MARKETING STRATEGIES OF LOCAL CARINDERIAS IN LEGAZPI

CITY, ALBAY

This research report is presented to the

Faculty of Oro Site High School
Legazpi City

In partial fulfillment of the

academic requirements in
Inquiries, Investigations and Immersion

Researchers:

Ballarbare, Jean Claude

Estipona, Ram
Floralde, Danica
Formento, Micaella
Ladim, John Allen
Napolis, Raziel
Postejo, Jann Reynan
Ramirez, Krystal Mae

2023

RECOMMENDATION FOR ORAL PRESENTATION

This research report entitled “MARKETING STRATEGIES OF

LOCAL CARINDERIAS IN LEGAZPI CITY, ALBAY” prepared and
submitted by Jean Claude Ballarbare, Ram Estipona, Danica Floralde,
Micaella Formento, John Allen Ladim, Raziel Napolis, Jann Reynan
Postejo, and Krystal Mae Ramirez in partial fulfillment of the academic
requirements in Inquiries, Investigations and Immersion has been
examined and is recommended for oral presentation.

GERRY A. BAJARO
Subject Teacher

RESULT OF FINAL DEFENSE

This research report entitled “MARKETING STRATEGIES OF

LOCAL CARINDERIAS IN LEGAZPI CITY, ALBAY” has obtained a
grade of ___ %.

Panel of Examiners Action

AIRA B. BELLEN _____________________

Chairman

SHYNE S. LITA _____________________

Member

RIA CHARO R. MORATO _____________________

Member

APPROVAL SHEET

PANEL

AIRA B. BELLEN
 Chairman

SHYNE S. LITA RIA CHARO R. MORATO

Member Member

Accepted and approved in partial fulfillment of the academic

requirements in Inquiries, Investigations and Immersion. Final
defense done and passed on ____________________.

GERRY A. BAJARO
Subject Teacher

MA. LOTA C. MONTE

SHS Coordinator

JOLAN B. TORRES
School Principal

ACKNOWLEDGEMENT

First and foremost, praises and glory to God, the Almighty One,
for His showers of blessings throughout our research and its
successful completion.
 Furthermore, the researchers would like to express our deep
and profound gratitude to the following, because this endeavor would
not be had been possible without them:

To our School Principal, Sir Jolan B. Torres and Senior High

School Coordinator, Madam Ma. Lota C. Monte for allowing us the
opportunity to conduct our research among the Grade 12 students;

To our Subject Teacher, Mr. Gerry A. Bajaro, for providing us

invaluable supervision, support, and tutelage during the course of our
research study;

To our panel, Madams Aira B. Bellen, Shyne S. Lita, and Ria

Charo R. Morato for giving their ideas for the improvement of our
research study;

Last but not the least, to our dearest parents for their deep
consideration for the finances and undying support throughout the
making of the research study. As well as for their words of
encouragement to all those nights that we’ve spent making the
research study.

The Researchers

EDITOR’S CERTIFICATION

This is to certify that this research report titled, “MARKETING

STRATEGIES OF LOCAL CARINDERIAS IN LEGAZPI CITY, ALBAY”
prepared and submitted by Jean Claude Ballarbare, Ram Estipona,
Danica Floralde, Micaella Formento, John Allen Ladim, Raziel Napolis,
Jann Reynan Postejo, and Krystal Mae Ramirez in partial fulfillment of
the requirements in Inquiries, Investigations and Immersion has been
edited by the undersigned.

Issued this _____ day of June 2023 for Department of Education

official purposes at Oro Site High School, Legazpi City.

________________________
Editor

ABSTRACT

This study aims to enhance not only the necessary knowledge

and skills of carinderia owners and staff, but also to implement and
practice proper sanitation in managing their business regarding
proper health and sanitary practices as well as the importance of
sanitation on food practices, food selection, food preparation, and
pricing. It also let customers and carinderia workers bear in mind the
real essence of proper health and sanitation in their lifestyle in
relation to their work and food intake to improve their marketing
strategies.
This study will use the descriptive qualitative type of research
where in survey questionnaires will be utilized as the tool to obtain
data due to its suitability to this study. The researchers will use
qualitative type of research, as it is more suitable for the study since it
aims to develop a result out of new data. The researchers will also use
inquiry to gather opinions, suggestions or feedbacks from the
respondents with the use of the random sampling method in the
conduct of the survey from the selected carenderia owners.
The researchers decided to conduct this study titled “Marketing
Strategies of Carinderias in Legazpi City”. The purpose of this study
was to explore multiple marketing strategies of different carinderias in
Legazpi City and how they sustain their small business. One of the
aims is to identify the significant role of the marketing mix (product,
price, place, and promotion) in attaining the competitive advantage of
small businesses.

