Preferred Qualities of Variety Store Owners Towards Sustainable Retailing

The purpose of this research is to identify the preferred qualities of variety store owners (VSO) as their guide to sustain their presence in their respective communities. This study is an experimental and descriptive correlational research. The 300 respondents were from the four urban barangays of the municipalities of Lupon and Banaybanay, Davao Oriental. Using a survey questionnaire containing 22 generated profile cards as the data collection instrument, the study revealed that educational attainment is not a prerequisite for owning a variety store. Even graduates of basic education can own a variety store, provided that they value customers' loyalty, positive behavior, expertise, a wide variety of merchandise, a competitive advantage, and effective marketing strategies in their daily operations. Furthermore, the specific qualities preferred for VSO are: honesty, attentiveness, ability to hire customer-oriented workers who understand pricing, good communication skills, understanding of product assortment, and organized goals. This study recommends that VSO must consider the values and preferences indicated to compete effectively. Additionally, the use of total utilities by local business bureaus and barangay officials for the operational assessment of VSO in their quest for effective strategies to meet the evolving needs of customers is highly recommended. Lastly, it is recommended that future researchers conduct a seminal study in different places to validate or negate the findings indicated herein and to evaluate other indicators not captured in this study.