CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Rationale

Food is the primary necessity in the world. The emergence of food

production industry has been a large break for companies and

entrepreneurs to grab the opportunity of global need of food. Putting up a

business must start with knowing your customers preferences regarding

the product and services. Knowing your customer is key for any business

endeavor. Successful business owners understand what their customers

want and the most effective way of making their product or service

available. The depth of knowledge is also crucial – it requires knowing more

than his or her names, ages and incomes of each person. As a business

owner, knowing your customer’s tastes and interests along with what they

probably try and that’s an advantage. Understanding your customer’s

buying behavior is also very important. As a business owner, you need to

comprehend what type of person is most likely to need or want the product

or service you provide.

Like in a competitive market globally, food truck market in global has

been further segmented on the basis types of vehicle. Based on different

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application for serving type, the global food truck market has been

segmented into food truck for ice cream, barbeque foods, snack food,

beverage and many more. Globally, the problem situation with food truck

businesses for starters, each city, country, and state has its own set of

regulations for food trucks. Owners must navigate a series of permits and

certifications or be fined another problem is that you can’t just park

wherever you want. Some food truck parks lease the spots. Others require

a percentage of your sales. Lastly, All trucks require regular maintenance,

repairs, gas, and new tires. The more you know about mechanics and

automotive repairs, the better off you will be. (Bindo labs, 2015) The rapid

change in customer’s preferences are also one of the main problem. The

expectation they wanted to have, can be either possible or not.

Food truck are also famous internationally. It’s also considered as

food cart since its movable and its similar. A truck can move to any place

were the customers are located. Changing costumer’s tastes and

preferences and inclination towards consumption of food and beverages

has resulted to rise in demand for food truck business over the years. The

global food truck business has witnessed rapid changes due to the factors

such as rising busy schedule and inclination towards food and rapid

urbanization. (https://www.transparencymarketresearch.com

02/14/2018/)

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 On the other hand, here in the Philippines food cart business is really

in demand. Filipino’s are known for being practical at all cost. They will

buy food that is okay with their budget and with that kind of traits,

business owners will operate their business based on the customers

preferences. Their aims is to give the costumers need and satisfaction with

small amount of budget. Most of the people who have no experience in

business wanted to get into franchising in the Philippines, mainly because

it gives freedom and opportunity to invest money without much effort of

researching of target market of the business. (Amiel Pineda, 2018)

Franchising a Food Cart Business is gaining entrepreneurs attraction and

curiosity due to the increase of their population. Franchising a Food Cart

Business does not demand a huge capital but can earn a large profit.

Entrepreneurs choose food cart as a business for it has a high chances of

success. Aside from not needing a large amount of capital, entrepreneurs

will have a chance to choose the product that they will be selling. The main

problem with food cart businesses is that because of the huge demand,

lots of food cart businesses has pop up and some business operates with

the same product, which leads confusion in relation to the customers.

Here in Pangasinan, food cart is really in demand specifically in

Calasiao since there is many establishments and it is good to have a food

cart business to have a competitive market but the location to put up the

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food cart is a problem. Some cities has a lot of establishment which

occupies a big space that also lead some food cart owners to place their

cart on the sides of the road which causes little space to passersby. In

Calasiao, the main problem with the business operation of food carts are

the sanitation and the food hygiene. Since there is a place where all food

carts are located, we cannot say that its 100% safe. lack of training in food

safety and good hygiene practices is also rife among food handlers. Hence

at risk of contamination, often at all stages of handling. Some foods are

sometimes stored at improper temperatures and sold from vending sites

which include push carts as well as other temporary structures. In most

cases running water is not available at vending sites and washing of

hands. fast growing municipality expanding rapidly in size and population

and is characterised by “people on the move”; this creates a suitable

environment for the street food trade which unfortunately operates under

unsanitary conditions but they operate their business vey well since its

known and they provide the needs and wants of the customers.

(www.sunstarpangasinan.com 09/09/2018)

This study aims to know how far the knowledge is and ideas of the

customers/respondents in food cart businesses. In addition, what are the

points of view of the customers with the food cart business and their

perceptions on the products and services in food cart business operation.

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We also want to know if they are satisfy to the product of that food cart.

We also want to know if the quality of the product in food cart businesses

are good, excellent or poor, reason we want to give information to those

sellers that is not totally productive, for them to have an idea on how they

improve their sales and marketing strategies. We the researcher’s aims to

know the customer’s perspective on the food cart businesses along the

product and services, problems encountered by the customers will be seen

and the strategies that businesses may apply to improve the food cart

businesses. This will also give knowledge about the Food cart

business.Therefore; the research study will show the Perspective of

Customers regarding Food Cart Businesses in Calasiao.

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Conceptual Framework

Input
Process Output
• The profile of
the
• Strategies
respondents
in terms of that are
• Analyzing and interpreting the most
age and
the data gathered regarding effective as
gender
the common problems perceive by
• The encountered by the food
customer’s the
perspective cart business as perceived customers
on the food by customers
cart
businesses
along the
following:
• a. Product
• b. Services
• The common
problems
encountered
by the food
cart business
as perceived
by customers
• strategies
that are the
most effective
as perceived
by the
customers

Figure 1. Paradigm of the Study

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 The first figure contains the the profile of the respondents in terms

of age and genderof food cart businesses. The customer’s perspective on

the food cart businesses along the following: a. Product b. Services. The

common problems encountered by the food cart business as perceive by

customers, strategies that are the most effective as perceive by the

customers.The second figure is the process on how to answer the problems

of the study. Determining the problems encountered by the customers

regarding the food cart .The output of the study is strategies that are most

effective as perceived by the customers

Statement of the Problem

This study aims to determine the Customers Perspective on Business

Operation of Food Cart Businesses in Calasiao.

This study seeks to answer specific questions like:

1. What is the profile of the respondents in terms of age and gender?

2. What is the customer’s perspective on the food cart businesses along

the following:

a. Product

b. Services

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3. What are the common problems encountered by the food cart business

as perceived by customers?

