Consumer awareness on marketing strategies of selected locally produced goods / Alyona Lei S. Sibulangcal, Paulen Joy M. Bangoy, Mary Isabel A. Nicolas, Rhoda Mitzi M. Marfil, Mikel Josuah Nieves, Jicel F. Lacro

Includes bibliographical references.

Abstract

This study aimed to determine the consumer awareness on marketing strategies of selected locally produced goods in Antique. Specifically. it assessed consumer awareness of selected local products such as Kapi-Uma, Yolie's s Products and Ale Products. The study was anchored on the Marketing Mix Theory, which evaluated its marketing strategies in terms of product, price, place and promotion. A descriptive quantitative design was utilized and data were gathered using online survey questionnaires that were distributed to 120 respondents through convenience sampling. Statistical tools such as frequency, percentage median, Mann-Whitney U-Test and Kruskal-Wallis H-Test were used to analyze the data. Findings revealed that consumers were predominantly 22 years old and below, female and student. Consumer awareness of locally produced goods was moderate, more than half of the respondents were unfamiliar with the products. However, the marketing strategies were rated as high in terms of product, place, price and promotion. In the extent of marketing strategy, there is no significant difference in the evaluation when classified as to sex and age. However, a significant difference is observed when classified as to occupation particularly in terms of price and product. The study concluded that strengthening the marketing strategies and improving visibility are necessary to enhance consumer awareness and support local business growth in Antique.

Keywords: Awareness, Marketing Strategy, Local Products, Marketing Mix

Theses/Dissertations College of Management and Governance