INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025  
Marketing Management Strategies of Local Food Industries in Sta.  
Maria, Ilocos Sur: A Customer’s Perspective  
Quidulit, Benjo M  
College of International Tourism and Hospitality Management, Lyceum of the Philippines University,  
Manila Philippines  
DOI: https://dx.doi.org/10.47772/IJRISS.2025.91100179  
Received: 20 November 2025; Accepted: 26 November 2025; Published: 04 December 2025  
ABSTRACT  
This study aimed to assess the marketing management strategies of local food industries in Sta. Maria, Ilocos  
Sur, from the perspective of their customers. Specifically, it examined the profiles of customers, the level of  
marketing strategies in terms of product, price, promotion, place, and people, and the relationship between  
customer demographics and marketing effectiveness. A descriptive-correlation research design was employed,  
surveying sixty (60) customers using a validated questionnaire. Data were analyzed using frequency, percentage,  
mean, and simple correlation analysis.  
The results indicated that the majority of customers were young adults between the ages of 26 and 30, primarily  
comprising women who are single and hold college degrees, implying that these demographics prefer dining out  
due to convenience and available disposable income. Customers expressed strong agreement regarding the high  
performance of local food businesses in every marketing aspect, such as product quality, reasonable pricing,  
effective promotional strategies, convenient locations, and well-informed staff. Furthermore, no notable  
correlation was observed between customer demographic factors and the perceived effectiveness of marketing  
techniques, suggesting that marketing initiatives resonate widely across various customer demographics.  
Based on the findings, the recommendations include upholding high standards across all marketing dimensions,  
enhancing digital visibility via social media platforms and online ordering systems, prioritizing consistent quality  
and customer satisfaction, and promoting local ingredients, cultural traditions, and community support to foster  
customer loyalty and regional pride. This study offers essential insights for business proprietors, policymakers,  
and stakeholders to refine marketing strategies, boost customer engagement, and promote sustainable  
development within the local food sector of Sta. Maria, Ilocos Sur.  
Keywords: local food industry, marketing management strategies, and customer perception  
INTRODUCTION  
To deal professionally with the wide range of elements affecting a business's potential to expand and succeed,  
managers want innovative processes that they believe will facilitate the business's optimal positioning in its  
competitive environment. Strategic management allows for such positioning since it enhances preparedness for  
unforeseen internal or competitive demands. Strategic management is a comprehensive method for developing,  
implementing, and evaluating managerial decisions for the firm to achieve its goals. Hence, strategic  
management in a local food industry provides planning, innovation of products, and marketing strategies through  
promotional activities with quality products or services.  
The Philippine archipelago is packed with scenic views coming from its wealthy characteristic wonders. Usually,  
the essential reason why both neighborhood and remote tourists are so enthusiastic to explore the islands. On  
this part, the Philippines is one of the most popular in terms of the food industry, it comprises the local foods  
which are so popular and unexpected taste of the foods. Filipino cuisine reflects with people, history, and culture  
of the region or island that has a unique or own trademark of foods. Food is very important to the Filipino  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025  
lifestyle and the best way to acquire knowledge about the deep understanding and diverse culture within the  
Philippines.  
The local food of the Philippines is unique in its distinction of flavor, texture, aroma, and symbolism of history.  
From the Qatar Tribune (2022) of Gomes, one of the restaurant consultants, celebrity Chef Adrillana says that  
“Filipino cuisine centers around sweet (tamis), sour (asim), and salty (alat) as the base cooking flavor with a  
variety of textures. Most dishes are served alongside glutinous rice. They have rice in almost every course, from  
appetizers to desserts.  
The Food Industry gives nourishment and refreshments fundamentally together with settlement or lodging  
establishment for a cost. The industry comes beneath the benefit category where the client is advertised not as if  
it were neighborliness but as a whole-some feasting encounter. The Food Industry is diverse and full of changes  
and developments over a year that provides customer needs and satisfaction. This industry is one of the foremost  
quickly developing businesses, it includes the global industry supply chain that incorporates food handling,  
packaging, branding, and conveyance. This industry, includes restaurants, bars, bed and breakfast  
accommodations, resorts, and others that are connected by the industry that commits to serving the people with  
the right quality food at the right price, giving the right demand and unexpected beyond service. In addition, the  
food industry contributes to the economy with its more profitable part under the tourism industry.  
According to the UNESCO, Ilocos Sur is world-famous for not one, but two UNESCO World Heritage  
Destinations that let you travel back in time. UNESCO depicts Ilocos Sur’s capital city, Vigan, as “the best-  
preserved illustration of an arranged Spanish colonial town in Asia.” In the interim, Santa Maria Church brags  
for one of the foremost memorable architectural plans of the entire nation, capturing the European Florid fashion  
and adjusting it to the Philippine environment. Ilocos Sur has a rich heritage and unique culture that is preserved  
for the next generation because it is observed that many of these traditions, songs, dances, and other Ilocano  
cultures are no longer familiar to the younger generations. Since Ilocos Sur could be a coastal area, the Spaniards  
built a few watchtowers around the area to ensure its communities from privateers.  
The food industry has been one of the most booming industries in Sta. Maria, Ilocos Sur, Nonetheless, Sta. Maria  
is said one of the riches in terms of culture and history. Because of this, a lot of people from nearby towns and  
the rest of the Philippines visit this rich and historical abode to experience its diverse and unique offerings. With  
this, food industries within the Sta. Maria increased abruptly over the last few decades. Having said that, Sta.  
Maria ventured into this industry and it is good to note that there are local food business owners who were lucky  
enough to elevate the quality of their life through this.  
