Marketing Strategies of Homegrown Restaurants in Angeles City
A thesis
presented to the FacultY of the
School of Hospitality & Tourism Management
E_q!LANS.-E-!
ilNllvLRSll-\
' Inpartialfulfillment
of the requirements for the degree
Master of Science in Hotel and Restaurant Management
I
Felipe
B.pblo w
October 2017
MARKETING STRATEGIES OF ANGELES CITY FOOD SME
HOLY AN GEL TII\TVERSITY
Abstract
As Angeles Crty's tourism industry continues to be competitive, its food industry has
be,nefited, especially homegrown rostaulants which ultimately contribute to the city's economy' This study profiled marketing strategies currently implemented by homegrown food businesses in
Angeles City. It focuses on SMEs in the food industry in Angeles City. It involved seventy five
(75) respondents, all are supervisors, flumagers, of own€rs of homegrown restaurants' It compared existing marketing mix elements and strategies used by these firms through mem ratings' with
product and marketing communication strategies garnering higher mean scores' Using multiple
linear regression, the study came up with a formula in predicting average monthly gross sales using four significant predictors: placrng of radio advertisemen! higtrlighting looks of products,
accepting sponsorships, and joining food exhibits'
Keywords: marketing mix, foodbusinessss, multiple linear regrcssion, Angeles City' homegrown
