COLEGIO DE SAN FRANCISCO JAVIER OF RIZAL,

ZAMBOANGA DEL NORTE INC.

THE IMPACT OF MARKETING STRATEGIES ON THE

INCOME OF THE VENDORS IN RIZAL, ZAMBOANGA
DEL NORTE, INC.

PRESENTED TO:
MS. JENNETH Q. BALUYOS
MS. CONILA SHARIE LAHID
PRACTICAL RESEARCH INSTRUCTOR

IN PARTIAL FULFILLMENT OF THE ACTIVITIES

FOR PRACTICAL RESEARCH 2

BY:
ETOC, DENMARK B.
MUAÑA, EZEKIEL O.
MALANA, RAFAEL REY P.
SAJA, ALESSANDRA RAFAEL
MAGALLON, GLEASH ANN M.
 DATE:
AUGUST 08, 2024

Table of Contents
Chapter I: Introduction 3-6
Background of the Study 3
Statement of the Problem 4
and Research Questions 4
Significance of the Study 4-5
Objectives of the Study 5
Scope and Limitation 5
Definition of terms 6

CHAPTER II: Review of Related Literature 7-9

Conceptual Framework 7
RRL 8
Synthesis 9

CHAPTER III: METHODOLOGY

Research Design
Population and Sampling
Data Collection Method
Data Analysis
Validity and Reliability

CHAPTER IV: RESULTS

Presentation of findings
Analysis and interpretation

CHAPTER V: SUMMARY, FINDINGS, CONCLUSION

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CHAPTER I
 INTRODUCTION

Background of the Study

The East Poblacion of Rizal, Zamboanga Del Norte is a bustling area known for its vibrant
market, where local vendors sell a variety of goods to the community. These vendors play a
crucial role in the local economy, providing employment and access to essential products.
However, the income of these vendors can be influenced by various factors, including their
marketing strategies. This study aims to investigate the impact of marketing strategies on the
income of the vendors in the East Poblacion of Rizal, Zamboanga Del Norte.
The success of a vendor's business is often determined by their ability to attract and retain
customers. Effective marketing strategies, such as product positioning, pricing, and promotional
activities, can significantly impact a vendor's income (Kotler & Keller, 2016). By understanding
the relationship between marketing strategies and vendor income, this study seeks to provide
valuable insights that
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can help these entrepreneurs enhance their business practices and improve their financial
outcomes.
The findings of this study will contribute to the existing literature on the role of marketing in
small-scale entrepreneurship, particularly in the context of local markets in developing regions
(Chikweche & Fletcher, 2010). Additionally, the insights gained can inform policymakers and
community organizations in their efforts to support and empower local vendors, ultimately
fostering economic growth and community development.

Statement of the Problem

The research aims to examine the effectiveness of marketing strategies influencing consumers
and how it increases the income levels among the vendors of East Poblacion Rizal Zamboanga
del Norte

1. How can Marketing strategies help increase profit/income?

2. How can Marketing strategies encourage consumers to return?

3. What Marketing strategies are effective in increasing the income of the vendors?
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Significance of the Study
The Significance of this study lies in its detailed Marketing strategies and how its effectiveness
can educate Readers on how Marketing strategies works and how it impacts the business
income level. This Research study can provide knowledge in how marketing strategies can have
a significant impact on new business owner's income through strategies and opportunities.
Throughout this Research we can learn about strategies and business which can be helpful for
new business owners to have a better understanding on how to improve their income levels
when creating a business.

Objectives of the Study

Define and categorize different marketing strategies used by vendors. Explore the
common practices and trends in marketing strategies among vendors in the area.
Investigate how they implement different marketing strategies correlate with the
income levels of vendors.
Identify external and internal factors that may effect the success of market strategies in
increasing vendor income. Examine the role of market condition's, competition,
consumer behavior, and vendor capabilities in shaping marketing strategy outcomes.

