BULACAN STATE UNIVERSITY

COLLEGE OF BUSINESS ADMINISTRATION

An Evaluation of the Dine & Shop Success in the City of

Malolos, Bulacan

A Thesis Presented to the

Faculty of College of Business Administration

Bulacan State University

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Business Administration

Major in Marketing Management

Martin, Kathleen Anne D.

Tabaday, Patricia Mae V.

Gordon, Francheska B.

Duque, Sophia Lyn P.

Habla, Lian Joy E.

April 11, 2017

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COLLEGE OF BUSINESS ADMINISTRATION

ABSTRACT

The study is about the evaluation of the success of the dine and shop business in

the City of Malolos, Bulacan. Specifically, the study sought to answer the profile of the

respondents, the factors that makes the dine and shop business successful with the use of

the 7Ps of the Marketing Mix such as Product, Place, Price, Promotion, People, Process

and Physical Environment, and the dilemmas encountered by the consumers.

The respondents of the study are the customers of the dine and shop namely:

Hershoppe, Bouf and Fashion Depot. The researchers used the quota sampling to select

the number of the respondents in the study.

The researchers conducted a quantitative research and emphasizes on objective

measurements and numerical analysis of data collected through questionnaires and

surveys. To interpret the data, researchers used the likert scale and employ the following

statistical treatment. The Percentage, Weighted Mean and Standard Deviation.

In the summary findings of the study, consumers are very satisfied when it comes to

the cheaper prices of products to other boutiques. The location of the business is indeed

vital for the success of the dine and shop boutique, in which being located in nearby

universities here in Malolos is one of the reason for their success. Social media sites such

as Instagram and Facebook made a huge difference for the dine and shop businesses to be

known to public. The quality of the product is what majority of the respondents are giving

more attention to. It is in the quality of the product that gives the customers the urge to

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COLLEGE OF BUSINESS ADMINISTRATION
continue patronizing a particular product since they are very satisfied with it.

Having a proper orientation, knowledge and skill of staffs enables them to immensely

satisfy their consumers since they are able to communicate well to them that led to product

purchases. Being able to resolve the customers shopping problem right away is what

majority of the respondents are very satisfied. Amenities like air conditioning unit makes

the consumers pleased since it makes the dine and shop experience more comfortable and

relaxing.

The least dilemma that the researchers found out is the lack of parking lot on those

dine and shop boutiques. Over all, there is no major dilemma that was found in the study

since most of the respondents are indeed remarkably satisfied with the product and services

that the dine and shop boutique has to offer.

The researchers highly recommend the continuation of this study with the use of

additional variables as well as to cultivate ideas that will enable the dine and shop

businesses prosper even more.

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COLLEGE OF BUSINESS ADMINISTRATION

TABLE OF CONTENTS

Pages

TITLE PAGE... i
CERTIFICATION AND APPROVAL
SHEET... ii
CERTIFICATE OF ORIGINALITY. iii
ACKNOWLEDGEMENT... iv
DEDICATION.. v
ABSTRACT.. vi
TABLE OF CONTENTS. viii

LIST OF FIGURE x

LIST OF TABLES xi

LIST OF APPENDICES.. xii

CHAPTER 1 : THE PROBLEMS AND ITS BACKGROUND 1

Introduction. 1
Statement of the Problem 2
Objectives 3
Significance of the Study. 4
Scope and Delimitation of the Study... 5

CHAPTER 2 : THEORETICAL FRAMEWORK 6

Relevant Theories. 6
Related Studies. 8
Related Literatures... 13
Conceptual Framework 16
Definition of Terms.. 17

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COLLEGE OF BUSINESS ADMINISTRATION

CHAPTER 3: RESEARCH METHODOLOGY 19

Methods and Techniques of the Study. 19
Population, Sample size and Sampling technique 20
Research Instruments... 21
Statistical Treatment of Data 22

Data Collection Procedure... 25

CHAPTER 4: PRESENTATION, ANALYSIS AND

26
INTERPRETATION OF DATA
Profile of the Respondents... 26
Interpretation of Data... 29

CHAPTER 5: SUMMARY, CONCLUSIONS AND

RECOMMENDATIONS 40
Summary.. 40
Summary of Findings... 41
Conclusions.. 43
Recommendations 45

