MARKETING PRACTICES AND SALES PERFORMANCE OF STREET FOOD

VENDORS PEDDLING OUTSIDE ANDRES SORIANO

COLLEGES OF BISLIG CAMPUS

A RESEARCH PROPOSAL PRESENTED TO

FACULTY

COLLEGE OF BUSINESS EDUCATION

ANDRES SORIANO COLLEGES OF BISLIG, INC

MANGAGOY, BISLIG CITY

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

OF THE COURSE, BA 9 (Thesis or Feasibility)

MARCH 2024
 CHAPTER 1

PROBLEM AND ITS BACKGROUND

Street food vending is a significant component of urban

culture and economy worldwide, offering accessible and

affordable food options to the public, including students

outside school campuses. These vendors contribute to the

vibrancy of public spaces and serve as an essential source

of livelihood for many individuals (Roever, S., & Skinner,

C.,2016); and Zaman, S., & Ahmed, N. N., 2023). The

marketing strategies they employ and their sales performance

are critical to their sustainability and growth (Khan, E.

A.,2017). However, the unique challenges presented by the

external school environment, such as fluctuating demand due

to school schedules, competition with other vendors and

school cafeterias Cohen, (J. F., Kesack, A., Daly, T. P.,

Elnakib, S. A., Hager, E., Hahn, S., ... & Chapman, L.

E.,2024), and compliance with local health regulations

(Sepadi, M. M., & Nkosi, V., 2023), necessitate a closer

examination of these strategies and their effectiveness.

While existing literature has explored various aspects

of street food vending, including economic contributions,

food safety, and consumer preferences, there is a notable

gap in focused studies on the marketing strategies of street

food vendors specifically targeting the school demographic

and how these strategies affect their sales performance.

Moreover, there is a lack of comprehensive analysis on the

direct correlation between different marketing tactics and

actual sales outcomes in this unique setting. The impact of

location-specific factors, such as the proximity to school

gates, vendor density, and the role of social media and

digital marketing in attracting the school-going population,

remains underexplored. Additionally, much of the existing

research does not account for the dynamic nature of street

food vending, where vendors may quickly adapt their

strategies in response to changing consumer trends,

regulatory environments, and competitive pressures.

In Barangay Mangagoy, most street food vendors are

mostly located in mostly dense people like near public

market, near public terminal, and in proximal area in public

and private school. The study will be conducted to have a

baseline information specifically on the marketing

strategies relative to the sales of the local street vendors

and peddlers.
Statement of the Problem

The main problem of the study is to determine how

marketing strategies affect sales performance of local

street food vendors/ peddlers outside the school premises of

Andres Soriano Colleges of Bislig, Inc. Specifically it

seeks to answer the following questions, to wit:

1. What is the demographic of the respondents, in terms

of

a. Age

b. Gender

2. What are the perceived marketing strategies in

Street foods vending/peddling?

3. What is the sale performance of the street vendors?

4. Is there a significance difference of the perceived

marketing strategies to the sales performance of

street food vending/peddling?

5. Is there a significance difference of the perceived

marketing strategies to the sales performance of

street food vending/peddling?

Theoretical Framework

The theoretical underpinnings of the study are anchored

in several marketing and economic theories that provide a

basis for understanding the dynamics of street food vending,

consumer behavior, and sales performance.

Marketing Mix Theory (4Ps): Originally proposed by E.

Jerome McCarthy in 1960, the 4Ps model (Product, Price,

Place, Promotion) offers a foundational framework for

analyzing the marketing strategies employed by street food

vendors. This theory can be used to examine how vendors

tailor their products, pricing strategies, promotional

efforts, and location decisions to appeal to the student

demographic outside school campuses.

Theory of Consumer Behavior: This theory explores the

decision-making processes of consumers and the factors

influencing their purchasing choices. Applying this theory

helps in understanding the preferences and behaviors of

students as consumers of street food, providing insights

into how vendors can effectively target this group (Kotler,

P., & Keller, K. L.,2016).

 Porter’s Five Forces: Michael E. Porter's framework

(1979) can be utilized to analyze the competitive

environment of street food vendors, focusing on the threat

of new entrants, the bargaining power of suppliers, the

threat of substitute products, the bargaining power of

customers (students), and the intensity of competitive

rivalry. This theory aids in understanding the competitive

strategies street food vendors might adopt (Porter, M.E.

