LAKASABrowsing by Author "Gundran, Kristine R."

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Marketing performance and promotion strategies of grape farms in Bauang, La Union.
(Don Mariano Marcos Memorial State University – Mid La Union Campus, 2023-05) Ramos, Lorely Q.; Gapuz, Jonalyn B.; Cortez, Jenny Vive B.; Gundran, Kristine R.; Toralba, Joanna T.; Badua, Geoffrey M.; Bayani, Keneth G.; Quinitip, Tiffany Ruth R.; Gacayan, Daniel B.; Siong, Venus D.
Agriculture and tourism play an important role in Philippine cultural and economic growth. With an abundance of natural resources and rich cultural heritage, the government believes that agri-tourism is the most promising investment. This study determined the marketing performance and promotion strategies of grape farms in Bauang, La Union. Data were gathered using descriptive-correlational research design from 61 grape farm owners/managers through survey questionnaire and analyzed using frequency counts, percentages, Spearman's Rho, and Cramer's V. Findings revealed that almost all grape farms are solely owned and have 1-5 employees as the grape farms have a small land area in farming. The grape farms are highly using sales promotion as their promotional strategy, and they have a high marketing performance. The promotion strategies in terms of sales promotion of grape farms are significantly correlated with their marketing performance while in terms of personalselling and public relationsthey are not correlated.