Our Lady of Fatima

University College of
Hospitality and Institutional
Management Hospitality
ManagementDepartment

ABSTRACT

A small business refers to the one that operates on a small scale and requires less capital
investment, fewer employees, and less machinery to run. Promotion is the one who advances a
business to reach its goal. Every business will always make an effort to maintain and protect the
quality of its selling food products specially when delivering it to a customer. Facebook's business
features assist you in developing your online identity, connecting with customers and future workers,
and increasing overall efficiency. This paper determines the Effectiveness of Facebook pages and
groups as a social media platform to business owners in promoting small food business online in
CAMANAVA. A survey is conducted to each location around CAMANAVA. The number of
respondents is equally divided to each location, (19) Caloocan, (19) Malabon, (19) Valenzuela, and
(18) Navotas with a total of 75 respondents. Purposive Sampling technique was used to choose
p a r t i c i p a n t s w h o c a n p r o v i d e d a t a t h a t i s n e e d e d t o
achieve the objectives of the study. Analysis showed that 28% of the respondent were between in the
age of 18-24, 67% of the respondents are female, out of 75 respondents 54 of their status were single,
and 59% of them has starting capital of Php 25,000 and above, in terms of their monthly income 36%
of the small food business owners earned Php 30,000 in above, and a total of 72 out of 75 has a
numbers of employees between 10 – 25. In terms of effective use of Facebook pages and groups
online under promoting gained the average weighted mean of 3.68, in communicating to consumers
Got the average weighted mean of 3.73, and in terms of building customers loyalty it got 3.75. In
enhancement on online presence and promotion in terms of attracting new potential consumers it got
an average weighted mean of 3.75, and in gaining feedback with 3.72, the study found that there is no
significant difference between the effective use of Facebook pages and groups with the enhancement
of online presence and promotion in CAMANAVA. This paper conclude that it did not make much of
a difference and the effectiveness of the usage of Facebook pages and groups as social media platform
t o b u s i n e s s o w n e r s i n p r o m o t i n g s m a l l
food business online had still proven. Therefore, there is no significance or difference at all.
Keywords: Effectiveness, Facebook Pages, Promoting, Business Owners
 Appendix A

Letter of Endorsement

This thesis entitled "Effectiveness of Facebook Pages and Group as Social Media Platform
to Business Owner in Promoting Small Food Business Online in CAMANAVA" was
prepared and submitted by Charmeyn D. Fermin, Janine Lyka D. Arciaga, Ryanna Nicole
R. Gamboa, Ethan Luke G. Jose, John Ivan M. Rivera, and Patricia Ann Tayawa of BS
College of Hospitality and Institutional Management, in partial fulfillment of the
requirements for the degree of Bachelor of Science in International and Hospitality
Management has been examined and is now recommended for an oral examination.

Mr. Ronald Nuite

Research Adviser

This is to certify that the thesis entitled entitled "Effectiveness of Facebook Pages and
Group as Social Media Platform to Business Owner in Promoting Small Food Business
Online in CAMANAVA" was prepared and submitted by Charmeyn D. Fermin, Janine
Lyka D. Arciaga, Ryanna Nicole R. Gamboa, Ethan Luke G. Jose, John Ivan M. Rivera,
and Patricia Ann Tayawa of BS College of Hospitality and Institutional Management, has
passed the Oral Examination.

Panel Member Panel Member

Chair

This is to certify that Charmeyn D. Fermin, Janine Lyka D. Arciaga, Ryanna Nicole R.
Gamboa, Ethan Luke G. Jose, John Ivan M. Rivera, and Patricia Ann Tayawa of BS
College of Hospitality and Institutional Management have submitted the final thesis
manuscript entitled "Effectiveness of Facebook Pages and Group as Social Media
Platform to Business Owner in Promoting Small Food Business Online in CAMANAVA"
together with other relevant documents in compliance to the requirements of the RDIC
and their RESH 311 course.

Research Coordinator Program Head, CHIM

 APPENDIX B

Certificate of Originality

We hereby declare that this thesis is our work and that, to the best of our
knowledge and belief, it contains no material previously published or written by another
person nor material to a substantial extent that has been accepted for the award of any
other degree or diploma of a university or other institute of higher learning, except where
due acknowledgment is made in the text.

We also declare that the intellectual content of this thesis is the product of our
work, even though we may have received assistance from others on style, presentation,
and language expression.

