1

CHAPTER I
INTRODUCTION

Background of the Study

“Eating out” is used to designate all food items that lead to a transaction in

a commercial restaurant (Soula et al., 2020) Poverty is an endemic phenomenon

that affects large parts of the world population. Street market business can be

classified an micro-entrepreneurship which in most cases the business has

no employees besides the owner (Jayachandran, 2020). High levels of

unemployment and economic crisis led to the increasing number of street market

vendors as a means of survival and its ability to provide basic needs at affordable

prices to the surrounding communities.

Hence the challenge, within the poverty domain, is ‘to further understand

entrepreneurship’s link to poverty reduction and how productive entrepreneurship

can be encouraged’ (Si et al. 2019). Street vending provides for employment and

income generation for the poor as well as accessible and cheap services (Sarker

et al., 2019). Street food enterprises have shown some signs of entrepreneurial

and marketing orientation, as for example in Vietnam, street food enterprises, as

reported by CNBC (2018), have provided to be very competitive in comparison to

such multinationals as Burger King and McDonalds. In Vietnam, out of 540,000

food outlets, 430,000 are street food enterprises, and such enterprises can
 2

provide ready to eat food faster than both Burger King and McDonalds, offer

more varied menus, at far lower prices, and provide food that is shareable with

others, this providing well for Vietnamese social eating habits (CNBC, 2018).

Street food business is becoming a common business in the informal

economy of trade in the Philippines. Due to lack of employment opportunity,

unemployed men and women have forged innovative avenues for selling variety

of goods such as food thus making street food vending a thriving business

activity (Milgram, 2019). The majority of city dwellers rely on such foods because

they are convenient. Street foods are valued not only for their convenience and

affordability, but they also contribute significantly to the country's economy, the

preservation of cultural and social heritage, and the maintenance and

improvement of people's nutritional status, and require low capital making it

easier to enter the market (Rane , 2011; Moussavi et al., 2016; Hill et al., 2019).

(Mr. Bhatt Bhaskar & et al. 2018) they conducted a study on the topic “A study of

street vending activities in the southeast zone of Surat. They said many people

are migrating from rural to urban areas in search of jobs. If not possible to get a

job, they do their own business at micro-level and street food vendors using

public places and busy areas and overcrowded areas to sell the street food.

Furthermore, the rationale for looking into the connection between street

food entrepreneurship and reducing poverty is that these businesses have the

ability to create jobs, revenue, and reasonably priced services, which can boost

the global economy and reduce poverty in a number of different places. The

benefits and difficulties presented by street food businesses in informal

 3

economies show the need for further research to fully understand and rely on

their ability to reduce poverty.On street vendor marketing strategies and their

impact on business growth is limited. There is a lack of comprehensive empirical

studies evaluating the effectiveness of different strategies. Additionally, there is a

gap in understanding contextual factors like local regulations, cultural factors,

and socio-economic conditions. Addressing these gaps would not only enhance

our academic understanding of street vendor marketing but also offer practical

insights for policymakers, business support organizations, and street vendors

themselves. By conducting more empirical studies and considering contextual

factors, researchers can contribute valuable knowledge to guide the development

of effective marketing strategies and support sustainable business growth for

street vendors in diverse environments.

Conceptual Framework

Kirumirah M. H. and Minishi (2021), street vending is informal economic

activity for both educated and uneducated people. In the Figure 1 below

Marketing Strategies and Business Growth is considered to be the lifeblood of

business undertakings. However, there is a lack of knowledge about how the

micro informal businesses carry out this important marketing function. The aim of

this study is to explore the marketing strategies used by street vendors in

Esperanza Sultan Kudarat.

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Specifically, it looks at the type Marketing Strategies applied, and the

strengths and weaknesses of each. The Marketing Strategies used by street

vendors are weak and relatively similar, however, its choice is highly influenced

by costs and marketing skills among street vendors. This implies that, marketing

opportunities of street vendors are underutilized since the public is not well

informed about their offerings. The indicators of Marketing Strategies are the

following: Trade location, Promotion, Personal Selling and Pricing. The indicators

of Business growth are the following: Sales, Product Development, Equipment

and Technique.

Independent Variable Dependent Variable

Marketing Strategies Business Growth

Trade Location Sales

Promotion Product Development

Personal Selling Equipment

Pricing Technique

Figure 1: Conceptual Framework of the study

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Statement of the Problem

Generally, this study aimed to determine the level of Marketing strategy

and Business growth of Street vendors in Esperanza, Sultan Kudarat.

Specifically this study seeks to answer the following research questions:

1. To what level is the Marketing strategies of Street vendors in Esperanza

Sultan Kudarat in terms of:

1.1 Trade location;

1.2 Discounts Promotion;

1.3 Personal Selling; and

1.4 Pricing?

2. To what level is the Business growth of Street vendors in Esperanza Sultan

Kudarat in terms of:

2.1 Sales;

2.2 Product Development;

2.3 Equipment; and

2.4 Technique?
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3. Is there a significant relationship between Marketing Strategies and Business

growth of Street vendors in Esperanza Sultan Kudarat?

Hypothesis

Ho: There is no significant relationship between Marketing Strategies and

Business Growth of Street Food Vendors in Esperanza Sultan Kudarat.

Significance of the Study

The significance of this study was a great contribution to the vast

knowledge in relation to the street vendor awareness.

Furthermore, the result of this investigation could be highly significant to

the following;

To the Local Government. The proposed study serve as their reference

on what is the effect of business strategies and business growth towards the

street food vendor. It will guide them on how to improve such ordinance for good

sake of all.

To the Community. For also play vital role in their business as well as

costumer. As this research would give them an idea that marketing strategies will

help their business to grow.

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To the Street vendors. They are the main beneficiary of this study which

may help them to improve their marketing strategies. It would give them an

substantial data to the business that they can make use in boosting their sales.

Moreover developing the food awareness will cater more demand and loyalty of

their customers in the future.

To the Proponents of the Study. This refers to the students conducting

the study. They will find self fulfillment and gain learnings and skills in this study.

This study will help and inspire more the researchers to be more innovated and

creative in their future endeavors.

To the Future Researchers. This study will serve as reference for

researchers on the subject of research in the field of marketing. This will serve as

guide to further develop the researchers with the connection to the variable use.

Scope and Limitation of the Study

This study specifically covered the level of Marketing Strategies and

Business Growth of Street vendors in Esperanza Sultan Kudarat. Also,the

relationship of Marketing Strategies and Business growth of Street vendors in

Esperanza Sultan, Kudarat. Studying the street vendors marketing strategies and

Business growth is important for understanding the dynamics of informal

economies as well as for providing guidance for initiatives promoting

entrepreneurship, community development, creating policies, and sustainable

urban development. There was a series of given researcher-made questioner

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that was given to the street vendors, The respondents of the study in Esperanza

Sultan, Kudarat. They were purposively selected.

Definition of Terms

To make this study more comprehensive, the following terms are operationally:

Business Growth refers to increase of revenue of street vendors here at

Esperanza Sultan, Kudarat.

Equipment it is the items for a particular purpose for the use of making their

product.

Marketing Strategies refers to the plans and actions that the street vendors

practice to improve their sales.

Market Development It is a growth of a business if they are extending their

business.

Personal Selling This is the type of selling that the street vendors do.

Pricing is a process whereby a business sets the price at which it will sell it

products and services it may be part of business marketing plan.

Product development when a street vendor create another product through

their old or existing product.

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Promotion is the process where the vendors offer low prices to their

product to have a better sales.

