School of Business and Accountancy

Universidad de Dagupan
Arellano St. Dagupan City

The Competitive Advantages of SM Center Dagupan among its Competitors within the

City in the Perspective of Shoppers

A Research Study Presented to the Faculty of

SCHOOL OF BUSINESS AND ACCOUNTANCY

UNIVERSIDAD DE DAGUPAN

ARELLANO ST., DAGUPAN CITY

In Partial Fulfillment of the requirements for the degree in

Bachelor of Science in Business Administration

Major in Financial Management

Ballesteros, Allyssa Quinto, Lovely Ju-Ana P.

Leonora, Jelly Sheen M. Rosales, Snooky A.
Lopez, Vivian E. Sanchez, Joyceline J.
Malicdem, Rey John Paul B. Tabora, Merie Joy A.
Martinez, Jennifer Tirante, Kiara Jenny P.

July 2022
 Table of Contents

List of Tables…………………………………………………………….. ii
Abstract………………………………………………………………….. 1
Chapter 1: THE PROBLEM AND ITS BACKGROUND…………… 3
Introduction………………………………………………………………. 3
Background of the Study…………………………………………………. 4
Research Locale…………………………………………………………… 5
Statement of the Problem………………………………………………… 5
Objectives of the Study…………………………………………………... 6
Hypotheses……………………………………………………………….. 7
Significance of the Study………………………………………………… 7
Scope and Delimitation…………………………………………………… 8
Definition of Terms……………………………………………………….. 9
Chapter 2: REVIEW OF RELATED LITERATURE AND STUDIES… 10
Review of Related Literature and Studies…………………………………. 10
Synthesis……………………………………………………………………. 14
Conceptual Framework……………………………………………………… 15
Theoretical Framework……………………………………………………… 16
Chapter 3: METHODOLOGY…………………………………………… 17
Research Design …………….……………………………………………… 17
Participants of the Study …………………...……………………………… 17
Instrumentation…………………………………………………………….. 18
Validation of the Research…………………………….…………………… 18
Data Gathering Method………...………………………………………….. 19
Pilot Test………………………………..…………………………………… 19
Ethical Consideration………………………………………………………… 20
Chapter 4: PRESENTATION, ANALYSIS, AND INTERPRETATION… 21
Chapter 5: FINANCIAL FEASIBILITY………………………………… 30

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Summary……………………………………………………………………. 30
Conclusions…………………………………………………………………. 33
Recommendations…………………………………………………………… 35

Bibliography………………………………………………………………… 37
Appendices………………………………………………………………….. 38
Curriculum Vitae…………………………………………………………… 41

List of Tables

Table 4.1.1…………………………………………………………………….. 21
Table 4.1.2……………………………………………………………………… 21
Table 4.1.3……………………………………………………………………… 21
Table 4.1.4……………………………………………………………………… 22
Table 4.2.1……………………………………………………………………… 23
Table 4.2.2.……………………………………………………………………… 23
Table 4.3.1……………………………………………………………………… 24
Table 4.3.2.……………………………………………………………………… 24
Table 4.3.3……………………………………………………………………… 24
Table 4.3.4……………………………………………………………………… 25
Table 4.3.5……………………………………………………………………… 25
Table 4.4.1……………………………………………………………………… 26
Table 4.4.2.……………………………………………………………………… 27
Table 4.4.3……………………………………………………………………… 27
Table 4.4.4……………………………………………………………………… 27
Table 4.5.1……………………………………………………………………… 28
Table 4.5.2.……………………………………………………………………… 29
Table 4.5.3……………………………………………………………………… 29

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 Abstract

This study aimed to determine the level of the Competitive Advantages of SM

Center Dagupan among its competitors within the city in the perspective of shoppers.

Specifically, it sought to determine the profile of the respondents in terms of age and

gender. It also determines the customer’s preference about the price, product and service

that SM Center Dagupan offers. This study likewise looked into the most significant

factor that affects the competitive advantages of SM Center Dagupan in the perspective

of shoppers.

The research method used in the study is Qualitative research using survey

questionnaire as a research design. The respondents of the study were 600 residents of

Dagupan City and its surrounding municipalities, particularly in Binmaley, Lingayen,

Mangaldan, San Fabian, Calasiao, Mapandan, Manaoag, Malasiqui, Bugallon, San

Carlos, Bayambang and Santa Barbara who were selected by means of convenience

sampling method.

From the statistics of the gathered data, female outnumbered male. The number of

the male respondents is only 240, while the female respondents are 356. This indicates

that most of the respondents are female based on the Table 4.1.1. The age group of the

respondents is divided into eight brackets: Under 12 years old, 12-17 years old, 18-24

years old, 25-34 years old, 35-44 years old, 45-54 years old, 55-64 years old and 65-74

years old. There are 3.8% of 600 respondents aging under 12 years old, 6.9% of 600

respondents aging from 12-17 years old, 58.1% of 600 respondents aging from 18-24

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years old, 21.3% of 600 respondent aging from 25-34 years old, 5.6% of 600 respondent

aging from 35-44 years old, 3.7% of 600 respondent aging from 45-54 years old, 3.1% of

600 respondent aging from 55-64 years old, 0% of 600 respondent aging from 65-74

years old. This indicates that the majority of the respondents are 18-24 years old with a

respondents of 349 out of 600. Majority of the respondents resides in Dagupan City with

the result of 203 or 33.8% of the total number of respondents. Lastly, the respondents

ended the demographic profiling by gathering the respondent’s occupation. The result

shows that the majority of the respondents are students/working students with the result

of 368 or 61.3% of the total number of respondents gathered

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 CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

Competition is a daily occurrence in the business world. Whether small or big,

every enterprise faces different kinds of market competition that challenge the business to

become better. In the heat of the competitive marketplace, some emerge triumphant,

some fall to the gutters, and some dominate the business arena - just like SM Mall

Dagupan.

One such factor that determines the business's success is customer opinion.

Knowing the business's advantages and disadvantages from the customers' perspective

can give the entity an edge over its competitors. According to business coach, consultant,

and author, Alan Weiss, "Having a competitive advantage can create greater value for the

company." It is by increasing the value of a company's product offerings that customers

choose such a company. After all, a famous business assumption proposed by utilitarian

economist John Stuart Mill, the idea of Homo Economicus, dictates that men are rational

beings that strive toward their personal self-interest where they choose whatever gives

them the greater value at a lower cost.

Competitive advantage sets the entity apart from and beyond the customer's other

choices. Harvard Business School Professor Michael Porter first introduced the theory of

competitive advantage in 1985. In his book The Competitive Advantage: Creating and

Sustaining Superior Performance, he explained the need of an enterprise to create a

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sustainable competitive advantage to dominate the market and they are cost leadership,

differentiation, and focus.

Background of the Study

Henry Sy, Sr. established SM as a shoe business in downtown Manila in October

1958. Mr. Sy, dubbed the "Visionary of Philippine Retail" for his industry breakthroughs,

envisioned a chain of shoe stores with a store layout and merchandising strategies never

seen before in the Philippines. SM continues to make shopping at its department store

chain an interesting lifestyle experience by opening new stores, renovating major stores,

and introducing new merchandising concepts.

