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Market Segmentation - Research Proposal - Chapter 1 To 3
Market Segmentation - Research Proposal - Chapter 1 To 3
IN DAPITAN CITY
A Research Proposal
Presented to
The Faculty of the College of Business Administration
Jose Rizal Memorial State University
The Premier University in Zamboanga del Norte
Main Campus, Dapitan City
In Partial Fulfilment
of the Requirement of the Degree
Bachelor Arts in Tourism
By
Elian Cobero
Ida Jaira T. Lumayaga
Rannie Lyn Catapan
Sheila Mae A. Romano
2022
i
Republic of the Philippines
JOSE RIZAL MEMORIAL STATE UNIVERSITY
The Premier University in Zamboanga Del Norte
Main Campus, Dapitan City
COLLEGE OF BUSINESS ADMINISTRATION
APPROVAL SHEET
FOOD PRODUCTS IN DAPITAN CITY” prepared and submitted by Elian Cobero, Ida
Jaira T. Lumayaga, Rannie Lyn Catapan, and Sheila Mae A. Romano in partial fulfilment for
the degree Bachelor of Arts in Tourism has been examined and is recommended for
________________________
Adviser
of________.
____________________________
Chairperson
______________________ ______________________
Member Member
____________________________________________
Dean, College of Business Administration
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Table of Contents
Page No.
Title Page
Approval Sheet
Table of Contents
List of Tables
List of Figures
Introduction
Theoretical/Conceptual Framework
Hypothesis
Definition of Terms
Literature
Studies
iii
Chapter 3 Research Methodology
Method Used
Research Environment
Research Instrument
Statistical Treatment
References
Appendix
A. Consent Form
B. Survey Questionnaire
CURRICULUM VITAE
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List of Tables
v
List of Figures
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Chapter 1
Introduction
Street food terminology defines food and drinks as either ready for direct consumption
or not, and covers both ready-to-eat and minimally processed, prepared, and/or sold foods.
This is a low-cost eating option for all socioeconomic groups and professions (WHO, 2020).
In Southeast Asia, street food plays an increasingly essential part in people's diets.
Street food has long been popular among low- and middle-income earners in cities in third-
world and developing-world nations. This kind of cuisine, which has been popular in Asia and
Latin America for a long time, started to spread with the migration of tourists. It has become a
corroborated by Aquino et al. (2015) that from the streets of Quezon City, where street food is
more than a convenience food source, to the five-star restaurants of Makati, Filipino cuisine
has evolved and is an integral part of Filipino culture. Each day they eat three meals. Low-
and middle-income people in cities obtain a lot of calories from street food. If eaten
appropriately, it's cheap, easily accessible, and healthful and balanced. However, this is one of
the healthiest components of human dietary consumption. A sector of the food industry that is
seldom inspected, managed, or reviewed for safety. Cooking spaces in the street food business
backgrounds, from the more affluent sector at one end of the spectrum to the less fortunate
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sector at the other end, patronize food stalls located on the street. This preference for eating
food from the street is also widely mirrored in the scenario on campuses in Dumaguete City
The consumer buying behavior may be broken down into a number of different
components, all of which are considered to have some kind of influence on the choices that
consumers make about their purchases. The reasons behind consumers making purchases,
specific factors that influence the patterns of consumer purchases, analysis of changing
elements within society, and other aspects of consumer behavior are some of the specific
aspects of consumer behavior that need to be studied from the point of view of marketers.
According to the findings of this research, the personal, social, cultural, psychological, and
economic concerns of consumers are the five elements that impact their purchasing patterns.
According to Nondzor (2015), consumers always take on some level of risk when making a
product or service decision on purchasing street foods. Street food consumption is beneficial
and bad (Calopes et al., 2017). Hence, food is vital for physical health, but it can also be a
source of pleasure and worry (Maskeliunas & Damasericious, 2018). Food consumption
depends on how dangers and benefits are seen, and these beliefs are modified by the wrath and
Due to this circumstance, the researchers aim to assess consumers’ buying behavior
towards street food in Dapitan City. The study results will assist individuals who are interested
in starting a street food business and those who are currently in the industry in better
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understanding their consumers buying behavior.
