Chapter I

THE PROBLEM AND ITS SETTING

Introduction

Foods are the one of the first needing resources of living especially by human.

Many foods were develop and made different recipes and flavor for the satisfaction of

human in sense of taste. From the development of much kind of dishes, baked food or a

viand for every meal was made popular from many countries to inform people for their

best recipes. One of the popular sellers of this kind of food may found in every corner of

streets and known as street food. Some of the street food seller failed on this selling job

instead of earning bigger but they are more on debt to pay such renting place, the

resources and the foods and other recipes used in the business. Some people earn a

place for street food and develop a more attracted place.

As a development of street food is to make an easier way to sell food is by

making a mini mobile food cart which the buyer and seller in a good communication.

This is to improve and add other recipes and some dishes that is more attractive to

people. By the vehicle may inform a lot of people to know their product. But in this

development of mini mobile food cart there are an incomplete process having this

business. Adding of some foods that could be more efficient to people who love this

street food and may have a better income.

Many people finding ways how to save the crisis in life by trying to build small

business one of this small business, was known as mobile vendors and now name as

mobile food cart. This food carts exemplified small business which started with a little
capital. Having this business there are still a limitation or the cause and effect which turn

to a problem of the community. There some problem that some vendors and people are

facing, one of this is the nature affecting by carbon monoxide as a result of using

gasoline/diesel. The other one is the food safety where most of the vendors of the food

cart business were near to high way. Under wood (2017)

In this study the researcher was able to make a street food books which may

lead as a guide for the food safety of the buyer and may add some of the Recipe that

may help the food to be more attractive. “Only proper application of the tools of

instrumental rationality is need for resolution, much as a “How to book provides an

index of how to repair common household problems”. Nathan Crick (2011)

The idea of a food truck urbanism is aided by their popularity and support by the

public. With growing attention towards mobile food vending cities are now grappling with

what rule vendors could play in urban areas there is confusion from city planners and

municipalities that are unsure how to regulate mobile food vendors in the 21 st century.

(Juarez, Glenn & Grant 2012)

According to De la Costa (2009) there’s no industry standard for cart size,

material requirements and design, although food carts must use certain basic food

service safety materials some malls will requires your cart to be 2 meters x 1 meter

others may want it 1 square meter. It all depends on the location in your agreement with

the lesson.
Theoretical Framework

Safety

Street Food Quality

Service

Figure 1 Research Paradigm

Theory of food as a Neurocognitive Adaptation

(Fragas 2y and Visalberghi, 2004) Given the critical importance of food to both

basic survival and cultural interaction a theory of food may represent another complex

network essential for normal cognition propose that theory of food evolved as an

internal, cognitive representation of our diets in our minds. (Cited by Allen 2012).

Griffith, 2000: have noted that managers/supervisors have an important role in

setting an appropriate culture within the work environment and providing condition than

facilitate.

The belief that must people who are important to them want food handlers to

carry out safe food handling practice increased following training, thus emphasizing the

importance of others determining desirable behaviors.

 Clayton, 2002: suggested that effective design of training for food handlers

requires an understanding of the factors underlying food hygiene behavior in the

workplace. (Cited P. Seaman,2008).

Few studies have devoted attention to such dimensions of perceived food quality

and to my knowledge none have sought to understand the variety of individual

perceptions and attitudes towards street food quality and street food safety among

vendor and their consumers. Hence, there is a need to approach perceived food quality

as a multidimensional construct including biomedical and nutritional quality, risk

awareness, social and cultural setting. An exception is the study of Prigent-Simonin and

Hérault-Fournier (2005)

Hence, food related risks and dangers are coped with using many strategies and

these studies have concluded that perceptions of food risk are often not the core

dimension of food quality assessments. Hansen et al. (Hansen,2003).

Functional quality is defined as “the degree of how practical the food is to handle,

transport and eat”. (Prigent-Simonin, Hérault-Fournier 2005).

