AN INVESTIGATORY STUDY ON THE BUSINESS STRATEGIES USED BY BURP FOOD STALLS

LOCATED IN UNIVERSITY OF SAN CARLOS TECHNOLOGICAL CENTER, CEBU CITY.

__________________________
A Research Paper
Presented to the
Faculty of the Department of Languages and Literature
University of San Carlos
Cebu City, Philippines
_________________________
In Partial Fulfillment
Of the Requirements for the Subject
English 4/23
College Composition and The Research Paper/Technical Writing
_________________________
by
Chua, Felixter S.
De los Cientos, Nico S.
Nadera, Sedfrey
Teves, Paolo B.
Vasnani, Neelesh N.

October 2013
i

ACKNOWLEDGEMENT

This research study is dedicated to the people who have contributed their time,
effort and willingness that brought this study to a success. The researchers would like
to express a heartfelt gratitude to the people who in one way or another have shown
cooperation that had truly helped the researchers endeavors in pursuing this study.
To our English 4/23 teacher, Ms. Leah Marie R. Ibona, for extending her help
and guidance in all the months of work undergone during our research study. The
essence of teamwork and cooperation you have shared to us and the learning you have
imparted from the earliest stage of our research had put a value in all our endeavors.
To our oral defense panel of examiners, for sharing their expertise in making this
research paper better.
To the students of the University of San Carlos, who value cooperation during
the research survey, our utmost gratitude in putting this study into writing.
To our beloved parents who understood us when we sharing our sentiments,
supported us financially, encouraged us when we were at the brink of giving up and
carried us throughout our studies. Thank you for your faith.

ii

Above all, to our Almighty God who provided us the needed strength,
knowledge, persistence, and patience, in the pursuit of our study. This we offer You
Lord God for your greater glory.
The Researchers:
Chua, Felixter S.
De los Cientos, Nico S.
Nadera, Sedfrey
Teves, Paolo B.
Vasnani, Neelesh N.

iii

ABSTRACT

This study, using a qualitative-quantitative method, was conducted to look into the
business strategies of Burp food stalls in the University of San Carlos Technological
Center located in Cebu. This research was also conducted to identify Burps advertising
strategy(s) and the impression of the students on Burps products. Fifty (50)
respondents were considered, ten (10) from each student body, Engineering, Science,
College of Arts and Sciences, Pharmacy, College of Architecture and Fine Arts. The
questionnaires answered by the participants served as the main source of the data
which were collected and tallied. The results showed that Burps food is reasonably
cheap since it implements the Cost Leadership strategy for its business strategy due to
its huge impact on the students. Burp uses the Creative advertising strategy to show
the students on how cheap and unique their products are. The results also showed that
the students have positive impressions on the taste and variety of Burps food.
Moreover, the students believe that Burp should lessen their cooking time and price for
them to continue buying its products. The findings of this research will be used to help
the University food stalls to embrace a good business strategy and to enhance their
services in terms of the students preferences.

iv

TABLE OF CONTENTS
Page
Title Page --------------------------------------------------------------------------------------

Acknowledgement ---------------------------------------------------------------------------- ii - iii

Abstract ----------------------------------------------------------------------------------------

iv

Table of Contents ----------------------------------------------------------------------------

v - vi

List of Tables ---------------------------------------------------------------------------------- vii

CHAPTER
I

INTRODUCTION ---------------------------------------------------------------------- 1 - 15
Rationale of the Study ------------------------------------------------------

1-2

Theoretical Background -----------------------------------------------------

2 - 10

THE PROBLEM ------------------------------------------------------------------------

11 - 12

Statement of the Problem --------------------------------------------------

11

Significance of the Study ---------------------------------------------------

12

RESEARCH METHODOLOGY --------------------------------------------------------

12 - 14

Research Design ------------------------------------------------------------

12 - 13

Research Environment ------------------------------------------------------

13

Research Respondents ------------------------------------------------------

13

Research Instruments ------------------------------------------------------- 13

Research Procedure ---------------------------------------------------------

14

DEFINITION OF TERMS -------------------------------------------------------------

14 - 15

II

PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA ---------------

16 - 21

III

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS -----

22 - 26

Summary of Findings -------------------------------------------------------- 22 - 23

Conclusions -------------------------------------------------------------------

23 - 25

Recommendations -----------------------------------------------------------

25 - 26

BIBLIOGRAPHY -------------------------------------------------------------------------------

27 - 28

APPENDICES ----------------------------------------------------------------------------------

29 - 37

A.

Transmittal Letters
A-1.

Transmittal Letter to the University of San Carlos -------------- 29

B.

Survey Questionnaire -------------------------------------------------------

30 - 32

C.

Curriculum Vitae -------------------------------------------------------------

33 - 37

C-1.

Chua, Felixter S. -----------------------------------------------------

33

C-2.

Delos Cientos, Nico -------------------------------------------------

34

C-3.

Nadera, Sedfrey -----------------------------------------------------

35

C-4.

Teves, Paolo ---------------------------------------------------------

36

C-5.

