Professional Documents
Culture Documents
A Topic Proposal
Presented to the Faculty of
College of Accountancy, Business, Economics and
International Hospitality Management
Batangas State University – The NEU
Batangas City
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Hospitality Management
By:
Cleofe, Jovelyn C.
Guerra, Angelina T.
Umali, Joyce Ann R.
May 2023
APPROVAL SHEET
This thesis, Assessment of the NeoPhilics Dining Attributes on Lomi
Houses in Lipa City prepared and submitted by Jovelyn C. Cleofe, Angelina T.
Guerra and Joyce Ann R. Umali in partial fulfillment of the requirements for the
degree Bachelor of Science in Hospitality Management, has been examined and
is recommended for acceptance for oral examination.
This chapter deals with the presentation of the problem. Specifically, this
Introduction
Food is one of the basis necessities of life. In fact, it is the most basic
sustain and maintain life, aside from air and water. All through out the world, this
available in their countries and their homes. Food has already been diversified to
a point that can now introduce the country or culture where it has originated. The
food industry is a fast-growing industry that applies the principles of food science
and technology to offer the customers a wide array of fresh and processed foods
to meet their nutritional needs, wants and budget. Lomi or Pancit Lomi is a
Filipino dish made with a variety of thick fresh egg noodles of about a quarter of
popularity at least in the eastern part of Batangas, specifically in Lipa, there are
offering the dish. There are quite numerous lomi houses scattered just around
the vicinity of Lipa and the researchers went to three different restaurants to
gather information and history where and how lomi started. According to the
owner of Lipa Panciteria, in 1968, Kim Eng, a Chinese who came to live in Lipa
City, became so fond of cooking lomi for his mahjong friends. His lomi tasted so
good that he became known for it. Kim Eng was not selfish with his cooking
techniques. In fact, he shared his way of cooking lomi to other people who
eventually established their own lomi houses around the city. Fifteen years later,
Kim Eng's family had another Lipa City Panciteria in Kap. Simeon Luz Street that
housed their Super Lomi, Super Chami, and Toasted Canton among their other
noodle dishes.
determine why customers choose to buy street foods and to know its possible
The researchers choose Lipa City as the place to conduct the research
study because Lipa City has more earnings as compared to the other
municipality. Also, the researchers decided to conduct the survey in Lipa City
different spheres of life and characters in people depending on its origins. Street
food is widely known around the world. Is ever since the early times, it already
being utilized by poor urban residents. The vendors have no permanent place to
market and had to walk with push carts. However, with the arrival of central and
Street foods provide extra income for many Filipino people since it would
not require a big amount of capital investment to put up the business. Also, with
enough money one can put up a business beside his or her house or vacant lot
near the house. It is usually owned and operated by families or individuals but
benefits from their trade throughout the local economy. Street foods are available
in all throughout market, on the street, terminal, school premises, parks and other
public place.
The researchers determine that the street foods are traditional foods
which are ready to eat and usually served with beverages. Many people buy
street foods like isaw, barbecue, betamax, atay, fishball, kikiam , kwek-kwek,
dynamite, siomai and calamares as substitutes for a viand, with reasons for
example, students who rent in boarding houses or live in dorms prefer to buy
street foods because it takes less time to prepare than to cook a viand. Many
people buy or eat them in the afternoon as merienda and is also one of the best
"pulutan" to buy for many drinkers since it is affordable. Also, eating out of street
food stalls is one of the forms of hangouts that peers do after classes.
This study aimed to assess the choice of street foods of customers in Lipa
1.1. age;
1.2. sex;
2. How may the customers food choice in street foods be assessed in terms
of:
2.1. taste;
2.2. cost;
4. What strategies can proposed for street food vendors to improve their
product offerings?
Theoretical Framework
fundamental of the study. The researchers used the model of the Customers
Figure 1
The Customer Food Choice Model
Figure 1 describes and explains the increase of demand for street foods
and considers the analysis that may contribute to the success of vendors in
selling street foods. Emphasizes that there are several factors that affects food
choices such as taste, price, food presentation/appearance and health
benefit/outcomes.
This study attempted to know and determine how individuals choose the
kinds of street foods they eat and their basis buying and eating street foods.
