A VALUATION STUDY OF BRAND ROMANCE & CONSUMER LOYALTY

FOR PUNGKO-PUNGKO FOOD BUSINESS

A Research Study

Presented to the

Faculty of the Mary Our Help Technical Institute for Women (Cebu), Inc.
Cebu Province

In Partial Fulfilment

of the Requirements for

PRACTICAL RESEARCH 2
ABM 12
Group 3

Dejan, Resha Mhae Members:

Leader Empasis, Licca Vivien

Galang, Maribel Rojane

Purgatorio, Tricia Mae

Recamadas, Rica Jane

MARCH 2020

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 TABLE OF CONTENTS

A VALUATION STUDY OF BRAND ROMANCE & CONSUMER LOYALTY

FOR PUNGKO-PUNGKO FOOD BUSINESS

Chapter I
THE PROBLEM

Introduction..................................................................................................................…...4

Conceptua lBackground......................................................................................................6

Conceptua lFramework..................................................................................................….7

Statement o Purpose.......................................................................................................….8

Significance of Study.....................................................................................................….8

Scope and Limitation....................................................................................................…..9

Definition of Terms........................................................................................................….9

Review of Related Literature.......................................................................................….11

Chapter II
Research Methodology
Design............................................................................. ............................................….25

Environment............................................................ ....................................................….25

Respondents ...............................................................................................................….26

Sampling Technique......................................................................................... ..........….26

Instruments...................................................................................................................….32

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Data Gathering Procedure............................................................................................….32

StatisticalTreatmentof Data .........................................................................................….32

Ethical Consideration..................................................................................................…..32

Refferences…………..................................................................................................…..35

APPENDIX A……….................................................................................................…..39

APPENDIX B……….................................................................................................…..40

APPENDIX C……….................................................................................................…..41

APPENDIX D……….................................................................................................…..43

APPENDIX E……….................................................................................................…..44

APPENDIX F………..................................................................................................…..45

APPENDIX G……….................................................................................................…..46

APPENDIX H……….................................................................................................…..47

Chapter I

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 THE PROBLEM

Introduction/ Rationale of the Study

Food is the basic need of every individual, and people used to eat or dine by the time
they felt a kind of starvation and most of the Filipino character is fund of snack
something that can alleviate hunger and since then Filipino tendency often time love to
mumbles or take something light food to sustain their cravings for food until dinner time.
Upon thorough experience, some of the Filipino people learn to create small business
that would earn good enough for their living. Luckily they found out that kind of
business obtain better output that would sustain their basic needs. The business was then
addressed as pungko pungko, a kind of superb food fit for the Filipino taste and pretty
much affordable and was mixed with a lot of spices served as an appetizer. Nowadays,
we can see at this contemporary, numbers of pungko pungko situated in consuming
corners wherein a throng of people usually transpired any time of the day. Thus, pungko
pungko become a name in a certain business due to its eating arrangement that barely a
customer sat every little space around the pungko pungko vendor. Now the pungko
pungko become rampant in our country, the Philippines. The pungko2 aims to market
cheaper food that an individual can afford to buy. Economy wise the consumer can able
to sustain enough energy and at the same time help their daily budget save minimal
amount that somehow be useful for their monthly dues.

This business has essential side and side of disadvantages. The significant side of
this business is that a low class consumer can acquire a little snug in having part of a
fraction in the course of their budget because in ten pesos amount of viand plus five
pesos amount of puso- arise that is being cooked using coconut leaves in systematic
weaving design which yield only in a total amount of 15 pesos wherein a consumer
having in a low class mode of living can surely afford to buy for it. Fifteen pesos at this
time is not anymore a good value of money if we will use this amount in a certain fast
food chains like Jollibee. What can we buy in this fifteen pesos using this money food
that can be eaten in a certain place like Jollibee, for sure no more. Wherein in pungko
pungko fifteen pesos become good enough to ebb starvation by acquiring little
satisfaction. In the side of disadvantages, pungko pungko is being displayed in an open
area and prone for a possibility of contamination. Pungko pungko also uses an artificial
vinegar most of the time and barely become savour thereby adding a lot of spices and
ingredients to satisfy consumer's taste where Filipino people like most. The reason why
pungko pungko, despite of the disadvantages until now the existence is visible enough it
is because of lack of sufficient source of income. Consumers most of the time ignores the
possible cause and effect of what they have consumed daily because they prefer to have
something in their stomach than to be starved the whole day. A lot of experts pronounce
the possible cause and effect of what they have eaten. It can be seen on the television,
can be heard in the radio, public rumours and it can also be experienced by the concern
itself the doctor’s advice, like for example, avoid eating too much oily food, do not eat
the scorched part of the barbeque, using artificial vinegar and etc. But despite this
unhealthy practice, Customers still continue to engage in pungko pungko food.

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There were several reasons why customers like to eat in pungko pungko base on the
information we have known, but majority was not focused to the health concerns
addressing pungko pungko business. Did the pungko pungko vendors practice proper
hygiene and maintains cleanliness in their selling area?
The purpose of the researchers is to make the pungko pungko vendors aware of
the food they use to market, thereby teaching them on how to avoid the would be
possibility of contamination that must be prevented so that the customers will get rid of
health risk, and their market display will be more presentable, neat and clean. Teaching
the vendor itself personal hygiene not only for their sake but most especially for the
customers.

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Conceptual Background

In a consumer-brand relationship, there’s a need of affection and romance. Brand is

accomplished when they considered the three dimensions of romance, namely; pleasure,
arousal an dominance.
Brand loyalty can be viewed as consumers’ repetitive and systematic purchase of the
same brand (Belaid&Behi, 2011:39). It is defined as the result of consistently positive
emotional experience, physical attribute based pleasure and arousal of an experience
which includes the brand, product and services. It was created by establishing and
maintaining the customer-brand relationships. Consumers become loyal when they are
satisfied enough. They become too loyal to a particular brand when the business
understands and takes action to the customer’s expectation. For the brand loyalty to exist,
consumers must have to form an emotional attachment with and be committed to the
brand (Liu, Li, Mizerki&Soh, 2012:924).

Brand Romance is defined as feelings and thoughts about a brand in consumers mind.
Brand pleasure means positive ties with the brand(Mugge et al., 2010.p.279). Consumer-
brand relationships are rooted in pleasure ( Li et al.(2012:136 and Mugge).The reason
why pungko pungko become the center of the Filipino’s heart is that the appetizing
aroma which spread out in the air and being translated directly to the olfactory nerve of
the consumer's aroundvicinity which become a brand pleasure to the consumer, and the
edible aroma become a brand arousal that triggers the customers to feel instant eagerness
to take a taste and once it is tasted, it is always wanted and then this become a brand
dominance because it is being dominated by a colloquial and systematic way of
arrangement that profusely entice a customer to take a dine for its consciousness
satisfaction. The accumulation of these three systems become a brand romance wherein
every consumer acquires a certain vice such as food trip, and that manner will earn if a
profound customer's loyalty.

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Conceptual Framework

7
Statement of Purpose

This study aims to determine the extent of brand romance and consumer's loyalty for
oingko ongko food business as perceived by the respondents of Minglanilla in terms of
their experience of small self service eateries during the academic year 2019-2020.

