ISHRM School System

STATUS OF THE OYSTER BUSINESS IN CAVITE AS ASSESSED BY

SELECTED RESIDENTS OF BACOOR CITY:

BASIS FOR A MARKETING PLAN

An Undergraduate Thesis Presented to the Faculty of the

College of Tourism and Hospitality Management Department

International School for Hotel and Restaurant Management

In Partial fulfillment

of the Requirements for the Degree

Bachelor of Science in Hospitality Management

Alvarez, Joven

Feliciano, Marielle

Lopez, Vialyn

May 2024
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ABSTRACT

Title : STATUS OF THE OYSTER BUSINESS IN CAVITE AS

ASSESSED BY SELECTED RESIDENTS OF

BACOOR CITY: BASIS FOR A PROPOSED MARKETING

PLAN

Author : JOVEN ALVAREZ, MARIELLE FELICIANO, VIALYN

LOPEZ

Degree : Bachelor of Science in Hotel Management

Date of Completion : April 2024

This study investigated the Status of the Oyster Business in Cavite as

assessed by selected residents of Bacoor City.

Specifically, it sought answers to the following questions:

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

1.1. age;

1.2. sex;

1.3. occupation; and

1.4. address?

2. How did the respondents assess the status of the oyster business in

Cavite as evaluated by selected residents of Bacoor City, regarding the

following:

2.1. product;

2.2. price;

2.3. place; and

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2.4. promotion?

3. Is there a significant relationship between the assessments of the

respondents regarding of oyster’s business in Bacoor City, Cavite and

their profile?

4. Is there a significant difference in the responses of the respondents

when group according to their demographic profile?

5. Based on the findings, what marketing plan could be proposed?

This study utilized the descriptive research method. This research

design is used to obtain information concerning the current status of the

phenomena, describing "what exists" with respect to variables or conditions in

a situation. Since the events or conditions have already occurred or existed,

relevant variables are merely selected for an analysis of their relationship.

Findings

The following findings were drawn from the investigation:

1. The data showed that out of 50 respondents, 32 percent or 16 of

them ages 26-40 years old, while 28 percent or 14 of them ages 56-60 years

old, 26 percent or 13 of them ages 18-25 years old, and the remaining 14

percent or 7 of them ages 41-55 years old.

As to sex, 56 percent or 28 of them are male, while 44 percent or 22 of

them are female.

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In terms of occupation, 38 percent or 19 participants were employed,

while 36 percent or 18 were unemployed. Additionally, 16 percent or 8 were

self-employed, and the remaining 10 percent or 5 were retired.

Regarding their addresses, 12 percent or 6 participants hailed from

Alima, Digman, Kaingin, Maliksi, and Sineguelasan each. Furthermore, 10

percent or 5 participants resided in Banalo, Tabing-Dagat, and Talaba each,

while the remaining 10 percent or 5 were from Zapote.

2. As to price, over-all, the findings revealed that the respondents

STRONGLY AGREED (3.47) on the status of the Oyster Business in Cavite

in terms of price.

Specifically, the respondents STRONGLY AGREED in the following

areas: the current price of oysters in Bacoor City is fair (3.54), cycling tourism

as an alternative way to avoid crowded commutes (3.32), the cost of

production significantly impacts the final price of oysters (3.50), the price of

oysters fluctuates significantly throughout the year (3.48), the price of oysters

in Bacoor is competitive with other areas (3.44), and higher quality oysters

are priced appropriately in Bacoor (3.38).

As to product, overall, the findings revealed that the respondents

STRONGLY AGREED (3.49).

Specifically, the respondents STRONGLY AGREED in the following

areas: the freshness of oysters in Bacoor is satisfactory (3.56), there is a

sufficient supply of oysters to meet customer demand in Bacoor (3.56), there

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is a variety of oyster sizes available in Bacoor (3.48), Bacoor offers different

types of oysters (e.g., tahong, talaba) (3.44), and the quality of oysters in

Bacoor is consistently good (3.40).

As to place, over-all, findings revealed that the respondents

STRONGLY AGREED (3.40).

Specifically, the respondents STRONGLY AGREED in the following

areas: there are enough vendors selling oysters in Bacoor (3.52), innovations

in technology and farming practices contribute positively to risk mitigation in

the oyster business in Bacoor, Cavite (3.42), the accessibility of oyster

vendors in Bacoor is convenient (3.36), the cleanliness of areas selling

oysters in Bacoor is satisfactory (3.36), and the storage facilities for oysters

in Bacoor are adequate (3.34).

As to promotion, over-all, the findings revealed that the respondents

STRONGLY AGREED (3.47).

Specifically, the respondents STRONGLY AGREED in the following

areas: promotional efforts effectively target the intended customer base for

oysters in Bacoor (3.54), social media is a widely used platform for promoting

oysters in Bacoor (3.48), oyster vendors in Bacoor effectively advertise their

products (3.46), the current promotions accurately represent the quality and

value of oysters in Bacoor (3.44), and there are enough promotional activities

to increase oyster sales in Bacoor (3.42).

3. The findings revealed a low negative correlation (r = -0.01) between

the age of respondents and their assessments of the status of the oyster
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business in Cavite. This relationship is not statistically significant, as the

computed t-value of 0.48 is less than the critical t-value of 2.01 at a 0.05 level

of significance with 48 degrees of freedom.

The findings revealed a low negative correlation (r = -0.03) between

sex and respondents' assessments of the status of the oyster business in

Cavite. This relationship is not statistically significant, as the computed t-value

of 1.44 is less than the critical t-value of 2.01 at a 0.05 level of significance

with 48 degrees of freedom.

The findings revealed a low positive correlation (r = 0.12) between

occupation and respondents' assessments of the status of the oyster business

in Cavite. This relationship is statistically significant, as the computed t-value

of 5.80 is greater than the critical t-value of 2.01 at a 0.05 level of significance

with 48 degrees of freedom.

The findings revealed a moderate positive correlation (r = 0.32)

between address and respondents' assessments of the status of the oyster

business in Cavite. This relationship is statistically significant, as the

computed t-value of 16.21 is greater than the critical t-value of 2.01 at a 0.05

level of significance with 48 degrees of freedom.

4. There is a significant difference in the assessments of respondents

on the status of the oyster business in Cavite when grouped according to age.

The computed F-value of 40.24 is greater than the critical F-value of 1.61 at a

0.05 level of significance with 3 and 46 degrees of freedom.

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Therefore, the null hypothesis stating that there is no significant

difference in the assessments of respondents when grouped according to age

is rejected. This implies that the assessments of the respondents on the

status of the oyster business in Cavite differ significantly based on age.

There is a significant difference in the assessments of respondents on

the status of the oyster business in Cavite when grouped according to sex.

The computed t-value of 26.45 is greater than the critical t-value of 2.01 at a

0.05 level of significance with 48 degrees of freedom.

Therefore, the null hypothesis stating that there is no significant

difference in the assessments of respondents when grouped according to

gender is rejected. This implies that the assessments of the respondents on

the status of the oyster business in Cavite differ significantly based on gender.

There is a significant difference in the assessments of respondents on

the status of the oyster business in Cavite when grouped according to

occupation. The computed F-value of 33.60 is greater than the critical F-value

of 1.61 at a 0.05 level of significance with 3 and 46 degrees of freedom.

Therefore, the null hypothesis stating that there is no significant difference in

the assessments of respondents when grouped according to occupation is

rejected. This implies that the assessments of the respondents on the status

of the oyster business in Cavite differ significantly based on occupation.

There is a significant difference in the assessments of respondents on

the status of the oyster business in Cavite when grouped according to

address. The computed F-value of 194.93 is greater than the critical F-value

of 1.61 at a 0.05 level of significance with 8 and 41 degrees of freedom.

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Therefore, the null hypothesis stating that there is no significant difference in

the assessments of respondents when grouped according to address is

rejected. This implies that the assessments of the respondents on the status

of the oyster business in Cavite differ significantly based on address.

Conclusions

Based on the findings, the following conclusions were drawn:

1. Majority of the respondents’ ages 26-40 years old, male, were employed,

and were from Alima, Digman, Kaingin, Sineguelasan, and Maliksi.

2. The respondents STRONGLY AGREED (3.47) on the status of the oyster

business in Cavite in terms of price.

2.1. As to product, over-all, the findings revealed that the respondents

STRONGLY AGREED (3.49) on the status of the oyster business in

Cavite in terms of product.

2.2. As to place, over-all, findings revealed that the respondents

STRONGLY AGREED (3.40) on the status of the oyster business in

Cavite in terms of place.

2.3. As to promotion, over-all, the findings revealed that the respondents

STRONGLY AGREED (3.47) on the status of the oyster business in

Cavite in terms of promotion.

3. Generally, occupation and address have a positive correlation between

the assessments of the respondents on the status of the oyster business

in Cavite and the relationship is significant.

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While age and gender have a negative correlation between the

assessments of the respondents on the status of the oyster business in

Cavite but the relationship is not significant.

4. On the other hand, there is a significant difference in the assessments

of the respondents on the status of the oyster business in Cavite when

grouped according to age, sex, occupation, and address.

Recommendations

In view of the findings and conclusions, the following recommendations

are made:

1. A parallel study should be conducted in other locations with a larger

sample size to confirm or validate the findings of the present study.

2. The proposed marketing plan should be considered and implemented on a

trial basis.
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APPROVAL SHEET

This undergraduate thesis entitled the STATUS OF THE OYSTER

BUSINESS IN CAVITE AS ASSESSED BY SELECTED RESIDENTS OF

BACOOR CITY: BASIS FOR A PROPOSED MARKETING PLAN, prepared

and submitted by, JOVEN ALVAREZ, MARIELLE FELICIANO, VIALYN

LOPEZ in partial fulfillment of the requirements for the degree of Bachelor of

Science in Tourism Management, has been examined and is recommended

for acceptance and approval for final defense.

FERDINAND T. CALLUENG, Ph.D.

Adviser

THESIS REVIEW PANEL

Approved by the committee on Oral Examination with a grade of __.

ALDRICH K. FERNANDEZ, MARIA ELENA JACINTO, MAEd

Panelist Panelist

EMERSON L. AGUSTIN, MBA JAMIE S. ABAD, Ph.D.

Panelist Panelist

MARGARETH A. FERNANDEZ, MBA

Chairman

Accepted and approved in partial fulfillment of the requirements for the degree

of Bachelor of Science in Tourism Management.

MARGARETH A. FERNANDEZ, MBA

Dean of College
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ACKNOWLEDGMENT

The researchers' deepest gratitude is extended to the following people

who helped them broaden their perspectives throughout this study. Their work

on this study would not have been successful without the assistance of

significant people who guided and assisted the researchers throughout its

completion.

Dean Margareth A. Fernandez, Dean of ISHRM, for her generous

assistance to the researchers;

Dr. Ferdinand T. Callueng, their thesis adviser, for his time and

concern, for being a supportive adviser and for sharing his expertise in this

field;

Dr. Jamie S. Abad, Mr. Aldrich K. Fernandez, Mr. Emerson L. Agustin,

and Ms. Maria Elena Jacinto, members of the panel, for their insightful

criticism and advice on how to make this research successful.

All respondents are appreciated for their time, flexibility, and

willingness to participate in the researchers' survey questionnaires.

Finally, the researchers would want to express their gratitude to God

for guiding them through all of their challenges. The researchers will continue

to put their fate in His arms.

xii
The Authors

TABLE OF CONTENTS

Page
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TITLE PAGE i

ABSTRACT ii

APPROVAL SHEET x

ACKNOWLEDGMENT xi

TABLE OF CONTENTS xii

LIST OF TABLES xiv

LIST OF FIGURES xiv

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction 1

Background of the Study 3

Theoretical Framework 5

Conceptual Framework 8

Statement of the Problem 9

Hypothesis of the Study 10

Scope and limitation 11

Significance of the Study 11

Definition of terms 13

Chapter 2

THE PROBLEM AND ITS BACKGROUND

Foreign Literature 16
xiii
Foreign Studies 20

Local Literature 25

Local Studies 29
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Chapter 3

METHODOLOGY

Research Method 34

Population and Sampling Design 35

Respondents of the Study 35

Research Instrument/Survey Questionnaire 36

Validity 36

Reliability 36

Data Gathering Procedure 37

Statistical Tools 38

Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Problem No. 1 42

Problem No. 2 48

Problem No. 3 56

Problem No. 4 58

Problem No. 5 65

Chapter 5

SUMMARY, FINDINGS. CONCLUSION AND RECOMMENDATIONS

Summary 71

Findings 72
xiv
Conclusions 77

Recommendations 78

REFERENCES 79
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APPENDICES

Survey Questionnaire 85

Certificates 88

CURRICULUM VITAE 91

List of Tables

1. Age 42

2. Sex 43

3. Occupation 44

4. Address 45

5. Price 48

6. Product 50

7. Place 52

8. Promotion 53

9. Significant Relationship to Respondents’ Profile 56

10. Significant Difference in Age 58

11. Significant Difference in Sex 59

12. Significant Difference in Occupation 61

13. Significant Difference in Address 62

14. Proposed Marketing plan 65

List of Figures

Theoretical Framework 6

Conceptual Framework 9
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