STREET FOODS CHOICES OF SELECETED CUSTOMERS IN LIPA CITY FOR

ENHANCEMENT OF STREET FOODS OPERATION

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, STREET FOODS CHOICES OF SELECETED CUSTOMERS
IN LIPA CITY FOR ENHANCEMENT OF STREET FOODS OPERATION
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.

APRIL M. PEREZ, Ph.D.

Adviser

Approved by the Committee on Oral Examination with a grade of ______

 CHAPTER I
THE PROBLEM AND ITS BACKGROUND

This chapter deals with the presentation of the problem. Specifically, this

presents an introduction, the background of the study, statement of the problem,

theoretical framework, conceptual framework, hypothesis of the study, scope and

limitations of the study, significance of the study, and definition of terms.

Introduction

Food is one of the basis necessities of life. In fact, it is the most basic

necessity because it provides the nourishment needed by the human body to

sustain and maintain life, aside from air and water. All throughout the world, this

necessity has driven different nations to be resourceful on how to keep food

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.

Filipinos are known to enjoy the average three 'meals a day plus desserts

or "merienda" as most Filipinos call it. One of the good qualities that Filipinos

have is their ingenuity to make up almost anything into something new, creative

and yet cost-sufficient, including food. For them, street food is the ultimate “snack

food”. Filipinos, on the other hand, tend to race to the streets for their favourite

pinoy street foods for a few pesos to satisfy their hunger. These street foods are
easy to find outside school gates, churches, parks and even in malls where they

offer most exotic delicacies.

Street foods are prepared, cooked and sold by vendors in a street or other

public location for immediate consumption. Street foods generally refer to ready-

to-eat foods and beverages prepared either at home or on the streets, they are

sold by vendors from a portable stall, cart or food booths, especially on streets

and other public places. These foods provide a source of inexpensive,

convenient and often nutritious food for both the urban or rural poor as well as

attractive and varied food for tourists. However, street food vendors overlook the

importance of safety and nutritional quality of food they serve which can cause

food-related diseases, poisoning and even death to customers (Food and

Agriculture Organization or FAO).

People enjoy street food for a number of reasons such as a quick,

inexpensive bite on the run, to sample flavorful local or exotic food in a social

setting, to experience new ethnic cuisines, and to support small food businesses

and local vendors. Many cases of food borne-illness can be linked directly to lack

of attention to personal hygiene, cleanliness, and food handling procedures. The

lists of infectious and communicable diseases are transmitted through food

contaminated by infected food handlers. Hygiene and sanitation starts from the

time of designing a premise for food service. (Ghosh & Hilario, 2007).

This emerging issue give rise to the researchers to come up with a study

concerning street food. The researcher's conduct these study mainly because to

know the customers preference when it comes to buying street food. Also, the
researchers want to know how safe street food because as what people can

notice, street food are being sold in the streets, so it is prone to dust and different

germs or viruses that causes different health problems to the person who ate that

certain street food.

Background of the Study

The researchers choose to study the Street Foods Choices of Selected

Customers in Lipa City through the analysis of Customers Food Choice, to

determine why customers choose to buy street foods and to know its possible

effects on human health.

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

because it is convenient and less cost while conducting the study.

Street food commonly known as "pagkaing kalye" is a part of culture and

lifestyle in the Philippines. In a wider sense, it can serve as a representation of

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

semi-permanent markets, street food has evolved into something of a distinct

category, becoming a culture in itself.

 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.

The researchers determined that street foods are easy to sell to

customers because of its affordability, convenience and availability compared to

other food merchandises.

Statement of the Problem

This study aimed to assess the choice of street foods of customers in Lipa

City. Specifically, this sought answers for the following questions.

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

1.1. age;

1.2. sex;

1.3. civil status;

1.4. educational attainment; and

1.5. monthly family income?

2. How may the customers food choice in street foods be assessed in terms

of:

2.1. taste;

2.2. cost;

2.3. food presentation/appearance; and

2.4. Health benefit/outcome?

3. Is there a significant difference on the customer’s choice of street food

when grouped according to profile?