Sales is the revenue that the street vendors get through selling their product.

Trade location refers to the places use by the vendors to sells their product

in the street.

Technique a way of how street vendors carry their business.

Street vendors will be the respondents of the study.

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CHAPTER II
REVIEW OF RELATED LITERATURE

This chapter contain some related studies and related literature having

bearing on the study. This brings important concepts and suggestions for the

development of research.

Marketing Strategies

Varadarajan (2015) allows to refine his original definition of marketing

strategy. We therefore define marketing strategy as encompassing the strategy

decisions and actions and strategy-making and realization processes (how)

concerning a firm’s desired goals2 over a future time-period, and the means

through which it intends to achieve them including selecting target markets and

customers; identifying required value propositions; and designing and enacting

integrated marketing programs to develop, deliver, and communicate the value

offerings. We use this definition of marketing strategy and the subdomains it

encompasses in the conceptual framework developed as a lens through which to

marketing strategy is a significant driving force that distinguishes the success of

many organizations not only by well-developed marketing strategies outlining

where, when, and how the firm will compete but also by their ability to execute

the marketing strategy decision options chosen.

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Relevance of the academic discipline of marketing. Better understanding

the state of marketing strategy knowledge is also important for developing

theoretical understanding in marketing. For example, knowing what theories have

been drawn on in past research and which aspects of marketing strategy have

received little attention is a pre-cursor to any attempt to develop indigenous

marketing theory. Systematic analyses of the use of different research

approaches and methods in a particular domain, and how these have changed

over time can also uncover insights for the development of new approaches and

methods. As a result, periodic reviews of research in a domain are useful in

consolidating knowledge and enabling cumulative knowledge development (e.g.,

Palmatier et al. 2018).

Trade Location

Trade location helps to observe things around. To cope with these

constant changes, and to stay relevant. And that’s exactly what the street

vendors do. They adapt, evolve, and finally overcome the challenge, never

getting tired of repeating the cycle again. Similarly, staying relevant and adapting

to the conditions around you plays a crucial role in your success at the

workplace. As rising leaders, you need to face the changes head on and adapt

to them. It may be a change in organization structure or your role in a particular

project. You need to identify the opportunity in each of those roadblocks,

understand what is expected of you, modify your approach, and deliver

accordingly (tapan singhel 2019).

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Street food is a common occurrence in public places, particularly n cities

where it often fulfills a bassey c need to the urban inhabitants (Rahman et al.,

2016) The district administration produces and maintains informality by creating a

parallel set of rules where street vendors of Bangkok enjoy negligible rents and

little competition (Batréau & Bonnet, 2016). Typically, street foods are sold on the

street from temporary structures in open-air locations (Al Mamun & Turin, 2016).

V Availability and accessibility rather than individual income or stage of national

development seem to determine street food consumption patterns. In many

countries, workers as well as students have their first meal of the day from the

street food vendors (Winarno and Alliance, 2017). Street food has become a

staple food for the commuters, workers, students, migrants and tourists

(Malhotra, 2016).

Promotion

Promotion is concerned with any vehicle you employ for getting people to

know more about your product or service. Advertising, public relations, point-of-

sale displays, and word-of-mouth promotion are all traditional ways for promoting

a product. Promotion can be seen as a way of closing the information gap

between would-be sellers and would-be buyers (Jones, 2017).Described

promotion as part of specific effort to encourage customers to tell others about

their services. Kotler, (2015) discovered that Promotions have become a critical

factor in the product marketing mix which consists of the specific blend of
 13

advertising, personal selling, sales promotion, public relations and direct

marketing tools that the company uses to pursue its advertising and marketing

objective.

According to Dholakia (2018), the rationale for shopping is making

physical visits to a shopping site. It is considered as a household task as well as

a form of recreation, relaxation and entertainment. Shopping is also considered

to have the most positive attribute of being a leisure activity along with work.

Study suggests that consumers of Indian unorganized retail market do not

require the service paraphernalia offered by many retailers. Store environment

plays a vital role for store patronage and repeat purchases which includes

convenience, value for money products, etc. Sinha & Banerjee (2004)

Terblanche & Boshoff (2016) suggested that retailers will have to accept that it is

not only what they are marketing but also how it is done.

The personal (face-to-face) interaction between retail staff and shoppers

is of critical importance. Das & Kumar (2019) studied the impact of sales

promotion on consumers shopping experiences. A major finding reveals that

keeping product satisfaction constant, sales can be improved by enhancing

shopping experience which includes convenience of shopping, ease of locating

products, easy check in and checkouts, customer friendly sales people and

customer friendly policies. Secondly finding reveals that purchase decision for

the same product under same promotion at different stores may vary because

difference in shopping experiences provided by different stores. Further this

study shows that promotion plays a limited role on consumers buying behavior
 14

where only small percentage of people are attracted to such sales promotion and

wait for it. Study lastly emphasizes on the importance of shopping experience

(ease of shopping, parking space, convenience etc.) for positively impacting

consumer buying behaviour.

Personal Selling

The hospitality industry is one of the most consistently growing industries

that focus heavily on customer satisfaction. According to Rauch (2015), this time

is poised to be the best year the hospitality industry has ever experienced.

Entrepreneurs will be attracted to the opportunity of experiencing a record-

breaking year ahead for both the revenue and the net income side of the

equation, it is common thinking that such enterprises are not prone to business

orientation, as the ‘very poor are quite naturally risk averse, have to think short

term to stay alive and often feel helpless to change their situation’ ( Dalglish &

Tonelli, 2017, p. 6) along with the lack of literacy and numeracy skills, for

example. But this is a fallacy as such sellers (and buyers) do function in the

marketplace, provide mutually beneficial exchanges, teeming with ingenuity, and

innovation that characterize such markets.

Marketplace exchanges play a central role for many poor consumers and

entrepreneurs the world over ( Venugopal & Viswanathan, 2017). The notion of

enterprise for many is an abstraction as what they understand intuitively is

exchange and are experts in survival (Viswanathan, 2016). It is estimated that

about ‘a billion entrepreneurs worldwide live in subsistence contexts and run

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micro-enterprises to meet life’s basic consumption needs’ (Venugopal et al,

2015, p.235). Such environments, although resource-poor with respect to income

and literacy, are typically ‘network-rich, with social ties among people that

facilitate information sharing and the consequent development of consumer and

entrepreneurial skills’.Further many people are ‘proactive, entrepreneurial

innovators who are constantly co-creating solutions to survive the struggles of

their daily lives and are a rich source of technological and business model

innovations’ (Fisk et al., 2016,p.45).

Street food enterprises have shown some signs of entrepreneurial and

marketing orientation, as for example in Vietnam, street food enterprises, as

reported by CNBC (2018), have provided to be very competitive in comparison to

such multinationals as Burger King and McDonalds. In Vietnam, out of 540,000

food outlets, 430,000 are street food enterprises, and such enterprises can

provide ready to eat food faster than both Burger King and McDonalds, offer

more varied menus, at far lower prices, and provide food that is shareable with

others, this providing well for Vietnamese social eating habits (CNBC, 2018).

Further between 2016 and 2018 the international fast food chains

operating in Vietnam saw a reduction of in-store customer traffic of 31 percent,

while there was a 71 percent increase in customers eating street foods (CNBC,

2018). Mjoka et al., (2016) and Jongh (2015) also provide similar evidence on

how competitive street food enterprises can be. Such competitiveness could be

due to a number of entrepreneurial factors, including, but not limited to, for

example management, finance, accounting, and marketing. However, it seems,

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from the above example of Vietnam that marketing as carried out by such

entrepreneurs may be a key factor. Hence marketing as provided by

entrepreneurs, EM, is of interest to this research, and in particular EM

characteristics and practices of street food enterprises.

