Research 10

STRATEGIES OF SIDEWALK VENDORS TOWARD CUSTOMER SATISFACTION…
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PRADO SIONGCO HIGH SCHOOL

STRATEGIES OF SIDEWALK VENDORS TOWARD CUSTOMERS
SATISFACTION IN ONE OF THE BARANGAYS IN LUBAO IN 2024
____________________
A THESIS PRESENTED IN THE FACULTY

OF PRADO SIONGCO HIGH SCHOOL
– LUBAO PAMPANGA
____________________
IN FULFILLMENT OF THE REQUIREMENTS

FOR THE SUBJECTS MATHEMATICS
AND ENGLISH 10
PRESENTED BY
SUSI, MARNEL B.
PADIS, NERLYNNIE F.
SUVA, DIANNE CARLA M.
RAMOS, RENZ MARK S.
LAXAMANA, JONALD B.
PELAYO, KIAN C.
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APPROVAL SHEET
In partial fulfillment of the requirements in English and Mathematics Subjects,

This research entitled “STRATEGIES OF SIDEWALK VENDORS TOWARD
CUSTOMER SATISFACTION IN ONE OF THE BARANGAYS IN LUBAO THIS
2024” has been prepared and submitted by a group of Marnel B. Susi who is hereby
recommended for oral examination.
Arcie C. Cabrera, MALED

Research Chairman
________________________________________________________________________
PANEL OF EXAMINERS
Approved in partial fulfillment of the requirements in English and Mathematics

Subjects by the Faculty of Prado Siongco High School.
Chairperson
Critic Critic
Accepted and approved in partial fulfillment of the requirement in English 10 and

Mathematics 10 Subjects.
Amable P. Lampa
School Head
MAY 2024
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ACKNOWLEDGEMENT
The authors extend grateful and sincere appreciation to special people who served
as the spring of inspiration and strength in the completion of this work.
Almighty God, I would like to start by acknowledging the Almighty God, the
Creator of the universe and the source of all that is good and pure. It is through His infinite
goodness and grace that we can accomplish great things, and it is only right that we offer
our thanks and praise to Him above all others.
Mr. Amable Lampa, for permitting us to do the survey and for the gratitude and
support that you gave to the researchers.
Mr. Russel Gutierrez and Mrs. Gina Abello, the very supportive research
adviser, for giving us comfort and trust in making this research, also giving their subjects
time to do our research, and for all the help you are giving.
Mr. Arcie Cabrera, the very supportive research coach, for all the help, support,
guidance, and encouragement, for giving his time to monitor the proceeding of the study,
for sharing his ideas and insights, and for patiently instructing and guiding the research on
how to do this research.
Validators, We would like to express our sincere gratitude for your contribution
and the effort you have put into ensuring the accuracy and relevance of our study. Without
your expertise and feedback, we would not have been able to reach reliable conclusions.
Your valuable input is greatly appreciated, and we hope that our work will have a positive
impact on individuals and communities as a whole. Thank you for your immense support
and invaluable insights.
Respondents, to all those who have spent their time and effort participating in this
research project. Your contributions are invaluable and have helped us to better understand
the issue at hand. Your participation in this research project has helped us to gain insights
into your experiences, perceptions, and opinions on the topic of our study. We are grateful
for your willingness to share your thoughts and feelings with us.
The researcher’s family, friends, and classmates, for giving us strength to make
this research possible and also for comforting and cheering us when the researchers are
down.
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DEDICATION
This work is lovingly dedicated to
Our Almighty God
Our supportive parents
For loving us unconditionally,
Who has been our source of inspiration
And gave us strength when we thought of giving up
Who continually provide their moral, spiritual, emotional, and financial
support
And for planting in us a good heart and deep faith
Teachers and researchers,
May this work inspire us to do better performance to educate
Our youth for the betterment of our nation
M. B. S
D C. M. S
N.F. P.
R M S.R
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J.B.L
K.C.P
Chapter 1
THE PROBLEM AND ITS SETTING
Introduction
A business refers to an organization or entity that engages in commercial,
industrial, or professional activities to produce goods or services. These organizations can
be for-profit or non-profit, focusing on fulfilling a charitable mission or furthering a
social cause. Individuals or businesses who sell their products on sidewalks or public
street areas typically sell a variety of goods, including food, drinks, clothing, accessories,
and other items. These sidewalk vendors can be found in cities and towns with a high
volume of pedestrians or traffic and can have a significant impact on the local economy.
They can also provide employment opportunities for some people.
Based on Roever (2014), streets can be perceived as the lifeline that is utilized by
people for socializing and commuting to their respective places of interest. A familiar view
in the streets all over the world is the vendors selling everything from fried foods, fruits,
and vegetables to cell phone covers to fabrics and clothing. These street vendors bring
everyday goods to consumers at lower prices in places accessible to them at transport
terminals, near offices and parks, and outside residential clusters.
Alfie (2014) suggests that poverty and lack of opportunities in rural areas and smaller
towns force many people to move to cities in search of work. These individuals often have
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low levels of education and skills, which makes it difficult for them to secure formal
sector jobs that offer higher pay. As a result, those who lack economic power and
opportunities contribute to the unemployment rate. To survive in such a competitive
world, many individuals find work in the informal sector of society. One popular means of
livelihood is sidewalk vending, as it requires minimal financial input and low-level skills.
The sellers are creating and showcasing their products to attract the attention of
street shoppers. They do so by offering competitive prices, innovative designs, a variety of
products, comfortable options, stylish looks, and a strong brand image. Studies have
shown that street vendors can offer discounts of up to 20-25% if the customer negotiates
properly. However, unorganized retailers face challenges such as inefficient supply chain
management and cultural differences. In India, there is no established model or
consumption pattern across the country. To overcome these challenges, dealers,
wholesalers, retailers, and manufacturers are developing strategies for different segments
and sectors, which is a challenging task (Jayadatta, Gauthami, Ahmed, & Barmaver,
2016).
Street vending is a diverse and entrepreneurial activity, offering a wide range of
products such as clothing, accessories, artwork, crafts, handmade goods, and various types
of food and beverages. These vendors operate from temporary setups like food carts,
trucks, or portable stalls, creating a dynamic and vibrant atmosphere in urban areas,
especially in densely populated cities and tourist destinations. While street vending is an
essential source of income for many individuals and families, the regulations surrounding
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this activity can vary widely from one city or municipality to another. Some places require
vendors to obtain licenses or permits, adhere to health and safety standards, and comply
with zoning regulations to operate legally. Despite the challenges, street vendors continue
to play an important role in shaping the local culture and economy of American cities,
offering both entrepreneurial opportunities and enriching the urban experience.
(CareerExplorer, 2024).
Here in the Philippines, there is a notion that if you are a sidewalk vendor, you
most likely belong to the lower class of society. For one reason, why sell on the sidewalks
or streets of Metro Manila and other cities if you can sell in approved places, particularly
the market? For another, selling in the streets on a this is daily basis is a risky activity you
are prone to illnesses, effects of air pollution, dangers from vehicles passing by, and
unsafe conditions of your store or shop (Panganiban, 2018).
Creating positive experiences for customers is also key in word-of-mouth
marketing. By going above and beyond to exceed customer expectations, businesses can
create advocates who will spread the word about their brand. This could include
personalized interactions, surprising rewards, or exceptional customer service that leaves a
lasting impression.Ultimately, word-of-mouth marketing relies on creating a positive
brand image and reputation that inspires trust and encourages others to try a product or
service. By embracing the power of word-of-mouth and prioritizing customer satisfaction,
businesses in the Philippines can establish strong relationships with their audience and
drive sustainable growth (Tarkie,2024)