The SM Investments Corporation is the holding company of the SM group

composed of several subsidiaries, including SM Prime Holdings Incorporated, which

owns and develops SM Supermalls in and out of the country. SM Prime Holdings Inc. is

the most prominent developer of world-class malls in the Philippines, with 79 branches

operating in the country and 9 in China. It started its venture in 1985 when the SM North

EDSA was opened, but it was not until the "malling phenomenon" during the 90s that the

company finally started to open other branches with the SM City Sta. Mesa in 1990 and

the SM Megamall in 1991. Since then, the company has continued to expand and become

the key partner of most retailers and small and start-up businesses. And then, the two-

story SM Center Dagupan finally opened its floors on October 4, 2019, to the residents of

Dagupan City and its neighboring municipalities. According to SM Prime President

Jeffrey C. Lim, "Dagupan City is considered as Pangasinan's industrial hub and the most

highly urbanized City. The addition of SM Center Dagupan in this progressive and

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vibrant City will attract more local and international tourists, further boosting the growth

of the local economy."

The continuous development of SM Supermalls in the country and the apparent

growth and market domination of SM Center Dagupan among its competitors within the

City urged the researchers to determine the level of competitive advantages of the entity

based on cost leadership, product differentiation, customer satisfaction, and other factors

that may derive from the opinion of SM Center Dagupan shoppers. This study will help

the researchers in their future as they are currently taking up a business-related course.

Research Locale

The study will be conducted in SM Center Dagupan located at M.H Del Pilar St.

Dagupan City. The researchers will gather the necessary data for the study by conducting

interviews through survey questionnaires. The respondents will be chosen randomly from

the residents of Dagupan City and the surrounding municipalities of Binmaley, Lingayen,

Mangaldan, San Fabian, Calasiao, Mapandan, Manaoag, Malasiqui, Bugallon, San

Carlos, Bayambang and Santa Barbara, who frequently visits the city of Dagupan. The

study will be conducted in the second semester of the academic year 2021-2022.

Statement of the Problem

This study aims to find out the level of competitive advantages of SM Center

Dagupan amongst its competitors within the city from the perspective of its shoppers.

The paper probes to answer the following questions:

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 1. The profile of the respondents according to the following:

a. Gender

b. Age

c. Occupation

2. Level of competitive advantage in terms of cost leadership based on:

a. Cost Structure

b. Branding

3. Level of competitive advantage based on product differentiation according to:

a. Quality of Product Offerings

b. Effectivity of Marketing Strategies

4. Level of competitive advantage in terms customer satisfaction based on:

a. Customer Service

b. Geographic Location

The paper will use SPSS Evaluation by applying Multiple Regression Analysis to

identify which of the following independent variables are significant factors.

Objectives of the Study

The objective of the study is to benefit both the management and the shoppers of

SM Center Dagupan. This will be the assertion statement of the problem with the general

objectives and specific objectives as the desired outcome of the research process. The

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paper's general objective is to know the competitive advantages of SM Center Dagupan

among its competitors within Dagupan City.

The following are the specific objectives that the researchers would like to

achieve:

 To be able to know the competitive advantages of SM Center Dagupan among its

competitors;

 To help the management of the SM Center Dagupan to know their level of

competitive advantage based on cost leadership, differentiation, and customer

satisfaction in their business;

 To determine other factors that influence the shopper's choices, such as the 5Ps

(Price, Place, Product, Promotion, People); and

 To identify the relationship between the levels of competitive advantages and the

other factors that affect customer preferences.

Significance of the Study

Determining the competitive advantages of SM Center Dagupan may help the

following groups in some ways:

SM Center Dagupan and its Administrators - This paper will help the business

determine its level of competitive advantage based on cost leadership, product/service

differentiation, customer satisfaction, and the other factors that affect the shoppers'

choices. Further, this will help the administrators take on actions that will best benefit the

entity.

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SM Center Dagupan's Customers - This research can aid the shoppers, particularly the

residents of surrounding municipalities that frequent the mall, gain knowledge of the

factors that set SM Center Dagupan apart from its competitors.

Researchers - This study will endow greater understanding to the researchers regarding

the different competitive advantages that bring businesses to success. Moreover, this

study relates to the future endeavors of the researchers as business students.

Future Researchers - This paper can provide information, assist, and serve as a basis for

future researchers conducting their studies in a similar field.

Scope and Delimitation

The study aims to determine the competitive advantages of SM Center Dagupan

among its competitors in the city from the perspective of shoppers. The paper seeks to

survey residents of Dagupan City and its surrounding municipalities, particularly in

Binmaley, Lingayen, Mangaldan, San Fabian, Calasiao, Mapandan, Manaoag, Malasiqui,

Bugallon, San Carlos, Bayambang and Santa Barbara. The random selection of

respondents is only limited to the aforementioned municipalities and in Dagupan City.

This research is designed to thoroughly understand how SM Center Dagupan

handles being a famous mall despite having several competitors in the vicinity. Further,

this paper also intends to learn the entity's competitive advantage in different

demographic classifications of shoppers. Additionally, this study is limited only to the

availability of respondents in the mentioned towns during the gathering of data.

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Definition of Terms

Competitive Advantage - The factors that set the subject company apart and beyond its

competitors.

SM Center Dagupan - The location and subject of the research

Value - The perceived worth of a product based on different factors that affect the

customers.

Shoppers - The customers of the malls in Dagupan City that receive or consume the

product (goods or services) and can choose between different products and suppliers.

Cost Leadership - This will measure the cost structure and branding of SM Center

Dagupan. This competitive advantage focuses on offering lower-cost but higher-value

products.

Product Differentiation - This competitive advantage offers the shoppers something

unique and distinct, specifically SM Center Dagupan's product quality and marketing

strategy.

Customer Satisfaction - This refers to the customer's level of approval when comparing

the products' perceived performance with their expectations. It considers the customer

service and the geographical location of SM Center Dagupan.

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 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

Review of Related Literature

The company Pearl and Dean (Phil.), Inc. (PDI) produces light boxes, which are

simple advertising display devices. The advertising light boxes were sold under the trade

name "Poster Ads," and PDI was successful in obtaining a Certificate of Copyright

Registration. In 1985, PDI entered into negotiations with defendant-appellant Shoemart,

Inc. (SMI) for the lease and installation of the light boxes in selected SM Makati and SM

Cubao. Only the contract for SM Makati, which was the only one PDI submitted for

signature, was, nevertheless, accepted. Years later, PDI discovered that identical

duplicates of its light boxes had been put at several SM stores. Eventually, SMI's

informed PDI that it was rescinding the contract for SM Makati due to non-performance

of the provisions thereof. PDI sent letters to SMI and NEMI ordering them to stop using

the subject light boxes, remove them from SMI's establishments, and stop using the

trademark "PosterAds." It was further discovered that SMI's sister company North Edsa

Marketing Inc. (NEMI), sells advertising space in lighted display units located in SMI's

various branches. SMI asserted that it independently produced its poster panels using

widely accepted methodologies and readily accessible technology, without notice of or

reference to PDI's copyright. PDI claimed that both SMI and NEMI failed to meet all of

its demands. SMI was accused of violating PDI's copyright. SMI noticed that stationery

items including letterheads, envelopes, and the like were the only items for which the

mark "Poster Ads" was registered. Furthermore, "Poster Ads" is a generic term that

cannot be used as a trademark; hence SMI contends that the registration of such a mark is

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invalid. The RTC of Makati City ruled in favor of PDI, finding SMI and NEMI jointly

and severally liable for infringement of copyright and infringement of trademark. SMI

also counterclaimed for moral, actual, and exemplary damages as well as for the

cancellation of PDI's Certification of Copyright Registration and Certificate of

Trademark Registration on this basis. ( Espiritu, Joshua John A., Wesleyan University-

Philippines) [1]

Review of Related Review and Studies

According to Asia-Pacific Stevie Awards (2020), SM Supermalls has pioneered

Philippine mall innovations. From providing goods and services to leisurely activities for

families and friends, SM "got it all for you." The mall chain takes pride in providing the

best customer service and experience; to keep up with its increasing number of patrons,

SM Supermalls launched the country's first in-mall customer assistant, Sam the Robot.