Specifically , the study attempts to answer the following questions:

1. What is the profile of the consumers of Pungko-pungko food business in Minglanilla i
n terms of the following:
1.1 Age
1.2 Gender
1.3 Status
2. What is the most dominant?
2.1 Arousal
2.2 Pleasure
3.What are the insights of the consumers with the following pungko pungko practices
3.1 reusing of cooking oil
3.2 food display in an open air and prone to contamination
3.3 No even small lavatory for hand washing
3.4 Improper disposal of leftover food

Significance of the Study

The findings of the study are significant and beneficial to the business, suppliers, vendor
s, consumers and in the community in general.
Pungko- Pungko Business. This study helps the customer's to get some information and p
rovide effective strategies in its possible mandated functions such as extension services a
nd production.
Business - This would be beneficial to the business their business’ income will increase.
It also visualize more developed business.
Suppliers -This would be beneficial to the suppliers since the demand of their supplies w
ill increase.
Vendors - there are many people who are in need of job and this is a great opportunity fo
r them to earn money when engaging in such business.
Consumers - The consumers will be a great advantage to a business since they are the o
ne who buys or uses goods and services since they are the source of income to the busin
ess.
Community - It would be a great benefit to the community so that they will become kn
owledgeable about the effect when buying products from a pungko- pungko business.

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SCOPE AND DELIMITATION

This study is focused on the assessment of the nutritional value in the pungko pungko
food business and the street vendors’ performance in terms of safety and quality of their
products in Minglanilla. Also, this study aims to determine why pungko pungko is
predominant until now and how brand romance and consumer loyalty affect the pungko
pungko food business.

DEFINITION OF TERMS

In writing our research paper, we used terms relevant to our topic to be discussed that
may not be familiar to the readers. We unlocked some of these unfamiliar words in our
research paper in order to provide clarity and mutual understanding to the readers
regarding the terms we used to support the details and to create accurate information in
our research paper. Unlocking unfamiliar words is very important in the research paper
because it is very convenient for the readers to deeply understand the information since
the key or important words in the study are clearly defined.
This is to make sure that the readers understand the essence of our research paper and
relate with the terminologies we used. Here are some of the unfamiliar words we have
unlocked by researching in online dictionary.
Pungko-pungko - is a term to describe the manner of eating in which customer’s seat on
small, low benches along the road with trays containing a wide array of dishes.
Brand Romance - defined as feelings, thoughts and reactions about a brand in
consumers mind.
Brand Loyalty - The tendency of some consumers to continue buying the same brand of
goods rather than competing brands.
Brand Dominance - When such a strong emotional connection is created that an
audience not only refers peers, but also rallies behind the brand in pursuit of the brand’s
own growth.
Brand Arousal - defined as a conscious effective assessment a consumer experiences
when encountering a brand.
Brand Pleasure - is a feeeling of love, charm, desire, enjoyment and appreciation
towards a brand.
Valuation - is an estimate of how much a business, property, antique or any asset is
worth. It is an estimate of the company’s overall worth.
Vice- a habitual and usually trivial defect or shortcoming
Olfactory Nerve- - either of the pair of nerves that are the first cranial nerves and that
arise in the neurosensory cell of the nadal mucous embrane and pads to the anterior prt of
the cerebrum
Propensity- an often intense natural inclination or preference
Cognition- act of getting to know, comprehension, investigation
Alleviate - make ( suffering, deficiency, or a problem) less severe
Vicinity - the area near or surrounding a particular place
Colloquial - used in ordianry or familiar conversation; not formal or literary

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REVIEW OF RELATED LITERATURE AND STUDIES

Review related literature and studies describes how the proposed research is related to
prior research in statistic, provide foundation of knowledge on topic, identify areas of
prior scholarship to prevent duplication, and give credit to other researchers. Reviewing
the literature and studies make us see what came before, and what did and didn’t work
for other researchers. It is also to demonstrate our understanding and our ability to
critically evaluate research in the field.

Related Literature

General Profiling
A consumer survey was conducted in a university fastfood mall to determine the food
consumption and buying patterns of Philippine university students. The survey
established that a typical fastfood consumer in the test university foodmall is female
between 16 and 22 years old, with a purchasing capability of ≤ US$1.79 for a complete
meal, and who generally frequents the mall only once a day during weekdays.
Wholesomeness, affordability and variety of the foods were the general basis for
satisfaction of the typical student consumer.(Azanza, 2009)
Consumers can find all kinds of foods in street market that can make street food market
very popular today. However, the customers could not expect excellent service at the
street food like when dining in a restaurant because the vendors had a maximum four
workers, so self service was the best service at the street food.The locations were along
the road side close to residential area, work places, schools, railway station, shopping
areas and temples. These places were easily accessible by general consumers who used
various transportation modes. There were these three groups of consumers: first group
was students who studied in school aged lower than 20 years old, second group was
consumers age range were between 20 to 60 years old, and the third group was
consumers aged more than 60 years old. Most of consumers were residents in NST
province and their age range was between 20 to 60 years old. Except the NST residents,
it was also found a few of tourists who purchased street food because their
accommodations were located in the down town area and surrounded with several food
stalls; however, the street food in this province was not a famous tourist destination like
other provinces, so the group of tourist was not the main group of consumer
here.(Shahrim 2014)

Consumers Loyalty

Customer loyalty over time guarantees the future of a business’ profitability. Loyal
customers are increasingly valuable the longer that they’re loyal. Companies seeking to
safeguard and grow their revenue should focus on increasing the loyalty of existing
customers rather than focusing primarily on customer acquisition. With the right mindset
and organizational commitment, increasing customer loyalty is an attainable goal and
one that should be a company priority. (Lim, 2018)

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Loyal customers are overwhelmingly more profitable than other customers because loyal
customers do more for a business than purely generating revenue during purchases.As
stated in Accenture’s report, 55% of consumers tell their friends about the brands that
they’re loyal to, with 12% being loyal enough to applaud brands and defend them against
detractors on social media.Brand evangelists and brand defenders are often customers
who have the deepest level of experience with a brand and they provide accurate
information to their friends and social media followers and behave like another
marketing channel. Customers trust what their friends say about companies and this
heavily influences their purchasing decisions. (Lim,2018)

Studies have shown that acquiring a new customer costs an average business around 5-
25X more than re-selling to a current one. Moreover, it was found the existing customers
spend 67% more than the new ones. That being said, it’s clear that customer loyalty pays
off. (Jovancic, 2019)

The importance of customer loyalty impacts almost every metric important to running a
business. Without happy customers that continue to buy from you, the business won’t
survive. New customers tend to cost more to acquire, and don’t spend as much money as
loyal, repeat customers. Keeping customers coming back for more is critical to business
success. And it’s why short term profit grabs don’t work. Loyal customers are just better
for business: they help you grow and they keep profits high. To operate a business
revenue must be greater than expenses. If it takes $100 to convert a potential customer to
a buyer, they need to spend at least that much with your business for you to break even.
Customer Acquisition Cost (CAC) will often include items like marketing spend, sales
labour and software cost. All those costs add up: Bain & Company believe that most
businesses need to retain customers for at least 12 to 18 months to break even on cost of
acquisition. The importance of customer loyalty isn’t just a nice idea, it’s necessary to
keeping the business afloat. (Chambers, 2018)

In fact, directing resources towards improving customer loyalty is one of the best
investments a business can make.

