MR Final Na

N AV O TA S P O LY T E C H N I C C O L L E G E 1
THE MARKETING MIX STRATEGIES OF A FOOD FRANCHISE
A Marketing Research Paper

Presented to the faculty of the Navotas Polytechnic College
Navotas City
In Partial Fulfillment of the Requirements for the Subject

(PC2A) Marketing Research
by
Group 1
October 2019
TABLE OF CONTENTS
Page
Title Page …………………………………………………………………..1
Table of Contents ……………………………………………………….....2
List of Tables ………..……………………………………………….….….4
List of Figures ………………………………………………………………5
Abstract/Executive Summary……………………………………….….….7
Introduction………………………………………………………………... 12
Review and Related Literature and Studies………………….…..….…14
Research Objective(Scope of the problem)…………………………….38
Scope and Limitation……………………………………………………....39
Methods of Research…………………………………………….…...…...39
Population, Sample Size and Sampling Technique …………..…..…..40
Description of Respondents………………………………….……..…….41
Research Instrument………………………………………………..….….41
Data-Gathering Procedure……………………………………………..…42
Statistical Treatment of Data………………………………………….….42

Conclusions………………………………………………………….……..64
Recommendations……………………………………………………...…65
Appendix…………………………………………………………………....66
LIST OF TABLES
Number Title Page
1 Frequency and percentage distribution of the………….…..44
Respondents by Gender.
Respondents by Age.
Respondents
by Visiting Malabon Citi Square
4 Frequency and percentage distribution of the……….…….47
Respondents by Companion Visiting Malabon
Citisquare.
5 Frequency and percentage distribution of the……….……48
Respondents by Amount they spend in food
Purchases.
6 Frequency and percentage distribution of the……………49
Respondents by Number of years as a customer.

7 Level of satisfaction of Marketing Mix Strategies……..…50
Of a food franchise in terms of Product Strategy
8 Level of satisfaction of Marketing Mix Strategies…………51
Of a food franchise in terms of Price Strategy
9 Level of satisfaction of Marketing Mix Strategies…………53
Of a food franchise in terms of Place Strategy
10 Level of satisfaction of Marketing Mix Strategies………...54
Of a food franchise in terms of Promotion Strategy
11 Summary of level of customer’s assessment of a……......55
Food franchise
12 Difference on respondents perception on the…………….56
Level of satisfaction on Marketing Mix Strategies
Of a food franchise by Gender
13 Difference on respondents perception on the……………57
Of a food franchise by Age
14 Difference on respondents perception on the………..…58
Of a food franchise by Visiting Malabon Citisquare
15 Difference on respondents perception on the…………..59

Of a food franchise by Companion visiting
Malabon Citisquare
16 Difference on respondents perception on the…………..61
Of a food franchise by Amount they usually spend
On food purchases.
17 Difference on respondents perception on the…………...62
Of a food franchise by Number of years as Customers.

LIST OF FIGURES
Number Title Page
1 Marketing Mix 36
2 Research Paradigm 37
ABSTRACT
Title : The Marketing Mix Strategies of a Food
Franchise
Researcher : Group 1
Degree : Bachelor of Science in Business Administration
Major in Marketing
Institution : Navotas Polytechnic College
Year : 2019
Adviser : Prof. Arman L. Guinto, MBA
The Problem
The problem of the study was to analyze the satisfaction affecting the
purchase decision of the customers’ in shawarma shack in terms of product,
price, place and promotion.
The Findings
Findings discover that the satisfaction of the Marketing Strategies of
Shawarma shacks was the following.
1. The findings of respondent profile are the following. For the Gender Category,
the majority of the respondents were female with percentage of 68%. On the
Age category, most of the respondents are within the interval of 20 years old
above with percentage of 77%. On the frequency of visiting Malabon
Citisquare shown in once a month with 49%. On the number of Visiting of
Malabon Citisquare Once a week with percentage of 30%. And some
respondents are twice a week with percentage of 15% and the lowest is
Thrice a week with Percentage of 6%. On the Companion of Visiting of
Malabon Citisquare preferred to go with their Friends with Percentage of 48%.
2. The Findings of Satisfaction are the following. For the Question 2.1 Aspects of
Product Strategy majority of the respondents rate level of Satisfaction in the
Product. It has a total of Grand mean of 3.94 with Verbal interpretation of
Satisfied. For the question 2.2 Aspect of Price Strategy, Most of respondents
rated with highest percentage. It has a total of Grand mean of 3.85% with
verbal interpretation of Satisfied. For the question 2.3 Aspect of Place

Strategy, Most of the respondents agree that Cleanliness is the highest
weighted mean with 4.04. For the question 2.4 Aspect of Promotional
Strategy, majority of the respondent rate are Buy 3 For 100 (Regular) as the
most Satisfied factor. Grand mean of 4.17 with the verbal interpretation of
Satisfied.
3. For the finding on the Summary of level of customer`s Assessment of a Food
Franchise Product, Price, Place, Promotion, by Assessment level of
Marketing Mix, Promotion has highest weighted mean of 4.16 with Verbal
interpretation of Satisfied. Product is the Second with weighted mean of 3.94
with Verbal interpretation of Satisfied. Place is Third with weighted mean of
3.91 with Verbal interpretation of Satisfied. And the lowest is Price weighted
mean 3.85 with Verbal Interpretation of Satisfied.
4. For the findings on the difference of respondents perception of the
Satisfaction on Marketing Mix Strategies of a Food Franchise by Gender Male
has the highest mean in terms of Product with 4.28. LGBTQ with average
mean of 4.20. Female with average mean of 3.79. LGBTQ has the highest
Mean in terms of Price with 4.00. Male with average mean of 3.88 and
Female with average mean of 3.63. Male has highest mean in terms of Place
with average 4.25. LGBTQ with average mean of 4.00 and Female with
average mean of 3.80.