This study signifies to assess the marketing management strategies of local food industries in Sta. Maria, Ilocos  
Sur, lies in understanding on how these strategies impact customer engagement, sales growth, and local  
economic development. This study helps identify which marketing approaches effectively attract and retain  
customer. It can provide insights for local businesses to innovate and adapt their marketing efforts, ensuring the  
sustainability of the food industry in Sta. Maria while promoting the rich cultural heritage and unique food  
products of the area. Furthermore, the study supports local government units and stakeholders in crafting policies  
and programs that enhance the competitiveness of local food enterprises, contributing to community  
empowerment and tourism growth. This focus on Sta. Maria, Ilocos Sur, highlights the importance of its unique  
local food products and shows the need to update marketing strategies to fit changing market conditions. It  
contributes valuable information for improving the local food industry and adds to research in this area in a  
simple and clear way.  
Objectives/ Statement of the Problem  
The study generally aims to determine the level of strategies of local food industries in Sta. Maria, Ilocos Sur.  
Specifically, it sought to answer the following questions:  
1. What is the profile of the respondents in terms of the following:  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025  
1.1.age,  
1.2.gender,  
1.3.civil status, and  
1.4.educational attainments?  
2. What is the level marketing management strategies of local food industries in Sta. Maria, Ilocos Sur  
terms of the following:  
2.1. product;  
2.2. price;  
2.3. promotion; and  
2.4. place?  
3. Is there a significant relationship between the profile of the respondents and their level of marketing  
management strategies of local food industries in Sta. Maria, Ilocos Sur?  
Hypothesis of the Study  
The study has significant relationship between the profile of the respondents and the level of marketing  
management strategies of local food industries in Sta. Maria, Ilocos Sur.  
Significant of the Study  
This study provides valuable insights that can benefit the following stakeholders by enhancing:  
1. Local food business owners: improving their marketing strategies to effectively connect with customers  
and boost brand loyalty.  
2. Customers/consumers: gaining better access to quality, fresh, and authentic local food products aligned  
with their preferences.  
3. Community and tourism promoters: leveraging local food as a cultural and economic asset to attract  
visitors and promote regional identity.  
4. Policymakers and local government units: crafting informed policies and support programs that foster  
sustainable growth in the local food sector.  
5. Marketers and brand managers: developing community-focused campaigns that increase consumer trust  
and engagement through social and environmental responsibility.  
REVIEW OF RELATED LITERATURE/ CONCEPTUAL FRAMEWORK  
From the study of Usman et al. (2019) highlight that this preference also stems from cultural and habitual factors  
where cash is trusted as a straightforward and universally accepted medium of exchange. Even with the  
increasing presence of mobile payment technologies and digital financial services, the dominance of cash reflects  
socio-economic realities and the need for inclusive payment systems that cater to all segments, especially in less  
urbanized communities where local food industries often operate.  
Furthermore, effective inventory tracking is essential for businesses in the food sector, as highlighted by research  
like that of Kumar and Anbanandam (2020). It prevents stockouts, ensuring customers have continuous access  
to products, which is particularly vital in the food industry where freshness is critical. Adequate inventory control  
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improves customer satisfaction by avoiding scenarios where favorite items are unavailable, thus minimizing  
customer annoyance and enhancing the overall shopping experience. In addition, effective inventory systems  
allow companies to uphold product quality by monitoring expiration dates and reducing waste, which also leads  
to savings on operational costs. Sophisticated inventory management techniques, such as real-time monitoring  
and automated restocking, enable businesses to swiftly adapt to changes in demand, maintaining ideal stock  
levels. This ability to respond fosters customer confidence and loyalty, as customers can depend on the steady  
availability and freshness of local food products. Consequently, implementing strong inventory monitoring  
systems is essential for maintaining customer satisfaction and improving business performance within local food  
industries.  
According to Grunert (2005), it is clear that the perceived quality significantly impacts consumer trust in food  
products. Consumer trust is shaped not only by the inherent attributes of food, such as flavor, texture, and  
freshness, but also by external indicators like branding, packaging, pricing, and the point of purchase. Grunert's  
Total Food Quality Model illustrates that the perception of food quality is a complex construct that influences  
purchasing decisions at every stage, including before, during, and after consumption. Trust develops when the  
anticipated quality, based on these indicators, is consistent with the actual quality experienced. This trust is  
essential in the food industry as it fosters repeat purchases and customer loyalty.  
Ramirez and Goldsmith (2018) reinforce the concept that a variety of products enhances customer satisfaction  
by meeting a range of preferences and needs. Their study indicates that offering an extensive selection of  
products enables customers to discover items that best match their unique tastes, dietary needs, and lifestyle  
choices, leading to greater overall satisfaction with local food businesses. Furthermore, product variety can  
improve perceptions of service quality and fair pricing, resulting in a more positive shopping experience.  
Widjaja and Giovanni (2018) note that the uptake of online transaction systems in local markets is significantly  
shaped by consumers' familiarity with technology and their trust in these systems. This suggests that individuals  
who are more at ease and experienced with digital platforms tend to prefer online payment methods.  
Additionally, trust is a crucial factor, as consumers require confidence in the security, dependability, and  
confidentiality of their transactions before fully committing to digital payments. In local market settings where  
cash payments have traditionally prevailed, these elements become even more critical. Enhancing consumer trust  
through transparent processes, dependable technology, and positive user experiences can facilitate the wider  
acceptance of online transactions.  
This observation aligns with the concept of cost-plus pricing, a well-known pricing strategy in which companies  
secure profitability by adding a markup to their production expenses (Nagle & Müller, 2018). For local food  
businesses, this method entails calculating the total expense of creating a food product—including ingredients,  
labor, overhead, and other costs—and then applying a predetermined profit margin to establish the selling price.  
Cost-plus pricing offers consistent profit margins, streamlines pricing choices, and assists in covering all  
incurred costs. It is especially beneficial in the food sector where managing expenses is essential for maintaining  
sustainability.  
The research conducted by Channa and Pitafi (2023) indicates that competitive dynamics play a crucial role in  
shaping pricing strategies, particularly in small and medium-sized food enterprises. In markets characterized by  
competition, companies must meticulously assess their competitors' pricing, differentiate their products, and  
meet customer expectations to effectively position their own prices. The fierce competition among rivals often  
compels food businesses to modify their prices in order to preserve their market share, while the negotiating  
power of both buyers and suppliers also influences price-setting decisions.  
