Chapter 1

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION
One of the most industrialize city in Metro Manila, according to MMDA.
The City of Marikina is the "Home of the largest shoe". Also known as the shoe
capital of the Philippines. Marikina was given the title the "Shoe Capital of the
Philippines", because of its notable shoe industry. Shoemakers in the city
recently finished creating the world's largest pair of shoes and it was only
recently that the Guinness Book of Records recognized this feat. Marikina is the
biggest manufacturer of quality shoes in the Philippines. It is also the
Philippines' largest worldwide exporter of leather shoes that tagged Marikina as
the Shoe Capital of the Philippines. Hundreds of footwear establishments are
located throughout the city, generating thousands of jobs and city financial
resources that continue to make the shoe and leather industry the top livelihood
in the city. By the 2000s, the Marikina shoe industry was affected by
competition from Chinese manufacturers.
For decades, the Marikina shoe industry has been considered as a vital
part of Philippine economy, providing employment opportunities to

approximately 300,000 workers and generating almost 65% of the citys total
revenue. During the 1950s to the 1970s the Marikina shoe industry was
responsible for almost 80% of the shoe production in the Philippines, and
enjoyed a prestigious share of the Asian market for footwear, especially in the
1960s when Marikinas craftsmanship was considered second only to Japan.
However, policies of trade liberalization, coupled with aggressive
competition from other Asian countries led to the gradual deterioration of the
industry. The relentless importation of cheap shoes and other footwear products
offered products offered stiff competition in the local market and has resulted in
the widespread loss of livelihood for many residents, as manufacturers and shoe
factories closed shop.
In fact, research shows that the number of registered shoemakers in
Marikina has drastically declined over the years, from 722 in 1991 to 632 in
1993. By 1994, Marikinas six major shoe manufacturers were already
producing shoes not for local consumption but for international brands such as
Reebok, Nike, Sketchers and LA Gear. By 2003, there were only major shoe
manufacturers left, namely Stefano Manufacturing and Trident International
Trading Corporation.
Latest figures from the Board of Investments (BOI) show that as of 2009,
approximately 24 registered firms exist, majority of which can be classified as
micro, small to medium-sized enterprises owned by families or under sole2

proprietorship. A substantial number of unregistered shoemakers also existed in

the city at various times, though these have probably closed shop due to their
precarious economic standing.
Given such a dismal situation, the National Economic Protectionism
Association (NEPA) recognizes the pressing need to revitalize the industry for
the benefit of Marikina shoe industry manage to earn a 200 million in exports
alone.
At present, the shoe industry has become a pride of the country and a
boost to the growth of its economy. The city also now boasts of hosting other
big companies, multinationals and local, as well as leading exporting firms.
Numerous banks, land development firms, residential realty, business center,
industrial centers, commercial centers, information and communication
technology centers, hotels and condominiums is also boasts the city that
Marikina rapidly into a highly urbanized city in a short time. Marikina City
today is a multi-awarded metropolitan city, often cited for its vibrant economy, a
highly-skilled and literate work force, an involved and enlightened business
community, environmental awareness, people discipline and a responsive local
government that puts a premium on governance, sustainable urban development
and public service.
If there were one thing that can be completely analogous to the
Philippines in terms of prestige and economic standing, it would be the shoe
3

industry of Marikina. Since its humble beginnings after World War II, Marikina
has always been the pride of the Philippines when it comes to producing worldclass leather shoes. It is safe to say that at that time, every Filipino aspired to
have a pair of shoes that came from the shoe capital of the Philippines.
This paper examines how the shoe industry in Marikina City affects the
employment of the local residence living in the said place.

