RESEARCH 2

FINAL DEFENSE
MAHINAY, ME-ANN A.
PARALA, RHAINE AIRA O.
RODRIGUEZ, CHER ANGELINE R.
TITLE

THIRD-PARTY: UNDERSTANDING
THE LIVED EXPERIENCES OF
CABUYAO CITY FOOD BUSINESS
OWNERS IN INVESTING
 STATEMENT OF THE PROBLEM

1. What are the lived experiences of Cabuyao City food business owners in Investing?

2. How do the Cabuyao City food business owners face the demands and challenges in
Investing?  

3. Based on the lived experiences of the food business owner in investing, what action
plan can be developed?
RESEARCH PARADIGM
 THEORETICAL/CONCEPTUAL
FRAMEWORK
Technology Acceptance Model (1989) 

Technology Acceptance Model (TAM) is a theory that describes how users come to accept and use technology, with two

primary factors influencing individual intentions to use new technology: perceived ease of use and perceived usefulness (Davis,

1989). Consumers who do not want to go outside but also do not want to prepare meals at home will be most likely to adapt

technology because it is easier and convenient to them. Take another example, a working woman who needs to finish her

deadlines will also most likely use technology to deliver some meals at her doorsteps. Cabuyao Menus is a new online platform

for customers of the Cabuyao area's local food industry. Limited face-to- face transactions in accordance with IATF protocols.

Online transactions and virtual communication are highly recommended. As a result, customers are influenced to use technology

and the internet because they play an important role in keeping our society functional during times of lockdowns and

quarantines (Xiao and Fan, 2020). 

 RESEARCH DESIGN

For the purpose of describing the meaning of people’s lived experiences of a

concept or phenomenon, the researcher will employ phenomenological research design
under Qualitative research which focuses on identifying and analyzing what all the
participants have in common as they experience a phenomenon. This is to be done by
reducing individual experiences with a phenomenon to a description of the universal
essence (a “grasp of the very nature of the thing”, Van Manen, 1990 as cited by
Creswell, 2014). The researchers aim to identify the lived experience of the food
business owners in Cabuyao Laguna. 
PARTICIPANTS OF THE STUDY
• CABUYAO FOOD BUSINESS OWNERS

• 10 PARTICIPANTS

• Purposive sampling will be used in this study. The wide number of food business owners of the study, which is the population of

the study, this sampling technique will narrow down the number of respondents that will be used in the better understanding of the

study.  The study will be conducted in Cabuyao City Laguna which is part of Region IV-A Calabarzon. The researchers chose

purposive sampling because it can obtain a representative sample by relying on researcher judgement, which can also save time

and money (Black k., 2020). In this study, the researchers selected ten (10) food business owners that voluntarily share their lived

experience on Third-party investing. These participants are in partnership with the local food delivery service (third-party partner),

Cabuyao Menus, which is part of the criteria that will be further explained in the next part of this study.  
INSTRUMENT
This study will utilize traditional and modern in-depth interviews using a
predesigned protocol containing the research questions comprising 5 WHAT (Textual)
and 5 HOW (Structural) questions capturing the lived experience of the participants,
which are general and open-ended following the guidelines of Moustakas (2004) as
reinitiated by Creswell (2017). The interview format is a semi structured interview that
enables the participants to answer freely. The participants can give a wider answer and
explanations to the questions asked. They can express their thoughts wider and that
can help the researchers to have a better theme. Their answers in open-ended questions
are expressed more than the usual yes or no answer using the format of semi structured
interview.  
MATRIX OF FINDINGS
• As to the lived experiences of Cabuyao City food business
owners in Investing?

Theme 1: Pandemic Experiences

Theme 2 :Factors in Investing
Theme 3: Investing Experiences
Theme 4: Boost in Incremental Sales
MATRIX OF FINDINGS
• As to how the Cabuyao City food business owners face the
demands and challenges in Investing?

Theme 5: Budgeting and Planning

Theme 6: Investment Planning and Decision
Theme 7: Strategic Management
Conclusions

The researcher came up with the following conclusions based on the textural and structural descriptions: 

1. The food business owners describe their experience in deciding to invest in food delivery services due to the

COVID-19 crisis, which decreased their business sales. However, they became aware of food delivery

service product promotions on social media, which prompted them to invest in food delivery services. The

participants recognized that investing in food delivery services improved their customers' experiences,

increased their customer reach, and raised awareness of their brand. Additionally, food business owners

noticed an increase in sales after partnering with food delivery services. 

Conclusions

The researcher came up with the following conclusions based on the textural and structural
descriptions: 

2. The participants agreed that budgeting and planning to ensure the financial stability of
the business, investment planning and decision-making to properly manage their
investment, and strategic management to develop a strategy for the business to deal with
some challenges encountered during the investment are all necessary to facilitate a
successful investing.
Recommendations
 The researcher offered the following recommendations for possible actions:

1. Local governments are recommended to establish relationships between their local

businesses, the Cabuyao city food business owners, to provide them proper management of

the business that may include budgeting, risk management, etc.

2. Food business owners should invest in expanding their knowledge, to ensure they are

handling good investment. They should do this by receiving advanced training, or attending

Webinars that will educate them on the strategies for business that will be beneficial in their

daily operation.
Recommendations
3. Food business owners should continue to use strategic management to face the demand and challenges of

food delivery services. Providing quality food and services helps retain customers. Furthermore, satisfied

customers may contribute through word-of-mouth marketing, promoting the business's products and increasing

sales.  

4. Food delivery service providers should improve their delivery services as well as the platform or application

they use, as scams are prevalent. Having a proper platform where there is no sudden cancellation of orders by

riders could avoid miscommunications between customers and food businesses. Furthermore, being a good

service provider attracts more customers that will use the applications or platform, as well as more food

businesses that will get the services.

Recommendations
5. Future researchers are encouraged to validate the findings or explore more the implications of this study.

They are also encouraged to further study about other food delivery services and how they affect the financial

status of the business.

OUTPUT

ACTION PLAN: “ENHANCED SMALL BUSINESS BUDGET MANAGEMENT”

THANK YOU!