sample thesis chapter 1-2

8/10/2019 sample thesis CHAPTER 1-2

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CHAPTER 1

Introduction

Most of the business owners main objective is to

create and produce satisfied customers who will

continuously patronize their product. Products with high

quality and fashion trending.

Fashion is custom and style that is prevailing mostly

in dress or behaviour. Most of the time fashion is used to

express life and wants in a given time and place. It is

also used to unite those of a social class and segregates

them from the others.According to Cumming (2004) as cited

by Jandonero et al.(2014) trend style influencesbehaviour

and lifestyle of a person. Itis a quicksilver mode of

creativity for many people in diverting their attention.

Fashionable items are mostly seen from celebrities, high

society and supermodels.

According to CyntiaDurcain, a form of imitation and so

of social equalization, but paradoxically, in changing

nonstop, it differentiate one time from another and one

stratum for another is the so called Fashion.Fashion is a

state of mind, unites those of a social class, and

segregates them from the others, a spirit and an extension


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of ones self. Most of all fashion is almost being

comfortable with you, translating self-esteem into a

persons style

A Boutique, according to Lidell&Scott, 2011, is a

small version of shopping outlet for fashionable clothes

and jewelleries appropriate for the occasion. The word

boutique is French for shop via Latin from the Greek

storehouse.

As being on the fashion industry or business,

Mikaelsen, 2011 states that Boutique owner must have a

fashion and insider whose job requires insights to learn

trends and this will also help to encourage customer to

promote the product to the public. And boutique must know

proper promotion to attract potential customers.

A marketing strategy is a marketing logic which the

business unit hopes to achieve its marketing objectives,

(Kotler, Armstrong,Saunders and Wong,1999). It is the broad

principles by which the business units expects to achieve

its marketing objectives. Consist of basic decision and

total marketing expenditure, marketing mix and marketing

allocation(Kotler 1990).


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Marketing strategy is the overall plan for choosing a

target and succeeding within it through

product,pricing,distribution and promotional choices (Bovee

and thill,1992)

Ingram and Laforge, 1995, describe marketing strategy

which consists of selecting a target market and developing

a marketing mix to satisfy the market needs.

In the view (Berkowitz,Kering,Haertley and Rubelius,

1997) a marketing strategy is the means by which a

marketing goal is to be achieved usually characterized by a

specified target market and a marketing program to reach

it.

According to Wyosocki, 2001 marketing is the

identification of customers wants and needs and adding

value to the products and services that satisfy those wants

and need, at a profit.

In the 21stcentury integrated marketing communication

is dominant that means a harmonized adoption of different

promotional tools for convincing customers with the most

effective methods possible(Jozsa et al.2005)The general

trend is that companies spend more money on below on the

line communication(BTL) and sales promotion than the

advertising (above the line communication) .The


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international literature concerning sales promotion is very

rich since a lot of books (Lummins& Mullin 2002,

Blattberg&Neshin 1990, Schuttz et 1998)were published on

how traders and manufacturers can design effective

campaigns. Most of the studies concentrating on fast moving

consumer goods(FMCG) and investigating the planning and

implementing stages on sales promotion techniques aimed at

consumers and initiated by the manufactures or retailers.

Another popular direction of sales promotion literature is

the investigation of customer behaviour namely how

effective and cognitivephases (Laroche et al. 2001&2003).

Statement of the Problem:

This study aims to determine the importance of

marketing strategies of selected fashion boutiques in

Urdaneta City specifically suits to the following

questions:

1.What is the profile of the respondents in terms of:

A. Manager-Respondents Profile

a) Age;

b) Gender;

c) Civil status;

d) Highest educational attainment; and

e) Trainings and Seminars Attended?


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B.Client-Respondents Profile

a) Age;

b) Gender;

c) Civil Status; and

d) Highest Educational Attainment?

C. Business Profile

a).Type of business organization;

b) Initial capital;

c) Number of employees;

d)Years of operation;

e) Location; and

f) Average monthly sales?

2.What are the degree of importance of marketing

strategies practices by fashion boutiques in terms of:

a. Promotions;

b. Product;

c. Place; and

d. Price?

3. What is the significant relationship between managers

and customers in the Marketing Strategies of selected

Fashion Boutique in Urdaneta City?


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Research Hypothesis

There is a significance relationship between the

managers and customers in Marketing Strategies of selected

Fashion Boutiques in Urdaneta City.

