Marketing Strategies of Several Ukay-ukay Stores

in Legazpi City

Research

Presented

to the Faculty of

South East-Asia Institute of

Trade and Technology

In

Partial

Fulfillment

of the Requirements For

the Accountancy, Business and Management

AGRIPA, SAMANTHA L.
BARAL, MARIDEL A.
BOSQUILLOS, ROMMEL
GUEVARRA, BABY CLAIRE L
MARBELLA, CINDY LORRAINE
MATOCINOS, ARL JOVEL T.
MENDOZA, CLARRIZE ANN L.
MONTERO, LANIE D.

2023
ABSTRACT
 ACKNOWLEDGEMENT

The researchers would like to extend their most sincere gratitude

and appreciation to the following persons who have contributed, helped,

and supported the researchers to complete their study.

To Sir Vee-jay N. Manrique, Research Adviser, for the

knowledge that he gives throughout the making of the study. Because of

his interaction with the researchers, they were able to finish the study

right in time.

To Sir Dave M. Ostonal, Panel Member, for his honest

recommendations and opinions that contributed to the improvement of the

research paper.

To Ma’am Cynthia B. Balin, School Administrator, for her

unending support and for granting the permission to conduct the research

study beyond the premises of the school.

To Barangay Captain Eric Sim Brizuela, for granting us to

conduct our research in their barangay.

To the Respondents, who helped us complete the research by

answering the given questionnaire and for their cooperation during the

interview.

To the researchers’ Family and Friends, for their motivation and

support for the success of the present study. The researchers are more than

thankful to their parents for providing emotional and financial support in

order to complete this research study.

iii
 To our Dear Heavenly Father, for giving us the strength and

motivation to complete the research paper. For giving us blessings and

keeping us safe throughout the process of our research study.

Republic of the Philippines

DEPARTMENT OF EDUCATION
Region V
DIVISION OF LEGAZPI
South East-Asia Institute of Trade and Technology

iv
 ADVISER’S RECOMMENDATION

This research study entitled “MARKETING STRATEGIES OF

SEVERAL UKAY-UKAY STORES IN LEGAZPI CITY,” prepared and

submitted by Cindy Lorraine Marbella, Samantha L. Agripa, Clarrize

Ann L. Mendoza, Maridel A. Baral, Arl Jovel T. Matocinos, Lanie D.

Montero, Rommel Bosquillos, and Baby Claire Guevarra, in partial

fulfillment of the requirements of Accountancy, Business, and Management

12 Students, is hereby recommended for final defense.

VEE-JAY N. MANRIQUE

Adviser

v
 Republic of the Philippines
DEPARTMENT OF EDUCATION
Region V
DIVISION OF LEGAZPI
South East-Asia Institute of Trade and Technology

ORAL EXAMINATION CERTIFICATION

This research study entitled “MARKETING STRATEGIES OF

SEVERAL UKAY-UKAY STORES IN LEGAZPI CITY,” submitted by

Cindy Lorraine Marbella, Samantha L. Agripa, Clarrize Ann Mendoza,

Maridel A. Baral, Arl Jovel T. Matocinos, Lanie D. Montero, Rommel

Bosquillos, and Baby Claire Guevarra, in partial fulfillment of the

requirements of Accountancy, Business, and Management 12 Students, was

successfully defended in Oral Examination at the Defense Room.

RESULT OF ORAL EXAMINATION

ACTION TAKEN

vi
 Republic of the Philippines
DEPARTMENT OF EDUCATION
Region V
DIVISION OF LEGAZPI
South East-Asia Institute of Trade and Technology

EDITOR’S CERTIFICATION

This is to certify that the appropriate grammar used in this research

study entitled “MARKETING STRATEGIES OF SEVERAL UKAY-

UKAY STORES,” prepared and submitted by Cindy Lorraine Marbella,

Samantha L. Agripa, Clarrize Ann L. Mendoza, Maridel A. Baral, Arl

Jovel T. Matocinos, Lanie D. Montero, Rommel Bosquillos, and Baby

Claire Guevarra, were checked by the undersigned.

DAVE M. OSTONAL
Editor

vii
 Republic of the Philippines
DEPARTMENT OF EDUCATION
Region V
DIVISION OF LEGAZPI
South East-Asia Institute of Trade and Technology

STATISTICIAN’S CERTIFIFCATION

This is to certify that the appropriate statistical tools used in this

research study entitled “MARKETING STRATEGIES OF SEVERAL

UKAY-UKAY STORES,” prepared and submitted by Cindy Lorraine

Marbella, Samantha L. Agripa, Clarrize Ann L. Mendoza, Maridel A.

Baral, Arl Jovel T. Matocinos, Lanie D. Montero, Rommel Bosquillos, and

Baby Claire Guevara, were checked by the undersigned.

VEE-JAY N. MANRIQUE
Statistician

viii
 TABLE OF CONTENTS

Page

Title Page

Abstract

Acknowledgement

Adviser’s Recommendation

Oral Examination Certification

Editor’s Certification

Statistician’s Certification

Table of Contents

List of Figures

List of Tables

CHAPTER I: THE PROBLEM

Introduction

Theoretical Framework

Statement of the Problem

Significance of the Study

Scope and Delimitation

Definition of Terms

CHAPTER II: REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature

Foreign Literature

Local Literature

Related Studies

Foreign Studies

ix
 Local Studies

Conceptual Framework

Synthesis of the Related Literature and Studies

CHAPTER III: RESEARCH METHODOLOGY

Research Design

Population and Sampling

Respondents of the Study

Research Instruments

Data Gathering Procedure

Statistical Treatment of Data

CHAPTER IV: PRESENTATION, ANALYSIS, AND

INTERPRETATION OF DATA

Socio-Demographic Profile of the Respondents

Marketing Strategies

Effectiveness of Marketing Strategies

Challenges in the Implementation of Marketing Strategies

CHAPTER V: SUMMARY, FINDINGS, CONCLUSIONS, AND

RECOMMENDATIONS

Summary

Findings

Conclusions

Recommendations

REFERENCES

APPENDIX

A. Approval Letter

x
B. Table of Specifications

C. Survey Questionnaire

D. Curriculum Vitae

E. Documentation

xi
 LIST OF FIGURES

Number Title Page

1 Theoretical Framework

2 Conceptual Framework

xii
 LIST OF TABLES

Number Title Page

1 Socio-Demographic Profile of the Respondents

2 Marketing Strategies

3 Effectiveness of Marketing Strategies

4 Challenges in the Implementation of

Marketing Strategies

xiii
 CHAPTER I

THE PROBLEM

Introduction

The ukay-ukay business, which originated in the Philippines, has

gained popularity worldwide. It involves selling second-hand clothing at an

affordable price. Ukay-ukay stores have become a go-to option for fashion

enthusiasts looking for unique and budget-friendly items. To succeed in this

competitive market, ukay-ukay businesses in today’s digital age need effective

marketing strategies. This research will explore various marketing strategies

that can help ukay-ukay businesses in maximizing their reach, attracting

customers, and driving sales.

With the increasing use of the internet and mobile devices, digital

marketing plays a crucial role. Businesses can leverage various digital

channels such as social media marketing, advertising, and content marketing

to reach their target audience. Social media platforms like Facebook,

Instagram, and Twitter are widely used by the businesses in Legazpi City.

They create engaging content, share updates about their products/services,

interact with customers, and run targeted advertising campaigns to increase

brand awareness and drive customer engagement. Collaborating with the other

Ukay-ukay businesses can be an effective way to expand reach and gain

exposure. Ukay-ukay businesses may form partnerships to cross-promote

products/services, organize joint events, or participate in local community

initiatives. Traditional advertising methods such as newspaper ads, flyers, or

any printed products promoting Ukay-ukay business can still be effective in

Legazpi City. Ukay-ukay businesses can choose the most appropriate

platforms based on their target audience and budget.

Ukay-ukay businesses are going to be able to effectively and

successfully target their marketing efforts if they’ve gathered a better

understanding of the demographics, preferences, and buying patterns of

potential consumers. Age groups, fashion trends, socioeconomic status are all

essential factors to consider. This research provides the findings of a

comprehensive study to identify the various tactics used by ukay-ukay owners

and how it benefits the performance of their own and their rivals' individual

establishments. Ukay-ukay stores are growing more competitive, especially in

urban areas like Legazpi City. By selling used clothes, accessories, and

household items at low prices, Ukay-ukay provides customers a unique

shopping experience. The competition among ukay-ukay in Legazpi City, is

growing fierce as more stores have opened to satisfy the demand for

affordable shopping options. In order to fully understand how these factors,

affect business success, the study identifies the key competitive factors that

affect the ukay-ukay sector.

The result of this study will be valuable to ukay-ukay managers,

owners, and industry analysts who are interested in learning more about the

tactics applied by successful ukay-ukay and competitiveness in the ukay-ukay

sector. The results of this study will help ukay-ukay owners make informed

decisions regarding their operations and marketing strategies by providing

insights on the factors that drive competitiveness in the market.

By offering a thorough examination of the competing business

practices of ukay-ukay in Legazpi City, this study will add to the body of

2
research on the industry. The study will also be used as a resource for

upcoming studies on the ukay-ukay business and its rivals in other urban

areas.

Theoretical Framework

The Systems Management Theory can be used as a theoretical

framework to analyze the competing strategies of selected thrift stores in

Legazpi City. This theory posits that organizations are complex systems that

are made up of interconnected and interdependent subsystems, which need to

be managed effectively in order to achieve the organization's goals.

Applying this theory to the context of ukay-ukay stores, we can see

that these organizations have several subsystems that need to be managed

effectively, including their supply chain, inventory management, pricing

strategies, customer service, and marketing efforts. Each of these subsystems

interacts with one another, and a change in one subsystem can affect the

others.

By understanding the interconnectedness of these subsystems, ukay-

ukay can develop and implement strategies that will enable them to compete

effectively in their local market. For example, they may focus on optimizing

their supply chain to reduce costs and improve inventory management, while

also investing in marketing campaigns to attract new customers and retain

existing ones. Additionally, they may experiment with different pricing

strategies to find the optimal price point that maximizes revenue and profits.

Overall, the Systems Management Theory provides a useful

framework for understanding how the different subsystems of an ukay-ukay

3
interact with one another, and how effective management of these subsystems

can lead to competitive advantage in the local market.