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Aims to explore the socio-economic life of a street vendor in the city of
Tuguegarao. The most common types of goods sold were foods and beverages,
specifically, Japanese cake, lumpia, cheesesticks, juice, fried siomai, ice candy, binatug,
tokneneng, chicken skins, native cakes, biscuits, and candies. His findings also revealed
that the majority of the sidewalk vendors are from ages 40-60 years old (Tindowen, 2016).
Cebu City has demonstrated how to take charge of street and sidewalk vending by
establishing strict rules of engagement between vendors and authorities. The Cebu City
United Vendors' Association has become a powerful force by organizing vendor groups
and expanding its membership base. The association has effectively regulated the industry
by experimenting with various strategies, such as direct confrontation, court action,
lobbying, negotiation, and representation on government bodies. As a result, city
governance has become inclusive, and most of the vendors' demands are being met.
Demolition cannot occur without an official complaint, due process, and prior dialogue.
The vendors now have political representation, and the implementation of guidelines has
resulted in effective regulation ( Felisa, 2014).
Much of the studies and literature reviewed were about strategies of sidewalk
vendors, importance of street vending as a lifeline, challenges, the majority age of
sidewalk vendors, and examples of types of products they sell. The concept of the
strategies of sidewalk vendors toward customer satisfaction is less explored. It implies that
it is really high time to begin the investigation about it to aware the sidewalk vendors
about the possible strategies of sidewalk vendors toward customer satisfaction.

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With all of these, the researchers are motivated to conduct a study about the
strategies of sidewalk vendors toward customer satisfaction. The primary reason they have
is to describe the topic to propagate the knowledge about the possible strategies of
sidewalk vendors toward their customer satisfaction.
With the number of sidewalk vendors nowadays, considered as a source of
employment, this study titled Strategies of Sidewalk Vendors Toward Customer
Satisfaction in One of the Barangays in Lubao for the school year 2022-2023 was
formulated with the goal of describing the topic to propagate the knowledge about the
possible strategies of sidewalk vendors towards customer satisfaction. The variables will
be studied in terms of accessibility, empathy, and convenience. This is important in the
sense of aware the students about the possible strategies of sidewalk vendors toward their
customer satisfaction.
Statement of the Problem
Generally, this study aims to describe the strategies of sidewalk vendors toward customer
satisfaction in one of the barangays in Lubao 2023-2024
Specifically, this sought answers to the following questions:

1. What is the profile of the respondents in terms of: (How may the respondents’
profile be described in terms of:
1.1. Sex;
1.2. Age;
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1.3. and Monthly Income;
1.4. Years of experience?
2. What are the strategies of sidewalk vendors toward customer satisfaction of the
respondents in terms of:
2.1. accessibility;
2.2. quality; and
2.3. convenience?
3. What is the implication of the findings about the strategies of sidewalk vendors
toward customer satisfaction?
4. Based on the findings, what can be suggested to help sidewalk vendors develop
effective strategies toward customer satisfaction?
Scope and Delimitation
This study is focused only on describing the strategies of sidewalk vendors Toward
Customer satisfaction in one of the barangays in Lubao. The respondents are considered
because they are the ones who have direct contact with customers, so their insights and
perspectives on customer satisfaction are invaluable. Sidewalk vendors are in the best
position to know what strategies work for satisfying customers and which don't. Their
input can give you an in-depth understanding of their strategies for satisfying customers,
which can help you draw more meaningful conclusions about the effectiveness of those
strategies.
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This study specifically focuses on street vendors' interactions with students,
children, and community members. Our goal was to examine customer satisfaction.
However, this study is only limited to all of the barangays in Lubao. The researchers will
use survey questionnaires to collect data from the respondents and they will observe
ethical considerations such as confidentiality and risk of harm to the respondents’ data and
information.
Significance of the Study
The researchers are with hope that this study titled Strategies of Sidewalk Vendors
Toward Customer Satisfaction will be beneficial to the following groups:
Sidewalk Vendors. The result of this study can provide valuable insights into how
they can better satisfy their customers, which can help them increase sales and build their
business successfully.
Customers. By utilizing the strategies outlined in this study, customers can make
informed decisions about where to spend their money. This, in turn, increases the
likelihood of returning to vendors who implement these methods. Moreover, the study can
assist customers in identifying red flags, enabling them to avoid unpleasant or frustrating
experiences.
Business Sector. Provides insights into its current status, prospects, and
challenges. Using this knowledge, efficient and sustainable policies can be developed for
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the sector's growth, benefiting society at large. Additionally, research can contribute to
wider fields like economics and business administration.
Future Researchers. The conclusions of this study can act as a valuable resource
and guide for other researchers who want to study customer satisfaction among roadside
vendors, as well as other related areas.

