The growth of collegiate-owned online business amidst COVID-19 pandemic

Abstract

The coronavirus disease 2019 (COVID-19) Pandemic had compelled the business industry to further embrace e-commerce. A notable micro, small, and medium enterprises (MSMEs) in this time were collegiate-owned online businesses, having an observable incremental increase in number within the period. This descriptive-correlational research evaluates the level of effectiveness of the marketing mix in terms of product, price, place, and promotion as utilized by these establishments and assesses whether it constitutes towards its growth in terms of sales, profit, number of customers, and number of assets. The purposive sampling design was used to survey 100 (one hundred) respondents. After gathering and interpreting the results from the survey, the data revealed that the product mix was ranked as the most effective among the marketing mix and the moderate growth was the number of customers. Furthermore, results imply that there is no significant difference in the level of effectiveness of the marketing mix and growth when grouped according to demographics. Moreover, the data also infers that there is no significant relationship between the level of effectiveness of the marketing mix and its growth of collegiate online businesses in Iloilo City during the COVID-19 Pandemic.