4. What strategies can proposed for street food vendors to improve their

product offerings?
Theoretical Framework

This shows the theoretical framework that the researchers used as a

fundamental of the study. The researchers used the model of the Customers

Food Choice (Kittler and Sucher 2008).

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

consumption of foods and provides perspective in food behaviour. Food choices

involved in choosing foods is tremendously diverse and extensive and

determines which nutrients and other substances enter the body. The food

selection is primarily motivated by taste. Taste is defined broadly by the sensory

properties detectable in foods: color, aroma, flavour, and texture.

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

principles, the characteristic combinations of core and complementary foods, as

well as traditional grouping of meal elements. Therefore taste is important

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

income level is the most significant socio demographic factor in predicting

selection. The affordability of foods has been found to limit the purchasing of

health-promoting foods, and in some cases even families with government

subsidies find it difficult to meet nutritional needs (Kittler and Sucher, 2008). It is

also a factor in obtaining affordable food and the selling price for the customers.
 The variables self-expression is changed into food

preparation/appearance. Furthermore, self-expression is the way in which we

indicate who we are by behaviour or activities, is important for some individuals

in food selection, particularly as a marker of cultural identity (Kittler and Sucher,

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

instead of making meals.

Moreover, Kittler and Sucher (2008), health outcomes also a combination

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

The study is concerned on the street food choices of selected costumers

in Lipa City.

Figure 2 presents the conceptual framework of the study which includes

the input, process and output that are considered in the whole study.

The inputs consist of the respondent's demographic profile such as age

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

which includes single, married, separated, and widow or widower. Educational

attainment such as high school graduate, senior high school graduate, and
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

gathering through questionnaires to determine the consideration of the

respondents in buying street foods. Moreover, the researchers used Relative

Frequency of Percentage, Mean, Independent Sample T-Test, and One Way

Analysis of Variance (ANOVA).

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

and food sanitation.

 INPUT PROCESS OUTPUT

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

“Street Food Choices of Selected Customers in Lipa City for Enhancement

of Street Food Operations”

Hypothesis of the study

Research hypothesis was used to determine the possible outcome of the

study; the hypothesis below was tested:

Ho: There is no significant difference on the customer’s choice of street

food when grouped according to profile.

Scope and limitation of the study

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

presentation/appearance, and health benefit/outcome.

The researchers confined the personal variables only in terms of the

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,

betamax, atay, fishball, kikiam , kwek-kwek, dynamite, siomai and calamares.

Because there are many kinds of street foods all around the world. The
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

for assessment for the study.

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

the researchers can get first-hand information from them.

Significance of the Study

This study aimed to determine the street food choices of selected

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

government, to the researchers, and to the future researchers.

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 awareness regarding the food they eat.

To the vendors of street foods. This will serve as a reminder for them to

improve their product offerings to the customers.

To the Local Government especially the Department of Health (DOH).

This will be one of their basis in providing programs and training to street vendors

to have more knowledge on selling their products.

To the CABEIHM instructors and to the CABEIHM or Department of

College of Accountancy, Business Economics, and International Hospitality

Management. This will serve as a guide or additional source of information that

will be made available to requesting clients such as students who will be

conducting their own research studies.

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

their assignments and projects.

Definition of Terms

For more comprehensive understanding of the study, the following terms

are conceptually and operationally to provide better understanding for readers.

Customers. This term refers to the persons who buy goods/products or

pay for the services from a vendor and patronize them on a regular basis (Young,

et al., 2008). In this study, they are the target respondents.

Customers Choice. Refers to the decisions that customers make with

regard to products and services. When we study customers choice behaviour, we

examine how costumers decide which products to purchase or consume over

time (Cohen) 2008. In this study, it refers to the choice/s of the street food

buyers.
 Price. The quantity of payment or compensation given by one party to

another in return for goods or services (Russell) 2007. In this study, it pertains to

the initial price of certain street food.

Food Presentation/Appearance. The art of modifying, processing,

arranging, or decorating food to enhance its aesthetic appeal (Styler and

Lazarus) 2006. In this study, it refers to the basis of customers before buying the

street food.

Health Outcomes. Changes in health that result from measures or

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.

