Advertising Campaign of a Selected Sari-Sari Stores in the City of Dasmariñas
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ADVERTISING CAMPAIGN OF A SELECTED SARI-SARI STORES
IN THE CITY OF DASMARIÑAS
An Undergraduate Thesis Presented to the
Faculty of Business Management College of Business Administration
De La Salle University- Dasmariñas
Dasmariñas City, Cavite
In Partial Fulfilment of the Requirement for the Degree of
Bachelor of Science in Business Administration
Major in Business Management
Grant Marco M. Labii
March 2011
APPROVAL SHEET
This undergraduate thesis entitled ADVERTISING CAMPAIGN OF A SELECTED SARI-SARI STORES IN THE CITY OF DASMARIÑAS, prepared and submitted by dela Cruz, Rhemielyn S. , Miñano, Glaize Anne M., Tagulao, Donovan in partial fulfilment of the requirements for the degree of Bachelor of Science in Business Administration, major in Business Management, has been examined and is recommended for acceptance and approval for oral defence.
Adviser
Undergraduate Thesis Review PanelApproved for the Committee on Oral Examination with a Grade of ______________
Member Member
Dr. Oscar Lacap
Chairman
Accepted and approved in partial fulfillment of requirements for degree of Bachelor of Science in Business Administration, major in Business Management.
Dr. Oscar Lacap
Dept. Chair
Dr. Willington Onuh
Dean
ACKNOWLEDGEMENT
The researchers would like to express their deepest gratitude to the following for making this study possible: Dr. Aldrin P. Antivola, thesis adviser for his assistance in the participation and completion of their study. To Barangay Captains who allow the researchers to conduct survey and interview in their area and giving the necessary information’s to the researchers for this study. The researchers would also like to thank the respondents of this study who entertain them and approach them in a nice way while their conducting survey and interview. They would like also to acknowledge their love ones: parents, who always support them financially, mentally and even emotionally and also to their relatives and friends to pursuing and inspiring them to finish this study. Last but not the least to almighty GOD, for his guidance and blessings to finish this study and make it possible.
ABSTRACT
Name of Institution : De La Salle University- Dasmariñas
Address : Dasmariñas City, Cavite
Title : ADVERTISING CAMPAIGN OF A SELECTED
SARI-SARI STORES IN THE CITY OF DASMARIÑAS
Author : dela Cruz, Rhemielyn S.
Miñano Glaize Anne, M.
Tagulao, Donovan
Degree : Bachelor of Science in Business Administration,
Major in Business Management
Date Started : November 2010
Date Completed : March 2011
TABLE OF CONTENT
Title Page 1
Abstract 5
Approval Sheet 2
Acknowledgement 4
Table of Content 6
List of Table 8
List of Figure 8
Chapter
1. THE PROBLEM AND ITS BACKGROUND
Introduction 9
Conceptual Framework 13
Statement of the Problem 14
Objectives 14
Scope and Delimitation 15
Significance of the Study 16
Definition of Terms 17
2. REVIEW OF RELATED LITERARTURE
Local Studies 20
Sari-sari Store in Philippines 24
Foreign Studies 28
3. METHODOLOGY
Research Design 31
Population and Sampling 31
Respondents of the Study 32
Research Instrument 34
Validation of the Instrument 35
Data Gathering Procedure 35
Statistical Treatment of Data 37
4. PRESNTATION, ANALYSIS AND
INTERPRETATION OF DATA
Problem No. 1 39
Problem No. 2 40
Problem No. 3 42
Problem No. 4 45
Problem No. 5 46
Problem No. 6 48
Problem No. 7 50
5. SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION
Summary 52
Conclusion 53
Recommendation 54
LIST OF TABLES
Table
1. Sari-sari Store 32
2. Customers 34
3. Advertising Campaign 39
4. Types of Advertising Campaign 40
5. Constraints in Implementing Advertising Campaign 42
6. Alternative Advertising Campaign 44
7. Estimated Amount in Implementing
Advertising Campaign 45
8. Competing with other Sari-sari Store 46-47
9. Decision of Customers 48
10. Impact of Advertising Campaign 50
LIST OF FIGURE
Figure
1. Advertising Campaign 39
2. Types of Advertising Campaign 40-41
3. Constraints in Implementing Advertising Campaign 43
4. Alternative Advertising Campaign 44
5. Estimated Amount in Implementing
Advertising Campaign 45-46
6. Competing with other Sari-sari Store 47
7. Decision of Customers 49
8. Impact of Advertising Campaign 50-51
CHAPTER I
INTRODUCTION
An advertising campaign is a specific course of action designed to advertise a company, cause, or product that employs an intentional and carefully coordinated series of marketing tools in order to reach the target audience. Along with traditional methods of creating an advertising campaign, newer tools are making it possible to reach consumers in new ways (wisegeek.com).
