INTRODUCTION

BACKGROUND OF THE STUDY

The historically rapid rise in overweight and obesity levels among adolescents
in the past decades is a serious and pressing public health threat. Worldwide, an
estimated 42 children, including adolescents, is overweight. Beyond emotional and
physical consequences, unhealthy eating habits of children and adolescents are a
“time bomb” for future demands on healthcare (Ng et al., 2014; Lobstein et al.,
2015). Food choice decisions are frequent, situational, dynamic and multi-layered
(Sobal and Bisogni, 2009). Several studies have revealed that environmental factors
such as food availability, accessibility and affordability are key determinants of
unhealthy food choices and purchases (e.g. Pitt et al., 2017). Hence, comprehensive
approaches in prevention increasingly focus on collective action in advancing healthy
food environments (Lencucha et al., 2018).

School food environments are considered to be an ideal setting to implement

interventions to halt the rise in overweight. Throughout childhood, children spend
more time at school than at any other environment away from home and based on
USA data, it is estimated that they consume there up to 50 percent of their total daily
calories (Story et al., 2009). In the past decade, around the world school-nutrition
standards and guidelines are being updated requiring or urging schools to serve
healthier foods and drinks (e.g. fruits, vegetables, whole grains) and put restrictions
on what to sell or provide to its students (e.g. sugary soft drinks in vending
machines) (Welker et al., 2016). Although nutrition standards and guidelines are the
basis for improving nutritional intake, they do not guarantee that young people will
actually make healthier choices within the school. Adolescents may compensate for
reduced consumption at school by increasing consumption at retail stores and (fast
food) restaurants outside of schools (Devi et al., 2010; Williams et al., 2014). This is
particularly the case at schools where young people have the freedom to buy food
elsewhere or bring it from home.
Changes in the assortment of their canteen may come with financial implications for
schools. More healthy foods and drinks are relatively more expensive than less
healthy ones due to shorter shelf life, resulting in higher costs and potentially higher
losses (Rao et al., 2013; Jones et al., 2014). In addition, energy-dense foods with
long shelf life (e.g. chocolate bars, chips and soft drinks) are known for their higher
margins and sales (Stuckler and Nestle, 2012).

Making the canteen assortment healthier may mean that certain popular
products can no longer be sold, even though these popular products often contribute
substantially to the turnover of a canteen. This missed turnover is not necessarily
compensated by a higher turnover of new products that fit dietary guidelines,
because students can obtain their food in a different way. This can have a negative
effect on the financial viability of the school canteen. Anecdotal evidence even
indicates that schools may bring back unhealthy foods in their assortment if the rate
of changes in the healthfulness of food assortment is too fast. This is done to prevent
monetary losses due to students’ purchase of fast food outside the school
(McDougal, 2009).

In many countries, schools move toward healthier canteen assortments by

limiting the supply of unhealthy foods. The question arises whether this gives any
undesirable side effects with students (e.g. compensation in purchases from school
to outside retailers, reactance) and how to handle these so that operating school
canteens remains financially viable. The purpose of this paper is to identify
perspectives toward healthy school food assortments held by vocational education
students and professionals within secondary and vocational schools with
responsibility for school food policy (e.g., school canteen workers, teachers, school
directors) in the Netherland.
STATEMENT OF THE PROBLEM

The problem that being discovered are:

1. What marketing strategies are currently implemented by the canteen vendors

at Alegria National High School?

2. How do these marketing strategies impact the daily live and monthly income
of the canteen vendors?

3. What is the impact of “no single use plastic policy” to the marketing strategy of
canteen vendors?
 SIGNIFICANCE OF THE STUDY

The study on the effect of marketing strategies on the income of canteen

vendors is significant as it provides valuable insights into how different marketing
techniques, such as discounts, promotions, and social media campaigns, impact
sales and profitability. By identifying the most effective strategies, the study helps
vendors optimize their marketing efforts, attract new customers, and retain existing
ones, ultimately improving their financial performance. Additionally, the findings can
assist vendors in making informed decisions about resource allocation, ensuring
cost-effective marketing, and gaining a competitive edge in the market. Ultimately,
this research contributes to the growth and sustainability of canteen businesses by
enhancing customer engagement and supporting long-term income generation.

This study is for canteen vendors as it specifically examines how targeted

marketing strategies, such as offering discounts, running social media promotions, or
implementing loyalty programs, directly influence their daily and monthly income. By
analyzing the effectiveness of these strategies, the research will provide concrete
data on which marketing methods yield the highest return on investment, allowing
vendors to focus their resources on the most profitable tactics. Additionally, the study
will help vendors understand customer preferences and behaviors, enabling them to
tailor their marketing efforts to attract more customers, increase sales volume, and
enhance overall customer satisfaction. The insights gained can lead to smarter
marketing decisions, increased brand loyalty, and ultimately higher and more
consistent revenue for canteen businesses.
CONCEPTUAL FRAME WORK

INDEPENENT VARIABLE DEPENDENT VARIABLE

Marketing Strategies Income

MARKETING STRATEGIES

These are the actions or tactics that the canteen vendors use to attract more
customers. The marketing strategies will be evaluated based on how they influence
customer buying behavior, which can lead to changes in sales.

