THE INFLUENCE OF PRICING STRATEGIES ON

COMPETITIVE MARKETING AMONG VENDORS

IN BATANGAS CITY
Aquino, Kathleen M.
Aranas, Patricia Mae F.
Cabillo, Dianne S.
Cabillo, Nicole S.
Fruelda, John Arnel D.
Jamig, Gracelee A.
Mendoza, Ivy P.
 CHAPTER I

THE PROBLEM AND ITS

BACKGROUND
 INTRODUCTION

Market competition is a significant challenge in the

business industry, as it involves rivalry between product or
service providers targeting the same consumer audience.
This competition can decrease customer demand, reduce
potential profit, and impact businesses' stability over time.
Vendors, who sell products at lower prices, are mainly
affected by market competition.
 INTRODUCTION

To maintain profitability and stability, vendors

implement competitive marketing strategy, a plan to
strengthen a business's market position and gain a
competitive advantage (Catlin, 2023). Pricing strategy is a
business strategy used to determine the cost of goods and
services (Vaidya, 2023). This strategy aims to make
products more marketable without compromising profit.
 INTRODUCTION

Mark-up pricing is a method where a percentage is added

to a product's cost to set its selling price. This method is
straightforward and predictable, but may vary based on the
provider's preference. Meanwhile, perceived-value pricing
is another strategy that aligns the selling price with
customers' expectations, based on their perception of the
product's value.
 INTRODUCTION

Competition-based pricing is a strategy where prices are

set based on market competition, considering factors like
strategies, costs, and market offerings. Meanwhile, quantity
discount pricing is another common strategy, where the
unit cost of a product or service decreases as the quantity
purchased increases, offering lower prices to customers
who make large purchases.
 INTRODUCTION

The purpose of this study is to examine the influence of

pricing strategies on competitive marketing among vendors
in Batangas City. This is to determine if pricing strategies
enable vendors to attract and persuade customers.
Additionally, if vendors are able to remain competitive in
the market despite having competition or vendors offering
the same product.
 INTRODUCTION

By understanding the influence of pricing strategies on

competitive marketing, vendors will be able to evaluate if
pricing strategies contribute to their competitive advantage.
The study will also provide information on whether pricing
strategies actually have to do with the customer’s purchase
preferences.
 STATEMENT OF THE PROBLEM

The study intends to investigate the influence of pricing

strategies on competitive marketing among vendors in
Batangas City. This will help in understanding how certain
vendors attract customers and generate profit through
different pricing strategies, which contributes to their
competitiveness in the market. Specifically, it sought to
answer the following questions:
 STATEMENT OF THE PROBLEM

1. What is the demographic profile of the respondents in

terms of :
1.1) Age;
1.2) Gender;
1.3) Type of Vendor; and
1.4) Years in Business?
 STATEMENT OF THE PROBLEM

2. What are the different pricing strategies used by

vendors?
3. What are the advantages of pricing strategies in
competitive marketing?
4. How do pricing strategies affect the marketing
processes among vendors?
5. How can flyers be used for effective dissemination of
information on the results of the study?
 SCOPE AND LIMITATION

The study investigates the impact of pricing strategies on

competitive marketing among vendors in Batangas City,
focusing on their advantages and impact on marketing
processes. It involves 100 respondents, including various
types of vendors. The study focuses on pricing strategies'
impact on vendor competitiveness, excluding product,
place, and promotion strategies.
 SCOPE AND LIMITATION

It excludes vendors operating outside Batangas due to

location restrictions. The findings will not also include
customer opinions or insights.
 SIGNIFICANCE OF THE STUDY

The study intends to contribute to the knowledge of

people who are primarily involved with the continued
change in the market. This is to provide them with general
information on how pricing strategies influence
competitive marketing. The results of the study will be of
great benefit to the following:
 SIGNIFICANCE OF THE STUDY

To the vendors, the study will help vendors evaluate

pricing strategies' effectiveness in enhancing their
competitive advantage and identify various pricing policies
to attract customers, thereby maximizing market
competitiveness and profit generation.
 SIGNIFICANCE OF THE STUDY

To potential business owners, the study aids potential

business owners in developing effective marketing
strategies, understanding pricing strategies' impact on
profitability and customer preferences, thereby ensuring
market adaptability and competitiveness.
 SIGNIFICANCE OF THE STUDY

To the customers, the study aids customers by

providing information on pricing strategies, market
dynamics, and product quality, enabling informed choices
and effective purchasing decisions.
 SIGNIFICANCE OF THE STUDY

To the present researchers, the study provides valuable

market dynamics data for researchers, improving
understanding of pricing strategies and competitive
marketing, and advancing their academic investigations
and knowledge of pricing and marketing tactics.
 SIGNIFICANCE OF THE STUDY