The word advertising derived from the latin “Adverto” performed by two root words: “ad” meaning “Toward” & “Verto” signifies “to turn”. Thus, advertising aims to turn the consumer toward a stone. And a store or ant business concern advertises goods, ideas & services to make customers turn their attention to the store/business entity. Sari-sari stores are small businesses or convenience stores that are found here in the Philippines. The word sari-sari is Tagalog meaning "variety". Such stores form an important economic and social location in a Filipino community. It is present in almost all neighbourhoods, sometimes even in every street. Most sari-sari stores are privately owned shops and are operated inside the shopkeeper's house. Candies, canned goods, snacks and cigarettes are most often goods that can buy in a sari-sari store. There are many types of retailers, and sari-sari store is one of those types. Retail industry includes all set of activities to sell the goods or services to the final consumers for personal, non business use. (http://wiki.answers.com/Q/What_are_the_different_types_of_retailers#ixzz1Ee44Rx8c) Advertising campaign is not all about doing. Nowadays, there are few that make their own advertising campaign and those are the owner of a huge businesses and well-known companies and corporation, in which it gives impact to the customers that successfully, gained high profits. As earning a large amount of money, it simply because of what does advertisement produced, such us; commercials on TV; radio; promoting branded products or magazines or newspaper; creating huge bill boards or electronic board or in highways; etc. So we conclude that having advertising campaign has a greater outcome when it comes on persuading customers, competence, outlook in services and most direct selling to the consumers. Advertising campaign is one of the most pervasive phenomena of our time like our shadow; it follows us any time of the day or night, whenever we may be. Advertisement vie for our attention as we open news paper or magazine, a komiks books or professional journal. Spoken or sung commercials introduce and chose our radio programs. ( Isabelo, C.T., Advertising: Background, Theory and Practice) In implementing this research study, the researchers would just to see if there’s an effect or change occur in a store in which they already have advertising campaign and if there is a high impact to its customers. Sari-sari stores have been a tradition of community-based micro consumer businesses and have in fact become a basic entrepreneurial institution in the Philippines. They pop up here and there, often side by side. Having a sari-sari store is not merely reflective of the subsistence living of many Filipinos. The main reason of this is not convenience or frugality, but the lack of money to buy an entire package because sari-sari store can provide accommodations, advantages; as a convenient store; easy to buy and sell; and at low prices. There are few sari-sari stores that create their own advertising campaign and make it more creative and spend money to make it very attractive and more convincing to the customers. And some sari-sari stores compete with others in terms of advertising campaign. Being creative is a way to attract customer. But most of sari-sari store only use advertising campaign as being sponsored by some company, promotion of product and usually they used store’s signage and banners.LRead phonetically As the researchers observed before doing this study, the usual advertising campaigns that sari-sari stores used are fliers, banners/tarpaulin, poster/print out and store signage that is made in wood, or electronic or even in galvanize. That is why researchers only focused on those different types of advertising campaign. II. CONCEPTUAL FRAMEWORK These conceptual frameworks will show if what types of advertising campaign did sari-sari store used and how much the budget it takes for their own advertisement. It also shows the impact of on customer and to the sari-sari store. DictiView detailed dictionary
III. STATEMENT OF THE PROBLEM
1. Does sari-sari store adapt advertising campaign to sell or promote the products as well as to recognize the store to customer?
2. What types of advertising campaign?
3. What are the constraints in implementing advertising campaign?
4. What is the estimated amount that sari-sari stores spend in advertising campaign?
5. Does sari-sari store compete with other sari-sari store when it comes to advertising campaign?
6. Does advertising campaign attract or can affect customer before buying in a particular sari-sari store?
7. What is the impact of advertising campaign to the sari-sari store?
IV. OBJECTIVES • To determine whether the sari-sari store has diversify to adapt advertisement.
• To determine the constraints in implementing advertising campaign in the sari-sari store.
• To determine if sari-sari store compete with other sari-sari store when it comes to advertising campaign.
• To know if advertising campaign can attract or can affect customer before buying in a particular sari-sari store.
• To know the impact of advertising campaign in sari-sari store.
V. SCOPE AND DELIMITATION OF THE STUDY
This study only focused on selected sari-sari stores in the city of Dasmarañas. These areas are Villa Catalina and Villa Luisa, San Agustin 3, Dasmariñas City, Cavite and Sta. Fe Dasmariñas City, Cavite.
