FACTORS AFFECTING SOLE PROPRIETORS IN PROMOTING HEALTHY FOODS AS DIETARY HABITS

Abstract

This study explores the factors affecting sole proprietors in their business, specifically regarding effective marketing, customer service, and relationship management. These factors include a lack of resources, scalability issues, and time constraints when it comes to connecting with and developing relationships with consumers. Additionally, sole proprietors face the challenge of staying informed and effectively conveying their products to meet the changing needs of health-conscious customers. The greatest obstacle for sole entrepreneurs is keeping up with current, accurate, and relevant information. This study used a descriptive research design and a convenience sampling technique to gather information from a specific area in Caloocan City, Barangay 166 Caybiga. The researchers utilized a survey questionnaire that included the respondents' demographic profiles, such as name, age, sex, and location, as well as semi-structured questions addressing the problems and solutions faced by sole proprietors. Based on the results of the study and the proposed recommendations of the factors affecting sole proprietors in promoting healthy foods as dietary habits, it can help the beneficiaries of this study recognize the significance of managing and choosing a variety of more nutritious foods to offer in terms of Customer Retention (3.64 "Train staff on effective complaint resolution techniques and empower them to make decisions to resolve issues on the spot"). Dietary Trends (3.74 “Consulting with a registered dietitian or healthcare professional can help ensure that dietary choices support overall health and well-being without risking nutrient deficiencies”). Nutritional Knowledge (3.64 “Recognize and promote food manufacturers that voluntarily adopt clear and informative labeling practice”) and (“Staying updated on reputable sources of information such as government health guidelines or scientific research can help ensure the dissemination of accurate information”). Recommendations emphasizes that healthy food products can be promote in terms of quality, appeal, and visibility. Continuous promotion, improvement, and a focus on customer needs are key to success of a business. The conclusion and recommendations provide possible solutions and strategies to solve these challenges. Students or readers who aspire to start their businesses will find this study useful in anticipating potential obstacles and outlining possible solutions.