To the future researchers, the study can guide future

researchers in understanding local market dynamics,
pricing strategies, and competitive marketing, offering
insights into research methodologies, data collection
techniques, and analytical approaches.
 CHAPTER II

REVIEW OF RELATED
LITERATURE
 CONCEPTUAL LITERATURE

The concept definitions are examined by researchers in

order to investigate pertinent subjects. This includes
market competition, pricing strategy, competitive
advantage, and customer loyalty. Through exploring
relevant topics, the researchers seek to aid in the study's
comprehension.
 CONCEPTUAL LITERATURE

Market Competition. The presence of a particular type

of action, such as price-cutting, innovation, or increased
effort (Hasse et al., 2020). It involves businesses
competing for goods, limiting the marketing mix. This
leads to new products and services, providing consumers
with greater selection and better products. Higher
competition results in lower prices and the number of
buyers influences overall demand, affecting the market.
 CONCEPTUAL LITERATURE

Market competition can decrease a business's market

share and customer base, leading to lower prices and
decreased profit margins. However, it can also encourage
businesses to improve and stand out from competitors.
According to Krossel et al. (2022), with more competition,
businesses can potentially create a niche in their market,
which might increase customer attention, loyalty, and
revenue.
 CONCEPTUAL LITERATURE

Market competition involves businesses interconnecting

for better sales, customer needs, and profits. Insufficient
competition can lead to dominant businesses charging
higher prices, offering lower quality, and obstructing new
ideas. According to Siddiqui (2023), market competition is
important in the business industry. It leads to lower prices,
higher-quality goods and services, greater variety, and
more innovation.
 CONCEPTUAL LITERATURE

Pricing Strategy. A strategic approach used by

businesses to set competitive prices for their products and
services. According to Kotler (2016), price is the only
element in the marketing mix that produces revenue; the
other elements produce cost. To effectively attract
customers, businesses must first determine their pricing
position, capability, and competitive pricing reaction
strategy.
 CONCEPTUAL LITERATURE

Pricing strategy is one of the most difficult strategies to

define. While overpricing can lead to a loss of market
share, under-pricing may result in a loss of revenue
(Danziger et al., 2016). Pricing strategies vary for different
products and business models. A good strategy benefits
both the business and its customers, ensuring accurate
representation of value.
 CONCEPTUAL LITERATURE

According to Rosa et al. (2013), the importance of price

as a purchasing tool has a key role in price management
since it not only determines the way prices are perceived
and valued, but it also influences consumer purchase
decisions. Pricing strategy is crucial for business owners,
as it affects consumer perception. The right strategy can
capture market share, increase customer loyalty, and
establish a preferred choice in the customer's mind.
 CONCEPTUAL LITERATURE

Competitive Advantage. Refers to a business's ability

to produce goods or services at lower prices or in a more
desirable manner. Competitive advantage can therefore be
defined as the collection of various items that provide a
unique and superior position for businesses to distinguish
themselves from their competitors in the market (Udriyah
et al., 2019).
 CONCEPTUAL LITERATURE

Competitive advantage, according to Payne et al.

(2018), is the leverage a business has over its competitors.
Offering superior value to customers is crucial for gaining
a competitive advantage. Brand loyalty is a result of
offering lower prices or higher quality products or
services. Effective value propositions enable businesses to
outperform competitors by developing attributes.
 CONCEPTUAL LITERATURE

According to Smith (2013), competitive advantage is

sustainable when rival businesses give up plans to imitate
the resources of the competitors or when barriers to
imitation are high. A sustainable business competitive
strategy involves producing a superior product or service,
focusing on what sets it apart from competitors. This
approach is crucial for long-term success and stability in
the business.
 CONCEPTUAL LITERATURE

Customer Loyalty. The consistent purchase of a

product or service from a business despite external factors.
Having loyal customers is required for various businesses
based on their important role in creating sustainable
competitive advantages (Wu et al., 2016). They maintain
purchases, recommend products, and contribute to
profitability, stability, cost reduction, and additional sales
revenue.
 CONCEPTUAL LITERATURE

Customer loyalty significantly influences business

revenue growth. According to Rai et al. (2013), customer
loyalty can be defined as customer attitudes and behaviors.
Loyal customers are more likely to continue transactions,
relying on a reliable revenue stream, and make larger
purchases and spend more per transaction due to their
established relationship and trust in the business's
offerings.
 CONCEPTUAL LITERATURE

Customer loyalty is crucial for a business's long-term

survival. According to Raitaluoto (2023), customer loyalty
is more important than ever to succeed in the competitive
marketplace. New customer acquisition is crucial for
profitable growth but maintaining relationships with
existing customers is equally important. A successful
business balances acquiring new customers while
delivering superior quality service to its existing ones.
 RESEARCH LITERATURE

A review of previous studies is contained in this section.