Vasnani, Neelesh N. -------------------------------------------------

37

vi

LIST OF TABLES

Table

Page

Business Strategies Used by Burp ------------------------------------------

16

Advertising Strategies used by Burp ----------------------------------------

17

Students Impression on Burp ------------------------------------------------

19

Areas for Improvement in Burp ----------------------------------------------

20

vii

CHAPTER 1

THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale of the Study

Opening a business is now very common in the Philippines. Every businessman or
businesswoman is competitive in the market their businesses are in. Consequently, firms
came up with ideas on how to keep their business alive and running for years through,
for instance, business strategies.
There are some companies that dont rely on advertising strategies to attract
consumers. Instead, they focus more on the quality and production of their products to
increase customer loyalty. It is through their loyal customers that they are able to spread
word about their products and attract more buyers. The business strategy a company
chooses to implement would thereby determine whether or not its business would
succeed.
According to Houston (2013) the purpose of a business strategy is to make a
business fit into its environment. By achieving this, the probability that it will survive and
prosper is enhanced. There is a need to continually review strategic objectives because
the environment is always changing.

Most Filipinos usually advertise and commercialize their products. They also use a
model to attract people into buying their products. Filipinos also use common styles of
advertising that are used worldwide.
Researchers investigate on the overall services or products that the business is
giving in order to have a better competitive position in the market. Not only do they have
to research on the product and services, but they also have to research on who uses their
products or who are affected by the services. The reason why the team is conducting this
study is because, according to Kourdi (2010), a business strategy needs to be relevant to
its employees, owners and customers. As well as increasing its profitability and meeting
any other goals that may be set, the strategy also needs to take account of present
realities and future trends.
Burp has its own kind of strategy, and like any other business, it would also have
some imperfections. The team of researchers would like to know how Burp takes care of
its customers and how or what strategy affects their sales. The reason why this study
needs to be conducted is to find out what Burps business strategies are and gather data
about Burps services from students who buy and eat their products.

Theoretical Background
The world today is filled with people who seek to earn money through various
businesses and firms. With so many people out there looking to get their businesses to
fit into certain markets, there comes a factor called competition. There is stiff competition
between businesses today; consequently, businesses must come up with certain

strategies or schemes in order to survive and prosper. As pointed out by Pride, Hughes
and Kapoor (2010), a good percentage of businesses today make sure that they have
appointed specialized personnel for strategizing their business or establishment. It can
be inferred that, in the current century, businesses will most probably fail if there isnt
any strategic planning invested upon it.
There are many different business strategies applied by firms in order to run their
business. Furthermore, authors have set different major business strategies, which
according to them, should be sufficient in creating and maintaining a successful business.
Kossowski (2007) has mentioned about three strategies, also called Michael Porters
generic strategies. These are namely, cost leadership, product differentiation, and focus.
Businesses can choose one or more of these strategies in order for them to adequately
compete in the market.
According to Hitt and Ireland (2008), a business using the cost leadership strategy
makes the prices of their goods and services as low as possible in order for them to get
a lot of consumers to accept their goods and services. Although this strategy forces firms
or businesses to lower their prices as much as possible, they must make sure that their
quality meets the expectations of their consumers. There are many businesses that have
prevailed using this strategy, and one example is Cebu Pacific Air, Incorporated.
The second business strategy is the differentiation strategy wherein businesses
make products or services which are considered unique in the market or industry they
are participating in. In most cases, innovative companies that have ample resources
needed to create a new product and are the ones using this strategy. However, Eldring

(2009) stressed that those who opt to operate with this strategy would have a difficult
time lowering their prices because of certain costly activities like research and product
design, which are necessary to create an innovative product. Two multinational
corporations that have adopted this strategy are Apple, Inc. and Nike, Inc., wherein they
give attention to the quality of their products and services.
The third business strategy is focus, or also called the market segmentation
strategy. Using this strategy, businesses tend to establish either a cost leadership
strategy, a differentiation strategy, or both, but only on a particular place or position of
the market. Masterman and Wood (2012) mentioned that the focus strategy looks at a
specific area, which could be a product, a target market or a level of service. Although,
according to Porters definition on the said strategy, we can say that a company or a
business that adopts this strategy is able to optimize its resources. Moreover, this strategy
would require a great amount of communication for a business to run smoothly and
successfully. Toyota Motor Corporation is an establishment that uses this strategy
wherein it focuses on different strategies for the different markets that it operates in. For
example, it uses the differentiation strategy in markets whose people are financially able
to purchase an upmarket automobile. On the other hand, it operates with the cost
leadership strategy to create automobiles for markets that would prefer low-end and
inexpensive automobiles for their day to day use.
A related study was conducted by Manahan (1998) on the canteen management
of Valenzuela National High School. The study sought to analyze the management of the
canteen of the school mentioned. The results showed that efficient canteen management

strategies are needed in order to provide affordable, and yet healthy food. The major
problems found in the management of the canteen were the following:

