This study aimed to determine the level of effectiveness of the marketing strategies used and growth of the youth-owned business during the COVID-19 pandemic, which data was gathered through an online survey questionnaire and was analyzed using the mean and non-parametric tools.
To help the youths in sustaining their businesses and help elevate the unemployment rate of the country, this study provides recommendations to the authorities to strengthen the youth entrepreneurship in the Philippines.
Recently, Young entrepreneurs are among the hardest hit during the COVID-19 crisis. Lockdown and social distancing, reduced demand, disrupted supply chains and other challenges have forced many to close their business. Others are only just surviving. International surveys suggest that nearly 90% of young entrepreneurs report a negative impact on their business, including reduced customer demand, supply chain disruptions, and distribution disruptions. About one-quarter of those surveyed reported that they have stopped their business completely.
Table of Contents
- Chapter I: Introduction
- Background of the Study
- Review of Related Literature
- Statement of the Problem
- Hypotheses of the Study
- Conceptual Framework
- Significance of the Study
- Scope and Limitations of the Study
- Definition of Terms
- Chapter II: Research Methodology
- Research Design
- Sampling Design
- Research Locale
- Research Instrument
- Validity
- Data Gathering Procedure
- Data Analysis Procedure
- Statistical Treatment
- Chapter III: Presentation, Interpretation and Analysis of Data
- Demographic Profile of Respondents
- Findings –Tables, Statistical Output – tests performed
Objectives and Key Themes
This study aimed to determine the effectiveness of marketing strategies and the growth of youth-owned businesses in San Jose de Buenavista, Antique, Philippines during the COVID-19 pandemic. It analyzed the impact of marketing strategies (product, distribution, and promotion) on business growth (sales, profit, assets, and capital), considering the influence of sex and business location (physical, virtual, or mixed).
- Effectiveness of marketing strategies employed by youth-owned businesses during the pandemic.
- Growth trajectories of youth-owned businesses during the pandemic.
- Influence of sex and business location on marketing strategy effectiveness.
- Influence of sex and business location on business growth.
- Correlation between marketing strategies and business growth.
Chapter Summaries
Chapter I: Introduction: This chapter sets the stage for the research by providing background information on the challenges faced by young entrepreneurs during the COVID-19 pandemic, particularly in San Jose de Buenavista. It reviews existing literature on marketing strategies, small business growth, and youth-owned businesses. The chapter clearly defines the research problem, stating the objective of determining the level of effectiveness of marketing strategies used and the growth of youth-owned businesses during the pandemic. Specific research questions and hypotheses are formulated to guide the investigation. The significance of the study for various stakeholders, including young entrepreneurs, young workers, small business owners, academics, policymakers, and future researchers, is highlighted. The scope and limitations of the study are also clearly outlined, defining the target population and the specific aspects of marketing strategies and business growth under investigation. Finally, key terms are defined operationally to ensure clarity and consistency throughout the study.
Chapter II: Research Methodology: This chapter details the research design and methodology employed in the study. It outlines the descriptive research approach used to collect data from a purposive sample of young entrepreneurs in San Jose de Buenavista. The chapter explains the rationale for using purposive sampling given the unknown population size. The geographical area of the study (San Jose de Buenavista) is defined. The research instrument, a researcher-made survey questionnaire, is described in detail, including its three parts (business profile, marketing strategies, and business growth). The validity of the questionnaire is discussed, highlighting the measures taken to ensure its clarity and relevance. The data gathering procedure, involving online surveys, is outlined. The data analysis procedure explains the use of quantitative statistical analysis, including descriptive statistics (mean) and non-parametric tests (Mann-Whitney U test, Kruskal-Wallis H test, and Kendall’s Tau-b) to analyze the data and test the hypotheses. The specific statistical tools used are described, and the significance level is specified.
Keywords
Youth-owned businesses, COVID-19 pandemic, marketing strategies, business growth, Philippines, San Jose de Buenavista, product strategy, distribution strategy, promotional strategy, descriptive research, purposive sampling, Mann-Whitney U test, Kruskal-Wallis H test, Kendall’s Tau-b.
Frequently Asked Questions: Comprehensive Language Preview
What is the overall topic of this research?
This research investigates the effectiveness of marketing strategies and the growth of youth-owned businesses in San Jose de Buenavista, Antique, Philippines during the COVID-19 pandemic. It specifically analyzes the impact of various marketing strategies on business growth, considering the influence of gender and business location (physical, virtual, or mixed).
What are the key themes explored in the study?
The key themes include the effectiveness of marketing strategies employed by youth-owned businesses during the pandemic, the growth trajectories of these businesses, the influence of gender and business location on both marketing strategy effectiveness and business growth, and the correlation between marketing strategies and business growth.
What chapters are included in the research, and what do they cover?
Chapter I: Introduction provides background information, a literature review, the research problem, hypotheses, conceptual framework, significance, scope, limitations, and definitions of terms. Chapter II: Research Methodology details the research design, sampling, locale, instrument, validity, data gathering and analysis procedures, and statistical treatment. Chapter III: Presentation, Interpretation and Analysis of Data presents the demographic profile of respondents and findings with tables and statistical output, including specific tests performed.
What research methodology was used?
The study employed a descriptive research approach using purposive sampling of young entrepreneurs in San Jose de Buenavista. A researcher-made survey questionnaire was used as the research instrument. Data analysis involved descriptive statistics (mean) and non-parametric tests (Mann-Whitney U test, Kruskal-Wallis H test, and Kendall’s Tau-b).
What are the key variables investigated?
The key variables are the effectiveness of marketing strategies (product, distribution, and promotion), business growth (sales, profit, assets, and capital), gender, and business location (physical, virtual, or mixed).
What statistical tests were used in the data analysis?
The study utilized descriptive statistics (mean) and non-parametric tests including the Mann-Whitney U test, Kruskal-Wallis H test, and Kendall’s Tau-b to analyze the data and test the hypotheses.
What is the significance of this research?
The study is significant for young entrepreneurs, young workers, small business owners, academics, policymakers, and future researchers as it provides insights into the challenges and successes of youth-owned businesses during a challenging economic climate.
What are the key limitations of the study?
The limitations are not explicitly detailed in this preview, but are mentioned as being clearly outlined in Chapter I, Introduction, along with the scope of the study.
What are the keywords associated with this research?
Youth-owned businesses, COVID-19 pandemic, marketing strategies, business growth, Philippines, San Jose de Buenavista, product strategy, distribution strategy, promotional strategy, descriptive research, purposive sampling, Mann-Whitney U test, Kruskal-Wallis H test, Kendall’s Tau-b.
- Quote paper
- Robe Magtubo (Author), 2021, Marketing Strategy and Growth of Youth-owned Businesses during the COVID-19-Pandemic, Munich, GRIN Verlag, https://www.grin.com/document/1154425
