MARKETING MIX STRATEGIES TOWARD CUSTOMER SATISFACTION OF YUFIRO COFFEE IN TANZA, CAVITE: BASIS FOR ENHANCEMENT PLAN OF MARKETING MIX STRATEGIES

Abstract

This research explores the transformative landscape of the coffee shop industry focusing on Yufiro Coffee. With a commitment to a holistic customer experience, Yufiro Coffee's marketing mix strategies (7Ps) - product, price, place, promotion, people, process, and physical evidence - are scrutinized to understand their influence on customer satisfaction. The objective of the study is to determine the socio-demographic profile of the participants, determine the customer perception and satisfaction levels, and to propose a comprehensive enhancement plan where it serves as a roadmap for Yufiro Coffee that shows competitiveness in the local coffee scene. This study used quantitative research methods to analyze the marketing mix strategies and customer satisfaction. The descriptive research design describes the marketing mix strategies of Yufiro Coffee and customer satisfaction in terms of the 7Ps of the marketing mix. The data were gathered from 100 participants that are customers from Yufiro Cofee. As a result, most of the participants are female and belong to the age group 18 - 22 years old. After analyzing the results of the study, the people and processes of marketing mix strategies show outstanding customer perception and satisfaction, leaving us with product, price, place, promotion, and physical evidence that need enhancement. The overall result shows a positive viewpoint, indicating that Yufiro Coffee is good at meeting customer expectations and providing a truly satisfying experience.