Charmeyn D. Fermin
Principal Investigator

Members:

Janine Lyka D. Arciaga

Ryanna Nicole R.

Gamboa

Ethan Luke G. Jose

John Ivan M. Rivera

Patricia Tayawa

Mr. Ronald Nuite

Research Adviser

Date Signed
April 2023
 Appendix C

Research Locale

CAMANAVA (CAVITE, MALABON, NAVOTAS, VALENZUELA)

 APPENDIX D
Survey Questionnaire

Effectiveness of Facebook Pages and Groups as Social Media Platform to Business Owners
in Promoting Small Businesses Online in CAMANAVA

Name of the Business:

Business Location:

1. Demographic Profile
1.1 Age:

18-24 1.4 Capital

25-31
Php 5,000 – Php 9,000
32-38
Php 10,000 – Php 14,000
37-43
Php 15,000 – Php 19,000
44-50
Php 20,000 – Php 24,000

1.2 Gender: Php 25,000 and above

Female 1.4 Monthly Income

Male

1.3 Status Php 5,000 – Php 9,000

Php 10,000 – Php 14,000
Single Php 15,000 – Php 19,000
Married Php 20,000 – Php 24,000
Separated Php 30,000 and above
Widowed
1.6 Number of Employees
 Less than 10 26-50
10-25 More than 50

Directions: Using the (4) point scale shown below. Rate the following statements by placing a check in
the box provided.

(4) Strongly Agree (3) Agree (2) Disagree (1) Strongly Disagree

2. Effective use of Facebook Pages and Groups as Social Media Platform in Promoting Small
Food Businesses Online in terms of:

2.1 Promoting

Indicators 4 3 2 1

1. The food product is well defined and introduced to Facebook

page and groups.

2. When promoting to Facebook page and groups, the prices of

the products are also included to give the consumer a heads
up on how much is the product they will be buying.
3. Promoting are done and scheduled in a timely basis so that
the consumer are always well aware on what else can you
offer to them.
4. When promoting the product, the location and the link to
your personal page are also included.

5. Promoting to Facebook pages and group results to effective

increased of sales and interaction to possible consumers.

2.2 Communicating to consumers

 Indicators 4 3 2 1

1. Using Facebook pages and groups enables faster and more

convenient communication between business owners and
consumers.
2. Facebook groups and pages are useful for spreading
information to consumers, especially about details of a
product.
3. Consumers can acquire the necessary information and
concerns about the products from business that are promoted
on Facebook pages and groups.
4. Using Facebook pages and groups effectively helps in
obtaining feedback and suggestions from consumers about
the product.
5. Using Facebook pages and groups effectively improves
communication between owners and consumers; it helps in
understanding how consumers think, feel, and decide,
allowing business owners to choose how best to sell the
products.

2.3 Building customer loyalty

Indicators 4 3 2 1

1. Be consistent on giving quality services such as fast replies,

detailed price-lists, and prioritize them. Customers appreciate
it when they feel prioritized by the seller and can help build
loyalty.
2. Always give them a heads up when there are products that
are upcoming or if there also products that are not available
at the moment.
 3. Treat customers with respect. Customer is always right;
attitude is always needed when having businesses.

4. In food business appreciation posts in Facebook is always a

great way of making a customer loyal. In Facebook it is one
of the norms, especially in food businesses to post a
gratefulness and appreciation to the customer.
5. Have a quality product. It is important to meet the
expectations of a customer. If the promotion is good, the
product should be good also.

3. How can small food businesses optimize their use of Facebook Pages and Groups to enhance
their online presence and promote their products more effectively in terms of:

3.1 Attracting new potential consumers

Indicators 4 3 2 1
1. Posting entertaining and attractive pictures of the products is
necessary when using Facebook groups and pages to draw
in new potential customers.
2. To quickly draw in new potential customers, Facebook
pages must be updated with their products on regularly.

3. Always be original and creative when posting to your

Facebook page because it will quickly attract more potential
customers.
4. Use Facebook page and groups to expand your products'
recognition, and don't miss the opportunity to introduce it
among new potential consumers.
5. Use your personal Facebook page to engage with others.
People you contact with might be curious about you and
click on your name to visit your Facebook Page, where they
can become new customers.
3.2 Gaining feedbacks

Indicators 4 3 2 1

1. Feedbacks are always given by consumer and accepted by

the owner whether it is positive or negative.

2. Positive feedback is collected and posted to attract new

potential customers.