BACKGROUND OF THE STUDY

The Marikina shoe industry can trace its root back to 1800s when a wellto-do landowner Don Laureano Guevara brought back a pair of imported shoes
from England and instructed his workers Tiburcio Eustaquio, Ambrocio Sta.
Ines and Gervacio Carlos to replicate them. After the trios success, Guevarra
ensured the propagation of the shoe industry by teaching other locals the craft of
shoemaking. Because of his invaluable contribution to the birth of the Marikina
shoe industry, Don Laureano Guevarra also known as Kapitan Moy, would go
down in history as the founder of the Marikina shoe industry. By 1935, the
industry has flourished to the extent of producing 260,078 pairs of ladies shoes
and 86,692 pairs of mens shoes. Over the years, the industry enjoyed steady
growth and even became one of the chief exporters of footwear to the United
States, Europe, Australia, Hong Kong and Japan. By the 1960s, the Marikina
shoe industry was responsible for 80% of shoe production in the Philippines.
It must be noted that the peak of the Marikina shoe industry coincided
with the golden era of Philippine manufacturing during the 1950s. The
nationalist laws and President Garcias Filipino First policy engendered a proFilipino businessman environment that saw the blossoming of the Filipino
entrepreneur. In fact, the years between 1949 and 1959 saw the establishment of
67,890 new businesses, corporations, partnerships, and single proprietorships
that reached a cumulative capital of P1, 554,204.00.

However, the deregulated economic regime from 1965 onwards resulted

in the rapid decline of Philippine industries and manufacturers, including
Marikinas footwear industry. As such, domestic manufacturing collapsed under
the onslaught of free trademany companies unable to cope with peso
devaluation and the lifting of import controls soon closed shop, in the process
laying-off thousands of workers and professionals. Those that survived did so
thru partnering with foreign companies or cronies associated with the Marcos
regime. Still, there were others, because of its smallness or non-strategic
economic position managed to survive and flourish in the globalized period.
Specifically, former First Lady Imelda Marcos attempted to promote Marikina
shoes in the international arenaciting superior craftsmanship and design.
Unfortunately, such a campaign was not sustained and was insufficient to
protect the industry amidst the flood of imported footwear that soon saturated
the local market.
By the late 80s to the early 90s, with the impending entry of the
Philippines to the GATT/WTO, the Marikina shoe industry had to compete with
the influx of cheap imports whose quality and lower prices are often preferred
by consumers. In particular, stiff competition from inexpensive Chinese and
Vietnamese imports has left many local manufacturers unable to cope, resulting
in massive lay-offs and bankruptcy in Marikinas shoe industry.

Issues and Problems

Production
As mentioned above, the production of shoes in Marikina are largely
limited to small micro, small to medium-sized enterprises owned by families or
under sole proprietorship. Research shows that production is often a laborintensive process, with low productivity aggravated by outdated equipment and
technology used. Because the local leather and tannery industry is currently
grappling with obsolete machinery, low work productivity and inefficiency, the
majority of leather and other raw materials necessary for shoe production are
often sourced abroad. Thus, many manufacturers need high capitalization for
operations.
Because of the absence of a comprehensive research and development
program, manufacturers are unable to upgrade their designs and equipment,
leaving them incapable to compete with international product standards and
quality control.
Shoe Components and Accessories
One of the major challenges in developing the Marikina shoe industry lies
in the sourcing of shoe components and accessories. Because the Philippines
lacks a modernized tanning infrastructure that has the capacity to process
leather hides, approximately 80% of shoe components such as shoe lasts, heels,
7

counters and top lifts are imported from other countries. As such, shoe
manufacturers are often prey to exorbitant tariffs and smuggling of shoe
components. There is also an absence of product quality standards for shoe
components and accessories.
Manpower
Because of the seasonal nature of shoe production in Marikina, there is a
shortage in new labor entrants to the industry, with majority of the workers
mostly coming from the older generation. The average employment level ranges
from 20-60 workers per company, with wages ranging from P250-P350 a day.
There is a pressing need to enhance worker productivity and efficiency.
Marketing
Even though many local manufacturers opt to produce womens shoes
owing to the quicker fashion cycle of womens footwear as compared to men
there are no specific markets catered by the industry. There has been no
identified target markets and product categories implemented industry-wide.
There is also a pressing need to develop marketing and promotional efforts
among domestic and international markets. The influx of cheap imported shoes
from Asian countries such as China and Vietnam has exacerbated the situation.