Scope and Delimitation

This study will focused on the marketing strategies of

fashion boutiques. It aims to determine the profile of the

manager respondents in terms of age, sex, civil status,

highest educational attainment, numbers of seminars and

trainings attended and the profile of the client

respondents interms of age, sex,civil status, and highest

educational attainment. In terms of business profile it

aims to find out the firms initial capital ,number of

employees, number of years of operation, type of business

organization , average and monthly sales and location .It

also aims to determine the marketing strategies practice by

fashion boutiques in terms of promotion, product, place,

price and this study is undertaken in Urdaneta City.


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Significance of the Study:

The present study will benefit the following groups:

Fashion Boutique Owners,thestudy will serve as their guide

in formulating strategic promotional strategies that will

surely catch the attention of their loyal as well as future

customers.

Future Entrepreneurs, the study could provide right

attainments in promoting their products and services.

Clients, this study will benefits the client once the

identified strategies had been given due attention by the

fashion boutiques.

Future Researchers, this study will provide future

reference and serve as a guide in conducting their study.

For Students, this study will inform them about the

different marketing strategies of fashion boutique in

Urdaneta City it can be their reference fo their school

works in their business subjects.

For marketing Profession, the study will serve as their

guide in order to improve more about the marketing

strategies and effectiveness.


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Definition of terms:

For better understanding of this research the

following terms had been defined orally and operationally.

Sales Promotion refers to the marketing information about

the product and brand.

Sales Promotion Strategies refers to the information and

dissemination, pricing and billing and products and

services provided by the fashion boutiques.

Fashion,refers to a popular style or practiced offered by

the fashion boutiques

Fashion Boutiques, it refers to the stores or boutiques who

offerclothing, footwear, accessories, and make-up.

Manager-respondents,these refer to the owners of the

fashion boutiques who are knowledgeable about the profile

and activities of the business.

Client-respondents, these are the respondents who are

directly related such as parents, teens, professionals etc.

Marketing is the identification of customers wants and

needs to be able to satisfy them.

Marketing Strategy,It is the broad principles by which the

business units expects to achieve its marketing objectives.


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Theoretical framework

This study is based on two theories: 4Ps theory of

marketing mix and Product Life Cycle Theory.

Marketing Mixs 4Ps of Marketing is a theory proposed

by Jerome McCarthy on 1960 which has since been used by

marketers throughout the world. It is use to organize all

aspect of the marketing plan around the habits, desires and

psychology of the target market. The theory of 4Ps stands

for the first P the product, and takes into account its

design, features and competitors. The second P, price, is a

factor that can be adjust to manage demand to determined

profit margin and to drive market share. Promotion is the

third P. it seeks to find which media to engage in order to

make the right people aware of the products benefits and

which slogans, tag lines and logos will resonate with the

target market. Place, the fourth P, determines where and

how potential customers can access the product. This theory

is related to this study because marketing strategy is

based on improving business product quality, pricing,

promotional tools being use and the place of the business.

Product life Cycle Theory is an economic theory that

was developed by Raymond Vernon. This theory asserts that

marketing strategies must evolve along with a product from


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inception through obsolescence. Early in a products life

business owners or managers should tailor their marketing

mix to spark interest and educated potential customers.

During the growth phase, the efforts shift to secure a

wider audience by building brand loyalty, a stable supply

chain and additional distribution channels as defences

against competitors enter the market. As the market for the

products matures, weaker players are driven out and there

is little differentiation among competitors. Marketers

should again shift to attempts to steal market share from

other produces through incentives to distribution channels,

such as cooperation advertising in store promotions and

volume discounts. This theory is related to this study

because in any business theres always a product life cycle

that is needed to monitor for continuous strategic

improvement.


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Paradigm of the Study:

Figure 2

Conception Framework

Conceptual Framework:

The figure 2 shows the marketing strategies of selected

fashion boutiques in Urdaneta City as perceived by managers

and customers on the aspects of promotion,product,place and

price.

Marketing Strategies of

selected fashion

boutiques as perceived

by the managers;

a. Promotion

b. Product

c. Place

d. Price

Marketing Strategies of

selected fashion boutiques

as perceived by the

customers;

a. Promotion

b. Product

c. Place

d. Price


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Review of the Related Literature and Studies

This chapter deals with the related literature and studies

which are related to advertising and promotional techniques

of business firms. It will help readers to better

understand the study because important details about

marketing strategies are discussed in this chapter.