Theoretical/Conceptual Framework
This study is anchored on the consumer behavior theory by Schiffman & Kanuk
(1997) believes that customers are rational. In other words, consumers indulge in mental
behavior model illustrates how customers choose the most satisfying meal for purchase. In
addition to their wealth, other variables that influence their shopping decisions include the
flavor of the meal and the costs of similar things (Noemi, 2016).
enterprises, particularly those with "aggressive" marketing methods that reduce the decision-
making process and cause customers to purchase on impulse. In so far as consumers are not
separated from their particular cultures, their cultural orientation also affects their behavior
towards various marketplaces (Noemi, 2016). Particularly, consumer behavior theory may be
changed to have a better grasp of human behavior in regards to purchasing and consuming
food products and the influencing factors that makes consumer indulge on such food products.
The model tackles the concepts behind the development of a demand for street foods as well
as the elements influencing their behavior, including the personal factor, cultural factor, social
factor, economic factor, and psychological factor (Kotler & Armstrong, 2013).
behavior research that strives to give early insights into a study that attempts to uncover
behavioral predictors of a relatively novel notion. This kind of research is carried out by the
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majority of academic institutions. As a result, it is an effective theoretical tool for research
projects that employ the descriptive study design. Because of this, consumer behavior theory
has been used to discover and define predictors at the early stage of the development of
conceptualizations such as "food purchasing" (Nurudeen, Lawal, & Ajayi, 2014), as well as
behavior that need to be examined include the reasons consumers make purchases, specific
variables that influence the patterns of consumer purchases, and an examination of the
changing elements within society, among others. This research identifies personal, social,
cultural, psychological, and economic concerns as the five elements that determine consumer
purchasing behavior.
Figure 1 shows the schema of the study. It consists of the independent variable, which
pertains to the profile of the respondents as to age, sex, and family monthly income, and the
dependent variable will be the factors that influence consumers buying behavior towards street
foods: personal factor, cultural factor, social factor, economic factor, and psychological
factor.
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INDEPENDENT VARIABLE DEPENDENT VARIABLE
DEMOGRAPHIC PROFILE
OF THE RESPONDENTS
Age
Sex
Monthly Income
Personal Factor
Cultural Factor
Social Factor
Economic Factor
Psychological Factor
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Statement of the Problem
This part of the paper identifies the questions that the researchers want to answer.
These are the questions which concerns in assessing consumers’ buying behavior towards
1.1 age;
2. What is the extent respondents’ perception as to street food buying behavior in lieu to:
2.3social factor;
3. Is there significant difference in the perception of the respondent’s street food buying
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behavior when group according to their profile?
Hypothesis
Based on the research problems, the hypothesis given below is considered which will
Ho: There is no significant difference in the perception of the respondent’s street food
The present study aimed in coming up with measures that will assess consumers’
Researchers. This study has the potential to supply data that already exists for further
development.
Street Food Entrepreneurs. The findings of the study will provide a foundation for
Street Food Sellers. The findings of this research will allow sellers of street food to
better their methods of marketing and will assist them in determining the approach that will
piece to the collection that the Department of Research and Development of the Institution
already has.
The research will be carried out specifically in Dapitan City, with a total of one
hundred (100) participants serving as responders. The purpose of the research is to investigate
the purchasing behavior of consumers in Dapitan City with regard to street food. The findings
of the research will be helpful to persons who are interested in beginning a company selling
street food as well as those who are presently working in the field in better understanding the
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Operational Definition of Terms
Buying Behavior involves deciding to buy street foods from a vendor on the street for
usage by oneself or a group around Dapitan City. It's a synonym for "consumer buying
cultural, social, economic, and psychological factors all have a role in shaping consumer
Consumer refers to the one who eats street food in Dapitan City for the purpose of
consumption. A consumer is anybody who, other than the buyer, purchases the street food
goods or services and eats it with the buyer's knowledge and consent.