The company wanted its patrons to have a unique and impressive mall experience with

fun ways of engaging with technology through headlining the robot under the

#SMthingNew campaign. In March 2019, three SAM Robots were rolled out to serve

customers in SM Megamall.

This is not the only feat that SM Supermalls boasts about; in a website post from

smsupermalls.com, dated October 12, 2021, the mall chain was named one of the winners

of Wold Retail Awards under the Customer Experience Breakthrough category for its

#AweSMLearning Phygital Campaign. #AweSMLearning is a play-on-words 'awesome',

'learning', and 'SM'; it is an initiative that aims to address the Filipino parents' necessities

in Distance Learning brought forth by the COVID-19 pandemic and the unprecedented

shutdown of schools. As said by SM Supermalls senior vice president for marketing, Mr.

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Jonjon San Agustin, "Through #AweSMLearning, SM has found a new way to create a

more meaningful customer experience for a new breed of shoppers -- the homeschooling

market.”

Despite these awards, like any other business, the pandemic also affected SM

Supermalls. SM PRIME Holdings, Inc. recorded a 52.8% decline in net income to P18

billion in 2020 with SM Prime's mall business took the biggest hit — slowing by 59.2%

to P23.6 billion in revenues from P57.8 billion in 2019. This is brought in by the fact that

regions and localities in the Philippines went under several lockdowns during 2020-2021

to avoid spreading the coronavirus disease 2019 (COVID-19). Malls were either closed

or were operating at a limited capacity due to public restrictions imposed by the

government. This, however, did not stop SM from providing a helping hand to its loyal

Filipino customers, tenants and employess. Different government agencies used several

SM Supermalls branches in their COVID response. The company collaborated with the

Philippine Red Cross by offering spaces for the agency's COVID-19 saliva transcription-

polymerase chain reaction (RT-PCR) testing. SM Megamall and SM Mall of Asia served

as testing sites to help the government in its campaign to ease the health crisis. Similarly,

the SM Mall of Asia Arena in Pasay City acted as a swabbing facility for front liners and

travelers arriving in Metro Manila. (Business World | SM Prime Reports 53% Income

Fall to 18B, 2021). At the height of the pandemic, SM immediately launched initiatives

to address the impact of COVID-19, focused on supporting employees and partners,

delivering several medical donations and conduct of relief missions, providing essential

products and services, and business expansion to ease customer access and cater their

needs. (Business World | SM Mobilizes Proactive COVID-19 Response, 2020). SM

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Supermalls Steven T. Tan and his team repurposed laid off jeepney drivers to do

deliveries by establishing a 1 million Viber social community channel. They also allowed

customers to pick up their orders curbside and worked with their tenants to keep

commerce flowing and keep all employees on the payroll even if they were ordered to

stay at home. (Howell, 2021)

Are all these feats, however, enough to set SM Supermalls apart? Holbrook

(1982) commented on the importance of malls as attractive locations facilitating social

interactions and entertainment. There are several patterns of the shopping malls' habitat,

namely high levels of purchasing power of customers, enjoyment of the mall aesthetic

through providing a pleasing physical design and appearance, a relief from boredom,

desire for variety, exploring new products or stores within the mall, and enjoyment of

communicating and socializing with others. (Bloch, et al., 1994 & Geuens, et al., 2001).

Anuradha and Manohar (2011) investigated the customer shopping experience in

two malls in Chennai, India. The study concluded that the reasons why people go to malls

were identified as (in the order of preference): shopping ambiance, availability of

different types of shops, entertainment offered at malls, parking facility, ease of

shopping, good product quality, discount, and sales promotion pride and prestige attached

shopping. Shoppers visit shopping malls with entertainment centers to make use of all

facilities under one roof.

Marketplaces in urban demographic settings attract many buyers and sellers,

which can be termed market thickness. The co-existence of many shopping malls with

traditional markets in a marketplace causes market congestion. This problem may be

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resolved by developing small kiosks for transactions and allowing consumers to test

customized products and services from the leading stores. (Roth, 2008).

The market share growth for specialized retailers and large departmental stores is

dependent on the size of the consumer segment in a certain urban population. It has been

observed that the buying preferences of customers have become more diversified as the

extent of retail stores increases within a confined area. Thus, the market size reaches a

threshold and the consumers' shopping preferences are jeopardized owing to

indecisiveness. However, shopping centers and hypermarkets have become important

elements in the urban landscape, though lack of planning and vision has led to chaotic

development and congestion of marketplaces, affecting the retailers' growth. (Kok, 2007).

Establishing a competitive advantage has become an essential aspect of

international companies' thoughts; they have transformed strategies from broad visions to

internally consistent activities. In his book, COMPETITIVE ADVANTAGE Creating

and Sustaining Superior Performance, Michael E. Porter pioneered the value chain

concept, which disaggregates a company into "activities," or the discrete functions or

processes representing the fundamental building blocks of competitive advantage.

Synthesis

Prior to the pandemic, SM Supermalls has already proven itself as among the top

malls within and outside the country through several of its national and international

awards. They had pioneered Philippine mall innovations, taking pride in providing the

best customer service and experience. Although the company had also experienced

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 setbacks and losses due to the pandemic amounting to 18 billion, the mall chain did not

let COVID-19 to pull it down further.

Considering the many factors that allow malls and shopping centers to be flocked

by customers, such as facilitating social interactions and entertainment, exploring new

and varying products or stores within the mall, ease of shopping, good product quality,

discount, and sales promotion pride and prestige attached shopping. Indeed, SM has been

consistent in having "got it all for you."

Conceptual Framework

This research paradigm shows the factor or variables and the result or problem of

the study. It presents how the factors would be transform into the result of the study

Competitive Advantages of SM Center Dagupan among its competitors within the

city in the perspective of its Shoppers

Factors/Variables Result/Problem

COMPETITIVE ADVANTAGES

Cost Structure

Branding The Competitive Advantages of

SM Center Dagupan in the
Quality of Product Offerings
Perspective of its Shoppers
Effectivity of Marketing Strategies

Customer Service

Geographic Location

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 Theoretical Framework

This Research paradigm presents the inputs, process and outputs of the study. It

shows how the researchers would use the inputs to produce the output of the study.

Competitive Advantages of SM Center Dagupan in the perspective of its Shoppers

INPUT PROCESS OUTPUT

1. The profile of the respondents
according to the following:
a. Gender
b. Age
c. Occupation
2. Level of competitive advantage
in terms of cost leadership
based on:
a. Cost Structure The Competitive
b. Branding Advantages of SM
3. Level of competitive advantage Center Dagupan
based on product among Its Competitors
Research Design
differentiation according to: Using within the City from
a. Quality of Product Qualitative the Perspective of
Survey
Offerings Shoppers
Questionnaire
b. Effectivity of Marketing
Strategies
4. Level of competitive advantage
in terms customer satisfaction
based on:
a. Customer Service
b. Geographic Location

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 Chapter 3

METHODOLOGY

Research Design

The study used Mixed Method using Descriptive and Quasi-Experimental design that

aims to gather more information includes data collection, analysis, and presentation on

particular characteristics within a specific field of study in order to allow others to better

understand the need for this kind of research. There is no manipulation of variables

involved in this type of research design. Descriptive design answers the question who,

what, when, where, why and how.

