Home⇛Journal of Tourism and Hospitality Research⇛vol. 21 no. 1 (2024)

Marketing Strategies Among Ethnic Restaurants In The Cities Of Batangas

Angelo A. Concepcion | Karla Shane B. Binayug | Kate Leslie Ann Casia | Reivin Ishi Chavez | James Adrian B. Valencia | Sevilla S. Felicen

 

Abstract:

The study examined the Marketing Strategies among Ethnic Restaurants in the Cities of Batangas. This includes obtaining the profile of the respondents in terms of age, gender, civil status, type of ethnic restaurant, frequency of visit to ethnic restaurant, companion in visiting an ethnic restaurant and purpose of visit. Determine the marketing strategies among ethnic restaurant in terms of product, physical evidence, people, promotion, price, placement, and process. The study used a questionnaire as the instrument of the study with the restaurant’s customers as the respondents. The statistical tools used were percentage, frequency distribution, weighted mean, verbal interpretation, and Ranking. Based from the results majority of the restaurant customers are 26-41 years old who belongs in Generation Y, and most of the customer are male, and single. The most frequently visited ethnic restaurant is the Filipino restaurant. The frequency of visits reflects varied levels of engagement, with family and relatives to celebrate special occasions, being the most prevalent reason for their patronage. It found out that the promotional strategies implemented by the restaurant were effective in attracting customers. The 7Ps of marketing, which include product, price, place, promotion, people, process, and physical evidence, serve as a comprehensive framework for developing effective marketing strategies. Each has addressed a significant aspect of marketing, such as the nature of the product or service being offered, and the means utilized to promote and distribute it. Businesses who consider it can assure a comprehensive approach to their marketing operations, resulting in a better understanding of their target audience, difference from competitors, and, eventually, increased customer satisfaction and loyalty. This framework helps businesses align their marketing strategies with their overall business goals, ensuring a cohesive and impactful approach to reaching and engaging with customers in the marketplace. The researcher proposed guidelines to develop and maintain effective marketing strategies among ethnic restaurants, aimed at enhancing their competitiveness and sustainability in the market.



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