“ IMPACTS OF FAST FOOD CHAINS TO STREET FOOD BUSINESSES IN

GUIWAN, ZAMBOANGA CITY 2023 “

A Research

Presented to Ms. Amicor Guerrero

Immaculate Conception Archdiocesan School

Tetuan, Zamboanga City

In Partial Fulfillment of the Requirements

for Course in Practical Research 1

( Qualitative Research )

Presented By.

Khim Alexis F. Bagares

Klydelle G. Laude

Ice Joward Dwaine A. Videña

Julya Marie C. Francisco

April 2023
 CHAPTER I

Introduction

Background of the Study

According to Winarno (1986) The term "street foods" refers to a variety of

ready-to-eat foods and beverages that are sold and occasionally cooked in public

areas, particularly streets. Similar to fast food, street foods are created in full when a

consumer orders them, and they can either be eaten there or taken away ,

(Winarno,1986). Fast food and street food are inexpensive alternatives to restaurant

meals and a tasty improvement over prepared meals. Despite these similarities, there

are differences between street food and fast food establishments in terms of selection,

setting, marketing strategies, and ownership.

Fast food restaurants, according to Dr. Karlyna Ph.D.(2016), are fantastic for

the price at which one may have the food they desire quickly. Because there are so

many different food options, there are many diverse perspectives on the various kinds

of food establishments and which one is preferred (Dr. Karlyna Ph.D. , 2016).

According to Anelich (2014), Street foods, also known as street-vended foods,

are made and/or sold by vendors in public locations such as streets and plazas for

consumption either straightaway or at a subsequent date. Fresh produce sold for

immediate consumption outside of designated market areas falls under this

description. Nowadays, fast food chains influence us as well as the street food

businesses, as for the street food vendors, their current situation entails that the

majority of the food that they provide is affordable. This is because fast-food

restaurants are being advertised in many media, including television and social media.

Fast-food businesses and street food businesses differ in several factors even though

they may appear to be indistinguishable and are sometimes used indiscriminately.

Fast food is different from street food because it is typically sold in establishments,

supermarkets, and other chain stores. On the other side, street food can be found in

public areas like parks and streets, as the name implies. Some customers prefer fast

food chains because it is convenient, good quality service, and provides tasty foods,

while some prefer street foods because it is efficient and a ready to go foods (Anelich,

2014)

Apparently, Winarno (1986) and Allain (1988), said that micro-industries that

produce foreign food are essential to the planning and growth of many municipalities'

economies. Street food vendors' importance to the economics of emerging nations has

been grossly overlooked and underappreciated ( Winarno, 1986 & Allain,1988 ) .

However, According to Cohen (1986) there are statistics for some locations. Street

food sales in the Indonesian city of Bogor total US$67 million annually (Cohen,

1986). If one calculates the average daily sales of Malaysia's 100,000 (by a

conservative estimate) booths, one comes up with US$2.2 billion in yearly street food

sales (Allain, 1988). Given that the majority of the earnings are produced locally and

so support economic self-sufficiency, this is a relatively significant number.

Because of the fast-food chain's presence, the majority of the street food

business sellers come from lower socioeconomic classes with poor educational

backgrounds. However, the majority of these vendors have strong entrepreneurial

aptitude and marketing potential. According to Hiamey and Hiamey (2018.) For the

majority of urban residents, street food is a significant source of nourishment and

food. However, there are numerous issues with the street food industry. In order to

discover which worries had the greatest impact on people's decisions to consume or

not, this study looked at how concerns about street food varied across consumers and

non-consumers. (Hiamey & Hiamey ,2018)

 The research team develops a study on how fast food chains affect street food

vendors, and as a result, the Researchers are interested in how street food sellers

operate their businesses in Guiwan, Zamboanga City, and whether the presence of fast

food chains has an impact on it. Therefore, researchers seize every chance to learn

about their experiences, challenges, and methods for coping in the presence of fast

food chains.

