Discipline: others in business and management
The objective of the study is to provide a comprehensive knowledge of the consumers’ sensitivity on retail commodities through multi-level marketing (MLM) as an effective marketing strategy when grouped according to the types of the buyer (consumer only, consumer/ distributor, and potential distributor). The participants divided into types of consumer only, consumer/distributor, and potential distributor clinched according to its profile who usually purchase a retail product from MLM business centers in Metro Manila, Philippines. The structured questionnaire was briefly explained the purpose of the study so that have background on how to answer each question, as to what scale of responses needed to input in the instrument according to respondents’ personal perception of each categorical variables and dimensions (items). The data gathering was completed in the whole period of 2022 were reviewed upon collection to guarantee the completeness of the answers needed. In the data interpretation procedures and process, the data were done through the use of excel survey template then uploaded in SPSS as a statistical tool to determine the results of ANOVA and Post Hoc Tests would put on upon finding out that highest results of rejection of null hypothesis prior to interpretation of the data gathered. The consumers’ sensitivity on retail commodities in terms of quality dimensions perceived by the participants show that the products must meet customer satisfaction, buyers as well should feel that they get their money’s worth and are well-informed if products are not available. Furthermore, it is commended to strengthen the drawbacks of “Multi-Level Marketing” (MLM) as a present crucial marketing strategy by providing effective and reliable promotion to persuade, or remind people about its products and improve its public image. Moreover, continuous research and development of upgrading multi-level marketing strategy through object-oriented technologies or reliable online shopping platform that can operate through the electronic application with corresponding long-term or strategic marketing plan. The research implications that awareness is the first and foremost that facts in relation to networking or multi-level marketing are one of effective marketing strategy today to facilitate the new entrant in retail commodities industry which cheapest form advertisement and easily positioned in the market. Consumers’ sensitivity does not always focus on price but there are lots of factors to be considered when they purchase a retail product from MLM business centers. This factor includes the quality dimensions which the focal point of the study.
ISSN 2012-2353 (Print)
Philippine E-Journals