The researchers conducted survey to their respondents such as, sari- sari store and its customers. To be able to know if advertising campaign has an impact to sari-sari store and to the customers.
The researchers chose a usual sari-sari store in village and in barangay which has their own advertising campaign. This study focused of different types of advertisement such as: fliers, banners or tarpaulin and also types of advertisement from sponsors typically such as store signage (electronic/wood/galvanize), banners or tarpaulin. Promotion is also included, such as sales talk and having good relationship with customers. Also on the estimated amount of a sari- sari store spent in making advertisement possible and more convenient is also included.
The researchers did not focus on how sari-sari store do their advertisement. Big companies, supermarket and groceries having an adverting campaign are not included.
VI. SIGNIFICANCE OF THE STUDY This study will benefit the following:
PROFIT
This study will help the sari-sari store to find out if advertising campaign can be the reason to earn high income. It will be more profitable by the sari-sari store in which in increases the profit due to advertising campaign.
FUTURE RESEARCHER It will help the future researcher to get information and idea who will be having this kind of study.
SARI-SARI STORE This study helps sari-sari store to find out does advertising campaign can attract or affect the decision of customer to purchase product.
VII. DEFINITION OF TERMS
ADVERTISING CAMPAIGN Form of communication of sari-sari store to endorse and promote products to sell customers.
BANNER/ TARPAULIN
Printed advertisements usually use by a large printing material, commonly to introduce new products or merchandise.
BUDGET The amount that sari-sari store used to implement advertising campaign.
CUSTOMER
The people buy or purchased products and goods in the sari-sari store and the respondent of this study.
FLIERS
Small or piece of papers that is commonly distribute to the customers.
GALVANIZE
Signage of store that is made of steel.
PRODUCTS
It is the items that can buy and sold to the customers and a thing that being manufactured.
PROFIT The earnings of a sari-sari store.
SALES TALK
Something to do with promoting product to customer using your mouth.
SARI-SARI STORE Represent also as the sari-sari store owners and also the respondents of this study. It is a small business that located in one community that are more convenient, affordable, and easy to buy and sell products.
SPONSOR
Someone who provide advertisement in a sari-sari store.
STORE SIGNANGE
Sign that sari-sari store usually used to advertise in the form of wood or electronic or galvanize. And usually see on the top of the roof of the store.
CHAPTER 2
REVIEW OF RELATED LITERATURE
LOCAL STUDIES
Advertising Campaign
An advertising campaign is a specific course of action designed to advertise a company, cause, or product that employs an intentional and carefully coordinated series of marketing tools in order to reach the target audience. In like manner, an advertising campaign may also include short radio commercials that catch the ear of the listener and help to conjure up visual images that create demand for the product. Along with traditional methods of creating an advertising campaign, newer tools are making it possible to reach consumers in new ways (wisegeek.com). Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. (Carter McNamara, MBA, PhD). Advertisements are organizational communications that make dramatic, repetitive, public statements about the attributes of products and services offered for sale; the image, culture, and attitude of the organization; and occasionally the enthusiasm, performance, and commitment of organizational employees. Advertisements are specialized statements that primarily are attempts by the organization to create situations in which consumers and other important publics will be motivated to engage in actions that are favorable to the organization. Nevertheless, employees are a potentially important internal or "second audience," and thus advertising can be a tool for "selling jobs, motivating, educating, or otherwise communicating with employees" (George and Berry 1981, p. 403). Your advertising campaign is a critical part of your business. It is very important to develop a strong, effective campaign that will not spin out of control. To do this you need to plan and execute methodically each step of the campaign. How do you do this? Here are some pointers to plan your campaign: decide where you will advertise and to whom, list all the places your potential customers can be found, what sort of ads should you start with? Classifieds are best for "testing the waters”, assess which publications are giving the best response and make a note of these, constantly advertise: Make sure your business remains in front of your market at all times, keep lists of Opt-in prospects and more ways to advertise are to seek out related business websites, swap ads and exchange links. When you follow a plan, within your budget, you can and will make your advertising campaign efficient and successful. It will bring in small returns at first, and then will develop into a profitable machine (Catherine Qazalbash, 2010). The American Marketing Association defines advertising as “any paid form of non-personal presentation of ideas, goods or services by an identified sponsor“. Thus Advertising consist of those activities by which visual or oral message are addressed to selected publics foe the purpose of influencing them to buy products or services, or to act or to be inclined favorably toward ideas, persons, trademarks or institutions.
