NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL

SAN MATEO, RIZAL

GRADE 12 - RESEARCH PAPER

THE MARKETING STRATEGIES OF NUESTRA SEÑORA DE ARANZAZU

PAROCHIAL SCHOOL AS TO SENIOR HIGH SCHOOL
STUDENTS’ SATISFACTION

A Quantitative Research
presented to the Senior High School Faculty
NUESTRA SENORA DE ARANZAZU PAROCHIAL SCHOOL
Sta. Ana., San Mateo Rizal

in partial fulfillment of the requirements in

PRACTICAL RESEARCH 2

Arcinal, Jon Cedrick

Dy, Natividad S.
Escandor, Ashley Marie E.
Senorin, Charla Mae S.

Grade 12- A (ABM) Humility

Ms. Julie Ann Pajardo

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Chapter I

INTRODUCTION

This chapter of the paper presents the problem and its setting. It includes

the background of the study, the statement of the problem, significance of the

study, scope and delimitation of the study and definition of terms.

Background of the Study

For the last three years, the K-12 program has been fully implemented

throughout the Philippines, fast-growing competency among the providers of

senior high school education (SHSe) has increased promptly in Philippines. Due

to the advance technologies and globalization, schools are encouraged to

overcome the challenges of rapid changes in the curriculum as well as their level

of competency.

According to De Asis (2003), competition, globalization, changes in the

curriculum inclined by technology and business, and a more demanding student

clients are one of the developments that recommend an urgent need for schools

to have a strong marketing orientation. Additionally, she cited that many schools

today may not recognize the fact that they have come under intense analysis from

their major customers that include the students and the business, that would serve

as their final reservoir as graduate secondary graduates. A more demanding

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

student client suggests an urgent need for school to have a strong marketing

orientation. Thus, if schools wish to survive, they are obligated to do various far-

reaching changes and avoid the traditional belief that not all times the students

and business sector will accept what school produces.

This study is primarily aligned with the Eight (8) P’s of Marketing Mix Model

of Integrated Service Management as adopted by Christopher Lovelock (2001)

such as the following: (1) Product, (2) Price, (3) Place/location, (4) Promotion, (5)

Process, (6) Productivity and quality, (7) People and (8) Physical evidence in order

to recognize the marketing strategies adapted by the selected private school in

San Mateo and associate to the level of senior high school students’ satisfaction.

Students’ satisfaction performs vital role for promoting life in the institutions

that will yield important impacts to the school ranking in the competition of various

school. Recognizing the level of satisfaction of the students based on their

experiences will also serve as an initiative for the school to collect feedbacks from

students that continue to find improvements of the programs, services and for the

entire students.

In order to measure the effectiveness of marketing strategies of Nuestra

Señora de Aranzazu Parochial School, the level of students’ satisfaction will be

correlated to propose a marketing plan that will innovate the traditional marketing

strategy of schools and help improve the quality of school environment.

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Theoretical Framework

The marketing strategies of Nuestra Señora de Aranzazu Parochial School

will be described in the study according of Eight P’s of marketing mix by

Christopher Lovelock that will serve as sub variables such as: a.) Product; b.)

Price; c.) Place/location; d.) Promotion; e.) Process; f.) Productivity and quality g.)

People; and h.) Physical evidence. In the study, this variable is perceived to have

a hypothesized relationship with students’ satisfaction and loyalty. This

hypothesized relationship is represented by the two-headed arrow connecting both

variables.

MARKETING STRATEGIES OF
SELECTED PRIVATE SCHOOLS

a. Product

b. Price

c. Place/location Students’
d. Promotion

e. Process
satisfaction
f. Productivity and quality

g. People

h. Physical evidence

Figure 1. Theoretical Framework

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Conceptual Framework

The Marketing Strategies Nuestra Señora de Aranzazu Parochial School

as to Senior High School Students Satisfaction will be examined through

determing the marketing strategies adopted by the private school, identifying the

level of senior high school students’ satisfaction that will provide the clear view

for areas of improvement on marketing strategies adopted by the school in order

to formulate an effective strategic plan to enhance the senior high school

students’ satisfaction. This conceptual framework will serve as paradigm to

selected private schools to achieved the expectations of the students as their

primary customers.