Related Literature:

Foreign:

According to Colby and Alkon (1991)cited by

Jandoneroetal. ,that promotion objectives are to

communicate the information , position products and control

the sales volume. They also pointed out that the use of

free samples; free trial of items and giving freebies could

contribute in the successful promotion of these products in

the establishments.

Proper use of promotional mix could result in the success

of the firms. Product availability involves getting the

attention of customers and increasing the potential of

buying process of the customer (Ehmke and Lusk, 2000)


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It is very important for a marketer or a business

owner to learn the concept of the advertising in order to

capture the interest of an individual with regard to the

companys products or services. The advertising message can

be seen in any place that is use to carry and display the

information about the companys offered services or product

(BrenKent 2008)

Then owner of the firm should produce integrated

marketing communication for an effective promotion. A firm

who produced new products may inform the consumer about

their offerings and discussed its benefits to their

potential customer (Perreault,Jr. William &Mccarthy, 2005)

cited by Jandonero 2014.

Promotions get harder as more companies clamour

to grab the customers increasingly divided attention

.Firms must communicate that they are good, credible, and

reliable in making their product (Kotler and Keller 2010)

cited by Jandonero et al.

Marketing managers use price-oriented promotions

such as coupons, rebates and price discounts to increase

sales and market share, entice trial and encourage brand

switching. Non-price promotions such as sweepstakes

,frequent user clots and premiums add excitement and value

to brand and may encourage brand loyalty(e.gaaker 1991


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;Shea ,1996)In addition , consumers like promotions. They

provide utilitarian benefits such as monetary savings,

added value, increased quality and convenience as well as

hedonic benefits such as entertainment, exploration and

self-expression (Chandon,Laurent and Wansink 1997)

Local:

Sales promotion is a marketing tool that gives price to

increase the product usage as an expansion of markets for

product or to introduce a new product(Mandoza, 2003) as

cited by Jandonero,et al. 2014

According to Republic Act 7394, sales promotion

means techniques intended for broad consumer participation

which contain promises of gain such as product, security

service or winning in contest game, tournament and other

similar competition which involve determination of winner/s

and which utilize mass media or other widespread media of

information.It also means techniques purely intended to

increase the sales, patronage and/or goodwill of a product.

According to Duncan 2002, the traditional

marketing mix consist of 4 Ps (product, price, place,

promotion) calls the four Cs or the new marketing mix.


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It has been established in literature that only

consumers with repeat purchases are profitable (Nagar,

2009) it is not every repeat purchase that is connected to

consumers commitment of a brand. However, consumers

commitment is important for a repeat purchase. Therefore,

business operators need to develop marketing programs that

will not only reinforce customers commitment but also

encourage repeat purchase.

Sales Promotion is marketing and communication

activities that change the price/value of a product or

service perceive by the target, thereby (1. Generating

immediate sales and 2.Altering long term brand value.

(Robinson 1998)

Related Studies:

Foreign:

Although anintegralcomponent of many marketing

communications strategies, relatively has been written all-

out the management of consumer sales promotions.Exploresa

framework that examines the relative and importance of key

factors on manager useof two consumer promotional tools;

coupons and lucky draws.The results show that brand


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managers use trade and consumer sales promotion more

extensively than media advertising but do not consider

sales promotion to be more effective in meeting objectives.

The current sample of Singaporean supermarkets managers

heavily favours price-oriented over non-price promotions.

Concludes that managerial use of sales promotions is

influenced primarily competition and short-term pressures.

The findings provide tentative support for the proposed

framework. (Chun Wah,Lee, April 2002)

In the study of Kola and Akinyele (2010) cited by

Jandonero et al.(2014) stated that advertising is effective

in providing information, creating awareness, and

generating interest of consumer towards the companys

offerings.

Generally it can be ascertained that only a few studies

aimed at the analysis of sales promotion technique in a

higher involvement product category and there is not such a

comprehensive study that would analyse the problem from

thedemand and supply side at the same time .(Keller

Veronika, March 2010)


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Local:

In extending knowledge in promotion mix is

generally considered to be more operative and informative

to the business foundation. It supported and looks forward

on what is the main concept of the provided information for

the business offerings. (Revillos, 2006) as cited by

Jandonero.