Street Foods. Refers to the ready-to-eat foods and beverages prepared

and/or sold by vendors outside and in other public places (Shackleton) 2009. It is

the food that is being assessed by the researchers.

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

study, they are the vendors or sellers of street food.

Taste. Refers to the sensory properties detectable in foods like color,

aroma, flavour, and texture (Kittler and Sucher) 2008. In this study, it refers to the

flavour/flavours of certain street foods.

 Chapter II
REVIEW OF LITERATURE

This chapter deals with the review of related concepts and studies found

in previous literature. It also presents a synthesis of reviewed research literature.

Conceptual Literature

Street Food

According to Fonseca et al. (2013), consider street food as part of culture

in certain circumstances influencing decisively in the sense of belonging to a

group based on the food choice and on consumption rituals considering that

gastronomy is an expression of cultural identity in the home or on the street.

Therefore, it is important to recognize the social dimension of street food and its

consequences in terms of perception of product quality, organization of the point

of sale, cleanliness and healthiness and how these elements are considered in

contexts that intend to evaluate this type of trade.

Moreover, according to Schnettler et al. (2015), associate the purchase of

healthier foods to countries where there are lifestyle changes, where street food

consumption is also influenced by the search for healthier foods, as in closed

environments, such as fast-food, the sale of healthy products is not a recurring

practice. Fewer still are the studies that relate consumer perceptions of health to

perceived quality of products.

The street food trade constitutes an alternative for family income. Street

food trade has three characteristics, namely, it is cheap, convenient and easily

obtainable around cities, and it served in vans or kiosks usually located in

commercial streets and at festivals (Bellia et al., 2016).

According to Sezgin (2016), street foods are prepared and sold in

congested areas such as streets, schools, train stations, bus terminals,

entertainment and festival areas targeting a mass market. These foods and

beverages can be consumed on the go without the need for additional

processing or preparation. Millions of uneducated people earn a consistent living

by preparing and selling food on the streets.

Eating meals outside- so called "street food" - is a typical feature of urban

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

dishes, including indigenous vegetables, they contribute to the promotion and

conservation of traditional plants, even in urban areas.

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.

Their marketing success depends exclusively on location and word of mouth

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

According to Korsmeyer (2015), taste turns out to be a sense that is more

complex, subtle, and worthy of interest than its placement in the history of

philosophy would suggest. The sense of taste is an educable faculty, as the

dizzying variety of eating preferences displayed across the globe testify. At

the same time, as physiologists and psychologists have demonstrated, there

are a number of inborn, universal preferences, such as attraction to sweet and

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

flavors. A question that remains to be addressed is whether the educability and

discrimination of taste permit a defense of its aesthetic importance.

According to Wallace (2015), taste or aroma does not only affect the

perceived flavor as an independent modality, but the combination of taste and

aroma can also change both the intensity and quality of the perceived flavor as a

result of cross-modal association.

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 perception, which in turn affects purchase intention. It is possible that a

customer's opinion that a product's price is either too high or too cheap would

affect their willingness to make a purchase of that product. In addition, customers

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).

According to Parker (2015), price as the amount asked, offered or paid for

an asset, hence, because of the financial abilities, motivations or special interests

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,

it is the amount of money spent by the company in the manufacturing of a

product. The worth of a commodity is defined as an expected selling price of

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.

According to Al-Salamin et al. (2015), good prices of well-known brands

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

customers, no matter how old, educated, wealthy, or talented. Understanding

customer behavior thus becomes a critical challenge for advertisers, distributors,

and salespeople.

Professionals in the field of pricing must possess a wide range of

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

costs associated with catering to specific markets. From a marketing standpoint,

they possess a strong comprehension of competitive strategies, market share,

and industry trends. Often, they have a profound understanding of economics,

which allows them to accurately gauge the elasticity of demand and recognize

the connections between price changes, volume fluctuations, and profit

enhancements. Due to the nature of their work, pricing professionals combine

both hard quantitative analytical skills and soft skills (Smith, 2013).

