Long-Term Socio-Economic Impacts of the Green Revolution Campaign

toward Agricultural Productivity, Income Distribution, and Rural

Development
Padura, D.1; Tamayo, J.V.2; Romero, R.3; Delima, R.4; ,Donor, J. 5;Sanchez, C.J.1; Vinoya, A.D.2;
Student Researcher, Paliparan III Senior High School
Accountancy Business Management

Abstract (this must be written after all parts of the study have been completed)

Keywords: (minimum of 3 keywords)

INTRODUCTION
Background of the Study
Informal businesses are becoming popular nowadays; we can see vendors in different places that you
wouldnot expect: sidewalks, vacant lots, or even in front of malls or large establishments, and much
more. Surprisingly, in the Philippines, in the barangay of Paliparan III, Dasmariñas City, Cavite, the
becoming popularity of informal business certainly, "latag" (laying out) business, where vendors are
just laying down their products on sidewalks by using tarpaulin, empty sacks, or even planks, to
establish business and arrange their products to sell them. Whereas, it can help latag vendors display
their products and effectively attract consumers to buy because it's accessible for every consumer along
the highway. This state of informal business also helps them to expand their networking and further
increase the popularity of the business they promote. However, a significant pattern that researchers
need to examine further is the increasing popularity of consumers buying on latag businesses. This
encompasses how they become interested in purchasing in this type of setup; what is the significant
factor influencing or attracting them to make a purchase, or are they also implementing marketing
strategies? This problem is also noticeable in some existing studies, such as the work of Paat et al.
(2023) and Mukherjee (2020), which say that it's just economic factors that make consumers attracted
to buy on street vendors because it's sets on a lower price. However, according to Rupolia et al. (2015),
the ultimate success of street vendors can be attributed to the effective marketing strategies employed
by vendors. The marketing strategies included are attractive product displays, informative pamphlets,
persuasive calling-out strategies to attract customers, offering pricing schemes, and engaging in
personalized interactions to meet customer needs. Ultimately, this issue is broad in terms of efficiency
to provide knowledge about the reasons for the popularity of buying on Latag and will mainly provide
insights into the factors that affect consumers' purchasing behavior in Latag setups.

Statement of the Problem/Research Question

The "latag" (laying out) business, are becoming excessively popular among consumers of Paliparan III,
this study aims to find out the factors affecting consumer purchasing behavior on latag setups. By
which, researcher employ a community service 'LatagLiwanag' who aimly help our latag vendors in
performing their jobs and enhancing their business firm. This will give to researchers a way to find
what market strategies and other factors does the consumer of Paliparan III considered in buying.
Despite the initial finding regarding informal business, it is unclear to researchers on what factors do
the respondents consider in buying a product, and how street vendors comes up with the marketing
strategies that they need to employ.

Thus, this study sought to answer the following questions:

1. What are the common items that customers typically seek or purchase from sidewalk vendors?

Electronic Component:
- capacitor
- mother board
- wires
 - washing machines motors
- electric fan motors
- charger
- extension
- cellphone batteries
- LED
- plug

Appliances:
- radio
- ricecooker
- amplifiers
- DVD
- heater
- gas stove
- speakers

Foods:
- vegetables
- fruit
- fish

Apparels:
- t-shirts
- jeans
- jackets
- dresses
- shorts
- pants

School Supplies
- bag
- pencils
- ball point pen
- sharpeners

Toys
- teddy bears
- plush animals (such as lions, tigers, elephants, etc.)
- cartoon character stuffed
- toy guns

Vehicles
- bike
- scooter

Vehicle Parts
- roller chains
- motorcycle battery
- sparkplug
- bulb
- tires (exteriors & interiors)
- rim

Accessories
- necklaces
- bracelets
- earrings
 - watches
- belts
- sunglasses

Gadgets
- smartphones
- tablets
- laptops
- headphones
- power banks

2. What is the perceived quality rating of Paliparan III customers toward latag products?
3. To what extent does the accessibility of latag setups impact Paliparan III consumers?

Review of Related Literature

Consumer Decision-Making and Pricing Strategies of Vendors. The research delves into various
facets of consumer behavior, particularly regarding the purchase of second-hand products. While price
is undoubtedly a significant consideration, it's not the sole determinant. Both affluent and less affluent
individuals are opting for second-hand items, indicating other factors at play. Perceived risk,
marketplace dynamics, and brand influence also shape purchasing decisions. This echoes the findings
across multiple studies, which highlight the multifaceted nature of consumer decision-making.
Moreover, the relationship between price discrimination and the emergence of secondary markets for
live entertainment events is explored, suggesting that suboptimal price discrimination in primary
markets enables resellers to charge a markup in secondary markets. This concept ties into the broader
discussion on pricing strategies and market dynamics, underscoring the interconnectedness of pricing
mechanisms and consumer behavior across different industries.