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Notes for Chapter 1
References
Roever, S., & Skinner, C. (2016). Street Vendors and Cities. SageJournals. Retrieved
https://journals.sagepub.com/doi/full/10.1177/0956247816653898
CareerExplorer (2024). What does a street vendor do? (n.d). CareerExplorer. Retrieved
April 17, 2024 from
https://www.careerexplorer.com/careers/street-vendor/
Alfie (2014). Kankanady market merchant's associations want street vendors out of their
area. Mangalore. Retrieved August 28, 2015 from
http://www.mangalorean.com/php?newtype=broadcast&broadcastid=454689#
Jayadatta, Gauthami, Ahmed, S. A., & Barmaver, S. W. (2016). An Overview and Major
Challenges Affecting Unorganized Retail Sector in India. International Journal of
Science Technology and Management. Retrieved
http://www.ijstm.com/images/short_pdf/1470836769_233ijstm.pdf
Panganiban, N. (2018). Sidewalk vendors. Project Pilipinas. Retrieved
https://www.projectpilipinas.com/2018/02/sidewalk-vendors.html
Tarkie (2024). Marketing Strategies in the Philippines. Tarkie. Retrieved
https://www.tarkie.com/marketing-strategies-in-the-philippines/
Tindowen, D. J. (2016). Exploring the Social-economic Life of Sidewalk Vendors.

Research Gate. Retrieved
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https://www.researchgate.net/publication/290559310_Exploring_the_Socio-
economic_Life_of_Sidewalk_Vendors
Felisa, U. E. (2014). Cebu City Sidewalk Vendors’ Struggle for Security in the Workplace.
Informit. Retrieved
https://search.informit.org/doi/abs/10.3316/informit.764958983182502
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CHAPTER 2
FRAMEWORK OF THE STUDY
This part contains the theoretical underpinnings, review of related studies and
literature, conceptual framework and paradigm, hypothesis, and the definition of the
important terms in this study.
Theoretical Underpinnings
The researcher will anchor his study to the theory of Self-determination by Eduard Deci
(1942) who is a professor of psychology and social science at the University of Rochester
in the United States, and the director of his research programs on human motivation. He is
well-known in psychology for his theories on intrinsic and extrinsic motivation, the nature
and development of self-determination, and the fundamental psychological need (O’Hara
2017).
Self-Determination Theory (SDT) is an all-encompassing framework for the study
of human motivation and personality. It provides a meta-theory for guiding motivational
research, a formal theory that defines intrinsic and extrinsic sources of motivation, and a
clear understanding of how intrinsic and different types of extrinsic motivation impact
cognitive and social development, as well as individual differences. It focuses on personal
choice and with “what does it mean to exist?”

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In relation to this study, sidewalk vendors can have an impact on how they interact
with customers, which can affect how they prioritize customer satisfaction. Based on the
theory of self-determination, sidewalk vendors may adopt strategies that align with their
own personal goals and values, such as enhancing customer interactions, providing high-
quality services, or offering competitive prices.
Review of Related Studies (Foreign)
Street vendors play an important role in society, but unfortunately, they face many
challenges in their daily activities. This is because the community often perceives them as
less educated, less skilled, and low-income earners who could not secure job offers in the
formal sector. As a result, they have been subjected to evictions and harassment from city
authorities, and they have limited access to capital. Street vendors face unstable security,
further exacerbating their challenges (Wongtada, 2014).
In the context of sustainable urban development in Bangalore, a recent study
examined the role of street vending and its impact on the community. The findings
emphasized the significance of street vending as a vibrant and colorful component of
street life. With millions of people relying on street vendors for their daily sustenance, this
industry has the potential to stimulate economic growth by promoting social equity and
accessibility. Ultimately, this can contribute to sustainable urban development for street
vendors and the community at large (Pavantika, Vaseem, 2016).
Street vendors are an essential part of local culture that offers a unique experience
to tourists and locals. However, globalization and tourism have raised safety concerns,
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posing a threat to public health. A study in Shijiazhuang City found that unqualified raw
materials, ineffective inspections, poor infrastructure, and a lack of sanitation knowledge
among vendors are primary risks to street food safety. Strategies to improve safety include
stricter supervision, better facilities, and training for vendors and inspectors. These
measures will promote a safer and healthier food culture, preserving traditional culinary
practices. (Liu, Zhang & Xiangmei, 2014).
This study is based on problems faced by street vendors In livelihoods this
research paper aims to understand the working life of street vendors in keeping with
financial accessibility social security occupational well-being and working conditions
India is the second most populated country in the world providing employment
opportunities to the governments its greatest deals .due to change of climatic conditions
people are migrating from rural to urban to engage in some other task. This study involves
55% of street vendors' businesses government of India passed the bill about street vendors
in 2022 for standard lifestyle the research selected 150 respondents from Coimbatore
cities adopting convenient sampling and study in descriptive natures. it is noted that the
street vendors follow the street vending policies and get the licenses from the authorized
officials. Mainly this study will concentrate on the street vendor's problems (Priya, 2022).
Street food safety is essential, and yet it has been rarely studied in China.
Therefore, a typical city in China was selected as the research object to assess food safety
knowledge, attitudes, and street food suppliers and consumer behaviors using
questionnaires based on previous studies, and considering China’s particular