Descriptive design will undertake to the residents of Dagupan City, Pangasinan,

in order to learn and describe the level of competitive advantages of SM Center Dagupan

among its competitors within the city in the perspective of shoppers.

Participants of the Study

The respondents of the study include 600 people, with the use of non-probability

sampling. In contrast with probability sampling, non-probability sample is not a product

of a randomized selection processes. Subjects in a non-probability sample are usually

selected on the basis of their accessibility or by the purposive personal judgment of the

researcher. The downside of the non-probability sampling method is that an unknown

proportion of the entire population was not sampled. Therefore, the results of the research

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cannot be used in generalizations pertaining to the entire population (Non-Probability

Sampling, 2021).

However, due to unavailability, administering of questionnaire was conducted

from the month of May to June 2022. The data gathered were then used as a basis in the

development of a supplementary learning material.

Instrumentation

The survey questionnaire was the instrument used in this study. The questionnaire

has been prepared by the researchers with the used of google forms and face-to-face

distribution of surveys to determine the level of competitive advantages of SM Center

Mall Dagupan from the perspective of its shoppers.

Validation of the Research

This research wants to validate assumption of SM Corporation by being the

Philippine's largest retailing company and how the management effectively implemented

their competitive advantages among its competitors throughout the country. By that, the

importance of this study is to enlighten the researchers and the SM Company

(specifically Dagupan Branch) on the over-all performance and the competitive

advantages the mall has.

This study made sure to have valid information and transparent facts that will

prove how SM Center Dagupan operates successfully on its first 4-years of providing the

needs of Dagupeños and the citizens of nearest outside municipalities. The study would

help the researchers find the answers to their questions for their future endeavors and the

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supported facts have valid assumption. This study also helps the researchers to gain

experience that have test their strength and knowledge.

Data Gathering Method

The researchers make use of a survey questionnaire. A survey questionnaire has

been prepared by the researchers and will be presented mostly to the residents of

Dagupan City and minority to the residents of Binmaley, Lingayen, Mangaldan, San

Fabian, Calasiao, Mapandan, Manaoag, Malasiqui, Bugallon, San Carlos, Bayambang

and Santa Barbara. The survey questionnaire was personally administered and retrieved

by the researchers. The survey questionnaires were distributed through an online platform

and face-to-face distribution. The researchers can save on time and money in gathering

the information needed because questionnaires can be given to a large number of

respondents at the same time. The researchers gave instructions and further explanation

during the distribution and administration of the questionnaire.

Pilot Test

Bryman and Bell (2007) advise conducting a pilot test before conducting the

actual study. It can lessen the mistakes in the final questionnaire. For a Pilot Test, 50

respondents were chosen through an online platform and face-to-face distribution of

sample questionnaires in Dagupan City. According to the findings of the pilot study,

respondents had no trouble understanding the structure of the questionnaire and needed

only five to ten minutes to complete it. From the pilot study, it was determined that one

question, for which respondents checked more than one option even though only one was

required, needed to be improved.

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Ethical Consideration

As a business research proposal, several ethical considerations were reckoned to

ensure that the study was conducted in a pertinent and humane manner. To comply with

various ethical considerations, the researchers created a checklist of protocols to be

followed suit. First, the participants were informed on what this research is all about; as

well as the benefits, risks and funding behind this study. They have the decision to

voluntarily join or decline the study. Second, the subjected participants will guarantee a

full anonymity and confidentiality of their personal information to avoid malicious use of

such data. The participants were also assured that the results will be transparently

reflected once the study was concluded.

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 Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter contains presentations of the data gathered, as well as the findings

based on the statistical instrument used.

4.1 Profile of the Respondents

The researchers determined the profile of the respondents in terms of gender, age,

location and occupation.

Table 4.1.1 Frequency of Respondents According to Gender

GENDER FREQUENCY PERCENT
MALE 240 40%
FEMALE 356 59.4%
PREFER NOT TO SAY 4 0.6%
TOTAL 600 100%

Table 4.1.2 Frequency of Respondents According to Age

AGE FREQUENCY PERCENT
Under 12 years old 8 1.3%
12-17 years old 41 6.9%
18-24 years old 349 58.1%
25-34 years old 127 21.3%
35-44 years old 34 5.6%
45-54 years old 22 3.7%
55-64 years old 19 3.1%
65-74 years old 0 0%
TOTAL 600 100%

Table 4.1.3 Frequency of Respondents According to Location

LOCATION FREQUENCY PERCENT
DAGUPAN CITY 203 33.8%
BINMALEY 22 3.7%
LINGAYEN 26 4.4%
MANGALDAN 79 13.1%
SAN FABIAN 43 7.1%
CALASIAO 42 6.9%

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SANTA BARBARA 27 4.4%
MAPANDAN 53 8.8%
MANAOAG 23 3.7%
MALASIQUI 69 12.3%
BAYAMBANG 4 0.6%
BUGALLON 4 0.6%
SAN CARLOS 4 0.6%
TOTAL 600 100%

Table 4.1.4 Frequency of Respondents According to Occupation

OCCUPATION FREQUENCY PERCENT
EMPLOYEE 86 14.4%
MANAGER 0 0%
PART-TIMER 28 4.6%
SELF-EMPLOYED 34 5.6%
PUBLIC SERVICE 15 2.5%
STUDENT/WORKING
368 61.3%
STUDENT
UNEMPLOYED 64 10.6%
TOTAL 600 100%

The tables above shows the demographic profiling results of 600 respondents.

Female respondents outnumbered the male respondents with the result of 356 and 240,

respectively (table 4.1.1). In the age bracket group, majority of the respondents are ages

18-24 years old with the gathered data of 349 respondents or 58.1% of the total number

of respondents (table 4.1.2). Majority of the respondents resides in Dagupan City with the

result of 203 or 33.8% of the total number of respondents (table 4.1.3). Lastly, the

respondents ended the demographic profiling by gathering the respondent’s occupation.

The result shows that the majority of the respondents are students/working students with

the result of 368 or 61.3% of the total number of respondents gathered (table 41.4). The

location of SM Center Dagupan has been beneficial to get the attention of students and

make them as their major target market because it is close to the campuses located here in

the city.

22 | P a g e
4.2 Respondent’s Engagement
The researchers determined the respondent’s engagement as a shopper of SM

Center Dagupan.