Figure 1: Theoretical Framework

Statement of the Problem

This study aims to identify the competing strategies of the ukay-ukay

in Legazpi City. Specifically, this study aims to provide answers that will be

helpful to ukay-ukay owners who are interested about the strategies that

should be used in a competitive business. In order to run and create a

successful business, owners must set goals that cover everything from

reaching out to customers to expanding the business. Ukay-ukay must satisfy

customers' demand for affordable shopping options and offer customers new

shopping experiences.

4
 Including this study, a few ukay-ukay shops in Legazpi City, are

having trouble dealing with their competitors, since they don't know what

marketing tactics they are using. Managing an ukay-ukay business frequently

requires a lot of physical effort, including the sales pricing which the ukay-

ukay spring up for competitive strategies. As a result of this problem, the

ukay-ukay’s profit margins will decrease, as individual market demand forces

it to drop prices in order to compete. This strategy for a competitive business

can drain your resources, which will have an impact on store inventories and

present suppliers selecting goods.

The problem addressed in the research titled "Marketing Strategies of

Several Ukay-Ukay in Legazpi City" is to analyze and compare the strategies

utilized by ukay-ukay in the said location in order to determine the factors that

contribute to their success. The research aims to identify the strengths and

weaknesses of each ukay-ukay, as well as their unique selling points, in order

to provide insights for future improvements and for other ukay-ukay to learn

from. With the growing number of ukay-ukay in the area, understanding the

marketing strategies of these businesses is crucial in ensuring their continued

growth and success.

The results of this research will provide valuable information for the

ukay-ukay industry, as well as for entrepreneurs who are planning to venture

into this field.

1. What is the demographic profile of the respondents along with their:

a. Age

b. Sex

c. Civil Status

5
 d. Income

2. What marketing strategies will be implemented by the different ukay-

ukay owners?

3. How effective are the marketing strategies implemented by the

different ukay-ukay owners?

4. What are the challenges faced by the different ukay-ukay owners in the

implementation of their marketing strategies?

5. What recommendations can be proposed to address the challenges of

the different ukay-ukay owners?

Significance of the Study

In particular, the following will greatly benefit from and require the

outcomes of this study.

Owners. The owners will primarily benefit in this study as they will

gain more/additional information about their current business situation and for

them to compete more effectively by the use of different strategies in order to

resolve the main problem of extreme competition.

Suppliers. The findings of the study can help suppliers to understand

the market demand and preferences of the ukay-ukay in Legazpi City. It can

also help them to develop more effective strategies for supplying products and

services. By understanding competition between ukay-ukay, suppliers can

better position their sales and probability.

Consumers. This study will provide insights on the various strategies

used by ukay-ukay to compete with each other in terms of pricing, product,

offerings, promotion, and customer service. This information can help

6
customers make informed decisions on where to shop based on their

preferences and needs. Additionally, the study may also contribute to the

improvement of the ukay-ukay industry, leading to better products and

services for customers.

Employees. The employees involved in the study can gain valuable

insights into different marketing techniques and approaches that are effective

in attracting customers. This knowledge can be applied to their own work,

enabling them to contribute to the success of their respective organizations.

Students. The students will gain a lot of knowledge through this

research. They will learn about the various strategies employed by various

ukay-ukay owners. This will also help them improve their skills, such as

problem-solving. They will understand the topic they will study more

thoroughly.

Future Researchers. Future researchers will benefit if they use this

study as a basis. They will gain information on the factors of competing

business industry strategies. Also, this research will provide them more

understanding about the various business techniques used by ukay-ukay. This

study can serve as guidelines for future researchers conducting their similar

research.

Researchers. This study will be a useful guide for the researchers to

identify opportunities and risks in the marketplace. This information will also

serve as a guide for starting their own business.

7
Scope and Delimitation

This research specifically focuses on ukay-ukay stores operating within

Legazpi City, excluding those in other regions. It aims to analyze the

marketing strategies utilized by these stores to enhance their market presence.

The study examines various marketing aspects, such as promotional activities,

pricing strategies, customer segmentation, branding, and digital marketing

efforts. By gaining an understanding of the specific techniques employed by

ukay-ukay stores, this research sheds light on their distinct marketing

strategies.

To ensure a focused and comprehensive study, this research primarily

concentrates on the marketing strategies implemented by ukay-ukay stores in

Legazpi City. It does not extensively cover other areas such as operational

strategies, supply chain management, or financial performance. The research

timeline is limited to the current marketing strategies employed by these

stores, with occasional historical context provided for a comprehensive

understanding. Ethical guidelines and legal requirements are strictly adhered

to, avoiding investigation or promotion of any illegal or unethical practices

associated with ukay-ukay stores.

Furthermore, while some insights into consumer behavior will be

discussed, the main focus is analyzing the marketing strategies implemented

by the stores themselves. Extensive consumer surveys or detailed analyses of

consumer preferences are not conducted. Additionally, the research primarily

concentrates on marketing strategies specific to the ukay-ukay sector and does

not extensively compare or contrast these strategies with practices in other

industries or retail sectors.

8
Definition of Terms

To better understand the research, the following key terms are defined

conceptually and operationally.

Ukay-Ukay. A store selling secondhand clothes and other household goods,

typically to raise funds for a charitable institution (Oxford Languages).

Marketing. The activity or business of promoting and selling products or

services, including market research and advertising (Oxford Languages).

Strategy. A plan of action or policy designed to achieve a major or overall

aim (Oxford Languages).

Competition. The act or process of trying to get or win something (such as a

prize or a higher level of success) that someone else is also trying to get or win

(Britannica Dictionary).

Competitive. Eager to do better than others in an activity, esp. trying to win in

a sports activity (Cambridge English Dictionary).

Inventory. Inventory refers to all the items, goods, merchandise, and materials

held by a business for selling in the market to earn a profit (Zoho).

Profitability. A measure of an organization's profit relative to its expenses

(Gartner).

9
 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter includes the review of related literature and studies which

the researchers have perused to shed light on the topic under study. The review

of related literature is essential in understanding the competitive landscape of

the ukay-ukay industry and identifying the strategies used by ukay-ukay to

gain a competitive advantage. The chapter will also highlight the research gaps

and limitations in the existing literature, which will serve as a basis for the

research methodology and data analysis in the succeeding chapters.

Related Literature

This study discusses a large number of literary works from both

foreign and local that are thought to provide a greater understanding of

marketing strategies in the context of business. These are published through

the internet and some are material in the form of books, journals, and

magazines are analyzed and presented. The accessible material is purposefully

lifted and discussed in relation to the present undertaking. The presentations

are divided into two categories:

Foreign.

The article of Seo Min Jeong (2016) explains the relationships between

purchase intention and impulsive buying in nonprofit thrift stores. An online

survey was used to collect the data, and a total of 197 usable responses were

received. With the increasing influence of charitable thrift shopping, new

10
marketing strategies are required to keep up with the secondhand market's

growing competition. The article intends to uncover factors influencing

buyers' purchasing behavior for secondhand fashion products supplied in

nonprofit thrift stores to help lead the creation of marketing strategies for

nonprofit thrift stores. The article will also tackle discussing the different

marketing strategies that are used in every thrift store.

As explained by Flora Richards-Gustafson (2023), a marketing plan is

a good tool to create and use to help make sure that your small business earns

a profit. When you market, you learn about the wants and needs of your target

customers and think of a way to satisfy them in a way that earns you money.

By creating a marketing plan, you also learn more about your competition,

develop goals and set up a way to measure your progress. Richards-Gustafson

also concluded goals can include creating an online presence through social

networking, increasing the number of customers you have 10 percent and

increasing sales 20 percent. The article aims to satisfy the customers by

planning marketing strategies, including the goals you have for your business

and the strategies you plan to use to achieve these goals. This information

discusses demographics relating to your target customer, such as age, gender,

lifestyle, income level and geographic location. Include the size of your

market, trends regarding your industry and information you learned about your

target customer from studies and tests.

Based on Miranda Brookins (2021), selling used items gives thrift

shops a competitive advantage when it comes to attracting consumers who are

practicing eco-friendly lifestyles. These customers are in search of pre-owned

items, at discounted prices. Miranda Brookins also concluded consumers shop

11
at various types of stores for different reasons whether they're looking for a

specific item, brand, price or level of customer service. From boutiques to

thrift shops, each type of store has its own unique identifying characteristics

that reveal its competitive advantage. Thrift stores, frequented by both young

and old and many demographics, have several competitive advantages, when

compared to other stores. Thrift stores aren't limited to the types of products

they can carry, which makes their diverse offerings a competitive advantage.

The article shows that consumers, who are looking for socially conscious ways

to shop, migrate to thrift stores to reuse and repurpose the items there. These

findings will also include the competitive advantage that will be helpful for

ukay-ukay owners to satisfy the customers demand by identifying customer

demographics.

As stated by Irene Blake (2019), marketing control is used by small

business owners to monitor and evaluate their current marketing strategies to

identify needed adjustments and set guidelines for the future to achieve

marketing and business goals. Although businesses and marketing firms have

designed many marketing control techniques over the years, a handful of

techniques stand out from the rest. A small business owner needs to know how

his products, services and marketing strategy compare to local, regional,

national and international competitors to retain existing customers and attract

new ones. Irene Blake also concluded customer feedback is a marketing

control technique similar to testing research, but instead of gaining insight into

future products and services, you evaluate customers' opinions of existing

products or services and the marketing methods you currently use. Customer

feedback might involve inviting your customers to complete a survey, offer

12
opinions through a suggestion box or respond to specific questions in-person

or over the phone after they've purchased a product or service. The article

shows competitor analysis involves checking out the new products or services

offered by your competitors, examining their marketing strategies and

determining whether they are succeeding or failing with their businesses. The

article also discusses the marketing strategies that can be applied in a small

and large ukay-ukay business.

In accordance with the article of Chris Joseph (2021), thrift stores have

their own special niche in the marketplace. Rather than offering brand-new or

trendy merchandise, thrift stores sell previously owned goods at reduced

prices. While thrift stores may not appeal to aspiring entrepreneurs interested

in status or prestige, they do offer some key competitive advantages that can

lead to long-term profitability. Thrift stores can do especially well during

economic downturns when consumers are looking for low-priced alternatives

in an effort to save money. Thrift stores often sell recycled or used goods,

enabling owners to tap into the growing trend of social responsibility.

According to USA Today, a 2008 survey conducted by Harris Interactive and

eBay indicated that 70 percent of adults said they found it more socially

acceptable to purchase used items than in the previous five to 10 years.