(Reich, et al., 2005) While the focus of this study is the street vendor sector, the

attributes used to measure various features of this and other industry segments such as

table service restaurants are not mutually exclusive. For example, the taste of a food

product, price of food, and courtesy of employees would be applicable to the majority of

restaurants, regardless of the type of concept. (Cited M.Boseo,2011).

Hoisington and Naumann (2003) affirmed that customers use five major

categories to value a company’s performance: product quality, service quality, quality of

relationship between customer and supplier, image, and price perception. For a tangible

product, quality might include features, usability, or compatibility. For a service offering,

this would include the various dimensions of the service being provided (Cited

M.Boseo,2011).
Conceptual Framework

Input Process Output

1. Demographic Survey method Street Foods

Profile of the through the use of Book/Brochure
respondents questionnaire
 Age
 Sex Analysis of Data
 Civil Status Interpretation of
 Educational
data
Attainment
 Expenses
2. Legal
requirement/doc
uments
3. Promotion of
Strategies in
selling
4. Location in
selling
5. Average daily
sales
6. Other product
7. Factors to be
considered by
the customers
 Price
 Product
 Place

Figure 2: Research Paradigm

The paradigm shows the flow of the study, it is composed of input-process-output

method, and the input includes the demographic profile of the respondents which is

reduced into categories such as age, sex, Civil Status, educational attainment, also

include here their, expenses, Legal requirement/documents, way of selling food,

Location in selling, Average daily sales and Factors to be considered by the costumers.

The process of the study composed of survey method using a questionnaire and a way

of collecting data, analyzing of data and Interpret of data. The output the study is to

provide street foods Books/Brochure.

Statement of the Problem

This study will focus on the An Individual Mini Mobile Food Cart Vendors and

their customers in Mulanay to Catanauan: A Convenient Street foods book/brochure. It

specifically answers the following:

1. What are the demographic profile of the Mini Mobile Food Cart Vendors in terms of:

1.1 Age

1.2 Sex

1.3 Civil Status

1.4 Educational Attainment

1.5 Expenses

2. What are the legal requirements/documents are needed?

3. What are the Promotional strategies of the Mini Mobile Food Cart Vendors used in

selling?

4. What are the possible locations of selling?

5. How much is their average daily sales?

6. What are the factors to be considered by the customer of food cart of Mini Mobile

Food Cart Vendor?

6.1 price

6.2 product
 6.3 place

7. What is the acceptability of food want of the customers?

Scope and Limitations of the Study

The study is about An Individual Mini Mobile Food Cart Vendor in Mulanay to

Catanauan:. The researchers only put necessary items in order to attain its functionality

safety reliability and add other recipes. The researchers will use questionnaire that will

serve as an instrument in gathering data. This Study aimed to produced A convenient

Street Food book/brochure.

Significance of the Study:

This study is beneficial to the following:

Vendor, To improve their income and recipes for food as well as to support family food

requirements that ultimately contribute to household food security

Community, at the end of this study they will have information about the quality of

Foods and to improve the safeties of product.

Entrepreneurs, this study will be a big help for every Entrepreneurs to help them how

to manage their product and customers.

Researcher, to expected of this study ends up to a good output for their contribution

and to know a quality and safety to sell of foods using Mini Mobile food cart

Future Researcher, This study will be a big help for new researchers in the sense that

the information stated here will be a big help for new researches in the sense that the

information stated here will be still useful in future studies as long as valid data and

context are still applicable.

Definition of Terms

The terms stated below are some of the keywords used in order to keep the

readers abreast of the study.

“Mobile” an able to move or be moved freely or easily (Merriam Webster)

“Food Cart” is a mobile kitchen set up on the street to prepare and sell street

food to Passers-by. Food carts are often found in cities worldwide selling food of

every kind. (Wikipedia)

“Vendor” a person who sells things especially on the street (Merriam Webster)

“Brochure” a small, thin book or magazine that usually has many pictures and

information about a product, a place, etc. (Merriam Webster).