Lack of full time head manager

Lack of space to accommodate students

Expensive food and lack of variety

The study mentioned about possible solutions to these problems, and among them
was the need to have a proper manager who can take care of all of the imperfections of
the canteen business. It also mentioned that the strategies used by the canteen were not
reasonable and effective; the canteen tried to use product differentiation strategy but it
didnt show results. The study, like most other studies, was able to spot a number of
flaws in the management strategies used by the canteen. It further accentuated that a
canteen business should not be taken lightly and should deserve the same focus on
extensive planning and strategic management just like any posh firm would.
Similarly, this study aims to find out the business strategies that a business
formulated and implemented. The results and data obtained will help the food stall
improve its strategies in order for it to gain more consumers. With their location, the
team would also like to check on how the business deals with their target market either
by giving a lower price to their products or by creating unique products to satisfy the
customers. On the other hand, this study is centered on a smaller business compared to
the previous study since the researchers are conducting a study on a certain stall while
the previous study looks into the whole system of their school canteen.

According to Kossowski (2007), Porters business strategies are very essential in

creating and maintaining a successful business. However, business strategies arent the
only elements that could increase or decrease the success rate of a particular business
or company. There are many other factors aside from this that can tilt a companys
success. Marketing or advertising is one major key factor that can help a business succeed
or even shrink.
Advertising strategy plays an important part throughout the purchasing procedure.
Zou (2011) described advertising as the action of beckoning a product or service to the
concentration of the public people especially by paid announcement. In studies of
advertising practice, many types of strategies were made and other typologies developed.
Clearly, advertising is indeed helpful in helping a business draw attention to people and
make their business known amongst people.
Zou (2011) described four advertising strategies. They are as follows: creative
strategy, media placement strategy, budget strategy and internet advertising strategy.
Creative Strategy is a strategy wherein the company gives information to the consumers
on their products and services to portray what the company wants the consumers to
perceive about their products and services. The second advertising strategy, media
placement strategy is used when a company could have an opportunity to advertise their
products and services through the use of publicity and media. However, according to Du
Plessis (2001), there are instances where the company may have no control on the media
on what products to advertise or in what manner it is advertised in. The third business
strategy is the budget strategy. The companies that are using this strategy allocate a

specific amount of money for their advertising activities. Ferrell and Hartline (2010) stated
that this could be difficult because advertising activities have a lot of factors, and that it
is too difficult for a company to measure the allocation of financial resources for specific
activities. The last advertising strategy is the internet advertising strategy. In this
strategy, firms make use of the internet through websites and webzines to market and
advertise their assets. The most popular and bountiful advertising strategy now is the
internet advertising strategy, which is used by almost all companies in the 21st century.
A similar research was conducted by Friedman and Friedman (1976). Their
research was about how generic advertising increases primary demand by attracting new
consumers, increasing per capita consumption of the product and lengthening the product
life cycle. He specifically studied the new product categories, increased penetration of
mature products and commodities. There was no particular product or business he was
researching on, but rather on the broader aspect of the subject.
The previous studies were not really focused on a food stall or canteen but more
on industrial products, but advertising is more or less the same for any business type.
The target market for advertisement in the previous studies was composed of all groups
of people, since the products were industrial. In this research, the target of advertising
for Burp is primarily composed of one kind of population - the students, which is the mass
when compared to other persons in the market like teachers, administration staff, etc.
Promoting and advertising the business is essential for a companys success. By
studying the customers impression on the business in terms of variety, price, service and
taste, it gives the team a better picture of what the customers desire. A business is

functional when it is adjusting according to the consumers desires and requests. It is

important for it to further assess the customers impression on their product, and adjust
accordingly in areas like advertising and business strategizing.
The service of a firm depicts its quality in terms of how it would deal with
customers. Brown (2007) stated that the style and quality of the service greatly impacts
the customer. This is an area where food businesses have a good opportunity to soar in.
A success in the said area greatly subsidizes to the entire success of the firm. (Hill, Roche,
and Allen 2007)
Taste is one of the more important aspects for a food stall to consider. Moreover,
taste is more multifaceted than businesses think it is. Taste is also dependent on the
lifestyle of your target market and the routine it goes through. (Sloan and Leith, 2012).
Macbeth (1997) mentioned that positive taste responses from customers doesnt mean
that customers are satisfied with it, but that the taste satisfaction relies heavily on the
uniqueness of the foods taste too.
High food prices can be a barrier to healthy eating because some of the food
products may be perceived as expensive. Understanding the role of price in food purchase
situations is important. Food price attitudes were hypothesized to have an impact on
consumers willingness to pay judgments and their willingness to buy premium-priced
food products. (Ollila, 2011).
Food choice is a complex process which involves many different factors. The many
attempts made to illustrate the factors influencing this process have resulted in many
qualitative food choice models. Helsinki (2001) cause attitudes can be considered as

evaluative tendencies, they can be expressed in terms of affective responses such as

