Thesis Version 2.0

Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus
Chapter 1
INTRODUCTION
Background of the Study
Micro businesses compose a large part of the industrial structure and are among the
most important development agents in the society. Micro businesses offer the possibility
of earning money, training, work experience and employment to millions of poor people
around the world. However, verified evidences shows that only a small minority of micro
businesses manages to upgrade to the next level of productivity, income and employment,
also, most micro businesses never develop the business beyond a certain scale
(Berner,Gomez& Knorringa, 2012).
In the U.S. the micro businesses are affected considerably when their economy is
unstable, which may threaten their level of profitability and competitive advantage. They
face many challenges such as decreased consumer demand, decreased sales and reduced
disposable income (Lee and Ha, 2012). To develop a comprehensive understanding of a
customer needs and in order to grow and sustain their business, micro business owners
should use new marketing strategy/tools such as the 5P’s or the price, place, product,
promotion and people to attract and retain customers, increase revenue and optimize
products. Also, to improve profitability and exceed competitor’s strategies and
performance, micro business owners should strengthen their competitive position and
seek effective marketing strategies.

By enhancing marketing knowledge/intelligence and providing innovative strategies
for domestic deployment to micro businesses, this study may contribute to positive social
change. By showcasing to business leaders the importance of strategic marketing for
sustainability, long-term profitable growth and competitive advantage, the result from
this study may influence micro business owners to improve marketing practices that will
be used to sustain their business.
Statement of the Problem
The main objective of the study was to determine the Marketing Practices of Barangay
Micro Business Enterprises in Barangay Estefania, Bacolod City.
Specifically, the study will work to answer the following statement:
1.) What is the profile of the respondents in terms of the following variables
a. nature of business
b. length of operation
c. monthly income
2.) What is the level of marketing practices of micro businesses in terms of the following
indicators
a. price
b. place
c. promotion
d. product
e. people
3.) Is there a significant difference on the level of marketing practices of
microbusinesswhen grouped according to the following variables
a. nature of business
b. length of operation
c. monthly income
Statement of the Hypothesis
1.) There is no significant difference in the marketing practices of the micro businesses
when grouped according to profile as to nature of business, length of operation, and
monthly income.
Theoretical Framework
This study is anchored to Dr. Philip Kotler’s explanation which defines marketing as
“the science and art of exploring, creating and delivering value to satisfy the needs of a
target market at a profit. He defines marketing as an unfulfilled needs and desires and it
designs and promotes the appropriate products and services that pinpoints which part of
the company is capable of serving best. It also measures and calculates the size of the
identified market and potential profit (Cohen 2011, date of retrieval 04.04.2014). There are
elements and attributes that give a clear prospective on marketing for the readers to
understand and might set clear objectives that may ensure to achieve goals in the near future
(Info entrepreneurs 2009 date of retrieval 04.04.2014). The marketing mix comes into play
also known as the 5 P’s of marketing. You can use marketing mix to grow your business
and market your product/service effectively. In order to make a micro business grow or to
become successful they should use attention-grabbing promotional tactics such as the 4P’s:
Product, Price, Place and promotion, that needs to have a perfect combination of supplying
a desirable product, sold at an attractive price and in the right location. Whether it is
bespoke furniture or a cleaning service, this is quite you are selling. Micro businesses need
to set up their product and define its purpose and what role it fulfills within your target
market. Price – there are few considerations to make when pricing their products. They
should look at things like their position in the market, their competitor’s prices, cost of
production and transport as well. The price element includes any promotional offers such
as discounts and free samples but they make sure that their profit margins are enough and
can cover any additional expenses they may have like advertising and delivery cost. Place
– this is where the customers going to find the product whether online or at a storefront.
Micro businesses need to consider the place in terms of showcasing their product to the
audience to ensure where they can find the place to buy. Also, they need to make sure that
their product will get to their audience and making sure if the channels of distribution are
easily accessible. According to Richard Branson; “Customers do not come first but
employees are”. It doesn’t mean they should ignore their customers entirely, rather hire a
staff that will capable of taking care of their customers and keep them happy. It is also
important to know if the customers are willing to lift up the brand in order to deliver quality
customer service. Promotion – is the most important P of them all because it includes
marketing and sales. Micro businesses need to let people know about their product/service
once they have outlined the previous 4P’s. They need to define their promotional strategy
and decide what type of advertising will work if they commit to any sponsorship. Micro
business in promotion should consider the cost and work them into their mark-up price.
Marketing strategy plays a pivotal role in every business yet many new businesses overlook
it entirely. The important concept for businesses to use in order to clearly identify their
core structure and positioning in the market are the 5P’s of marketing. Rakharebe said; if
a business fails to outline these elements cannot hope to perform at an optimum level and
achieve success (Rakharebe, 2016).
Conceptual Framework
The use of schematic diagram made a pathway to provide an answer to research questions
and objectives. Two factors enhanced the collection and analysis of data: first, the level
of marketing practices (dependent variable); second, the profile of the respondents
(independent variable). The diagram shows that the level of marketing practices maybe
influenced by their socio economic status such as nature of business, length of operation,
and monthly income. It serves also as an indicator to determine the relationship between
two variables. It also shows the various indicators that can provide a platform on which
assessment and solutions can be based on.