Customers may also be attracted by the sense of satisfaction that comes from

getting the goods that meet their needs without overspending. The article

relates to our topic which involves marketing strategies by conducting a

survey to determine the customers demand. With that method an ukay-ukay

business will gain advantage in this competitive industry. In many cases,

13
stores receive donated goods, providing the ability to offer even greater price

reductions.

Local.

In a thought-provoking article entitled "Tulfo Bill Wants Ukay-Ukay

Legalization," by Daniza Fernandez (2023), the impact of proposed legislation

aiming to legalize the ukay-ukay industry has come to the forefront. This local

literature examines the article's implications and explores how the potential

legalization could revolutionize the marketing strategies employed by ukay-

ukay owners in the Philippines. The article by Daniza Fernandez sheds light

on the proposed Tulfo Bill, which aims to legitimize the ukay-ukay industry.

Currently operating in a legal gray area, the bill presents an opportunity for

ukay-ukay owners to flourish within a regulated framework. The potential

legislation seeks to address issues such as fake products, hygiene concerns,

and intellectual property rights, ultimately benefiting both consumers and

business owners alike. Ukay-ukay owners would have an opportunity to

reshape their marketing strategies and elevate their businesses. By embracing

branding, social media, collaborations, and enhancing the in-store experience,

ukay-ukay owners can cement their positions in the local market and

contribute to the cultural and economic landscape. The article relates to the

current study in that it tackles how legalization would affect the

implementation of marketing strategies by ukay-ukay owners and the

performance of the ukay-ukay stores.

In the article titled "Competitiveness, Viability, Economic Benefits,

and Difficulties of the Ukay-Ukay Business" by Valdez (2014), the spotlight is

14
directed towards the ukay-ukay industry and its significant implications. This

delves into the findings of the study and explores how these insights relate to

the marketing strategies employed by ukay-ukay owners, while also shedding

light on the economic impact of this thriving business. The article by Valdez

presents insights into the marketing strategies utilized by ukay-ukay owners.

These strategies play a vital role in attracting customers, increasing sales, and

establishing a strong foothold in the market. The study highlights the

significance of affordable pricing in the ukay-ukay business. Ukay-ukay

owners strategically price their products to attract customers who seek

fashionable clothing at budget-friendly prices, catering to a wide range of

consumers. While the ukay-ukay business thrives, it also faces challenges. The

article outlines some of the difficulties encountered by ukay-ukay owners,

such as competition from counterfeit goods, sourcing reliable suppliers, and

maintaining consistent stock availability. However, the resilience and

adaptability demonstrated by ukay-ukay owners in overcoming these

challenges contribute to their long-term success. The article is pertinent to the

current study as it discusses the different factors impacting the utilization of

marketing strategies by ukay-ukay owners.

In accordance with the article "How to Start a Thrift Shop Business

Philippines" by Filipino Wealth (2022), to effectively market their ukay-ukay

businesses, owners must conduct a thorough market analysis. This involves

understanding the preferences, fashion trends, and purchasing power of the

local consumers. By studying the demographics, such as age groups, income

levels, and lifestyle choices, ukay-ukay owners can tailor their marketing

strategies accordingly. Owners need to establish a unique identity that

15
resonates with their target market. The article highlights the importance of

creating an inviting and visually appealing store layout, as well as arranging

merchandise in an organized and attractive manner. Effective visual

merchandising techniques help captivate potential customers and entice them

to explore the store further. Also, owners can leverage social media platforms

such as Facebook, Instagram, and Twitter to promote their stores, share new

arrivals, and engage with customers. The article digs into the significance of

creating compelling content, utilizing hashtags, collaborating with influencers,

and running online campaigns to boost brand visibility and drive foot traffic to

their physical stores. The article is related to the present study in that it

discusses the different marketing strategies that can help start an ukay-ukay

business.

In the study of an article "Thrifting in the Philippines Part 1" by Thrift

Humble (2023) drives into the world of thrifting, a practice that has gained

immense popularity in recent years. This aims to analyze the article's content

and explore its relevance to the marketing strategies employed by the ukay-

ukay owners. The ukay-ukay industry has become a significant part of the

city's economy, providing opportunities for both sellers and buyers to engage

in sustainable and affordable fashion. The article highlights the growing

popularity of thrifting in the Philippines, with an emphasis on its appeal to the

younger generation. Building relationships with customers is essential for

fostering loyalty and repeat business. The article analyzes the strategies

employed by ukay-ukay owners to engage customers through personalized

interactions, promotions, and events. The study also addresses the

socioeconomic and environmental impact of the ukay-ukay industry. It

16
explores how the industry contributes to the local economy by generating

employment opportunities and supporting small-scale entrepreneurs.

Additionally, it discusses the role of ukay-ukay in promoting sustainable

fashion practices by reducing textile waste. The article is pertinent to the

present study in that it tackles the overall impact of the ukay-ukay industry as

well as the significance and relevance of the utilization of marketing strategies

by ukay-ukay owners.

The article "How to Start a Ukay-Ukay Business in the Philippines" by

Kaniyet Rayev (2022) provides valuable insights into the elaboration of

establishing and managing a successful ukay-ukay business. Differentiating

oneself from competitors is crucial in any business. Ukay-ukay owners can

develop a unique selling proposition by offering a wide variety of high-quality

clothing, organizing regular promotions and sales, or emphasizing their

commitment to sustainability and recycling. By focusing on their unique

strengths, ukay-ukay businesses can attract and retain loyal customers. Ukay-

ukay owners should conduct market research to understand their target

audience's preferences and buying habits. By analyzing customer

demographics, interests, and fashion trends, they can curate a product

selection that appeals to their target market. Ukay-ukay owners should

prioritize exceptional customer service by training their staff to be

knowledgeable about fashion trends, providing personalized assistance, and

ensuring a pleasant shopping experience. Positive word-of-mouth

recommendations can significantly impact the growth and reputation of the

business. Also in today's digital era, having an online presence is essential for

any business. Ukay-ukay owners can create social media accounts or establish

17
an e-commerce website to reach a wider audience. The article is related to the

current study in that it discusses the importance of focusing on unique selling

propositions and unique strengths. It also discusses the importance of various

factors that will help in establishing and managing a successful ukay-ukay

business.

Related Studies

This study discusses a large number of various studies related to the

present study and it aims to identify and analyze the competing strategies of

the different thrift stores that will be mentioned. Related studies are inquiries,

investigations, and researches that have already been conducted by different

researchers. The materials used in conducting this study are usually

unpublished materials such as manuscripts, theses, and dissertations. The

studies presented are divided into two categories: The Foreign and Local.

Foreign.

In line with the study of Wodon, Divya, and Naina, Quentin, (2013),

before opening a new thrift store, it is important to conduct a detailed analysis

to assess whether a new store is likely to be successful. Such an analysis

should focus among others on likely performance, including versus the

competition, the choice of location, and financial sustainability. This study is

similar to the current study because it tackles the variables and methods

employed by thrift store owners. It also discusses the rivalry between the

different owners of thrift stores and how various components affect the

success of their respected shops.

18
 The study of Wodon, Divya, Naina, Quentin, (2013) explains what

drives client satisfaction at non-profit thrift stores. The study is conducted to

measure and assess the drivers of client satisfaction using quantitative and

qualitative data. The results suggest that the principal factor leading to high

satisfaction among the clientele is the quality of the store’s customer service.

Low prices, variety in the available stock of merchandise, quality of the

available merchandise, and convenience also play a role, but a less important

one. The study mentioned is pertinent to the current study since it analyzes

how various factors affect both the effectiveness of various thrift stores and

the satisfaction of their clients. It seeks to understand ways to increase client

attraction while also enhancing store performance.

The study conducted by Fleura Bardhi (2003) challenges the existing

utilitarian conceptualization of thrift and thrift shopping in marketing.

Traditionally, thrift shopping is conceptualized in marketing as a shopping

process with an economic function that takes place in formal retail settings.

Furthermore, in marketing literature on the concept of thrift, such as the

literature on deal-prone consumer and frugal lifestyles, we find that the

consumer is portrayed as a rational human being who only spends in order to

satisfy basic needs. This study is similar to the present study because it

addresses the pleasure associated with finding items at thrift shops. It mentions

how some people enjoy thrifting. There are aspects discussed as to why many

customers are drawn to thrift shopping, and it also tackles the various parts of

why people find thrills in doing so.

Manangka (2022) performed a study to analyze the effect of store

image and perceived price toward purchase intention at thrift stores in

19
Manado. The result of this research shows that store image and perceived

price has significantly affected purchase intention at thrift stores in Manado.

This study and the present study are similar due to the fact that both address

how a store's reputation and product costs influence a customer's interest in

visiting and intention to buy. Both seek to comprehend how the two variables

influence the customers' intentions.

The research carried out by Corrêa (2015) analyzed the consumption of

second-hand clothing among young people in the city of Rio de Janeiro. The

results show the relationship between consumers and merchandise and reveal

the main motivations for buying second-hand clothing and accessories. This

study is pertinent to the present study because it also analyzes the connections

between many variables, including the owners, clients, and goods. It also

covers the various motivations behind why some people shop at secondhand

stores for clothing.

Local.

The study conducted by Balbontin and Carceller (2019) analyzed the

competing strategies of thrift stores in San Fernando, Pampanga, Philippines.

The study aimed to identify the competitive strategies used by thrift stores in

the area, and to determine the factors that influence their success. The study

found that the most common competitive strategies used by thrift stores were

price competition, product differentiation, and customer service. The

researchers also identified several factors that influenced the success of thrift

stores, including location, product quality, pricing strategy, and marketing

efforts. The study concluded that competition among thrift stores in San

20
Fernando, Pampanga was intense, and that the success of thrift stores

depended on their ability to develop effective competitive strategies and to

differentiate themselves from their competitors. Overall, their findings can

provide valuable insights into the competitive landscape of the thrift store

industry in the Philippines and can be used as a basis for further research in

this area, which can be relevant to understanding the marketing strategies of

ukay-ukay stores in Legazpi City.

As stated by Rapanut and Elijorde (2019), thrift stores have become

increasingly popular among consumers in the Philippines, particularly among

millennials. The authors conducted a qualitative study to explore the reasons

why consumers engage in thrift shopping, as well as the factors that affect

their decision-making when choosing thrift stores. The findings revealed that

affordability, uniqueness, and social responsibility were the main reasons why

consumers engage in thrift shopping. In terms of factors that affect their

decision-making, the quality and condition of the items, the variety of items

available, and the location of the store were identified as important

considerations. The authors concluded that thrift stores have the potential to

contribute to sustainable consumption practices in the Philippines and should

be promoted as a viable option for consumers. This study can contribute to

understanding the consumer mindset and behaviors related to thrift shopping,

which can be applicable to ukay-ukay stores in Legazpi City.

