Challenges in Product, Place, and Promotion Among Selected Snack Houses in Ormoc City Proper
DOI:
https://doi.org/10.65339/ijsis.V1.I3.175Keywords:
Business Accessibility, Marketing Challenges, Multiple-Case Study, Product Strategy, Promotion Strategy, Snack Houses, Sustainable Development GoalsAbstract
This study examined the challenges in Product, Place, and Promotion among selected snack houses in Ormoc City Proper, Leyte. Anchored on Porter's Generic Strategies and Kotler's Marketing Mix Theory, the study employed a qualitative descriptive approach using a multiple-case study design. Twenty (20) participants, consisting of owners or managers and staff members from ten (10) purposively selected snack houses, participated in one-on-one interviews using a validated, self-constructed semi-structured interview guide. Data were analyzed through thematic analysis following Braun and Clarke's six phases, supplemented by within-case and cross-case analyses. Findings revealed that product-related challenges involved balancing menu variety with customer preferences, maintaining quality and consistency, and managing packaging costs and presentation. Place-related challenges included accessibility, visibility, parking limitations, traffic congestion, nearby competition, and limited space. Promotional challenges involved sustaining social media activities, utilizing traditional and word-of-mouth marketing, maintaining customer engagement, and evaluating promotional effectiveness. Although the establishments experienced similar challenges, their responses varied according to available resources, customer preferences, location, employee capabilities, and operational conditions. The study recommends improving product standards, accessibility, space utilization, and promotional practices, alongside local government support for small food enterprises. The findings align with Sustainable Development Goal (SDG) 8, Decent Work and Economic Growth, and SDG 9, Industry, Innovation and Infrastructure, by addressing small-business competitiveness, product innovation, and business accessibility. The study contributes to local economic and institutional sustainability by providing practical insights that may support business continuity, entrepreneurship development, and informed local government initiatives.
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Copyright (c) 2026 Juliana Charlize D. Palencia, Kevin Martin P. Villamiel, Jessel H. Villa, Vince Wary R. Sedaya, Christian M. Sanico, Ishane Mae V. Piquero, Jeriel Roy M. Pinote, Eljoy D. Patricio, Algerico Jr. A. Luzares, Gabriel Ruiz L. Entino, Allyne Honey Lette P. Calabia, Jude F. Bahinting, Lindsay S. Amen, Ana Jane S. Cabalejo, Jayson S. Manatad, Jenny A. Babor (Author)
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