TABLE OF CONTENTS

Introduction
Background of the Study 1
Rationale 2
Current State of Research in the Field 3
Synthesis of the Art 4
Problem in the Field 5
Gap Bridged by the Study 6
Objectives of the Study 7
Theoretical Underpinnings 8
Conceptual Framework 9

Methodology
Research Design 10
Who, What, When, Where, How, Why 11
Statistical Analysis 12
Sample Size Computations 13
Ethical Considerations 14
Data Gathering Tools and Techniques 15
Tools of Analysis 16

Results
Presentation and Interpretation of Data

Discussion
Analysis
Final Summary
Conclusions
Recommendations

References

Appendices

Introduction

Background of the Study

 A carinderia is a type of small restaurant found throughout the
Philippines. These businesses typically have a limited menu of Filipino
dishes and are run out of a home or small storefront. It is very
popular and It’s very easy to open this kind of business here in the
Philippines because you don't have to risk a huge capital just to form
a start-up.

Nowadays, many eateries can be found almost everywhere from

big franchises to small and simple carenderia which is topic of this
research. As food comes in many quantities, varieties, and prices.
Carinderias seem to have the short end of the business stick. Having
shorter range in both gallant customers and eating space and so we
are going to see and find out how these small businesses strive in
their competition.

Through the years, food and other services are being offered by
many different food establishments in Legazpi City. Many people
nowadays prefer to depend on the food served at the carinderia.
Students, employees, drivers and vendors are those people who are
likely to be customers in the carinderias. With the imposed rules
implemented, these people will benefit from it by receiving safe and
proper nourishments from the food and the owners will be able to
implement and practice proper sanitation with regards to food
selection, and food preparation. Carinderias have basic standards
regarding sanitation practices and health maintenance. The
carinderias must be well-cleaned and well-managed to prevent the
spread of certain microorganisms which causes disease and
contamination of food to maintain safe and proper nourishment from
the food.

Aside from that, this had been part of the Filipino experience,
whether as a student, an employee, a taxi driver, and different types of
people in the community. It is a popular small food business selling
and serving affordable food, and a good start-up for an entrepreneur
who wants to have his/her restaurant in the future. Entrepreneurs
have wide imaginations and plans for their businesses. Carinderia
owners are considered entrepreneurs as well and they also have plans
and objectives for their businesses to grow and foster. In running a
business, it is difficult to attract and convince customers to patronize
your products or services that’s why these successful entrepreneurs
and businessmen have formulated their marketing strategies to catch
the attention of potential customers. A marketing strategy refers to a
business's overall game plan for reaching prospective consumers and
turning them into customers of their products or services. It is hard to
attract potential customers and even harder to convince them to
patronize certain products or services. Having effective marketing
strategies will address this type of dilemma. Even carinderias which
are considered to be small businesses also have their marketing
strategies on how they turned consumers into customers.

The researchers decided to conduct this study titled “Marketing

Strategies of Carinderias in Legazpi City” The purpose of this study
was to explore multiple marketing strategies of different carinderias in
Legazpi City and how they sustain their small business. One of the
aims is to identify the significant role of the marketing mix (product,
price, place, and promotion) in attaining the competitive advantage of
small businesses.

The major obstacle for small business owners that is largely due
to resource limitations is developing a relationship with customers via
marketing (Fiore, Niehm, Hurst, Jihyeong, & Sadachar, 2013). It is
very important to create a relationship with your potential customers
and sustain that relationship until that potential customer becomes
your regular customer.

Small restaurant owners cannot afford to become content with

the current customer base but should continue to be innovative in
establishing and building relationships with customers (Fiore et al.,
2013). Cliche may sound but in reality, change is the only constant in
this world. Marketing Strategies should adapt to what’s on trend and
depends on the demand of your target market.

A strategy that might work today, might not work tomorrow

(O.C. Ferrell et al., 2021). Being creative in marketing is a huge factor
for the consumers eventually become customers. Be innovative not
only in the products but also in Marketing.

Rationale
In this study, the researchers proposed to determine the
multiple marketing strategies of different carinderias in Legazpi City
and how they sustain their small businesses considering the intense
competition in this field of business. These may be considered small
businesses but we know for sure that they also have their marketing
strategies for the business to continue operating in the market.
Another aim of this study is to identify the significance of Marketing
mix (product, price, place, and promotion) in attaining the competitive
advantage of small businesses. Through this study, we will be able to
identify how creative and innovative carinderia owners are in terms of
marketing.