Pandemic Impact: Bottom of the Pyramid (BOP) - Cost-Saving. The impact of the COVID-19
pandemic on consumer behavior is also noted, with consumers seeking to save costs amidst economic
uncertainty. Additionally, the study sheds light on the purchasing behavior of bottom-of-the-pyramid
(BOP) consumers, who are driven by affordability, social factors, and aspirations, despite facing
challenges such as poor product quality and potential legal complications.

Marketing Strategies. However, insights from street vendors in Mumbai, India, provide practical
examples of marketing strategies employed to attract customers. These strategies include attractive
product displays, pamphlet distribution, engaging calling out tactics, competitive pricing, word-of-
mouth marketing, and personalized customer interactions. Such tactics highlight the importance of
understanding consumer preferences and employing effective marketing techniques to drive sales, even
in informal market settings (Rupolia, et al., 2015).
 Conceptual Framework

Input
Latag setups are becoming excessively popular choice among consumers of
Paliparan III.

Process
A survey for consumers of Paliparan III is being conducted to determine
their experiences and preferences towards the latag setup.

Output
Identification of different factors affecting customer purchasing
behavior, such as: products that latag setups offer, perceived quality, and
accessibility of latag among its consumers.

The diagram shows the conceptual framework of the study. Where, the input to the model is the
increasing popularity of latag setups among consumers of Palaparan III. This serves as the dependent
variable, meaning it is the outcome or result that is being influenced by other factors. The ouput introduces
the independent variable, which is the verification of different factors affecting customer purchasing
behavior related to latag setups. The survey is being conducted to determine the experiences and preferences
of consumers towards the latag setup, and this serves as a process. The outcome is to analyze and verify the
various factors that influence customers’ purchasing decisions, including the products offered by Latag
setups, the perceived quality of those products, and the accessibility of Latag to its consumers. The goal of
the model is to identify how different factors affect customer purchasing behavior and how latag become
popular choice among consumers of Paliparan III.
 Hypothesis
H¹: A substantial impact is anticipated on business firms associated with Latag vendors upon the
implementation of marketing strategies.

Significance of the Study

Customers: This study will improve their shopping experience by understanding their preferences and
providing them with a more enjoyable and efficient browsing and purchasing process. It also helps them
make more informed decisions and easily locate the products they need.

Latag Vendors: It offers insights into effective marketing strategies that can lead to their increased sales, a
competitive advantage over rivals, and stronger relationships with customers. It helps vendors optimize their
display techniques to attract attention and encourage more purchases. Business owners: This study will
providing valuable knowledge and guidance in improving their own display techniques to attract customers,
increase sales, and remain competitive in the market.

Millennials: Explores their unique perspectives on merchandise display strategies, helping businesses better
cater to their preferences and effectively target this important consumer segment.

Marketers: This study will help them providing insights into the varied customer perceptions of "Latag"
merchandise display strategies, enabling them to develop targeted marketing campaigns and optimize their
display techniques to enhance customer engagement and sales.

Marketing and Visual Merchandising Professionals: The study can provide insights into customer
preferences and behaviors, enabling professionals to develop targeted and visually appealing displays that
attract customers' attention and drive purchase decisions.

Future researcher: This study will contribute to the existing body of knowledge in the fields of retail
marketing, consumer behavior, and visual merchandising. Researchers and scholars can build upon the
findings and use them as a basis for further research, leading to advancements in these areas.

Scope and Limitations of the Study

The scope of this study is to provide insights into the factors that affect consumers’ purchasing
behavior in latag setups. The study aims to understand the various factors that influence customers’
decision-making process, including the visual appeal and layout of merchandise displays, pricing
strategies, product quality, and customer service. It will also explore the impact of cultural identity and
tradition on consumers’ choices in latag setups. The target participants of the study were limited to
latag vendors, regardless of the products and categories they sold. Latag vendors are individuals who
rely on selling goods to support their families. These vendors often sell and purchase second-hand
products. The participants of this study were selected from Barangay Paliparan III, specifically around
Wemart to “Labasan”. Additionally, the research respondents were customers of latag setups, mainly
consisting of students, adult consumers (25-50 years old), and Base of the Pyramid (BOP) consumers.
However, it is important to acknowledge that the findings of this study may not be representative of all
latag vendors in Paliparan 3, Dasmariñas City, or the wider region, as the sample was limited to a
specific barangay and may not encompass the full diversity of latag vendors and their products in the
area.
Operational Definition
Vendors. Individuals or businesses that sell goods or services directly to customers.

Latag businesses. Enterprises that mainly focus on selling their products by displaying them on a flat
surface or counter on the streets.

Informative pamphlets. Printed materials designed to provide information to educate readers on a specific
subject matter.

Affluent. Refers to a person, group, or area that is wealthy, prosperous, or financially well-off.

Suboptimal. Below the desired or ideal level of performance, efficiency, or effectiveness. It suggests that
there is room for improvement or that there are better alternatives or options available.