This enabled the present researchers to examine the
similarities as well as the differences between their study
and the previous studies. Since the parameters of the
present study were in some ways related to the studies
reviewed, the present researchers were able to compare
their findings with those of the past researchers.
 RESEARCH LITERATURE

Effective pricing strategies help businesses balance sales

and profit margin and maintain market share by attracting
potential customers and establishing a positive impression.
According to the study by Kienzler et al. (2017), a well-
designed pricing strategy significantly enhances the value
of a product, which makes customers think that it is better
than the offerings of its competitors. A pricing strategy is
crucial for managing a product's life cycle.
 RESEARCH LITERATURE

Businesses must consider various factors when making

pricing decisions. According to the study by Cant et al.
(2016), the choice of pricing strategies was influenced by
internal and external factors. Pricing strategy is influenced
by competition, demand drives, and consumers, allowing
businesses to position products and services effectively by
offering competitive prices, differentiation, or undercutting
rivals.
 RESEARCH LITERATURE

According to the study by Getpott et al. (2022), pricing

strategies are important in today's competitive environment
due to market saturation. Effective pricing strategies help
businesses stand out and maintain profitability, but can
also lead to pricing pressure. To avoid being priced out and
compromising profitability, businesses must assess and
develop strategies that benefit both themselves and their
customers.
 SYNTHESIS

The conceptual and relevant literature were gathered

and reviewed in this section. This enabled the present
researchers to examine the similarities and differences
between the discussion on related concepts and the
existing studies, as well as the present study. This provided
the researchers with baseline information and useful
insights that helped them conceptualize the current
investigation.
 SYNTHESIS

Payne et. al stated that advertising products or services

with lower prices or higher quality piques the interest of
customers. While, Kienzler et al. found in his study that a
well-designed pricing strategy significantly enhances the
value of a product, which makes customers think that it is
better than the offerings of its competitors. Both authors
emphasize the role and importance of pricing strategies in
the perception of customers on the product offered.
 SYNTHESIS

However, the difference between the two is that Payne

et al. specifically refers to products with lower prices as a
pricing strategy that can be perceived by customers as
worth their purchase. Pricing strategies, therefore, help
businesses position their products in the minds of
customers.
 SYNTHESIS

Kotler stated that pricing strategies involve analyzing

the market and customer demand. While, Cant et al. found
in his study that the choice of pricing strategies was
influenced by external factors, which include pricing
competition, demand drives, and consumers. Both authors
emphasize that pricing strategies were affected by various
influencing factors existing in the market.
 SYNTHESIS

However, the difference between the two is that Kotler

focuses more on the different internal factors affecting
pricing strategies, which is Cant et al. had not given
emphasis. Pricing strategies, therefore, involve market
comprehension, which ensures business profitability and
competitiveness.
 SYNTHESIS

Rosa et al. stated that the importance of price as a

purchasing tool has a key role in price management since
it not only determines the way prices are perceived and
valued, but it also influences customer purchase decisions.
While Getpott et al. found in his study that pricing
strategies are important in today's competitive
environment due to the numerous businesses that offer
similar products and services to customers in the market.
 SYNTHESIS

Both authors emphasize the role and influence of pricing

strategies on the buying behavior of customers. However,
the difference between the two is that Rosa et al. concept
of customer purchase decisions is influenced by internal
factors (customer preference), whereas Getpott et al.'s
concept is external (market competitors). Pricing
strategies, therefore, attract and persuade customers into
buying the product offered by the business.
 SYNTHESIS

Kotler stated that price is the only element in the

marketing mix that produces revenue; the other elements
produce cost. While the present study discusses how
pricing strategies help in generating profit among vendors,
as price generally drives customer behavior. The
similarities between the two are that both state that pricing
strategies influence the business profitability.
 SYNTHESIS

However, they also differ, as Kotler emphasizes that

pricing is important because it focuses on profit, whereas
in the present study, pricing is crucial because it
determines customer's purchase preference. Pricing
strategies, therefore, is profit-centered, which is the
number one goal of every business.
 SYNTHESIS

Danziger et al. stated that pricing strategy is one of the

most difficult strategies to define. While overpricing can
lead to a loss of market share, underpricing may result in a
loss of revenue. Similarly, the present study discusses that
pricing strategies utilized by vendors must be carefully
implemented to prevent loss of profit. The similarities
between the two are that both state that pricing strategies
may result in profit losses for businesses.
 SYNTHESIS

However, they somehow differ, as Danziger et al. also

stated that pricing can influence market share. Pricing
strategies, therefore, can be either beneficial or destructive
to businesses, depending on how they are implemented.
 SYNTHESIS

Hasse et al. stated that price-cutting is a particular type

of action arising from market competition. While the
present study discusses that pricing strategies are
necessary tactics to acquire among vendors to remain
competitive in the market due to vendors offering similar
products to customers. The similarities between the two
are that both emphasize that pricing strategies result from
market saturation.
 SYNTHESIS