Pricing

It is worth mentioning that consumer satisfaction also plays a decisive and

mediating role in the development and molding of buying behavior of consumers

(Larsen et al., 2017). It is believed that pricing has a significant effect on the

buying behavior of consumers because the higher a product is priced, the fewer

units are sold. By contrast, products selling at prices lower than the market rate

are assumed to sell at a higher volume (Sadiq M. W. et al., 2020). Several

studies have shown that pricing is more critical and relevant to consumer buying

behavior (Huo et al., 2021). Pricing can be considered one of the most vital and

essential elements that can influence consumer buying behavior or the buyer

decision process (Dhurup et al., 2014; Sadiq W. et al., 2020)According to Aslam

et al. (2018) customer satisfaction “is the extent to which a product’s perceived

performance matches the buyer’s expectations.” stated that price has a positive

and significant correlation with customer satisfaction.

Street food was considered to provide nutrients to the urban and rural

populations at an affordable price (Keerthana & Suresh, 2017). These foods are

alternatives to homemade food and are more affordable when compared with the

food supplied at the restaurants (Ceyhun Sezgin & Şanlıer, 2016). Prices are an
 17

important determinant of food choices. Consequently, food price policies

(subsidies and/or taxes) are proposed to improve the nutritional quality of diets

(Darmon, Lacroix, Muller, & Ruffieux, 2016). Even though product pricing has a

greater influence than product packaging on the decision process of a buyer

(Pratama and Suprapto, 2017; Abdullah et al., 2021)

Pricing as mentioned by Gartenstein D. (2017) pricing strategy isevaluating the

price of your product or service and how this price will affect the overall aspect of

the business different from advertising which is spread the message about the

product , it's price at the subtlercue about the company to attract the customers.

Pricing is the one best High prices in a highly competitive market can lose

customers permanently due to the effect of increased pricing (Kotler et al. 2012)

Business Growth

Street vending is no longer considered as a residual activity typical of

global South and destined to disappear, but rather as a constantly growing

phenomenon, affecting both developed and developing countries (Graff and Ha

2015). Despite the knowledge concerning street vending activities and more in

general the informal economy has increased, to date there is no a univocal

theory in defining the causes and characteristics of the informal economy.

Traditionally, street vending is defined using the dichotomous distinction between

formal and informal, or regular and irregular economic activities. Nevertheless, to

highlight the heterogeneity of the phenomenon, in both developing and

 18

developed countries literature, the tendency to distinguish the sector according to

street vendors' working strategies, prevails.

In this regard, three main street vendors' categories can be

defined: mobile or itinerant vendors, who undertake their activities by moving to

different places throughout the working day; fixed-stall or stationary vendors, who

work in a stable place during the working day and semi-fixed street vendors, who

momentarily dispose their goods on improvised structures along the street

(Coletto, et al. 2019). Vendors correspond to a different degree of legal

regulation violation, but also to differences in terms of working conditions.

Commonly, the street vendors' working conditions are characterized by low

incomes, the absence of social security or state benefits, long working hours and

unsafe workplace environments (Eltzon 2016) In many developing countries,

street vending represents an important source of income mainly for marginalized

and poor people, especially for internal rural migrants (Onodugo et al. 2016).

Sales

Cities around the world are emerging from pandemic shutdowns and

gradually allowing activities to resume. National leaders are keen to promote

economic recovery, with appropriate public health precautions.

In a 2017 study of Lina Matinez, Analyzed street vending in Cali,

Colombia with scholar they ranged from a well-established sector in the busy

downtown, with better working conditions and relatively high incomes, to less-
 19

accessible markets that provided a gateway opportunity for the poor and recent

rural migrants.

Chen and Kim (2020) explore the diverse elements impacting the sales of

street vendors. It delves into factors like location, product variety, pricing

strategies, and customer interactions, providing insights into the intricate

dynamics that shape sales in the realm of street vending.Examining the pivotal

role of customer behavior and preferences in street vendor sales, Wong et al.

(2018) investigate how vendors tailor their offerings to align with customer tastes.

The study scrutinizes the influence of menu choices, presentation, and customer

engagement in driving sales, emphasizing the significance of understanding and

catering to customer preferences.

There are some literature on the factors affecting income level of street vendors

in developing countries. A study conducted by Adhikari (2017) found that capital,

number of workers and education level of street vendors had a significant effect

on income level of street vendors in Nepal. Meanwhile Harahap (2017)

conducted a study on the factors affecting the income of street vendors in

Padang after the earthquake in 2009 that left many residents of the city losing

their jobs and turning to the informal sector. He found that variables such as

turnover, working capital, and operational costs significantly affect the income

of the street vendors in Padang. Another study conducted by Antara and

Aswitari (2016) found that the income of street vendors in West Denpasar

Sub-District was affected by business capital, number of workers, and length of

business.
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Tan and Lim's (2018) said that connection between community

engagement and street vendor sales has a big role to any type of business. It

underscores how vendors actively participating in their local communities can

foster customer loyalty and trust, ultimately leading to increased their sales.

Product Development

In Asia, food tourism is considered as an emerging industry (Tsai & Wang,

2017). There are various ways of packaging food tourism and one of them is the

street food which responds to tourists who seek for eating the food cooked by

locals in a destination, is affordable, nutritious, attractive to tourist, with low

capital investment (Chayada, 2017). The coping mechanism used by customers’

changes depending on the severity of the service failure (Sarkar Sengupta,

Balaji, & Krishnan, 2015). The Filipino food takes on an obviously evolving

nature, from the streets of Quezon City such as the street food that is more than

just a convenience food source in the Philippines, to the five-star establishments

of Makati. Tacio (2017) stated that it is an integral part of the landscape and

culture of Filipinos.

They are known to enjoy the average three meals a day. Street food is a

significant part of urban food consumption for millions of lowand middle-income

consumers in urban areas on a daily basis. It is inexpensive, accessible, and it

provides a somewhat nutritious and balanced meal, if consumed properly. Yet,

this is also one of the most harmful health factors in human food consumption. It

is a segment of the food industry that is rarely scrutinized, regulated or reviewed

 21

for safety. It is common that cooking areas in street food industry are low in terms

of environmental and sanitary standards

Street vending is often the subject of academic enquiry as it presents an

interesting intersection between public space, economy activities, and

temporalities. The latter is significant as street vending is not often practiced in

the same way as professional trading, but rather is seasonal, or often occasional

if it serves as an additional income generator for families. It also provides a

valuable service for the urban poor as it provides food and goods for a lower

price.It can also be fixed in space, mobile (moving from space to space), or

continuously mobile (where items are sold on the move, or on transportation).

Street vendors therefore provide difficulties for city planners, as the informal and

temporal use of space is seen as outwith the ordinary useage, and therefore is

difficult to predict or control. For this reason, it is often viewed as illegal, with

action often taken against them (SUEUAA 2018)

Equipment

Starting a business, dealing with construction permits, getting electricity,

registering property, getting credit, protecting minority investors, paying taxes,

trading across borders, enforcing contracts and resolving insolvency (World

Bank, 2018). Regulations are often written as open norms. Thus, the

development of systems that support compliance involves interpretation

(Ghanavati & Hulstijn, 2015). Licensing is one of the primary tools governments

use to manage spaces and practices deemed risk or threatening to public order
 22

(Koch, 2018). Lacking the channels for political influence that they previously

enjoyed, street vendors have been forced to face the full brunt of government

repression (Young, 2017). Governance is now conceived of as institution-building

continually in progress, evolving and reforming to changing conditions (Bostic et

al., 2019).