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characteristics and reasonable impacts identified in previous studies, such as increased
income, work experience, licenses, and locations. The food safety knowledge and attitude
questionnaire conformed to the national conditions in China. It was used to assess the food
safety knowledge and attitudes toward food suppliers and consumers (Lihua, Chen, Yan,
Wu & Zhang, 2019).
Review of Related Literature (Foreign)
The existing literature on the relationship between regulators and street vendors
remain fragmented and limited to specific countries and contexts. This article presents a
narrative review of the existing literature on the relationship between regulators and street
vendors, and through that creates a unified picture of an otherwise fragmented literature
and knowledge base. The concepts of negotiation, power, social network, and perception
are used to analyze the various strategies street vendors have used in gaining access to
urban public spaces in different parts of the developing world. It is revealed that even
though city regulators have access to formal power, street vendors possess a variety of
negotiating strategies that gives them access to both formal and informal power (Forkuor,
Akuoko & Yeboah, 2017).
Street vendors in Accra, Ghana, have a common desire - to work without the fear
of evictions, harassment or fines that have become commonplace in recent years. They
have consistently expressed their desire to work together to build a more equitable system
where regulations are clearly communicated and respected. This is not just a problem in
Accra but in cities all over the world, where informal workers and their organizations are
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coming together to defend their right to work in public spaces and urging their
governments to provide fair and regulated access. In many cities, this has become
increasingly urgent, with the foreclosure of physical spaces and spaces for dialogue with
city officials, as public spaces are privatized or restricted (Harvey, 2019).
Street vending has persisted for centuries and pervasive across the globe since it
plays a remarkable role in fulfilling customer needs in the context of the informal
economy. In the contemporary business context, authorities have not paid sufficient
attention towards street vendors. The paper addresses the specific features of street
vending in the context of Sri Lanka, various challenges faced by street vendors, and
possible courses of action for the empowerment of street vendors. Accordingly, location
issues with lack of infrastructure, less support from the government, insecurity and
unstable conditions, slow growth, lack of financing opportunities and less support from
banks were identified as major challenges faced by street vendors in Sri Lanka. Proper
location and infrastructure development, assurance of security including a specific
insurance scheme and financial assistance are proposed to empower street vendors to
enhance their performance (Karunaratne, 2021).
Street vending represents a vital and growing aspect of the urban informal
economy that is often the subject of municipal regulatory efforts that seek to control,
confine or extinguish it. In the People's Republic of China, recent developments and
discussions on vendor rights and regulation underscore important socio-political and
economic changes and concerns around the role of the informal economy in this country.
As more of China's rural poor enter urban areas and turn to the streets to survive, the
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number of unlicensed vendors has risen and municipal efforts at increased regulation and
enforcement of street vending licensure have been enacted. These developments within the
context of China's 'state-capitalist economy' provide a fertile field for research into the
informal economy, use and re-appropriation of public space, and regulation of a
previously marginalized commercial activity. This paper draws from primary and
secondary sources to provide an overview of street vending in China and consider the
implications of recent regulatory developments and public dialogue that strive to formalize
the informal (Bell, 2014).
The administration of street vending in Bangkok is consistent but not compatible
with changes in the economic and social situation in Thailand as well as the growth of
street vending around the world as well as increasing appreciation of its important role. To
support this argument, the paper presents the policy measures on street vending since the
founding of Bangkok in 1973, the paradigm shift in employment since the Asian
Economic Crisis in 1997, and empirical data from a study of street vending in four
districts in Bangkok in 2016. The study collected data from street vendors and buyers in
Bangrak, Pathumwan, Phranakhon, and Samphanthawong. The sample size of the vendors
in each district was 100 and participants were selected through random sampling. A
sample of 50 buyers in each district was selected through convenience sampling. From the
documentary study and the field data, the paper recommends that the Bangkok
Metropolitan Administration should realign the administration of street vending under the
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dynamics of the economic and social situation and international trends (Nirathron &
Yasmeen, 2019).
Review of Related Studies (Local)
Many people congregate in cities and urban areas in search of better opportunities
and quick money. As an effect, many individuals engaged in sidewalk vending. The
sidewalk vending plays a significant role in the lives of sidewalk vendors in terms of
economic survival. However, the extent of its impact is only enough to attend to their
basic needs and to feed their families (Tindowen & Aquino, 2016).
In developing states of Southeast Asia, street vendors play a significant but
frequently unappreciated role in both the vibrancy of public spaces as well as the informal
economy. Yet, they are subject to indiscriminate purges from sidewalks and other
contested territories, which they occupy for lack of provision of spaces in which they
could otherwise do business. But such occurrences, and the conflicts that may follow, can
be addressed by revisiting policies, which seem anti-vendor or which fail to comprehend
their presence and needs. This research studied street vendors of one of the active
commuter interchanges of Metro Manila, the Monumento Station area in Caloocan City,
framing their needs, issues, and aspirations against existing laws. Simultaneously
examined were typical uses of shifting, often contested stretches of roads, corners, and
easements where hawkers, among other users, daily negotiate a claim to the city’s space
(Recio & Gomez, 2014).

