ABSTRACT

We have made an extensive research and have come to this point after

analyzing all the data gathered through questionnaire that among the factors

associated with marketing practices the product is highly favored by the

customers of the different branches which we surveyed. The reasons behind why

the customers highly favored the product because of the quality and the taste of

the food. Most of the respondents were below 20 years old,female,have attained

or currently taking bachelor’s degree with monthly income of Php 10,000-30,000.

There are no significant differences among the factors associated in the

marketing practices of minute burger in Iloilo city in terms of product price place

and promotion when group accordingly to sex age socio economic status and

educational attainment . Therefore the researchers accept the null hypothesis

sating there is no significant differences between the variables that implies in

general respondent’s profile.

 ACKNOWLEDGEMENTS

The success of the study would not be achieved without the contribution of the

following important person that makes possible the successful completion of this

study.

First the God almighty, for his blessings and spiritual guidance that gave the

researcher the inner desire to complete this study;

Mr. Lucio T. Encio, for his invaluable advice, suggestion, and recommendation

for the improvement of this study;

Teresita E. Crucero, Dean of the College of Business and Accountancy of

Central Philippine University, for her invaluable support that motivated the

researcher to conduct this study;

Ms. Nelia G. Bonete, Head of the Business Administration Department for her

encouragement.

Ms. April Ann Banas, for the time and effort beyond request, has always been a

wonderful person, and for sharing her ideas.

Family, classmates and parents; for their financial and moral support that

inspired the researchers to complete their study.

FACTORS ASSOCIATED WITH MARKETING PRACTICES OF

MINUTE BURGER INC. IN ILOILO CITY

A Thesis
Presented to the Faculty of
the College of Business and Accountancy
Central Philippine University
Iloilo City

In Partial Fulfilment
of the Requirements for the Course
Business 412a- Applied Business Research

by

Mary Nicole L. Lomugdang

Kristel M. Badeo

Ma. Victoria Dinglasan

Karen Lusuego

Osborn Ervin G. Sierra

Micko D. Soldevilla

Joshua S. Supena

March 2017
 CHAPTER 1

INTRODUCTION

Background of the Study

Every customer shows inclination towards particular products and

services. Consumer interest is nothing but willingness of consumers to purchase

products and services as per their taste, need, and budget. As people become

busier than ever, eating outside the home has become extremely popular, thus

leading to increased competition among fast food chains.

Fast food chain industry is highly competitive and dominated by large

companies. Small-scale businesses should be more perceptive in developing

marketing strategies in order to attract greater consumer traffic. As a result, there

has been an increase in the number of fast food marketing strategies, as

companies seek to capture the highly profitable fast food market. (Fast food

Marketing, 2016)

The buying behaviour of a customer needs to be dissected in order to tell

why they make the purchases they make and what factors from our society, as

well as within themselves, influence them in their decision making. In this

manner, marketers can predict how consumers will respond to marketing

strategies. (Info Entrepreneurs, 2016

This particular topic was chosen due to the increasing competition in the

fast food industry. If fast food marketing is to be successful, then it has to focus
on the things that the customers are looking for. Through this, a fast food

company would be aware of what key customers want and would buy before

developing marketing and advertising strategies.

The objective of this study was to examine some of the influences such as

sex, age, socio-economic status, and educational attainment that greatly affect a

consumer’s willingness to patronize a fast food chain.

In addition, this study would research the factors associated with

marketing practices of a specific fast food chain in terms of product, place, price,

and promotion.

The researchers conducted this study to help in market segmentation by

determining and comparing the factors that affect the customer’s preference in

fast food to further evaluate and improve marketing strategies of small scale fast

food restaurant. The reason we conducted this study is that Minute Burger Inc. is

a business which gives a big impact to the world in terms of sales, income and

stability through it effective marketing strategy practices. It is one of the most

popular and stable burger company. From its organized facilities and utilities to

well trained employees, this business will carry on and continue to grow wider

and give birth to more branches.

With these reasons, customers of Minute Burger at Iloilo City were studied

as to their inclination towards the products of the company. The respondents’

decision tends to vary according to factors such as price, place, quality, and

social status. This study also determined the factors associated with marketing
practices of Minute Burger Inc. in Iloilo City are effective in attracting more

patrons. (Research Gate, 2016)

Objectives of the study

This study was conducted to determine the factors associated with marketing

practices of Minute Burger Inc. in Iloilo City for the year 2016-2017.

Specifically this study aimed to:

1. describe the profile of the respondents.

2. describe the factors associated with marketing

practices of Minute Burger Inc. in Iloilo City in terms of product, place, price and

promotion when respondents are taken as a whole and when grouped according

to sex, age, socio-economic status and educational attainment.

3. determine if there are significant differences in the factors associated

with marketing practices of Minute Burger Inc. in Iloilo City in terms of product,

price, place and promotion and when respondents are grouped according to age,

sex, socio-economic status and educational attainment.

4. determine if there are significant relationships in the factors associated

with marketing practices of Minute Burger Inc. in Iloilo City in terms of product,

price, place and promotion and when respondents are grouped according to age,

sex, socio-economic status and educational attainment.

Hypothesis

There are no significant differences in the factors associated with marketing

practices of Minute Burger Inc. in Iloilo City in terms of product, price, place and
promotion when respondents are grouped according to age, sex, socio-economic

status and educational attainment.

There are no significant relationships in the factors associated with marketing

practices of Minute Burger Inc. in Iloilo City in terms of product, price, place and

promotion when respondents are grouped according to age, sex, socio-economic

status and educational attainment.

