Marketing Research

Problems Encountered by Bayombong Night Market Vendors : A Basis for Improved
Marketing Strategies
Saint Mary’s University
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Night market is a type of market where people do their business freely and
satisfy their needs and wants. It is typically an open air market during night that
offers different types of commodities. Night market sometimes called as
“talipapa” in Filipino. According to Karl E Case (2012) this type of market
mirrors a free and unregulated goods and services that produced and sold only if
the supplier can make a profit. He also stated that this system is dictated
ultimately by taste and preferences of consumers who “vote” by buying or not
buying.
Bayombong, Nueva Vizcaya is justifiably proud of its night market
established in 2005. This market, across the municipal hall, is open from 5:00
p.m. to 10:00 p.m. daily. Many residents of Bayombong, Nueva Vizcaya now
prefer to do their marketing at night because it has become a pleasant experience
most especially to the night shoppers who have their limited time in shopping.
Moreover, Bayombong night market serves as a strategic place where do
students buy their foods. The vendors also receive such benefit from the place
where they are selling their goods because of the uncounted number of its
consumers. The cathedral church and other known buildings around the area also
helps the vendors patronizing their goods because of their distances from the
market. One more thing that the consumers consider is the healthy prices which
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make every available goods at a reasonable and affordable cost.
Aside from customers, the night market vendors also play a big role
inside the market. They have built their names from their loyal customers and
created different strategies where they can only strike up their profit. These
marketing related strategies really help their businesses stay longer and earn more
loyal customers. But these vendors also suffer from new business establishment
near from their area. Some people preferred to step-in and shop along with
superb fine entrepreneurial businesses. That is why the researchers are really
aspired to help the vendors immense their competitiveness against strong
enterprises. The researchers will employ survey questionnaires and conduct set of
interviews inside the night market to determine the problems and make a possible
solution to establish a sound market operation.
Statement of The Problem
This study aimed to determine the problems encountered by Bayombong
Night Market Vendors, which will serve as a basis for improved marketing
strategies. Specifically, this study sought to answer the following questions:
1. What is the profile of the respondents in terms of the following?
1.1 Age
1.2 Sex
1.3 Civil Status
1.4 Educational Attainment
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2. What are the problems encountered by the Bayombong Night Market Vendors
along the Marketing Mix variables.
2.1Product
2.2 Place
2.3 Promotion
2.4 Price
3. Is there a significant difference in the problems encountered by the
Bayombong Night Market vendors along with the marketing variables when the
respondents are grouped according to their profile variables?
Statement of the Null Hypothesis
There is no significant difference in the problems encountered by the
Bayombong Night Market vendors along with the marketing mix variables when
the respondents are grouped according to their profile.
Conceptual Framework
The conceptual framework will discuss the flow of study to be taken. The
study will use the system approach. The system of three (3) frames is composed
of inputs which will go through the process or operation and emerged as the
output.
3
I
M
P
R
Problems encountered by O
Bayombong night V
Profile of market vendors along E
Respondents: marketing mix D
variables/4 P’s MARKETING
a. Age S
B. Sex a. Product T
c. Civil Status b. Place R
d. Educational c. Promotion A
d. Price T
E
G
I
E
S
Figure 1. Paradigm of the study
The input includes the profile of the respondents. It will be determined
through survey questionnaires.
The second box contains the methods and procedures to be used in the study
particularly the use of statistical tools both descriptive and inferential such as
percentage, ranking, weighted mean frequency and chi-square.
The third box contains the output. It includes the recommendations that the
researchers will suggest for the improvement of marketing strategies of
Bayombong night market venvors.
SIGNIFICANCE OF THE STUDY
This research is beneficial to the following:
Bayombong Night Market Vendor.
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The study will help them develop better marketing strategies which will help
them increase their profit.
Customers.
The study will benefit them by choosing what product is best for them. .
Future researchers.
The study will serve as a guide for them in conducting further studies.
SCOPE AND DELIMITATION
The study covers the determination of problems encountered by Bayombong
Night Market Vendors along the marketing mix variables as a basis for improved
marketing strategies. These marketing strategies constitutes the marketing mix
variables which the researchers want to study on to lessen each of their
weaknesses along with the areas of product, promotion, place, and price. The
respondents of the study are only limited to the vendors of the night market.
DEFINITION OF TERMS
Marketing Mix Variables are the elements of a marketing activities in
Bayombong Night market which the researchers utilized to determine the
problems encountered by the vendors. Marketing mix variables consist of what
are called the ‘Five Ps' product, price, promotion, people and placement.
Bayombong Night Market was established in 2005. It stands as a trading
place during evening and includes small businesses for a variety of cheaper
products and cooked foods. This is located across the municipal hall of
Bayombong, Nueva Vizcaya and open from 5:00 p.m. to 10:00 p.m. daily.
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Place refers to the placement of Bayombong night market , such as
having the product available to the consumers. It also pertains to the sub-divided
area where the vendors are able to make business at night.
Price refers to the value of money paid in exchange to any goods
available in the market.
Product refers to tangible goods offered by the vendors.
Promotion includes all the promotional activities utilized by the vendors
to persuade the the buying decision of the customers. It also pertains to the sale
promotion they introduced having such discounts, warranty, nor any perks that
will benefit their customers.
Night Market Vendors refers to the set of intermediaries or sellers in
Bayombong night market. It also constitutes one of the the five P’s which is the
people.
People refers to the human resources and entrepreneurial capabilities of the
vendors inside the market.
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the gathered literature and studies of the researchers
relevant to the research study.
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Conceptual Literature
Night market is just a simple type of market where people do their
businesses freely and satisfy theirs needs and wants. Karl E. Case et. Al., 2013,
stated that Consumer Sovereignty mirrors all types of market in a free,
unregulated market, goods and services that produced and sold only if the
supplier can make a profit. He also stated that free market system is dictated
ultimately by tastes and preferences of consumers who “vote” by buying or not
buying. Businesses rise and fall in response to consumer demand. In a free
market economy, producers maybe small or large because new business requires
capital investment before they can begin the operation. Starting a new business
involves risk. A well-run business that produces a product for which demand
exists is likely to succeed; a poorly run business or one that produces a product
for which little demand exists or in the future is likely to fail. Proponents of free
market system argue that free enterprise leads to more efficient production and
better response to diverse and change consumer preferences. If the producer
produces inefficiently, competitors will come along, fight for the business and
eventually take it away. Thus in a free market economy, competition forces
producers to use efficiently techniques of production. It is competition that
ultimately dictates how output is produce.
Marketing mix
In coordination with the above statement a marketing mix strategies will
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be a good support for the start and success of business . These marketing mix
comprises the 4 P’s which is the place, Price, product, and promotion. According
to Neero Kapoor, (2014), The purpose of determining the marketing mix is to
ensure that the needs of the customers are satisfied in teh most efficient manner
byensuring proper coordination between all the 4P’s. Since the needs of the
customers keep on changing the marketing mix also keeps on changing.
Philip Kotler, (2011), added that marketing mix is the mixture of
controllable marketing variables that the firm uses to pursue the desired level of
sales in the target market at a particular point of time
Price Mix
Neero Kapoor, (2014), stated that price is all around us, and is the one of
the most important ‘P’ inthe marketing mix of an organization. In simpleterms,
price is defined as a numerical statement of what a customer must pay for a
product or service. One of the leading causes of new product failure is either
under or over pricing. People are not going to buy the product in both the
circumstances. If a product is overpriced, it is considered as too
expensive,beyond the pocket of many people who are not going to buy it. If
under priced, like in the case of clothing, watches, perfumes, etc., it is directly
asumed that the company must have compromised on the quality of the product
and it is treated as an inferior product, and again in that case, people are not
willing to purchase it. Therefore it is very important for the marketers to price the
product ideally at a level where it is neither overpriced nor underpriced. Thus,
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pricing decision decisions become vital in marketing. Determining the right base
price and strategies concerning discounts, allowance, etc., has to be worked out
very carefully. Price of the product shoud be set in such a way that the buyers can
pay and the company can earn adequate profits. Normally, pricing decision
involve: 1.) Determining product development costs. 2.) Identifying and
analysing various relevant factors influencing pricing decisions, such as,
demand , competition and government’s policies. 3.) Determining manufacturing
(variable and fixed) costs of the product. 4.) Study of pricing policies and
strategies of the close competitors. 5.) Deciding on the level or margin of profits.
6.) Formulating appropriate base pricing policies for the product. 7.) Decision on
price discrimination, discounts, allowances, and seasoned effetcs. 8.) Pricing
policies/strategies in different stagesof the product life-cycle.
Product mix
According to Philip Kotler (1999), a product is anything that can be
offered to a market for attention, acquisition, use or consumption that might
satisfy a need or a want. It includes physical objects, services, persons, place,
organizations or ideas. Neeru Kapoor, (2014) stated that managing the product
ingredient includes planning and developing the right product or services to be
marketed bya company.Product is the basic element of marketing mix because all
other elements are recquired only when there is a product. It is the centre of all
the marketing activities. Marketers can satisfy needs and wants of consumers
only by designing excellent products for them. Important and long term
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marketing decisions on product may be termed as product strategies. Some of the
important mix strategies are listed as under:
1.Development and introduction of new products and services to meet customer’s
needs and wants. 2. Modification (interms of qualities, featuresand performance)
on existing products to deliver better value and satisfaction to the customers. 3.
Product related strategies including branding, packaging, labelling, colour,
weight, grading,seals,etc. 4. Product line decisions including different varieties or
models and products mix decisions including width, depth, length and
consistency. 5. Product related services like after sale service,home delivery,
guarantee, warrantee and demonstration. 6. Study of competetive advantages of
the product. 7. Relevant strategies for each of the stage of product life- cycle and
consumer adoption process.
According to Paul Peter product strategy is a critical element of
marketing and business strategy, since it is through the sale of products and
services that companies survive and grow. It discusses four main important areas
of concern in developing product strategies. First, some basis issues are
discussed, including product definition, product classification, product mix, and
product line, packaging, branding, and band equity. Second, the product life cycle
and it's implications for product strategy are explained. Third, the product audits
is reviewed, and finally, five ways to organize for product management are over
viewed. These include the marketing manager system, product (brand) manage
system, product planning committee, new product system, and venture team
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approaches. It is also stated that in line with marketing concept philosophy, a
reasonable definition of product is that it is the sum of the physical,
psychological and sociological satisfactions the buyer derives from purchase
ownership and consumption. From this standpoint, products are consumer-
satisfying objects that include such things as accessories, packaging and service.
An experiment designed to explore both the process through which
customers develop loyalty to particular brands of products and strength of such
brand loyalty revealed the following tendencies.
1.Consumers develop loyalty to particular brands even where competing products
are identical that is even when there are no discernible product differences
preferences for particular brands will develop. If product this fact is not
particularly startling, consider that this is apparently true even in the complete
absence of advertising of any kind.
2.Consumers may pay as much as 7 cents more for a products which is a
preferred brand, even though the rejected brands comes from the some market
branch and are effectively identical to the preferred brand. Note again that none
of the brands in the experiments were even promoted or advertised in any way
(Ronald R. Gist).
Promotion Mix
According to Philip Kotler, (1999), promotion may be defined as the
coordination of all the seller initiated efforts to set up channels of information
and persuation to facilitate the sale of the product or service or the acceptance of
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an idea. In words of William J Stanton, (1994), promotion is the element inan
organization’s marketing mix that serves to inform, persuade and remind the