Institutional Aspects
Policies and Legislation
The institutionalization of Republic Act No. 9290, otherwise known as
The Footwear, Leather Goods and Tannery Industries Development Act, was a
substantial accomplishment towards the development of the Marikina shoe
industry. However, many provisions of the law have yet to be enacted and
implemented fully. Exorbitant tariffs and the continuing proliferation of
smuggled imported shoes continue to plague local shoe manufacturers. As of
the present no efforts have been made to establish an inter-agency coordinating
body that would address the issues and concerns raised by stakeholders within
the Marikina shoe industry.
Credit and Finance
There is a scarcity of credit and financing opportunities for local shoe
manufacturers.
Current Opportunities and Prospects
Despite the problems and issues confronting the Marikina shoe industry,
the future still remains bright. With a major retooling in the industrys
operational methods in place, the revitalization of the industry is possible.

In particular, there is an urgent need to address one of the primary factors

hindering the development of the Marikina shoe industry the lack of credit and
finance opportunities to new and existing shoe manufacturers. The lack of
capital is one of the reasons why manufacturers are unable to upgrade their
facilities, train their workers, develop marketing strategies and make production
and distribution more efficient and expedient.
As seen in the experience of Vietnam whose shoe industry boomed after
consistent State support, the help of the government is vital towards the
rejuvenation of the industry. Indeed, facilitating the transfer of government
funds to aspiring entrepreneurs and shoe manufacturers can help address the
multitude of problems and issues that the industry confronts at present,
particularly in acquiring updated tools of production that will make the products
more durable and competitive.
The establishment of cooperatives of local shoe manufacturers will not
only help unite a highly-divisive industry that will aid in formulating a vision
and long-term perspective of the shoe industry but can also strengthen the link
between shoe manufacturers and government support agencies and mechanisms.
Not only will the government provide much-needed financial support for
the development of the industry, it can also serve as the industrys main client,
specifically in providing quality footwear for government employees and men

10

in uniform, i.e. combat boots and work shoes for soldiers and policemen. This
way, the industry is ensured with a steady supply of orders and clients.

11

STATEMENT OF THE PROBLEM

The study aims to know the factors that consumers consider purchasing
imported shoe products than the local Filipino based. Specifically it seeks to
answer the following:
1. What are the reasons of decreasing the sales of their shoe products?
2. Why some Marikina local residents didnt purchase their own shoe
products?
3. How can they return the demand of their shoe products to be
marketable again?
4. What can the advantage of their shoe products compared to imported
shoes?

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OBJECTIVES
The researchers of this study will gather information from the people in
Marikina City in order to get information that will come up below

To give a catching study where residents get interested about the issue of
booming and the slowly dying of the shoe products in Marikina City.

To produce information on how the shoe industry in Marikina City affects

the lives of local people.

Have an organize research study by getting the opinions of local people in

Marikina about the citys main business in the way of survey.

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HYPOTHESIS
There will be an effect to the employment rate of Marikina wherein they
will give jobs to the residence of the said place.

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SIGNIFICANCE OF THE STUDY

This study arrived to analyze how Marikina shoe industry affects the
demand for tourist and how it affects its service industry. Doing this study, it
will benefit the group of individuals or people.
To the City of Marikina this study is important to all people living in
their city. To let them know what their residents and how other people give
importance about the shoe industry in their place and also to make their people
have more interest to work and willing to establish a business to the industry of
shoe capital of the Philippines.
Tourism Students this study is important to gain love and motivation to
the course theyve chosen. To make them realize that there is a world class shoe
product in City of Marikina. Someday, if they graduated and work as a tour
guide or any related tourism jobs they should promote to the tourist that there is
a world class shoe products in the Philippines.
The Professors this study will help professors to have a deeper
understanding about the shoe industry in Marikina. They have the rights to give
good and accurate information to students.

