"Effects of Fast Food Chains Entry to the

Owners of Small and Medium Enterprises

in Candelaria, Quezon"

Submitted to:
Ms. Dea R. Olis
English Teacher

Submitted by:
Emerliza D. Teope
Jerlyn Mae G. Amestoso

ABM II- ADRASTEA

October 7, 2019
 CHAPTER 1

RATIONALE

This chapter contains the overview of the research problem and the effects

that lead to the conceptualization of the problem and justification for considering the

chosen topic as a problem for research. The researcher's motivation in this study is

knowing reasons and information about the effects of fast food chains entry to the owners

of small and medium enterprises in Candelaria, Quezon.

REVIEW OF RELATED LITERATURE

This chapter presented the different literature and studies that have direct

bearing on the topic undertaken.

Economic and social conditions in the Philippines were very favorable to the

fast food industry. According to the study of Serrano (2016), marketing require buying

power as well as people. Economic environment consists of economic factors that affect

the consumer. Marketers must pay close attention to major trends and what’s the like of

the teenagers today. Improved purchasing power pushed an even higher frequency of

spending on food and the increasingly busy lifestyles of Filipinos.

According to the study of Acierto (2017), business analysis is a review of

market factors, revenues, sales growth, and distribution of salary of the employees.

Competitors is always there so in order to solve it we have to know the weaknesses of

the competitors and we have to know who is the potential competitors of the business.

Markets manager have to look ahead for threats and opportunities of the business. In the

threats and opportunities section, managers are forced to anticipate important

development that can have an impact either positive and negative, when manager already

know the threats and opportunities of the business, manager can now set objectives and

consider issues that will affect them (Flores, 2016a).

 According to the study of Serrano (2016a), businesses face different

challenges and problems in terms of income in their business, in order to solve it,

marketing manager use marketing research because its helps to the company decision

to solve marketing problems. Good services and experiences of one business can also

affect the income of the business, because physical goods comprise the volume of most

countries productions and marketing effort, and experiences can serve good interactions

with the customers and it serve good market services (Serrano, 2016b).

Entrepreneurs who starts at small businesses should have marketing strategy

or tactics to gain more customers. Especially entrepreneur should know what their

competitors new product and what special offer they give to the customers. According to

the study of Flores (2016b), small business owner needs to know how their products,

services and marketing strategy compare to local, regional, national and international

competitors to retain customers and attract other customers. Competitor analysis should

check it out the new products and new services offered by the competitors. Using this

analysis entrepreneur can adjust the strategies they were used accordingly. As I read the

book principles of marketing I have read the context of Handlin. According to Handlin

(2015), strategy is the fourth step in strategic marketing development. Wherein

entrepreneurs must choose implementation tactics, specifically, effective ways to use the

marketing mix, tools of product, promotion, price, and distribution to reach and influence

prospects. Having a successful business, entrepreneur should make a special offers to

the customers and think some new or improve the product.

According to the study of Ligaya, Jerusalem, & Palencia (2017a), successful

business don’t just communicate with prospects and customers special sales. He also

said that the key to marketing success was making the business indispensable because

it’s a terrific way to add value, enhance the brand and position against your competition.

He also gave some information about relationships-building strategies on how to

transform the company into a valuable resources.

 Every companies started with a small business and grow and become one

of the popular food chains in the Philippines like Mang Inasal and Jollibee.

According to the study of Flores (2018), he gave examples of corporations

that have started out as a small business and are now recognized as a leadership their

own fields. For example the Jollibee, it is one of the popular Filipino owned fast food chain

in the Philippines. According to the study of Ligaya, Jerusalem, J. Palencia & M. Palencia

(2017b), Jollibee and Mang Inasal are example of referred as big, established companies

who already have a substantial share of the market. Big companies starts in a fragmental

market where there are a lot of companies, all with relatively small shares, like

restaurants, boutiques, convenience stores, and etch. Fragmented market have many

competitors so it’s very difficult to read how the competitors make their moves.

CHAPTER 2

METHODOLOGY

This chapter presents where or how the study will be conducted and the

research method that the researchers will going to use in gathering the necessary data.

It includes the following: research design, research sample, research instrument,

research locale / site, and data gathering.

RESEARCH DESIGN

This paper aimed to delineate the effects of fast food chains entry to the

owner of small and medium enterprises in Candelaria, Quezon. To further understand the

living experiences of an entrepreneurs towards the problems that they are facing in their

business. The scenario has become an issue nowadays that indicates the research study

to use a phenomenological type. According to Patton (1990), a phenomenological study

is one that focused on descriptions of what people experience and how it is that they

experience.
RESEARCH SAMPLE

The researchers used a purposive heterogeneous sampling for this study.

According to Crossman (2019), a purposive heterogeneous sampling is non-probability

sample that is selected based on the characteristics and objectivity of the study, and the

purpose of this sample design is to gather more insight into the event phenomenon of the

respondents.

RESEARCH POPULATION

The research respondents of this study is the owners of small and medium

enterprises in Senior High School canteen and Junior High School canteen in Manuel S.

Enverga University Foundation Candelaria Inc. The total population of the owners of small

and medium enterprises in Junior High School canteen is 7 and in the Senior High School

canteen is 6. Out of those population, the researchers chosen 4 (four) among them to be

their respondents.

RESEARCH INSTRUMENT

The interview method that the researchers will use in this study is structured

interview to collect data and information. The researchers will used open-ended

questionnaires, and preserves the anonymity and confidentiality of the respondent’s

reactions and answers. Researchers will ask the respondents about the effects of fast

food chains to small and medium enterprises. However, respondents may provide socially

accepted answers. The questionnaires made was validated by teacher who attained their

master's degree. Through the help of validators, the researchers was able to correct

grammatical errors. Types of comments are said to correct interview questions.

The first teacher said that the construction of sentences and grammar of the

questionnaires are adequate.

 The second teacher confirming the interview questions recommended to the

researchers to create a directions for the questionnaires. The teacher told to the

researchers to think some possible answers to the interview questions.

The third teacher who confirmed the interview questions instructed the

researcher to do a demographic profile of the respondents. Then ordered the researchers

to sort out the questions based on the functions.

Those three teachers made the researchers to rethink about making the

interview questions, more clear and direct for the respondents.

RESEARCH LOCALE / SITE

The research study will be conducted at Manuel S. Enverga University

Foundation Candelaria Inc., located at Malabanban Norte Candelaria, Quezon, since the

chosen respondents are the concessionaires of this University. It is also the researchers

current school which is an advantage in terms of availability of premises in a research to

finish the study.

DATA COLLECTION

Before conducting the research interview, the researchers composed a

formal letter signed by the principal, research adviser, and the chosen respondents.

The instrument that the researchers will use is structured interview. The

researchers plan to conduct it is by using open-ended questionnaire, wherein

respondents can give their own perspectives in the given questionnaires.

The primarily issue of this study is the effects of fast food chain entry to the

owners of small and medium enterprises. The fast food chains community is going bigger

and better so, it gives so much effects to the business owners of the small and medium

enterprises. This study is beneficial for the owners of small and medium enterprises, for

the rookie entrepreneur and also a basis to the future researcher that will conduct a study

related to the topic.

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Food_FINAL.pdf