THE UNIQUE STRATEGIES OF SUMAN VENDORS IN

SELLING SUMAN AND OTHER DELICACIES IN ANTIPOLO

A Research

Presented to

Innovatech Skills & Resource Institute

Antipolo City, Rizal

In Partial Fulfillment

Of the Requirements

ALEAH MILES V. ESPAÑOLA

JENICA R. TOÑACAO
JILIAN A. PAYOPAY
KATHERINE ANNE S. SIERRA
LENIE MAE G. PANTI
CARL VINCENT D. VILLEGAS
 ABSTRACT

Title: THE UNIQUE STRATEGIES OF SUMAN VENDORS IN SELLING SUMAN

AND OTHER DELICACIES IN ANTIPOLO

Researchers: ALEAH MILES V. ESPAÑOLA

JENICA R. TOÑACAO

JILIAN A. PAYOPAY

KATHERINE ANNE S. SIERRA

LENIE MAE G. PANTI

CARL VINCENT D. VILLEGAS

Year: 2022

Teacher: JEFFREYSON S. NOCOS, LPT

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Chapter 1

THE PROBLEM AND ITS BACKGROUND

This chapter includes the Purpose and Background of the Study, Conceptual
Framework, Research Hypothesis, Statement of the Problem, Importance of the Study,
Scope and limitations, and Definition of Terms.

Purpose and Background of the study

A popular Filipino dish called Suman is made of sticky rice that has been
cooked after being wrapped in banana leaves. It is a well-liked snack or dessert that is
frequently offered at important events like fiestas and weddings. Every variety of Suman
has a unique flavor and texture, and it's frequently eaten with coconut jam, grated
coconut, or sugar. In the Philippines, Suman is one of the many regional specialties that
street food sellers sell. To draw clients and maintain their businesses, many vendors
primarily rely on their sales methods. Some street vendors have succeeded in creating
distinctive selling techniques that let them stand out from the crowd in spite of the
competition from other sellers. It is uncertain how the Suman was invented, but it is not
surprising that such a food was created, given that rice is one of the most important
foods and crops in the Philippines. It is said that rice cakes can be traced back to the
Filipinos' pagan era, before Spanish and American colonization and their Christian
influences. During harvest time, the people would utilize and collect rice and turn it into
rice dishes called "Kakanin," which include rice cakes. The cakes would also often be a
part of the food offerings presented to the spirits and gods to symbolize the gratitude of
the people to the blessings of God manifested in nature.

Suman is a traditional Filipino delicacy that has been enjoyed for centuries. It
is made from glutinous rice that has been cooked in coconut milk and sugar, and is
often wrapped in banana leaves before being steamed. The origins of Suman can be
traced back to pre-colonial times when rice was considered a staple food in the
Philippines. The indigenous peoples of the archipelago used to cook rice in various
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ways, including boiling and roasting, but it was the Tagalog people who first discovered
the unique taste of Suman.

During the Spanish colonial period, Suman became even more popular as the
Spanish introduced new ingredients and cooking techniques. They introduced sugar,
which gave Suman its sweet taste, and coconut milk, which gave it its creamy texture.
The Spanish also encouraged the use of banana leaves as a wrapper, which helped to
keep the rice moist and imparted a subtle aroma to the dish.

Suman has become an integral part of Filipino cuisine, and it is often served
during special occasions and festivals. It is particularly popular during Christmas and
New Year's Eve celebrations, when families gather together to enjoy Suman and other
traditional Filipino dishes. There are many regional variations of Suman, each with its
own unique flavor and texture. For example, in the Bicol region, Suman is made with
root crops such as taro or cassava, while in the Visayas, it is often flavored with pandan
leaves.

In recent years, there has been a resurgence of interest in traditional Filipino

cuisine, and Suman has become popular once again. Many restaurants and food
establishments now offer Suman as a dessert or snack, and it can even be found in
some supermarkets and specialty stores. Some people have also started experimenting
with different flavors and ingredients, such as adding Ube (purple yam) or Chocolate to
the rice mixture.