feelings and emotions, and can be measured through physiological responses that may
be linked to emotional processes. Helsinki (2001) also advanced the model in which
internal (physiological factors of the individual together with external factors) attitudes
affect perception of the sensory characteristic of foods. Shepherd developed the model
which includes three factors related to choice: (1) food: its physical properties and
nutrient content, (2) the individual: his/her previous experience and learning associated
with foods, which in turn will lead to different beliefs, values and habits, (3) socialeconomic environment: attitudes to sensory properties of food or healthiness of food.
One example of a more recent model of food choice is the conceptual model of food
choice developed by First. It has three main components: (1) life course: persons
experiences, (2) influences: ideals, personal factors, resources, social framework and
food context, and (3) personal system of strategies for making choices and value
negotiations: sensory perceptions, monetary considerations, convenience, health and
nutrition, management of relationships and quality. These different factors affecting food
choice could be integrated by investigating personal attitudes and beliefs (Helsinki, 2001).
A research study was conducted by Maniquiz (2009) undergraduate Home
Economics student on the management of a school canteen. The researcher assessed
the management, services and operational administration of the school canteen at
Maysan National High School. This thesis focused on the status of the canteen in terms
of service, price of the commodities, and quality. The study found out that the canteens
management wasnt at par with what it should have been. The canteen staff was not

utilizing the facilities properly. The study concluded that the staff needed more proper
training so that decision making would not be an issue. Among the major findings, the
study discovered that the price of the food was relatively high compared to what was
offered in the competition. The study concluded that the canteens management needed
much more improvement and that it was not maximizing its potential.
Similar to Maniquiz study, the team of researchers will also look into a business
services and how these affect the consumers impression on its products, and whether or
not the service offered by the business is at par with the competition.
From the above mentioned studies and theories, it can be said that there are a lot
of factors and strategies that could either make or break a company. Furthermore,
businesses can employ different strategies for them to be able to compete and to
hopefully dominate a market. These strategies are guides or ways for a company to gain
the upper hand and gain plenty of loyal consumers to buy their products and services.
Quantity and quality should also go hand in hand in order for the company to gain
customer satisfaction.

10

THE PROBLEM

Statement of the Problem

This study aims to look into the business strategies of Burp food stalls located in
the University of San Carlos Technological Center, Cebu city.
Specifically, the study seeks to answer the following questions.
1. What is the business strategy used by Burp based on Michael Porters (1980) Business
Strategies?
1.1

Cost Leadership

1.2

Product Differentiation

1.3

Focus

2. What is/are the advertising strategy(s) implemented by Burp?

2.1

Creative strategy

2.2

Media Placement strategy

2.3

Budget strategy

2.4

Internet advertising strategy.

3. What is the students impression on Burps food in terms of:

3.1

Service

3.2

Taste

3.3

Price

3.4

Food Variety

11

Significance of the study

This study would be beneficial to many. It would specifically benefit the students
of University of San Carlos Technological Center. It would be also beneficial to the
operators of various food stalls in the University of San Carlos TC. Any improvements
made to the business strategies of the food stalls out of this study would not only benefit
Burps food stall but also other food stalls in the University of San Carlos TC in general.
To the operator of Burps food stall, the result of this research would serve as a
guide in improving and enhancing the current operation and services of the food stall in
general.
To the Student of University of San Carlos- TC, the result of this study would
benefit them in a way that the food stall operator would enhance and improve the services
they offer, in terms of food variety, taste and price.
The Operator of Burp food stall would be able to learn and get information from
the impression of the student based on the food variety, taste and price. Thus, they would
be able to formulate a good business strategy for the operation of the Burps food stall.

RESEARCH METHODOLOGY
Research Design
This study would use the descriptive quantitative and descriptive qualitative style
of research. For the quantitative part, the researchers would analyze the data gathered
and describe the possible strategies Burp implements. Likewise, for the qualitative aspect,

12

percentages and frequencies of the respondents responses to each of the item of the
survey questionnaire would be used.
Research Environment
The locale of this study is University of San Carlos Technological Center in Nasipit,
Brgy. Talamban, Cebu City. The research would be conducted in the different buildings
of the University: CAFA, CAS, Science and Math, Engineering, and the Pharmacy building.

Research Respondents
The students of the University of San Carlos - Technological Center are the
respondents of the study. The Non - probability sampling would be used wherein an equal
amount of respondents (10) from every building with a body of students in the Campus
would be given the chance to answer the survey questionnaires. However, the selecting
condition would be that the participant must have eaten Burps food in the past.

Research Instrument
This study would make use of researcher-made questionnaires. The research
questionnaire would contain inquiries on the price, variety, and taste of Burps food. It
would also ask the respondents their view on Burp, whether or not Burp is popular to
them, and the reasons that made it so. Other questions would focus on the students
suggestions on the ways on how the food stall should be improved.

13

Research Procedure
Gathering of data. The researcher would prepare and distribute the questionnaires.
The respondents are provided instructions upon receiving the instrument and are assured
of anonymity and confidentiality. The researchers would distribute the research
questionnaire to students from every building in the Campus. There would be 50
questionnaires given out to the students. Furthermore, an equal number of students,
specifically 10, would be considered from the student body of each building. The students
would be asked to answer the questionnaire as honestly as possible and would be assured
that the gathered results would strictly be for research purposes only.
Treatment of Data. The data would be tallied to show percentages on the problems
encountered as well as the features that the students would like to add or improve in the
food stalls of Burp. The data obtained from the participants would be analyzed and
through this, a conclusion would be formulated. The conclusion would answer the
different sub problems mentioned in the Statement of the Problem regarding what
business strategy Burp is employing, and what are the problems and issues that arise
upon its use.