This study focuses on addressing the present problems faced by street food

sellers in Barangay Guiwan, Zamboanga City. These problems include how they

handle and prepare their food as well as how they deal with financial difficulties

despite the presence of fast-food franchises.

Statement of the Problem

This study aims to determine how fast food chains affected the street food industry in

Guiwan, Zamboanga City, in 2023.

Specifically, this paper aims to address the following research questions:

1. What are the strategies used by street food businesses to continue to be

profitable despite the presence of fast food restaurants?

2. What impact do fast food businesses have on street food businesses?

3. How do fast-food restaurants affect the demand for street food businesses?

4. What obstacles did the establishment of fast-food restaurants cause for street

food businesses?

Significance of the study

The findings of this research will prove useful to the following entities:
Street food vendors. This will benefit street food vendors as this result will make

them aware of the strategies used, to be effectively

Customers. This will benefit customers to be more aware of food consumption

regarding the impact of fast food chains to street food businesses.

Future researchers. This will benefit future researchers in conducting their research

that they might use as their reference.

Scope and Limitations of the study

This research focused on how and in what way fast-food chains affect street

food businesses according to the opinions of street food vendors in Barangay Guiwan,

Zamboanga City, year 2023. It aims to address the strategies used by street food

businesses to be effective and profitable business despite the availability of fast food

chains. Because of its narrow focus on determining if fast food chains have any

impact on street food sellers and whether they regard them as competitors, this study

has several limitations.

 CHAPTER II

THEORETICAL FRAMEWORK

This chapter contains the concepts of review of related literature, related studies,

theoretical framework, and definition of terms. Information that is significant and

similar to the current study can be connected to those included in the contents of this

chapter.

Related Literature

Fast food chains can have a significant impact on street food vendors, both

approving and opposing. On the one hand, fast food chains can provide competition

for street food vendors by offering a broader variety of food choices at a more

subordinate cost. On the other hand, fast food chains can also create new prospects for

street food vendors by attracting more customers to the area and increasing foot

traffic.

The development of a cooperative of local food vendors according to

Routledge (2017) will provide opportunities for the sector's continuous expansion and

more consistent standards, which will only assist to raise the status of mobile food

selling. Philadelphia has a huge number of local street vendors. However, because

there is no locally coordinated purchasing framework, the majority of sellers use

substandard products that differ from local standards because they are influenced

solely by price. The majority of local street food sellers get their supplies from stores

like Restaurant Depot and Sam's Club, which sell pre-packaged and processed foods

similar to those found in fast food restaurants. (Routledge, 2017)

According to Yu (2012) , The preferences of consumers change in the catering

industry. Taiwanese bought traditional lunch boxes from roadside food stalls about 20
years ago. People in Taiwan are becoming more concerned with fresh and healthy

food. This diet change makes life difficult for those street vendors. Furthermore,

international fast-food chain stores are becoming increasingly popular. The children

greet them warmly. Children are the zoo's most important source of visitors. When

McDonald's opened near the zoo, all of the street vendors in the food business

suffered. The vendors were unable to compete with fast food restaurants such as

McDonald's, which provided a pleasant dining experience. Parents were willing to

spend more money at fast food restaurants rather than street vendors. They believed

the foods sold at the roadside stand were filthy. ( Yu, 2012 )

According to Lang, et. al ( 2009 ) Fast food has been a component of most

societies' food cultures, from medieval London to Indian street cuisine. Today's

governmental concern regarding fast food is related to decreasing costs encouraging

excess consumption and global companies' marketing. Local takeaway booths in

Egypt provide classic fast food, but the machinery behind the counter is similar to that

of a McDonald's 300 meters away. In emerging countries, US fast-food corporations

are more likely to be concentrated in metropolitan areas, catering to the urban, more

affluent classes. Despite price differences, international corporations can pose a threat

to locally owned fast food restaurants through supply control, lifestyle customer

appeal, and a large scale of operation.

