Professional Documents
Culture Documents
by
Magsumbol, Marion Coner Abigail S.
Roto, Kristelle Anne C.
Rotubio, Kobe Ryan B.
August 2020
CHAPTER 1
INTRODUCTION
This chapter of the paper presents the problem and its setting. It includes the background of the
study, the statement of the problem, significance of the study, and scope and delimitation of the
study.
While COVID-19 continues to spread globally, brick and mortar businesses are
struggling to keep up with the changes that come with it. The global pandemic has put a strain
and led numerous businesses to shut down with the demand currently declining. Brick and
mortar businesses are one of the most affected during the pandemic. Most stores were forced to
close during the lockdown and many workers have lost their jobs. Businesses are coping with the
impact of the pandemic through adapting and shifting their strategies in order to continue their
operations. In a time of social distancing, most businesses are adjusting through focusing on
ensuring the safety of their employees and customers. They follow health and safety protocols
Brick and mortar businesses are at risk of falling behind while e-commerce continues to
grow exponentially. Since the start of the pandemic and social distancing was adviced, many
consumers have been compelled to shift to digital shopping. This provides the most convenience
and it is the safest way to buy their basic necessities without the risk of contracting the virus.
There was also growth in the use of online education and online entertainment. The pandemic
According to Bondoc (2020) “Brick and mortar retailers are expanding their online
presence and are expected to create their own e-commerce sites and use different social media
platforms. They are also utilizing their existing sites in malls”. Expanding their stores online is a
way for them to reach more people, especially their target audience. During the pandemic, most
People’s consumption patterns have changed. There was an increase in the demand for
takeout and cleaning products as people spend more time at home during quarantine. Industries
such as related to healthcare and medication are thriving (Jaworski, Kohli, & Sahay, 2000). As a
result of the lockdown, there was a sudden increase in the demand for medication.
Statement of the Problem
The main problem of this research was to look for the effects of COVID-19 pandemic to
businesses in Makati City. The result of this investigation will be the basis for the assumptions
that made the businesses of the physical stores a strategic type of business.
1. What are the effects of the COVID19 pandemic to brick and mortar businesses?
2. How did these brick and mortar businesses adjust or cope with the current
situation?
This research would be conducted to determine the effects the COVID-19 pandemic has
to brick and mortar stores in Makati City. As we all know, the Philippines has been in lockdown
for five months now, in which a lot of businesses are closing up. This greatly affects the income
of the establishment because they could not get any customers, meaning they cannot generate
any income. And having no income means that they would have a hard time paying the rising
expenses. This study would also be conducted to provide solutions to the problems so that
business owners would have knowledge on what to do. Having the owners know the severity of
the effects the pandemic has on physical stores would help them come up with their own
This study focuses on the effects of the COVID-19 pandemic to brick and mortar
businesses in Makati City. The data collection will be conducted to the different businesses in
Makati City. The limitation of the study is that it only focuses on businesses in the Makati City
area. The study will be done through the utilization of questionnaires to the physical stores as a
survey and reference. By using this strategy, the researchers will be able to know the effects of
the COVID-19 pandemic to brick and mortar businesses in Makati City and the actions that they
This chapter of the paper presents the review of related literature, the conceptual
Conceptual Framework
The diagram shows the different variables which would be necessary to answer the
objectives of the study. Safety and security, and workplace and workforce management would
answer how the physical store is doing. Is the store still the same before the pandemic hit, or
does it need to be renovated due to factors like wood rotting, metals and pipes rusted, and the
likes. Financial status, sales and income generation, and stocks would answer how the business is
In 1918, during the final phase of world war I, the world was struck with a pandemic, the
same as what is happening now, which was called the spanish flu. Approximately one-third of
the population was infected with the virus and at least 50 million died. According to Garrett
(2007). In his research, titled “Economic Effects of the 1918 Influenza Pandemic Implications
for a Modern-day Pandemic”, he explained exactly how the spanish flu affected the world, in the
hope that the people would avoid the same mistakes, if ever a pandemic were to happen again.
He gathered two articles which were called: The Arkansas Gazette (Little Rock), which was
located in the city of Arkansas, and The Commercial Appeal (Memphis). These two articles
Local Literature
According to Rivas, “Malls are likely to shrink, while hotels may turn into offices”. With
how the pandemic is now changing the new normal around the world, what seems to be the best
way of income generation pre pandemic is now the worst way. According to him, bigger is now
worse, as people are wary of going out of the safe zones in fear of contracting the virus. Before,
having bigger space means that the business can accommodate more customers. But with the
arrival of the COVID-19 pandemic, having a big space means more expenses now, since only a
few customers would be able to get inside a store or an establishment, a lot of space would be
wasted because of that. If before, a restaurant can accommodate 30-40 people at once, now it can
only accommodate around 10-20 people, half of what it used to be. This means more expense on
the business since the income would only be half, it would need to cut down the now
unnecessary expenses. But according to Rivas, businesses should not opt to go full ecommerce,
due to the fact that after the pandemic is contained and people are free to go out, they would
flock to business establishments. Brick-and-mortar only businesses should seek options on going
digital, without destroying their physical businesses, as that is what is the new normal during this
pandemic.