Input Process Output

 Marketing  Adopted Strategic
strategies of marketing Proposal Plan to
Nuestra strategies Enhance Senior
Señora de High School
Aranzazu  level of Student
Parochial students’
School Satisfaction
satisfaction. Nuestra Señora
 Senior high  Areas for
de Aranzazu
school Parochial School
improvement
students’
satisfaction

Figure 2. Conceptual Framework

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Significance of the Study

Within analysis of the discovery on the marketing strategies of Nuestra

Señora de Aranzazu Parochial School as to students’ satisfaction. The findings

from this study would be useful for NSDAPS on how to develop effective marketing

strategies. Moreover, it would be specifically beneficial to the following:

School administration. The result of the study would provide them a vivid

view of the condition of the students’ satisfaction and loyalty so that they can

improve their marketing strategy and meet the expectations of the students which

is their target market.

Students. Students will be able to have an overview to the numerous

choices of schools so that they can determine which school do they really want or

need.

Parents. This study will help the parents distinguish the appropriate school

for their child.

Faculty Members. The findings may help them improve the interactions

between students and faculty members resulting to more sense of environment.

Educational Private Institutions. The findings will help the educational

institutions to develop innovative strategic marketing plan in order to promote

school and influence more students to enroll increasing the sales of the school.
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Statement of the Problem

This section contains the purpose statement and the research questions.

This study aims to discover and assess the marketing strategies of Nuestra

Señora de Aranzazu Parochial School as to senior high school students’

satisfaction to provide bases for strategic plan to develop student satisfaction. This

study specifically seeks to answer the following questions:

1. As assessed by the respondents which are the senior high school

students, what marketing strategies are adopted by the Nuestra Señora

de Aranzazu Parochial School in terms of the following marketing mix:

1.1 . product

1.2 . place/location

1.3 . process

1.4 . productivity and quality

1.5 . people

1.6 . promotion and education

1.7 . physical evidence and

1.8 . price?
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

2. What is the level of satisfaction of the senior high school students?

3. Is there a significant relationship between marketing strategies and

students’ satisfaction?

4. What strategic plan may be proposed to develop students’ satisfaction

to the Nuestra Señora de Aranzazu Parochial School based on the

findings of the study?

Research Hypothesis

This study will pursue the null hypothesis which is tested at the level of

significance 0.05.

o There is no significant relationship between marketing strategies of

Nuestra Señora de Aranzazu Parochial School and senior high

school students’ satisfaction.

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
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Scope and Delimitation

This presents the coverage of the research in terms of location, time,

respondents, etc., and the potential weaknesses or problems with the study

identified by the researcher.

Some major delimitation is identified in this study. The delimitations

narrow the research topic to elements that explored extensively and

comprehensively. The first delimitation will be that the quantitative data collection

which may be subjected to other interpretations. The questions will be answered

by the senior high school students through a convenience sampling focusing in

their satisfaction toward educational system. The responses and perceptions of

the students are beyond the control of the researcher. The responses of the

subjects may contain certain limitations such as cooperation and attitude in

responding to inquiries.

The time constraints during the conduct of the study will be also

acknowledged by the researchers as one of the difficulties throughout the data

collection process and interpreting the data of the study. Likewise, the

truthfulness of the results during data collection, data analysis and interpretations

will be dependent on the researcher’s moral assessment and decisions. Lastly,

this study has selected senior high school students of Nuestra Señora de

Aranzazu Parochial School, for the school year 2018-2019. The outcome of this

study may be different from the results of any study done in different schools.
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Definition of Terms

Variables and sub-variables or values in conceptual framework are defined,

except very common variables like grade level, gender, school type where the

values are indicated in the framework itself.

8 P’s of Marketing Mix: is the model by Lovelock (2001) used by the researchers

as the primary bases for conducting the study.

o Product: is the core service product of the school which is education and

bundle of supplementary services such as information, order taking, billing

payment, consultation, hospitality, safekeeping, and exceptions.

o Place and Time: is the location of the service building. and the time

schedule in creating the service.

o Process: is the standard procedure in delivering the service that will

engaging the students.

o Productivity: refers to the conversion of inputs such as the students to

output as alumni from the school and students’ satisfaction.

o People: pertains to the service personnel.

o Promotion and Education: is the effective communication between the

school and students and developing the branding to influence and attract

students.
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

o Physical Evidence: concerns buildings, offices, equipment, and other

facilities.

o Price: the expenditures incurred in obtaining the service.