Street Food refers to the meals and drinks that are ready to eat and are made and/or
sold by vendors or hawkers, often on the streets and other comparable venues. Street foods
may also be found in other similar places. They are an important component of the daily diets
of millions of people with low and intermediate incomes who live in Dapitan City area and
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Chapter 2
This chapter served as the review of the applicable literature as well as other related
researches that are relevant to provide the backdrop for the present inquiry. Other related
Literature
given nation, have a significant impact on the marketing of street food (Walsh, 2010).
This fact has two important repercussions for the marketing of street food. These
perspectives, on the one hand, have an impact on the way in which governments, non-
organizations, and other policymakers interact with street food vendors, and, on the other
hand, have an impact on the way in which street food vendors interact with their customers.
The majority of the viewpoints on the informal sector come from the discipline of
development studies, whereas relatively few opinions arose from the field of business studies
(du Plessis, 2015).
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continue to impact policy prescription for the urban informal sector, which, in turn, affects the
marketing of street food. These perspectives aim to characterize the urban informal sector
Businesses attempt to identify trends in order to target the consumers most likely to
purchase their goods in the most cost-effective manner. Businesses often attempt to influence
customer behavior by factors they can manage, such as shop layout, music, product grouping
and availability, price, and advertising. While some affects may be brief and others may be
long-lasting, several elements may influence the behavior of customers, whether they
Pricing is regarded as one of the primary factors that has a significant effect on the
purchase intention of consumers when they acquire a product. This is due to the fact that the
prices charged by other food sellers to maintain fairness affect customer perception, which in
turn affects purchase intention. It is possible that a consumer's opinion that a product's price is
either too high or too cheap would affect their willingness to make a purchase of that product.
In addition, consumers typically observe and compare the prices paid by other consumers as
well as the prices charged by other food vendors in order to ensure that fairness is applied
among them. This is done because fairness affects consumer perception, which in turn
ultimately influences purchase intention (Omar, Juhdi, Ahmad, and Nazri, 2014).
The psychological and cultural variables are among the first impressions customers
get of a business. It has been discovered to encourage consumers to purchase such street
cuisine (Boo, 2017; Githiri, 2016). Tangible aspects like as signage, symbols, and décor,
together with intangible ones such as lighting, music, temperature, aroma, and even the
quantity of people purchasing, may all contribute to elevating customers' experiences (Ivkov,
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Blesic, Stefanovic, and Raljic, 2014). In addition to anticipating the joy, pleasure, and
exhilaration generated by the favorable atmosphere of the street food operation, customers see
the condition behind the preparation area's import as the operation's most visible front section
Studies
According to Alimi's (2016) research, street food is a staple of most towns and cities in
many developing nations. Due to its low cost, accessibility, range of options, and
convenience, street food has seen an increase in popularity. This value for street food includes
the reasonable cost customers pay for the generous quantity, the quality food and service they
get for the money they pay, as well as the time and effort it takes to fetch the food from the
streets.
As a result of Musaiger (2014) study found the consumers behavior in buying street
foods is based on its quick, affordable, and handy, street food is seen as a less healthful eating
option. Many customers worry that eating too much street food might lead to heart disease,
diabetes, and obesity due to its high levels of fat, salt, and calories. Despite these drawbacks,
people feel happiness, joy, and excitement in eating street food because of the favorable
atmosphere of the street food operation. Customers consider the state of the preparation room
to be more important than the readily apparent front section of the business.
Lastly, Chang et al. (2016) say that people buy food from street vendors for both
economic and psychological reasons. It's important to know that most people think of street
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food as being cheap, easy to get, served quickly, and offering a wide range of food options.
Consumers, on the other hand, don't judge street food by how healthy it is or isn't, but rather
by how fancy it makes them feel. To do well and make money in such a cutthroat business,
street food vendors need to offer good, quick service, a delicious smell, and low prices.
