend it to others.

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3.4 RESEARCH DESIGN

In order to see the general outcome of the customer satisfaction in the Sit and Zip Bacoor

branch if it is effective marketing strategy or not, the Researchers used a survey questionnaire. A

survey questionnaire is a quantitative approach that features the use of self-report measures on

carefully selected samples. Questionnaire is usually used to study the need for large sample size,

or cross-section analysis is needed and the descriptive survey method has also been use.

To gather the data in this study, the researchers used the questionnaire, some of the

surveys needed to build something strong that could point to the importance of the strategy

needed for a business. According to the researchers, the Sit and Zip strategy are effective

because, based on the results of the survey questionnaire, all customers are satisfied at this

location. On the basis of the result, Sit and Zip are more of the workers respondents than the

students.

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3.5 DATA COLLECTION PLAN

In this section, objectives of the paper, the data needed, such as primary, locus of data

and how the data gathered are presented.

Paper-pencil-questionnaires have been used for the purposes of this research. Paper-

pencil- questionnaires can be sent to a large number of people, saving researchers time and

money. The main advantage of the questionnaires is that people are more truthful in responding

to the question of controversial issues, in particular because their answers are anonymous. As the

Research title speaks for itself, ‘Effectiveness of Marketing Strategies in Sit and Zip Garden

Café – Bacoor City, Cavite’ the place where the collection of data will take place is in Sit and

Zip Garden Café.

As far as data collection tools were concerned, the conduct of the research involve the use

of closed-ended questionnaires for which researchers provide research participants with options

to choose a response.

In this point, researchers use the paper-pencil-questionnaires to determine whether the

main customers of Sit and Zip Garden Café are students or workers and to find out what

feedback the respondents have on the strategy that the business owner is taking to attract more

customers.

The sample would be composed of 50 respondents and selected in a random sampling

method. After the questionnaires were assorted and tall information collected by the researchers

was tabulated, it was shown in an organized table.

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 The results are finally shown up and the researchers have indicated the main customers

on the café are the workers, since the location of the café is closed to the work of employees. In

addition, the researchers are provided with positive feedbacks from the respondents on the

business marketing strategies. The hypothesis/assumptions are also tested and will reflect its

results with the problem to justify the conclusion and reveal the solutions for the

recommendation.

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3.6 STATISTICAL METHODOLOGY TO QUANTIFY CAUSE AND EFFECT

ANALYSIS

Descriptive analysis is the statistical analysis used in this study. Descriptive analysis is

used to measure the different characteristics of the population and of the sample. Descriptive

analysis involves the use of simple statistical techniques to summarize the dataset in a

meaningful way, which further contributes to better analysis and easier interpretation of the

dataset. However, it does not provide any inferences about the dataset using probability theory,

but instead helps to identify patterns in the dataset using numerical calculations, graphs and

tables.

∑𝑥
𝑥=
𝑛

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 Chapter 4

ANALYSIS, PRESENTATION AND INTERPRETATION

This chapter presents the analysis and the purpose of the data gathered that describe the

quantitative measures applicable in determining the effectiveness of the marketing strategies in

Sit and Zip Garden Café – Bacoor. Using the structured questionnaire customer satisfaction the

researchers will be determined. The purpose of this study is to distinguish exactly what are the

processes they are implementing to keep their business running and how they usually earn

income based on their marketing strategies. Most importantly, the researchers conducted this

study to gain more knowledge in establishing/managing their own businesses in the future.

More than 50 customers usually visit Sit and Zip Garden Café in Bacoor every day but,

researchers selected exactly 50 respondents who answered the given survey form. Among the 50

data to be collected are the age, gender, and classification whether they are a student or a worker

in order to analyze the type of people who catered Garden Café.

Moreover, to determine the survey form focused on question regarding customer

Satisfaction, food quality, price, ambiance and service quality.

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 Respondents were asked to fill out the survey form by checking the rating box to

determine their assessment. 50 respondents answered the survey form. These are the results of all

the answers in this section.

Table 1.