With the demand for street food, vendors are challenged by various

concerns which include food safety (Charmaine, & Troy, 2015), Food safety

authorities, licensing and inspection, implementation of hygiene principles by

street food vendors monitor the factors affecting the correct operation (Trafialek,

Drosinos, & Kolanowski, 2017). Since illnesses can be caused by mistakes in

final food preparation and handling, understanding the food safety-related

knowledge, attitudes and practices of food handlers, both commercial and

private, is key to identifying ways to minimize the risk of foodborne illness

(Majowicz et al., 2015) Food legislation, regulation and enforcement have

constantly failed to reflect the changing circumstances and incorporate them into

town planning to ensure sustainability of street food vending and hence its

contribution to sustainable development. Microbiological contamination is the

most important health hazard associated with street foods, while the use of

unpermitted chemical additives, pesticide residues, transmission of parasites,

and environmental contamination have also been considered as other possible

health risks (Al Mamun & Turin, 2016). Vendors were determined to have higher

levels of food safety knowledge than consumers, whilst trained vendors had

better food safety knowledge and attitudes compared to untrained vendors

 23

(Samapundo, Climat, Xhaferi, & Devlieghere, 2015). Recommendations on

regulating the General Hygiene Principles, implementation of Hazard Analysis

and Critical Control Point (HACCP) to strengthen the food sector, regular food

safety and hygiene workshops and training for food handlers that commensurate

with their roles were made (Ababio & Lovatt, 2015).

Technique

New marketing systems and rapid economic growth.These dramatically

changed the lives of millions of people in rural and peri-urban Vietnam. Nearly 1

million hectares of farmland were converted to non-agricultural uses between

2001 and 2010. Land conversion took place not only around big cities but also in

the countryside through the process of industrialization. Over the 2004–2009

period, 6.6 million people migrated to urban areas. Many of those who lost part or

all of their farmland, as well as smallholders from remote areas, are now

concentrated in informal sectors in towns and cities. In peri-urban areas, on the

other hand, new agricultural opportunities emerged in response to the needs of

growing urban populations, particularly in the areas of non-cereal production and

the trading of such products as meat, fruits, vegetables and flowers. These

changes led to the creation of a range of formal and informal economic spaces,

but as shown in the case of Lua and as discussed in greater detail below – the

extent to which individuals take advantage of these opportunities varies with their

capacity to deal with changes and to adapt.( Nozomi Kawarazuka et al. 2018 vol

30 p.234)
 24

Customer satisfaction and customer loyalty and their relationships with the

goal of establishing greater clarity on the path of relationship flow in the life

Customers have different faces and different roles; sometimes they are

customer’s service and sometimes behave as citizens, especially when they

have to pay taxes or comply with certain rules (Mihaela, 2019). Satisfied clients

as the main premises that are done by the companies in order to be more

efficient and to share much more clients on the market (Pintea, 2018).

The coping mechanism used by customers’ changes depending on the

severity of the service failure (Sarkar Sengupta, Balaji, & Krishnan, 2015). can

provide for small-scale farmers in rural, peri-urban and urban areas. Moreover

street and snack foods have positive effects on other member of the supply chain

as well as poor consumers in rural, peri-urban and urban communities (Fellows &

Hilmi, 2016). Street foods often reflect traditional local cultures and offer a unique

cultural experience to tourists and even to ordinary consumers (Liu, Zhang, &

Zhang, 2018). Traditional dishes were the most commonly prepared foods and

classified into main meals, sauces, vegetables and snacks. The food groups

consumed most commonly by street food vendors fall under energy-giving and

body-building foods (Namugumya & Muyanja, 2019). The marketability of

products based on our conversation partners were stated that pricing strategy is

the policy a firm adopts to determine what it will charge for its products and

services (Sammut-Bonnici & Channon, 2019). It provides an enduring foundation

and grounding point on which all subsequent work can be built (Belton, 2018 ).
 25

CHAPTER III
METHODOLOGY

All of the methods and procedures utilized to carry out the research are

discussed in this chapter. It contained the research design, respondents of the

study, locale of the study sampling technique, data gathering instrument, data

gathering procedure, and statistical treatment.

Research Design

In order to ascertain the relationship between independent variable, the

implementation of the marketing strategies and the business growth of the street

vendors in Esperanza Sultan Kudarat, this study used a descriptive correlational

research design which aim to provide static pictures of situation as well as

establish the relationship between different variables, McBurney & White, (2009).

Due to the nature of the research and the various analysis performed out,

street vendors Marketing strategies and Business growth can be classified to be

descriptive and correlational. The descriptive nature of the research entails

describing the vendors' marketing strategies and business growth, while

correlational analysis looks at relationships between various variables in the

current setting. Both methods are useful for understanding and guiding ways to

help street vendors in their businesses.

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Locale of the Study

The study was conducted in Esperanza, Sultan Kudarat. Esperanza is

well-known for the variety of products that it offers to the community. Street

vending is common in semi-urban and rural locations such as Esperanza Sultan,

Kudarat. It can be seen as a representative example, The local economy of

Esperanza, Sultan Kudarat is greatly influenced by street vending, leading

researchers to choose the Esperanza Sultan, Kudarat to be the locale of the

study. Researching street sellers in this area were provided insights applicable to

similar situations across the region or nation. Analysing the street vendors

Business growth and Marketing strategies in this area may help to clarify the role

of informal economies play in supporting rural residents' livelihoods and

economic development

Source: Google Map (2024)

Figure 2. The Map of the Locale of the Study

 27

Respondents of the Study

The researchers selected the street vendors of Esperanza Sultan Kudarat

to be the respondents of the study. The researcher came up with 20 street

vendors as respondents from Esperanza, Sultan Kudarat. The respondents met

the criteria of having at least 1 year of street business here in Esperanza Sultan,

Kudarat. And is willing to participate to be one of the respondents in the study.

Sampling Technique

The sampling technique that was used is purposive sampling technique, in

which the entire population of interest is examined (Glen, 2018). The study

selected 30 street vendors in Esperanza Sultan, Kudarat as the respondents of

the study. And must meet the criteria of being street vendors of Esperanza

Sultan, Kudarat . Had rendered 1 year of being a street vendor. And willing to

participate in data gathering process. They were selected with the objectives of

gathering data since they have been directly involved in the study.

Data Gathering Instrument

In order to gather as much information as possible about the Street

vendors, the researchers must provide survey questionnaires to the respondents

to collect more data. The questionnaires was employ is a researchers- made

survey questionnaire.
 28

The researcher- made survey questionnaire has two parts. First, is to

determine the level of marketing strategies of street vendors. Second part is to

determine the business growth of the street vendors in Esperanza Sultan

Kudarat test from the expert and enthusiast in the field of research. Pilot testing

was administer to test the reliability of the survey questionnaire. And was using

the Cronbach’s Alpha Scale, through a form of checklist.

The 5-point Likert scale was applied to determine the Marketing

Strategies and Business Growth of Street vendors in Esperanza, Sultan

Kudarat.

Scale Verbal Interpretation

Description

5 Strongly Agree The extent of my Marketing Strategies in the statement is

Very High.

4 Agree The extent of my Marketing Strategies in the statement is

High.

3 Slightly Agree The extent of my Marketing Strategies is Slightly High.

2 Disagree The extent of my Marketing Strategies in the statement is

Low.