Extra Expenses: these are the expenses of the students that are not included in

the tuition but are necessary and are required by the school.

Marketing Strategies: refers to the plans and tactics used by the businesses and

companies to attract, influence and recruit customers.

Senior High School Students: refers as the primary customers of Nuestra

Señora de Aranzazu Parochial School.

Service Product: refers to the services and product received by the students of

Nuestra Señora de Aranzazu Parochial School.

Social Approval: refers to the positive evaluation of individuals or group of people

that is out of the premises of Nuestra Señora de Aranzazu Parochial School.

Students’ Satisfaction: is the measurement of the experience and expectations

of the students towards the institutions product services

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Chapter 2

REVIEW OF THE RELATED LITERATURE AND STUDIES

This chapter of the paper presents the review of related literature, the

conceptual framework, the research hypotheses, and the definition of terms. This

is arranged thematically.

Related Literature and Studies

Today’s schools such as universities and colleges function in a

progressively commercial and competitive environment (Marginson & Considine,

2000; Nelson, 2003). This successively has led to an essential increase in

corporatist, market-based behaviors, where students are gradually viewed as

customers, and higher education as the product being purchased (Clark, 2001;

Gallagher, 2000; Marginson & Considine, 2000).

According to Lao (2001), a customer-driven marketing strategy grasps the

vital key to a continuous market leadership and dominance in a vastly competitive

marketing rivalry. All actions in marketing are cautiously planned and addressed

to a specific target customer, his need and wants. Ilano (2001) also distinguished

that the challenge for any provider of goods and services is to make the customer

convince that he will definitely be better of after buying the provider’s product. This

is also supported by, Ablaza (2001) he quoted that loyalty results from a
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

customer’s ongoing satisfaction. Thus, customer satisfaction will be the reliant on

at the core of business sustainability. Customer satisfaction is attained when the

customer experience meets or surpasses customer expectations. Expectations

are adapted by customer insights of the product’s price-value and the image

created by marketing communications. The customer experience is a gathering of

the outcomes from all the customer interactions with the product/company,

occasionally discussed to more as “moments of truth” or intimidatingly as “points

of failure.” The terms of competition are characteristically described by customer

expectation standards. Nevertheless, education is not a typical product or service

that is by some means `passively consumed’. Rather, it is a product that is actively

formed by the consumer in assortment with the provider, with the institution

similarly distributing a role as regulator/standard setter as well as co-producer

(Kotze & du Plessis, 2003; Sharrock, 2000). Even within the domain of `services’

(which by definition involves the customer to contribute in the production of

services even as it is being `consumed’), institutions can be understood to be at

the highest end of a typology of customer participation level (Claycomb, Lengnick-

Hall & Inks, 2001).

In a progressively competitive education sector, universities face

important challenges once it involves recruiting new students (Bock, Poole, &

Joseph, 2014; Joseph, Mullen, & Spake, 2012). Achievement is only the start of
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
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a semi-permanent relationship that education institutions (HEI) must cultivate,

not solely whereas students attend the programs however additionally on the far

side graduation. however, universities manage the connection with the

scholars and the way students understand their institution's complete will have an

effect on the attachment with the establishment and successively on students'

intentions to interact with the university within the future. Preceding studies

highlight the necessity for analysis in reference to the capability that descends

from undefeated stigmatization and the implications for HEIs (Dholakia &

Acciardo, 2014; Watkins & Gonzenbach, 2013).

This study will examine the marketing strategies of Nuestra Señora de

Aranzazu Parochial School as to senior high school student satisfaction. Nuestra

Señora de Aranzazu Parochial School which is a secular private school will be

under the study anchored primarily according to the Eight (8) P’s of Marketing Mix

Model of Integrated Service Management as adopted by Lovelock (2001).