This study intends to investigate the distinctive tactics employed by Suman

vendors when marketing Suman and other delicacies. We may obtain insights into how
vendors thrive in the market by studying these tactics, and we can also spot new areas
for expansion. Past studies have demonstrated that food vendors employ a variety of
strategies to draw customers, including serving samples, delivering first-rate customer
service, and putting together a visually appealing display. Yet, there hasn't been much
study on the specific tactics employed by Suman vendors.

A qualitative research design will be used in this study to gather information

from Suman vendors in various Filipino areas. In-depth interviews with vendors will be
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conducted in order to learn more about their marketing and competitive strategy plans.
The study will also look at the difficulties and strengths that Suman vendors experience
in running their businesses including Good Quality Goods, Increasing Income,
Encroachment of Public Spaces, Competitors and Increased Customer Satisfaction. We
can identify potential areas for intervention to support the sustainability of the Suman
vending business by analyzing these difficulties and strengths. Suman can be
reintroduced in school as well. The school is critical because it has facilities and
resources to raise awareness about Suman and devise strategies to bridge the gap
between heritage and development.

The results of this study will be useful to researchers, consumers, legislators,

and Suman vendors. The study will give merchants information on the best ways to
market Suman and other delicacies. The study's findings can be used by policymakers
to create regulations that aid the Suman vending industry's expansion and
sustainability. The study can be used by researchers to deepen their understanding of
food vending procedures and to generate new research ideas. By examining the
distinctive approaches taken by Suman vendors to market their goods, this study will
ultimately add to the body of knowledge on food vending behaviors. The study will give
useful insights into the difficulties and chances faced by Suman vendors and the larger
Philippine food selling business.
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INDEPENDENT VARIABLE DEPENDENT VARIABLE

Factors

 Good Quality Goods Suman Vendors'

 Encroachment of Public
Unique Strategies
Spaces
 Competitors In Selling Suman and

 Affordable Other Delicacies

Factors Affecting Suman Vendors’ Unique Strategies

In Selling Suman and Other Delicacies in Antipolo

Figure 1

Conceptual Framework showing the relationship of the Independent and

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Dependent variables

Conceptual Framework

The conceptual framework consists of two variables, the Independent

Variables and Dependent Variable that the researchers used.

The first figure shows the independent variables that contains the factors of
the study. The factors are

The second figure shows the dependent variable that contain the respondents
of the research study.

The researchers will be able to determine the possible outcome of the study
about the Factors Affecting Suman Vendors’ Unique Strategies in Selling Suman and
Other Delicacies in Antipolo.

Research Hypothesis

Vendors who employ distinctive marketing and product differentiation

strategies to sell Suman products will experience greater success and profitability
compared to those who do not. These innovative techniques will not only enhance
customer loyalty and satisfaction but also drive revenue growth and encourage repeat
business. Additionally, vendors who offer a diverse range of delicacies in addition to
Suman will be able to expand their customer base and strengthen their competitive
advantage.

Therefore, the alternative hypothesis of this study suggests that the unique
selling strategies employed by Suman vendors have a significant impact on their
marketing efforts, enabling them to gain a sustainable competitive advantage over their
street vendor rivals. By understanding the needs and preferences of their customers,
vendors can establish themselves as a preferred choice in the market. However, it is
worth noting that indiscriminate promotion of Suman may lead to negative
consequences such as business threats and bankruptcy.
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Statement of the problem

Generally, the objective of the study is to identify the unique strategies of

Suman vendors in selling Suman and other delicacies in Antipolo City.

Specially, it sought to answer the following:

1. What are the unique strategies of Suman vendors in selling Suman and other
delicacies in Antipolo City?
2. What are the common factors affecting Suman vendors in terms of:
2.1 Good Quality Goods
2.2 Encroachment of Public Spaces
2.3 Competitors
3. What are the challenges in selling Suman?

