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Chapter I

INTRODUCTION

Background of the Study

Marketing Strategies in businesses have rapidly become a very essential

competitive issue. Marketing strategy serves as a promoting technique for a

business’ operation. Also, it is a business' general outline for reaching people

and changing them into customers of the products or services that the business

offers. According to Tabaco (2010), effective techniques enable the business to

attract target clients and speak with them in significant and important ways. An

effective advertising technique passes on this so the business invests energy

focusing on the right clients at the opportune time.

Moreover, Bradley (2018) stated that a marketing strategy is likewise vital for

building up a special system as it enables your business to recognize its

objective market and to set quantifiable objectives. It is essential to the

accomplishment of the business that you actualize a marketing strategy that

goes for development and positive change in the bottom line, and also, that will

satisfy the customers.

On the other hand, consumer satisfaction plays a vital role within almost any

business. It is a key component for a business’ accomplishment in the market

and a main principle in determining the quality of the product or service offered

by the business. According to Bramley (2017), not only is it a main indicator used

to quantify client dedication and maintenance, it empowers business to recognize

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troubled clients, diminish client misfortunes and negative informal exchange

while expanding income.

In the local scenario in Barangay Lagao specifically in J. Catolico Avenue,

many business establishments and entities have arisen and developed. These

businesses vary from food, products and even to services being offered. These

businesses also employ marketing strategies internally in order for them to gain

profit and to sustain its operation. With this, customer satisfaction is a substantial

competitive issue in order for businesses to know if the marketing strategies they

are employing are effective and profitable.

With the statements mentioned above, the researchers were determined to

know the marketing strategies of the selected salons and the level of satisfaction

of the customers in terms of pricing, promotion, customer service, positioning and

accommodation.

Statement of the Problem

This study aimed to determine the relationship between the marketing

strategies and the level of customer satisfaction in Barangay Lagao.

Specifically, this study sought to answer the following questions:

1. What is the marketing strategy employed of the identified salons in

Barangay Lagao in terms of:

1.1 place;

1.2 pricing;

1.3 promotion;
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1.4 accommodation; and

1.5 services?

2. What is the level of satisfaction of the customers on the marketing

strategies of the selected salons in Barangay Lagao in terms of:

2.1 place;

2.2 pricing;

2.3 promotion;

2.4 accommodation; and

2.5 services?

3. Is there significant relationship between the marketing strategies and the

level of customer satisfaction?

Hypothesis

Ho; There is no significant relationship between the marketing strategies

and the level of customer satisfaction in the identified salon in Barangay Lagao,

General Santos City.

Scope and Limitation

This study aimed to determine the customers’ level of satisfaction towards

the marketing strategies of selected salons. Also, it aimed to find out if there is a

significant relationship between marketing strategies and customers’ satisfaction.

This study was conducted to twenty-five (25) respondents; five salons and five

respondents from each for a total of twenty-five respondents. Moreover, this

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study was conducted in J. Catolico Avenue, Barangay Lagao, General Santos

City.

Significance of the Study

The result of the study is very beneficial to the following and this will also help

them fully understand the importance of this study:

Customers. This study will help the customers to realize how important their

opinions are to the business in order to improve their management

Future Researchers. This study will help the future researchers to develop more

ideas in their future researches regarding the study and it will serve as their

source of information for their study

Future Salon Owner. It will help the future entrepreneurs as bases on what are

the effective and better marketing strategies to apply for the business.

Local Government. This can be used as a tool in order for the local government

to conduct seminars and workshops to share knowledge to the public.

Marketing Students. This study will help the students to have a reference for

their marketing study.

Researchers. It will help the researchers to gain knowledge about the marketing

strategies that the customers are most satisfied.

Salon Owner. It will help the salon to determine what particular marketing

strategy they will be maintaining in order to keep their customers.

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Chapter II

REVIEW OF RELATED LITERATURE AND RELATED STUDIES

This chapter shows the related literature, related studies and related gaps.

A. Related Literature

Marketing Strategies

Marketing strategies, as per Duermyer (2018) is the area of your field tested

strategy that plots your general blueprint for discovering customers and clients

for your business.

In addition, Chen (2018) characterizes marketing strategies as an advertising

system and a business' general blueprint for contacting individuals and

transforming them into clients of the item or the service that the business offers.

While, Heaton (2013) added that marketing strategies is dealing with whom your

group of onlookers really is, and them discovering what has importance for them.

Furthermore, Bhasin (2018) defines marketing strategies as a little piece of

business system where business technique manages and formulates tasks.

Showcasing procedure will look towards promoting blend, business condition,

appropriation and other such advertising related aspects.

In support, Stevens (2014) stated that a marketing strategy depends on

research that centers around a business' competitors and clients, showcases

estimates and the potential for the market to development. The technique will

figure out what parts of the business have the most impact on its clients. Also, it

is a route for a business to augment the outcomes from cash and time spent on

marketing.
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Amico (2014) expressed that marketing strategy is an arrangement by

business or individual on the most proficient method to approach clients.

Marketing strategies are normally created by an organization, alongside its

business, promoting and publicizing directors. All include "pitches", or key

focuses to address when talking with potential clients. A portion of these pitches,

for example, those utilized by telemarketers, may must be retained and imparted

verbatim.

