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LUMANDAS PRINTING SHOP BUSINESS (LPS)
A Consumer Behavior Research Plan presented to
College of Business and Accountancy of
National University
Proponents:
Dela Crus, Carissa Trixie
Manehayme, Jodi Mie O.
Uy, Wendy G.
Victorio, Jayson Rey O.
MAR122
S.Y.2015-2016
Consumer Behavior Adviser
Prof. Catherine Enteria
I. EXECUTIVE SUMMARY
Lumandas Printing Shop (LPS) is a printing shop located at #1910 C.M. Recto Ave.
Quiapo Manila. It is specialized in large format digital and offset printing. LPS is established
three years ago and they started as a tarpaulin printing services only. As time goes by, the
products that they offer are continuously growing and now they offer almost all printing
services. In three years of operation, LPS has already built a strong foundation in the market
catering to known companies and even to government agencies. The products offered by LPS
are categorized into promotional materials, office supplies, school supplies, and corporate
giveaways.
Lumandas Printing Shop suffers troubles in regards with the behavior of their consumers.
They are concern about the quality and the customer services that their market always
considers. LPS wanted to know the ranking on the following factors which is in line with the
quality. These factors are the accuracy of the product at the original document, size
availability, and the materials delivered meet the customer’s specification color resolution.
Also, LPS wanted to know the ranking on the following factors in regards with the customer
service. These factors are the are accommodations of urgent request to print, credit line, pick
up request, special delivery, and free layout service.
Researchers conducted interview to the Sales Manager of LPS and also survey to the
customers of it. The interview questionnaire includes the questions related to the product,
place, price, and promotion of LPS. The survey questions include all the questions that can
help the researchers solve the current behavior of the market of Lumandas Printing Shop. The
respondents of this study are the businesses who used to print in LPS. The researchers
surveyed 7 companies.
The findings of the study shows that when it comes to quality, customers of Lumandas
Printing Shop considered most the correctness of the layout designed send by the customers
followed by the materials delivered meet the customer’s specification color resolution, and
lastly size availability of the printed products. On the other hand, when it comes with the
customer service, customers of LPS considered most the pickup request and free layout
services followed by special delivery and accommodation of urgent request to print, and
lastly is the credit line.
II. COMPANY PROFILE
Lumandas Printing Services
OFFSET / DIGITAL PRINTING / LARGE FORMAT
History
Established three years ago, start as a tarpaulin printing services and through passing
of the years, the products they offer continuously grow and now they offer almost all printing
services you can imagine. The Store is located at #1910 C.M. Recto Ave. Quiapo Manila.
Industry Experience
Lumandas has already built a strong foundation in the market catering to known
companies like McDonalds, Jollibee and Pizza Hut, and even government agencies like GSIS
and Senate. They are also part of the Philgifts Philippines the reason why they are able to
supply printing needs of government agencies.
Product Line
Below are the product lines that the Lumandas Printing Shop offers. The products are
categorized into promotional materials, office supplies, school supplies, and corporate
giveaways.
Promotional Materials Office SuppliesSchool
Supplies Corporate Giveaways Flyers Envelopes School Forms Tumbler Brochures Folders Books Lanyard Posters Letterhead Yearbook Calendar Leaflets Business cards Plastic I.D Paper Bags Pamphlets Business Forms Stickers Souvenir Program Invitations Annual Reports Boxes Baller Newsletter Office Forms Plaque Mug Press Event Ticket Memo Pad PVC ID Pocket calendar Greeting cards Receipt Button Pin Hang Tags Door Hangers Campaign Materials Menus Packaging
III. BACKGROUND
In three years of operation of Lumandas Printing Shop, they suffer troubles in regards
with the behavior of its consumers. According to Nita Gonzales, the Sales Manager of
Lumandas, their problem is all about what their market most consider. Since the markets of
LPS are businesses, it is hard to tell what they prefer most in regards with the quality and the
customer service.
Businesses are looking for excellent qualities of printed materials that will meet their
satisfaction. LPS wanted to know the ranking among the factors that can influence the
behavior of its market in concern with the quality. These factors are accuracy of the product
at the original document, size availability, and the materials delivered meet the customer’s
specification color resolution.
To be a successful business, LPS must know the right accommodations for their market.
In line with that, LPS wanted to know the ranking among these factors in regards with the
customer services that their market wants. These factors are accommodations of urgent
request to print, credit line, pick up request, special delivery, and free layout service.
IV. CONSUMER RESEARCH
This section entails the discussion of the following; method of gathering data,
description of the respondents, and the consumer behavior model.
Method of Gathering Data
The researchers used surveys and interview in gathering the data needed in solving
the market problems of LPS. The surveys are intended for the customers of company. Since
the respondents of this study are the market of LPS, the researchers distributed randomly the
surveys to the companies who usually printed their marketing efforts in LPS. The researchers
also conducted an interview to the Sales Manager of LPS whose name is Nitz Gonzales. The
interview questionnaire includes the questions related to the product, place, price, and
promotion of LPS.