Brand Romance

According to Patwardhan and Balasubramanian(2011:304) a need exists to investigate

the effect of brand romance within consumer?brand relationship research. Based on the
findings of their research, Patwardhan and Balasubramanian (2011:299) advocate that
threeunderlying dimensions should be considered when determining brand romance,
namely pleasure, arousal and dominance.Li et al. (2012:136) and Mugge,
Schiffersteinand Schoormans (2010:279) state that consumer?brand relationships are
rooted in pleasure. For this reason, Patwardhan and Balasubramanian(2011:299) argue
that brand romance also starts with pleasure. Since a particular level of pleasure as
opposed to displeasure can be used to determine satisfaction, cell phone marketers
should provide satisfactorybrands to stimulate emotional bonding and elicit pleasure
(Mugge et al., 2010:279). Although positive emotional responses to brands have been

11
termed brand affect, this study considers the association of positive feelings toward
brands as pleasure, the label used byPatwardhan and Balasubramanian (2011:299) when
examining this particular dimension of brand romance. The pleasure dimension of brand
romance includes an attraction to the brand (Patwardhan & Balasubramanian, 2011:299).
They have considered consumer attraction to the brand as an important
dimensionBalasubramanian, 2011:299). According to Tsai(2011:530) brand loyalty is
established through holistically considering the utilitarian, emotionaland symbolic
(congruence with self-image and social image) value of the brand. Even though
Patwardhan and Balasubramanian (2011:304) maintain that brand romance predicts
brand loyalty, the underlying dimension of brand romance should, for this reason, also
predictbrand loyalty.

Brand loyalty

Brand loyalty can be viewed as consumers’ repetitive and systematic purchase of the
same brand (Belaid & Behi, 2011:39). For true brand loyalty to exist, consumers have to
form an emotional attachment with (Liu, Li, Mizerki & Soh, 2012:924), and be
committed to the brand (Wilson, Zeithaml, Bitner & Gremler, 2012:41). Chitty, Hughes
and D’Alesandro (2012:232), Petruzzellis (2010:616) andargue that brand loyalty is
created by establishing and maintaining consumer-brand relationships. The reason why
organisations want to establish and maintain brand loyaltyis clear: brand loyalty is
imperative for successful financial performance (Castro & Pitta, 2012:126;Kuikka &
Laukkanen, 2012:534). Other advantages of pursuing brand loyalty include the fact that
brand-loyal consumers are less price-sensitive (Hawkins & Mothersbaugh, 2013:680),
they act as effective ambassadors for the brand (Hess et al., 2011:14), and they are less
likely to be influenced by competitors’ marketing efforts or to switch to competitors
(Hoyer et al., 2013:252; Wang & Li, 2012:149). Brand loyalty thus results in reduced
marketing costs and an increased share of consumers’ spending, critical for cell phone
marketers in a fiercely competitive market where it is easy toswitch between brands
(Tubbs, 2012; UNICEF,2012:6).To consumers, brand loyalty providesconfidence that
the brand to which they are loyal will satisfy their needs better than competing brands.
This confidence is instilled through intangible benefits inherent in the brand, resulting in
consumer-brand relationships (Lazarevic, 2012:55-56). Consumer-brandrelationships
that increase brand loyalty arethus of importance to both academics and practitioners
(Ismail & Spinelli, 2012:387).Someone explains that the value of pursuing consumer-
brand relationships lies therein that some forms of consumer-brand relationships result in
a sense of enduring attachment. For this reason, an emotional attachment is necessary for
consumers to act as partners in consumer-brand relationships (Long-Tolbert & Gammoh,
2012:391). Brand attachment can be defined as a deepseated passion for the brand and is
characterised by consumers determined to possess the brand and a willingness to make
sacrifices for this purpose (Tsai, 2011:531). Emotions thus contribute to establishing
brand attachment. Considering emotional (or affective)aspects when trying to build
brand loyalty istherefore important as brand attachment positively impacts brand loyalty
(Hwang & Kandumpully,2012:103, 105; Papista & Dimitriadis, 2012:Although it was
found that brand attachment had a greater impact on brand loyalty than brand
commitment (Tsai, 2011:530-531), previous research also established that brand

12
attachment indirectly affects brand loyalty through impacting brand commitment (Belaid
& Behi, 2011:43) and brand trust (Belaid & Behi, 2011:43; Song, Hur & Kim,
2012:337). Patwardhan and Balasubramanian (2011:299, 304) have established brand
romanceas an emotional attachment to the brand which does affect brand loyalty.

Brand Pleasure

Pleasureincludes attraction to the brand and feelings of love, charm,desire, enjoyment,

excitement, and appreciation. It creates joy, for you will be happy of what the brand
gives or offers and how it satisfy you.

Brand Arousal
Arouse your feelings as a consumer, you will felt this if you’ll attain and have pleasure
to a particular brand. You will be engaged to buy and love that particular brand you
want or like.

Brand Dominance

Having a brand strategy will enhance your confidence as an entrepreneur and ultimately
place you in a position of authority. Personal brands and companies that understand this
and stay consistent in their pursuit will eventually have loyal customers that not only
refer them but also rally behind them. It is called Brand Dominant. It is when such a
strong emotional connection is created that an audience not only refers peers, but also
rallies behind the brand in pursuit of the brand’s own growth. Brand Dominance isn’t
necessarily about making buku bucks. Brand Dominance is about being the source. To
become the one place where people go for expertise, advice, inspiration, encouragement,
tactical strategy or whatever position of authority the brand strives for.

Street Food

The street foods play an important socioeconomic role in meeting food and nutritional
requirements of city consumers at affordable prices to the lower and middle income
groups and are appreciated for their unique flavors and convenience. Street foods also
assure food security for low income urban population and livelihood for a significant
proportion of the population in many developing countries. Street foods are described as
wide range of ready-to-eat foods and beverages or prepared at home and consumed on
the streets without further preparation. These food items are usually sold by vendors and
hawkers in the streets or other similar public places. While street vended foods are
appreciated for their unique flavors as well as their convenience, they are also important
in contributing to the nutritional status of the population. In contrast to these potential
benefits, it is also recognized that street food vendors are often poor, uneducated, and
lack knowledge in safe food handling, environment, sanitation and hygiene, mode of
food display, food service and hand washing, sources of raw materials, and use of
potable water.
Consequently, street foods are perceived to be a major public health risk. For the sake of
public health, it is important to understand the epidemiology of foodborne illnesses

13
because it will help in prevention and control efforts, appropriately allocating resources
to control foodborne illness, monitoring, and evaluation of food safety measures,
development of new food safety standards, and assessment of the cost-effectiveness of
interventions. The microbial risk of food poisoning will be associated with street food in
order to determine the magnitude of the problem, risk factors, monitoring and
surveillance, and measures of control. Inadequate refuse disposal facilities lead to the
accumulation of refuse at food vending sites. This leads to an increased pest population
and resulted in an increased risk of food contamination. (Md. Khairuzzaman, 2014 et
al.)

Reusing of cooking oil

Due to the heavy usage of oil in restaurants and households alike, oil is recycled for
economic purposes. How safe is this practice of reusing cooking oil? The reused oil does
not contain the nutritional benefits your body needs. A study conducted by the students
of Surgical Gastroenterology Department at the Madras Medical College (MMC)
revealed that 90 percent of those suffering from esophagus cancer had been consuming
food prepared with reheated or reused cooking oil. The study also stated that most street
food is made with reused oil and contains food additives rich in saturated and trans fat
that can be carcinogenic or trigger cancer. When you store used oil, bacteria begins to
feed on the food particles left in the oil. This can lead to fatal food poisoning. Very few
people are aware of the dangerous effects of recycled cooking oil. It is now time to
understand them and adapt ourselves to healthy cooking habits. Some bad cooking habits
are difficult to break and we are also often unaware of the hazardous effects of certain
cooking practices.(Adavi, 2015)
Reused oil can create highly charged free radicals, or uncharged molecules with unpaired
electrons, which can be carcinogenic. These free radicals attach themselves to healthy
cells. This can result in an increase of bad cholesterol levels and block arteries as well.
Spanish researchers found that people whose kitchens combined any type of oil that had
been reused many times were more likely to have high blood pressure than people whose
cooking oils were changed frequently.Some other hazards of reusing cooking oil include
the following: acidity, heart diseases, Alzheimer's, Parkinson’s disease and irritable
throat. Nutritionists recommend using a fresh batch of oil each time to avoid such
diseases. (Adavi, 2015)