Recent empirical research, including a study by Ortez et al. (2024), reveals that consumers' willingness to pay  
(WTP) for local food items fluctuates in accordance with demand trends, leading local producers to alter their  
pricing. This variability implies that producers strategically determine prices not only based on production  
expenses but also by evaluating customers' maximum willingness to pay, which can change due to seasonality,  
shifts in consumer preferences, and evolving market conditions. Gaining insight into WTP enables local food  
producers to refine their pricing strategies to optimize revenue while ensuring customer satisfaction, thus striking  
a balance between profitability and accessibility.  
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The research aligns with the findings of Ilbery and Maye (2005), which emphasize that local food systems are  
significantly influenced by regional socioeconomic and environmental factors. Their study indicates that these  
contextual variables affect not only the processes of production and supply but also the pricing strategies in local  
food markets. For instance, elements like geographic location, infrastructure quality, availability of local labor,  
and environmental conditions impact production expenses as well as supply chain effectiveness, thereby  
influencing price determinações. In addition, social elements such as community values, local culture, and  
consumer expectations are crucial in shaping the demand side of the local food economy, influencing pricing  
strategies as well.  
As noted by Thilmany et al. (2018), the cost structure includes both direct costs—like raw materials, ingredients,  
and labor—and indirect costs encompassing utilities, rent, and marketing expenditures. Food businesses often  
utilize cost-plus pricing, which involves calculating the total production cost and then adding a markup to secure  
profitability. This approach offers a clear and dependable method for pricing, enabling businesses to cover all  
expenses incurred while sustaining viable profit margins. Furthermore, a thorough understanding of cost  
components allows businesses to strategically modify prices in response to market fluctuations, competition, and  
customer demand, ensuring they remain competitive and economically viable.  
Research in marketing reveals that digital channels such as Facebook, Instagram, and company websites  
significantly boost visibility, customer interaction, and brand recall for various businesses, including those in  
the local food sector. According to Duffett (2017) and Ahmad et al. (2019), these platforms provide businesses  
with the capability to swiftly reach broader audiences and engage customers through interactive content,  
promotional efforts, and direct communication.  
Research consistently shows that personal recommendations are among the most reliable and effective forms of  
marketing, often outperforming paid advertisements (Jalilvand & Samiei, 2012). Unlike paid advertisements,  
which can be seen as biased or disruptive, word-of-mouth (WOM) promotions inherently carry trust because  
they come from personal connections like friends, family, or colleagues who provide genuine experiences.  
Studies reveal that personal referrals establish immediate credibility and greatly affect consumer choices, with  
referred customers showing a higher likelihood to trust, engage with, and buy from a business. Furthermore, the  
research indicates that while food delivery apps greatly enhance visibility and sales, their effectiveness varies  
depending on the extent of technological adoption and the size of the market, in line with findings by Li, Mirosa,  
and Bremer (2020).  
The research conducted by Widjaja and Giovanni (2018) examined how Online-to-Offline (O2O) service quality  
and brand image impact customer satisfaction and repeat purchase intentions. Their findings suggest that high  
O2O service quality (such as responsiveness, reliability, and empathy) and a positive brand image lead to greater  
customer satisfaction and an increased likelihood of repeat purchases. This supports the notion that local food  
businesses utilizing digital ordering channels (phone, email, online) not only enhance convenience but also foster  
customer trust and loyalty, which aligns well with the high ratings customers give these ordering methods.  
According to research by Ilbery and Maye (2005), regional brands often act as signals of quality that convey  
authenticity, safety, and cultural heritage, thereby boosting consumer confidence in local products. Regional  
branding can further distinguish products by highlighting their unique geographical origins, traditional  
production techniques, and sustainability credentials, all of which resonate with the increasing consumer values  
centered around health and environmental awareness. Empirical evidence reveals that regional brand  
endorsement, particularly when supported by government certification or community recognition, enhances  
brand trust and positively sways purchase intentions.  
Research by Batat (2021) highlights that personal interactions, familiarity, and physical presence are essential  
elements that continue to influence customer loyalty in local food markets. Customers tend to appreciate the  
direct relationship with producers or sellers, which cultivates a sense of trust, authenticity, and belonging to the  
community. This interpersonal connection strengthens loyalty as customers feel more engaged and supported,  
viewing the local food experience as more than merely a transaction. Studies indicate that such personal  
engagement can result in more effective word-of-mouth promotion and repeat business, which are crucial for  
the sustainability of local food enterprises.  
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According to Mount (2012), local food systems are crucial for fostering community engagement and enhancing  
market dynamism. These systems encourage active involvement by local residents in food production,  
distribution, and decision-making, fostering a sense of ownership and shared responsibility. Community  
participation enhances social relationships, promotes collaborative efforts, and leads to the creation of local  
initiatives like farmers' markets, food festivals, and community-supported agriculture programs. This proactive  
engagement not only improves access to fresh, culturally relevant foods but also builds resilience by forming  
adaptive networks that cater to local needs and challenges. The vitality of local food markets is further bolstered  
by this culture of participation, which stimulates innovation, sustainability, and equitable food access.  
Thilmany et al. (2018) state that localized food supply chains contribute to job creation and reinforce regional  
economic resilience. Their findings show that local food systems generate a greater level of regional economic  
activity, including employment opportunities and contributions to gross domestic product (GDP), when  
compared to traditional food supply chains. This is because local production and processing heighten the demand  
for local labor, support small and medium-sized businesses, and foster the circulation of money within the  
community, thereby enhancing overall economic stability.  
The SERVQUAL model developed by Parasuraman, Zeithaml, and Berry (1988) highlights five essential  
dimensions of service quality that influence customer satisfaction: responsiveness, assurance, reliability,  
empathy, and tangibles. Of these dimensions, responsiveness denotes the readiness and capability of employees  
to assist customers swiftly, while assurance pertains to the employees’ expertise, politeness, and ability to instill  
trust and confidence. Competent and knowledgeable employees enhance the brand image by being seen as  
dependable and trustworthy, which markedly increases customer faith in the business. This model stresses the  
importance of consistently providing high-quality service across these areas to boost customer satisfaction and  
encourage loyalty, which is particularly significant for local food businesses seeking to establish enduring  
customer connections.  