Role of Advertising The aim of every business is to make more business for the business. More business means more income, therefore, more profits and continuous growth.
Philippine Advertising Philippine advertising dates back to the era of Spanish galleon trade. During that time, traders and merchants printed materials and posted announcement which were distributed to potential buyers to inform them of the availability, kind, quantity, and other such necessary information as regards merchandise for sale. (Miranda, G.S., Advertising 3rd Edition) Creativity as it is applied in the field of advertising is a more deliberate kind, intended to communicate a specific message to a specific audience in a fresh and original way. Creativity is one of the ways you have to take to compete with your competitors. Advertising needs an audience (customer). When an ad (advertising) is fails to communicate to its target audience, it fails totally. (Art and Advertising Book 2, Anvil Publishing Inc. and Emmanuel NY, 2000)
SARI-SARI STORE IN PHILIPPINES
Sari-Sari Stores would appear to have been around forever, well maybe not quite forever but their existence has been traced back prior to the arrival of the Spaniards in the 1500's. There’s an estimated 700,000 sari-sari stores throughout the Philippines. That’s roughly 1 sari-sari store for every 130 Filipinos. It says, the more sari-sari stores in an area, the poorer the population. The rules of the game almost ensure that the sari-sari store remains small. Its market – the immediate neighbourhoods – is generally static. The population within the vicinity may grow, but when a sari-sari store in a neighbourhoods becomes successful, another pops up because of the relative ease in setting it up. The new store eats into the profits of the rest, effectively negating any increase in the market size. Bigger purchases are made somewhere else, perhaps in a supermarket or a “bagsakan”, where the sari-sari store themselves buy their products. The “bagsakan” is the middleman, where suppliers deliver the products in bulk – with the standard discount and the bulk discount. Considering the Hapinoy concept as an innovation. Hapinoy is envisioned to be the Philippines’ first and largest sari-sari store chain. The program provides a package of benefits (micro financing, additional income through best price and new businesses) aimed at empowering micro entrepreneurs and helping them grow their business. It’s important to instill business/fiscal discipline and create an entrepreneurial attitude among existing sari-sari store owners. With those attitudes in place, it won’t be as hard to expand into other businesses. Even if the sari-sari store will eventually be wiped out, there’s still an opportunity with projects such as the Hapinoy. If we assume that a sari-sari store is “managed” by at least one person, then that would translate to 700,000 self-employed business persons. That base figure is a great way to start the entrepreneurial revolution (Jimson Gelbolingo Ngeo, Lorlynn Asuncion Mateo). Sari-sari stores have been a tradition of community-based micro consumer businesses and have in fact become a basic entrepreneurial institution in the Philippines. They pop up here and there, often side by side. Sari-sari stores have been around to make money for countless small proprietors. It is businesses worth considering for a gradual entrepreneurship take off (Philippine Insider). Operating a sari-sari store is a way of life; it provides the community with the opportunity to purchase items in singular form on a needs basis. It is the ultimate discovery of practicality, a social gathering during morning, noon and night and what's more is there is no shortage of sari sari's, they are literally everywhere (Philippine Travel Guide, 2004-2011). In textbook parlance, the sari-sari store is a retailing operation, In the Philippine situation; however, customers perceive it as the primary source of consumer items in exactly the needed amounts. Sari-sari stores cluster in the interior parts of the metropolis to provide goods for their urban poor customers. Typically the store is operated from a portion of the owner's house dedicated to that purpose. The average size of a store is two by four meters. Crammed into this area are the display, stock room, and a small work place that also serves as an office. Transactions take place through a wide window, with the customer staying outside the store. Some stores add a carinderia, or small restaurant, to their sari-sari store (Chen, Kuang-Jung, 1997).
FOREIGN STUDY
Fliers in advertising campaign Creating your own flier to advertise your business is simple, inexpensive and it's a great way to generate buzz about your company. Flyers are typically used by individuals or businesses to promote their products or services. Fliers, along with postcards, pamphlets and small posters, are forms of communication for people who want to engage the public but do not have the money or desire to advertise over the internet, in telephone directories, or classified or display advertising in newspapers or other periodicals. (http://en.wikipedia.org/wiki/Flyer_(pamphlet)) Proper advertising is the key to the success or failure of a business or event. One type of advertising is the grass-root effort of flyer distribution. Passed along to people, hand-to-hand, in large crowds, a flyer is an inexpensive way to pass on information needed to make your business or event a success. (http://www.ehow.com/list_6578853_ideas-advertising-flyers.html)
Store signage Signage is one of the most important ways to convey your message to your customers. Your store name, promotions, pricing, and product information may all be conveyed through signage. As a customer walks by your store, you have about 3 seconds to let them know what they will find inside. Signage will attract the customer, provide just the right amount of information and invite the customer to enter your store or try your product.