Figure 1. Conceptual Framework of the Study
Independent variable Dependent variable

Profile of micro Marketing Practices
businesses
a. Nature of business 1. Product
b. Length of operation
2. Price
c. Monthly income _____________________________
3. Place
4. Promotion
5. People
This study will determine the Marketing Practices of Barangay Micro Business
Enterprises in Barangay Estefania, Bacolod City in terms of product, price, place,
promotion and people.
The profile of micro businesses ownerwas the independent variable which refers to
nature of business, length of operation and monthly income.

To find out whether there is a significant difference on the level marketing practices
according to the profile of micro businesses.
To provide a vivid presentation of the direction of the study, the schematic diagram
illustrating the theoretical framework of the study is reflected in figure 1.
Significance of the Study
This study was conducted to determine and assess the marketing practices of micro
businesses in Barangay Estefania, Bacolod City; hence, its result will serve as vital
information for the proposed project study and a basis for introspection primarily to the
following:
Community. The study can help improve the people of the barangay that they may
stipulate guidance to facilitate the improvement of their lives by engaging to livelihood
program.
Local Government Unit.They will collect the tax. If the business is big, the tax is higher
and the government wants to receive higher tax.
Micro business owners. The findings may also serve guide to the owner to the micro
economics in able to have knowledge to the different style of marketing skill and strategies
in the micro economics.

Future researchers. They will have a brilliant idea for a business and has considered
the ins and outs of your product/service. They are excited and motivated to make it a
success.
Student.They will know about the marketing strategy of the microbusiness owners and
will gain knowledge about this kind of businesses, how many people is involve or puttingup
in a microbusiness and how successful their business is. This research can help them build
up a microbusiness if they want in the near future.
The Other researcher. The findings may serve as a reference to other researcher. They
may conduct similar studies in a wider scope and may include variable that were not taken
in this research.
Scope and Limitations of the Study
The study will determine the marketing practices of registered micro business owners
in Barangay Estefania, Bacolod City.
Definition of Terms
For better understanding, the following terms used in this study and defined
conceptually and operationally:
Micro business. It has been defined with the following essential characteristics: has
only a small share of its market; is managed personally by its owners or part owners and
does not have an elaborate management structure; and is not sufficiently large to have
access to the capita market for the public issue or placing of securities. (Paliwotta, 2002)
Operationally, Microbusinesses are those enterprises that employ naught to nine
workers.
People. Refers to all members of the team who contribute to the delivery of the
service and its brand promise whether in the front line or in the back office, on site or off
site also includes other fellow customers if onsite (Josiah Go-Chiqui & Escarel Go, 2010-
2011).
Operationally, it refers to both the workers and the customers as the element of
the 5 P's Principle.
Place. Place. It outlines how and where a company will place its products and
services in an attempt to gain market share and consumer purchases (Cornite, 2003).
Operationally, place refers to where business is conducted, goods are made, stored
or processed, or where services are rendered.
Price. It is the amount of money customers must pay to obtain the product (Philip
Kotler & Gary Armstrong, 2016-2017).
Operationally, the price element refers to the way business owners set prices for
the products or services. This includes discounts, sales, lay by offers, advertised price and
any price matching services being offered.

