DETERMINE THE PRACTICAL TIPS: MARKETING STRATEGY OF SELECTED STREET VENDORS IN BALE SAN VICENTE GAPAN CITY NUEVA ECIJA GAPAN NIGHT MARKET

Abstract

Street vendors encounter various challenges in operating their businesses. Thus, this study aimed to explore how street vendors address these challenges and identify the marketing strategies they employ. The primary objective of the study was to determine the practical marketing strategies used by selected street vendors in the Bale San Vicente Night Market in Gapan City, Nueva Ecija. This study employed a quantitative research approach using a descriptive research design to describe and examine the marketing strategies of street vendors. A total of fifteen (15) street vendors selling street food at the San Vicente Gapan City Night Market Plaza served as the respondents of the study. Semi-structured interviews were used to gather relevant information, supported by face-to-face interviews and audio recordings to capture the perceptions of the respondents. Participants were selected based on specific criteria established by the researchers. The findings revealed that out of the fifteen respondents, twelve were female and three were male. In terms of business type, street food vending was the most common, with most vendors having one to ten years of experience. The study also identified challenges encountered by the vendors, including low income during rainy weather and the need to relocate business carts. Furthermore, the results showed that street vendors primarily used voice-based marketing as their main promotional strategy. The study identified the demographic profile of the respondents and confirmed that street food vending was the predominant business type among the participants. It also revealed varying levels of experience in managing their businesses, as well as common challenges such as reduced income during unfavorable weather conditions and cart relocation. Notably, the findings highlighted the reliance of street vendors on voice-based marketing as a practical and accessible strategy. These results demonstrated the resilience and adaptability of street vendors in overcoming challenges and promoting their businesses within their communities.