TY  - BOOK
AU  - Cutarra, Lyca,
AU  - Borres, Shiene Margarette,
AU  - Demafelis, Stephanie,
AU  - Quisay, Reslee Mae,
AU  - Zanoria, Cherie,
TI  - The business positioning expereinces of the water refilling station owners in Cebu City
PY  - 2024///
CY  - Cebu City, Philipppines
PB  - University of Cebu-Banilad
KW  - Marketing
KW  - Business positioning
KW  - Water refilling stations
KW  - Water refillng stations owners
KW  - 7ps of marketing
KW  - Business stability
KW  - Business sustainability
KW  - Exploratory study
KW  - Cebu City, Philippines
N1  - Inludes bibliographic references; Adult
N2  - "Water refilling stations are merging almost every corner of the streets in the Philippines offering safe drinking water to the families, by passers, and the community at large. People are willing to spend whatever it takes to get safe and drinkable water since it is a basic necessity for people to survive. (Presentacion et al.,2021). This study explored the experiences of water-refilling station owners in positioning their business in Cebu City. This study aims to explore the experiences of water refilling station owners in terms of the 7Ps of marketing mix. Moreover, this study delves into the experiences and strategies of the water refilling station owners in dealing with the challenges to keep the stability and sustainability of the business.
This study used an exploratory approach to understand the business positioning experiences of water refilling station owners in Cebu City. A research-developed interview guide was employed for data collection, which took place in a relaxed, in-person setting at the participants' water refilling stations. The research involved eight owners from Cebu City, uncovering valuable insights into the complexities of business positioning within this industry. The audio recordings of these interviews were transcribed, organized and analyzed using thematic analysis.
The themes developed from the experiences of the informants in terms of the seven (7) components of marketing: the product, price, promotion, place, people, process, and physical evidence are the following: Market Viability, Pricing Strategy, Location Accessibility, Demographic Alignment, Customer Engagement and Retention Strategies, Advertising Tools, Workforce and Management Dynamics. Customer insight, Consistency, Product Quality and Safety, Cleanliness and presentability. The themes developed from challenges of the informants in positioning their business in terms of business stability and business sustainability are the following: Delivery Issues, Competitive pressure and customer retention, Sustainable Water Sourcing and Water Quality Assurance,  Community Aid. The study showed that the water refilling station owners focused more on how they can provide affordable, accessible, and safe drinking water to local comunities in Cebu City." --Abstract
ER  -