A MARKETING RESEARCH OF VINDOSA CORPORATION, VALENCIA CITY

RANDA LAULEN SALVADOR

DIANA AMOR VILLALUNA

JUDE NATHAN ROJO

CARL ISIDRO ABCEDE

FRANCIS JOHN SANTOS

JULIUS JOHN LABRA

BAMM-6203

(MARKETING RESEARCH)

APRIL 2021
 CURRICULUM VITAE

PERSONAL INFORMATION

Name: Randa Laulen B. Salvador

Address: Purok- 1, Patag, Bagontaas, Valencia City Bukidnon

Age: 26 years old

Date of Birth: February 26, 1995

Civil Status: Single

Religion: Roman Catholic

Contact Number: 09751026411

Mother: Rosalina B. Salvador

Father: Randy E. Salvador

EDUCATIONAL ATTAINMENT

Tertiary: ACLC College of Bukidnon

Secondary: Busco Academy

Primary: Busco Elementary

 CURRICULUM VITAE

PERSONAL INFORMATION

Name: Diana Amor S. Villaluna

Address: Purok 13A Carnay Poblacion Valencia City

Age: 20 years old

Date of Birth: December 07, 2000

Civil Status: Single

Religion: Roman Catholic

Contact Number: 09679128114

Mother: Lenita Villaluna

Father: Romel Villaluna

EDUCATIONAL ATTAINMENT

Tertiary: ACLC College of Bukidnon

Secondary: VCI

Primary: Valencia City Central School

 CURRICULUM VITAE

PERSONAL INFORMATION

Name: Jude Nathan M. Rojo

Address: Alkuino Compound, Poblacion, Valencia city

Age: 22 years old

Date of Birth: March 13, 1999

Civil Status: Single

Religion: Evangelical

Contact Number: 09061829080

Mother: June Rojo

Father: Clay Rojo

EDUCATIONAL ATTAINMENT

Tertiary: ACLC College of Bukidnon

Secondary: Valencia National Highschool

Primary: Bukidnon Faith Christian School Inc.

 CURRICULUM VITAE

PERSONAL INFORMATION

Name: Francis John S. Santos

Address: Purok-10, Poblacion, Valencia City, Bukidnon

Age: 21 years old

Date of Birth: October 17, 1999

Civil Status: Single

Religion: Roman Catholic

Contact Number: 09356724483

Mother: Mitze Santos

Father: Ferdinand Santos

EDUCATIONAL ATTAINMENT

Tertiary: ACLC College of Bukidnon

Secondary: Valencia National Highschool

Primary: Valencia City Central School

 CURRICULUM VITAE

PERSONAL INFORMATION

Name: Carl Isidro B. Abcede

Address: Purok-6 Bagontaas, Valencia City, Bukidnon

Age: 20 years old

Date of Birth: December 4, 2000

Civil Status: Single

Religion: Roman Catholic

Contact Number: 09757272193

Mother: Helen B. Abcede

Father: Isidro T. Abcede

EDUCATIONAL ATTAINMENT

Tertiary: ACLC College of Bukidnon

Secondary: Central Bukidnon Institute

Primary: Bagontaas Central Elementary School

PERSONAL INFORMATION

Name: Julius John V. Labra

Address: Purok-1, Lumbo, Valencia City, Bukidnon

Age: 20 years old

Date of Birth: July 29, 2000

Civil Status: Single

Religion: Roman Catholic

Contact Number: 09972063504

Mother: Janice V. Labra

Father: Rufino M. Labra

EDUCATIONAL ATTAINMENT

Tertiary: ACLC College of Bukidnon

Secondary: Valencia National Highschool

Primary: Valencia City Central School

 ACKNOWLEDGMENT

We would thank all who in one way or another contributed in the completion of
this research paper. First, we would like to give thanks to God for protection and
ability to do work.

We are grateful to Sir Wenry A. Resurreccion Jr. who guided, encouraged and
directed us all throughout the duration of the research. His challenges brought this
work towards a completion. It is with his supervision that this work came into
existence. We are also deeply thankful to the respondents for their willingness for
giving response to our research. Their names cannot be disclosed, but I want to
acknowledge and appreciate their help and transparency during my research. Their
information has helped the researchers complete this thesis. The research cannot be
completed without the cooperation from our group members namely, Randa Laulen
B. Salvador, Diana Amor S. Villaluna, Jude Nathan M. Rojo, Carl Isidro B. Abcede,
Francis John S. Santos and Julius John V. Labra.