4. What strategies are the most effective as perceive by the customers?

Assumption of the Study

The coverage of this study is strictly within the area of Calasiao. The

study will be focusing on the food cart businesses near the Calasiao Public

Market like the well-known Food Street where Food Cart Businesses were

selling different products. The Food Street in Calasiao is just new in the

business environment researchers wants to find out the status of their

Businesses. The researchers also get respondents in Robinsons Place

Calasiao where in lots of food carts are there. Its main goal is to answer

the general and specific questions that our research have. The target

number of customers that needs to be asked is 100 customers of different

food cart businesses. The process of collecting data is by interviewing those

people who experienced eating food cart’s product like students and

employees near the school and office establishment.

The selected respondents for the interview will be given set of

questions that they need to answer by their own experience and knowledge

in order for them to answer it clearly, honestly and fairly. In terms of

having a problem in understanding the questions given, it is up to the

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researchers or interviewers to make solution for the problem like

translating it on the preferrred language of the respondents. The study is

limited to the uncontrolled respondents that do not want to be interviewed

or may not respond to the given questions.

Scope and Delimitation

This study was conducted to determine the customers perspective

on the food cart business along the product and services that a food cart

businesses offers. This way, the respondents of the study knew the

outcome of what food cart businesses can offer.

In consistency with the fast modernizing society, this study has

delimited on the problems encountered also by the customers. The

operation of the business which is the production on how many products,

how do they create the products, were not included. As to the customers

perspective we’re able to look for the strategies that are most perceive that

could help the business owner. Lastly, the researchers were able to clearly

focus on the problems encountered and the strategies that a food cart

businesses in Calasiao could possibly go along with the prevention and

that could help them . In conclusion this study produced results that are

used for future actions that cause improvements along with the food cart

businesses in Calasiao.

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Significance of the Study

This study is beneficial to the following:

The owner of the business. This would help the owner to evaluate

the effectiveness of the products and services they will render and to give

them ideas on what areas to improve.

The customer. The operation of the merchandise will contribute

satisfaction to the residents by providing them the products and services

that they want.

Business enthusiasts. The proposed study is giving an advantage

to the business minded people who would love to start a business in a low

capital.

The future researchers. The study can provide relevant information

to other related studies in the future.

Definitions of Terms

The researcher terms uses the following lists of words. The researcher

intended to give the terms used in the study for the clearer understanding

of the readers. Most of the words used in the study are terms used in

Business. For better understanding of the concepts of the study, the

following terms are operationally defined.

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 Customer's Perspective on Business Operation of Food Cart

Businesses in Calasiao- This refers to the different point of view of Food

cart businesses customers on their business operation along with

products and services, common problems encountered by the food carts

and strategies that are most effective as perceive by the customers.

Profile of the Respondents – this pertains to the age and gender of

the respondents. Customer's perspective on food cart business along.

Products and Services - this refers to the different insights of

customers on how they see and rate the products and services guided by

the different variables.

Common problems encountered by food cart business as perceive

by customers - this refers to the difficulty and instances noticed and

observed by customers to the food cart businesses. Strategies that are

most effective as perceive by customers- This refers to the strategic plans

that food cart businesses do and observed by the customers as the most

effective and efficient actions that the food cart businesses must do.

Customers Perspective - The degree which the customers are happy

with their purchase or experience with the company/business based on

their point of view.

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 Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter includes the ideas, conclusions and knowledge of

scholars and researchers about the topic that is related to researchers

study. Those that were included in this chapter helps in understanding

information that is applicable and similar to our study.

Conceptual Literature

Conceptual literature includes all the related themes and ideas that

the researchers has been gathered. The researchers brainstormed and

come up with all this necessary ideas and information that could be used

in interpreting the findings of this study. This could also help us

understand more the meaning of this study.

Products

We cannot deny that each and every one of us loves to eat. We only

differ on our preferences just like on the taste, appearance and kind of

foods that we want to eat and because Food Cart Businesses has been

rapidly becoming a trend nowadays, it captured the researchers’ attention.

Since food cart businesses offers different variety of food products,

customers must be having their standards on the food products that they

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are buying in terms of the price, quality and packaging. In terms of the

price, as a customer, we must see if it suits the product. Is it cheaper or

more expensive than what is expected? It is all up to our own opinion and

ideas about the product that we are buying. In terms of the quality, we

have our own and different standards wherein, what could satisfy us, is

our definition of quality. In terms of the packaging, many customer would

more likely choose the one that is presentable and attractive, is that righ?

This aspects of the products would likely give us the ideas of what the

products on a food cart business is.

Services

Different food cart stall, different owner, and different employees. A

customer would more likely prefer to buy on a food cart stall that suits

their standards in terms of timeliness, cleanliness and how nice and

approachable the seller is. Timeliness defined as the period having been

consumed in preparing or giving the service that the customer demands.

On the other hand, it could ask the question, is it worth the wait? In

cleanliness, from the word clean, of course, a customer would prefer a stall

that is neat and clean wherein we could ensure that the product we buy

is safe. Having a nice and approachable seller is an asset to a business,

especially on small businesses like food carts. Since we are looking not

just on the appearance but also what was inside of a person. Not literally

inside the human body, but the personality.

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Common Problems Encountered by The Food Cart Businesses

Putting up a business is a risk. From the moment you build up a

business, it is not will always be as successful as it is. Their would be

problems that will occur. It is up to us on how we would prevent or solve

it. Even small businesses like food carts could encounter different

problems. Examples of these are: 1) lack of space, 2) lack of trash bins or

garbage bags, and 3) unclean surroundings of the area of location. Food

Carts, being a food product business, these problems might give

inconvenience and discomfort to the customers. As a customer it could

affect their perspectives about food cart businesses. Marketing Strategies

In a business to be able to attract customers, there must be different

strategies that they apply in their business. For example, having an

attractive place, promos of their products or even the sales talk of their

sellers or employees. With the help of these strategies, the business could

attract more customers and give them a good feedback and perspective

about the business. Even small businesses like food carts apply this. By

simply making their stalls attractive and giving some simple promos or

having their own tag lines, they could attract more customers. Since many

people would choose to go to a place where it catches their attention not

just by the look but also when they hear something that would make them

remember the place, products and services just like the unique tag lines

of these businesses. (www.googlescholar.com 10/28/2019)

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Research Literature

This section presents several studies that are similar to the present

study. Research literature includes all the related studies, researches and

books that is necessary to this study. This could help us understand the

study more. Ans this could be used to help us in interpreting the findings

of this study.