According to Lovelock (2001), the 8P’s model stands for eight strategic variables,

namely: (1) Product, is the core service product of the school which is education

and bundle of supplementary services such as information, order taking, billing

payment, consultation, hospitality, safekeeping, and exceptions, (2) Place and

time is the location of the service building. and the time schedule in creating the

service, (3) Process : is the standard procedure in delivering the service that will

engaging the students, (4) Productivity refers to the conversion of inputs such as
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

the students to output as alumni from the school and students’ satisfaction, (5)

People pertains to the service personnel, (6) Promotion and education is the

effective communication between the school and students and developing the

branding to influence and attract students, (7) Physical evidence concerns

buildings, offices, equipment, and other facilities, and lastly (8) price and other user

cost regarding the expenditures incurred in obtaining the service.

This metaphor is used to understand fully this marketing concept. A

metaphor of the 8P’s is the competing eight, a lightweight boat powered by eight

rowers under the direction of the coxswain. Speed comes from the rowers’ physical

strength and it reflects their harmony and cohesion. To manage ideal

effectiveness, each of the eight rowers must pull on his oar in unison with the

others, following the direction of the coxswain, who is seated at the stern. The

same interaction and combination between each of the 8P’s is required for success

in any competitive service business.

Synthesis

Students in institutions of higher education are becoming more “consumer

oriented” than ever before. As a result, the turnover rate is increasing-students

are leaving universities almost as fast as new students are enrolled. This is both

costly and inefficient. Major efforts are underway in all areas of traditional for-

profit institutions to reduce their churn rate. Efforts to attract students whose
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
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GRADE 12 - RESEARCH PAPER

needs best fit what the individual academic institution has to offer should be

fruitful in reducing the rate of drop outs and transfers (Schetzer, 2003).

According to the British Columbia Ministry of Advance Education findings

in 2003 that the measurement of student satisfaction can be useful to institutions,

to help them to identify their strengths and identify areas for improvement.

Satisfaction ratings go beyond teaching assessments, which has a narrow focus,

to include broader aspects of the student learning experience. To grasp the

complexity of that learning experience, it is not enough to know the degree to

which students are satisfied, it is important to understand the factors that

contribute to student satisfaction.

The market in the Senior High School education sector places the

students in the old saying “customer is always right”, wherein the schools gives

emphasis in all marketing initiatives and alignment of a stable marketing mix in

contradiction of competition. Also, the rise of many schools across San Mateo,

Rizal has given consumers more choices. With exacting consumers and greater

competition, schools need to have some adjustments to their marketing efforts

towards gaining the ultimate total customer satisfaction, for the students to

constantly and repeatedly patronize their products and services in greater

quantities and frequencies over those rivals.

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
SAN MATEO, RIZAL
GRADE 12 - RESEARCH PAPER

Chapter 3

METHODOLOGY

This chapter presents the method of research that includes the research

design, the sample, the instruments, the intervention, the data collection

procedure, and the plan for data analysis.

Research Design/Method

Research designs are the specific procedures involved in the research

process: sampling, data collection, and data analysis.

This study will make use of the quantitative research design specifically

descriptive research with the questionnaire as the major tool for gathering data.

Likert scale method will be used to conceive a questionnaire since the researchers

gathered and analyzed the responses based on the indicators and extent of

agreement or disagreement of the senior high school students’ overall satisfaction

towards marketing strategies adopted by the Nuestra Señora de Aranzazu

Parochial School. The goal of this study is to describe the current status of

Marketing strategies and students’ satisfaction of Nuestra Señora de Aranzazu

Parochial School. There will be one group of respondents for this study composing

of (69) sixty-nine senior high school students from Nuestra Señora de Aranazu

Parochial School.
 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
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This study will produce inquiries about the relationship between the adopted

marketing strategies of Nuestra Señora de Aranzazu Parochial School and

students’ satisfaction of the senior high school students. Using quantitative

research, this study will be able to determine the existing marketing strategies of

adopted by the school through measuring the level of satisfaction of the students

of Nuestra Señora de Aranzazu Parochial School.

