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CHAPTER V

SUMMARY, CONCLUSION AND RECOMMENDATION

The previous chapter dealt with analysis and interpretation of data obtained by

the distribution of questionnaires. In this chapter, concludes the study by dealing with

summary of findings, conclusions and recommendation given by the researchers in a

form of reviews based on the findings as well as highlighting directions for future

research endeavor.

Summary of Findings

The data was analyzed, interpreted and presented in a form of tables and graph

thus creating the salient findings of the study. The salient findings of the study are being

divided in three parts. The first part concluded the demographic profile of the

respondents in which shows that the customers varies on their age and gender as well

as majority of the respondents of the study are considered as the very active customers

of the sari- sari store for the reason that they have purchased an item to suffice their

needs and wants to the store more than three times a day. The second part concluded

that the four variables of marketing mix have affects the satisfaction felt by the

customers. Basically, the findings show that every variables of marketing mix have a

positive and significant effect to the customer satisfaction for having a B- Coefficient

higher than 0.90 and a P-Value which is lower than the alpha, 0.005. The last part of the

findings focuses on how the relation of marketing mix and customer satisfaction affects

the overall growth of the sari-sari store. Basically, the findings show that majority of the

satisfied customers would like to purchase an item to the, the same store again if the

variables of marketing mix is considered to their convenience.

Moreover, the previous chapter have tested the null hypotheses stated in the

chapter I. The salient findings of the study may have supported and rejected the null

hypothesis based on how the data is being analyzed and interpreted. The first part of the

study has supported the null hypotheses number 1 (Ho1), since it is clearly shown in

chapter 4 that the demographic profile of the respondents did not have a significant

effect to the relationship of marketing mix and customer satisfaction and it only shows

that the demographic profile of the respondents only showed the type of customer as to

their age and gender as well as if how active they were based on the times they have

purchased an item to the store. The second part of the finding has rejected the null

hypotheses number 2 (Ho2), since it shows that the variables of marketing mix which are

product, price, place and people positively and significantly affects the sari- sari store

customer satisfaction for having a B-Coefficients higher than 0.90. Basically, the reason

why it was rejected because the P-Value of every variable did not exceed the alpha

which is 0.005. The last part of the findings also rejected the null hypotheses number 3

(Ho3), since it is clearly shown in the findings that the relationship of marketing mix and

customer satisfaction significantly affects the overall growth of the sari-sari store. It is

because the majority of the active satisfied customers would likely purchase again if the

following variables are considered and applied. This implies that if the sari-sari store

continuous to satisfy their customers by taking into considerations of the different

variables of marketing mix they will eventually experience and increase rates of their

sales and profits, which are the key factor for the store to grow and become successful.
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Conclusion

Many previous studies have concluded that the different variables of marketing

mix indeed affect the achievement of customer satisfaction in any form of business. The

researchers after collecting, analyzing and interpreting the data have drawn into various

conclusion. The first conclusion is that the majority of the customers of the sari-sari store

in Saac 1 Buaya, Lapu-Lapu City, Zone 3 are still young and very active since they

support their daily needs by purchasing an item to the store more than three times a day.

This would likely become a great indicator for the sari-sari store owners to enhance their

business management in order to please and satisfy their customers residing on the

area of the study are very active.

Moreover, the researchers also concluded that the marketing mix consisting

products, price, place and people has a positive and significant effect on customer

satisfaction at the sari-sari stores residing in Saac 1 Buaya, Lapu-Lapu City, Zone 3.

From the result, it can be concluded that the product and price are the most dominant

variables affecting the satisfaction of the customers. This implies that the customers

would be satisfied if the store offers high quality products, several brands to choose

from, products are usually found in good condition and the visual appearance of the

products in the store is pleasant as well as if the sari-sari store owners treats them well

and also prioritizes them first. Furthermore, the researchers also concluded that based

on the findings above the price and place variables also has a positive and significant

effect on the customer satisfaction. Therefore, the researchers concluded that applying

the different variables of marketing mix plays a vital role in the achievement of customer

satisfaction.
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The researchers further concluded that the relationship of marketing mix and

customer satisfaction significantly affects the overall growth of the sari-sari store since

based on the findings above, majority of the active satisfied customers will likely

repurchase an item to the, the same store if the sari-sari store owners continuously

apply the variables of marketing mix in their convenience.