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Street vendors add life to streets that are empty of activities, discouraging
antisocial behavior by acting as eyes on the road. Informal economy make up to 72.5%
employment including vendors in the Philippines. Local governments regulate the vendors
to improve community image, to protect shops and restaurants, to avoid sidewalk
congestion, and to reduce the liability of adjacent businesses. The purpose of this study is
to provide baseline data on the general picture of how street vendors set up their place and
it helps street vendors to minimize the cost of competition. This research was conducted
with a descriptive approach to recognize the different variables needed and assess the
reasons for choosing street vending locations. Furthermore, the location of the street
vendors have a positive effect on customers because of the accessibility to all types of
transportation (Santos, Badua, Callo, & Ferrer, 2020).
The food service industry is also positively booming nowadays. The boom will
most likely impact quick-service and fast-casual restaurants this year. Entrepreneurs enter
the food and beverage business due to its income potential. There are various types of food
establishments such as fine dining restaurants, fast-food chains, and/or street food stalls.
Filipino food takes on an evolving nature, from the streets of Quezon City such as the
street food that is more than just a convenience food source in the Philippines, to the five-
star establishments of Makati (Wolf, et al. 2013).
Review of Related Literature (Local)
Street vendors struggle to secure permanent employment in the formal sector due
to their lack of skills and training. This study surveyed 101 street vendors and found that
they typically had 4-6 family members, earned a daily income of P500 or less, and had
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been street vendors for at least six years. There was no significant difference in their
responses regarding governance and legal issues, workplace-related problems, and
physical issues based on household size, daily income, and number of years in street
vending. However, there was a significant difference in their responses concerning
governance and legal, socioeconomic, and workplace-related problems when categorized
by daily income. Furthermore, the larger the household size of street vendors, the more
likely they are to experience socioeconomic issues. The local government should use these
results to plan and improve existing policies on street vending (Solidum, 2023).
Urban areas progress faster than rural areas, attracting low-income individuals to
cities. They end up in the informal sector, occupying sidewalks to earn a living. This
became an issue. A study was conducted using opinion surveys, interviews, and data.
Street vending is a way for people with no economic recourse to survive. Politicians have
inconsistent approaches to this issue. Sidewalk vendors are not the root cause of the
problem but highlight a larger social imbalance. The study recommends that local
government design an effective intervention program (Golisomo, 2014).
During our time in Manila, we were allowed to see some of the city to further our
understanding of some of the issues facing one of SUEUAA’s case study locations,
including informal settlements and traffic congestion which were cited in many of the
presentations given during the SUEUAA symposium. We also saw some of Manila’s
many during our time in Manila, we explored the city to better understand the issues
facing one of SUEUAA's case study locations, including informal settlements and traffic
congestion. We also witnessed the informal economy of street vendors, who sell a variety
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of goods such as fruits, vegetables, clothing, and grooming services. We bought boiled
corn and rambutan from some of the vendors who mostly comprise women and children
(Neary, 2018).
According to (The Philippine Statistics Authority, 2016) ‘ambulant vendors’
refer to the “vendors of goods and service providers without stalls or shops such as street
vendors or hawkers.” Ambulant vendors are very common in the Philippines. In the
University of the Philippines Diliman (UP Diliman), they usually sell affordable snacks
such as: taho, corn, bread, ice-cream, banana cue, turon, carioca, etc. The ambulant
vendors do not only provide food for the staff and students of the university but also to
those that visit the university .
Street food vending is a major source of livelihood for many Filipinos, but it is also a
source of health risks due to improper food handling. The study aimed to identify the factors that
influence the food handling practices of street food vendors in Biliran Province. A descriptive
cross-sectional survey was conducted among street food vendors in Biliran Province. A structured
questionnaire was used to collect data on street food vendors' knowledge, practice, and attitudes
towards food handling. Descriptive statistics were used to analyze the data. The results showed
that most of the street food vendors in Biliran Province had inadequate knowledge and
practice regarding food handling (Pabilando, 2023).
Conceptual Framework
The study will be conducted using the I-P-O model, with the input phase
consisting of a comprehensive profile of the respondents including their sex, class section,
personal beliefs, and socioeconomic status. Additionally, the effects of online examination
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on academic performance will be examined in terms of accessibility, quality, and
convenience aspects, and the relationship between the respondents' profiles and their
strategies toward customer satisfaction will be studied. The study will also provide
recommendations for helping sidewalk vendors develop effective strategies toward
customer satisfaction. Data gathering tools such as web searches and survey
questionnaires will be used, and data analysis tools such as frequency count and
percentage, mean and standard deviation, and version correlation will be employed. The
output phase will present the study's findings on the strategies of sidewalk vendors toward
customer satisfaction, along with essential recommendations. It's worth noting that the
arrows in the model show a single direction of movement, indicating that the process is
procedural, with input as the initial phase and output as the final phase.
Input Process Output

1. Profile of the 1. Data Gathering The Strategies of
respondents Tools Sidewalk Vendors
toward Customer
1.1. Sex; 1.1. Web Search
Satisfaction with the
1. 2. Age; 1.2. Survey essential
Questionnaire recommendations.
1.3. Monthly Income;
1.3
1.4. Years of
Experience? 2. Data Analysis
Tools
2. Strategies of
sidewalk vendors 2.1. Frequency Count
toward customer and Percentage
satisfaction
2.2. Mean and
2.1. Accessibility Standard Deviation
2.2. Quality 2.3 Version
Correlation
2.3. Convenience
3. Implication of the
findings about the
strategies of sidewalk
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Figure 1. Paradigm of the Study using I-P-O Model
Hypothesis
This study will employ null hypothesis as indicated below:
H0 = the strategies of sidewalk vendors toward customer satisfaction have no significant
effect on customer satisfaction.
Definition of Terms
The research presents the set of important terms in this study and defines them
operationally and conceptually as follows:
Accessibility. Is all about creating a world that is accessible and inclusive for
everyone. It involves making information, activities, and environments sensible,
meaningful, and usable for as many people as possible. It's about identifying and
addressing barriers to access and providing equitable opportunities regardless of a person's
abilities or circumstances. By prioritizing convenience, we can create a more welcoming
and supportive society where everyone has the chance to thrive (SeeWriteHear, 2024).
iPage 27 of 70

In this study, it refers to the availability and ease of access to services or products
for customers with mobility or physical disabilities, regardless of age or physical location.
Convenience. A quality or situation that facilitates ease and usefulness by
reducing the amount of work or time required to accomplish something. An appropriate or
suitable time for performing a task, or for someone to engage in an activity. An object or
device that enhances comfort and enables you to accomplish tasks more efficiently
(Britannica, 2024).
It refers to a characteristic or attribute of a location, service, or business that makes
it easy and convenient for customers to access and use, regardless of their physical
location, time constraints, or other external factors.
Customer. A customer can be an individual, a group of individuals or an
organization who receives or may receive goods, services, products or ideas from another
person or company in exchange for value, which can be money or anything of equivalent
value. Customers are the foundation of any business, and the more customers a business
has, the more it thrives, and vice versa. Businesses need customers to buy their products or
services. A customer may not buy a product right away, but they may still be part of the
target customer group and may purchase it in the future (Skool, 2024).
In this study, the customer is the individual or entity who purchases the goods or
services offered by such vendors.
Satisfaction. Happiness or pleasure is experienced due to a positive event or
accomplishment. The act of fulfilling a need or desire. The process of addressing a
problem or complaint satisfactorily (Britannica, 2024).