15

The Researchers this study will help the researchers to enhance their
knowledge as tourism students, to know more information about the
contribution of Marikina shoe industry to our economy.
Future researcher this study presented may be used as reference data in
conducting new researches or in testing the validity of other related findings. It
will serve as their guide regarding their performance and knowledge about
importance research activities.

16

SCOPES AND LIMITATIONS

It is best known as the Shoe Capital of the Philippines. During its heyday,
most of the shoes manufactured in the Philippines were made here. Known for
its undeniable craftsmanship, Marikina shoes are still revered as the classic
shoe- well made and finely crafted. The researchers will conduct a study that
will cover the local residents that work in the shoe industry in Marikina City,
with 70 respondents, including persons who work in the shoe industry like shoe
vendors, shoemakers and also people who lives in Marikina whether they are
employed, unemployed and self-employed.

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Chapter 2
REVIEW OF THE RELATED LITERATURE AND STUDIES

TOPIC PRESENTATION
Through the review of related literature and related studies, researchers
were provided the knowledge and background on the topic or subject being
studied. A collection of extensive related literature is an essential part of a
research paper in a way that it serves as the framework of the study to make it
substantial, credible, and reliable. It serves as the feet of a research study so it
can stand on its own and make it strong enough for future researches to build
upon.
The researchers gathered all literatures, both foreign and local, that are
deemed important to the topic at hand.

RELATED LITERATURE

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The Philippines shoe industry can be drawn back for well over a century
(Ibon Databak, 1986). The larger part of the industry has always been focused in
Marikina City in the Northeast of the Metro Manila, where it commences the
spatial and functional form of a traditional marshallian industry district. The
production of the industry today consists for the most part of inexpensive shoes
fabricated in both leather and synthetic materials for the domestic market. Yet,
Philippines has never been in the ranks of the worlds largest shoe-producing
countries, and in Southeast Asia alone, it trails far behind China, Vietnam,
Taiwan, Indonesia, and Thailand, in terms of both employment and output.
Likewise, the industry has been subject to robust competition over the last
decade or as producers from other countries (above all China) have penetrated
deeply into domestic markets in the Philippines while concurrently hindering
out many export for Filipino manufacturers. Presently, the industry is in great
disorder, and its future is extremely ambiguous (Scott, 2005).
On the other hand, an online article published on Manila Bulletin dated
August 25, 2012, entitled, Marikinas Ailing Shoe Industry Tackled, found the
following:
Markina handled a symposium aimed at strengthening the partnership
and the local government that was held in order to revitalize the shoe industry
in Marikina City. Dr. Loreto A. Santos, one of the speakers of the symposium,
shares the history of Markinas shoe industry and is saddened to know that the
industry is ailing (Http://Ph.News.Yahoo.Com/Marikina-Ailing-Shoe-Industry-

19

Tackled-084957885.Html, Aug. 25, 2012.).

One of the proofs that Marikina is doing the best they could do to retrieve
the ailing industry is by the events that they are holding for the promotion of
Marikina Shoes.
Marikinas Ailing Shoe Industry Tackled
The Caravan promotes Marikina Shoes. The caravan helps promote the
product in our neighboring cities like Malabon, Navotas, Caloocan, Valenzuela,
Quezon City, Pasig, Taguig, Muntinlupa, San Juan, Manila, Pasay, Paraaque,
Mandaluyong, Las Pias, Makati and Pateros town in order to let them know
that the quality of shoes that Marikina is making could compete to the quality of
shoes that they buying from the department stores, especially those imported
brands.
With these kinds of promotions, the demand of shoes could get higher
percentage of consumers and the city will be able to be endorsed not only by
Marikeos but also by other consumers who tried using it and was pleased with
the product, even though they are not from Marikina.
The Rise and Fall of Manufacturing in Marikina
Marikina was once a bustling industrial town, the first to develop an
industrial zone (http://www.marikina.gov.ph/), inaugurated in 1957. The zone,
20

covering 261 ha in the northeastern part of Marikina, ushered in a period of

steady industrial growth that lasted until the first half of the 1970s, followed in
the l980s by the establishment of a number of export-oriented footwear
companies. This proved to be the heyday of local manufacturing which sadly
was not sustained beyond this time as shown in Figure 1.