“Mini” something small (e.g MiniCar) (Merriam Webster).

“Entrepreneur” mean a person who starts a business and is willing to risk loss in

order to make money (Merriam Webster).

 Chapter II

Review of Literature and Studies

This chapter contains different literatures and studies that were gathered by the

researchers to provide additional information and support this study.

De Franzo (2012) Demographics are characteristics of a population such as age,

sex, civil status, education attainment and expenses. Demographic that is used in

survey. The research need to assess who to survey and how to breakdown overall

survey response data into meaning groups of demographic consideration. Kostoulas,

(2013) said that the use of demographic data is ancillary.

Age is one of the most using to demographic profile to know the respondents

how age they are. And give information to the researchers.

Tanveer, (2013) age is controversial factor. According to him, there is less

chance to become an entrepreneur as the age increases. But age is positively related to

a firm’s success.

Diekman & Goodfriend, (2006) In this sense in todays interconnected societies,

sex differentiated roles and behaviors seem more globally established. The stereotypes

of social roles rule male and female behavior. In this respect, men develop “agentic”

characteristics such as assertiveness, independence and competence that are in line 8

with male social role expectations. In contrast, women develop “communal”

characteristics such as friendliness, generosity, kindness and compassion that are

consistent with female social role expectations (Eagly 1987). Consequently, based on
such traits, men are considered breadwinners and women homemakers. (Cited

Winter,2016).

Street vending was found to be a source of family meals. Majority of the vendors

were married. They were income and food provider. Grace P. Perdigon (2015) “Street

Vendors of ready to eat food: As a source of Income of the food vendors.”

Hoffman, (2008) as an indicator for the socioeconomic status (SES) of a person

is associated of many healths related factors and behaviors are the life cycle. Education

is an objective variable that is easily measured and generally fixed early and life

education is chronologically and casually prior to occupation and income. In terms of

strategies, the street vendors do not usually plan. They manage their business

according to their knowledge. Most of them are neither business graduate nor business

oriented. They operate according to their instincts (Hiemstra 2006).

Business was starting a small capital that using to buy a materials and every

business have a expenses However, despite these realities, street food vending

businesses continue to flourish and thrive (Muzaffar et al. 2009). With the large

borrowings, unexpected expenses and meager working capital, it’s an exciting theme to

know how these entrepreneurs manage and account their business activities. Although

street economies were already in existence for years (Bhowmik 2005), no literature

specific to food vendors has yet published to correlate personal characteristics to

accounting and business management practices.

The market of street food vendors has become a part of culture for urban

populations. Florida Department of Agriculture and Consumer Services (FDACS)

describe street vendors as persons selling foods other than fresh fruits or vegetables

from trucks, trailers or similar self propelled conveyances. A mobile food vendor license,

cart permit, and a valid food safety certificate issued by the FDACS are the requirement

for operating a processing mobile food vending unit in Florida. A fee of three hundred

dollars must be paid to obtain a permit. An approved facility that provides support

services for specific required functions of a mobile food establishment (MFE) must be

used. (Cited by M. Boseo, 2011)

The main objective behind a sales promotion is to improve the sales of an

organization through predicting and altering the buying behavior of the target market.

Promotional strategies are very much significant since its not only improve sales or

business buy also helps the firm to attract new customers.

According to Shimp (2008) promotion is a form of communication with the target

customers. The communication can be done in a variety of ways including brochures,

newspaper, television and etc. Totten & Block(1994). The importance of these

strategies changes as the purchase process advances Kurtz (2009).

According to De la Costa (2009) there’s no industry standard for cart size,

material requirements and design, although food carts must use certain basic food

service safety materials some malls will requires your cart to be 2 meters x 1 meter

others may want it 1 square meter. It all depends on the location in your agreement with

the lesson.

