“Effective Ways of Selling Products in Relation to Profitability in Roxas

Night Market, Davao City”

Marketing Research
Shany Ann C. Daraug
Clarisse Amoy

Adviser
Moreno D. Somocor,
,MBA,DBA
 STUDENT RESEARCH PROTOCOL
ENDORSEMENT
This research report entitled “Effective Ways of Selling Products in Relation to
Profitability in Roxas Night Market, Davao City” prepared and submitted by Shany Ann
Daraug and Clarisse Amoy has been examined and is hereby endorsed for oral
presentation before a PANEL OF REFEREES.

MORENO D. SOMOCOR ,MBA, DBA

Program Head

APPROVAL
PANEL OF REFEREES
Approved by the PANEL OF REFEREES being in accordance with the Research
Agenda of the CHRISTIAN COLLEGES OF SOUTHEAST ASIA OF DAVAO, CITY.

ACCEPTANCE
Accepted being in accordance with the VISION, MISSION AND GOALS of CHRISTIAN
COLLEGES OF SOUTHEAST ASIA.

LEONITO A. FABIAN
DATE COLLEGE DEAN
TABLE OF CONTENT
 ABSTRACT
Guided by Lefebvre’s (1991) notion of space as practiced , the night market is a result of

actual and evolving activities of street vendors as they subsist in the area for their

livelihood, as they interpret and apply the governing rules set by the Local Government

Unit(LGU). This paper explores and examines the Roxas Night Market in Davao City as

livelihood space. This paper also discusses the Effective Ways of selling their products

and what are their strategies to earn more profit. Aside from the effective ways, this paper

also discusses the very famous night market in Davao, its history and the different stories

of the vendor and as well as the costumers.

 ACKNOWLEDGEMENT

We would like to give thanks to the Almighty God for His unending grace and love for all

of us. He gave us the knowledge and wisdom to make this study possible and done on

time.

For our family who continually gives us support financially,emotionally and mentally

especially on the times we’re we think we couldn’t make it to the date of submission. Their

encouraging words helped us a lot.

To our friends and fellow reseachers who’s also struggling but still encourage us to go

on, we appreciate your kindness.

To the administration of the school, the teachers and also the staff we deeply give our

thanks to you for supporting this study.

We would also like to give our thanks to our Adviser Moreno D. Somocor ,MBA , DBA, for

guiding us throughout our research journey. We really appreciate your effort for helping

us to be a better Marketing Researcher.

And to all the members of this study for giving their best to make this study done.

The success of this study requires a lot of time, effort, money and patience. The

completion of this study is an achievement for the researchers and we are fortunate to

complete it on time.
 Chapter 1

INTRODUCTION

RATIONALE

As part of a growing list of activities in the Evening and Night Time Economy (ENTE),

night markets are created to extend the day-time economic activities (Hadfield, 2014).

This can be recognized in cities across the country which attempt to make urban evening

life more interesting for the locales and its tourists by creating night spots such as night

markets. As a growing urban phenomenon, few researches, however, have been done to

describe and understand the socio-cultural meanings of night markets – why it exists, and

thrives, and the accounts of vendors as they subsist in the area. In the country, Milgram’s

(2014) study of the Harrison Road Night Market in Baguio City to date stands as an example

of a night market study which uses the social science perspective in ananalyzing and

interpreting its social meaning. While Milgram’s work has its strengths, the work primarily

looked into the interface between legality and illegalities in the night market, which

occasion other areas and interest that are wanting of attention. For instance, there is a

need to study the night market from the point of view of social space, and from the

perspective of the vendors themselves. With the opportunity to contribute to night market

studies, this paper aims to gather the stories of select street vendors, and the

interpretation of such stories shall be taking-off from Lefebvre’s concept of space as

practiced (1991). This means that this study is interested to know the way street vendors

manage and maximize their stall-sites, the manner by which they use their spaces as

their interpretation of the rules set by the Local Government Unit (LGU), and their
assertions over their spaces as response to incidents that have transpired within the night

market with the bomb blast as the specific point of concern, organizations of massage

therapists are accommodated. This means that each organization is allowed to put up

tents not exceeding 5 x 4 meters. Given the spatial limitation, space use and maximization

are primary interest for the 350 vendors. Moreover, the limitation in space is coupled with

a limitation in time. As a livelihood space, vending can only take place between 5PM to

1AM on weekdays and 4PM to 1PM on weekends. Considering the three-month rule of

the LGU, vendors can only avail and access such spaces in the night market for three

months. As a consequence, four batches of vendors can access the area in a year

resulting in an estimate of 1,400 vendors in the area.

