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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. It aims to identify the level of

marketing strategy of vendors and the level of purchasing behavior of marketgoers in

Valencia City Central Market and if there is a significant relationship between marketing

strategy and the level of the respondents’ purchasing behavior in a 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 which indicates a general agreement among respondents regarding

various aspects of consumer purchasing behavior within the public market.