(1979). How Competitive Forces Shape Strategy. Harvard

Business Review).

Conceptual Framework

The conceptual framework for this study integrates the

theoretical perspectives mentioned above to investigate the

relationship between marketing strategies and sales

performance among street food vendors outside school

campuses. The framework proposes a causal relationship where

the marketing strategies (4Ps) directly influence the sales

performance of street food vendors. It also considers

external factors such as consumer behavior, competitive

environment, and regulatory challenges as moderating

variables that could impact this relationship.

Independent Variables: Marketing strategies encompassing

Product (quality, variety, and appeal), Price (affordability

and value for money), Place (location and accessibility),

and Promotion (advertising methods, including social media).

Dependent Variable: Sales performance, measured through

sales volume, revenue, and growth over time.

Moderating Variables: Consumer behavior (preferences and

purchasing power of students), competitive environment

(number of vendors, variety of offerings), and regulatory

challenges (health and safety regulations, school policies).

The framework of the study shows in Figure 1 below aims

to provide a comprehensive overview of how street food

vendors can optimize their marketing strategies to improve

sales outcomes while considering the impact of external

variables. By examining these relationships, the study seeks

to offer actionable insights for street food vendors

targeting the student demographic.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

MARKETING SALES
STRATEGIES PERFORMANCE
Figure 1. Schematic Diagram of Research Variables

Significance of the Study

This study will be beneficial to the following, to wit:

Vendors

For street food vendors, this study is pivotal in

understanding the dynamics of effectively reaching and

serving the student market. Insights into successful

marketing strategies and their direct correlation with sales

performance can guide vendors in optimizing their offerings,

pricing, promotion, and location decisions to enhance

profitability and sustainability. The research can also

highlight the importance of adapting to consumer

preferences, competitive pressures, and regulatory

requirements, thereby supporting vendors in making informed

business decisions.

Students

Students stand to benefit from this research as it sheds

light on how street food vendors cater to their preferences,

dietary needs, and budget constraints. The findings can lead

to a broader availability of food options that are not only

affordable and convenient but also align with health and

safety standards. Moreover, understanding the marketing

strategies vendors use to attract students can empower them

to make better-informed choices regarding their food

consumption outside school campuses.

Community

The community, including local residents and other

businesses, can gain from the study through an enhanced

understanding of the economic and social contributions of

street food vendors. By highlighting the role of these

vendors in supporting local economies, providing employment,

and enhancing the vibrancy of public spaces, the research

can foster a more supportive environment for street food

vending. Additionally, insights into the operational

challenges and successes of vendors can inform community-

based initiatives aimed at improving public health standards

and regulatory frameworks.

Business Sector

Businesses, particularly those operating in the food

and beverage industry, can find the research findings

valuable in identifying emerging trends, consumer

preferences, and effective marketing practices within the

street food vending sector. For larger corporations, the

study may reveal opportunities for partnership, investment,

or innovation in product offerings and distribution

channels. Furthermore, businesses involved in supplying

goods to street food vendors can better understand the needs

of this market segment, leading to improved services and

products tailored to the unique demands of street food

vending operations.

The research provides a holistic view of the interplay

between marketing strategies and sales performance in the

context of street food vending, offering practical insights

that can contribute to the growth and regulation of this

sector. By addressing the needs and challenges of diverse

stakeholders, the study not only contributes to academic

knowledge but also supports the development of more

inclusive, sustainable, and economically viable food systems

in urban environments.

Scope and Delimitations

The scope and delimitations of a study define its

boundaries, specifying what will be included and what will

be excluded. The study is geographically limited to street

food vendors operating outside a select number of school

campuses. These locations are chosen based on their

accessibility, the presence of a significant number of

street food vendors, and the diversity of the schools'

demographics.

The research will cover a defined period, such as one

academic year, to capture the seasonal variations in sales

performance and marketing strategies, which may be

influenced by the school calendar (including holidays, exam

periods, and vacation times). The primary respondents of

this study are the street food vendors themselves. A

secondary focus may include a survey or interviews with

students to gauge their preferences and perceptions, but the

core data collection revolves around the vendors. The study

specifically examines marketing strategies—covering product,

price, place, and promotion—as employed by street food

vendors and their impact on sales performance. It will also

explore the challenges vendors face in this unique selling

environment and any innovative practices they have adopted

to overcome these challenges.