Importance of the Study

The purpose of this study is to identify the unique strategies in selling Suman
and other delicacies among Suman vendors at Victory Mall Pasalubong Center in
Antipolo City. The generalization of this study would be a great contribution in letting
certain groups know that the result of this investigation could be highly significant
and beneficial specifically to the following:

Suman Vendors. This study will help Suman vendors sell more and attract more
customers through unique strategies to increase their income. It provides insight into
the marketing strategies used by small-scale vendors to increase their sales and
profits. This knowledge can be used by other vendors to improve their own business
practices. It can help identify potential areas for improvement in the current
marketing strategies used by Suman vendors. This could lead to more effective
marketing campaigns that could result in increased sales and profits for these
vendors.

Consumers. By understanding the strategies that vendors use to market and sell
their products or services, customers can gain insights into the value proposition of
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these offerings. This knowledge can help customers evaluate whether a particular
vendor's products or services are a good fit for their needs, budget, and preferences.
Customers must have access to reliable, unbiased information about the goods and
services they choose to buy. They are able to make the best decisions based on
their interests as a result, and firms cannot take advantage of them or deceive them.

Investors. By investing in this kind of business, creates a new opportunity. By

analyzing the strategies that vendors are using to differentiate themselves from
competitors and capture market share, investors can gain valuable insights into the
company's prospects for growth and profitability. For example, if a vendor has
developed a unique product or service that has strong demand and few competitors,
this could be a strong indicator of the company's potential for future success. By
investing in this business early on, investors may be able to take advantage of the
company's growth trajectory and benefit from long-term capital appreciation.

The Researchers. Through this study, the researchers will better understand the
cultural relevance of Suman and other delicacies in Filipino culture. Vendors can
better understand how to market these delicacies to customers from diverse
backgrounds by being aware of the cultural significance of these dishes. As buyers
from various cultures are more likely to buy these things if they are aware of their
cultural value, this could result in higher sales.

Scope and Limitations of the study

This research focuses on the Suman Vendors of Victory Mall Pasalubong

Center in Antipolo City. This study will be covered by 30 selected Suman vendors as
participants. This will be conducted at Victory Mall Pasalubong Center, ML Quezon
Street. Corner of Oldan Street. Brgy. Dela Paz, Antipolo City from March onward to
July.

Definition of Terms

For better clarification and understanding of the terms related to this study,
the following terms are defined conceptually.
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Encroachment. To enter by gradual steps or by stealth into the possessions

or rights of another.

Competitors. Other businesses who can offer the same or similar goods and
services to your customers.

Strategies. A careful plan or method.

Suman. A rice cake originating in the Philippines. It is made from glutinous

rice cooked in coconut milk, often wrapped in banana leaves, coconut leaves, or buli
or buri palm (Corypha) leaves for steaming.

Delicacy. Something pleasing to eat that is considered rare or luxurious.

Street Vendors. Sell goods and offer services in broadly defined public
spaces, including open-air spaces, transport junctions and construction sites.

Marketing. The activity or business of promoting and selling products or

services, including market research and advertising.

Tactics. An action or strategy carefully planned to achieve a specific end.

Income. A gain or recurrent benefit usually measured in money that derives

from capital or labor.

Goods. Physical products that are either produced or purchased by a

company for the purpose of selling them.
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NOTES

1. _https://juankakanin.wordpress.com/2014/10/27/suman-origin-and-benefits/

2. _https://economictimes.indiatimes.com/industry/banking/finance/only-40-

street-vendors-repay-working-capital-loan-given-during-covid-19/articleshow/

92733078.cms

3. _ https://resourcehub.bakermckenzie.com/en/resources/asia-pacific-food-law-

guide/asia-pacific/philippines/topics/food-product-and-

safetyregulation#:~:text=The%20Food%20Safety%20Act%20of,or%20reduce

%20risks%20to%20consumers

4. _https://www.gmanetwork.com/news/lifestyle/content/825946/suman-makers-

get-grocery-packs-health-checkups-care-of-gma-kapuso-foundation/story/

5. _https://www.philstar.com/the-freeman/cebu business/2014/04/25/1315919/bir-

ambulant-vendors-are-exempt-taxes#:~:text=Do%20they%20pay%20taxes

%3F,BIR%20official%20told%20The%20FREEMAN