Product. These are the goods and services combination the company offers to the
target market (Philip Kotler & Gary Armstrong, 2016-2017).
Operationally, product refers to the goods or servicea that most closely meet the
requirement of a market to yield enough profit and justify its continued existence.
Promotion. It efers to activities that communicate the merits of the product and
pursuade target customers to buy it (Philip Kotler & Gary Armstrong, 2016-2017).
Operationally, promotion includes public relations activities, advertising, sponsorship
and sales to increase the number of customers or lift the name of the buainess.
Service. A valuable action, deed, or effort performed to satisfy a need or to fulfill
a demand. (WebFinance Inc., 2019)
Operationally, it is an action that requires effort in satisfying customers’ needs and
meeting the consumer’s expectation.
Marketing Practices. It is a method or a technique that is used as a benchmark to
consistently show results superior to those achieved with other means (WebFinance,
2015).
Operationally, marketing practices refer to the repeated activities, strategies and
techniques executed by a business to provide efficient service and attain success in a
chosen industry.
Chapter II
Review of Related Literature
This chapter presents literature and related studies which are relevant in substantiating
and better understanding of the problem under investigation.
In the age of liberalisation and globalisation any attempt at creation of a competitive
small scale sector in the country would need to explicitly take note of the emerging
global production and knowledge networks (Sebastian and Rakesh Basant, 2010). An
attention has drawn to the key policy issues and suggested changes can lead to a fast
growing economy in which small firms play their natural and seminal roles. A better
understanding of the process of evolution of the modern small scale sector in the late
industrialising economies can help India make appropriate policy choices.
As human has to face 4 phases of life, a product also passes through 4 phases namely
introductory followed by growth, maturity and finally declining phase when sale touches
its lowest point. So marketing strategies are also formulated concomitantly with product
life cycle to face fierce competition.
Marketing mix in terms of product can be enhanced by increase product line depth
and width considerably according to market demand. (Kotler and Keller, 2008). Small
businesses are using a variety of branding tactics some of them very creative and one-
stepahead of the branding manuals. Moreover, Branding is understood in an own
interpretation by the entrepreneurs but this innovative performance adds new
developments to the theory and practice of branding (Barbu et al., 2010)Marketing
Concept
The marketing concept is a philosophy which states that the key to achieving goals is to
determine the needs of the target customers and to satisfy those needs more efficiently
and effectively than competitors. The marketing concept does not target to maximize
profitable sales volumes but to generate profits through customer satisfaction. Therefore,
the emphasis is not solely on selling products but on selling satisfaction (Chopra, 2012).
The marketing concept resorts to marketing research, which defines the market segments,
the size of segments, and the needs of the segments. In order to satisfy the needs of the
target markets the marketing mix can be used to create a strategy(NetMBA, 2010).
Product
Product includes all the benefits, features and advantages that customers can get from
using the product and describes what a business is selling (Jones & Morgan, 2014).
Businesses need to consider the needs and preferences of customers when developing a
product or service to know if the customers can be satisfied of their product or service
(Tellis, 2013). When a product strikes a good balance between what customers are
looking for and what the product offers, it contributes to high levels of customer
satisfaction. It is very important for businesses to keep up to date with latest trends
regarding customer’s needs and market dynamics because customer’s preferences change
too often (Wilson & Gilligan, 2012).
Price
Pricing is an important strategy in marketing because it refers to what it costs customers
to get the service or product and it determines the ability of a business to attract
customers and make more sales (Tokman&Beitelspacher, 2011). Businesses set their
prices at equilibrium levels to avoid discouraging customers and reduced profits. They
take into account the market forces of demand and supply, as well as competitors moves
(Shoham, Brencic, Virant, &Ruvio, 2008)
Price is the most effective constituent of marketing mix strategies because it is lonely
responsible for a company’s profit, survival and growth pattern. Price is mainly affected
by ten factors (Jobber. D, 1995) Adequate quantification of price is a difficult task in
current holistic marketing phase because it is highly dependent on price elasticity of

demand and demand & sales is heavily dependent on price (Kotler and Keller, 2008).
David jobber points out those prices are highly affected due to price determinants and
level of output while Kotler and Keller (2008) emphasis on product positioning and
targeting markets for price set. Profit margins, market considerations, competitive
pricing, customer awareness through personal relationships and price flexibility are some
critical factors in determination of pricing. (David Carson et al., 1998)
Promotion
Businesses use this element as a combination of different promotional activities as a ways
of keeping customers informed of the product and its benefits (Osborne, Radnor, &Nasi,
2013). These promotional activities include direct marketing, advertising and sales that
can lead to improved customer satisfaction, enhanced brand reputation and better sales
(Tsiotson& Goldsmith, 2012).
Promotion is the very first meeting of marketer message to potential customers. Through
promotional message, marketer attempts to inform, persuade and remind customers about
the product in direct as well as indirect way. Promotion mix consists of six major
methods of communication namely advertising, sales promotion, events and experience,
public relation and publicity, direct marketing and personal selling. A better message
flourishes with the help of all six methods with adequate budgeting and effectiveness and
develops along with identifying target audience, determining the objectives and designs
the message strategy. Promotion of SMEs is flourishing by usage of clustering,
networking and technological innovation.

Place
It describes the location of a business. It can be physical retail store (brick-and-mortar) or
an online store where the product is seen, sold or distributed to the customers (Hu et al.,
2009). A strategic business location ensures that the customers can easily locate the
business and buy the product they want (Weinreich, Odumade, Jameson, &Hogquist,
2010).
Place and distribution sometimes termed as synonym because via distribution channel the
product reaches to its ultimate destination to customer. The distribution channel decision
is also critical to make whether distribution should be via retailer, wholesaler or direct
approach to customer.
People
This element refers to the staff working in an organization that includes senior
management and the salespeople which are essential consideration for effective
marketing and thus, customer satisfaction. Customer satisfaction is directly influenced by
the people representing the business (S. Samar, Ghani, & Muhamad and Alnaser, 2017).
It is because the only elements in the service market mix that can interact directly with
customers are the people (R. Samar, Ghani, & Muhamad, 2016). The people element is
important because it aids in providing excellent customer service, which enhances
customer satisfaction (French et al., 2009).
Marketing Practices
In using marketing practices like the pharmaceutical companies have come under
increasing scrutiny for their promotional practices (manner in which they market and sell
products to healthcare professionals and the general public) especially in light of
allegations of misleading advertisement on prescription drugs and improper gifts to
physicians that gives a strict position on marketing practices so that the public can be
confident that the choices regarding their medicines are being made on the basis of the
merits of particular products and their needs as patients (Novartis, 2014).
There is a strong orientation regarding marketing practices as Yen and Chew (2011)
examined how Chinese construction SMEs compete for success in the use of marketing
strategy and the impact of environmental factors on construction SMEs performance. By
using a desk research, Jimmy Hill (2001) evaluate the multidimensional study of key
determinants which affects marketing activities of SME and longitudinal investigation of
the nature of SME marketing that was undertaken. The study has focused on marketing
competencies in SMEs, their sales orientation, type of personal contacts they used and the
nature of marketing planning in SMEs.
Ben Othmen (2010) studies the current marketing activities of Fotomina ltd that is
operating in internet environment and suggests some improvements which were possible.
E- Marketing literature is centered on mainly large business houses and little attention is
given to SMEs. Competitive advantage mainly stems from price and quality in case of
small and medium enterprises discussed by Beverland and Lockshin (2005). SMEs tend
to give greater importance to human resources than larger organizations because of

