The Effectiveness of a Market Research in Ensuring the Profitability of Laundry Business in Dumaguete City 
THE EFFECTIVENESS OF A MARKET RESEARCH IN ENSURING THE PROFITABILITY OF LAUNDRY BUSINESSES IN DUMAGUETE CITY
Laundry shops nowadays are very common in Dumaguete City. Everywhere you go, you can see a laundry shop. That is why business is very competitive. The worse thing is that there are times laundry shops have small income since most people have washing machines in their home. For a laundry business, increasing profitability is important especially small laundry services. That is why there is market research. Like what Philip Kotler (1999) said, “Competing[underscoring added] in the new millennium will demand more skillful marketing than ever before. Marketers must become more world class in their marketing decision making practices. Monitoring your success and doing course corrections are critical for survival and growth in the new millennium, he warns (p. 6C).” To clarify, although many laundry businesses in Dumaguete City do not undergo market research, acquiring both positive and negative information about the behavior of the customers and competitors through market research can ensure the profitability of laundry businesses in Dumaguete City as it helps define the scope of the specific services an owner wants to offer, helps in identifying the right strategies for a faster service, and helps in acquiring new costumers especially commercial clients (universities, hospitals, hotels). This paper represents the discussion on why market research is effective in ensuring profitability of laundry businesses in Dumaguete City in four parts. The first part shows that market research defines the scope of the specific services an owner wants to offer. The second part also shows the identifying of the right strategies for a faster service. The third part mention about acquiring new costumers especially commercial clients (for example: universities, hospitals, hotels, resorts,
Laundry shops nowadays are very common in Dumaguete City. Everywhere you go, you can see a laundry shop. That is why business is very competitive. The worse thing is that there are times laundry shops have small income since most people have washing machines in their home. For a laundry business, increasing profitability is important especially small laundry services. That is why there is market research. Like what Philip Kotler (1999) said, “Competing[underscoring added] in the new millennium will demand more skillful marketing than ever before. Marketers must become more world class in their marketing decision making practices. Monitoring your success and doing course corrections are critical for survival and growth in the new millennium, he warns (p. 6C).” To clarify, although many laundry businesses in Dumaguete City do not undergo market research, acquiring both positive and negative information about the behavior of the customers and competitors through market research can ensure the profitability of laundry businesses in Dumaguete City as it helps define the scope of the specific services an owner wants to offer, helps in identifying the right strategies for a faster service, and helps in acquiring new costumers especially commercial clients (universities, hospitals, hotels). This paper represents the discussion on why market research is effective in ensuring profitability of laundry businesses in Dumaguete City in four parts. The first part shows that market research defines the scope of the specific services an owner wants to offer. The second part also shows the identifying of the right strategies for a faster service. The third part mention about acquiring new costumers especially commercial clients (for example: universities, hospitals, hotels, resorts,