DEFINITION OF TERMS

For clearer understanding of the terms used in this study, the following terms are
operationally defined:
Business strategy - refers to the method used by Burp to attract customers.

14

Cost Leadership a business strategy that Burp may use to increase sales, wherein it
would lower its food prices.
Product differentiation a business strategy that Burp may use to increase sales, wherein
it would provide unique foods compared to other food stalls in University of San Carlos
Technological Center.
Focus a business strategy that Burp may use to increase sales, wherein it would
combine or specialize in one or both of the strategies, Cost leadership and Product
differentiation, on a particular location of the university.
Advertising strategy a strategy that Burp uses to publicize their products.
Students respondents of the study. Students are also the target market of Burp.
Service Burps way of helping and tending to the needs of the students.
Taste flavor found in Burps food as perceived by the students.
Price the amount of money needed in order to buy Burps food.
Food Variety the measure of the different types of food that Burp offers to the students.
Satisfaction the measure of fulfilment of the students after trying Burps food.
Stall a small area that Burp uses as a medium to sell their food. These are located in
different areas in the university.

15

CHAPTER 2

PRESENTATION, INTERPRETATION, AND ANALYSIS OF DATA

This chapter presents, analyzes and interprets the data gathered during the
conducted survey among the students of USC (University of San Carlos). A tabular form
of data is presented showing the different findings in the form of percentages and
frequencies.
Table 1 presents the business strategies used by Burp as mentioned by Michael
Porter.
Table 1.
Business strategies used by Burp
N=50
Business Strategies

Frequency

Percentage

37

74%

30

60%

Difference in price per branch

4%

Difference in menu per branch

2%

Cost leadership (cheap price)

Product differentiation (unique products)
Focus

Note: The respondents were given a chance to check more than one choice.
Table 1 shows the business strategies used by Burp food stalls. The table reveals
that 74% of the students believe that Burps food is worth the price or in other words,
Burp adapts a Cost leadership strategy. Sixty percent of them believe that Burp uses the
Product Differentiation strategy. Under the Focus strategy, only 4% believe that Burp

16

uses a different pricing per branch, while a mere 2% encountered a difference in Burps
menu in their different branches.
Burp mainly emphasizes on cost leadership because students have a limited
amount of money given to them by their parents and they are likely intrigued by cheaper
products. Burp then uses the product differentiation strategy to catch the attention of the
students on the choice of their food. This then closes the deal and lures the students in
buying their food due to its great value.
According to Hitt and Ireland (2008), a business using the cost leadership strategy
makes the prices of their goods and services as low as possible in order for them to
attract a lot of consumers to accept their goods and services.
Table 2 presents the advertising strategies used by Burp as mentioned by
Shaoming Zou (2011).
Table 2.
Advertising strategies used by Burp
N=50
Advertising strategies

Frequency

Percentage

Saw the food stall themselves

44

88%

Friends/Family

14

28%

Suggested by other people

1
29

2%

0%

Flyers

0%

Promos

0%

0%

Creative strategy

Internet strategy
Budget Strategy

Media placement strategy

17

Note: The respondents were given the chance to check more than one choice.
Table 2 reveals advertising strategies used by Burp through determining the way
students got to know Burp. The table illustrates that 88% of the students saw the food
stall themselves. It is followed by the 28% of the respondents who knew Burp through
their friends or family. Only two percent of the students were suggested by other people
to try Burp.
Burp uses the creative advertising strategy because this strategy is easier and
cheaper to adapt for small businesses like Burp. Since Burp is just a small business and
not a huge company, using the internet and budget strategy is too much of a hassle and
complicated to use while the budget strategy is too expensive for a small business that
doesnt really need it due to the size of its target market. Creative strategy however, is
perfect for Burp because Burp has to stand out from the other stalls by giving a great
perception to the students on how worth and unique their foods are.
According to Zou (2011), Creative Strategy is a strategy wherein the company
gives information to the consumers on their products and services to portray what the
company wants the consumers to perceive about their products and services. Moreover,
according to Deragon (2007), creative strategy leads to a competitive advantage wherein
businesses possess customer perception that is distinct and hardly imitated by their
competitors.