Figure 1. Number of establishment in all manufacturing industries,

Marikina, 2004-2008
(Source: Business Permit and Licensing Data in Figure 5, December 2009)

Aside from its shoe industry, Marikina became home to a number of large
manufacturing companies (Santos, dela Paz, & Cordervilla, 2002), including
Manila Bay Spinning Mills, a manufacturer of yarns, polyester, rayon, acrylic,
etc.; Goya, a producer of chocolate bars and candies; BF Goodrich (which later
became Sime Darby), a maker of radial tires; Noritake Porcelana, then the
countrys leading producer of porcelain plates, saucers, cups, and drinking
21

glasses; Purefoods, a major producer of canned foods; Fortune Tobacco, the

largest manufacturer of cigarettes in the Philippines and ARMSCOR, a gun and
munitions manufacturer. It also attracted hat makers from Lucban, Quezon who
used Marikina as an export platform to Europe and other countries.
The Recession of Manufacturing
According to Santos, dela Paz, & Cordervilla (2002), found the
following:
The footwear industry in its entiretyincluding shoes, sandals, slipper, and
related product lines which for many years was the principal industry of
Marikina, experienced a significant decline between 1998 and 2002 in the face
of global competition and especially the rise of China as an export
manufacturing base.
During this time, the number of manufacturing shops for shoes alone dropped
from 450 to 296 down by 34 per cent over a five-year period. There was a
further drop in number to 237 in 2001, reaching its lowest point within an 11year period in 2008.
A similar downturnboth in terms of number of registered businesses as well
as available jobshas been experienced by other industries: garments (47 per
cent) decline, furniture (41 per cent), and iron/motor works (53 per cent).
Overall, over the same five-year period, Marikinas manufacturing heart was
sliced by almost 24 per centfrom 1,097 firms in 1998 to only 836 in 2002.
Similar trends have been observed in other parts of the country, indicating a
failure of the Philippines to prepare and to remain competitive in a period of
increasing international trade competition (p.17).

22

Unfortunately, Marikinas industrial growth was not sustained for a

number of interrelated reasons, cited in ILO, entitledArrestingstagnationand
building a base for the future tripartism in Marikina City by Ofreneo,
Marasigan,andBasa,(2005):
1.

The Philippine government industrial dispersal programme pushed

locators in the Marikina industrial zone to relocate to the countryside given
the incentives to do so. An industrial dispersal programme of the national
government was implemented in the 1970s aimed at encouraging industries to
locate in the countryside by giving them maximum investment incentives to
relocate while limiting the incentives extended to firms based in urban centers.
This policy had the unfortunate consequence of undermining the towns ability
to keep existing and attract new industrial investors since Marikina had been
integrated in the new NCR or Metropolitan Manila in 1974. The result of this
change was that a number of 26

2.

The Philippine import-substituting industries (ISI) established and developed

in the 1950s 1970s to replace imported finished products by producing them at
home under a regime of high tariff protection were unable to adjust under the
era of liberalization and globalization that began during the l980s and which has
accelerated since that time. Those industries that were unable to modernize and
remain competitive or which had no market niches to exploit easily fell by the
wayside when tariffs were brought down and import restrictions were lifted
23