According to De la Costa (2009) the food cart maker will ask you for the

specifications, such as the size of the food cart, the size of the selling area the type of
materials you want for the countertop and for the signage, and the equipment your cart

will need. These are just the basic specifications. Custom-made designs will require you

to give more information to the cart maker. Some cart makers would be happy to help

you design or conceptualize your cart and its signage.

Once you’ve decided on your product and cart design, you can choose your

location. Many food carts are located in malls and MRT stations; others are in office

buildings, school canteens, terminals and etc.

There is increasing recognition that street food vending plays an important socio-

economic role in terms of employment potential, providing special income particularly

for women and provision of food at affordable costs to mainly the lower income groups

in the cities (Chukuezi, 2010).

In the marketing literature a price is perceived as one of the extrinsic attributes

connected to a commodity among many other attributes (e.g., package, ingredients,

country of origin), and, therefore, it can be perceived as one piece of product

information. Information can be interpreted subjectively, and, thus, the observed price

always has subjective internal characteristics (Kopalle (2009) for a review of retail

pricing).

Demand for your goods will be influenced by the pricing scheme you adopt.

Affordable meals and beverages will make any food cart business an instant hit the

price tag has to be complemented by quality. A psychological tendency that is

expressed by evaluating a particular entity with some degree of favour or disfavour”

Olson and Fazio (2009) One problem, however, is the isolation in which each of these
disciplines usually operates (Köster 2009). In the food choice tradition, the properties of

food products, as well as physiological, biological, sociological and environmental

factors are investigated. The impacts of sensory perceptions and pleasurable ratings

are noted. In that tradition, a price is considered one of the environmental factors

affecting choice (Köster, 2009,). In the price related marketing literature, food products

are usually examples of low-involvement target products used in empirical experiments.

In this tradition, a price is considered a product attribute affecting a brand choice along

with many other attributes. In addition, patterns of consumer behavior are important

issues in marketing.

Sensory appeal was more important factor than low price in all of these three

countries. Similarly, in Finland the importance of low price measured by the FCQ was in

third place, sensory appeal being the most important factor and healthiness second

.Pohjanheimo (2010)

According to Webber (2010) consumers may evaluate the role of price in terms

of the importance of the food product, which is relative, because it is compared to the

importance of other foods included in the family budget. Because taste is probably the

most important factor in food choice, the role of price in food choice or in quality

judgements may vary if the product is tasted or not in the research situation.

According to Chocarro (2009), familiarity and expertise have an important

moderating effect on food choice in respect to price. They also concluded that price

always has some importance at all levels of product knowledge with other product

attributes.
 The negative effect of high price can be reduced if the high price is combined to

a high degree of liking or other justifications for the high price, such as perceived high

quality or some value-adding features (Grunert 2009).

If consumers choose among functional food products, price probably has a

similar effect on choice than if consumers choose among food products without health

claims (see e.g., Ares 2010 study of the impact of price)

It is necessary that the products your food cart business is selling are of good

quality and are offering customers with great value for their money

As they provide income to the sellers, they are also important in generating

employment. These foods are highly demanded both by the sellers and consumers

because of their tastes, easy availability, low cost, cultural and social heritage

connection, and being nutritional (Barro 2002; Buscemi 2011; Kok and Balkaran, 2014).

In a number of empirical studies, food quality has emerges as the most important

determinant of customer satisfaction (Namkung and Jang 2007) the combination of the

new medium for delivering high quality food to customers in the area had potential

positively impact all parties involve (Hovater 2011)

The Consumers International (2013) defined street food vendors as person who

sell varieties of food ranging from cereals and fruits to cooked meats and beverages on

streets and other kinds of related goods in public spaces including sidewalks and

alleyways. Muzaffar et al. (2009) and Hiemstra et al (2006) added that vendors are

commonly viewed in open spaces particularly in the cities that provide urban residents

with affordable, convenient and accessible retail options.

“Street foods are ready-to-eat foods and beverages prepared and/or sold by vendors

and hawkers especially in streets and other similar public places” (FAO 1989).

