iv

ABSTRACT

DORIS F. BERNASOL, GLADYS C. BUSIO, JAYZA M. DAO-AYAN, LESLYN O.

BRIONES, LIECAR O. NABO, Philippine College Foundation, Bachelor of Science in
Business Administration, Valencia Bukidnon, April 2024. Vendors' marketing
strategies toward consumer purchasing behavior in a public market

Adviser: Charelle P. Tecson, MBM

This descriptive study is anchored on two theories, Hawkins Stern's Impulse Buying

Theory and McCarthy’s 4Ps of Marketing or Marketing Mix. The study aims to identify

the interplay between vendors’ marketing strategies and consumer behavior in Valencia

City's public market. The 100 participants were randomly selected and were categorized

according to age, sex, and income level. The data gathered from market goers in

Valencia City Central Market were analyzed by researchers using frequency count,

percentage, mean, and correlation coefficient. Most of the respondents are young

adults, dominantly female, and mostly have an income level of PHP 0-10,000. Most

products bought are fish, rice, vegetables, fruits, and meat. The level of the marketing

strategy of vendors in Valencia City Central Market resulted in a standard deviation of

0.39237, which suggests a strong foundation of consumer satisfaction with vendors'

marketing strategies within the public market, with an exceptionally high regard for

product quality and promotional efforts. The level of purchasing behavior of marketgoers

in Valencia City Central Market resulted in 0.40726, indicating a general agreement

among respondents regarding various aspects of consumer buying behavior within the

public market.
 iv

Keywords: Level, research, demographic profile, consumer behavior, marketing

mix, public market