The Correlation of 4Ps of Marketing in the Business Performance of MSEs in Palayan City, Nueva Ecija

Abstract

The researchers’ primary considerations in conceptualizing what aspects should be introduced into the business marketing strategy with the business performance of Small and Medium Enterprises in Palayan City, Nueva Ecija. This research is critical for companies that want to improve their business performance by providing better service. This study created a business plan for MSEs to use the Marketing Mix and improve customer satisfaction by improving business performance. This study used a quantitative research design and descriptive analysis to describe and summarize the data that was gathered. The research was carried out at 30 licensed MSEs in and around Palayan City, Nueva Ecija. The researchers used a total enumeration technique to simply identify all of the respondents who met the criteria for the study. A total of 30 respondents were surveyed, the majority of whom were rank and file owners of licensed SMEs. The information gathered from the respondents was encoded, tallied, and analyzed using statistical tools such as Percentage, Frequency Distribution, Weighted Mean, Pearson r, and Thematic Analysis. The findings revealed a significant relationship between the respondents' marketing mix and business performance. Furthermore, the majority of respondents are dissatisfied with the business performance they are providing. The MSE owner can adapt improvements in business performance such as promotional strategy, lowering expenses, improving product quality, and providing good service to increase sales revenue and business growth. It is recommended that the researchers' development plan be used to assist respondents in gaining more knowledge about improving business performance to increase efficiency and effectiveness and may serve as a guide for the MSE to approach, which would increase the business's productivity and sale revenue in the long run.