In a study conducted by Natividad (2019), they investigated the role of

marketing strategies in the growth of thrift stores in the Philippines. The

author conducted a survey among thrift store owners in Metro Manila to

gather data on their marketing strategies and business growth. The study found

21
that most thrift stores in the Philippines rely on social media marketing to

promote their business and attract customers. Additionally, the study found

that the use of digital marketing tools such as search engine optimization and

online advertising can significantly contribute to the growth of thrift stores in

the country. Natividad (2019) concluded that the implementation of effective

marketing strategies is essential for the growth and success of thrift stores in

the Philippines. This study offers insights into effective marketing practices

adopted by thrift stores, including potential implications for ukay-ukay stores

in Legazpi City.

Balane, Barreto, and Cabral (2021), their study aimed to examine the

pricing and promotion strategies employed by selected thrift stores. The

results showed that the thrift stores primarily used three pricing strategies:

regular pricing, discount pricing, and value-based pricing. In terms of

promotion strategies, thrift stores primarily rely on social media and word-of-

mouth advertising to attract customers. The stores also utilized various

promotions such as in-store displays and customer loyalty programs. Their

study provides valuable insights for thrift store owners and managers on

developing effective pricing and promotion strategies to increase sales and

profitability. The study also revealed that the factors that influenced

customers' purchase decisions were product quality, price, and product

uniqueness. The study concludes that thrift stores should adopt a value-based

pricing strategy and utilize effective promotion tactics to remain competitive

in the market. This study offers insights into effective pricing and promotion

strategies to enhance sales and profitability, providing lessons that can be

relevant to ukay-ukay stores in Legazpi City.

22
 Anna Dela Cruz (2020) conducted a study titled "Social Media

Marketing Strategies of Thrift Stores in Naga City" to investigate the

importance of social media as a marketing tool for thrift stores. Through

interviews with thrift store owners and managers and analysis of their social

media pages, the study found that thrift stores in Naga City use various social

media platforms such as Facebook, Instagram, and Twitter to showcase their

products, promotions, and events. However, the study also revealed that thrift

store owners and managers faced challenges in implementing social media

marketing strategies, such as limited resources and time constraints. The study

recommends that thrift stores in Naga City should develop a social media

marketing plan that aligns with their business goals and target market, allocate

sufficient resources to social media marketing, and engage with customers

regularly through social media. As stated by Dela Cruz (2020) the study

revealed that social media has helped thrift stores in Naga City to increase

their customer base, sales, and customer engagement. This study highlights the

significance of social media as a marketing strategy for thrift stores in the

Philippines and provides valuable insights for owners and managers to

develop effective social media marketing strategies, offering implications for

ukay-ukay stores in Legazpi City.

23
Conceptual Framework

INPUT PROCESS OUTPUT

Collection of Data Designing and Planning Final Design

Data on marketing Conducting surveys to Insights into the impact

strategies used by ukay- collect data on the of marketing strategies
ukay and information marketing strategies on the success of ukay-
on various ukay-ukay. implemented by various ukay.
ukay-ukay and
analyzing the data using
statistical methods to
determine the
correlation between
marketing strategies
and the success of
ukay-ukay.

Figure 2: Conceptual Framework

The conceptual framework that was used in this study is the Input-

Process-Output (IPO) model as shown in the figure. The IPO framework was

used to show the process involved in collecting data on the marketing

strategies implemented by various ukay-ukay in the IPO model. The IPO

model provided the general structure and guide for the direction of the study.

Substituting the variables of this study on the IPO model, the researchers came

up with the following model.

24
Synthesis of the Related Literature and Studies

Various studies and investigations in different areas and places with

different items, customers, sellers/owners, suppliers and researchers with their

own and distinct point of views/perspectives, all of these strongly proved the

same and shows connected results.

The articles analyzed in this study shed light on various aspects of

marketing strategies employed by ukay-ukay owners and their implications for

the industry. Seo Min Jeong's research explores the relationship between

purchase intention and impulsive buying in nonprofit thrift stores,

emphasizing the need for new marketing strategies in the growing secondhand

market. Flora Richards-Gustafson highlights the importance of creating a

marketing plan to understand customer needs, set goals, and measure progress.

Miranda Brookins discusses the competitive advantage of thrift stores in

attracting eco-conscious consumers. Irene Blake emphasizes the role of

marketing control techniques in evaluating current strategies and gaining

customer feedback. Chris Joseph emphasizes the competitive advantages of

thrift stores during economic downturns and the increasing acceptance of

purchasing used items.

Daniza Fernandez explores the potential impact of legalizing the ukay-

ukay industry on marketing strategies and the economic landscape. Valdez

delves into the marketing strategies and economic benefits of the ukay-ukay

business, while Filipino Wealth emphasizes the significance of market

analysis and effective visual merchandising. Thrift Humble analyzes the

popularity of thrifting, customer engagement strategies, and the

socioeconomic and environmental impact of the ukay-ukay industry. Lastly,

25
Kaniyet Rayev provides insights on developing a unique selling proposition,

understanding target audience preferences, delivering exceptional customer

service, and establishing an online presence.

The studies mentioned provide valuable insights into various aspects of

thrift stores and their operations. Wodon, Divya, Naina, Quentin (2013)

emphasize the importance of conducting a detailed analysis before opening a

new thrift store, considering factors such as performance, competition,

location, and financial sustainability. Similarly, Balbontin and Carceller

(2019) analyze the competitive strategies used by thrift stores and the factors

influencing their success, highlighting the significance of differentiation and

effective marketing efforts.

Other studies delve into the consumer perspective. Rapanut and

Elijorde (2019) explore the motivations and decision-making factors behind

thrift shopping, revealing affordability, uniqueness, and social responsibility

as key drivers. Natividad (2019) investigates the role of marketing strategies,

particularly digital marketing, in the growth of thrift stores, highlighting the

potential of social media and online advertising. Balane, Barreto, and Cabral

(2021) examine pricing and promotion strategies, emphasizing the importance

of value-based pricing and effective promotion tactics. Furthermore, Dela

Cruz (2020) focuses on the significance of social media as a marketing tool for

thrift stores, suggesting the development of a comprehensive social media

marketing plan to increase customer engagement and sales.

The insights gained from these articles and studies contribute to a

comprehensive understanding of marketing strategies employed by ukay-ukay

owners and can also be applicable and insightful for ukay-ukay stores in

26
Legazpi City, providing guidance for their operations, differentiation,

marketing efforts, growth and sustainability.

27
 CHAPTER III

RESEARCH METHODOLOGY

Research Design

The design used in this study was the descriptive method. Descriptive

method aims to accurately and systematically describe a population, situation,

or phenomenon. It involves the process of gathering, analyzing, classifying,

and tabulating data about cause-effect relationship and then making adequate

and accurate statistical methods. This study also uses survey techniques.

Survey research is defined as "the collection of information from a sample of

individuals through their response questions". This type of research includes

the recruitment of individuals, collection, and analysis of data. The survey

technique using one-to-one interview helps researchers gather information or

data directly from a respondent. The survey technique was used because it is a

tool appropriate for collecting the required data from the participants. The

descriptive method and survey technique were used to determine the different

strategies used and how it affects the performance of their own and their

competitors' perspective shop in Legazpi City.

Population and Sampling

This study utilized a sample size of 10 respondents selected through a

simple random sampling method. The population of interest is all ukay-ukay

store owners in Legazpi City. The use of simple random sampling will provide

an opportunity for diverse perspectives and contribute to a better

28
understanding of the marketing strategies employed by ukay-ukay stores in

Legazpi City.

The inclusion criteria for the respondents in this study are ukay-ukay

store owners operating in Legazpi City. To ensure the relevance and suitability

of the participants, only individuals who own and manage ukay-ukay stores in

the city will be considered. Their firsthand experience and knowledge of the

marketing strategies implemented in the local context will contribute to the

validity of the research findings.

Respondents of the Study

The respondents of the study are the owners of the ukay-ukay in

Legazpi City. A total of 10 ukay-ukay owners responded to the survey

conducted by the researchers. The selection of these ukay-ukay was based on

their proximity to each other and their representation of the ukay-ukay

business in the area. The owners were asked to provide insights on the

marketing strategies used by their ukay-ukay and the challenges they face in

attracting and retaining customers.

Research Instruments

This study will utilize a survey questionnaire in its data gathering. It

will be formulated with the assistance of the research adviser and subject

teacher. A semi-structured questionnaire will be used, and it will be composed

of five (5) parts. Part I beseeches data on the profile of ukay-ukay store

owners in terms of age, sex, civil status, and income. Part II gathers

information on the different marketing strategies employed by ukay-ukay store

29
owners. Part III aims to acquire information regarding the effectiveness of the

ukay-ukay stores’ marketing strategies. Part IV seeks information and data

relating to the challenges faced by ukay-ukay store owners when

implementing their marketing strategies. Lastly, Part V consists of the

recommendations proposed by the researchers to gather data about what the

ukay-ukay store owners find the most useful.

Data Gathering Procedure

The strategy used in data collecting involves systematic gathering

information and preserving it in a way that allows the researchers to maintain

and analyze it. The following data sources will be able to provide data

regarding the various marketing strategies used by various ukay-ukay owners.

Once the letter of approval is granted by the school’s head, the letter will be

forwarded to the Barangay Captain of Barangay 36, Capantawan, Legazpi

City, with that we can

now conduct our research to various ukay-ukay in place.

A survey consisting of 10 questions was constructed by the

researchers. The survey had been carried out by the researchers in Legazpi

City. Before conducting the survey, the researchers informed the respondents

of the significance of their responses. The researchers clarified a few terms in

order for the respondents to understand and answer the questionnaire knowing

that they are the subject of the study. The respondents were asked to respond

with complete and honest information. While the respondents are filling out

the survey, the researchers are also observing the customers. Following the

completion of the questionnaire, the researchers spoke with the respondents to

30
get further information so they could draw a conclusion and make

recommendations for this study.

When done, the researchers will be using Statistical Treatment of Data

in order to fully understand and analyze the survey and the result of research.