market of a product and/or the organization selling it, in hopes of influencing the
recipients’ feelings, beliefs, or behavior.
After going through the perceptions of both authors, it is very clear that
the job of promotion is basically to inform the people about the availability of the
products, change their attitude and belief about the product, and persuade them to
try or buy that the new product by impressing upon them about the unique
features of the product.
Larry J. Rosenberg, (2001), stated that personal influence is more
accurate term for the better known ''word-of-mouth advertising". By any name, it
has always been popular with advertisers, partly because it is effective but mostly
because it is free. David L. Kurtz (2011) also stated that personal selling often
provides more flexible promotion than other forms because the sales person can
tailor the sales message to meet the unique needs or objection of each potential
customer.
Selling is helping customers make satisfying buying decisions the kind
they will be happy with after the sale. Salespeople accomplish this by
communicating how products and the features match customers’ needs and
wants. Customer satisfaction is so important because companies want repeat
business. They will get it however only if customers are happy enough with their
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purchases to return again and again. The twins goals of selling then are to help
customers decide on purchases and to ensure customer satisfaction so the firm
can count on repeat business. To accomplish these goals, a sales person needs to
match the features of each product to a customer’s needs and wants. This concept
is called Feature-Benefit Selling. Feature-Benefit Selling is often said that
customer do not buy products. They buy what the product will do for them.
Consumer Market also involves all people who make purchases for their own
personal use.
Place Mix
According to Gary Armstrong, (2013), place includes company activities
that make the product available to target consumers. Retailers and vendors often
point to three critical factors in retailing success: location, location,and location!
David L. Kurtz (2011) stated, that place is a showcase for ingenuity. It’s very
important that retailers select locations that are accesible to the target market in
areas that are consistent with the retailers positioning. It is the last element of
marketing mix but is very important as marketing goals can achieved only if the
product reaches the hands of consumers conveniently and in time. This element
ensures that the rigth product can be made available to the right way, at the right
time, at the right place and in the right form. Therefore decisions regarding the
channel length, coverage, locations, tramsport and inventory become very
important. Some of the important place decisions include: 1.)Deciding about the
geographic concentration of the market. 2.) Finalising the type of distribution
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channels and channel membersto be used. 3.) Deciding about the channel length
and the number of middleman to be used. 4.) Taking physical distribution
decisiions which include transportaion,communication, warehousing, inventory
control, insurance, banking, etc.
Related Studies
A study on Problems Faced by the Street Vendors in Tiruchirappalli City
Street vendors are often those who are unable to get regular jobs in the
remunerative formal sector on account of their low level of education and skills.
They try to solve their livelihoods problems through their own meagre financial
resource. They are the main distribution channel for a large variety of products of
daily consumption like fruits, vegetables, readymade garments, shoes, household
gadgets, toys, stationery, newspapers, and magazines and so on. If they were to
be eliminated from the urban markets, it would lead to a severe crisis for fruit and
vegetable farmers, as well as small scale industries which cannot afford to retail
their products through expensive distribution networks in the formal sector.
The present study is descriptive by nature. The universe of the study covers
whole Tiruchiappalli city as its population. The sampling is selected by using
convenient sampling and the sample size is confined as 90. The present study is
selected in street vendors who are selling vegetables and home appliances
through vehicles. Other category will eliminate due to time and cost constraints.
Key Words: Access in capital, Marketing Competition, Hawkers, Price
fluctuations Introduction: Street vending is a global phenomenon and the most
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visible aspect of the informal sector. Like other informal sector, street vending is
characterized by low level of income, easy of entry, self-employed and it involves
large number of people. In cities and towns thought the world millions of people,
earn their living by selling wide range of goods and service on the street. Despite
a general belief that street vending will recede as economies develop and income
rise, it is actually on increase in many places. Street vendors are very important
part of the informal sector in the country. It is estimated that around 80 percent of
the population are engaged in street vending profession. Women form a large
segment of street vending in almost every city.
Street vending is not only a source of self- employment to the poor in cities
and towns but also a means to provide “affordable” as well as “convenient”
services to a majority of the urban population. Street vendors are often those who
are unable to get regular jobs in the remunerative formal sector on account of
their low level of education and skills. They try to solve their livelihoods
problems through their own meagre financial resource. They are the main
distribution channel for a large variety of products of daily consumption like
fruits, vegetables, readymade garments, shoes, household gadgets, toys,
stationery, newspapers, and magazines and so on. If they were to be eliminated
from the urban markets, it would lead to a severe crisis for fruit and vegetable
farmers, as well as small scale industries which cannot afford to retail their
products through expensive distribution networks in the formal sector. The
importance of this sector cannot be undermined, especially considering that the
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government does not have the capacity to provide jobs to the millions of
unemployed and underemployed people in India. Even the corporate sector is
able to absorb only a tiny proportion of our expanding work force. Overall
employment in the formal sector is actually declining. This means most people in
India have to fend for themselves. People in the informal sector ought to be
encouraged to grow and prosper if the governments want to reduce
unemployment and poverty in our country. They contribute significant role in
local economic growth and development of the urban economies. Public
authorities considered street vendors as a nuisance and as encroachers of
sidewalks and pavements and do not appreciate the valuable services that street
vendors provide to the general population of the world. Street vendors provide
valuable services to the urban masses while making out a living through their
own enterprise, limited resources and labour.
Street vendors have been demanding protection from civic agencies and the
state government so they can earn their livelihood without fear. Challenges faced
by Street Vendors 1. Street Vendors faces many problems as they are vulnerable
population, who are neither protected by government, NGOs, labour union nor by
any labour law. They are deprived by laws made by government in respect of
labour union. 2. The street vendors always suffer competition with other street
vendors because of fluctuation in market prices, insecure and irregular
employment. Their incomes are often minimal and their sales fluctuate. Another
reason for decrease in income of street vendors is that they are forced to pay 15
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to 20 percent of their daily income as bribes to local police. 3. Street vendors are
usually associated with encroachment of public spaces, causes traffic congestion,
inadequate hygiene, and poor waste disposal. Safety of food has been
increasingly become a concern in regard to street vendors.
No Government agency is authorized to verify the content of food as they are
not regulated by any government agency. 4. The government does not recognize
the contribution of street hawkers towards economic and social well-being of
urban population. They survive without government support. But lately,
government has passed “Street Vendors Bill 2013”, which protects the rights of
street vendors. 5. Negative impact of online shopping on retailers and street
vendors- Online shopping is a form of electronic commerce whereby consumers
directly buy goods or services from a seller over the internet without an
intermediary service. Online shopping has become the trend and the new mode of
purchasing. There are around 1000s of online marketing enterprises selling
cosmetics, clothes, shoes, accessories, vitamin supplements, etc. literally the
entire range of consumer items. The trend is very clear, retail shop demand will
fall and even shrunk. Online shopping is indeed having an adverse impact on the
retail sector. 6. Uncertainty and insecurity:
The basic problems of street vendors is insecurity and uncertainty as their
profession is considered illegal, but according to government of India assessment
done in 2004 shows around 2.5% of local poor urban population survive by
working in this occupation. If government provide license to street vendors, they
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can be protected by harassment and eviction by local authorities and local police.
Review of Literature The National Classification of Occupation 1968 defines
street vendors as hawker, peddler, street vendor, pheriwala sell articles of daily
utility and general merchandise such as vegetables, sweets, cloth, utensils and
toys, on footpaths or by going from door to door. Normally purchases goods from
wholesale market according to his needs and capital (money) available. They
load them in basket or on pushcart, wheel barrow or tricycle and moves in
selected areas to effect sales. Many a times they announce loudly goods or
articles on sale and their prices to attract customers. Some of them may also
display goods or articles of sale on footpath and effect sales. For higher profit
few purchase goods in lot, in auction or other sales. May prepare and sell his/her
own products and may operate means of conveyance. Vendor may work on salary
or commission basis or both. A.H.Subratty P.Beeharry, M.Chan Sun (2004) A
survey of hygiene practices among food vendors in rural areas in Mauritius. It
was found that generally food vendors were quite aware of hygienic conditions.
But majority of them were not implementing their knowledge into practice. They
perceived that their products were of low risk to customers. It highlights the need
for further health education of food vendors. According to Geetam Tiwari (2000)
bicycles, pedestrians and bus traffic attract street vendors. Often the side roads
and pedestrian paths are occupied by people selling food, drinks and other
articles which are in demand by road users.
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Vendors often locate themselves at places which are natural markets for
them. A careful analysis of the location of vendors, their numbers at each location
and the type of services provided clearly shows that they are needed since they
work under completely „free market‟ principles. If their services were not
required at those locations, they would have no incentive to be there. Road and
city authorities, however, view their existence as illegal. Statement of the
problem In developing countries like India, the informal sector including street
vending absorbs the majority of the urban unemployed growing labor force. It
creates a wide employment opportunity, it is a means for income generation for
the marginalized groups, and the urban poor especially for those who migrate
from the rural area (Darrare, 2007). However, despite its increasing importance in
the total economy (especially for urban poor in the city), policies, regulations,
services, infrastructure facilities and institutional support programme are not
available for the street vending and the environment under which the vendor
operate their business are not suitable for their health and well being. In addition
to this, there is no proper attention, which is given to street vending by policy
makers, decision makers, and planners. Currently, there is even strong negative
measures and view prevailing against street vending both by the local
government and by the formal business operators. In addition, street vendors face
many problems in the course of running their activities. It is therefore, the focus
of this study is to assess the challenges and prospects of street vending in
Tiruchirappalli city.
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Issues and Challenges for Street Vendors in Delhi
Street vendors are an important category of informal economy actors with
specific issues and challenges. Vending as a profession has been carried out all
along in known history and it has been an integral part of both rural and urban
culture. They cater to the needs of a large number of customers from the middle
and lower income class and contribute significantly to the economy. Still, street
vending is often looked down as an undesirable activity undertaken by criminals
which impinges on the use of public space. The use of prefix street with the word
vendors itself provides a whole new identity to them which is usually demeaning
and a whole new dimension to look at their problems.
Street vendors are often persecuted, live in uncertainty, and work in poor
conditions with little access to infrastructure. They face problems of eviction,
bribe payment, inability to access various government facilities, lack of facilities
such as toilet, lighting, etc., lack of social security and other similar hurdles. In a
city like Delhi, where 2.5% of the population consists of street vendors, they find
it difficult to survive. The welfare state fails to provide any social security to
them. Improving the conditions of work of street vendors and their economic,
social and legal status is a huge challenge for the state.
With the new Street Vendors (Protection of Livelihood and Regulation of
Street Vending) Act, 2014 in place, which is being seen as a landmark legislation
there is a ray of hope for improvement in the status of street vendors. The Act
vouches for compulsory registration, issuing license to vendors and formation of
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town vending committees and most importantly planned vending zones in cities.
Nothing can be said with certainty about the outcome of this law. With political
parties and civil society being actively involved on the issue presently which can
be seen very obviously in Delhi; but at the same time common public opposing to
creation of vending zones such as in Mumbai, the implementation and impact of
the law is yet to be seen. This paper based on an extensive review of available