LGBTQ has Highest Mean in terms of Promotion with average of 4.50.
Female with average mean of 4.04 and Male with average of 2.30.
5. For the findings of difference on Respondents perception on the Level of
satisfaction on Marketing Mix Strategies of a Food Franchise by Age.
31-40 years old has highest in terms of Product with average of 4.35.
20 years old above with average mean of 3.97. and 21 years old with average
mean 3.81, 31-40 years old has highest mean in terms of Price with average
of 4.15, 20 years old above with average mean 3.96 and 21 years old with
average mean 3.56. 31-40 years old has highest mean in terms of Place with
average of 4.00, 20 years old above with average mean 3.96 and 21 years
old with average mean 3.83. 20 years old above has highest in terms of
Promotion with average mean of 4.15, 31-40 years old with average mean of
4.11, 21 years old with average mean of 4.10.
6. For the findings of difference on respondents perception on the level of
Satisfaction on Marketing Mix Strategies of a Food Franchise by Frequency of
visiting Malabon Citisquare by Companion of Visit.
Classmate has the highest average mean in terms of Product with 4.16,
Siblings with average of 4.01, Friends with average of 3.94, Others with
average of 3.93 None with average of 3.89, and Parents with average of 3.87.
Others has highest average of mean in terms of Price with average of 4.09,
Classmates with average of 4.07, Siblings with average of 3.93, Friends with
average of 3.62, None with average of 3.61 and Parents with average of 3.48.
Classmates has highest average mean in terms with 4.16, Siblings with
average of 4.14, Parents with average of 4.05, Others with average of 3.93,
Friends with average of 3.89, None with average of 3.79. Others has highest
in terms of Promotion with average mean of 4.40, Siblings with average mean
of 4.30, Parents with average mean of 4.30, Friends with average mean of
4.06, Classmates with average mean of 4.02, and None with average mean
of 4.00.
7. For the findings difference on respondents perception on the Level of
Satisfaction on Marketing Mix Strategies of a Food Franchise by Amount
usually spend in food Purchase (in Php). 401 below has highest average
mean in terms of Product with 4.38, 301-400 below with average of 3.98,
100 below with average of 3.96, 101-200 with average of 3.93, 201-300 with
average of 3.82. 401 below has highest average mean in terms of Price with
4.40, 301-400 with average mean of 3.88, 101-200 with average of 3.77, 201-
300 with average of 3.62, 100 below with average of 3.62. 401-below has
highest average mean in terms of Place with 4.10, 201-300 with average of
4.08, 301-400 with average of 4.03, 101-200 with average of 3.93, 100 and
below with average of 3.83. 301-400 has highest average mean in terms of
Promotion with 4.74, 401below with average mean of 4.50, 101-200 with
average mean of 4.31, 201-300 with average mean of 4.05, 100 below with
average of 3.91.
8. For the findings difference on respondents perception of the Level of
Satisfaction on Marketing Mix Strategies of a Food Franchise by Number
years as a customer of this specific Shawarma Shacks Kioks by Amount
usually spend. 5 years has highest average mean in terms of product with
4.50, 1-2 years with average of 4.01, 11 months & below with average mean
of 3.93, 3-4 years with average of 3.30.
1-2 years has highest average mean in terms of Price with 3.93, 11 months &
below with average of 3.67, 5 years with average of 3.60, 3-4 years with
average of 3.30. 5 years has highest average mean in terms of Place with
4.60, 1-2 years with average of 3.97, 11 months & below with average of
3.94, 3-4 years with average of 3.07. 3-4 years has highest average mean in
terms of Promotion with 4.37, 5 years with average of 4.28, 1-2 years with
average of 4.16, 11 months & below with average of 4.11.
Introduction
The Shawarma shack is the first and real home of Buy 1 take 1 shawarma
Started as a humble shawarma shack in divisoria, this unique shawarma
food cart business grew into a top shawarma brand with multiple store
outlets beloved by mall goes across Luzon. Unlike any other shawarma
brands, The Shawarma shack franchise opportunity offers customers real
affordability of their products while assuring franchisees with real profitability
and fast returns.
With the fast-paced growth and success of top shawarma brands like turks
shawarma, shawarma food channel and more, The shawarma shack
envisions itself to be one of the Top 5 shawarma franchises in the Philippines
by continuously providing affordable and delicious mediterrean and Turkish
shawarma offerings to all its customers and generous profit margins to all its
franchise partners.
Marketing strategy is very much important for developing any of the business.
Without it the effort of the business to attract customer is random and very
efficient. The main focus of your strategy must make sure that the product
should fulfill the demands of the consumers and as well as it maintains the
long-term relationship with those consumers. To achieve this, you will have to
initiate flexible strategy that responds to change in consumer demand and
perception. It may also give brand name to your product which will help you to
run your business in new markets smooth and efficient manner. First of all the
main purpose of your marketing strategy should be to identify the weather the
target market customers are satisfied with your product and services of your
business.
Once you have created and implemented your strategy, try to identify the feed
from your customers and if any changes or improvement is required apply it
for the maximum satisfaction of customers.
This helps you to identify that, where your strategy needs to be improved and
how it can be developed, so that it can be implemented for effective action.
Before applying any strategy in the business proper planning programs must
be organized within the members of the organizations.
Review and Related Literature and Studies
Foreign Literature
Attributes
The concept of marketing from an Islamic perspective is different from the
conventional one. The conventional marketing concept, as many authors have
attempted to define, can be explained in many different ways. It was first
defined in 1948 by the American Marketing Association (AMA), United States of
America, as “the performance of business activities directed toward, and
incident to, the flow of goods and services from producer to ” (Kotler and
Armstrong, 2004). In 1985, AMA changed this definition and defined the
marketing concept as “the process of planning and executing the concept,
pricing, promotion, and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational objectives”. Islamic
Marketing Mix In 1965, Borden first established the concept of marketing mix
with the set of 12 elements, namely: product planning, pricing, branding,
channels of distribution, personal selling, advertising, promotions, packaging,
display, servicing, physical handling, and analysis. Later Borden regrouped
these 12 elements into four elements, or 4Ps, namely product, price, place
(distribution), and promotion to satisfy the target market (Goi, 2009). Customer
satisfaction can be influenced by the marketing mix (4Ps) based on the Islamic
shariah perspective.
It's indeed very true that Islam provides a complete way of life. It parcels all
features and safeguards humankind for unnecessary ‘evils’ of society. A lot of the
issues and problems faced in society nowadays are a result of the lack of ethics
in our daily lives. People tend to be overridden by greed and self-satisfaction, i.e.
competition and profit maximization rather than looking at cooperation and
moderation, which the latter pair is what forms the basis of the Islamic worldview.
When talking from an Islamic marketing perspective and comparing ‘competition
and profit maximisation’ versus ‘cooperation and moderation’, the latter pair
provides a “win-win” situation in that it facilitates ‘satisfaction’ to both the
consumers (customers) and the sellers (promoters), as opposed to the former pair
which serves to only satisfy the sellers. Thus, to avoid promoting ‘toxins’ towards
society, businesses should implement Islamic marketing through all their
marketing mix strategies to gain not only better ‘rewards’ in this world, but also for
the hereafter.
This literature discussed how the marketing strategies affect consumer
satisfaction such as Islamic marketing strategies that satisfy the consumers
based on human values, marketing cultures, and Islamic rules and regulations
(Shariah laws). Thus, this study also discusses how the marketing mix (4Ps)
influences customer satisfaction from Islamic perspectives which is related to our
research study on how the marketing mix strategies of a food franchise affect the
level of consumer satisfaction.
Marketing mix and customers’ loyalty, and the mediating effect of customers’
satisfaction in the hijab industry. The study focused on female customers who are
wearing and buying any hijab product at Shah Alam outlets. Questionnaires
adapted from prior studies were distributed and 234 usable questionnaires were
collected. It is expected that findings from this study will contribute to the existing
literature to both theoretical and managerial approaches to better understand the
pattern of the marketing mix, customer satisfaction, and customer loyalty,
especially in hijab industry settings. Keywords: customer satisfaction, customer
loyalty, hijab industry.
The business market is growing rapidly and becoming more competitive as there
are many similar products and services delivered in the same market (Aisha,
2013). With the rapid growth of the new entrants in the business market,
switching behaviour among customers was high and organizations have to
increase efforts to retain their customers (Alden, 2012). Demands for scarves or
hijabs have been rapidly increasing in the industry; Muslim females incline to buy
several brands of hijab in the market to complement their attires (Ahmed, 2012).
Hijab providers would want to consider the designs, patterns, fabrics, colours,
labels, and brands, whether in physical a shop or online to attract customers.
Therefore, businesses need to compete with one another to stand out from other
competitors and to survive in the industry (Aisha, 2013). Thus, knowledge on this
topic can help business providers in the hijab and the fashion industry to
maximize returns, avoid customer’s remorse and diversify their products to

develop customers’ satisfaction that influences the customers to continue doing
business and become loyal customers.
The study confirms that customer satisfaction is really important to create loyal
customers, it is indeed important that marketing mix and its elements can help
business providers to know the factors that their customers are looking for when
buying hijabs. This study aimed to investigate the relationship between marketing
mix and customer loyalty in the hijab industry, as well as the mediating effect of
customer satisfaction. Therefore, business providers in the hijab industry will
know the marketing aspects that they need to focus on to attract hijab customers
and keep them loyal. This study endeavors to make both theoretical and practical
contributions to the literature and provides several implications for future
research. Findings from this study will assist policymakers, marketing
practitioners, planners and government, as needed, in developing strategies,
rules, and procedures, and to improve the link between customer satisfaction and
customer loyalty in the industry.
Local Studies
This recent study in hijab industry determined that the marketing mix
strategies are a big factor for customer satisfaction and customer loyalty, the
study confirms that customer satisfaction is really important to create customer
loyalty which is related to the food industry in the Philippines. Marketing mix
strategies affect and developed customers' satisfaction that influences the
customers to continue purchased and patronized a product and services.
If you are tired of your usual, standard fare when visiting Hole in the Wall at the
new Century City Mall, then it’s about time to try something new. This is the
appeal of Liberation Shawarma, a unique and refreshing take on the usual
Middle Eastern fare. Perhaps aware that shawarma is exotic fare that’s been
hashed and rehashed countless times, the people behind Liberation Shawarma
are on a mission to re-imagine this familiar comfort food.
The difference lies in the use of a thick round slab of pita bread where the
meat and the vegetables are stuffed inside. Meat choices are pork or beef, with a
vegetarian option for those who’d rather skip their meat. .
The best part about Liberation Shawarma is the tenderness of the beef that
complement the crunchy vegetables stuffed inside the pita. For those who prefer
a more filling meal for the day, you can opt to order rice instead of the pita bread.
Add PHP70 to get a side of French fries. Aside from the shawarma, they also
offer salads, Dipitas (pita bread with dip) plus an assortment of Middle Eastern
dips,like Baba Ganoush (mashed,smoky,eggplant), hummus (mashed
garbanzos) and tabouleh (veggies in herbs, olive oil and cumin).

Prices are a bit steep for shawarma, but the unique take on this tried and tested
common grub is worth the try. Customer Satisfaction The attainment of quality in
products and services had become a pivotal concern of the 1980s. While high-
quality in tangible items has been described and measured by marketers, quality
in services was largely undefined and unresearched. Hence, Parasuraman,
Zeithaml, and Berry1 (1985) attempted to rectify the situation by reporting the
insights obtained in an extensive Exploratory investigation of high-quality in four
service corporations and by developing a model of service quality, that sought to
improve the previously developed methods by developing a set of firm
characteristics that could be measured by providing the first complete set of ten
service, understanding/knowing the customer, and Access, and thereby added
the price of gap size in the customer Satisfaction and named that new dimension
gadget as SERVQUAL. These Investigators had been the first to make use of
gap size to decide the importance of service quality in customer satisfaction.
Since higher income customers have more choices to measure, they have
an inclination to own higher expectations of services. This could cause them to
be less satisfied than their lower income counterparts who may have fewer
alternatives from which to choose, and they may take longer to plan to a
firm albeit glad. As a result, it is proposed that: The relationship marketing impact
on satisfaction is greater for lower income customers than for higher income
customers. The impact of satisfaction on loyalty is greater for lower income
customers than for higher income customers.
Foreign Literature
According to Kuzak (2012), Customer Service is defined as satisfying
customer exceptionally well to make this shopping mall their store of choice. A
positive memorable customer service experience is what it takes in attaining
customer patronage and loyalty. To be the best retail store committed to
providing exceptional customer service for a memorable experience that fosters
customer loyalty is their vision. Giving glorious external client service is barely
doable once there's glorious internal client service. Internal client service refers
to the successfulness and positive social psychology of workers UN agency will
work along to assist the patrons.
Service stems from service providers. If staffs are truly happy, they will be
motivated and committed to share the same joy with their external shoppers.
Therefore, treating internal workers well promotes external client service
excellence. Adopting the Servqual model of service quality, AN external survey is
conducted to look at the patrons views on the importance of client service in their
searching call and to track this service performance of downtown shops. It
consists of tangibility, reliability, responsiveness, assurance and empathy

According to Kuzak (2012), Customer Service is defined as satisfying customer
exceptionally well to make this shopping mall their store of choice. A positive
memorable customer service experience is what it takes in attaining customer
patronage and loyalty. To be the best retail store committed to providing
exceptional customer service for a memorable experience that fosters customer
loyalty is their vision. Giving glorious external client service is barely doable once
there's glorious internal client service. Internal client service refers to the
successfulness and positive social psychology of workers UN agency will work
along to assist the patrons. Service stems from service providers. If staffs are
truly happy, they will be motivated and committed to share the same joy with their
external shoppers. Therefore, treating internal workers well promotes external
client service excellence. Adopting the Servqual model of service quality, AN
external survey is conducted to look at the patrons views on the importance of
client service in their searching call and to track this service performance of
downtown shops. It consists of tangibility, reliability, responsiveness, assurance
and empathy.
Local Studies
Street foods can be seen and perceived in different views by different people.
It may be considered a problem; it may also be a challenge; and to most people,
an opportunity. The problem is the control and maintenance of the quality of the
foods that are sold. The challenge is the provision of various support services
including infrastructure and utilities by government and municipal authorities to
encourage the formal development of the sector while maintaining and assuring
the safety and the quality of the street foods. It is mainly due to the need for
official recognition of this very large segment of the informal sector: (1) determine
whether or not there are pathogenic microorganisms present in shawarma and
tempura sauces sold in the streets of Dumaguete City; (2) identify the
corresponding food borne disease(s) that arise(s) from the pathogenic
microorganisms identified; and (3) assess how safe the shawarma and tempura
sauces, sold in Dumaguete City, are for consumption after subjecting these
samples in bacterial culture. The results of the study revealed that in both of the
food samples tested there were members of the Enterobacteriaceae family
identified by biochemical tests. The pathogenic bacteria that were identified were
Escherichia coli and Salmonella spp. Whereas, Klebsiella pneumoniae and
Klebsiella ozenae are considered opportunistic; and can cause pneumonia and
atypical pneumonia or community-acquired prneumonia, respectively. In
retrospect, the study was able to prove that there were pathogenic
microorganisms present on the randomly selected shawarma and tempura stalls
in Dumaguete City despite having only ten randomly selected subjects.
Foreign Literature
Food scientist Frank McVey is convinced there is a lot you can tell about
for last several months, McVey has been conducting a rather specific study he's
been traveling the country, analyzing people's topping selections for their wraps
and looking at how those choices reflect their character. McVey's findings
based on a standard list of toppings available at the average hummus garlic
tahini, hot sauce, lettuce, tomato, onion, pickle, coleslaw, tabouli pickled turnips
banana peppers, chickpea salad, corn salad, and Greek salad Some of the
result are fairly obvious," McVey explains. "If a person just gets lettuce, tomato
and garlic sauce, they were looking for a Subway and couldn't find one If you
ask for no sauce," McVey continues, "you're a worrier. Like, 'What if they forget
McVey says in a cruelly mocking tone. "What if the napkins they remember the
napkins, but it's not enough napkins? What if I take a bite of this shawarma on
the bus and get sauce on my pants and everyone sees ‘’McVey stares into the
distance. "What if Barbara really never comes back he adds wistfully making it
seem like Barbara may not be an entirely hypothetical character. result of study
If you get everything on your shawarma, guess what? You're never gonna be
Happy!" he says confidently. According to McVey's extensive research, there
are two potential reasons why that is. Number one: you don't know what you
want," he explains. "You're getting everything because you're clueless all sorts
of contrasting flavours from around the globe, every bite strange and different
there's no congruency to the dish. It's anarchy! You can't get what you want
if you don't know what you want. And if you can't get what you want, you won't
be happy." Number two," he continues. "You simply expect too much from life.
Asking for everything on your shawarma is like asking for fifteen toppings on
your burger. Imagine standing in line at a burger joint while the guy in front of
you rattled off the fifteen toppings he wanted. You would throw a punch! If you
think you deserve fifteen toppings on your shawarma, you probably also think
you deserve to marry Chris Pratt. Well, enjoy your festival of toppings because
Pratt's not pickin' up the phone. No one is ever gonna live up to your standards
and you're gonna end up Barbara-less The take-home message from possibly
broken man seems to be that you should just know what you want. Next time
you order a shawarma, take a good look at the toppings and consider which
ones really work for you and work with each other, McVey says. All too often a
directionless meal is indicative of a directionless life.
Local Studies
The food scene in Cebu is on a roll. From malls around the city bringing in more
and more homegrown brands to pop-up events promoting start-up culinary
concepts, this town has gotten even more tasty since the years of fruit yogurts,
Then, there are also the secret gems like Eastern Hub, places that reward only
those who seek them out, places deserving of a spot in people’s food trip
Surrounded by a crowded nightly Filipino barbecue joint which also serves

anything and everything from instant noodles to a bowl of spicy fish stew Eastern
Hub is a proud place and rightly so, as it stands in the middle of a market, which,
after all this time, has never really gotten its hands on a real and authentic Arabic.
We wanted to share what a real shawarma is all about,” said proprietor Jeramy
Alnjm. “The ones here are filled with cabbage; this is not supposed to be the
According to Jeramy, a shawarma in the Middle East is basically composed off
wrap (that’s not sweet), the meat, specific sauces that goes with the kind of meat
selected, some potato fries, parsley and pickles. Here in the Philippines,
shawarmas have taken a turn for the local palate: Mostly sweet, and filled with
chopped cabbage, sliced cucumbers and tomatoes.
With it’s dedication to authentic Middle Eastern flavors, Eastern Hub is frequented
by customers from the Middle East as well. Food aficionados have already found
their way to this place as well. But despite its stand for not compromising its
recipes for the local market, the place is fun, full of life; sometimes, an acoustic
band comes in to play a few tunes it’s taken on a Filipino home.
Of course, the place is not just about shawarmas, other food items include salads
fried chicken, hummus, samosas and pizzas. Looking for a rice meal Shawarma
rice also finds its way here but prepared with Middle Eastern flair.
The restaurant is far from snobbish. It is a food place set up with great intentions,
hoping to provide Cebuanos a taste of the other side of the world at a fraction of a
cos, sans a round-trip plane ticket to the UAE. Eastern Hub is located along the
V. Rama St., Guadalupe, Cebu City, right across the road which leads the menu
of Guadalajara and is open from 4 p.m. to 2 a.m. daily.
Foreign Literature
George Bernard Shaw, wrote history when he wrote, “there is no love sincerer
the love of food” and it is one of my favorite lines in literature. The love of food
evolves you as a person,you learn to invoke innovation and teamup with curiosity,
although, sometimes that curiosity may lead to utter disasters, nonetheless, that
disastrous experience becomes your teacher. It grows your love for creativity.
Being a food lover comes with its advantages; you learn to grow your friendship
with food and you know how and when to take care of each other, if you are
craving something, you will know exactly what you want to eat, if you are feeling
lucky, you will know how to work with various spices to create something highly
satisfying for yourself; you learn to study flavors with your palate as your teacher;
its about risks and curiosity because its true that good food, good eating is all
about risk. Whether we’re talking about unpasteurized Stilton, raw oysters or
working for organized crime ‘associates food, for me, has always been an the
adventure” (Anthony Bourdain, Kitchen Confidential: Adventures in the Culinary
Underbelly); you will love food photography as it shows-off all the best features of
any food; your love of food will make you try new things and it will evolve you as a
cook to an extent that if you are reading a random recipe you have never tried,
will enjoy its flavors with your knowledge and experience of spices because “the
first time you see something that you have never seen before, you almost always
know right away if you should eat it or run away from it.” (Scott Adams). The point
is, your love of food will always grow and so will your curiosity, hence, fueling your
creativity i grew up in the Middle-East and one of my favorite memories of that
place is the Shawarma. Originally, Shawarma is cooked on a rotating stand grill
with marinated meat fillets packed in a swirl one on top of the other and slow
roasted to a perfect moist and extremely flavorsome taste. It is thinly sliced right
the standing grill and served on a Arabian Kubz, which is like a flat pita bread but
far more scrumptious, and made into a wrap with lettuce and garlic tahini sauce.
Trust me when I say, this Middle-eastern Gyro will make you all Ga-Ga for it. In all
honesty, it is like your first love you ever experience, you never forget it; as is the
love of Shawarma, once you have it, you will never forget it. Living in the middle-
east it was a piece of heaven on earth for me. Ofcourse, those who have never
lived in the middle-east or have never had a Shawarma before, it is similar to a
Gyro, Burrito or a Taco but very different in taste, style and flavors, that to which,
these can not compete with.
In terms of flavor, it is very subtle because you get a punch of huge flavors as
bite into it and for moment your mind boggles trying to figure out what spices are
these. The middle-eastern spices are extremely earthy and have a vast array of
spices from staples like cumin, coriander, turmeric and mint to exotic blends like
Ras-el-hanout, Za’atar and Bahaarat spice mix. The reason why the cuisine is
in spices is because the traders of Arabs, once upon a time, were in control of
spice trading between Asia, India, Africa and Europe. Therefore, every spice in
existence ever known, found it’s way into the Middle-eastern spice dictionary.
The Shawarma has very earthy flavours that stem from the warmth of cinnamon
and cumin spice infusion and is paired with the sharp tang of the Garlic Sauce
the Gherkin (pickled cucumber). Initially, the Shawarma condiments and fixings
is always room for creativity and various complimentary fixings can be added
along side these from pickled beetroot, pomegranate seeds, halloumi, cucumber
tomatoes, French fries, olives etc. to various condiments like chilli mayo sauce
French sauce, sweet and smoky chilli sauce etc. Having said that, the best
sauce with any type of shawarma wrap is hands down the Garlic Tahini Sauce; it
Moving forward, ofcourse, we can’t make Shawarma as it is prepared at the
Shawarma stand or shop, but there is always a way to cheat a similar way. I took
chicken breast and quartered them, I marinated the meat in the Shawarma spice
mix and let it sit for 1 hour, but I would prefer overnight to really get the flavours
going, and the simplest way to make it is bake it covered and then uncovered for
the last 10 minutes of the total baking time. The meat will stay tender and moist
with a crispy exterior giving a similar allusion of the Rotating-grill-stand shredded
meat at the Shawarma Vendour. I personally prefer this method because it’s quick
and easy. The second way you can go about cooking this is, grilling it on the grill
pan. This way is even faster than the first one but, the downside is that the meat
completely dries out, conversely, the good thing is, your house will be Shawarma
scented as you grill this. However, I highly recommend the first method.
The Pita I used was my home made as I love my homemade Pita bread. Although
the homemade version of the Pita was pretty awesome, the authenticity of the
recipe is using flat bread Pita bread, which is available at every major retail store
The garlic sauce has to be extremely sharp in order to really enjoy the authentic
taste of this middle-eastern recipe. The sharper the Garlic sting, the better the
friendship between the Shawarma meat and the sauce, resulting in a cogently
scrumptious wrap altogether. I would highly recommend adding the pomegranate
seeds to the wrap as the punch from the pops of the pomegranate seeds is
extremely refreshing; having said that, the fixings are entirely up to individual.
My love of Shawarma, is my love of my childhood memories, dreamy, exuberant
and cherishable. It’s incomplete without it, see that’s what people don’t get about
food. It’s never the food, its the love that goes into making it. That’s what’s
important” (Sarah Strohmeyer, Sweet Love). These were a very pretty sight
though, I am not very happy with the pictures as I was a little under the weather
that day, and I just couldn’t shoot the shots as passionately as I usually do, and in
all honesty I am still learning how to shoot by watching YouTube tutorials, so bear
with me for my amateur pictures for now, but, the flavours of this gorgeous recipe
were spot on.
Local Studies
If you are tired of your usual, standard fare when visiting Hole in the Wall at
new Century City Mall, then it’s about time to try something new. This is the
appeal of Liberation Shawarma, a unique and refreshing take on the usual in
Eastern fare. Perhaps aware that shawarma is exotic fare that’s been hashed a
rehashed countless times, the people behind Liberation Shawarma are on a
mission to re-imagine this familiar comfort food. The difference lies in the use
of a thick round slab of pita bread where the meat and the vegetables are stuffed
inside. Meat choices are pork or beef, with a vegetarian option for those who’d
rather skip their meat.The best part about Liberation Shawarma is the
tenderness of the beef that complement the crunchy vegetables stuffed inside
the pita. For those who prefer a more filling meal for the day, you can option
to order rice instead of the pita bread. Add PHP70 to get a side of French fries.
Aside from the shawarma, they also offer salads, Dipitas (pita bread with dip)
Plus an assortment of Middle Eastern dips like Baba Ganoush (mashed smoky
eggplant), hummus mashed garbanzos and tabouleh (veggies in herbs, olive oil
and cumin). Prices are a bit steep for shawarma, but the unique take on this tried
and tested common grub is worth the try. Customer Satisfaction The attainment of
a quality in products and services had become a pivotal concern of the 1980s a
While high-quality in tangible items has been described and measured by owner
undefined and unresearched. Hence, Parasuraman, Zeithaml, andBerry1 (1985)
attempted to rectify the situation by reporting the insights obtained in an extensive
Exploratory investigation of high-quality in four service corporations and by
developing a model of service quality, that sought to improve the previously
developed methods by developing a set of firm characteristics that could be
measured by providing the first complete set of ten service quality determinants:
tangibles, reliability, responsiveness, communication, credibility, security,
competence, courtesy, understanding/knowing the customer, and Access, and
thereby added the price of gap size in the customer Satisfaction and named that
new dimension gadget as SERVQUAL. These Investigators had been the first to
make use of gap size to decide the importance of service quality in customer.
Foreign Study
Franchising in line with Om sai Ram in Haiying (2005) could be a powerful

for the promoting and distribution of {products} and services utilized by
franchisors to plug their products. Alon (2007) posits that international franchising
has grown significantly since the 1960s because of push and pull factors they
look at their opportunities abroad, favorable macroeconomic, demographic and
political conditions abroad pulled them into specific markets. Franchising has
been ascertained by industrial watchers because of the key strategy adopted by
multinationals to market and expand their change alternative untapped markets
and this cut across totally different sectors including the fast-food sector which is
the area of study. It is, therefore, our intention to specialize in the introduction
of victuals franchising and its acceptableness in Nigeria.
Over the past fifty-three years once Macdonald opened her 1st victuals in
Chicago until nowadays, Emerson (1979) claimed fast food franchising in the
developed economy has increased geometrically. America has netted over 521,
215 outlets in fast food stores alone according to Om sai Ram in (Haiying, 2005).
He observed further that, franchising is well established in most developed
countries today with over one-third of all retailing is franchised – related. In recent
years, however, opportunities have diminished in these countries as well, and
international franchisors have begun to seek development opportunities in
developing economies such as China, Brazil, South Africa, and Nigeria.
(1990) in agreeing with Alon argued that over 75% of the expected growth in the
world’s trade over the next decades will come from developing countries. It was
surprising, therefore, that franchisors are assessing the economic potentials in
China’s one.3 billion individuals, two hundred million of that area unit inside the
growing class and a Gross Domestic Product that's on top of four hundredth of
Ordish (2006:30) delineate China has the “mother of all franchise markets in
This recent study determined that food franchising quickly grew due to a high
level of patronage expanded into many cities in Nigeria same as in the Philippines
the food franchise industry is rapidly growing due to the demand for consumers
and franchisees. Due to demand, franchisee uses marketing strategies to have a
competitive advantage such as marketing mix strategies that creates customer
loyalty and satisfaction.

.
Local Studies
Success is an elusive dream for many people. And to those who find success
say that it is not just about hard work but a mixture of luck and being at the right
time, at the right place and being with the right people. But for Gem Zenarosa, the
man behind the fast-growing food retail chain Turks, says that success is about
surrendering your plans to the Lord God. A devout Iglesia ni Cristo who was born
and raised by an INC minister, Zenarosa never thought that he will manage his
own company.
A BS Nursing student by the Fatima University in Fairview Quezon City,
Zenarosa said that like any ordinary family, he had experienced countless trials
especially when he was still studying. “I remember when I was in high school at
the New Era University in Commonwealth, Quezon City there were many
instances that I didn’t pay my jeepney fare from school going to Malabon. To
evade payment, I always sat in the middle of the jeepney and voluntarily handed
the fares of other passengers to the driver so he won’t think that I haven’t paid,”
Zenarosa said.He added that even until college, he still experienced the lack of
money but it didn’t stop him from finishing his education. “My parents were just
simple people who know the importance of faith and belief in God, education, hard
work and perseverance. These were just a few things that they instilled in me,
which inspired and drove me to dream big. In 2003, He met Angel Glo N.
Zenarosa, whom He married after a year even if they were both still in college
studying. “My father in law gave my wife a brand new car as a graduation gift in
college, and we were so happy for his generosity. And as the man of the house, I
took different jobs to provide for my wife. I got into buying and selling cars and this
equip me the knowledge on how to manage my finances and earnings,” Zenarosa
explained.
While juggling several jobs here and there, he suggested his wife to do something
to keep her busy while he’s at work so she won’t get bored being alone in the
house. “I was busy with buy and sell, then one day I told my wife what if we start a
business.”
As a man who grew up in the knowledge of God, Zenarosa said he prays for
everything that he does and waits for the will of the Father before making a
decision, so when he contemplated on starting a business and got the answer for
his prayers, he decided to make that jump to the unknown.
Considered a newbie in the business industry, Zenarosa who was only 26 at that
time was full of enthusiasm and creativity to guarantee that his business will
prosper and last for generations to come. Zenarosa with his brilliant mind
innovated the usual shawarma kiosk we see everywhere.
Without so much money to fund the business that he and his wife will put up, they
decided to sell the car, which his father in law gave to his wife. “We shared our
plans to our relatives and friends and of course they had their opinions and
suggestions especially about our option to sell the car. They asked what if our
business plan failed; there were many ifs and buts. However, I pushed on and the
year 2007 was really unforgettable. A Turks wayZenarosa together with his wife
Angel Glo Zenarosa determined to make their business a success put their hearts
to it. “In 2007, shawarma stalls were all over but there were none in shopping
malls because of the aroma of the beef while cooking it. So it was really a
challenge for me to get into the shopping centers especially in SM Malls. What I
did was, I designed my own cart Considered a newbie in the business industry,
Zenarosa who was only 26 at that time was full of enthusiasm and creativity to
guarantee that his business will prosper and last for generations to come.
Zenarosa with his brilliant mind innovated the usual shawarma kiosk we see
everywhere.To keep the aroma of the beef from spreading, he designed Turks
cart with a glass to keep the smoke and scent within the cooking area. With his
design, Zenarosa’s Turks cart was approved by the SM Mall, and they opened
their first branch in SM Sta. Mesa.

The Marketing Mix
Theoretical Framework
Theoretical Framework is a structure that can hold a theory of a research
study. It introduces and describes the theory that explains why the research
problem under the study exists.
Target Market
Product Price Place Promotion

Mix
Solo shawarma Friendliness of the staff Buy 1 take 1 regular
Freshness Regular (40pesos) Speed of service Buy 1 take 1 large
Solo shawarma Accessibly Buy 3 for 100 (regular)
Temperature Safety Buy 3 for 130 (large)
Large (50pesos)
Taste Chicken shawarma Menu board Buy 1 take 1 regular
Meat Cleanliness + coke/water
Rice (70pesos)
Ambiance Buy 1 take 1 large
Vegetable Beef shawarma
Physical appearance
Rice (70pesos) + coke/water
Choices of sauce Layout
Shawarma over the Shawarma over the
Serving size Design
Fries + coke/water
Fries (80pesos)
Packaging All meat shawarma Standee (Kathniel)
Food varieties Video Advertisement
(40pesos)
Product presentation Kebab wrap (Kathniel)
(50pesos)
Extra rice (25pesos)
Extra sauce (7pesos)
Extra Cheese (10pesos)
Conceptual Framework
INPUT
Demographic Profile of respondents
Gender
Age
Frequency of visiting Malabon Citisquare
Companion visiting visiting Malabon
Citisquare
Amount they usually spend in food purchases
Number of years as a customers
PROCESS FEEDBACK
Gathering and evaluation of data
Presentation, Analysis and Interpretation of
Data
OUTPUT
Identified the profile of the respondents
The level satisfaction in terms of Marketing
Mix Strategy.
Assessed Marketing Mix Strategies
Satisfaction.
Statement of the Problem
The study will aim to determine the “The marketing mix strategies of Shawarma
Shack”
Specifically, it seeks to answer the following sub-problems.
1. What is demographic profile of the respondent as to:
1.1 Age
1.2 Gender
1.3 Monthly Income
2. In terms of respondent demographic profile, how they assessed themselves in
going to selected Shawarma Shack kiosk in terms of:
2.1 Accompanies them in the Shawarma Shack kiosk,
2.2 Numbers of times they got to Shawarma Shack kiosk,
2.3 Reason why they got to Shawarma Shack kiosk.

2.4 Amount they spend in food purchases (in PhP.)
3. What is the level of satisfaction of marketing mix strategy of Shawarma Shack?
3.1 Product
3.2 Price
3.3 Place
3.4 Promotion
Scope and Limitations
Doing this kind of study with the satisfaction of Marketing Mix Strategies being
formulated by the Shawarma Shack to its customers by determining the marketing
mix strategies of a food franchise and how can satisfy its customers.
This study is only limited to all the customers and outlets of Shawarma Shack in
Metro Manila namely Malabon Citi Square.
Method Research
This study made use of the Descriptive Research Method which helps the
researchers to gather the information about the present existing condition needed
in the chosen study. This method enables the researchers to interpret the
meaning of the findings and hypothesis development for further studies.

Descriptive research is aimed at casting the current issues through a process of
data collection that enables them to describe the situation more completely than
was possible without employing this method. Descriptive studies are used to
describe various aspects of the phenomenon.
The design used in this study is descriptive research which aims to record,
describe, analyze, interpret and compare the facts, data and information gathered
through the survey about the level of satisfaction on the Marketing Mix Strategies
of selected Malls. The descriptive method of research is implemented during the
study to help the researchers gather information and data that can be used as
asset in finishing the study.
Population, Sample Size and Sampling Technique
The target populations of the study are those students who usually spend in
food purchases at the malls. The types of the customer are students taking up
Bachelor of Science in Business Administration major in Marketing. The target
location chosen is Navotas Polytechnic College. The researcher was able to
obtain 100 respondents from the chosen school.
The acquire sample is from the survey conducted on September 19, 2019
wherein 26 male, 68 female and 6 LGBTQ for a total 100 respondents. Each of
the data gathered from the answers of the respondents are recorded into a
Microsoft Excel document that the researchers will be used to analyze the
marketing mix strategy of a food franchise.
The sampling technique was used in this research study. This non-probability of
being selected as in convenience or voluntary response surveys. This is the easy
sampling technique where we select an individual from randomly in selected
students.
Description of Respondents
A total of 100 of students of Navotas Polytechnic College taking up Bachelor
of Science in Business Administration major in Marketing were the respondents of
the study. The respondents are described according to their demograpwhic profile
such as gender, age, etc.
Research Instrument
The Research Instrument that the researchers used was questionnaire and
survey checklist to gather the data needed for the respondent’s profile. The
researchers interviewed various respondents who actually have an experience in

purchasing Shawarma Shack in the malls and afterwards consolidated them as
one.
The questionnaire has 2 parts: I and II
 The part “I”, is on personal data of the respondents;
 The part “II”, made up of 10 items is on the marketing strategies that could
define the level of satisfaction of respondents.
The instrument was structured in the modified likert scale, on a 5 point scale,
ranging from “Very Satisfied” (5), “Satisfied” (4), “Somehow Satisfied”, (3), “Less
Satisfied” (2), to “Not Satisfied” (1). The respondents were then instructed to
respond to their degree of satisfaction with the statement contained in the
instrument.
Data- Gathering Procedure
After validating the research instrument, the researchers asked the approval
of the school to conduct a survey to selected students of Bachelors of Science in
Business Administration major in Marketing.
After obtaining the authorization from the school, the researcher personally
administered the research instrument to the respondents. The researchers
discussed the significance of the study and accomplished questionnaires for
tabulation. The results were tailed and tabulated and become the basis of
analysis and interpretation.

Statistical Treatment of Data Results
Below are the statistical tools were used in this study:
Frequency – it is the actual response to a specific question in the questionnaire
where the respondent ticks his choice.
Percentage – It is used as descriptive statistics that describes a part of the whole.
Mean – The mean was unused to describe the satisfaction of internal and
external customers in terms of the marketing strategies used by Shawarma
Shack.
Weighted Mean – Was used to get the average frequency of the responses in
each weighted item.
Ranking – It is descriptive method to describe numerical data and was used to
sharing the importance of items analyzed.
Likert Scale – It is a summated rating in this study. This technique assigned one
scale of value each of the different responses.
Formula for Frequency and Percentage:
%= f/N x 100
Formula for Average Weighted Mean:
X= fx/N
Where
X = is the weighted mean
F = is the frequency
x = is the weight of each item
N = is the number of cases
The consolidated points from the respondents from the respondents answers to
each item over a five point-sale were as follows:
MEAN VALUE WEIGHT VERBAL INTERPRETATION
4.51-5.00 5 Very Satisfied
3.51-4.50 4 Satisfied
2.51-3.50 3 Somehow Satisfied
1.51-2.50 2 Less Satisfied
1.00-1.50 1 Not Satisfied
Presentation, Analysis and Interpretation of Data
1. Profile of the Respondents
1.1 Gender
Table 1
Frequency and Percentage Distribution of the Respondents by Gender
GENDER FREQUENCY PERCENTAGE

Male 26 26.00
Female 68 68.00
LGBTQ 6 6.00
TOTAL 100 100
Table 1 has shown that there were 68 female or 68% of over-all. 26 male or 26%
and LGBTQ 6 or 6%.
This is justified that most of respondents were Female which is 68% out of 100%
and also the Female was more dominant and most likely to eat shawarma
compare than the other respondents based on survey conducted.
1.2 Age
Table 2
Frequency and Percentage Distribution of the Respondents by Age
AGE FREQUENCY PERCENTAGE

20 years old above 77 77.00
21 - years old 21 21.00
31 - 40 years old 2 2.00
Total 100 100
Table 2 shows that the respondents are within the bracket of 20 years old above
have 77 respondents or 77% followed by 21 years old with 21 respondents or
23% , 31 to 40 years old with 2 respondents or 2% and there are no respondent
that ages 40 to 60 years old of the over all.
The researchers observed the reason why most of the respondents were from 20
years old and above because the location was conduct in the school and we
conduct a survey to the students who are going to the malls and eat in the
shawarma shacks.
1.3 Frequency of Visiting Malabon CitiSquare
Table 3
Frequency and Percentage Distribution of the Respondents by Frequency of

Visiting Malabon CitiSquare
FREQUENCY OF VISITING
MALABON CITISQUARE FREQUENCY PERCENTAGE
Once a week 30 30.00
Twice a week 15 15.00
Thrice a week 6 6.00
Once a month 49 49.00
Total 100 100
Table 3 shows that the majority of respondent’s frequency of visiting Malabon
Citisquare once a month with 49 respondents or 49% followed by once a week
with 30 respondents or 30%, twice a week with 15 respondents or 15% and thrice
a week with 6 respondents with 6%.
The researchers observed the reason why most of the respondent who goes to
Shawarma Shack once a month is because of lacks of budget because mostly of
the respondents are still students and has low allowance.
1.4 Companion in Visiting Malabon Citisquare

Table 4
Frequency and Percentage Distribution of the Respondents by Companion

In Visiting Malabon Citisquare
COMPANION IN
VISITING MALABON
CITISQUARE FREQUENCY PERCENTAGE
None 16 16.00
Parents 10 10.00
Siblings 7 7.00
Friends 48 48.00
Classmates 7 7.00
Others 12 12.00
Table Total 100 100 4
shows that majority of the respondents with 48 or 48% are those people who
visited shawarma shack with Friends followed by none 16 or 16%, alone with 12
or 12% of respondents, parents with 10 or 10% of respondents and sibling and
classmates with the same total of respondents 7 or 7%.
The Researchers observes the reason why most of the respondents who goes to
the mall are with friends mainly because of the factor that the researchers
conducted the survey on weekdays and they conclude that those friends are
having good times inside the mall.

1.5 Amount you usually spend on food purchases (in Php.)
Table 5
Frequency and Percentage Distribution of the Respondents by Amount they

Amount you usually
spend on food FREQUENCY PERCENTAGE
purchases (in Php.)
100 and below 41 41.00
101-200 31 31.00
201-300 18 18.00
301-400 6 6.00
401-below 4 4.00
Total 100 100
usually spend on food purchases (in Php.)
Table 5 shows that the majority of respondents are within the bracket 100 and
below spenders with 41 or 41% of respondents followed by 101-200 spenders
with 31 or 31% of respondents, 201-300 spenders with 18 or 18% of
respondents, 301-400 spenders with 6 or 6% of respondents, 401-below with 4
or 4% of respondents.
The researchers determined the reason why most of the respondent that the
amount they usually spend on food purchases bracket of 100 and below is that
they are current students and their parents who give a budget for their food has a
low monthly income.

1.6 Number of years as a Customer
Table 6
NUMBER OF YEARS AS A FREQUENCY PERCENTAGE

CUSTOMER
11 Months & below 74 74.00
1-2 Years 21 21.00
3-4 Years 3 3.00
5 Years 2 2.00
Total 100 100
Frequency and Percentage Distribution of the Respondents by Number of
years as a Customer
Table 6 shows that the majority of being a customer of the Shawarma Shack
are from the bracket of 11 months and below, followed by 1-2 years, 3-4 years
and the lowest is 5 years.
The researchers observed that the why most of respondents are from the bracket
of 11 months and below it is because the respondents are still students and
doesn’t have enough budget in purchasing Shawarma.

2. Level of Satisfaction of each Aspects of Marketing Mix Strategies
2.1 Product Strategy
Table 7
Level of Satisfaction of Marketing Mix Strategies of a Food Franchise

In terms of Product Strategy
Aspects of Product Weighted Verbal Interpretation Ranking

Strategy Mean
Freshness 4.17 Satisfied 1
Temperature 3.94 Satisfied 5
Taste 4.15 Satisfied 2
Meat 3.97 Satisfied 4
Vegetable 3.9 Satisfied 6.5
Choices Sauce 3.77 Satisfied 8
Serving Size 3.68 Satisfied 9
Packaging 3.9 Satisfied 6.5
Food Varieties 3.89 Satisfied 7
Food Presentation 4.05 Satisfied 3
Grand Mean 3.94 Satisfied
Legend: 4.51-5.00 Very Satisfied
3.52-4.50 Satisfied
2.51-3.50 Somehow Satisfied
1.51-2.50 Less Satisfied
1.00-1.50 Not Satisfied
Table 7 shows that the level of satisfaction of marketing mix strategies of a food
franchise in terms of product strategy was rated as Satisfied with General
Weighted Mean of 3.94.

It shows that the highest weighted mean is the freshness with 4.17 and the lowest
ranker is serving size with 3.68. Taste with 4.15, food presentation with 4.05, meat
with 3.97, temperature with 3.94, vegetable with 3.90, packaging with 3.90, food
varieties with 3.89 and choices of sauce with 3.77.
2.2 Price Strategy
Table 8

In terms of Price Strategy
Weighted Verbal
Aspect of Price Streategy Mean Interpretation Ranking
Solo Shawarma Regular (40php) 3.86 Satisfied 4
Solo Shawarma Rice (50php) 3.94 Satisfied 2
Chicken Shawarma Rice(70php) 3.76 Satisfied 5
Beef Shawarma Rice (70php) 3.84 Satisfied 6
Shawarma Over fries (80php) 3.80 Satisfied 7
All Meat Shawarma (40php) 3.93 Satisfied 3
Kebab Wrap (50php) 3.67 Satisfied 8
Extra Rice (25php) 3.28 Somehow Satisfied 10
Extra Sauce (7php) 3.43 Somehow Satisfied 9
Extra Cheese (10php) 4.95 Very Satisfied 1

3.52-4.50 Satisfied
Table 8 shows that the level of satisfaction of marketing mix strategies of a food
franchise was rated as satisfied with General Weighted Mean of 3.85.
It shows that the highest weighted mean is extra cheese with 4.95 and the lowest
is extra rice with 3.28. Solo shawarma rice with 3.94, all meat shawarma with
3.93, solo shawarma regular with 3.86, chicken shawarma rice with 3.76, beef
shawarma rice with 3.84, shawarma over the fries with 3.80, kebab wrap with
3.67, extra sauce 3.43.

2.3 Place Strategy
Table 9

In terms of Place Strategy
Aspect of Place Strategy Weighted Mean Verbal Ranking

Interpretation
Friendliness of the staff 3.92 Satisfied 6
Speed of Service 3.87 Satisfied 7
Accessibly 3.82 Satisfied 10
Safety 3.95 Satisfied 5
Menu Board 3.97 Satisfied 3
Cleanliness 4.04 Satisfied 1
Ambiance 3.83 Satisfied 9
Physical Appearance 3.97 Satisfied 2
Layout 3.85 Satisfied 8
Design 3.96 Satisfied 4

3.52-4.50 Satisfied
Table 9 shows the level of satisfaction of marketing mix strategies of a food
franchise in terms of place strategy was rated as satisfied with the General
It shows that the highest weighted mean is cleanliness with 4.04 and the lowest
weighted mean is accessibly with 3.82. Physical appearance with 3.97, menu
board with 3.97, design with 3.96, safety with 3.95, friendliness of the staff with
3.92, speed of service 3.87, layout with 3.85, ambiance with 3.83.
2.4 Promotional Strategy
Table 10

In terms of Promotional Strategy
Aspect of Promotion Strategy Weighted Verbal Ranking

Mean Interpretation
Buy 1 Take 1 Regular 4.22 Satisfied 3
Buy 1 Take 1 Large 4.24 Satisfied 2
Buy 3 For 100 (Regular) 4.37 Satisfied 1
Buy 3 For 130 (Large) 4.04 Satisfied 8
But 1 Take 1 Regular + Coke/Water 4.1 Satisfied 9
Buy 1 Take 1 Large + Coke/Water 4.13 Satisfied 5
Shawarma Over The Fries + 4.12 Satisfied 6
Coke/Water
Standee (Kathniel) 4.08 Satisfied 7
Video Advertisement (Kathniel) 4.19 Satisfied 4

3.52-4.50 Satisfied
Table 10 shows the level of satisfaction of marketing mix strategies of a food
franchise in terms of promotional strategy was rated as satisfied with the General
It show that the highest weighted mean is buy 3 for 100 (regular) with 4.37 and
the lowest is buy 1 take 1 regular + coke/water with 4.01. Buy 1 take 1 large with
4.24, buy 1 take 1 (regular) with 4.22, video advertisement (kathniel) with 4.19,
buy 1 take 1 large + coke/water with 4.13, shawarma over the fries + coke/water
with 4.12, standee (kathniel) with 4.08 and buy 3 for 130 large with 4.04.
Table 11
Summary of Level of Customer’s Assessment of a Food Franchise
Assessment Level of Weighted Verbal Interpretation

Marketing Mix Mean
Product 3.94 Satisfied
Price 3.85 Satisfied
Place 3.91 Satisfied
Promotion 4.16 Satisfied
Table 11 shows the summary of the level of customer’s assessment of marketing
mix strategies of a food franchise where in the product strategy has the highest
ranking with 3.83 and rated as satisfied followed by price strategy with 3.73 rated
as satisfied, promotional strategy with 3.62 rated as satisfied and the lowest is
place strategy with 3.60 rated satisfied.
It shows that the product is more important in the marketing mix strategies more
than price, place and promotion.
3. Difference in the Assessment of the Respondent on the Customers
Satisfaction of each aspect of Marketing Mix Strategies according to
their Profile.
Table 12
Difference on Respondents’ Perception on the Level of Satisfaction on

Marketing Mix Strategies of a Food Franchise by Gender
Marketing Mix Strategies

Gender Produ Price Place Promotio Grand
ct n Mean
Female 3.79` 3.63 3.80 4.04 3.82
Male 4.28 3.88 4.25 2.30 3.68
LGBTQ 4.20 4.00 4.00 4.50 4.18
Grand Mean 4.09 3.84 4.02 3.61 3.89