Theoretical and Conceptual Framework

Marketing deals with the activities that you carry out to promote and grow your

business. This involved a wide spectrum of activities like researching,

advertising, publicity, sales pitching, distribution, merchandising etc. It is highly

important for the companies to market their services. To put in a simpler format,

these activities identified the potential leads and customers that supported the

growth of the business. It could be a daunting task if the business is not

understood and when the target audiences are wrongly identified. All the efforts

might go in vain if the fundamentals are not understood properly.

There are more numbers of competitors in every business arena and it is

tough to reach out to the audience. The companies have to employ efficient and

strategic marketing area ideas to stand out from the crowd. This emphasizes the

importance to hire smart marketers into the team. The marketing plans need to

address the requirements of the customers.

Marketing mix is the set of tools that the firm uses to pursue its marketing

objectives in the target market. Marketing mix also refers to as marketers’

controllable tools are variables which marketers can control in order to achieve

desired market reactions towards their product offerings at a particular in time.

Marketing mix is also the mixture of controllable marketing variable that the firm

uses to pursue the sought level of sales in the target market.(Kotler, 2000)

Product is the set of all product lines and items that a particular seller offers for

the sale to buyers. It’s also involves the designing, labelling, deciding upon its

look, functionality, and how it can be used by the customer. (Kotler 2000) A

product can be either a tangible good or an intangible service that fulfils a need

or want of costumers. Whether you sell custom pallets and wood products or

provide luxury accommodations, it’s imperative that you have a clear grasp of

exactly what your product is and what makes it unique before you can

successfully market it. (Neil Borden, 2014) A product is an item that is built or

produced to satisfy the needs and wants of a certain group of people. The

product can be intangible or tangible as it can be in the form of services or

goods. (Jerome McCarthy, 2001)

Price the price is fixed based on the number of features, distinguished features,

price of the similar products in the market and the customer behaviour and their

spending, nature when it comes to this product. The pricing should be affordable

for a common man and should be on par with the prices of the competitor

products. (Kotler 2000) The amount a customer pays for the product. The price is

very important as it determines the company’s profit and hence, survival.

Adjusting the price has a profound impact on the marketing strategy and

depending on the price elasticity of the product; often it will affect the demand
and sales as well. The marketer should set a price that complements the other

elements of the marketing mix.

Place is a factor that will make sure that the product is available at the right place

and at the right time. It is very important to have a proper channel of distribution

in order to make sure the product reaches the end customer without any delay.

(Kotler 2000) This is the decisions about where to sell the product or concerns

about where the customers are and how to get to them. It is an online context

and can also mean Domain Name. (witiger.com, 2016) Place decisions outline

where the product is sold and how it is delivered to the market. (Investopedia,

2016) It refers to the point of sale. In every industry, catching the eye of the

consumer and making it easy for her to buy it is the main aim of a good

distribution or ‘place’ strategy. (The Economic Times, 2016) To evaluate what the

ideal locations are to convert potential clients into actual clients.

(purelybranded.com, 2016)

Promotion plays a vital role in taking the product to the customers. In this stage it

involved such as advertising, branding, sakes promotion, and public relations. It

will help the team to adopt the right kind of channel and message to reach the

target audience. Promotion compasses all the tools in the marketing mix whose

major role is persuasive communications. (Kotler 2000) Promotions refer to the

entire set of activities, which communicate the product, brand or service to the

user. The idea is to make people aware, attract and induce to buy the product, in

preference over others. (Jerome McCarthy, 2014) This is planned to identify

where, when and how advertising, personal selling, sales promotion and direct
 marketing tactics will be used to support sales and branding. Comprises

communications tactics used to educate consumers, differentiate brands and

increase demand. (Boundless.com, 2016)

The paradigm illustrates the conceptual framework, the dependent

variables are the marketing strategies in term of 4p’s; product, price, place,

promotion.

Research Paradigm

Independent Variables Dependent Variables

Profile of the respondents Marketing strategies in

terms of 4p’s
 Sex
 Age  Product
 Socio-economic  Place
status  Price
 Educational  promotion
attainment

Fig 1. A schematic diagram showing the dependent variables

Definition of Terms

The following terms are defined conceptually and operationally for the

purpose of clarity and understanding.

Age.It is the length of time that a person has lived. (Macmillan Dictionary, 2009)
In this study, age is defined as the number of years a person has lived and in this

study respondents will be categorized as below 20, 20-30, 31-40, and above 40.

Educational Attainment. This refers to the highest level of education completed

by a person. (OECD, 2012)

In this study, educational attainment refers to level of education that the customer

completed as college graduate, masteral graduate, and doctorate graduate.

Minute Burger. This is a multi-store franchise. The profitability of its system has

been designed to work the best withat least three (3) stores and a maximum of

five (5) stores. (Minuteburger.com)

In this study, Minute Burger is the business establishment that was observed for

its marketing strategy practices.

Marketing practices. It is an organization’s strategy that combines all of its

marketing goals into one comprehensive plan (Business Dictionary, 2016).

In this study, Marketing Strategies refer to a wide array of skills activities and

promotional gimmicks that ultimately highlights the product being promoted in

order to gain profit.

Place. It is an area, building, or space that is used for or appropriate for a

particular purpose (Macmillan Dictionary, 2009).

In this study, place refers to the site or the branch location of Minute Burger.

Price. It is a value, cost or amount of money for which something is sold.

(Cambridge Dictionary, 2016)

In this study, price refers to the value of the merchandise being sold by Minute

Burger. This is subjected to changes depending on different factor such as

promotions, new product releases or other relevant marketing strategies.

Product. It is a good, service or idea consisting of a bundle of tangible and

intangible attributes that satisfies costumers. (Marketing91, 2016)

In this study, product refers to the goods being sold by the Minute Burger to the

consumer at a value or cost.

Promotion. This is an advancement that entails the features via advertising

and/or a discount price of a particular product or service. (Investopedia, 2016)

In this study, promotion refers to activities information dissemination of Minute

Burger that helps in attracting consumers.