secondary literature would seek to reflect on various aspects of street vending
and the concerns of street vendors.
Service Quality of Taiwan Night Markets.
Taiwan made a study regarding service quality of night markets. This
night market consists of contemporary societies strongly as a marketing style in
Taiwan which is successful food service industry in spite of the limited space and
remarkable crowding. Although the negative environment factors have been
critiqued in terms of bad customer satisfaction, it seems the successful night
markets demonstrate those are not applicable in Asia. The object of this study is
to examine the customers’ perspectives with regard to service quality of night
market in Taiwan. The sample included 498 customers in night market. Based on
five theoretical models of service quality, the night market service quality
questionnaire was developed as the measurement of service quality for night
market in Taiwan. The survey instrument consists of eight dimensions and 36
questions and data was randomly collected at top ten night markets elected by
ballot. The study examined whether service quality perspectives differed across
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demographic segments. Age, occupation and income were found to significantly
different. The location and the stay period of the night market were also
significantly different in terms of service quality. The managerial implications of
these findings for the food and beverage industry in night market and researchers
are discussed. The fundamental intent of this study was to suggest that food and
beverage operators understand the customers’ perspectives of service quality in
night market. Even the modified service quality scale was conducted in night
markets; the results confirmed that there are eight service quality dimensions of
the food service business in night markets, namely Tangibles, Reliability,
Responsiveness, Assurance, Empathy, Food quality, Price/value, and
Communication. This result confirmed the results of earlier studies, including
DINESERV, SERVPERF and other service quality scales (Vanniarajar, 2009;
Kim W.G. et al., 2009; Qin and Prybutok, 2009; Stevens et al., 1995). Besides the
basic five dimensions asserted by Stevens et al., (1995), three domains of service
quality were found vital to service quality, namely Food quality, Price/value and
Communication (Vanniarajar, 2009; Kim W.G. et al., 2009). Food quality is
highly needed to enhance the overall service quality in the foodservice business
in the night markets. Furthermore, those domains were found as the significant
factors influencing the customer satisfaction across the institutional foodservice
sectors (Kim, et al., 2009). The foodservice operators in night markets truly want
to gain a winning game, they should continually to increase the level of overall
service quality in terms of those eight domains. www.ccsenet.org/ijms
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International Journal of Marketing Studies Vol. 4, No. 3; June 2012 40 ISSN
1918-719X E-ISSN 1918-7203 The encouraging results presented show that
differences perspectives toward service quality among demographic segments
were found. Basically customers subjectively interpret service quality according
to their experience but service quality might be perceived as a server
interpretation of his or her emphasis of night market food and beverage
operation. These different interpretations might expand the gaps of customer
expectation and actual service encounters operators provide. They also might
lead to customer dissatisfaction. Based upon the results and implications obtained
it is clear that it is important to understand the details of differences by
comparing in difference factors. Knowing what customers perceive service
quality and what competitors/other operators engage in service quality
management can help food and service business in night market to reach the
goals such as identifying customers' needs and wants, differentiating themselves
from competitors, enhancing customer loyalty, retaining existing customers,
increasing repeat business, and building positive word-of-mouth. The results also
imply that food and beverage marketers in night market should consider the
differences or gaps when segmenting markets and planning communication
strategies such as segmenting by age, occupation, income, location and stay
period variables. In addition to compare different service quality perspectives,
this study was preliminary and served as a guide for future development of
service quality measurements in night markets. Moreover, it also tried to lay a
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foundation for building a total service quality system for the food and beverage
business in night markets in Taiwan. Even though periodic administration of
DINESERV, the restaurant quality instrument, was recommend to restaurants to
track the service quality trend (Knutson, Stevens, & Patton, 1996), it is
impractical for the food and beverage business in night markets in Taiwan to
conduct these quality instruments because of cultural differences. Identifying
customers’ needs and knowing the general perspectives of competitors will
prepare restaurateurs to allocate their resources to achieve their business goals. In
order to enhance Asia/Pacific Regional Operations Center’s image in the world,
the food and beverage operators in Taiwan should provide high service quality to
customers by knowing the perspectives of customers and their own. This study
was undertaken as part of efforts to identify factors relevant to understanding the
customers’ perspectives of service quality in terms of food and beverage business
in night markets. In addition, differentiating customer segments was also the
other part of effort. Different perspectives of service quality enhance the different
service practices and confirmation/disconfirmation. The findings supported the
premise that there are differences in service quality perspectives across some of
the demographic segments. In order to close service gaps and provide more
effective and efficient food and beverage operation in night markets, the
implications are applicable for food and beverage operation exercising strategies
of marketing.
Base from Kellogg's study, balancing the marketing mix through creative and
24
innovative strategies is a key business function that enables a company to ensure
that its products and services either match or exceed a customer’s needs or
expectations. The marketing strategy of a company sets out its overall aims and
objectives through a detailed plan. For many businesses a key objective within
the strategy will be to increase profits and gain market share.
One of Kellogg’s marketing objectives is to get its products into as many
households as possible by providing new ways to make a positive impact on
people. To achieve this objective Kellogg’s needs to undertake detailed market
research to understand and test the market for customer preferences.
In a groundbreaking initiative Kellogg’s created and implemented a Crunchy Nut
(CN) restaurant in 2012, and again in 2013, which invited consumers to a unique
‘outdoor’ experience to taste new products and actively engage with the Crunchy
Nut brand.
The Chartered Institute of Marketing defines marketing as: “Marketing is the
management process responsible for identifying, anticipating and satisfying
consumer requirements profitably.”A marketing strategy determines what a
company is going to produce in terms of products or deliver in terms of services,
how much it is going to charge for these products or services, how it will deliver
these products or services to the customer, and how it is going to tell its
customers about its products and services. This is known as the marketing mix
and is often referred to as the 4Ps of marketing. The mix involves creating the
right product, sold at the right price, in the right place, using the most suitable
25
methods of promotion. Although the marketing mix will vary from business to
business and market sector, its purpose is to assist a business to balance these
four key factors to meet the needs of the customer.
Kellogg’s balances the 4Ps by:
1. offering a wide range of popular products and regularly introducing exciting
new products to the market - Product
2. pricing its products to ensure that customers receive the best possible product
for their money - Price
3. help ensuring its products are available wherever shoppers are, from
supermarkets, to the internet or on-the-go, and by understanding shopper
behaviours - Place
4. delivering engaging and exciting marketing communications – Promotion.
Every business will determine its own balance of the 4Ps to suit the needs of its
customers. In addition, a business needs to incorporate other factors into the mix;
internal factors such as the amount of finance for marketing, the types of
products being sold, as well as external factors such as the market sector and
competitors’ products and services.
Synthesis
Night Market can be classified as a free market that produces
26
differentiated goods. It is also called as street market or “talipapa” in Filipino.
This type of market can be seen at a large part of Asia specifically Thailand,
Singapore, Philippines and other neighboring countries. They practice this kind
of market because of its sustainable goods offered to its consumers. Sometimes
this market can be a mirror to what they say “ Laissez-Faire Market” which
means there is no limit in everything that can be offered in the market. Everyone
may participate nor sell a kind of good where they can obtain their profit from
this kind of products offered.
Aside from utilitarian benefit of night market, this type of market also
imply high competition from other market entrants. It requires strategies along
with marketing mix variable which is very useful in designing a business model.
These marketing mix variables are also known as the 4P’s namely: product,
price, promotion, and place. Product is the basic element of the marketing mix
because all other elements are required only when there is a product. It is the
centre of all the marketing activities. Vendors can satisfy needs and wants of
consumers only by offering excellent products for them. Price is one of the most
important ‘P’ in the marketing mix of an organization according to Neero
Kapoor, (2014). It is a numerical statement of what a customer must pay for a
product or service. One of the leading causes of new product failure is either
under or over pricing. People are not going to buy the product in both the
circumstances. If a product is overpriced, it is considered as too
expensive,beyond the pocket of many people who are not going to buy it. If
27
under priced, like in the case of clothing, watches, perfumes, etc., it is directly
asumed that the company must have compromised on the quality of the product
and it is treated as an inferior product, and again in that case, people are not
willing to purchase it. Therefore it is very important for the marketers to price the
product ideally at a level where it is neither overpriced nor underpriced.
Promotion is the act of informing the people about the availability of the
products, change their attitude and belief about the product, and persuade them to
try or buy the new product by impressing upon them about the unique features of
the product. One of the issues usually faced by night market vendor is the lack of
entrepreneurial abilities. These includes promotion of products through different
forms of advertisement and sales promotion. Place includes activities that make
the product available to target consumers. Vendors need to be in a strategic place
where they can find and obtain their customers. Place is the showcase for
ingenuity. It serves as a key element to one’s business success. . Thus, in a free
market , competition is a measurement . It is competition that ultimately dictates
how long will you stay inside the market.
CHAPTER III
RESEARCH METHODOLOGY
28
This chapter discusses the different methods used by the researchers to
complete the needed data. This chapter contains the research design, research
environment, subject of the study, research instrument, data gathering procedure
and data analysis or statistical treatment of data.
Research Design
The study employed the descriptive method of research. The descriptive type
of research endeavors to describe systematically, factually, accurately and
objectively a situation, problem or phenomenon. Evaluation rating sheets in the
form of questionnaires were administered to the respondents particularly the
problems encountered by Bayombong night market vendors along the marketing
mix variables.
The researchers used questionnaires, interview guides and documentary
sources in gathering the needed data.
Research environment
This study was conducted at Bayombong night market located across the
Bayombong Municipal Hall but recently transfered at the proper market of
Bayombong. The night market is composed of several vendors during the
operation. Usually they have their own slot or place to display their products
inside the market.
Subject of the Study
The subjects of this study were the vendors of Bayombong night market.
29
They were the ones chosen to be the respondents because they need a great
improvement of their business operations. The vendors need to immense their
competitiveness against strong enterprises for them to cope up with new business
establishment near their area.
Research Instrument
To gather the data needed in the study, a likert-type questionaires was used.
The questionaire consisted of two parts: Part 1 gathered data on the personal
profile of the respondents; Part 2 gathered data about the level of agreement
regarding the problems encountered by Bayombong night market vendors along
the marketing mix variables. Documentary sources were also utilized to add more
information and to enlighten gray areas in the study.
Data Gathering Procedure
To facilitate the gathering of data from the respondents, the following
activities were undertaken: The researchers made pilot testing to the neighboring
market to checke and assure the validity and reliability of the questionaires. After
which, they requested permission from the Local Government Unit of
Bayombong, Nueva, Vizcaya to allow the researchers to administer the survey
questionnaire to the respondents and explain the purpose of this research.
The researchers went to the night market of Bayombong to administer the
survey questionnaires to the respondents. After the questionnaires were answered,
the researchers reviewed the questionnaires on per item basis in order to get the
desired data.
30
Statistical Treatment of Data
The gathered data were interpreted using the following:
1. Frequency and Percentage
The researchers used frequency and percentage to determine the profile of
the respondents.
2. Mean
The researchers used mean for the evaluation of the level of agreement of
the problems encountered by Bayombong night market vendors along the
marketing mix variables.
Table 1
Qualitative interpretation of rating scale for the problems encountered by
Bayombong night market vendors in the research questionnaire:
 Strongly agree- great problem
 Agree- moderate problem
 Disagree- slight problem
 Strongly disagree- not a problem
Mean Range Descriptive Equivalent