Food display in an open air and prone to contamination

In many instances, the vending sites are not included within the city or town plans, and
therefore amenities such as refuse collection are not available. City authorities are often
faced with the dilemma that if they provide services to illegal operations, this will imply
recognition of these operations. At the same time, because the vending operations are
illegal and vendors do not contribute anything towards the maintenance of infrastructure
or provision of public services, therefore, they are not entitled to the service. This
contributes to further deterioration of the hygienic condition of the area where the foods
are vended. Poor sanitary conditions in the area where foods are vended also contribute
to poor food storage and transport conditions. Street food vendors in some cities obtain

14
their vegetables, maize meal, and other condiments from licensed shops, and therefore
there is less concern regarding the safety of these raw materials. However, most of the
vendors have no fixed stalls where they can store their raw materials on site. They
usually store their goods at home overnight and transport them the following day, often
improperly covered, to their operating sites. Thus, the food becomes prone to
contamination during transportation. (Md. Khairuzzaman, 2014 et al.)

No even small lavatory for hand washing

Street food safety is influenced starting from the quality of raw materials to food
processing and storing and similar steps in the process. Besides the fact that raw
materials used in these products are of poor quality, these foods are stored under wrong
and unsafe conditions for a longtime. Selling points of street food have a limited
infrastructure as regards to clean drinking water, toilets, freezing-ice creams, disinfection,
hand washing, and removal of wastes. In most cases, since water does not come from
taps constantly, water storage is required and this kind of water is not appropriate for
hand or dish washing, cooking, or drinking, and contamination factors occur. (Hanashiro
et al., 2005; Lucca and Torres, 2006). Of course in a street food it is important to wash
your hands. There are a few simple reasons which explain the importance of proper hand
washing. These include: Diarrhoea caused by poor hygiene is the 4th leading cause of
death among Filipino children. With simple changes to our everyday lifestyle and
ensuring that we and our children understand how to wash hands properly means we can
reduce this risk. Often, germs are spread through inhalation of fine droplets produced
when we sneeze or cough which is often done into our hands. Washing your hands
thoroughly afterwards or using a tissue instead will help reduce the risk of spreading
these germs. Washing hands can also help reduce the risk of falling ill through food
poisoning, which can be contracted if food prepared has not been properly handled. Our
hands are the part of the body that most come into contact with surfaces that could be
covered in bacteria, such as kitchen sides, bathroom sinks and door handles. Often, we
then touch our eyes, noses and mouths which is how bacteria and viruses gain access to
our bodies to make us ill.

Related Studies

General Profiling

Open-air selling by vendors may encourage consumers to buy food on impulse. Food
sold on streets involves sensory cues that strongly induce impulse buying. Unlike normal
buying behavior, impulse buying is greatly affected by emotion, but it may also be
explained by cognition. Data were collected from 361 consumers who were 18 years or
older and had purchased food from mobile vendors at a participating festival or event in
the United States. The proposed relationships were tested using structural equation
modeling and hierarchical multiple regression analysis. In terms of direct effects, Study 1
found that sensory cues or street foods were positively related to arousal, pleasure, and
the urge to buy impulsively and were negatively related to perceived risk; arousal and
pleasure were positively associated with the urge to buy impulsively; perceived risk was

15
negatively associated with the urge to buy impulsively; and the urge to buy impulsively
was positively linked with impulse buying behavior. Further, arousal, pleasure, and
perceived risk partially mediated the relationship between sensory cues and the urge to
buy impulsively. Study 2 concluded that perceived human crowding moderates the effect
of arousal and pleasure on the urge to buy impulsively and, in turn, impulse buying
behavior. Food neophobia had no moderating effect. The study findings add to the
understanding of consumer impulse buying in the context of street food. In addition to its
contribution to the literature, practical applications that mobile food businesses could use
to attract and retain customers are provided. (Chihyung Ok Carol W. Shanklin2016)

Consumers Loyalty

Customer Loyalty on the other hand has two definitions. Customer Loyalty consists of
loyalty behavior (also referred to as customer retention) which is the act of customers
making repeat purchases of current brands, rather than choosing competitor brands.
Secondly, Customer Loyalty encompasses loyalty attitudes which are opinions and
feelings about products, services, brands, or businesses that are associated with repeat
purchases. At times, customers display loyalty behavior without having loyalty attitudes.
Vice versa, occasionally customers show loyalty attitudes without exhibiting any loyalty
behavior. Customers are the link to your business success. Your business simply cannot
afford to lose customers to your competition. Customer satisfaction and customer loyalty
should be incorporated into the long-term goals of your business. Your business can do
this by creating a plan for customer satisfaction feedback into the overall business plan.
A plan to survey customers to measure customer satisfaction can be a simple and easy
way to keep the loyalty of your customers. Asking customer satisfaction and loyalty
questions can help your business gather the insights you need to keep your customers
happy. The difference between customer satisfaction surveys and customer loyalty
surveys is that customer satisfaction surveys are focused on measuring customers’
current attitudes, where as customer loyalty surveys focus on predicting customer
behavior and attitudes. As you begin your plan to measure customer loyalty, consider
online survey software. With online survey software, you can either create a separate
customer loyalty survey or include customer loyalty focused questions within a customer
satisfaction survey. Regardless of your survey research method, having an understanding
of customer loyalty is an indispensable piece to the success of your business.

Brand Romance

Brands are not just products that could bring benefits, but they are also the reasons why
we have to live with for the rest of our lives. Brand romance can be defined as feelings,
thoughts and reactions about a brand in consumers mind.We, people wants to have a
brand depends on what we like or love. Yet, every brand expects to be loved and to be
bought. The brand’s romance is also mean as brand’s appeal and attraction. Love,
desire, pleasure, enjoyment, and excitement are from the same group of feelings with
romance. They arouse a feeling of longing for a specific brand within the consumer and
direct him to it. But romance is defined different from these feelings. Brand romance has

16
defined as a response to the brand, a tendency of the brand to dominate the consumer’s
cognition (Patwardhan and Balasubramanian, 2011).According to Patwardhan and
Balasubramanian (2011:304) a need exists to investigate the effect of brand romance
within consumer-brand relationship research. Based on the findings of their research,
Patwardhan and Balasubramanian (2011:299) advocate that three underlying dimensions
should be considered when determining brand romance, namely pleasure, arousal and
dominance.
Li et al. (2012:136) and Mugge, Schifferstein and Schoormans (2010:279) state that
consumer-brand relationships are rooted in pleasure. For this reason, Patwardhan and
Balasubramanian (2011:299) argue that brand romance also starts with pleasure.
Particular level of pleasure as opposed to displeasure can be used to determine
satisfaction. Yet, marketers should provide satisfactory brands to stimulate emotional
bonding and elicit pleasure (Mugge et al., 2010:279). Although positive emotional
responses to brands may have been termed still brand which affect this study considers
the association of positive feelings toward brands as pleasure, the label used by
Patwardhan and Balasubramanian (2011:299) when examining this particular dimension
of brand romance. The pleasure dimension of brand romance includes an attraction to the
brand (Patwardhan & Balasubramanian, 2011: 299). Consumer attraction to the brand as
an important dimension of brand loyalty is quite helpful. Pleasure could thus affect brand
loyalty (Chaudhuri & Holbrook, 2001:82, 88; Kim, 2012:431; Mugge et al., 2012:279;
Ye, Bose & Pelton, 2012:198). For this reason, the possible impact of the pleasure
dimension of brand romance on brand loyalty becomes evident.
Considering emotional responses to consumption, arousal also directly influences
consumers' actual purchase behaviour (Li et al., 2012:135). Emotional arousal (which
extends beyond affect or preference) can be the motivation for consumption, since
consumers become involved with the brand (Holbrook & Hirchman, 1982:93; 133). Such
intense positive feelings causing arousal constitute the second dimension of brand
romance, labelled as arousal (Patwardhan & Balasubramanian, 2011: 299). Emotions,
such as pleasure and arousal, affect consumers' activity, intention and reaction with
regard to consumption behaviour (Li et al., 2012:135) as well as brand loyalty.
According to Patwardhan and Balasu-bramanian (2011:299) the last dimension of brand
romance, namely dominance, captures the brand's propensity to engage the consumer's
cognition.
Three Dimensions:

1. Brand Pleasure
A feeling of happy satisfaction and enjoyment. synonyms: happiness, delight, joy,
gladness, rapture, glee, satisfaction, gratification, fulfillment, contentment,
contentedness, enjoyment Mostly it is used or intended for entertainment rather than
business.

2. Brand Arousal
The action or fact of arousing or being aroused.

3. Brand Dominance

17
Dominance dimension is defined as the brand’spropensity to engage the consumer’s
cognition.

The consumer brand relationship startswith pleasure dimension, which means positive
ties with thebrand (Mugge et al., 2010. p. 279). When the stimulus of brandgives
pleasure to the consumer, this dimension occurs. Pleasureincludes attraction to the brand
and feelings of love, charm,desire, enjoyment, excitement, and appreciation (Patwardhan
andBalasubramanian, 2011. p. 299). If these feelings are intenselyfelt, arousal dimension
of the brand romance occurs. Also whenliking, involving, positive attitudes, and
affiliation reach apeak level, arousal level occurs. Indeed arousal is proposedas the
second dimension of brand romance. Dominance dimension is defined as the
brand’spropensity to engage the consumer’s cognition (Patwardhanand
Balasubramanian, 2011. p. 299). It is about consumers’ cognitive process and power of
dominating their mind.
Whenbrands become part of consumers’ lives or consumer’s psycheand lifestyle
dominance dimension of brand romance may occur. When brands became an inseparable
part of consumer’s psychological processes, the dominance emerge.Sometimes
dominance dimension may have negative results.Dominance may be perceived as
negative when it limits thefreedom to think or act; but when it does not limit freedom, it
isactually preferred and can effect repurchase behavior or brandloyalty whether you like
it or not. The number of studies on brand romance has recently increased. Sarkar (2011)
investigated the antecedents and outcomes of brand romance.
The results indicated that, if the consumer has been satisfied with the brand, undergoes a
positive brand experience, and takes pleasure from it, he feels a romantic love toward the
brand. Consumer with brand romance may be loyal to his brand, spread positive ideas
about his brand, and willing to pay premium. There is a mediator effect of other variables
such as romantic brand love and customer delight on the relationship between brand
loyalty and satisfaction. Patwardhan and Balasubramanian (2011) investigate the effect
of brand romance and which dimensions of brand romance predict brand loyalty more.
According to the findings, the brand pleasure has more effect on brand loyalty. The other
result is that brand romance explains loyalty significantly better than attitude and it is a
reliable and valid construct. Amin and Malin (2012) investigate antecedents of emotional
attachment and loyalty towards brands.
According to the results, developing loyalty and emotional attachment to brands is
depending on quality, trust, image, timeless fashion, and tradition. After these factors,
consumers want to have brands more. Sarkar et al. (2012) conceptualized and measured
consumers’ romantic love feelings for brands. Also, the antecedents and consequences of
romantic brand love constructs have been investigated. According to the results it is
determined that brand love involves intimacy and passion; these two factors have
significant positive influence on word-of-mouth communication and repurchase
intention. Kruger et al. (2013) investigated relationships between brand loyalty, attitude,
and romance. The results indicated that there are significant and positive relationships
between brand romance, brand attitude and brand loyalty, but the level of loyalty is low.
Patwardhan and Balasubramanian (2013) investigated the relationship between brand
romance and brand love. According to the results there is a positive relationship between
brand love and brand romance and brand romance may or may not develop into brand

18
love. Also, as long as a brand offers opportunities for novel experience, the attraction
stays strong. Petzer et al. (2014) researched brand romance and this feeling’ influence on
brand loyalty in a competitive cell phone industry. Results indicate that consumers have
brand pleasure and arousal dimension of brand romance with their cell phone brands
more but these brands are less dominant in their minds. The other result is that
consumers not have strong levels of brand loyalty towards their brands and the three
dimensions of brand romance have significant effect on brand loyalty. Some other
authors have perceived emotional attachment to brand differently (Mugge et al., 2010;
Belaid and Behi, 2011; Hwang and Kandampully, 2012). Although emotional attachment
to brand has been a topic of interest recently there is limited studies about brand romance
as emotional attachment (Patwardhan and Balasubramanian, 2011; 2013; Sarkar, 2011;
Sarkar et al., 2012; Amin and Malin, 2012; Kruger et al., 2013; Petzer et al., 2014).
Some studies have dealt with brand romance only in terms of its outcomes such as brand
loyalty (Amin and Malin, 2012; Petzer et al., 2014). Few detailed studies have dealt with
the antecedents and outcomes of brand romance together (Sarkar, 2011; Patwardhan and
Balasubramanian, 2011, 2013; Sarkar et al., 2012; Kruger et al., 2013). Although the
number of studies on the influence of brand romance on brand loyalty increased, there
are limited studies evaluating the relationship between dimensions of brand loyalty and
romance. For this reason, basically in this study, we tried to determine the romantic
dimension which has the greatest effect on brand loyalty.

Pungko-Pungko Business/es
It generally mean as to sit-upon or to squat businesses, mostly located in public places.
You could only hear that word in the Philippines specifically in Cebu. It is a local food
business, a small one. Somehow you could see a lot of them in a kiosks or booths. It is
similar to street foods, where they are selling food to eat. According to google, pungko-
pungko is a term used to describe the manner of eating in which customers sit on a small,
low benches along the road with trays containing a wide array of dishes displayed on
tables in front of them.
Nowadays, you can find pungko-pungko stalls just about anywhere. Normally, pungko-
pungko have a wide selection of fried food ranging from lumpia, bola-bola and many
more.However, their stalls are limited.

Using of cooking oil

Reusing cooking oil without using a deep fryer is extremely harmful to your health,
according to the nutritionist. “Reusing cooking oil increases the cholesterol, creates
peroxides acid , causes cancer, attacks organ cells and can infect the white blood
cells.”What happens when oil is heated repeatedly? When heated repeatedly, changes in
physical appearance of the oil will occur such as increased viscosity and darkening in
colour, which may alter the fatty acid composition of the oil. Heating causes the oil to
undergo a series of chemical reactions like oxidation, hydrolysis and polymerization.

