AN EXPLORATORY STUDY ON FISH VENDORS' OPERATIONS AND CHALLENGES IN DUMAGUETE CITY PUBLIC MARKET

Abstract The operations management practices of small-scale fish vendors are critical to food security and local livelihoods in coastal cities of the Philippines, yet they remain understudied in academic literature. This study explores how fish vendors in Dumaguete City Public Market manage perishable inventories, coordinate supply chains, and adapt to systemic challenges that threaten their business sustainability. Employing a qualitative exploratory design, data were collected through a two-hour focus group discussion (FGD) with 13 vendors, facilitated in the local Visayan language. The session was audio-recorded, transcribed, and analyzed thematically to capture lived experiences and adaptive strategies. Findings reveal that vendors employ context-driven practices such as dynamic pricing, informal preservation methods, and provenance-based marketing to balance profitability with the perishability of their products. Supply chain coordination was rooted in interpersonal trust, yet vendors remained vulnerable to power imbalances with wholesalers. Systemic challenges—including chronic ice shortages, regulatory inequities, and inadequate sanitation—further constrained operations. Despite these barriers, vendors demonstrated resilience through community collaboration, improvisational waste reduction, and suki (loyal customer) relationships that provided stability in volatile markets. The study contributes to operations management and informal economy literature by offering granular insights into the everyday realities of fish vendors, highlighting both ingenuity and systemic inequities. Policy implications include strengthening cold chain infrastructure, improving sanitation and pest control in public markets, ensuring fair enforcement of licensing regulations, and supporting vendor associations or cooperatives. These measures can enhance operational resilience, promote inclusive policymaking, and ensure the long-term sustainability of coastal market economies realities. Keywords: Business Sustainability, Fish Vendors, Operations Management, Public Markets