Sex. This refers to the two main categories into which humans and many other

living things are divided on the basis on their reproductive functions. (Oxford

University Press, 2016)

In this study, sex refers to the consumer’s biological gender. The

consumers will be categorized between the two sexes: male and female.

Socio-Economic status. This is an individual’s group’s position within

hierarchical social-culture ( Houghton Mifflin, 2005).

In this study, socio-economic status refers to the person’s economic

standing base on his/her life, prestige and control of resources. It was measured

and categorized according to its monthly income below 10,000, 10,000- 20,000,

21,000-30,000 and above 30,000.

Significance of the Study

The results of the study were beneficial to the following:

Franchisor. The owner of the company would be able to know if there is

something in need to change in the system of the business for more effective

marketing and this will provide a better insight if ever the franchisee seeks for

assistance.

Franchisees. It is also significant for the franchisees of the small business

because they can be able to identify their business’ weakness and strength and

find a solution on how to solve problem that they may encounter in future.

Entrepreneurs. It is significant to entrepreneurs because it will allow them to

develop and estimates the future of their company.

Customers. It is also useful for the customers because it will give them

information and knowledge how the marketing staff to introduce or to market the

products to Minute Burger.

Researchers. The researchers have known the marketing strategy practices of

the business and provided them insights about the effectiveness to the

costumers.

Other Researchers. It is useful for market researcher because they can identify

a right kind of customers upon whom the product is targeted.

Scope and Limitations of the Study

The study was focused on comparing the factors associated with

marketing practices of Minute Burger Inc. in Iloilo City and which marketing

strategy customers most respond to. This study was conducted to determine the
factors associated with marketing practices of Minute Burger Inc. in Iloilo City as

perceived by the costumers during the date that data were gathered for the year

2015-2020. The respondents of the study were the customers of the Minute

Burger Inc. in Iloilo Citycategorized according to age as below 20, 20-30, 31-40,

and above 40, sex, socio-economic status as employed, unemployed or student

and the educational attainment if completed as college graduate, masteral

graduate, and doctorate graduate. The aspects that were looked into are the

qualifications of product,

Their methods and strategies being done and which are more effective for the

product to comply the needs of the customers.

The results were based on the number of customers of a Minute Burger branch

and their reason for purchasing products in their patronized branch. A

questionnaire was utilized for data gathering. This study was limited to comparing

the factors associated with marketing practices and customer responses of each

Minute Burger Inc. branch in Iloilo City. Descriptive statistics was analyzed using

statistical tools, such as the mean, standard deviation, frequency and

percentage, with the level of significance of 5% or 0.05 and inferential statistics

was analyzed using different statistical tests.

 CHAPTER 2

REVIEW OF RELATED LITERATURE

Minute Burger History

In 1982 when Minute Burger joints were mushrooming at prime locations

in the metropolis, this burger store has been the go-to-place of regular men and

women on the street for their tasty fast food fix. It started with a mobile store at a

gasoline station in Pasig City, the yellow and orange Minute Burger snack stands

instantly became a hit for its quality burgers. They offer affordable food business

concepts to many entrepreneurs and provided job availability in the country.

For almost three decades now, Minute Burger has been developing and

making the best burgers and yet they are still continuing to make delicious

burgers to every Filipino. It became even more accessible when it adopted the

mobile cart store design, ventured into the neighborhood streets of Metro Manila

and opened its stores 24/7. Minute Burger belongs to the food service division of

Leslie Corp., a manufacturing company known for its product brand, Clover

Chips. It started as a company-owned chain and then started franchising in 2003.

Now, Minute Burger has grown to a stable fast food chain with over 150

franchisees and 370 stores. (http://www.minuteburger.com)

Marketing Practices

Marketing is the science and art of exploring, creating and delivering value

to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled

needs and desires. It measures, defines and quantifies the size of the identified

market and the profit potential. It pinpoints which of the segments of the company

is capable of serving best and it designs and promotes the appropriate products

and services. Marketing strategy is sorting out who your audience actually is, and

the finding out what has meaning for them. It is a process that can allow an

organization to concentrate its limited resources on the greatest opportunities to

increase sales and achieve a sustainable competitive advantage. A marketing

strategy is most effective when it is an integral component of corporate strategy,

defining how the organization will successfully engage customers, prospects, and

competitors in the market arena corporate strategies, corporate missions, and

corporate goals. As the customer constitutes the source of a company’s revenue,

marketing strategy is closely linked with sales. A key component of marketing

strategy is often to keep marketing in line with a company’s overarching mission

statement.

The study and practice of marketing have broadened considerably, from

an emphasis on marketing as a functional management issue, to wider focus on

the strategic role of marketing in overall corporate strategy (e.g,Kotler, 2000;

sudharshan,1995). This broadening of the marketing concept, to include strategic

as well as operational decisions, has resulted in an overlap between marketing

and strategic management. Managers around the globe are recognizing the

increasing importance for the firm to develop marketing strategies to compete

effectively in worldwide markets. The emergence of a more open world economy,

the globalization of consumers tastes and the development of a worldwide

commercial web all have increased the interconnections of markets across the

globe.

Marketing mix is the set of tools that the firm uses to pursue its marketing

objectives in the target market. Marketing mix also refers to as marketers

controllable tools are variables which marketers can control in order to achieve a

desired market reactions towards their product offering at a particular point in

time. (Kotler, 2000)

Product.

This is the first and foremost to be considered in mind. The company will try to

sell its products or its services. The designing, labelling, functionality and how it

can be used by the customers will determined by the team of marketers. A

thorough market research is required from where the above said information can

be collected. It is based upon this information; the marketing strategies should be

derived.

The marketing department should constantly analyze the needs and

requirements of the customers which might change from time to time. All these

inputs should be collected at regular intervals and should be used while coming

up with new marketing plans. The product functionality can be altered or extra

service might be offered depending upon the inputs from market research team.

