HomeLPU - Laguna Journal of Business and Accountancyvol. 4 no. 2 (2022)

Marketing Mix Effect on Customer Satisfaction of RJM Milk Tea Supplies-Calamba Laguna Basis for Improvement

Kenneth John Ian S Juguilon | Jethro James M Hernandez | Aaron Klyne M Magsino

Discipline: Marketing



This study was conducted to identify the marketing mix effect on customer satisfaction at RJM Milk Tea Supplies in Calamba, Laguna, as a basis for improvement. By identifying and organizing the elements of your marketing mix, companies can make profitable marketing decisions at all levels. These decisions help the company in terms of: developing strengths and limiting weaknesses; increasing competitiveness and adaptability in the market; and improving profitable collaboration between departments and partners. The main objective of this study is to analyze the marketing mix's effect on customer satisfaction and the improvement of RJM Milk Tea Supplies. They used Purposive sampling in this study to collect data from one hundred and two randomly selected customers of RJM Milk Tea Supplies and were requested to answer a questionnaire to obtain reliable data for this study. Cavite received the most responses, followed by Laguna, and Batangas came in last. The researchers used quantitative methodology to satisfy the objectives of the literature. Results of this study indicate that the marketing mix 4Ps have a significant relationship between customer perception and the marketing mix towards place and product that is less than the 0.05 significance level, which indicates that the correlation coefficients are significant. The place and product have an impact on customer satisfaction. It means that there is a good chance that the findings and results exist between two variables. Results show that there are no significant differences in customer perceptions of the elements of the marketing mix, or 4Ps.


  1. Adequately.Ahad, A. (2011). 4p`s. Customer Satisfaction.
  2. Akkucuk, U. &. (2016). The Impact of Brands on Consumer Buying Behavior. International Journal of Research in Business and Social Science.
  3. Alchemer. (2021). Purposive Sampling 101. Alchemer. Retrieved from https://www.alchemer.com/resources/blog/purposive-sampling-101/
  4. AlliedMarketingResearch. (2020). Bubble Tea Market by Base Ingredient, Flavor,and Component: Opportunity Analysis and Industry Forecast, 2019–2027. AlliedMarketingResearch. Retrieved from https://www.alliedmarketresearch.com/press-release/bubble-tea-market.html
  5. Association, I. T. (2020). Bubble tea market size, share & COVID-19 Impact analysis. Bubble tea market size, share & COVID-19 Impact analysis.
  6. BOSSEN. (2017). The Basics to Successfully Marketing Your Bubble Tea Shop. BOSSEN. Retrieved from https://www.bossenstore.com/blogs/blog/the-basics-to-successfully-marketing-your-bubble-tea-shop
  7. BOSSEN. (2017). The Basics to Successfully Marketing Your Bubble Tea Shop. BOSSEN. Retrieved from https://www.bossenstore.com/blogs/blog/the-basics-to-successfully-marketing-your-bubble-tea-shop
  8. Bossen. (2017). Fundamental Marketing. The Basics to Successfully Marketing Your Bubble Tea Shop.
  9. Castro. (2019). Tracking the local milk tea trend.
  10. Custodio, A. (2021). Cavite – most viable for business, residential development outside NCR. The Manila Times . Retrieved from https://www.manilatimes.net/2021/04/29/supplements/cavite-most-viable-for-business-residential-development-outside-ncr/868340
  11. Djatmiko, T. &. (2016). . Brand image and product price; Its impact for Samsung smartphone purchasing decision. Procedia-Social and Behavioral Sciences,.
  12. Duc, M. (2014). The success of applying marketing mix 4Ps in Vietnamese dairy industry. Vinamilk–a typical case.
  13. Feedvisor. (2021). 89% Of Consumers Are More Likely To Buy Products From Amazon Than Other E-Commerce Sites: Study. Forbes. Retrieved from https://fv.feedvisor.com/Feedvisor_2021_Brand_Survey_Report_pr.html
  14. Ichimura, A. (2019). Filipinos rank second highest bubble tea drinkers in Southeast Asia. FandB Report. Retrieved from https://fnbreport.ph/10464/filipinos-rank-second-highest-bubble-tea-drinkers-in-southeast-asia/
  15. Ilusorio. (2014). the popularity of milk tea.
  16. INQUIRER. (2020). Milk tea madness! Milk Tea Madness, Equilibrium offers tea-rrific discounts for July.
  17. Insights, F. B. (2020). Asia Pacific Earned Highest Share Owing to the Presence of High Tea Culture. Bubble Tea Market Analysis, Growth, Trends, Report Forecast 2026 | Fortune Business Insights™.
  18. Konuk, F. A. (2015). The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods. British Food journal.
  19. Kotler. (2019). 4Ps Of The Marketing Mix: The Best Guide To Show You How To Triumph. heidicohen.
  20. Kotler, P. a. (2014). Principles of Marketing: global edition. Pearson Education Limited.
  21. Lainey. (2021). Ice Scramble. Simply bakings. Retrieved from https://simplybakings.com/ice-scramble/
  22. LLC, K. F. (2020). Parking Lots Can Make Your Business Do Better. K&E Flatwork.
  23. MindTools. (2020). The Marketing Mix and the 4Ps of Marketing. The Marketing Mix and the 4Ps of Marketing.
  24. Monster. (2021). Sales Representative Job Description Template. Monster. Retrieved from https://hiring.monster.com/resources/job-descriptions/sales/sales-representative/
  25. Newman, E. (2016). Importance of Payment Options for Customers. yonyx. Retrieved from https://corp.yonyx.com/customer-service/17631/
  26. Raewf, T. H. ( 2018 ). The Evaluation of Marketing Mix Elements. Reasearch Gate. Retrieved from https://www.researchgate.net/publication/324923406_The_Evaluation_of_Marketing_Mix_Elements_A_Case_Study
  27. Rahpeima, A. V. (2014). Investigating the Influence of price concious, perceived risk and perceived value on behavioral intention of buying counterfeit products. Indian Journal of Fundamental and applied life sciences.
  28. Saesieo. (2016). factors affecting the buying decision of the customers.
  29. Safitri, I. (2018). The Influence of Product Price on Consumers' Purchasing Decision. Review of Integrative Business and Economics Research.
  31. Supranes, M. V. (2014). the milk tea war.
  32. Tajdar, S. A. (2015). Customers' prescription of foreign versus local brands in the pharmaceutical industry of Peshawar . Review of Integrative Business and Economics Research.
  33. Team, I. E. (2021). Seasonal Marketing: Benefits and How To Create a Campaign. Indeed. Retrieved from https://www.indeed.com/career-advice/career-development/seasonal-marketing
  34. Times, T. E. (2021). Definition of 'Marketing Mix'. The Economic Times. Retrieved from https://economictimes.indiatimes.com/definition/marketing-mix
  35. WahabNHassanLShahid. (2016). Customer wants and desire. marketing mix.
  36. Zeqiri, B. A. (2011). Measuring Customer Satisfaction . ResearchGate. Retrieved from https://www.researchgate.net/publication/266590535_Measuring_Customer_Satisfaction_with_Service_Quality_Using_American_Customer_Satisfaction_Model_ACSI_Model