(http://www.retailmob.com/effective_store_signage)
In-store advertising In-store advertising takes place within a retail store. This gives the store an attractive display that draws attention to the new product. Other types of in-store advertising include banners and display cases.
(http://www.suite101.com/content/types-of-advertising-a183934"\l "ixzz1FOd8MgG2" \t "_blank)
Sales talk or word of mouth advertising
While some may argue that word of mouth is not advertising because it's free, this form of promotion is one of the most credible and priceless assets of any business. they can encourage their customers to tell their friends and family about the great product or service they purchased.
Effective way to attract customer One of six (6) effective ways to attract customer is to advertise your store and also your products. Because using an advertising campaign is an eye-catching, cost-effective and highly efficient way to establish connection with consumers, increase sales and and also recognizing your store. (http://www.business-opportunities.biz/2008/10/28/6-ways-to-attract-customers-and-keep-them-coming-back/)
Advertising Advertising is the companies encouraging people to buy goods, services, companies and ideas, usually performed by an identified sponsor, and performed through a variety of media. Advertisers influence our identity by making adverts. Many people agree that they influence our identity and they have a huge impact on our life. They influence our identity by using things such as techniques, stereotypes and targeting our audience. Our personal identity is who we are and what things make us up such as occupation, beliefs, personality, self esteem, lifestyle, relationships, friends, how we look and what we wear. Advertisers use techniques to grab people's attention. For example, to make a burger look tasty in advertising, it may be painted with brown food colouring, sprayed with waterproofing to prevent it from going soggy and sesame seeds may be superglued in place. Advertising can bring new customers and more sales for the business. It can be expensive but can help make a business make more money. (http://simple.wikipedia.org/wiki/Advertising)
Aiming to serve the Filipino-Americans, Overseas Filipino Workers and the rest of the global Filipino community better through a user-friendly and highly secure e-commerce storefront, Store ng Bayan, a Filipino online store owned and operated by Phil fortune Media Group, continues to improve its services. Aside from offering greater variety of products in its online Sari-Sari store, Store ng Bayan is soon to launch Pasalubong.com, a special Filipino store that makes sending "pasalubong" - a greeting gift or a souvenir given to families and friends upon returning home from a trip or vacation - to the Philippines easier than ever. Through its online Sari-Sari Store, Store ng Bayan takes a typical Filipino neighbourhood retail store online and brings to Filipino-Americans, Overseas Filipino Workers and the rest of the global Filipino community all the convenience of online shopping in a secure, easy to use, and comprehensive Philippine online store. Store Ng Bayan's Sari-Sari store, your trusted Filipino online store, is just like the sari-sari stores or "tindahan" in the Philippines. (OFWs) (Filipino American Business Directory RSS, 2007). It is located at Philfortune Media, Inc. 18 Gulf Pines, and Las Vegas NV 89148 Toll Free: 877.627.2497 Filipino American Business Directory forum: (http://www.philfortune.com).
CHAPTER 3
METHODOLOGY
Research Design The applicable research design used for this study is descriptive research design, for collecting data from sari-sari stores and customers in Villa Catalina, Villa Luisa, San Agustin 3, Dasmariñas City, Cavite and Barangay Sta. Fe, Dasmariñas City, Cavite. Descriptive research is a valid method for researching specific subjects. Descriptive research design is a type of research that is primarily concerned with describing the nature or conditions and degree in detail of the present situation. Descriptive research will help determine the important variables for the study.
Population and Sampling Probability sampling is a method use to gather data from a sample population equally by chance. Simple random sampling is one type of probability sampling that is use to gather data from a large group of population. The researcher used simple random sampling in gathering data for this study.
Respondents of the Study
The chosen respondents of this study are primarily from Villa Catalina and Villa Luisa, San Agustin 3 and Sta. Fe, Dasmariñas City, Cavite. The respondents are the sari-sari stores and their customers located at the said area.
The researchers choose respondents by the availability of time of the sari-sari store owners and customer. From the time of 10:00am-2:00pm, the researcher did their survey in Villa Luisa and Villa Catalina. On the other day, from 10:30am-12:00noon, the researcher did their survey in Barangay. Sta. Fe.
