THE IMPACT OF COVID – 19 PANDEMIC IN

SELECTED BAKERIES IN SANTA

CRUZ MARINDUQUE

SUBMITTED BY:
MELISSA JANE BALASA

SUBMITTED TO:
MRS. GRACE ANN DE LUNA
 ABSTRACT

This research was carried out in Santa Cruz, Marinduque. The purpose of this study is to
identify the impact and strategy of the bakeries selected in Santa Cruz, Marinduque. This study
employed a quantitative descriptive research method that focuses on verbal and visual data. The
respondents are a group of fifty persons who work and manage in selected bakeries. Using
instruments such as the Questionnaire as a primary data and guide for fact collection, it was
discovered that respondents face issues such as a lack of information about having an online
platform and also being with social trends products. The respondents in this study aid us in
determining the impact of the covid – 19 pandemic, as well as how they manage with the
pandemic through their marketing strategy, such as offering delivery services to clients and
entertaining and hospitable to customers.
 CHAPTER 1

INTRODUCTION

BACKGROUND OF THE STUDY

This research entitles the Impact of Covid – 19 Pandemic in Selected Bakeries in Santa
Cruz Marinduque which aims to know the situation caused by the pandemic.
The coronavirus (COVID-19) is having a massive economic impact on everyone, including
businesses often at the center of local communities: bakeries. To ensure bakeries across the
country have the information needed to continue to delivering bake goods to its costumer, Dawn
Food has created a list of resources for bakers, including using technology to reach customer
during social distancing, creating at-home bake kits and ways to give back to local community.
A low-cost, high-impact plan for your business is to aggressively leverage social media.
Now is not the time to retreat. Use your platforms for more than just updating customers on
changed hours or business plans. You can inspire, engage, and give people a much-needed break
from the steady stream of serious news. Post product pics, ideas for baking at home or how your
business is supporting local efforts such as donating to food banks or shelters.
Bakery products such as bread, cookies, cakes, and other baked goods are necessary for everyone
around the globe, particularly in Asia. It's because of the taste and the fact that it has a pleasant
flavor. Apart from rice, it's a go-to food because bakery products are readily available and
provide a good amount of energy because they're made up of carbohydrates. However, in 2019,
the outbreak of COVID-19 has affected numerous businesses around the world. The bakery store
is one of the businesses that are affected all over the world. Since baking plays a big role in our
society and lifestyle, it creates an impact when bakeries temporarily close, making it feel
incomplete without the baked goods.

If feasible, consider offering delivery service within a certain radius of your business. By
bringing back goods to your customers (and leaving them at the door), you can help drive more
sales. People now have to stay home, which helps them support their local bakery at the same
time. There are still people who work outside of the home in essential industries. Offering a
drive-thru or "curbside" delivery option helps limit your exposure as well as the consumer's
while still meeting their needs.
Many local communities are doing their work to support each other. Check with your local
chamber of commerce to find out how they are investing in local businesses by promoting them,
sharing information, or offering financial services and advice.
Community newspapers, radio stations, and other outlets for promotion are offering greatly
reduced pricing. Consider investing in advertising to help drive business for your takeout and
online businesses.
Think beyond how you typically sell—a customer coming in buying one item or a box of
baked goods. Consider things like "Bake at Home" kits, where customers can buy donuts,
cinnamon rolls, or muffins by the dozen that they can take home and bake themselves. Or sell
'Decorating in a Box' kits where families can buy a dozen cookies complete with icing and
sprinkles to take home. These are fun ideas for homebound families looking for something to do.
And, it keeps revenue coming in. According to the European bakery markets, sales of fresh
bakery products decreased in the midst of the pandemic, while sales of bakery packaged products
increased. because it provides customers with a level of protection and safety. Also, in some
nations, packaged back products are more popular than fresh baked goods since they are
packaged and baked goods have witnessed a large increase in popularity as a result of the
pandemic. (Ajansi, 2021). Moreover, bakery goods in the Philippines during the pandemic
helped people get through the difficult time brought on by the coronavirus disease 2019 (covid-
19) pandemic. And it is fresh goods and other baked products that have enabled them to survive
the pandemic and take the risk of purchasing baking ingredients and delivering them to clients.
(Baking assists a family in surviving the COVID-19 lockdown in 2021.)

