“Effective Ways of Selling Products in Relation to Profitability in Roxas

Night Market, Davao City”

Marketing Research
Shany Ann C. Daraug
Clarisse Amoy

Adviser
Moreno D. Somocor,
,MBA,DBA
 STUDENT RESEARCH PROTOCOL
ENDORSEMENT
This research report entitled “Effective Ways of Selling Products in Relation to
Profitability in Roxas Night Market, Davao City” prepared and submitted by Shany Ann
Daraug and Clarisse Amoy has been examined and is hereby endorsed for oral
presentation before a PANEL OF REFEREES.

MORENO D. SOMOCOR ,MBA, DBA

Program Head

APPROVAL
PANEL OF REFEREES
Approved by the PANEL OF REFEREES being in accordance with the Research
Agenda of the CHRISTIAN COLLEGES OF SOUTHEAST ASIA OF DAVAO, CITY .

ACCEPTANCE
Accepted being in accordance with the VISION, MISSION AND GOALS of CHRISTIAN
COLLEGES OF SOUTHEAST ASIA.

LEONITO A. FABIAN
DATE COLLEGE DEAN
TABLE OF CONTENT
 ABSTRACT
Guided by Lefebvre’s (1991) notion of space as practiced , the night market is a result

of actual and evolving activities of street vendors as they subsist in the area for their

livelihood, as they interpret and apply the governing rules set by the Local Government

Unit(LGU). This paper explores and examines the Roxas Night Market in Davao City as

livelihood space. This paper also discusses the Effective Ways of selling their products

and what are their strategies to earn more profit. Aside from the effective ways, this

paper also discusses the very famous night market in Davao, its history and the

different stories of the vendor and as well as the costumers.

 ACKNOWLEDGEMENT

We would like to give thanks to the Almighty God for His unending grace and love for all

of us. He gave us the knowledge and wisdom to make this study possible and done on

time.

For our family who continually gives us support financially,emotionally and mentally

especially on the times we’re we think we couldn’t make it to the date of submission.

Their encouraging words helped us a lot.

To our friends and fellow reseachers who’s also struggling but still encourage us to go

on, we appreciate your kindness.

To the administration of the school, the teachers and also the staff we deeply give our

thanks to you for supporting this study.

We would also like to give our thanks to our Adviser Moreno D. Somocor ,MBA , DBA,

for guiding us throughout our research journey. We really appreciate your effort for

helping us to be a better Marketing Researcher.

And to all the members of this study for giving their best to make this study done.

The success of this study requires a lot of time, effort, money and patience. The

completion of this study is an achievement for the researchers and we are fortunate to

complete it on time.
 Chapter 1

INTRODUCTION

RATIONALE

As part of a growing list of activities in the Evening and Night Time Economy (ENTE),

night markets are created to extend the day-time economic activities (Hadfield, 2014).

This can be recognized in cities across the country which attempt to make urban

evening life more interesting for the locales and its tourists by creating night spots such

as night markets. As a growing urban phenomenon, few researches, however, have

been done to describe and understand the socio-cultural meanings of night markets –

why it exists, and thrives, and the accounts of vendors as they subsist in the area. In the

country, Milgram’s (2014) study of the Harrison Road Night Market in Baguio City to date

stands as an example of a night market study which uses the social science perspective

in ananalyzing and interpreting its social meaning. While Milgram’s work has its

strengths, the work primarily looked into the interface between legality and illegalities in

the night market, which occasion other areas and interest that are wanting of attention.

For instance, there is a need to study the night market from the point of view of social

space, and from the perspective of the vendors themselves. With the opportunity to

contribute to night market studies, this paper aims to gather the stories of select street

vendors, and the interpretation of such stories shall be taking-off from Lefebvre’s

concept of space as practiced (1991). This means that this study is interested to know

the way street vendors manage and maximize their stall-sites, the manner by which

they use their spaces as their interpretation of the rules set by the Local Government
Unit (LGU), and their assertions over their spaces as response to incidents that have

transpired within the night market with the bomb blast as the specific point of concern,

organizations of massage therapists are accommodated. This means that each

organization is allowed to put up tents not exceeding 5 x 4 meters. Given the spatial

limitation, space use and maximization are primary interest for the 350 vendors.

Moreover, the limitation in space is coupled with a limitation in time. As a livelihood

space, vending can only take place between 5PM to 1AM on weekdays and 4PM to

1PM on weekends. Considering the three-month rule of the LGU, vendors can only avail

and access such spaces in the night market for three months. As a consequence, four

batches of vendors can access the area in a year resulting in an estimate of 1,400

vendors in the area.