iPage 28 of 70

Defined as the quality of achieving or maintaining a desired result, outcome, or
sense of fulfillment derived from the experience of a product, service, or interaction.
Sidewalk Vendors. A sidewalk vendor is a person who sells food or merchandise
from a receptacle or a person on a public sidewalk or pathway. This includes both
stationary and roaming vendors. Sidewalk vendors can sell food or merchandise from a
pushcart, stand, display, pedal-driven cart, wagon, showcase, rack, or any other non-
motorized conveyance. The term may also have other meanings as assigned by
Government Code section 51036(a) from time to time (LawInsider, 2024).
In this study, it is defined as vendors, typically selling food or other goods and
services, who operate in public areas such as sidewalks, parks, or other outdoor spaces.
They typically use makeshift kiosks, stands, or carts to sell their merchandise.
Strategy. If there is one thing that needs to be returned to its basic, real, and
unchanging nature, it is strategy. Strategy is the intelligent allocation of resources through
a unique system of activities to achieve a goal. In simpler terms, strategy is how you plan
to achieve your goal (Horwath, 2020).
It refers to the plans and actions adopted by businesses or individuals go achieve a
set of desired outcomes or goals. They typically involved identifying key target markets,
creating marketing plans, identifying and managing challenges, and monitoring and
evaluating the efficacy of strategies.
Quality. A product is considered to be of good quality when it meets the
requirements of the customer in terms of performance, grade, durability, appearance, and
intended use. Similarly, a component is said to possess good quality if it works well in the
iPage 29 of 70

equipment for which it is intended. In simpler terms, the product should be suitable for the
intended use/purpose, which is known as fitness for purpose. Quality is the total of all the
features and characteristics of a product or service that contribute to its ability to meet the
stated or implied needs of the customer (TQP, 2020).
In this study, it refers to the characteristics of a product, service, or business that
make it desirable or acceptable to customers in terms of its performance, durability,
reliability, and accuracy. The quality of a product or service refers to its conformity to
specified standards or expectations and plays an important role in a customer’s overall
satisfaction with the product or service.

iPage 30 of 70
References
Notes in Chapter 2
O’Hara, D. (2017). The intrinsic motivation of Richard Ryan and Edward Deci. American
Psychological Association. https://www.apa.org/members/content/intrinsic-
motivation?
Wongtada, N. (2014). Street Vending Phenomena. ResearchGate. Retrieved from
https://www.researchgate.net/publication/259543443_Street_Vending_Phenomena
_A_Literature_Review_and_Research_Agenda
Pavantika, T. B. & Vaseem, A. S. (2016). The Impact of Urban Culture on Street Vending.
Frontiers. Retrieved from
https://www.researchgate.net/publication/377271970_Impact_of_Street_Vendors_o
n_Urban_Ecology_Sustainability
iPage 31 of 70

Liu, Zhang & Xiangmei. (2014). Urban street foods in Shijiazhuang city, China Current
status, safety practices and risk mitigating strategies. ScienceDirect. Retrieved
from
https://www.sciencedirect.com/science/article/abs/pii/S0956713514000413
Dr. Priya, A. (2022). A STUDY ON PROBLEMS FACED BY STREET VENDORS WITH
REFERENCE TO COIMBATORE DISTRICTS. International Journal of Creative
Research Thought (IJCRCT). Retrieved from
https://ijcrt.org/papers/IJCRT2208178.pdf
Lihua, M., Chen, H., Yan, H., Wu, L. & Zhang, W. (2019). Food safety knowledge,
attitudes, and behavior of street food vendors and consumers in Handan, a third-
tier city in China. BMC Public Health. Retrieved from
https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-019- 7475-9
Forkuor, J. B., Akuoko, K. O. & Yeboah, E. H. (2017). Negotiation and Management
Strategies of Street Vendors in Developing Countries. SageJournals. Retrieved
from
https://journals.sagepub.com/doi/10.1177/2158244017691563
Harvey, J. (2019). Strategies for Street Vendors to Create “Public Space for All”. Women
in Informal Employment: Globalizing and Organizing.
https://www.wiego.org/blog/strategies-street-vendors-create-%E2%80%9Cpublic-
space-all%E2%80%9D
iPage 32 of 70

Kurunaratne, A. (2021). Empowerment of Street Vendors: An Untapped Resource in the
Informal Economy. Research Gate. Retrieved from
https://www.researchgate.net/publication/352836596_Empowerment_of_Street_V
endors_An_Untapped_Resource_in_the_Informal_Economy
Bell, J. (2014). Sidewalk Informality: An Examination of Street Vending Regulation in
China. Academia Education. Retrieved from
https://www.academia.edu/38787258/Sidewalk_Informality_An_Examination_of_
Street_Vending_Regulation_in_China
Nirathron, N. & Yasmeen, G. (2019). Street Vending Management in Bangkok: The Need
to Adapt to a Changing Environment. The Journal of Public Space. Retrieved from
https://www.journalpublicspace.org/index.php/jps/article/view/562
Tindowen, D. J. & Aquino, L. (2016). EXPLORING THE SOCIO-ECONOMIC LIFE OF
SIDEWALK VENDORS. Bannag: Journal of Local Knowledge. Retrieved from
Recio, R. B. & Gomez, J. E. (2014). Street Vendors, their Contested Spaces, and the
Policy Environment: A View from Caloocan, Metro Manila. Environment and
Urbanization in Asia. Retrieved from
https://journals.sagepub.com/doi/abs/10.1177/0975425313477760
Santos, M., Badua, R., Callo, C. G. & Ferrer, F. P. (2020). STREET VENDING
LOCATIONS: THE DETERMINANTS AFFECTING THE CHOICE OF
LOCATION OF STREET VENDORS AT SCIENCE CITY OF MUÑOZ, NUEVA