Price.

The second important thing to be considered is the price of the product or the

amount of money charged for a product or service. Price is the element of the

marketing mix that is stable in certain period but at one moment the price might
be increase or decrease and price become as the single element that revenue

from the selling. Price is also a measure of value. So long as they are not

artificially controlled, prices provide an economic mechanism by which goods and

services are distributed among the large number of people desiring them. They

also act as indicators of the strength of demand for different products and enable

producers to respond accordingly. This creates sales revenue - all the others are

costs. The price of an item is clearly an important determinant of the value of

sales made. In theory, price is really determined by the discovery of what

customers perceive is the value of the item on sale.

Place.

Place is an area, building, or space that is used for or appropriate for a particular

purpose. The various the company undertakes to make the product accessible

and available to target costumer. Place in the marketing mix refers to the

channel, or the route, through which goods move from the source to the final

user. Place could be the intermediaries, distributors, wholesalers and retailers. It

also refers to the placement of the product on a store's display or where a

product is showcased on a web page.

Promotions.

Promotion is an advancement that entails the features via advertising and/or a

discount price of a particular product or service. An activity to support the

customer acquiring program whom willing to buy the company’s goods or service .

This includes advertising, public relations and promotional strategy. This ties into

the other three Ps of the marketing mix, as promoting a product shows

consumers why they need it and why they should be willing to pay a certain price

for it. Promotions refer to the entire set of activities, which communicate the

product, brand or service to the user. The idea is to make people aware, attract

and induce to buy the product, in preference over others.

Synthesis

Minute Burger has been serving quality burgers to the Filipinos for almost

three decades. It is wonderful to see Minute Burger opening opportunities to us

Filipinos to take great advantage of our market. It started with a mobile store and

became a hit for its quality burgers. Now, Minute Burger has grown to a stable

fast food chain with over 150 franchisees and 370 stores. Marketing strategy is

sorting out who your audience actually is, and the finding out what has meaning

for them. It is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage. Corporate strategy is the defining how the

organization will successfully engage customers, prospects, and competitors in

the market arena corporate strategies, corporate missions, and corporate goals.

It’s shows here through marketing mix; you can distinguish the 4p's which is

product, price, place and promotion of the study and how you can completely

identify what needs to be improved. There is always a proper channelling in its

business and a strategy to completely satisfy the needs not only to the employee

but also to the owner. A fully equipped business is a very satisfied customer.
 CHAPTER 3

METHODOLOGY

Research Design

A descriptive research design was used for this study that involved the

demographic factors such as age, sex, socio-economic status, educational

attainment and residence and the effectiveness of the marketing strategy

practices among minute burger branches in terms of product, price, place and

promotion.

Descriptive research is conclusive in nature, as opposed to exploratory. This

means that descriptive research gathers quantifiable information that can be

used for statistical inference on your target audience through data analysis.

(Fluidsurveys, 2016)

Respondents of the Study

The study had 40 respondents directly from the Minute Burger customers

of each chosen branches in Iloilo City. The proponent had come up with a set of

carefully prepared and ordered questions for the customers as respondents

having different representatives from each branch. We gathered data starting

from 9 o’clock in the morning until 1 o’clock in the afternoon within 3 days. The

branches where we conducted our study were limited to 4 due to many branches

of Minute Burger Inc. in Iloilo City. These branches are in Lapaz, Jaro, Quintin

Salas and Mandurriao.

Quota sampling method was used. Quota sampling refers to selection with

controls, ensuring that specified numbers are obtained from each specified.
Quota sampling is a non-probability sampling technique wherein the

assembled sample has the same proportions of individuals as the entire

population with respect to known characteristics, traits or focused phenomenon.

Data Gathering Instrument

The data gathering tools used in this study was the researcher made

questionnaire. The researcher made questionnaire was subject of validation by

the research adviser. A questionnaire is a list of research or survey questions

asked to respondents, and design to extract specific information (Business

Dictionary, 2016).

Part I, contains about the personal information such as age, sex, socio-economic

status, educational attainment.

Part II, contains to questionnaire proper. This questionnaire was designed to

determine the factors associated with marketing practices of Minute Burger INC

in Iloilo City In terms of product, price, place, and promotion.

The following scales where used to guide the respondents in answering the

questionnaire.

Numerical Scale Description

5 Strongly Agree

4 Agree

3 Moderately Agree

2 Disagree

1 Strongly Disagree

Mean Interpretation

4.21-5.00 Highly Effective

3.41-4.21 Effective

2.61-3.40 Moderately Effective

1.81-2.60 Less Effective

1.00-1.80 Not Effective

Data Gathering Procedure

The data for this research were collected using a survey questionnaire.

The survey was created using suitable questions modified from related research

and individual questions formed by the researcher. The survey was comprised of

20 questions for the 4P's: Product, Price, Place, and Promotion and questions
about customer's personal information, Likert scale was used to determine if the

respondent agreed or disagreed in a statement. After the professor validated the

questionnaire, this where distributed to the customer of Minute Burger within

Iloilo City. The researchers assured confidentiality of their survey sheets since

the identities are not important. The researchers also understood that people's

consciousness may also affect their honesty and effectiveness in answering the

survey, and so, the researchers gave people the option of being anonymous.

Participants were given time to respond and then the researchers collected the

survey questionnaires after answering. There were no incentives offered for

participating in the research.

Content Validity of the Questionnaire

Content validation was used to determine the validity of the questionnaire.

A copy of the questionnaire was submitted to the research adviser to be

validated by a panel of three experts in the respective field control. Comments

and suggestions of the adviser and valuators were considered in the revision of

the in the revision of the instrument.