The research will focus exclusively on independent

street food vendors and will not include food trucks or

vendors operating within the school premises or those

affiliated with larger businesses or franchises.

While street food encompasses a wide variety of food

items, the study might limit its focus to those most

commonly sold outside school campuses, such as snacks,

beverages, and quick meals, to maintain a manageable scope

and relevance to the student demographic.

The investigation into marketing strategies will

concentrate on approaches directly controllable and commonly

used by street food vendors. While digital marketing may be

included, the emphasis will be on traditional methods more

accessible to the average vendor, such as physical signage,

word of mouth, and local advertising.

Sales performance will be assessed based on self-

reported data from vendors regarding sales volume, revenue,

and perceived trends. The study acknowledges the potential

limitations of self-reported data but considers it a

necessary approach due to the informal nature of many street

food vending operations.

 CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter contains the comprehensive review of

related literature. It covers key areas such as the nature

of street food vending, marketing strategies employed by

vendors, factors influencing sales performance, and the

impact of location on vendor success both foreign and local

information.

Foreign Literature

Introduction to Street Food Vending

Street food vending, a global phenomenon, is deeply

rooted in the socioeconomic and cultural tapestry of

societies. It offers a window into the culinary traditions,

economic conditions, and social interactions of different

cultures. A review of foreign literature on street food

vending reveals various dimensions, including its impact on

public health, economic implications for vendors and local

economies, cultural significance, and regulatory

environments. This literature spans numerous countries and

contexts, highlighting both the universality of street food

vending and its unique local characteristics.

Street food vending is often celebrated for its

contribution to the informal economy, providing livelihoods

for millions globally. According to a study by Bhowmik

(2005) in the Asian context, street vendors form a critical

part of urban economies, offering affordable food options

while also contributing significantly to urban employment.

Similarly, Crossa and Morales (2007) explore the social

networks and survival strategies among street vendors in

Mexico City, demonstrating how vending is not just an

economic activity but also a complex social practice that

involves negotiations with local authorities, fellow

vendors, and customers.

Street food is a vibrant expression of cultural identity

and culinary traditions. Scholars like Zhang and Zhao (2019)

have explored how street food in cities like Beijing is not

only a convenience but also a way to experience and preserve

traditional Chinese culinary practices. Furthermore, studies

like that of Pardo’s (2014) analysis of Italian street food

highlight the deep connection between local food cultures

and the globalization of food practices, showing how

traditional dishes adapt to new contexts while maintaining

their cultural essence.

Public health concerns related to street food vending

have been a significant focus of scholarly attention.

Research by Tinker (1997) and WHO reports have highlighted

the potential health risks associated with street food,

including foodborne illnesses. However, these studies also

point to the possibility of improving public health through

better regulation and education of vendors on hygiene

practices. For example, Cohen and Avieli (2004) in their

study of Vietnam street food, suggest that while street food

poses health risks, it also offers opportunities for

promoting food safety and hygiene among small-scale vendors.

The regulation of street food vending is a contentious

issue, with policies varying widely across different

countries. Research by Bhowmik (2005) and Skinner (2014)

discuss the challenges and successes of vending regulations

in cities across Asia and Africa, respectively. These

studies highlight the need for policies that balance public

health concerns with the economic necessity of street food

vending, suggesting models for inclusive urban planning that

accommodates street vendors.

Marketing Strategies for Street Food Vendors

Marketing strategies for street food vendors are

pivotal for their success and sustainability in the

competitive food industry.

Digital Presence and Social Media

The advent of digital marketing has opened new avenues

for street food vendors to reach a wider audience. Alon,

Herstein, and Shamay (2020) examine the impact of social

media on small food businesses, suggesting that an active

online presence significantly enhances customer engagement

and sales. The study highlights the importance of platforms

like Instagram and Facebook for storytelling and visual

marketing, which are particularly effective for food-related

businesses (Alon, Herstein, & Shamay, 2020).

Branding and Unique Selling Proposition (USP)

 Creating a strong brand identity is crucial for street

food vendors to differentiate themselves from competitors.

According to Kurniawan et al. (2019), developing a unique

selling proposition (USP) that highlights the uniqueness of

the food, authenticity, and culinary experience can attract

more customers and foster a loyal customer base. The authors

suggest that storytelling around the origin of dishes and

the use of local, high-quality ingredients can serve as

powerful elements of a vendor's USP (Kurniawan et al.,

2019).

