MILLENNIAL MARKETING STRATEGIES: INSIGHTS FROM CAFÉ IN BOCAIJE, BULACAN

Type
Thesis
Category
CBA  [ Browse Items ]
Subject
Millennial Generation 
Abstract
Cafes came into vogue around the time of the French Revolution. Cafes were a space where thinkers could gather to discuss philosophy, politics, sociology, or whatever other ideas might be in vogue. At a cafe, you are paying for the relaxing space, away from home and office clutter, away from at-home or at-work distractions, which can result in very productive environment in which to do work. Specifically in Bocaue, Bulacan where cafés are booming and people are now patronizing this because of its service and products. For this reason, tough rivalry are happening thus creative marketing strategies are formulated to be ahead of the competition. This highlights the relevance of the marketing strategies and techniques to win the ever growing café industry. Most people look for cafés with the best products and best experience served. They begin to compare one establishment to another. From the signage, seats, food and beverages, air- conditioning facility and sanitary issues to the service delivered by crews are closely monitored by customers to gain the assurance that they are in a great cafés experience. Owners then are very keen to understand what are the factors and strategies that greatly affect customer satisfaction in every form. Several strategies are tried from online advertising to the old school flyers to reach the designated target market Its best efforts are measured to gain customer satisfaction and affection to wholly capture its customers and to be ahead always in the competition. The effectiveness of the marketing strategies are based on 150 respondents interviewed using a survey questionnaire in Bocaue, Bulacan who are carefully selected to gain accurate results. The respondents are customers of Silvara and Jidoka Café and have a high sense of feedback about the establishment. These findings are solely based on the opinion of the respondents. The results from the data analysis reveals that from the total of 150 respondents, majority of the respondents are basically within the age of 15-25 (50%), 21% are of 26-35 years old, 16% are of 36-45 years old and those who are 45 and above only garnered 5% of the respondents. It was also found out that 65% of the respondents are female and only 35% are male.As expected the word of mouth plays a vital role in transmitting the good information about the establishment. As the results speak for it, 3.75 rank the highest wherein the recommendation of the café friends, relatives and other individuals. Sharing the good experience to other people is still the most effective way and this is achieved only through consistent client satisfaction. Creating a good place to chill out and relax through the good ambiance gives a satisfactory good and long lasting effect to the customers and to this research’s respondents. The study clearly shows to the nature lover setting or the natural feel of the place has a great impact giving a weighted mean of 3.75. So if the place is conducive, the more it is effective. Therefore marketing strategies for cafés are very important. 
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