Discipline: business and management (non-specific)
The study aims to determine the business trends and market- ing strategies of the vegetable business operators in the 3rd Dis- trict of Albay. The study used a quantitative descriptive-com- parative research design. The study involved 48 registered and active vegetable business operators in the 3rd District of Albay. The study employed various statistical tools such as weighted mean, frequency count, percentage, and ANOVA test to analyze and interpret the data. The findings of the study revealed that most vegetable business operators were small-scale enter- prises with limited capitalization and relied primarily on exter- nal credits and loans as their source of capital which increases their vulnerability to financial risks. The vegetable business op- erators experienced business trends related to increasing com- petition, fluctuating supply, rising operational costs, and changing customer demand. Because of these business trends and challenges, the vegetable business operators were found to have implemented marketing strategies, particularly in offer- ing competitive pricing, maintaining high quality products, maintaining a good relationship with the customers, and ensur- ing product availability. Using ANOVA one-way, a value greater than 0.05 was observed in all variables which means there is no significant difference on the implementation of marketing strategies when grouped according to business profile. The study concluded that vegetable business operators continu- ously adapt their marketing practices and operational strate- gies in response to changing market conditions and industry challenges. Effective resource management, customer-oriented approaches, and adaptive marketing strategies were identified as important factors in sustaining business operations and maintaining competitiveness in the vegetable industry. *Corresponding author: E-mail: roschristel07@gmail.com C A T Ros, 2026 / Business Trends and Marketing Strategies of Vegetable Business Operators in the 3rd District of Albay: An analysis ASSRJ 1029
ISSN 3116-4544 (Online)
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