Moreover, marketing strategy incorporates a few correspondences exercises

that endeavour to give added esteem or motivation to shoppers, wholesalers,

retailers, or other hierarchical clients to invigorate quick deals. It limits the

manner in which purchasers think and carry on when shopping. The kind of

reserve funds and its area can influence the manner in which customers see an

item and influence their buy choice according to Hallowell (2012).

Customers’ Satisfaction

Customer satisfaction, as defined by Bernazzani (2018) is a critical concept

for customer and successful professionals to understand and live by, and it's

actually about more than a money-back guarantee. He also added that customer

satisfaction serves as a reflection of how a customer feels about interacting with

a brand.

Moreover, Kotler (2018) characterized customer satisfaction as an individual's

sentiment of delight or dissatisfaction which came about because of looking at an

item's apparent execution or result against his/her desires.

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In addition, Grimsley (2018) stated customer satisfaction measures how well

the desires for a client concerning an item or service given by a business have

been met. He also added that customer satisfaction is a theoretical idea and

includes such factors as the nature of the item, the nature of the service gave,

the climate of the area where the item or administration is obtained, and the cost

of the item or administration.

On the other hand, Farris (2018) characterized consumer loyalty as the

quantity of clients, or level of complete clients, whose revealed involvement with

a firm, its items, or its administrations surpasses determined fulfilment objectives.

Another author, Garvin (2013) stated that if the item is satisfying the

consumer, the client will be satisfied and think about that the item is of

satisfactory or even high quality. It created procedures that concentrated on

monetary productivity in assembling. Specialists were contemplated in

extraordinary detail to wipe out inefficient endeavours and accomplish more

noteworthy effectiveness.

Moreover, Heskett (2013) expressed that consumer loyalty is the

consequence of a client's view of the esteem got in an exchange or relationship

where esteem parallels apparent administration quality in respect to cost and

client procurement costs.

In relation, Pranulis (2012) guaranteed that, consumer loyalty is estimated at

the individual dimension, however it is quite often revealed at a total dimension. It

very well may be, and frequently is, estimated along different measurements. It is

a vague and unique idea and the real sign of the condition of fulfilment will
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fluctuate from individual to individual and item/administration to item/benefit. The

condition of fulfilment relies upon various both mental and physical factors which

relate with fulfilment practices, for example, return and prescribe rate. The

dimension of fulfilment can likewise change contingent upon different choices the

client may have and different items against which the client can analyze the

association's items.

The above-mentioned definitions and characterizations of customer

satisfaction are related to this study. Therefore, these were substantial to this

study.

B. Related Studies

Foreign Studies

In the examination led by Virvilaite (2012) practically 99.9% of entrepreneurs

have concurred that the critical components for an organization to develop are

consumer loyalty and deals procedures. That is the reason focusing on the best

way to enhance the two elements are vital particularly on the off chance that you

are beginning in the business.

Ghafran (2014) demonstrated in his examination that, the special

apparatuses and situational factors effect on customer purchasing conduct and

item advancement. Additionally, we can see that organizations spend a huge bit

of their financial plans for item advancement. The objective is to offer the stock

progressively appealing and significant. Purchase and test purchaser items

coordinate explicit objectives that can be accomplished through endeavours to

help deals for the time being, the usage of shoppers in store, and come to the
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heart of the matter of retail deal shows, and urging stores to store items and

deals bolster for the endeavours of the staff.

Furthermore, Ghislandi (2012) featured in his exploration entitled Competition

and the Reference Promotion Scheme for Pharmaceuticals, they investigate the

impacts of rivalry on the ideal advancement methodologies under a reference

advancement conspire (RPS). A two phase demonstrate rehashed unending

number of times is displayed, when organize 1 is focused the harmony in

unadulterated techniques exists and is proficient just if the reference

advancement does not rely upon the cost of the marked item.

It was additionally exhibited in the investigation of Familmaleki, Aghighi,

Hamidi (2015) entitled Analyzing the Influence of Sales Promotion on Customers

Purchasing Behavior. The reason for this examination is to explore the impacts of

offers advancement on purchaser basic leadership process. Through these

outcomes, one of the significant ramifications of this examination is that

organizations can build deals by offering the privilege limited time instruments to

pull in preliminary clients. Thus, association ought to deliberately design their

limited time procedures, and assign special spending plan over the distinctive

advancement devices, offering inclination to the more powerful apparatuses.

McDougall (2013) this exploration examined the connection between three

components – center administration quality, social administration quality‐ and

saw esteem – and consumer loyalty and future goals crosswise over four

administrations. The outcomes uncovered that center administration quality (the

guarantee) and saw esteem were the most critical drivers of consumer loyalty
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with social administration quality (the conveyance) a huge however less essential

driver. An immediate connection between consumer loyalty and future

expectations was built up. The overall significance of the three drivers of

fulfilment differed among administrations. In particular, the significance of center

administration quality and saw esteem was turned around relying upon the

administration. A noteworthy end was that both seen esteem and administration

quality measurements ought to be fused into consumer loyalty models to give a

progressively entire image of the drivers of fulfilment.

Local Studies

Rice (2015) included her investigation, entitled The Customer encounter

portfolio. Who are your need clients and how would you serve them? Great brand

and client encounter hypothesis says to concentrate on the "best fit client" to

drive significance, yet it is uncommon to discover a situation where satisfying just

a single client type can help accomplish your objectives. This is ordinarily where

mark portfolios become possibly the most important factor. Organizations in

profoundly experiential classes like friendliness and retail make committed

brands for explicit client types, guaranteeing the whole experience is

exceptionally important for every gathering of people.

