The Impact of Modernized Jeepney on Traditional Jeepney Drivers in

Bacolod City

In Partial Fulfillment of the Requirements

In Marketing Research

Submitted by:

Abaring, Abygail

Acuyan, Cherry Mae

Arroyo, Mary Queen

Bordan, Athena Leila

Cabinay, Merryl Joy

Jordan, Ma. Trixie

 Chapter 1

Introduction

Background of the Study

The jeepney, an iconic mode of transportation in the Philippines,

has been a staple on the country's roads for decades. These colorful and

quirky vehicles, originally converted from US military jeeps after World

War II, are known for their affordability and accessibility. However, as

the number of jeepneys on the roads has grown, so too have concerns

over their safety, environmental impact, and social implications

(Cortajano, 2023).

According to (Cruz et al., 2018) the Public Utility Vehicle

Modernization (PUVM) Program of the Philippines aims to transform the

road sector of public transport through the introduction of safer and

climate-friendly vehicles, improved regulation, and industry

consolidation. The program aims to improve the urban quality of life,

reduce economic losses due to time lost in travel, reduce health costs

and premature deaths, reduce greenhouse gas (GHG) emissions and

improve the economic situation of the operators and industry by

improving service quality levels.

Nevertheless, this program was issued in 2017 under Department

Order (D.O.) No. 2017-011, or the Omnibus Guidelines on the Planning

and Identification of Public Road Transportation Services and Franchise

Issuance, or the Omnibus Franchising Guidelines (OFG).

A study shows that jeepneys are the second most used mode of

transportation in Metro Manila, accounting for 19.1% of the total trips

made in the region. The majority of commuters in the Philippines resort

to jeepneys because they are faster and cheaper than other PUVs. To

ensure the safety and protect the health of the commuters and even

Mother Earth, the government has planned to replace the old jeepneys

aged 15 years or older with the innovative, environment-friendly vehicle,

the E-jeepney, which is comprised of safety features.

For the above purpose, the study was conducted to determine both

positive and negative impacts on the transportation industry and society

that will help the program improve the quality of public transportation by

replacing the old and out-of-date jeepneys with modern, safer, and more

efficient models.

Statement of the Problem

The purpose of this study is to determine the impact of modernized

jeepney on traditional jeepney drivers in order to assist commuters in

determining the positive and negative impact of transportation in the

Bacolod City community.

Specifically, the study seeks to answer the following questions:

 1. What is the profile of the respondents in terms of the following

variables?

a. Age

b. Gender

c. Highest Educational Attainment

2. What are the significant differences between a modernized jeepney

and a traditional jeepney?

3. What is the level of modernized jeepneys on Traditional Jeepney

Drivers in Bacolod City in terms of:

a. Income

b. Employment

c. Competition

d. Accessibility

e. Maintenance and operating costs

Assumption s of the Study

The following were the assumptions of the study:

The impact of modernized jeepney on traditional jeepney driver in

Bacolod City

Study Variables, Indicators and Categories

Variables Indicators Categories

Age Number of years Younger

of existence Older
Gender Respondents gender Male

identity Female

Highest Educational Respondents Lower

Attainment educational Higher

level

Theoretical Framework

Jeepneys are paratransit vehicles which typically seat 12 to 22

passengers (Vergel, 2014). 61 Jeepneys constitute the bulk of urban

transport in many Philippine cities. Metro Manila, the 62 country’s

officially designated national capital region and is home to 12.8 million

residents 63 (PSA 2015), relies on jeepneys heavily for mobility. One out

of five Metro Manila commuters 64 depends on the jeepney for their daily

mobility needs (Pante, 2016).

In theory, Jeepney drivers have to stick to designated stops. But

theory and reality don’t always agree, and a Jeepney therefore will often

stop anywhere it’s being flagged down or wherever someone would like to

disembark. If their Jeepneys are not filled to capacity, drivers tend to

reduce their speeds to a minimum. After all, there might be someone

nearby looking for a ride. But while Jeepneys often serve as rolling

roadblocks, they are driven rather aggressively at other times. (Meiners,

2016)
 The jeepneys’ ubiquitous presence within the Philippine transport

landscape has had a long 66 history. At the end of World War II, the lack

of reliable transport that people could use to move 67 around cities

prompted the re-purposing of leftover G.I. jeeps from the United States

into a 68 viable urban transport alternative (Torres, 1979) Jeepneys

allow drivers to pick up and drop off 72 passengers at any point along a

fixed route, offering a highly flexible door-to-door transport 73 service –

something which may be seen as useful within the Philippine’s tropical

climate.

Despite being a supposedly temporary 69 solution, jeepneys

persisted and have continued to offer public transport services to the 70

majority of the Philippines’ commuting public; some see jeepneys as a

symbol of national, 71 ingenuity and resilience (Steinberg, 2018).

The current jeepney fleet produces considerable emissions.