However, they also differ, as Hasse et al. specifically

referred to pricing strategies as price-cutting. Pricing
strategies, therefore, are a necessary consideration for
businesses for the continuation of processes and their
position in the market.
 CONCEPTUAL FRAMEWORK

This section presents the Input-Process-Output (IPO)

Model that was adopted in depicting the framework of the
study. As shown in the figure are the information on how
researchers planned to conduct the current investigation
and utilized the given data and information from the
respondents.
 CONCEPTUAL FRAMEWORK

Input. Statement of the problem, the information on

respondents' profile and the pricing strategies and their
advantages satisfy the study's objectives.
Process. Survey, the instrument utilized for obtaining
the necessary data and information for the study.
Output. Flyers, the informative material selected by the
researchers to effectively disseminate the information on
the current investigation.
 CONCEPTUAL FRAMEWORK
INPUT PROCESS OUTPUT
. The demographic profile of the
espondents in terms of age, gender,
ype of vendor, and years in business.
Flyers - containing different pricing
. The different pricing strategies
strategies and ways on how to
sed by vendors.
Conducting a survey questionnaire. effectively utilize them to establish
stronger position among vendors in
. The advantages of pricing
the competitive market.
trategies in competitive marketing.

. The effect of pricing strategies on

he marketing process of vendors.
Figure 1
Research Paradigm in The Influence of Pricing Strategies on
Competitive Marketing Among Vendors in Batangas City
 DEFINITION OF TERMS

The following concepts were given conceptual

definitions to aid in the study's comprehension. In
addition, operational definitions were also provided for
understanding the relevance of these terminologies in the
current investigation.
 DEFINITION OF TERMS

Competitive Advantage. Factors or attributes that

allow a given company to produce more affordable or
higher-quality services or products than its competitors
(Amadeo, 2022). In this study, it refers to the quality of the
products offered by the vendors being more desirable than
those of their competitors.
 DEFINITION OF TERMS

Competitive Marketing. It motivates companies to

increase sales volume by utilizing the four components of
the marketing mix, also referred to as the four P's (Whiting
et al., 2021). In this study, it refers to the strategies
implemented by the vendors to compete with their
competitors and to continue generating profit.
 DEFINITION OF TERMS

Market Competition. It refers to a contest or rivalry

involving at least two competitors (Mourre et al., 2023). In
this study, it is the competition between the vendors and
competitors.
 DEFINITION OF TERMS

Market Dynamics. The forces that impact prices and

the behaviors of producers and consumers (Banton, 2021).
In this study, it refers to the factors that directly impact the
business processes of vendors in Batangas City.
 DEFINITION OF TERMS

Purchase Preference. A clear inclination from the

consumer regarding a product, service, or brand (Aburto,
2022). In this study, it refers to the behaviour, attitude, and
decision-making of the customers upon purchasing the
products offered by the vendors.
 CHAPTER III

RESEARCH METHOD
AND PROCEDURE
 RESEARCH DESIGN

The study utilized a descriptive research design to

collect data or information aligned to the research
objectives. Descriptive research design is a type of
quantitative method used to gather information for
statistical analysis. According to Singh (2023), descriptive
research design is a methodological approach that seeks to
depict the characteristics of a phenomenon or subject
under investigation.
 RESEARCH DESIGN

It is designed to measure variables and describe the

relationships between them to confirm existing
phenomena. This makes descriptive research the most
suitable quantitative method, as the study focuses on
describing and analyzing how pricing strategies make
marketing of vendors competitive. Specifically, the
researchers made use of the survey, as descriptive research
involves different methods.
 SUBJECT OF THE STUDY

The study comprised 100 respondents including 33

street food vendors, 8 beverage vendors, 12 fruit vendors,
16 vegetable vendors, 14 fish vendors, 11 meat vendors,
and 6 flower vendors in Batangas City. These vendors,
who experienced market competition and used different
pricing strategies, were chosen as the target respondents
for the study.
 SUBJECT OF THE STUDY

Their data provided insights into the effectiveness and

competitive advantages of pricing strategies in the market.
 DATA GATHERING INSTRUMENTS

This section covers the instrument that the researchers

used to collect the relevant data from the respondents. The
construction, validation, and administration of the research
instrument were also presented to provide information
along the process of allowing its distribution. Furthermore,
the scoring of responses was discussed to determine how
the items in the questionnaire were to be scored.
 DATA GATHERING INSTRUMENTS

Construction of Questionnaire. Researchers developed

survey questions through reference review, utilizing
books, journals, and dissertations to make them more
resourceful. They made a draft of questionnaire, which
was reviewed by the research adviser and panelists for
correction and improvement suggestions.
 DATA GATHERING INSTRUMENTS