Table 4.2.1 Frequency of Respondents According to the level of Engagement

LEVEL OF ENGAGEMENT FREQUENCY PERCENT
EVERYDAY 34 5.6%
EVERY WEEKEND 146 24.4%
EVERY OTHER DAY 41 6.9%
ONCE A WEEK 131 21.9%
THRICE A WEEK 4 0.6%
THRICE IN A MONTH 4 0.6%
OCCASIONALLY 240 40%
TOTAL 600 100%

Table 4.2.2 Frequency of Respondents According to the Purpose of engagement

PURPOSE FREQUENCY PERCENT
For leisure only 191 31.9%
For shopping only 116 19.4%
For work (employee of SM) 11 1.9%
For both leisure and shopping 252 41.9%
For visiting only 30 5%
TOTAL 600 100%

The tables above shows the results of the level and purpose of engagement of the

respondents in SM Center Dagupan. Majority of respondents only go to SM Center

Dagupan occasionally with the result of 240 or 40% of the total number of respondents

(table 4.2.1). Meanwhile, the majority response for the purpose of engagement is for both

leisure and shopping with the result of 252 or 41.9% of the total number of respondents

(table 4.2.2). In conclusion, the respondents allocate their time to shop or visit in SM

Center Dagupan only if there is occasion or scheduled time. But even though the

shoppers of SM Center Dagupan have limited or scheduled time in visiting or shopping,

23 | P a g e
they still have a big engagement with the company. The respondent’s went for shopping

and at the same time, enjoying the leisure services of SM Center Dagupan which is also a

win-win situation to the both parties.

4.3 Cost Leadership of SM Center Dagupan

The researchers determined the level of effectiveness of established cost

leadership of SM Center Dagupan in the perspective of its shoppers.

Table 4.3.1 Prices of Goods and Services Offered

PRICE FREQUENCY PERCENT
EXPENSIVE 390 65%
INEXPENSIVE 34 5.6%
FAIRLY AFFORDABLE 176 29.4%
TOTAL 600 100%

Table 4.3.2 In your opinion as a shopper, can you say that you prefer to spend your
money at SM CENTER DAGUPAN than other malls in Dagupan City?
FREQUENCY PERCENT
YES 307 51.2%
NO 41 6.9%
I’M SORRY, I CAN’T TELL 64 10.6%
SOMEWHAT YES AND NO 188 31.3%
TOTAL 600 100%

Table 4.3.3 Enjoying Promotions

FREQUENCY PERCENT
ALWAYS 158 26.3%
SOMETIMES/RARELY 270 45%
NEVER 158 26.3%
NOT INTERESTED 14 2.5%
TOTAL 600 100%

24 | P a g e
 Table 4.3.4 Is the quality of products and services at SM CENTER DAGUPAN
commensurate with its price?
FREQUENCY PERCENT
YES 461 76.9%
NO 22 3.7%
MAYBE 117 19.4%
TOTAL 600 100%

Table 4.3.5 Factors Considered in Buying Products or Rendering Services

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS
BRAND NAME 405 67.5% 600

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS

PRICE 432 71.9% 600

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS

PROMOTIONS 102 16.9% 600

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS

QUALITY 398 66.3% 600

The tables above show how shoppers of SM Center Dagupan determine and

respond to the effectiveness of the established cost leadership of the company. In the

result, respondents answered about the question of what they can say about the

established prices of products and services of SM Center Dagupan, and with the result of

65%, 104 respondents say it is expensive (table 4.3.1). Meanwhile, with the result of 51.2

%, 307 respondents says that they prefer to spend your money at SM CENTER

DAGUPAN than other malls in Dagupan City (table 4.3.2) The most crucial function of

a promotion is to distinguish a company from its rivals. If there was no competition, no

business would ever need to conduct any promotions. But in the gathered data, the

respondents seem that they rarely enjoy the promotion of SM Center Dagupan (table

25 | P a g e
4.3.3). But despite of these circumstances, the respondents believed that the price of the

product commensurate with its quality with the result of 76.9% or 432 respondents

answered “Yes” (table 4.3.4). And lastly, the researchers gathered a data about what

factors that the shoppers considered in buying products or rendering services in SM

Center Dagupan and with the result of 71.9% which is 432 of respondents answered that

the Price is their top-considered factor to choose in doing shopping in SM Center

Dagupan (table 4.3.5). In conclusion, it is important to balance convenience and value so

that customers or the shoppers feel they are receiving their money's worth. Enhancing an

existing product while keeping the price low can boost sales potential and foster

consumer loyalty.

4.4 Product Differentiation of SM Center Dagupan

The researchers determined the level of effectiveness of established

product differentiation of SM Center Dagupan among its competitors within the city in

the perspective of its shoppers.

Table 4.4.1 Can you say that SM CENTER DAGUPAN's products and services are
better than other malls in the city?
FREQUENCY PERCENT
YES 353 58.8%
NO 41 6.9%
I’M SORRY, I CAN’T TELL 34 5.6%
SOMEWHAT YES AND NO 172 28.7%
TOTAL 600 100%

26 | P a g e
 Table 4.4.2 Do you feel safe every time you buy a product or avail a services offered
by SM CENTER DAGUPAN?
FREQUENCY PERCENT
YES 540 90%
NO 7 1.2%
MAYBE 53 8.8%
TOTAL 600 100%

Table 4.4.3 Quality Evaluation of SM Center Dagupan’s Product and Services

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS

DURABILITY 465 77.5% 600

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS

LIFESPAN 360 60% 600

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS

SERVICEABILITY 218 36.3% 600

FACTOR FREQUENCY PERCENT NO. OF RESPONDENTS

PHYSICAL
235 39.4% 600
FEATURES

Table 4.4.4 How did you find out about SM CENTER DAGUPAN?
ADVERTISEMENT FREQUENCY PERCENT
TV COMMERCIAL 146 24.4%
SOCIAL MEDIA PROMOTION 323 53.8%
BILLBOARD ADVERTISEMENT 72 11.9%
REFERRAL 37 6.2%
PRINTED ADVERTISEMENTS 22 3.7%
TOTAL 600 100%

The tables above show the level of effectiveness of established product

differentiation of SM Center Dagupan among its competitors within the city in the

perspective of its shoppers. Firms used product differentiation to tell buyers why their

27 | P a g e
product's quality and price combination is better than their competitors. In the gathered

data, the respondents say that SM Center Dagupan’s product and services are better than

other malls within the city (table 4.4.1). Additionally, the respondents also say that they

feel safe every time they buy a product or avail a services offered by SM Center

Dagupan (table 4.4.2). Also, the researchers gathered the data for Quality Evaluation of

the SM Center Dagupan’s product and services with given factors in the pulse and

perspective of shoppers. With the result of 77.5% of the total respondents, 465

respondents say that Durability is what they look more at when evaluating the quality of

products or services at SM Center Dagupan (table 4.4.3). Lastly, Social Media Promotion

is the best way for SM Center Dagupan to promote not only its name but also its product

and services with 53.8% (table 4.4.4). According to the Business Mirror website,

surveyed individuals across the Philippines and the results showed that SM Supermalls

received exceptional rankings for trustworthiness, credibility, quality, value, and

understanding of customer needs, innovation, and social responsibility.

4.5 Customer Satisfaction of SM Center Dagupan

The researchers determined the level of customer satisfaction of SM Center

Dagupan among its competitors within the city in the perspective of its shoppers.

Table 4.5.1 Are you happy about the products and services that SM CENTER
DAGUPAN offers to you?
FREQUENCY PERCENT
YES 555 92.5%
NO 7 1.2%
MAYBE 38 6.3%
TOTAL 600 100%

28 | P a g e
Table 4.5.2 Did SM CENTER DAGUPAN live up to your expectations of them as one
of “the Biggest and convenient Mall" in Dagupan city?
FREQUENCY PERCENT
YES 506 84.4%
NO 34 5.6%
MAYBE 60 10%
TOTAL 600 100%

Table 4.5.3 If you were to choose from the choices below, who do you think is SM
CENTER DAGUPAN’s closest competitor within the city?
COMPETITORS FREQUENCY PERCENT
NEPO MALL 278 46.3%
CSI THE CITY MALL 270 45%
CITY MALL MAYOMBO 22 3.7%
BHF FAMILY PLAZA 19 3.1%
CSI BONUAN 7 1.2%
CSI LUCAO 4 0.6%
TOTAL 600 100%

The table above shows the customer satisfaction of the shoppers towards SM

Center Dagupan. In the data gathered, it clearly stated that the majority of the respondents

are “happy” or satisfied with the products and services offered by SM Center Dagupan

with the percentage 92.5% (table 4.5.1). Also, the respondents meet their expectation on

SM Center Dagupan as “the Biggest and convenient mall” in Dagupan City with the

percentage of 84.4% (table 4.5.2). Research shows that high customer satisfaction leads

to greater customer retention, higher lifetime value, and a stronger brand reputation.