Street food serves as a crucial method for low-income individuals to save time

and money, yet there are food safety concerns that must be addressed. A study of

street foods in seven Asian and African nations found that the poor spend more

money on street foods and consume more calories from them than those with greater

incomes. WHO concluded that best practices for street and everyday food should be

communicated, and they launched a campaign to promote hygiene for street vendors.
Like the Street food vendors in Thailand thrive in the absence of market groups and

middleman NGOs. Even in busy Bangkok, sellers sell food from early morning until

late at night, appearing untouched by the expansion of American fast-Food chains or

posh shopping complexes. When cities grow, mobile vendors extend into new

residential areas and squatter settlements, and noodle shop houses spring up.

Notwithstanding the country's changes, Thai street food sellers continue to play a

significant role in feeding urban people. ( Lang, et. al 2009 )

As stated by Pizzali (2001), It is beneficial to conduct a brief investigation of

the rivals, particularly small low-cost eateries (known locally as carinderia) and fast

food franchise enterprises. For example, the significant decrease in sales in Metro

Manila restaurants and fast food franchises since 1998 (due to the economic crisis and

thus lower customer demand) has contributed to street food sales. As can be seen, the

main target market is the younger demographic, which includes students and

employees looking for low-cost, tasty, and convenient snacks. (Pizzali, 2001)

Street Foods: Urban Food and Employment in Developing Countries,

specifically in Iloilo City, according to Tinker (1997). Iloilo is modernizing, and street

food vendors now compete with fast food chain restaurants. ( Tinker , 1997 )

Related Studies

Local

According to the study of “Physical environment: a factor on the buying

preferences between fast food and street foods among grade 12 ABM students in

PHINMA - COC” ( 2019 ). The objective of this study is to compare students'

purchasing preferences at PHINMA COC between street foods and fast food

businesses. The researchers aim to identify whether the students of PHINMA-COC

preferred fast food over street food or street food over fast food. The researcher used a

random sample method to choose the participants, with only a few respondents

selected to represent their class particularly in the PHINMA COC Campus. There are

around eight sections of Accounting Business and Management (ABM) year Grade

12, and Only around half of the students in each class were chosen for each section by

the researchers. Based on the results, the researchers conclude that eating Fast Food is

more reliable and much safer than eating Street Food. Accordingly, the results show

that, while Street Food is more widely available in most places because of its fast

serving and efficiency, The results based on the participants perspectives, most of

them chooses Fast Food, as it provides people with better service, hygienic food

preparation, and even a cleaner environment, all of which are critical in earning and

retaining a customer's loyalty and support because it is one of the best ways to

succeed in business.

Foreign

Atinkut, et.al ( 2018 ) aims to explore consumer’s behavior and attitudes

toward eating fast food and street food in China, as well as the hazards that go along

with these types of food consumption. Over 500 papers were collected for this review

on purpose . Consuming street food and fast food has recently become a trend and is

seen as a sign of modernity in the majority of rapidly developing nations, such as

China. For nations with large populations, street food and fast food are considered to

be the solution to all of their significant socioeconomic issues. By the quick service

delivery of already cooked dishes at affordable costs and as a source of employment

for the thronging populations of the open countryside and cities, fast food, and street

food have rapidly expanded in China during the last twenty-five years. Customers
favor Fast food and Street food the most due to their safety concerns, affordable

pricing, fully prepared nature, the convenience of use, accessibility, and other factors.

Simultaneously, the government's determination to prevent and certify Fast

food and Street food for food security as well as health was clearly stated by China's

nutritional and health concerns, particularly after methanol was found in milk in 2008.

This later encouraged the Chinese government to implement the food safety law

(FSL) with the food hygiene law in 2009. (FHL). Chinese customers of Fast foods and

Street foods are particularly concerned about food quality and place more importance

on safety than on pricing. Most of the publications that were evaluated generally

accepted that Chinese consumers' decisions about Street food and Fast food depend

on putting their safety first. Avoiding health risks, altering the public's view, and

creating trust are top priorities when it comes to maintaining the vendor's inventory

and meeting consumer demand for Street food and Fast food.