Délano (2014) studied that food products are one of the most

sensitive products that the market could offer. Consumers must be

thinking about their relationship to food, food makers and to the

knowledge of the food making processes. The processes through which

migrants create and share their recipes, and the way in which immigrant

restaurant owners or mobile food vendors conceive of and experience the

process of producing food, are sites where questions about authenticity,

integration, empowerment, and identity, as well as labor rights and

sustainability, are productively engaged. Food cart businesses offers food

products and the owners or the sellers must consider safety of the

products and services that they are serving since this would make a

positive impact to the customers.

Baron & Muller (2010) conducted a small scale survey wherein they

found out that some consumers focuses on the characteristics of the

products than the characteristics of the service. Example of this is the

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appearance or the presentation of the product. They are more likely

satisfied if the product is good even though the service is poor.

Furthermore, customers have a strong preference for imported foods, but

exaggerate the market share, and are mainly impressed by the

presentation and packaging superiority.

Razak, et al. (2010) attempted to measure service quality and its

impacts on customer satisfaction, as well as on customer loyalty. They

found out some pervasive evidences of negative feedbacks. In addition,

they have confirmed the linkages between service quality and customer

satisfaction and between service quality and loyalty. The study also

recommends some measures the businesses could initiate to improve their

service quality, enhance satisfaction and gain loyalty of customers.

A study shows the link of quality to satisfaction. The quality

perception from the perspective of a highly satisfied customer interprets

the diverse quality factors such as the food, atmospherics and service of a

food business. It also shows that appealing food presentation, tasty food,

spatial seating arrangement, fascinating design, reliable service,

responsive service, and competent employees are important attributes in

contributing to the high satisfaction of customers. The findings of the

study helped the food businesses managers to invest their resources more

efficiently, making changes to crucial quality attributes that elicit the

customer's satisfaction level. (Namkung & Jang, 2010, p.142-155).

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 Ulgado & Lee (2017) discussed the important differences between

the different groups of consumers. Consumers could have different

approach on evaluating the quality of the products and services on a food

market. The findings about the perceptions and expectations of different

types of consumers confirmed that there some who value the product than

the service and others think that the service is more than important to

satisfy the customers. This helped the businesses to understand the

customers more and improve their business to achieve the critical success.

There are an estimated 8 million food carts and trucks serving fast,

delicious food across the US. For customers, they are convenient, cheap,

quick, and offer great variety, and for small business owners they are

relatively inexpensive to start and easier to maintain than a brick and

mortar restaurant. While there is tremendous growth in the number of

food carts, food cart marketing plays a big role in the success of each

individual mobile restaurant. As with any small business marketing plan,

it takes a careful and deliberate strategy to make a food cart marketing

campaign successful. Examples of these are 1) Choose a regular location

carefully, there are strategic areas around town, such as near the central

business district, popular shopping districts, etc. ,2) Distribute flyers,

smart food cart marketing means getting flyers and coupons into the

hands of the workers, shoppers, etc, immediately around you. Especially

if you operate in a commercial area, you can attract regular customers.

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3) Promotional Giveaways, one effective food cart marketing technique is

free samples. Give small samples of your signature dish. 4) Improve

customer competition with foursquare, offer specials to those who frequent

your mobile food business and check in regularly. You might offer the

“mayor” to receive a free dish or desert. You can also utilize foursquare to

get many people to check in at once, also called a “swarm.”

If you get a certain predetermined and posted number of check-ins,

everyone gets your discount per day.

(https://www.morebusiness.com/7-tips-to-improve-your-food-cart-

marketing-strategy/)10/28/2019

Here are some promotional strategy tips for food truck and food cart

businesses:

1. Monitor Your Social Media Presence -Social media marketing strategies

are an undeniable force in today’s world. Often, the food truck with a

strong social media presence as part of their marketing plan are the ones

that fare the best, and in the competitive mobile food industry, ignoring

social media is death sentene.

2. Yelp -Yelp has tremendous power in the food service industry, and

having a strong backing of positive Yelp reviews can do wonders for your

mobile food business.

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The most important thing to understand about Yelp is that people can and

will review you, even if you don’t set up an account. For that reason, as a

food truck owner you should take control of your account. This means

adding as many details as possible, such as Photos, Typical hours, Typical

locations, menu and price range.

3. Offer Coupons and Discounts - Providing coupons and discounts for

your business is always a surefire way to bring customers running. Offer

a free dish to your new email newsletter subscribers.

4. Fish Bowl Business Card Giveaways - The last of our food truck or food

cart marketing strategies ties into old school restaurant marketing; the

fish bowl promotion. Let customers drop their business cards into a bowl

for a raffle. The reward can vary. Not only are these raffles fun, but you

can also make use of those business cards by emailing customers. Let

them know that while they didn’t win this time, they can sign up for your

newsletter to be notified of their next chance to enter.

(https://mobile-cuisine.com/marketing/10-simple-food-truck-

marketing-strategies/) 10/28/2019

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Synthesis

The above information are used as a basis in analyzing and

interpreting the results necessary for the evaluation of the customers

perspective. The researchers know that there is a significant connection of

the conceptual literature and research literature regarding on a research

study. It could be a reference for any one who might experience the same

thing. The conceptual literature provided us knowledge regarding the

aspects that could influence the perspective of the customers on a food

cart businesses. Various aspects including products and services,

common problems encountered and strategies are the aspects that might

give either positive or negative perspective from the customers. The

research literature provided us additional information that could help us

to understand and interpret the perspective of different customers and

also to give us information about the impacts of the products and services

of a food business to the customers. In conclusion, the researches and

previous studies gave an idea to the researchers about the factors and

aspects that we needed to put in consideration in interpreting the analysis

of data. The studies gave the researchers knowledge about the background

of the studies as well as to provide support to the findings of this study.

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 Chapter III

RESEARCH DESIGN

This chapter presents the method used by the researchers to

generate the needed information in this study. It also discusses the

respondents and locale of the study. It also discusses the respondents and

locale of the study, the data gathering procedure and the data analysis

and interpretation.