As per Ahmed (2015) fulfilled clients are rehash clients. Along these lines

consumer loyalty shapes a standout amongst the most critical establishments of

the long haul business accomplishment of a venture. Given the current stale

business condition, an aggressive market makes it elusive clients and all the
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more vitally hard to increase long haul client connections. This is to be seen not

just before the foundation of the expanding exchange capacity of items and

administrations, yet additionally with respect to the expanding cost and benefit

weights in numerous organizations. Exact examinations possess the

unmistakable association between consumer loyalty and client connections and

the business benefits.

Also, according to the study of Sarreal (2008) taking the characteristic based

proportions of administration quality, this investigation sets up clear linkages

between consumer loyalty (understudies) and quality (impression of their

involvement in the practicum program of the college). The consequences of this

investigation plainly show that understudy fulfillment is all the more

straightforwardly identified with utilitarian nature of procedure of administration

conveyance. The conveyance of administration through execution of clear

arrangements and methodology contributed essentially to understudy fulfillment.

The examination prescribes suitable inside proportion of proficiency and

representative pay as a way to guarantee quality and consumer loyalty, and, all

in all, suggests an administration promoting framework for a high-contact sort of

administration frim, for example, colleges.

C. Related Gaps

Marketing Strategy is a go guide of the business in expanding it deals. What's

more, this was demonstrated by Virvilaite (2012) expressing that 99.9% of the
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business acknowledges that the most urgent factor is to fulfill their clients and to

have a powerful advertising system.

A fulfilled client is a rehashed client. In addition, Ahmed (2015), in his

investigation demonstrated that clients' fulfilment is the principle establishment to

lift and build it deals. Moreover, further research demonstrates that a powerful

showcasing system is an association between the clients' fulfillment and clients'

relationship.

The above-mentioned authors have defined and characterized what

Marketing Strategy and Customer Satisfaction is. However, they failed to discuss

what marketing strategy is most and frequently employed and the satisfaction of

customers toward it. Also, neither of the authors investigated on the significant

relationship between the two variables.

Thus, the researchers of this study are determined to give answer to what the

authors above have failed to discuss.

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Chapter III

METHODOLOGY

This chapter presented the methods and procedures that were used in

conducting the study. It also includes the research design, respondents, locale of

the study, map of the location, sampling technique, research instrument, the

procedure that was employed in the conduct of the study and statistical tools that

was used in treating the gathered data.

Design

The research design used in this study is a descriptive correlation research

design. The researchers described the marketing strategies of the selected salon

and the level of satisfaction of the customers in Barangay Lagao. Moreover, two

variables were correlated to determine their relationship.

Respondents

The respondents of the study were the customers who have tried the

service. There were twenty five respondents: five salon; five customers in total.

Moreover, respondents were chosen, given that they accept and are willing to

answer the questionnaire. The survey questionnaire was distributed right after

the presented cover letter for valued respondents.

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Locale of the Study

This study was conducted in Barangay Lagao specifically in J. Catolico

Avenue. It is one of the avenues in Barangay Lagao where most of the salons

were established. It is where the business district of General Santos is located. It

is also where the largest and pioneer malls in General Santos City are

established.
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Figure1: Map of the Location of the Study

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Data Collection

In this study, the process that the researchers undergone prior to the

conduct of the study are:

1. The researchers asked for approval of letter from the school principal,

track head and the respondents to conduct the survey.

2. The questionnaire underwent validation from the validators.

3. Then, the researchers conducted the survey.

4. And finally, the data was interpreted.

Sampling

Sampling technique was employed in selecting the population under the

study. The researchers used quota sampling technique since the researchers

have limited their participants in each salon into five (5) respondents regardless

of the service that they have availed.

Instrumentation

In this study, the researchers used a survey questionnaire that was checked

by the validator to gather the data necessary for the accomplishment of the

study. The questionnaire was composed of 5 questions in each term that was

given. The questionnaire was validated by the validator.

To interpret the data in the satisfaction of the customers, the Likert’s scale

was used:
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Range Description
4.50 – 5.00 Very Satisfied
3.50 – 4.49 Satisfied
2.50 – 3.49 Moderately Satisfied
1.50 – 2.49 Fairly Satisfied
1.00 – 1.49 Unsatisfied

Data Analysis and Interpretation

In treating the data of the researchers, weighted mean, frequency count

and Pearson Product Moment Correlation Coefficient is employed.

To answer sub-problem 1, the researchers used weighted mean in

determining the Marketing Strategies used by of the selected salons.

To answer sub-problem 2, the researchers used weighted mean in

determining the Level of Satisfaction of the customers in Barangay Lagao.

To answer sub-problem 3. The researchers used Pearson Product

Moment Correlation Coefficient to determine the significant relationship between

Marketing Strategies of the selected salons and the Level of Satisfaction of the

customers in Barangay Lagao.

Operationalization of Variables
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For clarity and better understanding of the study, the following terms and

concepts were defined operationally.

Barangay Lagao. It is a barangay in General Santos City where the study is

conducted. It is where most of the salon businesses are established.

Customers. It is the respondent of the study where their satisfaction on the

services they rendered from the salon is measured.

Level of Satisfaction. It is the instrument used to determine the satisfaction of

the customers.

