Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Philippines is one of the countries with a rich of natural resources including water like

river, lake, and oceans which is mainly sourced of fish like milkfish (bangus), and

mackerel scad (galunggong) that are the main ingredients in making tinapa (smoked

fish).

Tinapa is a Filipino term of fish cooked or preserved through the process of smoking

it is a popular delicacy usually made of Milk fish or Galunggong the practice of

smoking food has existed for many thousands of years, this ancient technique has

been passed down from generation to generation, country to country, and into the

modern era. It was one of the earliest techniques to help preserve meat and fish due

to the lack of refrigerator in this time.

According to ITDI - DOST (2004) Smoked fish is a product made from whole or

filleted fish like Milk Fish (Bangus) and Mackerel Scad (Galunggong) that has been

salted, cured, or both and the exposed to smoke created by organic materials like

burning wood, plants or other smoking materials.

The working hours in making Tinapa is usually at night or early morning they are

wash thoroughly, rinsed, stacked in a container made of bamboo and allowed to drip

dry. Fish can be boiled in water with salt or steam, put some food color and smoked.

Once cool, the sweet smelling Tinapa are wrapped with newspaper.Smoked fish are

available throughout the year because of wide variety of fishes like Cabase, Tamban,

Salmon, and Tilapia. However, like any business, Smoke Fish Business Owners face

various challenges that impact their satisfaction and overall success. In San Leonardo

Nueva Ecija Smoked fish is serve as a vital source of livelihood for many in the
community. The Smoked Fish industry in San Leonardo has faced significant

challenges, resulting in pressing need to address issues related to lack of sales,

insufficient capital and limited promotional activities. Smoked Fish has seen a

decline in its market share and profitability impacting the livelihoods of local

business owners. Thus, a tool must be used to prevent the decline of the business

market share and profitability. One of the business tools that can be used is the 4P’s

of marketing.

The 4P’s of Marketing is the pillar of a marketing strategy and consists of a series of

tools to guide a company through the ups and downs of its industry (Edmund Jerome

McCarthy, 1960). The study says through marketing mix supports the marketing

strategy helps or guide the owners' smoked fish business.The 4P’s are also known as

the marketing mix. They cover a wide range of factors considered in product

marketing, including what customers want, how the product or service meets or fails

to meet their needs, how the product or service is perceived in the market, how it sets

itself apart from the competition, and how the company producing it interacts with its

customers (Twin, A, 2023). The marketing mix is the 4p's that will help the smoked

fish business, to meet the needs of the owners with their product and service.

Because the 4 p's of marketing is the pillar of strategy to use as a guide of the

business or company to meet and determine the needs of products or services.

A marketing mix includes multiple areas of focus as part of a comprehensive

marketing plan. The term often refers to a common classification that began as the

four Ps: product, price, placement, and promotion. Focusing on a marketing mix

helps organizations make strategic decisions when launching new products or

revising existing products (Kenton, W, 2023). Therefore, including business building

areas, it is one of the most important in the marketing mix. The place helps the
business to focus people's attention. Also, focusing on the marketing mix helps the

smoked business owners to make strategies and plans when launching new

improvements from the product or service.

The 4p's of marketing have long been recognized as a fundamental element in

shaping the success of businesses. In this context the Smoked Fish businesses in San

Leonardo must reassess and realign their strategies based on these marketing

principles to overcome their challenges.

This research aims to conduct a comprehensive analysis of the satisfaction levels and

the specific problem faced by Smoked Fish business owners in San Leonardo with a

particular focus on how the 4P's of marketing can be leveraged to address the

primary issues. Understanding the dynamics of the smoked fish market in San

Leonardo and the satisfaction levels of business owners is crucial in devising targeted

solutions that can lead to enhanced business performance of Smoked Fish Owners.