Furthermore, during the pandemic's first month of lockdown in Santa Cruz Marinduque, local
businesses, including the bakery shop in Santa Cruz Marinduque, temporarily closed. After the
lockdown was lifted, some businesses in Santa Cruz Marinduque reopened, but the number of
customers and earrings decreased. Some of them are trying out a new strategy: using social
media to market their bank products to attract more customers, and they have also come up with
a strategy that can reduce the amount of interaction with people, which is to deliver the product
to them. In the light of this study, the researchers attempted to determine the impact of the
COVID-19 pandemic on selected bakeries in Santa Cruz, Marinduque. With the help of this
research, it may also help to create possibilities and generate a new idea in the field of business,
giving a background on how they handle situations like the pandemic.

Statement of the Problem

Specifically, the researcher would like to seek answer of the following:
This study determined the impact of covid-19 pandemic to the selected bakeries in Santa Cruz
Marinduque it sought to answer the following questions:

1.) What is the demographic profile of the selected bakeries in Santa Cruz Marinduque according
to?
1.1 Age
1.2 Sex
1.3 Education attainment
1.4 Type of Bakeries

2.) What is the impact of covid-19 pandemic to the sales of selected bakeries in Santa Cruz,
Marinduque?

3.) What are the marketing strategies of selected bakeries in Santa Cruz, Marinduque to cope
with pandemic?
Significance of the Study

The significance of this quantitative study was to evaluate the Impact of Covid – 19
Pandemic in Selected Bakeries in Santa Cruz. This study will also serve as guide to the owner of
the selected Bakeries in Santa Cruz Marinduque. Study results may shed light on this topic and
provide helpful information in some local businesses in Santa Cruz Marinduque.

To Local Business Owner, this research study will provide a background on the method used by
the selected local bakery business owners in Santa Cruz Marinduque to recover their businesses
from the covid – 19 pandemics.

To the People, this study will provide context for how selected bakeries in Santa Cruz,
Marinduque, responded to the covid-19 outbreak and how they used market strategy to regain
sales.

To the Community, this research would help us by providing information to the selected bakers
in Santa Cruz, Marinduque, about the impact of the COVID-19 pandemic and how they promote
their products to increase sales.

To the Future Researchers, this study will give them an update and useful information as they
conduct similar study.

Scope and Delimitation of the study

This study is mainly focused in the Impact of Covid - 19 Pandemic in Selected Bakeries in
Santa Cruz, Marinduque. This research is primarily concerned with the sales and marketing of
the selected bakeries. Selected bakeries in Santa Cruz, Marinduque are the main respondents of
the study. The data will be collected using a questionnaire and survey and will be given to 50
respondents.
 This study will be conducted on the second semester of doing Practical Research 2 School
year 2021 - 2022 in Malindig Institute Foundation Inc.

Research Paradigm

Independent Variables Dependent Variables

Impact of Covid – 19 Pandemic Selected Bakeries in Santa Cruz,

Marinduque

Figure 1. Research Paradigm

This figure shows the independent and dependent variables which focused only is the
researcher’s topic. The independent variable is the Impact of Covid – 19 Pandemic and the
dependent variables is the Selected Bakeries in Santa Cruz Marinduque.
 CHAPTER 2

REVIEW OF THE RELATED LITERATURE

This chapter presents a collection of literature and studies conducted by researchers and
concepts of well-known educators to give clarifications and support to selected variables or
factors included in the study.

