VENDORS' MARKETING STRATEGIES TOWARD CONSUMER

PURCHASING BEHAVIOR IN VALENCIA CITY PUBLIC MARKET

DORIS F. BERNASOL
GLADYS C. BUSIO
JAYZA M. DAO-AYAN
LESLYN O. BRIONES
LIECAR O. NABO

MAY 2024
VENDORS' MARKETING STRATEGIES TOWARD CONSUMER
PURCHASING BEHAVIOR IN VALENCIA PUBLIC MARKET

An Undergraduate Thesis
Presented to the Faculty of the School of Business,
Philippine College Foundation

In Partial Fulfillment
of the Requirements for the Degree of
Bachelor of Science in Business Administration

DORIS F. BERNASOL
LESLYN O. BRIONES
GLADYS C. BUSIO
JAYZA M. DAO-AYAN
LIECAR O. NABO

MAY 2024
 TABLE OF CONTENTS

PAGE

TITLE PAGE i

ACKNOWLEDGEMENT ii

ABSTRACT iii

TABLE OF CONTENTS iv

LIST OF TABLES v

LIST OF FIGURES vi

LIST OF APPENDICES vii

CHAPTER

1 THE PROBLEM

Introduction 1

Conceptual Framework 3

Statement of the Problem 6

Hypothesis 6

Significance of the Study 7

Delimitations of the Study 7

Definition of Terms 8

2 REVIEW OF RELATED LITERATURE AND STUDIES

Consumer Behavior in Public Markets 9

Marketing Strategies for Public Markets 13

3 RESEARCH METHODOLOGY

Research Design 18

Research Locale 19
 Research Respondents 19

Research Instrument 20

Data Gathering Procedure 20

Scoring Procedure 21

Statistical Treatment 21

4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Demographic Profile of Respondents 23

Frequently Purchased Products 26

Level of Marketing Strategy 26

Level of Purchasing Behavior 36

5 SUMMARY, CONCLUSIONS, AND RECOMMENDATION

Summary 43

. Findings 44

Conclusions 45

Recommendations 46

BIBLIOGRAPHY 48