Review of Related Literature

Smoked Fish

According to ITDI-DOST (2014) Smoked fish is a product made from whole or

filleted fish like Milk Fish (Bangus) and Mackerel Scad (Galunggong) that has been

salted, cured, or both and the exposed to smoke created by organic materials like

burning wood, plants or other smoking materials this practice of smoking food has

existed for many thousands of years it is the one of earliest techniques to help

preserve meat and fish. Early people lived throughout the Stone Age they found that

they were surrounded by bodies of water, which provided them with an unending

supply of fish it was necessary to find a way to preserve the fish Smoked fish was a

solution to this problem. The researcher will used the smoked fish as their main
subject in this study. According to Raymund (2020) “Tinapa” in Filipino cuisine

refers to smoked fish, a well – liked treat typically prepared from milk fish or

Galunggong (mackerel scad). It is typically offered in specialty stores or wet markets

with other dry fish dishes like tuyo and daing.According to Pamela Casis (2021)

smoked fish is a traditional dish in the Philippines it is typically made with milkfish,

scad, or herring. It is best served with salted eggs, rice and freshly sliced tomatoes.

The Marketing Mix or the 4P's

The 4P’s classification for developing an effective marketing strategy was

first introduced in 1960 by marketing professor and author E. Jerome McCarthy. It

was published in the book entitled Basic Marketing: A Managerial Approach.

Depending on the industry and the target of the marketing plan, marketing managers

may take various approaches to each of the 4P’s.

The fundamental idea in marketing is the marketing mix. According to Riaz

and Tanveer (n.d.), citing Kotler, Armstrong, Wong, and Saunders (2008) they

described the marketing mix as a collection of controlled marketing tools employed

by a business to elicit a desired response in a target market. These marketing mix

components are the fundamental, tactical parts of a marketing strategy. The Four P's,

or product (P-1), pricing (P-2), place of distribution (P-3), and promotion (P-4), are

also referred to as the "Marketing Mix" and are the parts of the marketing mix.

The marketing mix can help the smoked fish business to develop an effective

plan that is tailored for their customers while considering their objectives.

Product
 According to Philip Kotler an economist and marketing guru, a product is more

than a tangible ‘thing’. A product meets the needs of a consumer and in addition to a

tangible value this product also has an abstract value. Products is a item that sold in

markets to fulfil the desires or demands of buyers. Product strategy encompasses

packaging, branding, labeling, and high-quality product qualities such as style,

feature, and design. A high brand preference is a value-added feature.

According to Riaz & Tanveer (n.d.); Goi (2011) and Muala & Qurneh (2012)

(citing numerous studies), a "Product" is a good or service that a business provides to

the market. "Something or anything that can be offered to the customers for attention,

acquisition, or consumption and satisfies some want or need" is the definition of

"product." It encompasses tangible items, services, people, locations, organizations,

or concepts.

The product in the marketing mix is important to a smoked fish business

because it is the offered in the markets to sell. Also, Smoked fish is the product

offered by vendors. There are techniques that are applied to the product, such as

packaging, brands and labeling.

Tinapa or smoked fish is one of the people’s occupations. However, smoked

fish is a popular Filipino dish that is served for breakfast, lunch and dinner. There are

different types of it such as galunggong, tinapa, salmon and bangus.

Price

Price is the second P of the marketing mix. Price of an item has a vital role in

determining the value of sales price of the product reflects what consumers are

willing to pay for it. Marketing professionals need to consider all of the cost of

business. Pricing based primarily on consumers' perceived quality or value is known

as value-based pricing. Twin, A, Anderson, S and Eichler R (March 28, 2023).

marketing mix tactics because it is completely responsible for a business's profit,

survival, and growth pattern. Price is influenced primarily by 10 elements, all of

which are dependent on the price elasticity of demand, and both demand and sales

are highly dependent on price.

According to Nakhleh (2012), is what is sacrificed in order to obtain a good

or service. Consumers' willingness to pay varies depending on the demands they

have. As a result, different people may perceive the cost of the same service or

product differently.