3.50 - 4.00 strongly agree
2.50 - 3.49 Agree
1.50 - 2.49 Disagree
1.00 - 1.49 strongly disagree
31
2. Chi-square
It will be used to analyze significant differences on the problems
encountered by the Bayombong Night Market vendors when the responses
are compared according to profile variables.
CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION
This chapter contains the presentation, analysis and interpretation of the
data on the problems encountered and the interventions used to cope with the
problems by Bayombong night market vendors.
32
A. Profile of Respondents
Table 2.1. Frequency and Percentage Distribution of Respondents according to
Age
Age Bracket Frequency Percent (%)
Below 20 9 18.4%
21-25
6 12.2%
26-30 7 14.3%
31-35
6 12.2%
36-40 5 10.2%
41-45
7 14.3%
46-50 2 4.1%
51 above
7 14.3%
Total
49 100.0%
This shows the age bracket of the respondents. Respondents who were
below 20 yrs. old compromise of 18.4%( 9 out of 49 respondents), followed by
26-30, 41-45 and 51 above yrs. old with the same size group of 7 out of 49
(14.3%) then12.2% (6 out of 49 respondents) were 21-25 and 21-35 yrs. Old .
Next is 36-40 with 10.2% (5 out of 49 respondents) And lastly, 4.1% ( 2 out of 49
respondents) were 46-50 yrs. Old. Most of the respondents are below 20 years
old beacause they see to it that the night market is free from age requirement and
easy to penetrate plus it will add up their income. Moreover, they were engage
33
into family business that’s why any of the family member can run the business.
Night market operation served as a perfect time for the students to help their
parents in their business.
Table 2.2. Frequency and Percentage Distribution of Respondents according to
Sex
Sex Frequency Percent (%)
Male 21 42.9
Female 28 57.1
Total 49 100.0
Table 2.2 reveals that most of the respondents were females comprising
57.1% (28 out of 49 respondents) of the total sample. On the other hand, 42.9%
(21 out of 49 respondents) were male respondents. This shows that there were
more female vendors in Bayombong night market than males. It is in our
tradition that female vendors are always present inside the market. They are more
likely interested into things like selling. They have this kind of convincing power
and longer patience. While males doesn’t have enough courage to do the
persuasive selling to impress customers. They just go around to help and do the
hard tasks.
Table 2.3 Distribution of Respondents according to Civil Status
Civil Status Frequency Percent (%)
34
Single 21 42.9
Married 28 57.1
Total 49 100.0
Table 2.3 presents that a very large number of the respondents were
married comprising 57.1% of the total sample, followed by single respondents
with 42.9% (21 out of 49 respondents). This means marital status of the
respondents was predominantly married. They need to work for them to live and
support all their needs including the education of their children and etc. Others
chose to help their parents in selling.While singles chose to work for the sake of
additional income and gain experience from selling.
Table 2.4. Highest Eduacational Attainment Profile of the Respondents
Highest Educational Attainment Frequency Percent (%)
22 44.9
HS Undergraduate HS Graduate
College Undergraduate 12 24.5
15 30.6
College Graduate
Total 49 100.0
35
Almost half of the respondents indicated that they reached a High School
Level with 44.9% (22 out of 49 respondents).There are 12 or 24.5% of the
respondents are College Undergraduate, while 15 or 30.6% have college
Graduate as their highest eduacational attainment. Again, it is because the night
market is free from age requirement. They find it easy to engage into this kind of
business than applying for a job outside. While college level respondents chose to
find another job which commensurate their highest educational attainment
B. Problems encountered by the vendors of Bayombong night market