Scope and Limitation

This research paper aims to investigate the impact of various marketing approaches adopted
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by vendors in the East Poblacion area of Rizal, Zamboanga Del Norte, and their influence on the
vendors' income levels. Effective marketing strategies can play a significant role in enhancing
the financial well-being of small-scale vendors, particularly in traditional markets. These studies
highlight the need for effective marketing strategies to improve their competitiveness and
financial stability. The other vendors which do not fall as part of East Poblacion is not within the
scope of this research. The study would be done through the utilization of questionnaires to the
vendors as a survey and reference.

Definition of Terms

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
Marketing Strategy a business's overall game plan for reaching prospective consumers and
turning them into customers of their products or services.
Strategy a plan of action or policy designed to achieve a major or overall aim.
Income refers to the money you receive in exchange for your labor or products.
Vendor an individual that sells goods or services
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CHAPTER II
REVIEW OF RELATED LITERATURE
Conceptual Framework

MARKETING INCOME
STRATEGIES

Review of the Related Literature

A. Foreign Studies

The Center for International Business Education and Research conducted a study entitled:
“Marketing Strategies for Mature Products in Developing Countries: A case Study of South
Korea” by (Francis M. Ulgado, Moon Kyu Lee and Iu Ku Lee). This paper examines the impact
of various marketing strategies on the performance of products under the maturity stage of the
product life cycle in a developing country like South Korea.

Results of the study indicated that the competitive environment of the maturity stage in South
Korea can be further classified into four distinctive types and that different strategies have
different effects on product performance under each type of environment. The study also reports
that generally, vertical integration and product/service improvement strategies have the most
significant influence on product performance under the maturity stage in (South Korea.)

In 1998, Kalyanaran conducted a study entitled “Market Entry Strategies-Pioneer versus Late
Arrivals”. This study revealed that in most cases, being the first in the market provides a
significant and sustained market share advantage over the later entrants, and that pioneers with a
distinctive presence in the market place need to be in a position to react, or even better, anticipate
potential entrants and increase the barriers to entry.
 The researcher further concluded that a later entrant or a pioneer seeking to foil new comers
needs to have a through understanding of the entry and defensive strategies available, a good
sense of timing and a game plan for decision making.

B. Local Studies

He revealed in his study that the most notable among the problems in marketing management of
the small and medium businesses in Western Tarlac is low price, followed by unresponsiveness
of the products to customer needs, no customer, high promotional cost, stiff competition, and
declining demand because of the presence of many firms and continuous increase in prices of
products. (Soriano, 2008)

Also, he concluded the retailing businesses in Tarlac are more of self organized and are not
being controlled by bigger organization such as main branch or Mother Company. They have
good strategies when it comes to providing products to the customers. The businesses are also
more of “customers and business centered” because they purchase goods in large quantities for
their customers and for their concerned with inventory control because that is one of the factors
that determine their costs.

Furthermore, the (SMEs) in Western Tarlac are generally customer oriented when it comes to
the generation of new product ideas. The competitive strategies that they adopt suggest the great
importance given by them towards price and quality to differentiate themselves from their
competitors. When it comes to pricing, the firms favor the competition based pricing in setting
prices for their products. The business also give due consideration to cost when it comes to
pricing their products and services.

The businesses have high regard for quality and pricing as competitive advantage. The product
improvement strategies of the businesses involved in the study seemed to favor the customers.

Beery (2000) concluded that some firms will still require long term capital financing to
undertake investments as they did in The Old Economy. Some will require venture capital to
start up a new business because of the size and risk of the business. Some will still require the
availability of short term loans to continue their operations.
Synthesis

Let's imagine a bustling marketplace, filled with vendors shouting their wares and
customers eager to find just the right thing. This is the world of business, and marketing is the
vibrant storyteller, weaving tales that captivate customers and draw them in. Marketing is a
powerful force that can help businesses thrive, whether they're established players or bold
newcomers. It's about understanding your customers, creating compelling stories, and adapting
to the ever-changing landscape. It's about being smart with your money, investing in the right
areas, and always looking for ways to improve. So, next time you see a clever ad, a catchy
slogan, or a product that seems to know exactly what you need, remember the story behind it. It's
a story of creativity, innovation, and the power of marketing to connect with people and drive
business success.
 CHAPTER III

RESEARCH METHODOLOY

This section contains the scheme for the gathering of data in order to answer the research
problems presented. It also provides the research design that will determine the target
respondents, the sampling plan, and the data gathering instrument and treatment.