1 Strongly Disagree The extent of my Marketing Strategies in the statement is

Very low.

Table 2: Rating Scale to determine the level Marketing Strategies

and Business growth of Street vendors

 29

Table 3: Cronbach’s alpha Scale

Cronbach’s a Internal Consistency

0.90 and above Excellent
0.80 – 0.79 Good
0.70 – 0.79 Acceptable
0.60 – 0.69 Questionable
0.50 – 0.59 Poor
Below 0.50 Unacceptable

Based on the validity and reliability tests conducted, four research experts

validated the survey questionnaire and found it to be valid (Appendix A). The

researchers also detected that Part II of the Pilot Testing Survey Questionnaire

achieved a Cronbach's alpha of 0.94, which is interpreted as "excellent."

Similarly, Part I of the Pilot Testing Survey Questionnaires has a Cronbach's

alpha of 0.94, also interpreted as "excellent." These findings confirm that the

instrument used in the study is valid and reliable for measuring the study's

variables

Data Gathering Procedure

The researcher will draft a set of questionnaire.

Validation of the Research instrument.

Approval of the School Principal.

Asking consent to the respondents to be part of the study considering

Research ethics.
 30

Distribution of survey questionnaires to respondents with a maximum of two

(2) days to answer.

Tabulation, analysis and interpretation of data.

Statistical Treatment

To determine the level of marketing strategies and business growth of

street vendors in Esperanza Sultan Kudarat this weighted mean was employed

Statement of the Problem 1and Statement of the Problem 2 to address the level.

Furthermore to determine the significant relationship between marketing

strategies and business growth of street vendors. Pearson r correlation was

employed Statement of the Problem 3 to address the relationship.

The following rating scale was=-0987applied to determine the level of

marketing strategies and business growth of street vendors in Esperanza Sultan

Kudarat , and the size of correlation.

Table 4: Rating Scale to determine the level Marketing Strategies and

Business growth of Street vendors

Rating Scale Description

4.20 – 5.00 Very High
3.40 – 4.19 High
2.60 – 3.39 Moderate High
1.80 – 2.59 Low
1.00 – 1.79 Very Low
 31

Size of Correlation Interpretation

± 0.90 to ± 1.0 Very high positive/ negative correlation
± 0.70 to ± 0.89 High positive/ negative correlation
± 0.50 to ± 0.69 Moderate positive/ negative correlation
± 0.30 to ± 0.50 Low positive/ negative correlation
± 0.00 to ± 0.20 Negative correlation

Table 5: Rating Scale to determine the level Marketing Strategies and

Business growth of Street vendors
 32

CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents, analyse and interprets data gathered through

survey questionnaire. Presentation of data is based from the order of statement

of the problem in Chapter I.

Trade location

Trade location refers to the places use by the vendors to sells their

product in the street. Table 4 presents the level of implementation of Trade

location.

Table 4.Level of Marketing Strategy of street vendors in terms of

Trade Location Mean Description
1 My street vending business is located in busy
4.63 Very High
commercial areas.

2 My street vending business is accessible to all. Very High

4.80
3 My street vending location is visible and easy
4.40 Very High
to notice.

4 My street vending location is conveniently

4.63 Very High
located near public transportation.

5 My street vending business benefits from its

4.70 Very High
current location.

Section Mean 4.63 Very High

 33

As indicated in the table provided, the trade location exhibits a section

mean of 4.63, corresponding to a verbal description of "Very High". Therefore,

selecting the right trade location is crucial marketing tactics that help to boosts

the sales of street vendors. This also suggests that the trade location plays a

significant role in shaping the overall business growth of street vendors.

Noticeably to the given data above, that the highest mean is 4.80, which

means that street vendors consider their current location as accessible to all and

also current location benefits them to have a consistent place where they can sell

more. While 4.63 is the lowest mean, still it is consider as “Very High”

description. This indicates that their location is visible and easily noticed by their

customers. Using trade location as a marketing strategy empowers street

vendors to optimize their business growth by utilizing strategic locations,

connecting with their intended market, and strengthening their advantage over

competitors.

Location of the street and size of the market play a critical role in

establishing the socio-economic thrust among the customers in the area. Pro-

active customer support the trade in street markets and represent powerful socio-

economic hierarchies (Mercedes et. al 2020).

 34

Promotion

Promotion is the process where the vendors offer low prices to their

product to have a better sales. Table 5 presents the level of implementation of

Promotion.

Promotion Mean Description

1 I offer free sample items to attract customers. Very High
4.43
2 I offer discounts on my products regularly. Very High
4.17
3 I collaborate with other local businesses for
4.10 Very High
joint promotion.

4 I provide loyalty benefits or rewards for loyal

4.23 Very High
customers.

5 I participate in local events to promote my

4.33 Very High
products.

Section Mean 4.25 Very High

Table 5. Level of Marketing Strategy of street vendors in terms of

In table 5, which shows a section mean of 4.25 and has a corresponding

description of "Very High," indicates that street vendors have included intensive

promotional efforts in their marketing strategy. This suggest that in order to draw

in and keep consumers, they are actively participating in a variety of promotional

initiatives. To increase their visibility and encourage customers to make

purchases, these efforts could take shape in the way of special offers, loyalty, or

other promotional activities.

 35

Upon analyzing the data above, it shows that the highest mean in

promotion as marketing strategy of street vendors is 4.43. Which is “Very High”

verbal description. This indicates that street vendors are actively involved in

promotional activities, including providing free product samples to attract

customers and offering regular discounts as part of their promotional efforts.

While the lowest mean is 4.10 that still consider as “Very High” verbal

description. Street vendors includes that participating in local events is part of

their promoting strategy to their business. Also, collaborating and providing

loyalty benefits to their customer help them to promote their business.

These results emphasize the wide range of marketing strategies used by

street vendors, demonstrating their undying dedication to successfully promoting

their business. Street vendors strive to increase their visibility and build loyal

customer relationships through employing a variety of promotional strategies,

which are essential for long-term business growth. Their commitment to

employing various approaches to marketing reflects their positive approach to

managing a competitive marketplace and building their presence in the markets

they operate in.

Coates and Hardman (2019), promotion is a one-way flow of information

or persuasion designed to direct a person or organization to actions that create

exchanges in marketing. By doing promotions, companies can provide

information to people who were not previously interested in buying a product to

become interested and try to make a purchase.

 36

Personal Selling

Personal selling is the type of selling that the street vendors do, where the

owner itself sells their product. Table 6 presents the level of implementation of

personal selling.

Personal Selling Mean Description

1 I personally interact with customers to help my
4.27 High
business in building strong relationship.

2 I actively engage with customers to understand

4.13 High
their preferences and needs.

3 I collect feedback from customers through

4.23 High
personal selling techniques.

4 I actively engage with customers through

4.00 High
personal selling techniques.

5 I personally talk to customers and listen to their

4.47 Very High
feedbacks.

Section Mean 4.22 High

Table 6.Level of Marketing Strategy of street vendors in terms of

As presented in the Table 6, the section mean of Personal selling is 4.22

which is describe as “High”. This means that personal selling is really a big help

to street vendors as one of their Marketing strategies. This was validated by a

high mean in this indicator.

The highest mean for personal selling stands at 4.47, earning a "Very

High" verbal description. This indicates that street vendors prioritize personal

interaction in their business practices. Engaging in direct conversation and

 37

attentively listening to customer feedback enables them to identify areas for

improvement and enhance customer satisfaction. Conversely, the lowest mean,

at 4.00, also falls within the "High" category. This underscores the active

involvement of street vendors in personal selling techniques, demonstrating their

commitment to engaging with customers on a personal level.

