Examining the Marketing Practices of Street Food Vendors; A Case Study of Rotunda Vendors

Street food vending constitutes a significant aspect of Rotunda's culinary scene, shaping the local economy and reflecting a diverse range of marketing practices among vendors. This study delves into the motivations, pricing strategies, customer engagement tactics, encountered challenges, and management approaches of street food vendors in Rotunda, Pagadian City. Through in-depth interviews, vendors' decisions to enter the market were found to be influenced by factors including affordability, familial involvement, recommendations, social media impact, and financial constraints. Pricing strategies were revealed to be intricately linked to ingredient costs, and supplier negotiations. Additionally, vendors employ various techniques such as persuasive sales talk, engaging presentations, and stringent sanitation practices to attract and retain customers. Despite expressing a desire for support from the Local Government Unit (LGU), vendors often face a lack of assistance, necessitating innovative approaches to sustain and grow their businesses. Challenges encountered include weather conditions, competition, social media dynamics, and public health concerns, which vendors adeptly manage through strategic customer interactions and creative sales methods. Analysis of these findings within existing literature and theoretical frameworks provides insights into the dynamics of street food vending in Rotunda, offering avenues for further research and informing practices for supporting and nurturing this integral aspect of the local culinary landscape. This study underscores the importance of stakeholder collaboration in fostering the sustainability and expansion of street food businesses in Rotunda, contributing to a comprehensive understanding of this vibrant sector's challenges and opportunities.