Food Presentation/Appearance

Food Presentation or food appearance is an art of processing, organizing,

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

"customer experience in every single contact point" or the experience that

customers want to experience in every contact that occurs. This perceived

experience encompasses all five senses, which are seen, those that are kissed,

touched, or tasted (Ketaren, 2017).

According to Chow et al. (2013), the appearance of a food on a plate is

one aspect that consumers seek to achieve their expectations of an experience

when it comes to a restaurant. Food which has a good appearance or

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

added with a label of information about the product.

 According to Carson et. al. (2013), food presentation scenes are often

dramatically significant. Food presentation can figure into narrative closure; the

presentation of the sumptuous meals signals the culmination of Babette's Feast

and the penance Babette has undertaken to absolve herself of her affiliation with

the French elite during the revolution. Food presentation illustrates narrative

developments and can communicate nationalist sentiments.

According to Schroder (2013), appearance of a food precedes its

ingestion. However, appearance has predictive value in terms of its orally

perceived sensory properties. The careful display and arrangement of foods

serves to communicate certain positive attitudes on the part of the provider,

thoughtfulness, humour, etc., thereby enhancing their overall appeal. Brand

identify performs a similar function. When food is offered to children, an attractive

presentation is particularly important. A meal is an occasion in a child's day, not

just a necessity, and it therefore benefits from an element of fun.

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

satisfaction with it. This aspect is particularly crucial in supermarket displays

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 Food Vendors

According to Walter J and Hoorfar (2014) it has also been recognized that

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

of foodborne diseases, government intervention is required to ensure that the

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

mainly in streets or other convenient public places such as around places of

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,

sanitary services, or garbage disposal facilities.

Street vendors are often persecuted, live in uncertainty, and work in poor

conditions with little access to infrastructure. Many researchers around the world

confirm that street vending is often looked down on as an undesirable activity

undertaken by criminals which impinge on the use of public space (Wongtada,

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

12 percent of them dwell in highly precarious shacks in slums or live on the

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

had improved since they started street vending.

According to Elliot (2015). street food vendors are perhaps the most literal

translation of street food available in Los Angeles, Unencumbered by trucks,

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

priced alternative to cooking something up at home.

Synthesis

The literature presented in this study discussed extensive background on

the street food choice. These literatures relate to the variables such as taste,

cost, food presentation/appearance and health benefit/outcome which is to help

the researchers to have a broader idea about it. Moreover, the literature gave the

researchers information about the assessment of street food choices of selected

customers in Lipa City. The literature gave an overview on the wide range of the

customers of street food choices of selected customers in Lipa City, its

importance's and how the food is delivered and managed because they help the

researchers to have broader idea gathered information.

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

study is descriptive quantitative and qualitative approaches. Also, their

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
survey questionnaire. There are some differences in the vendors’ perception on

food safety based on their demographic profile. Likewise, said study used

variables just like food safety practices, vendor’s hygiene, food preparation and

environmental exposure to food.

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

sampling design of this study is descriptive research aims to provide information

for food consumption with general specifications od street food such as hygiene,

quality and safety.

Similarly, the study of Armas (2017), entitled “Sanitary Practices of Street

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

structured questionnaire as the primary instrument in data gathering facilitated by

the interview and observation. Also, the researchers choose respondents of 37

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.

Frank (2015) conducted a study entitled “Assessment of Food Safety

knowledge and attitude of street food consumers in the Kumasi metropolis”,

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

and analysed using SPSS software programme.

Morano et al. (2018), in their study entitled “Street Food: factors

influencing perception of product quality”, evaluate whether the perceptions of

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

as service, cleanliness, organization and healthiness.

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.
 Hassan and Fweja (2020), conducted a study entitled “Food Hygienic

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

street food vendors in urban district of Zanzibar. Their demographic profile of

respondents such as gender, age, educational attainments and duration of selling

food.

The study of Campbell (2011) entitled "Assessing the Knowledge,

Attitudes and Practices of Street Food Vendors in the City of Johannesburg

regarding Food Hygiene and Safety", the street food sector holds significant

importance in numerous developing nations' cities and towns, serving as a vital

economic contributor and fulfilling the food requirements of urban inhabitants.

