CHAPTER 1: INTRODUCTION

1.1

BACKGROUND OF THE STUDY.

The presidentia of Baguio was first established in the house of the

Campulet at the top of the new Tabacalera road at the lower end of Guisad
Valley. Later, the presidentia of Baguio was moved to the present site of the
Baguio City Hall. The Spaniards were able to establish order, built churches
and schools, made trails and introduced coffee during their long occupation
of the area. The Americans came early in 1900 and established their
government. This was the first provincial government to be established in
the Philippines and this happened a year prior to the inauguration of the civil
government of the Philippines. Business in the city flourished with
commercial centers put up. Baguio was a newly established township in the
Northern Luzon highlands. The Baguio Market then served a small, multicultural community.
The market fire in 1970 and the subsequent demolition of the Stone
Market stand out in the memory of Baguio residents who witnessed these. A
major fire on Feb. 19, 1970 gutted all the stalls at the Stone Market and the
Dry Goods Section. Only a year earlier, on Feb. 25, 1969, the city had
entered into an agreement with a private corporation to renovate,
reconstruct, and modernize the Stone Market.
Due to the new modernize market, different problems popped out
including losing the sense of culture in the market, large congestion due to
poorly planned stalls, congested vehicles getting in fetching passengers,
poor choice of overpass position resulting to more congestion of market
buyers, and different bad effects to the new roof color of the market

1.1.1 TITLE. Understanding the Effect of Different Roof Colors in the Market
1.2

STATEMENT OF THE PROBLEM

Consumers intend to believe that products being displayed in the

market are new and fresh which is most of the case is not. Consumers are
being tricked by vendors through the effect of the roof color that makes the
food for example the vegetables fresh. With these problems, the challenge of
the study is to give awareness to people on understanding the different

effects of roof color on the market, making them more cautious on choosing
or deciding which product will they buy.

1.3

OBJECTIVES

1.4

SIGNIFICANCE OF THE STUDY

This study will help us and the people of Baguio City to understand the
real effect of the different color of the roof in the public market, where it
might be on the consumers, the product, and on the vendors. This will be as
well a way to educate people on understanding the different color
psychology that affect their experience inside the market. Through this
study the vendors will potentially learn more strategies in using the effect of
this roof colors to their marketing strategy hence improving their business.

CHAPTER 2: METHODOLOGY
The core of this research was based on existing markets and principles
of psychology of colors conducted with the goal of understanding the effects
of different roof colors in the market to the products, consumers as well as
vendors To support the need for the research study, the researchers need to
conduct a comprehensive researches about the topic; conduct interviews;
collect data and statistics of consumers and vendors; conduct a comparative
analysis of existing public markets; collect data of different effect of colors to
humans.
2.1 Methods of Inquiry. The researchers will gather information from
different case studies and journals that explains the effects of different roof
colors. The researchers will gather information from the municipality and
government agencies that are necessary to the research. The methods
include the following:
2.1.1 Observation. This method was conducted on the market and its
vicinity. Walking survey is a systematic observation made on foot and was
used by the researcher to assess the general market needs. One way to get

a sense of the market is to walk around it, observing and taking notes of its
characteristics.
2.1.2 Market Analysis and Economic survey. This will be performed by
the researchers to know the current status of the market and its consumers.
Know the income of different vendors to check the positive effect of the roof
color to their businesses.
2.1.3 Conducting Interviews. This will be performed to know the personal
opinions of each person going in the market on the effect of the roof color.
2.1.4 Gathering information through surveys. This method helps as
well to know the personal opinions of people going through the market.