We also thank their family who encouraged us and prayed for us throughout
the time of the research.

May the Almighty God richly bless all of you.

 DEDICATION

This study wholeheartedly dedicated to our beloved families, who have been
our source of inspiration and gave us strength when thought of giving up, who
continually provide their spiritual, emotional and financial support.

To our love one’s, classmates, and friends who shared their word of advice
and encouragement to finish this study. To Sir Wenry A. Resurreccion Jr. our
Marketing Research Instructor who made our research happened, and most
especially we are thankful to our Almighty God, thank you for giving us knowledge
and wisdom, for his overflowing love, we thank you.
 Chapter I.

EXECUTIVE SUMMARY (REVISE)

Many participants in the oil and gas industry will have experienced déjà vu as
oil prices have once again crashed, this time due to the destruction of demand
associated with COVID-19 and the price war between Russia and Saudi Arabia
(Richard G. Blunt, 2020). The domestic applications of LPG must never be
overlooked. When it comes to changing the face of domestic fuels used for heating
and cooking, it has played a transformative role. The household consumption for LPG
amounted to 503 thousand tons, and 776 cubic meters for kerosene. When compared
with the 1989 figures, these increases translated to 56.7 percent for LPG and 56.4
percent for kerosene at the national level. Many people in rural areas are also
unaware of the benefits of using LPG for domestic purposes. LPG is used as an
alternative fuel source in these areas, as well as in many urban areas. There are also
advantages for the ecology and biodiversity of the region. The main reason behind
this is easy accessibility, low cost per unit and the environment friendly properties of
LPG. LPG has seen a significant increase in domestic use due to its numerous
benefits. With the passage of time, more in-depth studies have been required to
monitor the price and develop the service offered by LPG gas companies for
domestic purposes. Liquefied Petroleum Gas, or LPG, is used as a fuel in a wide
range of applications, including commercial, industrial, transportation, farming, power
generation, cooking and heating.

The level of competition is very strong in today's market, so every organization

strives to attract loyal clients to ensure business success (Isoraite, 2016). Every
business organization`s success depends on the contentment of the consumers.
Those businesses that excel in truly satisfying customers will stay in the top
marketplace (Khadka & Maharjan, 2017). Customers may be a person or business
that sells the company’s products or services, and they are the true bosses in a
contract who are responsible for the company’s benefit, so they generate demand for
goods and services such that more goods are generated by the company (Ranabhat,
2018). Customer loyalty is very important for the companies in the recent market
environment. (Wei, 2019). According to Business Dictionary, customer is defined as a
party that collects or absorbs commodities and has the capacity to select from
multiple products and suppliers. The loyalty of consumers attract considerable
marketing attention (Wu and Ai, 2016) since its implications cannot be overstated for
modern businesses. In reality, consumer satisfaction is seen as a long-term
advantage (Billgihan et al., 2015), and a key business outcome (Ali et al., 2016; Kim
et al., 2016). Based on its significant position in building sustainable competitive
advantages, keeping loyal consumers is a necessary choice for different industries.
(Wu and Ai, 2016).
 Objectives of the Study

1. To identify the consumer household problems faced towards Phoenix LPG,

through Vindosa Corporation’s services.

2. To provide recommendations in resolving the problems based on the gathered

data from the research.

Mission

To help our respondents achieve success by enabling access to diversified

research products like quality information, analysis and market research consultancy
that provides companies with credible evidence as a basis for decision making, based
on good corporate practices, delivered within dedicated time and expense.

Vision

To be recognized as providers of transparent, competitive, and comprehensive

quality marketing research that helps this company make evidence-based decisions
for maximizing their customers’ and stakeholders’ relationships.

Statement of the problem

Convenience is one of the main reasons why consumers use LPG in their
households. You take away that convenience, you encounter problems to your
business in providing quality service and customer satisfaction. Factors of such
convenience are from cooking efficiency provided by the LPG, and the favorable part
wherein you can simply refill the tank when it runs out.