Chapter 3
RESEARCH METHODOLOGY
This chapter explains the specifics, methodologies, and procedures that the researchers
utilized in the course of this investigation. It covers the respondents, the research locale, the
study design and instrument used, the technique for collecting the data, and the analysis of the
results.
Research Method
This study will employ a descriptive-survey method, with a survey checklist providing
as the primary tool for data collection. This study is descriptive since it aims to accurately and
towards street food in Dapitan City. The study results will assist individuals who are interested
in starting a street food business and those who are currently in the industry in better
understanding their consumers buying behavior (Calmorin, 2017). Thus, this study is also
survey because the researcher chooses a adapted questionnaire in gathering the data on finding
Research Environment
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The aim of this research is to assess consumers’ buying behavior towards street
food in Dapitan City Officially, the Dapitan is a third-class city located in the Philippine
province of Zamboanga Del Norte. Although the majority of inhabitants in Dapitan City were
farmers, fisherman, or both, many families supplement their income with tourism services
including selling street foods at night. Additionally, Dapitan City is recognized as the shrine
City, and a historical city because this is where Dr. Jose Rizal, the National Hero was exiled.
Every barangay has a story to tell which is inviting, and interesting to visit for both locals and
non-locals in which food is necessary. Thus, recently the city opened the Dapitan Food Street
on September 04, 2022 at the Dapitan Mini Eco Park along Sunset Boulevard in Dapitan
Research Respondents
survey with the community members of Dapitan at tourist spots such as Rizal Park, Dapitan
Mini Eco Park along Sunset Boulevard, and Gloria Fantasy Land, handing out survey
questionnaires to the first 100 target respondents they encountered on the street. The research
typically includes one hundred (100) respondents from Dapitan City who are at least eighteen
(18) years old. Thus, the responders will be chosen based on their capacity to make
Research Instrument
This survey questionnaire is the main instrument is adapted from Kotler & Armstrong
(2013) on factors affecting consumer behavior. Thus, the instrument is adapted and modified
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by the researchers. Thus, the researchers also consulted the experts in order to ensure that the
modified questionnaire validity and reliability, as well as the theoretical constructs directly
related to the major concepts of the study. Therefore, the initial draft of the instrument will be
forwarded to the researcher's adviser for adjustments and feedback. After that, the instrument
will be modified to include the gathered comments. After that, numerous portions of the
establish the content validity and reliability of the modified standard questionnaire. Validators
of the research questionnaire are the research adviser, where the researchers will follow the
comments and suggestions of the experts who will closely observe and critique the choice of
words in the modified standardized questionnaire in order to make it suitable for addressing
the specific problem implied. The updated questionnaire will then be administered to seven
(7) persons who mirror the characteristics of the study's target respondents, as determined by
Prior to the actual data collection, the researcher will submit a formal permission letter
to the Dean of the College of Tourism and Hospitality Management. Following the conclusion
of the title review, the data collection procedure will commence. After receiving approval, the
researchers must comply to the recommendations for virus prevention, including maintaining
a one-meter distance and wearing face masks when interacting with respondents.
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The researchers made sure each respondent fit their preset criteria and discussed the
survey's objective. The researchers will convey to the respondent’s critical facts about the
study so they may answer the survey knowing their responsibilities as respondents.
The researchers would ask the respondents to be completely truthful in their views,
and they would gather the data by having the respondents fill out survey questionnaires while
the researchers concealed their identities. After the researchers have collected all of the
responses to the survey from the participants, they will confer with an in-house statistician for
help with validating, counting, tabulating, interpreting, and analyzing the data. The survey
valid for the findings of the research. The questionnaire will be divided into two parts, which
are as follows:
Part I will discuss the respondents' profile, including their age; sex; and family
Part II will elicit information about factors affecting consumer behavior the adapted
of the study.