According to Kittler and Sucher (2008), food choice model involves the
determines which nutrients and other substances enter the body. The food
The human tongue has receptors for food perception of sweet, sour, salty,
and bitter. It is hypothesized that food choice in all societies is driven, in part, by
an inborn preference for the taste of foods. Finally, taste is influenced by flavour
experience and satisfying a need for familiarity in food, and it is to try or test the
flavour or quality of something by taking some into the mouth and smelling it.
Similarly, cost is the second most important influence on food choice, and
selection. The affordability of foods has been found to limit the purchasing of
also a factor in obtaining affordable food and the selling price for the customers.
2008). They may also set such a high standard of preparation and presentation
that some home cooks feel inadequate, choosing or select pre-packaged items
of foods and it is a result. An individual who is sick may not be hungry or may find
it difficult to eat. Even minor illnesses may result in dietary changes. Therefore is
a result after you eat a food and result in preparation and handling a food.
Conceptual Framework
in Lipa City.
the input, process and output that are considered in the whole study.
within the bracket of 13-20 years old, 21- 30years old, 31- 40 years old, 41- 49
years old, and 50 years old above. Sex such as male and female. Civil Status
college graduate. And lastly, monthly family income within the bracket of Php
5,000 and below, Php 5,001 - Php 10,000, Php 10,001 - Php 20,000 and above.
Also, it includes how the customer’s choice of street food may may be
assessed with regards to: taste, price, food presentation/appearance and health
benefit/outcome.
The process used is the analysis of the survey using analysis of data
The output is the proposed strategies for street food vendors to improve
their product offerings so that they can attract more and more customers to buy
their products. And for them to have enough knowledge on the proper hygiene
Profile of the
Respondents in terms
of:
age
sex
civil status
Educational
Analysis of Data Proposed plan of
attainment
Gathered action based on the
Monthly Family
strategies for street
income Survey Questionnaires
food vendors to
Customers preference:
improve their product
taste offerings.
cost
food
presentation/
appearance
health
benefit/outcome
Figure 2. Conceptual Paradigm
The research focused mainly in finding out the street food choices of
selected customers in Lipa City, when it comes to their taste, cost, food
respondent's age, sex, civil status, educational attainment, and monthly family
income as part of the independent variable that influence the respondents' food
choice.
The study is limited to the kinds of street foods like isaw, barbecue,
researchers wanted to focus on the kind of street food that are most popular and
best sellers in our country and particularly in Lipa City area since it is the place
The researchers chose food customers because they are the primary
buyers of street food. Also, they have more experience to eat street food so that
customers in lipa city for enhancement of street food operations. The result of the
study will be beneficial to the customers, to the street vendors, to the local
To the community of Lipa City. This study will provide them knowledge
and information about the assessment of street foods, and will serve as a guide
To the vendors of street foods. This will serve as a reminder for them to
This will be one of their basis in providing programs and training to street vendors
To the researchers. They will be able to put the concept and ideas that
they have learned while conducting the research which can largely prepare them
to more complex undertaking in time for their chosen field and profession in the
future.
To the future researchers. This study will serve, as their research aid in
Definition of Terms
pay for the services from a vendor and patronize them on a regular basis (Young,
buyers.
another in return for goods or services (Russell) 2007. In this study, it pertains to
Lazarus) 2006. In this study, it refers to the basis of customers before buying the
street food.
special health care investments or interventions (Kittler and Sucher) 2008. In this
study, it is the result of eating street food which affects the customer's health.
and/or sold by vendors outside and in other public places (Shackleton) 2009. It is
Stress Vendors. Person who offers goods for sale to the public without
having a permanent built-up structure from which to sell (Muiruri), 2010. In this
aroma, flavour, and texture (Kittler and Sucher) 2008. In this study, it refers to the
This chapter deals with the review of related concepts and studies found
Conceptual Literature
Street Food
Therefore, it is important to recognize the social dimension of street food and its
of sale, cleanliness and healthiness and how these elements are considered in
healthier foods to countries where there are lifestyle changes, where street food
practice. Fewer still are the studies that relate consumer perceptions of health to
The street food trade constitutes an alternative for family income. Street
food trade has three characteristics, namely, it is cheap, convenient and easily
entertainment and festival areas targeting a mass market. These foods and
lifestyles. While street food provides cheap food, it also offers work and income,
notably to women. If food vendors in turn prepare local foods and traditional
Street foods often reflect traditional traditional local cultures and exist in an
endless variety. There is much diversity in the raw materials as well as in the
preparation of street food beverages, snacks and meals. Vendors' stalls are
usually located outdoors or under a roof which is easily accessible from the
street. They have low-cost seating facilities which are sometimes rudimentary.