(Tinker 1987).The central characteristic of street foods in this definition is their

retail location that is “on the street.” To differentiate street food vendors from formal

sector food establishments, such as restaurants, the Equity Policy Center (EPOC) adds

the further qualification that street foods are sold on the street from “pushcarts or

baskets or balance poles, or from stalls or shops having fewer than four permanent

walls” cited Baybay (2016)

Acceptability of food for customers is a quality of product such as a have good

taste, low price and service from the owner. According to the Institute of Food

Technologists (IFT), sensory evaluation is a scientific method used to evoke,

measure, analyses and interpret those responses to products as perceived through

the senses of sight, hearing, touch, smell and taste (Stone and Sidel 1993; IFT 2007).

Sensoric attributes of the food products are perceived by the sensory organs like

eyes, tongue, nose, ear etc. by interacting with food components Kemp (2009).

Prefer ably sensory testing must be done using specially designed facilities. However,

where such facilities do not exist, researchers should create comfortable

environment as closely as possible (Chambers and Wolf 1996; Hough 2010).

The acceptance or rejection of food entirely depends on whether it corresponds

to consumer expectations and needs Mosca, (2015). According to Sinesio, Saba,

Peparaio Civitelli, Paoletti and Moneta (2018), there is a strong link between consumer

expectations of a given product and their acceptance of the product. It is indicated that
the positive belief on low-fat food products' in relation to health increases their

acceptability Hartmann (2018)

According to Piqueras-Fiszman, and Spence (2015), sensory characteristics of

food such as taste, texture, aroma, and appearance have distinct and influential effects

on food acceptability. In-store tasting is slowly becoming a common practice since

manufacturers are becoming more conscious about different methods of food

preparation which actually delivers most preferred products (Piqueras-Fiszman, &

Spence, 2015). The sensory cues based on food's aroma, taste, appearance, and

texture is extremely critical before, during and after eating Kostyra (2016)

In most cases, functional foods have low acceptability among various

consumers. With reference to Mouta, Menezes, and Melo (2016), functional foods are

mainly bought by consumers who are at least thirty five years. People consume these

foods for specific reasons. Some consume them for health benefits such as prevention

of diseases and access to protective properties of the foods. The main factor that

promotes acceptance of functional food is its health properties Mouta, Menezes, &

Melo, (2016)

As indicated by Cho, Yoon, Min, Lee, Tokar, Lee, and Seo (2016) [2] , laboratory

evidence indicate that attracting consumers with very pleasant food aromas such as

those of warm cookies or pizza can easily stimulate salivation, promotes prospects of

consumption and increase appetite. These effects increase the chances of food

product's acceptability.

a study conducted by Sinesio, Saba, Peparaio, Civitelli, Paoletti and Moneta (2018)

suggests that sub-threshold exposure of consumers to fruit aromas prior to a meal

event made participants choose more vegetable and fruit-based foods at the

subsequent meal. As indicated by Cox (2016), low protein diet modulates neural

responses in the brain sections that are associated with responses to savory food

aromas. (Tauferova 2015). Studies also indicate that people normally feel full after

consuming solid foods as opposed to the consumption of softer foods.

Bégin (2016), sheds more light on the effect of color on food perception and

acceptability. According to De Barros and Cardoso (2016), liquids that are consumed as

beverages do not normally suppress appetite and subsequent energy intake as

compared to solid or semisolid versions of the same liquid foods. Endrizzi, Torri,

Corollaro, Demattè, Aprea, Charles, and Gasperi, (2015) consumers use visual cues to

judge the quality of food they are meant to eat.

For a guide and give an instructions for the vendors they need a brochure to

provide researchers. Brochure as one of promotion media is created especially to be

kept and referred to again and again. It's expected that only people that are interested in

learning more about a product will pick up a brochure.

“Only proper application of the tools of instrumental rationality is need for

resolution, much as a “How to book provides an index of how to repair common

household problems”. Nathan Crick (2011)

According to Art Design (2013) To give more-detailed information than a flyer.