Students 23
Workers 27
Total 50

Chart 1. Frequency distribution of those who frequently visit the Garden Café.

Participants Responded

Student
46%
Worker
54%

The table shows that 54% of their customers are workers, while the students have 46%.

This means that workers frequently come to visit the Sit and Zip Garden Café. The Researchers

observed that their business is near Task Us Company where many call center agents are

searching for a place to eat and Sit and Zip Garden Café first get the attention. Students also

often come to visit place because of their location that can be seen easily on the highways or on

the road.

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 A. Food Quality

Respondents were asked to fill out the survey form by checking the rating box to

determine their assessment. 50 respondents answered the survey form. These are the results of all

the answers in this section.

Table 1. Frequency distribution of Food Quality on the Café offers variety of menu items.

Rating Frequency

Strongly Agree 22

Agree 25

Neutral 3

Disagree 0

Strongly Disagree 0

Total 50

The Café offers variety of menu items

Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 0%
6%

44%

50%

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 The chart shows that majority of the respondents (50%) agree and almost half of the

respondents (44%) chose strongly agree. It is because even though people have many choices in

the menu, they are still looking for the food they really want to eat.

Table 2. Frequency distribution of Food Quality on the food served is delicious.

Rating Frequency

Strongly Agree 18

Agree 26

Neutral 5

Disagree 0

Strongly Disagree 1

Total 50

The food served is delicious

Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 2%

10%

36%

52%

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 The table shows that the respondents who chose agree (52%) are those people who are

definitely satisfy to the taste of the food. It’s neither very delicious nor not so delicious (2%) but

it’s satisfactory to the taste of the people. People have different tastes, so there are times when

they really don’t like how they cooked or how it tasted.

Table 3. Frequency distribution of Food Quality on the food presentation is visually appealing.

Rating Frequency

Strongly Agree 10

Agree 29

Neutral 11

Disagree 0

Strongly Disagree 0

Total 50

The food presentation is visually appealing

Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 0%

22% 20%

58%

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 The table shows most respondents (58%) agree because they see only the cleanliness of

the presentation of the food. Other participants (20%) expect the business to serve a well-

prepared meal and post it on social media.

B. Price

Respondents were asked to fill out the survey form by checking the rating box to

determine their assessment. 50 respondents answered the survey form. These are the results of all

the answers in this section.

Table 1. Frequency distribution of Price on the Café offers the best possible price plan

that meets my needs.

Rating Frequency

Strongly Agree 11

Agree 24

Neutral 14

Disagree 1

Strongly Disagree 0

Total 50

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 The Café offers the best possible price plan that
meets customer needs
Strongly Agree Agree Neutral Disagree Strongly Disagree

2% 0%

22%
28%

48%

The table shows that majority (48%) agree on an affordable price for food that you will

be satisfied with while, other participants (2%) were not satisfied with the food and might think

it was expensive for them.

Table 2. Frequency distribution of Price on the food price charged by the Café is
reasonable.

Rating Frequency

Strongly Agree 10

Agree 33

Neutral 6

Disagree 1

Strongly Disagree 0

Total 50

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 The food price charged by the Café is
reasonable
Strongly Agree Agree Neutral Disagree Strongly Disagree

2% 0%

12% 20%

66%

The table shows that majority of the respondents (66%) agree for the computation of the

business price and some people (1%) do not understand the business computation process.

C. Ambiance

Respondents were asked to fill out the survey form by checking the rating box to

determine their assessment. 50 respondents answered the survey form. These are the results of all

the answers in this section.

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 Table 1. Frequency distribution of Ambiance on the interior design and decorations on

the Café are visually appealing.

Rating Frequency

Strongly Agree 26

Agree 19

Neutral 5

Disagree 0

Strongly Disagree 0

Total 50

The interior design and decorations on the

Café are visually appealing
Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 0%

10%

52%
38%

The table shows that most of the respondents (52%) strongly agree with the neat

cleanliness and esthetics while other respondents (10%) satisfy also to the beauty inside the

Garden Café.

