Development of Client-To-Sewer Marketing Communication Platform in Libato, San Juan, Batangas
Joselito S. Malaluan(a), Aristotle W. Magalong(b), and Cristel P. Bonite(c)

a) College of Accountancy, Business, Economics, and International Hospitality Management, Batangas State University-The National Engineering University, Batangas, Philippines
b,c) College of Teacher Education, Batangas State University-The National Engineering University, Batangas, Philippines

Abstract

The study determined the development of a client-to-sewer marketing communication platform in Libato, San Juan, Batangas, assessing it through various marketing aspects such as advertising, sales promotion, personal selling, public relations, and direct marketing. Utilizing a qualitative descriptive study, the respondents were a total of 119 sewers. The researchers examined the profiles of respondents, focusing on age, sex, educational attainment, monthly income, and years of operation. A descriptive research design was utilized, with purposive sampling to identify respondents fitting the study^s criteria, and data was collected through a questionnaire. Findings indicated that the most responses came from individuals aged 42-49, with a higher number of female respondents and a majority being high school graduates. Monthly incomes of Php 3,000.00 and below received the most responses, while the longest years of operation were 6 years or more. The study concluded that the development of the marketing communication platform significantly influences the sewing business^s performance by enhancing product and service satisfaction. Additionally, educational attainment was found to have a significant relationship with advertising and sales promotion, while other demographic factors showed no significant connections. Sewers faced various challenges in utilizing marketing communication tools to engage clients. Lastly, there is a significant difference between the marketing communication mix and the challenges encountered by respondents. This comprehensive analysis provides valuable insights into the effectiveness of marketing communication strategies in the sewing industry.

Keywords: Sewers, Clients, Challenges, Marketing Communication Mix

Topic: Marketing management