This research will show that the “refilling-on-time” part is the most critical when
venturing a business focused on delivering LPG tanks in an area. Problems
focused by the respondents are mostly about the delivery time, communication
relayed during and before delivery, and that prices are relatively inconsistent at
times.

Household consumers has responded that oftentimes, they tend to wait for a long
time before their refill gets delivered. Also, they noted that there are times that their
instructions for delivery the LPG are not met, especially their location and the time it
needs to be delivered. Respondents also provided some reaction with the
inconsistencies of the prices, where they understand is related to the Global Market.

As a result, consumers will tend to have their LPG tanks refilled through the
competitors, who can provide fast delivery and a better pricing. Thus, affecting the
sales and will result to a loss in income.

SWOT ANALYSIS

Strength

 Exclusive dealership of Phoenix LPG

 Established LPG distributor in Valencia and Malaybalay City
 Expanded network by adding branches to their business.

Weakness

 Limited supply
 Competitors operate 24 hours while they operate 12 hours.
 No control of global gas price changes.
 Opportunities

 Valencia and Malaybalay City are currently occupied mostly by working class
families and food establishments where the demand for LPG services are
expected.
 Valencia and Malaybalay City are both considered a developing city, which
means a potential growth in developing residences and establishments
needing of LPG services are predicted.

Threats

 Intense competition, where competitors operates longer than they do.

 Covid-19 pandemic, wherein the availability of supplies may be delayed, and
gas prices may be irregular.
 Delivery outlets and means of delivery may be limited to be able to cater the
entire area.

KEY TO SUCCESS

Meeting customer’s needs is always the best baseline in terms of becoming a

successful business. In this case, it is imperative that customer responses and the
SWOT analysis needs to be reviewed and studied. In doing so, the business can tailor-
fit their services and marketing system that will be suitable to their market and to their
available assets.

It is important that the business acknowledges its weakness and threats, and make
sure to do whatever they can to remediate those weaknesses by creating an action plan
and marketing system to counter it. Understanding the feedback from customers will
also enable the business to identify the factors that they can control and create a
system that can rectify issues supplied by the respondents of this research.

History

Vindosa Corporation, headed by Mr. Ronel Gernal, started as a small distributor with
only one branch called “G&L” with having no warehouse at all. They started small within
Valencia City, and they deliver supplies to small restaurants, bakeries, and other local
malls. As they provide good service and maintain their good relation, the Vindosa
Corporation begun to grow and improve. Vindosa Corporation started to expand their
network and establish other branches in different municipalities. They started to supply
outside Valencia City and opened new branches in Aglayan, Malaybalay City, Quezon
and Maramag. As the company becomes more established, they began to cater and
offer more products to provide wider range of customers and their needs. As a result,
they became the exclusive dealer of Phoenix Super LPG in the city of Valencia and
Malaybalay.

GENERAL SETTINGS AND LOCATION

 Vindosa
Corporation

Project location and Facilities

Project lay-out.
CHAPTER II.
 Products and Services

(items displayed+price list+delivery/installation services+brochures)

Market Study
 Vindosa corporation delivers Phoenix LPG in commercial and households. Vindosa
corporation is an exclusive dealer of Phoenix LPG, they also deliver LPG in different
Phoenix LPG distributors within Valencia City, Quezon, Aglayan, Malaybalay and
Maramag. The price of Phoenix LPG varies in every place depending on the
competitors in each place. The more the competitors in each place the lower the price
of Phoenix LPG.

Market Trends

The household sector is currently the largest consumer of LPG, of all LPG sold for
home heating, water heating, and cooking. The industrial industry, which uses LPG for
heating, cooking, and other purposes, is the next largest consumer of LPG.

Marketing Strategy

Vindosa Corporation has a promo given to their customers, Phoenix LPG and double
burner gas stove for only 2,800 pesos. For every household’s customer who will collect
50 receipts will get 1 free LPG and 100 receipts for commercial customers. If you will
receive a tank of LPG that has a leakage, they will replace it into brand new one.

Marketing Programs

Customer retention, maintain top-of-mind knowledge by communicating with existing

customers through texts or other channels on a regular basis. Communication that is
tailored and customized to coincide with significant events, personalities, or other
touchpoints that will resonate with customers. Branded marketing that allows
consumers to tell you about their needs, desires, and plans.