Additionally, it plays a crucial role in household food expenditure and generates

income for many female-led households. The study focuses on street food

vendors in Johannesburg and employs a descriptive sampling design. The

researchers used a questionnaire and face-to-face interviews to collect data, with

mean and frequency serving as their statistical treatment. This study explores

various variables such as food safety, food hygiene, foodborne illnesses, and

food poisoning.

Benitez and Olmogues (2021), in their study entitled “Food Safety

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

a cathedral in City Proper of Dipolog was eligible to be recruited as a respondent.

The data gathered from survey questionnaire were tabulated and processed. For

statement of the problem. The said study aimed to assess the respondent in

terms of hygienic practices, food preparation and processing, food contamination

prevention, and waste management.

Cobero, et al. (2022), conducted a study entitled “Consumer Behavior of

Buying Street Food Products in Dapitan City”, used the descriptive survey

method, with a survey checklist providing as the primary tool for data collection.

Their study is descriptive aims to accurately and systematically describe a

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

of a survey questionnaire and a respondents hundred (100) from Dapitan City.

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

safety while the latter study focused on street vendors in the Philippines.

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

studies is by way of a descriptive method which is the questionnaire; others are

qualitative data such as interviews, observations, focus group discussion, and

food sampling. The only difference is that the present study only uses

questionnaires to gather the necessary information from their target respondents.

Lastly, the present study was similar to the recent studies because of the

variables that were used like appearance, texture, aroma, health outcome, cheap

price, taste and foods.

 CHAPTER III
RESEARCH METHODOLOGY

This chapter deals with the research methods used in the study. It

includes discussion on research design, respondents of the study including

sampling, data gathering instrument, data gathering procedure, and statistical

treatment of data.

Research Design

The researchers used descriptive method of research to determine street

food choices of selected customers in lipa city for enhancement of street food

operations. According to Ader et. al (2008), it is type of research used to describe

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

in the questionnaire distributed to them.

Descriptive research was used to obtain information concerning the

current status of the phenomena to describe what exist with respect to variables

or conditions in a situation. The main instrument of the study used in gathering

data information is questionnaire. The data gathered were analysed an

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

answer a current status or problem.

Respondents of the Study

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

eating street foods.

The sampling design of this study is quota sampling wherein the

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.

Data Gathering Instrument

The questionnaire of the study was composed of statements which the

respondents answered by way of selecting the best answers that correspond to

their choice. The questionnaire was in English form but it has Tagalog translation

for better understanding and comprehension of the respondents.

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

consisted of questions aimed to answer the respondents of the study regarding

how do the consumers choose the street food in terms of taste, price, food

presentation/appearance and health benefit/outcome.

The scoring and interpretation used for the questionnaire is presented in

Table 1.

Table 1
Scoring and Interpretation
 Response Scale Mean Score Level of Preference
4 3.50 – 4.00 Most Preferred
3 2.50 – 3.49 Preferred
2 1.50 – 2.49 Least Preferred
1 1.00 – 1.49 Not Preferred

Data Gathering Procedure

The researchers used a survey questionnaire to evaluate the following

variables. The data gathering procedure began by conducting a pre-survey in the

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

the industry and faculty experts. Suggestions or necessary corrections were

made by the above mentioned individuals to ensure further improvement validity

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

because it is time-consuming but it is also because of the involvement of money

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.

Statistical Treatment of Data

The researchers used mean, percentage, independent T- test and one

way analysis of variance in order to assess the factors that affect the street food

choices of selected customers in Lipa City.

Relative Frequency of Percentage. This is used to find the distribution of

the respondents to the profile of the respondents in terms of age, sex, civil status,

educational attainment and monthly family income.

Mean. This was used to assess the customer’s choice of street food in

Lipa City in terms of the taste, price and food presentation/appearance and

health benefit/outcome.

Independent T-test. This was used to determine the significant difference

on the street food choices of selected customers in Lipa City when the

respondents are grouped according to sex.

Analysis of variance one - way classification. This was used to

determine the significant difference on the street food choices of selected

customers in Lipa City when the respondents are grouped according to age,

educational attainment, civil status and monthly income.