In descriptive research, the design aims to answer the questions of who,

what, when, where, and how which are linked with a research problem (Anastas,

1999). The existing marketing strategies of Nuestra Señora de Aranzazu Parochial

School will be classified in order to offer the methodical data or systematic

information about the phenomenon as to the students’ satisfaction of the senior

high school students. This design will help the researchers come up with the

proposed strategic marketing plan to improve the school as well as the students’

satisfaction.

In conceiving the questionnaire as a major tool for this study, the Likert scale

design will be used to measure the ordinal data of the students’ satisfaction

towards the adopted marketing strategies of Nuestra Señora de Aranzazu

Parochial School. Likert scale design uses simply-worded statements to which the

respondents can indicate their extent of agreement or disagreement on a 4-point

scale ranging from “strongly agree” to “strongly disagree.

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
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The Sample

The first step leading to the process of collecting quantitative data is to

identify the people and places you plan to study. This involves determining which

group of people will you study, who, specifically, these people are, and how many

of them you will need to involve.

The chosen respondents of the study will be the selected through a

convenience sampling. The respondents are the senior high school students of

Nuestra Señora de Aranzazu Parochial School composing (67) students as the

sample from the whole population of the number of enrollees. The senior high

school students must be aware of the marketing strategies of Nuestra Señora de

Aranzazu Parochial School to derive and identify the area of improvements on the

marketing strategies of the school through their level of satisfaction based on the

8 P’s Marketing Mix of Lovelock.

The Instruments

This refers to the questionnaire or data gathering tool to be constructed,

validated and administered (Creswell, 2012).

This study will primary use survey questionnaire. A questionnaire is a series

of questions to gather information from the respondents that will help collect and

analyze data. Thus, to create accurate questionnaire, researchers consult some

of professionals that will validate the questionnaire design.

 NUESTRA SEÑORA DE ARANZAZU PAROCHIAL SCHOOL
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The survey questionnaire will be comprised of two basic response

arrangements; the close-ended” and scale-response type questions. The close-

ended questions are questions that are answerable by “yes” or “no”. The

researchers decided to use close-ended questions in consideration for the

respondents’ time and effort when answering the questionnaire. Simultaneously,

the scale-response type of questions is structured to simple English words and

sentences that are measurable through the 4-point Likert scale in order for the

researchers to gather the accurate information from the respondents.

The survey-questionnaire will be divided into (2) two sections; section (A)

asking for the demographic profile of the respondents such as their name, age,

gender, grade and section and strand, and Section (B) which will be comprised of

series of questions related to topic primarily anchored to the 8 P’s of Marketing Mix

of Lovelock (2001). The questionnaire consists of (14) fourteen questions that will

provide answers for the research problem. The respondents will be asked to rate

the indicators ranging from 1 (strongly disagree) to 4 (strongly agree).

The researchers will made assurance that the respondents’ responses and

information will be kept confidential unless will be used for research purposes only.

The sample survey questionnaire that will be used in this study will be attached to

the appendices.
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Data Collection Procedure

This study will be conducted by the researchers in the average of almost 3

months with the help of their professors to validate the works and to determine the

statistical treatment for the computations of the results in this study. The

researchers have been taking the consideration of the suggestions of the

validators of the study consisting of a marketing professor, a statistician and

grammarian to come up with a reliable and dependable study. This study will be

distributed to each other to finalize their study fluently and quickly, and help the

researchers to know all the study that they deeper and critically with the aid of the

professors to create an accurate data. This research preparations will be made

orderly by the researchers.

Plan for Data Analysis/ Procedure Analysis

In order to interpret the gathered data, the researcher will utilize the

following tables. Moreover, this study will be using frequency and percentage, t-

test, chi-square, weighted mean, and chi square. The following table will be used

as guide in analyzing the data collected throughout the process of interpreting

the results.
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Table 1: Mean and Interpretation

Mean Interpretation

0 - 1.49 Strongly Disagree

1.5 - 2.49 Disagree

2.5 - 3.49 Agree

3.5 - 4 Strongly agree

Table 1 shows the mean and interpretation for the likert scale used by the

researcher.

Table 2: Correlation Coefficient and interpretation

Correlation Coefficient Interpretation

0<r≤1 Positive Relationship

-1 ≤ r < 0 Negative Relationship

Table 2 show the correlation coefficient and interpretation for the pearson and

hour use by the researcher.