promotion. Street food businesses are usually owned and operated by individuals
or families but benefits from their trade extend throughout the local economy. For
instance, vendors buy their fresh food locally, thus linking their enterprises
directly with small scale farms and market gardens (Food and Agricultural
Organization).
Taste
complex, subtle, and worthy of interest than its placement in the history of
salt and aversion to bitter. These responses not only account for common likes
and dislikes but seem to be the foundation for common meanings assigned to
According to Wallace (2015), taste or aroma does not only affect the
Price
Price is regarded as one of the primary factors that has a significant effect
on the purchase intention of customer when they acquire a product. This is due
to the fact that the prices charged by other food sellers to maintain fairness affect
customer's opinion that a product's price is either too high or too cheap would
typically observe and compare the prices paid by other customers as well as the
prices charged by other food vendors in order to ensure that fairness is applied
among them. This is done because fairness affects consumer perception, which
in turn ultimately influences purchase intention (Omar, Juhdi, Ahmad, and Nazri,
2014).
of a given seller or buyer, the price offered may be different from the value which
might be offered to the asset by others; while cost according to him is the amount
required to create or acquire the asset and when the asset has been acquired or
created, its cost is a fact. According to him, a price is related to cost due to the
fact that the price paid for a commodity becomes its cost to the purchaser.
According to Surbhi (2014) defines price, cost, worth and value in the
following order: price as the amount of money expended by the buyer to the
seller in exchange for any product and service, that is, the amount charged by
the willing seller for a commodity is referred to as its price, which includes
cost and the profit margin. Cost, according to him is the amount incurred on the
inputs like land, labour, capital, enterprise, etc., for producing any product, that is,
some form of property, an appraisal, that is, worth is usually a subjective view of
the seller, and speculating about a likely sale, or probable cost to replace his
property.
negatively affect the purchasing process. Young people are eager to buy brands,
but their low income hinders them from doing so. The only aspect of the
marketing mix that generates revenue is price, whereas the others generate
costs. The purchasing decisions of costumers focus on their price perception and
what they think about the actual price of a product. The main goal of marketing is
to understand how customers move toward their price perception. We are all
and salespeople.
knowledge and abilities when it comes to making pricing decisions. They are
well-versed in how customers perceive products and services, and how much
they are willing to pay for them. Additionally, they have a solid grasp on matters
concerning the costs of production, including both marginal and incremental fixed
which allows them to accurately gauge the elasticity of demand and recognize
both hard quantitative analytical skills and soft skills ( Smith, 2013).
Food Presentation/Appearance
and decorating a food in a dish that is served to increase visual appeal. When
serving a meal to consumers, always remember that people will always eat it with
their eyes before eating it. The starting point in restaurant planning is to design
experience encompasses all five senses, which are seen, those that are kissed,
presentation would be adding a value on a plate that will be served to the guest
who buys the food. The appearance of a food can be seen physically and the
product can look good quality if the food is served with attractive packaging or
According to Carson et. al. (2013), food presentation scenes are often
dramatically significant. Food presentation can figure into narrative closure; the
and the penance Babette has undertaken to absolve herself of her affiliation with
the French elite during the revolution. Food presentation illustrates narrative
The primary factors that determine food acceptance and guide food
preparation and service are its outward features, taste, and consistency. The
appearance of food not only affects our food choices when presented with a
range of options but it can also impact the flavor of food and our overall
where it holds the utmost importance. Although some fruits and vegetables may
possess excellent flavor, they may have been substituted with larger, brighter,
and more attractive options because that is what consumers prefer (Lyman,
2013).
