Home⇛Psychology and Education: A Multidisciplinary Journal⇛vol. 42 no. 1 (2025)

4ps Marketing Mix as a Driver of Customer-Perceived Profitability in a Cebu-Based Private Business

Junrick Orbiso | Angel Maica Codioran | Abbey Auman | Mark Anthony N Polinar | Joanna Marie Ato | Jeralyn Bellita

Discipline: business studies

 

Abstract:

The marketing mix strategy, commonly referred to as the 4 Ps (product, price, place, and promotion), has been widely employed. The four marketing mix components identify consumer needs and desires, creating solutions that address those requirements. This research examined the significance of various aspects of the 4 Ps of the marketing mix on the perceived profitability of a private company in Cebu City. Utilizing Cochran's formula, the study gathered responses from 387 randomly chosen respondents, representing senior high school students at Mabolo National High School. The researchers developed a self-made questionnaire to collect data, which was validated to assess its internal consistency, yielding a Cronbach's alpha of 0.82. The study employed a weighted mean and Relative Importance Index (RII) for data analysis. According to the findings, product mix was the top factor in driving the company’s perceived profitability, with the highest RII score of 0.826. Consequently, the researchers concluded that respondents place high importance on product quality and that the company consistently delivers goods that align with their standards, likely enhancing its perceived profitability. Furthermore, the researchers developed a contextualized marketing scheme specifically tailored for the companies within that area, aiming to improve customers' perception of overall profitability



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