3.52-4.50 Satisfied
Table 12 shows the respondents perception on the level of satisfaction of
marketing mix strategies of a food franchise by gender is that LGBTQ got the
highest ranking with grand weighted mean of 4.18 more than female with 3.82
and male with 3.68.
It shows that the product strategy in the LGBTQ got the highest ranking with 4.50
and the lowest price strategy and place strategy with the same mean of 4.00
Product strategies with 4.20. On the female, the promotion strategy got the
highest rank with 4.04 and the lowest is price strategy with 3.63. Place strategy
with 3.80 and product strategy with 3.79. And for male the highest ranking is the
product strategy with 4.28 and the lowest is promotion strategy with 2.30. place
strategy with 4.25 and price strategy with 3.88.
Table 13

Marketing Mix Strategies of a Food Franchise by Age

Age Produ Price Place Promotio Grand
ct n Mean
20 years old 3.97 3.74 3.96 4.15 3.96
above
21-years old 3.81 3.56 3.83 4.10 3.83
31-40 years old 4.35 4.15 4.00 4.11 5.15
Grand Mean 2.02 1.89 1.97 2.06 2.16

3.52-4.50 Satisfied
marketing mix strategies of a food franchise by age is that ages 31-40 years old
got the highest ranking with grand weighted mean of 5.15 more than 20 years
above with 3.96 and 21 years old with 5.15.
It shows that the product strategy in the 31-40 got the highest ranking with 4.35
and the lowest place strategy with 4.0. Price strategy with 4.15 and promotional
strategy with 4.11. On the 20 years above promotion strategy got the highest rank
with 4.15 and the lowest is price strategy with 3.74. On the 21 years old the
highest rank is promotional strategy with 4.10 and the lowest is price strategy with
3.56. product strategy with 3.81 and place strategy with 3.83.
Table 14

Marketing Mix Strategies of a Food Franchise by Frequency of visiting
Malabon Citisquare

Frequency of Produ Price Place Promotio Grand
Visit ct n Mean
Once a week 4.09 4.02 4.04 4.31 4.12
Twice a week 4.00 3.68 4.03 4.21 3.98
Thrice a week 3.03 3.63 3.93 4.02 3.65
Once a month 3.83 3.55 3.83 4.00 3.80

Grand Mean 3.73 3.72 3.96 3.14 3.89

3.52-4.50 Satisfied
marketing mix strategies of a food franchise by frequency of visit is the once a
week who got the highest ranking with grand weighted mean of 4.31 more than
twice a week with 4.21, thrice a week with 4.02 and once a month with 4.00.
It shows that the once a week, promotion strategy got the highest ranking with
4.31 and the lowest is product strategy with 3.03. On the twice a week the highest
rank is 4.21 and the lowest is 3.68. Thrice a week the promotional strategy got the
highest with 4.02 and the lowest is 3.03. On once a month the promotional
strategy got the highest rank with 4.00 and the lowest is 3.55.
Table 15

Marketing Mix Strategies of a Food Franchise by Companion of visiting
Malabon Citisquare

Companion of Produ Price Place Promotio Grand
Visit ct n Mean
None 3.89 3.61 3.79 4.00 3.82

Parents 3.87 3.48 4.05 4.30 3.92
Siblings 4.01 3.93 4.14 4.30 4.10
Friends 3.94 3.62 3.89 4.06 3.87
Classmates 4.16 4.07 4.16 4.02 4.10
Others 3.93 4.09 3.93 4.40 4.09
Grand Mean 3.97 3.8 4.00 4.18 3.77

3.52-4.50 Satisfied
marketing mix strategies of a food franchise by companion of visit is the
classmate who got the highest ranking with grand weighted mean of 4.16 and the
lowest is 3.61.
It shows the friends, promotional strategy got the highest rank 4.06 and the lowest
is product strategy with 3.94. On none companion the promotional strategy got
the highest rank with 4.00 and the lowest is price strategy with 3.61. Parents the
highest ranking is promotional strategy with 4.30 and the lowest is price strategy
with 3.48. Siblings, promotional strategy got the highest rank with 4.30 and the
lowest is price strategy with 3.93. In others promotional strategy got the highest
rank with 4.40 and the lowest is product and place strategy with 3.93.
Table 16

Marketing Mix Strategies of a Food Franchise by Amount usually spend in
food purchase (in Php)

Amount Produ Price Place Promotio Grand
usually Spend ct n Mean
100 and below 3.96 3.62 3.83 3.91 3.83
101-200 3.93 3.77 3.93 4.31 4.00
201-300 3.82 3.62 4.08 4.05 3.89
301-400 3.98 3.88 4.03 4.74 4.16
401-below 4.38 4.40 4.10 4.50 4.34
Grand Mean 4.01 3.86 4.00 4.30 4.04

3.52-4.50 Satisfied

marketing mix strategies of a food franchise by the amount they usually spend in
food purchase is 301-400 got the highest ranking with grand weighted mean of
4.74 more than 100 below with 100, 101-200, 301-400 and 401 below.
It shows that 301-400, promotional strategy got the highest rank 4.74 and the
lowest is price strategy with 3.88. On 400 below the promotional strategy got the
highest rank and place strategy got the lowest rank with 4.10. 101-200 the
promotional strategy got the highest rank with 3.91 and the lowest is price
strategy with 3.62.
Table 17

Marketing Mix Strategies of a Food Franchise by Number years as a
customer of this specific Shawarma Shacks Kiosk

Amount Produ Price Place Promotio Grand
usually Spend ct n Mean
11 months & 3.93 3.67 3.94 4.11 3.91
below
1-2 years 4.01 3.93 3.97 4.16 4.02
3-4 years 3.30 3.30 3.07 4.37 3.51
5 years 4.50 3.60 4.60 4.28 4.24
Grand Mean 3.94 3.63 3.90 4.23 3.92

3.52-4.50 Satisfied
Table 17 shows the respondents perception on the level of satisfaction of marketing
mix strategies of a food franchise by the number of years as a customers is 5 years
got the highest ranking with grand weighted mean of 4.50 more 11 months, 1-2
years, 3-4 years.
This shows that being customer by 5 years, place strategy got the highest rank with
4.60 and the lowest is 3.60. Followed by 3-4 years, promotional strategy with 4.37
and the lowest is place strategy with 3.07, 1-2 years, promotional strategy got the
highest rank with 4.16 and the lowest is price strategy with 3.93. 11 months and
below, promotional strategy got the highest rank with 4.11 and the lowest is price
strategy with 3.67.

Conclusion and Recommendation
This chapter presents the conclusion arrived, and the recommendation made
based on the analysis and interpretation of the data gathered.
The study aimed to determine the Marketing Mix Strategies of a Food Franchise.
Conclusion
This chapter represents the summary of the conclusions arrived, and the
recommendation made based on the analysis and interpretation of the data that
the researchers gathered. The presentations of the result were patterned from the
statement of the problem.
The study aimed to determine the marketing mix strategies of food franchise and
how it can satisfy the customers.
The study made used of the descriptive method which is designed for the
researches to gather the information’s about current conditions of a situation
being studied. This study is accomplished by using of survey questionnaires,
conducted on September 19, 2019 as a primary basis of data. The respondents of
the study are composed of 68 female, 26 male and 8 LGBTQ. Student only. To
ensure impartially in presentation, analysis and interpretation of data, the
researchers used the following statistical tools: weighted mean, frequency and
percentage, ranking and Likert Scale.
Recommendations
Based on the summary of the conclusion drawn, the researchers arrived the
following recommendations:
1. In terms of product, they should focus on their serving size since this was
the lowest in the result of ranking.
2. In terms of Pricing, they should lessen the price of their product since not all
people can afford to buy. The price should applicable to all customers.
Favorable price can attract more customers.

3. In terms of Place, they need to benchmark other kiosks of food franchise
that have dining table and seat to be more convenient for the customers.
4. In terms of promotions, they should try TV commercial for brand awareness
because not all people are into social media.
Appendix A
Approval Sheet
City Government of Navotas

NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Brgy. North Bay Boulevard South-Kaunlaran Village, Navotas City
July 20, 2019

EMY L. CORPUZ
B.A. Program Coordinator
Navotas Polytechnic College
Dear Ma’am,
Greetings!
We are currently taking Bachelor of Science in Business Administration major in Marketing at the
Navotas Polytechnic College and currently conducting our research entitled: “The Marketing Mix
Strategies of a Food Franchise” which is also part of our requirements for the fulfillment of this subject.
In the place of this, we would like to seek approval to you to conduct direct survey thru questionnaires
to our selected students from the school premise, together with this request is the assurance that we
would not insist if prospected respondents will refuse.
We promise that all gathered data will remain confidential and will only be used for academic purpose.
We trust that you could give us your kind approval on this matter.
Sincerely yours,
Via B. Borrez
Group Leader
Noted by:
Arman L. Guinto, MBA

Subject Adviser
Sample Questionnaire
THE MARKETING MIX STRATEGIES OF A FOOD FRANCHISE
Dear Respondent,
The study entitled “The Marketing Mix Strategies of a Food Franchise” is a partial requirement for the
subject, Marketing Research (PC2A)
Kindly answer the questions in this questionnaire. Please be rest-assured that your answer will be kept
with utmost confidentially.
Thank you for your cooperation.
The Researchers
Part I Profile of the Respondent

Instruction: Please put check (√) on the line provided in each choice.
1. Gender
______ Male
______ Female
______ LGBTQI
2. Age
______ 20 years old & below
______ 21-30 years old
______ 31-40 years old
______ 41-50 years old
______ 51-60 years old
______ 60 years old & above
3. Frequency of visiting Malabon Citisquare

______ Once a week
______ Twice a week
______ Thrice a week
______ Once a month
4. Companion in visiting Malabon Citisquare

______ None
______ Parents
______ Siblings
______ Friends
______ Classmates
______ Others
5. Amount you usually spend in food purchases (in PhP.)