According to various research cited by Riaz & Tanveer (n.d.), Goi (2011),

and Muala & Qurneh (2012), price is the amount of money charged for a good or

service, or the overall values that customers exchange for the advantages of owning

or utilizing the good or service. It is the cost of a product to the buyer, or what they

must pay to purchase it. The biggest influence on customer decision, according to

experts, is price. The sole component of the marketing mix that needs to be

determined in regard to the other three Ps is price. As the sole component of the

marketing mix that results in a turnover for the company, pricing is one of the most

crucial components.

Pricing is also one of the most important aspects of a business. It involves

pricing the products offered in the market. Through pricing, it provides profit and

discounts to the owners of smoked fish in order to achieve more sales.

Promotion

The term "promotional mix" refers to coordinated marketing approaches.

Promotion of sales, public relations, personal selling, and advertising are a few

examples of activities. Allotted money for the marketing mix is one important factor.
The merchant will utilize this to attempt to persuade and influence buyers to acquire

their items or services. It assists in communicating information to the general public

about a product, service, or corporation. The corporation uses this process to enhance

its public image.

According to Goi (2011) and Muala & Qurneh (2012), promotion is a crucial

aspect of business and a crucial component of the entire marketing process.

Promotion is a selling method, and any marketing campaign that wants to be

successful needs to incorporate promotion into it.

Promotion includes direct marketing, public relations, personal selling, and sales

promotion. Making prospective customers aware of the variety of goods and services

available is beneficial. If the target market cannot properly understand the benefits of

a product or service, it is meaningless to have a successful offering.

Hence, promotion provides information on the product or service of the

importance of smoked fish. Through promotion it can help smoke fish owners

promote their product. Also, promotion it helps smoked fish vendors to patronize

their product.

Place

The fourth P in the marketing mix is placed, also known as areas of

distribution. It is involved with the provision of items or services to clients. To

execute a successful marketing strategy, it is vital to cultivate the habit of assessing

and reflecting on the precise place where the customer meets the salesperson and

items and services are transformed into cash. Though estimations vary greatly per

product due to the high cost of delivering the goods to the customer, changing

distribution techniques might occasionally result in a considerable increase in sales.

Before goods are made available to customers, the location houses a variety of means
of transportation and storage. Delivering the right items to the right place at the right

time through efficient distribution networks is the secret to success. A number of

variables will influence the distribution plan that is chosen.

According to Goi (2011) and Muala & Qurneh (2012), a successful

distribution of the company's goods among marketing channels like wholesalers or

retailers is essential for the place strategy. A crucial external resource is a distribution

system. Given the significance of the product and consumption happening

simultaneously and in the same location a location that offers all customer,

competitor, promotion, and marketing task-related information an company should

pay close attention to place decisions.

In this study, it emphasizes the importance of place to smoked fish business

owners because it determines where they will sell their products. In other words, the

location serves as the distribution point for the products that smoked fish owners will

offer to consumers.

Synthesis

Therefore, an effective marketing strategy for smoked fish businesses should

carefully consider the interplay of the 4P's. A high-quality product, thoughtfully

priced, actively promoted, and easily accessible to the target market, can lead to

increased business owner’s satisfaction and business success. Understanding

consumer preferences for product attributes and pricing, along with creating effective

promotional campaigns and establishing strong distribution channels, are key

components of a successful marketing mix for smoked fish businesses. Additionally,

a focus on product quality and variety can enhance consumer loyalty and lead to a

competitive edge in the market.

Theoretical Framework
 This study was based on the theory “4P’s of Marketing Mix” by E. Jerome

McCarthy in 1960. McCarthy’s novel approach was influence by the still-recent

“marketing mix” concept, which Harvard Business School professor Neil. H. Borden

popularized in 1950’s. In fact, Borden himself had been influenced by a 1948 study

written by James Culliton, in which the author equated business executives to

“artists” or “mixer/s" of ingredients” Rather than using the same approach for every

situation, then, Culliton and Borden recognized that successful executives instead

mixed different methods depending on variable market forces.

