Post-pandemic marketing strategy of Binanog Festival Lambunao, Iloilo

Abstract

The marketing strategy applied to the festival has a massive contribution to the decision-making, planning process, and execution of the festival celebration of a municipality. This study aims to determine the assessment rating of 4Ps (Product, Price, Place, and Promotion) based on the age, sex, educational attainment, and income of the respondents in order to help develop the marketing approach and strategies for the Binanog Festival. The inclusion criteria of the study are the Local Government Unit or stakeholders that work in the Municipality of Lambunao. A quantitative descriptive research design was utilized to gather data from the respondents. The frequency count, percentage, mean, and p-value were employed for descriptive statistics. The analysis revealed that the assessment rating on product, price, place, and promotion has no significant difference if the respondents are grouped according to age, sex, and educational attainment. However, if grouped according to income, there is a significant difference in the assessment rating on place and promotion. It means that the assessment rating of the stakeholders regarding the marketing approach and strategies used for the Binanog Festival varies on the income they receive.