Marketing Strategies. It is the game plan used by the salon in attracting their

target market.

Salon. It is a type of business that offers hair and nail care services.

Chapter IV

RESULTS AND DISCUSSION

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This chapter presents, analyzes, and interprets the data gathered through

the use of the survey questionnaire. The tabular presentations and discussions

were organized and arranged based on the order of the problems stated in this

study.

1. This table presents the results that answered the first statement of the
problem.

Table 1
Marketing strategies of the selected salons in terms of Place, Pricing,
Promotion, Accommodation and Services
Indicators Mean SD Description
A. Place
1. The location of the salon is accessible for the customers. 4.28 0.74 Observed
2. The salon is located where other salons are established. 3.92 1.04 Observed
3. There is a parking area available for customers. 3.08 1.35 Fairly Observed
4. The salon has a security guard. 1.96 1.17 Slightly Observed
5. The location of the salon is safe. 3.52 1.00 Observed
Mean 3.35 Fairly Observed
B. Pricing
1. Prices are affordable. 3.96 1.02 Observed
2. Prices are different for male and female hair services. 3.72 1.06 Observed
3. The prices are lesser compared to other competitors. 3.48 1.08 Fairly Observed
4. Promo prices for services at specific events (such as Christmas, Valentines
3.76 1.05 Observed
Day, etc.).
5. The prices are justified by the quality of the services. 3.96 1.14 Observed
Mean 3.78 Observed
C. Promotion
1. Posters and tarpaulin about promos can be easily seen. 4.36 0.81 Observed
2. Uses Social Media platforms in advertising. 3.00 1.29 Fairly Observed
3. They uses Psychology Pricing. (Uses 99 instead of 100). 3.28 1.14 Fairly Observed
4. Offers free massage after service. 2.92 1.38 Fairly Observed
5. Offers package services and promos. 3.20 1.32 Fairly Observed
Mean 3.35 Fairly Observed
D. Accommodation
1. There is a nice and comfortable waiting area for customers while they wait for 4.04 0.98 Observed
their turn.
2. The area is well ventilated. 3.92 0.91 Observed
3. There is a free Wi-Fi inside the salon. 2.40 1.38 Slightly Observed
4. TV’s and magazine are available while customers wait for their turn. 3.68 1.31 Observed
5. There is a comfort room available. 3.52 1.42 Observed
Mean 3.51 Fairly Observed
E.Services
1. The equipment used in nail care services are well sanitized. 3.80 1.15 Observed
2. The medicines/treatments used in hair care services are in good quality. 4.16 1.07 Observed
3. Prioritizes the person with disability, pregnant and senior citizens customers. 3.2 1.22 Fairly Observed
4. Provides prompt service to customers. 4.00 1.12 Observed
5. Offers home service. 2.24 1.45 Slightly Observed
Mean 3.48 Fairly Observed
Overall Mean 3.49 Slightly Observed
n=25

Table 1 presents the marketing strategy employed by the identified salons

in Barangay Lagao. Weighted mean was used to analyze and interpret the data.
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As shown in the table, there were five indicators which obtained a total

weighted mean corresponding to a qualitative description of observed. In place,

the indicator that got the highest weighted mean is the location of the salon which

is accessible for the customers, 4.28. This implies that the respondents

observed salons are located on a place that customers can easily access. On

the other hand, the indicator which obtained the least weighted mean is the salon

has a security guard, 1.96 which equals to a qualitative description of slightly

observed. Overall in the term place, it garnered a total weighted mean of 3.35

which corresponds to a qualitative description of fairly observed.

In terms of pricing, the indicator that garnered the highest weighted mean

are the prices that are justified by the quality of the services and prices are

affordable 3.96. This indicates that the respondents observed that the services

given by the salons are just and fair with regards to their corresponding prices. It

can also be seen that another indicator also garnered the weighted mean of 3.96

which is the Prices are affordable. This means that the customers have

observed that the prices of the services offered by the salons. On the other

hand, the indicator that got the lowest weighted mean is the prices are lesser

compared to other competitors, 3.48 which corresponds to a qualitative

description of fairly observed. Generally in the term pricing, it garnered a total

weighted mean of 3.78 which corresponds to a qualitative description of

observed.

In terms of Promotion, the indicator that got the highest weighted mean is

posters and tarpaulins about promos can easily be seen, 4.36. This implies that
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the respondents observed that the salons use posters and tarpaulins to inform

their customers about their promos. On the other hand, the indicator which

obtained the least weighted mean is Offers free massage after service 2.92

which equals to a qualitative description of fairly observed. Altogether in the

term promotion, it garnered a total weighted mean of 3.35 which corresponds to

a qualitative description of fairly observed.

As for Services, the indicator that got the highest weighted mean is the

Medicines or treatments used in hair care services are in good quality, 4.16. This

implies that the respondents observed that the salons make sure that in doing

hair care services, they use only the medicines and treatments in their best

condition. On the other hand, the indicator which obtained the lowest weighted

mean is Offers home services, 2.24 which equals to a qualitative description of

slightly observed. All in all in the term services, it garnered a total weighted

mean of 3.48 which corresponds to a qualitative description of fairly observed.

