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IN-STORE MARKETING STRATEGY OF GOTTI'S RISTORANTE: A FACTOR FOR ATTRACTION

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A Thesis Presented to the
College of International Hospitality Management
San Sebastian College – Recoletos, Manila

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In Partial Fulfillment of the Requirements for the
Degree of Bachelor of Science in
Hotel and Restaurant Management

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Sorio, John Cedric
Escolano, Vince Lawrenz
Malapitan, Jomel
Pasia, Paul Kristian
Villasin, Von Miguel
March 2012

TABLE OF CONTENTS

I.THE PROBLEM1

A. Introduction1
B.Background of the Study2
C. Importance of the Study3
D.Theoretical Framework4
D.Conceptual Framework5
E.Statement of the Problem6
F.Statement of the Hypothesis6
G.Assumption6
H.Scope and Delimitation7
I.Definition of Terms

II.REVIEW OF RELATED LITERATURE AND STUDIES8

A.Foreign Literature8

B.Local Literature10
C.Foreign Studies12
D.Local Studies14
E.Synthesis15

III. RESEARCH METHODOLOGY17

A. Research Design17
B. Respondents of the Study18
C. Research Locale19
D. Instrumentation19
E. Data Gathering Procedures20
F.Statistical Treatment of Data20

IV.PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA23

V.SUMMARY, CONCLUSION AND RECOMMENDATION30

A.Summary of the Findings30
B.Conclusion31
C.Recommendation32

Bibliography
Appendices
Curriculum Vitae

Chapter I
The Problem

Introduction

The Food industry is a complex, global collective of diverse business that together supply much of the food energy consumed by the world population. An example of a food industry is a restaurant. Restaurant prepares and serves food and drinks to customer in return for money.

Restaurant has been a big part of Filipino eating habit for they offer quick service at a affordable price which is very much compatible with the lifestyle of busy persons have. Time is also important for them as well as those families who do not cook at home for it may be time consuming. It played a big part that Filipino are starting to seek for an alternative, something new that will satisfy their appetite and at the same time, affordable and better than a fast food.

Restaurant has been famous in the country. They now offer a wide choice of cuisines and entrée. Each restaurant offers a very inviting atmosphere to the customers. Through this, the establishment marks in the customers’ mind, which is why the strategy

of the restaurant is successful. In this case, researchers were encouraged to under take the topic of restaurant food service In-store Marketing Strategy to attract many customers.

Restaurant represents a place where you can purchase entrée that is visible in a busy place like SM Megamall which is surrounded by different commercial establishment, public and private offices and residential area.

The goal of this paper is to know a unique In-store Marketing Strategy of why people are returning or patronize the restaurant. A unique marketing activity is always an interesting thing to study about.

This thing will be the guiding principle for the researchers to construct a research that may possibly give added insights, facts and knowledge of the proliferation of restaurants in the Philippines

Background of the Study

Gotti’s Ristorante came from the word Gotti which came from the character Gotti (John Gotti) which is actually a comical take on the infamous Mafia of Italy.

The place itself is modestly decorated, and it can easily make you feel at ease, sort of like visiting the house of close friend. It’s a family restaurant. The interiors are warm and comfortable, but at the same time transporting the...
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