Chapter I

Introduction
Entrepreneurship is the pursuit of opportunity without regard to resources
currently controlled (Burgstone & Murphy, 2012). This is one of the best found
definition of entrepreneurshi. The terms business and business venture are
synonymous with it.
Starting an enterprise is one of the best ways to earn money. It is one of
the activities in which one can have income wherein money works to earn more
money. According to Robert Kiyosaki (2000), entering into a career of
entrepreneurship is one of the two ways to get wealth.
Furthermore, enterprises contribute to the society. Entrepreneurship has a
tremendous impact on the economic development of a country (BurgerHelmchen, 2012). It is explained that enterprises contribute to the movement of
money in the economy, generate income, provide employment, and help in the
distribution of wealth in a society. With this in mind, the researchers established
that entrepreneurship is one key element in the success of a community.
Under the umbrella of entrepreneurship, the first business model and also
most common is the category of merchandising. It is best defined as a
commercial enterprise dedicated to the purchase of finished goods and their
resale for a profit. A merchandising business will generally buy their products
from a wide range of distributors domestically and internationally and market their
products locally in their area of operations.
1

The researchers are interested in entering into a business venture. This

led the researchers to conduct this research. Being based in the municipality of
Batangas, the researchers chose the locality to be the focus of this study.
In the Philippines, the Department of Trade and Industry categorizes
business into four. The categorization of a business venture is classified
according to the amount of assets and number of employees within the
enterprise.
The researchers have decided to conduct this research on the micro
business category. It is an enterprise with a capitalization not exceeding Php.
3,000,000 and has an employee count not exceeding nine people.
In relation to the statements above, this study is then aimed to determine
what set of products shall be most marketable for a merchandising business.
More specifically, it seeks to determine what product category and price range is
most suitable for the Batangas City market. Furthermore, it aims to locate a
strategic place of operation should venturing into business takes place.
Statement of the Problem
This study seeks to answer to following questions:
1. What is the demographic profile of the respondents:
1.1 Age;
1.2 Gender; and
1.3 Monthly allowance / income?

2. What product do they want to be easily and more prominently available in

Batangas City?
2.1 Product category;
2.2 Price range; and
2.3 Location for sales operation.
Objectives of the Study
The researchers aim to achieve the following objectives:
1. to determine the demographic profile of the targetable market in the
municipality of Batangas City in terms of age, gender, and
allowance/income;
2. to determine under which product category is sought by the target market;
3. to determine in which price range is the target market comfortable to pay
for the product sought; and
4. to determine which location is convenient, accessible, and strategic for
sales of the product sought.

Significance of the Study

The researchers believe that the results of this study would benefit the
following:

Entrepreneurs. The results of this study shall beneficial for entrepreneurs

whom of which are planning to enter into a business venture in Batangas City.
Marketing Managers. This study shall provide insights as to what product
line is viable to the Batangas City market.
Future researchers. This research may serve as a database, guide, or
reference future researchers who wish to conduct related studies.
Scope and Limitations
In this study, the researchers inspected the product preferences of the
Batangas City target market. More specifically, the researches aim to determine
the items sought which are not yet easily available in the locality.
This study covers the product preferences, price range, purchasing power,
and accessibility perspectives of the people of Batangas City for its scope. It
limits itself to the jurisdiction of Batangas City and its residents.

Chapter II
Review of Related Literature and Studies
According to Dimaano, et.al. (2010), diverse entrepreneurial qualities and
aspirations are observable and pertinent in developing countries which include
the Philippines. In addition, entrepreneurs are considered energizers, risk takers,
job providers, innovators and instruments for economic growth (Drucker, 1995).
Entering into business is always an available choice. Filipino students in
this generation are basically in the mind set of having gainful employment after
finishing college education. But in contrast, entrepreneurship is always a viable
option. Financially speaking, entrepreneurship drives the creation of new wealth
or value out of innovation (Mondejar, 2005). In addition, it aims to gear people
towards self-employment (Dimaano, et.al. 2010).
As of the 2010 listing, there are more than three thousand five hundred
registered businesses in Batangas City. As found out by the researchers, the
greater density of the businesses engages in retailing and wholesale; wherein
mostly are sari-sari stores. In addition, computer shops take a large portion of
the numbers as well.
In a written article by Ardre Orie (2011), there are some considerations
that entrepreneurs must think over before starting a business. First is the
question of whether the entrepreneurs are comfortable with working without a
fixed income. Second is the question of funding the business. Third is the
orientation of the entrepreneur as a worker or a leader. Fourth is the question of
5