Research by Singh and Khan (2012) shows that the effectiveness of upselling improves when staff exhibit strong  
interpersonal skills and are familiar with the products. When employees have a deep understanding of the  
products, they can make personalized and relevant recommendations, which enrich the customer experience  
instead of coming off as pushy. Employees with strong interpersonal abilities can connect with customers  
through empathy and responsiveness, fostering trust and raising the chances of acceptance. This synergy not  
only enhances immediate sales but also promotes customer satisfaction and loyalty, as customers feel they are  
being valued and supported. Thus, for local food businesses, equipping staff with knowledge about products and  
communication skills is vital for achieving successful upselling that benefits both customers and the business.  
As noted by Tsaur and Lin (2004), investing in employee training enhances their service behavior, competence,  
and confidence, which in turn leads to improved service quality. This improvement, coupled with job satisfaction  
and organizational support, creates a positive feedback loop that enhances customer experiences and strengthens  
loyalty. Proper training allows staff to address customer needs more effectively, boosting responsiveness,  
reliability, and assurance, all of which are crucial for satisfaction. Therefore, local food businesses should  
prioritize comprehensive employee training programs to raise service standards and cultivate a loyal customer  
base.  
The research conducted by Homburg, Müller, and Klarmann (2011) reveals that a strong customer focus and  
engagement are vital traits associated with increased brand trust and more effective customer interactions. Their  
results indicate that when employees and sales staff display a sincere concern for customer needs and nurture  
emotional and relational bonds, it enhances trust in the brand. This trust, in turn, leads to stronger customer  
loyalty and deeper engagement, generating a favorable cycle of positive brand experiences. Customer  
engagement, which reflects emotional and behavioral commitment to the brand, is a crucial intermediary  
between service quality and trust, amplifying customer preference and advocacy. This highlights the necessity  
for businesses, including local food enterprises, to focus on customer-centric strategies to effectively boost brand  
trust and engagement.  
According to Alonzo et al. (2025) studied innovative marketing techniques for small pastry businesses in Iligan  
City, finding that social media platforms greatly improve visibility and customer interaction by facilitating  
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targeted promotions and immediate feedback. Furthermore, distinguishing products through unique flavors and  
enhancements in quality closely matches the changing consumer demands for novel treats. Moreover, initiatives  
aimed at community involvement, such as participating in local events and forming partnerships, strengthen  
loyalty and competitiveness by creating genuine relationships that appeal to customers looking for culturally  
relevant and accessible food alternatives.  
From the study of Sanchez & Apritado, (2021) discovered that tourists exploring the Ilocos Region show  
significant awareness and satisfaction regarding authentic Ilocano cuisine, highlighting the importance of  
cultural heritage preservation in promoting these local dishes. Their research emphasizes that upholding  
authenticity boosts the marketing potential of Ilocano specialties, drawing in travelers who appreciate genuine  
culinary experiences and contributing to the region’s allure in gastronomic tourism by fostering repeat visits and  
favorable recommendations.  
From Traya (2024) examined the marketing tactics employed by micro and small food MSMEs in the  
Philippines. The research emphasizes that establishing a robust online presence through social media channels,  
captivating content like attractive food photography, and engaging promotions can boost visibility and foster  
customer interaction. Furthermore, Santos highlights the benefits of capitalizing on local food trends,  
collaborating with influencers and other enterprises, participating in community food events, and strategically  
utilizing discounts that appeal to the value-oriented nature of Filipino consumers, all of which aid in broadening  
the customer base and maintaining a competitive edge in the local food industry.  
Theoretical Framework  
The research grounded in the Marketing Mix Theory, particularly the 4Ps of marketing—Product, Price, Place,  
and Promotion—offers a thorough theoretical framework that is apt for evaluating the marketing approaches of  
local food sectors in Sta. Maria, Ilocos Sur from a consumer’s viewpoint. Product pertains to the distinct local  
food items, highlighting their authenticity, quality, and cultural relevance, which are vital for attracting and  
fulfilling consumer needs. Price includes the establishment of competitive and value-oriented pricing strategies  
that consider the local economic environment and perceived customer value, enabling affordability while  
ensuring profitability. Place focuses on distribution and accessibility, making sure that local food products are  
available to consumers in key locations such as local markets, stores, or through online avenues, thereby  
enhancing convenience. Promotion covers the communication and advertising strategies used to showcase the  
advantages and uniqueness of local foods, which incorporate digital marketing, social media outreach, and  
community involvement aimed at raising awareness and fostering customer loyalty. This framework corresponds  
with the study’s emphasis by providing a systematic method to evaluate how these marketing components affect  
customer perceptions and behaviors, assisting local food enterprises in Sta. Maria in customizing their marketing  
tactics for improved customer interaction and sustainable growth.  
The Extended Theory of Planned Behavior indicates that the decision for customers to purchase local food in  
Sta. Maria, Ilocos Sur is influenced by three primary factors: their attitudes towards local purchasing (such as  
appreciating freshness and supporting local culture), the social influences they encounter from family and friends  
to buy local, and their perceptions of the ease or difficulty in actually acquiring local food (considering aspects  
like price and availability). Additionally, customers who have previously purchased local food or feel a moral  
obligation to aid local producers are generally more inclined to continue buying it. This theory benefits marketers  
by illustrating ways to enhance positive attitudes, leverage community influence, and simplify the purchasing  
process for local foods—cultivating a loyal customer base.  
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Conceptual Framework  
The paradigm that guided the researcher in the conduct of this study was presented below.  
Figure 1. “The Research Paradigm”  
The paradigm illustrates the variables included in the study. The variables were correlated to determine their  
significant relationships. It is focused on the profile of the respondents and the level of marketing management  
strategies of local food industries.  
