A Study on the Post Pandemic Marketing Mix Responses of Micro Food Businesses in Laguna, Philippines

Abstract

The study identified the marketing mix responses of micro-businesses and the respective reasons for implementation within Laguna, specifically in Cabuyao and Santa Rosa City. Subsequently reviewing the market and environmental factors and the marketing mix of the food industry, the researchers pursued a qualitative case study, data saturation, key informant approach, and thematic analysis in interviewing and interpreting the responses of ten micro-businesses. Product Development (Improvement) in the product variable; Cost-based Pricing in the price variable; and word-of-mouth, personal selling, digital media, and network media in the promotion variable, while being near to suppliers and consumers when the distribution is concerned. This is in place of the consumer’s frugality and decreased demand, raw material shortages, and supply constraints due to restricted importations, Ukraine and Russia conflict, price inflation/fluctuations causing the commodities’ price increase, customer bargains, consumer complaints, consumer demographics, consumer preferences, consumption of technological mediums, and the competitor’s post-pandemic marketing mix responses.