vendors along the marketing mix variables
Table 3.1 Product
Product Mean Median SD Qualitative

Description
1. The same products are offered 3.10 3.00 .770 Agree
by high-class business
establishments near Bayombong
night market.
2.Fresh products are easily 2.51 2.00 .739 Agree

withered due to difficulty in
36
preserving the goods.
3.Products offered didn’t meet 2.20 2.00 .676 Disagree

full quality control.
4. The street foods offered are 3.51 4.00 .820 Strongly

exposed and may lead to agree
contamination.
2.831 2.7500 .42509 Agree

Product mean
6
Table 3.1 presents descriptive statistics on problem encountered by
Bayombong night market vendors under product. Vendors see this as a moderate
problem because it has a qualitative description agree. They also agree that the
same products are offered by high-class establisments near their site and are
commonly present inside the market. The product are also expose and are easily
withered. It implies that it requires more attention and improvement. On the other
hand, vendors rated product question number 3 disagree, products offered didn’t
meet full quality control. This means that inspite of their problem regarding
products they see to it that they’re offering products that are very good when it
comes into quality. , Also Karl E. Case (2013) stated that product is the sum of
physical, psychological and sociological satisfactions the buyer derives from
purchase ownership and consumption. From this standpoint, product
management and strategy is really important.
Neeru Kapoor, (2014) stated that managing the product includes planning
and developing the right product or services to be marketed . Vendors can only
37
satisfy needs and wants of consumers only by offering excellent products for
them.
Table 3.2 Price
Price Mean Median SD Qualitative

