Market Penetration Strategy of Mr. DIY towards Customer Loyalty

Abstract

This study investigated the effectiveness of the market penetration strategy of Mr. DIY towards customer loyalty among the three stores of Mr. DIY within the city of Malaybalay and Aglayan, Bukidnon. Specifically, it examined various penetration strategies of the store namely price penetration and promotional strategy and its effectiveness in building customer loyalty. A descriptive-correlational research design was employed, with 150 respondents selected through non-proportional quota sampling. Data was gathered using an adapted questionnaire validated by experts and measured on a four-point Likert scale. Statistical research tools such as weighted mean, standard deviation, and Spearman rank correlation analysis were used to analyze the data. Results revealed that market penetration strategies are generally rated as Very effective, with price penetration receiving the highest evaluation. Correlation analysis showed a significant positive relationship between market penetration strategy and customer loyalty, indicating that improved market penetration strategy increases customer loyalty. The findings highlighted the importance of implementing relevant and quality strategies to foster stronger connections between businesses and their target customers. This study concludes that market penetration strategy plays a critical role in building customer loyalty and recommends Mr. DIY store to continue implementing these strategies.