Effectiveness of Marketing Strategies To The Customers of Marand Resort and Spa, Bauang La Union

Effectiveness of Marketing Strategies to the Customers of Marand
Resort and Spa, Bauang La Union
A Research Presented to the
Christ the King College, San Fernando La Union Inc.,
City of San Fernando La Union
In Partial Fulfillment of the
Requirements for the Subjects
Research in Daily Life 2 and Capstone Research Project
(Quantitative Research)
By:
Raki Noreen T. Domingo Alyssa S. Peralta

Marry Anne M. Edurise Krizhayne M. Pimentel
Tricia Mhae D. Godoy Ma. Levelyn Jane T. Tatunay
Glenn Ford B. Lapuz Ronald Allen A. Torio
Elijah Alexi M. Napeñas Justine Claire M. Yuson
April 16, 2018

ABSTRACT
The Marand Resort and Spa is a 3 star hotel and resort in
which marketing strategies are strictly implemented and well
followed by their trusted staffs. These marketing strategies were
made to make their business work effectively and attain their
goals.
This study is aimed at helping the management evaluate the
effectiveness of their marketing strategies and find other means
to further improve promotional and marketing strategies
applicable. This study also presents the result of the survey
conducted and customers’ rating of the resort.
The researchers approached 20 customer-respondents from
Marand Resort and Spa which are random customers/guests inside
the Marand Resort and Spa. The primary data gathering method used
was purposive sampling, it is selected based on characteristics
of a population and the objective of the study. Purposive
sampling is also known as judgmental, selective, or subjective
sampling.
The hypothesis that the researchers came up with is proven
according to the result of the study and gathered by the
researchers. They concluded that the marketing strategy can
attract clients to the business depending on how they will
ii
perform. The study aims to prove how accurate and effective
marketing strategies are to Marand Resort and Spa.
TABLE OF CONTENTS
Title Page……………………………………………………………………………………………………………………………………i
Abstract…………………………………………………………………………………………………………………………………………ii
iii
Acknowledgement………………………………………………………………………………………………………………………iv
Dedication……………………………………………………………………………………………………………………………………v
CHAPTER
I. INTRODUCTION……………………………………………………………………………………………………………………1
Background of the Study………………………………………………………………………………………1
Statement of the Problem……………………………………………………………………………………7
Hypothesis…………………………………………………………………………………………………………………………7
Ho: Null Hypothesis…………………………………………………………………………………………7
Ha: Alternative Hypothesis………………………………………………………………………7
Significance of the Study…………………………………………………………………………………7
Scope and Delimitation…………………………………………………………………………………………8
Definition of Terms…………………………………………………………………………………………………9
II. METHODOLOGY………………………………………………………………………………………………………………………12
Research Design……………………………………………………………………………………………………………12
Tools for Data Analysis………………………………………………………………………………………16
Locale and Population……………………………………………………………………………………………17
Ethical Considerations…………………………………………………………………………………………17
III. RESULT AND DISCUSSION……………………………………………………………………………………………18
IV. SUMMARY, CONCLUSION AND RECOMMENDATIONS……………………………………………34
Summary…………………………………………………………………………………………………………………………………34
Conclusion…………………………………………………………………………………………………………………………34
Recommendations……………………………………………………………………………………………………………36
REFERENCES
CURRICULUM VITAE
iv
ACKNOWLEDGEMENT
v
This study is made possible through the help and guidance of
parents, teachers, family, friends and all of the people that
support the researcher to conduct this study. The researcher
would like to acknowledge to the following contributors:
First and foremost, the researchers would like to thank God
for His guidance and also protection as the researcher finish
this study and for His showers of blessings throughout our
research work to complete the research successfully.
Second, we would like to express our deep and sincere
gratitude to our research teachers Ms. Precious Aurelio and Mrs.
Liza Hidalgo for the unconditional support and for guiding the
researcher to complete this study. Their dynamism, vision,
sincerity and motivation have deeply inspired us.
Third, the researchers would like to thank their parents,
family, and friends, who provide the advice and financial
support.
Fourth, the researchers give thanks especially to Mrs.
Lovely Tumbaga, the marketing manager of Marand Resort and Spa
and her assistant who accommodated the researchers to conduct
their survey questionnaires inside the resort.
Lastly, the researchers would also like to extend their
sincere thanks to the management and customers which are the
respondents of their study and for sharing their experiences and
vi
knowledge. We thank all the respondents who cooperated and gave
time to answer the survey questions. Without them, this study
would not be possible.
- The Researchers
DEDICATION
vii
We humbly dedicate this research study to show the
effectiveness of different strategies that Marand Resort and Spa
applies.
The researchers aim to create a research that will serve as
a benefit to Marand Resort and Spa management through our
determination of finding their strengths and weaknesses in their
marketing.
We finally dedicate this research study to our family for
their untiring support and assistance that have made possible the
fruition of our efforts. To our friends and classmates for their
cooperation while conducting this study.
To our teachers and instructors who have guided us step by
step towards the accomplishment of this research, all of these
are also for you.
And most of all to our great creator, our Almighty God, the
author of knowledge and wisdom who made this possible.
viii