TABLE 1. Frequency Distributions of sari- sari respondents according to area
| |Total number of sari-sari |Actual number of sari-sari | |
|Area |store targeted |store surveyed |Percentage (%) |
|Villa Catalina |24 |18 |24 |
|Villa Luisa |74 |32 |43 |
|Sta. Fe |36 |25 |33 |
|TOTAL |134 |75 |100 |
This table represent the total average of sari-sari stores surveyed by the researchers according to area. In this case, there are twenty-four (24) sari-sari stores in the whole Villa Catalina, but only eighteen (18) sari-sari stores are the respondents to this study because of their availability of time. While in Villa Luisa there are seventy-four (74) sari-sari stores in total, but thirty-two (32) sari-sari stores are accessible to responds to the researchers because of their spare time. In Barangay Sta. Fe, the total sari-sari stores they had is thirty-six (36), but only twenty-five (25) sari-sari stores are willing to mind taking the information. In totality, out of 75 respondents (sari-sari store) twenty-four percent (24%) are from Villa Catalina, wherein forty-three percent (43%) are from Villa Luisa and thirty-three percent (33%) are from Sta. Fe.
TABLE 2. Frequency Distribution of the customers according to area
|Area |Number of respondents |
|Villa Catalina |100 |
|Villa Luisa |100 |
|Sta. Fe |100 |
|TOTAL |300 |
The total population in Villa Catalina is 1593residences, while in Villa Catalina is 2,468 residences and 3,677 residences are in Sta. Fe.
The researchers surveyed one hundred (100) customers of sari-sari store, for fair and equality in surveying of each area. There for, the total average of respondents for this study is three hundred (300).
Research Instrument
The method of collecting data is survey method. Survey is often conducted to gather opinions or feedback about a variety of topics.
The instrument used of researchers to collect data was written questionnaire. Survey form has capable questions for the respondents of the study. The survey was made by means of instrument composed of closed-ended questions. The survey form that researcher made includes given choices and some are answerable by yes or (oo), not too much or (hindi masyado) and no or (hindi). Suggestion and recommendation are also included for the respondents to express their ideas, thoughts and also their feelings.
The researchers used a “Tagalog” language to better understand the questions for the respondents.
Aside from the written questionnaire, personal interviews are also conducted by the researchers themselves for additional information and clarifications of answers to the study.
Validation of the Instrument
The instrument used by the researchers to this study was validated by Dr. Aldrin P. Antivola, Faculty, Business Management Department and Professor in Methods of Research.
Data- Gathering Procedure
First step: The researchers gathered ideas and information through internet, books from the library and also to the respondent of this study.
The researcher collected primary data and also secondary data. Primary data are information collected from original source of data which is first-hand in nature. Primary data was acquired through conducting surveys. This ensured a direct response from respondents. Secondary data are information collected from published or unpublished articles. Secondary data were collected through articles from the internet and different books.
Second step: The researchers made letters for the Barangay Captain of the said areas. It was approved by the professor in Methods of Research to conduct survey.
Third step: The researchers did the pilot run in City Homes Resort Ville for the survey that is used for the study.
The researchers are facing trials and error in doing survey questionnaires for the respondents and in collecting data for this study.
Forth step: The researchers conducted survey to the sari-sari store owners and also to the customers in Villa Catalina and Villa Luisa and Barangay Sta. Fe to gathered information.
Last step: The researchers examined and evaluated the results from the data collected.
Statistical Treatment of Data For the statistical treatment of Data, the researchers are deciding to use the Percentage Method. The Percentage Method is used in tallying Frequency Distribution. To obtain the percent or (P), Frequency or (n), was divided by the total number of respondents or (N), and multiplied by 100 to come up with a percentage result.
n N
CHAPTER 4
Presentation, Analysis and Interpretation of Data
This chapter cover the data gathered by the researchers out of the survey questionnaires distributed to the selected sari-sari store and customers from Villa Catalina and Villa Luisa, San Agustin 3, Dasmariñas City, Cavite and Barangay Sta. Fe Dasmariñas City, Cavite. The following information gathered by the researchers is presented through Tabular Presentation and Graphical Presentation. The Tabular Presentation is given in tables showing the frequency of every respondent and some problems that will be analyzed and interpreted. The Graphical Presentation is a device for showing numerical values or relationships in pictorial form.