iPage 33 of 70

ECIJA. American International Journal of Business Management (AIJBM).
Retrieved from https://www.aijbm.com/wp-content/uploads/2020/12/J3125762.pd
Wolf, et al. (2013). THE PERCEPTION OF LOCAL STREET FOOD VENDORS OF
TANAUAN CITY, BATANGAS ON FOOD SAFETY. LPU–Laguna Journal of
International Tourism and Hospitality Management. Retrieved from
https://lpulaguna.edu.ph/wp-content/uploads/2016/08/1.THE-PERCEPTION-OF-
LOCAL-STREET-FOOD-VENDORS.pdf
Golisino, E.O. (2014). The Unheard Stories of the Sidewalk Vendors of Tagbilaran City,
Bohol, Philippines. Philippines E-Journals. Retrieved from
https://ejournals.ph/article.php?id=571
Solidum, G. M. (2023). STATUS AND PROBLEMS
Chapter 3
METHODS
This chapter contains the narratives for the research design, respondents,
instruments, data collection procedures, ethical considerations, and data analysis
processes.
Research Design
This study employed a quantitative descriptive research design to describe the
strategies of sidewalk vendors toward customer satisfaction.

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According to Sirisilla, (2023). Descriptive research design is a powerful tool used
by scientists and researchers to gather information about a particular group or
phenomenon. This type of research provides a detailed and accurate picture of the
characteristics and behaviors of a particular population or subject. By observing and
collecting data on a given topic, descriptive research helps researchers gain a deeper
understanding of a specific issue and provides valuable insights that can inform future
studies.
Also, Descriptive research design is a type of research methodology that aims to
describe or document the characteristics, behaviors, attitudes, opinions, or perceptions of a
group or population being studied (Hassan, 2024)
In this study, quantitative research was utilized to gain a more
comprehensive understanding of the social world. Researchers prefer to use quantitative
methods to observe situations or events that have an impact on people. Quantitative
research generates objective data that can be effectively communicated. It also assists in
quantifying the problem and determining its prevalence by searching for results that can
be extrapolated to a larger population.
Respondents
In this study, the researcher employed 30 Sidewalk Vendors in one of the
barangays in Lubao, Pampanga this school year 2023-2024. They were recruited based on
their Strategies to satisfy their Customers.

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According to Nikolopoulou (2022), purposive sampling is a group of non-
probability sampling techniques in which units are selected because they have
characteristics that you need in your sample. In other words, units are selected “on
purpose” in purposive sampling.
Purposive sampling is common in qualitative research and mixed methods
research. It is particularly useful if you need to find information-rich cases or make the
most out of limited resources, but are at high risk for research biases like oversampling in
this study by determining a factor or feature that should be possessed by the individuals to
be considered respondents. In this case, they should be using strategies to reveal the real
result of how the strategies of sidewalk vendors effect the customer.
Also, below was the table showing the distribution of the total population of the
study in terms of their Foods & Cloth.
Sex Frequency Percentage

Street foods 10 33.3%
Vegetables 12 40%
Cloth Section 8 26.7%
Total 30 100%
Table 1. Total Population of the Study
Moreso, the computation for the sample size or the number of respondents to be
used in this study is as follows:

iPage 36 of 70

S = N/(1+Ne2)
S = 30/(1+30(.05)2)
S = 30/(1+30(.0025)
S = 30/(1+0.75)
S = 30/1.075
S = 27.90 or 28
Instrument
The main instrument used in this research was a questionnaire in a 4-point Liker
scale format with indicators Strongly Agree (SA) with corresponding value of 4, Agree
(A) with value of 3, Disagree (D) with a value of 2, and Strongly Disagree (SD) with 1 as
its value.
The instrument was a self-made questionnaire validated by three experts in the
field. The first validator was a language expert, the second validator was having
knowledge about the topic of the study, and the last validator was an expert in research.
Their corrections and suggestions were considered by the researchers in revising questions
before administering it.
The questionnaire was composed of two parts: Part I was the profile of the
respondents that asked questions about Name, Sex, Age, Monthly Income, and Years of
iPage 37 of 70

Experience, while Part II was about the Strategies of Sidewalk Vendor Toward Customer
Satisfaction in terms of Strategies of Sidewalk Vendor with five questions each.
According to Bhandari (2021), the questionnaire is a list of questions or items used
to gather data from respondents about their attitudes, experiences, or opinions.
Questionnaires can be used to collect quantitative and/or qualitative information.
Questionnaires are commonly used in market research as well as in the social and
health sciences. For example, a company may ask for feedback about a recent customer
service experience, or psychology researchers may investigate health risk
perceptions using questionnaires.
Data Collection
In gathering the needed data, the researchers performed the following steps: First,
they seek approval from the principal through a letter. Second, they communicate the
purpose of their study to their respondents. Next, they administered the questionnaires and
retrieved the same day. Lastly, they encoded the data collected for the analysis.
Ethical Considerations
The researchers will first ask permission from respondents before conducting the
survey. The researchers will not force the respondents to answer the questionnaires and
also make sure that all personal information of the respondents will be confidential and
private. We will make sure that the participants in this survey will be treated with the
iPage 38 of 70