18

Table 3 presents various students impressions towards Burp in terms of food

variety, service, taste, and price.
Table 3
Students impression on Burp
N=50
Positive Impressions

Frequency

Percentage

Wide food variety

29

58%

Good Service

9
29

18%

Delicious Taste

23

46%

Cheap price

14

28%

Note: The respondents were given the chance to check more than one choice.
Table 3 shows that 58% of the respondents have the impression that Burp has a
wide food variety. Its then followed by the 48% of the students who perceive Burps food
to have delicious taste. At third rank, 28% of the students think that Burp has cheap price
and lastly, only 18% of the students are under the impression that Burp has good service.
One of the good impressions that Burp is giving to the students is that they have
a delicious taste which also means that their foods have a unique taste from other food
stalls in the university which can be explained in table 1 which shows that Burp is also
adapting product differentiation strategy.
Macbeth (1997) mentioned that positive taste responses from customers doesnt
mean that customers are satisfied with it, but that the taste satisfaction relies heavily on
the uniqueness of the foods taste too.
Burps main meals are under a category of Filipino dishes specifically called as
Silogs and through this, students can see the huge variety of Silog meals being offered
by Burp. This explains why the students gave Burp a high rating on food variety. Burp is
19

targeting the Filipino taste and mindedness of the students together with the offer of
different food varieties under the specified category in order for Burp to attract the
students.
Helsinki (2001) stated that different factors affecting food choice could be
integrated by investigating personal attitudes and beliefs.

Table 4 presents the areas wherein Burp still has to improve.

Table 4
Areas for improvement in Burp
N=50
Areas

Frequency

Percentage

14%

7
29

14%

Cooking time

10

20%

Quantity of the food

11

22%

Cleanliness

8%

Price of the food

11

22%

Staff friendliness
Taste

Note: The respondents were given the chance to check more than one choice.
Table 4 shows that 22% percent of the respondents think that Burp has to improve
in their quantity of food. It further reveals that 22% percent of the students want the
price to be cheaper; both are tied in the leading rank. Twenty percent of the students
think that Burp needs to speed up its cooking time. Staff friendliness and taste got 14%,
and are at third rank. Lastly, cleanliness with 8% ranks fourth.
Students want to improve Burps cooking time, food quantity and its price the most
and as we can see in table 1, although Burps foods are considered worth, they can say

20

that students really give importance to how much they are spending for lunch in order
for them to save more. Students would like the food price to go cheaper for them to be
willing to buy Burps foods in the long run. .
According to Ollila (2011), food price attitudes were hypothesized to have an
impact on consumers willingness to pay judgments and their willingness to buy premiumpriced food products.
As shown in table 3, least students say that Burp has a great service and this
shows why in table 4. Burp needs to improve their time of cooking especially since at
present a lot of students buy Burp products due to its great value. By improving in their
cooking time, more people will be satisfied which may lead to Burps success.
According to Brown (2007), service quality greatly impacts the customer or
consumer and according to Hill, Roche, and Allen (2007), a success in the said area
greatly subsidizes to the entire success of the firm.

21

CHAPTER 3
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
SUMMARY OF FINDINGS
It was the purpose of this study to find out which of the business strategies is/are
used by Burp food stalls located in the University of San Carlos Technological Center,
whether it is Cost Leadership, Product Differentiation or Focus. Furthermore, the study
was aimed at identifying the advertising strategy used by Burp. The study also focused
on assessing the students impression on Burps food in terms of service, taste, price and
food variety, and by identifying the areas of improvement for Burp according to the
students.
There were Fifty (50) participants who answered the questionnaire. A quantitative
- qualitative method was used to treat the data.
In answer to the three sub-problems on (1) Porters Business strategy used (2)
Advertising strategy implemented (3) Students impressions on Burps food, the findings
were:
Porters Business strategy. Burp mostly emphasizes on the cost leadership strategy
as their prices are cheap. As far as the students were concerned, Burp also uses the
product differentiation strategy to make their products unique. A very minute number of

22

students however saw difference in price and menu in Burps food within their branches;
consequently, Burp might be using the focus strategy rarely.
Advertising strategy. Burp uses the creative advertising strategy as it lets the
students perceive and share good impressions about itself. Moreover, according to the
students, this is the only advertising strategy used by Burp as it doesnt utilize any of the
other 3 advertising strategies under consideration.
Students impressions. Generally, the good impressions that Burp is giving to the
students is that they have a wide variety of food and that their food has a delicious taste.
Additionally, only few of the students consider Burps food to be cheap.
The most common areas that students want to improve in Burp are its cooking
time, food quantity and its price. A small number of students still want to see
improvement in Burps price, staff friendliness, and cleanliness.

CONCLUSIONS

Based on the findings of the sample population selected through non-probability

sampling, the following conclusions can be formulated:
1. Burps main business strategy is the Cost Leadership strategy. This business
strategy lowers its food price to make it cheaper from its competitors.

23

Burp is implementing this strategy primarily because its target market

comprises of the students of the university, most of which have restricted
amount of money provided to them by their parents. Consequently, Burp wisely
recognizes this and discerns that students are more likely attracted to cheaper
foods without sacrificing their satisfaction. However, Burp does not solely stick
to just one strategy, it also implements part and parcel of the Product
Differentiation strategy in order to positively distinguish their products from
other food stalls within its vicinity, and to further catch the students attention
as well.
2. Burp uses the Creative strategy as its advertising strategy. According to Zou
(2011), this advertising strategy enables the company to represent a positive
perception of its products or services to its consumers.
It is easier and less costly to embrace this strategy. Being a small business and
having a relatively small target market, it makes utmost sense for Burp to be
using this strategy in attracting more students to buy its food. Hence, Burp
gives a great perception to the students on how worth and unique its food is
compared to other food stalls.
3. The students believe that Burp offers a wide food variety. Food variety measures
the different types of food that Burp offers to the students.
Having an array of food choices gives an ample opportunity for the students to
choose their preferred food choice. Although the students consider that Burps
foods have a delicious taste, it cannot surpass their good impression on Burps

24

food variety. However, both impressions, food variety and delicious taste,
would increase the satisfaction level of the students.

