Author(s): Jannilyn Nicole Y. Casimiro, Mark Angelo F. Constantino, Emilia L. Dulay, Precious Liahona P. Francisco, Ivan Lloyd C. Santos, Miguel B. Taboctaboc, Jacinto Y. Bustamante

Abstract: This study looked at how the "One Town, One Product" program, under Republic Act 11960, affects small and medium businesses in Cabanatuan City, Nueva Ecija, Philippines. Cabanatuan is well-known as a major business hub and is often called the Tricycle Capital of the Philippines. To see if the program is working, the researchers used a survey to gather data from business owners registered with the Department of Trade and Industry. A standard statistical methods was used to see how well owners understand the program and what kind of real-world impact it has on their businesses. The results showed that the program did not work out as well as the researchers originally expected. While business owners know how to physically set up a local product center, they do not truly understand the program's overall mission and goals. Their actual awareness is only at a middle level. Because of this lack of understanding, the program is not giving businesses a major boost. Business owners explained that tough market competition is still their biggest problem. They also shared that the government's rules are too hard to follow, the program does not bring in much extra money, and it has not done much to make local products better or easier for customers to find. The study also showed a very clear link between these two issues: the less a business owner understands the program, the less their business benefits from it. Because the training and information have been limited, the program's positive impact is stuck at a very average level. To fix this, the Department of Trade and Industry and the local city government need to work together more closely. They should start clear information campaigns so business owners truly understand how the program can help them. They also need to provide better business mentoring, build product centers in busy areas where a lot of people shop, and help local owners sell their goods online. Finally, the government should offer simple business training and low-interest loans so these local small businesses can handle the rules, save money, and successfully compete in the modern market.

Keywords: One Town One Product, Small Businesses, Cabanatuan City, Program Evaluation, Government Support.

Article Info: Received: 03 May 2026; Received in revised form: 30 May 2026; Accepted: 04 Jun 2026; Available online: 07 Jun 2026

DOI: 10.22161/ijels.113.54