Determinants of Possible Growth of Longganisa Businesess in Cabanatuan City, Nueva Ecija

Cabanatuan’s longganisa today have been becoming popular across the region, to improve the marketing strategies, production, management, and cooperation among business owners of longganisa products is through implementing new holistic business strategies. This research aimed to find out how longganisa entrepreneurs in Cabanatuan City used the concept of cooperation, and examined its significant impact on their present undertakings. Furthermore, this research analyzed the contribution of the establishment of cooperative among the vendors of longganisa with the support of the Cabanatuan City local government, which may possibly improve the livelihood of our small business owners of longganisa. The respondents of the study were the twenty (20) registered owners of longganisa business in Cabanatuan City. The researcher used a questionnaire checklist for collecting the data which measured different variables such as the capital of the business, marketing knowledge, the reasons patronizing their longganisa and challenges encountered which are all related to running a longganisa business.