3. Negative feedback is collected and treated to enhance the

food business performance and increase more the aspects on
where there is lacking.
4. Gaining customer feedback helps to show whether the
customer is satisfied or dissatisfied with our product and
services.
5. Customer feedback helps and sets the impression for the
business to be known and seen by current and potential
customers.
 APPENDIX E
Letter to the respondents

Dear Respondent,

We are the 3rd-year year college students taking up Bachelor of Science in International
Hospitality Management major in Hotel Administration in Cruise Line Operation at Our
Lady of Fatima University, Valenzuela Campus. We are currently undertaking the study
entitled “Effectiveness of Facebook Pages and Groups as Social Media Platform to
Business Owners in Promoting Small Businesses Online in CAMANAVA, School Year
2023-2024” which is part of the requirements for our research subject.

In this regard, we enjoin you to participate in this survey and encourage you to provide
truthful answers to the questions given herein. Rest assured that your information shall
be held in strict confidentiality and your answers shall be used only for the purpose of
the study
Thank you for your trust, time, and effort in participating in this survey.

Respectfully
The Researcher

Charmeyn D.
Fermin
Lead Investigator

Members:
Janine Lyka D. Arciaga
Ryanna Nicole R. Gamboa
Ethan Luke G. Jose
John Ivan M. Rivera
Patricia Tayawa
 APPENDIX F.

TALLY SHEETS

Demographic profile of the respondents

Summary of respondent frequency in terms of age

Indicator Frequency Percent

18-24 21 28%

25-31 20 27%

32-38 18 24%

37-43 7 9%

44-50 9 12%

Total 75 100%

Summary of respondent’s frequency in terms of gender

Indicator Frequency Percentage

Female 50 67%

Male 25 33%

Total 75 100%
Summary of respondent’s frequency in terms of status

Indicator Frequency Percentage

Single 54 72%

Married 19 25%

Separated 0 0

Widowed 2 3%

Total 75 100%

Summary of respondent’s frequency in terms of starting capital

Indicator Frequency Percentage

Php 5,000-Php 9,000 7 9%

Php 10,000-Php 14,000 7 9%

Php 15,000-Php 19,000 6 8%

Php 20,000-Php 24,000 11 15%

Php 25,000 and above 44 59%

Total 75 100%

Summary of respondent’s frequency in terms of monthly income

Indicator Frequency Percentage

Php 5,000-Php 9,000 13 17%

Php 10,000-Php 14,000 10 13%

Php 15,000-Php 19,000 9 12%

 Php 20,000-Php 24,000 16 21%

Php 30,000 and above 27 36%

Total 75 100%

Summary of respondent’s frequency in terms of number of employees

Indicator Frequency Percentage

Less than 10 0 0

10-25 72 96%

26-50 3 4%

More than 50 0 0

Total 75 100%

Summary of the effective use of Facebook pages and groups in terms of promoting

Indicator WM VI R

1. The food product is well defined and introduced 3.61 Strongly Agree (SA) 5
to Facebook page and groups.
2. When promoting to Facebook page and groups, Strongly Agree (SA)
the prices of the products are also included to 3.72 1
give the consumer a heads up on how much is the
product they will be buying.
3. Promoting are done and scheduled in a timely Strongly Agree (SA)
basis so that the consumer is always well aware 3.69 3

on what else can you offer to them.

4. When promoting the product, the location and the 3.68 Strongly Agree (SA) 4
link to your personal page are also included.
5. Promoting to Facebook pages and group results Strongly Agree (SA)
to effective increased of sales and interaction to 3.71 2
possible consumers.

Average Weighted Mean 3.68 Strongly Agree (SA)

Legend: Strongly disagree (SD) 1.00 – 1.74, Disagree (D) 1.75 – 2.40, Agree (A) 2.50 – 3.24,

Strongly Agree (SA) 3.25 – 4.00

Summary of the effective use of Facebook pages and groups in terms of communicating to consumers

Indicator WM VI R

1. Using Facebook pages and groups enables faster Strongly Agree (SA)
and more convenient communication between 3.65 5

business owners and consumers.

2. Facebook groups and pages are useful for Strongly Agree (SA)
spreading information to consumers, especially 3.77 1

about details of a product.

3. Consumers can acquire the necessary information Strongly Agree (SA)
and concerns about the products from business 3.75 2

that are promoted on Facebook pages and groups.