Research Design- The study utilized the survey method of research employing descriptive
survey research design using a modified questionnaire in order to answer the very objective of
the study and that is to find out the ways and methods used in one’s business that increases the
income of a businessperson.

Population and Sampling- The research locale of the study were the East and West Poblacion
vendors of Rizal, Zamboanga Del Norte.

Data Collection Method- In order to obtain the necessary data to be used in the study, the
researchers appropriately followed the standards or protocols in conducting a research study like
asking permission from the respondents to answer our questionnaires. The data were taken from
the responses of our respondents which are the vendors across different purok of East and West
Poblacion of Rizal, Zamboanga Del Norte.

Data Analysis - the data gathered were tallied, organized, and treated based on the statement of
problems presented in the study. The yes/no grid or a dichotomous grid was used to determine
the corresponding description of the computed weighted mean (WM) of the responses of the
vendors. The weighted mean and the description of the respondent’s preferences in
implementing marketing strategies.

Validity and Reliability -

 CHAPTER IV

RESULTS

Interpretations
Question 1: Does Strategic product placement impact sales performance?

Figure 1

This figure illustrates that 93% of our respondents does strategic placement

Figure 1
7%

Yes
No

93%

and these strategy assist them in improving their sales performance, while
7% of our respondents opposed in this matter.

Question 2: Do you agree that a well-executed distribution strategy affect revenue?

Figure 2

This interprets that 82 out of 100 respondents agreed that a well-executed

Figure 2
17%
Yes
No

83%

distribution can affect revenue, on the other hand 18 out of 100 disagreed.
Question 3: Does mobile app marketing drives/increase sales?

Figure 3

This shows that mobile app marketing increase sales and 87% of our

Figure 3
18%

Yes
No

82%

respondents agreed, while 13% didn’t view this matter as helpful to one’s
business.

Question 4: Does high-quality customer service have impact on income?

Figure 4

Figure 4
12%

Yes
No

88%
The pie graph shows that 88 out of 100 of our respondents agreed that a
high quality service has significant impact on sales, and the rest opposed on
this matter.

Question 5: Does good connection with the customer makes your business recommendable

Figure 5
4%

Yes
No

96%

to others?

Figure 5

This figure illustrates that having good connection with the customers makes
your business recommendable to others and 96% agreed, while 4% of our
respondents disagreed.

Question 6: Does offering good service establishes favorable connection between you and
your customers?
FIGURE 6 shows that 94% of people agree that if you have a good service
on your customers you can earn a big income.
 Figure 6
6%

Yes
No

94%
Question 7: Does good quality yet overpriced product makes your customer come back?

Figure 7 shows that only 41%of people agree and 59%of people disagree
that if your products is overpriced can make your customer comeback.

Figure 7

41%
Yes
No
59%

Question 8: Does promotional discounts and offers have to noticeable income increases?

Figure 8 shows that 73% of people agree and 27% of people disagree that if
you offer a discounts on your products can increase your income.

Figure 8
27%

Yes
No

73%
Question 9: Do you agree that marketing strategies are not effective in boosting sales?

Figure 9 show that 26% of people agree and 74% of people disagree that
marketing strategies is not effective in boosting sales.

Figure 9
26%

Yes
No

74%

Question 10: Do you agree that marketing strategies do not effectively reach or engage are
target?

Figure 10 shows that 36% of people agree and 64% of people disagree that
marketing strategies do not effectively reach or engage our target.