Foreign Literature
Baking, especially bread baking, is one of the world's oldest activities; one of the oldest
surviving papyri appears to be a set of bread-making procedures. Baking is a millennia-old
technique whose complexity ranges from the simple ingredients of a plain pastry to the multiple
components of a cake.
Bread manufacturing is a fiercely competitive industry, although other baked items are less
so. To attract customers, some stores provide low-cost bread. Knowing that bread is a basic
necessity, supermarket management believes that by luring customers into the store with the
promise of inexpensive bread, they would be able to capture their business. Making the cheapest
bread possible has no positive impact on quality. Some tiny bakeries employ a variation of the
same strategy, requiring customers to queue for bread in front of a display of cakes and pastries
in order to generate impulsive purchases. (The Science of Bakery Products, n.d.)
The Indian bakery sector is one of the largest in the country's processed food industry. Bread
and biscuits are the most popular baked goods, accounting for more than 82 percent of all bakery
products produced in the country.
However, the novel coronavirus/COVID-19 pandemic has had a substantial influence on the
whole food and beverage industry, including the bakery business. This pandemic has resulted in
massive manufacturing shutdowns and supply chain disruptions, affecting the economy as well.
Bakery businesses have a large and diverse set of competitors. Additionally,
customers could usually only purchase bakery products such as buns, breads, biscuits, and cakes
from bakeries. This presents the most significant problem in marketing bakery items since
customers may be hesitant to visit the bakery due to the availability of bakery products in their
own neighborhood. This has made bakery product marketing much more difficult. For instance,
bakeries would market their products through appealing promotional tactics such as
advertisements, emphasizing the flavor, quality, sanitary elements, and protein content of their
products. Large-scale bakeries (MNCs) have turned to the Internet as a tool for marketing and
delivering their goods. They deliver their items through online food delivery platforms like
Zomato, Uber Eats, and Swiggy. For the local bakers, who have no understanding of the internet,
this is the most difficult problem. (Sahaya Princy and Hasan Banu, 2019)
One little business that thrived during the lockdown was home baking. Home bakers offer a
wide range of desserts, including brownies, donuts, cheesecakes, cookies, and cupcakes, as well
as custom cakes with beautiful decor, edible cake toppers, florals, and wedding cakes. The
pandemic has provided an opportunity for these new businesses to reach out to their immediate
networks and spread their reach to the areas surrounding them. The success of these home bakers
has been largely attributed to social media. They were able to acquire new clients thanks to
social media. Additionally, home bakers use these virtual tools to give courses and promote their
work, in addition to the business world. Despite the fact that many home bakers are in the
business of baking, sales have increased. The market for home baking is growing at a faster rate
than the overall economy. With the use of digital marketing in order to increase sales, social
media plays an important role in product advertising and marketing. (Zagade, S., & Gaikwad, M.
P. P.)

Local Literature
The baking sector in the Philippines has progressed from the typical neighborhood bakery to
the now prominent mall stores. Arlee's Bread House, Inc. is one of the industry's most stable
businesses. With more than a decade in business, the company has likely seen some of the
toughest challenges the sector has had, including fluctuations in flour supply and costs, the
bromate crisis, and the economic downturn.

Arlee's is a company that undergo a lot of changes and paradigm shifts in order to better
serve its market. To be more specific, the business pursues product development and market
penetration methods. A revived coffee shop used as a new distribution channel and an
opportunity to develop more unique bakery products. At the same time, considering the surge in
the number of convenience stores around the country, Arlee's is expanding into other markets.
Extending distribution to more parts of Luzon would also provide the organization with more
chances in terms of reaching new markets. By collaborating with government bodies to promote
various issues, the corporation started an advocacy advertising campaign. This could include
campaigns related to the environment, safety, or health. This is done in order to increase product
brand recognition. At the same time, this helps Arlee's establish a positive reputation and sets it
apart from other bread and pastry brands. In light of the recent bromate scare, it is also suggested
that the corporation update its packaging by warning customers about the dangers of using the
ingredient and focusing on customer-friendly hotlines. These methods give the company an
advantage over its competitors, highlighting the company's vision, which has allowed it to
survive 16 years in the baking business. (Salazar, M. A. C. (2019). A competitive strategy for
Arlee's Bread House, Inc.)
Definition of Terms