RECOMMENDATIONS
Based on the findings and conclusions, these are the recommendations of this study:
1. Since most of the food stalls located in the University of San Carlos Technological
Center have implemented their own kind of business strategy, there should be constant
updating with the developments of the business strategies of the food stalls. There should
be careful analysis on how these strategies work and what benefits do the students get
from this strategies.
2. Researches on business strategy and advertising strategy should be undertaken to aid
future researchers in identifying effective or ineffective strategies.
3. A yearly evaluation on the food stalls located in the University of San Carlos
Technological Center are recommended to be undertaken to help the sellers in identifying
which area needs to be improved and what problems they have. The improvements from
these evaluations should be done with the students in mind.
4. Further researches on the related topic may allow a wider exploration on business
strategies. More accessible description of business strategies can be established by these
researches.

25

5. Burp should also lower its prices to compete with other food stalls since the students

give high importance to the price they are paying for their meals.
6. In order for students to continue buying Burps food in the future, Burp should speed
up its cooking time while retaining the quality of the food to cope up with the high
demands of the students.

26

BIBLIOGRAPHY
Brown D. (2007). The restaurant manager's handbook: Atlantic Publishing Company
Deragon J. (2007). The creative strategic advantage: Social Media Today LLC.
Retrieved from http://socialmediatoday.com/jderagon/101085/creative-strategicadvantage
Du Plessis, F. (2001). Introduction to public relations and advertising: Juta and
Company Ltd
Eldring J. (2009). Porters generic strategies, Performance and risk: Verlag
Ferrell O., Hartline M. (2010). Marketing strategy: Cengage Learning
Friedman H., Friedman L. (1976). Journal of Advertising: Routledge
Helsinki K. (2001). Evaluation of food choice behavior: Development and validation of
health and taste attitude scales: University Of Helsinki
Hill N., Roche G., and Allen R. (2007). Customer satisfaction: the customer experience
through the customers eyes: The Leadership factor
Hitt M., Ireland R. (2008). Competing for advantage: Cengage Learning
Kossowski A. (2007). Strategic management: Porters model of generic competitive
strategies: GRIN Verlag
Kourdi J. (2010). Business strategy: A guide to effective decision-making: Profile Books
Macbeth H. (1997). Food preferences and taste: Continuity and change: Berghahn
Books
Manahan R. (1998). The canteen management of Valenzuela National High School:
Meycauyan
Maniquiz A. (2009). Canteen Assessment: Philippine Normal University
Masterman G., Wood E. (2012). Innovative marketing communications: Routledge
Ollila S. (2011). Consumers' attitudes towards food prices: University of Helsinki
Pride, W., Hughes R., Kapoor, J. (2010). Business: Cengage Learning
27

Sloan D., Leith P. (2012). Culinary taste: Routledge

Stonehouse G., Houston B. (2013). Business strategy: Routledge
Tellis G. (2004). Effective advertising: Sage
Warde A. (1997). Consumption, food and taste: Sage
Zou S. (2011) International marketing: emerging markets: Emerald Group Publishing

28

APPENDICES
APENDIX A
TRANSMITTAL LETTER
September 28, 2013
Campus Director
University of San Carlos Technological Campus
Nasipit, Talamban,
Cebu City 6000 Philippines
Campus Director:
Greetings!
We are students from the University of San Carlos, under the Department of Industrial
Engineering, and we wish to conduct a survey within your campus (University of San
Carlos Technological Center). The survey concerns the business strategies used by Burp
food stall. Fifty (50) student respondents will be chosen randomly to answer the survey
questionnaire.
We assure you that all results will be handled confidentially and will be used strictly for
research purposes only.
We submit herewith a copy of our research questionnaire.
Your consideration is highly appreciated.
Sincerely,
Chua, Felixter S.
De los Cientos, Nico S.
Nadera, Sedfrey
Teves, Paolo B.
Vasnani, Neelesh N.
Researchers

29

APPENDIX B
Survey Questionnaire

AN INVESTIGATORY STUDY ON THE BUSINESS STRATEGIES USED BY BURP FOOD

STALLS LOCATED IN UNIVERSITY OF SAN CARLOS TECHNOLIGICAL CENTER, CEBU
CITY.
Dear Respondents,
The questions below are asked to examine, through your response, the business
strategies used by Burp. Please answer all the questions honestly and leave no item
unanswered. All data gathered shall be used solely for research and academic purposes
only. Your cooperation is highly appreciated.
Name of the Respondent: _________________________
Course and Year Level: ___________________________
Date: _________________________________
Have you eaten at Burp before?