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 Table 2. Frequency distribution of Ambiance on the furniture on the Café (e.g. dining

table, chair) are clean.

Rating Frequency

Strongly Agree 26

Agree 17

Neutral 7

Disagree 0

Strongly Disagree 0

Total 50

The furniture on the Café (e.g. dining, table,

chair) are clean
Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 0%

14%

52%
34%

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 The table shows that (54%) of the respondents are strongly agree with the service quality

of the crews on how they treat their customers. They respect their customers with a good manner.

And the remaining percentage (14%) which is also a good rating that they receive for their cafe.

Table 3. Frequency distribution of Ambiance on the temperature in this restaurant is

comfortable.

Rating Frequency

Strongly Agree 16

Agree 22

Neutral 11

Disagree 1

Strongly Disagree 0

Total 50

The temperature in this restaurant is

comfortable
Strongly Agree Agree Neutral Disagree Strongly Disagree

2% 0%

22%
32%

44%

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 The table shows that most of the respondents (44%) agree, as you can see, that not all

customers enjoy the temperature of their cafe as it is just moderate and there are some

respondents (2%) who may not feel it, maybe the cafe is full of customers so the cold

temperature will reduced.

Table 4. Frequency distribution of Ambiance on the music and sound gives a pleasant
feeling

Rating Frequency

Strongly Agree 15

Agree 25

Neutral 8

Disagree 2

Strongly Disagree 0

Total 50

The music and sound gives a pleasant feeling

Strongly Agree Agree Neutral Disagree Strongly Disagree

0%
4%

16%
30%

50%

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 The table shows that majority (50%) are agreed with the ambiance in terms of music and

sound. It means the other respondents (4%) are feeling pleasant inside the cafe.

D. Service Quality
Respondents were asked to fill out the survey form by checking the rating box to

determine their assessment. 50 respondents answered the survey form. These are the results of all

the answers in this section.

Table 1. Frequency distribution of Service Quality on the staff are friendly and helpful.

Rating Frequency

Strongly Agree 19

Agree 27

Neutral 4

Disagree 0

Strongly Disagree 0

Total 50

The staff are friendly and helpful

Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 0%

8%

38%

54%

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 The table shows that the majority (54%) agree with the staff that they are friendly and

helpful in their treatment and that other respondents (8%) may think that they are not their

priority because there is a chance that there are many customers.

Table 2. Frequency distribution of Service Quality on the Café treats each customer with

respect.

Rating Frequency

Strongly Agree 27

Agree 21

Neutral 2

Disagree 0

Strongly Disagree 0

Total 50

The Café treats each customer with respect

Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 0%
4%

42%
54%

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 The table shows that most of the respondents (54%) strongly agree on the treatment of

the business or staff to the customer because they respect the needs of their customers, while

other respondents (4%) are also satisfied with the staff approach, but need further improvement.

Table 3. Frequency distribution of Service Quality on the Café gives customers

individual attention

Rating Frequency

Strongly Agree 20

Agree 29

Neutral 1

Disagree 0

Strongly Disagree 0

Total 50

The Café gives customers individual attention

Strongly Agree Agree Neutral Disagree Strongly Disagree
2% 0% 0%

40%

58%

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 The table shows that the majority (58%) agree with the quality of the café's service,

specifically by giving customers individual attention. Also, one respondent (2%) is satisfied but

needs more process to improve it. It shows that the cafe's customers always make everyone their

priority in terms of service.

Table 4. Frequency distribution of Service Quality on the Café has the customers’ best

interest at heart.

Rating Frequency

Strongly Agree 16

Agree 27

Neutral 7

Disagree 0

Strongly Disagree 0

Total 50

The Café has the customers' best interest at

heart
Strongly Agree Agree Neutral Disagree Strongly Disagree

0% 0%

14%

32%

54%

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 The table shows that the majority (54 %) agree with Café's quality of service. It shows

that the Café offers a good approach to its customers, and that it entertains its customers as a

priority in its service. However, they must not be satisfied with the (54 %) rating of their

customers, they should also increase their confidentiality for other customers (14 %).