Validation of Questionnaire. The questionnaire was

validated by the research adviser and panelists for content
assessment. Their input helped develop a resourceful
survey. The questionnaire was revised based on their
feedback, and after validation, the final version was
produced for distribution.
 DATA GATHERING INSTRUMENTS

Administration of Questionnaire. Researchers

obtained permission from the research adviser to distribute
the questionnaire through a letter. Questionnaires were
then administered personally to ensure high response rate
and ease confusion among randomly selected respondents.
SCORING OF RESPONSES

The questionnaire used a 4-point Likert scale, with four

as the highest score and one as the lowest, with verbal
interpretations to indicate whether strongly agree, agree,
moderately agree, or disagree.
SCORING OF RESPONSES

Option Scale Range Verbal Interpretation

4 3.50 - 4.00 Strongly Agree

3 2.50 - 3.49 Agree

2 1.50 - 2.49 Moderately Agree

1 1.00 - 1.49 Disagree

SCORING OF RESPONSES

In addition, the researchers also provided another set of

table with different verbal interpretations - always, often,
sometimes, and never, which corresponds to the
frequency of the responses for the second statement of
the problem.
SCORING OF RESPONSES

Option Scale Range Verbal Interpretation

4 3.50 - 4.00 Always

3 2.50 - 3.49 Often

2 1.50 - 2.49 Sometimes

1 1.00 - 1.49 Never

 DATA GATHERING PROCEDURE

This section discusses the systematic procedures taken

by the researchers to gather data and information needed
for the study. Additionally, ethical research standards were
also employed to ensure that the data collection process
was carried out appropriately.
 DATA GATHERING PROCEDURE

Researchers obtained permission from the research

adviser to conduct a survey through a letter, which
includes the research topic, objectives, and purpose, along
with the names of the researchers. After that, the
researchers selected the respondents according to
distribution to ensure data collection.
 DATA GATHERING PROCEDURE

Consent was prioritized and a briefing was given to

each respondent. Questionnaires were then distributed and
allowed the participants to not indicate their names for
confidentiality. The survey was completed after 5-10
minutes, and the researchers expressed gratitude for their
participation.
 STATISTICAL TREATMENT OF DATA

To provide accurate quantitative results, the researchers

employed a variety of statistical techniques in the analysis
and interpretation of the information obtained from the
questionnaire. As covered in this section, these comprise
the frequency, percentage, and weighted mean.
 STATISTICAL TREATMENT OF DATA

Frequency. The number of times the data value occurs.

This was used to determine the number of responses for
each item in the questionnaire.
Percentage. Any proportion or share in relation to a
whole. This was used to compare the quantity of
responses for each item against another.
 STATISTICAL TREATMENT OF DATA

Weighted Mean. An average is computed by giving

different weights to some of the individual values. This
was used to determine the average responses for each item
in the questionnaire.
 CHAPTER IV

PRESENTATION, ANALYSIS, AND

INTERPRETATION OF DATA
 This chapter includes the presentation, analysis, and
interpretation of the data gathered from the questionnaire.
It involves depicting and processing numerical data to
draw conclusions and communicate research findings
effectively. Generally, this section discusses how data was
utilized by the researchers for the study's objectives.
1. Profile of the Respondents
The study investigated the demographic profile of 100
respondents. This includes their age, gender, type of
vendor, and years in business. Tables 3 to 6 presents its
distribution.
1.1 Age. In general terms, age refers to the length of life
or existence of an individual. Table 3 presents the
respondents' distribution in terms of age.
 Table 3
Distribution of Respondents in Terms of Age
Age Frequency Percentage

18-25 6 6

26-33 17 17

34-41 22 22

42-49 27 27

50-57 19 19

58-65 6 6

66-73 2 2

74-81 1 1

Total 100 100

 1.2 Gender. In general terms, gender refers to a person's
identity or sense of being a male or female. Table 4 presents
the respondents' distribution in terms of gender.
 Table 4
Distribution of Respondents in Terms of Gender
Gender Frequency Percentage

Male 26 26

Female 74 76

Total 100 100

 1.3Type of Vendor. In general terms, type of vendor
refers to the classification of a seller varies the products
it offers to the customers.Table 5 presents the
respondents’ distribution in terms of type of vendor.
 Table 5
Distribution of Respondents in Terms of Type of Vendor

Types of Vendor Frequency Percentage

Street Food Vendor 33 33

Beverage Vendor 8 8

Fruit Vendor 12 12

Vegetable Vendor 16 16

Fish Vendor 14 14

Meat Vendor 11 11

Flower Vendor 6 6

Total 100 100

 1.4Years in Business. In general terms, years in
business refers to the length of time that an owner has
been operating a business.Table 6 presents the
respondents' distribution in terms of years in business.
 Table 6
Distribution of Respondents in Terms of Years in Business
Years in Business Frequency Percentage

1-5 41 41

6-10 12 12

11-20 24 24

21-40 22 22

41-80 1 1

Total 100 100

 2.The Different Pricing Strategies Used by
Vendors
There are numerous pricing strategies for which
vendors utilize to set a product's price. Table 7
presents the different pricing strategies commonly
used by vendors.
 Table 7
Pricing Strategies Used by Vendors
Items Weighted Mean Verbal Interpretation
1. Vendors use mark-up pricing to compute 3.39 Often
a product’s cost and set its selling price.

2. Vendors use perceived value pricing to 2.69 Often

determine a customer’s perceived-value of
a specific product.

3. Vendors use competition-based pricing 2.87 Often

to decide their prices based on what the
competition charges.

4.Vendors can provide lower costs to 2.83 Often

consumers who make significant purchases
using quantity discount pricing.
 Items Weighted Mean Verbal Interpretation
5. Vendors use dynamic pricing to adjust 3.13 Often
prices for the same items in response to
changes in the market.

6. Vendors offer a range of rates to 2.85 Often

customers according to the features and
benefits of their products through tiered
pricing.

7. Vendors use price skimming to set high 2.47 Sometimes

prices for their products then lower them
later to increase demand.

8. Vendors make their prices higher and 2.40 Sometimes

create the illusion of superior quality by
using premium pricing.
 Items Weighted Mean Verbal Interpretation

9. Vendors use economic pricing to 2.74 Often

set their prices as low as possible so
that their products are attainable for
customers on a budget.
10. Vendors use target return pricing 3.00 Often
to determine a product’s price that
will yield the targeted profit.
Composite Mean 2.84 Often
 3.The Advantages of Pricing Strategies in
Competitive Marketing
Pricing strategies implemented by vendors vary
to the objective they set to their business. Table 8
presents the advantages of pricing strategies or how
they enable vendors to be competitive in terms of
marketing their products.
 Table 8
Advantages of Pricing Strategies in Competitive Marketing
Items Weighted Mean Verbal Interpretation
1. Pricing strategies attract and encourage 3.77 Strongly Agree
customers to make purchases.

2. Pricing strategies aid in selling products 3.46 Agree

to customers faster and easier.

3. Pricing strategies eliminate losses and 3.20 Agree

improve inventory management.

4. Pricing strategies ensure to cover costs 3.41 Agree

and other expenses.
 Items Weighted Mean Verbal Interpretation

5. Pricing strategies improve and increase 3.30 Agree

the business’ profitability.

6. Pricing strategies support business 3.36 Agree

stability and performance.

7. Pricing strategies help businesses gain a 3.07 Agree

competitive edge over their rivals.

8. Pricing strategies establish loyalty among 3.36 Agree

potential and existing customers.
 Items Weighted Mean Verbal Interpretation

9. Pricing strategies enable businesses to 3.36 Agree

establish a stronger position in the market.

10. Pricing strategies allow businesses to 3.23 Agree

adapt to market dynamics.

Composite Mean 3.35 Agree

 4.The Effect of Pricing Strategies
on the Marketing Process of Vendors
Aside from advantages of pricing strategies in
marketing products, these strategies also contribute to
making the marketing process of vendors more
effective and organized. Table 9 presents the effects of
pricing strategies on the marketing process of vendors
or how pricing strategies help them understand how to
create effective marketing that will benefit both the
business and the customers.
 Table 9
Effect of Pricing Strategies on the Marketing Process of Vendors
Items Weighted Mean Verbal Interpretation

1. Pricing strategies help 3.70 Strongly Agree

determine the most effective
way to price the products
offered.
2. Pricing strategies serve as a 3.48 Agree
marketing tool that influences
consumer behavior.
3. Pricing strategies provide 3.50 Strongly Agree
understanding of customers
purchase preferences.
4. Pricing strategies capture the 3.34 Agree
value of products for customers.
 Items Weighted Mean Verbal Interpretation

5. Pricing strategies improve 3.37 Agree

and establish customer
satisfaction.
6. Pricing strategies position 3.35 Agree
business in the minds of
customers.
7. Pricing strategies assist in 3.22 Agree
building profitable customer
relationships.
8. Pricing strategies generate 3.16 Agree
stable product demand and
market share.
 Items Weighted Mean Verbal Interpretation

9. Pricing strategies help 3.58 Strongly Agree

establish good business image.

10. Pricing strategies contribute 3.48 Agree

to the growth and success of the
business.
Composite Mean 3.42 Agree
 Respondent 1 Respondent 2 Respondent 3

Respondent 4 Respondent 5 Respondent 6

Respondent 7 Respondent 8 Respondent 9

Respondent 10 Respondent 11 Respondent 12

 CHAPTER V

SUMMARY OF FINDINGS,
CONCLUSIONS AND RECOMMENDATION
 This chapter is intended for the summary of the
findings presented in the previous chapter. In addition,
it includes the conclusions derived from the collected
data and recommendations to provide useful insights in
response to the research problem. Generally, this
section discusses how the researchers make use of the
data gathered to benefit the people involved in the
study.
Summary of Findings
The study is primarily concerned on the influence of
pricing strategies on competitive marketing among
vendors in Batangas City. The researchers endeavor to
determine the various information needed for
satisfying the study's objective. Specifically, the study
sought to answer the following questions:
 1.What is the demographic profile of the respondents
in terms of :
1.1)Age;
1.2)Gender;
1.3)Type of Vendor; and
1.4)Years in Business?
2.What are the different pricing strategies used by
vendors?
 3.What are the advantages of pricing strategies in
competitive marketing?
4.How do pricing strategies affect the marketing
processes among vendors?
5.How can flyers be used for effective dissemination
of information on the results of the study?
1.Profile of the Respondents
This section discussed the respondents’ profile in
terms of age, gender, type of vendor, years in
business.
 1.1 Age. In general terms, age refers to the length of
life or existence of an individual. Based on the findings,
the majority of the respondents’ age ranges from 42 to
49 years old. These age range fall in between middle
adulthood or in between ages 40 to 65. The evidence
indicates that most of the vendors in Batangas City are
in between middle adulthood.
 1.2 Gender. In general terms, gender refers to a
person's identity or sense of being a male or female.
Among 100 respondents, 74 of them are female and 26
are male. It is evident that there are more female than
male from the total number of respondents. The
evidence indicates that most of the vendors in Batangas
City engaged in doing business are mostly female.
 1.3 Type of Vendor. In general terms, type of vendor
refers to the classification of a seller varies the products
it offers to the customers. Based on the findings, there
are 33 street food vendors among 100 respondents. This
made the majority of the respondents type of vendor.
The evidence indicates that vendors in Batangas City
are more engaged in doing street food business.
 1.4 Years in Business. In general terms, years in
business refers to the length of time that an owner has
been operating a business. Based on the findings, 41 out
of 100 respondents are in business for 1 to 5 years. This
made the majority of the respondents’ years in business.
The evidence indicates that vendors in Batangas City
have been operating their business for at least 1 to 5
years.
 2. The Different Pricing Strategies Used by Vendors
Among the different pricing strategies used by vendors,
mark-up pricing got the highest weighted mean of 3.39.
According to vendors, they often use mark-up pricing because
it helps them compute the cost of a product and set its best
possible selling price. Computing the cost ensures that they
would be able to recover the amount spent in producing the
product. Whereas, setting the best selling price considers an
appropriate and reasonable mark-up percentage for both the
vendor and the customers.
 3. The Advantages of Pricing Strategies in
Competitive Marketing
Pricing strategies provide advantages in competitive
marketing of a business. Gaining the highest weighted mean of
3.77, vendors strongly agree that pricing strategies attract and
encourage customers to purchase their products. According to
vendors, price determines whether a customer will purchase a
product. Some customers are persuaded into buying without
even thinking of it, if they think that a price of a product is
reasonable and cost-effective to make a purchase.
 4.The Effect of Pricing Strategies on the Marketing
Process of Vendors
Pricing strategies positively affect the marketing process of
vendors. With 3.70 as the highest weighted mean, vendors
strongly agree that pricing strategies help them determine the
most effective way to price their products offered. According
to vendors, pricing strategies provide them the knowledge they
need, in order to come up with the price that will benefit both
the business and the customers.
 5.Flyers
From the different types of media, the researchers chose
flyers to disseminate information on the findings of the study.
This is because flyers contain less and straight-forward
information. It is also time efficient to read and more
appropriate for the target readers to access. The researchers
mainly prioritize the convenience of the flyers to the vendors,
to whom the information to be disseminated is intended to.
 Conclusions
With thorough understanding on the findings of the study,
the researchers then formulated the following conclusions:
1. The findings demonstrated that most of the vendors in
Batangas City engaged in doing business are in their middle
adulthood and this may be resulted from their unemployment. This
is due that mostly, people at this age are harder to get or land on a
job. In general, most employers prefer younger employees as they
believe that age influences productivity, and rather than be
unemployed, these middle adulthood vendors chose to get into
business to contribute to their daily living.
 Among the total number of respondents, more of them are
female than male. It can be concluded that males tend to
choose getting a job because they prefer secure employment
and financial stability. While females on the other hand, tried
to explore and start a business because they tend to be more
literate in terms of handling finances and budgeting. This
resulted to females being more directed to activities that
enable them to provide extra income to family.
 From the different types of vendors stated, the findings
demonstrated that most of the vendors in Batangas City are into
the street food business. This is due to the fact that the majority