CHAPTER 3.

MAIN COMPETITORS
 Pryce Gas

Gasul

Happy Gas

Solane

Fiesta Gas

Type of Ownership

The type of their ownership is a corporation.

Management Study

The demand for LPG is persistent because we use it every day. Franchising an LPG
company can be a better investment for you, with a return on investment that exceeds
your initial investment. Increased household LPG usage is one of many options for
achieving the 2030 goal of universal access to safe cooking and heating solutions.

Management Team (job description)

Owner/Operator- Ronel Gernal

Bachelor of Science in Commerce

University of Mindanao

CEO- Ramil Lintuan

Bachelor of Science in Accounting

University of Mindanao

Manager- Richmond Medrina

Bachelor of Science in Business Administration major in Marketing Management

Valencia Colleges Inc.

 Organizational Structure

Manager

Richmond Medrina

Accounting Clerk Accounting Clerk

Almera Resulo Mitchelita Malazarte

Cashier Auditor

Regen Orimaco Arvin Pacquiao

Inventory Clerk

Jong Juban

Marketers

Kent Anthony Polancos Reymund Quillope Angelo Pasok

Nelbert Juban Ryan Terado

 Drivers

Paul Berondo Baltazar De Asis Ian Manayon

 CHAPTER 4.

Methodology

In this section, the researchers included how the research was carried, what was the
research design, how the data were collected, what research instrument was used,
what was the sample design and how the data was analyzed and processes. The
methodology aimed to give better understanding about the outcome and result of the
research and claims that will be made by the researchers.

Research Design

The research used a quantitative approach specifically descriptive correlational

design. Quantitative analysis was done by already predetermined structural questions
which are surveyed by respondents and they must choose from those pre-determined
options. Quantitative research design was descriptive, as the respondents were only
measured once through surveys. This study used descriptive analysis design to
determine the problems faced by the customers of Vindosa Corporation. This type and
design of research fits the study since it analyzes the problem factors and service
factors encountered by customers of Vindosa Corporation.

Research Plan

In everyday conversation, research refers to the pursuit of information. In a definition,

research is the process of gathering information through an analytical and systematic
approach to solving a problem. In the LPG business, it is vital to keep customers
engaged for the businesses to prosper. Giving great services makes customers feel that
you value long-term relationships that means more than just making profit. This study
can help Vindosa Corporation assess the problems faced by the customers towards
Phoenix LPG in households and to study the customers opinion towards the services
provided by the company. The findings of this study provided the opportunity for
Vindosa Corporation manager to apply and understand the problems faced of their
company to use these to their advantages. This also provides references in the
management process and training to the employees. This study provided directions to
ensure that customers are delighted with the services, quality, price and infrastructure of
the business establishment. Furthermore, it provided understanding to strategies how
owners perceive their target market by applying the research findings. The study served
as a basis for another interest of pursuing similar studies. Thus, giving opportunities of
discovering other significant variables not mentioned in the study.

Data Sources

The present study depends on both primary and secondary data. Primary data are
directly collected from the sample respondents. The secondary data is collected through
the company agents, offices and web sites.

Research Approach

To properly complete this research, the data obtained must be evaluated in order to
meet the research objectives. The research, presentation, and interpretation of the
study's findings are presented in this chapter. This chapter discusses the issues that
consumers have with Phoenix LPG products and services in households. The data is
analyzed and interpreted using a variety of statistical tools.

Research Instrument

To complete this study properly, it is necessary to analyze the data collected in order
to answer the research questions. This chapter comprises the analysis, presentation
and interpretation of the findings resulting from this study. This section explains the
problems faced by the customers towards Phoenix LPG product as well as services in
households. Various statistical tools are utilized to analyze and interpret the data
collected.

Validity and Reliability of Instrument

 Garrett’s ranking technique was used to find out the most significant problem / services
which influence the respondent of this study. As per this method, respondents have
been asked to assign the rank for all statements and the outcome of such ranking has
been converted into score value with the help of the following formula: Where, Rij =
Rank given for the ith variable by jth respondents Nj = Number of variables ranked by jth
respondents with the help of Garrett’s Table, the percent position estimated is converted
into scores. Then for each factor, the scores of everyone are added and then total value
of scores and mean values of score is calculated.