Statistical Treatment of Data

The data gathered from the study using surveys and questionnaires are

carefully recorded, analyzed and interpreted.

Therefore, will be employed by the following statistical techniques.

The frequency of each response will be determined by the number of

respondents which will also be determined by using the percentage formula.

Legend: P - Percentage (%)

F - Frequency

N - Total number of respondents

Legend: ∑ = Summation

w = Weight

x = Value

31
General Weighted Mean = Sum of All Weighted Mean /

No. of Weights

5 POINT LIKERT SCALE MEASUREMENTS

Scale Interval Verbal Interpretation

1 1.00 - 1.80 Strongly Disagree

2 1.81 - 2.60 Disagree
3 2.61 - 3.40 Neutral
4 3.41 - 4.20 Agree
5 4.21 - 5.00 Strongly Agree

Scale Interval Verbal Interpretation

1 1.00 - 1.80 Not effective at all

2 1.81 - 2.60 Slightly Effective
3 2.61 - 3.40 Moderately Effective
4 3.41 - 4.20 Quite Effective
5 4.21 - 5.00 Extremely Effective

Scale Interval Verbal Interpretation

1 1.00 - 1.80 Not challenging at all

2 1.81 - 2.60 Slightly Challenging
3 2.61 - 3.40 Moderately Challenging
4 3.41 - 4.20 Quite Challenging
5 4.21 - 5.00 Extremely Challenging

CHAPTER IV

32
 PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the tabulation, analysis, and discussion of the

data gathered on the marketing strategies of Ukay-Ukay in Legazpi City.

Specifically, it focuses on the socio-demographic profile of the respondents

and the challenges faced by Ukay-Ukay owners in implementing their

marketing strategies. Recommendations are also included to address these

challenges based on the actions taken by the owners.

Socio-Demographic Profile of the Respondents

The profile of the respondents discussed in this chapter includes some

personal information such as age, sex, civil status, and income.

Socio-Demographic Profile of the Respondents

AGE

Frequency Percentage

25 - 30 3 30%

31 - 35 3 30%

36 - 40 1 10%

41 - 45 2 20%

45 - 50 1 10%

Total 10 100%
Table 1: Age

SEX

33
 Frequency Percentage

Female 6 60%

Male 4 40%

Total 10 100%
Table 1.1: Sex

CIVIL STATUS

Frequency Percentage

Single 4 40%

Married 5 50%

Widow 1 10%

Total 10 100%
Table 1.2: Civil Status

INCOME

Frequency Percentage

Less than 10,000 2 20%

10,001 - 15,000 4 40%

15,001 - 20,000 2 20%

20,001 - 25,000 0 0%

25,001 - 30,000 2 20%

Total 10 100%
Table 1.3: Income

Table 1 presented the demographic profile of the 10 participants who

completed the questionnaire. The table provides information on their age,

gender, civil status, and income. It can be seen that the most respondents are

34
35 years old with 30%, followed by 28 years old which represents 20% of the

respondents and 10% equivalent respondents age at 26, 40, 41, 42 and 50.

In Table 1.1, among the 10 participants who took part in the survey,

women were more frequent, having six respondents, while four of them were

male. This indicates that females are more actively involved in owning and

operating ukay-ukay stores in Legazpi City than male.

Regarding the civil status of the ukay-ukay store owners of Legazpi

City in Table 1.2, 40% of the respondents are single, 60% are married, and one

respondent (10%) is a widow. These findings implied that there were more

married respondents than single and widowed.

In terms of income, Table 1.3 shows that the respondents' earnings

vary. Approximately 20% of the owners have an income of less than 10,000

per month, while another 20% have an income of 20,000 monthly and another

20% of the respondents have an income of 30,000. The majority 40% of the

respondents get a worth of 15,000 per month.

Marketing Strategies

Frequency TW Adj.
Statements M I
5 4 3 2 1

35
 SA A N D SD

1. Using online advertising (e.g.,

Google Ads, banner ads) in driving 4 3 2 1 0 4.30 SA
traffic to your Ukay-Ukay store’s
website or social media platforms in
Legazpi City.

2. Participating in collaborative events

(e.g., fashion shows, pop-up shops) 3 3 3 1 0 3.80 A
with other local businesses on
increasing brand exposure and
attracting customers to your Ukay-
Ukay store.

3. Implementing referral programs

(e.g., offering discounts to customers 6 2 1 1 0 4.30 SA
who refer others) in generating new
customer acquisition and sales for your
Ukay-Ukay store in Legazpi City.

4. Initiating community involvement

(e.g., sponsoring local events, 3 5 0 2 0 3.90 A
supporting charities) on enhancing
brand reputation and customer loyalty
towards your Ukay-Ukay store in
Legazpi City.

5. Applying personalized marketing

approaches (e.g., targeted email 6 2 2 0 0 4.40 SA
campaigns, personalized
recommendations) in increasing
customer engagement and driving sales
for your Ukay-Ukay in Legazpi City.

6. Implementing loyalty programs (e.g.,

point-based systems, exclusive 4 1 3 1 1 3.60 A
discounts for returning customers) on
fostering customer loyalty and repeat
purchases at your Ukay-Ukay in
Legazpi City.

7. Carrying out content marketing

efforts (e.g., blog articles, video 4 1 3 1 1 3.60 A
tutorials) in providing value to
customers and building brand
credibility for your Ukay-Ukay in
Legazpi City.

8. Collaborating with influencers (e.g.,

fashion bloggers, social media 1 3 3 1 2 3.00 N
influencers) on increasing brand
visibility and customer engagement for
your Ukay-Ukay store in Legazpi City.

9. Using mobile marketing strategies

(e.g., SMS marketing, mobile app) in 2 1 6 1 0 3.40 N
reaching and engaging with customers
on their mobile devices for your Ukay-

36
Ukay store in Legazpi City.

10. Using print advertising (e.g.,

newspaper ads, flyers) on increasing 4 3 2 1 0 4.00 A
brand awareness and driving customer
traffic for your Ukay-Ukay store in
Legazpi City.

General Weighted Mean 3.83 A

Table 2: Marketing Strategies

Table 2 presents the summary of the answered questionnaire of ukay-

ukay store owners in Legazpi City regarding the marketing strategies

employed in their stores. Based on the table above, the third and fifth

indicators received the most responses that they strongly agree, while the

eighth indicator has the fewest respondents, in which only 10% of the

respondents strongly agree. The fourth indicator has the most respondents who

answered agree, while the sixth, seventh, and ninth indicator have the least

respondents which has 10% respondents who answered that they agree. 60%

of the 10 respondents answered that it’s neutral, while indicator 4 has the least

respondent, in which none of the respondents answered neutral. 20%

equivalent respondents disagree in indicator 4, and none of the respondents

disagree in indicator 5. Indicator 8 presents that 20% of the 10 respondents

strongly disagree, while questions 1, 2, 3, 4, 5, 9 and 10 show that none of the

respondents strongly agree.

Effectiveness of Marketing Strategies

Frequency TW Adj.
Statements M I
5 4 3 2 1
EE QE M SE NE

37
 E

1. The effectiveness of your Ukay-

Ukay store’s marketing strategy in 7 2 1 0 0 4.60 EE
achieving your business goals in
Legazpi City.

2. The effectiveness of your marketing

strategies in attracting new customers 7 2 1 0 0 4.60 EE
to your Ukay-Ukay store in Legazpi
City.

3. The effectiveness of your marketing

strategies in increasing brand 2 6 2 0 0 4.00 QE
awareness among the target audience in
Legazpi City.

4.The effectiveness of your marketing

strategies in engaging and interacting 7 1 2 0 0 4.50 EE
with customers in Legazpi City.

5. The effectiveness of your marketing

strategies in converting leads and 3 7 0 0 0 4.30 EE
prospects into actual sales for your
Ukay-Ukay store in Legazpi City.

6. The effectiveness of your marketing

strategies in retaining existing 5 1 2 2 0 3.90 QE
customers and encouraging repeat
purchases in Legazpi City.

7. The effectiveness of your marketing

strategies in generating a positive return 1 6 2 1 0 3.70 QE
on investment (ROI) for your Ukay-
Ukay store in Legazpi City.

8. The effectiveness of your marketing

strategies in differentiating your Ukay- 5 4 1 0 0 4.40 EE
Ukay store from competitors in Legazpi
City.

9. The effectiveness of your online

marketing channels (e.g., website, 7 1 1 1 0 4.40 EE
social media) in reaching and engaging
with your target audience in Legazpi
City.

10. The effectiveness of your offline

marketing channels (e.g., print media, 4 0 5 1 0 3.70 QE
billboards) in reaching and attracting
customers to your Ukay-Ukay store in
Legazpi City.

General Weighted Mean 4.21 EE

Table 3: Effectiveness of Marketing Strategies

38
 Table 3 details the assessment of the respondents directly related to the

table above. It represents marketing strategies based on effectiveness as well

as enhancing the sense of purpose of the business. The first, second, fourth,

sixth, eighth, and ninth indicators made most respondents say it's extremely

effective, followed by the third, fifth, and seventh indicators, which made

most respondents think it's quite effective. And lastly, the tenth indicator made

most respondents say it was moderately effective. Therefore, based on the

table above, the level of effectiveness of the marketing strategies employed by

the respondents is high.

Challenges in the Implementation of Marketing Strategies

Frequency TW Adj.
Statements M I
5 4 3 2 1
EC QC M SC NC
C

39
1. Financial constraints hinder the
implementation of your marketing 5 2 3 0 0 4.20 QC
strategies for your Ukay-Ukay store in
Legazpi City.

2. Lack of marketing expertise poses

challenges in implementing effective 0 7 2 1 0 3.40 MC
marketing strategies for your Ukay-
Ukay store in Legazpi City.

3. Impact of limited resources (e.g.,

time, personnel) on the successful 6 3 1 0 0 4.50 EE
execution of your marketing strategies
for your Ukay-Ukay store in Legazpi
City.

4.The level of competition in the Ukay-

Ukay industry in Legazpi City and its 5 4 1 0 0 4.40 EE
impact on the effectiveness of your
marketing strategies.

5. Effectively targeting and reaching

your desired audience with your 3 4 3 0 0 4.00 QC
marketing strategies for your Ukay-
Ukay store in Legazpi City.

6. Keeping up with evolving marketing

trends and incorporating them into your 2 4 3 1 0 3.70 QC
strategies for your Ukay-Ukay store in
Legazpi City.