To defined well, the following used in this study were defined operationally:

Bakery - A type of business that sells baked goods such as bread, cookies, cakes,
and other baked goods in Santa Cruz Marinduque.
Business - In an economic system where, baked goods are exchanged for one
another or for money.
Covid – 19 - Refers to a worldwide phenomenon that impacted many businesses.
Customer - A person who buys products from the selected bakeries in Santa Cruz,
Marinduque.
Decrease - The reduction of the sales.
Feasible - Act that is practicable in a given situation.
Impact - The effect of the pandemic in the selected bakeries.
Increase -The growth of sales in the business.
Market - Refers to a transaction involving the selling of goods.
Pandemic - One of the factors affecting selected bakeries in Santa Cruz,
Marinduque.
Products - Refers to a packaged baked goods and fresh baked goods of a bakery.
 CHAPTER 3

METHODOLOGY
This chapter addresses how researchers collect the necessary research findings for the
whole study, which includes the research design, research instrument, respondent of the study,
sampling technique and statistical treatment.

Research Design
In this study, the researcher used the descriptive methods of conducting quantitative
research. Descriptive research used descriptions as a tool to organize data into patterns that
materialize during analysis. The often-used visual aids such as graphs and charts to support the
reader. Descriptive research may be used to explore relationships between two or more variables.
It involves gathering data that describe events and then organizes, tabulates, illustrates, and
describe the data (McNabb, 2017). It includes the result of the study in the impact of Covid-19
pandemic to the selected bakeries in the municipality of Santa Cruz province of Marinduque.

Research Locale
This study was conducted in Santa Cruz, Marinduque, and the location was chosen to
determine the impact of the COVID-19 pandemic on selected bakeries. The researchers also used
a survey questionnaire to gather data in the town of Santa Cruz, Marinduque. 

Research Instrument
 Questionnaire was used in order to collect data from the respondents. The questionnaire was
created, verified, edited and therefore validated. It includes the impact of pandemic to the
selected bakeries at Santa Cruz Marinduque.
The questionnaire was distributed by the researchers (Ms. Ma. Adreana Cueto and Mr.
Johndy Rejano) to the selected 50 bakeries at Santa Cruz Marinduque

Respondent of the study

The respondents of the study were composed of fifty selected bakeries, and the respondents
were the people who had knowledge of managing bakeries in selected barangays in Santa Cruz,
Marinduque.

Statistical Treatment

The researcher will use the following statistical treatment to effectively analyze the data.
1. The Demographic Profile of the respondents will be determined by using the formula of
Percentage.
Formula:
P = (f ×100)/n where:
P = Percentage
F = Frequency
N = Total Number of Respondents

2. The Average Weighted Mean will be use to determine the assessment of the respondents.
Formula: x =fx/n where:
x = Weighted mean
F = Frequency
x = Weight of each item
N = Number of cases
 CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF THE DATA

The data gathered, the results of the statistical analysis performed, and the interpretation of
the findings are all presented in this chapter. These are presented in tables to determine the
impact of the COVID-19 Pandemic on selected bakeries in Santa Cruz, Marinduque.

Table 4.1 Age of the respondents

Age Frequency Percentage
29 – 34 20 40 %
35 – 40 16 32 %
40 – 45 14 14 %

Figure 4.1 presents the age of the respondents who responded to our survey. Out of 50
responded 29 – 34 were 20 (40 %), 35 – 40 were 16 (32%) and 40 – 45 were 14 (14 %).
According to this study, the majority of persons aged 29 to 34 are more likely to work in
bakeries.