The first P of marketing are Product. The product is the good or service being

marketed to the target audience. Generally, successful products fill a need not

currently being met in the marketplace or provide a novel customer experience that

creates demand. As you are working on your product, it is essential to consider

potential customers in your target audience and their unique needs. Price is the cost

of a product or service. When marketing a product or service, it is important to pick a

price that is simultaneously accessible to the target market and meets business goals.

Place is where you sell your product and the distribution channels you use to get it to

your customer.

Much like price, finding the right place to market and sell your product is a

key factor in reaching your target audience. If you put your product in a place that

your target customer doesn’t visit—whether on or offline— then you will likely not

meet your sales target. The right place, meanwhile, can help you connect with your

target audience and set you up for success. Promotion is how you advertise your

product or service. Through promotional activities, you will get the word out about

your product with an effective marketing campaign that resonates with your target

audience. There are many different ways to promote your product. Some traditional
methods include word of mouth, print advertisements, and television commercials. In

the digital age, though, you can create online marketing campaigns to promote your

product, using such channels as content marketing, email marketing, display ads, and

social media marketing.

Conceptual Framework

This study was based on the “The Correlation of 4 p's of marketing in the

business performance of MSE's in Palayan City, Nueva Ecija”. This study was

written by Dr. Fhrizz S. De Jesus (2022) which stated that using 4p's of marketing

help to improve the business performance of MSE's in Palayan City, Nueva Ecija.

This study used a quantitative research design and descriptive analysis to describe

and summarize the data that was gathered. They used 30 licensed MSE's in Palayan

Ciy, Nueva Ecija, and most of the respondents agreed that they are satisfied with the

products features.

This study which highlighted its positive correlation with improved business

performance among MSEs in Palayan City, Nueva Ecija. This study underscores that

leveraging the 4P's of marketing can enhance market positioning, owner’s

satisfaction, and overall business outcomes. Given the parallels between MSEs and

smoked fish businesses, it is plausible that a similar approach could yield favorable

results in San Leonardo's smoked fish industry.

Therefore, the purpose of this research is to analyze the satisfaction of smoke

fish business owner using the 4p's of marketing.

Business Marketing
Aspects
- Supply
- Marketing strategy
- Products
Statement of the problem

The study aims to analyze the satisfaction and marketing problems

encountered by Smoked Fish Business Owners in San Leonardo, Nueva Ecija, with a

focus on the application of the 4P's of Marketing (Product, Price, Place, and

Promotion).

Specifically, the research seeks to address the following key questions:

1. How may the business marketing aspect of the respondents be described in terms

of:

1.1 Supply;

1.2 Marketing Strategy and

1.3 Products?

2. How may the satisfaction level of the respondents be analyzed using the 4P’s of

Marketing in terms of:

2.1 Product;

2.2 Price;

2.3 Promotion; and

2.4 Place?

3. What are the marketing problems encountered by smoked fish business owners in

terms of:

3.1 Product;

3.2 Price;

3.3 Promotion; and

3.4 Place?4. Is there any significant relationship between the business

marketing aspects and the satisfaction level using the 4P’s of Marketing of

the respondents?
5. What Marketing Enhancement plan may be proposed to improve the operations of

the smoked fish businesses in San Leonardo, Nueva Ecija?Scope and Delimitation

This study is geographically focused on a certain set of smoked fish business

owners in San Leonardo, Nueva Ecija, Philippines. It attempts to learn more about

their levels of satisfaction and the marketing-related difficulties they encounter in this

area. Participants in the study who are actively involved in the manufacture,

marketing, and retailing of smoked fish products in San Leonardo, Nueva Ecija, are

welcome.

The investigation of the marketing mix, which includes the 4p’s of product,

price, place, and promotion, is the main objective of this study. It intends to look into

how these marketing components affect business owners' satisfaction and how they

deal with the particular problems faced by the regional smoked fish industry. A

survey and possibly field observations will be used to gather the necessary data.