of people living in the city have low to adequate monthly
income. However, as they wanted to start a business with little to
minimum capital, they chose street food to make it possible.
Aside from it is easier to establish, street foods are more likely to
get consumed by the customers because people are more drawn
to purchase food, which are ready-made and really affordable.
 The findings demonstrated that most of the vendors in
Batangas City just started their business a few years ago.
Calculating 1 to 5 years ago from now, it would likely to fall to
pandemic or post-pandemic year. From there, it can be
concluded that these vendors have been operating their business
amidst or after the said circumstance due to insecurity in
employment and financial stability. These resulted to vendors to
start their own business to continuously provide financial support
to their families.
 2. There are different pricing strategies available for vendors
to used to price their products offered and among these pricing
strategies, vendors often use mark-up pricing. Mark-up pricing
is basically the sum of the cost and the added mark-up
percentage. Through this strategy, vendors ensure to cover
costs they spent on producing the product and the profitability
of their business. This demonstrated that pricing strategies
enable vendors to acquire good performance towards their
business.
 3. Pricing strategies provides advantages in competitive
marketing of a vendors. Among these advantages, the most
evident is how pricing strategies affect the decision and buying
behavior of the customers. This is due that customers are more
likely to get attracted and encouraged into buying a product
when the price is set appropriately or in accordance to what
they believe to be reasonable and cost-effective. It can be
concluded that pricing strategies affect the marketability of the
products to customers.
 4. Pricing strategies affect the marketing process of vendors.
Marketing process is a series of steps designed to enable
business reach it goals, including both business profitability
and customer relationships. From this, it can be concluded that
pricing strategies provide ease to vendors because they are able
to determine the best selling price of a product that would not
only provide them profit but will also satisfy customer
expectations. These resulted to a mutual benefit between the
vendors and their customers.
 5. Flyers contain information on the different pricing
strategies used by vendors, together with its advantages and
disadvantages, and ways on how to utilized it. It guides
vendors on how to choose the most appropriate pricing strategy
to boost their profitability and competitiveness in the market.
Vendors are the main target reader of the output, so the
researchers saw flyers as the most convenient way of depicting
these information effectively.
Recommendations
From analyzing the findings and formulating
relevant conclusions, the researchers then arrive with
few recommendations to provide solutions regarding
the research problem.
 1.Understanding of the different pricing strategies is the basic and
fundamental way of achieving business competitiveness. Vendors
must be knowledgeable of the different pricing strategies available
in order for them to understand and choose the most appropriate
way of pricing their products. Some vendors depend or stick-to-one
pricing strategy overtime, as they believe it is the pricing tactic that
will provide them the most advantages. However, pricing strategies
vary to the type of product offered, so if the way of pricing is
incompatible to the product, then it will result to loss of profit and
customers. Therefore, vendors should be literate in terms of pricing.
 2.Set the products’ price appropriately according to the needs of
the customers. Customers' buying behavior is greatly determined by
price. They can be sensitive and skeptical as they go through the
process of buying. In order for vendors to market their products
effectively, they should think of the value that customers can receive
or get from the products they offer. It is because if customers think
that the price of a product is not worthy of purchase, they would not
going to buy. This results in vendors losing profitability and the
chances of gaining loyal customers. Therefore, vendors should price
their products appropriately.
 3.Monitor business performance to determine the effectiveness of a
pricing strategy. The implementation of a pricing strategy should be
monitored by the vendors to enable them to see how their business is
going. This will help them determine if the pricing strategy does really
contribute or not to the growth and success of their business. Some
vendors overlooked this part, but they should understand that pricing
strategies do not only influence business profitability, but also the
customers, the number of demands, and its ability to stay competitive
in the market. This will help them decide how to price the products
they offer that will enable them to achieve long term success.
 4.Observe customer behavior and purchase preference to analyze
their price perception. Vendors must observe how each of their
customers react or perceive the price they set for their products.
Through this method, they would be able to determine the
customer behavior and purchase preferences. If they are directed to
gaining more customers, this can be used to provide them
information on how prices affect customers’ decision-making
process. This will also allow vendors to decide a better way of
pricing to persuade more customers into buying their products in
the future.
 5. Adjust the price if necessary to stand out from the competitors.
For most vendors, it is challenging to stay competitive while gaining
profit at the same time due to other providers offering the same
products. However, vendors should not be discouraged if they
somehow face difficulties and struggle to grow their business. Most of
the time, business is really not the problem but the one who operates it.
Without applying their understanding of the customers and the market,
this will lead them to experience loss of profit because their way of
pricing is irrelevant. The researchers then recommend vendors to adjust
their pricing if it is necessary to gain business competitiveness.
END OF PRESENTATION
THANK YOU!!!