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Apr 23, 2025
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Abstract
In the Philippine market, the tiangge sector continues to manifest strong growth despite setting lower prices for their products. This qualitative phenomenological research examined the selling skills of 12 tiangge vendors in Guagua, Pampanga, exploring their lived experiences and business strategies. Employing a semi-structured, open-ended interview guide and thematic analysis, the study gathered in-depth insights into the vendors' experiences and selling practices. The findings indicated that these vendors mostly exhibited skills in bargaining, relationship-building, communication, integrity, problem-solving, referrals, adaptability, and positive thinking. However, these selling skills were often challenged by factors such as low income, rental expenses, weather conditions, the threat of e-commerce, unpleasant customers, and work-related burnout. The vendors’ resilience in hurdling these challenges was attributed to coping strategies including spiritual and family motivations, opportunity recognition, the suki (loyal customer) system with price flexibility, and product diversification aligned with market trends.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Butiu, J. V. A., Candelaria, R. F., Cayde, G. M. B., Clitar, M. E. R., Dayao, R. M., Tayag, J. M. R., & Chingcuangco, J. I. L. (2025). Exploring the Selling Skills of Tiangge Market Vendors in Guagua, Pampanga: A Phenomenological Study. International Journal of Multidisciplinary: Applied Business and Education Research, 6(4), 1717-1731. https://doi.org/10.11594/ijmaber.06.04.13
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Cheng, H. (2023). Referral Strategies for Sales Teams: Boosting Your Pipeline. Freedom to Ascend. DOI: https://www.freedomtoascend.com/marketing/marketing-tactics/a-b-testing/referral-strategies-for-sales-teams/
Cosep, M. (2019). Common Filipino Shopping Behaviors. DOI: https://cebudailynews.inquirer.net/233606/common-filipino-shopping-behaviors
Dolan, R. (2016). Social Values and Organiza-tion. Countrystudies. DOI: http://countrystudies.us/philippines/41.htm
Fuchs, J. (2020). Considering a Sales Discount? Here's What You Need to Know. HubSpot. DOI: https://blog.hubspot.com/insiders/should-i-discount-my-product
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Kaplan, Z. (2023). What Are Problem-Solving Skills? Definition and Examples. Forage. DOI: https://www.theforage.com/blog/skills/problem-solving-skills
Khan, F. A. (2024). The Power of Persuasion: How Salespeople Can Sell Anything Re-gardless of Their Past! LinkedIn. DOI: https://www.linkedin.com/pulse/power-persuasion-how-salespeople-can-sell-anything-regardless-khan-5ebxc
Kondrenko, K. (2024). Customer Behavior in Retail Stores: Why Businesses Should Care. Uxpressia. DOI: https://uxpressia.com/blog/retail-customer-behavior
Kosno M. (2022). Flexible Pricing — Every-thing You Should Know. Brandly360. DOI: https://brandly360.com/en/blog/flexible-pricing-everything-you-should-know/
Luna, L. (2022). How do E-commerce Business Affect the Small vendors? LinkedIn. DOI: https://www.linkedin.com/pulse/how-do-ecommerce-businesses-affect-small-vendors-lisa-luna-1e
Mazumdar, M. (2022). Ethical Considerations in Research Every Author Should Know. DOI: https://researcher.life/blog/article/ethicalguidelines-for-researchers/
Miley, S. (2024). The Role of Prayer in Busi-ness Success. Crossroads Professional Coaching. DOI: https://crossroadcoach.com/prayer-for-success-in-busi-ness/#:~:text=Praying%20about%20our%20business%20direction,us%20consciously%20make%20that%20alignment