Table 5. Frequency distribution of Service Quality on the Café staff understand the
specific needs of their customer.

Rating Frequency

Strongly Agree 18

Agree 26

Neutral 6

Disagree 0

Strongly Disagree 0

Total 50

The Café staff understand te specific needs of

customer
Strongly Agree Agree Neutral Disagree Strongly Disgaree

0% 0%

11%

25%

64%

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 The table shows that the majority (52 %) agreed with the staff to meet the needs of their

customers, while the other respondents (12%) were also satisfied but needed more improvement

for the better.

RESULTS OF ALL QUESTIONS

Strongly Agree Agree Neutral Disagree Strongly Disagree

0%
6% 2%
0% 0% 0%
2% 0%
2% 0% 0% 0%
2% 0%
4% 0% 0%
4% 0%
2% 0% 0%
10% 10% 14% 8% 14% 12%
22% 12%
22% 16%
28%
42%
50% 38% 34% 58%
52% 54% 52%
54%
66% 44% 50%
58% 48%

52% 52% 54%

44% 38% 40%
36% 32% 30% 32% 36%
20% 22% 20%

F1 F2 F3 P1 P2 A1 A2 A3 A4 S1 S2 S3 S4 S5

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 Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION

This study observed the process of customer satisfaction rate. It was found that, based on

the responses of the respondents Café had good food, affordable prices, great ambiance and the

service is fast. However, not all people had the same thoughts about the Cafe. They are also

checking out the service crew, if they are approachable and nice. The total it’s of the survey,

shows that respondents agreed and are satisfied by Sit and Zip Garden Café – Bacoor, Cavite,

kind of business management.

In the survey, The Researchers find the business successful. It is not very well known but

it is a business where the income or profit is successful; Most of the people who eat here are

workers because many workers are just around the corner to avoid being far from their work and

to spend more on the jeepney or bus fare. Some students also wanted to go at Sit and Zip Garden

Café because it is also a great place to relax with friends. Everyone really enjoys the soundtrack

or sound trip at Sit and Zip Garden Café. The air conditioner is moderately and properly cooled

as another reason to relax. And according to the Researchers’ survey Sit and Zip Garden Café on

the respondents said they are enjoying their meals besides the price is really good and the food

preparation is perfect for students who love to post on their social media. The taste of food is

also delicious as well as the preparation. So there is no reason not to go back to this restaurant.

The comfort room is also clean for customers; However, one thing that they need to improve is

the service as they cannot prepare the food quickly. They lack some workers or crews in their

cafe. And for some reason, it can cause them decrease of business success.

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 The first step in doing business is to give the business a solid financial foundation. Don't

get into any business when the financially is not ready. If personal finances are not in order then

you should start fixing them by following the guidelines. Then lay a financial foundation for

your business. Make the business productive by thinking of ideas and things or services that can

sell to others. Remember, a successful business provides the goods and services that others need.

As you make daily food choices, you are expected to choose great place to eat. There are

a lot of eating places out there. But the Researchers mostly recommend Sit and Zip Garden Café.

They have wide range of food to offer: Appetizers, Pastas, Sandwiches, Burgers, Tapsilog, and

Rice Meals. For beverages, they have Frappes, Milk Teas, and Overload. The price of their

appetizers ranges from ₱75 - ₱129.00. They have Fish N Chips, Chicken Tenders, Calamares,

Buffalo Wings, Honey Garlic Chicken, Nachos, French Fries, Mexican Chili Fries, Mojos,

Nuggets, Pizza Roll, Onion Rings, Cheese Sticks, Chicken Skin, Chicharon Bulaklak, and

Shanghai and many more. If a person is craving and just want to try something new, the person

can go to any Sit and Zip branches near you. You can enjoy it with your family, friends, and

special someone. And when you try their food, you will find yourself coming back.

In building a business, assume that entrepreneurs have to face a different kind of risk that

they should take action before it fails. So what you ought to do is to think it properly before you

make decision. If you make a great decision on plotting strategies then this would make a good

connection between the customers and the owner.

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