Table 4.2 Gender of the respondents

Sex Frequency Percentage
Female 37 74 %
Male 13 26 %

Figure 4.2 show that respondents who respond in the survey. Out of 50 responded, female
was 37 (74%) while male was 13 (26%). According to this analysis, the female in the study
answered to the survey more frequently than the males. This suggests that women are more
passionate in running a bakery.
Table 4.3 Educational Attainment
Educational Attainment Frequency Percentage
Highschool Graduate 3 6%
College Undergraduate 9 18 %
College Graduate 38 76 %

Table 4.3 present educational attainment for respondents who responded to the survey. Out
of 50 respondents, 3 (6%) respondents were High school Graduate, 9 (18%) respondents were
College Undergraduate and 38 (76%) respondents were College Graduate. This analysis shows
that the majority of the respondents have mostly completed and graduated from college. It also
implies that a high school graduate and a college undergraduate can still work and manage a
bakery.

Table 4.4 Types of Bakeries

Types of Bakeries Frequency Percentage
Bread 41 82 %
Cakes 9 18 %

Table 4.4 show what types of bakeries the respondents responded to in the survey. Out of 50
respondents, 41(82%) were the bread bakery while 9(18%) were the cakes bakery. This implies
that the majority of the bakeries in Santa Cruz, Marinduque are more likely to have a bread
bakery than a cake bakery. It also suggests that the bread bakery is more in demand compared to
the cake bakery, since the bread bakery is more accessible.
Table 4.5 Impact on Sales in Selected Bakeries
Statements Weighted Mean Verbal Interpretation
1. Pandemic decreases your
sales in the bakery business.  4.36 Strongly Agree
2. Bread and cakes increased
in sales 2.36 Disagree
3. The sale of the baked
goods is still the same. 2.14 Disagree
4. Bread and cakes were in
high demand during the
pandemic. Disagree
2.14
5. During a pandemic, sales
of bread and cake drop
significantly. 4.04 Agree
General Assessment 3.01 Moderately Agree

Table 4.5 shows the list of five (5) statements about the impact of the COVID–19 pandemic
on selected bakeries that were used in data gathering and the corresponding weighted means of
the respondents' responses ranked from the highest to the lowest weighted mean, together with
the verbal interpretation.
Overall, the extent of the study of the impact of the COVID–19 pandemic on selected
bakeries gained a "Moderately Agree" result with an overall weighted mean of 3.01. Among
each given statement or item, the item " Pandemic decreases your sales in the bakery business. "
Ranked first with an average weighted mean of 4.36, but the statements "The sale of baked
goods is still the same" and "Bread and cakes were in high demand during the pandemic." got the
same result with an overall weighted mean of 2.14. This implies that the impact of the

COVID-19 pandemic on selected bakeries means the sales are not the same and the cakes and
bread are not in high demand during a pandemic.

Table 4.6 Marketing Strategy

Statements Weighted Mean Verbal Interpretation
1. Delivery services for the
convenience of the
customers. 4.04 Agree
2. Keeping your product in
social trends during
pandemic. 3.22 Moderately Agree
3. Giving them discounts
during pandemic. 3.12 Moderately Agree
4. Entertaining and being
hospitable to the customers. 4.5 Strongly Agree
5. Introducing new baked
goods during a pandemic. 3.16 Moderately Agree
General Assessments 3.61 Agree

Legend: 4.21 – 5.00 Strongly Agree 1.00 – 1.80 Strongly Disagree

3.41 – 4.20 Agree
2.61 – 3.40 Moderately Agree
1.81 – 2.60 Disagree
 Table 4.6 presents the data of the marketing strategy of the selected bakeries in Santa Cruz,
Marinduque with the computed weighted mean and verbal interpretation. The table reveals that
statements number 5 and 6 are ranked with an average weighted mean of 4.5 and are verbally
interpreted as "strongly agree," which means that they "entertaining and being hospitable to the
customers." The statements, or items number 1, rank second with an average weighted mean of
4.04 and the verbal interpretation is "agree," which means "delivery services for the convenience
of the customers." That implies that these two are mostly used for marketing strategy for the
bakery business. As for the statements with verbal interpretation, which is a "moderate agree"
with the weighted means of 3.22, 3.12, and 3.16 for the ranks of 2,3,5.
 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of the findings, the conclusion made, and the
recommendation offered.