These techniques aim to offer useful insights about the smoked fish business

community of San Leonardo's marketing approaches, product quality, price plans,

distribution systems, and promotional activities.

It's crucial to recognize several limitations with this study, though. First off,

the research's conclusions and recommendations are very loosely generalizable and

only apply to the smoked fish businesses in San Leonardo, Nueva Ecija.

Additionally, practical limitations, particularly those relating to time and resource

constraints, which may limit the study's sample size of participating smoked fish

business owners, have an impact on the study's breadth. The study acknowledges that

satisfaction analysis is inherently subjective and that there may be several influences
on business owners' perceptions and attitudes, but it does not attempt to account for

all possible biases.

The study refrains from providing a thorough examination of every external

element influencing customer satisfaction and marketing issues. Outside of the local

setting, economic, social, or political influences are limited. The study is only open to

participants who can successfully communicate in the designated data collection

languages (e.g., English or Filipino), potentially eliminating certain business owners

from the study. As a result, there are language and communication limits. The study

may not adequately address additional difficulties faced by smoked fish firms, such

as regulatory or environmental constraints, because it largely focuses on marketing-

related issues. And last, ethical issues like informed consent and data protection are

crucial to the study and have an impact on both its focus and methods.

Significance of Study

The findings of this study will be beneficial to the following:

Smoked Fish Vendor - Understanding the dynamics of the smoked fish business in

San Leonardo, Nueva Ecija through the lens of the 4P's of marketing can provide

valuable insights for business owners. It enables them to make informed decisions

regarding product offerings, pricing strategies, distribution channels, and promotional

activities. This knowledge can lead to improved profitability, market reach, and

customer satisfaction.

Customers - The study's findings are also significant for customers. A better

understanding of how the 4 P's influence the smoked fish business can lead to

improved product quality, pricing transparency, accessibility, and effective

marketing. This can result in a more satisfying and value-driven experience for

customers.
Local economy and community - The smoked fish business plays a vital role in the

local economy of San Leonardo, Nueva Ecija. By comprehensively analyzing it using

the 4P's of marketing, the study can contribute to the growth and sustainability of this

industry. This, in turn, can lead to economic development, job creation, and overall

community well-being.

Future Researchers - For future researchers and academics, this study serves as a

valuable resource for further exploration of marketing strategies within the specific

context of the smoked fish industry. It provides a foundation for deeper analyses,

comparative studies, and the development of new marketing frameworks tailored to

similar industries or regions.

Definition of Terms

Marketing Aspects – This refers to the design to attract customers and encourage

sales. This helps the smoked fish business to understand and meet the needs of their

target customers.

Marketing Mix or the 4 P’s - Marketing Mix helps smoked fish business to develop

strategies by using the 4Ps. Additionally, it assists in understanding the business and

product's needs further.

Marketing Strategies – This refers to plan and strategy that will help the smoked

fish business to promote or sell their product.

Place -This refers to the location where the smoked fish business is situated, where

there are many people to whom products can be sold.

Price - This refers to the expenses incurred by a consumer when purchasing products

and services. It involves price strategies and the application of discounts on products

of smoked fish.
Product - This refers to the goods and services offered by a smoked fish business to

consumers. It includes branding and product design to attract consumers.Promotion

- This refers to how smoked fish business is advertised and marketed, such as using

flyers. It involves on how the merchant persuade and influence buyers to acquire

their items or services.

Supply – This refers to the total amount of smoked fish business that available to

purchase.

Smoked Fish – This refers to whole or filleted fish that has been cured and/or

cooked with salt and subjected to smoke produced by combustion of wood or other

smoking materials.

Smoked Fish Business Owners – This refers to people that are in charge of

producing, preparing, and marketing smoked fish goods.

RESEARCH METHODOLOGY

This chapter shows and explains the research method used, research locale,

respondents of the study, instruments, development, administration of the instrument,

reliability, and validity, and statistical treatment of data that can be utilized in

conducting the study.