The following table contains the five (5) point Likert scale mean indices that will be
used to analyze the data obtained on factors affecting consumer behavior the adapted from
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Scale Responses Mean Indices Interpretation
4 3.50-4.49 Agree
2 1.50-2.49 Disagree
The collected data will obtain in assessing the consumers’ buying behavior towards
street food in Dapitan City, and the mean value of each item statement will be calculated and
calculated using frequency and percentage (age; sex; and family monthly income;) in
Problem no. 1.
Formula: X = ∑n x 100
N
Where: X = percentage
∑ = summation
n = responses
N = no. of respondents
100 = constant
The weighted mean with standard deviation (SD) will be utilized in determining
consumers’ buying behavior towards street food in Dapitan City stated on problem no. 2.
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N
Where: X = weighted mean
∑ = summation
f = frequency
N = no. of respondents
Where:
\sigma = population standard deviation
N = the size of the population
x_i = each value from the population
\mu = the population mean
As to inferential problem no. 3 Mann Whitney-U test according to sex, and Kruskal-
Wallis H-test on age and family monthly income will be used in testing the whether there is
significant difference in the perception of the respondent’s street food buying behavior when
group according to their profile. Thus, the study and evaluation of data will be conducted
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REFERENCES
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https://doi.org/10.3982/ECTA10927
Cho, M., Bonn, M. A., & Li, J. (. (2019). Differences in perceptions about food delivery apps
Datta, B. (2022). Preferences and changing needs of wellness tourists: A study from Indian
782-786. https://doi.org/10.30892/gtg.422spl18-889
https://doi.org/10.31235/osf.io/e839u
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Dolnicar, S., Grün, B., & Leisch, F. (2018). Market segmentation analysis: Understanding it,
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Faltado, R. E., Bombita, M. B., Boholano, H. B., & Pogoy, A. M. (2016). Practical research
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Kamande, S., Miriti, E., & Ahishakiye, E. (2018). Consumer segmentation and profiling using
demographic data and spending habits obtained through daily mobile conversations.
https://doi.org/10.5120/ijca2018917609
Kruger, M., Saayman, M., & Ellis, S. (2010). Segmentation by genres: The case of the
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526. https://doi.org/10.1002/jtr.818
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Market segmentation by social and demographic characteristics. (2015). Leisure Spending-
Nella, A., & Christou, E. (2021). Market segmentation for wine tourism: Identifying sub-
https://doi.org/10.54055/ejtr.v29i.2414
Nimri, R., Patiar, A., Kensbock, S., & Jin, X. (2019). Consumers’ intention to stay in green
Pafi, M., Flannery, W., & Murtagh, B. (2021). Coastal tourism, market segmentation and
Raynal, S. (2022, February 11). What are socio-demographic characteristics used for in MKT.
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https://doi.org/10.1016/j.annals.2020.102940
Ridderstaat, J. (2022). Measuring hidden demand and price behavior from US outbound health
https://doi.org/10.1177/13548166211067925
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Shi, T., Liu, X., & Li, J. (2018). Market segmentation by travel motivations under a
transforming economy: Evidence from the Monte Carlo of the Orient. Sustainability,
943-977. https://doi.org/10.1108/tr-12-2018-0181
https://doi.org/10.1016/j.heliyon.2021.e07579
APPENDIX A
CONSENT FORM
The undersigned is currently enrolled in the BS Tourism Management, Jose Rizal Memorial State
University in Dapitan City, and is presently conducting a research study titled "CONSUMER
BEHAVIOR OF BUYING STREET FOOD PRODUCTS IN DAPITAN CITY".
The researchers aim to assess consumers’ buying behavior towards street food in Dapitan City. The
study results will assist individuals who are interested in starting a street food business and those who
are currently in the industry in better understanding their consumers buying behavior. In line with this,
a purposive incidental sampling is employed and you have been chosen as a respondent to answer the
pre-tested questionnaire. In the questionnaire, you will be asked questions pertaining to consumers’
buying behavior towards street food in Dapitan City.