4. Using Facebook pages and groups effectively Strongly Agree (SA)
helps in obtaining feedback and suggestions from 3.73 3

consumers about the product.

5. Using Facebook pages and groups effectively Strongly Agree (SA)
improves communication between owners and
consumers; it helps in understanding how 3.72 4
consumers think, feel, and decide, allowing
business owners to choose how best to sell the
products.
Average Weighted Mean 3.73 Strongly Agree (SA)

Legend: Strongly disagree (SD) 1.00 – 1.74, Disagree (D) 1.75 – 2.40, Agree (A) 2.50 – 3.24,

Strongly Agree (SA) 3.25 – 4.00

Summary of the effective use of Facebook pages and groups in terms of building customer loyalty

Indicator WM VI R

1. Be consistent on giving quality services such as Strongly Agree (SA)

fast replies, detailed price-lists, and prioritize
them. Customers appreciate it when they feel 3.72 4

prioritized by the seller and can help build

loyalty.
2. Always give them a heads up when there are Strongly Agree (SA)
products that are upcoming or if there also 3.69 5

products that are not available at the moment.

3. Treat customers with respect. Customer is always Strongly Agree (SA)
right; attitude is always needed when having 3.77 2.5

businesses.
4. In food business appreciation posts in Facebook is Strongly Agree (SA)
always a great way of making a customer loyal.
In Facebook it is one of the norms, especially in 3.77 2.5

food businesses to post a gratefulness and

appreciation to the customer.
5. Have a quality product. It is important to meet the Strongly Agree (SA)
expectations of a customer. If the promotion is 3.81 1
good, the product should be good also.

Average Weighted Mean 3.75 Strongly Agree (SA)

Legend: Strongly disagree (SD) 1.00 – 1.74, Disagree (D) 1.75 – 2.40, Agree (A) 2.50 – 3.24,

Strongly Agree (SA) 3.25 – 4.00

Summary of Facebook pages and groups to enhance their online presence and promote their products
more effectively in terms of attracting new potential consumers.

Indicator WM VI R

1. Posting entertaining and attractive pictures of the Strongly Agree (SA)

products is necessary when using Facebook 3.77 1
groups and pages to draw in new potential
customers.
2. To quickly draw in new potential customers, Strongly Agree (SA)
Facebook pages must be updated with their 3.75 4

products on regularly.
3. Always be original and creative when posting to Strongly Agree (SA)
your Facebook page because it will quickly attract 3.76 2.5

more potential customers.

4. Use Facebook page and groups to expand your Strongly Agree (SA)
products' recognition, and don't miss the 3.72 5
opportunity to introduce it among new potential
consumers.
5. Use your personal Facebook page to engage with Strongly Agree (SA)
others. People you contact with might be curious
about you and click on your name to visit your 3.76 2.5
Facebook Page, where they can become new
customers.

Average Weighted Mean 3.75 Strongly Agree (SA)

Legend: Strongly disagree (SD) 1.00 – 1.74, Disagree (D) 1.75 – 2.40, Agree (A) 2.50 – 3.24,

Strongly Agree (SA) 3.25 – 4.00

Summary of Facebook pages and groups to enhance their online presence and promote their products
more effectively in terms of gaining feedback.

Indicator WM VI R

1. Feedback is always given by consumer and Strongly Agree (SA)

accepted by the owner whether it is positive or 3.71 3.5
negative.

2. Positive feedback is collected and posted to Strongly Agree (SA)

3.71 3.5
attract new potential customers.

3. Negative feedback is collected and treated to Strongly Agree (SA)

enhance the food business performance and 3.69 5
increase more the aspects on where there is
lacking.
4. Gaining customer feedback helps to show Strongly Agree (SA)
whether the customer is satisfied or dissatisfied 3.75 2

with our product and services.

5. Customer feedback helps and sets the impression Strongly Agree (SA)
for the business to be known and seen by current 3.76 1

and potential customers.

Average Weighted Mean 3.72 Strongly Agree (SA)

Legend: Strongly disagree (SD) 1.00 – 1.74, Disagree (D) 1.75 – 2.40, Agree (A) 2.50 – 3.24,

Strongly Agree (SA) 3.25 – 4.00

Summary of the significant difference between promoting small food businesses in Facebook pages and
groups online.

Indicators WM t computed p value Remarks

Promoting Small Food Business Online 3.72

0.94 0.35 Not Significant
Enhancing Online Presence 3.74

Critical Value is 2.00 @ 0.05 Level of Significant