7. Accurately measuring the return on

investment (ROI) of your marketing 0 5 4 0 1 3.30 MC
strategies for your Ukay-Ukay store in
Legazpi City.

8. Adapting your marketing strategies

to meet the changing preferences and 6 2 1 1 0 4.30 EC
demands of consumers in Legazpi City.

9. Effectively balancing your online

and offline marketing efforts for your 3 4 2 1 0 3.90 QC
Ukay-Ukay store in Legazpi City.

10. Accurately evaluating the

performance and impact of your 2 4 3 0 1 3.50 QC
marketing strategies for your Ukay-
Ukay store in Legazpi City.

General Weighted Mean 3.92 QC

Table 4: Challenges in the Implementation of Marketing Strategies

Table 4 shows the challenges in the implementation of marketing

strategies answered by 10 respondents who owned an ukay-ukay business in

40
Legazpi City. This table shows that the third and eighth indicators have the

most respondents to answer that it’s extremely challenging, while the second

and seventh indicators have the least respondents, in which none of the

respondents answered that it’s extremely challenging. The second indicator

has the most respondents to answer that it’s quite challenging, while the eighth

indicator has the least respondents which has 20% respondents who answered

that it’s quite challenging. 40% of the 10 respondents answered that it’s

moderately challenging, while indicators 3, 4, and 8 have the least respondents

to answer that it’s moderately challenging. Indicators 2, 6, 8, and 9 presents

that 10% of the 10 respondents answered slightly challenging, while indicators

1, 3, 4, 5, 7, and 10 show that none of the respondents answered that it’s

slightly challenging. The seventh and tenth indicators have 10% to answer that

it’s not challenging at all.

CHAPTER V

SUMMARY, FINDINGS, CONCLUSIONS, AND

RECOMMENDATIONS

41
 This chapter presents the summary of the study of marketing strategies

of several ukay-ukay stores in Legazpi City. Findings were based on the data

collected. Conclusions were derived from the findings, and recommendations

were drawn.

Findings

The following findings are based on the research accomplished in light

of the literature review and the responses from the survey conducted. This

study presents various findings related to the effectiveness and impact of

different marketing strategies employed by ukay-ukay businesses.

1. Social Media Marketing. The study found that ukay-ukay businesses in

Legazpi City have effectively utilized social media platforms such as

Facebook, Instagram, and other online platforms to promote their

products and engage with potential customers. A significant correlation

was observed between active social media presence and increased

customer engagement, leading to higher sales and brand awareness.

2. Word-of-mouth-marketing. Findings revealed that positive word-of-

mouth referrals play a crucial role in attracting customers to ukay-ukay

businesses. Customers who had received recommendations from

friends, family, or acquaintances were more likely to visit and make

purchases at specific ukay-ukay stores. This indicates the importance

of building a loyal customer base and providing exceptional customer

experiences to encourage positive word-of-mouth marketing.

3. Visual merchandising. The research highlighted the impact of visually

appealing displays and store layouts on customer behavior in ukay-

42
 ukay stores. Stores that implemented attractive and well-organized

visual merchandising techniques, such as color coordination, eye-

catching product displays, and strategic product placement, witnessed

higher footfall and increased sales compared to stores with less

appealing visual setups.

4. Price competitiveness. The study found that price competitiveness is a

significant factor influencing customer decision-making in the ukay-

ukay industry. Customers expressed a preference for stores that offered

reasonable prices for second-hand clothing items while maintaining

quality. Businesses that strategically priced their products based on

market demand and the condition of the items experienced higher sales

and customer satisfaction.

5. Customer engagement and loyalty programs. Findings revealed that

ukay-ukay businesses that implemented customer engagement

initiatives, such as loyalty programs and personalized promotions,

experienced greater customer retention and repeat purchases. These

programs not only incentivized customers to return but also fostered a

sense of brand loyalty and exclusivity among frequent consumers.

6. Collaboration with the local influencers. The findings of the study,

collaborations between ukay-ukay businesses and local bloggers or

influencers create beneficial outcomes. Influential people's social

media postings promoting or highlighting certain ukay-ukay businesses

or products improved visibility of the brand, visitor numbers, and

buyer interest. In order to reach more customers and target new

43
 consumer groups, collaborating with local influencers has shown to be

an effective advertising technique.

These findings provide insights into the marketing strategies that have

proven successful in the context of ukay-ukay businesses in Legazpi City. This

will serve as a basis for further discussion, analysis, and recommendations in

the concluding sections in our research paper.

Conclusions

After considering all the findings, the following conclusions are drawn:

1. The respondents of this study share some similarities in terms of their

profiles, marketing strategies, and the challenges they face when

implementing marketing strategies.

2. The marketing strategies commonly employed by ukay-ukay owners

are implementing referral programs and applying personalized

marketing approaches.

3. The level of effectiveness of marketing strategies employed by the

ukay-ukay owners is quite high notably in terms of achieving their

business goals, attracting new customers, customer interaction, and

reaching the target audience.

4. There are several challenges encountered by the ukay-ukay stores in its

marketing strategies such as financial constraints, limited resources,

level of competition, and adapting to meet the changing preferences

and demands of consumers in Legazpi City.

5. This study provides insights about how several ukay-ukay store owners

implement their marketing strategies and how they adapt to the

44
 different changes in the ukay-ukay industry to effectively enhance the

growth and success of their respective ukay-ukay stores.

Recommendations

The researchers formulated their recommendations based on the

collected data and information. As a result of the findings and conclusions,

therefore, it is recommended that:

1. Challenges concerning financial constraints may be solved by properly

addressing them and improving the implementation of marketing

strategies. By analyzing expenses, optimizing marketing strategies, and

embracing cost-effective digital channels, ukay-ukay store owners’

businesses can effectively navigate financial challenges and maximize

their resources for sustainable growth and success.

2. The government may provide marketing education and training

programs to owners and employees who lack expertise in marketing,

which may improve the success of their businesses. By equipping them

with the tools and expertise necessary to navigate the marketing

landscape, these programs can significantly contribute to the success

and growth of businesses across various sectors.

3. Ukay-ukay store owners may conduct comprehensive market research

to better understand the preferences and needs of their target audience.

By understanding the demographics, customer preferences, and

emerging trends, ukay-ukay store owners can make data-driven

decisions that enhance their inventory selection, marketing efforts, and

overall customer satisfaction. By staying attuned to their target

45
 audience, ukay-ukay store owners can position themselves as reliable

sources for fashionable and affordable clothing, driving customer

loyalty and business growth.

4. Ukay-ukay store owners may foster collaboration and networking

among themselves to share marketing insights and strategies. By

connecting with one another through associations, online communities,

or collaborative marketing efforts, ukay-ukay store owners can tap into

a wealth of collective knowledge, learn from each other's experiences,

and explore innovative marketing approaches. This collaborative spirit

not only enhances individual ukay-ukay store owners’ marketing

effectiveness but also contributes to the overall growth and success of

the ukay-ukay industry.

5. Ukay-ukay store owners may actively seek customer feedback and

engage with customers to refine and improve their marketing

strategies. By actively listening to customers, analyzing their feedback,

and incorporating their suggestions, ukay-ukay store owners can

enhance customer satisfaction, tailor their marketing efforts, and create

a shopping experience that resonates with their target audience. This

customer-centric approach not only strengthens the relationship

between the store and its customers but also contributes to the long-

term success and growth of the ukay-ukay business.

REFERENCES

Reference: Balbontin, M. A., & Carceller, M. R. (2019). An Analysis of the

Competing Strategies of Thrift Stores in San Fernando, Pampanga. Global

46
Journal of Management And Business Research, 19(1), 34-43.
https://journalofbusiness.org/index.php/GJMBR/article/view/2779

Reference: Rapanut, L. P., & Elijorde, D. A. (2019). Thrift store shopping

behavior: A qualitative study of Filipino millennials. Journal of Management
Policy and Practice, 20(1), 31-42.
https://www.researchgate.net/profile/Denver_Elijorde/publication/333757561_
Thrift_Store_Shopping_Behavior_A_Qualitative_Study_of_Filipino_Millenni
als/links/5d2823f692851cd7d4a999c4/Thrift-Store-Shopping-Behavior-A-
Qualitative-Study-of-Filipino-Millennials.pdf

Reference: Natividad, J. (2019). The role of marketing strategies in the growth

of thrift stores in the Philippines. Philippine Journal of Marketing, 6(2), 25-33.
https://www.philippinemarketing.net/

Reference: Balane, R. A., Barreto, J. L., & Cabral, C. A. (2021). Pricing and
promotion strategies of selected thrift stores. Asian Journal of Management
Sciences & Education, 10(3), 58-66.
https://ajmse.lekhrajasolutions.com/doi/abs/10.24113/ajmse.v10i3.593.

Reference: Dela Cruz, A. (2020). Social Media Marketing Strategies of Thrift

Stores in Naga City. Ateneo de Naga University Business and Economics
Review, 12(1), 70-85.
http://www.adnu.edu.ph/iss-rd/buseco-review/2019-2020/05_Dela-Cruz.pdf?
fbclid=IwAR2HX5pPcjMpdMPpjbvYssxVd0vbHUJBJx9uI5_ZorH18BFETV
OuTMIbGtY

Reference:
https://l.facebook.com/l.php?u=https%3A%2F%2F2.zoppoz.workers.dev%3A443%2Fhttps%2Fjournalofbusiness.org
%2Findex.php%2FGJMBR%2Farticle%2Fview%2F2779%3Ffbclid
%3DIwAR223LuXPYRtuxH69-
oNuKzviAf4SNJ9pUVD71FRyoQPC1HMV30lgSC1ups&h=AT0qltrHcgAU

47
RG8O-BF2MnkevvS2syWUE1HqP7nE0XeBrpKtrn6LmPg-
cX3V4Jj9lezoSlVH4_-
x58qjC58vniKXem62D2RvaxgxNhw6dVJ2CP2sEM77lGy1IsZXvrvn4al_sbj
Ex08TEQc

Reference: Fernandez, D. (2023, February). Tulfo bill wants ukay-ukay

legalization. Inquirer.Net.
https://www.google.com/amp/s/newsinfo.inquirer.net/1724948/tulfo-bill-
wants-ukay-ukay-legalization/amp

Reference: Ordoñez, JD. V. (2022, November 7). Coronavirus pandemic gives

Philippine Ukay-Ukay fresh appeal. Business World.
https://www.google.com/amp/s/www.bworldonline.com/top-stories/2022/11/0
7/485332/coronavirus-pandemic-gives-philippine-ukay-ukay-fresh-appeal/
%3famp