No even small lavatory for hand washing

19
Every person who works in or around food has the potentialof contimanating a food with
bacteria and viruses that are present on our bodies. An important way to prevent food
contimanating is to maintain a high standard of personal hygiene and cleanliness. Even
healthy people carry food poisoning bacteria on their bodies. By touching parts of your
body, such as your nose, mouth, hair, or your clothes you can spread bacteria from your
hands to the food. Good personal hygiene also makes good business sense. Costimers
like to see food handling staff who take hygiene seriously and practise safe food
handling. Food handlers' personal hygiene practices and cleanliness must minimize the
risk of food contimination. (
Christopher G. Calopez, Chindy Mae L. Herbalega, Cora J. Canonicato, Manilyn F.
Españo, Algeline Joanne M. Francisco... Food Safety Awareness and Practices of street
food and vendors in Iloilo City [2017 CEBU International Conference on Studies in Arts,
Social Sciences and Humanities (SASSH-17) Jan. 26-27, 2017, Cebu (Philippines)]

Improper disposal of left over food

Nowadays, we are suffering environmental dilemmas such as global warming, flash

floods, and etc. One of the causes of these problem is the misbehavior of the people
towards waste management. Some people are reckless in throwing their garbage. They
do not think of the possible results of their actions on the environmental as well as on
health.Waste disposal can be defined as any method used to discard unwanted substances
or materials. Poor waste disposal activities engender severe environmental problems on a
location.
Improper waste disposal is the disposal of waste in a way that has negative consequences
for the environment. Examples include littering,hazardous waste that is dumped into the
ground,and not recycling items that should be recycled.
CAUSES
1. Ignorance: Ignorance of people about proper waste disposal.People are unaware of
consequences of their unwise acts.
2. Laziness: Can cause improper garbage disposal because people not following the
correct rules of proper waste disposal their always throw it what place they want and
they have no care what will be the effect of it.
3.Greed: Can cause improper garbage disposal for example burning tires of wheel and
plastic instead of keeping it or trade the excess automobile cars tires to maximize on it.
EFFECTS
1. Affects our Health: Like lung disease,heart problem,skin irritation,problem or
abnormality in breathing and more.
2. Affects our Climate: As some waste decomposes,it releases greenhouse gases into
the athmosphere.Like trapping of hear on earth that may effect of abnormality of weather
condition like more storm or typhoon coming per year is happening until now.
3. Air Pollution: The open burning of waste causes air pollution or greenhouse
affects.for example burning of rubber and plastic.
4. Soil Contamination: Is caused by the presence of man made chemicals,the softness
of the ground,having smelly soil vapor and other alteration in the natural soil
environment.

20
5. Infections to humans: Skin irritation and blood infections resulting from direct
contact with waste,and transmitting bacteria from waste to infected wounds.

How can we solve this?

Decomposed
Decomposed your waste is an option for getting rid of your households waste. You can
compost losts of items: food waste, animal waste, yard waste,and much more.
Recycling
Recycling waste is another option for getting rid of waste. There are many different
things that are recyclable: paper, tin, aluminum, plastic and much more.
Buy products that are good for the environment
Instead of purchasing those plastic pop bottles, find a way that you can buy things that
are more environmentally friendly. Some of this include bottle openers, calendars,
coloring books, and much more.
It is very sad to know that many lives have been sacrificed because of this calamities
that have come. Many places in the Philippines are down to flood every time when
typhoon comes and worst, a large number of families have lost their shelters and have
nothing left for them. Their wealth was ruined by storms, floods, etc. We are
experiencing very hot weather because of greenhouse effect and global warming. Many
kinds of disease occur because of untidy surroundings. Others can no longer smell the
breath of fresh air. All of this are the effects of improper waste management.
So what are you waiting for, stop improper disposal. And we do the Reduce, Reused,
Recycle for the betterment of our country.

Overall Summary
Review-related Literature or RRL focuses on literature/s on different journal/s about
consumers loyalty, brand romance and it answers our statement of the problem. RRS are
the studies we have put in together to create and do the same thing as the literature but
quite different since it’s not really supported.

RRL:
Consumers Loyalty
Customer loyalty over time guarantees the future of a business’ profitability. Loyal
customers are increasingly valuable the longer that they’re loyal. Companies seeking to
safeguard and grow their revenue should focus on increasing the loyalty of existing
customers rather than focusing primarily on customer acquisition. With the right mindset
and organizational commitment, increasing customer loyalty is an attainable goal and
one that should be a company priority. (Lim, 2018)

Brand Romance
According to Patwardhan and Balasubramanian(2011:304) a need exists to investigate
the effect of brand romance within consumer?brand relationship research. Based on the

21
findings of their research, Patwardhan and Balasubramanian (2011:299) advocate that
threeunderlying dimensions should be considered when determining brand romance,
namely pleasure, arousal and dominance.Li et al. (2012:136) and Mugge,
Schiffersteinand Schoormans (2010:279) state that consumer?brand relationships are
rooted in pleasure. For this reason, Patwardhan and Balasubramanian(2011:299) argue
that brand romance also starts with pleasure. Since a particular level of pleasure as
opposed to displeasure can be used to determine satisfaction, cell phone marketers
should provide satisfactorybrands to stimulate emotional bonding and elicit pleasure
(Mugge et al., 2010:279).
Brand loyalty

Brand loyalty can be viewed as consumers’ repetitive and systematic purchase of the
same brand (Belaid & Behi, 2011:39). For true brand loyalty to exist, consumers have to
form an emotional attachment with (Liu, Li, Mizerki & Soh, 2012:924), and be
committed to the brand (Wilson, Zeithaml, Bitner & Gremler, 2012:41). Chitty, Hughes
and D’Alesandro (2012:232), Petruzzellis (2010:616) andargue that brand loyalty is
created by establishing and maintaining consumer-brand relationships.

Brand Pleasure

Pleasureincludes attraction to the brand and feelings of love, charm,desire, enjoyment,

excitement, and appreciation. It creates joy, for you will be happy of what the brand
gives or offers and how it satisfy you.

Brand Arousal
Arouse your feelings as a consumer, you will felt this if you’ll attain and have pleasure
to a particular brand. You will be engaged to buy and love that particular brand you
want or like.
Brand Dominance

It is when such a strong emotional connection is created that an audience not only refers
peers, but also rallies behind the brand in pursuit of the brand’s own growth. Brand
Dominance is about being the source.

Street Food

The street foods play an important socioeconomic role in meeting food and nutritional
requirements of city consumers at affordable prices to the lower and middle income
groups and are appreciated for their unique flavors and convenience. Street foods also
assure food security for low income urban population and livelihood for a significant
proportion of the population in many developing countries.

Using of cooking oil

22
Due to the heavy usage of oil in restaurants and households alike, oil is recycled for
economic purposes. How safe is this practice of reusing cooking oil? The reused oil does
not contain the nutritional benefits your body needs.

Food display in an open air and prone to contamination

In many instances, the vending sites are not included within the city or town plans, and
therefore amenities such as refuse collection are not available. City authorities are often
faced with the dilemma that if they provide services to illegal operations, this will imply
recognition of these operations.

No even small lavatory for hand washing

Street food safety is influenced starting from the quality of raw materials to food
processing and storing and similar steps in the process. Besides the fact that raw
materials used in these products are of poor quality, these foods are stored under wrong
and unsafe conditions for a longtime.

RRS:
Consumers Loyalty

Customer Loyalty on the other hand has two definitions. Customer Loyalty consists of
loyalty behavior (also referred to as customer retention) which is the act of customers
making repeat purchases of current brands, rather than choosing competitor brands.

Brand Loyalty

Brand loyalty is one of the most important thing of a particular business/es. It can be
viewed as consumers' repetitive and systematic purchase of the same brand (Belaid &
Behi, 2011:39). For true brand loyalty to exist, consumers have to form an emotional
attachment with (Liu, Li, Mizerki & Soh, 2012:924), and be committed to the brand
(Wilson, Zeithaml, Bitner & Gremler, 2012: 41).

