FISH WHERE THE FISHES ARE: A PHENOMENOLOGICAL STUDY ON THE RETAIL STORE OWNERS MARKETING STRATEGY

Marketing Strategy

A body of written works on how the efficiency of retail outlets' marketing strategies contributes to business failure was deemed lacking in quantity. Thus, this research aimed to understand the marketing strategies of retail store businesses in Cateel, Davao Oriental. This study employed a phenomenological approach to focus on analyzing human experience. The research participants were the retail store owners in Cateel, Davao Oriental. There were significant results that have been revealed in this study. Participants acknowledged using pricing tactics to get more clients. They stated that consumers do not simply accept a store solely focused on profit. For many of them, using social media to promote their stores to loyal customers was also essential. Customer-based Pricing and Transactional Strategy were two of the best pricing techniques. People Strategy was one of the most successful relationship-based marketing strategies. The two most effective variations of the promotional plan were social media marketing and word-of-mouth marketing. It was claimed from the findings of this study that with devotion to developing marketing skills continually, a business would most certainly succeed.

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