under the World Bank-supervised structural adjustment programme of the

l980s1990s.
3. The Philippine debt crisis of the mid nineteen-eighties further complicated
the situation of ISI industries as it triggered a rise in the cost of domestic
borrowings, a devaluation of the peso and curtailed the governments
ability to provide efficient and reasonably-priced infrastructure, power,
and other utilities. Thus, with the rising costs of doing business, most of
the factories that set up in Marikina in the l950s1970s, with the
exception of only a few large companies, relocated, downsized, or closed
down entirely in the l980s and l990s. The biggest casualty was UTex, at
the time the countrys biggest textile mill.
4. The trend in industry shifted from industrial production to trading and
retailing and this exacerbated the decline. Since its closure in l993, the
UTex complex has been transformed into the Riverside Mall, a reflection
of this trend in industry that has shifted from industrial production to
trading and retailing as the Philippines has grown its service economy.
This holds true not only for businesses in Marikina but in most localities
in the country where price has become the ultimate determinant of
consumer purchasing decisions and where there were no locally
established brands capable of extracting a higher selling price in the
volume market.

24

5. The industrial unrest that followed the lifting of martial law hit the town in
the crisis decade of the l980s and was another factor that arrested
industrial growth. Although not properly chronicled, anecdotally, many in
Marikina reminisce that the 1980s was a red decade, when the number
of strikes, industrial mass actions and protest rallies in the city (as was the
case in many industrial towns in Rizal and Metro Manila) conducted by
both moderate and militant unions increased in number and reached
record levels when compared across historical periods (p. 17-18).

The prohibitive level of industrial disorder was cited as a reason why

even some export-oriented industrial enterprises such as the export-oriented
shoe factories established in the city in the l980s closed down their operations.

RELATED STUDIES
The Status, Management Practices and Problems of the Shoe Industry
in Marikina, Metro Manila
Lourdes S. Tamayo, in her unpublished masters thesis in 1995, entitled
The Status, Management Practices and Problems of the Shoe Industry in
Marikina, Metro Manila she said that Marikina and the word shoes are terms

25

that are inextricably linked to each other and are inseparable. A mention of one
evokes association of the other because the town of Marikina after times labeled
as the Shoe Capital of the Philippines, and the thousands and thousands of
shoes sold in more popular department stores throughout the country are made
in Marikina. There are even reports that shoes produced in the area have found
their way in the big department stores in the United States of America and in
several countries in Europe.

Liberalization and the Value Chain Upgrading Imperative: the Case of

the Marikina Footwear Industry

Joel Q. Tanchuco, in his unpublished study, entitled Liberalization and

the Value Chain Upgrading Imperative: the Case of the Marikina Footwear
Industry, he said that, In the Philippines, footwear manufacturing is
customarily associated with Marikina. During its peak in the 1970s, the most
discriminating consumers in major fashion cities around the world then desired
the provinces footwear. It was a time when its workshops and craftsmen would
be very busy churning out seemingly endless pairs of footwear, which would be
known for outstanding quality and design. The decline of the national footwear
industry

was

however,

to

quickly

come

with

trade

liberalization

26

(http://www.dlsu.edu.ph/research/centers/aki/_pdf/_concludedProjects/_volumeI
/Tanchuco.pdf).
I could say that in the early years Marikina is known for shoes around the
country. Marikina is known for its quality shoes that even foreigners and big
personalities visit Marikina just to order a pair of shoes of their own. According
to Tamayo the word Marikina and shoes are words that is inseparable
because Marikina is the Shoe Capital of the Philippines.
According to Tanchuco, Marikina Shoe Industry was at its peak in the
1970s and quickly declines the industry because of the trade liberalization.

SYNTHESIS
The shoe industry in Marikina has been strong until the foreign investors
came along the country and empowers this industry, especially China. For the
previous years, Marikina is on good terms in terms of its industry, Marikina
serve nationwide and sometimes international, although Marikina never ranked
as the worlds largest shoe producing countries. Nevertheless in our country, we
are number one.
The shoe industry has confronted an extreme rivalry between other Asian
countries that cause the obstructive of our export opportunities. With these, the