Theoretical Framework

This study is anchored on the Prospect theory of fast food chain impact on

street food enterprises, which can help understand the impact of fast food chains on

street food sellers, particularly in terms of how risk, uncertainty, and the possibility

for profits or losses influence customer decision-making. Prospect theory is a

psychological theory that describes how people make decisions when faced with risk,

probability, and uncertainty. People make decisions based on perceived losses or

gains, according to this theory.

One study published by Chung and Huang (2015) the Journal of Business Research

looked at the impact of fast-food chain competition on Taiwanese street food vendors,

using prospect theory as a framework to assess consumer behavior (Chung & Huang,
2015). In accordance with the analysis, people prefer fast food to street food vendors

because of the possible benefits of convenience and speed, as well as the reference

point provided by the fast food chain brand. The study also discovered that street food

vendors were more sensitive to potential losses from fast food chain competition, and

that they constantly had to adjust their pricing and menu selections to remain

competitive.

Furthermore, prospect theory argues that framing effects can influence

consumer preferences, and fast food restaurants are well-known for strong advertising

and marketing campaigns that frequently emphasize the benefits of convenience and

affordability. This can further impact consumer decisions and lessen the perceived

benefits of using street food sellers.

Another research study by Kiatkawsin and Han (2017) , that appeared in the

Journal of Travel Research used prospect theory and market segmentation analysis to

evaluate the impact of fast food chains on street food vendors in Bangkok, Thailand

(Kiatkawsin & Han, 2017). According to the findings of the study, consumers who

prioritized efficiency and sanitation were more likely to select fast food chains over

street food sellers, but consumers who valued taste and authenticity were more likely

to choose street food vendors. Nevertheless, prospect theory can provide a useful

framework for evaluating the impact of fast food chains on street food vendors,

specifically in terms of how uncertainty, suspicion, and the prospect for profits or

losses influence consumer decision-making. While fast food corporations provide a

big threat to street food vendors, there are further chances for vendors to distinguish

themselves and provide consumers with unique value propositions.

Definition of terms

This provides a general understanding of the principles or aspects that will be

explored throughout this study, as well as contextual information as to how you will

be using those concepts in this study.

Cuisine. Merriam-Webster. (n.d.) Cuisine is a manner of preparing food : style of

cooking.

WHO. According to The Henry J. Kaiser Family Foundation (2019) The World

Health Organization (WHO) is a specialized agency of the United Nations responsible

for international public health. ( Henry J. Kaiser Family Foundation , 2019)

NGO. Claiborne, (2004) NGO is a non-governmental organization (NGO) is a group

that is founded independently of the government. ( Claiborne, 2004 )

Notwithstanding. Without being prevented by (something): despite — used to

express that something occurs or is true despite the fact that something could prevent

it from occurring or being true. ( Britannica, n.d.)

Posh. Sumptuously furnished or appointed; luxurious ( Dictionary.com, n.d. )

Shopping complexes. According to Law Insider, n.d. A shopping complex is defined

as a store or shopping center, as well as all parking and other places adjacent to and

ancillary to the store or shopping center, and intended largely for the use of

customers. (Law Insider, n.d.)

Prospect Theory . According to McDermott, (2016) Prospect theory, commonly

known as loss-aversion theory, is a psychological theory of risk-taking created by

psychologists Daniel Kahneman and Amos Tversky and first published in

Econometrica in 1979. The model has been applied in a variety of domains, including

international relations, to evaluate various elements of political decision-making.

(McDermott, 2016)
 CHAPTER III

RESEARCH METHODOLOGY

This chapter discusses the research design, research locale, population and sampling

procedure, research instrument, data gathering procedure and the statistical treatment

of the data.

Research Design

This study chooses phenomenology as the research design as it is deemed

appropriate for the study as this study aimed to determine how fast food chains

affected the street food industry in Guiwan Zamboanga city.

According to Sibeoni , et. al (2014) It is a well-established qualitative

methodology for investigating how individuals perceive specific situations and make

sense of their personal and social worlds ( Sibeoni , et. al 2014) . According to

Zolnierek (2011), The use of phenomenology as a methodology can guide the

development of interventions that value individual experience and meaning

(Zolnierek 2011).