simplified hierarchical structure in the SMEs of European Union. Dan Popsecu (2011)
considers the key changes involving the competitiveadvantages for an organization lie in
creating and implementing the human resource development strategies in the SMEs.
R.Gajanayake (2010) points out the most of the criteria about the implementation of the
marketing strategies in SMEs in Sri Lanka. The paper find out the main reason about the
failure of the SMEs is the less awareness and the less knowledge about the new methods
and techniques available in the business world. The findings revealed that there was no
significant impact of marketing strategies on their business growth. Moreover there was
no impact of the behavior of the entrepreneurs and the business growth.
Synthesis
This study was conducted to assess the Marketing Practices of Barangay Micro Business
Enterprises in Barangay Estefania, Bacolod City. This was carried out to determine if the
level of marketing practices of micro businesses differs when grouped according to profile
of micro business which includes indicators such as the nature of business, length of
operation and monthly income. It was hypothesized that there is no significant difference
in the marketing practices of micro businesses when grouped according to profile.
Freedom seekers started their small businesses because they value the ability to
control their work experiences. They want to be in charge of their schedules, career paths
and work environments. Close to half of them are the only employees in their business,
and they are the least likely of the four profiles to have more than one other employee.
Not surprisingly, they cite, “time to get everything done” as their biggest challenge. In
tackling the challenge of chasing daylight, they have adopted automation. Nearly 60
percent utilized automated software, and its usage spans across many elements of their
business, including bookkeeping and email marketing.
Chapter III
Research Methodology
This chapter presents the research design used, locale of the study, respondent of the
study, research instrument, validity and reliability, data gathering and data analysis
procedure.
Research Design
This study employed a descriptive survey questionnaire method to determine the level
of Marketing Practices of Barangay Micro Business Enterprises, and if there is a significant
difference when grouped according to nature of business, length of operation, monthly
income and location. According to (Dr. Y.P. Aggarwal, 2008) a descriptive research is
devoted to the gathering of information about prevailing conditions or situations for the
purpose of description and interpretation. This type of research method is not simply
amassing and tabulating facts but includes proper analyses, interpretation, comparisons,
identification of trends and relationships.
Locale of the Study
The study was conducted in Barangay Estefania, Bacolod City Negros Occidental.
Respondents of the Study
The respondents of the investigation was 50 micro business owners of Barangay
Estefania, Bacolod City.
Research Instrument
A researcher questionnaire was used in this study. The instrument was composed of
two parts. Part I contains the profile of micro business, such as nature of business, length
of operation and monthly income. Part II was composed of questions related to the
assessment of the Marketing Practices of Barangay Micro Business Enterprises in
Barangay Estefania, Bacolod City. Questions were answerable by the five points scale:
(5) very high, (4) high, (3) moderate, (2) low, (1) very low. Respondents were instructed
to check column scales which corresponded to how necessary they think the Marketing
Practices of Barangay Micro Business Enterprises are.
Validity of the Instrument
To establish validity of the questionnaire, it was submitted to the three jurors. These
jurors made corrections and gave suggestions to improve the questionnaire.
Likewise, the jurors used the Good and Scates’ validation form to rate the
questionnaire.
Reliability of the Instrument
After the content validation, the questionnaire was subjected to reliability test. It was
tested to the (30) randomly chosen micro businesses in Barangay Estefania, Bacolod
City, with the permission of their purok president. The reliability of the test instrument
was established through internal consistency using the Cronbach’s alpha (a).
The reliability coefficient was electronically processed and the reliability coefficient
obtained was 0.945 which indicates that the questionnaire was internally consistent
making it very highly reliable.
Data Gathering Procedure
After the content validation and reliability testing, copies of the questionnaire were
reproduced in accordance to the sample size stated. A letter of permission was sent to the
president of Barangay Estefania, Bacolod City, for the conduct of the survey to the micro
businesses respondents. Upon approval, questionnaires were distributed by the
researchers to the micro businesses respondents. The respondents were briefly given
instructions on how to answer and what to fill in the survey questionnaire. The
researchers properly checked the instrument for any omission and erroneous answer.
Data Analysis Procedure
Problem no. 1 – To determine the profile of the respondents, frequency count and
percentage distribution was used.
Problem no. 2 – To determine the level of Marketing Practices of Barangay Micro
Business Enterprises in terms of product, price, place, promotion and people, weighted
mean was used. Respondents responses were tabulated based on their five points scale –
(5) very high, (4) high, (3) moderate, (2) low, (1) very low – answers on the following
questionnaire.
The mean score was interpreted as follows:
Mean Score Range Descriptions
4.21 - 5.00 Very High
3.41 - 4.20 High
2.61 - 3.40 Moderate
1.81 - 2.60 Low
1.00 - 1.80 Very Low
Problem no.3 – to determine if there is a significant difference on the level of
Marketing Practices of Barangay Micro Business Enterprises when grouped according to
nature of business, length of operation and monthly income, Mann-Witney Utest was
used.
CHAPTER IV
PRESENTATION, ANALYSES, AND INTERPRETATION OF DATA
This chapter deals with the presentation, analyses and interpretation of all data gathered
by the researchers. This chapter presents the data on the marketing practices of Brgy. Micro
Business Enterprise in Brgy. Estefania, Bacolod City.