This research studies Customer’s Perspective on Business

Operation of Food Cart Business in Calasiao Pangasinan. The objective of

this study are geared on the desire of the researchers to find out the

perspective of customers regarding the effectivity of food cart.

Research Method

The Researchers used Descriptive method. It is to describe and

understand the business environment of food cart business. Its objective

is to give clarification for the better understanding of the Researchers. This

study will use the descriptive survey methods of research. The descriptive

research will describe the existing conditions to investigate. One of the

important things that researcher most carefully consider is to choose

which among of the research method is more appropriate to use. In this

study, survey questionnaire was used. This method was used to evaluate

the consistency of food cart if its effective or not and how the food cart \

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businesses respond to the needs of their customers. Its also used to know

the effectivity and difference of food cart businesses than those

establishments in Calasiao.

Locale of the Study

The study was conducted at the municipality of Calasiao. The

Municipality of Calasiao is the second oldest town in the Province of

Pangasinan. It was founded by the Dominican’s in year 1588, a year after

the founding of Binalatongan(now San Carlos City). Calasiao was derived

from the root word “LASI” which means a place of lightning; it was

originally a small settlement near the town of Gabon. Because the

inhabitants of Gabon were very hostile against Spain, the Dominician

Missionaries of Spain staying in the area transferred to Calasiao. The

study focuses on the comfortability of location on food cart businesses in

Calasiao, Pangasinan. There are 100 respondents in Calasiao town proper

and in Robinson’s place Calasiao. The researchers chose Calasiao as their

research area because Calasiao is just small municipality that's why food

cart businesses is the perfect location to put their business. It is the most

compatible place to start a food cart businesses. Other places have bigger

establishments and retaurants so their is just small number of food cart

businesses. The researchers can get more respondents in Calasiao to

answer the questionnaire unlike other places who have minimal number

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of food cart businesses and other competitors are there. Aside from it,

there’s a lot of Cities where a lot of establishments are famous of.

(www.historyofcalasiao.com May, 2018)

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Figure 2. Food Cart Site

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 The food cart is located beside the fiesta mall and infront of the

Calasiao public plaza. It is strategically chosen because the location is

accessible for everyone, adequacy of transportation and near to its target

market. This chosen locations. There is what they call "Food Strip" where

in lots of food cart businesses are located and they are selling different

products. Customers, especially students go there when its their lunch

break or after their class. Also, inside Robinsons Place Pangasinan beside

the food court there are also franchise food cart businesses.

Subject of the Study

In this study, customers of food cart businesses are the

respondents. Majority of the Customers are students because the food

carts are near the school of CCNHS and PHILCST. First, the researchers

asked if they are buying food carts products and if yes they asked

permission if they can answer the given questionnaire. They were chosen

for they are capable in giving suggestions and opinions because of their

experience in buying and eating food carts products.The questionnaire

was used to gather data in order to make known the opinions of the

respondents regarding the customer’s perspective on business operation

of food cart businesses in Calasiao. The customers are strategically chosen

since they are the ones who receive the product and services of the said

business.

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Data Gathering Instrument

The method used for the study is survey questionnaire method. In the

questionnaire, Name, age , gender are indicated and also the instruction

on how the respondents will answer the questions. The questionnaire

contains the problems in Statement of the problem. Variables are included

in every questions. The respondents will answer between Excellent, Good

and Poor and Always, Sometimes and Never. The researchers used

questionnaire to have good and systematic data. Also for the respondents

to answer it easier and quickly. Researchers used observation to evaluate

the customers and the business operation of Food Cart Business.

Data Gathering Procedure

In gathering data the reseachers explained the questions to the

chosen respondents and how they will answer the questions. The

researchers also explain the variables to be understand clearly by the

customers. Also the side comments or suggestions of the respondents

where used for the interpretation of data. It was used for the justification

and proof of the data, After the food cart customers approved the letter of

request, the survey questionnaires were distributed to be answered by the

food cart customers based on their perspective.

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Statistical Treatment of Data

To interpret the data effectively, the researchers will employ the

following statistical treatment. The Percentage and the Mean. This will

employ to determine the frequency counts and percentage distribution of

personal related variables of the respondents.

1. The data gathered regarding the respondents profile will be

statistically treated using a frequency table with the

corresponding frequency (f) and percentage equivalent (P) using

the formula below:

P = f/N (100%)

Where: P = percent equivalent

F = number of respondents per bracket

N = total number of respondents

2. The data gathered regarding the level of satisfaction will be

organized using a 3 point likert scale to show quantitative data

on the customers perspective on food cart businesses. These

numbers are tabulated in a mean scale with corresponding

weighted mean (WM) and descriptive rating using the formula

and scale below:

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 Where:

WM = Σf(x)/N
Table 1

3 point Likert Scale Ratings and Limits

Point Value Adjectival Statistical Limits

Description

1 Excellent 1-1.66

2 Good 2.33

3 Poor 2.43-3
The categorization was further described as follows:

Excellent/ Always The respondents are highly satisfied in the level

of food carts.

Good/ Sometimes The respondents are moderately satisfied in the

level of food carts.

Poor/ Never The respondents are least satisfied in the level of

food carts.

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 CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the tabulation analysis and interpretation of

data gathered from among the respondents of the study.

Problems encountered by the customers and their preferences with

food cart businesses. Satisfaction of the costumers where the food cart is

located and the comfortability with the location of food cart business. This

part of the study covers the data gathered in the characteristics of food

cart business.

Status of Food Cart Business Operations

In the status of food cart business operators, this will show the

frequency of the respondents according to their age and gender. It also

include the satisfactory of customers for the services provided by the food

cart business.

This presents the demographic profile of the respondents according to

their gender and age.

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 Table.2

DEMOGRAPHIC PROFILE OF THE RESPONDENTS

Profile of the of the respondents in terms of their gender

n = 100

Gender Frequency Percentage

Male 26 26%

Female 74 74%

Total 100 100%

Table 2. The table shows the total population of the respondents. This

shows how many female and male that researchers have gathered. In

addition, researchers have gathered 100 respondents for the total.

