Our Lady of Fatima University

Senior High School

The Effect of Marketing Strategy of

Penshoppe Pampanga to the
Customer Satisfaction of Grade 12
Students in
Our Lady of Fatima University

Group 5
Members :
Vianca Orian
Katherine De gula
Angelene Baltar
Richard Garcia
Ralf Yutuc
 CHAPTER 1

Introduction

In today's generation, there are a lot of people who are very much conscious on their
appearance. Because in this society, having a nicer suit can be more interesting,
appealing, and have more chance to get respect with others. Penshoppe is one of the most
trusted brand when it comes to clothes because of the quality and affordable price
(Mikael Daez, 2012)

In connection to this, Penshoppe is the flagship brand of GOLDEN ABC, and one of
the Philippines’ leading casual clothing line. Today, Penshoppe's collection of
sophisticated casual wear marries high-street trends with comfort, wearability and
affordability. After conquering the market in Visayas and Mindanao in 1986, Penshoppe
migrated to the big city Manila. The first boutique opened its doors in SM City North
EDSA in 1991 and since then, Penshoppe's network of stores has grown to 300 sites in
2011, all strategically located in key areas where its stylish patrons shop. By then,
Penshoppe had already evolved into a lifestyle brand offering more than just t-shirts.
Since then it has evolved into a lifestyle brand with a complete range of apparel,
accessories, and personal care products. About 70 percent of the products are made in the
Philippines. Moreover, they are raising the flag everywhere they go. Penshoppe broke
Filipino Retail Barriers in 2002 when it opened its stores in Xiamen, China, the first
Philippine retail brand to do so. In the Middle East, Penshoppe brands are also available
in Saudi, Bahrain and Dubai. They franchise the brands by working with the right
partners (Batingal, 2009)

The products have entered the international market and this maybe confirm by their
use of foreign celebrities to endorse their products. The brand previously had many
known celebrity such as Sandara Park, Zack Efron, Cara Delivigne, Kendal Jenner and
Mandy Moore as an endorser in 2001 and recently in 2011, they hired Ed Westwick to be
the face of the company. In additional, Penshoppe collaborated with a New York-based
Filipino designer, Robin Thomas, in the launched line of men's and women's top (Aimee
Dacanay., Sept. 2017)

Even though the Penshoppe is one of the top selling retail brand in the retail
industry, According to Bernie Liu, Golden ABC president and CEO the company made 4
billion in sales last year. Sales come from mostly still from the local market but shuns
listing at the stock market or raising debt through bond float. (VG Cabuag, 2015)

This research aims to find out how Penshoppe strategically marketed their clothes
and how their customer service affects on Grade 12 students in Our Lady Of Fatima
University, and their distinction in other known foreign brands to attract customers when
it comes to marketing and customer satisfaction to their costumers. This also aims to
detect who chooses more Philippine based company over foreign brands that is now in
our country.

This research will benefit customers to get an idea how Penshoppe can provide their
customers good quality of services to make them satisfied. This will also help the
customers to identify factors they will be looking in a clothing brand that make them
patronize and loyal to the said brand, and this will benefit the Penshoppe to show how
many customers who is being satisfied with their services and know what other kind of
strategies they can use to attract more costumers.

Statement of the Problem

1. How may the profile of respondents be assessed in terms of

A. Age
B. Gender

2. How may the respondents asses marketing strategies in terms of

A. Product
B. Price
C. Place

3. How may the respondents asses customer's satisfaction in terms of

A. Service
B. Quality

4. Is there a relationship between service satisfaction and marketing strategy?

5. Based on the result what recommendations could be made?

Significance of the Study

 The results of the research paper entitled "The Effect of Marketing Strategy of
Penshoppe Pampanga to the Customer Satisfaction of Grade12 Students in Our Lady of
Fatima University" can benefit the following:

To the Penshoppe Branch.

This research study will give the said brand idea how to improve their marketing
strategies and attract more customers.

To the Customers.
This study will be a beneficial mainly to those customers that are looking for nicer
apparel they can buy inexpensively and easy to find.

To the Future Researchers.

The future researchers can get knowledge and ideas that they can use as guide or
hint to their upcoming research.

Scope and delimitation

This study is conducted in order for the customers to know that Penshoppe is one of
the top selling retail brand, and it will be beneficial to them. This will be done through
interviews, surveys, and questioners by gathering quantitative informations from sources
such as articles and websites that are recognized as reliable, accurate, and valuable. The
purpose of this study is to know the benefits, advantages, and impacts of Penshoppe to
the customers. The researchers selects only twenty-five female senior high school
students and twenty-five male senior high school students under Accountancy, Business,
and Management Strand to response the questions provided by the researchers.
Hypothesis

The Hypothesis of the study are:

Hypothesis1: There is a relationship between marketing strategies and customer's

satisfaction
Hypothesis2: There is no relationship between marketing strategies and customer's
satisfaction

Definition of Terms

For better understanding in this study, the following terms are clearly defined based
on how they used in this study.

Dominant - More important, story, or noticeable than anything else of the same type.

Flagship - The best, largest, or most important one of a group of things (such as
products, stores, etc.)

Foreign brands - The name on particular product that is known and used in more than
one country.

Patronize - To talk to someone in a way that shows that you believe you are more
intelligent or better than other people

Perceived - To see something or some, or to notice something that is obvious.

Shun - Persistently avoid, ignore, or reject (someone or something) through antipathy or

caution.