FOOD BEST SPOTS: A FREE DIGITAL ADVERTISING WEBSITE TO AID FOOD

BUSINESSES IN MALABON CITY

Andrada, Revin M.

De Leon, Yanyan A.

Garcia, Reina Lea A.

Gariando, Steven John T.

Lirasan, Joshua Rafael B.

Department of College of Engineering and Technology, City of Malabon University

Capstone Project and Research 1

Karlo Emil Flores

September 7, 2022
 Introduction

Concept of the Project

As for the visitors (users), the website allows the users browse the contents without

having a registered account. To make it user friendly, we decided to classify the food served by

those businesses. For example, buffet, samgyup, lugawan etc. Once the user searches a keyword

in the search engine and matches one of those options, the system will automatically show the

available food businesses that offer the product they want and its information.

As for businesses, they can contact the administration through email to provide their

information (e.g., business name, location, photos of their product) and also, to discuss the terms

and condition of website. This process will help the website to provide a legitimate food business

that exist only in Malabon. In short, it will give quality services.

Background of the Beneficiary

During the COVID-19 pandemic, many working food businesses were affected.

To keep their business running, they became reliant on food deliveries platforms to serve

costumers [1]. If a customer orders a product, there is a separate payment for the delivery. And it

becomes an inconvenience, but still a way for their safety. After months, Malacañang stated that

48 areas in the Philippines were approved to undergo alert level 1 status. Malabon is one of them

(inquirer.net, 2020). As a result, all businesses are permitted to operate with minimum public

health standards. (Department of Health). Therefore, production of food businesses in Malabon

are almost back to normal and food delivery is still an option, but no longer necessary. However,

the virus is still a thing of concern; that is why people still wear face masks.
 Malabon is known for its fish paste (Philippines Cities). And also, for some known food

spots. These are Dolor's Kakanin, Aling Mely's Carinderia, and Cocina Luna (Ignacio, 2014).

These food businesses have been serving food to Malabonians and travelers for years; that is

why they are famous and known for their business names. However, there are many growing

small food business in Malabon that are trying to compete with those bigger competitors.

They commonly use Facebook to boost their digital reputation. But it is hard to gather likes and

followers. The Facebook platform offers its feature; social media marketing, but this is rather

costly.

The Problem of the Beneficiary

This study aims to answer the following specific problems such as:

 As for small businesses, there is no such community-based platform in Malabon

that offers free advertising for them.

 As for target users (we can call them foodies), they are having hard time finding

food stores online, since the search engines are not programed for them to find

what they are looking for. To elaborate on it with examples, they usually use

Facebook to find food stores. Facebook’s search engine was created to find a

user/page (at least the exact name) that has an account on their database.

Overview of the Solution

The researchers want to create a free web-based platform that is food-business-focused.

 A website wherein the food businesses in Malabon can show their product to the

website's visitors.
  To make a community-based website (network) that would aid small businesses

to get advertised

 Since the website is free, the researchers planned to create an algorithm for

search engine that is not biased. If the visitors of website use general food-based

keywords (e.g., takoyaki), they will get the list of available random food

businesses and if not (they use exact name of stores), the result will be accurate.

 To make a user-friendly website wherein you can easily search a food product

and the system will provide information about the store you are looking for.

Review of Related Literature and Related Studies

Previous Investigations

Local Studies

Besides, the study about the impact of advertisements on the buying behavior of rural

consumers in Laur, Nueva Ecija, Philippines (Braza, et al… 2020) stated that the rural

communities in the Philippines are still becoming acquainted with modern cultures and media,

despite high levels of modernization in urban areas. According to the Philippine Statistics

Authority, Filipinos aged 10 to 64 in urban areas typically watched television (97.3 percent) and

used social media to access the internet (82.5 percent). Rural areas, on the other hand, have the

highest levels of exposure to television (94.4%) and radio (74.7%), but the lowest levels of

exposure to internet research and email (52.3%). People in cities are more likely to consume both

traditional and new media, such as television and the internet. People in rural areas are most

likely to use traditional media such as radio and television. However, as per their findings,
respondents believed that social media was the most successful advertising medium before

television commercials. The researchers were surprised to see that rural customers, like their

urban counterparts, use social media as their primary source of advertising. The popularity of

online media usage among the younger demographic sector indicates that they were exposed to

advertisements, which supports the findings of Subbaiah and Sathish (2017). It is believed that

younger generations are more exposed to advanced technologies and are more prone to switching

from traditional media in favor of new and evolving online and digital marketing.

Foreign Studies

According to the study conducted in Unilever in Nigeria PLC, customers are believed to

be unfamiliar with the product and services, but as soon as they learn about the benefits and

characteristics of the product and services, they are eager to check them out. If customers are

satisfied with the goods, they will buy and re-buy them, resulting in an increase in sales revenue.

There are a lot of options for advertising, however, the most common is social media. Based on

the study conducted by Manoj Timilsina, the acceptability rate of social media is steadily rising.

Social media is being used by many types of businesses as a critical tool for implementing

business and marketing strategy. The purpose of the study is to emphasize the effects of social

media in restaurants in Oulu. The major goal of this thesis is to look at the effects of social media

on business and how it influences company activity. Also, this study includes a quick overview

of social media and how it may be used for effective marketing.

Understanding the gap of this study

The studies above provide patterns for why the researchers will pursue this study. The

proponents discovered three gaps that needed to be addressed. First, among the articles, they
clearly stated that businesses commonly use social media marketing as part of their business

strategy. In this study, the researchers specified that the source of the problem for small

businesses are social media marketing factors including convenience and cost of use.

Remarkably, the concept of "social media" as part of a business strategy becomes a long-winded

topic. In short, the researchers view the idea as contradictory.

Secondly, the studies above said that the internet was widely used in urban areas. Since

this study will be conducted in Malabon (which is a part of a bigger urban city), the researchers

have a clear vision that the investigation is on the right path and will produce great results.

And lastly, there are no platforms that offer free services when it comes to

advertisements. Evidently shows that the objective to create a free advertising website has a

probable good effect on its beneficiaries.

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