INCOME

The income of the canteen vendors is the primary outcome the study seeks to
measure. It will be assessed to determine whether it increases or changes due to the
implementation of different marketing strategies. Higher sales as a result of effective
marketing strategies would indicate that the vendors’ income is positively
SCOPE AND DELIMITATION

This study aims to evaluate the impact of marketing strategies on the income of
canteen vendors at Alegria National High School. It will focus on identifying specific
marketing strategies, such as promotions, advertising, and product placement, and
their influence on sales. The study will involve gathering data from canteen vendors,
students, and school staff to understand how these strategies affect purchasing
decisions and, in turn, the income of the vendors. The research will be limited to the
canteen operations within Alegria National High School, covering a specific period,
which will be defined at the start of the study.

The study will only focus on the canteen vendors within Alegria National High
School, so its findings may not apply to vendors in other schools or communities. It
will not cover other types of food vendors outside the school canteen, nor will it
explore factors unrelated to marketing, such as food quality or external economic
conditions. Additionally, this study will only assess the marketing strategies directly
implemented by the canteen vendors and will not examine broader marketing
activities by other entities. Data collection will be limited to the academic year or a
specific term, meaning the findings might not represent long-term trends.

DEFINITION AND TERMS

INCOME

The total revenue generated by the canteen vendors through the sale of food and
beverages. This is the dependent variable of the study and reflects the financial
performance of the vendors.
Canteen Vendor

A person or business that operates and sells food or beverages within the school
canteen. The vendor is responsible for the daily operation, menu offerings, and
implementation of marketing strategies.

Marketing Strategy

A set of actions or tactics implemented by the canteen vendors to promote their

products and attract customers. This includes techniques such as advertisements,
special offers, and product placement designed to increase sales.

REVIEW RELATED LITERATURE

Marketing strategies are essential for businesses to remain competitive and attract
customers. In the context of school canteens, these strategies can significantly
influence sales and income. According to Kotler and Keller (2016), businesses must
continuously adapt their marketing strategies to changing consumer behaviors and
preferences. This is particularly important for canteen vendors, where students and
staff have varied tastes and demands. By using promotions, advertising, and product
placement, canteen vendors can attract more customers and increase their sales.
Research by Aaker (1991) and Kotler (2011) emphasizes that short-term promotions,
such as discounts or special deals, can result in immediate increases in sales, which
can directly boost the vendors’ income.

Customer behavior plays a significant role in the effectiveness of marketing

strategies. Solomon (2017) notes that consumer decisions are often influenced by
external factors such as promotions, peer recommendations, and advertising. In the
school environment, students and staff are influenced not only by their personal
preferences but also by social and cultural factors. Schiffman and Kanuk (2010)
suggest that when canteen vendors effectively target students through advertising or
promotions, it can lead to higher purchasing rates. For example, offering time-limited
discounts or showcasing popular snacks through visible displays can increase both
impulse buying and regular patronage, thus contributing to higher income for the
vendors.

Promotional strategies are among the most effective ways to increase short-term
sales. Shimp (2010) argues that price promotions, such as discounts and special
offers, can immediately capture customer attention and drive sales. School canteens
often use such strategies to attract students, such as offering bundle deals or “happy
hour” discounts. According to Ailawadi and Neslin (1998), these promotional tactics
can also build customer loyalty if consistently paired with other strategies like product
innovation or loyalty programs. For instance, vendors might increase income by
offering discounts on popular food items or creating limited-time meal combos, which
not only attract more customers but also encourage repeat visits.

Advertising is another key element of marketing that can impact customer behavior
and sales. Belch and Belch (2015) emphasize the role of advertising in informing
potential customers about the availability and benefits of products. For school
canteens, simple forms of advertising, such as posters, school announcements, or
digital signage, can create awareness and encourage students to visit the canteen
more frequently. Baker (2014) found that well-executed advertising could
significantly impact consumer attitudes and increase sales, especially when it targets
specific student preferences. Whether it's through visually appealing posters or word-
of-mouth promotions, advertising helps maintain top-of-mind awareness, which can
translate into increased canteen income.

Finally, product placement has a significant effect on consumer purchasing

decisions. Underwood et al. (2001) highlighted the importance of product
arrangement in retail settings, and this principle also applies to school canteens. The
strategic placement of products—such as putting popular snacks at eye level or near
the checkout counter—can encourage impulse purchases. Hoyer and MacInnis
(2010) suggest that consumers are more likely to choose products that are highly
visible or placed in convenient spots. By optimizing product placement, canteen
vendors can increase their sales and, consequently, their income, as students are
more likely to buy items that are easily accessible and attractively displayed. This
simple yet effective strategy can make a significant difference in overall sales
performance.