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Perception of Night Shoppers in the City of Biñan Public Night Market: A Basis
for Tourism Planning

An Undergraduate Thesis
presented to
the Faculty of Trimex Colleges, Inc.

In Partial Fulfillment
of the Requirement for the Bachelor of Science in Tourism Management

by

Ege, Susie G.
Erasmo Jenerose E.
Pinga, Clarissa P.

May 2020
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RECOMMENDATION FOR ORAL EXAMINATION

This thesis, entitled; “Perception of Night Shoppers in the City of Biñan

Public Night Market: A Basis for Tourism Planning”, prepared and submitted by
Ege, Susie Gajano, Erasmo, Jenerose Eguillon and Piñga, Clarissa Pariño, in partial
fulfillment of the requirements for the degree of Bachelor of Science in Tourism
Management, has been examined and is recommended for Oral Examination.

Arveeh Alcarde Aviles MBA

Adviser
___________________________________________________________________

APPROVAL BY THE PANEL OF EXAMINERS

Approved by the Panel on Oral Examination with a rating of

__________%

THESIS COMMITTEE

RITO A. CAMIGLA JR., MA.ED

Chairman

_____________________ ___________________________

Member Member

FINAL APPROVAL

Accepted and approved in partial fulfillment of the requirements for the

degree of Bachelor of Technical Teacher Education.

RITO A. CAMIGLA JR., MA.ED

Dean
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ACKNOWLEDGEMENT

First and foremost, praise and thanks to God, the Almighty, for giving

us the strength, knowledge, ability and opportunity to undertake this research

study and to persevere and complete it satisfactory. Without his blessings,

this work would not have been possible.

Our sincere gratitude to our research adviser Mr. Arveeh A. Aviles MBA for

his continuous support of our study and research, for his patience, motivation

and immense knowledge. His guidance helped us during the writing of this

research.

We are extremely grateful to Mr. Arveeh A. Aviles MBA., for his

enthusiasm, inspiration and great efforts to explain things clearly and simply.

Our thanks to Mr. , Statistician, for his generous effort and

enormous contribution which make our research better.

We would also like to express our gratitude to our parents and

relatives, for their love, prayers,understanding,sacrifice and support for

educating and preparing us for our future.

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We our grateful to our fellow BSTM Regular Students, batch 2019 –

2020, for the stimulating discussion, for the sleepless nights we were

together and for the happy moments,the LQ days we’ve shared

Finally, our thanks to all the people who have supported us directly or

indirectly in order to complete this research work. Thank you so much.

Researchers
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DEDICATION

To Our families, friends, special someone and most especially to our

God Almighty this humble work is affectionately dedicated.

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ABSTRACT

Title : Perception of Night Shoppers in the City of Biñan Public Night

Market: A Basis for Tourism Planning

Authors : Ege, Susie G., Erasmo Jenerose E and Piñga, Clarissa P.

Degree : Bachelor of Science in Tourism Management

School : Trimex Colleges, Inc.

Academic Year : SY 2019-2020

Adviser : Mr. Arveeh A. Aviles MBA

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TABLE OF CONTENTS

Title Page i
Recommendation for Oral Examination ii
Approval Sheet iii
Acknowledgement iv
Dedication v
Thesis Abstract vi
Table of Contents ix
List of Tables xi
List of Figures xii

Chapter

1 THE PROBLEM AND ITS SETTING

Introduction 9-13
Theoretical/Conceptual Framework 13-18
Operational Framework 19-20
Statement of the Problem 21
Assumptions of the Study 22
Scope and Delimitation 23
Significance of the Study 24-25
Definition of Terms 26-27

2 REVIEW OF RELATED LITERATURE AND STUDIES

State of the Art 28

Related Literature 28-34
Related Studies 35-37
Synthesis of the State of the Art 38
Gap/s Bridged by the Present Study 38
3 RESEARCH METHODOGY

Research Design 39
Sources of Data 40
Population of the Study 40-41
Instrumentation and Validation 41
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Evaluation and Scoring 42

Data Gathering Procedures 43
Statistical Treatment of Data 43-45

4 PRESENTATION, ANALYSIS AND INTERPRETATION

OF DATA

5 SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Summary of Findings
Conclusions
Recommendations

References

Appendices

Appendix A - Letter/s
Appendix B - Questionnaire
Appendix C - Editor’s/Statistician’s Certification
Appendix D - Curriculum Vitae
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CHAPTER I

PROBLEMS AND ITS SETTINGS

INTRODUCTION

Tourists‟ shopping includes shopping by all kinds of tourists at any

point of time. Night shopping, though refers to all the shopping activities done

at night. A night market is a venue for local people to eat out, to shop and to

entertain themselves in a relaxed state of mind.

Tourism and shopping are inseparable, and shopping in night market

has become one of the most popular tourism attractions in many Asian

countries. The diversity on-site business activity and friendly atmosphere

are among the main factors luring tourists to indulge themselves in food,

playing games, shopping, and experiencing the authenticity of the native

customs and cultures. Consequently, this kind of venue provides leisure and

entertainment and is recognized as a tourist attraction. This research

attempts to identify main factors that attract foreign and local tourists to visit

Biñan night market in Laguna, in order to understand tourist behavior and

spending patterns. By conducting a convenient survey on foreign and local

tourists.
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Night markets in the country are usually located in urban city centers.

The presence of night markets in such locales, however, has remained

understudied as an urban and social phenomenon (Milgram, 2014). While

Milgram’s article on the Harrison Road Night Market in Baguio City is a good

attempt to understand what the night market means for street vendors and

the local government unit (LGU), the write-up occasions the need to study

the night market from two unique considerations: (1) the history of street

vendors and symbolic meanings that append to the night market because

Milgram’s article focuses on issues surrounding legality and illegality in the

Harrison Road Night Market; and (2) the perspective of Lefebvre’s concept

of space as lived (2014) which looks into the inclusion process of street

vendors into the night market, and their anticipations of the future as they

are shaped by their experiences in the night market. The Roxas Night

Market in Davao City is the selected subject and location of the study. The

street vendors in the night market hail from various parts of the city and

Mindanao. Conditioned by different sociopolitical and economic

backgrounds, the night market has become a unique space for many of

these street vendors who find economic relief and social meaning in their

enterprise in the area. Considering the theory of M. de Certeau (1992) on

perpetual departures in his The Mystic Fable, this study attempts to piece

together their stories as vendors, and the meanings that they attach to the
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night market. Assuming that their departures or movement from one point to

another has become an important feature of their life, their narratives are

also looked into from de Certeau’s (1984) concept of strategies in The

Practice of Everyday Life. More to the point, the term strategy pertains to

capacities to influence, figure, or re-configure in an environment which a

person has mustered to take shape or develop (Cueto, 2002). In relation to

the street vendors, strategies can refer to their creativity and resilience as

they make the most of their departures from one place to another and their

current livelihood spaces in the Roxas Night Market.

Since the 1970s, in the Philippines, increasing rural to urban migration

and a lack of income-generating employment have led to new forms of

livelihood characterized by complex intersections of formal/informal and

legal/illegal work and public space use. This paper uses Baguio City's new

Harrison Road Night Market to argue that both street vendors and city

officials are complicit in reconfiguring informality and legality as urban

organizing logics—unmapping and remapping urban public space and

livelihoods to their mutual advantages—increased rental income for the city

and viable jobs for vendors. To this end, street vendors use everyday and

insurgent public space activism to secure their right to street-based work.

Simultaneously, the municipal government, variably tolerates, regularizes,

or penalizes street trade as it gauges its potential to enrich city coffers. Such
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political-economic manoeuvering by both parties, moreover, also reveals

insights about the intersection of different forms of power that between

vendors and the city, between vendor associations, and among vendors

themselves. By successfully securing government permission to establish a

“legal” used clothing night street market on Harrison Road, a main city

artery, Baguio City's previously marginalized street vendors visibly assert

their legitimacy and rights to livelihood in arenas of power from which they

have been largely excluded.

Moreover, they complain that the night-market hawkers use their

tables and chairs and leave rubbish. The hawkers working at the night-

market in contrast often move around and go from night-market to

nightmarket in different towns and thus make weekly rounds (for the

intricacies of night-market arrangements see Roslin&Melewar 2008; Chiu

2013; Milgram 2014). Some are also present at day-markets (nat)

Night markets are a popular food destination among tourists in Southeast

Asia. The off-premise nature of these destinations results in a higher risk for

food contamination which has brought about the need to improve food

safety culture in these destinations. Previous studies have focused primarily

on food sanitation practices of vendors; however, food safety culture has

been highlighted in recent years as an effective means for improving safety

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practices. That is why, the study examined the food safety culture of

vendors of a night market in Cebu City, Philippines.

THEORETICAL FRAMEWORK/CONCEPTUAL FRAMEWORK

“Traveling Theory” (1982), Edward Said suggests that the first time

the understanding of a cultural event or phenomenon is filtered through a

theoretical formulation, this formulation’s strength derives directly from the

source of a concrete, historical context. Focusing on Georg Lukács’s theory

of reification, Said argues that in later formulations of this concept—by

Lucien Goldmann and Raymond Williams. The original force, emanating from

the social upheavals in early twentieth-century Budapest, had been gradually

domesticated, tamed and institutionalized. In a later essay, “Traveling Theory

Reconsidered” (1994), Said revises his traveling theory in order to re-

emphasize and re-actualize the revolutionary potential in Lukács’s concept,

but notably in a “decapitated” way. By now, what Said identifies as the

element which gradually domesticates and thus “reifies” the original potential

of Lukács’s concept of reification is not so much an effect of its subsequent

and geographically dispersed formulations, as much as something already

implicit in the original formulation by Lukács himself; namely, what Said

formulates as “the reconciliatory and resolvable aspect of his diagnosis,” that

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is, Lukács faith in the critical potential of class consciousness (“Traveling

Theory Reconsidered” 438)

OPERATIONAL FRAMEWORK
INPUT
Night shopping a tourist PROCESS OUTPUT
Attraction: The perception
Data gathering
of Night Shoppers in
Binan City, Laguna: basis through; survey
for Tourism Planning and
Development questionnaire
1. What is the

respondents Profile in distribution and
terms of;

2. What factors motivates retrieval of
the Night
 shoppers in
Binan City, Laguna in questionnaire
terms of;
3. What are the buying
Data gathering Biñan Night Public
patterns of the
respondents in terms of; Market Tourism
 through library
4. What are the problems Planning
encountered by the night research
 in Binan City,
shoppers
Laguna?
5. Based on the findings of Construction and

the study, what tourism
plan can be proposed? validation of survey

questionnaire

Distribution and

retrieval of

questionnaire
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FEEDBACK
Figure 1. Research Paradigm

Figure 1, shows operational framework of the study. The researcher

will identified the respondents’ demographic profile specifically the ages,

gender, educational attainment and civil status. The Perception Night

shoppers in Biñan city includes the factors motivates the night shoppers,

what are the buying patterns of the respondents, the problems encountered

by the night shoppers and tourism plan can be proposed. in order to achieve

the desire output, the researchers will gather data through the used of survey

questionnaire through online. After data collection, it will be tabulated and

valuable conclusion will be made. The studies direction is to create a

significant output which will be a tourism plan to increase the popularity of

the night market of Biñan City and also to develop a more attractable public

night market in Biñan City, Laguna.

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Statement of the problem

The study will attempt to assess The Perception of Night Shoppers in

Binan City, Laguna.

The study sought to answer the following specific queries:

1. What is the Respondents Profile?

2. What Factor Motivates the respondents to shop in the night market of

Binan City, Laguna?

3. What are the buying patterns of the respondents’?

4. What are the problems encountered by the respondents’ in the night

market of Binan City, Laguna?

5. What is the respondents’ perception on the quality of their experience in

the night market of binan city, laguna?

6. Based on the findings of the study, What Tourism Plan can be proposed?
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Assumptions of the Study

In order to present the view of the study the researcher proposed, it is

assumed that;

1. Shopping is one of the top-most searched keywords for travel

information seekers on destination web sites according to the study of

pan and fesenmaier (2006).

2. Shopping is a major factor for tourism, a large number of tourists go to

various destinations across the world for shopping.

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Scope and Delimitation

This research will focus only on the Perception of Night Shoppers in

Binan Public Night Market at Binan City, Laguna in terms of; respondent’s

profile including Age, Sex, Civil Status, Monthly Income, Nationality, Religion,

Location, Education and Work Profession, Factors motivates the night

shoppers, buying patterns, problems encountered by the Night Shoppers like

price, location, parking and security and remedial measures to improve night

markets and night shoppers perception on their satisfaction in binan night

market.This study will be conducted and will cover only the shopping time

between 10:00pm – 4:00am.

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Significance of the Study

The researchers firmly believed that this study will benefit the

following:

Local Vendors. This study may serve as a guide and selling patterns

of the local vendors of Binan City, Laguna. This study will also determine the

buying behaviours of the tourist and will set as a tool for the local vendors to

understand the night shoppers.

Local Government.The findings of the study analyze the significant

role of the tourism industry on local government's economic development.

The study can also be used as a pilot study for Tourism Development Plan of

Biñan City.
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City Tourism office.The findings of this study can be used as

guidelines and bases for finding ways on how to improve the system of the

Tourism Department. Through this study, City Tourism officers can formulate

policy and intervention to solves issues and challenges confronting the

Tourism industry and maximize the opportunities besetting Biñan City

Tourism.

Students. The findings of the study will provide students important

information which they can use for studying tourism or hospitality

management, They can also use this study as starter to immerse themselves

in community, especially in knowing the importance through historical of

Biñan City, Laguna and nurturing the culture of local community.

Tourists. The findings of the study will help them understand and

become aware of what their contribution are in the societal development, and

with such, they will be more conscious with the sustainability of tourism

sector.

Future Researchers.The study would serve as reference material to

those who will undertake similar studies, Future researchers may also

venture into the same studies but to be conducted in different locale.

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Definition of terms

The following terms are being defined conceptually and operationally

Price- the amount placed in an item for sale in the night market and

equivalent to the value of payment paid by the buyer to the seller.

Parking- a designated place in Poblacion identified as the place for

vehicles-in-waiting.

Security – are the personnel provided by the Biñan administration to

ensure the safety of shoppers and sellers in the night market in Biñan City,

Laguna.

Night Market- are street markets which operate at night and are

generally dedicated to more leisurely strolling, shopping, and eating than

more business like day markets. They are typically open-air markets.

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Satisfaction- fulfillment of one’s expectations, or needs, or the

pleasure derived from this.

Shoppers – Persons who are shoppin at night in the public market of Biñan

city, laguna.

CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents a review of the source of the related foreign literature

and study gathered from articles, theses and website. The scope of the

research problem and the need for background information on topic

regarding an assessment of The Perception of Night Shoppers in Binan City,

Laguna.

STATE OF THE ART

The literature and studies that were reviewed were found to have bearing on

the present study. They serve as bases for conceptualization the study’s

problem, research design and methodology.

RELATED LITERATURE
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Travel for Shopping

Shopping is one of the major factors for tourism, a large number of

tourists go to various destinations across the world for shopping. The

growing importance of shopping as a tourist activity is clearly demonstrated

by the boom of the retail trade, in tourism destination areas and all along the

tourist trail (Verbeke, 1998).

Shopping is gradually becoming a significant component of the tourist

trip (Henderson et al., 2011; Moscardo, 2004). It is a decisive factor in

tourism destination selection, a vital component of the inclusive

experience of travel and sometimes the principal motivation for

postmodern tourists to travel. Furthermore, the linkage between vacation

planning and retail experiences is becoming more evident particularly in

the increased investment in shopping complexes, mega malls, and outlets

across the world, which indicates that shopping is now a main theme

throughout global tourism (Shankman, 2012). The World Tourism

Organization Report on shopping tourism reveals that the average tourist

expenditure for shopping is US$ 920 (accounting for 22.2% of all tourist

expenditure), represents the second largest tourism expenditure after

accommodation (UNWTO, 2014).

Shopping is one of the oldest activities (Murphy et al. 2011), and

increasingly seen as a leisure activity (Burton et al. 2001). Shopping carries

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a higher priority for some tourists than sightseeing, recreation or any other

holiday activities (Yuksel 2007); for many of them a trip is not complete

without having spent time shopping (LeHew and Wesley 2006).

Shopping basically have three key dimensions, "shopping environment", the

"socio-cultural context" and the "roles, motivations and behavior" of the

individual shopper ( Woodruffe et al., 2002) while consumptions is driven by

utilitarian (product-oriented) and/or hedonic (experience oriented) (Holbrook

and Hirschman, 1982;Babin et al., 1994). Since utilitarian benefits are closer

to necessities or needs they are referred as functional, instrumental and

practical benefits of consumption offerings according to the previous

research in marketing while hedonic benefits are considered as luxuries or

desires as they have aesthetic, experimental and enjoyment related benefits

( Batra and Ahtola, 1991;Dhar and Wertenbroch, 2000;Okada, 2005;Chitturi

et al., 2008).

Due to the high acceptance of extensive shopping in society, it is difficult to

sensitize the public to the problem (Dittmar, 2005a; Kukar-Kinney, Ridgway,

& Monroe, 2012). Shopping is one important pillar of economy (Burton,

Eccles, & Elliott, 2002), and that's why it is not easy to discuss critical sides

of shopping. Furthermore, compulsive buying is often a relatively

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unspectacular phenomenon and consequently hard to detect for others as

well as hard to name for the concerned persons themselves.

Night Market in Asian Region

There are just a few significant studies related to night shopping

available in literature that too specific to a destination. Latif and Barua in their

study of night markets and its environment in Selangor Malaysia found that

night market has the potential to be offered as tourism attraction. The night

market offers cultural uniqueness in terms of food and local craft; display of

various cheaper products; time flexibility; local shopping and cultural

experience (Latif&Barua, 2012). In another study, exploring the potential of

night market as tourist attraction in Malaysia, Abdaziz& Lye suggested

various measures like re-arranging of parking facilities to make new

arrangement to standardize the entire stalls layout in term of their uniform,

apron, umbrella and tablecloth (Abdaziz& Lye, 2011)

In yet another study, aimed at finding Development Strategies for

Improving the Services of Tourist Night Markets through Hybrid MCDM

Technique, Huang, Liou and Tzeng concluded that in the future, if night
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markets in Taiwan want to attract more tourists locally and

internationally, they should not only maintain their strong local

characteristics and human touches but also need to strengthen

environmental preservation, sanitary conditions, and traffic safety. To

achieve this, they proposed to set up „authenticity-systems‟ to ensure their

quality of services (Huang, Liou& Tzeng,2009). The most important

images of the night markets in Taiwan are local specialty food items,

products, and price that are characteristically local in nature besides

other fashionable products, diverse food and drink, low-price products,

and distinctively flavored international foods having the potential to attract

international visitors (Lee et.al. 2008).

Highlighting the gradually increasing relevance of the night markets,

an important study by Hassan, Rahman& Sade concluded that “Due to the

modern lifestyle, many consumers prefer to go shopping at the weekend and

late evening since the majority of the shoppers work and/or study during the

weekdays and daytime. It is highly recommended for the hypermarket

retailers to provide a wider variety of perishable products on peak days and

during peak hours.” (Hassan, Rahman& Sade, 2015).

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In a similar study done about the role of renao (Chinese word for

“bustling with noise and excitement”) at night market, researchers

concluded that “Night markets provide a space in the community where

shoppers relax with others and interact with sellers while they explore and

browse for unique items at the right price. The sense of renao is meaningful

as a mediator to the form and function of night markets and enhances

the excitement and unplanned nature of shopping behaviors and

satisfaction” (Ackerman & Walker 2012).

The night market has continually existed for years in Taiwan. It has

significant history, society and economic. The night market provides the

unique life experience at night for consumers to spend time for leisure as

well as the local culture and its characteristics. It becomes an important

activity for local residents and foreign tourists to spendtime on it. In the

earliest time in the downtown center, for example, Taipei the Big Rice area of

Taipei had started to form a night market that was from several little foods or

snack stands gradually. Therefore, the night markets started to be formed as

night operation in the beginning. Late 1970, because of transportation

developed, night market became popular; and in 1980, night market has

become phenomenon since then.

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Definitions of Night Market

Separate studies related to night shopping have been carried out

across the globe because there are visible differences in the nature of

shopping including shoppers‟ attitude towards shopping, kind of

products being purchased, marketing-mix for night markets, retail

infrastructure, and customer profiles for night shopping and so on. In one of

the literature review for night market studies, Feng& Wu identified four

factors of night market selection as "tangibles", "convenience", "food",

and "psychological fulfillment". The top factor, "tangibles", included attributes

such as "comfortable environment", "cleanliness", "bustling atmosphere",

"public security", "stall arrangement", "friendly service", and "reasonable

price (Feng& Wu, 2016).

In a recent study about the entrepreneurial dimension of night

markets, authors concluded that, in the current high unemployment society,

it is difficult to find a job, so that people are motivated to open their own

shops or stalls to distribute self-wholesaled merchandise. The night markets

are these vendor managers‟ best options, with the advantages of low

costs and accumulated crowds. Everyone dreams of running their own

businesses and being the boss (Liu & Fang, 2016).

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There are very few studies available in literature that discuss night

shopping as a catalyst to repeat visitation of tourists however there are

a few significant studies exploring the relationship of shopping with that

of destination loyalty and destination image. Earlier studies have attempted

to understand importance of tourist loyalty for a destination (Lau and

McKercher, 2004) and the correlation to a longer stay at the destination

(Oppermann, 2000) however studies scrutinizing tourist loyalty towards

shopping destinations are difficult to find in available literature more so

reference to night shopping as an attraction that induces loyalty is almost

non-existent.

History of Travel

'Travel literature' is the significantly generic descriptor that has

succeeded the Modern Language Association Bibliography's pre-1980s

'travel, treatment of'. But as a tool it cannot complete a search for relevant

critical and theoretical materials. Very early in the contemporary resurgence

of interest in travel writing, relations with the analysis of ethnography, thus

with the history and function (and future) of anthropology in the West, and

with postcolonial theory generally, became vital and generative. The interest

in travel writing - across a wide political spectrum - was part of the necessary

reimagining of the world first occasioned by the post-World War Two

resistance movements and wars of liberation in the former European

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colonies, as well as by the waves of immigration that followed. It is a vivid

shock to walk into the room-sized stained glass globe of the world (1935)

suspended in the Mother Church of the Christian Scientists in Boston. Not

only because, with loud metaphorical resonance, you can hear the whispers

of people on the far side of the glass world as if they were speaking in your

own ear, but also because the various pieces, each a different jewelled

colour, belong to a world on the point of explosion. Much of the work of

observing, interpreting, articulating the explosion of that world, as well as the

historical development of the imperialised world that led to it, was done

through recovery and analysis of people’s writings about ‘foreign’ and

especially ‘exotic’ places in which they had travelled and lived: as colonial

masters, pilgrims, explorers, ambassadors, ambivalent wives, roving

soldiers, ecstatic cross-dressers, conquistadores, missionaries, merchants,

escaped slaves, idle students of the gentry and aristocracy, ‘adventurers’,

and alienated modern artists.

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Related Studies

Travel for Shopping

In a study related to tourist shopping habitat, authors suggested

that favorable environmental climate is associated with customer emotions

and macro environment-induced pleasure is a powerful determinant of

approach behavior (Yüksel, 2007). As a visitor attraction activity and

generator of income (Law & Au, 2000), shopping is central to tourism, and

there is a growing literature on the subject (Timothy, 2005).

Night Market in Asian Regions

A night market (Huang, Liou, & Tzeng, 2009) is a trading place during

evening and includes small business for avariety of cheaper products,

cooked food, and game playing. In Malaysia, markets were divided into
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morningmarket, night market and whole-day market based on operation

hours, while the ones operating in the eveningsession which started from

4:00pm onwards to 10:00pm onwards are generally called night markets but

theoperating hour might be different depends on the location, night market

traders might arrived early to set up theirstall. The night markets carry a wide

range of consumer commodities from food to non-food items and theyoffered

goods at affordable price.

Definition of Night Market

The definition of night market is mainly to business at night, possibly

sells the grocery, the diet, the game and so on. The night market has two

characteristics: one is the composed of the business trade and the stall

keepers along the street. The business hours primarily are at night, and more

people spend their time at night market than in the day time because of

convenient and comfortable for entire family to spend in . Zhang and Kuo

pointed out that night market can be divided into eight characteristics: (1)

Wholesomeness: the stall keeper can open a shop that must obtain the

recognition card. (2) Attraction: the entrance must establish the decorative

archway. (3) Security: vehicles are forbidden to enter the night market during

the business hours; (4) Continuity: it has to be fully maintained with full

continual path in the night market. (5) Multiplicity: the plan may defer to its
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business type; (6) Comfortableness: it must have the rest area, the trash

cans and public toilet equipment. (7) Uniformity: the ad design, booth, and

electric lamp should be consistency. (8) Authenticity: the local culture is the

most major characteristic in the sightseeing night market.

Night Markets (Hsieh and Chang, 2006; Chang, 2002) have their

cultural uniqueness especially in orientalsocieties. It reflects local heritages,

functions to meet demands of people on consumption and leisure,

andprovides local residents and outside visitors with special services for their

evening shopping. In a sum, collectingcuisine, various cheaper products,

time flexibility, convenience, casualness, and local culture representation are

characteristics of night markets In Asia, the moderate climate, especially

during evening hours, stimulates booming of street snacks, which functions

to provide leisure activities when people are attracted to wandering, social

interaction, trading, and enjoying local food after work or dinner (Huang, Liou

and Tzeng, 2009). It also stated that night market has collected memories of

people during different time periods and demonstrates the contexts of

consumption types and local space. In conclusion, night markets have both

recreation values and business purposes to eliminate unpleasant shopping

experiences for tourists and to enlarge local revenues. Therefore, it plays an

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important role in modern urban environment and recreating industry, and has

become an important tourism resource

Night markets in Malaysia are popular destinations among locals

where it can be found easily in almost every small town and city in every

state. A night market often takes place only one to a few days of the week as

the trader rotates around different neighborhoods on different days within the

same week. Night markets in Malaysia are usually located in residential

neighborhoods where it is just a walking distance that can easily reached by

the surrounding communities. Moreover, it strategic locations also allowed

other customers reached by cars and public transportations such like bus,

taxi.

SYNTHESIS OF THE ART

The foreign related literature and studies the researchers gathered

have used on the present investigations. All literature and studies are

focused on the research of the night market shoppers, travllers on the south

East Asia. According to authors, shopping is a very vital part of the increase

of tourism and became as the main tourist activity and accounts for a
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considerable amount of tourism. Shopping tourists stay longer at a

destination and spend approximately three to four times more than leisure

tourists. However, few authors have only considered the value of shopping

as a primary motivation for travel.

GAPS BRIDGE BY THE PRESENT STUDY

Based on the review of the related literature and studies previously

presented the researcher found out that there are no studies conducted yet

which profoundly explores the perception of night shoppers of Binan City,

Laguna.
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CHAPTER III

RESEARCH METHODOLOGY

This chapter discusses the methods and procedures used in this

study. This chapter includes the research design used, population frame and

sampling scheme, instrumentation, validation of the used, data gathering

procedure, description of the respondents and statistical treatment of data.

Research Design

This study will employ Descriptive type of research method and

quantitative type of design. According to Gay (1992: 217), Descriptive

research is defined as a research method that describes the characteristics

of the population or phenomenon that is being studied. In other words,

descriptive research primarily focuses on describing the nature of

demographic segment without focusing on why a certain phenomenon

occurs.
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Quantitative research design is aim at discovering how many people think,

act or feel in a specific way. Aliaga and Gunderson (2002)

Source of Data

The study had two sources of data namely; primary and secondary

sources, the primary sources of the data were the Night Shoppers who are

currently buying in Binan Night Market on the time between 10:00pm –

4:00am. The night shoppers will be the one who can answer the 100

questionnaire provided by the researchers. Secondary sources of the data

were the books, thesis, internet, journals, and other reference materials

deemed necessary to gather the needed information of the study.

Population of the Study

The study aimed to determine the night shopper’s perception in terms

of: profile, buying patterns, motivation, problems encountered and their

quality of experience at binan night market. researchers utilized purposive

sampling and convenience sampling wherein selected night shoppers and

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tourist’s respondents of the study. As define by Adolph Jenson (2015), “a

purposive selection denotes the method of selecting a number of groups of

units in such a way that selected groups’ together yield as nearly as possible

the same average or proportion as the totality with respect of those

characteristics which are already a matter of statistical knowledge.

Purposive sampling was employed in the selection of night shoppers

and travelers as respondents whereas convenience sampling was employed

in the selection of visitors of the night markets in Biñan City, Laguna during

the date given to conduct the study as confirmed by night shoppers in Biñan

City, Laguna.

The respondents were chosen on the basis of their knowledge of the

information desires. Based on the data given by Night shoppers in Biñan

City, Laguna, there were 100 respondents. After the distribution of the

questionnaire, the researcher retrieved 100 questionnaires as a

representative of the night shoppers and travellers.

Instrumentation and Validation

The non-standardized survey questionnaire was the main tool used to

gather data and information for this study. Moreover, indicators in each

variable were conceptualized because of some studies and researchers. A

researcher made questionnaire composed of five essential parts namely: the

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respondents profile, motivational factors, buying patterns, problems

encountered, and respondent’s quality of experience.

Since the questionnaire was non-standardized, it will be subjected to

the face and content validity. It will be presented to the panel of experts.

Evaluation and Scoring

To determine the night shoppers’ quality of experience at Binan Night Market in

Binan City, Laguna, the following measures were used:

Assigned Points Numerical Categorical Responses Verbal

Ranges Interpretations

4 3.51-4.00 High Quality (HQ) Very Positive

3 2.51-3.50 Quality (Q) Positive

2 1.51-2.50 Low Quality (LQ) Negative

1 1.00-1.50 Very Low Quality (VLQ) Very Negative

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Data Gathering procedure

The researchers will present the non-standardized questionnaire to set of

panels for approval.

The researchers will gather data through online survey using a google form

as a medium.

Statistical Treatment

The following statistical tools were utilized in the presentation and analysis of

the data.

1. Percentage Distribution- a descriptive statistic which was used to

determine the number of respondents responding to a particular category

against the total number

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of the respondents.

f
%= x 100
N

Where:

%- percentage

f- frequency

n- total number of respondents

100- constant

2. Frequency Distribution- the responses were tabulated using frequency.

It refers to the number of times the response falls or occurs under a given

category.

3. Ranking- was used to determine the positional importance if each variable

after computing the percentage.

4. Weighted Mean- the weighted mean was used to calculate the central

tendency response of the respondents

WM

¿ ∑ fx/ nWhere:

Sum of all the products of f and x; where:

f- frequency
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x-weighted of each population

∑−¿sum of all subject

n- population

5. Arbitrary Scale- the degree of their response to the variables was done

by assigning a verbal interpretation to the given weights. This was used in

interpreting assessment of the physical attribute, significance, accessibility of

the visitor’s services of the heritage site.

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