It was in 2013 when the City Council of Davao approved the night market ordinance, one

of the night markets was established in Roxas. The idea of having night markets was to

address the problem of sidewalk vendors which had congested San Pedro Streets and

the City Hall area. The avenue was selected because it was wide and was underutilized

during the evening as it had little vehicular traffic. The Roxas Night Market at first was

met with opposition from street vendors relocated from San Pedro as it would be depriving

them of their livelihood. At that time, Roxas Avenue was devoid of human traffic as

compared to the busy San Pedro Street. In the Roxas Night Market, vendors were

provided with 1.5 x 2 meters of space paying a rental fee of 25 pesos per day. From 5

p.m. vendors would start setting up their stalls as the six-laned avenue would be

reducedtotwo. The night market is divided into sections, brand new merchandises is

located in the westernmost side (near the Millennium Park) this is where you'll find
clothes, footwear, bags, cellular phone accessories, fashion accessories, DVDs. This is

where the famed massage therapists ply their trade.

After the Padre Gomez intersection is the food section where one can find street food,

barbeque stalls, ice cream carts. This is where one can fall in line and wait for hours at

the famous Mang Danny's ice cream. Aside from food stalls, you can find barbeque

eateries and restaurants along the avenue. Passing the Artiaga intersection is the ukay-

ukay stalls where one can get bargains for second-hand clothes, shoes and bags. There

are plans to expand the night market until it reaches Quezon Boulevard junction. Other

plans include beautification like putting up uniform signages and decorative lighting plus

having live bands performing at the night market.

It has also become a template as well for controlling sidewalk vendors as the city

government is eyeing to put up nigh markets in Agdao and Toril, places congested with

sidewalk vendors(Rudedolfo,2016).

RESEARCH OBJECTIVES

The main purpose of this study is to identify the effective ways of selling the products of

the street vendors.

Specifically it aims,

1. To identify how to gain more profit.

2. To identify the different strategies to sell the products.

3. To identify how the vendors interact with their customers.

HYPOTHESIS

The following hypothesis was tested at 0.05 significance.

1. There is a significant relationship between ways of selling products in gaining more

profits.

REVIEW OF RELATED LITERATURE

Profitability Strategies

Small business owners need to change their practices to focus more on profit,

according to Patricia Sigmon (2010), founder and president of David Advisory

Group, a firm that specializes in helping CEOs and small- to mid-sized businesses

re-engineer their business practices. Sigmon(2010), the author of the book, “ Six

Steps to Creating Profit”, notes that nearly two-thirds of small businesses either

don't make a profit or fail to increase their profits from the year before. The following

are the three key strategies small business owners can use to cut costs, increase

profits, and improve their bottom lines : (1) Change Operating Procedures.You need

to generate more sales while reducing expenses. To increase your sales, try cross-

selling—offering new services or goods that complement your current offerings.

Another operational change that can increase profits is incentivizing new

customers to try your product with specials deals, discounts, or short-term

giveaways. On the flip side, to trim expenses, try auditing your administrative

functions. Are there routine tasks you could afford to outsource or eliminate to save

money? Would it be more cost-effective to hire part-time help instead of a full-time

employee to do some of these tasks? (2) Stay Visible and Connected.Accreditations,

licenses, and certifications for your business or individual employees can set you

apart from your competition. Take your reputation online, using social media, your

website, and a blog to connect with clients and make strategic alliances.Use

advertisement sharing with complementary businesses, find ways to leverage

referral selling, and take advantage of affiliate marketing tools to drive new

customers to your site. Eliminate stale, ineffective alliances that may be dragging

you down.(3) Raise the Marketing Bar.Networking used to mean cocktails and

handshakes. Now, it is all about immediacy. Give your business an instant

presence through online networks including Facebook, Twitter, YouTube,

Instagram, and LinkedIn(York,2019).

Selling Products

Selling is the art of matching product benefits with customer needs or desires. Sell your

businesses offerings by communicating the value of your product or service to your

potential customers. Lead the customer through the buying decision and facilitate a

satisfying transaction (Linkedin,2019). Here ae the effective ways to sell your product.

(1)Know your product. Imagine every question a prospect might ask and arm yourself

with answers, linking each product fact to a customer benefit. (2)Explain your offering in

a sentence. Condense everything you know into a brief explanation that can grab interest
and cause the prospect to think, “Hmm, this will benefit me.”(3)Know your prospect. Visit

Web sites, read company brochures, talk to mutual associates, and do any research

necessary to arrive armed with prospect knowledge.(4)Know what message your

prospect is ready to receive. Especially if yours is a new or unusual offering, you may

need to help the prospect see the need before asking for the order (Linkedin,2019).
THEORETICAL FRAMEWORK
CONCEPTUAL FRAMEWORK

Figure 1. Shows the independent variable, which is the effective ways of selling product,

while the dependent variable tells about the profitability.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Effective Ways of
Profitabilty
Selling Products

Significance of the Study

This research will be beneficial to the vendor, customers and to the future researcher.

This study will give knowledge to the vendor on how to improve their business, selling

strategy and improve their profitability. This also helps the customer on buying good

products from reliable vendors that would satisfy their needs and interest. With this

research people would know how to attract prospect buyer. Future researcher also

benefits this study to be able them to know new ideas. This research also helpsthem as

their examples as they go through their study.

DEFINITION OF TERMS
SELLING - s first and foremost a transaction between the seller and the prospective buyer

or buyers (the target market) where money (or something considered to have monetary

value) is exchanged for goods or services. So the best way to define selling is to focus

on the sales skills that are necessary to make that transaction happen.

Defining selling as the art of closing the deal encapsulates selling's essence.

BUYING - the action or an instance of purchasing something

PROFITABILITY - is one of four building blocks for analyzing financial statements and

company performance as a whole. The other three are efficiency, solvency, and market

prospects. Investors, creditors, and managers use these key concepts to analyze how

well a company is doing and the future potential it could have if operations were managed

properly.

MARKETING STRATEGY - refers to a business's overall game plan for reaching

prospective consumers and turning them into customers of the products or services the

business provides.

STREET VENDOR - a person who sells something in the street, either from a stall or van

or with their goods laid out on the sidewalk.

CUSTOMER - a person or organization that buys goods or services from a store or

business.
 CHAPTER 2
METHODS

This chapter gives a description and will present the research design, research local,

population and sample, research instrument, and the data gathering procedure.

RESEARCH DESIGN
This study utilized the quantitative research design using correlational technique. A

correlational research design measures a relationship between two variables without the

researcher controlling either of them. It aims to find out whether there is either

positive,negative or zero correlation (McCombes,2019). Thus, in this research,

correlation was used to investigate the relationship between effective ways of selling

product used by street vendors of Roxas Night Market in Davao City in relation to

profitability.

RESEARCH LOCALE
This study was conducted in Davao City. The data were gathered from the foreign and

local street vendors of Roxas Night Market. The purpose was to identify the effective ways

of selling products in relation to profitability of the vendors.

Figure 2. Location map of Roxas Night Market, Davao City, Philippines
POPULATION AND SAMPLE
The respondents of this study were the street vendors of Roxas Night Market also known

as “TIANGGE SA KATAWHAN” in Davao City. The researcher will use a random

sampling in selecting the respondents from a population of almost 600 vendors. From

the said population, the researchers are going to have only 100 respondents to

participate to the study.

RESEARCH INSTRUMENT
The researcher made a questionnaire which was the tool in gathering the needed data.

This is to determine how the ways of selling products effects the vendors profitability. The

questionnaire consisted 15 questions. 5-point Likert’s scales were used as the basis in

interpreting the data derived from the responses in the questionnaires. Each

questionnaire had its own scale for interpretation consisting of a range of mea, descriptive

level, and interpretation.

RATING SCALE FOR THE EFFETIVE WAYS OF SELLING PRODUCTS

IN RELATION TO PROFITABILITY

RANGE OF MEAN DESCRIPTIVE LEVEL INTERPRETATION

5 Very Profitable This means that the vendors are

very profitable with the effective

ways of selling products.

4 Profitable This means that the vendors are

 profitable with the effective ways

of selling products.

3 Moderate This means that the vendors are

something profitable with the

effective ways of selling products.

2 Low This means that the vendors are

unprofitable with the effective

ways of selling products.

1 Very Low This means that the vendors are

very unprofitable with the effective

ways of selling products.

DATA GATHERING PROCEDURE

The researcher will gather the data and information through the following procedures:

The researcher will prepare an informed consent, also a letter asking a permission to the

respondents. Upon signing the consent, it means the vendors are willing to be part of the

study. Then the researchers will give the respondents a questionnaire that they are going

to answer. Afterwards, the respondents will pass it back to the researchers who
conducted the study. Lastly, the respondent’s answers will be gathered, analyze and

interpreted by the researchers base on the aim of the study.