Marketing Management Strategies of Local Food Industries in Sta. Maria, Ilocos Sur: A Customer’s Perspective

Abstract

This study aimed to assess the marketing management strategies of local food industries in Sta. Maria, Ilocos Sur, from the perspective of their customers. Specifically, it examined the profiles of customers, the level of marketing strategies in terms of product, price, promotion, place, and people, and the relationship between customer demographics and marketing effectiveness. A descriptive-correlation research design was employed, surveying sixty (60) customers using a validated questionnaire. Data were analyzed using frequency, percentage, mean, and simple correlation analysis.