EFFECTIVENESS OF BUY 1 TAKE 1 PROMO AS A MARKETING

STRATEGY OF MINUTE BURGER IN LIBIS,

BINANGONAN RIZAL

A Research Proposal Presented to

The Faculty of Senior High School Department of
Rizal National Science High School
Batingan, Binangonan, Rizal

In Partial Fulfillment
Of the Requirements for the Practical Research II
For the Strand – Accountancy, and
Business Management (ABM)

AUSTRIA, TERENCE JANIEL A.

CALABIA, PATRICIA RICHYEL S.

FRANCIA, NILA MARICE G.

MENDEZ, MA. CHRISDEL S.

TOLENTINO, MARIA SELINA U.

2019
 INTRODUCTION

Burger is one of the iconic dishes that we usually see in fast food chains here

in the Philippines (Yulo, 2019). A lot of Filipinos are a big fan of burger and most

of them enjoy eating burgers as a snack. Burger is a sandwich wherein beef patty

or any other kind of meat patties serve as its main ingredient and is added with

some lettuce, tomatoes and other ingredients that fits their taste. There are

different kind of burgers around the world and it varies according to the place where

it is located. In the Philippines, several emerging shops and fast food chains are

selling burgers as their main dish.

A lot of stores have their own way and techniques in making their burgers be

known or popular among any burger shops in our country. These techniques are

also known as marketing strategy. These stores uses marketing strategy that

include different promotions such as Google promotions, customer loyalty

programs, free giving, buy one get one free and the like. Sales promotion is any

undertaking by an organization designed to increase sales or encourage the use

or trial of a product or service. Sales promotions take many different forms, but

they all focus on persuading a target audience to make a purchase or become a

client of a business (Weisberg, 2019). It also helps to prolong the life of a company

in the industry. It is important for business owners to be aware of different

marketing strategies in order to adapt to the changes that occur in the industry. In

Manila, a lot of burger shops that are popular during the past few years became

non - existent nowadays due to some reasons.

Minute Burger is one among popular burger shops in the country that uses buy

1 take 1 or most commonly known as buy 1 get 1 free in the marketing industry.

Minute Burger uses Buy One Take One promo in order to for the people to engage
in their product. It belongs to the Business to Consumer marketing. Based on Yodiz

Project Management Blog, Business to company marketing and Business to

Consumer marketing are the two main types of marketing strategy and it is said

that Business to Consumer marketing is the most widely used in the marketing

industry. We all know that the price is one of the most common factor that a buyer

consider when buying. Consumers nowadays are becoming practical when looking

for the specific product they want. They tend to seek for high quality products that

are offered at an affordable price. As stated by Alex Tabarrok, he argued that the

success of this promotion lies in the fact that the price actually takes into account

the fact that two items are being sold. The price of "one" is somewhat nominal and

is typically raised when used as part of a buy one get one free deal. Whilst the cost

per item is proportionately cheaper than if bought on its own, it is not actually half

price.

BACKGROUND OF THE STUDY

Minute burger is a food franchise business that has been running for over 30

years and has more than 350 stores nationwide (Pinoyentre, 2015). The minute

burger established a good branding since 1982. Meanwhile, competitors from

other brands are continuously innovating their products and catching up with the

new trends. New products divert the attention of the customers and can be a threat

for a product during decline stage.

In the decline stage, the demand of the consumers towards a certain product

are slowly decreasing due to an ineffective strategy or an outdated product.

Companies are using varieties of strategies to help them increase their sales.

As defined by Kotler P. (2018) marketing is about meeting needs profitability.

Marketing deals with determining and fulfilling human and social needs. It is the
activity of different institutions that deals with the process of manufacturing,

communicating, and offering the products to the customers. Marketers are

constructing varieties of marketing strategies to successfully sell their products to

the market.

Marketing strategies are often used to adapt the changes in the environment

of a business and create a possible solution to increase the sales of a product or

introduce the product to the market effectively (Wilson, R. M., & Gilligan, C., 2012).

