Factors Affecting Business Sustainability of Public Market Vendors in Northern Mindanao, Philippines

Abstract

Public market vendors are essential contributors to local economies in Northern Mindanao, yet their long-term business sustainability remains underexplored in empirical research. This study addresses that gap by examining how business permits, strategies, resources, and customer retention influence the sustainability of public market vendors in Cabanglasan, Bukidnon. A quantitative descriptive research design was employed, with survey data collected from 126 vendors via census sampling. Regression analysis was used to assess the relationship between business factors and sustainability outcomes. Findings indicate that compliance with business permit requirements is essential for maintaining legal operations and avoiding regulatory or financial risks. Resource availability—including financial capacity, equipment, and access to skills training—supports consistent business performance. Strategic initiatives, including marketing, innovation, and operational efficiency, enhance competitiveness. Customer retention also emerged as a critical determinant, emphasizing the role of engagement, feedback, and service quality in fostering loyalty. The analysis confirmed that business permits, resources, and strategies significantly affect sustainability, thereby rejecting the null hypothesis. These results underscore the importance of targeted policies and support mechanisms that promote regulatory compliance, improve access to resources, and strengthen strategic capabilities. Such interventions are vital to ensuring the long-term resilience of public market vendors in Northern Mindanao.