Lastly, the respondents chose the name of the mall that considered as the closest

competitor of SM Center Dagupan. With 46.3% or 278 respondents chose NEPO Mall,

located in Arellano Street, as the closest competitor of SM Center Dagupan.

Knowing who your competitors are, and what they are offering, can help you to make

your products, services and marketing stand out (table 4.5.3).

29 | P a g e
 Chapter 5

SUMMARY, CONCLUSION, AND RECOMMENDATIONS

This chapter gives a brief outline about the results and outcomes collected, along

with conclusions to problems specified. This chapter similarly contains of

recommendations on coming designated research.

Summary

In the Chapter 4, the researchers showed tabular presentation of the gathered data

about the demographics/profile of the respondents, as well as the results of the level of

Competitive Advantages of SM Center Dagupan that includes cost leadership, product

differentiation, and customer’s satisfaction presented in descriptive form.

Table 4.1.1 showed the frequency and percentage of the respondents according to

sex. The number of females in this study is said to be higher than the number of males

and therefore comprises the majority of the sampling units.

Table 4.1.2 In the age bracket group, majority of the respondents are ages 18-24

years old with the gathered data of 349 respondents or 58.1% of the total number of

respondents

Table 4.1.3 Among the given municipalities and a city, majority of the

respondents resides in Dagupan City with the result of 203 or 33.8% of the total number

of respondents.

Table 4.1.4 The result shows that the majority of the respondents are

students/working students with the result of 368 or 61.3% of the total number of

30 | P a g e
respondents gathered. The location of SM Center Dagupan has been beneficial to get the

attention of students and make them as their major target market because it is close to the

campuses located here in the city.

Table 4.2.1 Majority of respondents only go to SM Center Dagupan occasionally

with the result of 240 or 40% of the total number of respondents. But even though the

shoppers of SM Center Dagupan have limited or scheduled time in visiting or shopping,

they still have a big engagement with the company.

Table 4.2.2 Majority response for the purpose of engagement is for both leisure

and shopping with the result of 252 or 41.9% of the total number of respondents. As a

conclusion, the respondents allocate their time to shop or visit in SM Center Dagupan

only if there is occasion or scheduled time. The respondent’s went for shopping and at the

same time, enjoying the leisure services of SM Center Dagupan which is also a win-win

situation to the both parties.

Table 4.3.1 with the result, respondents answered about the question of what they

can say about the established prices of products and services of SM Center Dagupan, and

with the result of 65%, 104 respondents say it is expensive.

Table 4.3.2 with the result of 51.2%, 307 respondents says that they prefer to

spend your money at SM CENTER DAGUPAN than other malls in Dagupan City. The

most crucial function of a promotion is to distinguish a company from its rivals. If there

was no competition, no business would ever need to conduct any promotions.

31 | P a g e
 Table 4.3.3 the respondents seem that they rarely enjoy the promotion of SM

Center Dagupan. Without effective promotion, the product awareness may remain low in

the market and lead to lower than expected revenue.

Table 4.3.4 the respondents believed that the price of the product commensurate

with its quality with the result of 76.9% or 432 respondents answered “Yes”. Pricing is

important, but in the long-term, it's the quality that ensures that customers stay loyal to

your brand.

Table 4.3.5 the researchers gathered a data about what factors that the shoppers

considered in buying products or rendering services in SM Center Dagupan and with the

result of 71.9% which is 432 of respondents answered that the Price is their top-

considered factor to choose in doing shopping in SM Center Dagupan. It is important to

balance convenience and value so that customers or the shoppers feel they are receiving

their money's worth. Enhancing an existing product while keeping the price low can

boost sales potential and foster consumer loyalty.

Table 4.4.1 in the gathered data, the respondents says that SM Center Dagupan’s

product and services are better than other malls within the city.

Table 4.4.2 the respondents also say that they feel safe every time they buy a

product or avail a services offered by SM Center Dagupan (table 4.4.2).

Table 4.4.3 the researchers gathered the data for Quality Evaluation of the SM

Center Dagupan’s product and services with given factors in the pulse and perspective of

shoppers. With the result of 77.5% of the total respondents, 465 respondents say that

32 | P a g e
Durability is what they look more at when evaluating the quality of products or services

at SM Center Dagupan.

Table 4.4.4 Social Media Promotion is the best way for SM Center Dagupan to

promote not only its name but also its product and services with 53.8%. With consistent

updating, the right social media marketing strategy will lead to increased traffic, better

SEO, higher conversion rates, improved brand loyalty, and much more.

Table 4.5.1 in the data gathered, it clearly stated that the majority of the

respondents are “happy” or satisfied with the products and services offered by SM Center

Dagupan with the percentage 92.5%.

Table 4.5.2 the respondents meet their expectation on SM Center Dagupan as

“the Biggest and convenient mall” in Dagupan City with the percentage of 84.4% (table

4.5.2). Research shows that high customer satisfaction leads to greater customer

retention, higher lifetime value, and a stronger brand reputation.

Table 4.5.3 the respondents chose the name of the mall that considered as the

closest competitor of SM Center Dagupan. With 46.3% or 278 respondents chose NEPO

Mall, located in Arellano Street, as the closest competitor of SM Center Dagupan.

Knowing who your competitors are, and what they are offering, can help you to make

your products, services and marketing stand out.

Conclusion

The researchers came out with the following conclusions that answered to the

problems formulated and stated in the first part of this study based on the results and

findings gathered.

33 | P a g e
 From the statistics of the gathered data, female outnumbered male. The number of

the male respondents is only 240, while the female respondents are 356. This indicates

that most of the respondents are female based on the Table 4.1.1. The age group of the

respondents is divided into eight brackets: Under 12 years old, 12-17 years old, 18-24

years old, 25-34 years old, 35-44 years old, 45-54 years old, 55-64 years old and 65-74

years old. There is 8 respondents aging under 12 years old, 41 respondents aging from

12-17 years old, 349 respondents aging from 18-24 years old, 127 respondent aging from

25-34 years old, 34 respondent aging from 35-44 years old, 22 respondent aging from 45-

54 years old, 19 respondent aging from 55-64 years old, 0 respondent aging from 65-74

years old. This indicates that the majority of the respondents are 18-24 years old.

The three factors to determine the level of Competitive advantages of SM Center

Dagupan are Cost Leadership, Product Differentiation and Customer Satisfaction the

were also divided into 2 sub-groups each. The researchers used tabular to summarize the

gathered data and findings with short descriptions below the table.

Hopefully this research contributed to an understanding of the competitive

advantages and its importance to all emerging business or companies, and its findings and

recommendations can serve as a basis for future research projects.