Summary of Findings
This survey was done in Santa Cruz, Marinduque, and included fifty respondents
from selected bakeries. In this study, a descriptive method was used. In order to determine the
impact of the COVID-19 pandemic in selected bakeries, the researchers employed a checklist,
questionnaire, and online survey approach.
The special problem was conducted to determine the impact of covid – 19 pandemic
to selected bakeries in Santa Cruz, Marinduque. It aims to find out the appropriate answer to the
following question: What is the demographic profile of the selected bakeries in Santa Cruz
Marinduque according to?1.1 Age, 1.2 Sex, 1.3 Education attainment, 1.4 Type of Bakeries.
What is the impact of covid-19 pandemic to the sales of selected bakeries in Santa Cruz,
Marinduque? What are the marketing strategies of selected bakeries in Santa Cruz, Marinduque
to cope with pandemic?
After collecting data from respondents, the researchers calculated the number and
percentage of the demographic profile of the selected bakeries using frequency and percentage.
In terms of:
1.1 Age
The majority of the age group that responded was 29–34, which was 20 (40%).
1.2 Sex
The majority of the genders that responded were females compared to men, which was 37 (74%).
1.3 Educational Attainment
The majority of the respondents that responded to educational attainment were college graduates,
which was 38 (76%).
1.4 Types of bakeries
The majority of respondents, 41 (82%), work in bread bakeries rather than cake bakeries.

For the second and third questions, the researcher used a weighted mean of the impact
and marketing strategy to determine the rank and the verbal interpretation of each statement.

Conclusion
In light of the findings, this study concludes that the demographic profile of the
selected bakeries using frequency and percentages to compute the age of 29–34 was 20 (40%).
For the gender of the respondents, the majority of the respondents were female, which is 37
(74%), for the educational attainment of the respondents, the respondents responded that they
were college graduates, which is 38 (76%), and lastly, the types of bakeries that respondents
responded to were bread bakeries rather than cake bakeries, which is 41 (82%).
The researchers conclude that they should use a weighted mean in determining the
question about the impact of the COVID-19 pandemic on the sales of selected bakeries in Santa
Cruz, Marinduque. The overall weighted mean of the impact on sales is 3.01 and interpreted as
"Moderately Agree." The highest weighted mean in the statements is 4.36, which is interpreted
as "Strongly Agree." That implies that during the pandemic, the sales of the bakery business
decreased.
The researchers conclude that they should use a weighted mean in determining the
question about the marketing strategy of the bakery business. The overall weighted mean of the
marketing strategy of the bakery business is 3.61 and is interpreted as "Agree." The highest
weighted mean in the statements is 4.5, and the verbal interpretation is "Strongly Agree." The
second highest weighted mean is 4.04, and the verbal interpretation is "agree." The third
highest weighted mean is 3.22, and the verbal interpretation is “moderately agree”. It implies that
the best way to deal with sales in the bakery business is to be entertaining and hospitable to
customers while keeping your product in social trends during a pandemic and providing delivery
services for the convenience of customers.

Recommendation
Based on the findings and conclusion presented, the following recommendation are
suggested:
The researchers recommend that the bakery business should have a backup plan and
solution in place in case another pandemic-like crisis arises.
The researchers recommend that the bakery business should have an online platform so
that the loyal customers of your business can get in touch and see the new product to keep
updated.
The researchers suggest that the bakery business improve and learn to keep your product
in social trends to entice customers to check out your business, which can lead to increased sales.
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