Figure 10
36%
Yes
No

64%
Question 11: Does loyalty programs have not had significant impact on our overall
revenue?
Figure 11

Answered 45% yes and 55% answered no this is because most of the loyalty
programs are not that loyal to the vendors because either there are other

Figure 11

45%
Yes
55%
No

vendors selling the same product or the changing of trend in the area
affecting their sells

Question 12: Does pricing strategies impact overall revenue?

Figure 12
11%

Yes
No

89%

Figure 12
There are over 89% who answered yes and 11% who answered No based on
the survey this is because the piercing strategies can really affect the overall
revenue of the vendors.
Question 13: Do you agree that all marketing strategies are effective to use everyday?

Figure 13

There are over 76% who answered yes and over 24% who answered No

Figure 13
24%

Yes
No

76%

based on the survey this is because almost all of the marketing strategies
can have a significant impact on their income.

Question 14: Do you agree that income can be easily generated when you apply marketing
strategies?

Figure 14

There are over 84% who answered Yes and 16% who answered No based on

Figure 14
16%
Yes
No

84%

the survey this is because when you apply marketing strategies it’s almost a
guaranteed increase in income
Question 15: Is it true that marketing is only effective if you have a big budget?

Figure 15

There are over 36% who answered yes and 64% who answered No based on

Figure 15
36%
Yes
No

64%

the survey this is because it does not require a big budget for some of the
marketing strategies to work based on the survey

Question 16: Is it necessary to use the most expensive marketing strategies?

Figure 16

Figure 16
20%

Yes
No

80%

Shows that only few of the entrepreneurs agree that it is necessary to use the most expensive
marketing strategy.
Question 17: Is it always necessary to use the latest marketing strategies?
Figure 17

Illustrates that out of 100 respondents, 48 of them agreed that it is

Figure 17

Yes
48%
52% No

necessary to use the latest marketing strategies and 52 of them said that it
is unnecessary.

Question 18: Does digital marketing burdens you from doing something important?

Figure 18

45% Yes
No
55%

Figure 18

Explains that out of 100 respondents, 45 of them agreed that digital

marketing burdens them from doing something and 55 of them said that
they are not.
Question 19: Does loyal consumers help increase income level?

Figure 19

Explains that almost all of the respondents agreed that loyal consumers help
increase income.

Figure 19
12%

Yes
No

88%

Question 20: Does competitors affect/threaten your business?

Figure 20

Figure 20
18%

Yes
No

82%
Shows that some of the entrepreneurs believe that their consumes affect or
threaten their business
 Chapter 5

Summary, Finding, Conclusions and Recommendations

Summary

The findings summary, conclusion and suggestion are presented in this chapter of the
ongoing research

This study aimed to look into exploring the effectiveness of using marketing strategies in
boosting sales or income on the vendors in East and West Poblacion, Rizal Zamboanga Del
Norte.

To be specific, the researcher will conduct a face-to-face survey which is a questionnaire

that has a set of questions provided by the researcher to gather data. It will seek to answer what
particular marketing strategies the vendors used in increasing there level of income. And it will
seek if there’s a significant relationship between marketing strategies in the daily income of the
vendors in Rizal Zamboanga Del Norte.

In analyzing the data gathered, the researchers used statistical tool such as frequency
counting and percentage to establish the profile, weighted mean which measures to determine the
impact of marketing strategies among the vendors in East and West Poblacion, Rizal Zamboanga
Del Norte.

FINDINGS
1) Among our respondents mostly are 35-50 years old

2) Mostly of our respondents are women

3) Majority of our respondents did not finish their tertiary education

4) The income of our respondent’s income ranges from 2000 to 5000 pesos
daily
Conclusions

This study highlights the significance of individualized marketing strategies and their effect on
the revenue of small businesses, such as sari-sari stores. Additionally, it addresses the growing
concerns regarding low income among small businesses in Rizal, Zamboanga del Norte.

In conclusion, the comprehensive analysis of the impact of marketing strategies on vendors in

Rizal, Zamboanga del Norte, demonstrates that effective marketing not only enhances business
performance but also significantly boosts vendors’ income.

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