taking risks and overcoming fears of failure. And lastly is whether or not there has
been an established plan.
This study shall focus on the planning function of managing a business.
The goal of this study is to determine what kind of product is rarely available in
the locality. It is of great importance to know what is not easily available to the
population.
The first question in starting an enterprise is what kind business is to be
established. In an article written by David Garland (2012), it is emphasized that a
business is observed to be more successful when the entrepreneurs enter into a
unique business model. Further, the characteristics of passion, personality, and
knowledge play a substantial part in entrepreneurship.
Garland (2012) injects that entrepreneurs who established an enterprise
make more when the business is the passion of the entrepreneur. In addition to
the statement, this situation breeds more creativity that leads to success.
Starting a business begins with a plan. A business plan is a formal
statement of a set of business goals. In addition, these goals must be attainable
and feasible. Also included are the activities which must be executed in order to
achieve the goals. According to Pinson (2004), failure to have a concrete
business plan is one of the major reasons why most SMEs fail.

Delmar and Shane (2003) argue that entrepreneurial performance is

driven by two core dimensions. First is the entrepreneurial acumen the ability to
perceive profit opportunity and to devise a means to exploit it. Second is the
resource acquisition this supports the entrepreneurial performance providing it
the capacity to deliver the strategy. The researchers completely agree with the
statement. In relation, this study focuses on the entrepreneurial acumen, with
emphasis on devising the means to exploit it through competitive business
planning.
Burke, et.al., (2009), used an endogenous switching regression model to
examine endogeneity and interaction effects for new entrepreneurial ventures.
Further emphasis is placed on planning activities to gather information in order to
exploit a business model. This study aims to achieve the same goal.
Differentiating this study is the research methodology wherein the researchers
shall use a simple descriptive analytic research model.
A research conducted by Tornikoski and Newbert (2007) revealed that
business plans are deployed symbolically. The institutional theoretic approach
used in the study implies that business plans might be seen as a device to make
new ventures seem more predictable. This approach argues that new ventures
face business pressures to conform and homogenize with existing business
forms. The statements clearly imply the weight of a comprehensive and
competitive business plan. The researchers completely agree. This is one of the
purposes of this study.

Another consideration for entrepreneurship is the business location. In a

research conducted by Dina Gerdeman (2012), it was clearly emphasized that
geographic considerations play a substantial part in the success of a business.
Further, in a journal article of Alcacer and Zhao (2012), the business location
must increase the value of the enterprise. The statements in both researchers
imply that it is essential to properly choose a strategic location for business
premises.

Chapter III
Research Methodology

This chapter presents the discussion of the research design, sources of

data, sampling design, respondents of the study, locale, and research instrument.
Research Design
The researchers used the descriptive-analytic method with qualitative
approach as methodology. This method is used to identify which type of business
shall be paid more attention to by the customers by analyzing the demographics,
monthly income and/or allowances, and geographic preferences of the
respondents in relation to their product preferences. Through the information
gathered, the researchers will then be able to make a logical decision on what
business venture to pursue.
Sources of Data
A survey questionnaire designed by the researchers was distributed to the
respondents in gathering primary data for this study. In addition, journals, books,
and internet resources that contain relevant information, theory, and concept
were gathered for the progress of the study as secondary data.
Locale
This study operated in the locality of Batangas City, Batangas.
Sampling Design
9

In this study, the researchers used ten respondents who were from
different industries with different specializations, perspectives, views, opinion,
preferences and tastes.

Data Analysis
Since this research is using a qualitative approach, the researchers shall
be gathering information and logically make a decision based on observation
from the results of the survey.

10

Chapter IV
Presentation and Analysis of Data
This chapter deals with the presentation and the analysis of the
information gathered using the survey questionnaire. Since this research uses
the qualitative approach in order to reach a final decision through the responses
of the ten (10) respondents, the survey results will then be presented in a
compact tabulated form in order to present a better perspective.