After the draft of the questionnaire has been prepared it was submitted to

research adviser for correction and suggestion. The questionnaire was checked

by the three experts in the field related to their present study, who evaluated on

the text and the items included to the rating sheet.

After corrections and suggestions, the rating sheet was subjected to

reliability and item analysis testing.

Reliability of the Questionnaire

After correction and modification were done, this was checked again and

approved by Adviser. After approval; pre-test was done,this was administered to

40 respondents to determine the reliability.

The Cronbach’s alpha was used in determining the reliability coefficient of

the instrument. The instrument must have an alpha coefficient at least 0.70 to be

considered reliable (Pallant, 2006).

Statistical Data Analysis

Specifically the study was conducted to determine the effectiveness of

marketing strategy practices by Minute Burger within Iloilo City. The data

gathering for the study were subjected to certain statistical treatment.

Mean was used to described the level of effectiveness of marketing

strategy practices of Minute Burger within Iloilo City in terms of 4P's when

respondents as a whole and when grouped according to age, sex, socio-

economic status, and educational attainment.

Kruskal-Wallis H test (sometimes also called the "one-way ANOVA on

ranks") is a rank-based nonparametric test that can be used to determine if there

are statistically significant differences between two or more groups of an

independent variable on a continuous or ordinal dependent variable. It is

considered the nonparametric alternative to the one-way ANOVA, and an

extension of the Mann-Whitney U test to allow the comparison of more than two

independent groups. (en.wikipedia.org 2016)

 Z-test is a statistical test used to determine whether two population

means are different when the variances are known and the sample size is large.

The test statistic is assumed to have a normal distribution, and nuisance

parameters such as standard deviation should be known for an accurate z-test to

be performed. (Investopedia.LLC., 2016).

Chi-squared test also written to as test, is any statistical hypothesis

test wherein the sampling distribution of the test statistic is a chi-squared

distribution when the null hypothesis is true. chi-squared test is a test in which

this is asymptotically true, meaning that the sampling distribution (if the null

hypothesis is true) can be made to approximate a chi-squared distribution as

closely as desired by making the sample size large enough. (en.wikipedia.org

2016)

Standard deviation is a measure of the dispersion of a set of data from its

mean (Investopedia.LLC., 2016). These were used to determine the

homogeneity and heterogeneity of the groups.

 References

Kotler, P. and Keller, K. L. (2009). Marketing Management (13th ed) (p. 789).

New Jersey: Pearson

Culliton, J. W. (2016). The Management of Marketing Costs.

Borden, N. H. (1942). The Economic Effects of Advertising.

Mifflin, H.( 2005). The American Heritage. New Dictionary of Cultural Literacy,

(p. 78). Third Edition.

Minute Burger, (2014).(http://www.minuteburger.com/).

FluidSurveys Team. (2016). Response Analysis. (http://www.Fluidsurveys.com)

Pallant, J. (2006). SPSS Survival Manual: A Step by Step Guide Using Data

Analysis, (p. 98). 4th Edition.

Investopedia. (2016). http://www.investopedia.com/z-test.asp

The Economic Times (2016). http://economictimes.indiatimes.com/m/marketing-

mix/articleshow/20473869.cms

Purelybranded.com (2016).http://www.purelybranded.com/insights/the-four-ps-of-

marketing/

Boundless.com.(2016).https://www.boundless.com/marketing/textbooks/boundle

ss-marketing-textbook/integrated-marketing-communications-12/the-promotion-

mix-83/sales-promotion-415-10910/
 FACTORS ASSOCIATED WITH MARKETING PRACTICES OF

MINUTE BURGER INC. IN ILOILO CITY

SURVEY QUESTIONNAIRE
Profile Respondents

Instruction:

Please supply the requested information by [√] on the box provided for your

answer.

Name (Optional) _____________________________ Date:_________

Branch:_________

1. Age 3. Socio Economic Status

[ ] Below 20 [ ] Below 10,000

[ ] 20-30 [ ] 21,000-30,000

[ ] 30-40 [ ] 31,000-40,000

[ ] above 40 [ ] above 40,000

2. Sex 4. Educational Attainment

[ ] Male [ ] College Degree

[ ] Female [ ] Masteral Degree

[ ] Doctorate Degree

Part II – Questionnaire Proper

This questionnaire designed to determine the factor associated with marketing

practices of Minute burger INC. in Iloilo City . Your answer to the questions below will be

very valuable to the completion of the said study. Thank you very much, God Bless!
 27

Please answer all the items by checking (√) the appropriate column based on the
following criteria:

5 – Strongly Agree 3 – Moderately Agree 1 – Strongly Disagree

4 – Agree 2 – Disagree

Category 5 4 3 2 1

A. Product

1. The food has a good quality.

2. The food or product taste good

3. The availability of various products at different

sizes or serving is just right for the customers.

4. The food is pleasing to the eye.

5. The texture of the burger is not too soggy.

B. Price

1. The price of the product is affordable.

2. The price of the product is worth every peso.

3. The price of the product suits the budget of

customers.
4. The price of the product is relatively cheaper than
the price of other competitors

5. The value of food meets the standard of its price.

 2

C. Place 5 4 3 2 1

1. The area is well-ventilated

2. The place is clean and well maintained.

3. The ambiance of the place makes me

feel comfortable
4. The establishment is accessible

5. The place is wide enough to

accommodate certain amount of
customers.
D. Promotion

1. The company is known through the

words of mouth of their loyal customers.

2. The company offers freebies and

coupons from company.

3. The company gives discounts on

selected products.

4. The company upgrades their product

regularly.

5. The company’s promotional activities

are done through social media (e.g.

Facebook, Twitter, Instagram).

 3

Chapter 4

Result and Discussion

This chapter presents the results of our analysis. The results are

presented in table form. The results displayed include the profile of respondents

their level of agreement through Product, Price, Place, and Promotion. The

results are derived from cross analysis using Chi-square analysis.