Description
1. The price doesn’t meet the 2.35 2.00 .723 Disagree

quality of a certain product.
2. Some of the vendors don’t 2.39 3.00 .862 Disagree

pay their obligations which
makes unfair to others.
3. Vendors have their 3.43 3.00 .612 Agree

different prices which lead to
customers’ confusion
Price mean 2.7211 2.6667 .51526 Agree
Table 3.2 shows the problem encountered by the vendors of Bayombong
night market under price. The price mean shows a qualitative description agree.
This shows that the vendors believe that price really affects the performance of
their daily sales.On the other hand, the vendors rated disagree on price question 1
and 2: 1.) The price doesn’t meet the quality of a certain product. 2.)Some of the
vendors don’t pay their obligations which makes unfair to others. This means that
they have a reasonable price which commensurate to the quality of product they
are offering to their customers. Moreover, It shows that most of the vendors
follow the rules and policies which they are going to agree and pay their
obligations. However, the vendors can’t hide that they have different prices
38
which lead to customers’confusion. It was base from the qualitative decription
agree, shown on price question number 3. Vendors have their different prices
which lead to customers’ confusion. According to Karl E. Case (2013) problem
on price creates a perfect competition where vendors set their price according to
the competition.
Another issue on price was explained by Neero Kapoor, (2014), One of
the leading causes of new product failure is either under or over pricing. People
are not going to buy the product in both the circumstances. If a product is
overpriced, it is considered as too expensive,beyond the pocket of many people
who are not going to buy it. If under priced, like in the case of clothing, watches,
perfumes, etc., it is directly asumed that the company must have compromised on
the quality of the product and it is treated as an inferior product, and again in that
case, people are not willing to purchase it. Therefore it is very important for the
vendors to price the product ideally at a level where it is neither overpriced nor
underpriced. Thus, pricing decision become vital in marketing. Determining the
right base price and strategies concerning discounts, allowance, etc., has to be
worked out very carefully. Price of the product shoud be set in such a way that
the buyers can pay and the vendor can earn adequate profits.
Table 3.3 Place
Place Mean Median SD Qualitative

Description
1.New and high class business 3.47 4.00 .892 Agree
establishments were built near
39
the market which lead to more

competition.
2.The environment around the 2.65 3.00 .830 Agree

area is unclean.
3.Limited space provided to 2.59 3.00 .674 Agree

vendors.
4.The night market is not in a 2.41 2.00 .840 Disagree

strategic location.
Place mean 2.7806 2.7500 .45252 Agree
Table 3.3 reveals the problem encountered by the vendors of Bayombong
night market under place. All of the items have a qualitative description agree
exept place question 4, the night market is not in a strategic location. This
explains that their location is good. But there are some cases where they find it
hard for them to handle as they have rated a qualitative description agree. New
and high class business establishments were built near the market which lead to
more competition. The environment around the area is unclean. Limited space
provided to vendors. It means that vendors have great competitors near their area.
More than that, they have their own issues about solid waste management
implementation and the division of vendors area slot.
The same thing as what David L. Kurtz (2011) stated, that place is a
showcase for ingenuity. It’s very important that vendors select locations that are
accesible to the target market. The Bayombong night market vendors need to be
more strategic and productive to cope up with this kind of issue.
40
Table 3.4 Promotion
Promotion Mean Median SD Qualitative

Description
1. Lack of promotional materials. 1.65 2.00 .631 Disagree
2. Vendors need training and 3.71 4.00 .500 Strongly

seminars to enhance their agree
entrepreneurial abilities.
1.65 2.00 .805 Disagree

3. Poor product presentation
Promotion mean 2.340 2.3333 .42758 Disagree
Table 3.4 presents the problem encountered by Bayombong night market
vendors under promotion. Promotion has a mean of 2.34 and a qualitative
description disagree. The vendors rated disagree both promotion question 1 and
3. 1.) Lack of promotional materials. 3.) Poor product presentation. This
revealed that promotion is not really a big deal inside the night market. It
explained that vendors are good when it comes into product merchandising and
promotion. Except promotion question 2. Which has a qualitative description
agree. Vendors need training and seminars to enhance their entrepreneurial
abilities. This shows that the vendors do agree that they need training and
seminars to immense their entrepreneurial abilities and enhance their skills in
advertising and sales promotion. Everyone is encourage to have their own
promotional tool.
David L. Kurtz (2011) also stated that personal selling often provides
41
more flexible promotion than other forms because the sales person can tailor the
sales message to meet the unique needs or objection of each potential customer.
Larry J. Rosenberg, (2001), also added that personal influence is more accurate
term for the better known ''word-of-mouth advertising". By any name, it has
always been popular with advertisers, partly because it is effective but mostly
because it is free.
C. The significant difference of the problems encountered by the Bayombong
Night Market vendors along with the marketing mixvariables when
grouped according to their profile variables
Table 4.1 Sex
42
SEX N Mean SD t df Sig.

male 21 2.8571 .37559 .360 47 .720
Product mean
female 28 2.8125 .46460
male 21 2.6825 .56250 -.450 47 .655
Price mean
female 28 2.7500 .48538
male 21 2.9405 .38653 2.228 47 .031*
Place mean
female 28 2.6607 .46753
Promotion male 21 2.2698 .41659 -.997 47 .324
28 2.3929 .43559
female
mean
*significant at 0.05 level
Table 4.1 reveals the comparison of the problems encountered by
Bayombong night market vendors along with the marketing mix variables when
grouped according to their sex. The group statistics shows that there is no
significant difference exept on place. Males are more affected on the problems
regarding their placement than females. It is because males are more
knowlegeable when it comes into space and sorroundings. They see to it that they
are in a good position. While females are more focused on their products not
realizing that they are not in a good place.
Table 4.2 Civil Status
CS N Mean SD t df Sig.
single 21 2.7619 .45053 -.994 47 .325
Product mean
married 28 2.8839 .40530
single 21 2.8413 .55397 1.429 47 .160
Price mean
married 28 2.6310 .47436
single 21 2.7738 .46707 -.090 47 .929
Place mean
married 28 2.7857 .44987
single 21 2.4286 .38214 1.262 47 .213
Promotion mean
married 28 2.2738 .45409
43
Table 4.2 shows that there is no significant difference in the problems
encountered by the Bayombong Night Market vendors along with the marketing
mix variables when grouped according to their civil status. It means that both
married and singles are equally influenced by the problems experienced by the
vendors along with the 4 P’s.
Table 4.3 Educational Attainment
Educational N Mean Chi-Square df Asymp.