Respondents of the Study
The respondents of this study are the businesses who used to print in Lumandas
Printing Shop. The researchers surveyed 7 companies.
The following is the list of the businesses that the researchers surveyed.
1. Infinitea
2. Petra and Pepita Hair Salon and Spa
3. Mang cha-a
4. Mix Caricature
5. Subway
6. GSIS
7. MP3 King
Consumer Behavior Model
Lumandas Printing Services provided a quality product and services for the customer
but still there are some factors that will affect the consumers buying behavior such as having
a loyalty to one particular printing shop. Companies who have loyalty to printing service are
always returning or repurchase to the same printing shop. Having bidding will help to
influence the business consumer to choose the printing shop that will meet their needs in
terms of printing services. And Budget also influence the buying behavior of consumer if the
services are really suited to their needs.
Lumandas Printing Services
QUALITY
CUSTOMER SERVICE
Company Loyalty
Bidding (the lower the price the attractive to
consumer)
Budget
Purchase Decision
V. Findings
1. What kind of material do you usually print?
35%
6%6%
29%
6%
6%
12%
1
Tarpaulin Business cards
Catalogues Flyers
Posters Stickers
Invitations
3. How often do you use printing service?
14%
43%
43%
3
dailyweeklymonthlyyearly
4. On what month do you usually need printing services?
january
febru
arymarc
hap
ril may junejuly
augu
st
septem
ber
october
november
december
00.5
11.5
22.5
33.5
44.5
5. What do you look for in printing shop?
75%
25%
5
print qualitypricefast deliveryaccomodations
6. What quality of product are you looking in a printing shop?
55%
17%
28%
6
Accuracy of the product at the original document
Size Availability
The materials delivered meet the cus-tomer’s specification color resolution
7. What other service do you expect for a printing shop?
17%
33%
17%
33%
7
accomodation of urgent request to printcredit linepick up requestspecial deliveryfree layout services
8. How did you find about printing shop of your choice?
57%
14%
14%
14%
8
Referrals Fliers
Facebook/ E-mail Website
Others (Philgeps)
9. Who do you prefer to design your printing requirements?
71%
29%
9
the company graphic designer
printing shop designer
depend on needs
10. If you are using printing shop designer how much do you pay?
17%
33%
50%
10
100 below
101 to 199
200 to 499
500 to 999
1000 above
VI. Analysis
1. What kind of material do you usually print?
When it comes to the kind of printed materials business customers usually print,
Tarpaulin and Flyer got the highest percentage according to our survey, Tarpaulin
being the highest with 35% and Flyers with 29% second to the highest. The Invitation
rank as no. three with 12% and Posters, Business Card, Sticker, Catalogues got tied
score with 6%. This only shows that marketing efforts of businesses mostly uses
Tarpaulin and flyers to reach their customers.
2. How many printed materials do you usually print?
When it comes to the numbers of printed materials, company usually printed 2000 to
5000 flyers per month, and 5 to 20 pieces of Tarpaulin defends on the kind of
business.
3. How often do you use printing service?
Most of the Company usually uses printing service monthly and some yearly defends
on the needs and kinds of business. For some businesses that really need to improve
their brand awareness they print flyers monthly and for Salon like Petra & Pepita they
are consuming tarpaulin yearly for the tarpaulin design and promotion update on their
store.
4. On what month do you usually need printing services?
According to the survey demand for printing service is high every December,
November and June. The reason behind the high demand of December is because of
the Christmas Season and on November because of the before Christmas preparations.
Printing service also in demand during the month of June because of the School
opening, back to school promotions is in demand.
5. What do you look for in printing shop?
Among all the available choices in the survey questionnaire we prepared most of the
answer focus only on Quality and Price. 75% of the customers look for the quality of
the product and only 25% are concern with the price. Accommodations and Fast
delivery that belong to the choices got 0%.
6. What quality of product are you looking in a printing shop?
According to the survey we conducted Correctness of the layout designed send by the
customers ranked as no. 1, materials delivered meet the customer’s specification
ranked as no. 2, and lastly Size availability ranked as no. 3. The choices are almost
same in a way, but as you will observe there is a specification we are trying to point
out in every individual choice.
7. What other services do you expect for a printing shop?
When it comes to other services most business customers expect for a printing shop
Pick request and Free Layout Services got the highest percentage with 33% while
Special delivery and Accommodation of urgent request to print got equal percentage
of 17% and 0% for credit line.
8. How did you find about printing shop of your choice?
According to the survey that we conducted most of the business majority of the
businesses said that they usually found their printing shop business partner through
referrals with 57% while 14% said they found their printing shop business partner
through website, Facebook/Email and other organization like PHILGEPS.
9. Who do you prefer to design your printing requirements?
The result of the survey we have done shows that most of the businesses prefer their
company graphic designer to work with their layout designs with 71% and 29% of the
business said defends on the needs.
10. If you are using printing shop designer how much do you pay?
Survey shows that 50% of businesses usually spend P500 – P999 for their printing
shop designers or company designers and 33% spend P200- P400 and lastly 17%
spend P100 – P199.
