Marketing Strategies of Selected Restaurants in the Four Cities of Pangasinan

AUTHOR(S)

Dhangil T. Suratos

ABSTRACT

This study aimed to determine the marketing strategies of selected restaurants in the four cities of Pangasinan. Specifically, it sought to answer the profile of the managers in selected restaurants in the four cities of Pangasinan in terms of Age, Sex, Highest Educational Attainment, Number of years of experience in restaurant management, relevant trainings attended; the marketing strategies being implemented by the restaurant managers and how extensive along with advertising, social media, loyalty programs, pricing strategy, and amenities; the significant relationship between the profile of the restaurant managers and the marketing strategies of the selected restaurants that are being carried out; the level of effectiveness of the marketing strategies by the selected restaurant as perceived by the top management; challenges faced by the selected restaurants and their degree of seriousness.
Under Advertising, the respondents used very extensive billboards and signages. Facebook was the social media tool broadly utilized by the Restaurant Businesses in the four cities in Pangasinan as a marketing strategy. Giving of complimentary cakes were among the strategies that was extensively used by the Restaurants in the four cities of Pangasinan in contrast with loyalty application. Bundle pricing was utilized extensively by the restaurant businesses. The selected Restaurant Businesses in the four cities of Pangasinan offer free wi-fi access to all customers. The null hypothesis was rejected with the acceptance of the alternative hypothesis which states that there is a Significant Relationship Between the Profile of the Respondents and the Marketing Strategies of the Selected Restaurant that are being carried out. In the Significant Relationship Between the Profile of the Respondents and the Marketing Strategies of the Selected Restaurants that are being carried out using Chi-Square, the x2 value for relevant training and sex is higher than the critical value and interpreted as Not Significant. Thus, the null hypothesis was accepted.
In terms of Advertising, billboards and signages were the very effective marketing strategies that was used by the selected restaurants. Youtube under Social Media as a Marketing Strategy was effective as the survey indicated. In terms of Loyalty programs, giving of cakes is effetive way of marketing a restaurant businesses. Under Pricing strategy, discounted pricing was very effective. In terms of amenities, the augmented services provided by the restaurants was very effective. The selected restaurants in the four cities of Pangasinan faced adversities in the extent of marketing strategies they used. Such problem with a very serious note was the stiff competition in research and development.
Based on the results of the study, the following conclusions were drawn; the findings revealed that the restaurants in the four cities of Pangasinan were mostly managed by males under 35-44 years old, and are College Graduates with 4-6 years of experience in managing restaurants who attended trainings in food safety and food waste training under partnership form of business organization and are earning P 30,000 and above monthly.
The Marketing Strategies of Selected Restaurants in the Province of Pangasinan are very extensive. There is no significant relationship and moderate relationship between the profile of the respondents and the extent of the marketing strategies