Lastly, in terms of Accommodation, the indicator that got the highest

weighted mean is there is a nice and comfortable waiting area for customers

while they wait for their turn, 4.04. This implies that the respondents observed

that the salons provide a waiting area where customers can feel comfortable and

at ease while they wait. On the other hand, the indicator which obtained the

lowest weighted mean is there is a free WI-FI inside the salon, 2.4 which equals

to a qualitative description of slightly observed. Altogether in the term

accommodation it garnered a total weighted mean of 3.51 which corresponds to

a qualitative description of fairly observed. Generally speaking the marketing

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strategies of the salons garnered an overall mean of 3.49 this implies that the

customers slightly observed the strategies used by the salons.

The indicated situations embarked the true dispositions of the respondents

in as far as these perspectives are concerned.

The results of this study is supported by the study of Slater,et.al (2008)

Wherein he stated that it seems logical to maximize performance when a

company produces a creative marketing strategy and achieves effectiveness in

implementing marketing strategy.

Mwangi_((2013) also held that there is a clear relationship between

business marketing practices and hair salon growth. Most of those who used

entrepreneurial marketing in their hair salon indicated a certain level of growth.

Those who practice marketing relationships indicated either excellent or very

good growth.

2. The table presents the results that answered the second statement of

the problem.

Table 2
Level of Satisfaction of the Customers in terms of Place, Pricing,
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Promotion, Accommodation and Services

Indicators Mean SD Description
A. Place
4.16 0.99 Satisfied
1. The location of the salon is accessible for the customers.
2. The salon is located where other salons are established. 3.88 1.05 Satisfied
3. There is a parking area available for customers. Moderately
3.08 1.26
Satisfied
4. The salon has a security guard. 2.40 1.32 Fairly Satisfied
5. The location of the salon is safe. 3.68 0.80 Satisfied
Moderately
Mean 3.44
Satisfied
B. Pricing
1. Prices are affordable. 4.24 0.88 Satisfied
2. Prices are different for male and female hair services. 3.92 0.70 Satisfied
3. The prices are lesser compared to other competitors. 3.76 1.01 Satisfied
4. Promo prices for services at specific events (such as Christmas,
3.92 1.04 Satisfied
Valentines Day, etc.).
5. The prices are justified by the quality of the services. 4.20 1.00 Satisfied
Mean 4.01 Satisfied
C. Promotion
1. Posters and tarpaulin about promos can be easily seen. 3.76 1.09 Satisfied
2. Uses Social Media platforms in advertising. Moderately
3.08 1.38
Satisfied
3. They uses Psychology Pricing. (Uses 99 instead of 100). Moderately
3.16 1.25
Satisfied
4. Offers free massage after service. 2.88 1.13 Fairly Satisfied
5. Offers package services and promos. 3.56 1.04 Satisfied
Moderately
Mean 3.29
Satisfied
D. Accommodation
1. There is a nice and comfortable waiting area for customers while they
4.08 1.04 Satisfied
wait for their turn.
2. The area is well ventilated. 3.68 1.07 Satisfied
3. There is a free Wi-Fi inside the salon. 1.32 Moderately
2.80
Satisfied
4. TV’s and magazine are available while customers wait for their turn. 3.92 1.04 Satisfied
5. There is a comfort room available. 1.50 Moderately
3.40
Satisfied
Mean 3.58 Satisfied
E.Services
3.8 1.22 Satisfied
1. The equipment used in nail care services are well sanitized.
2. The medicines/treatments used in hair care services are in good quality. 4.00 1.08 Satisfied
3. Prioritizes the person with disability, pregnant and senior citizens
3.56 1.04 Satisfied
customers.
4. Provides prompt service to customers. 3.64 0.95 Satisfied
5. Offers home service. 2.44 1.45 Fairly Satisfied
Moderately
Mean 3.49
Satisfied
Overall Mean 3.67 Satisfied
n=25

Table 2 presents the level of satisfaction of the customers on the

marketing strategies of the selected salons. Weighted mean was used to analyze

and interpret the data.

 24

As shown in the table, there were five indicators which obtained a total

weighted mean corresponding to a qualitative description of satisfied. In place,

the indicator that got the highest weighted mean is the location of the salon is

accessible for the customers, 4.16. This implies that the salons respondents

were satisfied with the location of the salons given that they are located on a

place that customers can easily access. On the other hand, the indicator which

obtained the least weighted mean is the salon has a security guard, 2.4 which

equals to a qualitative description of fairly satisfied. Overall in the term place, it

garnered a total weighted mean of 3.44 which corresponds to a qualitative

description of moderately satisfied.

In terms of pricing, the indicator that garnered the highest weighted mean

is prices are affordable, 4.24. This indicates that the respondents were satisfied

with the prices of the services that the salon offers. On the other hand, the

indicator that got the lowest weighted mean is the prices are lesser compared to

other competitors, 3.76 which corresponds to a qualitative description of

satisfied. Generally in the term pricing, it garnered a total weighted mean of 4.01

which corresponds to a qualitative description of satisfied.

As for promotion, the indicator that got the highest weighted mean is

posters and tarpaulins about promos can easily be seen, 3.76. This implies that

the respondents were satisfied with the salons’ use of posters and tarpaulins to

inform their customers about their promos. On the other hand, the indicator which

obtained the least weighted mean is uses social media platforms in advertising,

2.88 which equals to a qualitative description of fairly satisfied. All in all in the
 25

term promotion, it garnered a total weighted mean of 3.29 which corresponds to

a qualitative description of moderately satisfied.