Current State of Research in the Field

The researchers decided to conduct a study about the
Marketing Strategies of Carinderias in Legazpi City. The main point of
this study is to find out whether these marketing strategies can
sustain their micro restaurant business and be a success shortly.
Every business has a different way of marketing its products in the
name of sales. Entrepreneurs have always formulated plans on how
they will make consumers become their customers, and this is called
a marketing strategy.

A recent study conducted by G.E Umeze et al., (2015) concluded

that the implication is that if entrepreneurs can harness the
marketing mix, they will be able to forge a good marketing strategy
that will enable them to realize the desired impact on their target
customers.

Through this study conducted by the researchers, we will be

able to identify the significance of the marketing mix in the success of
the carinderia owners in Legazpi City and how these carinderia
owners formulate plans to be competitive in this field of business.

Problem in the Field

In this study, the researchers aim to identify the various

marketing strategies of local carinderia operators in Legazpi City.
Furthermore, to ascertain the significance of marketing mix in the
sustainability of their micro business.

The purpose of this study is to help the local carenderia gain

enough profit for them to survive and to gain competitive advantages
in the food industry amidst all the fast-food chains surrounding the
area. This study will help these local carinderias to have more
sustainable profit by providing them knowledge on how to improve
their service, quality of food, price, facilities, number of food choices
and allocation of resources. Improving on this will help the local
carinderias attract more customers, be more profitable and maximize
the utility of the customers.

At the end of the study, the researcher serves to inform

recipient on the status of carinderias relevant to food services. The
recipient will also reevaluate on how the business will improve,
whether it was something they lack or to put more focus on a certain
theme they have. It will also make them visualize if their carinderias
are still a contender against the bigger and more well-known eateries.
Synthesis of the Art
A variety of ideas from different recently conducted studies
concerning the significance of the marketing mix in the
competitiveness as part of the marketing strategies of local carinderias
that are considered micro restaurant businesses in Legazpi City.

In the study conducted by Ramon Hurdawaty et al., (2019),

Munyaradzi Mutsikiwa et al., (2012), and Pankaj Rampal (2018)
concluded that marketing mix has a significant role in enhancing the
competitiveness of the micro restaurant business. It is also an
effective form of marketing strategy, however not all of the variables in
the marketing mix have a relatively strong contribution toward the
success of the business. These studies conducted by different
researchers have the same objectives about how the marketing mix
will have an impact on the performance of local carinderias
performance.

A study conducted by Wanda Y. Jenkins, (2000) and Atik

Gumuzku, Sezen (2017), states that using marketing strategies and
marketing tools will give improvement to the performance of the
business. Not only that, possible opportunities for the growth of the
business might be developed and higher chances of sustainability. The
chances of having a good relationship with potential customers will
increase and these studies have relevance to what the researchers are
studying right now. To identify the marketing strategies of local
carinderias to sustain their business despite the competition in this
field.

RESEARCH GAP

The study, researchers offered a variety of relevant studies. The

researchers created a synthesis in the discussion that follows to have
a greater grasp of this study and investigation.
 In the recently conducted studies, it was stated that the 4Ps in
Marketing Mix have relatively significant roles in the marketing
strategies of micro restaurant businesses. However, not all of the
variables have the same level of impact on the performance in this
field of business. Hence, the researchers conducted this study titled
Marketing Strategies of Local Carinderias in Legazpi City to identify
what will be the outcome or the impact of the marketing mix in the
business if all of these variables have the same level of contribution to
sustain the business.

OBJECTIVE OF THE STUDY

The study aims to determine the Marketing Strategies of

Carinderias in Legazpi City. To do this, the following objectives are
posed:

1. To determine the 4Ps in Marketing among the cariderias in

Legazpi City
2. To determine the specific strategies of the carinderia in terms of:
a. Price
b. Promotion
c. Place
d. Product
3. To determine the edge of every carinderias over their
competitors.
4. To determine the most common marketing strategy/ies used to
sustain their micro restaurant business.
5. To determine the recommendation that may be given to improve
the marketing strategies of carinderia operators.
Theoretical Underpinnings

Economic Theory of Colonialism. Researchers Taylor and

Francis (1977) theorizes that imports act as a burden to loal
productions because it affects the economical balance of the country.
Furthermore, it dominates the competition between local products in
general and goods from overseas. This theory explains the effect of
imported products to the local. The researchers may use this as a lead
to identify the potential harms of international products versus local.

Small Firm Growth Theory and Model. This theory identifies

the manner of firm growth in the literature. This theory of
Achtenhagen and Naldi (2010) states that there is always the absence
or lack of discussions about the life of small firms in any country,
therefore, Le (2009) study pays attention on the status of the growth
of small firms. By this, the researchers will be able to identify the
position of small-scale businesses in the scope of this research, other
than that, it can be helpful guide for the researchers in determining
its industrial development.