Your name will be asked, but rest assured, the undersigned will safeguard your identity and your name
will not be revealed in the analysis and report. Nevertheless, I am strictly implementing anonymity and
privacy measures. Rest assured that all the information gathered will be kept secret and only used for
analysis of the whole.
I am humbly asking for a few minutes of your time should you allow me or my trained enumerators to
continue and facilitate the questionnaire administration. If you wish to skip or refuse to answer any
item at any time, kindly let me or my enumerators know. Participation in this survey is voluntary, and
xxviii
you are free to refuse participation, stop the survey administration, and skip any item you are
uncomfortable with.
This survey will take about 20 minutes to complete on average. Do you fully understand the terms set
above and agree to participate in this survey? Kindly check the appropriate response.
Thank you very much. I warmly welcome any comments, suggestions, or questions regarding this
questionnaire or the study mentioned. You can reach me at ___________or on my cell phone at
___________________.
APPENDIX B
SURVEY QUESTIONNAIRE
CITY
A. Age:
___ 18 – 25 years old ___ 36 – 40 years old ___ 50 and above years old
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___ 26 –30 years old ___ 41 – 45 years old
B. Sex:
C. Monthly Income:
___ below 16,000 ____ 25,001- 30,000 ___ 40,001 & above
PART II
Direction: Please read all the questions carefully. The survey has been designed to facilitate
easy answering. The survey questionnaire has three indicators. Answer requires a √ to indicate
4 3 2 1
INDICATORS A S R N
A. Activities
(I like to…)
1. Festival and Fiesta
2. Swimming and other beach activities
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3. Malling or Shopping
4. Watching or Participating Triathlon and other
sport events
5. Pottery making or Souvenir/Handicraft making
6. Night market shopping/ Disco and other night
activities
7. Watch stage plays/Poetry
8. Watch Live Band and other musical plays
9. City Tour
10. Engaging to locals offering tourism services on
private and unknown to public places.
B. Interests
(I am interested in…)
1. Religious places and activities
2. Beaches
3. Shopping clothes and Souvenirs
4. Sport Events
5. DIY (Do it Yourself Activities)
6. Night Life
7. Theatre
8. Music
9. Visit tourist spots
10. Visit beautiful places regardless of its cultural
inclination
CURRICULUM VITAE
INSERT E-PHOTO
NAME:
(2X2)
Address: WHITE OR PLAIN
BACKGROUND
e-mail address:
PERSONAL BACKGROUND
Nickname :
Birthdate :
Nationality :
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Religion :
Civil Status :
Mother’s Name :
Father’s Name :
Elementary Education :
Secondary Education :
Tertiary Education :
SPECIAL SKILLS :
CURRICULUM VITAE
INSERT E-PHOTO
NAME:
(2X2)
Address: WHITE OR PLAIN
BACKGROUND
e-mail address:
PERSONAL BACKGROUND
Nickname :
Birthdate :
Nationality :
Religion :
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Civil Status :
Mother’s Name :
Father’s Name :
Elementary Education :
Secondary Education :
Tertiary Education :
SPECIAL SKILLS :
CURRICULUM VITAE
INSERT E-PHOTO
NAME:
(2X2)
Address: WHITE OR PLAIN
BACKGROUND
e-mail address:
PERSONAL BACKGROUND
Nickname :
Birthdate :
Nationality :
Religion :
xxxiii
Civil Status :
Mother’s Name :
Father’s Name :
Elementary Education :
Secondary Education :
Tertiary Education :
SPECIAL SKILLS :
CURRICULUM VITAE
INSERT E-PHOTO
NAME:
(2X2)
Address: WHITE OR PLAIN
BACKGROUND
e-mail address:
PERSONAL BACKGROUND
Nickname :
Birthdate :
Nationality :
Religion :
xxxiv
Civil Status :
Mother’s Name :
Father’s Name :
Elementary Education :
Secondary Education :
Tertiary Education :
SPECIAL SKILLS :
xxxv