Majority of the respondents are female customers with the percentage of

74%. And 26% percent for the male customers.

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 Table.3

Profile of the customers according to age

n = 100

Age Frequency Percentage

15-20 Years old 73 73%

21-30 Years old 18 18%

31-40 Years old 9 9%

Total 100 100%

The table shows the profile of the respondents according to age. Majority

of the respondents are 15-20 years old with a percentage of 73%. Second

are 21-30 years old with a percentage of 18%. Lastly, 31-40 years old with

a percentage of 9%.

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In the first table shows the mean and its descriptive ratings about the

customer's perspective on products of food cart businesses in terms of

quality of products, prices, and packaging. Including the range of scores

and the descriptive ratings. For the scores of 2.34-3 will mean to Poor.

Next score is 1.67-2.33 which means Good. And last, 1-1.66 as Excellent.

Table 4

Customers perspective on the food cart businesses

n = 100

A. Products

PRODUCTS MEAN DR

Quality of Products 2.07 Good

Prices 1.23 Excellent

Packaging 1.97 Good

Total 1.76 Good

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Legend:

Range of Scores Descriptive Rating

2.34-3.00 Poor
1.67-2.33 Good
1.00 – 1.66 Excellent

Based on the data gathered, customer's perspective along the products of

food cart business got an average weighted mean of 1.76, which means

Good. Food cart business are good in terms of their products. In sub

problem 1, quality of products got a descriptive rating of Good with an

average score of 2.07. The packaging resultes 1.97 which is

good.Regarding prices, 1.23 which resulted as Excellent and lastly,

packaging with an average score of 1.97 as Good. Prices resulted excellent,

because its important for the customers to spend their money wisely thats

why they go with affordable price but with a satisfying product and

services. In addition, Baron & Muller (2010), some consumers focuses on

the characteristics of the products than the characteristics of the service.

In addition, customers have a strong preference for imported foods, but

exaggerate the market share, and are mainly impressed by the

presentation and packaging superiority. The customers are also more

likely satisfied on the products of food cart businesses because they are

more affordable and budget friendly.

Page | 33
 Table 5

Customer's perspective on the food cart businesses

B. Services

n = 100

SERVICES MEAN DR

Timeliness 1.53 Excellent

Cleanliness 2.04 Good

Approachable 1.7 Good

Total 1.76 Good

Legend:

Range of Scores Descriptive Rating

2.34-3.00 Poor
1.67-2.33 Good
1.00 – 1.66 Excellent

According to the data gathered, the average weighted mean for the

customer's perspective on services have resulted to 1.76 with a descriptive

rating of Good. This mean that food cart businesses has good performance

towards the customers. Regarding the timeliness of food carts, customers

Page | 34
have answered Excellent with an average score of 1.53. Second is the

cleanliness, which got an average score of 2.04 as Good. And lastly,

approachable got an average score of 1.7 as Good. Razak, et. al. (2010),

also confirmed the linkages between service quality and customer

satisfaction and between service quality and loyalty.

Table 6

Common Problems encountered by the food cart businesses as

perceive by customers

The sixth table presents the problem encountered of customers. Like

lack of space, attitude problems of some employees, unclean

surroundings, and lack of garbage disposal. This got an average weighted

mean of 1.8375 which means Good. This mean that customers does not

encounter problem that much.

n = 100
PROBLEMS
MEAN DR
ENCOUNTERED
Lack of Space 1.38 Sometimes
Attitude Problems
of some 2.53 Never
employees
Unclean
1.81 Always
Sorroundings
Lack of Garbage
1.73 Always
Disposal
Total 1.8375 Always

Page | 35
Legend:
Range of Scores Descriptive Rating
2.34-3.00 Never
1.67-2.33 Always
1.00 – 1.66 Sometimes

In sub problem 1, lack of space got an average score of 1.38, which means

Sometimes. Next is the attitude problems of some employees with the score

of 2.53 as Never, this mean that employees approach their customers with

good personality. Unclean surroundings got a score of 1.81, which means

Always. Surroundings of food cart businesses have a clean area. Lastly,

lack of garbage disposal with a score of 1.73, which means “Always” that

Food cart business, have a proper garbage disposa. Délano (2014), Food

cart businesses offers food products and the owners or the sellers must

consider safety of the products and services that they are serving since

this would make a positive impact to the customers. Having a clean

surroundings and proper garbage disposal could emphasize that the

products offered by the food carts are safe. This could help the business

gain customer satisfaction and customer loyalty.

Page | 36
 Table 7

Strategies for improvement of food cart businesses

In the seventh table shows the strategies that food cart businesses may

apply to improve their business. Customers have observed strategies for

food cart businesses. Like giving promos, having attractive stall, and sales

talk. Based on the gathered data for the strategies, it got an average score

of 1.76 as Good. This means that food cart businesses shall apply the given

strategies to meet the customer's satisfaction.

n = 100

STRATEGIES MEAN DR

Giving Promos 1.34 Excellent

Having attratctive
1.79 Good
stall

Sales Talk 2.16 Good

Total 1.76 Good

Page | 37
Legend:
Range of Scores Descriptive Rating
2.34-3.00 Poor
1.67-2.33 Good
1.00 – 1.66 Excellent

In sub problem 1, giving promos got a score of 1.34 as Excellent. This is

th most prefer by the customers. Second is having attractive stall, which

got an average score of 1.79 in equivalent to Good. Customers want

attractive stalls for the food carts. Last is the sales talk, which got a score

of 2.16 as Good also. Giving promos got a descriptive rating of excellent,

since Customers would more likely choose to buy on a food cart that offers

a promo wherein they could save more. Examples of promos given by the

food cart businesses are providing coupons and discounts. For your

business, this is always a surefire way to bring customers running.

Page | 38
 Chapter V

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of findings, conclusions based

on the findings and finally recommendations drawn from the conclusions.

Significant Findings

This study entitled "Customer's Perspective on Business Operation

of Food Cart Businesses in Calasiao.