Collaborations and Events

Participation in food festivals, local markets, and

events is another effective strategy for street food

vendors. This not only increases visibility but also allows

vendors to reach potential customers who are enthusiastic

about trying new culinary experiences. Müller and Gauditz

(2018) emphasize the benefits of collaborations with event

organizers and other local businesses to create synergies

and enhance the overall food offering to attract diverse

customer groups (Müller & Gauditz, 2018).

Customer Experience and Service Quality

The customer experience encompasses not only the taste

of the food but also the service quality and the overall
atmosphere provided by the vendor. Jones and Simmons (2017)

argue that customer satisfaction in the street food sector

is heavily influenced by the vendor's ability to provide a

memorable and positive experience, which includes factors

such as cleanliness, speed of service, and friendliness of

staff. Enhancing these aspects can lead to positive word-of-

mouth and repeat business (Jones & Simmons, 2017).

Sustainability Practices

Increasingly, consumers are showing a preference for

businesses that adopt sustainable practices. Smith and Liu

(2018) discuss how incorporating sustainability into the

operation—from sourcing ingredients locally to minimizing

waste—can not only reduce costs but also appeal to

environmentally conscious consumers. They recommend that

street food vendors communicate their sustainability efforts

effectively to their customers to build a positive brand

image (Smith & Liu, 2018).

A range of marketing strategies have been identified

for street food vendors in the period 2020-2023. Dalimunthe

(2021) highlights the need for street vendors to find bright

locations and use personal lights, while also addressing the

issue of evictions. Briliana (2021) emphasizes the

importance of digital transformation, suggesting that

vendors can benefit from social media and food vlogger

reviews. May (2021) underscores the significance of

understanding consumer preferences and behaviors,

particularly in the context of gastronomic tourism. Pilato

(2021) suggests that street food tourism can be a viable

option for sustainable tourism development, offering

potential solutions to issues such as overtourism. These

studies collectively underscore the importance of a multi-

faceted approach to marketing, encompassing physical

location, digital presence, consumer understanding, and

sustainable tourism.

Factors Influencing Sales Performance

Sales performance is a critical concern for businesses

aiming to thrive in competitive markets. It is influenced by

a multitude of factors ranging from individual salesperson

characteristics to broader organizational strategies and

market conditions. This literature review synthesizes

findings from recent studies to identify key factors that

impact sales performance, offering insights into areas

businesses may target to enhance their sales outcomes.

Salesperson Characteristics
 Individual attributes of salespeople play a pivotal

role in sales performance. Verbeke, Dietz, and Verwaal

(2011) emphasize the importance of intrinsic motivation,

expertise, and adaptive selling behaviors in determining

sales success. Salespeople who exhibit high levels of these

characteristics tend to understand customer needs better and

adapt their selling strategies accordingly, leading to

higher sales performance (Verbeke, Dietz, & Verwaal, 2011).

Training and Development

The role of ongoing training and development in

enhancing sales performance cannot be overstated. Singh,

Verbeke, and Rhoads (2018) found that continuous

professional development contributes significantly to

salesperson adaptability and skill enhancement, directly

impacting sales outcomes. Their study suggests that

organizations investing in comprehensive training programs

can expect to see marked improvements in sales figures

(Singh, Verbeke, & Rhoads, 2018).

Sales Technology Utilization

The adoption and effective use of sales technologies have

become increasingly important. Ahearne, Jones, Rapp, and

Mathieu (2008) demonstrate that technology, when used

correctly, can enhance salesperson efficiency and

effectiveness, leading to improved sales performance. This

includes customer relationship management (CRM) systems,

data analytics tools, and digital communication platforms

(Ahearne, Jones, Rapp, & Mathieu, 2008).

Organizational Support and Culture

The support provided by the organization and its

cultural environment also significantly affect sales

performance. Mullins, Ahearne, and Lam (2014) discuss how

organizational commitment to sales support, through

resources like sales leads, marketing collateral, and

managerial support, can create a more conducive environment

for sales success. Furthermore, a culture that promotes

innovation and flexibility encourages sales staff to pursue

creative selling approaches, often leading to better

performance (Mullins, Ahearne, & Lam, 2014).