It was in 2013 when the City Council of Davao approved the night market ordinance,

one of the night markets was established in Roxas. The idea of having night markets

was to address the problem of sidewalk vendors which had congested San Pedro

Streets and the City Hall area. The avenue was selected because it was wide and was

underutilized during the evening as it had little vehicular traffic. The Roxas Night Market

at first was met with opposition from street vendors relocated from San Pedro as it

would be depriving them of their livelihood. At that time, Roxas Avenue was devoid of

human traffic as compared to the busy San Pedro Street. In the Roxas Night Market,

vendors were provided with 1.5 x 2 meters of space paying a rental fee of 25 pesos per

day. From 5 p.m. vendors would start setting up their stalls as the six-laned  avenue

would be reducedtotwo. The night market is divided into sections, brand new
merchandises is located in the westernmost side (near the Millennium Park) this is

where you'll find clothes, footwear, bags, cellular phone accessories, fashion

accessories, DVDs. This is where the famed massage therapists ply their trade.

After the Padre Gomez intersection is the food section  where one can find  street food,

barbeque stalls, ice cream carts. This is where one can fall in line and wait for hours at

the famous Mang Danny's ice cream. Aside from food stalls, you can find barbeque

eateries and restaurants along the avenue. Passing the Artiaga intersection is the ukay-

ukay stalls where one can get bargains for second-hand clothes, shoes and bags.

There are plans to expand the night market until it reaches Quezon Boulevard junction.

Other plans include beautification like putting up uniform signages and decorative

lighting plus having live bands performing at the night market.

It has also become a template as well for controlling sidewalk vendors as the city

government is eyeing to put up nigh markets in Agdao and Toril, places congested with

sidewalk vendors(Rudedolfo,2016).

RESEARCH OBJECTIVES

The main purpose of this study is to identify the effective ways of selling the products of

the street vendors.

Specifically it aims,

1. To identify how to gain more profit.

2. To identify the different strategies to sell the products.

 3. To identify how the vendors interact with their customers.

HYPOTHESIS

The following hypothesis was tested at 0.05 significance.

1. There is a significant relationship between ways of selling products in gaining

more profits.

REVIEW OF RELATED LITERATURE

Profitability Strategies

Small business owners need to change their practices to focus more on profit,

according to Patricia Sigmon (2010), founder and president of David Advisory

Group, a firm that specializes in helping CEOs and small- to mid-sized

businesses re-engineer their business practices. Sigmon(2010), the author of the

book, “ Six Steps to Creating Profit”, notes that nearly two-thirds of small

businesses either don't make a profit or fail to increase their profits from the year

before. The following are the three key strategies small business owners can use

to cut costs, increase profits, and improve their bottom lines : (1) Change

Operating Procedures.You need to generate more sales while reducing expenses.

To increase your sales, try cross-selling—offering new services or goods that

complement your current offerings. Another operational change that can

increase profits is incentivizing new customers to try your product with specials

deals, discounts, or short-term giveaways. On the flip side, to trim expenses, try

auditing your administrative functions. Are there routine tasks you could afford to

outsource or eliminate to save money? Would it be more cost-effective to hire

part-time help instead of a full-time employee to do some of these tasks? (2) Stay

Visible and Connected.Accreditations, licenses, and certifications for your business

or individual employees can set you apart from your competition. Take your

reputation online, using social media, your website, and a blog to connect with

clients and make strategic alliances.Use advertisement sharing with

complementary businesses, find ways to leverage referral selling, and take

advantage of affiliate marketing tools to drive new customers to your site.

Eliminate stale, ineffective alliances that may be dragging you down.(3) Raise the

Marketing Bar.Networking used to mean cocktails and handshakes. Now, it is all

about immediacy. Give your business an instant presence through online

networks including Facebook, Twitter, YouTube, Instagram, and

LinkedIn(York,2019).

Selling Products
Selling is the art of matching product benefits with customer needs or desires. Sell your

businesses offerings by communicating the value of your product or service to your

potential customers. Lead the customer through the buying decision and facilitate a

satisfying transaction (Linkedin,2019). Here ae the effective ways to sell your product.