METHODOLOGY  
This section of the study presents the research design, population of the study, data gathering procedure,  
statistical treatment of data, and ethical considerations.  
Research Design. The study utilized a descriptive-correlation research design, which aims to describe variables  
and examine their associations without establishing causality. This design was used to describe the respondents’  
profile variables and determine their relationship with the marketing strategies of local food industries.  
Population of the Study. The population of the study were customers from a selected local food industry located  
in Sta. Maria, Ilocos Sur. Data was collected using a total enumeration sampling method based on customers  
who were accessible during the data collection period. In total, sixty (60) customers took part in the survey as  
respondents.  
Data Gathering Instrument. The questionnaire was adapted based on the study of Guzman (2022) entitled  
Indigenous Industries in the First District of Ilocos Sur. The questionnaire was validated by a pool of experts  
with a mean rating of 4.90 validity index.  
The data-gathering instrument covered two (2) parts. Part I enclosed the profiles of the respondents in which the  
variables include their age, gender, civil status, educational attainment, and monthly salary, while Part II covered  
the marketing management strategies included the items product, price, promotion, place and people.  
The following norms for interpretation were used in the study to determine the level of marketing strategies of  
local food industries in Sta. Maria, Ilocos Sur:  
Statistical Range  
4.21 – 5.00  
Item Descriptive Rating  
Very Highly-Implemented (VHI)  
Highly Implemented (HI)  
Implemented (I)  
Overall Descriptive Rating  
Very High (VH)  
High (H)  
3.41 – 4.20  
2.61 – 3.40  
Fair (F)  
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1.81 – 2.60  
Less Implemented (LI)  
Not Implemented (NI)  
Low (L)  
1.00 – 1.80  
Very Low (VL)  
Data Gathering Procedure. The researcher requested permission from the Office of the Municipal Mayor of  
Sta. Maria to secure a list of local food industries. Then, a printed questionnaire was used in data gathering.  
Lastly, the questionnaire was administered and retrieved by the researcher personally from the customers.  
Statistical Treatment of Data. The following statistical tools were used in the treatment of the data; (1)  
Frequency and percentage were used to describe the profile of the respondents in terms of age, sex, civil status,  
and educational attainment. (2) Mean was used to describe the level of marketing strategies of local food  
industries. Lastly, (3) Simple Correlational Analysis was used to determine the significant relationship between  
the level of marketing strategies of local food industries.  
Ethical Considerations. The study adhered to essential ethical principles. There were no conflicts of interest,  
as the focus was solely on gathering data for research purposes. The confidentiality and privacy of participants  
were safeguarded by securely keeping their information in locked cabinets and subsequently disposing of the  
documents. Participants were thoroughly informed about the purpose of the study through a formal letter and an  
orientation session prior to completing the questionnaire. They chose to participate voluntarily and were aware  
that they could withdraw their responses at any time. The research-maintained respect for the dignity and  
autonomy of the participants. While no monetary compensation was provided to respondents, they gained value  
from the findings, which aim to enhance production, marketing techniques, and support initiatives. This  
methodology ensured that the study was conducted in an ethical, respectful, and transparent manner.  
RESULTS AND DISCUSSION  
This study examines the marketing management strategies utilized by local food industries in Sta. Maria, Ilocos  
Sur. It encompasses customer profile data and the extent of marketing management strategies employed, along  
with an analysis of the connections between personal factors impacting these industries.  
Table 1: Frequency Distribution of the Respondents based on Personal Profile  
Personal Profile  
Age  
f
%
19 years old and below  
20 to 25 years old  
26 to 30 years old  
31 to 35 years old  
36 years old and above  
Total  
6
10.0  
25.0  
28.3  
18.3  
18.3  
100  
15  
17  
11  
11  
60  
Gender  
Men  
21  
24  
-
35.0  
40.0  
-
Woman  
Lesbian  
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Gay  
11  
4
18.3  
6.7  
-
Bisexual  
Transgender  
-
Total  
60  
100  
Civil Status  
Single  
46  
12  
1
76.7  
20.0  
1.7  
Married  
Widowed  
Separated  
1
1.7  
Total  
60  
100  
Educational Attainment  
Elementary Graduate  
High School Undergraduate  
High School Graduate  
Vocational/ Technical Course Graduate  
College Undergraduate  
College Graduate  
Masters Undergraduate  
Masters Graduate  
Doctorate Undergraduate  
Total  
1
1.7  
5
8.3  
8
13.3  
5.0  
3
13  
21  
1
21.7  
35.0  
1.7  
7
11.7  
1.7  
1
60  
100  
On Age. The data reveals that a great percentage (17 or 28.3%) belonged to the age bracket of 26 to 30 years  
old, while the age bracket from 19 years old and below was the least (3 or 1.8%) percentage of customers. This  
may indicate that middle age does not have time to cook, so they prefer to eat outside or offer local food  
restaurant.  
On Gender. A great number (24 or 40.0%) are women, whereas the least customers (4 or 6.7%) are bisexual.  
This may indicate that women are most likely to eat outside or go to the local restaurant.  
On Civil Status. The data present that a great percentage are single (46 or 76.7%) while the least number of  
married customers (12 or 20.0%). This may imply the idea that single customers love to eat in the local restaurant  
to try new food and products of the establishment.  
On Educational Attainment. A great percentage of college graduates (21 or 35.0%) while the lowest percentage  
was high school graduates (8 or 13.3%). This may indicate that the respondent shows an interest to eat at the  
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local food industries and that the customers who are college graduates can afford the local food industries’  
products.  
Table 2: Mean Distribution on the Marketing Management Strategies of Local Food Industries Based on Product  
Descriptive  
Rating  
Product  
Mean  
1. The availability of products is regularly monitored.  
4.63  
VHI  
VHI  
VHI  
VHI  
HI  
2. Products are inspected for quality in terms of their dimensions and features. 4.58  
3. Products are ensured to offer a variety of choices in sizes and designs.  
4. Goods are sold on a cash basis.  
4.53  
4.65  
4.12  
5. Purchases are made using online banking or money transfers (e.g., GCash/  
Paymaya/ online application of banks).  