TABLE 3. Frequency and Percentage Distribution of the respondents (sari-sari store) for the problem no. 1: Does sari-sari store adapt advertising campaign by their own to sell products to customer?
| | | | |Total |
|Response |Villa Catalina |Villa Luisa |Sta. Fe |N % |
|Not tested |9 |16 |11 |36 48 |
|1 time only |1 |3 |8 |12 16 |
|Sometimes |8 |11 |6 |25 33 |
|Always |0 |2 |0 | 2 3 |
|TOTAL |18 |32 |25 |75 100 |
This table or figure represents the total average of the sari-sari store that is adapting advertising campaign or not. Out of seventy-five (75) respondents, thirty-six (36) sari-sari store responds or forty-eight percent (48%) answered have not tested advertising campaign. Twelve (12) sari-sari store or sixteen (16%) respondents answered one (1) time only. For sometimes, twenty-five (25) or thirty-three percent (33%) responds. For always, two (2) or three percent (3%) responds.
TABLE 4. Frequency and Percentage Distribution according to the types of advertising campaign for the problem no. 2:
Note: The respondents may answer more than one option. Figure 2. Percentage Distribution of types of advertising campaign
Note: The respondents may answer more than one option. As what is shown in this table or figure, the respondents here are related from the table 3 which represents the sari-sari store owners did advertising campaign. Out of seventy-five (75) sari-sari store that researcher encountered, there are thirty-nine (39) respondents adapt advertising campaign by their own. In thirty-nine (39) sari-sari store, three (3) or three percent (3%) said, fliers are types of advertising campaign that being used. Twenty-six (26) or twenty-five percent (25%) said, print outs or posters are the types of advertising campaign that being used. Forty-two (42) or forty percent (40%) said, tarpaulin or banner are the types of advertising campaign that being used. Thirty-three (33) or thirty-two percent (32%) answered store signage (electronic/wood/galvanize) is the types of advertising campaign that being used.
TABLE 5. Frequency and Percentage Distribution of the constraints of the respondents (sari-sari store) for the problem no. 3: What are the constraints in implementing own advertising campaign in sari-sari store?
Figure 3. Percentage Distribution of constraints in implementing advertising campaign
As describe in this table or figure, the total respondents of sari-sari stores are base from the table 3 which has not already tried advertising campaign. In totality of thirty-six (36) respondents, eighteen (18) sari-sari store or fifty percent (50%) answered lacking of budget is one of the constraints in doing adverting campaign. While in advertising campaign is only obstruction got seven (7) or nineteen percent (19%). Advertising campaign in not important in sari-sari store got eleven (11) respondents or thirty-one percent (31%).
TABLE 6. Frequency and Percentage Distribution of alternative advertising campaign of the respondents of sari-sari store
Figure 4. Percentage Distribution of alternative advertising campaign of sari-sari stores
This figure and table represent the respondents from table 3 who have not tested advertising campaign. Twenty nine (29) sari-sari store or fifty-seven percent (57%) answered the alternative way for doing own advertising campaign is sales talk. Twenty-two (22) or forty-three percent (43%) answered they rely on sponsors provided.
TABLE 7. Frequency and Percentage Distribution of the estimated amount of respondents (sari-sari store) for the problem no. 4:
How much is the estimated amount that sari-sari store spent in doing advertising campaign?
Figure 5. Percentage Distribution of estimated amount spend in advertising campaign
As table or figure shows, the total average of sari-sari stores is related from the table 3 which are the sari-sari stores who do advertising campaign by their own. Five (5) sari-sari stores or thirteen percent (13%) has spend lower than 49 Php. Five (5) sari-sari store or thirteen percent (13%) spend 50-100 Php, five (5) or thirteen percent (13%) has the estimated amount of 101-300 Php. Thirteen (13) or thirty-three percent (33%) has the estimated amount of 301-5000 Php, and two (2) or five percent (5%) has the estimated amount of 501-1000Php. There are also seven (7) or eighteen percent (18%) respondents answered 1001Php and above.
TABLE 8. Frequency and Percentage Distribution of respondents (sari-sari store) according to the problem no. 5:
Does sari-sari store compete with other sari-sari store when it comes to advertising campaign?
Figure 6. Percentage Distribution of sari-sari store when it comes to competition
This table represents sari-sari stores who compete or not when it comes to advertising campaign. In totality of thirty-nine (39) respondents, fourteen (14) sari-sari store or thirty-six percent (36%) are competing with other sari-sari stores. Sixteen (16) or forty-one percent (41%) are answered not too much in competing with others. Six (6) or fifteen percent (15%) are not interested to compete with other sari-sari, three (3) or eight percent (8%) does not care at all. TABLE 9. Frequency and Percentage Distribution of respondents (customer) according to the problem no. 6: Does advertising campaign attract or can affect customer decision before buying in a particular sari-sari store?