Profile of the Respondents

Table 1 shows the respondents in terms of age, sex, socio-economic

status and educational attainment.

Age. (38.7%) of our respondents were from ages 20 and below, other (32.0%)

respondents belong to ages 31-40, while other respondents (21.3%) above 40

and below and (8.0%) list of respondents below 21-30.

Sex. Nearly half (54.7%) were female and the rest (45.3%) were male.

Socio economic Status. Most of the respondents (52.7%) earn Php 10,000-

30,000.

Educational attainment. Half (57.3%) of the respondents are in Bachelor’s

degree, (29.3%) of the respondents are in Masteral Degree, while (13.3%) of the

respondents are in Doctorate Degree.

 4

Table 1. Profile of the Respondents

Profile of the Respondents f %

Age
20 and below 58 38.7
21-30 12 8.0
31-40 48 32.0
Above 40 32 21.3
Total 150 100.0

Sex
Male 68 45.3
Female 82 54.7
Total 150 100.0

Socio Economic Status

Below 10,000 29 19.3
10,000-30,000 79 52.7
Above 30,000 42 28.0
Total 150 100.0

Educational Attainment
Bachelor degree 86 57.3
Masteral degree 44 29.3
Doctorate degree 20 13.3
Total 150 100.0
 5

Table 2. Factors Associated with Marketing Strategies

Factors of Marketing Practices Mean Std. Deviation

Product 4.2000 .81794

Price 3.9947 .81920

Place 3.9587 .82497

Promotion 3.5333 .97730

Frequency Table 3

Product
Cumulative
Frequency Percent Valid Percent Percent
Valid Disagree 3 2.0 2.0 2.0
moderately agree 20 13.3 13.3 15.3
Agree 61 40.7 40.7 56.0
strongly agree 66 44.0 44.0 100.0
Total 150 100.0 100.0

Price
Cumulative
Frequency Percent Valid Percent Percent
Valid Disagree 4 2.7 2.7 2.7
moderately agree 33 22.0 22.0 24.7
Agree 81 54.0 54.0 78.7
strongly agree 32 21.3 21.3 100.0
Total 150 100.0 100.0
 6

Place
Cumulative
Frequency Percent Valid Percent Percent
Valid disagree 4 2.7 2.7 2.7
moderately agree 34 22.7 22.7 25.3
agree 66 44.0 44.0 69.3
strongly agree 46 30.7 30.7 100.0
Total 150 100.0 100.0

Promotion
Cumulative
Frequency Percent Valid Percent Percent
Valid strongly disagree 5 3.3 3.3 3.3
disagree 22 14.7 14.7 18.0
moderately agree 52 34.7 34.7 52.7
agree 47 31.3 31.3 84.0
strongly agree 24 16.0 16.0 100.0
Total 150 100.0 100.0

Crosstabs

Product * age

Crosstab
age
20 and below 21-30 31-40 above 40 Total
Product Disagree Count 1 1 0 1 3
% within age 1.7% 8.3% 0.0% 3.1% 2.0%
moderately agree Count 10 3 6 1 20
% within age 17.2% 25.0% 12.5% 3.1% 13.3%
Agree Count 24 4 20 13 61
% within age 41.4% 33.3% 41.7% 40.6% 40.7%
strongly agree Count 23 4 22 17 66
% within age 39.7% 33.3% 45.8% 53.1% 44.0%
 7

Total Count 58 12 48 32 150

% within age 100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square= 43.8% Significant= 0.843

Price * age

Crosstab
age
20 and below 21-30 31-40 above 40 Total
Price disagree Count 0 0 2 2 4
% within age 0.0% 0.0% 4.2% 6.3% 2.7%
moderately agree Count 16 4 9 4 33
% within age 27.6% 33.3% 18.8% 12.5% 22.0%
agree Count 28 5 31 17 81
% within age 48.3% 41.7% 64.6% 53.1% 54.0%
strongly agree Count 14 3 6 9 32
% within age 24.1% 25.0% 12.5% 28.1% 21.3%
Total t 58 12 48 32 150
% within age 100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square= 37.5% Significant= 1.40

Place * age

Crosstab
age
20 and below 21-30 31-40 above 40 Total
Place disagree Count 0 2 1 1 4
% within age 0.0% 16.7% 2.1% 3.1% 2.7%
moderately agree Count 16 3 9 6 34
% within age 27.6% 25.0% 18.8% 18.8% 22.7%
agree Count 26 5 23 12 66
% within age 44.8% 41.7% 47.9% 37.5% 44.0%
strongly agree Count 16 2 15 13 46
% within age 27.6% 16.7% 31.3% 40.6% 30.7%
Total Count 58 12 48 32 150
% within age 100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-square= 37.5% Significant= 0.686
 8

Promotion * age

Crosstab
Age
20 and below 21-30 31-40 above 40 Total
Promotion strongly disagree Count 2 3 0 0 5
% within age 3.4% 25.0% 0.0% 0.0% 3.3%
disagree Count 11 2 5 4 22
% within age 19.0% 16.7% 10.4% 12.5% 14.7%
moderately agree Count 21 3 17 11 52
% within age 36.2% 25.0% 35.4% 34.4% 34.7%
agree Count 20 3 16 8 47
% within age 34.5% 25.0% 33.3% 25.0% 31.3%
strongly agree Count 4 1 10 9 24
% within age 6.9% 8.3% 20.8% 28.1% 16.0%
Total Count 58 12 48 32 150
% within age 100.0% 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 45.0% Significant = 0.047