The utilization of personal selling techniques plays a significant role in

enhancing the business growth of street vendors. This strategy goes beyond the

conventional transactional approach, as it fosters a genuine connection between

the seller and the customer. Through face-to-face interactions, street vendors

have the opportunity to engage with customers on a personal level,

understanding their preferences, addressing their concerns, and building rapport.

In addition, personal selling is not only drives immediate sales but also

lays the foundation for long-term success by nurturing relationships, fostering

loyalty, and generating invaluable referrals. It serves as a cornerstone of street

vendors' business strategies, enabling them to thrive in competitive market

environments.

According to (Desygner 2024), Personal selling empowers street vendors

to connect with their audience, build trust, and drive business growth. By

combining quality products with personalized service, vendors can thrive in the

bustling urban landscape

 38

Pricing

Pricing is a process whereby a business sets the price at which it will sell it

products and services it may be part of business marketing plan. Table 7

presents the level of implementation of pricing.

Pricing Mean Description

1 Customer recognize my products as providing
4.30 Very High
good value of price.

2 I am flexible in adjusting prices based on the

factors such as demands, seasonality, and 4.07 High
competition.
3 Pricing my products competitively affects the
3.80 High
growth of my business.

4 I use discounts and promotion effectively to

3.03 High
attract customers without compromising profit.
5 I place price tabs in every item so customers
3.77 High
can check right away.

Section Mean 3.99 High

Table 7.Level of Marketing Strategy of street vendors in terms of

As shown in the Table 7, the section mean of the Pricing of Street vendors

is 3.99 which is describe as “High” and indicates that street vendors considered

Pricing as one of their marketing strategy used. Moreover, having a section mean

which “High, signifies that pricing has an impact on the business growth of their

business.
 39

The data shows that the pricing aspect with the highest mean of 4.30 is

considered "very high". This indicates that this particular pricing element has

performed exceptionally well and has had a significant impact. It surpasses

expectations and is considered excellent.

On the other hand, the pricing component with the lowest mean of 3.03 is

labelled as "high". While this rating is positive, it also suggests that there is room

for improvement or further optimization in pricing their product competitively to

have effective growth in their business, and to achieve even better results or

outcomes.

Street vendors can effectively increase their competitive edge, create

demand, and build client loyalty by utilizing pricing as a marketing strategy. They

may increase revenue and hence promote business growth by implementing

strategic pricing. With this strategy, vendors may stand out in a crowded market,

draw in and keep clients, and eventually grow their business.

According to Shaw and James (2019), price is often used as an indicator

of the value of how the price is related to the perceived benefits of a good or

service.
 40

Table 8. Summary Level of Marketing Strategy of street vendors

Indicators Mean Description

1 4.63 Very High
Trade location
2 4.25 Very High
Promotion
3 Personal selling 4.22 Very High

4 Pricing 3.99 High

Overall Mean 4.28 Very High

The data outlined in Table 8 reveals a strong insight into the impact of

marketing strategies on the business growth of street vendors. With an overall

mean score of 4.28, categorized under the verbal description of "Very High," it's

clear that the four key marketing indicators which is Trade location, Promotion,

Personal selling, and Pricing. These indicators play a significant role in

enhancing the growth prospects of street vendors' businesses. This high mean

score highlights how well these tactics work to drive business success, indicating

that street vendors that successfully use this marketing strategy are probably

going to see significant expansion in their business.

Conversely, the highest mean for marketing strategy is Trade location

which has a mean of 4.63 which has a verbal description of “Very High”. It only

indicates that trade location has been significantly consider of street vendors as

one of their marketing strategy in their business. While, the lowest mean is the

Pricing which has a mean of 3.99 and a verbal description of “High” also means
 41

that street vendors still view pricing as one of their effective marketing strategies

this days.

The incorporation of trade location, marketing, personal selling, and price

tactics is vital in enabling street vendors to efficiently target their target market,

generate visibility for their business, develop customer loyalty, and increase

sales growth. Vendors can increase their visibility and draw in new customers by

placing themselves in areas wisely. Establishing focused marketing strategies

promotes the business more. Moreover, one-on-one conversations allow vendors

to adapt their products according to customer preferences, strengthening

relationships and creating favorable word-of-mouth recommendations. By using

price strategies that are competitive with their rivals, vendors can maintain their

appeal to buyers, which encourages revenue growth. The entire approach

produces a harmonious result, allowing vendors to maintain business growth and

accomplish long-term success by gaining from higher sales.

A strategic trade location can enhance personal selling and promotional

efforts, while effective promotions and personal selling activities can drive traffic

and sales at specific locations. Pricing decisions are intricately linked to trade

location, promotion, and personal selling strategies to ensure competitive pricing

and profitability in the market. The relationship between trade location, personal

selling, promotion, and pricing are essential elements that work together to

create a successful marketing mix and drive business success Investopedia

(2021).
 42

Sales

Sales is the revenue that the street vendors get through selling their

product. Table 8 presents the level of implementation of sales.

Table 9.Level of Business Growth of street vendors in terms of

Sales Mean Description

1 I actively engage in marketing and promotional
3.60 High
activities to boost my sales.

2 I have been able to save money in the banks

3.68 High
from my sales.

3 I have been able to invest from my sales. High

3.90
4 I have noticed consistent growth in sales over
3.63 High
the past few months.

5 I have not encountered difficulties in covering

3.57 High
my daily expenses with my current sales.

Section Mean 3.68 High

The data presented in Table 9 highlights the significance of sales as a

crucial marketing strategy for street vendors. With an section mean of 3.68,

which is categorized as “High”, it is evident that sales play a prominent role in

their overall business strategy. This indicates that street vendors prioritize sales

efforts and consider it a key driver for their business growth. Furthermore, the

data reveals interesting insights about specific aspects of sales performance.

The sales component with the highest average score of 3.90 which has a verbal

description of “High”. This indicates that street vendors have made substantial

investments in this particular sales strategy, which has yielded remarkable

 43

results. It surpasses expectations and has a significant impact on their business

growth. This exceptional performance suggests that the vendors have effectively

capitalized on sales opportunities and have implemented successful tactics to

drive sales growth.

On the other hand, the sales component with the lowest average score of

3.57, while still categorized as 'high', indicates that there is room for improvement

and further optimization. This suggests that although the sales performance is

positive, there are opportunities to enhance the sales of their products

competitively. By focusing on refining their sales strategies, street vendors can

achieve more effective business growth and strive for even better results and

outcomes.

Overall, the data underscores the importance of sales as a vital

component of street vendors' marketing strategies. It highlights the areas of

strength and areas for improvement, providing valuable insights for vendors to

enhance their sales efforts and drive sustained business growth.

The combination of sales force effectiveness and retaining profitable

customers has more impact on growth than any other capability (Ed Wallace

2021).
 44

Product Development

Product Development is when a street vendor create another product

through their old or existing product. Table 8 presents the level of

implementation.

Product Development Mean Description

1 I actively seek feedback from customer to
4.27 Very High
understand their needs and preferences.

2 I continuously seek way to innovate and

3.93 High
improve the products I offer.

3 I adapt my products offerings to align with

3.73 High
current market trends and demands.

4 Product development efforts positively impact

3.73 High
my customer satisfaction.

5 I actively seek to understand the needs and

preferences of my customers before 3.93 High
introducing new product.

