Customers’ Perception on the Marketing Strategies of Prince Hypermart and Puregold: Basis for Recommendations

Althea Jane Lungay Cuaton; Jinelyn Salvaloza Decena; Ruffa Mae Gorillo Coro; Jamby Prietos Buo; Jhea Mae Ravelo Convicto; Reignar Gregorio Concilles

doi:10.36948/ijfmr.2026.v08i03.75590

Customers’ Perception on the Marketing Strategies of Prince Hypermart and Puregold: Basis for Recommendations

Author(s)	Ms. Althea Jane Lungay Cuaton, Ms. Jinelyn Salvaloza Decena, Ms. Ruffa Mae Gorillo Coro, Ms. Jamby Prietos Buo, Ms. Jhea Mae Ravelo Convicto, Mr. Reignar Gregorio Concilles
Country	Philippines
Abstract	This study entitled “Customers’ Perception on the Marketing Strategies of Prince Hypermart and Puregold: Basis for Recommendations” aimed to assess customers’ perception of the marketing strategies employed by Prince Hypermart and Puregold in Dapa, Siargao Island, particularly in terms of loyalty cards, promotions, and digital marketing practices in retail supermarkets. It also sought to determine whether significant differences existed in customers’ perception when grouped according to selected demographic variables and to develop recommendations for improving marketing effectiveness. A quantitative-descriptive survey design was utilized using a researcher-made questionnaire administered to 100 respondents selected through snowball sampling. The data were analyzed using frequency and percentage distribution, mean and standard deviation, the Mann-Whitney U test, and the Kruskal-Wallis test. The findings revealed that most respondents were young adults, predominantly single, and belonged to low- to middle-income groups. Among the marketing strategies evaluated, promotions were perceived as the most effective, followed by loyalty card programs, while digital marketing obtained the lowest perception rating. Statistical analysis showed a significant difference in customers’ perception across the three marketing strategies, but no significant differences when respondents were grouped according to demographic variables such as age and sex. The study concludes that while Prince Hypermart and Puregold demonstrate effective promotional activities and loyalty initiatives, there is a need to strengthen digital marketing efforts to enhance customer engagement and competitiveness in the local retail market. The results provide valuable insights for supermarket management, local businesses, and future researchers interested in marketing strategy evaluation and customer behavior in island communities.
Keywords	Customers’ perception; marketing strategies; Prince Hypermart; Puregold; promotions; loyalty cards; digital marketing; retail supermarkets; customer behavior; descriptive research; Siargao Island.
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-05
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.75590

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Customers’ Perception on the Marketing Strategies of Prince Hypermart and Puregold: Basis for Recommendations

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