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Agenda Research Journal

Volume no. 13 | 2020
Issue no. 1


Title
MARKETING MIX OF CAFÉ BUSINESSES IN BATANGAS CITY: BASIS FOR PROPOSED STRATEGIC MARKETING MODEL
Author
Juliet P. Bagon, John Paul D. Bagsit and Korina P. Marasigan
Views: 858 Cited: 18
Downloads: 34
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Abstract
This study aimed to understand and discover the concepts of marketing mix and competitive advantage that will help café businesses to apply the right marketing strategies and to outperform its competitors. The descriptive research was used in achieving the objectives of the study. The respondents were a total of 69 café business owners of Batangas City. The study utilized the Raosoft Sampling calculator in computing the total number of respondents while a validated questionnaire was employed to gather the needed data for the study. The researchers used percentage, frequency distribution, weighted mean, standard deviation and Pearson’s R coefficient correlation to analyze the responses. The findings of the study revealed that there is a significant relationship between the marketing mix in terms of price and place to Porter’s generic strategies. The researchers proposed a strategic marketing model for the café businesses in Batangas City. The researchers recommended to café business owners that they may continue to emphasize and improve the factors under the price and place evidence as these are significantly related to the Porter’s generic strategies of cafés in Batangas City.
Keywords
café businesses, marketing mix, Porter’s generic strategies, strategic marketing model
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