Table 1. Profile of Respondents
Variables Grouping Frequency Percentage

________________________________________________________________________
Nature of business
a. Merchandising 12 24
b. Service 23 46
c. Product 15 30
Length of operation
a. 1 year and below 9 18
b. 2 years 7 14
c. 3 years 7 14
d. 4 years 25 50
e. 5 years above 2 4
Average monthly income

a. Php 5000 below 19 38
b. Php 5001-7000 8 16
c. Php. 7001-10000 10 20
d. Php 10001-15000 4 8
e. 15000 above 9 18
In Table 1, for the nature of business, majority of the respondents of 50 micro-enterprises

are concentrated on delivering Service with 46 percent, 30 percent are enterprises that
produce and distribute products, 24 percent (the lowest) are Merchandising which usually
focuses on selling various items. In terms of average monthly income, majority of them
earn Php 5,000 pesos and below (38%) and only 18% of the business people earn Php
15,000.00 and above which suggests that most of the businesses fall under the micro scale.
If classified according to length operations, 50% or half of the population answered 4 years,
indicating that although people run small businesses, their enterprises are sustainable and
last for a long span of time.
Table 2. Level of marketing practices by Price
Variable Grouping SD Mean Interpretation
A. Nature of Business
Merchandising .330 3.80 High

Service .513 3.81 High
Product .598 4.07 High
B. Length of Operation
1 Year and below .260 3.64 High
2 Years .355 3.97 High
5 Years and above .566 3.80 High
C. Monthly Income
5,000 and below .531 3.81 High
5,001-7,000 .382 3.85 High
7,001-10,000 .512 3.82 High
10,001-15,000 .526 4.15 High
15,000 above .595 4.02 High
Table 2 presents the level of marketing practices by price when grouped according to nature
of business, length of operation and its monthly income.
In nature of business which includes merchandising, service and product, respondents have
high level of marketing practices in price with a corresponding mean of 3.89.
In length of operations, respondents have high level of marketing practices in price with a
corresponding mean of 3.79.
In monthly income, respondents have high level of marketing practices in price with a
corresponding mean of 3.39.

The findings to the study of (Tokman & Beitelspacher, 2011).Pricing is an important
strategy in marketing because it refers to what it costs customers to get the service or
product and it determines the ability of a business to attract customers and make more sales.
Table 3. Level of marketing practices by Place
Merchandising .199 3.38 Moderate
C. Monthly Income
5,001-7,000 .450 3.45 High
7,001-10,000 .464 3.72 High
10,001-15,000 .526 3.85 High
15,000 above .424 3.40 Moderate
Table 3 presents the level of marketing practices by place.
In nature of business, service and product both have high mean with 3.50 and 3.93
respectively showing that in Brgy. Estefania, the demand of customers is for service and
product enterprises.
In length of operations, there as a high level marketing practices in the area with a mean of
3.63.
In monthly income, 5,000 to 15,000 reflected the highest mean of marketing practices by
place.
The results of the study of (Weinreich, Odumade, Jameson, & Hogquist, 2010), whereas,
their findings found out that a strategic business location ensures that the customers can
easily locate the business and buy the product they want.
Table 4. Level of marketing practices by Promotion
Variable Grouping Sd. Mean Interpretation
C. Monthly Income
5,001-7,000 .459 3.43 High
7,001-10,000 .596 3.80 High
10,001-15,000 .681 3.85 High
15,000 above .422 4.04 High
Table 4 presents the level of marketing practices by promotion.
In nature of business, there is a high level of marketing practices by promotion with a mean
of 3.72.
In length of operation, there is a high level of marketing practices by promotion with a
mean of 3.82.
In monthly income, there is a high level of marketing practices by promotion with a mean
of 3.77.
The findings of the study according (Osborne, Radnor, & Nasi, 2013) and (Tsiotson &
Goldsmith, 2012), businesses use this element as a combination of different promotional
activities as a ways of keeping customers informed of the product and its benefits. These
promotional activities include direct marketing, advertising and sales that can lead to
improved customer satisfaction, enhanced brand reputation and better sales.