Section Mean 3.92 High

Table 10.Level of Business Growth of street vendors in terms of

As shown in the table 10, above with a section mean of 3.92 with a verbal

description of “High”. It means that product development has been using of street

vendors as their marketing strategy to improved their sales and have a growth in

their business.

In the table shown, Product development data which has the highest

mean of 4.27 and is categorised as "very high" in the analysis, demonstrates that
 45

street vendors actively seek out client feedback to better understand their wants

and preferences.

The lowest score 3.73, is still consider as "High" according to the verbal

description. It has been demonstrated that street vendors' attempts to design

products that meet consumer wants and current market trends are a beneficial

aspect of their business growth, and that these efforts also have a positive

impact on customer satisfaction.

Using product development as a marketing strategy can greatly benefit

street vendors by providing them with a competitive edge and opportunities for

business growth. By creating unique or improved products, vendors can

differentiate themselves from competitors and attract more customers, leading to

increased sales and market demand. Additionally, developing products based on

customer feedback enhances satisfaction and encourages repeat business, while

offering innovative products builds brand loyalty and trust. Continuously

improving and diversifying product offerings gives vendors flexibility in pricing

and boosts profit margins, while also allowing for expansion into new markets or

segments. Overall, product development enables street vendors to stand out,

satisfy customers, and achieve long-term success in their businesses.

The development of new products is also supported by technical progress,

which enables the creation of products that meet customer needs to a greater

extent than do current products. This situation makes new products a vital

resource through which companies compete with each other (Cooper, 2018).
 46

Equipment. Equipment is the items for a particular purpose for the use of

making their product. Table 10 presents the level of implementation of

Equipment.

Equipment Mean Description

1 The equipment I currently used meets the
4.20 High
demands of my growing business.

2 Better equipment allows me to offer a wider

4.03 High
variety of products/services.

3 I have experienced an increase in sales since

4.00 High
incorporating new equipment into my business.

4 The equipment I use contributes positively to

3.93 High
the efficacy of my business operations.

5 The equipment I use meets the functional

3.83 High
needs of my street vending business.

Section Mean 4.00 High

Table 11.Level of Business Growth of street vendors in terms of

According to Table 11, the mean score for the Equipment section is 4.00,

which is categorized as "High". This indicates that equipment plays a significant

role in the marketing strategies of street vendors. The high mean score validates

the importance of having proper equipment, as it greatly contributes to the

success of street vendors in their business vendors.

The equipment indicator has the highest mean score of 4.20 and

categorized as "very high" in the analysis, indicates that the equipment used by

street vendors effectively meets the demands of growing their business. Despite

having the lowest score of 3.83, the verbal description still classifies it as "high".
 47

This suggests that the equipment employed by street vendors to meet the

operational needs of their street vending company is still highly beneficial to their

business.

Implementing equipment as a marketing strategy provides numerous

advantages for the growth of street vendors' businesses. Utilizing high-quality

equipment enhances product presentation, attracting more customers and

boosting sales. Unique or specialized equipment helps vendors stand out in a

competitive market, differentiating themselves from others. Modern equipment in

operations will lead to improved efficiency and higher sales. Additionally, certain

equipment enables vendors to expand their product offerings, catering to a wider

range of customers. Investing in equipment enhances brand image, conveying

reliability and quality, which fosters customer trust and loyalty. Lastly, upgrading

equipment demonstrates innovation and adaptability, allowing vendors to stay

ahead of market trends and maintain a steady growth in their business.

According to (Qingfeng Tian et.al 2019) Business model innovation and

technological innovation are all important means for enterprises to improve their

competitiveness and performance. At the same time, business model innovation

can also drive technological innovation and promote enterprises to produce

reliable products to gain competitive advantage.

 48

Technique Mean Description

1 I regularly adopt innovative techniques to
4.13 High
attract customers.

2 Implementing efficient inventory management

3.97 High
technique has improved my profitability.

3 Offering excellent customer service led my

business to repeat customers and positive word 3.80 High
of mouth recommendation.

4 Adapting to changing consumer performances

and trends has enabled my business to stay 2.70 High
competitive in the market

5 Participating in local events or festival

2.80 Low
increased visibility of my business.

Section Mean 3.48 High

Technique. Technique is a way of how street vendors carry their business. Table

11 presents the level of implementation of technique.

Table 11.Level of Business Growth of street vendors in terms of

In Table 11, the findings reveal that the Technique section received a

mean score of 3.48, which falls under the "High" category. This suggests that

technique plays a significant role in the marketing strategies of street vendors in

Esperanza, Sultan Kudarat. The high mean score indicates that having proper

equipment and utilizing effective techniques greatly contribute to the success of

street vendors in their business ventures.

 49

Furthermore, the technique indicator stands out with the highest mean score of

4.13, also categorized as "High" in the analysis. This indicates that street

vendors regularly adopt innovative techniques to attract customers. Despite

having the lowest score of 2.70 among the indicators, it is still classified as "High"

in the verbal description. This finding suggests that street vendors in Esperanza,

Sultan Kudarat are adapting to changing customer preferences and market

trends, which has enabled their businesses to stay competitive and contribute to

their overall business growth.

These findings highlight the importance of continuously exploring and

implementing new techniques to engage customers and remain relevant in the

market. Street vendors who embrace innovation and adapt to changing trends

are more likely to attract and retain customers, leading to increased business

growth and sustainability. It is crucial for street vendors in Esperanza, Sultan

Kudarat to prioritize the development and utilization of effective techniques to

stay competitive and thrive in their business endeavors.

The relationship between quality of work life and the employee’s

perception of their contribution to organizational performance. It unveils the

importance of subjective and behavioral components of quality of work life and

their influence on the formation of the collaborator’s individual desire to

contribute to strengthening the organization’s productivity (João Leitão 2019).

 50

Table 12. Summary Level of Business Growth of street vendors

Indicators Mean Description

1 3.68 High
Sales
2 3.92 High
Product Development
3 Equipment 4.00 High

4 Technique 3.48 High

Overall Mean 3.77 High

The data presented in Table 12 provides valuable insights into the

business growth of street vendors. With an overall mean score of 3.31,

categorized as " High," it is evident that the four key indicators of business

growth - Sales, Product development, Equipment, and Technique, play a

significant role in determining the growth prospects of street vendors' businesses.

This high mean score highlights the effectiveness of these tactics in driving

business success, indicating that street vendors who successfully implement this

marketing strategy are likely to experience significant expansion in their

businesses.

Specifically, the indicator with the highest mean score is Equipment, with a

mean of 4.00, categorized as "High" in the verbal description. This indicates that

equipment has been significantly considered by street vendors as a crucial factor

contributing to their business growth. The high mean score suggests that street

vendors have recognized the importance of having proper equipment, which has

positively impacted the growth of their businesses.

 51

On the other hand, the lowest mean score is observed in the Technique

indicator, with a mean of 3.48, categorized as "High" in the verbal description.

This finding suggests that street vendors have not made significant

improvements or advancements in their marketing techniques over time, despite

having a marketing strategy in place. This highlights a potential area for

improvement, as enhancing marketing techniques can further drive business

growth and success for street vendors.

The importance of considering equipment and continuously improving

marketing techniques to maximize business growth for street vendors in

Esperanza, Sultan Kudarat. By recognizing the significance of proper equipment

and investing in the development of effective marketing techniques, street

vendors can enhance their business prospects, attract more customers, and

ultimately achieve sustainable growth in their businesses.