Attainment Rank Sig.
1.00 22 24.61 2.134 2 .344
Product mean 2.00 12 20.96

3.00 15 28.80
Total 49
1.00 22 27.07 6.708 2 .035*
2.00 12 16.08
Price mean
3.00 15 29.10
Total 49
1.00 22 23.80 .620 2 .734
2.00 12 24.25
Place mean
3.00 15 27.37
Total 49
1.00 22 23.61 1.553 2 .460
Promotion 2.00 12 22.92
mean 3.00 15 28.70
Total 49
*significant at 0.05 level
Table 4.3 reveals the comparison of the problems encountered by
Bayombong night market vendor along with the marketing mix variables when
44
grouped according to their educational attainment. The group statistics shows that
there is no significant difference in other marketing mix variables exept for
Price. College graduate determined to be more affected on price issues due to
their awareness on price policies than others. The high school graduate and
undergraduate were at little concious on prices because they were considered as
beginners and they need to follow the imposed rules and regulations. Lastly,
College undergraduate seems like they were at the safe side and they weren’t
focused on the price problems. It is beacause they were enjoying on selling with
different prices leading into customer’s confusion and doesn’t think about their
obligations which make unfair to other vendors.
45
CHAPTER V
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study aimed to determine the problems encountered by Bayombong
night market vendors: for improved marketing strategies. Descriptive type of
reasearch was used in this study. It endeavors to describe systematically,
factually, accurately and objectively a situation, problem or phenomenon.
Evaluation rating sheets in the form of questionnaires were administered to the
respondents particularly the problems encountered by the Bayombong night
market vendors.
Specifically, it sought to determine the (1) profile of Bayombong night
market vendors in terms of sex, civil status, and educational attainment; (2)
problems encountered by Bayombong night market vendors along marketing mix
variables ; (3) significant difference on the problems encountered by the
Bayombong night market vendors.
To analyze the data gathered, the following statistical tools were utilized:
46
frequency and percentage to determine the profile of the respondents, median for
the evaluation of the problems encountered by Bayombong night market vendors,
and Chi-Square and Mean Rank tools to determine whether there is a significant
difference on the problems encountered by Bayombong night market vendors
when grouped according to their sex, civil status and educational attainment. All
computations were done through the Statistical Package for Social Sciences
(SPSS). The findings of the study are as follows:
1. The vendors inside Bayombong night market have different set of ages.
Respondents who were below 20 yrs. old compromise of 18.4% (9 out of 49
respondents) and 4.1% ( 2 out of 49 respondents) were 46-50 yrs. old. The female
dominates the number of the repondents with 57.1% while the remaining 42.9%
are male. Their civil status dictates that married respondents have a higher
number with 57% while sigle has 42.9%. Almost half of the respondents
indicated that they reached a High School Level with 44.9%. There are 24.5% of
the respondents are College Undergraduate, while 30.6% have college Graduate
as their highest eduacational attainment.
2. Problems encountered by Bayombong night market vendors along the
marketing mix variables
2.1 Product. Most of the respondents answered product as a tough
problem which has a product mean agree. They all agree except product
question number 3, products offered didn’t meet full quality control. This
means that inspite of their problem regarding products they see to it that their
47
offered products that are very good when itcomes into quality. On the other
hand, the vendors agree that the same products are offered by high-class
establisments near their site and are commonly present inside the market.
The product are also exposed and are easily withered. It implies that it
requires more attention and improvement.
2.2 Price. The vendors believe that price really affects the performance of
their daily sales.On the other hand, the vendors rated disagree on price
question 1 and 2: 1.) The price doesn’t meet the quality of a certain product.
2.)Some of the vendors don’t pay their obligations which makes unfair to
others. This means that they have a reasonable price which commensurate to
the quality of product they are offering to their customers. Moreover, It
shows that most of the vendors follow the rules and policies which they are
going to agree and pay their obligations. However, the vendors can’t hide
that they have different prices which lead to customers’confusion. It was
base from the qualitative decription agree, shown on price question number
3. Vendors have their different prices which lead to customers’ confusion.
2.3 Place. the night market is in strategic location. This explains that
their location is good. But there are some cases where they find it hard for
them to handle as they have rated a qualitative description agree. New and
high class business establishments were built near the market which lead to
more competition. The environment around the area is unclean. Limited
space provided to vendors. It means that vendors have great competitors near
48
their area. More than that, they have their own issues about solid waste
management implementation and the division of vendors area slot.
2.4 Promotion. Promotion has a mean of 2.34 and a qualitative
description disagree. The vendors rated disagree both promotion question 1
and 3. 1.) Lack of promotional materials. 3.) Poor product presentation.
This revealed that promotion is not really a big deal inside the night market.
It explained that vendors are good when it comes into product merchandising
and promotion. Except promotion question 2. Which has a qualitative
description agree. Vendors need training and seminars to enhance their
entrepreneurial abilities. This shows that the vendors do agree that they need
training and seminars to immense their entrepreneurial abilities and enhance
their skills in advertising and sales promotion. Everyone is encourage to
have their own promotional tool.
3.1 The significant difference between the respondents’ sex on the problems
encountered by Bayombong night market vendors to the marketing mix variables
or 4 P’s.
a. Among the entire variables that fall under “product” show no significant
difference between the male and female vendors. Both sex showed that they
are affected by this category.
b. Under price problems, it shows no significant difference. Both male and
49
female showed that they are somewhat affected.
C. Under the place problems, it shows that there is a significant difference
when grouped according to their sex. Male respondents are more affected on
the problems regarding their placement than females. It is because males are
more knoledgeable when it comes into space and sorroundings. They see to it
that they are in a good position. While females are more focus on their
products not realizing that they are not in good place.
d. Promotion shows no significant difference between male and female
respondents. It means that they are both affected on in this category.
3.2 The significant difference between the respondents’ civil status on the
problems encountered by Bayombong night market vendors to the marketing mix
variables or 4 P’s.
a. Group statistics shows that among the 4 P’s have no significant difference
in the problems encountered by the Bayombong Night Market vendors when
grouped according to their civil status. It means that both married and singles
are equally influenced by the problems experienced by the vendors along
with the marketing mix variables.
problems encountered by Bayombong night market vendors to the marketing mix
variables or 4 P’s.
a. The group statistics shows that there is no significant difference in other
marketing mix variables exept for Price. College graduate determined to be
50
more affected on price issues due to their awareness on price policies than
others. The high school graduate and undergraduate were at little concious
on prices because they were considered as beginners and they need to follow
the imposed rules and regulations. Lastly, College undergraduate seems like
they were at the safe side and they weren’t focus on the price problems. It is
beacause they were enjoying on selling with different prices leading into
customer’s confusion and doesn’t think about their obligations which make
unfair to other vendors.
Conclusions
1. Most of the respondent are below 20 years old. Majority of them were married.
The female vendors dominated the respondents. Almost half of the respondents
indicated that they reached high school level as their highest educational
attainment.
2. The problems encountered by Bayombong night market vendors along the
marketing mix variables are the following:
2.1 Product. The vendors see this as a moderate problem because it has a
product mean qualitative decription agree.
2.2 Price. The price rated mean has a qualitative description of agree which
means it is a moderate problem to the vendors.
2.3 Place. The vendors rated place as a moderate problem because it has a
mean qualitative description agree.
51
2.4 Promotion. The vendors think that this issue is slightly a problem to them
because it has a rated mean description disagree.
3. The significant difference between the respondents’ sex on the problems
encountered by Bayombong night market vendors along the marketing mix
variables or 4 P’s. There is no significant difference exept on Place. Male are
more affected on the problems regarding their placement than females. It is
because males are more learned when it comes into space and sorroundings. They
see to it that they are in a good position. While females are more focus on their
products not realizing that they are not in good place.
mix variables or 4 P’s. There is no significant difference in the problems
encountered by the Bayombong Night Market vendors when grouped according
to their civil status. It means that both married and singles are equally influenced
by the problems experienced by the vendors along with the marketing mix
variables.
mix variables or 4 P’s. There is no significant difference in other marketing mix
variables exept for Price. College graduate determined to be more affected on
price issues due to their awareness on price policies than others. The high
school graduate and undergraduate were at little concious on prices because
52
they were considered as beginners and they need to follow the imposed rules
and regulations. Lastly, College undergraduate seems like they were at the safe
side and they weren’t focus on the price problems. It is beacause they were
enjoying on selling with different prices leading into customer’s confusion and
doesn’t think about their obligations which make unfair to other vendors.
Recommendations
In the light of findings, this study offers the following recommendations:
Bayombong night market administrator
The administrator should give more emphasis on all the problems
that were considered by the respondents. Creating marketing strategies
and formulating policies are necessary.
Vendors
The Bayombong night market vendors must see to it that they are
well competetive and ready to a perfect competition type of market.
They must also consider various policies to lessen down all the conflicts
which may arise during the market operation.
Future Researchers
Future reseachers who would want to study the same topic are
encouraged to widen the scope of their study. Increase their sample and
employ a sampling method that is ramdom sampling in nature that is
53
necessary and applicable to locale. More independent variables are
suggested to be included in their study for further understanding of the
differences in the respondents’ perceptions. A more sophisticated
statistical tool that is suitable to the data collected is suggested.
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Appendices
SAINT MARY’S UNIVERSITY