Product * branch

Crosstab
branch
Isidro Quintin Salas Molo Total
Product disagree Count 1 2 0 3
% within branch 2.0% 4.0% 0.0% 2.0%
moderately agree Count 4 16 0 20
% within branch 8.0% 32.0% 0.0% 13.3%
agree Count 23 18 20 61
% within branch 46.0% 36.0% 40.0% 40.7%
 9

strongly agree Count 22 14 30 66

% within branch 44.0% 28.0% 60.0% 44.0%
Total Count 50 50 50 150
% within branch 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 25.0% Significant = 0.067

Price * branch

Crosstab
branch
Quintin
Isidro Salas Molo Total
Price Disagree Count 0 4 0 4
% within 0.0% 8.0% 0.0% 2.7%
branch
moderately Count 8 19 6 33
agree % within 16.0% 38.0% 12.0% 22.0%
branch
Agree Count 32 18 31 81
% within 64.0% 36.0% 62.0% 54.0%
branch
strongly agree Count 10 9 13 32
% within 20.0% 18.0% 26.0% 21.3%
branch
Total Count 50 50 50 150
% within 100.0% 100.0% 100.0% 100.0%
branch
Chi-Square Tests: Chi-Square = 25.0% Significant = 0.498
 10

Place * branch

Crosstab
branch
Isidro Quintin Salas Molo Total
Place disagree Count 0 4 0 4
% within branch 0.0% 8.0% 0.0% 2.7%
moderately agree Count 9 13 12 34
% within branch 18.0% 26.0% 24.0% 22.7%
agree Count 28 18 20 66
% within branch 56.0% 36.0% 40.0% 44.0%
strongly agree Count 13 15 18 46
% within branch 26.0% 30.0% 36.0% 30.7%
Total Count 50 50 50 150
% within branch 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 25.0% Significant = 0.907

Promotion * branch

Crosstab

branch

Isidro Quintin Salas Molo Total

Promotion strongly disagree Count 1 3 1 5

% within branch 2.0% 6.0% 2.0% 3.3%

disagree Count 3 8 11 22

% within branch 6.0% 16.0% 22.0% 14.7%

moderately agree Count 13 18 21 52

% within branch 26.0% 36.0% 42.0% 34.7%

agree Count 21 17 9 47

% within branch 42.0% 34.0% 18.0% 31.3%

strongly agree Count 12 4 8 24

% within branch 24.0% 8.0% 16.0% 16.0%

 11

Total Count 50 50 50 150

% within branch 100.0% 100.0% 100.0% 100.0%

Chi-Square Tests: Chi-Square = 20.0% Significant = 0.064

Product * sex

Crosstab
sex
male female Total
Product disagree Count 2 1 3
% within 2.9% 1.2% 2.0%
sex
moderately Count 8 12 20
agree % within 11.8% 14.6% 13.3%
sex
agree Count 29 32 61
% within 42.6% 39.0% 40.7%
sex
strongly agree Count 29 37 66
% within 42.6% 45.1% 44.0%
sex
Total Count 68 82 150
% within 100.0% 100.0% 100.0%
sex
Chi-Square Tests: Chi-Square = 25.0% Significant = 2.433

Price * sex

Crosstab
sex
male female Total
Price disagree Count 2 2 4
% within sex 2.9% 2.4% 2.7%
 12

moderately agree Count 15 18 33

% within sex 22.1% 22.0% 22.0%
agree Count 34 47 81
% within sex 50.0% 57.3% 54.0%
strongly agree Count 17 15 32
% within sex 25.0% 18.3% 21.3%
Total Count 68 82 150
% within sex 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 25.0% Significant = 2.155

Place * sex

Crosstab
sex
male female Total
Place disagree Count 4 0 4

% within sex 5.9% 0.0% 2.7%

moderately agree Count 16 18 34
% within sex 23.5% 22.0% 22.7%
agree Count 28 38 66
% within sex 41.2% 46.3% 44.0%
strongly agree Count 20 26 46
% within sex 29.4% 31.7% 30.7%
Total Count 68 82 150

% within sex 100.0% 100.0% 100.0%

Chi-Square Tests: Chi-Square = 25.0% Significant = 0.480

Promotion * sex

Crosstab
sex
male female Total
Promotion strongly disagree Count 3 2 5
% within sex 4.4% 2.4% 3.3%
disagree Count 9 13 22
 13

% within sex 13.2% 15.9% 14.7%

moderately agree Count 27 25 52
% within sex 39.7% 30.5% 34.7%
agree Count 18 29 47
% within sex 26.5% 35.4% 31.3%
strongly agree Count 11 13 24
% within sex 16.2% 15.9% 16.0%
Total Count 68 82 150
% within sex 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 20.0% Significant = 1.874

Product * status

Crosstab
status
10,000-
below 10,000 30,000 above 30,000 Total
Product disagree Count 0 2 1 3
% within status 0.0% 2.5% 2.4% 2.0%
moderately agree Count 2 12 6 20
% within status 6.9% 15.2% 14.3% 13.3%
agree Count 12 35 14 61
% within status 41.4% 44.3% 33.3% 40.7%
strongly agree Count 15 30 21 66
% within status 51.7% 38.0% 50.0% 44.0%
Total Count 29 79 42 150
% within status 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 33.3% Significant = 1.820

Price * status

Crosstab
status
below 10,000 10,000-30,000 above 30,000 Total
Price disagree Count 0 1 3 4
% within status 0.0% 1.3% 7.1% 2.7%
 14

moderately agree Count 7 18 8 33

% within status 24.1% 22.8% 19.0% 22.0%
agree Count 13 43 25 81
% within status 44.8% 54.4% 59.5% 54.0%
strongly agree Count 9 17 6 32
% within status 31.0% 21.5% 14.3% 21.3%
Total Count 29 79 42 150
% within status 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 25.0% Significant = 0.620

