Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Marketing and Digital Creative (IJMADIC)
Ravenal O Dela Fuente
Taguig City University, Philippines
Economics, Econometrics & Finance Social Sciences

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Marketing Mix Responses of Café De’ Nilo at Taguig City Amidst Pandemic Jefferson S Marcelo; Ravenal O Dela Fuente
International Journal of Marketing and Digital Creative Vol. 1 No. 2 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i2.1596

Abstract

With this time of pandemic, the virus has an enormous effect on the businesses and things have gradually changed. This study aimed to assess the effectiveness of the marketing mix responses of Café De Nilo amid the pandemic towards increasing sales revenue by using quantitative descriptive-correlational research method. The result showed that the majority of the respondents rated Cafe De’ Nilo’s marketing mix responses effective; however, the establishment’s sales performance in 2020 was rated as poor while rated as fair in 2021. Pearson correlation also showed that the Price (p-.001), Place (p-.001), People (p-.037), Process (p-.002), and Physical Evidence (p-.003) has a significant relationship with the Cafe De Nilo’s sales performance while the promotion (p-.167) and product (p-.067) doesn’t have a significant relationship with the sales performance. This study showed the effect in terms of the sales performance and the effectiveness of marketing mix responses of Cafe De’ Nilo amidst pandemic.
Co-Authors Jefferson S Marcelo