School of Management

BA 220: Marketing Management

Dear Respondent,

We are graduate students of Masters in Business Administration from the University of the Philippines -
Cebu. We are conducting a marketing case study for Nuat Thai managed by Golden Leaf Inc., specifically
located in Banawa and Talamban, as part of our requirements for our Marketing Management Course.

The purpose of this study is to explore diverse motivation factors influencing customers to visit massage
parlors and choose certain massage services during their visit. This study will lead to the identification of
the various target market segments in Cebu City, thereby, providing massage parlors like Nuat Thai
valuable information to narrow down its target market based on their motivation factors and on the
creation of more effective strategies on promotion and marketing of the services that make Nuat Thai the
preferred choice for massage parlor.

In line with this, we would like to ask you to spare your time to answer the survey questionnaire below.

Your participation in this study is voluntary and all information will be treated with utmost confidentiality.

Thank you so much for your help.

Michael Abundo Marc Vincent Apatan Sarah Balisacan

Student-researcher Student-researcher Student-researcher

PART I. Socio-Demographic Profile

Name (Optional): Mr./Ms./Mrs. _________________________________________________________

Sex: ( ) Male ( ) Female
Residence: _________________________________________________________
Age: ( ) 21 years old and below ( ) 22 - 45 yrs old
( ) 46 - 60 yrs old ( ) 61 yrs old and above

Educational Attainment:
( ) Attended College ( ) High School ( ) Others (please specify):_____________
( ) Undergraduate Degree ( ) Vocational
( ) Graduate School ( ) Diploma

Civil Status:
( ) Single ( ) Widow/Widower
( ) Married ( ) Separated

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Annual Income:
( ) 0 – 100,000 PHP ( ) 400,001 - 500,000 PHP
( ) 100,001 - 200,000 PHP ( ) 300,001 - 400,000 PHP
( ) 200,001 - 300,000 PHP ( ) Prefer Not to say

Occupation:
( ) Student ( ) Working with Non-Government Organization
( ) Government Employee ( ) Retiree
( ) Self-employed/Entrepreneur ( ) Others
( ) Unemployed

PART II. Motivation and Over-all Satisfaction Rate

1. Is this your first time in Nuat Thai Banawa? If YES, please proceed to Question No. 3.
( ) YES ( ) NO

2. How often do you visit the Nuat Thai Banawa?

( ) Daily
( ) Once a week
( ) 2-3 times a week
( ) 4-5 times a week
( ) Multiple times in a day
( ) Others: _______________

3. Who do you come with?

( ) Alone ( ) with Family/Relatives
( ) with BF/GF ( ) with Colleagues
( ) with Friends ( ) Others (please specify):_______________

4. What is your primary motivation for visiting Nuat Thai Banawa? (Please choose only three and rank them
from 1 to 3, with 1 being the strongest motivation and 3 being the weakest motivation.)
(__) Relaxation (__) Self-pampering
(__) Stress management (__) Grooming
(__) Weight loss (__) Socialization
(__) Pain management (__) Others (please specify): _______________

5. What is your favorite spa service? _______________

6. Have you gone to other spa parlors before? (If NO, please to Question No. 7, If YES, please specify the spa
parlors and rank them with 1 as the best spa in your opinion.)
(__) Nuat Thai Branch _______________
(__) Body and Sole Branch _______________
(__) Grand Royal Spa _______________
(__) Medi Spa Branch _______________
(__) Meddah Spa Branch

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 (__) Myka Spa and Wellness
(__) Nature’s Way
(__) Royal Day Spa Branch _______________
(__) Shirlen’s Unwind Massage
(__) Thai Boran Branch _______________
(__) Others (please specify): _______________
(__) Others (please specify): _______________
(__) Others (please specify): _______________

7. Do you have any comment on the service you just had in Nuat Thai Banawa?
_________________________________________________________________________________________
_________________________________________________________________________________________

8. What were the problems/issue met during the massage service? (Please provide comments or feedback, if
any.)
_________________________________________________________________________________________
_________________________________________________________________________________________

9. Please rate the following based on your experience and satisfaction:

Over-all Satisfactory Rating
Poor Unsatisfactory Satisfactory Satisfactory Outstanding
Facilities
Spa Quality, Facilities
Treatments
Quality of Treatment
Effectiveness of Treatment
Options, Variety of
Treatments Offered
Therapist
Therapist/Specialist
Knowledge/Quality
Service
Overall Level of Service by
Staff
Products
Spa Products Used

PART III. Intention of Repeat Visit

1. Are you going to come back to Nuat Thai Banawa branch in your future massage?
( ) YES ( ) NO ( ) MAYBE

2. Would you recommend Nuat Thai Banawa branch to others?

( ) YES ( ) NO ( ) MAYBE