BIBLIOGRAPHY.. 47

APPENDICES
Questionnaire... 49

CURRICULUM VITAE 52

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COLLEGE OF BUSINESS ADMINISTRATION

LIST OF FIGURE

Figure 1. Schematic Diagram of Conceptual Framework 16

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 BULACAN STATE UNIVERSITY
COLLEGE OF BUSINESS ADMINISTRATION

LIST OF APPENDICES

Appendix 1. Questionnaire... 49

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COLLEGE OF BUSINESS ADMINISTRATION

LIST OF TABLES

Table 1. Verbal Interpretation.. 24

Table 2. Frequency and Percentage Distribution Table of Sex 26

Table 3. Frequency and Percentage Distribution Table of Age... 27

Table 4. Frequency and Percentage Distribution Table of

Monthly Income/Allowance. 28

Table 5. Frequency and Percentage Distribution Table of

Professional Status... 29

Table 6. Mean and Standard Deviation Distribution of

Price in Marketing Mix 29

Table 7. Mean and Standard Deviation Distribution of

Place in Marketing Mix 31

Table 8. Mean and Standard Deviation Distribution of

Promotion in Marketing Mix... 32

Table 9. Mean and Standard Deviation Distribution of

Product in Marketing Mix 33

Table 10. Mean and Standard Deviation Distribution of

People in Marketing Mix. 34

Table 11. Mean and Standard Deviation Distribution of

Process in Marketing Mix 35

Table 12. Mean and Standard Deviation Distribution of

Physical Environment in Marketing Mix. 36

Table 13. Summary of Mean and Standard Deviation Distribution of

37
7Ps Marketing Mix.

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COLLEGE OF BUSINESS ADMINISTRATION

CERTIFICATE OF ORIGINALITY

This is to certify that the research work presented entitled AN EVALUATION OF

THE DINE AND SHOP SUCCESS IN THE CITY OF MALOLOS, BULACAN for

the degree of Bachelor of Science in Business Administration Major in Marketing

Management at the Bulacan State University is original and does not contain any words or

ideas taken from published sources or written works that have been accepted for the award

of a degree from other higher educational institution, but with appropriate referencing and

acknowledgement.

DUQUE, Sophia Lyn P.

GORDON, Francheska B.

HABLA, Lian Joy E.

MARTIN, Kathleen Anne D.

TABADAY, Patricia Mae V.

Researchers
April 2017

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 BULACAN STATE UNIVERSITY
COLLEGE OF BUSINESS ADMINISTRATION

ACKNOWLEDGEMENT

The researchers would like to extend their sincerest and deepest gratitude that this
study has been made possible by the guidance, teachings, supervision, cooperation and
participation of the following:

First and foremost, the researchers would like to thank the Almighty God for
guiding them throughout the making of this study and giving them the wisdom and strength
to fulfill this study;
To their families, for their unending moral and financial support in order to finish
this study;
To Mr. Edilberto Flores Jr. and Ms. Mary Ann Carranza, their Thesis 1 and Thesis
2 Instructor, for teaching and guiding the researchers on how to properly do their research
and extending their helping hand to meet the necessary requirement of the study as well as
to their fruitful advices, insightful criticisms, and patient encouragement aided the writing
of this thesis in so many ways.
To their research adviser, Mr. Michael Ryan F. Estrella, for generously sharing his
knowledge with patience and kindness in guiding and helping us to make the study a well
done achievement;
To Mr. Marlon Atienza the research statistician, for guiding and teaching the
researcher the right statistical methods to interpret the data gathered.
To Ms. Helen A. Baesa, MAE and Ms. Evangeline Cabantog for her assistance and
suggestions throughout the study;
To our beloved Dean, Dr. Emerlita S. Naguiat for her undying support to finish this
study at its finest;
To our dearest university, Bulacan State University for molding each student to be
the best version of themselves in order to become a responsible individual in the future;
and
Lastly, to all the respondents of this study for their full cooperation that made them
a huge part for the fulfillment of this study.
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COLLEGE OF BUSINESS ADMINISTRATION

DEDICATION

We would like to dedicate this study to the Almighty God, to our beloved families,

and to our Alma Mater Bulacan State University, to our classmates, instructors and to the

professors of this course.

We will always appreciate all what they have done.

We would like to dedicate this study to our fellow marketing management students;

for them to have an additional information regarding such matter.

- The Researchers

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