Health outcomes
These roles may have negative and positive impacts on their health and
may also lead to differences in health outcomes for men and women who are
more prone to auto-immune diseases and pregnancy brings many risks to health,
differences in health and nutrition states are also attributable to gender. In some
cases, men or boys may experience worse health outcomes (Roesel and Grace,
2014).
street-vendors are often poor, uneducated and lack appreciation for safe food
handling. As a result, street foods are perceived to be a major public health risk.
If a community is to have the full benefits of street-vended foods with minimal risk
standard of safety for such foods is best attainable in the context of the prevailing
local situation.
According to Lamuka (2014) street food vendors are an important
component of the food supply chain. Being reasonably priced and conveniently
available, street food satisfies a vital need of the urban population. These ready-
to-eat foods and beverages are prepared and/or sold by vendors or hawkers
work, schools, hospitals, railway stations, and bus terminals. Food safety is a
major concern within the street foods supply chain. These foods are handled,
prepared, and sold under unhygienic conditions with limited access to safe water,
Street vendors are often persecuted, live in uncertainty, and work in poor
conditions with little access to infrastructure. Many researchers around the world
2014).
Moreover, according to Cassia et. al. (2014), street food vendors are not
among the poorest social groups, but their low and often irregular incomes make
them highly vulnerable. Almost two-thirds of them live below the poverty line and
street. They do not benefit from any social security or state welfare scheme.
They must endure long working hours (on average of 14 hours per day), constant
exposure to wind and weather, and poor working conditions. Nonetheless, three
quarters of the interviewed hawkers stated that their income and quality of living
deadlines, social media and investors and operating without the legal baggage
that comes from a city with a defined street food regulation and enforcement
plan, these intrepid solo operators are free to move about at whim, sell when
they want to and make determinations about every level of their business. Back
when there were men to shine shoes and boys to call out the day's headlines-
always one man for one job-there were street food vendors selling a reasonably
Synthesis
the street food choice. These literatures relate to the variables such as taste,
the researchers to have a broader idea about it. Moreover, the literature gave the
customers in Lipa City. The literature gave an overview on the wide range of the
importance's and how the food is delivered and managed because they help the
Related Literature
The study of Aquino et al. (2015), entitled ”The Perception of Local Street
Food Vendors of Tanauan City, Batangas on Food Safety”, street food that is not
properly sanitized yet affordable and delicious. Their sampling design of this
respondent came from the fifty-five vendors in selected streets. The instrument
that they used to gather the necessary information for the study is in the form of a
food safety based on their demographic profile. Likewise, said study used
variables just like food safety practices, vendor’s hygiene, food preparation and
Sezgin and Sanlier (2016), conducted the study entitled “Street Food
Consumption in terms of the Food Safety and Health”, food and beverages which
are prepared and sold by the sellers on places like streets, and consumed by
customers on the run are known as street food. These foods are to homemade
food and are more affordable when compared with food supply restaurants. Their
for food consumption with general specifications od street food such as hygiene,
Food Vendors in the Philippines”, determine the quality, safety, and sanitary
practices of street vendors in San Isidro, Nueva Ecija. Their products are being
displayed in an open area in the stall. Their study used descriptive method with
out of 41 street food vendors in Poblacion San Isidro Nueva Ecija and the source
of the data to make the study realistic and complete. Likewise, said study used
variables just like product, sanitation, waste management and legal compliance.
street food sector plays an important role cities and towns of many developing
countries contributing economically and helping to meet the food demands of city
dwellers. There are major health implications that emerge from the consumption
of street food. This study used quantitative methods and used questionnaire to
collect primary data for the study. Dara was compiled in coded, entered, cleaned
cleanliness and organization of the point of sale, hygiene and training of those
who serve the public and healthiness of the products, constitute a base for the
perception of the quality of food sold in the street. The researchers used a
sampling research design is quantitative survey. Their study used variables such
The study Chen et al. (2019) entitled “Food Safety Knowledge, Attitudes,
and Behavior of Street Food Vendors and consumers in Handan, a third tier city
in China”, define street food not only provides convenience for many people, but
is also the livelihood for millions of low income people, making a great
contribution to economy of many developing countries. Their instrument that
they used to gather the necessary information for the study is in the form of
surveys and statistical analysis. Their statistical information such as gender, age,
education, income, food safety training and specific elements related to the work
experience of suppliers.
