SELECT MARKETING STRATEGY AND ACTIVITIES INFLUENCING BUSINESS PERFORMANCE

Patrick R. Hariramani
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Patrick R. Hariramani: De La Salle University

International Journal of Entrepreneurship, 2020, vol. 24, issue 5

Abstract: This research will study about how Selected Marketing Strategy affects Perceived Financial Performance. The study has 10 Hypothesis which H1 to H5 tackles on the relationship of the Independent Variable to the Dependent Variable. Hypothesis 6 to Hypothesis 9 looks at the predictability of Perceived Financial Performance by using the different Independent Variable, while Hypothesis 10 is a multiple linear regression where all Independent Variables are used as predictors for Perceived Financial Performance. This research is a quantitative study which is Casual, Correlational and Descriptive in nature and will be conducted in Metro Manila with 110 family businesses owners and managers as a primary respondent. This research will look at the effects and relationship of Customer Service Differentiation, Product Differentiation, Promotion of Family Business and Use Image of Family Business to Perceived Financial Performance of Family Businesses. Data will be analyzed using Descriptive Analytics, Multiple Linear Regression Analysis and Correlational Analysis. Based on the findings and statistical tools, all the Independent Variables are significant predictor and has a positive relationship to Perceived Financial performance. Considering this findings, Family Businesses must use creative strategies and using their Family Business Brand as a leverage.

Keywords: Family Business; Regression Analysis; Perceived Financial Performance; CustomerService Differentiati (search for similar items in EconPapers)
JEL-codes: Z33 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ris:ijentr:0141

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