Factors Influencing Customer Experience of Resellers as the Target Market of Milka Krem UPLB during the COVID-19 Pandemic

Date

6-2022

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jyro V. Triviño

Committee Member

Juan Paulino S. Trespalacio, Junior, Remund Jordan D. Labios, Mar B. Cruz

Restrictions

Restricted: Not available to the general public and for consultation with the author/thesis adviser. Access is available only to those bound by the confidentiality agreement.

Abstract

The pandemic caused serious disruption to all businesses, which face numerous challenges, particularly during the early lockdown phase. Delivering a positive customer experience ensures a business's customer loyalty and retention. The greater a customer's loyalty, the more purchases they will make from a specific business. A variety of factors can have an impact on a customer's experience depending on what a particular business offers. One of the common factors is the service provided, the quality of a product, and a business's pricing strategy.

This Special Problem was created to identify the factors that influence the customer experience of resellers as the Milk KRem - UPLB targey market during the COVID 19 pandemic. Prior to the pandemic, the majority of their customers were individual students, professors, and random visitors to campus; now, 90 percent of their customers are resellers as a result of the epidemic. With this in mind, market development strategies were used in the context of adjusting to the situation caused by the pandemic, given that they continued to operate with a new target market during the pandemic.

The descriptive method is used with qualitative and quantitative approaches to collect respondent data. As the first study to collect primary data during the COVID 19 pandemic in Milka Krem, it is exploratory in nature. With a sample size of 20, data was collected using a survey questionnaire containing both open-ended and closed-ended questions for Milka Krem resellers during the pandemic. Non-probability sampling was used, specifically Convenience sampling. Qualtrics data was statistically analyzed using frequency and percentage distribution.

Based on the findings of the study, the researcher concludes that the following influence the customer experience of resellers during the pandemic: (1) market positioning of Milka Krem, specially low price with high-quality products; (2) brand value given that dairy buffalo products have more health beneficial effects than cow's milk; (3) social responsibility where the business provides significant opportunities for local farmers; and (4) service performance and quality. The researcher suggests Milk Krem improve its supply chain segments to avoid further issues in processing and consumer sales, which affect customer experience. As the business has few promotional strategies, the researcher suggests developing a more marketing strategies.

Language

English

LC Subject

Dairy products--Marketing, COVID-19 Pandemic, 2020- --Philippines, Consumers' preferences--Research

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2022 M17 D445

Document Type

Thesis

This document is currently not available here.

Share

COinS