Business Studies
Volume: 121 , Issue: 1 , March Published Date: 23 March 2023
Publisher Name: IJRP
Views: 479 , Download: 445 , Pages: 115 - 136
DOI: 10.47119/IJRP1001211320234547
Publisher Name: IJRP
Views: 479 , Download: 445 , Pages: 115 - 136
DOI: 10.47119/IJRP1001211320234547
Authors
| # | Author Name |
|---|---|
| 1 | Mr. Robert C. Jacob |
| 2 | Riona Samantha V. Salandanan |
| 3 | Ella Marielle C. Gadioma |
| 4 | John Paul Bernard E. Nonato |
| 5 | Denzel Scott M. Campos |
| 6 | Julliane Rose P. Ramos |
| 7 | Cyril Nicole S. Subayco |
| 8 | Addy M. Saber |
| 9 | Francine I. Rodriguez |
Abstract
Introduction: Especially with the past CoVid-19 pandemic, prevalent online business owners have been establishing their shops thus online shopping being on the rise. This situation would mean that there are some new owners who would lack marketing strategy knowledge, which is why this study focuses on analyzing the marketing strategies used by online shop owners in Qatar as a guide to establishing start-up businesses among entrepreneurs. Methodology: A self-made survey questionnaire was thoroughly created and validated using the quantitative descriptive research design. One hundred (100) online shop owners in Qatar were selected as the respondents of the study. It discusses the demographic profile of the online shop owners and the utilization of the four marketing strategies following the PESO model, or Paid media strategies, Earned media strategies, Shared media strategies, and Owned media strategies, and which ones were dominantly applied based on the respondents age, sex, years of business operation, and business scale. Result: The results showed that the majority of the online shop owners are 26-30 years old, in the business for less than a year, belong to the micro business scale, and utilize Earned media strategies. Paid media strategies have never been applied, while Earned media strategies, Shared media strategies, and Owned media strategies have been rarely applied. The age group 26-30, male online business owners, in the business for 3 years and above, and belong to the small business scale have the highest level of application of marketing strategies. Discussion: The conclusion drawn from this study states that most online shop owners in Qatar deem publicity like press mentions, blogs, and online community posts. However, there was not much of a gap according to their demographic profile. In terms of age, sex, years of business operation, and business scale, it can be seen that the marketing strategies only revolved around Earned media strategies and Shared media strategies. Recommendation: It is recommended that online shop owners should learn and employ the best suitable marketing strategy to keep their online business successful and sustainable.