While in terms of accommodation, the indicator that got the highest

weighted mean is there is a nice and comfortable waiting area for customers

while they wait for their turn, 4.08. This implies that the respondents were

satisfied that the salons provide a waiting area where customers can feel

comfortable and is at ease while they wait. On the other hand, the indicator which

obtained the lowest weighted mean is there is a free WI-FI inside the salon, 2.8

which equals to a qualitative description of moderately satisfied. Altogether in

the term accommodation, it garnered a total weighted mean of 3.58 which

corresponds to a qualitative description of satisfied.

Lastly, in services the indicator that got the highest weighted mean is the

medicines or treatments used in hair care services are in good quality, 4.0. This

implies that the respondents were satisfied that the salons use only the

medicines and treatments for hair care services in their best condition. On the

other hand, the indicator which obtained the lowest weighted mean is Offers

home services, 2.44 which equals to a qualitative description of fairly satisfied.

Generally in the term services, it garnered a total weighted mean of 3.49 which

corresponds to a qualitative description of moderately satisfied. Generally

speaking with the marketing strategies used by the salons the customers are

satisfied, this proves from the overall mean taken from the data 3.67 that implies

the qualitative description of satisfied.

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The indicated situations embarked the true dispositions of the respondents

in as far as these perspectives are concerned.

The result of this study is supported by Hansemark (2004) wherein he

stated that satisfaction is an overall customer attitude towards a service provider,

or an emotional reaction to the difference between what customers anticipate

and what they receive, regarding the fulfilment of some need, goal or desire.

Rahamn (2015) also stated that customer satisfaction is one of the key

factors for a company's success. Companies need to know when and how their

customers are satisfied with the products and services to achieve high customer

satisfaction.

3. The table presents the results that answered the third statement of the

problem.

Table 3
The Relationship between the Marketing Strategies of the Selected
Salons and the Level of Satisfaction of the Customers
in Barangay Lagao

Marketing Strategies Employed

Variables
R R2 p-value Remarks

Level of Satisfaction
0.865 0.748 0.029 Significant
of the Customers

Table 3 reveals the relationship between the marketing strategies and the

level of satisfaction.

As shown in the results, there was a significant relationship between the

marketing strategies and the level of satisfaction of the customers. As the

observation of the marketing strategies increases, the level of satisfaction also

 27

increases. Since p-value is less than 0.05, the relationship is significant (a= 0.05,

p= 0.029). This means that the customers observed the marketing strategies and

they are also satisfied with it.

According to Dahie, A. (2016) exploration found that the three elements of

showcasing services had positive and significant relationship with consumer

loyalty. This investigation can add help to complete promote exercises and offer

space to the staff to take their very own choice while they are running or

showcasing services to keep up and upgrade consumer loyalty.

Ebitu (2014) also stated that the embodiment of each promoting

movement is to draw in clients and increment their wants for explicit item or

service.The aftereffects of the investigation uncovered that United Cement

Company advertising methodologies have critical positive effect on bond buyers'

fulfillment in Calabar.

Chapter V

SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

 28

This chapter presents the summary, findings, conclusions and

recommendations of the study.

Summary

This study determined the significant relationship between the Marketing

Strategies of the Selected Salon and the Level of Satisfaction of the Customers

in Barangay Lagao.

Thus, descriptive-correlation design was used in this study since it

investigated the significant relationship between two variables in this case, the

Marketing Strategies of the Selected Salon and the Level of Satisfaction of the

Customers.

Findings

Based on the results of the study, the following findings were generated:

1. The result illuminated that the marketing strategy employed of the

identified salons in the Barangay Lagao in terms of pricing is that the

prices are justified by the quality of the services. Moreover, in promotion

the posters and tarpaulin about promos can be easily seen. While in

service, the medicines/treatments used in hair care services are in good

quality. In positioning, the location of the salon is accessible for the

customers. Lastly, in terms of accommodation there is a nice and

comfortable waiting area for customers while they wait for their turn.

2. According to the results that the researchers gathered, the level of

satisfaction of the customers based on the marketing strategies identified

in the selected salons in Barangay Lagao in terms of pricing it garnered

 29

the mean of 4 which means that the customer is satisfied. Moreover, in the

promotion it garnered the mean of 3.76 which means the customer is

satisfied. While in service, it garnered the mean of 4 which means the

customer is satisfied. In positioning, it garnered the mean of 4.16 which

mean the customer is satisfied. Lastly, in terms of accommodation it

garnered the mean of 4.08 which means the customer is satisfied.

3. The researchers found out that there is a significant relationship between

the identified marketing strategies and the level of satisfaction of the

customers because of the data gathered. Additionally, the result based on

the computation is below 0.05 therefore, there is a significant relationship

between the two variables.

Conclusions

The following conclusions were drawn based on the findings: the

Marketing Strategies of the Selected Salon and the Level of Satisfaction of the

Customers in Barangay Lagao.

1. The Identified Marketing Strategies of the Selected Salon were the prices

are justified by the quality of the services and the posters and tarpaulin

about promos can be easily seen. The medicines/treatments used in hair

care services are in good quality, the location of the salon is accessible for

the customers, and there is a nice and comfortable waiting area for

customers while they wait for their turn.

 30

2. The Level of Customers Satisfaction based on the identified marketing

strategies is all satisfied. It means that the customer is satisfied in all the

marketing strategies identified in the selected salons.