Bayombong, Nueva Vizcaya
SCHOOL OF ACCOUNTANCY AND BUSINESS
Appendix A - Letter to Respondents
November 16, 2016
Dear Respondents,
We, the 4th year BSBA-Marketing Management students are currently conducting
a research entitled “Problems Encountered by Bayombong Night Market
Vendors: A Basis for Improved Marketing Strategies” in Bayombong Night
Market, Bayombong, NuevaVizcaya.
In this regard, may we request your time and cooperation by answering the
questions attached to this letter. All information gathered shall be treated with
utmost confidentiality and will be use for research purposes only.
Thank you and God Bless.
Respectfully yours,
Jenifer F. Bernal
Daren P. Ignacio
56
Philbert Jan J. Batoon
Noted By:
Mrs. Mayvelyn Sicat Covita

Research Instructor
Mrs. Angela Garra

Research Adviser
Mr. Sherween Jerry Paul Saquing

Research Coordinator
Appendix B - Questionaire
Part 1. Respondent's Profile

Name (Optional):
Age:___Sex: M___ F___ Civil Status: __________
Educational attainment:____________________
Part II. Questions

Directions: Indicate your level of agreement with each of these statements
regarding the problems encountered by Bayombong Night Market vendors.
1-Strongly disagree (Great Problem) 3-Agree (Slight Problem)
2-Disagree (ModerateProblem) 4-Strongly agree (Not a Problem)
A. Marketing
A.1 Product
No. Problems 1 2 3 4
1. The same products are offered by high-class business
establishment near Bayombong night market.
2. Fresh products are easily withered due to difficulty in
preserving the goods until the market operation.
3 Products offered didn’t meet full quality control.
4 The street foods offered are exposed and may lead to
contamination.
5 Others, please specify:
57
A.2 Price
1. The price doesn't meet the quality of a certain
product.
2. Some of the vendors doesn’t pay their obligations
which makes unfair to others.
3. Vendors have their different prices leading into
customers’ confusion.
4. Others, please specify:
A.3 Place
1. New and high-class business establishment were built
near the market which leads into more competition.
2. The environment around the area is unclean.
3. Limited space provided to vendors.
4. The night market is not in a strategic location.
a.4 Promotion
1 Lack of promotional materials.
2. Vendors need training and seminars to enhance their
entrepreneurial abilities.
3. Poor product presentation.
58
Appendix C- Curriculum Vitae
DAREN P. IGNACIO
Purok 1, San Pascual, Diffun, Quirino
Email Address: darenrenz@gmail.com
EDUCATION
Tertiary: Bachelor of Science in Business Administration
Major in Marketing Management
Secondary: Magsaysay National High School

Magsaysay, Diffun, Quirino
Elementary: San Pascual Elementary School

San Pascual, Diffun, Quirino
AWARDS AND ACHIEVEMENTS
• TESDA national certificate III : Book Keeping

• Granted Civil Service Eligibility (Professional)
WORK EXPERIENCES
• Philippine National Bank
On-the-Job-Training
• Jollibee Food Corporation
59
Service Crew (Marketing)

Solano, Nueva Vizcaya
SEMINARS AND TRAINING ATTENDED
• National Leadership Training for Student Government
Officer (SSG)
Baguio City
Theme: “SSG MAKE IT HAPPEN”
• Business Process Outsourcing
Saint Marys University
• Marketing Management Seminar
Cabarroguis, Quirino
Theme: “Managing Emotions and Excelling Under Pressure in the
Workplace”
• Marketing Seminar-Workshop
Theme: “Partnering Your Boss: Strategic Skills For Administrative
Professionals”
BATOON, PHILBERT JAN J.
San luis,Solano, Nueva Vizcaya
Email Address: philbert_pjan23@yahoo.com
EDUCATION
Tertiary: Bachelor of Science in Business Administration
Secondary: Saint Louis School

Elementary: Saint Louis School

WORK EXPERIENCES
• LGU Solano
On-the-Job-Training
60
Workplace”
Professionals”
JENIFER F. BERNAL
ViztaAlegre, Bayombong, Nueva Vizcaya
E-mail Address: Jenijenb@yahoo.com
EDUCATION
Tertiary: Bachelor of Science in Business
Administration
Secondary: Nueva Vizcaya State University Laboratory High School

Elementary: San Antonino Elementary School

Burgos Isabela
WORK EXPERIENCES
• Philippine National Bank
On-the-Job-Training
61

Workplace”
Professionals”
62

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Problems Encountered by Bayombong Night Market Vendors : A Basis for Improved

Saint Mary’s University

THE PROBLEM AND ITS BACKGROUND

offers different types of commodities. Night market sometimes called as

“talipapa” in Filipino. According to Karl E Case (2012) this type of market

ultimately by taste and preferences of consumers who “vote” by buying or not

Bayombong, Nueva Vizcaya is justifiably proud of its night market

prefer to do their marketing at night because it has become a pleasant experience

Moreover, Bayombong night market serves as a strategic place where do

Saint Mary’s University

make every available goods at a reasonable and affordable cost.

aspired to help the vendors immense their competitiveness against strong

solution to establish a sound market operation.

Statement of The Problem

This study aimed to determine the problems encountered by Bayombong

strategies. Specifically, this study sought to answer the following questions:

1. What is the profile of the respondents in terms of the following?

1.3 Civil Status

1.4 Educational Attainment

Saint Mary’s University

along the Marketing Mix variables.

3. Is there a significant difference in the problems encountered by the

respondents are grouped according to their profile variables?

Statement of the Null Hypothesis

There is no significant difference in the problems encountered by the

the respondents are grouped according to their profile.

Saint Mary’s University

Figure 1. Paradigm of the study

The input includes the profile of the respondents. It will be determined

through survey questionnaires.

percentage, ranking, weighted mean frequency and chi-square.

researchers will suggest for the improvement of marketing strategies of

Bayombong night market venvors.

SIGNIFICANCE OF THE STUDY

This research is beneficial to the following:

Bayombong Night Market Vendor.

Saint Mary’s University

them increase their profit.

SCOPE AND DELIMITATION

The study covers the determination of problems encountered by Bayombong

marketing strategies. These marketing strategies constitutes the marketing mix

variables which the researchers want to study on to lessen each of their

Marketing Mix Variables are the elements of a marketing activities in

Bayombong Night market which the researchers utilized to determine the

problems encountered by the vendors. Marketing mix variables consist of what

Bayombong Night Market was established in 2005. It stands as a trading

Saint Mary’s University

Place refers to the placement of Bayombong night market , such as

area where the vendors are able to make business at night.

Price refers to the value of money paid in exchange to any goods

available in the market.

Product refers to tangible goods offered by the vendors.

Promotion includes all the promotional activities utilized by the vendors

will benefit their customers.

Night Market Vendors refers to the set of intermediaries or sellers in

People refers to the human resources and entrepreneurial capabilities of the

vendors inside the market.

REVIEW OF RELATED LITERATURE AND STUDIES

relevant to the research study.

Saint Mary’s University

Night market is just a simple type of market where people do their

stated that Consumer Sovereignty mirrors all types of market in a free,

ultimately by tastes and preferences of consumers who “vote” by buying or not

buying. Businesses rise and fall in response to consumer demand. In a free