Effectiveness of the Marketing Strategy of Krispy Kreme Outlet Stores to Chinese Customers in Metro Manila

Abstract

This study determines the effectiveness of the marketing strategy of the selected Krispy Kreme Outlet Stores in Metro Manila. It focuses on the customers’ profile, the reason of patronage of Krispy Kreme Outlet Stores, the problems encountered by the customers, and their recommendations. A descriptive correlational method of research was used in this study with information obtained through the survey questionnaire. Results show there is a marked moderate positive correlation between the overall perception of Chinese customers on selected Outlets Stores and Product Strategy, Promotion Strategy, Place Strategy, and Pricing Strategy. Keywords: marketing strategy, Chinese customers, descriptive correlational method, outlets stores