__Yes

__No

Do you think the food in Burp is cheap/worth? __Yes

Do you think the taste of the food in Burp is unique?

__No
__Yes

__No

Do you think the menu of Burp has a wide variety compared to other food stalls?
__Yes

__No

30

Which Burp food stall/s have you tried eating in?(You may check more than one)
__CAS

__Dormitory __CAFA

If you have checked more than one from the previous item, then answer the
following questions.(6.1 and 6.2)
6.1 Have you noticed differences in the price of Burp stalls? ___Yes ___No
If yes, which is the most expensive? __CAS __CAFA __Dormitory
Which is the cheapest?

__CAS __CAFA __Dormitory

6.2 Does the menu vary in the different Burp stalls (CAS,CAFA,Dormitory)?
__Yes __No
How did you get to know Burp?
____ I saw the food stall myself
____ I saw it in the internet (facebook, webpage, etc.)
____ Media (News, radio etc.)
____ Friends/Family told me to try it
____ Flyers (billboard etc.)
____ Suggested by other people
____ Promos (Buy one, take one, free drink, promo cards etc.)

31

____ Others: (Please Specify) ________________________________

Will you buy Burps products in the future?
____ Yes

_____ No

8.1 If YES, why? (You may check more than one)

_____ Good Service

______ Delicious

____Cheap Price

_____ Others: ________________________________

8.2 If NO, why? (You may check more than one)
_____ Bad Service

______ Not Satisfied with Taste

____ Expensive

_____ Others: ________________________________

Do you think Burp needs to change or improve something? __Yes __No
If yes, which of the following does Burp need to improve in?
____ Staff friendliness

____ Cooking time

____ Cleanliness

____ Food flavor

____ Quantity of the food ____ Price of the food

____ Others: (Please Specify)

_________________________
Signature

32

APPENDIX C
Curriculum Vitae

Name: Felixter Leone S. Chua

Age: 18
Degree Program and Year Level: BS Industrial Engineering 2nd year
Home Address: 5-7 St. James Street La Guardia, Lahug, Cebu City
Contact Number: 09059545292
E-mail Address: felixter_chua@yahoo.com

Educational Attainment:
Tertiary Level

University of San Carlos Talamban Campus

Nasipit, Talamban, Cebu City
2012 Present (2013)

Secondary Level

Sacred Heart School Ateneo de Cebu

H. Abellana St., Canduman, Mandaue City
2008 - 2012

Tasks:

encoder, survey distributor, theoretical background contributor,

data analyzer

33

Name: Nico Sebastian S. De los Cientos

Age: 18
Degree Program and Year Level: BS Computer Engineering 2nd year
Home Address: JBE Apartel Door 4, Jayme St. Marfa, Mandaue City
Contact Number: 09232706925
E-mail Address: dlc_nco@yahoo.com

Educational Attainment:
Tertiary Level

University of San Carlos Talamban Campus

Nasipit, Talamban, Cebu City
2011 Present (2013)

Secondary Level

Colegio de la Inmaculada Concepcion

Tipolo, Mandaue City
2007 - 2011

Tasks:

encoder, survey distributor, theoretical background contributor

34

Name: Jon Sedfrey T. Nadera

Age: 22
Degree Program and Year Level: BS Civil Engineering 4th year
Home Address: H. Cortes Street, Mandaue City
Contact Number: 09334351056
E-mail Address: sednadz@gmail.com

Educational Attainment:
Tertiary Level

University of San Carlos Talamban Campus

Nasipit, Talamban, Cebu City
2008 Present (2013)

Secondary Level

Colegio de la Inmaculada Conception

Tipolo, Mandaue City
2004-2008

Tasks:

encoder, survey distributor, theoretical background contributor

35

Name: Gian Paolo B. Teves

Age: 28
Degree Program and Year Level: BS Civil Engineering 4th year
Home Address: Bacayan, Cebu City
Contact Number: 09159010485
E-mail Address: gianpaoloteves@gmail.com

Educational Attainment:
Tertiary Level

University of San Carlos Talamban Campus

Nasipit, Talamban, Cebu City
2012 Present (2013)

Secondary Level

Philippine School -Kuwait

Fahaheel, Kuwait City
1998 2002

Tasks:

encoder, survey distributor, theoretical background contributor

36

Name: Neelesh N. Vasnani

Age: 16
Degree Program and Year Level: BS Industrial Engineering 2nd year
Home Address: House No.2 2nd Street, Guadalupe Heights Village, Guadalupe, Cebu City
Contact Number: 09272770596
E-mail Address: nlnvasnani@gmail.com

Educational Attainment:
Tertiary Level

University of San Carlos Talamban Campus

Nasipit, Talamban, Cebu City
2012 Present (2013)

Secondary Level

Sacred Heart School Ateneo de Cebu

H. Abellana St., Canduman, Mandaue City
2008 - 2012

Tasks:

encoder, survey distributor, theoretical background contributor,

proof reader

37