International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2023 Volume 11 Issue 1
Available Online: 25 April 2023
Author/s:
Candelario, Maria Christina L.*
Divine Word College of San Jose, Philippines (kristinacandelario20@gmail.com)
Macabata, Nancy S.
Divine Word College of San Jose, Philippines
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines
Abstract:
Since the COVID-19 outbreak in early 2020, pandemic has had lingering impact on businesses around the globe. With this, the establishment of the new normal alters the path of history. This made it difficult for many entrepreneurs to keep their businesses running. Hence, the researcher came up with this study. A mixed-method approach was taken. For the qualitative phase, thirteen (13) business entrepreneurs were interviewed to find out what marketing strategies they practice. The thematized answer was the basis for the independent variable (IV) of the quantitative phase. For the quantitative phase, a descriptive-correlational survey was used, using the questionnaire, interview, and ocular inspection. Simple random sampling was done. The questionnaire was validated by the expert, and reliability ranges from high to very high using test-retest. Based on the findings of the study, majority of the respondents were in their prime years, were female, had a diverse educational background, and were not born in San Jose, Occidental Mindoro. Through the use of regression analysis, the research findings indicate that the profile of the respondents is deemed to have no significant relationship with regard to economic performance. Meanwhile, a significant relationship was discovered between marketing strategies and business enterprise economic performance. The result of this study is expected to support various initiatives aimed at improving the economic performance of business enterprises in San Jose, Occidental Mindoro, in the light of the new normal.
Keywords: marketing strategies, economic performance, business enterprises, the new normal, mixed-method
DOI: https://doi.org/10.5861/ijrsm.2023.1003
Cite this article:
Candelario, M. C. L., Macabata, N. S., & Limos-Galay, J. A. (2023). Marketing strategies and economic performance of business enterprises in San Jose, Occidental Mindoro under the new normal. International Journal of Research Studies in Management, 11(1), 33-44. https://doi.org/10.5861/ijrsm.2023.1003
*Corresponding Author