11

Item in
Questionnaire
Age
Gender
Monthly
Allowance/Incom
e
Product Category:
Entertainment
Nightlife
Specialty
Shopping
Consumer Goods
Specific
Product/Brand

Price Range
Most Convenient
Location

Response
No.1
60
M
NA

No.2
22
M
10,000

No.3
26
M
18,000

20,000

No.4
42
F
20,000

3
2
1
4
5
Bali
Shoes/
Pierre
Cordin
Shirts
2500 or
more
Mall
(NuCity
)

3
1
2
4
5
Bars

3
1
2
4
5
Gimik/
Good
time
spots

3
2
1
4
5
Thalasemi
a
Laboratory

500 999
Along
National
Highwa
y

2000 2499
Along
National
Highwa
y

2500 or
more
Along the
National
Highway

12

No.5
35
M

No.7
25
M
30,000

No.8
27
F
20,000

Ranked
1
2
3
3
2
4
4
5
5
1
Live
Entertainmen
t

2
1
3
4
5
Alcoholic
Beverage
s

3
2
1
4
5
Big Park

500 999

Below 499

Below
499
All
location
s

Along
National
Highway or
Diversion Rd.

No.6
48
F
NA

1500
1999
Along
P.
Burgo
s
Street

Within
Minor City
Streets

Based on the responses, the researchers came into the following observations:
1 Specialty, entertainment, and nightlife categories are the top three choices.
Eight out of ten respondents ranked the aforementioned as 1,2 and 3.
2 Specialty goods seem to be the best choice. Five out of ten respondents
ranked specialty goods as 1. Three out of ten respondents ranked it as 2.
3 The second choice falls under the category of nightlife. Three out of ten
respondents ranked it as 1. Three out of ten respondents ranked it as 2.
4 The entertainment category can also be deemed as a feasible choice.
Although only one respondent ranked it as 1, this category is ranked 2 by four
respondents, and ranked 3 by five respondents.
5 Consumer goods and shopping goods are ranked as 4 and 5 by the greater
number of the respondents. Consumer ranked as 5 by eight out of ten
respondents. And shopping goods ranked as 4 by eight out of ten
respondents.
6 The price range that the respondents placed for their selection is spread
dynamically.
7 The top choices for convenient locations are along the national highway and
along diversion road.

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Chapter V
Conclusion and Recommendation
With the observations made, the researchers evaluated different business
venture ideas and came up with the top choice of putting a night market business
premise. With the dynamic selections of the respondents and the dynamic price
ranges, providing a business space located either along the national highway or
along the diversion road can be deemed as very feasible.
A business premise as a business venture is very promising. With the
operations to be done at night and provided that it is established within the top
locations, a wide selection of products and services can be offered. In addition, a
night market is something which is a seasonal event only in Batangas City
(tiangge). A night market would be highly viable throughout an entire year.
One factor which must be taken into top consideration should the chosen
business venture be realized is an effective and efficient marketing strategy,
focusing on advertising. This would involve both inward and outward flows of
advertising. Inward flow is pertaining to advertising in for enticing different brands
and businesses to rent the business space. Outward flow is pertaining to
advertising that would reach the greater population of Batangas City as target
customers.

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Appendices

15

16

Part I. Demographics

Name (Optional) :

_____________________________

Age:

_____________________________

Gender:

_____________________________

Monthly allowance/income: _____________________________

Part II. Product/service wanted to be easily available in Batangas City

1. In your opinion, under which product category do you believe is currently not easily
available or is lacking variety in Batangas City? (Please rank them from 1-5 with 1 being
the most not easily available and 5 being the least.)
Entertainment

Shopping

Nightlife

Consumer Goods

Specialty
2. With the category you marked with number 1, what specific product do you have in
mind? ___________________________
3. For your answer in question number 2, how much would you be willing to spend on it on
a monthly basis? (Please check the closest amount to your estimates.)

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Below Php. 499

Php. 500 Php. 999

Php. 1000 Php. 1499

Php. 1500 Php. 1999

Php. 2000 Php. 2499

More than Php. 2500

4. If the product/service would be available, where in Batangas City would be most

convenient for you as a purchase location? (Please check the item closest to the most
convenient location for you.)
Along the National Highway

Along P. Burgos Street

Within the minor city streets

Along Diversion Road

Mall (SM Batangas)

Mall (Bay City Mall)

Mall (Caedo Commercial Center)

Mall (Nu City)