Place * status

Crosstab
status
below 10,000 10,000-30,000 above 30,000 Total
Place disagree Count 1 2 1 4
% within status 3.4% 2.5% 2.4% 2.7%
moderately agree Count 6 20 8 34
% within status 20.7% 25.3% 19.0% 22.7%
agree Count 13 34 19 66
% within status 44.8% 43.0% 45.2% 44.0%
strongly agree Count 9 23 14 46
% within status 31.0% 29.1% 33.3% 30.7%
Total Count 29 79 42 150
% within status 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 25.0% Significant = 2.67

Promotion * status

Crosstab
status
10,000- above
below 10,000 30,000 30,000 Total
Promotion strongly disagree Count 4 1 0 5
 15

% within status 13.8% 1.3% 0.0% 3.3%

disagree Count 6 11 5 22
% within status 20.7% 13.9% 11.9% 14.7%
moderately Count 8 30 14 52
agree % within status 27.6% 38.0% 33.3% 34.7%
agree Count 7 26 14 47
% within status 24.1% 32.9% 33.3% 31.3%
strongly agree Count 4 11 9 24
% within status 13.8% 13.9% 21.4% 16.0%
Total Count 29 79 42 150
% within status 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 33.3% Significant = 0.194

Product * education

Crosstab
Education
bachelor masteral doctorate
degree degree degree Total
Product disagree Count 2 1 0 3
% within education 2.3% 2.3% 0.0% 2.0%
moderately agree Count 15 5 0 20
% within education 17.4% 11.4% 0.0% 13.3%
agree Count 35 20 6 61
% within education 40.7% 45.5% 30.0% 40.7%
strongly agree Count 34 18 14 66
% within education 39.5% 40.9% 70.0% 44.0%
Total Count 86 44 20 150
% within education 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 33.3% Significant = 0.283
 16

Price * education

Crosstab
education
Bachelor’s doctorate
degree masteral degree degree Total
Price disagree Count 0 3 1 4
% within education 0.0% 6.8% 5.0% 2.7%
moderately agree Count 22 9 2 33
% within education 25.6% 20.5% 10.0% 22.0%
agree Count 40 27 14 81
% within education 46.5% 61.4% 70.0% 54.0%
strongly agree Count 24 5 3 32
% within education 27.9% 11.4% 15.0% 21.3%
Total Count 86 44 20 150
% within education 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 41.7% Significant = 0.326

Place * education

Crosstab
education
Bachelor’s doctorate
degree masteral degree degree Total
Place disagree Count 3 1 0 4
% within education 3.5% 2.3% 0.0% 2.7%
moderately agree Count 23 9 2 34
% within education 26.7% 20.5% 10.0% 22.7%
agree Count 35 21 10 66
% within education 40.7% 47.7% 50.0% 44.0%
strongly agree Count 25 13 8 46
% within education 29.1% 29.5% 40.0% 30.7%
Total Count 86 44 20 150
% within education 100.0% 100.0% 100.0% 100.0%
Chi-Square Tests: Chi-Square = 33.3% Significant = 1.316
 17

Promotion * education

Crosstab
education
Bachelor’s masteral doctorate
degree degree degree Total
Promotion strongly Count 5 0 0 5
disagree % within 5.8% 0.0% 0.0% 3.3%
education

disagree Count 14 6 2 22
% within 16.3% 13.6% 10.0% 14.7%
education
moderately Count 30 17 5 52
agree % within 34.9% 38.6% 25.0% 34.7%
education
agree Count 28 13 6 47
% within 32.6% 29.5% 30.0% 31.3%
education
strongly agree Count 9 8 7 24
% within 10.5% 18.2% 35.0% 16.0%
education
Total Count 86 44 20 150

% within 100.0% 100.0% 100.0% 100.0%

education
Chi-Square Tests: Chi-Square = 33.3% Significant = 0.330
 18

Chapter 5

Summary

The Purpose of this study was to determine the factors Associated with

marketing practices of minute burger among customer of the 3 selected branches

in Iloilo city. This research study shows how product, price, place and promotion

affect the factors of the customer. The participants were 50 customers each of

the 3 selected branches using the criteria of their personal profile. The

background of the study helps in market segmentation by determining and

comparing the factors that affect the customer’s preference in fast food to further

evaluate and improve marketing strategies of small scale fast food.

Findings

The findings revealed that more than half of the150 customers of the 3

selected fast food branches were female. With average age of the customers of

20 and below and most of them were taking or has attained bachelor’s degree.

Having 66 of the respondents highly favoured the product among the factors.

Thus, product has a significant relationship in the factors associated with

marketing practices of minute burger inc. in Iloilo city. While price, place and

promotion does not have a significant relationship in the factors associated with

marketing practices. The profile of the respondents does not affect the factors

associated with marketing practices.

Conclusion
 19

We have made an extensive research and have come to this point after

analyzing all the data gathered through questionnaire that among the factors

associated with marketing practices the product is highly favoured by the

customers of the different branches which we surveyed. The reasons behind why

the customers highly favoured the product because of the quality and the taste of

the food. Most of the respondents were below 20 years old, female have attained

or currently taking bachelor’s degree with monthly income of Php 10,000-30,000.

There are no significant differences among the factors associated in the

marketing practices of minute burger in Iloilo city in terms of product, price, place

and promotion when group accordingly to sex, age, socio economic status and

educational attainment. Therefore the researchers accept the null hypothesis

stating there is no significant differences between the variables that implies in

general respondent’s profile.

Recommendations

The products of minute burger being highly favoured by the customers

lead the business towards success so they should improve their promotion by

promoting the business online specifically in social Medias, give out flyers and

coupons.

We strongly recommend that managers should focus on their promotion to

increase their number of customers and also to increase their profit. We also

recommend that the variables which showed least significance in the marketing
 20

practices of minute burger should be improved and applied in the marketing

practices.