Opting. The act of making a choice or decision, particularly when selecting from multiple available options
or alternatives.

Coronavirus disease 2019 (COVID-19). An infectious respiratory illness that spreads rapidly and causes
significant loss of life, jobs, and recession along with the implementation of lockdown measures.

Recession. A significant, widespread, and prolonged downturn in economic activity.

Bottom of the Pyramid (BOP) Consumer

These are individuals who belong to the lower socio-economic level of the population. They have limited
purchasing power and access to modern resources.

Marketing Strategies. These are actions taken by business companies and organizations to promote their
products or services.

Product Attribute. These are used to help consumers evaluate and make decisions about a product.

Price Perception. This is used by consumers to evaluate if the price of a product is reasonable and
acceptable. It is also influenced by their perspectives, expectations, and financial situation.

Pricing Schemes. This is the action taken by the business companies to determine the prices of their
products or services.

Forgery. the action of forging or producing a copy of a document, signature, banknote, or work of art.
METHODOLOGY
Research Design
The research design used in this study is a descriptive research design, specifically a survey. Surveys
serve as an effective tool for delving into consumer perceptions of latag practices. By employing surveys,
researchers can delve deep into the intricate nuances of consumer attitudes and behaviors, providing a
comprehensive understanding of why latag businesses have become a popular choice for consumers of
Paliparan III. Through carefully crafted questions, surveys enable researchers to explore various aspects
of consumer perception, including preferences, concerns, and satisfaction levels. Moreover, surveys offer
a scalable approach, allowing for the collection of data from a diverse range of respondents, thereby
ensuring a broader representation of consumer perspectives. With their versatility and ability to gather
quantitative data efficiently, surveys emerge as a compelling choice for unraveling the intricacies of
consumer perceptions surrounding informal business practices, specifically latag practices.

Sampling Technique & Samples

The study will utilize two sampling techniques: purposive sampling and snowball sampling. Firstly,
purposive sampling is chosen to specifically target consumers who actively purchase from latag vendors.
This technique allows researchers to focus on individuals who are directly engaged with the phenomenon
under investigation, ensuring that the sample represents the population of interest accurately. Secondly,
snowball sampling is employed to expand the search for buyers among established vendors. This
approach leverages existing connections within the latag vendor community, with the assistance of our
research respondents. By tapping into networks of consumers and vendors, snowball sampling facilitates
the identification of additional participants who may not have been initially accessible through purposive
sampling alone. Together, these sampling techniques enable researchers to gather a diverse and
comprehensive sample, providing valuable insights into consumer perceptions of latag practices.

Research Instrument
The researchers have chosen a combination of primary data and secondary data sources to thoroughly
understand the purchasing behavior of consumers among latag setups. Structured surveys are selected as
the primary data collection instrument due to their systematic approach in capturing essential
information from consumers. Through carefully crafted questionnaires, researchers delve into various
aspects of consumers demographics, experiences, satisfaction, challenges, and aspirations, providing a
nuanced understanding of the consumer’ preference on latag practices. Trained research assistants
facilitate survey administration, ensuring a respectful and confidential environment throughout the data
collection process. In addition to primary data collection, the researchers leverage secondary data
sources to enrich their analysis. By exploring internet articles, research papers, and academic journals,
researchers gain access to a comprehensive understanding on the factors affecting consumer behavior in
choosing second-hand products and buying to informal businesses. This approach enhances the depth of
understanding and allows researchers to contextualize their findings within the broader consumer
behavior landscape.

Data Collection Procedure

For the researchers narrative of data collection, trained assistants engage varied customers of latag
vendors with empathy, distributing surveys and explaining the study's purpose. Consent forms
symbolize their voluntary participation, while assistance ensures inclusivity. Meanwhile, researchers
explore digital realms for insights on consumers preference. As data flows in, themes emerge, guiding
researchers toward understanding. Ultimately, researchers narrative converges on empowerment, as
researchers craft interventions aligned with consumer’s experiences, aiming for a brighter future
together.
Statistical Treatment and Data Analysis
Research Ethics
As researchers embarking on a study to determine the preference of consumers among latag practices, our
foremost commitment lies in upholding ethical principles. We recognize the importance of informed consent,
ensuring that participants fully comprehend the purpose, procedures, and potential outcomes of the study. With
confidentiality as our cornerstone, we pledge to safeguard the privacy and anonymity of all participants, treating
their personal information with utmost care. Our interactions with participants will be guided by respect and
dignity, acknowledging their autonomy and cultural nuances. We emphasize voluntary participation, refraining
from offering undue incentives that could compromise the integrity of their involvement. Through transparent
communication, we aim to foster trust and collaboration among stakeholders, sharing insights and findings
openly and responsibly. Ultimately, our ethical compass guides us in conducting research that not only
advances knowledge but also upholds the rights and well-being of those involved, contributing positively to the
communities we serve.