3. The result based on the computation is below 0.05, therefore, there is a

significant relationship between the identified marketing strategies and the

level of satisfaction of the customers.

Recommendations

In view of the findings and conclusions drawn, these are following

recommendations:

1. Salons must create prices which are lesser compared to their

competitors, in which they can still earn more profit without loss.

2. Salons can offer free massage after rendering a service to the customers.

3. If possible, salons can offer home services in this way they can also

promote their salons to the customers.

4. Salons must employ a regular security guard in order to have a secure

and safe place especially to the walk in customers.

5. Salons must also have additional way in terms of accommodating the

customers who are still waiting and availing of the services such as free

Wi-Fi, magazines and free water.

6. Salons must provide parking areas for their customers who have cars.

7. If possible, salons can install security cameras for security purposes of

the salons.
 31

8. Salons can have their proper segregation by providing trash cans which

segregate trash in their proper disposals.

9. Salons can also have their trainings and seminars to their employees to

ensure manner and pleasing personality when dealing with the

customers.

10. Salons can use social media platforms in advertising their offered promos

and services.

11. Salons can provide suggestion box for customers to know what they can

improve or develope in terms of their marketing strategies.

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Appendix A

Letter to the Principal

February 11, 2019

RUSTICO S. PELONIO JR.
Principal II
General Santos City National High School
Calumpang, General Santos City
The undersigned are currently conducting a study entitled “Marketing
Strategies of the Selected Salons and the Level of Satisfaction of the
Customers in Barangay Lagao” which is subject for the conduct of the study.
The researchers will gather data from the customers of the selected salons.
Therefore, this group is asking your permission to allow them gather data outside
the school. Whatever data that will be gathered from the participants will surely
be secured and will be only used for research purposes only.
The granting of this request has a greater impact towards the realization of
this study. Thus, your approval regarding this matter will be highly appreciated!
Thank you very much and God bless!
Very respectfully yours,

Jirah Hazyl P. Revilla

Researcher’s Representative

Noted by:
ALMA E. AGULAN NERLIZA BATOMALAQUE
Research Teacher ABM track Department Head

MA. TERESA G. OLINO

Assistant to the Principal for Senior High School
Approved by:
RUSTICO S.PELONIO JR.
Principal II
 37

Appendix B

Letter to the Track head

NERLIZA BATOMALAQUE February 11, 2019

ABM Curriculum Head
General Santos City National High School
General Santos City

Subject: Permission to conduct study outside the school campus.

Sir/Ma’am:
The Senior High School students of Accountancy and Business
Management would like to conduct a survey outside the school campus to
support the data for a research subject.

In line with this group is asking a permission from your good office to
conduct the same for the purpose of complying the subject requirement.

Your approval to this request is highly appreciated as it deemed

necessary to merit permission of the said class activity.

Jirah Hazyl P. Revilla

Research Representative

Noted by:
Alma E. Agulan
Subject Teacher

NERLIZA BATOMALAQUE
ABM Track Head
 38

Appendix C

Letter to the Respondents

Dear Respondents:

Magandang Gensan!

We are the Grade 12 ABM Students of General Santos City National High
School. Presently, we are conducting a study entitled “Marketing Strategies of
the Selected Salons and the Level of Satisfaction of the Customers in
Barangay Lagao”

In this regard, we are asking for your time and effort to answer all the questions
in our questionnaire. Rest assured that all the data gathered from you will be kept
in the highest level of confidentiality and for school purposes only.

Thank you very much and God bless.

Very truly yours,

Jirah Hazyl P. Revilla
Research Representative
 39

Appendix D

Letter to the Validator

February 11, 2019

NERLIZA BATOMALAQUE
General Santos City National High School
General Santos City

Dear Ma’am:
Magandang Gensan!

The researchers of the study, “Marketing Strategies of the Selected

Salons and the Level of Satisfaction of the Customers in Barangay Lagao”
require your expertise in validating our questionnaire. The researchers chose you
as a validator because we acknowledge your knowledge and expertise in the
field.

Spaces are provided in the validation form where you can put a check
corresponding to the score of the criteria. In order for the questionnaire to be
validated, the mean must be between 4 and 5. If the questionnaire got a mean of
3 and below, we would like to have your comments and suggestions. Please
write them on the space provided in the validation form.

Your valuable assistance is appreciated.

Very truly yours,

Jirah Hazyl P. Revilla
Research Representative
 40

Appendix D2

Letter to the Validator

February 11, 2019

ALMA E. AGULAN
General Santos City National High School
General Santos City

Dear Ma’am:
Magandang Gensan!

The researchers of the study, “Marketing Strategies of the Selected

Salons and the Level of Satisfaction of the Customers in Barangay Lagao”
require your expertise in validating our questionnaire. The researchers chose you
as a validator because we acknowledge your knowledge and expertise in the
field.

Spaces are provided in the validation form where you can put a check
corresponding to the score of the criteria. In order for the questionnaire to be
validated, the mean must be between 4 and 5. If the questionnaire got a mean of
3 and below, we would like to have your comments and suggestions. Please
write them on the space provided in the validation form.

Your valuable assistance is appreciated.

Very truly yours,

Jirah Hazyl P. Revilla
Research Representative
 41

Appendix D3

Letter to the Validator

February 11, 2019

NIZA B. PONTERAS
General Santos City National High School
General Santos City

Dear Ma’am:
Magandang Gensan!

