Customer preferences and level of competitiveness of Calapan city public market vendors

Lano, Don Pedro Del Espiritu and Hernandez, Angelica Faye Yabut and Torres, John Patrick De Llupar and Magbago, Julianne Nale and Melo, Maria Cristina Flores (2025) Customer preferences and level of competitiveness of Calapan city public market vendors. World Journal of Advanced Research and Reviews, 25 (2). pp. 673-683. ISSN 2581-9615

The local public market is normally where small farmers sell their food, however the arrival of supermarkets and grocery stores in the province has reduced buyer traffic to the local markets. Although supermarkets are selling more local goods, the vast majority of their products remain national. This condition encourages the local market to understand client preferences and achieve competitiveness. This study explores customer preferences and vendor competitiveness in the Calapan City Public Market. Adopting a descriptive-correlational design, data were gathered from 383 customers using a researcher-developed questionnaire that examined preferences related to product, price, and place, alongside vendor competitiveness. Results showed that customers highly value product freshness, quality, local sourcing, variety, and appealing presentation. In terms of pricing, affordability, consistent pricing, and perceived value were prioritized. Accessibility, including strategic entrances/exits and sufficient market space, was also a significant preference. The findings suggest that customers’ satisfaction with products, pricing, and accessibility greatly influences the overall competitiveness of vendors and the market as a whole. Vendors have a clear route to improving their market performance and attractiveness by addressing these criteria. To increase the market's competitiveness, a number of strategic proposals are put out in light of these observations. These include fortifying relationships with regional producers, putting in place efficient inventory management systems, expanding product offerings, enhancing packaging and presentation, promoting locally sourced goods, offering customer loyalty programs, keeping prices competitive and transparent, improving market accessibility and organization, and placing a high priority on safety and first-rate customer service.