VII. Recommendation
When it comes to quality, Lumandas Printing Shop must focus more on the
correctness of the layout designed send by the customers followed by the materials
delivered meet the customer’s specification color resolution, and lastly size availability of
the printed products.
The Management of LPS must hire a person who will assign in double checking the
layout designed send by their customers. LPS may also do the production in advance so
that there is still time for their customers to check if their printed materials meet their
satisfaction. To avoid print artifacts (something is visible that should not be there) and
print defects (something on the page doesn’t look like it should), LPS must choose the
right quality of paper in printing because paper stock also plays an important role.
Monitoring and maintaining the printer, cleaning it regularly, and replacing parts as
necessary is the best way to ensure print quality and consistent performance. The printer
is the most critical component to maintain and replace. Most print quality problems
directly result from improper use or care of the printer. Therefore, most problems can be
avoided or easily corrected by knowing how to see the early signs of printer’s
performance trouble
When it comes with the customer service, LPS must focus more on the pickup request
and free layout services followed by special delivery and accommodation of urgent
request to print, and lastly is the credit line.
Lumandas Printing Shop must have a pick up request services since most of their
customers wanted to have this. It is also an advantage for LPS because there’s no need
for delivery fee.
VIII. Appendices
These two photos show the Researchers and the Sales Manager of LPS
This photo shows the actual interview of the Researchers to the Sales Manager of LPS
Below is the questionnaire that the researchers used in interviewing the Sales Manager of LPS
Product
1. What are the different products offered by the business?2. Among the Different product offered by the business, what are the best selling products?
(Rank 5 products)3. How much in volume did customer usually ordered in the shop?4. How did the business deliver the finished print materials to customers? Through shipping or
personal?
Price
1. Among the products offered by the business what are prices of that for individual selling and in bulk selling?
2. How did the business come up with that particular price? What is your pricing strategy?
Place
1. What did the business consider in choosing the right location for the business?2. How many branches do Lumandas has?
Supplier
1. What are the different supplies/materials needed by the business?2. How many supplies/materials do the business kept as a stock? Is this good for a week, a
month, or any certain period specified?3. Who are your suppliers?4. How did business select their suppliers?5. How often did suppliers deliver the materials in the shop?
Consumer
1. How do you connect with your market? Is it through sales agent? Referral? 2. How do you transact with your customers? Is it online? Personal?3. What is your market scope?4. List of business customers.
Sales
1. What does the business consider as bestselling month?2. How much sales did the business usually earn for that month?3. What does the business consider as dull month when it comes to sales?4. How much sales did the business usually earn for that month?5. How much sales did the business usually earn in a regular month?
Promotion Strategy
1. What promotion/Strategy does the business use in the time of low sales?2. What strategy/strategies does the business use to maintain the loyalty to your company of your
market?3. What is the business competitive advantage of Lumandas Printing Shop?4. How do you manage the operation of your company in times of high sales?
Expenses
1. What are the different expenses of your company?2. How much is your total expenses per month?
Manpower
1. How many employees you have in your business?2. What are the different positions of those employees?3. What are the job requirements for of each position?
Equipment
1. What is the different equipment used by the business?2. What is the life expansion of equipment that is available in the business?3. How do the business response in the past changing technology?
Company
1. What did the business differentiation compare from other businesses in same industry?
Below is the survey used by the Researchers.
If you’re a business / organization uses printing services kindly answer the following:
Business/Organization Name:Nature of Business:Years of Operations:
1. What kind of material do you usually print? (Kindly put X mark)
TarpaulinBusiness cardsCataloguesFlyersPostersStickerInvitationOthers please specifiedooo
2. How many printed materials do you usually print?
Estimate the total numberWeekly Monthly Yearly
o Tarpaulino Business cardso Catalogueso Flyerso Posterso Stickero Invitationo Others please specified o _____________ o_______________
3. How often do you use printing service? (Kindly put X mark)
DailyWeeklyMonthlyYearly
4. On what month do you usually need printing service? (Choose the first 3 months and rank it from 1-3) (1 being the highest and 3 is the lowest)
5. What do you look for in a printing shop? (Kindly put X mark)
Print QualityPriceFast DeliveryAccommodations
Others
6. What Quality of Product are you looking in a printing shop? (Please rank it from 1-3 (1 being the highest and 3 being the lowest.)
Accuracy of product at original documents.Size available.The materials delivered meet the customer’s specification color resolution.
7. What other services do you expect for a printing shop? (Kindly put X mark)
Others
JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember
Accommodation of urgent request to print
Credit Line
Pick Up request
Special delivery
Free lay-out Service
8. How did you find about printing shop of your choice? (Kindly put X mark)
ReferralsFliers Facebook/emailWebsite
9. Who do you prefer to layout the design of your printing requirements? (Kindly put X mark)
The companys graphic designerThe Printing shop graphic designer.Depend on needs
10. If you are using Printing shops graphic designer, how much do you pay? (Kindly put X mark)
P100 belowP101 to P199P200 to P499P500 to P9991000 above
Thank you very much, God bless you and your business!
Others
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