Brochures are used in direct mail campaigns as the follow-up to a postcard that was

mailed out to generate interest. Yoety (2010) states that brochure is a sheet, printed

with relatively good paper, lay-out attractively arranged with all the potential to be
promoted. So, brochure is a sheet or small booklet with lay-out attractively that

containing information about all the potential to be promoted.

According to Hartsook (2010,) informational brochure is used for the customer

who has learned of your company and has requested more information. Unlike

advertorial brochures, informational brochures can be crammed with information.”

(Harelik 2011, Hendreson 2012, Donahae 2013) in each book there is an

example recipe that blends add combinations of ingredients and methods that seem out

of place in a truck kitchens. Since late 2008 the community has produced food truck

specific books that chronocide food pre and cooking within truck offering insight on how

to perfect these dishes specific to mobile kitchen.

Bartolomew (2011) stated what started as a couple of food wagons parked early

this year has grown into a full on travelling food court. In the midst of a national

recession, chartsworth street was an oasis filled with customers looking for something

to eat and willing to pay a premium price.

(Symons 2008, Asmis 2010 and Rist 2010) food was used rhetorically to

articulate the means to achieve the good life.

Justine White (2009) using social science is and has been a way of latour. “ to

know what wehave in common world” Simmons (2009) Mobile food vendors told to

leave miracle mile.

Linnekin, Dermer and Geller (2012) state the speedy emergence of the food

truck industry could only have happened in Los Angeles Country there were already

over 3000 trucked permit in 2007.

 Greenz on wheels (2013) food trucks provides a lot of things, a quick meal on the

street a catered dinner for customers, a buttoned down business breakfast. Green on

wheel identifies a location of innovation, the test kitchen used for researching food

scape desires or trends in the behavior of actors.

 Chapter III

Methodology

This chapter discusses the research method used in the study. The instruments

used, the data gathering procedure and statistical treatment utilized in the analysis of

data.

Method of Research

The researchers used a descriptive Method in this Study. Researchers want to

understand about a topic. The researchers want to study about An Individual Mini

Mobile Food cart Vendor in Catanauan to Mulanay to provide the street food brochure

to lead the respondents to make a quality and safety products . The researchers used

descriptive-correlation method of research or survey in order to arrive at the desired

output of the study. This method will be used because it is the most appropriate and

applicable to know The Mini Mobile Food Cart Vendor in Catanauan to Mulanay

Descriptive studies are aimed at finding out "what is," so observational and

survey methods are frequently used to collect descriptive data (Borg & Gall, 1989).

Nature of descriptive function of research is heavily dependent on

instrumentation for measurement and observation (Borg & Gall, 1989). Researchers

may work for many years to perfect such instrumentation so that the resulting

measurement will be accurate, reliable, and generalizable.

Sample and Sampling Techniques

The researchers used purposive random sampling. The information will be

gathered from the An Individual Mini Mobile Food Cart Vendor.

The researchers will personally distribute of questioners to the respondents.

Description of Respondents

The respondents are the Catanauan to Mulanay Vendors to determined their

Product.

Research Instrumentation

The researchers will use a questioner type. A written in English, researchers

believe that through this method to become easier to answer.

Data Gathering Procedure

The researchers will make a question in gathering data using a written questioner

to easier answer by the respondents.

A letter was endorsed by the campus director which is at the same time, the

researcher’s adviser, after the permission had been granted the researches personally

administered the questionnaire to the respondents.

Statistical Treatment of Data

To assess the answer of the respondents the formula is used to arrive at

accurate and appropriate results.

Frequency and Percentage Distribution

This is used for the demographic profile and to summarize the distribution of the

respondents.

F
P= x 100
n

Where:

P=Percentage

F=Frequency

N=Number of respondents

100= multiple/constant

Mean

This used to determine the average of answer of the respondents on the

questionnaires provided.

∑x
x=
n
Where:

x = mean

∑x =sum of x

n = number of sample