The study of Caniedo et al. (2003) had found out

that proper knowledge in promotional tools is of great help

in achieving the marketing objectives which leads to the

increase of costumers, and the loosening of tight

competition. It is also recommended that industry business

should give attention in informing their target market

about products innovating unique and different designs and

promoting products and services.

According to the study of Pascual (2007) as cited

by Robiso et al. (2012), managerial skills and knowledge in

promotion are needed for successful management of small

enterprises.

Meanwhile in the study of Domingo et al. (2012),

as cited by Jandonero, has a significantly related to the

personal profile of the owner which involve that male or


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female, young or matured are looking for something new in

promotion.

According to the study of Belen et al. (2007) as

cited in the study of Capales et al. (2013), most promotion

concerns were included in purchasing contracts to reduce

cost. It aims to minimize the cost of management but at the

same time, to offer customers the complete range of product

requested.


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Chapter II

RESEARCH METHODOLOGY

This chapter presents the methods that the researcher

was used in this study. These include the research design,

research instruments and their validation procedures, data

gathering procedures, and the statistical treatment of

data.

Research Design

The descriptive and quantitative research design was

used in this study since it involves recording,

interpretation, and analysis of conditions that exist. It

describes and deals on the knowledge of the owners in their

marketing strategies of fashion products to the customers

in Urdaneta City.

Subjects of the Study and Sampling Scheme

The subjects of this study were the fashion boutique

owners in Urdaneta City. According to Business Permit

Licensing Office, there were 25 registered fashion boutique

owners in Urdaneta City. Upon getting the list, the

researchers asked the permission to conduct the study

Marketing Strategies of Selected Fashion Boutique in


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UrdanetaCity.The researchers was used the purposive

sampling method which shows that the data gathered were

enough to prove the respondents knowledge in Marketing

Strategies.

Respondent of the study

Respondents Manager Customer/Clients

Selected fashion

boutiques

1.Girl Shoppe

2.Abeka

3.Rosett

4.Fashion Ville

5.Oxygen

6.Ninety nine point nine

7.Ditas

8.Value Best

9.Pay for Less

10.Bizzare

11.Kamiseta

12.Mossimo

13.Bopshop

14.NIKI fashion wear andaccessories

15.Mendrez Boutique

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Statistical Treatment of Data

The gathered data were tallied, analysed, and

interpreted in accordance with the problems posted in the

study. The following were the statistical tools used to

answer the specific problems of the study.


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Problem number 1 described the profile of the manager-

respondents in terms of a. personal profile: a1.sex,

a2.age, a3.civil status, a4.highest educational attainment,

and a.5 number of trainings and seminars attended; b.

personal profile of client respondents: b1.age, b2.sex,

b3.civil status, b4.Highest educational attainment and c.

profile of the business in terms of: c1.initial capital,

c2.number of employees, c3.years in operation, c4.type of

business organization, c5.average monthly sales, and c.6

location.

To answer the problem number 0ne (1) Percentage was

used as a statistical treatment.

Formula: Percentage (%) =f/N x 100

Where: f - stands for the frequency of responses

N Number of respondents

Problem number two (2) described the marketing strategies

practice by fashion boutiques in terms of; a. product, b.

price, c. place,d.promotion

To answer the problem number two (2)Weighted Meanwas used

as a statistical treatment.

Formula: WM = TWF/N

Where: WM weighted mean

TWF total weighted frequency


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Mean Values Descriptive Values

4.21-5.0 = Always practiced

3.41-4.20 = Often practiced

2.61-3.40 = Sometimes practiced

1.81-2.60 = Seldom practiced

1.0-1.80 = Never practiced

The number problem three (3) it described the significant

relationshipbetween managers and customers in marketing

strategies of selected fashion boutiques in Urdaneta City.

To answer the problem number 3, Pearson product-moment

coefficient of correlation was used as a statistical

treatment.

Formula:

r=nxy (x)(y)

ny- (y)nx- (x)

Where:

r Coefficient of correlation

X and y scores



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LEGEND:

Mean Values Descriptive Equivalent

0.91-1.00 Very high relationship

0.71-0.90 High relationship

0.41-0.70 Moderate relationship

0.21-0.40 Low relationship

0-0.20 Slight relationship

sample thesis chapter 1-2

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