Through phenomenology, the researcher can explore how street food vendors

and their customers perceive the impact of fast food chains on their business. The

researchers can gather how street food vendors and their customers view the quality,

taste, and price of fast food compared to street food. Additionally, phenomenology

can help explore how street food vendors and their customers experience the changes

in demand for street food as a result of the growth of fast food chains.

Research Locale
 This study will be conducted in Barangay Guiwan. Guiwan is a barangay in

the city of Zamboanga City. It is about a 15 minute walk from LM Metro in Barangay

Tetuan to Barangay Guiwan. This study focuses only on the street food vendors near

Barangay hall of Guiwan Zamboanga city.

Participants

In gathering the participants, the researchers are going to generate the

respondents in Guiwan, Zamboanga City near the Barangay Hall. This study will

gather 5 respondents who are capable of giving in-depth information to support the

study. The inclusion criteria of the respondents of this study will be the street food

vendors or the street food business owners that have experience, are 20 to 60 years of

age, are capable of answering our questions and provide in-depth information to

support our study. The researchers' exclusion criteria will include street food sellers or

street food business owners who lack the necessary competency or experience for the

study.

Sampling Procedure

According to Palinkas, et. al (2015), In qualitative research, purposive

sampling is commonly used to identify and select information-rich cases related to the

phenomenon of interest.( Palinkas, et. al , 2015)

This study will use Purposive Sampling as a method to gather information

from the respondents. Through Purposive Sampling, this study will collect 5

respondents who have the capabilities to share their thoughts, opinions, and

experiences about the impacts that they encounter in the presence of fast food chains.
Research Instrument

This study will be using a focus interview as an instrument in gathering data.

According to Merton and Kendall (1946) The focus interview is intended to gather

responses from people who have been exposed to a scenario in which the researcher

has a proven track record (Merton & Kendall, 1946).

Through the Focus interview, the researchers aim to determine the impacts of

fast food chains on street food businesses in Guiwan, Zamboanga City, 2023. In

obtaining information, researchers provide Open-Ended Questions to the respondents

to have an effective outcome in giving in-depth information, perceptions, thoughts,

and experiences regarding the significant impact of fast food chains to its businesses.
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 NAME OF MEMBERS :

Rubric for the Final Paper

VGE GE SE LE
4 3 2 1

CONTENT

The background of the study is well established .

The research questions or objectives are clear and specific.

The literature review presents a sufficient number of related studies.

The instruments are well defined and appropriate for study.

The overall content is comprehensive.

ORGANIZATION

The ideas are correctly outlined, thus improving the organization of the work .

The flow of ideas is smooth and the work is easy to read .

STYLE

The work uses language appropriate to context

The work eliminates wordiness and ambiguity.

GRAMMAR AND MECHANICS

The work observes the grammatical conventions in standard English

Correct spelling and proper capitalization and punctuations are observed and sentences
are well structured .

DOCUMENTATION AND SOURCES

The work uses an appropriate citation and reference format and the sources used are
reliable

TOTAL :

VGE – To a very great extent

GE –To a great extent

SE- To some extent

 NAME : __________________________________________________

SECTION/STRAND : ________________________________________

Rubric for Oral Presentation

CONTENT VGE GE SE LE
5 4 3 2

The presentation is organized.

The paper is introduced effectively.

The presenter clearly explains the content of the research.

The presentation is completed within the set time limit .

The presentation responds to the needs ,interests ,values ,and beliefs

of the audience .

DELIVERY

The presenter looks confident and comfortable in his or her work.

The presenter is dressed appropriately.

The presenter uses appropriate gestures to further reinforce his or her

ideas .

The presenter does not overly rely on his or her notes. Instead ,he or
she uses eye contact effectively to stay connected with his or her
delivery.

The presenter avoids mannerism or any distracting behavior during

his or her delivery

answers questions clearly and accurately.

TOTAL

VGE – To a very great extent

GE –To a great extent

SE- To some extent