27

industry goes down instantaneously especially when China materials came

along, which is very cheap but also very low in quality

THEORETICAL FRAMEWORK
The Lancasters theory of consumer choice (1966) postulates that consumption
decisions are determined by the utility that is derived from the attributes of a good.
Because consumers often link attributes to consequences of purchasing or consuming
products (Akpoyomare, Adeosun, & Ganiyu, 2012), marketers differentiate and set its
product apart from competitors based on a specific attributes (Belch & Belch, 2001).
According to Aaker, Batra, and Myers, (1992) an important attribute is one that
offers an important benefit towards the satisfaction of consumer needs. Aaker (1991)
adds that because most product attributes provide consumer benefits, there is usually a
one-to-one comparative between brands. Kotler (2002) explains that the most
prominent attributes or features of a product to the consumer do not necessarily
always imply that they are the most important ones. Manufacturers must view product
attributes from consumers point, understand their specific needs to reduce the lost
opportunity to sell or raise the level of customer satisfaction. Therefore, identification
of those important factors will help the shoe-making companies to tailor their
marketing and manufacturing strategies to take advantage of these influences in a way
that will satisfy both the consumers and marketers.

28

Based on this theoretical framework, the makers of the shoe industry in

Marikina should be able to specifically know the needs of the consumers, in
what ways they can improve their product in terms of quality and in affordable
price.

CONCEPTUAL FRAMEWORK
INPUT
Current ways and
practices of shoe
industry in
Marikina: -Reasons
for decreasing sales
- Reasons for not
purchasing

PROCESS
Data Analysis: The
data will then
retrieve, tallied,
tabulated, process,
presented, analyzed
and interpreted
based on the Survey.

OUTPUT
Findings will be
used to provide
recommendations/
Improvements for
marketable shoe
industry in Marikina
and uplift their shoe
quality compared to
imported shoes.

Figure 2. Conceptual Framework of the Study

The input for this study refers to the current ways and practices of shoe
industry in Markina, which specifically focus on the reasons for decreasing of
sales and not purchasing its own product. These ways will be used to further
understand the background of the process in relation to shoe industry in
Marikina. The pursuit for understanding will be done through the process stage,
wherein data analysis on the current ways of the respondents in terms of the
29

reasons would be evaluated. The last is output stage, wherein it will produce
recommendations/improvements for marketable shoe industry based on the
findings and that would also include recommendations to uplift their shoe
product compared to imported shoes.
This research intends to develop more understanding about the typical
practices, particularly those who are involved in the shoe industry of Marikina.
The framework states that by studying the ways and practices, it will help the
shoe industry of Markina in developing a more customized and effective
programs to gain back more of marketable shares and better livelihood for the
Marikeos.

30

References:
Akpoyomare, O. B., Adeosun, L. P., & Ganiyu, R. A. (2012). The influence of
product attributes on consumer purchase decision in the Nigerian food and
beverages industry: Astudy of Lagos Metropolis. American Journal of Business
and Management, 1(4), 196201.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a
brand name. New York, NY: The Free Press.
Aaker, D. A., Batra, R., & Myers, J. G. (1992). Advertising management (4th
ed.). London: Prentice Hall.
Belch, G. E., & Belch, M. A. (2001). Advertising and Promotion: an Integrated
Marketing Communications Perspective (5th ed.). Boston, Mass:
Irwin/McGraw-Hill.
Kotler, P. (2002). Marketing management (11th ed.). Upper Saddle River, NJ:
Pearson Education.
Lancaster, K. (1966). A new approach to consumer theory. Journal of Political
Economy, 74, 132157.
Tanchuco, J. Q. (2012). Linearization and the Value Chain Upgrading
Imperative: The Case of the Marikina Footwear Industry.
http://www.dlsu.edu.ph/research/centers/aki/_pdf/_concludedProjects/_volumeI/
Tanchuco.pdf
Online
http://dx.doi.org/10.1086/259131
Marikina's Ailing Shoe Industry Tackled. Yahoo News (Via Manila Bulletin),
Http://Ph.News.Yahoo.Com/Marikina-Ailing-Shoe-Industry-Tackled084957885.Html, Aug. 25, 2012.
http://www.marikina.gov.ph/

31