Practices and Measures among Street Food Vendors in Zanzibar Urban District”,
define street food vendors static food vending places since they can easily be
located and are mostly licensed. Their sampling research design is descriptive
survey study was to assess the hygiene and safety precautions implemented by
food.
regarding Food Hygiene and Safety", the street food sector holds significant
income for many female-led households. The study focuses on street food
mean and frequency serving as their statistical treatment. This study explores
various variables such as food safety, food hygiene, foodborne illnesses, and
food poisoning.
Practices among Street Food Vendors in Dipolog City”, used the descriptive
survey was utilized in the study to examine the food safety practices of street
food vendors. The researchers choose street food vendors that responded were
asked to rate their food safety practices. Any street food vendor near schools and
The data gathered from survey questionnaire were tabulated and processed. For
statement of the problem. The said study aimed to assess the respondent in
Buying Street Food Products in Dapitan City”, used the descriptive survey
method, with a survey checklist providing as the primary tool for data collection.
population in Dapitan City, and consumers; buying behavior towards street food.
Also, the instrument that they used to gather information for the study is in form
Synthesis
The study of Aquino et. al., Sezgin and Sanlier, and Amars were similar to
present study since they focused on the perception, street food consumption,
and sanitary practices of street food. The first two studies were focused on food
Whereas, the study of Frank, Benitez and Olmogues, Chen et. al., Campbell,
Cobero, et al. Hassan and Fweja, and Morano et. al., are also similar to the
present study also because they focused on food safety, food hygiene, consumer
buying and perception of product quality which are also some of the important
things being discussed in the present study. The instrument used in the recent
food sampling. The only difference is that the present study only uses
Lastly, the present study was similar to the recent studies because of the
variables that were used like appearance, texture, aroma, health outcome, cheap
This chapter deals with the research methods used in the study. It
treatment of data.
Research Design
food choices of selected customers in lipa city for enhancement of street food
the data in order to test hypothesis or to answer question concerning the current
status of the study. The researchers believed that this was the most appropriate
one in view of the fact that it helped to explain the information and contributes
needed in finding out the assessing the street food choices of selected
customers in Lipa City. Also, the ensured to answer the questions raised since it
followed certain process in collecting and obtaining the necessary and accurate
information needed in making this paper. Specifically, the information use in the
study comes from the outlook, opinions and insights of the respondents specified
current status of the phenomena to describe what exist with respect to variables
interpreted to determine its attributes and street food choice guidelines. The data
were gathered and interpreted to improve the quality of street food. It tried to
investigate the factors of street food that affect the choice of customers.
This method was appropriate to the study because the study seeks to
The respondents of the study were the buyers or customers of street food
because they have more experience to eat street food. They were randomly
selected or chosen from each street vendor and each stalls so that the results
would be not in flavour to some variables only. A total of 200 customers were
registered to the evaluation of the product. The researchers chose street food
customers because they are the primary buyers of street food. Also, they have
more experience to eat street food so that they are the one who best fit to answer
all the questions in questionnaire. And the researchers want to have first hand
information for better understanding of the answers and all the necessary data.
The criteria of person qualified as respondents of our study were buying and
researchers set the number of participants and would not stop until they reached
their quota. The respondents of this study were 200 customers of street food in
City.
their choice. The questionnaire was in English form but it has Tagalog translation
The researcher used questionnaires consisted of two parts. The first part
dealt with the respondents' profile - their age, sex, civil status, educational
attainment and monthly family income. The second part of the questionnaire
how do the consumers choose the street food in terms of taste, price, food
Table 1.
Table 1
Scoring and Interpretation
municipality of Lipa and gathered information regarding Street Food choice that
served as basis for the construction of the questionnaire. In order to test the
validity of the questionnaire used for the study, the researchers consulted their
assigned adviser, chairman and the panelist, statistician, grammarian and, also
of the instrument.
After validation, the researchers went to municipality of lipa and asked the
permission to conduct the survey. Aside from the information of the topic,
validation of the questionnaire and gathering of information about the study, this
was also considered as one of the hardest parts in thesis making, not only
in this matter. The study was required to have 200 respondents in Lipa City.
After the actual survey is the retrieval of the questionnaire with the
answers. Each questionnaire was tallied carefully and results were tabulated.