Therefore, the researchers have concluded that applying the different variables

of marketing mix which are product, price, place and people will not only achieve

customer satisfaction but will also become the best instrument to the overall

development and growth of the sari-sari store.

Recommendations

Based on the results, analysis and discussion, the researchers have formulated a

number of recommendations that can help sari-sari store owners in Saac 1 Buaya, Lapu-

Lapu City, Zone 3 in achieving customer satisfaction that will served as the key factor for

the business to run smoothly and successfully. Basically, the researchers recommend

the following:

In accordance with the findings shown in the previous chapter, the researchers

recommended the owner of the sari-sari store to improve their business performance by

applying the different variables of marketing mix since it significantly affects their

achievement of customer satisfaction. Since the dominant variables are product and

people, then it is recommended that the sari-sari store owners must offer high quality

products at the very affordable and convenient price. The researchers further

recommend that the sari-sari store owners must directly entertain and prioritize their

customers first, they must also be approachable and easy to talk with and is willing to

help and assist customers during the time that they have purchased an item to the store

as well as they must also deal their customers well by always wearing a smile on their

face during their interaction. Moreover, based on the findings of the study found on the

previous chapter, the variable price and place also positively and significantly affects

customer satisfaction, therefore, the researchers further recommend that the sari-sari

store product’s price must remain affordable and reasonable throughout the year as well

as the place in which the sari-sari store is located must be approachable and

surroundings of the store must also be safe and clean so that customers will be

comfortable during they purchased an item to the store.

The researchers also recommend to continuously offer satisfied customers with

products and services in accordance to the proper application of marketing mix so that

the customers will likely purchase an item to the, the same store again because they are

satisfied. This indicates that if customers continuously repurchase an item then this will

eventually increase the rate of sales and profits of the sari-sari store that can contribute

to the overall growth of the store.

Lastly, the researchers recommend the sari-sari store owners and future

entrepreneurs who plans to establish a sari-sari store in the near future, to apply the

marketing strategy made in this study because the strategy itself is formulated based on

the results being analyzed and interpreted. The strategy is made with accordance to the

different variable of marketing mix that will surely become the best tool that will help

them achieve customer satisfaction that will become the key factor to help the business

grow and develop in all aspects successfully.

Output

4P’S FOR SMALL SCALE BUSINESSES: A MARKETING STRATEGY

Place:
> Accessible
Price:
> Layout is comfortable
> Affordable
and appealing
> Reasonable
> Clean and safe
surroundings

Product: People:
> Good quality >Prioritize customers
> Good condition >Treats customers
> Variation of brands well
> Attractive Visual >Approachable
Appearance >Wears a smile always

CUSTOMER SATISFACTION

REPURCHASING BEHAVIOR

Figure 4: Effective Marketing Strategy: A Model

Discussion

4P’s of marketing mix is originally composed of product, price, place and

promotion. However, promotion is not suitable for small scale businesses such as sari-

sari store due to the fact that sari-sari store depends on the large scale businesses in

terms of promoting their own products and brands through different forms of

advertisement, whether it could be traditional or not.

The strategy formulated by the researchers through the conduct, interpretation

and results of the study, is the renewed version of the 4P’s of marketing mix by Jerome

E. McCarthy. The researchers mold the strategy to be applicable to small scale

businesses such as sari-sari store.

The renewed version of 4P’s of marketing mix developed by the researchers is

composed of product, price, place and people. People refers to the owners of the sari-

sari store or is the one who entertains customers during they purchase an item to the

store.

Basically, the strategy states that a sari-sari store must be implemented by the

4p’s of marketing mix which is the product, price, place and people. Meaning to say, the

sari- sari store must offer products with high quality and is in the good condition; the

product’s price must be affordable and reasonable; the location (place) of the sari-sari

store must be accessible, clean and with safe surroundings; and the sari-sari store

owners (people) must be approachable and treats customers well. Through

implementing the 4P’s of marketing mix, it is expected that the sari-sari store will be able

to satisfy its customers and when the sari-sari store owners continue to satisfy its
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customers. They will be likely to repurchase an item to the, the same store. By this, the

sari-sari store will be able to grow and develop successfully.