Research Design

In order to analyze the Satisfaction Analysis and Problem of Smoked Fish

Business Owners in San Leonardo, Nueva Ecija using the 4P's of Marketing,

Descriptive research method was adopted.

The study made use of the descriptive research method. The researchers used

the descriptive research method in this study to address the focus on the 4p's

marketing of tinapa business. Descriptive research design is a sort of research design

that tries to systematically gather data to characterize a phenomenon, circumstance,

or population that is being examined, according to Mugenda and Mugenda, (2003)

and Siedlecki (2020).

This design was quantitative, with the impact determined by frequencies,

percentages, weighted mean, or other statistical analysis. It is also utilized to provide

comprehensive and detailed overview of the satisfaction levels and marketing issues

face by the Smoke Business Owners in San Leonardo, Nueva Ecija. This is essential

for making and formulating effective marketing strategies.

Research Locale
 The research was conducted in San Leonardo, Nueva Ecija, Philippines. This

locale is chosen due to its significant presence of smoked fish businesses, making it

an appropriate setting for the study.

Map of San Leonardo, Nueva, Ecija

Respondents of the Study

The primary respondents of the study were owners of Smoked Fish Business

operating in San Leonardo Nueva Ecija. The table below presents the Smoked Fish

Businesses in San Leonardo Nueva Ecija were in sample population was found. The

researchers got the list of Smoked Fish Business Owners from 15 Barangay of San

Leonardo.
 Table. 1 Distribution of the Respondents

Respondents Population Sample Population

Smoked Fish Business 20 20

Owners

Table 1. Present the total number of respondents in the study. The figure of

population was retracted from the estimated Smoke Fish Business Owner of San

Leonardo Nueva Ecija.

Sample and Sampling Procedure

The total sample size of the respondent of the study has a frequency of 20 of the total

population of 20. The target respondents are the Smoke Fish Business Owner of San

Leonardo. This study uses the Raosoft application to determine the sample size with

95% confidence level and a 5% margin of error.

Purposive sampling technique was used in this study. Purposive sampling, also

known as subjective sampling, is a non-probability sampling approach in which the

researcher uses their judgement to choose variables for the sample population. Here,

the researcher’s judgement and understanding of the context determine every step of

the sampling procedure (Formplus Blog, 2022).

Research Instrument

The results of this study were obtained using a survey form. The researchers used

Survey questionnaire database to collect and store the data and statistical software

was used to analyze the results. Survey research is the most fundamental

methodology and study for any quantitative outcome research.

study. The respondents were encouraged to fill out the survey questionnaires.

Part I. This part of the questionnaire covers by marketing aspects of the business in a

checklist form. It composed of 3 parts: supply, marketing strategies, and types of

products. It was constructed by the researchers.

Part II. This part of the questionnaire covers by 4p’s of marketing business. It is

composed of 4 parts: Product, Price, Place, and Promotion. This part of the

instrument was formulated of in the modified 4-point Likert scale (4) Very Satisfied;

(3) Satisfied; (2) Not Satisfied; and (1) Totally Not Satisfied. The questionnaires was

adopted and modified from the work of Dr. Fhrizz S. De Jesus (2022) “The

Correlation of 4Ps of Marketing in the Business Performance of MSEs in Palayan

City, Nueva Ecija”.

Part III. This part of the questionnaire covers the problems encountered by the

respondents. This part of the questionnaire is an open-ended question made by the

researchers.

The research instrument was validated; corrections and suggestions were

incorporated into the final draft, and survey with Smoked Fish Business Owners were

conducted to assess the instrument’s reliability and validity.