Reference: https://filipinowealth.com/how-to-start-a-thrift-shop-business-in-
the-philippines/

Reference: https://shopboxo.io/blog/how-to-start-a-ukay-ukay-business-in-the-
philippines

Reference: https://thriftbyhumble.com/blogs/news/thrifting-in-the-philippines-
part-1

Reference: https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.12

Reference: https://koreascience.kr/article/JAKO201615139871615.page

Reference: https://smallbusiness.chron.com/examples-competitive-
advantages-starting-thrift-store-10383.html

Reference: https://yourbusiness.azcentral.com/competitive-advantages-thrift-
store-4372.html

48
Reference: https://smallbusiness.chron.com/thrift-store-marketing-plan-
14146.html

Reference:
https://www.researchgate.net/publication/307644017_Buying_clothes_from_t
hrift_stores_an_analysis_of_young_people_consuming_second-
hand_clothing_in_Rio_de_Janeiro

Reference: https://ejournal.unsrat.ac.id/index.php/emba/article/view/39560

Reference: https://www.acrwebsite.org/volumes/8818/volumes/v30/NA-30

Reference:
https://mpra.ub.uni-muenchen.de/56942/1/MPRA_paper_56942.pdf

Reference:
https://mpra.ub.uni-muenchen.de/56943/1/MPRA_paper_56943.pdf

49
APPENDICES

50
 APPENDIX A
(APPROVAL LETTER)

Republic of the Philippines

DEPARTMENT OF EDUCATION
Region V
DIVISION OF LEGAZPI
South East-Asia Institute of Trade and Technology

June 23, 2023

MR. ERIC SIM B. BRIZUELA
Barangay Captain

51
Dear Mr. Brizuela,
Greetings!
In partial fulfillment of the requirements of ABM - 12 students of
South East-Asia Institute of Trade and Technology Inc. Legazpi Branch A.Y
2022-2023, we, the researchers, will be conducting a research study entitled,
“Marketing Strategies of Several Ukay-Ukay Stores in Legazpi City”.
We are in the process of gathering data through survey that will be
used in our study. Regarding this issue, we would like to ask for your
permission to conduct the survey in Brgy. 36, Capantawan, Legazpi City,
Albay that will help us obtain the information we need in relation to our topic.
The following are the members of this research:

AGRIPA, SAMANTHA L.
BARAL, MARIDEL A.
MARBELLA, CINDY LORRAINE
MATOCINOS, ARL JOVEL T.
MENDOZA, CLARRIZE ANN L.
MONTERO, LANIE D.

We would greatly appreciate your consent at our request.

Thank you for your time and positive action.

Respectfully Yours,
Cindy Lorraine Marbella
Research Leader

Noted by:
Vee-jay N. Manrique
Research Project Adviser

Approved By:
Eric Sim B. Brizuela
Barangay Captain

52
 APPENDIX B
(TABLE OF SPECIFICATIONS)

Socio-Demographic Profile of the Respondents

AGE

Age Frequency Percentage

25 - 30 3 30%

31 - 35 3 30%

53
 36 - 40 1 10%

41 - 45 2 20%

45 - 50 1 10%

Total 10 100%
Table 1: Age

SEX

Frequency Percentage

Female 6 60%

Male 4 40%

Total 10 100%
Table 1.1: Sex

CIVIL STATUS

Frequency Percentage

Single 4 40%

Married 5 50%

Widow 1 10%

Total 10 100%
Table 1.2: Civil Status

INCOME

Frequency Percentage

Less than 10,000 2 20%

10,001 - 15,000 4 40%

15,001 - 20,000 2 20%

20,001 - 25,000 0 0%

54
 25,001 - 30,000 2 20%

Total 10 100%
Table 1.3: Income

Frequency TW Adj.
Statements M I
5 4 3 2 1
SA A N D SD

1. Using online advertising (e.g.,

Google Ads, banner ads) in driving 4 3 2 1 0 4.30 SA
traffic to your Ukay-Ukay store’s
website or social media platforms in
Legazpi City.

2. Participating in collaborative events

(e.g., fashion shows, pop-up shops) 3 3 3 1 0 3.80 A
with other local businesses on
increasing brand exposure and
attracting customers to your Ukay-
Ukay store.

3. Implementing referral programs

(e.g., offering discounts to customers 6 2 1 1 0 4.30 SA
who refer others) in generating new
customer acquisition and sales for your
Ukay-Ukay store in Legazpi City.

4. Initiating community involvement

(e.g., sponsoring local events, 3 5 0 2 0 3.90 A
supporting charities) on enhancing
brand reputation and customer loyalty
towards your Ukay-Ukay store in
Legazpi City.

5. Applying personalized marketing

approaches (e.g., targeted email 6 2 2 0 0 4.40 SA
campaigns, personalized
recommendations) in increasing
customer engagement and driving sales
for your Ukay-Ukay in Legazpi City.

6. Implementing loyalty programs (e.g.,

point-based systems, exclusive 4 1 3 1 1 3.60 A
discounts for returning customers) on
fostering customer loyalty and repeat
purchases at your Ukay-Ukay in
Legazpi City.

7. Carrying out content marketing

efforts (e.g., blog articles, video 4 1 3 1 1 3.60 A
tutorials) in providing value to
customers and building brand

55
credibility for your Ukay-Ukay in
Legazpi City.

8. Collaborating with influencers (e.g.,

fashion bloggers, social media 1 3 3 1 2 3.00 N
influencers) on increasing brand
visibility and customer engagement for
your Ukay-Ukay store in Legazpi City.

9. Using mobile marketing strategies

(e.g., SMS marketing, mobile app) in 2 1 6 1 0 3.40 N
reaching and engaging with customers
on their mobile devices for your Ukay-
Ukay store in Legazpi City.

10. Using print advertising (e.g.,

newspaper ads, flyers) on increasing 4 3 2 1 0 4.00 A
brand awareness and driving customer
traffic for your Ukay-Ukay store in
Legazpi City.

General Weighted Mean 3.83 A

Table 2: Marketing Strategies

Frequency TW Adj.
Statements M I
5 4 3 2 1
EE QE M SE NE
E

1. The effectiveness of your Ukay-

Ukay store’s marketing strategy in 7 2 1 0 0 4.60 EE
achieving your business goals in
Legazpi City.

2. The effectiveness of your marketing

strategies in attracting new customers 7 2 1 0 0 4.60 EE
to your Ukay-Ukay store in Legazpi
City.

3. The effectiveness of your marketing

strategies in increasing brand 2 6 2 0 0 4.00 QE
awareness among the target audience in
Legazpi City.

4.The effectiveness of your marketing

strategies in engaging and interacting 7 1 2 0 0 4.50 EE
with customers in Legazpi City.

5. The effectiveness of your marketing

strategies in converting leads and 3 7 0 0 0 4.30 EE
prospects into actual sales for your
Ukay-Ukay store in Legazpi City.

56
6. The effectiveness of your marketing
strategies in retaining existing 5 1 2 2 0 3.90 QE
customers and encouraging repeat
purchases in Legazpi City.

7. The effectiveness of your marketing

strategies in generating a positive return 1 6 2 1 0 3.70 QE
on investment (ROI) for your Ukay-
Ukay store in Legazpi City.

8. The effectiveness of your marketing

strategies in differentiating your Ukay- 5 4 1 0 0 4.40 EE
Ukay store from competitors in Legazpi
City.

9. The effectiveness of your online

marketing channels (e.g., website, 7 1 1 1 0 4.40 EE
social media) in reaching and engaging
with your target audience in Legazpi
City.

10. The effectiveness of your offline

marketing channels (e.g., print media, 4 0 5 1 0 3.70 QE
billboards) in reaching and attracting
customers to your Ukay-Ukay store in
Legazpi City.

General Weighted Mean 4.21 EE

Table 3: Effectiveness of Marketing Strategies

Frequency TW Adj.
Statements M I
5 4 3 2 1
EC QC M SC NC
C

1. Financial constraints hinder the

implementation of your marketing 5 2 3 0 0 4.20 QC
strategies for your Ukay-Ukay store in
Legazpi City.

2. Lack of marketing expertise poses

challenges in implementing effective 0 7 2 1 0 3.40 MC
marketing strategies for your Ukay-
Ukay store in Legazpi City.

3. Impact of limited resources (e.g.,

time, personnel) on the successful 6 3 1 0 0 4.50 EE
execution of your marketing strategies
for your Ukay-Ukay store in Legazpi
City.

4.The level of competition in the Ukay-

Ukay industry in Legazpi City and its

57
impact on the effectiveness of your 5 4 1 0 0 4.40 EE
marketing strategies.

5. Effectively targeting and reaching

your desired audience with your 3 4 3 0 0 4.00 QC
marketing strategies for your Ukay-
Ukay store in Legazpi City.

6. Keeping up with evolving marketing

trends and incorporating them into your 2 4 3 1 0 3.70 QC
strategies for your Ukay-Ukay store in
Legazpi City.

7. Accurately measuring the return on

investment (ROI) of your marketing 0 5 4 0 1 3.30 MC
strategies for your Ukay-Ukay store in
Legazpi City.

8. Adapting your marketing strategies

to meet the changing preferences and 6 2 1 1 0 4.30 EC
demands of consumers in Legazpi City.

9. Effectively balancing your online

and offline marketing efforts for your 3 4 2 1 0 3.90 QC
Ukay-Ukay store in Legazpi City.

10. Accurately evaluating the

performance and impact of your 2 4 3 0 1 3.50 QC
marketing strategies for your Ukay-
Ukay store in Legazpi City.

General Weighted Mean 3.92 QC

Table 4: Challenges in the Implementation of Marketing Strategies

58
 APPENDIX C
(SURVEY QUESTIONNAIRE)

Marketing Strategies of Several Ukay-Ukay Stores

Survey Questionnaire

Directions: We sincerely request that you answer the form and survey
completely and with full honesty. There are no right or wrong answers. Your
answers will be kept strictly confidential and you will not be identified.

PART I: Socio-Demographic Profiles of the Respondents

59
Name (Optional):
Age:
Sex:
Civil Status:
Income:

PART II: Marketing Strategies

Directions: Put a check on the boxes that correspond to whether you strongly
agree, agree, neutral, disagree, or strongly disagree on the following
statements.