Dynamic growth generated by applied strategies such as open innovation,

creative campaigns, and leadership has been proven to achieve business

sustainability successfully.The current research discusses resilience and growth

as two dominant strategies for business sustainability., The previous research

mainly examines resilience and growth as strategies and tools for business

sustainability only (Aldianto et al., 2021).

 52

Decisio
Variables r tcomputed value tcriticalvalue p value n Interpretation
Marketing
0.3 Reject
strategies 1.94 1.70 7.12x10-6 Significant
4 Ho
Business growth
two-tailed with 0.05 level of
significance
Table 13. Correlation analysis on Marketing Strategy and Business Growth
of street vendors in Esperanza Sultan, Kudarat

Marketing Strategy and Business Growth of Street vendors . As

shown in In Table 13, the tcompvalue of 1.94 is higher than the tcritlvalue of 1.70

at a significance level of 0.05. This indicates that the null hypothesis is rejected,

suggesting there is a significant relationship between Marketing strategy and

Business growth of street vendors. When the Marketing strategy is at a high

level, it positively impacts the level of Business growth. This means that

indicators such as Trade location, Promotion, Personal Selling, and Pricing affect

the Business Growth of Street vendors in Esperanza Sultan, Kudarat. These

results highlight the importance of developing and implementing a strong

marketing strategy for street vendors.

By strategically selecting trade locations, engaging in effective promotion,

utilizing personal selling techniques, and implementing appropriate pricing

strategies, So that street vendors can enhance their Business Growth. These

findings provide valuable insights for street vendors in Esperanza Sultan,

Kudarat to focus on these key indicators and invest in their marketing strategies

to drive the growth and success of their businesses.

 53

According to (Rashini Hansika 2022), The objectives of marketing is

Increase brand awareness among the target audience, increase market share,

launching a new product, improve ROI, introduce the company into new

international or local markets, increase business profit, optimize the conversion

funnel, capture the new leads, customer loyalty, increase sales.

 54

CHAPTER V
SUMMARY, FINDINGS, CONCLUSION, AND RECOMMENDATION

Summary, findings, and conclusions were presented in this chapter.

Recommendations were herein formulated to effectively disseminate the results

of the study and for further researchers pertaining to the Marketing Strategy of

street vendors in Esperanza, Sultan Kudarat.

Summary

The study aimed to assess the level of Marketing Strategy and Business

Growth among Street vendors in Esperanza, Sultan Kudarat and examine the

relationship between them. A descriptive-correlational design was employed, and

purposive sampling technique was used to examine the entire population of

interest. The level of Marketing Strategy and Business Growth was determined

using weighted mean, while the relationship between the variables was analyzed

using Pearson r correlation.

Findings

1. The study found that the level of Marketing Strategy among Street

vendors in Esperanza, Sultan Kudarat was determined to be very

high, with an overall mean of 4.28. This indicates that street

vendors in the area have been actively practicing marketing

strategies, particularly in the areas of trade location, promotion,

 55

personal selling, and pricing. These indicators suggest that street

vendors are strategically positioning their businesses, engaging in

promotional activities, effectively selling their products or services,

and implementing appropriate pricing strategies. As a result of their

strong marketing strategies, the street vendors have experienced

business growth. This implies that their efforts in marketing have

positively impacted the success and growth of their businesses.

2. The findings of the study indicate that there are four indicators

contributing to the Business Growth of street vendors in Esperanza,

Sultan Kudarat. These indicators include sales, product

development, equipment, and technique. The study found that all

four indicators, under the variable of business growth, received a

overall mean of 3.31, which can be described as "High". This

suggests that street vendors in the area have achieved a significant

level of business growth in terms of their sales performance,

product development efforts, utilization of equipment, and

application of effective techniques. The high mean score indicates

that these indicators have positively contributed to the overall

growth and success of the street vendors' businesses in

Esperanza, Sultan Kudarat.

3. The study successfully validated the relationship between

marketing strategy and business growth among street vendors in

 56

Esperanza, Sultan Kudarat, finding a positive correlation between

the two variables. The results indicate that as the level of marketing

strategy increases, it also positively influences the business growth

of street vendors. This suggests that street vendors who implement

effective marketing strategies are more likely to experience higher

level of business growth. The findings highlight the importance of

developing and implementing marketing strategies to drive the

success and growth of street vendor businesses in Esperanza,

Sultan Kudarat.

Conclusion

Based on the findings above, the following conclusion are drawn;

1. The study conducted in Esperanza, Sultan Kudarat revealed that street

vendors in the area have a very high level of marketing strategy. This

suggests that they actively practice marketing strategies such as choosing

strategic trade locations, engaging in effective promotion, utilizing

personal selling techniques, and implementing appropriate pricing

strategies. As a result, the street vendors have experienced business

growth, indicating the positive impact of their marketing efforts on the

success and growth of their businesses.

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2. The findings of the study indicate that there are four indicators contributing

to the business growth of street vendors in Esperanza, Sultan Kudarat:

sales, product development, equipment, and technique. These indicators

have played a significant role in the overall growth and success of the

street vendors' businesses. It suggests that they have achieved notable

growth in terms of their sales performance, efforts in developing new

products, utilization of equipment, and application of effective techniques.

3. The study successfully established a positive correlation between

marketing strategy and business growth among street vendors in

Esperanza, Sultan Kudarat. This implies that street vendors who

implement effective marketing strategies are more likely to experience

higher levels of business growth. The findings emphasize the importance

of developing and implementing marketing strategies to drive the success

and growth of street vendor businesses in Esperanza, Sultan Kudarat.

Recommendation

The study revealed a strong relationship between the level of Marketing

strategy and Business growth among street vendors in Esperanza, Sultan

Kudarat. The findings suggest that as the level of marketing strategy increases, it

positively influences business growth, driven by factors such as development,

adaptability, and flexibility. Based on these findings, the following

recommendations are proposed:

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1. Street vendors should focus on continuously improving their marketing

strategies, particularly in areas such as trade location, promotion, personal

selling, and pricing. This can be achieved through market research,

identifying customer needs, and implementing innovative marketing

techniques to attract more customers and increase sales.

2. Street vendors can established platforms or networks where vendors can

exchange ideas, share best practices, and learn from each other's

experiences can contribute to the overall growth and success of the street

vending community in Esperanza.

3. Street vendors should identify and highlight their unique selling

propositions to differentiate themselves from competitors. This could

include offering specialty products, providing exceptional customer

service, or showcasing cultural or local authenticity. By emphasizing their

unique qualities, street vendors can attract and retain customers, leading

to business growth.

4. Street vendors should actively seek feedback from their customers to

understand their preferences, identify areas for improvement, and

enhance their offerings. Implementing customer feedback mechanisms,

such as suggestion boxes or online surveys, can help vendors gather

valuable insights and make informed decisions to better meet customer

needs. By continuously improving their products and services based on

customer feedback, street vendors can build customer loyalty and drive

business growth.
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5. Street vendors can leverage the power of the internet by establishing an

online presence. Creating a website or utilizing social media platforms can

help them reach a wider audience beyond their local area. They can

showcase their products, share updates, and engage with customers

through online platforms, thereby expanding their customer base and

increasing business opportunities.

6. Future researchers are recommended to explore the long-term

sustainability of business growth among street vendors in Esperanza,

Sultan Kudarat. This involves investigating how continuous marketing

efforts contribute to ongoing business growth and identifying the

challenges and strategies for maintaining growth over time. Case studies

can be conducted to track the progress of street vendors' businesses and

analyze the factors that influence their sustained growth. This research

can provide valuable insights for street vendors on how to sustain their

business growth in the long run.

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APPENDICES