Table 5. Level of marketing practices by Product
Variable Grouping Sd. Mean Interpretation
Merchandising .724 3.00 Moderate
Service .629 3.36 Moderate
2 Years .589 3.00 Moderate
4 Years .657 3.17 Moderate
C. Monthly Income
5,000 and below .764 3.28 Moderate
5,001-7,000 .369 2.68 Moderate
7,001-10,000 .553 3.58 High
10,001-15,000 .870 3.35 Moderate
15,000 above .617 3.49 High
Table 5 presents the level of marketing practices by product.
In nature of business, merchandising and service had a moderate level of marketing
practices by product as indicated by the mean of 3.18 and product data showed high level
of marketing practices in promotion as indicated by the mean of 3.41.
In length of operation, 2 Years and 4 Years had a moderate level of marketing practices in
product as indicated by the mean of 3.08 and 1 Year and below, 3 Years, 5 Years and above
data showed high level of marketing practices by promotion indicated by the mean of 3.57.
In monthly income, P5,000.00 and below, P5,001.00-P7,000.00 and P10,001.00-
P15,000.00 data had a moderate level of marketing practices by indicated by the mean of
3.10 and P7,001.00-P10,000.00 and P15,000.00 above data showed high level of marketing
practices by promotion as indicated by the mean of 3.53.
The results of the study of (Jones & Morgan, 2014), that Product includes all the benefits,
features and advantages that customers can get from using the product and describes what
a business is selling. Businesses need to consider the needs and preferences of customers
when developing a product or service to know if the customers can be satisfied of their
product or service (Tellis, 2013). When a product strikes a good balance between what
customers are looking for and what the product offers, it contributes to high levels of
customer satisfaction. It is very important for businesses to keep up to date with latest
trends regarding customer’s needs and market dynamics because customer’s preferences
change too often (Wilson & Gilligan, 2012)

Table 6. Level of marketing practices by People
C. Monthly Income
5,001-7,000 .262 3.90 High
7,001-10,000 .553 3.98 High
10,001-15,000 .476 4.30 Very High
15,000 above .636 3.82 High
Table 6 presents the level of marketing practices by people.
In nature of business, there is a high level of marketing practices by people as indicated by
the mean of 3.99
In length of operation, there is a high level of marketing practices by people as indicated
by the mean of 3.94.
In monthly income, P5,000.00 and below, P5,001.00-P7,000.00 and P7,001.00-P10,000.00
and P15,000.00 above showed high level of marketing practices by people as indicated by
the mean of 3.94 and P10,001.00-P15,000.00 showed very high level of marketing
practices by people as as indicated by the mean of 4.30.
The results of this study by People according to (S. Samar, Ghani, & Muhamad and
Alnaser, 2017) this element refers to the staff working in an organization that includes
senior management and the salespeople which are essential consideration for effective
marketing and thus, customer satisfaction. Customer satisfaction is directly influenced by
the people representing the business. It is because the only elements in the service market
mix that can interact directly with customers are the people (R. Samar, Ghani, & Muhamad,
2016). The people element is important because it aids in providing excellent customer
service, which enhances customer satisfaction (French et al., 2009).

Significant Difference on the Level of Marketing Practices
The third objective of the study is to determine if there is a significant difference in the
level of marketing practices in terms of nature of business, length of operation and monthly
income.
Table 7. Differences in the Level of Market Practices by Price
Variable Grouping Mean df Square FP-Value Interpretation
Nature of Business
Between Groups .358 2 1.400 .257 Not Significant
Within Groups .256 47
Total 49
Length of Operation
Between Groups .626 4 2.756 .039 Significant
Total 49
Monthly Income
Between Groups .152 4 .564 .690 Not Significant
Total 49
It can be gleaned in Table 7 that as to nature of business by price, the obtained P-Value on
ANOVA for the difference between the mean arenot significant at 0.05 level (P-Value =
.257). Thus, the null hypothesis stating that there is no significant difference between the
level of difficulty in terms of price and nature of business cannot be rejected. This means
that the level of difficulty in the price does not vary as to their nature of business.
As to length of operation, the P-Value = .039 reach the significant difference at 0.05 level
of significance. Thus, the null hypothesis stating that there is a significant difference
between the level of difficulty in the price and length of operation can be rejected. This
means that the level of difficulty in the price does vary as to the length of operation.
Also in terms of monthly income, the P-Value = .690 connotes the absence of significant
difference at 0.05 level of significance. Thus, the null hypothesis stating that there is no
significant difference between the level of difficulty in the price and monthly income
cannot be rejected. This means that the level of difficulty in price does not vary as to the
monthly income.
The findings of this study according to (Tokman & Beitelspacher, 2011) Pricing is an
important strategy in marketing because it refers to what it costs customers to get the
service or product and it determines the ability of a business to attract customers and make
more sales. Businesses set their prices at equilibrium levels to avoid discouraging
customers and reducing profits. They take into account the market forces of demand and
supply, as well as competitors moves (Shoham, Brencic, Virant, & Ruvio, 2008).
Table 8. Differences in the Level of Market Practices by Place
Nature of Business
Between Groups 1.240 2 7.920 .001 Significant
Total 49
Length of Operation
Total 49
Monthly Income
Total 49
It is shown in Table 8 that as to nature of business by place, the obtained P-Value on
ANOVA for the difference between the mean are significant at 0.05 level (P-Value = .001).
Thus, the null hypothesis stating that there is a significant difference between the level of
difficulty in terms of place and nature of business can be rejected. This means that the level
of difficulty in the place vary as to their nature of business.