Customer Relationship Management

Effective management of customer relationships is

crucial for sales success. Palmatier, Scheer, and Steenkamp

(2007) found that strong, trust-based relationships between

salespeople and customers can significantly impact sales

performance. Their research suggests that by focusing on

long-term relationship building rather than short-term

sales, companies can achieve better sales outcomes

(Palmatier, Scheer, & Steenkamp, 2007).

Market Orientation

Lastly, the degree to which an organization is market-

oriented—i.e., focused on understanding and meeting the

needs of its customers—plays a crucial role in sales

performance. Kirca, Jayachandran, and Bearden (2005)

highlight that market orientation fosters a deep

understanding of customer needs, which in turn enables more

effective sales strategies and tactics, ultimately enhancing

sales performance (Kirca, Jayachandran, & Bearden, 2005).

Impact of Location on Vendor Success

The impact of location on vendor success is a well-

documented subject within the realms of urban economics,

retail, and small business studies. This literature review

delves into various research findings that elucidate how

location influences vendor performance, customer footfall,

sales, and overall business sustainability.

Theoretical Foundations

The importance of location in retail success is grounded in

classic economic and geographic theories, which postulate

that consumer accessibility, visibility, and the proximity

to complementary and supplementary businesses play crucial

roles in determining a retail location's success (Porter,

2000). The strategic choice of location is influenced by the

potential for market penetration, customer base expansion,

and alignment with the vendor's target demographic (Kotler,

2000).

Location and Customer Footfall

One of the most direct impacts of location is on customer

footfall. Teller and Schnedlitz (2012) explore how

pedestrian traffic volume in urban retail environments

correlates with sales performance, highlighting that

locations with higher foot traffic generally experience

higher sales volumes. This relationship underscores the

importance of strategic site selection for maximizing

customer access and visibility (Teller & Schnedlitz, 2012).

Proximity to Complementary Businesses

The proximity of a vendor to complementary businesses

can significantly affect its success. A study by Brown

(1989) on the agglomeration effects in retailing found that

vendors located near businesses offering complementary goods

and services often see enhanced sales due to shared customer

bases and increased shopping convenience. This synergistic

effect can lead to a clustering of similar or complementary

vendors, benefiting from collective customer attraction

(Brown, 1989).

Accessibility and Convenience

Accessibility and convenience are key factors that determine

a location's attractiveness to customers. Clifton, Smith,

and Lentnek (2008) demonstrate how ease of access by public

transportation, availability of parking, and pedestrian-

friendly infrastructure can influence a customer's decision

to visit a location. Locations that are easily accessible

and convenient are more likely to attract steady customer

traffic, thereby boosting vendor sales (Clifton, Smith, &

Lentnek, 2008).

Impact of Digitalization on Location

The rise of digital technology and e-commerce has

altered the traditional dynamics of location importance.

Hortaçsu and Syverson (2015) discuss how the internet has

reduced the geographic constraints on retail, allowing

vendors to reach a broader audience without relying solely

on physical location. However, for many physical vendors,

especially in the food and personalized service sectors,

location remains a critical factor for attracting local

clientele and providing experiences that cannot be

replicated online (Hortaçsu & Syverson, 2015).

Local Literature

Street food vending in the Philippines is a vibrant and

integral part of the country's culture, providing a window

into the rich culinary traditions and social dynamics of

Filipino society. This literature review delves into the

existing body of research focused on street food vending in

the Philippines, highlighting key themes such as socio-

economic impact, food safety, and the role of street food in

urban culture.

Socio-Economic Contributions

Street food vending plays a significant role in the

socio-economic landscape of the Philippines, offering

livelihood opportunities for many urban poor. Mendoza and

Rolle (2005) emphasize the importance of street food vending

in providing affordable food options to the urban population

while contributing to employment and income generation among

marginalized sectors. The study points out the low barrier

to entry as a vendor and the sector's resilience in the face

of economic fluctuations (Mendoza & Rolle, 2005).

Food Safety and Hygiene Practices

While street food vending contributes significantly to the

urban economy, concerns regarding food safety and hygiene

practices persist. Alonzo et al. (2014) investigate the

hygiene practices of street food vendors in Metro Manila,

revealing a gap in knowledge and compliance with basic food

safety standards. The research highlights the need for

targeted food safety training and stricter regulatory

oversight to protect public health (Alonzo et al., 2014).