Data Gathering Procedures

After the approval of the Business Research entitled “Satisfaction Analysis

and Marketing Problems of Smoked Fish Business Owners in San Leonardo, Nueva

Ecija using the 4P’s of Marketing”, the Researchers are beginning to gather and

synthesize relevant data and information from the Internet. The data collected was

used as the basis for the research questionnaire and was verified by the experts who

provided their opinions and suggestions for further improving the research tool.
Researchers conducted a dry run to verify the reliability and effectiveness of the

questionnaires created. Instrument reliability factors were tested and measured to

verify internal consistency. The effectiveness of the survey tools was established by

submitting developed survey tools to obtain comments from experts evaluating the

tools. The reliability coefficient of the instrument was tested and measured with a

score of ___Product ______, Price ______, Promotion ______, and Place

_____which means that the instrument that has been utilized has a _____ internal

consistency. The validity of the research instrument was established by presenting

the developed research instrument for the comments of the experts who rated the

instrument with _____ as its weighted mean having a verbal interpretation of ______.

After validating the questionnaire, researchers conducted a pilot test to confirm the

accuracy, reliability, and effectiveness of the research tool.

Researchers created a questionnaire that allowed them to answer the factors

and concerns identified in the problem description. The survey form he divided into

three parts. That is, the respondent's Business Marketing Aspects, 4p’s of marketing

mix, and Problems Encountered while using the checklist form. Listed and explained

in the Consent Section is Voluntary Participation, that participation in the study is

entirely at the discretion of the Respondent, and that the Respondent has the right to

withdraw from the Study and that the Respondent may it indicates that you have the

right to put out and resign.

Data Analysis Techniques

Information collected from locales was encrypted, aggregated, and

researched. Collected data were analyzed using statistical techniques such as

Frequency Distribution, Percentage, Weighted Mean, Thematic Analysis and Pearson

R Correlation.
Table 2. Scale for Interpretation

SCALE MEAN INTERPRETATION DESCRIPTION

RANGE

4 3.26 - 4.00 Very Satisfied The statement exceeds the

expectations of the smoke fish

business owners.

3 2.51 - 3.25 Satisfied The statement does meet the

expectation of the smoked fish

business owners

2 1.76 - 2.50 Somehow Satisfied The statement slightly meets the

expectation of the smoked fish

business owners.

1 1.00 - 1.75 Dissatisfied The statement does not meet the

expectation of the smoked fish

business owners.

Table 2 presents the scales applied by the researchers in the interpretation and

description of data under the Business Technical Aspects of the Respondents,

Business Operation, and Problems encountered. To determine the favorable using a

4-point Likert scale. The purpose of the researchers is to identify the perspective of

the respondents which among the Business owners' beliefs are being Very Satisfied,

Satisfied, Not Satisfied, and Dissatisfied.

Aside from the said scale, the researchers used the following statistical tools

to classify, tabulate, and analyze the following data of the research study.
 1. In describing the Marketing Aspects of a business, the researchers used

Frequency and Percentage.

2. In describing the Marketing Strategy of a business be analyzed using 4P’s of

Marketing, the researchers employed Weighted Mean and Ranking.

3. In describing the Problems encountered by smoke fish business owners, the

researchers employed Thematic Analysis treated with Frequency and

Percentage.

4. In describing if there is a Significant Relationship between the business

Marketing Aspects and the satisfaction level using the 4P’s of Marketing of

Smoked Fish Business Owners, the researchers used Pearson R Correlation.

Ethical Consideration

The following were seen as possible ethical concerns toward the conduct of

this study:

Full Disclosure. The researchers' honesty and effective communication of

research objectives and reasoning are crucial to afford respondents and other

stakeholders a genuine opportunity to participate in the study and fully comprehend

the context of their involvement. Consequently, the researchers provided prior

notification to the participants prior to commencing the study. The scholars

additionally deliberated that the commercial technical data of the participants

constituted a component of the data collection process aimed at evaluating their

business activities.

Prior Informed Approval. In obtaining consent prior to engaging in any

activity, it is imperative that a clear and concise presentation of the study's

objectives, methodology, and potential positive and/or negative outcomes was

provided to the participants. The participants were given an opportunity to provide

anonymity of participants in the aforementioned study or voluntarily electing to

participate in said study indicates that they were cognizant of their inclusion in the

research report. The safeguarding of users' information was consistently ensured in

compliance with RA 10173, which is commonly referred to as the Data Privacy Act

of 2012.