The factors having highest mean value is the most important factor. In this study
Garrett’s ranking techniques is used for the following analysis.

Rank 100(Rij-0.5)/Nj Percent Position Value Garrett Value

R1 100(1-0.5)/10 5 82

R2 100(2-0.5)/10 15 70

R3 100(3-0.5)/10 25 63

R4 100(4-0.5)/10 35 57

R5 100(5-0.5)/10 45 52

R6 100(6-0.5)/10 55 47

R7 100(7-0.5)/10 65 42

R8 100(8-0.5)/10 75 37

R9 100(9-0.5)/10 85 30

R10 100(10-0.5)/10 95 18

1.1 Problem faced by the customers.

1.2 Most satisfied services.
 The above table reveals that, there are ten major problems faced by the consumers.
It is observed from the above table, “Irregularity of increasing price” was ranked first by
the respondents with the mean score of 66.51. “Delayed supply of cylinders” was
ranked second with the mean score of 62.37. “High Installation and additional cost”
were ranked third with the mean score of 58.64. “Poor communication on Gas booking
& delivery time” was ranked fourth with the mean score of 55.92. “Waiting time to get
the new LPG connection and additional.” was ranked fifth with the mean score of 54.12.
“Compulsion to buy other related products.” was rank ed sixth with the mean score of
52.53. “Unstrained services in agency outlets” was ranked seventh with the mean score
of 50.25. “Problem with gas booking” was ranked eighth with the mean score of 45.92.
Less quality of stove, lighter and other related items.” was ranked ninth with the mean
score of 45.62. “Insecure of LPG” was ranked tenth with the mean score of 43.35.

It is concluded that the respondents are highly suffered with the “Irregularity of
increasing price and Delayed supply of refilled cylinders. These two factors are most
important problems faced by the customer.
 From the above table it is clear, that there are seven major services provided by the
company among them most satisfied services Ranked by the respondents. It is
observed from the above table that “Quick action on complaint registration” was ranked
first by the respondents with the mean score of 57.91. “Delivery man confirms the
Weight of Cylinder” was ranked second with the mean score of 56.50. “Quick response
from Mechanic or LPG Dealer in case of Leakage” was ranked third with the mean
score of 55.16. “Periodical servicing of gas stove” was ranked fourth with the mean
score of 54.07. “Distribution of refilled cylinder on time (after booking & waiting period).”
was ranked fifth with the mean score of 53.87. “The Agency conduct Mandatory
inspection on time.” was ranked sixth with the mean score of 45.70. “All the safety and
efficient handling measures provided by the agency” was ranked seventh with the mean
score of 44.54.

It is concluded that the respondents are very much satisfied with “Quick action on
complaint registration” and “Delivery man confirms the Weight of Cylinder”. But the
agencies need to concentrate and improve the quality of other services also.
 Sampling Plan

The locale of the study was in Valencia City, Bukidnon. Research subjects and
respondents were the regular customers of Vindosa Corporation in households and
commercial. Including some of the employees of Vindosa Corporation assigned in the
service field. Simple Random Sampling and convenience sampling were appropriate
since the respondents will no longer be divided into sub-populations and were selected
based on their own willingness. To volunteer.

Contact Methods

The researchers done the personal interview at Vindosa Corporation warehouse

located at Purok 10, Lower Sugod, Valencia City, Bukidnon. First, the researchers send
a letter of consent to the manager for the personal interview at his most convenient
time, then the researchers personally interviewed Sir Richmond Medrina, the company
manager of Vindosa Corporation. Sir Richmond Medrina answers the questions of the
researchers who sought the right information about their company.

Demographic Profile

Most respondents were wage earners' wives, with other family members including
mothers and mothers-in-law, daughters and daughters-in-law. Nearly a quarter of the
respondents said they were between the ages of 25 and 50.

Psychographic Profile

Personality- Vindosa Corporation attracts those customers who has restaurants,

bakery, or those people who loves cooking and baking.

Lifestyle- the price of the Phoenix LPG varies from place to place or according to the
lifestyle of the consumers of the said place, the urban or rural areas.