Brand Satisfaction

Brand Satisfaction refers to positive attitudes and perceptions of the brand which the
consumer has developed through his consumption experiences (Erciş et al., 2012. p.
1398).It is the degree of emotional attachment of an individual for a brand and brand
emotions like romance may be experienced by some satisfied consumers.

Brand Romance

Brand romance can be defined as feelings, thoughts and reactions about a brand in
consumers mind.We, people wants to have a brand depends on what we like or love. Yet,
every brand expects to be loved and to be bought. The brand’s romance is also mean as
brand’s appeal and attraction. Love, desire, pleasure, enjoyment, and excitement are

23
from the same group of feelings with romance. They arouse a feeling of longing for a
specific brand within the consumer and direct him to it. But romance is defined different
from these feelings. Brand romance has defined as a response to the brand, a tendency of
the brand to dominate the consumer’s cognition (Patwardhan and Balasubramanian,
2011). Brand romance has three dimensions: Pleasure,arousal, and dominance.

Three Dimensions:

1. Brand Pleasure
A feeling of happy satisfaction and enjoyment. synonyms: happiness, delight, joy,
gladness, rapture, glee, satisfaction, gratification, fulfillment, contentment,
contentedness, enjoyment Mostly it is used or intended for entertainment rather than
business.
2. Brand Arousal
The action or fact of arousing or being aroused.
3. Brand Dominance
Dominance dimension is defined as the brand’spropensity to engage the consumer’s
cognition.

Pungko-Pungko Business/es

It generally mean as to sit-upon or to squat businesses, mostly located in public places.

You could only hear that word in the Philippines specifically in Cebu. It is a local food
business, a small one. Somehow you could see a lot of them in a kiosks or booths. It is
similar to street foods, where they are selling food to eat. According to google, pungko-
pungko is a term used to describe the manner of eating in which customers sit on a small,
low benches along the road with trays containing a wide array of dishes displayed on
tables in front of them.

Using of cooking oil

Reusing cooking oil without using a deep fryer is extremely harmful to your health,
according to the nutritionist. “Reusing cooking oil increases the cholesterol, creates
peroxides acid , causes cancer, attacks organ cells and can infect the white blood cells

No even small lavatory for hand washing

Every person who works in or around food has the potentialof contimanating a food with
bacteria and viruses that are present on our bodies. An important way to prevent food
contimanating is to maintain a high standard of personal hygiene and cleanliness. Even
healthy people carry food poisoning bacteria on their bodies.

Improper disposal of left over food

24
Nowadays, we are suffering environmental dilemmas such as global warming, flash
floods, and etc. One of the causes of these problem is the misbehavior of the people
towards waste management. Some people are reckless in throwing their garbage. They
do not think of the possible results of their actions on the environmental as well as on
health.

25
 Chapter II

RESEARCH METHODOLOGY

This chapter presents the research design, research environment, respondents of the stud
y, sampling technique, research instrument, data gathering procedures and statistical trea
tment of data.

DesignThis study will be used descriptive evaluative design in order to describe the cons
umer’s loyalty of pungko pungko good business using the concept of brand romance. Ev
aluative descriptive research is used to assess the predominance of consumers in pungko
pungko food business. Therefore, this design deeply interacted in describing the respo
ndents in form of qualitative approach.
Environment

The research study will be conducted in the municipality of Minglanilla which is

bounded by the municipality of Naga and Talisay.

Participants
Since we will be utilizing convenience sampling technique, the researchers will recruit
participants in the basis of proximity Using this technique, the researchers can observe
habits, opinions, and viewpoints in the easiest possible manner.

Sampling Technique
This study will utilize convenience sampling technique. These techniques will be used to
select respondents of the study to be included in the sample. The convenience sampling
will utilize geographic location and resoures to select the respondents who are easily
accessible for convenience in participant recruitment.

26
Instrument
The research instrument of this study is a self-made questionnaire. It is a declarative type
of questionnaire that is based on the objective number two and three of the study, the
information acquired of the participants in Minglanilla, Cebu. The respondents are given
survey questionnaires that they will answer. Item number one is based on objective
number 2.1, item number two is based on objective number 2.2, item number three is
based on objective number 3.1, item number four is based on objective 3.2, item number
five is based on objective 3.3, and item number six is based on objective 3.4.
Data Gathering Procedure
The first step that the researchers did in the study was to ask permission to the school
principal. After asking permission to the school principal, the researchers find a problem
in the community in relation to business and after deciding on it, the researchers made an
introduction about the topic. Then, the researchers crafted the conceptual framework and
the objectives of the study. The scope and limitation was then made, as well as the
significance of the study which focused on the business, suppliers, vendors, consumers
and the community. After that, the researchers look for literature and studies that are
related to the study. The last part of the Chapter I of the study is the definition of terms.
The researchers unlocked some of the unfamiliar words in the study so that the readers
can easily understand the information given.
The second Chapter is the research methodology. The researchers constructed the
research design and the research environment of the study. After that the researchers
will select participants. In selecting the participants, the researchers will do the
convenience sampling. Then the researchers made the instrument which is a self-made
questionnaire based on the objectives of the study. The researchers will consult a
guidance counsellor to validate the questionnaire. Upon approval, the researchers will
undergo the questionnaire reliability test. After that, the researchers will be conducting
the research survey.
During the survey, the researchers will read an informed consent to the respondents.
Then, the researchers will ask for the willingness and approval of the respondents in
participating in the researcher study through answering the research questionnaire. When
the respondent’s participation is clarified, the researchers will already let them answer
the research questions. When all the respondents are done answering the questionnaires,
the researchers will gather the answer of the questionnaires which will be interpreted and
analyzed.
The researchers will present the data using frequency distribution and analyze it using
weighted mean. The results will be discussed in the researcher paper. Then, the
researchers will present the conclusions and give recommendations based on the result of
the study.

27
Statistical Treatment of Data
The statistical treatment of data that is going to be used is Frequency Distribution and
Weighted mean.
Frequency Distribution
Frequency distribution is a representation, either in a graphical or tabular format, that
displays the number of observations within a given interval.
Weighted Mean
Weighted mean is used after determining the level of response with the data collected
from the Likert Scale.

28
Ethical Issues

Discuss the following here:

 Conflict of interest arising from financial, familial or proprietary

consideration of the private investigator sponsor, or the study site.
 Use of informed consents and the process. Discuss the principle
of respect for persons, how and when it will be done. In the case
of special populations, like minors and those not legally
capacitated to give consent, discuss how and when the consent is
done and who will give consent in their behalf.
 Authorization to Access Private Information – This is
applicable only when accessing patient information which can be
incorporated in the consent form or a separate form should be
used. The person concerned should sign the authorization of which
it shall include (1) who will receive the information, (2) what type
of information will be disclosed, and (3) What further disclosures
the researcher anticipates.
 Privacy and confidentiality. Provide measures or guarantees to
protect privacy and confidentiality of the participant information
as indicated by data collection methods including data protection
plans. Like anonymity of the respondents, assigning numbers to
respondents or informants. And that information will be kept with
strict confidentiality.)
 Ensuring confidentiality:
 Obtain identifying information (i.e. name, address) from
participants only when essential;
 Assign an identification number to each participant and
attach the ID number rather than other identifiers to the
actual data;
 Maintain identifying information in a locked file;
 Restrict access to identifying information to only a few
people on a need-to-know basis;
 Enter no identifying information onto computer files;
 Destroy identifying information as quickly as practical;
 Make research personnel sign confidentiality pledges if
they have access to data or identifying information;
 Report research information in the aggregate; if
information for an individual is reported, disguise the
person’s identity, such as through the use of a fictitious
name.