Research Hypothesis
H0: The Physical Stores do not affect the Difficulty of business in Makati City
H1: The Physical Stores affect the Difficulty of business in Makati City
Definition of Terms
Brick and Mortar store. Is a traditional type of business wherein it is a physical store which
Customers. Through this study, the customers will have a clear representation of their desired
physical stores that they want to check. Customers could appreciate the efforts done by sales
employees just to accommodate them. One of which is through ambiance which is the leading
factor of their duration inside the joint. Also, customers will become aware of the current
situation happening in the market stores that could even refine their wants for the products and
services.
Café Restaurant Owners. The study will benefit the café restaurant owners for they will be
informed of the current situation in the market which is the appropriate way to deal with
customers through the manipulation of ambiance. Owners will surely find ways on how to
improve their current business strategy on the firms’ ambiance by making some adjustments on
CHAPTER 3
METHODOLOGY
This chapter presents the discussion on the research methodology of the study,
sampling technique, research instruments, process of data gathering, and that will be used for
Research Methodology
The descriptive, non- experimental, survey, approach will be used by the researchers in the
study. The research is descriptive for it ought to find the views of customers towards the
ambiance that present in physical stores. The research is quantitative and qualitative. Also, the
research is considered non- experimental because there will be two sets of subjects (predictor and
criterion) that will be compared in terms of the response gathered from the customers. Moreover,
consists of a set of questions that are answered by the respondents based on their decision
making skills that allows them to think critically regarding the questions’ ideas. In this type of
survey, the researchers will use the individual interview approach to let interviewees based their
answers purely on their opinions regarding the questions given by the researchers.
In this study, the researchers will conduct questionnaires that will need 30 brick and mortar
businesses in Makati City. There will be a minimum of 30 respondents that will be answering the
questions thru online google forms. Only the respondents who are currently in the businesses
during data gathering will be considered as a participant of the researchers’ study. The age,
gender, and occupation will not be taken into consideration during the data gathering of the
researchers.
Sampling Technique
Non-probability sampling will be used because it is based on the judgment and criteria of the
interact with the research study. Those who are willing to respond to the researchers’ questions
The population would be businesses located around Makati City, and the sample size
would be 30 physical businesses. The method of choosing the sample would be simple random
sampling, any category of business, whether they are apparels, restaurants, equipment, footwear,
Procedure
For the purposes of this research, the writers will collect the data through an online
survey. The questionnaire will be distributed among 30 brick and mortar businesses in Makati
City. The participants from the different businesses that were chosen in the research will
Procedure Timeline:
Distribution of the online survey to 30 brick and mortar businesses in Makati City
↓
Collection of data
Analysis of data
information needed from brick and mortar businesses that are in Makati City. Questionnaires were
chosen in this research becau se it is a quick and efficient method in the collection of data. The
questions were drawn out based on the different literature and readings of the researchers.
2. How did the business adjust and cope with the current situation?
The statistical tool this research would be using would be the chi square, as this can be
used for both qualitative and quantitative research, The variables present in this research would
be the COVID-19 pandemic, which is the independent variable, and the dependent variables
would be the factors which the pandemic affects the physical business, which would include:
management.
References:
Bondoc, J. R. (2020, May 9). Metro Manila’s condominium and retail sectors amid COVID-19.
Retrieved from https://business.inquirer.net/296851/metro-manilas-condominium-and-
retail-sectors-amid-covid-19
B. Jaworski, A.K. Kohli, A. Sahay. Market-driven versus driving markets. Journal of the
Academy of Marketing Science, 28 (1) (2000), pp. 45-54
Garrett, T. (2007). Economic Effects of the 1918 Influenza Pandemic Implications for a
Modern-day Pandemic. Retrieved from
https://www.stlouisfed.org/~/media/files/pdfs/community-development/research-
reports/p
Andemic_flu_report.pdf
Gould, K.T (2020, April 3). Covid-19 The Ultimate wake-up call for brick & mortar retail
Hawker E. (2020, July 7). Has Coronavirus Brought Brick and Mortar Retail To An End?
Heap, D. (2014). How Restaurant Ambiance Affects The Bottom Line. Retrieved from
https://www.signs.com/blog/how-restaurant-ambiance-affects-the-bottom-line/
Lieberman, M. (2014). Restaurant Etiquette: How Long is Too Long to Linger at a Table?
Retrieved from http://www.travelandleisure.com/blogs/how-long-is-too-long-to-
linger-at-a-table
Rivas, R. (2020). From malls to banks: The pandemic’s domino effect. Retrieved from
https://www.rappler.com/newsbreak/in-depth/coronavirus-pandemic-domino-effect-
malls-banks
Turner, J., & Akinremi, T. (2020, April). The business effects of pandemics – a rapid literature
review. Retrieved from
https://www.enterpriseresearch.ac.uk/wp-content/uploads/2020/04/ERC-Insight-The-
business-effects-of-pandemics-%E2%80%93-a-rapid-literature-review-Final.pdf
Jenn, N. C. (2006, August 31). Common Ethical Issues In Research And Publication. NCBI.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4453117/