Cultural and Social Dimensions

Street food vending is deeply embedded in the cultural

fabric of Philippine society, serving as a social space

where people from various backgrounds converge. Guillermo

(2016) explores the role of street food vendors in creating

vibrant public spaces and fostering social interactions

among community members. The study illustrates how street

food vending facilitates cultural exchange and community

bonding, acting as a catalyst for social cohesion in urban

areas (Guillermo, 2016).

Policy and Regulation

The regulatory environment surrounding street food vending

in the Philippines is complex and often challenging for

vendors to navigate. Reyes (2018) examines the impact of

local government policies on street food vendors in Quezon

City, noting that inconsistent enforcement and lack of

supportive infrastructure hinder the sector's potential for

contributing to the formal economy. The study advocates for

policy reforms that recognize the value of street food

vending and provide mechanisms for vendor integration into

the formal sector (Reyes, 2018).

Marketing Strategies

Marketing strategies are crucial for the success of

street food vendors in the Philippines, catering to a

diverse and dynamic market. The body of research on this

topic explores various tactics ranging from traditional

word-of-mouth to the adoption of digital platforms. This

literature review aims to highlight the key marketing

strategies employed by street food vendors in the

Philippines, as identified in recent studies.

Word-of-Mouth and Social Networks

Word-of-mouth remains a powerful marketing tool for

street food vendors in the Philippines. The strong sense of

community and the importance of social networks in Filipino

culture play significant roles in the success of street food

operations. Bernardo, Mendoza, and Simon (2015) emphasize

the reliance on social ties and community word-of-mouth to

attract and retain customers, highlighting its effectiveness

in building trust and customer loyalty within local

communities (Bernardo, Mendoza, & Simon, 2015).

Social Media and Online Marketing

The advent of social media and online platforms has opened

new marketing avenues for street food vendors in the

Philippines. A study by Santos (2019) illustrates how

vendors are increasingly leveraging social media to reach a

broader audience, advertise their offerings, and interact

with customers. The research points out that platforms like

Facebook, Instagram, and Twitter not only enhance visibility

but also provide a space for customer feedback and

engagement, contributing to improved service and customer

satisfaction (Santos, 2019).

Location and Visibility

 Strategic location choice is another vital marketing

strategy for street food vendors. In their study, Ramirez

and Acedo (2017) discuss how vendors capitalize on high-

traffic areas such as schools, markets, and busy streets to

maximize visibility and attract customers. The research

suggests that being situated in or near areas with high

pedestrian foot traffic is crucial for capturing impromptu

and regular customers, underscoring the importance of

physical visibility in the street food business (Ramirez &

Acedo, 2017).

Diversification and Innovation

Diversification and innovation in product offerings are

key strategies for differentiating and attracting customers.

Aquino and Llanto (2016) explore how vendors innovate their

menu items and presentation to stand out in a competitive

market. Incorporating traditional Filipino flavors with a

modern twist or offering unique and Instagram-worthy food

presentations are among the strategies highlighted. Such

innovations not only attract curiosity and trial from new

customers but also contribute to a stronger and more

distinctive brand identity (Aquino & Llanto, 2016).

Pricing Strategies
 Competitive and flexible pricing strategies are

essential for street food vendors to attract price-sensitive

consumers. A study by De Guzman (2018) examines how vendors

employ pricing strategies, including bundle deals,

discounts, and loyalty incentives, to enhance value

perception and encourage repeat business. The research

underscores the importance of pricing flexibility in

adapting to the competitive street food market and consumer

price sensitivities (De Guzman, 2018).

Impact of Location on Vendor Success

The impact of location on the success of street food

vendors in the Philippines is a crucial area of research

within urban studies and small business management. The

strategic choice of location is widely recognized as a key

factor influencing customer foot traffic, sales volume, and

overall vendor sustainability. This literature review

synthesizes findings from recent studies on how location

affects street food vending success in the Philippine

context.

Strategic Location Choice

 Ramirez and Acedo (2017) emphasize the importance of

strategic location choice for street food vendors, noting

that areas with high pedestrian traffic, such as near

educational institutions, business districts, and

marketplaces, significantly increase sales opportunities.

Their study indicates that the visibility and accessibility

of a vending site are critical determinants of customer

volume (Ramirez & Acedo, 2017).