The compiled tally of each street food customer was used to assess the answers
of the respondents.
way analysis of variance in order to assess the factors that affect the street food
the respondents to the profile of the respondents in terms of age, sex, civil status,
Lipa City in terms of the taste, price and food presentation/appearance and
health benefit/outcome.
on the street food choices of selected customers in Lipa City when the
customers in Lipa City when the respondents are grouped according to age,
Bibliography
BOOKS
Brown, A. (2008). Understanding Food: Principles and Preparation 5th Edition. Hawaii,
Manaoa: Wadsworth Cengage Learning.
Baron, C. Bernard, M., & Carson, D. (2013). Appetites and Anxieties: Food, Film, and
the Politics of Representation. Washington: Wayne State University Press.
Cassia, R. D., Companion, M.,& Marras, S. R. (2014). The World of Street Food: Easy
Quick Meals to Cook at Home. 2 Park Square, Milton Park, Abingdon:
Routledge.
Cohen, L. (2008). Street Food: Culture, Economy, Health and Governance. 2 Park
Square, Milton Park, Abingdon: Routledge.
Grace, D., Roesel, K., & Lore, T. (2014). Poverty and gender aspects of Food safety and
informal markets in sub- Saharan Africa. Africa: ILRI (aka ILCA and ILRAD).
Kittler P. G., & Suncher , K. (2008). Food and Culture. Hawaii, Manoa: Wadsworth
Cengage Learning.
Macfie, H. (2007). Consumer- Led Food Product Development. New York Washington,
DC: CRC Press.
Muiruri, P. (2010). Women Street Vendors in Nairobi, Kenya: A Situational and Policy
Analysis Within a Human Rights Framework. Southern Africa: Ethiopia.
Preedy. V. R., Watson, R. R., & Martin, C. R. (2011). Handbook of Behavior, Food and
Nutrition. London: Springer Science& Business Media.
Internet Sources
https://www.researchgate.net/publication/
309198074_Street_food_consumption_in_terms_of_the_food_safety_and_health
https://www.studocu.com/ph/document/jose-rizal-memorial-state-university/language-
education-research/consumer-behavior/35120405
https://www.google.com/url?sa=t&source=web&rct=j&url=https://onlinelibrary.wiley.com/
doi/full/10.2991/
efood.k.200619.001&ved=2ahUKEwi_xNKRuIv_AhWKet4KHdIOAZoQFnoECAgQAQ&u
sg=AOvVaw0VPZLShkUNIkJzw4UG1qLq
https://scholar.google.com/scholar?
hl=en&as_sdt=0%2C5&q=assessment+street+food+choices+of+selected+customers&bt
nG=#d=gs_qabs&t=1684853012573&u=%23p%3Dq2bIGSAfXpgJ
https://www.redalyc.org/journal/5538/553856534004/html/
https://www.google.com/url?sa=t&source=web&rct=j&url=https://lpulaguna.edu.ph/wp-
content/uploads/2016/08/1.THE-PERCEPTION-OF-LOCAL-STREET-FOOD-
VENDORS.pdf&ved=2ahUKEwjzkL-
Dvpr_AhUbaN4KHUB9BA4QFnoECA8QAQ&usg=AOvVaw3wg4xIqP9886p_UWo8Vw2
C
https://www.google.com/url?sa=t&source=web&rct=j&url=https://ijseas.com/volume3/
v3i1/
ijseas20170111.pdf&ved=2ahUKEwjJ_sOfv5r_AhXKRd4KHS09A6YQFnoECBQQBg&us
g=AOvVaw1VZLdQCrz88C7NWznMIwnj
https://www.researchgate.net/publication/
335216233_Food_safety_knowledge_attitudes_and_behavior_of_street_food_vendors_
and_consumers_in_Handan_a_third_tier_city_in_China
https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.ijams-bbp.net/wp-
content/uploads/2021/11/IJAMS-OCTOBER-12-
23.pdf&ved=2ahUKEwj1roL0v5r_AhVZHnAKHRSCAs8QFnoECBIQAQ&usg=AOvVaw3
qWFpiCBYvOaC-KPAasBxr
https://etd.uwc.ac.za/xmlui/handle/11394/1827