Marketers are using promos such as discounts, freebies and buy one take one to

attract consumers and get their products known. In relation to the study, the

researchers involved the customers of Minute Burger to determine the

effectiveness of buy one take one promo as a marketing strategy. An effective

marketing strategy is an essential to gain the attention and affect the purchase

intention of the potential customers. This study aims to determine the effect of buy

one take one promo to the customer's purchase intention.

Customers' purchase intention are usually affected by price, perceived quality

and value (Mirabi, V., Akbariyeh, H., & Tahmasebifard, H., 2015). Assessing the

product and its perceived quality is helpful in choosing the products the customer

wants to purchase. Different methods are implemented to increase the sales of

products and quickly dissolve inventories.

Buy one take one or buy one get one (BOGO) promo is a short-term way to

elevate the willingness of customers to purchase a product (Ellsworth M., 2018). It

is a great tool to increase profit and move inventories because it creates a better

response from the consumers due to its valuable approach.

 Moreover, this study aims to discover the effectiveness of buy one take one

promo as an effective marketing strategy in Minute Burger on Libis, Binangonan,

Rizal and determine its relationship with the business' sales.

STATEMENT OF THE PROBLEM

To determine the Effectiveness of Buy 1 Take 1 Promo as a Marketing Strategy

of Minute Burger in Libis, Binangonan, Rizal, this study sought to answer the

following questions:

1. How many times in a week do customers buy in Minute Burger?

2. How many Buy One Take One burgers do customers buy?

3. How Buy One Take One Promo persuades customers to buy at Minute Burger?

4. How does the quality of the burger affect the effectiveness of the marketing

strategy of Minute Burger?

5. What is the level of effectiveness of the Buy one Take One Promo of Minute

Burger?

HYPOTHESES

1. There is a significant relationship between level of effectiveness of using buy

one take one as a marketing strategy and level of engagement in buying the

products.

2. There is no significant relationship between level of effectiveness of using buy

one take one as a marketing strategy and level of engagement in buying the

products.
 CHAPTER 2

EVALUATION, DESIGN, AND FRAMEWORK

This chapter includes the discussion of the expected output, its justification,

theoretical framework, conceptual framework, the research variables, its definition

and importance to the study and also, the definition of terms used in this study.

DISCUSSION OF EXPECTED OUTPUT AND JUSTIFICATION

Enable to get the necessary information needed to answer the research's

statement of the problem, the researchers have formulated a well-defined survey

questionnaire to get the response and data needed to interpret results. After

interpreting the data given by the respondents regarding the effectiveness of

Minute Burger's Buy One Take One marketing strategy, and upon finalizing the

conclusions of this study, the researchers' expected output is to produce a printed

copy of this research binded in a book-styled format.

With this in hand, this research aims to help future business personalities

regarding the effectiveness of the Buy One Take One marketing strategy that can

help them set the strategies they need to apply to their business establishments,

and also, this research aims to help Minute Burger to see whether the strategy

they are using is effective or not.

THEORETICAL FRAMEWORK

The main goal of a marketing strategy is to provide business an effective

way of advertising products to their customers. As we all know, customers consider

a lot of factors when buying products. In line with this business owners seek for

possible techniques to get customer’s trust and meet their expectations. These

techniques were derived from different theories that tackles about how business
owners run their company and how they cope up with the rapid changes in the

market.

As stated in the Push Theory of Sales Promotion, a company must offer

incentives to the retailers of their product and provide discounts when they buy in

bulk. This strategy will “push” them to buy more from your products at a cheaper

price that enables them to increase amount of money that they will make. This

promotional strategy will create a higher consumer demand. The producer

promotes the product to the wholesales, the wholesalers promote it to the retailers

and the retailers promote it to the consumers (Shade, 2014).

In the Pull Theory of Sales Promotion, the company is more centered on its

customers. The main goal of this theory is to increase the number of sales on a

target market through the means of advertising. Massive advertising will help them

to increase sales without affecting the sale value of your merchandise. (Dick, 2017)

Combination Theory refers to the combination of push and pull theories.

According to this theory, a company must be able to make a way on how they will

push their products to their retailers and at the same time, pull a large demand for

product by means of massive advertising and promotions. (Dick, 2017)

CONCEPTUAL FRAMEWORK

INPUT PROCESS OUTPUT

The researchers will

construct a
questionnaire
checklist for selected
customers of Minute
Burger in Libis,
Binangonan, Rizal
that will determine
the level of
effectiveness of buy
1 take 1 as a
marketing strategy.
• Questionnaire
checklist
• Validate the Effectiveness of Buy 1
collected data Take 1 Promo as a
from Marketing Strategy of
questionnaire Minute Burger in Libis,
• Tabulate and Binangonan, Rizal
analyze the
data.

FEEDBACK

Figure 1. Conceptual Framework of Effectiveness of Buy 1 Take 1 Promo as a

Marketing Strategy of Minute Burger in Libis, Binangonan, Rizal

In the conceptual framework entitled "Effectiveness of Buy One Take One

as A Marketing Strategy of Minute Burger in Libis, Binangonan, Rizal" as perceived

by the selected cutomers of Minute Burger in Libis, Binangonan, Rizal, the

researchers used the input-process-output approach to clearly represent the

study. The researchers

The input represents the strategies used by the researchers in gathering

the data to determine the effectiveness of buy one take one. They will construct a
questionnaire checklist and disseminate it to selected customers of Minute Burger

in Libis, Binangonan, Rizal.

The process represents the dissemination of questionnaires that includes

the level of effectiveness. The validate and collection of the data, and the analysis

of the gathered data.

The output represents the final stage in conducting the study namely

Finalizing the Manuscript, and Presenting the Quantitative data of the study

Effectiveness of Buy One Take One As A Marketing Strategy of Minute burger as

perceived by the selected customers of Libis, Binangonan, Rizal.

THE VARIABLES, THEIR DEFINITION AND IMPORTANCE TO THE STUDY

This research includes different variables that are significant in making this

study. These variables were used to conceptualize and generalize the overall

conclusion of the study. The effectiveness of buy 1 take 1 promo as a marketing

strategy serves as the dependent variable. Dependent variables are what the

researchers are interested to know. These variables depend on other factors such

as the independent variable to come up with a result. The effectiveness will be

measured by conducting a survey after the customers buy from Minute Burger.

This contains the different components or factors that make up a good marketing

strategy.

On the other hand, independent variables are variables that are stand alone

and cannot be changed by other variables. The independent variables in this study

is the Minute Burger’s buy 1 take 1 promo.

The respondents are expected to answer the survey-questionnaire checklist

with all honesty in order to come up with concise and legitimate results. Both the
independent and dependent variables are vital in the making of the research and

thus, helps the researchers come up with the expected output. The absence of any

of the aforementioned variables will cause a problem to the procedure of the

research and therefore mark the study as unfinished.

DEFINITION OF TERMS

These are the following terms that were defined for the reader to fully

understand their meaning generally and how they are all significant and connected

to each other and in the study.

• Burger - a kind of sandwich where the beef patty serves as the main

ingredient. Lettuce, tomatoes and other ingredients can be used as toppings

to make the dish more delicious.

• Business - an organization or an organized activity that an individual tends

to produce and sell goods and services to his or her customers for profit.

• Buy 1 Take 1 - most commonly known as "Buy One Get One Free" is one

of the best and well-used marketing strategy in business. This is an offer

used in shops where the buyer gets to buy one product and the other for

free.

• Company - a legal organization formed by a group of individuals to engage

and operate a business or enterprise. This may be organized in various

ways for tax and liability purposes.

• Competition - In business, it means the rivalry among all different

companies that are selling the same kind of products with the same goal in

achieving revenue and profit.

• Consumers - are people or organizations (e.g. Coca-Cola) that purchase or

buy products or services from other companies or enterprises.

• Dish - in gastronomy (the study of the relationship between food and art) is

a specific food preparation that is ready to be eaten or served to the

customer in a restaurant. It is usually served on tableware.

• Effectiveness - the degree to which something is successful in producing a

desired result; success.

• Fast food - a cuisine prepared by restaurants that cater more towards speed

and low prices than quality or nutritional value.

• Marketing- a business process where the entrepreneur creates and

exchanges relationships with the customer. It is known to be the most

important component in business management.

• Marketing Strategy - a technique or the overall game plan in business. They

tend to turn the people into customers for purchasing their products and

services.

• Minute Burger - an established fast food company in the Philippines that

serves first-rate foods. This company has lasted for 26 years of service.

• Product- an object or a system that is purchased by the customer. The 2

main classifications are tangible and intangible. And the main 5 types are

consumer, shopping, specialty, unsought and business products.

• Promotion- In business, it is known to be a communication between the

company and the public. It tends to influence the customers into buying their

products.
 CHAPTER 3

RESEARCH METHODOLOGY

This chapter includes the research design, setting and subject of the study,

procedure of the study, sources of data and statistical treatments used.

RESEARCH DESIGN

In this study, the researchers used the descriptive – correlational method to

gather data and to know the effectivity of the buy 1 take 1 promo.

This type of method can be used to determine the relationship between the

variables. It can help to forecast events from the data and knowledge gathered

(Curtis, E. A., Comiskey, C., & Dempsey, O., 2016). The purpose of descriptive

research is to depict factual informations from the situations, and describe and

document each aspects.

In this research, this was used to determine the effectiveness of buy one

take one as a marketing strategy of Minute Burger.

SETTING OF THE STUDY

This research was conducted in Minute Burger, Libis, Binangonan, Rizal

which is situated at J.P. Rizal St., Brgy. Libis, Binangonan, Rizal. It was established

in 1982 and operates in cities and provinces such as Metro Manila, Rizal, Bulacan,

Cebu, Cagayan De Oro etc. Binangonan, Rizal is a part of Region IV-A

CALABARZON that consists of different baranggay which includes Libis. Minute

Burger established its branch on Libis, Binangonan, Rizal in 201X.

Figure 2. Vicinity Map Of Minute Burger Libis, Binangonan, Rizal

(photo retrieved from https://goo.gl/maps/SXqty9QpchqoZd1HA)

SUBJECT OF THE STUDY

This study mainly talks about the effectiveness of buy 1 take 1 promo as a

marketing strategy of Minute Burger in Libis, Binangonan, Rizal to know whether

customers see buy 1 take 1 promo as a good marketing strategy. The data needed

in this study will be gathered by giving customers a survey – questionnaire to the

respondents.
PROCEDURE OF THE STUDY

In this study, the researchers were able to use the following materials:

• Survey

• Laptop

• Writing Instruments

• Printer

• Set of bond papers

The researchers first set their survey questions in the computer for the

respondents to answer. The researchers decided to translate the survey into

Filipino language for the respondents to understand and answer it easily. After the

survey was finished, the researchers then printed it in __ copies for ___

respondents.

On the day of conducting the research, the researchers will go to Minute

Burger in Libis, Binangonan Rizal. They will start to distribute the surveys to

customers who are willing to volunteer. The researchers will be doing the voluntary

response method for them to get the results needed.

SOURCES OF THE STUDY

This study used secondary sources such as journals, websites, and

unpublished works. And a primary source with the use of a survey questionnaire

that was originally made by the researchers.

The first part of the questionnaire is designed to collect personal data of the

respondents, while the second part is composed of questions regarding the topic

that is proposed to collect information relating to the research questions.

 The instrument includes 11 items that will be answered by five-point scale;

strongly agree (5), agree (4), neutral (3), disagree (2), strongly disagree (1). It also

includes an eight-item checklist, and one item that will be answered by another

five-point scale; very effective (5), effective (4), neutral (3), ineffective (2), very

ineffective (1).

SOURCES OF DATA

The researchers collected data mainly by conducting a survey to selected

customers of Minute Burger in Libis, Binangonan, Rizal. All of the respondents

were selected through availability sampling, which means everyone had

opportunity to be part of the sample.

STATISTICAL TREATMENT

The researchers used weighted mean in interpreting the data that were

gathered from the survey – questionnaires that were answered by the

respondents.