______ 100 and below
______ 101 - 200
______ 201 - 300
______ 301 – 400
______ 401 and above
6. Number of years as a customer of this specific Shawarma Shack (kiosk)

______ 11 months & below
______ 1-2 years
______ 3-4 years
______ 5 years & above
Part II Satisfaction of Marketing Mix Strategies of a Food Franchise

Instruction: Please put (√) in the box that corresponds to your answer by rating the degrees of Satisfaction of each statement.
Indicator: Very Satisfied (5)

Satisfied (4)
Somehow Satisfied (3)
Less Satisfied (2)
Not Satisfied (1
2.2 Aspect of Marketing Mix Strategies of a Food Level of

Franchise Satisfaction
2.1 Product 5 4 3 2 1
2.1.1 Freshness
2.1.2 Temperature
2.1.3 Taste
2.1.4 Meat
2.1.5 Vegetable
2.1.6 Choices of sauce
2.1.7 Serving size
2.1.8 Packaging
2.1.9 Food varieties
2.1.10 Product presentation
2.2 Price 5 4 3 2 1
2.2.1 Solo shawarma regular (40pesos)
2.2.2 Solo shawarma large (50pesos)
2.2.3 Chicken shawarma rice (70pesos)
2.2.4 Beef shawarma rice (70pesos)
2.2.5 Shawarma over the fries (80pesos)
2.2.6 All meat shawarma (40pesos)
2.2.7 Kebab wrap (50pesos)
2.2.8 Extra rice (25pesos)
2.2.9 Extra sauce (7pesos)
2.2.10 Extra Cheese (10pesos)
2.3 Place 5 4 3 2 1
2.3.1 Friendliness of the staff
2.3.2 Speed of service
2.3.3 Accessibly
2.3.4 Safety
2.3.5 Menu board
2.3.6 Cleanliness
2.3.7 Ambiance
2.3.8 Physical appearance
2.3.9 Layout
2.3.10 Design
2.4 Promotion 5 4 3 2 1
2.4.1 Buy 1 take 1 regular
2.4.2 Buy 1 take 1 large
2.4.3 Buy 3 for 100 (regular)
2.4.4 Buy 3 for 130 (large)
2.4.5 Buy 1 take 1 regular + coke/water
2.4.6 Buy 1 take 1 large + coke/water
2.4.7 Shawarma over the fries + coke/water
2.4.8 Standee (Kathniel)
2.4.9 Video Advertisement (Kathniel)
Appendix B
Curriculum Vitae
VIA B. BORREZ
Kapalaran 3 St.
San Roque, Navotas City
+639756028020
[email protected]
OBJECTIVE To contribute my full knowledge

and skills by working with a great
sense of responsibility and hard
work such that whatever training or skills I will gain
shall be used for my personal growth.
EDUCATION
Present NAVOTAS POLYTECHNIC COLLEGE
Bachelor of Science in Business Administration Major in
Marketing Management
2016-2018 NAVOTAS POLYTECHNIC COLLEGE

Office Administration, April 2018. Graduating Class
Officer 2018.
2006-2010 SAN ROQUE NATIONAL HIGH SCHOOL

High School Diploma, April 2010. Student Teacher,
2009. Student Teacher, 2008. Awards: Best Actress,
2008. Academic Excellence, 2007.
PERSONAL BACKGROUND
Born on June 24, 1993in Navotas,
Philippines.Language spoken: English and Filipino.
Knowledgeable in Microsoft Programs. Hobbies:
Reading books and writing stories. Adaptable, goal-
oriented, and focused.
REFERENCE Eugene Dulig

Head Chef
09175277299
WARREL R. BULAONG
#72 Quintos St.

San Jose, Navotas City
+639109871392
[email protected]
OBJECTIVE To perform my best knowledge, skills, and experience

in a company that mutually beneficial to both myself
and my employer and to achieve the company goals
EDUCATION
Bachelor of Science in Business Administration Major
in Marketing Management

Office Administration
2002-2006 NAVOTAS NATIONAL HIGH SCHOOL
PERSONAL BACKGROUND
Born on November 11, 1990 in Navotas,
Playing Basketball, Online Games, and Watching
Movies/Anime.
REFERENCE Fernando Panganiban

Recruitment Officer
09394843203
JEO P. FLORES
Blk 40 Lot 11 Phase 1A NBBS,
Navotas City
+639307270370
[email protected]
OBJECTIVE To become part of your company occupying a

position that would suit to your qualification.
EDUCATION:

2011-2015 M.B ASISTIO SR. HIGH SCHOOL
PERSONAL BACKGROUND:
Born on November 22, 1999 in Tondo Manila.Language
spoken: English and Filipino. Knowledgeable in
Microsoft Programs. Hobbies:Basketball,Computer
Games
REFERENCE
Josias Syquimsiam
Head MMDA (Swmo)
09228337741
ROMEL ONAYAN
Blk 47 Lot 10 Phase 1-c
Luwalo St. Navotas City
[email protected]
OBJECTIVE A highly organized and hard-working individual looking

for a responsible position to gain practical experience
EDUCATION

Associate in Computer Secretarial
2008-2009 KAUNLARAN HIGH SCHOOL
PERSONAL BACKGROUND
Born on November 30, 1992 in Navotas,
Playing Basketball, Online Games, Playing Guitar and
Watching Movies/Anime.
REFERENCE Gary P. Reyes

Police Officer 2
09215745761
JAPET M. ROXAS
Blk 32 Lot 35 Phase 1-A
Kaunlaran, Navotas City
+639612113495
[email protected]
OBJECTIVE Be part of the company that promotes professional

growth and provides a career that enhances and
widens my field endeavor.
EDUCATION

2009-2013 KAUNLARAN HIGH SCHOOL

High School Diploma, April 2009-2015
PERSONAL BACKGROUND
Born: July 14, 1996 in Tondo, Manila Philippines. Single.
Born Again Christian.
REFERENCES Bert Dela Cruz Jrawit

Coordinator
09558807814
JANEL N. SUAREZ
Pascual St.
Sipac-Almacen, Navotas City
+6399323007443
janelnsuarez25.@gmail
OBJECTIVE To Obtain a Position that will enable me to use my

strong organization skills, educational background,
and ability to work well with people.
EDUCATION

2016 Alternative Learning System
PERSONAL BACKGROUND
Born on August 6, 1986 in Tondo Manila.Language
spoken: English and Filipino.
REFERENCES Roy D. Torres

09331733641

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N AV O TA S P O LY T E C H N I C C O L L E G E 1

THE MARKETING MIX STRATEGIES OF A FOOD FRANCHISE

A Marketing Research Paper

In Partial Fulfillment of the Requirements for the Subject

Title Page …………………………………………………………………..1

Table of Contents ……………………………………………………….....2

List of Tables ………..……………………………………………….….….4

List of Figures ………………………………………………………………5

Review and Related Literature and Studies………………….…..….…14

Research Objective(Scope of the problem)…………………………….38

Scope and Limitation……………………………………………………....39

Population, Sample Size and Sampling Technique …………..…..…..40

Statistical Treatment of Data………………………………………….….42

Number Title Page

1 Frequency and percentage distribution of the………….…..44

2 Frequency and percentage distribution of the………….…..45

3 Frequency and percentage distribution of the………….…..46

by Visiting Malabon Citi Square

4 Frequency and percentage distribution of the……….…….47

Respondents by Companion Visiting Malabon

5 Frequency and percentage distribution of the……….……48

Respondents by Amount they spend in food

6 Frequency and percentage distribution of the……………49

Respondents by Number of years as a customer.

7 Level of satisfaction of Marketing Mix Strategies……..…50

Of a food franchise in terms of Product Strategy

8 Level of satisfaction of Marketing Mix Strategies…………51

Of a food franchise in terms of Price Strategy

9 Level of satisfaction of Marketing Mix Strategies…………53

Of a food franchise in terms of Place Strategy

10 Level of satisfaction of Marketing Mix Strategies………...54

Of a food franchise in terms of Promotion Strategy

11 Summary of level of customer’s assessment of a……......55

12 Difference on respondents perception on the…………….56

Level of satisfaction on Marketing Mix Strategies

Of a food franchise by Gender

13 Difference on respondents perception on the……………57

Level of satisfaction on Marketing Mix Strategies

Of a food franchise by Age

14 Difference on respondents perception on the………..…58

Level of satisfaction on Marketing Mix Strategies

Of a food franchise by Visiting Malabon Citisquare

15 Difference on respondents perception on the…………..59

Level of satisfaction on Marketing Mix Strategies

Of a food franchise by Companion visiting

16 Difference on respondents perception on the…………..61

Level of satisfaction on Marketing Mix Strategies

Of a food franchise by Amount they usually spend

17 Difference on respondents perception on the…………...62

Level of satisfaction on Marketing Mix Strategies

Of a food franchise by Number of years as Customers.

Number Title Page

Title : The Marketing Mix Strategies of a Food

Degree : Bachelor of Science in Business Administration

Institution : Navotas Polytechnic College

Adviser : Prof. Arman L. Guinto, MBA

purchase decision of the customers’ in shawarma shack in terms of product,

price, place and promotion.