Sub Mean  
4.50  
VH  
Table 2 presents the marketing management strategies employed by local food industries in Sta. Maria, Ilocos  
Sur, from a product-oriented perspective. The sub-mean score of 4.50, interpreted as “Very High”, signifies that  
customer strongly believe that the product-related marketing strategies of local food businesses in Sta. Maria,  
Ilocos Sur are effective and consistently executed. This elevated score implies that customers perceive local food  
industries as attentive to aspects such as product quality, availability, and ease of purchase—essential factors  
that impact consumer satisfaction and encourage repeat visits. The top-rated item, “Goods are sold on a cash  
basis” with a mean score of 4.65 and a descriptive rating of “Very Highly Implemented”, illustrates the continued  
reliance on and convenience of cash transactions within local contexts. This finding aligns with the research by  
Usman et al. (2019), who explain that many local and rural markets favor cash payments due to their  
accessibility, speed, and consumer preference, despite the rising trend of digital payment methods.  
Next in line is the item concerning regular tracking of product availability with a mean score of 4.63, which is  
described as “Very Highly Implemented” and emphasizes the significance of maintaining consistent stock levels.  
Research shows that effective inventory management helps prevent stockouts and boosts customer satisfaction,  
particularly in food-related sectors where freshness and availability are crucial (Kumar & Anbanandam, 2020).  
The rating for quality inspections of product attributes, which is 4.58 and categorized as “Very Highly  
Implemented”, signifies that customer acknowledge the efforts to uphold quality—consistent with Grunert's  
(2005) findings that perceived quality plays a crucial role in building consumer trust in food products.  
The customers also assigned a high score to product variety at 4.53, categorized as “Very Highly Implemented”,  
which indicates that having a range of options in sizes, designs, or types is appreciated. This is corroborated by  
Ramirez & Goldsmith (2018), who discovered that product variety positively affects customer satisfaction by  
catering to diverse preferences. The lowest score, although still high, relates to payments via online banking or  
money transfers, rated at 4.12 and described as “Very Highly Implemented”, reflecting an increasing acceptance  
of digital payment methods that is not yet widespread. This observation aligns with the insights from Widjaja  
and Giovanni (2018), who remarked that the uptake of online transaction systems varies based on technological  
familiarity and consumer trust—elements particularly pertinent in local markets.  
In summary, the consistently high mean scores across all metrics indicate that customers view the local food  
industries as being attentive to product quality, adaptable in payment options, and responsive to customer  
demands, thereby underscoring the effectiveness of their product-focused marketing strategies.  
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Table 3: Mean Distribution on the Marketing Management Strategies of Local Food Industries Based on Price  
Price  
Mean Descriptive Rating  
1. The price of the products is based on the supply and demand of the 4.55  
VHI  
customers.  
2. The price of the products is based on production costs and expenses.  
3. Competitors influence the prices of the products  
4. Environmental and demographical factors affect the price of the products.  
5. The markup of the product affects the price of the products.  
Sub Mean  
4.45  
4.57  
4.50  
4.63  
4.54  
VHI  
VHI  
VHI  
VHI  
VH  
Table 3 indicates a sub-mean of 4.54, interpreted as "Very High," signifying that customers overwhelmingly  
agree that the pricing strategies employed by local food businesses in Sta. Maria, Ilocos Sur are well-structured  
and rooted in logical and strategic reasoning. This suggests that customers view pricing as something that is not  
arbitrary but rather anchored in economic realities and market conditions. The indicator with the highest rating,  
"The markup of the product affects the price of the products" with an average of 4.63 categorized as "Very  
Highly Implemented," implies that customers recognize the importance of profit margins in determining prices.  
This finding is in line with the concept of cost-plus pricing, where companies add a markup to production costs  
to ensure they are profitable— a method widely acknowledged in pricing literature (Nagle & Müller, 2018).  
Moreover, customers rated the influence of competitors highly, with an average of 4.57 described as "Very  
Highly Implemented," which denotes an awareness among customers that local food businesses closely observe  
the pricing of their competitors. This aligns with the research by Channa and Pitafi (2023), which noted that  
competition significantly impacts pricing practices, especially among small and medium-sized food enterprises.  
Additionally, the notion of supply and demand as a basis for pricing received an average of 4.55 and was rated  
as "Very Highly Implemented," indicating that customers perceive prices as responsive to market demand. This  
observation is corroborated by empirical studies demonstrating that consumer willingness to pay (WTP)  
fluctuates with demand trends, prompting local producers to adjust their prices accordingly (Ortez et al., 2024).  
The rating for the effects of environmental and demographic factors was 4.50, categorized as "Very Highly  
Implemented," indicating that customers acknowledge broader context-driven influences on pricing, such as  
location, income levels, and demographic attributes. This finding is consistent with Ilbery and Maye’s (2005)  
research, which indicated that local food systems are influenced by regional socioeconomic and environmental  
factors, subsequently affecting pricing.  
Finally, although slightly lower at an average of 4.45, the impact of production costs and expenses still received  
a "Very Highly Implemented" rating, showing that customers understand the importance of ingredient prices,  
labor, and operational costs as essential factors in determining product pricing. This is backed by numerous  
studies that illustrate how cost structures play a critical role in pricing decisions within the food industry  
(Thilmany et al., 2018). Overall, the consistently high means suggest that customers believe local food  
businesses adopt a balanced, context-conscious, and economically rational method in their pricing strategies.  
Table 4: Mean Distribution on the Marketing Management Strategies of Local Food Industries Based on  
Promotion  
Promotion  
Mean Descriptive Rating  
1. Various social media platforms like Facebook, Instagram, Twitter, and the 4.65  
like are used to endorse the local food establishment.  
VHI  
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2. Print media and flyers are used to promote the local food establishment.  
3. A website or online page is used to promote the local food establishment.  
4.65  
4.65  
VHI  
VHI  
VHI  
4. A viral marketing campaign or “word of mouth” is used to stimulate the local 4.53  
food establishment.  