According to the site of (http://www.business-opportunities.biz/2008/10/28/6-ways-to-attract-customers-and-keep-them-coming-back/), one of six (6) effective ways to buy and to attract customers is to advertise your store and also your products. Because using an advertising campaign is an eye-catching, cost-effective and highly efficient way to establish connection with consumers, increase sales and and also recognizing your store.
Figure 7. Percentage Distribution of advertising campaign to customer
As indicated in this table or figure, the total respondents are 100 customers for each area. There for, the total average of respondents for this study is 300. Forty-seven (47) or sixteen percent (16%) out of three hundred (300) respondents answered advertising campaign is important before buying in a particular sari-sari store. One hundred fifteen (115) or thirty-eight percent (38%) answered not too much and one hundred thirty-eight (138) or forty-six percent (46%) answered no.
TABLE 10. Frequency and Percentage Distribution of respondents (sari-sari store) according to the problem no. 7:
What is the impact of implementing own adverting campaign on the selected sari-sari store?
Figure 8. Percentage Distribution advertising campaign impact to sari-sari store
This table or figure represents the total respondents who do advertising campaign by their own.
For the totality of 39 sari-sari stores, nineteen (19) or forty-nine percent (49%) answered doing advertising campaign has increase in profit. Seventeen (17) or forty-four percent (44%) answered there is no changes in profit. Three (3) or seven percent (7%) answered adverting campaign has no impact. These results are based from the experiences of the respondents of this study.
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
This chapter cover the summary of findings, conclusion and recommendation of the researchers for this study.
SUMMARY OF FINDINGS
The main purpose of this study was determined if selected sari-sari stores in the city of Dasmariñas adapt adverting campaign.
The location of this study was conducted in Villa Catalina and Villa Luisa, San Agustin 3, Dasmariñas City, Cavite and Barangay Sta. Fe, Dasmariñas City, Cavite .Out of 134 sari-sari stores targeted, 75 sari-sari stores was surveyed and some was interviewed. The researcher considered the availability of time of the respondents. Out of 7,738 customers of sari-sari store 300 customers was surveyed, 100 customers for each area.
The researcher used descriptive research design for collecting data from sari-sari stores and customers. In conducting this study, researcher used two kinds of collecting data which is primary data and secondary data to gathered information. The instrument used to this study was survey and also interview to some respondents for clarifications of answers. The questionnaire consists of close ended question with different choices. The researcher used Percentage Method for statistical treatment of data. Sari-sari stores and customer are the main respondents of this study. The authors present the data in to Tabular and Graphical Presentation.
CONCLUSION
After careful analysis of the data gathered, researcher concluded that:
The study reveals that there are some sari-sari store do advertising campaign by their own and others are not. 36 sari-sari stores out of 75 in totality or 48% answered have not tested advertising campaign in selling products and 39 sari-sari stores or 52% tested advertising campaign in selling products. The most advertising campaign sari-sari store used is banner/tarpaulin that got 42 responds or 40%, next is store signage that got 33 responds or 32%. The main constraints that sari-sari store did implement advertising campaign is being lack of budget which got 18 responds or 50%. Most of the respondents, between Php301-500 are the estimated amount spends in advertising campaign. In terms of competing with other sari-sari stores, 16 or 41% responds to answer yes. Customer admitted that advertising campaign did not affect them in buying in a particular sari-sari store. The impact of advertising campaign to sari-sari store in increasing the profit got 19 responds or 49%.
For those sari-sari stores have not tested advertising campaign, sales talk and relying on sponsors are the way that they do to advertise their products.
RECOMMENDATION
The purpose of this study is to know if sari-sari stores adapt advertising campaign on their own.
For this study researcher would like to recommend that advertising campaign must be implemented to their store. Even though there is an average percentage that advertising campaign has no impact for to sari-sari stores but still, there is a high average percentage said that advertising campaign has an effect in increasing profit. And advertising campaign can attract and can pay attention of the customer to buy products in a store. But the researchers recommend that do not invest too much amount of money in doing or creating advertising campaign to their sari-sari store. There are simple and less expense types of advertising campaigns such as, fliers, banner/tarpaulin, posters/print outs and store signage.
As the researcher encounter sari-sari store owner, they recommend that “in doing advertisement do not spend too much amount of money and if they don’t have enough money just rely on some sponsors or use world of mouth in promoting products. Because advertising can help you to earn not too much but can help you to increase your profit.”
We choose this topic because it is very interesting because as we can notice nowadays only the huge businesses and well-known companies make their own advertising campaign and probably we frequently see the sari-sari stores that makes their own AC. So in this case we also want to see if having AC in a store affect the customers and will increase their profit.
