Influence of Marketing Mix Strategies of Budget Burger Chains in Building Brand Equity

Abstract

This study explores how budget burger chains in Cabiao, Nueva Ecija use the marketing mix (Product, Price, Place, Promotion) to build brand equity, guided by Aaker’s Brand Equity Theory and the 4Ps Model. Using a descriptive-survey design, data were collected from 100 respondents across four local burger chains. Results showed that pricing strategies had the strongest impact on customer satisfaction and loyalty, while product quality, store environment, and digital promotions also positively influenced brand equity components. The findings confirmed the they have a significant correlation between all marketing mix elements and brand equity. The study offers practical insights for small food businesses to enhance brand perception and competitiveness, and it contributes valuable knowledge to the limited research on local food service enterprises in the Philippines.