5. The local food establishment is promoted through the food delivery hub (e.g., 4.27  
Food Panda, Toktok, Pasabuy, Wen Boss, and others)  
VHI  
VH  
Sub Mean  
4.55  
Table 4 demonstrates that a sub-mean of 4.55, interpreted as “Very High,” reflects strong customer perceptions  
of the local food industries in Sta. Maria, Ilocos Sur actively and effectively employing various promotional  
strategies. This overall high rating indicates that promotional efforts are varied, contemporary, and attuned to  
current consumer behavior, particularly in the digital sphere. The indicators with the highest ratings were the  
utilization of social media platforms, print media, and websites or online pages, each recorded with a mean of  
x̄ =4.65, classified as “Very Highly Implemented,” suggesting that customers view these as the most prominent  
tools for promoting local food businesses. This observation is consistent with marketing research indicating that  
digital channels such as Facebook, Instagram, and business websites significantly improve visibility, customer  
interaction, and brand recall (Duffett, 2017; Ahmad et al., 2019). The strong rating for print media highlights the  
ongoing importance of traditional promotion in rural or semi-urban areas, where local markets still appreciate  
flyers, posters, and community announcements.  
The utilization of viral marketing or word-of-mouth, with a mean of x̄ = 4.53 described as “Very Highly  
Implemented,” remains a notably effective strategy. This aligns with studies that suggest interpersonal  
recommendations are among the most reliable forms of promotion, often influencing customer choices more  
effectively than paid advertisements (Jalilvand & Samiei, 2012). The slightly lower, yet still very high, mean for  
promotion through food delivery platforms, at x̄ = 4.27 categorized as “Very Highly Implemented,” indicates  
that while customers acknowledge digital delivery services as beneficial, they may not serve as the primary  
promotional medium for all local food businesses—potentially due to limited regional reach or uptake by smaller  
vendors. This insight corresponds with research showing that while delivery applications enhance exposure and  
sales, their effectiveness varies based on technological adoption and market size (Li, Mirosa, & Bremer, 2020).  
Overall, the consistently high averages suggest that customers view local food industries as proactive in  
integrating traditional media, digital channels, personal communication, and delivery systems to enhance their  
promotional reach and competitiveness.  
Table 5: Mean Distribution on the Marketing Management Strategies of Local Food Industries Based on Place  
Place  
Mean Descriptive Rating  
1. The local food establishment takes orders and sells them through phone calls, 4.65  
VHI  
emails, or online mode.  
2. The local food establishment caters to all walk-in customers.  
4.58  
4.57  
4.60  
VHI  
VHI  
VHI  
VHI  
3. The local food establishment creates demand for products in the market.  
4. The local food establishment creates a positive image with local products.  
5. The local food establishment creates jobs for people and sources resources 4.50  
within the locality.  
Sub Mean  
4.58  
VH  
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Table 5 presents the average perception of marketing management strategies employed by local food industries,  
specifically in terms of distribution. The sub-mean of 4.58, characterized as “Very High,” indicates that  
customers have a strong belief in the effectiveness and execution of distribution strategies in local food  
businesses in Sta. Maria, Ilocos Sur. This elevated overall score reflects the establishments' success in providing  
accessibility, convenience, and integration within the community. The highest-rated aspect, “The local food  
establishment takes orders and sells them through phone calls, emails, or online mode” (x̄ =4.65 with a descriptive  
rating of “Very Highly Implemented”), highlights the customers’ appreciation for the availability of diverse  
ordering methods. This aligns with the findings from Widjaja and Giovanni (2018), who explored how Online-  
to-Offline (O2O) service quality and brand imagery affect customer satisfaction and intentions to repurchase.  
This reinforces the concept that the integration of digital ordering options (phone, email, online) in local food  
businesses not only enhances convenience but also fosters customer trust and loyalty, which corresponds with  
the high ratings given to these ordering options by customers. The subsequent highest score pertains to “creating  
a positive image with local products,” exhibiting an x̄ =4.60 and labeled as “Very Highly Implemented,”  
suggesting that patrons regard these establishments as significant advocates for local identity and culture, in line  
with research indicating that regional branding boosts consumer trust and preference for local foods (Ilbery &  
Maye, 2005).  
Almost equally rated is the item concerning service for walk-in customers, denoted as “Very Highly  
Implemented” with a score of x̄ =4.58, which signifies the importance of maintaining physical accessibility  
despite advancements in digital platforms. Studies indicate that personal interactions, familiarity, and physical  
presence are critical factors influencing customer loyalty in local food markets (Batat, 2021). The rating for  
stimulating product demand in the market is categorized as “Very Highly Implemented” with a mean of x̄ =4.57,  
reflecting the establishments’ ability to generate consumer interest and maintain market relevance, which is  
backed by research highlighting that local food systems foster community engagement and enhance market  
dynamism (Mount, 2012). Although slightly lower, the average for generating local jobs and procuring resources  
is x̄ =4.50 and labeled as “Very Highly Implemented,” underscoring customer appreciation for the economic  
impacts of local food industries. This finding aligns with evidence suggesting that localized food supply chains  
contribute to job creation and bolster regional economic resilience (Thilmany et al., 2018). Collectively, the  
consistently high average scores affirm that customers perceive local food industries as accessible, community-  
focused, influential in local branding, and essential for the local economy.  
Table 6: Mean Distribution on the Marketing Management Strategies of Local Food Industries Based on People  
People  
Mean Descriptive Rating  
1. The employees are properly trained, well-motivated, and have the right 4.58  
attitude towards the customers and co-employee.  
VHI  
2. The employees are knowledgeable and well-spoken to answer questions posed 4.63  
by prospects and customers.  
