Experiences of Mobile Street Food Vendors: A Case Study of Pagadian Vendors

This study delves into the dynamic landscape of mobile street food vending in Pagadian City, exploring key facets such as factors influencing individuals' decisions to enter this entrepreneurial venture, the marketing strategies adopted by vendors, current challenges faced, approaches to overcoming these challenges, and vendors' future plans. The findings reveal that entrepreneurial independence, financial considerations, and operational ease are pivotal factors shaping the choice of street food vending. Marketing strategies center around cleanliness, persuasive sales talk, and dynamic location changes, aligning with informal sector principles and consumer spending theories. However, vendors grapple with challenges spanning regulatory complexities, operational logistics, environmental vulnerabilities, and food safety concerns. Their resilience is evident through strategic engagement with city offices and preventive measures. Future plans reflect a diverse range of aspirations, from transitioning to fixed stalls for long-term sustainability to expanding vehicle fleets for broader outreach. These insights contribute to a nuanced understanding of the mobile street food vending industry, highlighting its adaptive nature and multifaceted considerations