As to length of operation, the P-Value = .646 connotes the absence of significant difference
at 0.05 level of significance. Thus, the null hypothesis stating that there is no significant
difference between the level of difficulty in the place and length of operation cannot be
rejected. This means that the level of difficulty in the place does not vary as to the length
of operation.
significant difference between the level of difficulty in the place and monthly income
cannot be rejected. This means that the level of difficulty in place does not vary as to the
monthly income.
The results of the study of (Hu et al., 2009) describe the location of a business. It can be
physical retail store (brick-and-mortar) or an online store where the product is seen, sold
or distributed to the customers. A strategic business location ensures that the customers can
easily locate the business and buy the product they want (Weinreich, Odumade, Jameson,
& Hogquist, 2010).

Table 9. Differences in the Level of Market Practices by Promotion
Nature of Business
Between Groups 1.209 2 5.216 .009 Significant
Total 49
Length of Operation
Total 49
Monthly Income
Total 49
It is shown in Table 9 that as to nature of business by promotion, the obtained P-Value on
ANOVA for the difference between the mean are significant at 0.05 level (P-Value = .009).
Thus, the null hypothesis stating that there is a significant difference between the level of
difficulty in terms of promotion and nature of business can be rejected. This means that the
level of difficulty in the promotion vary as to their nature of business.
difference between the level of difficulty in the promotion and length of operation cannot
be rejected. This means that the level of difficulty in the promotion does not vary as to the
length of operation.
significant difference between the level of difficulty in the promotion and monthly income
cannot be rejected. This means that the level of difficulty in promotion does not vary as to
the monthly income.
The findings of the study of (Osborne, Radnor, & Nasi, 2013), state that businesses use this
element as a combination of different promotional activities as a way of keeping customers
informed of the product and its benefits. These promotional activities include direct
marketing, advertising and sales that can lead to improved customer satisfaction, enhanced
brand reputation and better sales (Tsiotson & Goldsmith, 2012).

Table 10. Differences in the Level of Market Practices by Product
Nature of Business
Total 49
Length of Operation
Total 49
Monthly Income
Between Groups 1.059 4 2.440 .060 Not Significant
Total 49
It is shown in Table 10 that as to nature of business by promotion, the obtained P-Value on
ANOVA for the difference between the mean are not significant at 0.05 level (P-Value =
level of difficulty in terms of product and nature of business cannot be rejected. This means
that the level of difficulty in the product does not vary as to their nature of business.
difference between the level of difficulty in the product and length of operation cannot be
rejected. This means that the level of difficulty in the product does not vary as to the length
of operation.
significant difference between the level of difficulty in the product and monthly income
cannot be rejected. This means that the level of difficulty in product does not vary as to the
monthly income.
The findings of the study of (Tellis, 2013), states that businesses need to consider the needs
and preferences of customers when developing a product or service to know if the
customers can be satisfied of their product or service. Product includes all the benefits,
features and advantages that customers can get from using the product and describes what
a business is selling (Jones & Morgan, 2014). When a product strikes a good balance
between what customers are looking for and what the product offers, it contributes to high
levels of customer satisfaction. It is very important for businesses to keep up to date with
latest trends regarding customer’s needs and market dynamics because customer’s
preferences change too often (Wilson & Gilligan, 2012).
Table 11. Differences in the Level of Market Practices by People
Nature of Business
Total 49
Length of Operation
Total 49
Monthly Income
Total 49
It is shown in Table 11 that as to nature of business by people, the obtained P-Value on
ANOVA for the difference between the mean is not significant at 0.05 level (P-Value =
level of difficulty in terms of people and nature of business cannot be rejected. This means
that the level of difficulty in the people does not vary as to their nature of business.
As to length of operation, the P-Value = .670 connotes the absence of significant
significant difference between the level of difficulty in the people and length of operation
cannot be rejected. This means that the level of difficulty in the people does not vary as to
the length of operation.
significant difference between the level of difficulty in the people and monthly income
cannot be rejected. This means that the level of difficulty in people does not vary as to the
monthly income.
The findings of the study of(French et al., 2009), states that the people element is
important because it aids in providing excellent customer service, which enhances
customer satisfaction. This element refers to the staff working in an organization that
includes senior management and the salespeople which are essential consideration for
effective marketing and customer satisfaction. Customer satisfaction is directly influenced
by the people representing the business (S. Samar, Ghani, & Muhamad and Alnaser, 2017).
It is because the only element in the service market mix that can interact directly with
customers, is people (R. Samar, Ghani, & Muhamad, 2016).
Chapter V
Summary, Conclusions, Implications, and Recommendations
This is the portion of the study which ties up the research objectives, significance of
the study and the research questions together. This provides the summary of the study,
the conclusions with respect to the findings and recommendations based on the findings
of the study. Also, included in this chapter are recommendations that could be used to
build on the present study of Marketing Practices of Barangay Micro Business
Enterprises in Barangay. Estefania, Bacolod City.
Summary of Findings
The findings of this investigation are as follows:

1.The results showed that based on the business profile of the respondents, majority of the
respondents of 50 micro enterprises belong to Service with 46 percent, with other micro
enterprises comprising 30 percent of Product and 24 percent for Merchandising, most of
the participants have a monthly income of P5, 000.00 below and have been operating for
4 years.
2. Results show that micro business enterprises have a high level of marketing practices in
terms of the following indicators such as price, product, place, promotion and people.
3. The study revealed that there is no significant difference on the level of marketing
practices of micro businesses when grouped according to profile, nature of business, length
of operation and monthly income.
Conclusion
Based on the findings of the study, conclusions were identified.
1. Micro business owners in Barangay Estefania adapt good marketing practices.
2. Nature of business, length of operation, and monthly income is a factor which highly
affects the marketing practices of micro business enterprises.
3. Price, Place, Promotion, Product, and People highly affect the marketing practices of
micro business enterprises.
Recommendations
Based on the findings and conclusions of the study the following recommendation are
suggested:
1. It is recommended that the micro-business owners should continue operating their
businesses. They should save more from their profit so that they can use this as an
additional source of capital and they should cooperate with plans of the community and the
local government unit (LGU) .
2. The community should initiate a plan in conducting training/seminar/workshop for
micro enterprises to empower the skills of micro enterprise owners in handling their assets,
avoiding undercapitalization and proper keeping and using of income to make their
business more progressive and successful.
3.The Local Government Unit (LGU) together with Department of trade and Industry
(DTI) should create and approve ordinances and resolutions that will support Marketing
Practices of Barangay Micro Business Enterprises in the community. Conduct more
trainings and seminars to micro business owners. Assist the Marketing Practices of
Barangay Micro Business Enterprises to provide technology transfer and marketing
assistance. Establish special credit windows that will exclusively cater the needs of the
micro business owners and simplify the application and process of acquiring certificate of
authority as well as the application for income tax exemptions.

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Carlos Hilado Memorial State College

Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

Background of the Study

(Berner,Gomez& Knorringa, 2012).

disposable income (Lee and Ha, 2012). To develop a comprehensive understanding of a

products. Also, to improve profitability and exceed competitor’s strategies and

seek effective marketing strategies.

By enhancing marketing knowledge/intelligence and providing innovative strategies

change. By showcasing to business leaders the importance of strategic marketing for

be used to sustain their business.

Statement of the Problem

Micro Business Enterprises in Barangay Estefania, Bacolod City.

Specifically, the study will work to answer the following statement:

3.) Is there a significant difference on the level of marketing practices of

microbusinesswhen grouped according to the following variables

Statement of the Hypothesis

when grouped according to profile as to nature of business, length of operation, and

achieve success (Rakharebe, 2016).

of marketing practices (dependent variable); second, the profile of the respondents

assessment and solutions can be based on.

Figure 1. Conceptual Framework of the Study

Independent variable Dependent variable

Enterprises in Barangay Estefania, Bacolod City in terms of product, price, place,

promotion and people.

nature of business, length of operation and monthly income.

according to the profile of micro businesses.

illustrating the theoretical framework of the study is reflected in figure 1.

Significance of the Study

stipulate guidance to facilitate the improvement of their lives by engaging to livelihood

and the government wants to receive higher tax.

in the micro economics.

up a microbusiness if they want in the near future.

Scope and Limitations of the Study

in Barangay Estefania, Bacolod City.

conceptually and operationally:

Operationally, Microbusinesses are those enterprises that employ naught to nine

the 5 P's Principle.

or processed, or where services are rendered.

Kotler & Gary Armstrong, 2016-2017).

any price matching services being offered.

target market (Philip Kotler & Gary Armstrong, 2016-2017).

Operationally, promotion includes public relations activities, advertising, sponsorship

Service. A valuable action, deed, or effort performed to satisfy a need or to fulfill

a demand. (WebFinance Inc., 2019)

Operationally, it is an action that requires effort in satisfying customers’ needs and

meeting the consumer’s expectation.

Marketing Practices. It is a method or a technique that is used as a benchmark to

Operationally, marketing practices refer to the repeated activities, strategies and

techniques executed by a business to provide efficient service and attain success in a

Review of Related Literature

and better understanding of the problem under investigation.

In the age of liberalisation and globalisation any attempt at creation of a competitive

industrialising economies can help India make appropriate policy choices.

life cycle to face fierce competition.

stepahead of the branding manuals. Moreover, Branding is understood in an own

interpretation by the entrepreneurs but this innovative performance adds new

developments to the theory and practice of branding (Barbu et al., 2010)Marketing

too often (Wilson & Gilligan, 2012).

Pricing is an important strategy in marketing because it refers to what it costs customers

(Shoham, Brencic, Virant, &Ruvio, 2008)

by ten factors (Jobber. D, 1995) Adequate quantification of price is a difficult task in

current holistic marketing phase because it is highly dependent on price elasticity of

critical factors in determination of pricing. (David Carson et al., 1998)

Businesses use this element as a combination of different promotional activities as a ways