VHI  
3. The employees are well informed about the features of products to be sold.  
4. The employees are technologically prepared in processing purchases online.  
5. The employees are well equipped in upselling products and services.  
Sub Mean  
4.57  
4.42  
4.60  
4.56  
VHI  
VHI  
VHI  
VH  
Table 6 presents the average ratings of marketing management strategies employed by local food businesses as  
perceived by customers. The sub-mean of 4.56, interpreted as Very High, suggests that clients view the people  
or employee-focused strategies of local food industries in Sta. Maria, Ilocos Sur as highly effective. This  
indicates a strong customer trust in the skills, professionalism, and service attitude of the staff—crucial aspects  
of service-centric sectors like food and hospitality. The item rated highest, “The employees are knowledgeable  
and well-spoken to answer questions posed by prospects and customers,” described as “Very Highly  
Implemented” with a mean of 4.63, reflects customers’ considerable admiration for staff expertise and  
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communication abilities. This is consistent with the findings of Parasuraman, Zeithaml, and Berry (1988), in  
their SERVQUAL model, highlighting responsiveness, assurance, and employee competence as important  
factors influencing customer satisfaction. Well-informed employees are viewed as more reliable and trustworthy,  
thereby enhancing customer confidence in the establishment.  
The next highest mean, “Employees are well equipped in upselling products and services” at 4.60, also rated as  
“Very Highly Implemented,” suggests that customers recognize staff as proactive in providing additional value.  
This supports research indicating that the effectiveness of upselling increases when employees possess solid  
interpersonal skills and product knowledge (Singh & Khan, 2012). Following this is the statement regarding  
employees being adequately trained, motivated, and displaying positive attitudes, with a mean score of 4.58 and  
a descriptive rating of “Very Highly Implemented,” highlighting the significance of employee morale and  
training in delivering exceptional service. Research in the fields of hospitality and food services affirms that  
well-trained and motivated employees play a significant role in enhancing customer satisfaction and loyalty  
(Tsaur & Lin, 2004).  
The item “Employees are well informed about product features” (mean of 4.57 with a descriptive rating of “Very  
Highly Implemented”) also achieved a very high score, confirming customers' acknowledgment of staff product  
knowledge—an attribute associated with increased brand trust and effective customer interaction (Homburg,  
Müller, & Klarmann, 2011). The slightly lower, yet still “Very Highly Implemented,” rating for “Employees are  
technologically prepared in processing purchases online” (mean of 4.42) indicates an area that could be  
improved. This aligns with the findings of Widjaja and Giovanni (2018), which indicate that employee readiness  
and service quality in Online-to-Offline (O2O) platforms affect customer satisfaction and repeat purchase  
behavior. Overall, the consistently high ratings suggest that employees of these local food industries are regarded  
as capable, knowledgeable, customer-oriented, and essential contributors to both operational success and  
positive customer experiences.  
Table 7: Correlation Matrix of the Relationship between the Level of Marketing Management Strategies along  
with the Profile of the Customers  
Customer’s Profile  
Age  
Marketing Management Strategies  
0.146  
-0.035  
-0.104  
Gender  
Civil Status  
Educational Attainment 0.129  
Legend:  
*. Correlation is significant at the 0.05 level (2-tailed).  
The correlation matrix from Table 7 reveals that there was no significant relationship between the level of  
marketing management strategies of local food industries along the age, gender, civil status, and educational  
attainment of the customers in Sta. Maria, Ilocos Sur.  
CONCLUSION  
Based on the findings, the following conclusions were drawn.  
1. The majority of patrons at local dining establishments in Sta. Maria, Ilocos Sur are young adults between  
the ages of 26 and 30, indicating that they often choose to eat out due to their busy lifestyles, leaving  
them with less time to prepare meals. A higher proportion of female diners suggests that they may have  
a greater interest in exploring local cuisine. A significant number of these customers are single, which  
could imply they enjoy the flexibility to try new dining experiences. Additionally, many patrons are  
college graduates, suggesting that those with higher education, who likely have better incomes, are more  
inclined to dine at local restaurants.  
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2. The local food industry in Sta. Maria, Ilocos Sur excels across all facets of marketing—product, price,  
promotion, place, and people. Customers largely agree that these businesses provide high-quality  
offerings, set fair and reasonable prices, utilize effective promotional strategies, offer convenient  
ordering processes and accessible locations, and have knowledgeable and friendly staff.  
3. There was no notable correlation between the effectiveness of marketing management strategies of local  
food industries and the age, gender, marital status, or educational level of customers in Sta. Maria, Ilocos  
Sur.  
RECOMMENDATIONS  
From the conclusions drawn, the following recommendations are hereby forwarded.  
1. Given that the majority of customers are young working professionals, local food industries might  
continue to prioritize convenient and fast-service options. Furthermore, they could introduce meal  
bundles, economical combo meals, and ready-to-eat dishes to better attract this busy demographic.  
2. Local food industries may continue to enhance all marketing aspects that customers already view  
positively. This entails maintaining high product quality, offering competitive pricing, ensuring  
consistent promotions, providing convenient locations, and keeping employees well-trained and  
approachable. To bolster this, businesses should regularly train their staff, refresh their menus, and  
consistently enhance customer service. In addition, while traditional promotions still hold value,  
businesses can expand their reach further by enhancing their online presence. They should engage  
actively on social media, invest in an app for easy ordering, and consider partnering with various food  
delivery services. Boosting digital visibility will facilitate more convenient ordering and help overall.  
3. Since demographic factors such as age, gender, marital status, and education do not heavily influence  
marketing effectiveness, local food industries may choose to focus on delivering outstanding service to  
all customers without differentiation. Prioritizing consistent quality and customer satisfaction proves to  
be more crucial than targeting based on demographics. Local food industries can also leverage customer  
feedback mechanisms like surveys, suggestion boxes, or social media polls to gather insights into  
preferences and continuously refine their offerings.  
4. Local food industries may continue to highlight the use of local ingredients, traditions, and products  
while supporting local suppliers and workers to foster customer loyalty and enhance community pride.  
ACKNOWLEDGEMENTS  
The author would like to acknowledge and wishes to express his profound gratitude and sincere appreciation for  
those who were more than generous with their expertise and precious time throughout the period of his research.  
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