The researchers of the study, “Marketing Strategies of the Selected

Salons and the Level of Satisfaction of the Customers in Barangay Lagao”
require your expertise in validating our questionnaire. The researchers chose you
as a validator because we acknowledge your knowledge and expertise in the
field.

Spaces are provided in the validation form where you can put a check
corresponding to the score of the criteria. In order for the questionnaire to be
validated, the mean must be between 4 and 5. If the questionnaire got a mean of
3 and below, we would like to have your comments and suggestions. Please
write them on the space provided in the validation form.

Your valuable assistance is appreciated.

Very truly yours,

Jirah Hazyl P. Revilla
Research Representative
 42

Appendix E

Research Questionnaire Validation Form

5-Very High Extent

4-High Extent

3-Moderate Extent

2-Less Extent

1-Least Extent

INDICATORS 5 4 3 2 1 Mean
1. The questionnaire
contains sufficient
statements to
gather needed
information about
the level of
satisfaction of
customers towards
the marketing
strategies of the
selected salons.
Adequacy 2. The statements in
the questionnaire
are consistent and
interrelated to
obtain information
about the level of
satisfaction of
customers towards
the marketing
strategies of
selected salons.
3. The questionnaire
contains statements
that are systematic
and complete.
1. The words used in
the questionnaire
are easy to
 43

understand.
Appropriateness 2. The questions are
constructed in terms
of grammar.
punctuation and
spelling.
3. All the questions are
relevant to the study
and to the research
problem/question.
1. The questions do
not intrude the
respondent’s private
life.
Acceptability 2. The questions are
objectively written
and not biased.
3. The questions do
not use insensitive
and impolite words
that may violate the
culture, gender,
religion age, of the
respondents.
Other
comments and
suggestions
Overall Mean

Appendix F

Questionnaire
 44

This questionnaire is for academic study in Marketing Strategies of the

Selected Salons and the Level of Satisfactions of the Customers in Barangay

Calumpang and intended for our research purposes only. The information that

will be gathered will remain confidential. Your participation and consent are

highly appreciated.

I. Demographics
Name (Optional):
Gender: Male Female
Age:

II. Put a check on the corresponding column

5– Highly Observed 2 – Slightly Observed
4 – Observed 1 – Not Observed
3 – Fairly Observed

A.Marketing Strategies
5 4 3 2 1
INDICATOR Highly Obser Fairly Slightly Not
Observ ved Obser Observ Obser
ed ved ed ved

PRICING
1.Prices are affordable.
2. Prices are different for male and
female hair services.
3. The prices are lesser compared to
other competitors.
4. Promo prices for services at specific
events (such as Christmas, Valentine’s
Day, etc.).
5. The prices are justified by the quality
 45

of the services.
PROMOTION
1.Posters and tarpaulin about promos
can be easily seen.
2. Uses Social Media platforms in
advertising.
3. Uses Psychology Pricing.
4. Offers free massage after service.
5. Offers package services and
promos.
SERVICES
1.The equipment used in nail care
services are well sanitized.
2. The medicines/treatments used in
hair care services are in good quality.
3. Prioritizes the person with disability,
pregnant and senior citizens
customers.
4. Provides prompt service to
customers.
5. Offers home service.
PLACE
1.The location of the salon is
accessible for the customers.
2. The salon is located where other
salons are established.
3. There is a parking area available for
customers.
4. The salon has a security guard.
5. The location of the salon is safe.
ACCOMMODATION
1.There is a nice and comfortable
waiting area for customers while they
wait for their turn.
2. The area is well ventilated.
3. There is a free Wi-Fi inside the
salon.
4. TV’s and magazine are available
while customers wait for their turn.
5. There is a comfort room available.

I. Put a check on the corresponding column

5– Very satisfied 2 – Fairly satisfied
 46

4 – Satisfied 1 – Unsatisfied
3 – Moderately satisfied

B.Level of Satisfaction
5 4 3 2 1
INDICATOR Very Satisfi Moder Fairly Unsat
satisfi ed ately satisfi isfied
ed satisfie ed
d
PRICING
1.Prices are affordable.
2. Prices are different for male and female
hair services.
3. The prices are lesser compared to other
competitors.
4. Promo prices for services at specific
events (such as Christmas, Valentines
Day, etc.)
5. The prices are justified by the quality of
the services.
PROMOTION
1.Posters and tarpaulin about promos can
be easily seen.
2. Uses Social Media platforms in
advertising.
3. Uses Psychology Pricing.
4. Offers free massage after service.
5. Offers package services and promos.
SERVICES
1.The equipment used in nail care
services are well sanitized.
2. The medicines/treatments used in hair
care services are in good quality.
3. Prioritizes the person with disability,
pregnant and senior citizens customers.
4. Provides prompt service to customers.
5. Offers home service.
PLACE
1.The location of the salon is accessible
for the customers.
2. The salon is located where other salons
are established.
 47

3. There is a parking area available for

customers.
4. The salon has a security guard.
5. The location of the salon is safe.
ACCOMODATION
1.There is a nice and comfortable waiting
area for customers while they wait for their
turn.
2. The area is well ventilated.
3. There is a free Wi-Fi inside the salon.
4. TV’s and magazine are available while
customers wait for their turn.
5. There is a comfort room available.