29
 Debriefing, Communications and Referrals. Should include that
the researcher should be gracious and polite and should phrase
questions tactfully, and should be sensitive to cultural and
linguistic diversity. May use the following techniques:
 Debriefing sessions – after data collection is completed
this is done to permit participants to ask questions or air
complaints.
 Communication – communicate with participants after
study is completed to let them know that their participation
was appreciated. Either by mailing them a summary or
advising them of an appropriate website).
 Referrals – to appropriate health, social, or psychological
services when necessary. Like when studying about stress,
participants with high level of stress should be referred to a
psychologist.
 Conflict of interest. .
 Institutions may be in conflict of interest, for example,
when they (a) sponsor a research project; (b) manage the
intellectual property that forms the basis of a research
project or stand to benefit from intellectual property
resulting from the research; (c) hold equity in companies
and/or receive major donations; or (d) have conflicting
roles carried out by one institutional official (e.g., a vice-
president who is responsible for the promotion of research
activity and funding and also for oversight of research).
 If with vulnerable populations, discuss their involvement and
impact on informed consent. (examples: children, elderly, ethnic
and racial minority groups, the homeless, prisoners, people with
incurable disease, people who are politically powerless or junior
members of a hierarchial group).

30
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 Appendix A
July 21, 2019
SR. AURORA ROBLE, FMA
Technical Director
Mary Our Help Technical Institute for Women (Cebu), Inc.
Km.17 Tunghaan Minglanilla,Cebu

Sr. Aurora Roble, Fma:

We have the honor to ask permission from your good office to conduct our research
entitled “ A valuation study of brand romance & consumer loyalty for a pungko-pungko
business”, in partial fulfillment of the requirements for the subject Research 2 at the
Municipality of Minglanilla, Cebu for the Academic Year 2019- 2020.
Thank you very much for your consideration.
Respectfully yours,
Resha Mhae R. Dejan
Group Representative

Noted by:
Mdm. Marites Arcilla

34
 Appendix B
INFORMED CONSENT RELEASE

Investigators:

“We are Resha Mhae R. Dejan, Licca Vivien L. Empasis, Maribel Rojane Galang,
Tricia Mae L. Purgatorio, and Rica Jane E. Recamadas and we are Grade 12
students at Mary Our Help Technical Institute for Women (Cebu), Inc. We are
inviting you to participate in a research study. Involvement in the study is
voluntary, so you may choose to participate or not. We are now going to explain
the study to you. Please feel free to ask any question that you may have about the
research; we will be happy to explain anything in greater detail.

“We are interested in learning more about the valuation study of brand romance &
consumer loyalty for pungko-pungko business” You will be asked to answer the
questionnaire. This will take approximately 5-15 minutes of your time. All
information will be kept anonymous. This means that your name will not appear
anywhere and no one except us will know about you answers.

Participant – “All of my questions and concerns about this study have been addressed. I

Choose, voluntarily, to participate in this research project. I certify that I am at least 18

years of age.

print name of the participant

signature of the participant date

print name of the investigator

signature of investigator date

Appendix C

35
Dear Respondent,

We are conducting a study about the valuation study of brand romance &

consumer loyalty for pungko-pungko business. We would like you to become part of our

research and answer our survey questionnaire. Your participation and involvement of

this research study is highly appreciated. Thank you.

Age: Gender: Status:

Please answer these questions by putting a check mark inside the box based on your

choice of answer.

Strongly Agree Neutral Disagree Strongly

Agree Disagree

The customer's arousal

toward pungko pungko
food business is due to the
edible aroma of the food
they market that entice
people to take an
experience.

Pleasure is felt after the

experience of pungko
pungko food business that
drives consumers to
become loyal.

Reusing of cooking oil in

the process of cooking the
food produces unhealthy
food, but this practice of
pungko pungko vendors is
not enough discouragement
for the consumers to dine
in their stalls because their
food taste so good.

The food being consumed

by the consumers in

36
pungko pungko is prone to
contamination due to the
polluted area surrounding
the stalls, but consumers
lack awareness that the
food they eat is
contaminated.

It would be convenient to
the consumers of pungko
pungko food business if
they provide small
lavatory, since there is
none, consumers become
used to it and look for
another source of water to
wash their hands after
dining.

Improper disposal of left

over food raises
environmental concern, but
consumers are not liable to
this concern since it is the
vendor's responsibility.

37
 Appendix D
CURRICULUM VITAE
A. Personal Data
Name: Resha Mhae D. Dejan
Home Address: Teves, Vito, Minglanilla, Cebu
Date of Birth: November 26, 2001
Place of Birth: Minglanilla, Cebu

B. Educational Background
Senior High School: Accountancy, Business, and
Management
(Grade 12)
Mary Our Help Technical Institute for Women (Cebu), Inc.
Junior High School: Mary Help of Christians School (Cebu), Inc.
Km. 17 Tunghaan, Minglanilla, Cebu
April 2018
Elementary: Vito Elementary School
Teves, Vito, Minglanilla, Cebu
April 2014

38
 Appendix E
CURRICULUM VITAE
A. Personal Data
Name: Licca Vivien L. Empasis
Home Address: Lower Lamakan, Valliadolid,
Carcar City
Date of Birth: December 15, 2001
Place of Birth: Carcar City

A. Educational Background
Senior High School: Accountancy, Business, and
Management
(Grade 12)
Mary Our Help Technical Institute for Women (Cebu), Inc.
Junior High School: Gelacio C. Babao Sr. Memorial National High School
Valliadolid, Carcar City
April 2018
Elementary: Upland Elementary School
Carcar City
April 2014

39
 Appendix F
CURRICULUM VITAE
A. Personal Data
Name: Maribel Rojane Galang
Home Address: Upper Tulay Minglanilla, Cebu
Date of Birth: September 7, 2001
Place of Birth: Cebu City

B. Educational Background
Senior High School: Accountancy, Business, and
Management
(Grade 12)
Mary Our Help Technical Institute for Women (Cebu), Inc.
Junior High School: Mary Help of Christians School (Cebu), Inc.
Km. 17 Tunghaan, Minglanilla, Cebu
April 2018
Elementary: Minglanilla Central School
Minglanilla, Cebu
April 2014

40
 Appendix G
CURRICULUM VITAE
A. Personal Data
Name: Tricia Mae L. Purgatorio
Home Address: St. Peter Village Tugnhaan,
Minglanilla, Cebu
Date of Birth: June 23, 2002
Place of Birth: Minglanilla, Cebu

B. Educational Background
Senior High School: Accountancy, Business, and
Management
(Grade 12)
Mary Our Help Technical Institute for Women (Cebu), Inc.
Junior High School: Mary Help of Christians School (Cebu), Inc.
Km. 17 Tunghaan, Minglanilla, Cebu
April 2018
Elementary: Tungkop Elementary School
Minglanilla, Cebu
April 2014

41
 Appendix H
CURRICULUM VITAE

A. Personal Data
Name: Rica Jane E. Recamadas
Home Address: Purok 6 Bayong, Cadulawan,
Minglanilla, Cebu
Date of Birth: March 31, 2002
Place of Birth: VSMMC, Cebu City

B. Educational Background
Senior High School: Accountancy, Business, and
Management
(Grade 12)
Mary Our Help Technical Institute for Women (Cebu), Inc.
Junior High School: Mary Help of Christians School (Cebu), Inc.
Km. 17 Tunghaan, Minglanilla, Cebu
April 2018
Elementary: Vito Elementary School
Teves, Vito, Minglanilla, Cebu
April 2014

42
43