(1)Know your product. Imagine every question a prospect might ask and arm yourself
with answers, linking each product fact to a customer benefit. (2)Explain your offering in

a sentence. Condense everything you know into a brief explanation that can grab

interest and cause the prospect to think, “Hmm, this will benefit me.”(3)Know your

prospect. Visit Web sites, read company brochures, talk to mutual associates, and do

any research necessary to arrive armed with prospect knowledge.(4)Know what

message your prospect is ready to receive. Especially if yours is a new or unusual

offering, you may need to help the prospect see the need before asking for the order

(Linkedin,2019).
THEORETICAL FRAMEWORK
CONCEPTUAL FRAMEWORK

Figure 1. Shows the independent variable, which is the effective ways of selling product,

while the dependent variable tells about the profitability.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Effective Ways of
Profitabilty
Selling Products

Significance of the Study

This research will be beneficial to the vendor, customers and to the future researcher.

This study will give knowledge to the vendor on how to improve their business, selling

strategy and improve their profitability. This also helps the customer on buying good

products from reliable vendors that would satisfy their needs and interest. With this

research people would know how to attract prospect buyer. Future researcher also

benefits this study to be able them to know new ideas. This research also helpsthem as

their examples as they go through their study.

DEFINITION OF TERMS
SELLING - s first and foremost a transaction between the seller and the prospective

buyer or buyers (the target market) where money (or something considered to have

monetary value) is exchanged for goods or services. So the best way to define selling is

to focus on the sales skills that are necessary to make that transaction happen.

Defining selling as the art of closing the deal encapsulates selling's essence.

BUYING - the action or an instance of purchasing something

PROFITABILITY - is one of four building blocks for analyzing financial statements and

company performance as a whole. The other three are efficiency, solvency, and market

prospects. Investors, creditors, and managers use these key concepts to analyze how

well a company is doing and the future potential it could have if operations were

managed properly.

MARKETING STRATEGY - refers to a business's overall game plan for reaching

prospective consumers and turning them into customers of the products or services the

business provides.

STREET VENDOR - a person who sells something in the street, either from a stall or

van or with their goods laid out on the sidewalk.

CUSTOMER - a person or organization that buys goods or services from a store or

business.
 CHAPTER 2
METHODS

This chapter gives a description and will present the research design, research local,

population and sample, research instrument, and the data gathering procedure.

RESEARCH DESIGN
This study utilized the quantitative research design using correlational technique. A

correlational research design measures a relationship between two variables without

the researcher controlling either of them. It aims to find out whether there is either

positive,negative or zero correlation (McCombes,2019). Thus, in this research,

correlation was used to investigate the relationship between effective ways of selling

product used by street vendors of Roxas Night Market in Davao City in relation to

profitability.

RESEARCH LOCALE
This study was conducted in Davao City. The data were gathered from the foreign and

local street vendors of Roxas Night Market. The purpose was to identify the effective

ways of selling products in relation to profitability of the vendors.

 Figure 2. Location map of Roxas Night Market, Davao City, Philippines

POPULATION AND SAMPLE

The respondents of this study were the street vendors of Roxas Night Market also

known as “TIANGGE SA KATAWHAN” in Davao City. The researcher will use a random

sampling in selecting the respondents from a population of almost 600 vendors. From

the said population, the researchers are going to have only 100 respondents to

participate to the study.

RESEARCH INSTRUMENT
The researcher made a questionnaire which was the tool in gathering the needed data.

This is to determine how the ways of selling products effects the vendors profitability.

The questionnaire consisted 15 questions. 5-point Likert’s scales were used as the

basis in interpreting the data derived from the responses in the questionnaires. Each

questionnaire had its own scale for interpretation consisting of a range of mea,

descriptive level, and interpretation.

RATING SCALE FOR THE EFFETIVE WAYS OF SELLING PRODUCTS

IN RELATION TO PROFITABILITY

RANGE OF MEAN DESCRIPTIVE LEVEL INTERPRETATION

5 Very Profitable This means that the vendors are

very profitable with the effective

ways of selling products.

 4 Profitable This means that the vendors are

profitable with the effective ways

of selling products.

3 Moderate This means that the vendors are

something profitable with the

effective ways of selling products.

2 Low This means that the vendors are

unprofitable with the effective

ways of selling products.

1 Very Low This means that the vendors are

very unprofitable with the

effective

ways of selling products.

DATA GATHERING PROCEDURE

The researcher will gather the data and information through the following procedures:

The researcher will prepare an informed consent, also a letter asking a permission to

the respondents. Upon signing the consent, it means the vendors are willing to be part

of the study. Then the researchers will give the respondents a questionnaire that they
are going to answer. Afterwards, the respondents will pass it back to the researchers

who conducted the study. Lastly, the respondent’s answers will be gathered, analyze

and interpreted by the researchers base on the aim of the study.