utmost respect and given their right to privacy and confidentiality of their given
information.
There will be no strong presence of any plagiarism in your statement within the
survey. Only the researchers and the research adviser together with the referred experts
will be knowledgeable about the flow and progress of the study to ensure that any issues
that may arise will not cause misconduct.
Data Analysis
The researchers used statistical analysis to treat or analyze the data collected by
using frequency count and percentage for the profile of the respondents and mean and
standard deviation for the effects of Sidewalk Vendor.
According to (Corsera, 2023), statistical analysis is the process of collecting and
analyzing large volumes of data in order to identify trends and develop valuable insights. In
the professional world, statistical analysts take raw data and find correlations between
variables to reveal patterns and trends to relevant stakeholders. Working in a wide range of
different fields, statistical analysts are responsible for new scientific discoveries, improving
the health of our communities, and guiding business decisions.
Also, frequency count is a statistical method that involves counting the number of
times an event or observation occurs. This can be used to measure the occurrence of
iPage 39 of 70

certain categories, characteristics, words, or behaviors. Frequency counts can be expressed
in both absolute (actual number) and relative (percentage) terms (Ciekurs, 2018).
Based on Alcocer (2023). In mathematics, it is often necessary to compare a part
of something to the whole. This is where numerical ratios come into play, which expresses
this information in the form of a percentage. Percentages are used by mathematicians,
scientists, business owners, entrepreneurs, accountants, consumers, and students alike. But
what exactly is a percentage? A percentage is a fraction of a whole, where the whole is
represented as 100 or 1.00. Percentages are not measured but rather used to make relative
comparisons to the whole. To calculate the percentage of a number, we need to use a
different formula such as:
P% of Number = X
where X is the required percentage.
If we remove the % sign, then we need to express the above formulas as;
P/100 * Number = X
Then mean, is a type of average used to calculate an average of a given data set. To
find the mean average value or arithmetic mean of your data, you must first add up all the
numbers. Then you need to divide this sum of the values by the number of data points (or
total number of numbers).There are also other types of mean, such as ‘sample mean’,
‘geometric mean’, and ‘harmonic mean’ that use the sum of the numbers of a dataset to
calculate the average value (Almond, 2023).
iPage 40 of 70
Standard deviation (SD) measures the extent of scattering in a set of values,
typically compared to the mean value of the set.[1][2][3] The calculation of the SD
depends on whether the dataset is a sample or the entire population. Ideally, studies would
obtain data from the entire target population, which defines the population parameter.
However, this is rarely possible in medical research, and hence a sample of the population
is often used (Sergent 2023).
Notes in Chapter 3
Sirisilla, S. (2023). Overcome these 7 flaws in descriptive research design. Enago
Academy. Retrieved From

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https://www.enago.com/academy/descriptive-research-design/
Hassan M. (2024). Descriptive Research Design – Types, Methods and Examples.

Research methods. Retrieved from
https://researchmethod.net/descriptive-research-design/
Nikoloponlou, A. (2023). What is Purposive Sampling? | Definitions & Examples.
Scribbd.
https://www.scribbr.com/methodology/purposive-sampling/
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STRATEGIES OF SIDEWALK VENDORS TOWARD CUSTOMER SATISFACTION…

PRADO SIONGCO HIGH SCHOOL

A THESIS PRESENTED IN THE FACULTY

IN FULFILLMENT OF THE REQUIREMENTS

PRADO SIONGCO HIGH SCHOOL

In partial fulfillment of the requirements in English and Mathematics Subjects,

Arcie C. Cabrera, MALED

Approved in partial fulfillment of the requirements in English and Mathematics

Accepted and approved in partial fulfillment of the requirement in English 10 and

PRADO SIONGCO HIGH SCHOOL

PRADO SIONGCO HIGH SCHOOL

This work is lovingly dedicated to

Our Almighty God

Our supportive parents

For loving us unconditionally,

Who has been our source of inspiration

And gave us strength when we thought of giving up

Who continually provide their moral, spiritual, emotional, and financial

And for planting in us a good heart and deep faith

Teachers and researchers,

May this work inspire us to do better performance to educate

Our youth for the betterment of our nation

PRADO SIONGCO HIGH SCHOOL

THE PROBLEM AND ITS SETTING

A business refers to an organization or entity that engages in commercial,

industrial, or professional activities to produce goods or services. These organizations can

be for-profit or non-profit, focusing on fulfilling a charitable mission or furthering a

They can also provide employment opportunities for some people.

everyday goods to consumers at lower prices in places accessible to them at transport

terminals, near offices and parks, and outside residential clusters.

PRADO SIONGCO HIGH SCHOOL

opportunities contribute to the unemployment rate. To survive in such a competitive

street shoppers. They do so by offering competitive prices, innovative designs, a variety of

management and cultural differences. In India, there is no established model or

consumption pattern across the country. To overcome these challenges, dealers,

Street vending is a diverse and entrepreneurial activity, offering a wide range of

PRADO SIONGCO HIGH SCHOOL

offering both entrepreneurial opportunities and enriching the urban experience.

unsafe conditions of your store or shop (Panganiban, 2018).

Creating positive experiences for customers is also key in word-of-mouth

personalized interactions, surprising rewards, or exceptional customer service that leaves a

lasting impression.Ultimately, word-of-mouth marketing relies on creating a positive

service. By embracing the power of word-of-mouth and prioritizing customer satisfaction,

drive sustainable growth (Tarkie,2024)

PRADO SIONGCO HIGH SCHOOL

by experimenting with various strategies, such as direct confrontation, court action,

lobbying, negotiation, and representation on government bodies. As a result, city

resulted in effective regulation ( Felisa, 2014).

vendors, importance of street vending as a lifeline, challenges, the majority age of

about the possible strategies of sidewalk vendors toward customer satisfaction.

PRADO SIONGCO HIGH SCHOOL

sidewalk vendors toward their customer satisfaction.

With the number of sidewalk vendors nowadays, considered as a source of

employment, this study titled Strategies of Sidewalk Vendors Toward Customer

be studied in terms of accessibility, empathy, and convenience. This is important in the

Statement of the Problem

satisfaction in one of the barangays in Lubao 2023-2024

Specifically, this sought answers to the following questions:

profile be described in terms of: