Professional Documents
Culture Documents
INTRODUCTION
Night markets have existed for long enough to blend-in with the community
activity, popular for their variety of food, convenient to access and offering affordable
price. The night market business operated at a specific place or lots which are near to the
residential area. They are often set-up by rows of stalls selling various types of products.
For the food and the beverage stalls the products are mainly produced by the seller
themselves. Khalilah(2010) stated that the business typology of the suburban night
market consists of food and beverages, house-hold product, grocery needs like
vegetables, fruits, fish and meat, clothes, and other range of everyday merchandise sold at
affordable price.
Here 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. Based on theories of the Cultural Geography (Sauer, 1962), landscape is a space
progressed over time, and the space is an accumulation of unique spaces developed
during each special period. Night market has collected memories of people during
different time periods and demonstrates the contexts of consumption types and local
space. In general, all night markets have tourism prerequisites, such as locating in
downtown areas and the scale; and purposes on booming local business an economic
street vendors (Wang, 2004; Hsieh and Chang, 2006). The values of night markets are
highly related with local people, demonstrating the reality of life style and local culture
(Chang and Hsieh, 2006). In addition, (Hsieh and Chang, 2006) concluded the main
reasons that night markets attracted tourists were novelty-seeking, exercising and
experiencing local culture and custom. Eating out overwhelmingly dominated the leisure
Well known night markets near Dagupan are in Agoo, La Union which opens
during summer and near Christmas vacation and Baguio City during the months of
October and during the month of their flower festival. There are also other night markets
in Asia listed by tourism agencies as the five most visit: the largest and most popular
market of its kind in Taiwan, the Shilin Night Market is divided into two sections with
more than 500 stalls for you to visit.; Thailands most famous attractions, the Chiang Mai
Night Bazaar is open every night from dusk until midnight.;Dongdaemun Market,
Seoul, South Korea which is considered a special tourism zone within the city, and is
divided into five zones over 10 blocks, with more than 30,000 shops. Donghuamen Night
Market, Beijing, China-best known for its unusual foods (such as fried crickets and
centipedes, or lizards on a stick); Hanoi Night market which operates only on weekends,
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Hsieh and Chang (2006) indicated that the night markets reflected the reality of
the local community lifestyle and therefore they were valued as cultural heritage. They
added that the main reasons that attracted visitors or tourist to night markets where the
novelty and new knowledge that could be acquired on local culture and custom.
Apparently the night market and stall layout could also influence the consumers
preference of specific night market. The night market image reflected the way the
Some night markets did offer local delicacies, and Dagupan City as the center of
Pigar-pigar is one of the most exciting trends of Dagupan City where it could be
found easily in almost every small street offering thin slice cooked carabeef (carabao
meat) with liver and vegetables like broccoli or cabbage and onions depending on the
customers preference.
Pigar-Pigar trip at the night market could be an educational experience for the city
possible driver destination could contribute on the citys economy and it also provide a
glimpse into the citys culture and way of life that could contribute in Dagupan Citys
image. Pigar-pigar industry was valued in the night market as highly related with local
people and tourists, demonstrating the reality of life style and local culture (Chang and
Hsieh, 2006).
Dagupan City has a lot of seasonal tourism attraction; however, these events are
only temporary drivers. This study aimed to describe pigar-pigar as a tourism driver of
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the night market in Dagupan City where its outcome becomes an opportunity for
individuals to engage themselves in this business; and a potential source of income to the
city of Dagupan as a permanent tourism driver with or without this seasonal event. Thus,
if pigar-pigar would be a tourism driver, Dagupan City shall not just be known for its
Theoretical Framework
The researchers used theories based on Consumer Behavior. Through this, the
from a social and cultural point of view, as opposed to an economic or psychological one.
It does not offer a grand unifying theory but "refers to a family of theoretical perspectives
that address the dynamic relationships between consumer actions, the marketplace, and
it views cultural meanings as being numerous and fragmented (Firat & Venkatesh
1995) and hence view culture as an amalgamation of different groups and shared
meanings, rather than a homogenous construct (such as the American culture). Consumer
culture is viewed as "social arrangement in which the relations between lived culture and
social resources, between meaningful ways of life and the symbolic and material
resources on which they depend, are mediated through markets (Arnould, 2006) and
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consumers as part of an interconnected system of commercially produced products and
images which they use to construct their identity and orient their relationships with others
(Kozinets,2001).
The above two mentioned theories are the bases of this study to analyze both the
Conceptual Framework
(input, process, and output). The input is consist of three sub-problems profile of the
employment status, socioeconomic class and residence) and pigar-pigar market behavior:
and satisfaction level on pigar-pigar industry. To describe the pigar-pigar industry and
market as a tourism driver to the night market in Dagupan City. The researchers observed
and conducted interviews to understand both industry and market, and also used
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Input Process Output
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Statement of the Problem
The researcher aimed to know that Pigar-pigar industry and Market as a Tourism
a. Pigar-pigar Owners
b. Pigar-pigar Business
as to:
a. Age
b. Gender
c. Employment status
d. Socioeconomic Class
e. Residence
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To the City of Dagupan. This study could help the city of Dagupan to increase
income of the city and also a permanent tourist attraction even there are no seasonal
The pigar-pigar owners. The study could help the owners to determine how
customers perceive the quality of their product in terms of its physical environment and
improve their performance in line with the satisfaction of customers in both the product
To Colegio de Dagupan. Through this research the school (in line with the
School of Business and Accountancy) could make a partnership with the city to organize
events and strategies that could improve the experience of customers in the pigar-pigar
To the Future Researchers. This study would encourage them to pursue further
study of pigar-pigar industry and night market. And it would serve as an overview or
reference for their upcoming research that will be tackled that is closely related to this
study.
Customers. The study is significant to them, they can give their sentiments and
suggestions because their patronage is important therefore it is vital that their impressions
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To individuals as potential businessperson. The result of this study could
benefit individuals who are willing to take opportunity to open up a business and willing
to operate at night.
This study aimed to describe that the pigar-pigar industry and market as a
tourism driver to the night market in Dagupan City. This study focused on the customers
image of pigar-pigar through the night market. The observation started from June to
September 2014.
The study involved respondents who were chosen because they met the
Street on the night that the researchers surveyed. They were grouped according to their
socio-demographic information.
understanding the pigar-pigar Industry and pigar-pigar market at night in Galvan Street.
Definition of Terms
Buying Behavior. This refers to the decision processes and acts of people involved in
Employment Status. This refers to the legal status and classification of someone in
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Night market. This refers to the Night Bazaar are street markets which operates at
night and are generally dedicated to more leisurely strolling, shopping, and eating
than more business likes day markets. They are typically open-air markets.
Pigar-Pigar. This refers to a dish made of thin sliced cooked carabeef (carabao meat)
with liver and vegetables such as broccoli or cabbage and onions depending on
the customers preference. The term was derived from the Pangasinan word
pigar which means turning over, referring to the cooking process which
Pigar-pigar Market. These are the set of actual and potential buyers of pigar-pigar
product.
Tourists. This refers to the individuals or a group of individuals, which leads to a motion
which leads to a motion from a place to another; for performing a specific task or
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it is a visit to a place or several places in the purpose of entertaining which leads
Resorts 2006) while driver is a medium that attracts one thing on to the other.
activity or visit a place for entertainment knowledge and awareness of its culture
and civilization.
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Chapter 2
REVIEW OF LITERATURE
Socio-demographic
food choice on the basis of socio-demographics, they stated the importance of Socio-
Consumers from different places, with different ages or genders may require
different product features and show varying preferences and behaviours. From their study
they concluded that there are good reasons for preserving socio-demographic or
With regards to its influence on consumer behavior that would be needed in this
study, According to Callingham and Baker (2002), there are many ways of classifying
people in order to attempt to understand them and predict their behaviour. The simplest of
these is to take very obvious demographic characteristics, such as age, gender and place
of residence, and assume that there are important unifying principles with these groups,
which common sense and experience suggest there are. In the description of his model of
consumer food choice, Steenkamp (1997) argued that the influence of sociodemographic
factors (e.g., age, education, size of household and employment status) is pervasive,
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and Baker (2002) and Kearney et al (2000) argued that there is a shared assumption that
some form of unifying principle is associated with demographics, which allows them to
be used as surrogates for a series of needs associated either with values or with
perspective showed that educational level, occupation, and marriage status have no
significant differences in experience, the other variables such as gender, age, type
(foreign resident or foreign tourist), and country of origin, has relativity differences to
their night market experiences. Females have stronger values in think dimension than
males do. The age has effects on think, act, and related experiences. The 31-40 years
group has stronger experience of think than groups with other age values. The younger
groups (under 20 and 21-30 years) put more importance on experience of act and related
than older groups. There is interaction between type and country of origin on sense
experience. Comparing those who are visiting with those residing in Taiwan, we find the
foreign visitors have higher value on think experience than foreign residents. The country
of origin has main effect on the feel, act and related experiences. Europe and America
subjects put less importance on the feel, act and related dimensions than Japanese and
Southeast Asian. Japanese put more importance on feel dimension. Southeast Asian has
stronger value on act and related experiences, which might because there is more
Southeast Asians working as foreign laborers in Taiwan and they have stronger act and
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Tourists marriage status, education level, age, occupation, staying type, and
country of origin also have relativity differences to their night market image. The finding
supports the notion that cultural background and familiarity with a host culture will affect
foreigners experience (Pizam and Jeong, 1996; Arnold and Reynolds, 2003; Yuksel,
2004) and image (Embacher and Buttle, 1989; Baloglu and McCleary, 1999; Bonn et al.,
2005; OLeary and Deegan, 2005) of night market. Think experience has greater
groups, genders, and staying type. According to Schmitt (1999) the think experience
stimulates curiosity and appeal to the customers creative thinking. Female, and middle
age and visitors would have stronger thinking experience than other experiences such as
sense and feel. The results also show that the younger subjects have stronger values in act
and related experience than elders did. Based on Schmitts (1999) act and related
experiences reflect that younger persons have stronger unique bodily experience and
the foreign visitors have higher value on think experience than foreign residents. Perhaps,
the longer foreign residents have stayed in Taiwan, the less special or exciting night
markets are for them, and hence they have less thinking experience than foreign visitors.
For foreign visitors who have little experience in visiting night markets, the experience
will trigger their thinking mechanism, and increasing information intakes. The feel, act,
(nationality). European and American have lowered these three experiences than
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Japanese and Southeast Asian, which might be due to their cultural backgrounds (Pizam
and Jeong, 1996; Bonn et al., 2005). Japanese and Southeast Asian have similar oriental
background with Taiwanese; they might more familiar with night market. This result also
supports with individuals participation experience of Pine and Gilmore (1999) and Joy
and Sherry (2003). Results show that temporary foreign residents have stronger image
values in atmosphere than foreign tourists, while foreign visitors have stronger numbers
in local food and specialty, public facility, environment, and reputation image than
temporary residents. This may be the effect of the length of residence time in Taiwan.
Yuksels (2004) study shows that domestic visitors are more critical and having less
tolerant to rotten facility and service than foreign visitors do. In this study, foreign
residents have stayed in Taiwan for a longer period and adopt similar values to those of
the locals, and hence being more critical on qualities such as local food, specialty, public
Americans with little experience of night markets picture visiting night markets as a
unique experience, and hence they have stronger image on local food, specialty,
atmosphere, price, bargain, and reputation. But Europeans and Americans who have more
broad space and cleaner living environment in their country and hence being more critical
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Age
Age is largely defined by social and cultural factors but has unique meaning and
value for each person. Yet, despite diverse and changing definitions, many individuals are
proud of their age and use it to define themselves and identify with others (Datamonitor,
September 2009).
As individuals age and gain life experience, their needs and interests evolve. In
addition, each generation experiences unique regional and global events which
simultaneously shape them in ways different from previous generations. This means that
what defines an age group changes with each generation. Characteristics of particular age
groups are always shifting and evolving. What it means to be a child or a senior, and the
behaviours associated with it, are different today than in previous years. At the consumer
group level, characteristics typically associated with children, adults, and seniors are
being contested and new behaviours identified. (International Markets Bureau, 2012)
will find short- to medium-term growth in African, Latin American, Middle Eastern, and
International, December 2009). Over the long term, this is expected to change in some
where younger consumers outnumber older consumers. However, the child population in
this region is decreasing as less children are being born in countries such as China, South
Korea, Thailand, New Zealand, and Australia, among others. Notably, this is somewhat
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deliberate in Chinas case, as its national one-child policy aims to curb overall population
countries increases over the long term, consumer demand will change to reflect this. The
aging global population has consequences for all age demographics in all food and
beverage sectors, as its effects greatly influence consumer behaviour and preferences.
Gender
Bakshi on his abstract study stated that, men and women due to their different
upbringing and socialization along with various other social, biological and psychological
making in personal life or professional life, whether it is about shopping or eating, both
the genders are completely different at every stage of decision making. Right from need
recognition through the evaluation of alternatives to the post purchase behaviour, men
and women work differently with different types of stimuli and different parameters of
evaluations. Women seem to have satisfaction and find pleasure while they shop whereas
degree to which an individual identifies with masculine and feminine personality traits
on various consumer variables for nearly four decades. However, significant gender
identity findings in consumer research have been rare, perhaps because of (1)
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interpretation and application of gender identity to consumer variables (Gould 1996), or
The process of consumption has long been associated with sex and gender, thus, it
comes as no surprise that consumer researchers often examine the effects of these
variables on consumer behaviors. It also comes as no surprise that much is known about
sex and gender and how they impact buying and consuming activities. (Palan, 2001)
Men and women due to their different upbringing and socialization along with
various other social, biological and psychological factors depict different types of
professional life, whether it is about shopping or eating, both the genders are completely
different at every stage of decision making. Right from need recognition through the
evaluation of alternatives to the post purchase behaviour, men and women work
differently with different types of stimuli and different parameters of evaluations. Women
seem to have satisfaction and find pleasure while they shop whereas men appear to be
more disdain towards shopping. In this paper an attempt is to study these differences at
between men and women about expectation, want, need, life-style etc. reflect to their
A study last 2008 by Eddleston and Powell examines how gender identity
explains what male and female business owners look for from their careers. Results
suggest that gender identity, represented by the dimensions of masculinity and femininity,
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serves as a cognitive mechanism that contributes to sex differences in business owners'
career satisfier preferences. Masculinity mediates the relationship between sex and
preferences for status-based satisfiers. Femininity mediates the relationships between sex
and preferences for employee relationship satisfiers and contribution to society satisfiers.
In the Edleston and Powells study, they proposed that a person's gender identity,
or the extent to which he or she possesses traits associated with traditional gender
stereotypes (Deaux and LaFrance, 1998; Eagly et al., 2000), may explain the importance
slower growing, and less profitable than those owned by men (Greene et al., 2003),
research suggests that women business owners are as satisfied with their entrepreneurial
careers as men (Parasuraman et al., 1996). Women business owners may be satisfied with
objective terms, because they value different sources of career satisfaction than men.
While men are often depicted as prizing status-based career satisfiers derived from
financial success and business growth (DeMartino and Barbato, 2003), women are
interpersonal relations with employees and customers and the pursuit of social goals
(Bird and Brush, 2002; Brush, 1992). Accordingly, researchers have called for studies
that investigate a feminine perspective of business ownership (Bird and Brush, 2002;
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However, simply examining differences between what men and women are
looking for from their careers as business owners is insufficient; some female business
owners may place high importance on status-based satisfiers whereas some male business
owners may place high importance on socioemotional career satisfiers (Brush et al.,
Educational Attainment
education completed. A study in Canada last 2012 where five categories of educational
attainment, as classified in the Labour Force Survey, are presented namely: 1)Less than
high school graduation-Did not receive a high school diploma; 2)High school graduation-
did not complete, a degree, certificate (including a trade certificate) or diploma from an
certificate) or diploma from an educational institution beyond the secondary level. This
university degree or certificate above bachelors degree. Also, this study found that, in
2009, higher levels of education were typically associated with higher employment rates
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in Canada and across the member countries of the Organization for Economic Co-
operation and Development (OECD).The period between 2008 and 2011 was a volatile
downturn that began in the fourth quarter of 2008 and was followed by a time of apparent
This fact sheet continues to shed some light on the relationship between education
and labour market outcomes by providing a brief overview of the impact of economic
groups have been most affected by the economic downturn and which have benefitted
Business/Working Hours
The measure of business hours is significant in both pgar-pigar industry and the
nigh market to determine if the industry qualifies as driver destination on the night
operation are 5:00pm - 12:00pm each night. Applicants (other than those applying to
trade as a casual stallholder) are required to attend each and every market day. There are
no refunds/credits for failing to attend for any reason whatsoever. In addition to the loss
of stall fees, a cancellation fee equivalent to one full nights fee will be claimed as
damages, if you fail to attend on any one night of the Market for any reason (and whether
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As a requirement on its opening and closing time, under the night market approval
at Rotorua Night Market: normal hours are deemed to be 5pm to 9pm set up of market
stalls must be completed by designated market opening time and stall holders must be
ready to commence trading until the designated closing time. NO stall is to be closed OR
look like they are packing up, prior to the designated closing time. The opening time for
each market will be advertised in the weekly stallholders newsletter via email. The
closing time will be announced during the market on the night by the Market Manager.
All stalls must be clear of product within 30 minutes of the market closing time.
night market in Taman Sri Muda Shah Alam, Traders usually come early to unload their
product in order to avoid traffic, some of them started to arrive as early as around 3.30
pm until 5.30 pm, however, 4.30 pm is the peak hour for the traders to set up their stall
with 43 traders who set up their stalls at the same time. During loading, the trader will
parked his or her vehicle (car, van or lorry) behind the trader lot, followed by unloading
the items from the vehicle. Next, they will open the big colorful umbrella which fit the
size of their trader lot, and then they will set up the booths and lighting up the stoves
(cooked foods traders). Then, they lay out all the items and wares on the booths. It took
around 30 minutes to complete the whole working cycle. It is very difficult for those late
traders to unload since the space left between traders facing each other varied from 2.50m
to 3m therefore they have to pass squeezing their track among traders who already made
the set up. As early at 2.30 pm, the place was bustling with traders activities. The traders
will start turning down their business from 10.30 pm - 11.30 pm, where the last trader
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selling house goods was the last stall closed at 12.00 am. This result could be the basis of
observation of the researcher on this study about business hours observation in pigar-
pigar businesses.
Customer Density
The Chartered Institute of Marketing 2010 states that, The lifetime value of a
customer includes everything they will ever buy from you today, tomorrow and in the
years ahead-and the cost of acquiring a new customer is estimated to be twenty times
Research shows that it can costs up to thirty times to get a new customer as it does
to keep an existing one. It pays to stay very close to customers, to know their exact need
2010).
per day to analyze if the pigar-pigar business is acquiring new and existing customer that
could be a factor that relates on customer satisfaction and proof of this business as
tourism driver.
Pigar-pigar is one of the most exciting trends of Dagupan City where it could be found
easily in almost every small street particularly at Galvan St. offering thin slice cooked
carabeef (carabao meat) with liver and vegetables like broccoli or cabbage and onions
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depending on the customers preference. Its name is derived from the Pangasinan term
which means turning over a process of turn-over cooking which requires constant
onwards depending on the size of the business. Those who are operating as eatery during
morning to noontime are preparing early whereas to stalls, their time of preparation is
5:00 pm onwards.
literatures about street food. On an article by Winarno and Allain (1986), the term "street
foods" describes a wide range of ready-to-eat foods and beverages sold and sometimes
prepared in public places, notably streets. Street foods are low in cost compared with
Winarno (1986) further described that street foods often reflect traditional local
cultures and exist in an endless variety. There is much diversity in the raw materials as
well as in the preparation of street food beverages, snacks and meals. Vendors' stalls are
usually located outdoors or under a roof which is easily accessible from the street. They
have low-cost seating facilities which are sometimes rudimentary. Their marketing
businesses are usually owned and operated by individuals or families but benefits from
their trade extend throughout the local economy. For instance, vendors buy their fresh
food locally, thus linking their enterprises directly with small-scale farms and market
gardens.
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Night Market in general
The night markets had been recognized as a reputable business platform capable
of helping the local economy to grow. They (Hsieh and Chang, 2006; Chang, 2002) have
functions to meet demands of people on consumption and leisure, and provides local
residents and outside visitors with special services for their evening shopping. In a sum,
Huang, Liou, & Tzeng (2009) defined night market as a trading place during
evening and includes small business for a variety of cheaper products, cooked food, and
game playing. It was an extension of ordinary market in early days and was usually
located in old urban centers. Developed from street snacks, scattered vendors are
On the other hand about night market study Ishak,Aziz, Latif (2009), they defined and
describe night market as a a trading place during the evening offering a variety of
products and cooked food at cheaper prices.Night markets were also known as street
markets since the most frequent sites where they were to be found were along main roads
and other popular locations lots and residential areas. The study focused on the night
markets enviroment, traders performance and customer behavior where most of the data
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Khalilah (2010) defined night market as a temporary weekly event that usually
took place at available open spaces and on roads or parking lots that would be
preparation are almost the same. As a street food, they both offer ready to eat food at low
pigar is for night. Thus with this matches, we could determine that pigar-pigar qualifies
Huang, Liou, & Tzeng (2009) on their study Development Strategies for
Improving the Services of Tourist Night Markets through Hybrid MCDM Technique
defines five systematical dimensions, i.e., shopping entertainment, food tasting, tourism
experiences, public facilities, and image promotion, and 25 criteria for tourist evaluation
of night markets, through literature review and target group interviews. These five
dimensions established by this study are the major factors affecting the night-market
as the one that needs more improvements in areas, such as advisory service function,
disaster prevention function, parking planning function, leisure facilities, and public
facilities. It concluded that in order to meet the public demand for recreational
improvements, the competent authority needs to find out and correct the disadvantages
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that exist in the night markets. It is the only way to make the night markets valuable and
Latif (2012), an author also of a 2009 study mentioned earlier, together with his
co-author on this study Barua, aims on their study to provide an overall assessment of the
promoted as tourism attraction. The night markets environment was measured on four
factors: physical market setting, market atmosphere, traders and products; in an effort to
First is Physical market setting where they illustrate and compared two existing
night markets in Malaysia and stated how physical settings like vehicle parking affect the
Second is market atmosphere. Their appropriations are results of where their stalls
are located, their ways of preparing and displaying their products, climatic needs such as
shade to shelter from sun and rain, as well as spatial improvisation based their own
cultural or everyday practices. The both two night market stalls become the traders
extended private space made into a public space, where visitors are allowed inside. This
personal space is improvised according to personal taste and needs, similar to how people
renovate or decorate their rooms, homes, shops and offices. The way the traders take
advantage of the lamp post as a place to tie their tent extensions and their techniques of
using the frames of the tent as armatures to hang signage, their products, hooks for plastic
bags and light are temporary interventions that reflect a complex spatial practice.
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They also observed that, the interaction between traders to traders happened
during they set up the stall or after close up the stall with trader beside or around of their
stall. However, the interaction could happen when trader cross over to buy food or
something with other traders. From the observation done, the trader was buying cakoi
(local pastry) with her son at other stall after she set up her stall. During buying, the
traders would chat and joke around between each other. It took around five minutes for
the interaction. Basically, discount will be given to the local trader on the transaction.
This is the way to bond rapport between each other. All the traders are friendly and kind
here. They are also helpful to help out each other to keep an eye in absence of the trader.
At the end of the day few of food traders generously distribute the unfinished food items
Lastly, is traders and products. The Traders Level was measured by the number of
traders selling at the night market, at Section 7 Shah Alam night market; there were 182
A majority of traders sell cooked food and drinks. There was high product
turnover and high customer volume, each trader tend to occupy a single stall space and
most of the traders were Malays and they worked at the stall with their family members
For both night markets the traders are friendly. Traders provide good services to
customers. The responsiveness is also good. Customer came to the stalls were well taken
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The purpose of Latif and Baruas study was to examine the environment variables
of the night markets as measured by the physical market setting, market atmosphere and
traders and products. The factors indicated that night market has the potential to be
offered as tourism attraction whereby it offers cultural uniqueness in terms of food sold,
local craft and product display, various cheaper products, time flexibility, local shopping
tourist attraction, substantial improvements need to make on the public facilities, the
cleanliness, signage and general comfort for the tourists. As it is now, the town or district
council has allocated a large sum for the salary of the manpower involved in the
administration and maintenance of the night market. The town/district council looked at
the night market as a social responsibility and public service. The organic growth of the
night market and the supporting role of the local authorities will ensure the sustainability
of the night market. As tourism attraction, the night market need to be provided with
services of accommodation, food facilities and public facilities which include public
facilities such as toilets, telephone booths, parking lots, security, roads, ATM, sewerage,
drainage, Tourists feel more comfortable to tourism experiences, if there is more visitor
recreation facilities in surrounding areas and more. Hence the night markets that possess
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Night Market and Food Experience in tourists and attraction
and behaviors. Related experience connects to specific culture or significant others. The
foreign visitors have certain motivation to visit other countries may cause stronger
feelings or experiences. This may be affected by more complex images than organic and
induced image (Gunn, 1988; Fakeye and Crompton, 1991; Echtner and Ritchie, 1991,
Taiwanese night markets is hard to measure. Night markets are also more popular in
Southeast Asian countries, than in Japan, hence Southeast Asians might accept and adapt
to night market culture faster or easier than Japanese, and even Japanese might adapt
more than Europeans and Americans. Their valuations of night markets and shopping
preferences will be more similar to local Taiwanese valuations. The differences among
different countries or geographical regions need further study. Therefore, future efforts to
experience and image as well as their varying levels of importance to residents and
visitors. The results of this research may help Taiwan government and entrepreneurs to
develop an international promotion strategy targeted at target markets (Assael, 1984). For
example, the most important images are local food and specialty, products, and price
which means night markets that can offer characteristically local products, fashionable
products, diverse food and drink, low-price products, and distinctively flavored
international foods will attract international visitors. Taiwan Tourism Bureau may
promote Taiwanese foods and beverages to overseas tourists by using think, sense, and
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feel experiential marketing method, or may segment visitors by socio-demographics and
geographic variables. Some benefits may accrue from promotion of factors such as
Taiwans reputation, special local experience, and public facility, but the primary benefit
will arise from strengthening the image of night markets as representative of Taiwans
attractions.
In recent years, the role of food in tourism has increased markedly. Images of
cuisine in tourists minds and in advertising are closely associated with particular
destinations and retain tourists interest. More people are now travelling specifically in
order to experience cuisines (Hall, Sharples, & Macionis, 2003; Long, 2004).
attractions, and activities, food is a basic and crucial element of the tourism product
(Boniface, 2003; Cohen & Avieli, 2004; Hall & Mitchell, 2002; 2 Henderson, 2009;
Hjalager & Richards, 2002; Long, 2004). Foods role has generally been considered as
& Richards, 2002; Warde & Martens, 2000), esthetics (Bourdieu, 1984; Krautkramer,
2007), education (Hegarty & OMahoney, 2001; Hjalager & Richards, 2002; Williams,
1997), memory (Boniface, 2003; Swislocki, 2009; Yan, 2008), and culture (Fields, 2002;
Rye & Jang, 2006; Sparks, 2007). In addition, tourist experiences of local food at a
destination have been examined by applying the modified theory of reasoned action
(TRA) (Ryu & Jang, 2006); and more recently, a grounded theory was employed to build
31
a model of local food consumption (Kim, Eves, & Scarles, 2009). However, research on
the role of food in tourists experience itself is still evolving and developing.
help tourists understand differences between their own culture and the cultures that they
have come into contact with (Hegarty & OMahoney, 2001; Hjalager & Richards, 2002;
Williams, 1997).
Consumer Behavior
Consumer behavior is the study of when, why, how, and where people do or do
not buy a product. It attempts to understand the buyer decision making process and
use to select,secure, use and dispose of products and services that satisfy their needs.
2005).
According to Bakshi (2013), there are various factors that influence the way
education, tastes, and other factors. The behaviour of consumer while engaging in a
four major factors and these factors are majorly responsible for the different types of
behaviors depicted by the consumers. Though it, does not mean that people of same, age
32
or gender or social background are similar, because there is a lot of influence of the
psychological factors that vary from individual to individual. Following factors can
behaviors acquired through socialization processes with family and other key institutions.
characteristics like gender, age, stage in lifecycle, occupation, income, and lifestyle.
& attitudes of consumers also have a deep impact on the buyer decision.
gain more knowledge about their consumers. Moreover, it can be a foundation for them
to create more suitable marketing strategies for their target consumers. If marketers
understand this process of their consumers, they will know how their consumers search
for information before buying, which criteria can encourage them to buy, and what
principle is the five stage of decision-making model, which is based on the idea that
consumer decision-making process are (1) problem recognition, (2) information search,
33
(3) alternatives evaluation, (4) product choice, and (5) post-purchase evaluation
First is, problem recognition. Problem recognition is the first stage of consumer
decision-making process. It happens when consumer realizes that there are some
Second is, Information search. It is the stage when consumers are searching for
more knowledge in order to solve the recognized problem. To help themselves to make a
decision, consumers will look for information from their environment (Solomon et al.,
2010). Information search process can be classified into two types. Firstly, the pre-
purchase search process is the process when consumers seek for the information to satisfy
their needs or solve their problems, which begin after consumers realize their needs or
problems. Secondly, an ongoing search is the process when consumers browse the
information for their pleasure and to keep them up-to-date with new products or current
Third is, Alternative Evaluation. In this stage, consumers have to evaluate their
available alternatives that they have received from the previous stage, information search
(Solomon et al., 2010). Since there are a great number of brands in the marketplace,
consumers will create their own evoke set which consists of brands which are already in
their minds (Jobber, 2007). The brands that are included in the consumers evoke sets will
Next is, Product choice. Consumers have to choose one brand among after
evaluating their brand choices from the previous stage. Choosing product choice can be
34
either a simply and quick or a complex stage (Solomon et al., 2010). Consumers product
choices can be affected by various source of information during the process of decision-
making.
Lastly, is Post Purchase behavior and disposal.Even though the buying decision
has finished, consumers often still evaluate their decisions. This is because they want to
feel confident about their choices and to ensure that the product can solve their problems
or satisfy their needs. Jobber (2007) stated in his study that the quality of product and
Customer Satisfaction
Academics and managers know relatively little about how the combined effects
of quality (food, service, and physical environment) elicit customer satisfaction which, in
interactions showed that quality of food, service, and physical environment were all
identified as the distinction between assumed quality of service and the customers
involvement or feelings after having perceived the service. Customer satisfaction depends
35
further components such as personal, price and situational factors that may arise as the
sellers. Customer satisfaction is very important because it helps to learn about the
businesss strengths and weaknesses. Business holders can just know their strengths and
weaknesses and make the progression. Not only this, also customer satisfaction also helps
show calmness about making better quality of products and services to both the
employees and the customers. It does not help to learn about strengths and weaknesses
but helps it also to persuade competitive strengths and weaknesses. Similarly, it helps to
benefit more vision into the sources of frustration and areas desiring progression. At last,
While talking about business, it is not easy to establish this thinking but
everything needs to be set up everything from top to bottom and management also exists
there. Nature of business depends upon the size that was established, either in the form of
big-scale or small-scale. No business has been established without thinking about the
profit, and customers are the pillars of the business. So every businesss stake holders
always think about the satisfaction of the customers by trying to meet the needs of the
customer, which is the main responsibilities of the business investor. As the task of the
research is concerned with the importance of customer satisfaction, some points have
already explained this in the above section, and some points are going to be explained
36
here. Actually, customer satisfaction helps to increase the profit for business investors so
every such investor thinks that to earn profit is not as easy. If the business is successful,
and able to satisfy the customers then customers will be happy, they buy more goods and
the company will be able to sell more goods and it helps to increase the profit. Similarly,
it helps to increase the sales, to reduce the production costs, and to enhance marketing
and advertising if the customers are fully satisfied with the goods and services provided
by the business company, they refer it to their friends and relatives telling them that they
are satisfied, and this helps to promote marketing and advertising of the business.
Service quality has stood an importance for the hospitality industry. It has been
identified as one of the most effective means of building a competitive position and
well as situational factors and personal factors. Service quality affects customer
restaurants, then the consumers will get food service here, high quality everywhere the
same they like to be in Mac Donalds restaurants. It happens because of the high quality
services. Customers today apprehend a very high general level of service in hospitality,
tourism, and leisure. The accomplishment of competitors in these fields will thus be
37
product or price differentiation. Service Quality Management in Hospitality, Tourism and
Leisure focuses approaches and strategies that will augment the distribution of services,
and supplies fair and understandable annotation of theoretical ideas and their practical
Service quality and customer satisfaction are inarguably the two core concepts in
marketing theory and practice (Spreng & Mackoy, 1996). In todays world of intense
service that will in turn lead to satisfied customers (Shemwell et al., 1998). Customer
satisfaction has become one of the most critical marketing priorities because it is
mouth, and customer loyalty. Total foodservice in the restaurant industry encompasses
should result in a customers perception of high restaurant service quality, which in turn
should lead to attaining customer satisfaction and positive behavioral intention in the
restaurant industry.
There have been mixed findings about the causal direction between service
quality and customer satisfaction. The most common explanation for the difference is that
1990; Cronin & Taylor, 1992; Oliver, 1981; Parasuraman et al., 1988). Based on these
38
quality. In contrast, many other researchers empirically supported the influence of
perceived service quality on customer satisfaction (Cronin & Taylor, 1992; Spreg &
MacKoy, 1996; Ting, 2004). For instance, Cronin and Taylor (1992) examined the
service quality, consumer satisfaction, and purchase intentions. The findings suggested
satisfaction was not a significant predictor of service quality. Spreg and MacKoy (1996)
also discussed the conceptual arguments behind the distinction, and investigated the
relationship between service quality and satisfaction by testing a modified Oliver's (1993)
satisfaction/service quality model. The results indicated that their modified model fit the
data well when perceived service quality was an antecedent of satisfaction. Moreover,
Lee et al. (2000) examined the direction of causality between service quality and
satisfaction. The findings showed that perceived service quality was an antecedent of
satisfaction, rather than vice versa. Consistent with these findings, Ting (2004) suggested
that service quality better explains customer satisfaction, and the coefficient of the path
from service quality to CS is greater than the coefficient of the path from customer
customer behavior is particularly pertinent in the restaurant industry (Hui et al., 1997;
Millman, 1986; Raajpoot, 2002; Robson, 1999; Ryu & Jang, 2008). Since service is
generally produced and consumed simultaneously, the consumer is in the factory, often
experiencing the total service within the propertys physical facility (Bitner, 1992). While
39
the food and the service should be of acceptable quality, pleasing physical surroundings
(e.g., music) may determine to a large extent the degree of overall satisfaction and
subsequent behavior in the restaurant industry. Since services are mainly intangible and
often require the customer to be present during the process, the physical environment can
have a significant impact on perceptions of the overall quality of the service encounter,
which in turn affects customer satisfaction in the restaurant industry (Bitner, 1990, 1992,
Brady & Cronin, 2001; Kotler, 1973; Parasuraman et al., 1988; Ryu & Jang, 2008).
Bitner (1990) proposed that the physical environment may significantly affect customer's
ultimate satisfaction. Furthermore, Bitner (1992) discussed the effect of tangible physical
environment on overall development of service quality image. She coined the term
SERVICESCAPE to describe the combined effect of all physical factors that can be
SERVICESCAPE refers to the built environment or, more specifically, the man-made,
58). She identified three primary dimensions of the SERVICESCAPE that influence
their subsequent internal (i.e., satisfaction with the SERVICESCAPE) and external
responses (e.g., approach/avoidance, staying, repatronage). The three dimensions are: (1)
ambient conditions (elements related to aesthetic appeal); (2) spatial layout and
functionality; and (3) signs, symbols, and artifacts. Research suggests a direct link
between physical environment and outcomes such as customer satisfaction (Chang, 2000;
Chebat & Michon, 2003). For instance, Wakefield and Blodgett (1996) examined the
40
effects of layout accessibility, facility aesthetics, electronic equipment, seating comfort,
and cleanliness on the perceived quality of the SERVICESCAPE. The findings revealed
satisfaction in the leisure service setting. In addition, Chang (2000) suggested that
thereby suggesting that customer satisfaction was directly and positively associated with
aspects of positive approach behaviors. Thus, restaurateurs could potentially have another
tool through which to manage customer satisfaction and positive approach behavior.
greater than what they paid for. Price has been considered a significant component in
judgment about a services average price in comparison to its competitors (Chen, Gupta,
& Rom, 1994, p. 25). The concept of perceived price is based on the nature of the
about whether they are being charged more than or about the same as charged by
competitors. Although many researchers have agreed that perceived price is an important
behaviors, little empirical research has investigated the influence of perceived price on
consumer behaviors in the service industry. Deruyter et al. (1997) found that increases in
service quality levels lead to an increase in satisfaction level, and pointed out that low
perceived quality may also result in high service satisfaction. They insisted that
41
customers may not necessarily buy the highest level of quality service. That is, price,
sector, Caruana, Money, and Berthon (2000) found that perceived value has a significant
moderating role between service quality and satisfaction. Also, additionally, the
interaction between service quality and perceived value explained more of the variance in
satisfaction than the direct influence of either service quality or perceived value on
assess and pay for quality, while the utility of a product/service is based on customer
perceptions of what is received (e.g., service/product) and what is given (e.g., money)
(Caruana et al., 2000; Zeithaml, 1988). Indeed, in the marketing literature, measurement
of perceived value includes price perception. Thus, while no empirical research supports
customer satisfaction in the restaurant industry, since value has a moderating effect in
forming satisfaction, it can be inferred that perceived price also has a significant role in
the relationship between quality and satisfaction. Specifically, when customers perceive
the price to be reasonable, their satisfaction with food quality will increase. In other
reasonable prices in the fast-casual restaurant industry may enhance the effect of quality
42
Findings on the study of Ryu and Han revealed that customers perceived quality
customer satisfaction, and perceived price moderates the relationship between quality of
food and customer satisfaction. When customers perceive that the price is reasonable,
their satisfaction with food quality can be enhanced. In addition, quality of service
increases customers satisfaction level, and customers perception of the reasonable price
customers feel that the physical environment reflects quality, such as attractive interior
Customers perception of reasonable price also increases the effect of quality of physical
foodservice delivery process. Our results also provide strong support for the causal
as tourism driver in night market in Dagupan City. Concluding the above studies, a
satisfied customer would be a possible loyal customer and also a medium of promotion
through word of mouth. Being a local food industry that opens at night, as pigar-pigar
industry could attract customers, those who want to experience pigar-pigar will also
experience the night market, its environment, ambiance, for leisure and entertainment.
43
Chapter 3
METHODOLOGY
Research Design
to developmental studies which seek to determine changes over time (James P. Key,
1997). In concept testing, consumer is provided either with a written or a prototype for a
Source of Data
This study involved the Pigar-pigar restaurants in Galvan Street, Dagupan City.
included the customers intention and perception in going in a night market to experience
the Pigar-pigar. There were eleven (11) pigar-pigar restaurants and three hundred fifty-
one (351) customers who participated in the interview. These are the MPC Pigar-pigar,
Auntie Aneth Pigar-pigar, Golden Pigar-pigar Haus, JCV Pigar-pigar, DYLANS Pigar-
44
As Pigar-pigar,Sirmot Pigar-pigar. Primary data were collected from an original source as
decisions concerning the individuals that has the criteria or the qualification to be include
in the sample are taken by the researchers. It also based upon the capacity and the
The study utilized the purposive sampling method as a tool in determining the
sample size of the respondents from a given population. The sampling method is based on
the probability and non-probability method to be used due to some reasons. Non-
probability method doesn't need for call-back and sampling frame and it is substantially
less cost and time consuming. It also allows the researcher to select samples from a given
Methods used in collecting data during the study period are mainly using the
observation method, interview method and survey questionnaire. Data on the physical
market setting, market atmosphere and owners are collected by using the observation and
interview method. The researchers gathered respondents who are available during the
time of survey. This study started from July 2014 to September 2014.
45
To gather the information that needed the researcher constructed a list of
questions relevant to the study which is called the questionnaire. There are two
questionnaires one is for the pigar-pigar industrys owners profile and businesss profile;
and the other is for pigar-pigar market both its profile and market behavior. After the
questionnaire was validated by the adviser, thesis professor and the dean, the researchers
started to conduct the survey in Galvan Street, Dagupan City. The business owners were
interviewed first. After which, the researchers asked their permission to conduct the
survey among their customers who were willing to be interviewed. They conducted the
survey for five (5) days and after class from 6:00pm 11:00pm.
The researchers used the Statistical Package for Social Sciences (SPSS) program
to analyze and interpret data from the survey questionnaires. This program makes it
possible for easier and more convenient review of the vast amount of data present.
Frequency, percentage and weighted mean were the statistical tools used in
analyzing the gathered information. Frequency counts the business owners profile and
the customers profile. The weighted mean was used to measure the level of acceptability
46
This study used the Likert scale which is a psychometric scale commonly used in
questionnaires. A numerical value is assigned to each potential choice. The scale used is
shown below.
47
Chapter 4
DISCUSSION OF FINDINGS
Age. Many (27.3%) business owners are in the age of 20 to 50 and in the age 31
to 40 age bracket.
Gender. The data shows that 72.7% or most of the pigar-pigar restaurants owners
are female and 27.3% or some are male which means females have more desire in putting
48
Educational Attainment. The data shows that 36.4% or many of the business
49
Years of Existence. The data shows that many (27.27%) have been in the industry
for ten years already and very few (9%) have been operating for less than a year.
Opening and Closing Time. The data shows that majority (55.55%) of the
respondents are open 24 hours a day, 7 days a week. Almost half of the other businesses
start as early as 3:00 pm and close at 5:00 am the following day which coincides with the
Number of days opened in a week. All the pigar-pigar restaurants are open all
week long.
Average Customers per Night. The average customer per night is 63 customers.
The data shows that the length of the business existence in the industry may not be a
Average daily sales. The average daily sales range from Php 500 to 10,000.
The majority (52.1%) of the customers of pigar-pigar are 15-24 years old and
many (25.4%) are 25-34 years old. This means that those customers who go and eat
50
pigar-pigar mostly belong to the young market. This may be attributed to the fact that
these age groups are more active with their night life than the other age groups.
Of the customers surveyed, there was an almost equal number of males and
females. Fifty one percent or half are males and almost half (49%) are females. This
means that both males and females comprise the market for pigar-pigar.
51
The data shows the percentage of customers who are residents of Dagupan City
and those who reside in other places. A great majority (60.97%) of the customers are
from other places while many (39.03%) are residents of Dagupan City. These non-
resident customers are important to create awareness about the pigar-pigar industry and
Customers who belong to the lower class comprise a great majority (65.8%) while
many (33.33%) belong to the middle class. This shows that pigar-pigar is a food that is
52
The data shows 46.7 % or almost half of the customers buy pigar-pigar once a
week while many (33.4) of the customers buy pigar-pigar twice a week.
prefer to order either kilogram or kilogram servings, comprising 33.3% and 39%,
respectively. Some customers or 23.9% order the 1 kilogram serving. These indicate that
customers dine at the pigar-pigar restaurants in groups, as these amounts of servings are
The data shows that some (23.9 %) of the respondents brought a Php 200 budget
when they go and eat at pigar-pigar restaurants. This is considering that the most ordered
serving of pigar-pigar is and kilogram, which cost around Php100 to 200. This cost
53
does not include other expenses such as rice and drinks. Customers divide the expenses
among themselves to cover up the cost of pigar-pigar and other expenses. Also, the 20.5%
or few of the respondents who answered unspecified are those who go and eat with a
companion who treat or foot the bill for the group. Others do not know what to answer
10:00 pm. This is also about the same time when night markets are at its peak.
54
The data shows 30.8% or many of the customers go and eat pigar-pigar because of
its being a local food. Foods role has generally been considered as functional because it
(Chen, 2013) Experiencing local cuisine like pigar-pigar could help tourists understand
differences between their own culture and the cultures that they have come into contact
with (Hegarty & OMahoney, 2001; Hjalager & Richards, 2002; Williams, 1997). Some
of the customers or 21.4% cite social interaction as their reason for eating at the pigar-
pigar restaurants. Customers are influenced by social factors like reference groups,
family, social role and status (Bakshi 2013). A few or 17.1% considered the food and
social interaction as their reasons. Customers behaviors can also be influenced by their
desire to satisfy both their hunger while having a sense of belongingness and experience
through social interaction while dining. These factors are what the pigar-pigar industry
has to offer as tourism driver of the night market whereby it offers cultural uniqueness in
terms of an affordable food, shopping, leisure and social interaction which is also the
55
Pigar-pigar has a very high acceptability in terms of taste and aroma and high
acceptability in texture and color. Over all, pigar-pigar has a very high acceptability with
Food. The level of satisfaction for food served in the pigar-pigar restaurants is
very high with a mean of 4.60. The very high satisfaction in food could be linked to the
Location. As to the location, the customers have a high level of satisfaction with
a mean of 3.71. The way the traders take advantage of the lamp post as a place to tie their
tent extensions and their techniques of using the frames of the tent as armatures to hang
signage, their products, hooks for plastic bags and light are temporary interventions that
reflect a complex spatial practice (Latif, 2012) is the determinant of customers high
satisfaction adding also the cleanliness of the surrounding and it is easily found because
Time. The level of satisfaction as to the time when the customers eat at the pigar-
pigar restaurants is very high with a mean of 4.01. This shows that costumers are highly
satisfied with the ability of the businesses to serve them when their need arises.
56
Ambiance. A mean of 3.62 in ambiance shows that customers are highly satisfied
in the experience of eating pigar-pigar in a lively night environment, where many people
Facilities. The mean of 3.20 for the pigar-pigar store facilities shows a moderate
satisfaction of the customers. During the interview with the customers for suggestions,
they mentioned that as tourism driver of the night market, the pigar-pigar industry needs
to be provided with better facilities for the comfort and security of the customers.
Overall, pigar-pigar industry has a high satisfaction with a grand mean of 3.83.
57
Chapter 5
This study aimed to describe the pigar-pigar industry and market as a tourism
driver of the night market in Dagupan City. To achieve this aim, the researchers
conducted survey, interview and observation on both the pigar-pigar industry and its
market. The questionnaire for the pigar-pigar industry shows the profile of both the pigar-
pigar owners and the pigar-pigar businesses; while the questionnaire for the pigar-pigar
gender, employment status, socioeconomic class, residence), and its behavior (buying
There were eleven pigar-pigar restaurants and three hundred fifty-one customers
who participated in the survey. The researchers used a purposive sampling a non-
probability sampling in which decisions concerning the individuals that has the criteria or
the qualification to be include in the sample (must be willing to be interviewed and must
Most of the pigar-pigar restaurants owners are females and many of them are
males which means females have more desire in putting up a pigar-pigar restaurants than
male. Of these business owners, many of the pigar-pigar owners attained college level.
58
Another many of them are college graduates. Most of them start their business on the age
For the pigar-pigar business, many have been in the industry for ten years already
and very few have been operating for less than a year where majority open 24 hours a
As to average daily sales, many of the business owners had an average daily sales
of Php 5,000 while many of the businesses has an average customer of 40, few are and
very few are where this customers go and eat pigar-pigar in groups determined.
Majority of the customers of pigar-pigar are 15-24 years old and many are 25-34
years old. However as to gender, there is just one percent difference between the
class, a great majority of the customers belong to the lower class and many are in the
middle class. There are a great majority of the respondents are from the other places.
As to buying behavior, almost of the customers eat pigar-pigar once a week and
many of them ordered kilogram servings that is good for 2 to 4 persons with a budget
of Php 200. The pigar-pigar customers also prefer to go and eat pigar-pigar between 9:00-
10:00 at night where the night market is also in its most lively hour where a great
majority of the customers is from other places while many are residents of Dagupan City.
As to the reasons why people go and eat pigar-pigar. The study showed that, many
of the respondents go and eat pigar-pigar for the local food itself. Some go and eat for
59
social interaction, few for leisure and very few both for local food and social interaction.
These factors are what pigar-pigar industry has to be offered as tourism driver of the
shopping, leisure and social interaction which is also the night markets characteristics.
For the level of acceptability of pigar-pigar in the market, the result shows a very
high acceptability in taste and aroma and high acceptability in texture and color.
As for the satisfaction of the customers on the pigar-pigar industry, the level of
satisfaction on food was very high, while the level of satisfaction for location, time and
ambience was high. On the facilities, the customers level of satisfaction was moderate.
Conclusion
Based on the findings derived from this study, the following conclusions were
drawn:
college level and those who graduated in college with the majority of them are female,
and a great majority open 24 hours a day, 7 days a week. Average daily sales is Php 5,250
The majority of the customers are 15 to 24 years old, either male or female. Most
of the customers are employees and many of them are students. A great majority of the
customers are from the other places. Customers who belong to the lower class comprise a
60
Almost half of the customers buy pigar-pigar once a week. Many of the customers
brought a Php 200 budget when they go and eat at pigar-pigar restaurants. Many of the
customers eat at the pigar-pigar restaurants between 9:00-10:00 pm. The study shows that
many of the customers go and eat pigar-pigar because of the food itself.
The customers has a very high level of acceptability for pigar-pigar and high
Recommendations
1. The future researchers should conducted further studies about the pigar-pigar
industry to understand more the nature of the business and its impact to tourism in
Dagupan City.
2. The pigar-pigar industry should upgrade their utilities and think of other
would benefit both of the other businesses in the night market and the pigar-pigar
industry.
3. The local government of the Dagupan City and the owners of the pigar-pigar
61
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