Proximity to Target Market

The proximity of street food vendors to their target markets

plays a vital role in determining their success. Bernardo,

Mendoza, and Simon (2015) highlight how vendors situated

near schools and universities benefit from the consistent

demand generated by students and faculty, suggesting that

understanding the demographic and purchasing power of the

surrounding population is key for location selection

(Bernardo, Mendoza, & Simon, 2015).

Competition and Market Saturation

While high-traffic areas can offer substantial customer

potential, they also often entail greater competition among

vendors. De Guzman (2018) discusses the double-edged sword

of operating in popular locations, where the concentration

of competitors can dilute individual vendor sales. The study

suggests that vendors must balance the benefits of a high-

traffic location with the risks of market saturation and

competitive pricing pressures (De Guzman, 2018).

Regulatory Environment and Legal Restrictions

The regulatory environment and legal restrictions also

significantly impact the success of street food vendors in

relation to location. Reyes (2018) examines how local

government policies, including zoning laws and street

vending regulations, influence where vendors can operate

legally. Compliance with these regulations can limit

vendors' location options, affecting their visibility and

access to target customers (Reyes, 2018).

Adaptability and Mobility

The adaptability and mobility of street food vendors

are crucial factors in mitigating the challenges associated

with fixed locations. Santos (2019) explores how mobile

vendors, such as those using food carts or bicycles, can

navigate the limitations of static locations by moving to

different areas based on peak demand times and customer flow

patterns. This flexibility allows vendors to tap into

multiple customer bases, enhancing their overall success

(Santos, 2019).
 CHAPTER 3

RESEARCH METHODOLOGY

Research Locale

The study will be conducted outside the school campus

of Andres Soriano Colleges of Bislig, Inc fronting the

cathedral Church of Roman Catholic along Andres Soriano

Avenue, and corner of Rosa Olvis Street where street food

vendors are strategically positioned. Street food vendors /

peddlers are in cart, in mini-store provided by Rotary Club

of Bislig City, and in motorcycle. Varieties of street foods

are for sale according to the preferred snack of the

customers.

Research Design

Descriptive research design specifically quantitative

design will be employed in the study where a structured way

of collecting and analyzing data that involves numerical and

statistical methods to derive results. It's used across

various fields to quantify behaviors, opinions, patterns,

and other defined variables—and generalize results from a

larger sample population. This research design is

particularly valuable in studying phenomena where the

measurement and quantification of variables are essential to

understanding the underlying relationships between them.

In the context of marketing strategies and sales

performance of street food vendors or peddlers, a

quantitative research design could be utilized to

systematically measure the impact of different marketing

strategies on sales outcomes. This could involve collecting

numerical data on sales figures before and after the

implementation of specific marketing strategies, customer

counts, or the effectiveness of various sales promotions and

advertising methods.

Respondents of the Study

Street vendors/peddlers will be selected as respondents

of the study. Convenient sampling will be used in the study.

Demographic profile of the respondents will be part in the

formulation of the research instrument.

Research Instrument

The development of the research instrument will be

based on the research problem, and specific questions of the

study respectively. Researcher-made survey questionnaire

will be utilized in the study. Survey Questionnaire will be

composed of three (3) parts, namely demographic profile of

the respondents, 5-Likert-scale form of questionnaire on

Marketing strategies, and sales performance in terms of

actual sales per specific term.

The drafted survey questionnaire will be validated by

at least three (3) experts. Survey questionnaire will be

revised according to preferred and constructive corrections

by the experts.

Data Gathering Procedure

 The corrected Survey questionnaire will be reproduced.

Letter of intent with enclosed attachment of survey

questionnaire will be sent out personally to the selected

respondents.

Data Analysis

The answered survey questionnaire will be collected.

Data will be consolidated, summarized and organized

according to the specified variables.

Descriptive statistics will be used in estimating

statistical parameters like percentage, standard deviation,

frequency distribution table and weighted means. Graphs and

tables will be helpful in analyzing the results.

Inferential statistics will be used in interpreting

level of significance in terms of comparing of means and

correlation of means of the research variables.

Marketing strategies weighted means (WX) will be

compared to the dependent variable sales performance to show

the level of significant difference and significant

relationship at alpha 0.05 using Pearson R coefficient, One-

Way ANOVA, and t-test respectively.

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