Miller, J. (2023). Adapting to Consumer Trends. LinkedIn. DOI: https://www.linkedin.com/pulse/adapting-consumer-trends-jason-miller-fpbac
Mock, T. (2023). Honesty with Your Clients. DOI: https://mocktheagency.com/content/honesty-with-your-clients/
Neubauer B, Witkop C, Varpio L (2019) How Phenomenology Can Help Us Learn from the Experiences of Others. DOI: 10.1007/s40037-019-0509-2
Nikolopoulou, K. (2023). What is Purposive Sampling? | Definition & Examples. DOI: https://www.scribbr.com/methodology/purposive-sam-pling/#:~:text=Revised%20on%20June%2022%2C%202023,on%20purpose%E2%80%9D%20in%20purposive%20sampling
Nykiforuk, C. et. al. (2016). Photovoice as a Method for Revealing Community Per-ceptions of the Built and Social Environ-ment. PubMed Central. DOI: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4933584/
Omanyala, E. (2018). The Advantages and Dis-advantages of Retail Outlets Selling Simi-lar Products being Located Close Togeth-er. Research Solutions. DOI: https://researchsolutionsincblog.wordpress.com/2018/02/03/the-advantages-and-disadvantages-of-retail-outlets-selling-similar-products-being-located-close-together/
Rashid, T. (2023). The Three Human Needs: Survival, Belonging, and Becoming. LinkedIn. DOI: https://www.linkedin.com/pulse/three-human-needs-survival-belonging-becoming-rashid-temuri
Serrato et. al., (2020). An Assessment on the Effects of the Pandemic on the Stall Own-ers of Taytay Tiangge. DOI: https://www.coursehero.com/file/82613255/CHAP-1-5-DRAFTdocx/
Sucgang, K. (2019) An Ethnomethodological View of Bargain Shopping in Greenhills Tiangge. Philippine Journal of Develop-ment Communication. 86-101. DOI: https://pjdc.uplb.edu.ph/wp-content/uploads/2022/07/PJDC-4-2-06.pdf
Tenny, et. al., (2022). Qualitative Study. Na-tional Center for Biotechnology Infor-mation. DOI: https://www.ncbi.nlm.nih.gov/books/NBK470395/
Thomas, L. (2023). The Importance of Staying Up-To-Date with Industry Trends and Technological Advancements. LinkedIn. https://www.linkedin.com/pulse/importance-staying-up-to-date-industry-trends-lawrence-thomas
Thourani, A. (2022). Importance of Informed Consent Process in Research & Healthcare. Revive Research Institute. DOI: https://www.reviveresearch.org/blog/importance-of-informed-consent-process/
Tiyou, T. (2023). Mastering Resourcefulness: A Key Skill for Entrepreneurs. LinkedIn. https://www.linkedin.com/pulse/mastering-resourcefulness-key-skill-entrepreneurs-tonytiyou
Villegas, F. (2022). Thematic Analysis: What it is and How to Do It. QuestionPro. DOI: https://www.questionpro.com/blog/thematic-analysis/
Viter, I. (2023). What is Resourcefulness? Meaning, Examples & Importance. Runn. DOI: https://www.runn.io/blog/what-is-resourcefulness
Williams, A. (2024). Business Diversification – When, Why and How It's Done. Shorts. https://blog.shorts.uk.com/genus/business-diversification-strategy-exam-ples#:~:text=Diversification%20is%20important%20because%20it,and%20improved%20long%2Dterm%20sustainability
Williams, P. (2019). 5 Powerful Benefits of a Smile in Business. LinkedIn. DOI: https://www.linkedin.com/pulse/5-powerful-benefits-smile-business-precious-wil-liams#:~:text=It%20helps%20to%20form%20the,with%20anxiety%2C%20stress%20or%20depression
Yanna, L, et. al., (2023). Analysis of the Impact of Job Burnout on Quality and Economic Benefits of Enterprises. Research Gate. DOI: https://www.researchgate.net/publication/372231585_Analysis_of_the_Impact_of_Job_Burnout_on_Quality_and_Economic_Bene-fits_of_Enterprises#:~:text=Job%20burnout%20is%20a%20crucial,economic%20performance%20of%20business%20enterprises