This could serve as a source to know if the food cart businesses satisfy the

needs and wants of the customers. In addition, this study could give more

ideas to the food cart owners to improve their products and services. From

all the gathered data by the researchers through descriptive survey

method, researchers have come up with the following findings. Specifically

this study was conducted to answer the following questions. In the first

questions shows the demographic profile of the respondents. In the second

question shows the viewpoint of the customers along the products and

services of food cart businesses. The next question represents the common

problems, which food cart businesses may encounter as perceived by the

customers. Moreover, the last question shows the most effective strategies

that food carts may apply as perceived by the customers. The total

population of respondents is 100. The respondents are 74 female

Page | 39
customers with the percentage of 74% and 26 male customers with 26%.

In the problem number 2 which is the customer's perspective in terms of

products, respondents have answered Good for total which means that

customers are satisfied with the products of the food carts. Moreover, in

customer's perspective in terms of services, the respondents have

answered Good, which means that the customers are also satisfied with

the services provided by the food cart businesses. In the problem 3, the

common problems encountered by food cart businesses as perceived by

customers, the respondents have answered Always, which means that

customers encounter these problems. In addition, food cart businesses

should improve. In the problem 4 which is most effective strategies

perceived by the customers. Respondents have observed such as giving

promos, having attractive stalls, and sales talk to be the strategies that

food cart owners may apply to satisfy more their customers.

Conclusion

The research study "The Customer's Perspective on Business

Operation of Food Cart Businesses in Calasiao" was already done. The

problems proposed were already answered and given a solution by the

researchers, respondents, and the study itself. This study shows the point

of view of the customers towards food cart businesses. And this study also

gives the strategies which food cart businesses may apply to improve their

Page | 40
businesses. Based on all the data gathered customers are satisfied by the

products and services provided by the food cart businesses. This means

that food carts satisfy their customers in terms of their products and

services. The given problems in this study got an answer of Always by the

respondents, which means that the customers encounter the given

problems most of the time. Respondents have observed strategies that food

cart business may apply. The given strategies are giving promos, having

attractive stalls, and sales talk. These are the strategies that customers

want to see on food cart businesses to become more satisfy.

Recommendation

The researchers are already done in analyzing and interpreting the

research study. The researchers prepared some recommendation

strategies for the food cart businesses in order to improve their business

operation and the status of their business, the following are as follows:

 As to customers perspective on products of food cart businesses, the

researchers recommend to the food cart owners to improve a little the

quality of their products. Moreover, the packaging of products should be

improved. For the customer's perspective on services, researchers

recommend to the food cart business owners to improve the attire of the

employees to become more neat and clean to look at as they

Page | 41
give service to the customers. And also become more approachable to the

customers.

 As to common problems encountered by food cart business as

perceived by the customers, researchers recommend for the food cart

owners to have a better space the can occupy many customers. In addition,

always clean the surroundings and have proper disposal for your garbage

to maintain your cleanliness. Customers hate to eat in a place full of flies

and have a dirty surroundings.

 Regarding the strategies that are most effective as perceived by the

customers, Researchers also recommend for the food cart owners to apply

some strategies given by the respondents. Food cart owners should also

provide promos for the customers so that you can encourage your

customers more to buy your products. For the employees, researchers

recommend you to improve your communication skills towards the

customers.

 For the future researchers, this study will serves as your guide for your

study. Future researchers will get knowledge and ideas about customer's

perspective on business operation of food cart businesses. Future

researchers may also improve their study through this research study.

Page | 42
 BIBLIOGRAPHY

A. Books

Daley, Jayson

2012 “The Top Traits of Successful Franchise

Owners”, Madison, Wisconsin

B. Unpublished Master Thesis

Permolena, Daryl Deane

2015 “ Business Operation of Art Video

and Photography in Dagupan City”

Llamas, Ralph Peter

2012 “Status and Problems of Street Food

Business Operation in Dagupan

City”

Soriano, Dana Jia

2012 “The Status and Problems of

Franchised Food Carts in Dagupan

City”

Page | 43
C. Websites

 https://www.transparencymarketresearch.com/food-truck-

market.html 02/14/2018/)

 www.moneymax.ph

 https://www.academia.edu

 https://www.academia.edu.com

 unesdoc.unesco.org
 http://oaji.net/articles/2017/1992-1515680475.pdf
 https://www.hindawi.com/journals/jeph/2014/701316/
 www.googlescholar.com. (10/28/2019)

 (https://www.morebusiness.com/7-tips-to-improve-your-food-

cart-marketing-strategy/)10/28/2019

 (https://mobile-cuisine.com/marketing/10-simple-food-truck-

marketing-strategies/) 10/28/2019

Page | 44
 APPENDIX A
COLLEGE OF BUSINESS ADMINISTRATION

September 06, 2019

Honorable JOSEPH ARMAN BAUZON

Municipal Mayor
Calasiao Pangasinan

Dear Mayor:

The Research Team from the College of Business

Administration, University of Luzon, Dagupan City, represented
by the undersigned, is currently embarking on a research study
entitled: “Customers Perspective on Business Operation of Food
Cart Businesses in Calasiao,” This study aims to conduct survey
of food carts to determine their extent business operation in
fulfillment of the requirements of the subject Research (RES) 11.

In this connection, I wish to respectfully request from your

good office the approval of the conduct of the study focusing on
the entity of which you embody. Further, it is with fervent hope
that you grant the Team the opportunity to access
data/information pertinent to the said research through
survey/interview/review of financial records.

Anticipating your favorable response, kind consideration

and preferential attention on this matter, please accept my
sincerest thanks and gratitude.

More power and Godspeed.

Very truly yours,

CRISTAL STEPHANIE FERRER

Research Team Leader

Favorably endorsed:

DR. CARMELO JOHN E. VIDAL

Research Professor

Page | 45
 APPENDIX B
QUESTIONNAIRE
Name (optional) :

Gender:

Age:

Instruction: Put check on the given box of your chosen answer.

(1) Excellent/ Always 1 – 1.66 (2) Good/ Sometimes 1.67 – 2.33 (3) Poor
/ Never 2.43-3

1. What is the customer’s perspective on the food cart businesses along

products and services:
a.

PRODUCTS EXCELLENT GOOD POOR

Quality of
Products
Prices
Packaging

If others please specify: _____________

b.