Social Class- the target market of Vindosa Corporation is from middle-class to high-
class family and those who has food business, bakeries, and restaurants.

Activities, Interests and Opinions- the target market is those who loves cooking and
has a food business that are using LPG for their product.
 Values and attitudes- the price of Phoenix LPG depends on the place and whether it
is commercial or household use.

Behavioral Profile

Promos in holidays specially Christmas and New Year, there is a price decrease in
regular price rate. Replacement of new cylinder if there is a leakage and free 1 tank or
cylinder of Phoenix LPG for every 50 receipts for regular customers for households and
100 receipts for commercial.

CHAPTER 5.

Reports/findings

“The customer is always right" is a famous business slogan. Realizing that customers
are the lifeblood of every company is the fundamental truth behind this argument.
Quality service has been the secret to success in all service sectors in this competitive
environment. The aim of good service is to meet the needs of the customer. A study
was performed in Valencia City to determine the issues that customers have with
Vindosa Corporation Phoenix LPG services. According to the study's results,
consumers have experienced price fluctuations and delays in receiving LPG gas
cylinders. It is recommended that Vindosa Corporation take the required steps to
enhance their service quality by introducing additional distributors, lowering prices, and
providing consistent service to customers. Vindosa Corporation should prioritize single
gas customers when delivering refilled cylinders and provide refilled cylinders with the
shortest possible wait time. It is necessary for a successful company to attract new
customers, retain existing customers, and create referrals for potential customers.
 CHAPTER 6.

Decision/intervention design

Most consumers are dealing with the inconsistency of gas price increases. As a
result, Vindosa Corporation and the government should take the requisite steps to
correct the situation and educate customers about the rising gas prices. Since the study
area is large, most consumers believe there is a delay in delivering the LPG cylinder.
Vindosa Corporation goes downs and outlets could be added in a few more locations.
As a result, they will reduce on delivery time. Vindosa Corporation should enhance all
aspects of their operation, including contact about gas bookings and delivery times,
least option is to open new outlets, counter staff/deliverymen and mechanic conduct,
customer care response over landline, and service/inspection after sales.
 Appendix

A. Structured Questionnaire for Data Gathering

Name: _______________________ Sex: _______

Age: ___________

1. PROBLEMS FACED BY THE CUSTOMER RANKED BY THE RESPONDENTS.

Note: please check YES if you have experienced this problem stated below and check
NO if you have not experienced.

PROBLEMS YES NO
Problem with gas booking

Poor communication on Gas

booking & delivery time

Irregularity of increasing price

high Installation and additional

cost

Insecure of LPG

Less quality of stove, lighter and

other related items.

Unstrained services in agency

outlets.

Delayed supply of refilled

cylinders.

Waiting time to get the new LPG

connection and additional.

Compulsion to buy other related

products.
 2. MOST SATISFIED SERVICES.

Note: Please indicate your level of satisfaction with the following services where
1=satisfied and 2 is unsatisfied.

1 2
Periodical servicing of gas stove

Quick response from Mechanic

or LPG Dealer in case of Leakage

The Agency conduct Mandatory

inspection on time

Quick action on complaint

registration

Delivery man Confirms the

Weight of Cylinder

Distribution of refilled cylinder

on time (after booking & waiting
period)

All the safety and efficient

handling measures provided by
the agency

Appendix B.
Letter to the Respondents

Dear respondent,

Greetings!

We are Business Administration students at ACLC College of Bukidnon who currently

are enrolled in Marketing Research. Presently, we are conducting a study entitled “A
MARKETING RESEARCH OF VINDOSA CORPORATION”.

In the regard, we are asking for your precious time, and effort to answer all the
questions in the questionnaire that are important and helpful for the completion of the
study.

Rest assured that all data gathered from you will be kept in the highest level of
confidentiality.

Your positive response in this request will be valuable contribution for the success of the
study and will highly appreciate.

Thank you very much for your cooperation.

Respectfully Yours,

RANDA LAULEN SALVADOR

DIANA AMOR VILLALUNA

JUDE NATHAN ROJO

FRANCIS JOHN SANTOS

CARL ISIDRO ABCEDE

JULIUS JOHN LABRA

Letter to the Management

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