Schumpter’s Theory of Economic Development. This study

talks about the reaction of the local economy to the innovation
brought by international competitors that makes them obsolete and
somehow called “creative destruction” (Wilkinson and Brouthers,
2006). This theory explains that international products in the form of
imports negate the local production as a competition. This can put
ideas to the researchers’ mind to identify easily the main point of
carenderia vendor’s perspective when it comes to the contest between
local products and imported ones.
Conceptual Framework

This Conceptual Framework entitled as “Quad’s Affinity Model”

tries to explain the affinity or the relatedness of each variable inside
this study.

The Proximity to the multinational fast-food chain (as

independent variable) of this type of business defines the number of
Challenges for Carinderias (dependent variable). The popularity of the
crowd (extraneous variable) shows that the number of its challenges
can be reduce when being patronized by many, or increase if
consumers prefer fast-food chains.

Popularity to
crowd

Proximity to Challenges for

Multinational Carenderias
Fast-food Chain (4Ps)

Marketing
Strategies of
Local
Carenderias
in Legazpi
City, Albay

Figure 1. Conceptual Paradigm

Methodology

This chapter explain the various methodologies that will be used

in gathering date and analysis which are relevant to the research. The
chapter presents the research design, sources of data, validation of
research instrument, population of study, research instrument, data
gathering procedure, ethical considerations and statistical treatment
of data.

Research Design

This study entitled Marketing Strategies of local carinderias in

Legazpi City used a qualitative research approach. This approach
allows the researchers to draw a conclusion and proper findings based
on the answers of the respondents to the provided questions by the
researchers.

Qualitative research can be defined as the study of the nature of

phenomena and is especially appropriate for answering questions of
why something is (not) observed, assessing complex multi-component
interventions, and focusing on intervention improvement (Loraine
Busetto, et. al., 2020). It focuses on the details that will be provided
by the respondents based on their experiences, observations,
opinions, etc.

Who, What, When, Where, How, Why

The study will utilize two sources of data: the primary and the
secondary. The primary sources of data are the respondents who will
provide the answers on the survey questionnaire. The secondary
sources of data will be from journals, undergraduate theses,
periodicals, books and other sources found on the Internet including
various websites.

The questionnaire will be the main instrument to be used in

gathering the data. It will be submitted to the research adviser and
research panel to check the construction of the questions in the
questionnaire. After which respondents will be randomly selected to
validate the questionnaire to check the validity and clarity of the
questions. After the dry run all suggestions that will be gathered will
be adjusted to the questionnaire for necessary adjustment of the
questions.

Data Gathering Tools and Techniques

Data collection techniques refer to methods used to collect and

analyze different forms of data. It is a process of gathering and
analyzing specific information relevant to the study and evaluating the
result. In this study, the researchers use the interview method in
gathering the data. They conducted a face-to-face interview with the
respondents and provided a series of questions and sub-questions for
them in order to satisfy the purpose of this research. After the
interview, the researchers will be going to study and compare the
answers of each respondent and will be able to identify the relevance
of the objectives of this study.

The researchers will ask permission from the Office of the

School Principal to conduct the study. A written letter of request will
be submitted to obtain the needed permission. When permission is
granted the survey questionnaire will be distributed to the randomly
selected respondents. Enough time will be allotted to assure the
respondents will be able to answer fully the questionnaire. Other
respondents may answer the questionnaire in google forms. Upon the
retrieval of the answered survey questionnaire analyzation,
interpretation and presentation of the data will immediately follow.

Statistical Analysis

The primary instrument used for this study is a questionnaire

checklist. The study will employ simple frequency counts and
percentages. It made use of the descriptive approach in the
presentation of the data. Tables and figures will be utilized to give the
reader a comprehensive picture of the gathered data and information.
The data gathered will ensure their validity and reliability. After each
questionnaire is collected, tabulations of raw data were made in a
frequency distribution matrix.

Ethical Considerations

As this research requires human participation specifically from

local carenderia owners, certain ethical issues were addressed. The
consideration of these ethical issues was necessary for the privacy as
well as the security of the respondents. The ethical issue considered in
this research was consent from the local carenderia owners and the
confidentiality of any information that they will disclose to the
researchers. To secure the consent of the selected participants, the
researcher relayed all important details of the study, including its aim
and purpose. By explaining these important details, the respondents
were able to understand the importance of their role in the completion
of the research. The researchers also advised the participants that
they are allowed to withdraw even during the process. Hence, the
respondents were not forced to participate in the research process.
The confidentiality of the participants was also considered in this
research. Only the relevant information for the research will be able to
disclose.