SERVICES EXCELLENT GOOD POOR

Timeliness
Cleanliness
Approachable

If others please specify: _____________

Page | 46
2. What are the common problems encountered by the food cart business
as perceive by the customer?

ALWAYS SOMETIMES NEVER

Lack of Space
Attitude
problems of
some
employees
Unclean
Surrounding’s
Lack of
Garbage
Disposal

If others please specify: _____________

3. What strategies are the most effective as perceive by the customers?

EXCELLENT GOOD POOR

Giving Promos
Having
attractive stall
Sales Talk

If others please specify: _____________

Page | 47
 APPENDIX C

Photo Documents

Data Gathering at Calasiao Food Trip

Page | 48
Page | 49
Page | 50
Page | 51
The Researchers

Page | 52
 APPENDIX D

Scales Statistical Limits Adjectival Description

(AD)

1 1-1.66 Excellent (E)

2 1.67-2.33 Good (G)

3 2.34-3 Poor (P)

1. Customers perspective on the food cart businesses

a. Products

PRODUCTS EXCELLENT GOOD POOR

Quality of
10 73 17
Products
Prices 82 13 5

Packaging 20 63 17

Quality of Products

Valid FREQUENCY PERCENT

1.00 10 10%

2.00 73 73%

3.00 17 17%

Total 100 100%

Page | 53
 Prices

Valid FREQUENCY PERCENT

1.00 82 82%

2.00 13 13%

3.00 5 5%

Total 100 100%

Packaging

Valid FREQUENCY PERCENT

1.00 20 20%

2.00 63 63%

3.00 17 17%

Total 100 100%

a. Products

Products E(1) G(2) P(3) Mean AD

Quality 10 (10) 73 (146) 17 (51) 2.07 G
Price 82 (82) 13 (26) 5 (15) 1.23 E
Packaging 20 (20) 63 (126) 17 (51) 1.97 G
Pooled Mean 1.76 G

Page | 54
b. Services n=100

SERVICES EXCELLENT GOOD POOR

Timeliness 65 17 18

Cleanliness 20 56 24

Approachable 40 40 15

Timeliness

Valid FREQUENCY PERCENT

1.00 65 65%

2.00 17 17%

3.00 18 18%

Total 100 100%

Cleanliness

Valid FREQUENCY PERCENT

1.00 20 20%

2.00 56 56%

3.00 24 24%

Total 100 100%

Page | 55
 Approachable

Valid FREQUENCY PERCENT

1.00 45 45%

2.00 40 40%

3.00 15 15%

Total 100 100%

b.Services

Services E(1) G(2) P(3) Mean AD

Timeliness 65 (65) 17 (34) 18 (54) 1.53 E
Cleanliness 20 (20) 56 (112) 24 (72) 2.04 G
Approachable 40 (40) 40 (80) 15 (45) 1.65 E
Pooled Mean 1.74 G

2. Common Problems encountered by the food cart businesses as perceive

by customers

Scales Statistical Limits Adjectival Description

(AD)

3 2.34-3 Never (N)

2 1.67-2.33 Always (A)

1 1-1.66 Sometimes (S)

Page | 56
 Problems
encountered by
ALWAYS SOMETIMES NEVER
the food cart
businesses
Lack of Space 67 28 5
Attitude Problems
of some 15 17 68
employees
Unclean
45 29 26
Sorroundings
Lack of Garbage
47 43 10
Disposal

Lack of Space

Valid FREQUENCY PERCENT

1.00 67 67%

2.00 28 28%

3.00 5 5%

Total 100 100%

Attitude problems of some employees

Valid FREQUENCY PERCENT

1.00 15 15%

2.00 17 17%

3.00 68 68%

Total 100 100%

Page | 57
 Unclean Sorroudings

Valid FREQUENCY PERCENT

1.00 45 45%

2.00 29 29%

3.00 26 26%

Total 100 100%

Lack of Garbage Disposal

Valid FREQUENCY PERCENT

1.00 47 47%

2.00 43 43%

3.00 10 10%

Total 100 100%

A (1) S (2) N (3) Mean AD

Lack of Space 67 (67) 28 (56) 5 (15) 1.38 S
Attitude 15 (15 17 (34) 68 (204) 2.53 N
Problems
Unclean 45 (45) 29 (58) 26 (78) 1.81 A
Surroundings
Lack of 47 (47) 43 (86) 10 (30) 1.63 S
Garbage
Pooled Mean 1.84 A

Page | 58
Scales Statistical Limits Adjectival Description
(AD)

1 1-1.66 Excellent (E)

2 1.67-2.33 Good (G)

3 2.34-3 Poor (P)

3. Strategies that are most effective perceive by customers

PRODUCTS EXCELLENT GOOD POOR

Giving Promos 25 59 16

Attractive Stall 43 35 22

Sales Talk 14 56 30

Giving Promos

Valid FREQUENCY PERCENT

1.00 25 25%

2.00 59 59%

3.00 16 16%

Total 100 100%

Page | 59
 Attractive Stalls

Valid FREQUENCY PERCENT

1.00 43 43%

2.00 35 35%

3.00 22 22%

Total 100 100%

Sales Talk

Valid FREQUENCY PERCENT

1.00 14 14%

2.00 56 56%

3.00 30 30%

Total 100 100%

E (1) G (2) P (3) Mean AD

Giving 25 (25) 59 (118) 16 (48) 1.91 G
Promos
Attractive 43 (43) 35 (70) 22 (66) 1.79 G
Stall
Sales Talk 14 (14) 56 (112) 30 (90) 2.16 G
Pooled 1.95 G
Mean

Page | 60
 CURRICULUM VITAE

CRISZIA V. FERRER

Dinalaoan Calasiao, Pangasinan

Phone: 09151379625

Email: fcriszia@gmail.com

PERSONAL INFORMATION

Date of Birth :September 11, 1999

Age :20

Citizenship :Filipino

Religion : Roman Catholic

Civil Status :Female

Name of Mother :Christine V. Ferrer

Name of Father :Crisanto S. Ferrer

EDUCATIONAL BACKGROUND

Tertiary :University of Luzon

Perez Blvd. Dagupan City
2018- Present

Senior High School :University of Luzon

Perez Blvd. Dagupan City
2016-2018
Junior High School :Calasiao Comprehensive National High School
2012-2016