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Effectiveness of Marketing Strategies to the Customers of Marand

Resort and Spa, Bauang La Union

A Research Presented to the

Christ the King College, San Fernando La Union Inc.,

City of San Fernando La Union

In Partial Fulfillment of the

Requirements for the Subjects

Research in Daily Life 2 and Capstone Research Project

Raki Noreen T. Domingo Alyssa S. Peralta

April 16, 2018

The Marand Resort and Spa is a 3 star hotel and resort in

which marketing strategies are strictly implemented and well

followed by their trusted staffs. These marketing strategies were

made to make their business work effectively and attain their

This study is aimed at helping the management evaluate the

effectiveness of their marketing strategies and find other means

to further improve promotional and marketing strategies

applicable. This study also presents the result of the survey

conducted and customers’ rating of the resort.

The researchers approached 20 customer-respondents from

Marand Resort and Spa which are random customers/guests inside

was purposive sampling, it is selected based on characteristics

of a population and the objective of the study. Purposive

sampling is also known as judgmental, selective, or subjective

The hypothesis that the researchers came up with is proven

according to the result of the study and gathered by the

researchers. They concluded that the marketing strategy can

attract clients to the business depending on how they will

marketing strategies are to Marand Resort and Spa.

Background of the Study………………………………………………………………………………………1

Statement of the Problem……………………………………………………………………………………7

Ho: Null Hypothesis…………………………………………………………………………………………7

Ha: Alternative Hypothesis………………………………………………………………………7

Significance of the Study…………………………………………………………………………………7

Scope and Delimitation…………………………………………………………………………………………8

Tools for Data Analysis………………………………………………………………………………………16

Locale and Population……………………………………………………………………………………………17

III. RESULT AND DISCUSSION……………………………………………………………………………………………18

IV. SUMMARY, CONCLUSION AND RECOMMENDATIONS……………………………………………34

parents, teachers, family, friends and all of the people that

support the researcher to conduct this study. The researcher

would like to acknowledge to the following contributors:

First and foremost, the researchers would like to thank God

for His guidance and also protection as the researcher finish

this study and for His showers of blessings throughout our

research work to complete the research successfully.

Second, we would like to express our deep and sincere

gratitude to our research teachers Ms. Precious Aurelio and Mrs.

researcher to complete this study. Their dynamism, vision,

sincerity and motivation have deeply inspired us.

Third, the researchers would like to thank their parents,

family, and friends, who provide the advice and financial

Fourth, the researchers give thanks especially to Mrs.

Lovely Tumbaga, the marketing manager of Marand Resort and Spa

and her assistant who accommodated the researchers to conduct

their survey questionnaires inside the resort.

Lastly, the researchers would also like to extend their

sincere thanks to the management and customers which are the

respondents of their study and for sharing their experiences and