Advisers

Cyra Dizon

Discipline

Marketing

Abstract

The study examined how area visibility influences customer loyalty among food cart businesses in Novaliches, Quezon City. It highlights the historical growth of food carts in the Philippines and their role in providing affordable and diverse food options. Despite their popularity, many food carts face challenges such as poor location, inadequate signage, and low brand recognition, which affect customer retention and income stability. The research aimed to analyze how factors like location, signage, and proximity to busy areas impact repeat patronage and referrals. Ultimately, the study seeks to provide practical strategies to help food cart owners improve visibility, strengthen customer loyalty, and enhance overall business performance. The study employed a descriptive-correlational design to examine the relationship between area visibility and customer loyalty among food cart businesses in Novaliches, Quezon City. Data were collected from 10 food cart owners and 20 customers using a validated survey questionnaire, and results were analyzed through frequency, percentage, weighted mean, and Pearson correlation to determine trends and relationships between the variables. Most food cart businesses in Novaliches are independently owned, operating for one to three years, and mainly offer affordable snack-based products to students, families, and nearby workers in a competitive, price-sensitive market. The study found that high-foot-traffic locations, clear signage, and strategic placement strongly contribute to business success, with area visibility showing a very strong positive correlation with customer loyalty. While customers are satisfied with food quality, price, and service, emotional attachment to brands remains moderate. Owners also face challenges such as weak online presence, limited marketing budgets, and lack of strong branding, which affect long-term growth and customer retention. The study found a very strong positive relationship between area visibility and customer loyalty among food cart businesses in Novaliches, Quezon City, showing that strategic, high-traffic locations increase repeat customers. Although customers are satisfied with value and service, brand loyalty remains weak due to limited branding and marketing efforts. The study recommends improving visibility, strengthening brand identity, and enhancing product quality and service to achieve long-term success.

Keywords

customer loyalty, area visibility, food cart businesses and enhancing business performance