Primary :Calasiao Central School

Calasiao Pangasinan
2004-2012

Page | 61
GESTINNE KYLIE Q. GAMINO

Nibaliw East San Fabian, Pangasinan

Phone:09179155886

Email: querimitkyliequeen @gmail.com

PERSONAL INFORMATION

Date of Birth : March 17, 1999

Age : 20

Citizenship : Filipino

Religion : Roman Catholic

Civil Status : Single

Name of Mother : Luz Q. Gamino

Name of Father : Gerry U. Gamino

EDUCATIONAL BACKGROUND

Tertiary :University of Luzon

Perez Blvd. Dagupan City
Bachelor of Business Administration
2018- Present

Senior High School :Archdiocesan School Of San Fabian

2016-2018

Junior High School :Archdiocesan School Of San Fabian

2012-2016

Primary :Marian School of San Fabian

San Fabian, Pangasinan
2004-2012

Page | 62
ARLISHALYN V. RAYALA

#232 Alacan San Fabian, Pangasinan

Phone:09051819123

Email:arlishalyn19.03@gmail.com

PERSONAL INFORMATION

Date of Birth : January 19, 2000

Age : 19

Citizenship : Filipino

Religion : Roman Catholic

Civil Status : Single

Name of Mother : Cecilia V. Rayala

Name of Father : Roderick M. Rayala

EDUCATIONAL BACKGROUND

Tertiary :University of Luzon

Perez Blvd. Dagupan City
Associate in Financial Management
2018- Present

Senior High School :Mabilao National High School

2016-2018

Junior High School :San Fabian National High School

2012-2016

Primary :Pangulong Marcos Elementary School

Alacan, San Fabian, Pangasinan
2004-2012

Page | 63
MICA ANGELA E. SABADO

#313 Bolosan District Dagupan City

Phone:09469977307

Email:angelamicasabado@gmail.com

PERSONAL INFORMATION

Date of Birth : January 25, 2000

Age : 19

Citizenship : Filipino

Religion : Roman Catholic

Civil Status : Single

Name of Mother : Maribel E. Sabado

Name of Father : Bernardo F. Sabado

EDUCATIONAL BACKGROUND

Tertiary :University of Luzon

Perez Blvd. Dagupan City
Bachelor of Science in Business Administration
2018- Present

Senior High School :Judge Jose De Venecia Sr. Memorial National

High School
2016-2018

Junior High School :Judge Jose De Venecia Sr. Technical-

Vocational Secondary School
2012-2016

Primary :Bolosan Elementary School

Bolosan Distrioct, Dagupan City
2004-2012

Page | 64
MARY GRACE S. VELORIA

#834 Zone 3 Babasit, Manaoag, Pangasinan

Phone:09455966256

Email:mgrace.veloria23@gmail.com

PERSONAL INFORMATION

Date of Birth : February 22, 2000

Age : 19

Citizenship : Filipino

Religion : Roman Catholic

Civil Status : Single

Name of Mother : Engracia A. Salazar

Name of Father : John C. Veloria

EDUCATIONAL BACKGROUND

Tertiary :University of Luzon

Perez Blvd. Dagupan City
Associate in Financial Management
2018- Present

Senior High School :Colegio de San Juan de Letran-Manaoag

Castro St., Poblacion, Manaoag, Pangasinan
2016-2018

Junior High School :Reiland Christian School, Inc.

Zone 2 Babasit, Manaoag, Pangasinan
2012-2016

Primary :Reiland Christian School, Inc.

Zone 2 Babasit, Manaoag, Pangasinan
2004-2012

Page | 65
CRISTAL STEPHANIE M. FERRER

#74 Talibaew, Calasiao, Pangasinan

Phone: 09661638648

Email: cstepferrer@yahoo.com

PERSONAL INFORMATION

Date of Birth : November 08, 1999

Age : 19

Citizenship : Filipino

Religion : Roman Catholic

Civil Status : Female

Name of Mother : Marife M. Ferrer

Name of Father : Christopher E. Ferrer

EDUCATIONAL BACKGROUND
Tertiary : University of Luzon
Perez Blvd. Dagupan City
2018- Present
Senior High School : Calasiao Comprehensive National High
School
Perez Blvd. Dagupan City
2016-2018
Junior High School : Calasiao Comprehensive National High
School
Calasiao, Pangasinan
2012-2016
Primary : Calasiao Central School
Calasiao Pangasinan
2004-2012

Page | 66
JERAHMEEL B. CUSTODIO

Bantug, Umingan, Pangasinan

Phone: 0906-154-0849

Email: jrmlbuado22@gmail.com

PERSONAL INFORMATION

Date of Birth : March 23, 2000

Age : 19

Citizenship : Filipino

Religion : Born Again

Civil Status : Female

Name of Mother : Liberty B. Custodio

Name of Father : Danilo P. Custodio

EDUCATIONAL BACKGROUND
Tertiary : University of Luzon
Perez Blvd. Dagupan City
2018- Present
Senior High School : Quezon Memorial Academy
Progresso St. Poblacion West, Umingan,
Pangasinan
2016-2018
Junior High School : Quezon Memorial Academy
Progresso St. Poblacion West, Umingan,
Pangsinan
2012-2016
Primary : Bantug Elementary School
Bantug, Umingan, Pangasinan
2004-2012

Page | 67
CAMILLE SHANE B. FERRER

107 Linoc, Binmaley, Pangasinan

Phone: 09151125994

Email: camilleshn@gmail.com

PERSONAL INFORMATION

Date of Birth : September 06, 1999

Age : 20

Citizenship : Filipino

Religion : Born Again Christian

Civil Status : Female

Name of Mother : Cresilda B. Ferrer

Name of Father : Saturnino B. Ferrer

EDUCATIONAL BACKGROUND
Tertiary : University of Luzon
Perez Blvd. Dagupan City
2018- Present
Senior High School : Lyceum Northwestern University
Tapuac District, Dagupan City
2016-2018
Junior High School : Dagupan City National High School
Tapuac District, Dagupan City
2012-2016
Primary : University of Luzon
Perez Blvd. Dagupan City
2004-2012

Page | 68