Generally equipped with surplus 117 or second-hand diesel engines,

these vehicles significantly contribute to increase air pollution 118 levels

(Regidor et al., 2009). According to ( Fabian et al., 2009) called for the

reduction of the transport 119 sector’s contribution to carbon dioxide

and particulate matter emissions with better 5 120 management of

jeepney fleet emissions. It is important to note the small-scale

manufacturing 121 nature of jeepneys, where most of the parts could be

second-hand.
Scope of the Study

The descriptive research design will be used to determine the

impact of modernized jeepneys on traditional jeepney drivers in Bacolod

City for the past 3 months of the year 2023. The 30 jeepney drivers in

different areas will be given printed questionnaires as a survey and

reference.

Significance of the Study

The result of this study gave further knowledge and information to

the following.

Commuters

This study will benefit the commuters since it covers the issues

that concerns commuters, there will be more actions that the

government will take which will improve other jeepneys that will also be

placed in different areas in the city.

Residents

The result of the study benefited residents of the area, including

students, parents, and barangay officials who served as respondents to

the study. These respondents will profit from this since each

respondent's ideas and viewpoints are highlighted and appreciated so

that the general public and the government are aware of any problems

with e-jeepneys that need to be resolved or have already been.

Drivers
 This study will help people express their concerns about the

program that is being implemented nationally. Additionally, they will

learn some previously undisclosed data about the program thanks to this

investigation. Despite the program's drawbacks, this study will also

consider the benefits of the program.

Government

This study will be helpful since it will act as a tool for reconsidering

and making changes to the program for people who will be directly

impacted by it. This will support the government's economic goals, such

as progressively resolving traffic issues and creating new job

opportunities.

Present Researcher

The results of this research benefit the researcher in

understanding of the Impact of Modernized Jeepneys on Traditional

Jeepney Drivers in Bacolod City.

Future Researchers

The results of the study help researchers. The data gathered and

the findings of this study enabled them to pursue further research

regarding the aspect of the research that needs further investigation. It

can also serve as a foundation or a guide for other researchers who want

to conduct studies connected to jeepney upgrading.

Definition of Terms

The following terms are defined conceptually and operationally for

the clearer understanding and appreciation of the study:

Accessibility

Conceptually, this is the ability of a location to be reached from or

by various locations is measured. Therefore, a key factor in determining

accessibility is the capacity and configuration of the transportation

infrastructure (Rodrigue, 2020).

Operationally, accessibility is the ability to access something that

brings benefits to everyone.

Age

Conceptually, it is a number that can be categorized in groups

that can be viewed as a discrete variable because it is commonly

expressed as an integer in units of years with no decimal to indicate

days, hours, minutes, and seconds (Mondal, 2017).

In this study, it is the age years of the respondents as to whether

they are younger or older.

Competition

According to Sutherland, Woodward and Maxwell “Competition is

an impersonal, unconscious, continuous struggle between individuals or

groups for satisfaction which, because of their limited supply, all may

not have.”

In this study, competition is where we compete with or have a

fierce rival that we need to outclass or out level.

Employment

According to Heathfield (2020), the term refers to an agreement

between an employer and an employee that the employee will provide

certain services. In return, the employee is paid a salary or hourly wage.

Operationally, this refers to a jeepney driver that counts as drivers

under the Modernizing Program and regular employees of the corporation

or cooperative.

Gender

According to World Health Organization, the term refers to the

characteristics of women, men, girls and boys that are socially

constructed.

In this study, it depends on the gender identity of the respondents,

whether they are male or female.

Highest Educational Attainment

Conceptually, this is mostly referred to as the degree or level of

completed education of a person based on the followings: elementary,

high school, technical-vocational, Bachelor's degree in college, Master's

in Graduate School, and Doctorate in Post Graduate Studies (Rodrigues

et al., 2017).

As used in the study as barangay entrepreneurs graduated from

high school and college-level, which is categorized as lower, and

graduated from college and post-graduate, which is categorized as

higher.

Income

According to the ft.lexicon.com, the term refers to "Money received

by an employee, business, investor, or economy (see GDP). In corporate

accounting, usage differs – the convention in the US is that a company’s

income means its profit, though elsewhere it may mean revenue."

In this study, income refers to the money that a person or entity receives

in exchange for their labor or products. Income is the money that is

earned by the jeepney drivers after a long day of riding a jeep.

Jeepney

Conceptually, the term refers to which originated at the end of

World War II when enterprising Filipinos repurposed old jeeps left by the

United States army into public minibuses able to carry as many as 25

people at a time, is today the cheapest and most common form of

commuter transport in the country (Beltran, 2023).

 Operationally, jeepney is one of the vehicles we use in our everyday

commute to places we want to go.

Modernized Jeepney

According to Asia Pacific Foundation of Canada (2023), the term

refers to the traditional look of the old, classic-style jeepneys and

includes new features such as higher ceilings and doors on both sides,

as well as optional air-conditioning and CCTV cameras for security.

In this study, the jeepney has been upgraded to a classic style and

can carry more passengers than older jeepneys.

Traditional Jeepney

Conceptually, the term refers to heavy and stainless-steel box-type

frames. It has been running on the streets of the Philippines for decades

(Dogelio, 2023)

Operationally, jeepneys have been known to tourists for their

unique designs.