THE MARKETABILITY OF DA BUENA’S HANDICRAFTS: BASIS FOR MARKETING PLAN
Nino Z Enguito | Elaine L Genio | Laiza H Lucero | Mary Jane M Perez
Discipline: Marketing
Abstract:
This study was conducted to determine the
Marketability of Da Buena’s Handicrafts and focused on
creating a marketing plan that will help them enhance the
marketability of their products. The researchers provided
a self-made survey questionnaire for the respondents in
an online format by using Google Forms. Descriptive
research method was used in conducting the study which
involved gathering of information about the present
existing conditions needed in the chosen field of the
study.
The researchers used purposive sampling
method in selecting the respondents of the study.
Frequency and Percentage Distribution was used to
determine the demographic profile of respondents.
Weighted Mean was used to determine the level of
marketability of Da Buena’s Handicrafts, and Pearson
R Correlation was used in determining the significant
relationship between the demographic profile of
respondents and the products’ marketability.
The result of the study showed that majority
of the respondents of Da Buena’s belongs to 24 to 39
years old age bracket which is considered nowadays as
Millennials. It also indicates that among the
respondents, female customers were dominant over
male customers. Most of the respondents were
employed and their monthly income ranges from P500
– P5,000. Lastly, the result showed that there is a weak
correlation between the demographic profile of
respondents and the products’ marketability.
In conclusion, the level of marketability of Da Buena’s
Handicrafts, based on the findings of the study, it shows
that their product is not that marketable enough to earn
the desired profit. Therefore, the researchers developed
a marketing plan in order to enhance the marketability
of Da Buena’s Handicrafts.
References:
- Czinkota, M.R. & Ronkainen, I.A. (2001). International marketing. (6. ed.) Fort Worth, Tex.: Harcourt College.
- Debra F. 2012 Worthwhile to invest resources. Agribusiness: An International Journal Vol.8 No.5 pp.399-412
- Donaldson, B., 1998, Sales Management—Theory and Practice, 2nd edition, Houndsmills, Macmillan Press Ltd.
- Kotler, P. and Armstrong, G. (2010), Principles of marketing, 13th edition, Pearson Education, Upper Saddle River.
- Perreault, W.D. and McCarthy, E.J. (2000), Essentials of marketing: a global-managerial approach, 8th edition, Irwin/McGraw-Hill, Boston.
- Batra, Rajeev & Keller, Kevin. (2016). Integrating Marketing Communications: New Findings, New Lessons and New Ideas. Journal of Marketing. 80.10.1509/jm.15.0419.
- https://www.researchgate.net/publication/305079910_Integrating_Marketing_Communications_New_Findings_New_Lessons_and_New_Ideas
- Dadzie, Kofi & Amponsah, David & Dadzie, Charlene & Winston, Evelyn. (2017). How Firms Implement Marketing Strategies in Emerging Markets: An Empirical Assessment of The 4A Marketing Mix Framework. Journal of Marketing Theory and Practice. 25. 234-256. 10.1080/10696679.2017.1311220.
- Homburg et al., 2015 C. Homburg, M. Schwemmle, C. Kuehnl: New product design: Concept, measurement, and consequences. Journal of Marketing, 79 (3) (2015), pp. 41-56
- Beth Arch (2019), The Philippine Handicraft: Their Benefits and Importance https://discover.hubpages.com/art/Types-ofPhilippine-Handicraft-Industry
- Rajeev and Kumar (2016), A Strategic Approach for Marketing of Handicraft Products. https://www.researchgate.net/publication/277608075_The_Impact_of_Handicrafts_on_the_Promotion_of_Cultural_and_Economic_Development_for_Students_of_Art_Education_in_Higher_Education
- "Affordability." The Mortgage Encyclopedia. 2004. https://financialdictionary.thefreedictionary.com/Affordability
- Baillie.com 4A’s of Marketing Mix https://www.baillie.com/hardwood-lumber-blog/item/448-could-adding-the-4as-to-yourmarketing-mix-make-a-difference
- Beth Arch (2019), The Philippine Handicraft: Their Benefits and Importance https://discover.hubpages.com/art/Types-ofPhilippine-Handicraft-Industry
- Bonjour, Eric et.al (2016) New product acceptability evaluation and improvement model with knowledge reuse. https://www.sciencedirect.com/science/article/pii/S2405896316309120
- Chen, James (2020) Marketing Plan https://www.investopedia.com/terms/m/marketing-plan.asp
- Chron.com (2020) Definition of Product Marketability https://smallbusiness.chron.com/product-marketability-17351.html
- Dodd, David (2015) For Effective Marketing, You Need Both the 4A‘s and the 4P‘s https://customerthink.com/for-effective-marketing-you-need-both-the-4as-and-the-4ps
- Kenton, Will (2019) Definition of Affordability https://www.investopedia.com/terms/a/affordability-index.asp
- Mcguire, Sara (2020) What is a Marketing Plan and How to make one? https://venngage.com/blog/marketing-plan
- Ozawa, Toshisuke et.al. Quantitative Evaluation of Social Acceptability of Products and Services https://www.aist-riss.jp/old/lca/ci/activity/project/sc/report/031212_document/paper/s4-2-ozawa.pdf
- Ramya, S. (2018) How to understand 4 A‘s indigital marketing http://5ines.com/blog/how-tounderstand-4-as-in-digital-marketing
- Spacey, John (2017) Six Types of Marketability https://www.google.com.ph/amp/s/simplicable.com/amp/marketability
- Upadhyay, Ananya (2020) What is a Marketing Plan and How to write one? www.feedough.com/what-is-a-marketing-plan-how-to-write-it/amp.
- Waller, Sam. Definition of Accessible Product http://www.eaccessibilitytoolkit.org/toolkit/product_development_and_design/accessible_product
Philippine E-Journals