It is also hoped that the experiences of the participants, as well as the proponents

of the research, could be used to formulate strategies, policies and procedures that could

contribute to the small business that aims to be called the giants.

34 | P a g e
Recommendations

This study entitled ‘The Competitive Advantages of SM Center Dagupan among

its Competitors within the City in the Perspective of the Shoppers’ will mainly benefits

the management of SM Center Dagupan and future researchers of the same or related

topics. The management of the said giant mall can benefit from the study to better

improve their over-all performance of their branch, specifically, their competitive

advantages among their direct competitors within the city . Future researchers may input

more variables to the study of the researchers to have better and accurate results of the

over-all performance of the said mall.

Future researchers may also implement other severe data collection and data

analysis to acquire better and further accurate output whether it is qualitative,

quantitative, or mixed method approach.

1) SM Center Dagupan must create an effective promotion mix to ensure that

customers are aware of the existence and positioning of products. Based on the

gathered data, the shoppers rarely enjoy the promotion given by SM Center

Dagupan.

2) Majority of the shoppers only go to SM Center Dagupan occasionally, therefore

shoppers often make more purchases around the holiday season or for special

events in their own lives, such as birthdays and anniversaries. The researchers

recommend that using occasion segmentation for a marketing strategy is to

increase the response rate. Brands target those customers who are compelled to

purchase because of the occasion-driven need. People are most likely to buy from

35 | P a g e
 brands that can help them express their feelings to the recipient of the gift on a

particular occasion. (Voxco)

3) SM Center Dagupan must identify its most engaged users. In the gathered data,

the majority of the respondents are students/working students. By being able to

filter out existing and prospective customers with the highest levels of

engagement, such as those who regularly open the emails or spend most of their

time on the product pages, shoppers can make more informed decisions on how

and where to best spend time, budget and resources. In return, this makes

established marketing more cost effective, as SM Center Dagupan won't burn the

budget of the shoppers to heat up mostly cold leads. The said mall can focus on

the ones who are most likely to make a purchase.

36 | P a g e
Bibliography

[1]Pearl-and-Dean-v.-Shoemart

https://www.studocu.com/ph/document/wesleyan-university-philippines/political-

law/2-pearl-and-dean-v-2-pearl-and-dean-v-shoemartdocx/17910720

SM (ShoeMart) History.

http://www.sm-shoemart.com/index.htm

Homo Economicus. (2022). Investopedia.

https://www.investopedia.com/terms/h/homoeconomicus.asp#:~:text=The%20ide
a%20of%20the%20homo,essay%20about%20the%20political%20economy.

Porter, M. (1985). The Competitive Advantage: Creating and Sustaining Superior

Performance. NY: Free Press, 1985. (Republished with a new introduction, 1998.)

Amadeo, K. (2022). What Is Competitive Advantage? The Balance.

https://www.thebalance.com/what-is-competitive-advantage-3-strategies-that-
work-3305828

WBA. (2016). SM Supermalls. World Branding Awards.

https://awards.brandingforum.org/brands/sm-
supermalls/#:~:text=To%20date%2C%20SM%20Supermalls%20is,of%208.4%2
0million%20square%20metres.

SM Center Dagupan: SM Prime Opens Third Mall in Pangasinan. (2019). SM

Prime.

https://www.smprime.com/company-releases/sm-center-dagupan-sm-prime-
opens-third-mall-pangasinan?fbclid=IwAR2ER4MOGifej1tHWfqQrxnSKI0-
lPn1GdG24qDjGIbCskw12kX7_7u_9dQ

Occasion Segmentation
https://www.voxco.com/blog/occasion-segmentation/

37 | P a g e
 Appendix A
Survey Questionnaire

The Competitive Advantages of SM Center Dagupan among its Competitors within

the City in the Perspective of the Shoppers

Dear Respondents,

This questionnaire pertains to a research conducted by BSBA-Financial Management

Students at Universidad de Dagupan. The purpose of this project is to better understand
the perception of shoppers of SM CENTER DAGUPAN regarding their competitive
advantages among their competitors around the city, as well as their customer services.
This questionnaire will only take 5-10 minutes and all the information and responses will
remain strictly confidential. Thank you for your time and cooperation. GOD BLESS!!

Name (optional):_______________________________________________

Instruction: Please answer all questionnaires as accurately by putting a check (/) on the
space provided.

A. DEMOGRAPHIC PROFILE
1. Sex
( ) Male ( )Female ( ) Prefer not to say
2. Age
( ) Under 12 years old ( )12-17 years old ( )18-24 years old
( )25-34 years old ( )35-44 years old ( )45-54 years old
( )55-64 years old ( )65-74 years old.
3. Respondent’s Location
( )Dagupan City ( )Binmaley ( )Lingayen
( )Mangaldan ( )San Fabian ( )Calasiao
( )Santa Barbara ( )Mapandan ( )Manaoag
( )Others:____________________________

4. Respondent’s Occupation
( )Employee ( )Manager ( )Part-timer
( )Self-Employed ( )Public Service ( )Student/Working Student
( )Unemployed

38 | P a g e
B. GENERAL INFORMATION
5. How often do you go to SM CENTER DAGUPAN?
( )Everyday ( )Every Weekend (Saturday or Sunday) ( )Every other Day
( )Once a week ( )Occasionally ( )Other:___________________

6. What is your purpose whenever you go to SM CENTER DAGUPAN?

( )For leisure only (eating foods, playing arcade games, etc)
( )For shopping (daily needs/wants)
( )For work (Employee of SM CENTER DAGUPAN)
( )For both leisure and shopping
( )Just visiting (window-shopping)
( )Other:______________________

C. COST LEADERSHIP
(Cost leadership is a business-level strategy employed by companies who wish to
gain a competitive advantage by being the lowest -cost producer of a service,
production process, or commodity.)

7. What can you say about the prices of goods and services offered by SM
CENTER DAGUPAN to their shoppers?
( )Expensive ( )Inexpensive
( )Fairly affordable ( )Other:_______________________

8. In your opinion as a shopper, can you say that you prefer to spend your money
at SM CENTER DAGUPAN than other malls in Dagupan City?
( )Yes ( )No ( )I'm sorry, I can't tell. ( ) Somewhat yes and no.

9. How often do you get discounts or enjoy sale promotions of products and
services at SM CENTER DAGUPAN?
( )Always ( )Sometimes ( )Never ( )Not interested ( )Other:__________

10. Is the quality of products and services at SM CENTER DAGUPAN

commensurate with its price?
( )Yes ( )No ( )Maybe

11. As a consumer/shopper of SM CENTER DAGUPAN, what factors do you

consider when buying a product or receiving its services?
(You can choose more than 1 of the choices)
( )Brand Name ( )Price
( )Promotions ( )Quality

39 | P a g e
D. PRODUCT DIFFERENTIATION
(Product differentiation is what makes your product or service stand out to your
target audience. It's how you distinguish what you sell from what your competitors
do, and it increases brand loyalty, sales, and growth.)