Data Analysis. The researchers maintained the confidentiality of the data

acquired. Any sort of information dissemination was the researchers’ responsibility.

Potential Conflict of Interests. The researchers took measures to guarantee

the absence of any potential conflicts of interest between themselves and the

participants of the study. In adherence to ethical principles, the researchers obtained

prior consent and agreement from the participants and provided them with a detailed

explanation of the study's procedures.

Plagiarism. The researchers adhered rigorously to the provisions of Republic

Act 10175, also known as the Philippine Cybercrime Law. The author implemented

all necessary measures to guarantee the absence of plagiarism in this research

manuscript. The investigator employed the "Plagscan" software to attain a plagiarism

rate of no more than 5%, which is the standard practice in the field of producing a

research paper. Any section of the study that was found to be plagiarized has been

appropriately revised.

Information Disposal. The personal information of applicants is retained by

the researchers exclusively for legitimate research purposes. Subsequently, the

personal information was disposed of or discarded in a secure manner that precludes

any future processing, unauthorized access, or disclosure to a third party or the

concerned.

Chapter 3

PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA

This chapter presents analyses and interprets all the data gathered through the

textual and tabular form.1. Business Marketing Aspects

1.1 Supply

Table 3 presents the results of the Marketing Aspects of the respondents in

terms of supply.

Table 3.

Business Marketing Aspects in terms of supply.

Supply Frequency Percentage (%)

Total 100%

This table displays the percentage of Business Marketing Aspect of the

respondents in terms of the Supply.

1.2 Marketing Strategy

Table 4 presents the results of the Marketing Aspects of the respondents in

terms of Marketing Strategy.

Business Marketing Aspects in terms of marketing strategy

Marketing Strategy Frequency Percentage (%)

Total 100%

This table displays the percentage of Business Marketing Aspect of the

respondents in terms of the Marketing Strategy.

1.3 Product

Table 5 presents the results of the Marketing Aspects of the respondents in

terms of Product.

Table 5.

Business Marketing Aspects in terms of types of Product

Types of Product Frequency Percentage (%)

Total 100 (%)

respondents in terms of the types of product.

2. 4P’s of Marketing Mix2.1 4P’s of Marketing Mix in terms of Product

Table 6 presents the results of the 4P’s Marketing Mix of the respondents in

terms of Product.

Table 6

4P’s of Marketing Mix of the respondents in terms of Product.

Product Weighted Verbal Rank Description

Mean Interpretation

Average

Weighted

Mean

In relation to the product, with a weighted mean of__, read__with the

description of__. 2.2 4P’s of Marketing Mix in terms of Price

Table 7 presents the results of the 4P’s Marketing Mix of the respondents in

terms of Price.Table 7

4P’s of Marketing Mix of the respondents in terms of Price.

Price Weighted Verbal Rank Description

Mean Interpretation
 Average

Weighted

Mean

In relation to the price, with a weighted mean of__, read__with the

description of__. 2.3 4P’s of Marketing Mix in terms of Place

Table 8 presents the results of the 4P’s Marketing Mix of the respondents in

terms of Place.Table 84P’s of Marketing Mix of the respondents in terms of Place

Place Weighted Verbal Rank Description

Mean Interpretation

Average

Weighted

Mean

In relation to the place, with a weighted mean of__, read__with the

description of__. 2.4 4P’s of Marketing Mix in terms of Promotion

Table 9 presents the results of the 4P’s Marketing Mix of the respondents in

terms of Promotion.
Table 94P’s of Marketing Mix of the respondents in terms of Promotion

Promotion Weighted Verbal Rank Description

Mean Interpretation

Average

Weighted

Mean

In relation to the promotion, with a weighted mean of__, read__with the

description of__.