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