12. Can you say that SM CENTER DAGUPAN's products and services are better
than other malls in the city?
( )Yes ( )No ( )I'm sorry, I can't tell. ( )Somehow yes and no.
13. Do you feel safe every time you buy a product or avail a services offered by SM
CENTER DAGUPAN?
( )Yes ( )No ( )Maybe ( )Other: ____________

14. What kind of "quality" do you look at or evaluate in a product or services?

(You can choose more than 1 of the choices)
( )Durability ( )Lifespan ( )Serviceability ( )Physical Features

15. How did you find out about SM CENTER DAGUPAN?

( )TV Commercial ( )Social Media Promotion
( )Billboard Advertisement ( )Referral
( )Printed Advertisements (News papers, flyers, posters)
( )Other:_____________________

E. CUSTOMER SATISFACTION
(Customer satisfaction is defined as a measurement that determines how happy
customers are with a company's products, services, and capabilities.)
16. Are you happy about the products and services that SM CENTER DAGUPAN
offers to you?
( )Yes ( )No ( )Maybe

17. Did SM CENTER DAGUPAN live up to your expectations of them as one of

the "Biggest and convenient Mall" in Dagupan city?
( )Yes ( )No ( )Maybe

18. If you were to choose from the choices below, who do you think is SM
CENTER DAGUPAN’s closest competitor within the city?
( )NEPO Mall ( )CSI The City Mall ( )City Mall Mayombo
( )BHF Family Plaza ( )CSI Bonuan ( )Other: ______________

40 | P a g e
 CURRICULUM VITAE

KIARA JENNY P. TIRANTE

Guilig, Mangaldan, Pangasinan
09685893035
kiarajenny.roronoa@gmail.com

Personal Information
Gender: Female
Date of Birth: August 20,1999
Age: 22 years old
Place of birth: Guilig, Mangaldan, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Christian

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in Financial
Management
2018-2023

SHS: Mangaldan National High School

Poblacion, Mangaldan, Pangasinan
Accountancy and Business Management Strand
2016-2018

JHS: Mangaldan National High School

Poblacion, Mangaldan, Pangasinan
2012-2016

Elementary: Mangaldan Central School

Mangaldan, Pangasinan
2005-2012

41 | P a g e
 CURRICULUM VITAE

JELLY SHEEN M. LEONORA

#117 Brgy. Maniboc, Lingayen, Pangasinan
09156642612
leonorajm.716.stud@cdd.edu.ph

Personal Information
Gender: Female
Date of Birth: July 26, 2000
Age: 21 years old
Place of birth: Lingayen, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Roman Catholic

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in Financial
Management
2018-2023

SHS: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
Accountancy and Business Management Strand
2016-2018

JHS: Saint Columban’s College

Brgy. Poblacion, Lingayen, Pangasinan
2012-2016

Elementary: Poblacion Central School

Brgy. Poblacion, Lingayen, Pangasinan
2005-2012

42 | P a g e
 CURRICULUM VITAE

REY JOHN PAUL B. MALICDEM

86 Careenan St. Poblacion Oeste Dagupan City Pangasinan
09638514961
reyjohnpaulm789@gmail.com

Personal Information
Gender: Male
Date of Birth: August 07,2001
Age: 21 years old
Place of birth: Dagupan City, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Roman Catholic

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in Financial
Management
2018-2023

SHS: Dagupan City National High School

Dagupan City, Pangasinan
2016-2019

JHS: Dagupan City National High School

Dagupan City, Pangasinan
2013-2016

Elementary: West Central Elementary School 1

2007-2013

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 CURRICULUM VITAE

SNOOKY A. ROSALES
Pias, Mapandan, Pangasinan
09384559723
rossales.645.stud@cdd.edu.ph

Personal Information
Gender: Female
Date of Birth: October 01, 1999
Age: 22 years old
Place of birth: Mapandan, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Roman Catholic

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in Financial
Management
2019-2022

SHS: Mapandan Catholic School

Mapandan, Pangasinan
2016-2019

JHS: Mapandan Catholic School

Mapandan, Pangasinan
2013-2016

Elementary: Pias, Mapandan,Pangasinan 1

2007-2013

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 CURRICULUM VITAE
LOVELY JU-ANA P. QUINTO
Torres Mapandan, Pangasinan
09633975731
lovelyjuanaquinto@gmail.com

Personal Information
Gender: Female
Date of Birth: June 30,2000
Age: 21 years old
Place of birth: Calasiao, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Roman Catholic

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in Financial
Management
2018-2023

SHS: Dagupan City National High School

Dagupan City, Pangasinan
2016-2019

JHS: Dagupan City National High School

Dagupan City, Pangasinan
2013-2016

Elementary: Gen.Gregorio Del Pilar Elementary School

2007-2013

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 CURRICULUM VITAE
Curriculum Vitae
ALLYSSA BALLESTEROS
Dagupan City, Pangasinan, Philippines 2400
09352574401
ylla.ballesteros@gmail.com

Personal Information
Gender: Female
Date of Birth: May 27, 1991
Age: 31 years old
Place of birth: Dagupan City, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Iglesia Ni Cristo

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in Financial
Management
2018-2023

Elementary: Sabangan Elementary School

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 CURRICULUM VITAE

VIVIAN E LOPEZ
0336 PNR Site Dagupan City, Pangasinan
09487453799
viananglopez00@gmail.com

Personal Information
Gender: Female
Date of Birth: October 27, 2000
Age: 21 years old
Place of birth: Dagupan City, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Iglesia ni Cristo

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in Financial
Management
2018-2023

SHS: East Central Integrated School

Mayombo District , Dagupan City
2016-2018

JHS: East Central Integrated School

Mayombo District , Dagupan City
2012-2016

Elementary: East Central Integrated School

Mayombo District , Dagupan City
2005-2012

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 CURRICULUM VITAE

JOYCELINE J. SANCHEZ
#181 Asin Este, Malasiqui, Pangasinan
09129484155
joycelinesanchez426@gmail.com

Personal Information
Gender: Female
Date of Birth: June 27, 1999
Age: 23 years old
Place of birth: Dagupan City, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Roman Catholic

Educational Background

College: Universidad De Dagupan

Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in
Financial
Management
2018-2023
SHS: Perpetual Help College of Pangasinan
Montemayor St. Malasiqui, Pangasinan
Accountancy, Business, and Management
2016-2018

Secondary: Perpetual Help College of Pangasinan

Montemayor St. Malasiqui, Pangasinan
Business High School
2012 -2016

Elementary: Asin Este Elementary School

Asin Este, Malasiqui, Pangasinan
2005-2012

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 CURRICULUM VITAE

MERIE JOY A. TABORA

#443 Carael, Dagupan City Pangasinan
0950-0570-094
mjoytabora10@gmail.com

Personal Information

Gender: Female
Date of Birth: December 8, 1999
Age: 22 years old
Place of birth: Dagupan City, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Roman Catholic

Educational Background
College: Universidad De Dagupan
Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in
Financial
Management
2018-2023

SHS: Carael National High school

Carael, Dagupan City Pangasinan
2017-2018
Secondary: Carael National High School
Carael, Dagupan City Pangasinan
2015-2016
Elementary: Carael Elementary School
Carael, Dagupan City Pangasinan
2011-2014

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 CURRICULUM VITAE

JENNIFER MARTINEZ
#145 Sitio Puelay Caranglaan Dagupan City
09973125928
j3nnifermartinez25@gmail.com

Personal Information
Gender: Female
Date of Birth: March 25, 2001
Age: 21 years old
Place of birth: Dagupan City, Pangasinan
Civil status: Single
Citizenship: Filipino
Religion: Roman Catholic-

Educational Background
College: Universidad De Dagupan
Arellano St. Dagupan City, Pangasinan
BS in Business Administration Major in
Financial
Management
2019-2023

SHS: East Central Integrated School

2016-2019

Secondary: East Central Integrated School

2013-2016
Elementary: East Central Integrated School
2010-2013

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