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Curriculum Vitae

19

PERSONAL INFORMATION
Name

: Anjanette B. Amoroso

Address

: #1118 Diversion Road Balagtas Batangas City

Date of Birth

: August 12, 1993

Age

: 20

Gender

: Female

Civil Status

: Single

Citizenship

: Filipino

Religion

: Iglesia Ni Cristo

Fathers Name

: Albert F. Amoroso

Mothers Name

: Rosario S. Benitez

EDUCATIONAL BACKGROUND
College

: University of Batangas

Course
Administration

: Bachelor of Science in Business

Major

: Business Management

Secondary

: University of Batangas

20

PERSONAL INFORMATION
Name

: Neregine C. Ayque

Address

: Pacifico, Sta. Teresita, Batangas

Date of Birth

: September 28, 1993

Age

: 20

Gender

: Female

Civil Status

: Single

Citizenship

: Filipino

Religion

: Roman Catholic

Fathers Name

: Reynaldo A. Ayque

Mothers Name

: Marissa L. Cabrera

EDUCATIONAL BACKGROUND
College

: University of Batangas

Course
Administration

: Bachelor of Science in Business

Major

: Business Management

Secondary

: Rizal College of Taal

21

PERSONAL INFORMATION
Name

: Cristine D. Garcia

Address

: Bayanan San Pascual Batangas

Date of Birth

: July 25,1993

Age

: 20

Sex

: Female

Civil Status

: Single

Citizenship

: Filipino

Religion

: Roman Catholic

Fathers Name

: Rene G. Garcia

Mothers Name

: Medelina R. Del Campo

EDUCATIONAL BACKGROUND
College

: University of Batangas

Course
Administration

: Bachelor of Science in Business

Major

: Business Management

Secondary

: Bayanan National Highschool

22

BIBLIOGRAPHY
A. BOOKS
Brugstone, Jon and Murphy, Bill Jr.. 2012. Breakthrough Entrepreneurship. San
Francisco, California: Farallon Publishing
Drucker, Peter. 1995. Entrepreneurship: Starting, Developing and Managing a
New Enterprise. USA: Irwin
Farquhar, Jillian Dawes and Rowley, Jennifer. 2009. Convenience: A Services
Perspective
Kiyosaki, Robert and Lechter, Sharon . 2000. Rich Dad Poor Dad : Cashflow
Quadrant. USA: Warner Business Books
Mondejar, Reuben. 2005. Essentials of Entrepreneurship and Small Business
Management, 2nd Ed. New Jersey: Prentice Hall Inc.
Pinson, Linda. (2004). Anatomy of a Business Plan: A Step-by-Step Guide to
Building a Business and Securing Your Companys Future (6th Edition).
Page 20. Dearborn Trade: Chicago, USA
Rud, Olivia. 2009. Business Intelligence Success Factors: Tools for Aligning Your
Business in the Global Economy. Hoboken, N.J: Wiley & Sons
Thierry Burger-Helmchen. 2012. Entrepreneurship - Born, Made, Educated. USA:
InTech

B. JOURNALS
Alcacer, Juan, and Minyuan Zhao. "Local R&D Strategies and Multi-location
Firms: The Role of Internal Linkages." Management Science 58, no. 4
(April 2012): 734753.
Burke, A., Fraser, S., and Green, F. (2009). Multiple Effects of Business Plans on
New Ventures. Cranfield Management Research, Cranfield School of
Management
Delmar, F. and S. Shane (2003) Does Business Planning Facilitate the
Development of New Ventures?, Strategic Management Journal

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Dimaano, M.H., Ph.D., Magnaye, R.P., Ph.D., Ecalnir, R.A.C., Ph.D., & Heralde,
F.M. III, Ph.D.. 2010. Entrepreneurship Among BSU Graduate Business
Students: Self Perception of Skills and Impact of the Graduate Business
Program: Batangas State University Graduate School Research Journal
2010
Dina Gerdeman. Location, location, locatation: The Strategy of Place. January
2012 Harvard Business School
Tornikoski, E. T. and S. L. Newbert. (2007) Exploring the determinants of
Organizational Emergence: A legitimacy perspective, Journal of Business
Venturing

C. DIGITAL RESOURCES
http://www.allbusiness.com
http://www.batangas.gov.ph
http://www.dti.gov.ph
Orie, Ardre A.
"Dreams of Entrepreneurship - 5 Considerations Before
Turning Your Passion Into Profit." Dreams of Entrepreneurship - 5
Considerations Before Turning Your Passion Into Profit. 29 Jun. 2011
EzineArticles.com. 11 Feb. 2013 <http://ezinearticles.com/?
Dreams-of-Entrepreneurship---5-Considerations-Before-Turning-Your-Passion-Into-Profit&id=6388993>.

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