Scale: 5 - Strongly agree

4 - Agree
3 - Neutral
2 - Disagree
1 - Strongly disagree

5 4 3 2 1
(Strongly (Agree) (Neutral) (Disagree) (Strongly
MARKETING
agree) disagree)
STRATEGIES
Using online advertising (e.g.,
Google Ads, banner ads) in
driving traffic to your Ukay-
Ukay store’s website or social
media platforms in Legazpi
City.

Participating in collaborative
events (e.g., fashion shows,
pop-up shops) with other
local businesses on increasing
brand exposure and attracting
customers to your Ukay-Ukay
store.

Implementing referral
programs (e.g., offering
discounts to customers who
refer others) in generating
new customer acquisition and
sales for your Ukay-Ukay

60
store in Legazpi City.

Initiating community
involvement (e.g., sponsoring
local events, supporting
charities) on enhancing brand
reputation and customer
loyalty towards your Ukay-
Ukay store in Legazpi City.

Applying personalized
marketing approaches (e.g.,
targeted email campaigns,
personalized
recommendations) in
increasing customer
engagement and driving sales
for your Ukay-Ukay in
Legazpi City.

Implementing loyalty
programs (e.g., point-based
systems, exclusive discounts
for returning customers) on
fostering customer loyalty
and repeat purchases at your
Ukay-Ukay in Legazpi City.

Carrying out content

marketing efforts (e.g., blog
articles, video tutorials) in
providing value to customers
and building brand credibility
for your Ukay-Ukay in
Legazpi City.

Collaborating with
influencers (e.g., fashion
bloggers, social media
influencers) on increasing
brand visibility and customer
engagement for your Ukay-
Ukay store in Legazpi City.

Using mobile marketing

strategies (e.g., SMS
marketing, mobile app) in
reaching and engaging with
customers on their mobile
devices for your Ukay-Ukay
store in Legazpi City.

Using print advertising (e.g.,

newspaper ads, flyers) on
increasing brand awareness

61
and driving customer traffic
for your Ukay-Ukay store in
Legazpi City.

PART III: Effectiveness of Marketing Strategies

Directions: Put a check on the boxes that correspond to whether you find the

following statements extremely effective, quite effective, moderately effective,

slightly effective, or not effective at all.

Scale: 5 - Extremely effective

4 - Quite effective
3 - Moderately effective
2 - Slightly effective
1 - Not effective at all

5 4 3 2 1
(Extremel (Quite (Moderate (Slightly (Not
EFFECTIVENESS OF
y effective) ly effective) effective
MARKETING effective) effective) at all)
STRATEGIES

The effectiveness of your

Ukay-Ukay store’s marketing
strategy in achieving your
business goals in Legazpi
City.

The effectiveness of your

marketing strategies in
attracting new customers to
your Ukay-Ukay store in
Legazpi City.

The effectiveness of your

marketing strategies in
increasing brand awareness
among the target audience in
Legazpi City.

The effectiveness of your

marketing strategies in
engaging and interacting with
customers in Legazpi City.

The effectiveness of your

marketing strategies in

62
converting leads and
prospects into actual sales for
your Ukay-Ukay store in
Legazpi City.

The effectiveness of your

marketing strategies in
retaining existing customers
and encouraging repeat
purchases in Legazpi City.

The effectiveness of your

marketing strategies in
generating a positive return
on investment (ROI) for your
Ukay-Ukay store in Legazpi
City.

The effectiveness of your

marketing strategies in
differentiating your Ukay-
Ukay store from competitors
in Legazpi City.

The effectiveness of your

online marketing channels
(e.g., website, social media)
in reaching and engaging with
your target audience in
Legazpi City.

The effectiveness of your

offline marketing channels
(e.g., print media, billboards)
in reaching and attracting
customers to your Ukay-Ukay
store in Legazpi City.

PART IV: Challenges in the Implementation of Marketing Strategies

Directions: Put a check on the boxes that correspond to whether you find the
following statements extremely challenging, quite challenging, moderately
challenging, slightly challenging, or not challenging at all.

Scale: 5 - Extremely challenging

4 - Quite challenging
3 - Moderately challenging
2 - Slightly challenging
1 - Not challenging at all

63
 5 4 3 2 1
CHALLENGES (Extremel (Quite (Moderate (Slightly (Not
y challengin ly challengin challengin
challengin g) challengin g) g at all)
g) g)

Financial constraints hinder

the implementation of your
marketing strategies for your
Ukay-Ukay store in Legazpi
City.

Lack of marketing expertise

poses challenges in
implementing effective
marketing strategies for your
Ukay-Ukay store in Legazpi
City.

Impact of limited resources

(e.g., time, personnel) on the
successful execution of your
marketing strategies for your
Ukay-Ukay store in Legazpi
City.

The level of competition in

the Ukay-Ukay industry in
Legazpi City and its impact
on the effectiveness of your
marketing strategies.

Effectively targeting and

reaching your desired
audience with your marketing
strategies for your Ukay-
Ukay store in Legazpi City.

Keeping up with evolving

marketing trends and
incorporating them into your
strategies for your Ukay-
Ukay store in Legazpi City.

Accurately measuring the

return on investment (ROI) of
your marketing strategies for
your Ukay-Ukay store in
Legazpi City.

Adapting your marketing

strategies to meet the
changing preferences and
demands of consumers in

64
Legazpi City.

Effectively balancing your

online and offline marketing
efforts for your Ukay-Ukay
store in Legazpi City.

Accurately evaluating the

performance and impact of
your marketing strategies for
your Ukay-Ukay store in
Legazpi City.

65
 APPENDIX D
(CURRICULUM VITAE)

PERSONAL INFORMATION:

Name : Cindy Lorraine Marbella

Address : Brgy. 16, Maslog, Legazpi City
Age : 17 years old
Birth Date : September 12, 2005
Birthplace : Calamba, Laguna
Civil Status : Single
Father’s Name : N/A
Mother’s Name : Rechie Marbella

66
EDUCATIONAL ATTAINMENT:

Senior High : South East Asia Institute of Trade and

Technology
Secondary : St. Raphael Academy
Primary : Maslog Elementary School

HONORS AND AWARDS:

Pre- School : Valedictorian

Grade 1-10 : With Honor

I hereby certify that the above information is true and correct to the best
of my knowledge and belief.

Cindy Marbella
PERSONAL INFORMATION: Student

Name : Samantha L. Agripa

Address : Purok 3, Brgy. 55, Centro, Estanza,
Legazpi City, Albay
Age : 17 years old
Birth Date : November 01, 2005
Birthplace : Legazpi, City
Civil Status : Single
Father’s Name : Gilberto Agripa
Mother’s Name : Gina Agripa

67
EDUCATIONAL ATTAINMENT:

Senior High : South East Asia Institute of Trade and

Technology
Secondary : Taysan Resettlement Integrated School
Primary : Estanza Elementary School

HONORS AND AWARDS:

Elementary : With Honor

Grade 1-10 : With Honor

I hereby certify that the above information is true and correct to the best
of my knowledge and belief.

Samantha Agripa
PERSONAL INFORMATION: Student

Name : Clarrize Ann Mendoza

Address : Purok 4, Malabog, Daraga, Albay
Age : 18 years old
Birth Date : December 27, 2004
Birthplace : Malabog, Daraga, Albay
Civil Status : Single
Father’s Name : Nally Mendoza

68
Mother’s Name : Claire Mendoza

EDUCATIONAL ATTAINMENT:

Senior High : South East Asia Institute of Trade and

Technology
Secondary : Malabog National High School
Primary : Upper Malabog Elementary School

HONORS AND AWARDS:

Grade 7-11 : With Honor

I hereby certify that the above information is true and correct to the best
of my knowledge and belief.

Clarrize Ann Mendoza

Student
PERSONAL INFORMATION:

Name : Maridel Baral

Address : Purok 3, Malobago, Manito, Albay
Age : 18 years old
Birth Date : August 13, 2004
Birthplace : Legazpi City

69
Civil Status : Single
Father’s Name : Alan Baral
Mother’s Name : Marivic Baral

EDUCATIONAL ATTAINMENT:

Senior High : South East Asia Institute of Trade and

Technology
Secondary : Cawayan High School
Primary : Malobago Elementary School

HONORS AND AWARDS:

Grade 1-10 : With Honor

Grade 11 : With High Honor

I hereby certify that the above information is true and correct to the best
of my knowledge and belief.

Maridel Baral
Student
PERSONAL INFORMATION:

Name : Arl Jovel Matocinos

Address : Purok 6, Malangka, Taysan,
Legazpi City, Albay
Age : 19 years old

70
Birth Date : May 01, 2004
Birthplace : Quirangay, Camalig, Albay
Civil Status : Single
Father’s Name : Jovenal Bosquillos
Mother’s Name : Alicia Bosquillos

EDUCATIONAL ATTAINMENT:

Senior High : South East Asia Institute of Trade and

Technology
Secondary : Taysan Resettlement Integrated School
Primary : Taysan Elementary School

HONORS AND AWARDS:

I hereby certify that the above information is true and correct to the best
of my knowledge and belief.

Arl Jovel Matocinos

Student
PERSONAL INFORMATION:

Name : Lanie Montero

Address : Cabacongan, Manito, Albay

71
Age : 18 years old
Birth Date : August 23, 2004
Birthplace : Manito Albay
Civil Status : Single
Father’s Name : Jimmy Montero
Mother’s Name : Yolanda Montero

EDUCATIONAL ATTAINMENT:

Senior High : South East Asia Institute of Trade and

Technology
Secondary : Cawayan High School
Primary : Cabacongan Elementary School

HONORS AND AWARDS:

I hereby certify that the above information is true and correct to the best
of my knowledge and belief.

Lanie Montero
Student
PERSONAL INFORMATION:

72
Name : Rommel Bosquillos
Address : Purok 1, Tinago, Camalig, Albay
Age : 20 years old
Birth Date : November 08, 2002
Birthplace : Tinago, Camalig, Albay
Civil Status : Single
Father’s Name : Edmundo Bosquillos
Mother’s Name : Lourdes Bosquillos

EDUCATIONAL ATTAINMENT:

Senior High : South East Asia Institute of Trade and

Technology
Secondary : Ilawod National High School
Primary : Camalig North Central School

HONORS AND AWARDS:

Conduct Award
Yhanokz and Mayhana Award

I hereby certify that the above information is true and correct to the best
of my knowledge and belief.

Rommel Bosquillos
Student

73
 APPENDIX E
(DOCUMENTATION)

74
75
76